This recent TV advert, made us smile. BUT for all the wrong reasons.
It’s a classic example, of the need to have a clear idea of the response you want to generate with your audience, (in this case, "Polaris World properties are good value. Buy one.") and then to work out how to generate this response.
After the personal introduction, the President of Polaris World, proudly proclaims …
"5 years ago Spanish property prices were attractive. Today they are not".
After this shocking opener, no matter what the President says about "working hard to keep their prices competitive", the audience is still left with the words … "Spanish property prices are not attractive", ringing in their ears!
Most people we spoke to, who had seen this ad, actually formulated the response…
"Spanish property prices are not competitive, we should look at properties in another country!"
…not the most desirable of responses, for a Spanish property developer!!