The oldest axiom on Madison Avenue is to sell the sizzle, not the steak. But how do you do that if your target audience is vegetarian? I say to hell with their diet. Just­­ feed their brain.

 

Don’t talk up or down to them, don’t talk too inside or outside their sphere of comfort. Entertain them as you educate them. Above all, make certain that the time they invest in your message is worth their while.

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                                                                                                                                 —Foster Hurley