Bad language
Bad language can kill a copy. This point was mentioned in the positive
strategies and is being repeated here because it is extremely important to have
good language. There should be an aesthetic appeal to the words and
sentences being used. If there are too many adjectives, then it will start to
look like the company is trying too hard to sell a product.
The language must be clean, comprehensive and effective. There should also
be no use of difficult words and jargons, which might make it difficult for the
customer to understand the ad or worse, misunderstand it.