Never talk down to your prospect

This is quite obvious. No one likes being talked down to, even if they are dumb. The ever present Chet Holmes radio spots do just that. He says:

"There are 11 essential questions you should be able to answer to run a killer website... I would be shocked if you could answer more then 3 of these questions."

So he is saying that he would be shocked if you knew what you were doing with your website. Its a bit too high and mighty. Yes, there are some ineffective websites out there, but he is not helping his cause by acting like a know-it-all.

He should change his message to something like this:

"There are 11 essential questions you should be able to answer to run a killer website... Get those answers and more in Chapter 4 of my new book."

This is in no way talking down to the listener, and offers an incentive to buy his book.

A slight case of over-bombing

I listen to my Sirius radio during the day while I'm working. Sometimes I have on CNBC or some other news channel. If you have satellite radio, you know there are some very inane radio ads on there. The ever present "Chet Holmes" commercials are on constantly. Now, I am all for "carpet bombing" advertising. Repetition is the name of the game. That doesn't mean one has to run their radio spot or print ad everyday, all day. Chet could save a great deal of money and have the same impact if he slightly changed his schedule. He could run his ads every other day. For example, he runs Monday, Wednesday & Friday. He still bombards the listener, just every other day. So someone like me that listens during the week, will still be exposed to the commercials, without knowing its not everyday. I still won't escape Chet's message. Running every other day creates the illusion of being on everyday. The funny thing is that Chet is selling his secrets to for you company to "grab market share" ... and his ad plan is flawed... costing him more money then it should be. 

Poor Positioning has it's price

The ad campaign for Stella Artois has always bothered me. The simple ads have a glass of beer with the Stella logo and the tagline "Perfection Has It's Price." What does that say to you? It says to me that this beer is perfect, but also expensive. Why on Earth would they want to position the beer as expensive? Especially when it isn't really that pricey?! Its a vague and poorly thought out headline. Not only does it imply that the beer is expensive, but it hints at paying the price... the last thing you want to imply when you're trying to induce the consumer to make a purchase.

One could argue that they are trying to imply the beer is high-end. But the tagline still doesn't work... Does Tiffany's say "The worlds most expensive diamonds"?

The only time to use the word "price" in a tagline is when you're saying something is "half price" or the "lowest price".

Again, another example of an ad agency getting paid a lot of money to deliver a vague and ineffective tagline.

Also the layout, while simple, is backwards. They put the glass before the tagline. It should be after the tagline to serve as visual "punctuation".