Any marketer will tell you that in an increasingly fast-paced, fragmented world, being concise and clear is critical to getting your message across. So is harnessing the power of emotion: Appealing to peoples’ hearts as well as their minds.
In this recent New York Times article (http://www.nytimes.com/2010/10/22/business/22chicken.html?_r=1), an earnest discussion about evolving slaughterhouse science is introduced in an original and clever way. It worked on me—drawing me in to read something I likely would have skipped (imagine how dull the headline could have been). It also was brand building, confirming why I still turn to the Times (Intelligent, thought-through perspective; a unique voice) when there are so many sources of information out there.
Copywriters take note: This is masterful work. A difficult topic is made interesting by evoking humor and wrapping it in a darkly witty, doubleentendre. Concise, direct and emotive. Funny, in a serious way.
Only nine words. Brilliant.
Originally published 10/31/10