Send A Tough Message With A Tender Story

Copywriters know: a story can be the “spoonful of sugar” you need to gain acceptance when you’re sending a message nobody wants to hear.

Let’s face it. Sometimes you need to send a message your audience doesn’t want to hear.

For instance, during the pandemic, government agencies around the world wanted to send a message, “Wear a mask.” It was a tough message. Experts…