Reverse English

"I will be in some ads next year," Irem said while sipping her Martini El Turko

We sell by talking about things people want. We can also sell by talking about things people don't want.

What don't people want? The exact opposite of the things they do want.

Listerine is good at this: the girls who read the cosmetic ads usually get a hint of what wonders can be in store if they do use the stuff, but Listerine tells them frankly what will happen if they don't!

I say: reverse English can make our sales pitch stronger.