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How often do we click past those two words to learn what it’s actually all about? In a world where opinions are formed and expressed through McNugget-sized bits of more or less credible text, ignorance has gone viral. That’s terrible for mankind as a whole. But it also means that you can quickly become more knowledgeable and better equipped than your competitor.

You just have to take that one extra step.

The foundation of your empire

Posted on 12 September, 2017 by Paul Walden

Until people have had a chance to experience you or your product for themselves, your marketing IS your brand. It’s only the reality of your prospect customers that counts; it doesn’t matter what you “actually” have to offer if they

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How does your client interpret you?

Posted on 12 September, 2017 by Paul Walden

Efficient advertising doesn’t tell people what to think – it inspires them to think themselves, directing their train of thought so that they always arrive at the conclusion you want them to reach. That way, people take ownership of the

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On staying in character

Posted on 12 September, 2017 by Paul Walden

Many companies spend millions on building a brand image – a brand personality – through advertising. Yet the same companies hand out policy, procedures and training manuals that are completely devoid of any personal touch. The manuals are impersonal and

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Speak well of your product

Posted on 12 September, 2017 by Paul Walden

Your product may be the best on the market, but if the accompanying documentation is poor, your sales will suffer nonetheless. Think of cheap electronics from China; whilst the product might be just as good as comparable ones, the user

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How to drive the train of thought

Posted on 12 September, 2017 by Paul Walden

Contrary to what much of contemporary advertising might make you believe, copywriting is not necessarily about witty wordplay. Whilst being witty might help achieve your goals, good copywriting is essentially about directing the reader’s train of thought in a subtle,

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