Some industries are very predictable and mundane - especially the floral industry. Open any phone book and see the same list on each ad - Weddings, Funerals, Gift Baskets Balloons etc. This ad was designed to cause the reader to do a “double-take” when they notice the wilted roses. Prospects are sure to read the copy to find out why. Reverse psychology doesn’t only work on children.
We coached the client to create and publicize a 4-point guarantee. Read the ad and compare it to any other florist ad. Where would you order your next bouquet?