When a major marketing campaign is built around only a few words at a time, you can bet good money that those words were chosen with care.
The social human mind is full of fault lines, conceptual interfaces that represent the meeting of important forces. Successful marketers today work hard to find those pressure points and exploit them. There’s nothing necessarily manipulative in that – it’s just how effective communication works, and that’s the business that we are in. A single word matters.
One of the more interesting fault lines is where the value of time meets the value of money. Benjamin Franklin coined the phrase “time is money”. Psychological studies of recent years, however, suggest that this isn’t exactly true. We tend to value money and time very differently, and presenting value statements based on either money or time will produce different results.
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