I don’t know a damn thing about the Liberty Mutual Insurance company or its products, but I do know their advertisements around the theme “responsibility” are pitch perfect. They nail all four steps of the Water Words That Work method. Too bad they’re selling insurance instead of promoting environmentally responsible behavior. Here’s the rundown:

• Step One: Begin with Behavior. Check. Look at all that responsible behavior!
• Step Two: Find Foolproof Photos. Check. Look at all that responsible behavior!
• Step Three: Swap the Shoptalk. Check. No insurance jargon. And lord knows the industry has plenty. In fact, this piece barely has any words in it at all.
• Step Four: Insert the Words That Work. Check. Basically, the only word in the whole piece is “responsibility“

Nice piece! Nice job!