Remember this rabbit when writing copy
As high winds approached the UK a man on the east coast was asked how he was preparing to weather the storm. He said he’d moved the rabbit in its hutch into the garage. And that was what I remembered, because I visualised the rabbit shivering but safe while the storm raged outside. Impact in copy is always delivered by detail. I’m frequently told it’s hard to make similar products sound different. Well, here’s the answer, always. Look for rabbits.
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