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The “Cult of Copy” Is The Title of a Story and You’re The Main Character

Salman Rushdie

“Stories in families are colossally important. Every family has stories: some funny, some proud, some embarrassing, some shameful. Knowing them is proof of belonging to the family.” – Salman Rushdie, Born Jun. 19, 1947. Belonging. People want it. Especially people online. Of the people online, especially the ones on social media. Social media is a …

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How To Make Even Strangers Come To Trust Your Every Word…

Bill Keller

“People crave trustworthy information about the world we live in. Some people want it because it is essential to the way they make a living. Some want it because they regard being well-informed as a condition of good citizenship. Some want it because they want something to exchange over dinner tables and water coolers.” – …

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Show Prospects What You Stand Against, and They Presume You Stand For Them

John Shelby Spong

“I learned early in life that you get places by having the right enemies.” – John Shelby Spong, Born Jun. 16, 1931. Who or what do you hate? What will you absolutely not stand for? What are you sick of? What grinds your gears? What gets your goat? What gags your giraffe?… Not in general, …

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Turn Your Pitch Into Gossip, and People Lean in Closely

Mona Simpson

“Gossip is essentially storytelling: storytelling about people whom we know.” – Mona Simpson, Born Jun. 14, 1957. I think gossip – as a tone – is an under-appreciated angle when it comes to persuasion and influence. *leans in to closer* Listen… Gossip isn’t just a story about people we know – it can be the …

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Why Testimony is Better Than Any Copy Anyone Can Write

Joseph B. Wirthlin

“Expressions of solemn testimony have long been important to the children of God upon the earth.” – Joseph B. Wirthlin, Born Jun. 11, 1917.⁣ I’m going to pretend this quote is about the use of testimonials in advertising.⁣ ⁣ So many marketers misunderstand the PURPOSE of testimonials, and therefore, they MISUSE them. ⁣ You don’t …

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