In designing one of my most successful campaigns for Boleros Dance Club, I learned the very important lesson that showing a feeling can take precedence over the facts. After 2 years of working with the comparatively static poses of the actual dances the club taught; I pushed (for the fourth or fifth time) for a ballet type pose because it evoked in me the feelings I had when dancing, even if I've never looked quite so energetic. Paired with a simple call to action, and matter of fact offers; it soon became clear that many other customers had these aspirational feelings as well.