Getting Your Point Across

(On Valentine’s Day!)

Post September 11^th, one of the most successful visitor-attracting advertising campaigns was the “What makes you happy?” theme created by Turkel Schwartz and Partners for the Greater Miami Visitors and Convention Center. To devise the theme, they used Bruce Turkel’s message-making method called Brain Darts. While other cities experienced a drop-off in tourists, Miami’s actually went up. When you plan on getting your point across, use Turkel’s seven points:

1)    All About Them

2)    Hearts Then Minds

3)    Make It Simple

4)    Make It Quick

5)    Make It Yours

6)    All Five Senses

7)    Repeat, Repeat, Repeat

As Turkel says, “These universal truths work on all levels of communication. Whether you’re creating persuasive advertising, helping your kids gain self-confidence, or resolving conflict with your spouse.