Today I learned that if I were to increase my muscle mass by 2kg I would burn an incredible 24,000 additional kcal a year. Apparently that's equivalent to 100 burgers.
This information was contained in an advert and I could tell you who the advertiser was, but I won't.
This ad didn't work for me because the product doesn't fit with my lifestyle, but the message stuck, and it is clearly very sticky because I recalled it without having to write it down and, given the state of my memory, that is a feat indeed (my children tell me I have a head like a sieve).
The key to the success here was a curious hook. So if I were to write and advertising text book it would have a title heading "The Curious Hook."
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