BNBranding brand insight blog example of incongruity in copywriting

How to make your copywriting more compelling – Introduce incongruity

Sometimes, one single word is everything. The difference between a marketing home run and a dribbling bunt.
I recently ran into a client who was completely fixated on one word in a headline: “Precious.”
“Babies are precious, not parking places,” she argued. “Yes, but diamonds are also precious. And what’s more valuable than diamonds?” I countered.