The number of people whose attitude is expressed in the phrase “I never believe a thing I read in the papers/I see on Facebook/I see on the tv” is far smaller than the number of people whose attitude is expressed in the phrase “I read on Facebook this morning/saw on tv last night that…” This…
Category: Business writing
Articles on business writing, including client copy
Successful marketers and advertisers understand very well how easily people can be influenced by prestige appeal. That is why most political candidates take pains with their appearance before they come on to the platform, why a number of them wear, for example, an expensive designer suit. A designer suit is accepted quite unthinkingly by many…
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The Schopenhauer method
Use of false humility Another trick of suggestion that is frequently abused is false humility. This trick can be most readily practised with greater success by those who, rightly or wrongly, have achieved some sort of reputation. With my eldest daughter’s last stressful year at high school still a vivid memory in our family, we…
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Unicorn Snot 2
“My wife and I love unicorn snot. Her eczema has cleared up and my ‘personal bedroom problems’ have fixed themselves. Her Ying has never looked shinier and my Yang is now well-balanced and has a healthy colour. And with a SPF factor of 30, we bask in the knowledge that we are also protected from the…
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Unicorn Snot 1
“Unicorn snot is my secret ingredient. Once I wake up in the morning, the first thing I reach for on my bedside table is my tube of unicorn snot. It refreshes my face and elbows, and help balance my yang. As an influencer, its important that I believe in the products I talk about, and…
As featured at EzineArticles.com It is well established that what we actually say when we present our ideas is of a lesser importance to our audience that how we say it. Integral to ‘how we say it’ is how we structure our presentation — the more organised and logical, the more easily remembered. That is not to say that…