Businesses often offer specials to encourage you to try their products. So when I saw this headline, “Money can’t buy you happiness, but it can buy coffee” I naturally assumed that one of the big logos on the page, (National Payroll Week, or American Payroll Association) was offering some sort of deal that could end up with my getting some free coffee. After all, why would they tell me money can buy coffee, and have an image of a woman holding a giant cup of coffee, if that wasn’t the point of the ad? They could as just as easily have said, “Money can’t buy happiness, but it can buy (a microwave, a trip to Paris, a fill in name of any product or category here).
But they chose coffee, and they had me hooked enough to read on for the details. Except the details said only, “Celebrate payday and the payroll professionals at work who ensure you can buy all the coffee your heart desires with an accurate and on-time paycheck during National Payroll Week.”
I am sure there is a way to diagram this sentence to prove how illogical it is, but I never took that class. However, I did take many marketing and advertising classes, and had I submitted this ad as an example of my creative skills, I would have had to change my major.
While I appreciate the payday people for allowing me to purchase all the coffee I want, it is not their permission I am seeking. It is the implied promise that they would foot the bill.
If you are planning to run a promotion, might I suggest that it actually be a promotion, rather than a self-serving, misleading, senseless faux offering?
Got the idea?