What’s Wrong With These Headlines?
"The most essential gift for a good writer is a built-in, shock-proof shit detector," Ernest Hemingway said. "This is the writer's radar and all great writers have had it."
When two rule-breaking headlines smacked me in the snoot on the same day over breakfast, the red flag of my shit detector started waving furiously.
Ad No. 1: Aberdeen Asset Management
This was full-page 4-color ad in the May 21, 2013 Wall Street Journal. Cost for a non-contract full page in the National Edition: $327,897.03.
If Aberdeen charges two percent a year as a management fee, to break even this ad would have to attract roughly $16 million from investors.
If you had a spare $16 million, would this ad persuade you to to park it with these folks?
At Aberdeen, asset management is our sole focus.
That's how we've been able to concentrate on
building capabilities across all key asset classes—
from equities and bonds, from property to alternatives.
And because we have this expertise, we can deliver
multi-asset investment solutions as well as individual
funds. More insight to capture more opportunity.
For more information please visit
Simply asset management.
Ad No. 2: BRANDYWINE SENIOR LIVING at Voorhees
This was an 11" x 17" freestanding insert (FSI) in The Philadelphia Inquirer folded in half. On opening the paper, the reader sees the top panel with nine men and women dressed for a gala.
Okay, I'm 77—maybe a candidate for Brandywine. If you were my age, would you want to spend the rest of your life with this crowd based on the photo and text of this ad?
YOU don't know us from ADAM ...
or GARY, or MELISSA, or JENN, or DAVE, or JACQUELYNE,
or LEE ANN, or REBECCA, or CHRISTINA (but you will soon!)