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  • 22-MAR-2024 | Excerpt from “Reward your top executives” Ad from the British Travel Association

22-MAR-2024 | Excerpt from “Reward your top executives” Ad from the British Travel Association

Author

Dan Bogachek
March 22, 2024

Excerpt from “Reward your top executives” Ad from the British Travel Association

Note how the copy starts about “your executive” and seamlessly shifts to “you.” And almost the whole time it actively tells you what to do and how you should do it.

It’s a convincing voice.

Memo to Company Presidents:
Reward your top executives with a sabbatical year in Britain — on half pay

After ten years’ service, offer a top executive a sabbatical in Britain on half his salary. Say this comes to $12,000. This will be more than enough for him and his family to live in comfort. Your man will find new stimuli to recharge his batteries and rewind his creative mainspring.

Even the best executive needs new experience to give him a new lease on life — to broaden his scope and his perspective. He needs a sabbatical.

Tensions unwind. Anxieties evaporate. You rediscover yourself and your sense of proportion. You see new horizons. You come back feeling ten years younger. And management benefits as a result.