We’re a self-interested species, and we’re driven by story.

As much as we might care about others, it’s our own now and future which more concerns us.

The lens with which we view any advertisement or offer is naturally biased towards what we see is in it for us.

What might be non-interest today could well be “I’d better find out more”, tomorrow.

But given the plethora of offers which cross our paths every day, achieving just the tiniest amount of curiosity is a good start.

Does your offer solve a problem?

Do you get to the point as quickly as possible?

Does it sound attractive?

You’re after story sweetness – a combination of beauty and brevity, a call to attention which leads down the path to a call to action.

It’s not easy to achieve…but that’s what you’re aiming for.

(And if you’re having trouble unearthing your own Million Dollar Message, give Punchline a call. We bring clarity)