Reverse Mortgages

OK where to begin?

This ad is not a bad ad. At the same time it is not a particularly good ad either.

The attempt here is to perhaps educate people about reverse mortgages and entice them to call Eva Cutler. The contact information is clear and there is a solid call to action…lots of declarative statements.

This ad comes in four parts: header, subhead, bullets and text. I think the information is good, but perhaps a little out of order.

“Your local lender Reverse Mortgage Specialist – Eva Cutler” is the header to this ad. The job of a headline is the prick interest, pick up people sears and make them want to read the rest of the ad. Does this header drive attention to the ad?

I think the subhead of “Set a hedge of protection around your financial future!!” is a little long and out of place. This statement is too wordy for its own good and the word choice is real suspect. When I think of a “hedge” two definitions come to mind, something that is not particularly strong that is put around your lawn and an action you take to protect a wager. So the word “hedge” here is probably the wrong way to go. But, the problem really isn’t with the “hedge” it is that the word is unnecessary. In reality the statement should be something like “Protect Your Financial Future” and make this statement your header and move Eva Cutler statement to be a subhead.

Additionally, I have a pet peeve about two exclamation points. If it is exciting enough for one exclamation point use it, giving a statement two exclamation points does not make what ever you are saying more exciting, and in may ways comes off as disingenuous or silly: The Turtles are Coming!!

Next, move the box with the text up above the bullets. Move the last sentence “Change your life for the better” from the end of the text block to the beginning. Delete the portion of the text “it’s a great advantage” this statement is very general and doesn’t help the copy it merely makes it longer.

Finally the bulleted items…the first bullet is good and the last one is OK. Replace the middle bullet with something specific, a specific benefit. Give the reader another reason to pick up the phone and call.

After you make these changes look at the photo and decide if you want it or some other image.

After you make these changes, you should have a more focused more active ad.