I love the media.
They can sensationalize anything with a spin. But the truly sublime reporter can allow his
readers the pleasure of drawing their own juicy, scandalous conclusions.
The recent incident
involving the wife of a Manitoba senator being charged with airplane
disturbance is such a case. Apparently
she “had uttered threats against her husband and also threatened to take down
the plane.” In one part of the article
the reporter stated that she was 23 years old, and in a separate paragraph
indicated that the senator is 69 years of age.
Nowhere did he say that “the spoiled young gold-digging trophy-bride is
beginning the process of taking her businessman-philanthropist-senator to the
cleaners after less than a year of marriage.”
He left that for his readers to fill-in the blanks.
I actually hope my scandalous conclusion is wrong and they
live happily ever after, but there’s a marketing lesson to be learned. You don’t have to spell EVERTHING out for
EVERYONE when you present a marketing message.
- A simple photo of a man crammed into a doghouse with his
arm outstretched offering a piece of jewellery may be all you need. It says “guys occasionally screw-up and have
a hard time expressing our regret, so buy her a piece of jewellery, and you’ll
get your butt out of the doghouse.”
- An amazing diamond
ring with the caption, “this is her 400hp-zero-to-60-in-3.8-second dream come
true” says “if you want to get your sports car that she doesn’t understand,
maybe you should get her that diamond that you don’t understand; then everyone
will be happy.”
Sometimes it’s the notes you don’t play that add color to a
song.
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