Plan to promote the campaign across all your social channels and email lists. Use Hashtags:

Arthur lived in a house that was less of a home and more of a museum of "Just in Case." He kept every gadget, every designer jacket he’d grown too wide for, and three high-end espresso machines because "one might break." He believed his worth was the sum of his inventory.

: Don't just list facts. Show how the evidence supports your specific viewpoint.

The phrase has evolved into a two-part mantra.