Hallmark filmed 10 real couples. The rule: describe your partner without using the word love.

In 2015, Hallmark filmed ten real couples with one rule: describe your partner without using the word love. Bob, married fifty-six years, said: "They say that two become one, we have really done that, and that just says it all."

Hallmark's marketing VP put it plainly: "Even if they don't buy a card, we've still fulfilled the main mission of our brand." The customer is the story, not the business.

Watching Bob, people think of someone they love, and Hallmark is the name they think of when they tell that person. Show your customer saying what your product is for, and they'll think of you when they say it.

Be the obvious choice, not another copy.