Pepsi once did a funny Halloween ad. In the picture, a Pepsi can dresses up as a Coke can to scare people. The headline was, “We wish you a scary Halloween!”
That’s not a bad idea, but Coke got the last word. In a classic example of why the right words change everything, Coke tweaked the headline. Their version of the headline said, “Everybody wants to be a hero!”
A photo might be worth a thousand words, but sometimes 6 words is worth a million.