We’re bombarded with marketing content every waking minute of the day, most of it unremarkable. Don’t contribute to the noise. Only publish if you can provoke.
Provocative content is not spin, and neither is it inflammatory. Framing an issue or a benefit to ensure it is provocative doesn’t mean you’re making something out of nothing. You’re merely encouraging your audience to look at what you’re referring too from a different perspective.
By being too ‘safe’ with your message, you run the of risk fading into the background - and diminishing your brand.
One of my examples: I Don’t Care About Your Brand.