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Choose words as if your life depends on it

3 June 2013

Derek Bently and an accomplice were breaking into a warehouse when they were caught be the police.  The accomplice was holding a gun.  When the policeman asked him to hand it over, Bentley said, “Let him have it.”  His chum, shot and killed the policeman and Bentley was subsequently hung.

But what did Bentley mean when he said those words – to kill the cop or surrender the firearm?

For many companies, their PPC ad campaigns are a matter of life and death.  When you only have  a few words at your disposal clarity is all important.  PPC ads have to say what they mean, and mean what they say.