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There's an old legend in advertising that goes like this: David Ogilvy was walking past a homeless man one day whose sign read: "I'm blind, please help." His cup was empty. Instead of giving him money, Ogilvy rewrote the sign to read: "I am blind, and it's spring." The cup soon overflowed with cash. Tada—a lesson in the power of storytelling.
Of course, stories that work in legend don't always work in reality, or so it seems when you try to apply the tricks of modern advertising to today's homeless signs.
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