Tell the whole story, before you can say ‘once upon a time’.
If an ad’s first duty is to be seen, the headline’s is a lot tougher. Your image and design have caught the eye; now the headline has to engage the interest and imagination, give the gist of what the ad’s about, and persuade the prospect to stay with the work until it has done its job. Most of all, it has to be remembered.
Not often easy; a great gift if you can, impossible if you can’t.
The Dutch Bintje potato was developed with a thinner skin, better flavour and a smoother, more consistent shape.
This gave it a great commercial advantage. So we told the trade.