I heard a coach ad on the radio yesterday, that started with various names for ‘bum’ and ended up inviting you to put yours on one of their many thousands of seats.

Getting bums on seats is the supplier point of view, while passengers want their bum (and the rest of their body) taken comfortably to the place they want to go.

Message to coach company (and everyone else): Rewrite your ad from the customer’s point of view. Please!

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