I don’t know if this is true. No matter. It’s still brilliant.

Someone told me gardeners at Alnwick Garden wear cheeky teeshirts with ‘Talk Dirt to Me’ on the back. So smiling visitors chat about shrubs, flowers and lawns.

Such clever, high-thinking, low-cost copywriting ideas are interesting. Particularly in a world where we think plonking logos on gilets is enough.

Words can work harder!

Like when I explored shifting perceptions around professional models, with the headline ‘Thick and Thin’. Spotlighting silly stereotypes so I could I swerve into a fresh reality.

Chose words carefully. Interesting ones take you much further.

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