Messages with Energy

Recently I was able to get away to a retreat center for some solitude. One of the striking features of this retreat area is the wind farm near it. Surrounded mostly by farmland, the landscape makes a hard line against the blue sky. Rising up from the ground are the towering white wind catchers. They are beautiful with the rich blue sky behind them. Their slow movement and deep whirring noise give a peaceful yet surreal undertone. You can’t see the wind that turns their limbs, which then converts the wind to energy that powers the laptop I’m typing on.

Good marketing does the same. You shouldn’t be aware of the ad or marketing effort for its own sake. The connection comes when the message turns to energy that powers the viewer to act. Some of the most silent marketing pieces create the loudest noise.

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