I am working with a client who is about to launch a new high-end restaurant within a well-established tourist hotel in a beachside holiday destination. Until recently they’d served quite average food, but had updated the menu and were trying to highlight that.
I sent my client the press ad with a headline that read “Discover a new way of dining.”
Client: Yeah, not quite right - I really want you to focus on the fact that it is a NEW way of dining.
Me: Uh… so, like the heading that says “Discover a new way of dining”…?
Client: Awesome. You’ve nailed it.
I guess my work here is done. And was done. Before.