Hi John,

A question about ad text:

I'm trying out Florence and the Machine's audience, and thinking about writing ad text that really gets their attention. The two lines that are working pretty well after a bit of testing are these two:

‘The playful intelligence of regina spektor meets the charm of the Amelie sound track.’

‘Karen Grace not only has a unique vocal style, but also writes such fascinating songs, it’s difficult not to be totally immersed in her music from the very first few seconds’. – Penny Black Music.
Click 'download' to listen.

I'm wondering though if I can write an ad that speaks more directly to Florence and the Machine's audience, and get costs down as much as possible. I'm thinking something along the lines of:

‘The playful intelligence of regina spektor meets the depth of Florence Welch, meets the charm of the Amelie sound track.’

In my experience so far, the lines that mention a quality of the target audience's artist work well. But for some reason I'm not sure if I feel comfortable saying 'the depth of Florence Welch' as I have this feeling it's all a bit tenuous. I chose her audience because she has a following of 5m, is broadly 'alternative' music, and the stats for my tests seem pretty good so far. I guess my concern is that if I use her name in my ads and squeeze page, whilst more people might sign up they may be less likely to convert into customers in reality. No-one who has reviewed my music has compared me to Florence Welch- do you think it's risky to contrive ad text to grab her audience's attention in this way and look great at the start, but then backfire?

Thank you,

Karen