How to Penetrate Your Target’s Mind

 “A bed with a single nail sticking up will penetrate you the second you lie down. But a thousand nails can’t penetrate anything. The pressure of each nail is completely diffused by all the others around it.” — Bill Schley     If you spend any time watching television or listening to the radio, you […]

To penetrate the target's mind with advertising, pound a single nail

Copywriting Tip: Is There a Story?

I recently drank a $12 bottle of water. It was pretty good. I learned of MaHaLo Hawaii Deep Sea Water in December during a tour of the Natural Energy Laboratory of Hawaii (NELHA). MaHaLo uses one of NELHA’s pipes to draw the water out of the Pacific Ocean, and then runs it through a desalinization […]

advertising copy should use stories