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Telling the truth is disarming
The easiest and most obvious way to get people to trust a brand is to tell them the truth. Ironically, the brands who dare to tell the truth are often…
Dec 30, 2022
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Miguel Ferreira
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Telling the truth is disarming
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The art of Kishōtenketsu
Kishōtenketsu is a very East Asian way of telling a story in four parts. And why you should use this technique when you write copy.
Dec 6, 2021
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Miguel Ferreira
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The art of Kishōtenketsu
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Hunt for what consumers need and communicate a want
Don’t sell a product, hunt for what consumers need and communicate a want. It's much more lucrative.
Jul 4, 2022
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Miguel Ferreira
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Hunt for what consumers need and communicate a want
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The copywriter must be four people
3 dangerous copywriting techniques that have successfully stood the 'test of time' in the advertising industry.
Feb 28, 2023
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Miguel Ferreira
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The copywriter must be four people
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Shifting brand mental associations
When things go south in business and you think you're running out of options, thinking like a copywriter opens new possibilities.
Apr 12, 2024
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Miguel Ferreira
3
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Shifting brand mental associations
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Finding your product's inherent drama
Every product has that special little something that makes consumers keep buying it. Finding it involves a bit of detective work.
Aug 8, 2022
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Miguel Ferreira
7
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Finding your product's inherent drama
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The red sneakers effect and why breaking conventions can make people respect you more
In business, not to be different (OR weird) is a commercial suicide.
Jan 17, 2022
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Miguel Ferreira
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The red sneakers effect and why breaking conventions can make people respect you more
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Copywriting without imagination is mere exhibitionism
If your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch.
Apr 4, 2022
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Miguel Ferreira
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Copywriting without imagination is mere exhibitionism
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The #1 deadly sin of copywriting: inflating weak ideas with boastfulness
As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
Jun 6, 2022
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Miguel Ferreira
3
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The #1 deadly sin of copywriting: inflating weak ideas with boastfulness
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Getting attention isn’t enough
Building campaigns for attention alone won’t make people buy your brand. But attention that builds mental associations will.
Apr 5, 2024
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Miguel Ferreira
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Getting attention isn’t enough
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Your biggest perception problem might be your biggest strength
You can turn BIG marketing problems into BIG opportunities IF...you change how you think about them.
Jun 19, 2023
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Your biggest perception problem might be your biggest strength
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Sometimes being a "good enough" brand is good enough
The job of any good marketer is figuring out what people want and what drives people to make the choices they make. OR what's the one thing people want…
Feb 7, 2022
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Miguel Ferreira
5
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Sometimes being a "good enough" brand is good enough
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