Peter Darling disagrees with me
Peter Darling’s accomplishments entitle him to be heard and considered - whether he is disagreeing or not. In his June 20 post: Everyone Else Loves This Ad. Why Don't I? Peter logically walks us through his analysis of the Luce Forward ad (below) that I praised in my post: Contemplating advertising? You had better "Nail It"
The one word opinion in my post was “refreshing”. But I learned a lot from following Peter’s critique of the ad and I think you will too. I do stand by my one word opinion and my overall high regard for Greenfield/Belser. Having said that, I think Peter's insights help all who care about law firm advertising to have a better idea how to test ideas against the principles involved. Check out Peter's commentary.
Gerry:
Thanks for this. There is absolutely nothing like a mutually respectful debate to get everyone thinking at a higher level. You are a real professional.
Contrary to Mr. Darlings criticism, this ad may well communicate something clear, immediate, and nuanced. It is, however, exactly the wrong message: (1) too many nails communicates inefficiency; (2) nails sticking out suggests sloppiness; (3) the phrase "our six newest attorneys" (in bold face italics!) communicates inexperience.
Remember that developers are likely familiar with good carpentry, and good carpentry is efficient, neat, and craftsmanlike. Using bold and innovative graphics is laudable, but one should not let boldness obscure the quality of the firms' people or its understanding of the prospective client's industry.