This half-page ad in last week’s Triangle Business Journal caught my attention, but not in the way that Nexsen Pruet intended.
I noticed the big color photo, the unusual typography at the top, and the generous use of white space. Interesting.
Then I read the whole ad. OK, so this company is moving to a new office.
I get to the bottom. But I still have no idea what product or service Nexsen Pruet sells.
What Would You Say You Actually Do Here?
My eyes move back up again. Maybe there’s a clue. The ad copy says:
We’ll have enhanced technology in the new location and more space dedicated to our clients. So it’s not just a good move for us. It’s a good move for the individuals, institutions, and businesses we serve.
Now it’s even more confusing. They mention clients and organizations, so apparently it’s a professional services firm. And they don’t use normal technology — they use enhanced technology. But… what do they actually do?
Let’s Play A Game: Guess the Industry
What does Nexsen Pruet do? Take a guess:
- Commercial real estate broker
- Engineering firm
- I.T. services consultant
- Law firm
- Staffing agency
If you guessed “law firm,” you’d be right. But I had to go to the website to figure that out. You could cut-and-paste any of those options into the interchangeable ad.
There’s Always Direct Mail, Too
If you’re moving and want to tell your clients… send them an email or a postcard. Don’t spend $5,170 on a four-color ad.
Let’s be constructive — what would you do to improve the ad?