When 'Simple' Sizzles

"Your spouse calls 911, an ambulance is there in a flash. Sirens blaring, you are rushed to (name of hospital), which has been serving you and your family for generations.

"But this time, you are turned away."

This package couldn't have been more simple (although it did include a four-color reply form that did a great job of restating the offer). But good copy worked. It asked me to imagine something that was all too easy to relate to. How many of us haven't heard the squeal of brakes and realized that an accident had just been avoided? And, it put me in a locale (the local downtown area) I knew well.