Retirement Print Ad from AAG (American Advisors Group)

swiped by Mike Schauer in December 2015

"Retirement in Reverse: Better read this if you are 62 or older and still making monthly mortgage payments."

I noticed this ad running for several months in the New York Post. I thought that the way they called out a very specific audience was fantastic and they do a...View More

Retirement in Reverse: Better read this if you are 62 or older and still making monthly mortgage payments.

Key Takeaways

  • The ad calls out a very specific type of person which allows them to focus in on very specific messaging throughout the ad. The more specific the better.
  • Take note of how they take a concept (reverse mortgages) that's unfamiliar to many and take the angle of "this is such an amazing opportunity & all you need is more information to understand how great it is." This is a softer approach vs. feeling like you have to fully convince them in the ad. Instead, the focus is put on the free item as having the information that will help you understand the opportunity.
  • My favorite part of the ad is when they cite an impressive stat from AAG, which sounds like a big outside organization, yet it's actually the company behind the ad!

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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