What keeps people reading is when you say things that are surprising but relevant
Drayton Bird, copywriting legend
What hasn’t already been said?
We hear almost nothing else.
It’s already ingrained in our heads …
“Great advertising acts as if no one cares what it has to say and then gives them a reason to. Most advertising assumes people already care and then provides reasons not to.”
Lee Clow, advertising legend
B&Q’s ‘you don’t buy a life you build one’ campaign. Check it out…… I love this advertising campaign by a DIY retail chain