Make your message POP! – Purposeful, Original and Pithy
But why are some of those ads more successful than others?
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Sam Horn, communication expert and founder of Intrigue Agency, presents a simple answer in her book POP!: the ads that grab your attention are the ones that POP! – or, to disassemble that acronym, ads that are Purposeful, Original and Pithy.
Here’s a closer look at what each of those elements really means:
Be convincing and brief in a second, or your idea will be forgotten. After all, it’s no coincidence that the top slogans of the twentieth century, as selected by Advertising Age magazine, are all fewer than seven words: De Beers’ “Diamonds are forever,” Nike’s “Just do it,” and Avis’ “We try harder.”
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