Ernest Hemingway was once apparently challenged (now believed to not be true) to write a story in six words.

His supposed answer was: “For sale, baby shoes, never worn”.

We fill in the dots, we figure out what must’ve happened, we feel a surge of sorry as we empathise with the parents.

My partner brought home a shopping bag the other day – and pointed out the great wording of the place she bought a top from.

Honour fashion: pre-loved, re-loved

The name ‘honour’ acts as both a noun (the name of the business) and a verb (as in pay respect to fashion).

Pre-loved is a much more emotive and affirming term than second-hand or used.

And Re-loved – that’s exactly what the new owner of the item will feel they’re doing with the piece of clothing (opps, fashion!).

We fill in the dots, we figure out what must’ve happened, we feel a surge of sorry as empathise with the parents.

Four words – a story which includes a business name – nothing else required. It’s a true Million Dollar Message, for the Vivian St, Wellington company.

Has anyone come across similar business succinctness (okay, you’re allowed a few more words)?

(And, if you or a colleague want greater clarity around business storytelling or help with your own Million Dollar Message, give Punchline a yell.)