Did that get your attention?
I bet it did.
The post title is a clear example of a
charged coupling
A pairing of two opposite words,
each with high emotion.
It is a copywriting standby
and it works.
Marketing is about emotion.
Ensure that your copy has it.
Google is going to love me
for this post.
When designing ads,
great marketers not only concentrate
on what is there,
but they also pay attention
to what isn’t.
In Marlboro ads,
there are never any fences.
Why?
Because they didn’t want to
give an impression of restricted freedom.
In Coca-Cola ads,
you should never see
a child drinking a cola.
Why?
Because it would be socially
irresponsible.
Everything,
even nothing,
sends a message.