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If you want to stand out in a crowded marketplace—tell the truth.
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0:00I saw this bank that had this amazing tagline. We love our customers because they make us money. They love us because we tell the truth. The most compelling copy is the most believable copy, and the most believable copy is the truth, the real truth. And so, rather than leaning away from what [music] you're like afraid that they find out about, lean into the truth because it'll be refreshing. Are we going to help you lose weight overnight? Probably not. But what we can do is increase the likelihood that it happens by making some steps [music] that suck easier. If I just said, "We help you lose weight fast," everyone says that, no one believes it.