Here’s a little story about how the power of words can evoke emotion, especially in the world of marketing.

An elderly blind man was sitting on a busy street corner with a cardboard sign next to an empty tin cup. The sign read, “Blind — Please help.” People would glance at the sign, but nobody gave the man any money.

Then a young copywriter saw the man with his sign and empty cup. He felt disappointed as he watched all the people walk past without an ounce of empathy, so he took a marker, flipped the sign over, and rewrote the blind man’s message.

Suddenly, people started putting money in his cup until it was overflowing. Surprised, the blind man asked a stranger to tell him what the sign said. He replied, “It’s a beautiful day. You can see it. I cannot.”