Lesson Three:

Making the Magic Happen

Memes, memory, and sticky lines

Some ads take hold and won’t let go.

In the last lesson we explained how to create good, strong copy. In this companion lesson we look at how to add memorability to your messages. As we’ve said, the two lessons work together to cover the basics and beyond.

We’ll begin with an anecdote from the distant past, and that means switching to the first person as Roger takes the writing reins.

It’s the early seventies. A small boy (Rog) and his even smaller brother (Tim) are sitting in front of the family’s recently acquired color telly enjoying pre-dinner cartoons. The ads come on ...

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