Effective Advertising - Deconstruction

This is by far the best advertising I have seen for alpaca fiber. I asked Vanity Apparel if I could write about it and they kindly said "Go ahead".

So what makes this effective?

1. The documentation in plain numbers of how many fiber producing animals there are in the world. Not just the United States, but the whole world. When you look at the numbers, it brings the idea home that there just aren't that many alpacas out there.

Those of us who live in Washington and Ohio tend to lose sight of that fact. These two states have the lions share of alpacas in the US and that makes it difficult to point out there just aren't that many to the local buyers of product.

2. The micron report. Out of all the alpacas out there, how many have the micron that the alpaca that provided its fleece has? This tidbit adds a sense of exclusive luxury.

3. The soft yet targeted rebuttal to mass production. I like how the individual alpacas whose fiber is included in the product are listed along with their micon. This lets the consumer know just how special their product/item is. A pride point to be talked about.

4. A website to verify the statistics that were quoted if one is in doubt.

5. All the statements are positive. No bashing of other fibers or other ways of processing. Just the positive aspects of this fiber, processed this way.