To get the attention of the market takes some creativity in the construction of an advert,and the words we use can make all the difference in the world. The following story reminds all marketers about the importance we MUST attach to words.
The story is :
The Old Blind Man And The Ad Writer!
An old blind man was sitting on a busy street corner in the rush-hour begging for money. On a cardboard sign, next to an empty tin cup, he had written “Blind – Please help!
No-one was giving him any money.
A young advertising writer walked past and saw the blind man with his sign and empty cup, and also saw the many people passing by completely unmoved, let alone stopping to give money.
The advertising writer took a thick marker-pen from her pocket, turned the cardboard sheet back-t0-front, and re-wrote the sign, then went on her way.
Immediately, people began putting money into the tin cup.
After a while, when the cup was over-flowing, the blind man asked a stranger to tell him what the sign now said!
“It says, “said the stranger,” “It’s a beautiful day. You can see it. I cannot.”
End of the story.