…as well as any marketer and entrepreneur.

Have you ever pinned down what is the REAL secret of success?

Hard work, sure.

Lucky breaks, definitely.

The right knowledge and skills also play a big part in it.

But then there’s “the rest of the story…”

Example: David Garfinkel hung out many times at Jay Conrad Levinson’s house when Jay still lived in Northern California. David ended up co-authoring an audiobook with Jay (Guerrilla Copywriting) and co-authored two other Guerrilla Marketing print books.

Another example: John Carlton worked in Jay Abraham’s office, and was also Gary Halbert’s writing partner for many years.

And John is now the go-to guy for just about every top marketer in the entrepreneurial world today.

Still another example: “Million Dollar Mike”

Morgan actually flew to New Zealand to work for a while in Mark Joyner’s business. Now Mike is the leading online marketing innovator who actually practices what he knows.

I mention this because Garfinkel, Carlton, and Morgan know from personal experience that WHO you know is at least as important as WHAT you know.

They are 3 of the 6 speakers at the High-Speed Copywriting Private Workshop in San Francisco May 5 and 6.

The other 3 — Brian McLeod, Craig Eubanks, and Lorrie Morgan-Ferrero — have equally famous and successful high-level contacts.

They have invested considerable effort and expense LEARNING from their ninja connections.

What they learned was a key part of the extraordinary success they enjoy.

Maybe they will tell you about their life-altering experiences at the High-Speed Copywriting event…

HIGH SPEED COPYWRITING 

Here’s my point. Individual initiative, attitude, and “grit” are all vitally important to success in business, especially marketing.

And so is knowing what to do and what NOT to do.

But just as important is who you know.

The magic moments of ninja networking.

Because NO ONE can do it all by themselves.

No one.

Ninja networking is the worst-kept secret of success on the planet.

Everyone knows it’s important.

But very few people realize HOW important.

A two-minute conversation during a break, or over coffee, can mean so much more to you than hundreds of high-pro?le connections on LinkedIn (or Facebook).

That is a primary reason to attend the High-Speed Copywriting Private Workshop in San Francisco May 5 and 6.

Because of the people who will be there.

Who you meet and the insights that result could truly change your life.

So check it out while there’s still time:

HIGH SPEED COPYWRITING 

Don’t underestimate the importance of “ninja networking.”

Nothing is guaranteed in life, of course, except one thing:

If you don’t know the movers and shakers, it’s going to be a lot harder for you to get things done.

It’s amazing how knowing the right people can open doors for you that you never even knew existed.

Go meet those people at the High-Speed Copywriting private workshop…

HIGH SPEED COPYWRITING 

No copywriter wants to be in the nightmare situation where a big project…

…like a major product launch, for example…

is held up because the copy isn’t finished.

Even if it’s not your fault…

…there are going to be problems and unhappy people to face.

So, being able to deliver great copy under less than ideal circumstances and up against the clock…

…is a VERY valuable skill for any copywriter.

One man has spent the last 20 years perfecting a system that means you can deliver under the most trying of circumstances.

His name is David Garfinkel and on May 5th in San Francisco, he will unveil a powerful new system called…

HIGH-SPEED COPYWRITING

Known by many as “the world’s greatest copywriting coach,” David has mentored many of today’s top-converting (and top-earning) copywriters in the business.

David is teaming up with Brian McLeod, John Carlton, Lorrie Morgan-Ferrero, Craig Eubanks and “Million Dollar Mike” Morgan to present this one-of-a-kind private program.

I recommend it strongly because it will solve the one problem nearly every marketer has: Copy takes TOO LONG to get done!

You see, David and his business partner Brian have come up with a virtually fool-proof system to get your copy done — a complete sales letter, video script, or magazine space ad — in two days or less!

This is big news.  Read all about it:

HIGH SPEED COPYWRITING

Whether you are a marketer who hates to write… an experienced copywriter…

…or just someone who needs an edge in today’s increasingly crazy marketplace…

…this workshop will take the mystery (and pain) out of getting copy done and give you a complete, proven system to make it easier and much, much faster.

Even if you hire copywriters, you’ll find this system gives you a great competitive advantage.

Why?

Because you’ll finally be able to quickly spot what’s right and what’s wrong, know what’s missing, and get it fixed with greater confidence and certainty than ever before.

And if you write copy… well, the advantage to you should be obvious by now.

High-Speed Copywriting has my highest recommendation.  Check it out now:

HIGH SPEED COPYWRITING

A few years back at David’s “Breakthrough Copywriting” workshop, I saw the power of the prototype of this system in action.

One of the speakers, an experienced marketer but not a specialist copywriter, needed to produce a piece of copy URGENTLY.

So he dug into the material and in just a couple of hours had come up with a piece that, frankly, was a LOT better than what they typically used.

He was (pleasantly) surprised how fast and easy it turned out.  Remember, this was an early prototype.

Among experienced marketers, the phrase “money follows speed” is an accepted truth.

Here’s how to get that speed on your side:

HIGH SPEED COPYWRITING

(FTC disclosure…yes, I will get paid a commission if you decide to make the wise investment in this training as a result of my recommendation.)

As a copywriter this recent headline made me smile and caught my attention…

“French bread spiked with LSD in CIA experiment”

I imagine there would be a fairly large proportion of the population who had their curiosity aroused and had to find out more.

Which, of course, is what makes a great headline…inflaming that desire to discover more.

There are a couple of things to note about the headline.

Firstly, what ace copywriter John Carlton terms the “juxtaposition” of two elements that don’t seem to fit.

In this instance, you have the combination of the very ordinary (the bread, albeit slightly exotic because it’s French)…

…with the outre (LSD).

Add to that what I will call the “mysterious character” in the form of the CIA…

…and you have a fairly potent headline.

Certain organisations, individuals and character-types have acquired a certain mystique.

For whatever reason, we credit them with unusual powers, abilities and influence…

…that sets them apart from the rest of us.

On the one hand they are somewhat sinister and regarded with suspicion…

…on the other there’s a compelling fascination.

It’s really a variation on the power of “secrets”…

…these people know something we don’t and if we can discover what it is, then we can be more successful (or powerful).

There’s also what we might call an element of “glamour” or excitement about these figures…

…you might call it “celebrity”.

Most people lead fairly humdrum lives of “quiet desperation” so there’s a fascination with people who seem to live outside of that.

Whatever the reasons, these mysterious characters can be valuable allies to the copywriter…

…in headlines and making guest appearances in bullets, for example.

Intelligence agencies like the CIA, the old KGB and Mossad are one group.

Elite military units like the SEALs, the SAS and Delta another.

Here are some other examples from the late, great Gary Halbert.  They come from one of my most prized “swipe” resources, a selection of his headlines and leads.

“Scientists Discover The Invisible Cause…”

“Russian Scientists Discover Simple Secret…”

“Do The Rich Get Better Investment Advice…”

“Researchers In FDA Certified Lab Discover…”

“The Amazing Fighting Secret Of A Very Deadly Mexican…”

And, of course, you can always reach back into the past to call on mysterious secret societies like the Knights Templar.

So, when you get the opportunity, add some spice to your copy with some elements of mystery and intrigue.

I’ve mentioned the great John Carlton…

…and there’s a rare opportunity coming up to learn the finer arts of copywriting from him at a one-of-a-kind workshop in San Francisco.

It’s at the “High Speed Copywriting” training hosted by David Garfinkel and Brian McLeod.

In just two days, you’ll get a proven system for cranking out money-making copy on demand…

…tested and proven by some of the best copywriters on the planet.

Well worth you taking a look at “High Speed Copywriting”.  It’s coming soon…so why not check this out now while it’s on your mind?

If I said I knew a way you could write a complete sales letter (from scratch) in under two days, you’d tell me that was completely ridiculous, right?

Yeah, you probably would say that.

Because most people take a week…even months… to finish a sales letter that works.

But if you found out that you would be given, and then coaxed through, a brand-new yet proven system to create a sales letter in two days or less…

…in a small-group setting, with David Garfinkel, Brian McLeod, John Carlton, “Million Dollar Mike” Morgan, Lorrie Morgan-Ferrero and Craig Eubanks leading the way…

… then maybe you would believe me.

It’s true. David and Brian put together a “dream team” of copywriters to speak at a seminar you will want to take a serious look at:

High-Speed Copywriting!

Here’s the background:

David has been working on taking the “ouch” out of writing copy for 14 years.

Due to a strange chain of events, he has very recently come up with the perfect system that gets all the hard work done BEFORE you ever start writing your copy.

So you let the High-Speed Copywriting system do the first part of its magic for you.

Then, a powerful, easy-to-follow “road map” that guides you through the next part– and every step of your copy is done.

David and his business partner Brian will walk you through this breakthrough method in just two days.

But that’s not all. John Carlton will wake you up to some important entrepreneurial realities that will have you laughing, gasping, and shaking your head — and just knowing these will add greatly to your income potential this year (maybe next month)!

Craig Eubanks will let you in on email secrets you never knew. He has used emails to build up multi-million-dollar businesses, so you’ll want to hear what he has to say.

Lorrie Morgan-Ferrero will open up a huge group in your market you may not be reaching, even if you think you are. That group is women!

Lorrie can tell you about the mistakes most people are missing, and how to fix them.

And “Million Dollar Mike” Morgan is sharing inside information on the latest high-converting online techniques: animated video sales letters, and “take-no-prisoners” webinars!

It’s all at…

High Speed Copywriting

One of the big “stoppers” for many marketers and entrepreneurs is the sheer amount of time (and frustration) in what it takes to get copy done.

Imagine how your productivity would skyrocket if copywriting were no longer a problem in your business — but a secret weapon instead.

This seminar can change everything for you – check it out!

High Speed Copywriting

I spoke with David today and he said it was nothing short of a miracle to assemble this Copywriting “Dream Team”.  He’s not sure it will ever happen again, so this is a unique opportunity for you.

So take a look now, while it’s on your mind…

High Speed Copywriting 

And if you do decide to make the wise choice to attend this “one-of-a-kind” training, please be aware that I will receive a commission for pointing you in the right direction.

“Rearranging the deckchairs on the Titanic”

- Colloquial expression describing usually trivial and ultimately futile efforts to save a failing system

Today (April 15) is the 100th anniversary of the sinking of the RMS Titanic in 1912.

To this day, still one of the worst ever peacetime maritime disasters…

…it has become something of a cautionary tale warning against hubris and complacency.

At the time, the Titanic was the largest vessel afloat and was designed to be the last word in comfort and luxury.

Incorporating advanced design features, the ship was deemed to be “unsinkable”…

…and so only carried enough lifeboats for 1,178 people, a third of the total passengers and crew.

When disaster struck and the ship proved to be all-too sinkable…

…the result was 1,514 people lost their lives.

So what’s this got to do with marketing in the second decade of the 21st century?

Well, the great financial crisis of recent years (which isn’t over yet by a long shot)…

…was a watershed event.

Nothing will be the same again after that…

…and we’re now in what Dan Kennedy likes to call “The New Economy”.

From “No B.S. Business Success – In The New Economy”….

“…a whole lot has changed in the business world too.  The once mighty have fallen, the credit and banking system is in collapse and under recreation, a new eagerness for massive government interference in every aspect of business as well as everyday life has permeated America, and an entirely new economy – THE New Economy – is emerging, with new rules, new restrictions, new obstacles and new opportunities. Many business owners have spent recent months wandering around, moaning ‘Oh, my God – what do I do now?’ A lot of businesspeople and investors were caught unaware, for no good reason; the entire scenario was easily forecast.  Many are moving into the New Economy weary and wounded or in stubborn denial, and may or may not survive.”

For a lot of businesses, the global financial crisis was like the Titanic hitting the iceberg. They’re holed below the waterline as the old marketing and business models don’t work as well any more.

Let’s be frank, most businesses are terrible at marketing. As a reader of this blog (and presumably similar publications) you’re part of the small minority that does understand the basic principles of successful marketing.  An awful lot of businesses were able to get by, even achieve success, in the good times without having to be terribly good.

Those days are gone…

…and simply rearranging the deckchairs isn’t going to be enough to survive in the New Economy.

It probably won’t come as any surprise to discover that my suggested solution is the discipline of direct-response and direct marketing.

In a time of relentless competition and in the face of ever-more discerning and demanding customers…

…it’s essential that any marketing and advertising produces an acceptable return on investment.

More than ever, the principles set out by the great Claude Hopkins in “Scientific Advertising” should be your guide.

The good news is that you don’t have to remain on the proverbial marketing Titanic…

…in this case there are plenty of lifeboats if you choose to chart your own course.

To my knowledge, there is no “Case Of The Consulting Copywriter” in the original Sherlock Holmes stories by Sir Arthur Conan Doyle.

However, the great detective does have at least one great lesson for copywriters.

And in the stories themselves, advertisements play a significant role on a number of occasions…

…as we shall see.

Before that, I’ve mentioned before my love of the original stories and the recent two movies featuring Robert Downey Jr and Jude Law…

“Marketing And Movie Trailers – Sherlock Holmes”

I didn’t get around to posting a “Marketing And Movie Trailers” feature for the second movie – “Game Of Shadows” so I’ll take the opportunity to post the trailer now…

If you want to be “purist” about it, there’s a lot to criticise in both of the “reimagined” Holmes movies.

But somehow Guy Ritchie pulls off this “Boys Own Adventure” style Holmes.  I think Robert Downey Jr has a lot to do with that.

Back to the original stories…

…and the advertisements that appear.

In the very first Holmes story, “A Study In Scarlet” we come across this ad in the “Found” column…

“In Brixton Road,this morning, a plain gold wedding ring, found in the roadway between the White Hart Tavern and Holland Grove.  Apply Dr.Watson, 221B, Baker Street, between eight and nine this evening.”

Short, clear and to the point, with a clear call to action.  And, of course, placed in the correct media to attract the intended audience.

There’s another example in “The Adventure Of the Blue Carbuncle”, involving a Christmas goose…

“Found at the corner of Goodge Street, a goose and a black felt hat.  Mr Henry Baker can have the same by applying at 6:30 this evening at 221B, Baker Street.”

Ads like this one appear several times in the stories and have the purpose of getting a particular individual (usually a suspect) to call at the Baker Street premises.

In other stories, the advertisement plays a different role, for example in “The Red-Headed League”…

“TO THE RED-HEADED LEAGUE:

On account of the bequest of the late Ezekiah Hopkins, of Lebanon, Pennsylvania, U.S.A., there is now another vacancy open which entitles a member of the League to a salary of four pounds a week for purely nominal services.  All red-headed men who are sound in body and mind, and above the age of twenty-one years, are eligible.  Apply in person on Monday, at eleven o’clock, to Duncan Ross, at the offices of the League, 7 Pope’s Court, Fleet Street.”

And “The Adventure Of The Three Garridebs” features an advertisement where incongruous use of words costs the villain more than just poor response!

Now I’m not suggesting that you should add these to your swipe file and use them as models. But it worth noting both the very clear objective of the ads, with economy of words and a clear call to action.

Finally the great lesson for copywriters from the methods of Sherlock Holmes.

Again in “A Study In Scarlet”, on the way to the scene of the crime Watson is surprised that Holmes doesn’t seem to be giving much thought to the case.  Holmes replies…

“No data yet…It is a capital mistake to theorize before you have all the evidence.  It biases the judgment.”

In other words, the first task is to conduct the appropriate RESEARCH.  One of the features of the stories is Holmes’ painstaking approach to detail.  In many cases, his brilliant deductions come from uncovering facts and details that others have overlooked or ignored.

Often, what seems like “creative genius” is based on hard work and attention to detail.

Of course, the Sherlock Holmes stories are works of fiction.

Nonetheless, the methods of the great detective are well worth studying by copywriters who want to produce dazzling results.

The great David Garfinkel and his trusty sidekick Brian McLeod (no mean copywriter himself) are holding a one-of-a-kind copywriting gig in San Francisco…

…May 5-6, 2012.

Unfortunately, I won’t be able to make it…

…but this gets my absolute highest recommendation.

I’ve mentioned before that David’s “Breakthrough Copywriting” seminar was one of the best events I have attended and worth every cent of the US$5,000 it cost me.

Astonishingly, the investment in this training is a fraction of that and a complete steal, in my humble opinion.

Anyway, over to David and Brian…

*****

David and Brian here from Fast Effective Copy.

We’d like to cordially invite you to a landmark event next month in San Francisco – The High-Speed Copywriting Weekend Workshop.

If you attended or watched the replay of our Live Training Webinar from March, you’ve had a peek at what we have in store for you.

Here’s the whole story:

If it takes you too long to get copy done, this event is for you.

Whether you write copy yourself…

…or you hire/supervise others to write copy for you.

In just about every situation, it simply takes too long and requires too much effort.

But we have developed a cutting-edge approach to this problem, and we will share the complete system at our inaugural weekend workshop next month in San Francisco.

It’s no exaggeration to say that this is a quantum leap that gets stuff done faster- much faster.

So much faster, in fact, that you need to see it to believe it.

By the way, we have four phenomenal copywriting speakers lined up:

The inimitable John Carlton…

The subtly yet powerfully persuasive Craig Eubanks…

The lovely and super-savvy Lorrie Morgan-Ferrero…

The masterful “Million Dollar Mike” Morgan…

We’re so excited about the results we’re seeing from people already using the full-blown High-Speed Copywriting system that we want to get this out right away!

And that’s why we’re holding the event the first weekend in May.

 http://fasteffectivecopy.com/highspeed/

Here’s the bottom line:

This new system takes the “writing” out of writing copy. It’s already tested and proven. You get it done faster…much faster. It almost automatically generates your USP for you. It gets you laser-focused on your target market.

You get a huge relief from stress and copywriting frustration.

Yes, it’s a veritable destroyer of delays.

But space is limited.

So please check it out now:

http://fasteffectivecopy.com/highspeed/

We hope to see you in San Francisco

next month!

David and Brian

P.S. High-Speed Copywriting takes ease and automation to a whole new level.

And yet…

Your copy won’t look automated.

Not at all.

In fact, it will probably look MORE personalized to you than ever before.

http://fasteffectivecopy.com/highspeed/

*****

Full disclosure, I am an affiliate for “Fast Effective Copy” although that link is not an affiliate link.

Regardless, this gets my unreserved recommendation…take a look at the guest speakers! It’s worth going just to hear John Carlton.

Finally got around to seeing “The Artist” at the movies today, so that provides a good enough reason to post this trailer…
 

Not sure if it was really deserving of the “Best Picture” Oscar (although, let’s face it, there wasn’t much competition)…

…but a wonderful, superbly made movie.

I’m not going to go through our usual “Marketing And Movie Trailers” procedure here…

…but the movie does contain a number of lessons for copywriters.

The first is in the story itself, which deals with a star of the silent movie era who fails to adapt and make the move to the “talkies”.

OK, not a new story, this happened to a number of real actors and actresses and a more modern take is in the song “Video Killed The Radio Star”.

So, for copywriters, be aware of technology changes and how you may need to adapt to best meet the needs of your clients.  Remember, the aim is to make sales, the medium you use is secondary.

A qualification to this (before you rush off to brush up on scripting videos and social media marketing) will follow in a moment (there’s a clue, however…”make sales”).

Next, as with all “silent” movies (they’re not completely silent, of course, there’s accompanying music)…

…it’s astonishing how much meaning is communicated without the use of words.

As a copywriter, of course, I am somewhat dismayed by this!

But the point is, in your copy what other devices (graphics, for example) can you use to better communicate your message?

Which brings me back to the qualification of that earlier point I made.

And coincidentally, the latest issue of Dan Kennedy’s “No B.S. Marketing Letter” makes this issue very clear…

“Point is, damn little is predictable…These days, nothing seems more critical to success than agility; the ability – and willingness – to adapt, to swerve, to creatively change and re-invent and re-position and alter business, marketing and sales tactics, without losing sight of chief objectives…BUT ON THE OTHER HAND, it is still critical not to abandon whatever tried-and-true, tested-and-proven methods and marketing tools and sales practices that work, because reliability is harder ‘n harder to come by, thus more and more valuable.”

In other words it’s results that matter.  The classic definition of copywriting is…

…”Salesmanship in print”.

Updated for the modern era, that might be better as…

…”Salesmanship Via Media” or “Multiplied Salesmanship”.

Back to “The Artist”.

He fell from grace because he failed to adapt to what the audience wanted…

…not simply because the technology changed.

And there’s a “happy” ending to the movie…

…because in the end he found something new that the audience did want.

Made a few additions to the blogroll of sites with a direct response copywriting and marketing theme.

First up, I can’t believe that I had not already listed the blog of the outspoken, provocative and brilliant Drayton Bird.

Regular posts often with fascinating details of the history of the direct response marketing business.

“Drayton Bird Blog”

Next, Canadian copywriter Troy White.  Troy used to be a regular over at the old “Makepeace Total Package”.  Specialises in helping local small businesses and always worth a read. I’ve included a few guest posts from Troy in the past and will look to include more.

“Small Business Copywriter”

Moving on, we have Ryan Healy.  Not afraid to be provocative and blunt about current marketing issues.  Plenty of sensible marketing and copywriting advice as well.

“Ryan Healy”

Finally, Australian Bret Thomson.  Bret doesn’t post that often, but he more than makes up in quality what’s he lacks in frequency.

“Bret Thomson”

Should be something for everyone in this selection.  Enjoy!

…from HSBC in Australia?

Financial copywriting and advertising is a specialised niche.

The fundamental principles apply, of course…

…but the context means that there are nuances that need to be considered and taken into account.

Many years ago, Ogilvy and Mather ran a classic series of ads for their own services.

One of them was titled…

“How to create financial advertising that sell”

…and it listed 12 of the things the company had learned about successful financial advertising.

Here are the first 3…

1. The most important decision.  How should you position your financial product or service?

2. Build a bond of trust

3. Offer a unique benefit – and advertise it.

I draw your attention to the first point once again.  What O&M were essentially saying is that the effectiveness of any advertising is highly dependent on the strategic choice made about positioning.

Few financial service companies have any clear positioning statement…

…so the effectiveness of any ad is going to be constrained from the start.

Let’s now take an alternate look at what goes into a successful ad for financial services.

This is from the great Drayton Bird…

…who of course, for many years enjoyed a close working association with David Ogilvy.

Drayton wrote a white paper titled…

“Selling Money.  What we’ve learnt about direct mail for financial services”.

If you head over to www.DraytonBird.com you’ll find it in the “Case Studies, Reports And Articles” section.

It details 10 major points, the first 3 of which are…

1. Be serious – not funny.  Money is a serious busines.

2. Be honest

3. Don’t talk down to current or potential customers.

It strikes me that Drayton’s point #1 is the single most important insight to keep in mind for financial copywriting.

It goes back to that fundamental principle from Robert Collier…

“Enter the conversation that is already going on in the mind of the prospect.”

Money is a highly emotional subject. It is serious stuff.  As Drayton comments…

“People’s livelihoods and futures depend on it.”

Following on from this, I think you can see why trust is so important…

…and also positioning.

Positioning is largely about spelling out why people should do business with you…

…and often implies why you can trust them.

Now with this framework in place, let’s take a look at an ad from HSBC Australia aimed at attracting more individual clients for the bank.

Let me say that I have a reasonable regard for HSBC.  They are one of the most profitable banks in the world and make pots of money In Hong Kong and Asia.

They’ve generally avoided the blunders made by other big banks (with the exception of a disastrous foray into down-market consumer finance in the USA).

Here’s the basics of the ad…

Headline…

Let’s Bankercise

Get Financially Fit With HSBC

Main Copy…

Variation1:           Trim Your Home Loan

Variation 2:          Bulk Up Your Bank Account

Variation 3:          Slim Your Credit Card Waistline

Call To Action…

Invitation to find out more about some “Great Deals” that are on offer.

I’ve so far seen this basic lead generation ad used in online banner ads and also in outdoor display ads.

So, how does this measure up to the 6 points from Ogilvy and Bird that are set out above?

1. Positioning.  No mention at all.  HSBC have in other campaigns worked with the idea of “The world’s local bank” but nothing at all here.

2. Trust. No reason presented here as to why you should trust HSBC above other banks.

3. Unique benefit.  There’s an implied benefit and that’s a plus.  But nothing unique.

4. Be serious.  Major fail.  The whole slant of this ad is an attempt to be “clever” and humourous.

5. Be honest. No problem here.

6. Don’t talk down to prospects.  There’s a potential problem here.  In attempting to be funny, there’s a risk that prospects perceive the bank isn’t treating them like adults.  Going back to Drayton’s key point, adults take the subject of money seriously.

The big problem here is the ad agency attempting to be “clever” and “creative” in coming up with a way to stand out from the crowd and get attention.

What is “bankercise” meant to mean, for goodness sake!  The headline might well attract some initial attention.  I certainly took a look at it, but then again as a copywriter I’m probably a little different from the norm as I actively study ads.

However, once people have figured out what it’s about, I’d suggest they are unlikely to go further…

…because clearly it’s not a serious ad.

A potentially even bigger problem is the lack of clear positioning…

…and I’d guess that issue was probably never addressed by the client or the agency responsible.

We’ll see how the ad performs…

…but I think it’s fair to say that neither Ogilvy & Mather in their heyday nor the great Drayton Bird would have written this particular financial ad.