Writing after hits of silica
Tuesday, July 10, 2007
1. The ALL CAPS is okay, because...
- It grabs the typical silica consumer's attention.
- The typical silica consumer hasn't learned their lowercase.
2. "SILICA GEL" is bigger than "DO NOT EAT" and "THROW AWAY" on the packaging, because...
- The average silica consumer understands "SILICA GEL," but not "THROW AWAY" or "DO NOT EAT."
- It's not silica's fault that some choose to eat it. Silica still provides a valuable service. The name outweighs the warning.
3. "DO NOT EAT" has quotation marks on the packaging, because...
- If the silica prospect sees the warning in quotes, he will think a ghost is communicating with him, drop the packet, and flee the silica's vacinity.
Labels: copywriting
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