The Alden Keene Cause Marketing Database turned up a handbill from a Wendy’s in Arizona for AASK-Arizona, an affiliate for the Wendy’s adoption program called Wendy’s Wonderful Kids in metropolitan Phoenix. AASK stands for Aid to Adoption of Special Kids. The handbill was positioned on a counter near one of the doorways. I like the front of the handbill. The four pictures of smiling young fellow named Casey drew me in. But the copy on the back struck me as unpersuasive. See if you agree. The first paragraph describes Wendy’s Wonderful Kids, an effort by Wendy’s to increase adoptions out of America’s foster care system. The second paragraph describes that AASK as the affiliate of Wendy’s Wonderful Kids in Maricopa County, basically the greater Phoenix region. So far, so good. The third paragraph is where I think the copy begins to lose its way: “Through valuable media partnerships, including Wednesday’s Child, AASK is able to touch the hearts of thousands of potential parents annually...
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