Your vs. my. Do vs. don't. Dollars vs. percentages. Minor modifications can have major mojo.
Attend a Life is Good festival and you'll notice that security staff wear "Safety" T-shirts rather than "Security" T-shirts, writes David Meerman Scott.
This friendly idea is a typical tweak from a brand focused on giving customers a good time—another example is its internal ban on the phrase "I have to"—the preferred phrase being "I get to."
It sounds fun, but simple, one-word copy tweaks can make a huge difference to your marketing ROI. Here are five...