Orangeville, ON (Caroline Davis) If you are unable to come up with a catchy headline, slogan, or sound bite, take a look through what you have previously written for inspiration. Place opposing standpoints side by side, then emphasize the differences by making them more dramatic, even poetic. The result is striking.

“If you can’t handle me at my worst, then you sure as hell don’t deserve me at my best.” – Marilyn Monroe

“The world is stuffed with data while starving for wisdom.” – FassForward

“Beauty outside. Beast inside.” – Apple

Those quotes contain two elements that emphasize the importance of contrast. To begin with, the grammatical structure resembles a seesaw with two sides in perfect balance. We do not see one piece very long and the other quite short, or one plank very elegant while another appears haphazard. A consistent tone is maintained throughout.

There are repeated sounds as well. In the Apple example, that is the b’s in “beauty” and “beast.” In the FassForward example, that is not only “st” in both “stuffed” and “starving,” but also the w in “world” and “wise.” In the Monroe example, we have alliteration in “handle” and “hell,” and “don’t deserve,” as well as the ending “st” in “best” and “worst.”

Craftsmanship of this kind captures the attention and sticks in the memory.