No one is looking for your outbound marketing messages. They’re driving, watching TV, reading e-mail, listening to the radio, scanning the paper. The only way — the only way — to earn their attention is to distract them from what they’re trying to do with something so different, it draws their attention away from the task at hand. Startling, short and crystal clear — that’s what works. Show the need in an unusual way, and position yourself memorably as the solution. Repeat.
