But Spot the Differences

A slogan that does contain the word is one from the UK WhatsApp Number List advertising agency PPGH/JWT for the soft drink brand Rivella : ‘A bit strange, but tasty.’ Because fair is fair: a pure natural product from milk, transformed into a sparkling golden-yellow refreshment, that took some getting used to for the Dutch consumer. Under the leadership of this slogan, the Swiss stuff conquered territory in the Netherlands. For many years (1967-1995) one of the slogans of fast food chain McDonald’s in Mexico was : ‘No son tacos, pero está bastante bueno.’ UK WhatsApp Number List Finally, the Volkswagen commercial from 1969, at the time of the Apollo moon landings.

But in Slogans

The unconventional designs of Volkswagen were UK WhatsApp Number List sometimes under fire at the time. So Bill Bernbach , the American creative 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 happening? Or rather: do you feel what is happening? By starting with a weakness, credibility is immediately created and thus trust. Immediately after the planting of that feeling, that emotion, the content of the message for ‘but’ is forgotten. The UK WhatsApp Number List 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.

Bu It Works

The message after the jack. ‘But it gets you UK WhatsApp Number List there’. Enough about how ‘but’ is used in large campaigns. At the beginning of this article I mentioned 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 be extended, but your efforts are greatly appreciated.’ ‘I see an unsatisfactory mark UK WhatsApp Number List here, but what a fantastic report.’ 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 landing in the subconscious brain of your readers?

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