We recently returned from Istanbul, Turkey, where I experience the most brilliant marketing I have ever seen. We were walking from the metro to a tram and my daughter desperately needed to use a restroom. Lo and behold, in a small shopping area under a bridge was a large sign in English that said:
Nearly every tourist in the area went into the restroom, happily paying their one Turkish Lira (about 75 cents.)
Now the fact that it was the most unmodern bathroom in all of Istanbul, and my daughter was in tears because she couldn't go (whereby I swore off that toilet for the rest of our lives) is irrelevant...because they already had our money.
The relevance is: words. They knew EXACTLY what to put on that sign to bring everyone through the door.
And. It. Worked.
Now if only I could figure out the right words to turn my mg novel into a million dollar bathroom sign idea.