I (not recently) saw a billboard selling a pool servicing company. The headline asked, “Do you have the right pool guy?” Me, I would have said, “Is your pool guy all wet?” Or “Are you getting soaked by your pool guy?” Or something else that went in the direction of clever. Not for the sake of being witty, but with the hope of getting noticed.
Then again, would it really make a difference? One sign, a few words, why bother looking for a new thought?
Well, if you are a reader of my blog, you know how important I think good ideas are to help you build your brand and identity. Unexpected combinations of words, unusual phrases, witty, sparkling thoughts, rather than leaden, dull clichés. (I still remember the name I saw on the van of a landscaping company, “Holly, Wood and Vine.”)
Does this mean you should struggle for a good idea even for the small messages?
No, it means you should strive for a good idea, particularly for the small messages.