...and more!

What's the point of concluding an advertisement with "...and more!" (Note, the construct never ends with a period.)

Typically, the advertiser has told us whatever seemed most salient, most relevant and most persuasive earlier in the ad. And yet, that effort is not enough.

There is more.

More salient stuff. More relevant content. More "...more."

Or perhaps "...and more!" is an indication the advertiser is afraid.

Perhaps they know the efforts made in front of "...and more" are lacking. After apparently covering all the bases, you, dear reader, might not yet be convinced.

If this is so, fire the copywriter. Fire the advertising manager. Fire the CMO. Fire whomever wrote the brief that made it possible to produce an ad which is so unsure of itself, so afraid, it must conclude with lies.

Because "...and more!" is nothing but lies. There is never anything more. I encourage you to ask what it is the next time you encounter "...and more!" Ask the sales rep, the cashier, whomever answers the phone. The best response I ever got was honesty: "I think we put that in our ad because we're just not sure what to say."

Which is why "...and more!" is a better indication of weak strategy, uncertain positioning and organizational fear than it is of buoyant marketing. "...and more!" is a cry for help.

Return to consumer insight. Return to strategy. Re-write the brief.

That's the hard work you need to do. Not "...more!"