Again – a full page color spread. A scene that looks like a congressional investigation – suspect with hand raised and face blocked out – the lawyer covering the microphone with his hand.
Great drama. Good graphics. That's it.
No Headline.
No Subhead.
Almost no text.
The word "you" is not to be found. Not even once. However – they do mention themselves by name or pronoun six times – not counting their web address.
The copy at the top is small – very small. Sans Serif. All caps. Almost impossible to scan quickly – or even read slowly.
The rest of the copy is found at the bottom. In very, very small white letters against a beige background.
Listen up: Unless you have a magnifying glass handy – there ain't no way on this man's earth that you're gonna read it – much less scan it.
So what's this company selling? Legal services? Skip Tracing? Passion Fruit?
You don't know. And unless you are very VERY curious – you won't bother to find out.
Why did they spring for the bucks to run this ad? Who knows?
Again – another poster for the corner office wall. Looks great. Sells nothing.
Perhaps their ad agency should be the ones pictured in the hot seat.
