Accentuate the positive

Find out what’s tight about your product or service and then dramatize it, like a cartoonist exaggerates an action.

For example, you know a horse can jump a ditch, therefore you accept that it can jump the Grand Canyon.

This realization accelerated my career faster than anything I have learnt since.

Providing there is a basic truth in your idea, you can dramatize it to infinity.

Here’s an example:

A radio commercial for suntan lotion. An Englishman’s voice tells of the product’s benefits. As he talks his voice gradually changes to that of a West Indian man. – Written by Ron Collins.

Brilliant.

You know a suntan lotion won’t make you black, but you accept that it might make you brown.

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