Every 5 minutes ...


All writers have their "go-to" techniques. I get that. I'm guilty of it as much as the next guy. And the direct marketer in me appreciates using proven strategies. But sometimes, it's time to let an idea retire with dignity to a condo in Florida.

Strolling through the Atlanta airport last week, I was excited to see lots of non-profit display ads. These two caught my eye. Right next to each other, both using the "every X minute, something happens" technique. They probably didn't think they'd be so close for comfort. But surely, there's a better, more attention getting way to catch the eyes of passersby. Chip and Dan Heath, authors of Ideas that Stick, offer some great ideas for re-casting need and impact. Check it out. A great challenge to all writers ...