The Perfect Ad Copy for the 21st Century?

Many readers of this book can relate to the question – “Do these branding theories have practical application?”

After thousands of market research phone interviews…
After hundreds of customer listening sessions…
After dozens of focus groups…
…how can you make sense of the words and concepts that will be essential and powerful to communicate your brand?

I’m certain that words matter…and as Dr. Frank Luntz says in his book by the same name, there are indeed Words That Work and that “they are not superficial, timely, or contingent on the ephemeral circumstances of the moment.”

Consider this Verizon Business case study that Luntz features as the perfect ad copy for the 21st century: (his key words in bold)