At the beginning of this article I mentioned Antarctica Email Lists three practical examples . Where ‘but’ was heavily disadvantaged. What if I simply flip that sentence structure upside down? Suddenly the feeling you leave behind is of a completely different order. “We’re not making a deal, but you’ve given very convincing arguments.” ‘Your contract will not Antarctica Email Lists be extended, but your efforts are greatly appreciated.’ ‘I see an unsatisfactory mark here, but what a fantastic report.’ But… it works And that’s just how it can work for you. Now I’m curious: do you (still) need protection or do you let the word ‘but’ work for you? So that there is a very soft Antarctica Email Lists landing in the subconscious brain of your readers? The right text can make all the difference
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So Bill Bernbach , the American creative Antigua and Barbuda Email lists director for advertising, used this to advantage with the slogan “It’s ugly but it gets you there” (pdf). And then only the black and white image of a lunar lander . Do you see what’s Antigua and Barbuda Email lists happening? Or rather: do you feel what is happening . And thus trust Immediately after the planting of that feeling that emotion the content of the message . For ‘but’ is forgotten The but eraser does its job well And the but enchanger too by the way . Because more value is attached to the second part of the sentence. The message after the jack. ‘But it gets you there’ pot the differences Enough about how ‘but’ is used in large campaigns.
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