I've been reading a book lately and I've noticed several people (mostly on planes and in Starbucks) looking at me funny. I ignored it at first until I figured out what was getting their attention. It's the title: "More Sex is Safer Sex". Actually, the book has very little to do with sex and is a fascinating book that uses economics to challenge common ideas.
Some people get really uncomfortable when you challenge their long held beliefs but the fact that this book forces you to think in ways you may never have on you own is precisely why I love it. Here are a few examples taken from the book.
DISASTER RELIEF AND OTHER TOPICS:
"It takes a callous soul indeed to look at television images of disaster victims and wish government assistance on them. Especially when the victims are poor. After Katrina, the federal government rushed in with $200 billion. With that single act, the government made life harder for poor people all over the country who are doing their best to scrape by. Each city offers it's own package of amenities, risk and housing prices. So people have choices. They can live cheaply but dangerously or they can pay more and be safer. San Francisco, thanks to it's spectacular amenities, is a very expensive place to live - but a lot cheaper than it would be without the earthquakes. But a policy of disaster relief erases that choice by forcing everyone to share the flood risk - and bring housing prices closer together. If everyone pays through taxes to bail out New Orleans, then New Orleans home prices rise and for example, Kansas City prices fall. You can no longer escape the risk of a flood by moving to Kansas City; you can no longer reap the benefits of accepting the full risk by moving to New Orleans."
Did you know some people may actually increase the spread of sexually transmitted diseases when they avoid causal sex?
Did you know marriages with daughters have a greater chance of divorce?
Did you know early motherhood not only correlates with lower income but may actually cause it?
Don't get mad at me. I'm not the economist here! But let's get back to the title. The title is what got me to pick up the book at an airport bookstore in the first place. Those bold words at the top of your flyers matter. The first words I see on your website matter. The front of your brochure matters. You get the point.
If you had only one sentence to get my attention and convey what you do, what would you say?
If I'm only going to read one sentence on your flyer, brochure, website before I judge whether I should continue, what would you write?