Great copywriters are great storytellers.
But don’t take my word for it, just listen to this:
His words carry weight that would break a less interesting man’s jaw.
At museums, he’s allowed to touch the art.
An inspiring book. That’s what I first thought when I finished reading Unthinking (I highly recommend it), by Harry Beckwith, as he is a master storyteller with a gift for discussing marketing matters in marvellously authentic & amusing ways. Here’s just one of the gems I found in Unthinking:
“In 2008, Philips Electronics conducted a study intended to measure the cost to American businesses of returned products. Their conclusion startled many people: The cost was $100 billion a year.
In years past, this news would have clearly signaled that America’s quality movement had miles to go, that for all the talk about quality circles and Six Sigma, American business was still failing.
But in 2008,
The best promoter of your business is your customer.
Are you giving people something to talk about?
Why is this important?
Because
Following my last post Do you employ a robot at home? I got an interesting question from a reader:
Why do I think that
“I really can’t express how much I love this thing.”
That’s what a friend of mine told me a couple of years ago about one
“Reason and emotion are not separate and opposed.
Reason is nestled upon emotion and dependant on it.
Emotion assigns value to things, and reason can only make
