Brendan Llewellyn: Learn from the distant past and bring emotion back into play

Document 118 years old

clock • 3 min read

Looking at old marketing document Old Age Pensions (1902) prompted two thoughts, writes Brendan Llewellyn. Firstly, older style marketing messages can still work today, and second; an emotional appeal can be really effective - yet we seem to have stopped using emotion.

The document, just 118 years old, was designed to alert the reader to the case for a national pension scheme. Perhaps it had an effect as six years later in 1908 the Old Age Pensions Act came into force with the first state pensions paid on 1st Jan 1909. Here's some extracts from the document: "In all his majesty's dominions it would be impossible to picture a scene more sad and pathetic than that at the gates of the workhouse when husband and wife, now tottering to the grave, after one long and continuous struggle for independence, are at last compelled to sever the ties they hold so de...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

Hilbert Investment Solutions launches structured product adviser academy

Hilbert Investment Solutions launches structured product adviser academy

Focused on improving understanding

Sophia Panayi
clock 30 April 2026 • 2 min read
Legal insight: Why jurisdiction on divorce is so important

Legal insight: Why jurisdiction on divorce is so important

How does jurisdiction affect the financial outcome?

Neil Graham
clock 30 April 2026 • 5 min read
Robert Peston: Middle East conflict 'particularly problematic' for UK growth

Robert Peston: Middle East conflict 'particularly problematic' for UK growth

Robert Peston discusses at PA360

Sophia Panayi
clock 29 April 2026 • 4 min read