It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.

Warren Buffet

copywriting

Valence

Noun. The intrinsic attractiveness (positive valence) or aversiveness (negative valence) of an event, object, or situation. The emotions popularly referred to as “negative”, such as anger and fear, have “negative valence”. Joy has “positive valence”.

If you’re going to take up people’s time, you might as well make it worth it.

Gerry Graf, advertising legend

Campaigns

This ad caused controversy…

…it was accused of fat-shaming, although the Cancer research charity behind it responded by pointing out their ads were simply stating facts, and that raising awareness of the issue is critical. Whatever our individual perspectives, it shows the power of communications (and demonstrates the power of omission to intrigue and draw the reader in).