A new yogurt store is opening in my neighborhood. Their new three-word slogan is "Dessert Your Guilt." Now, aside from my life long confusion between the spellings and appropriate definitions of "desert" and "dessert" there is now my confusion as to what the store thinks the slogan is saying.
The best that I could come up with is that you should feed this dessert to your guilt, and because the product is low cal you will not feel guilty. I think.
I am not suggesting that a slogan has to be taken literally, but I am suggesting that it shouldn't make the readers work to understand it. They won't bother.
When my book, All You Need Is A Good Idea! officially comes out in a few weeks, (Yes!!), there is a chapter that says before you try clever, make certain that first you are clear. You would be surprised how often clear is clever enough.
So while I applaud the yogurt store's attempt to be clever and catchy, I wish that they had gone for just being clear, rather than confusing.
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