If you don’t allow the message to find one of its metamorphosed idea-forms, its persuasive power will be minuscule or absent. This needs to happen because messages don’t prompt the Centre Brain to action. But as ideas, they do.
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As we get more technically driven, the importance of people becomes more than it’s ever been before. You have to utilize who you are in your work. Nobody else can do that: nobody else can pull from your background, from your parents, your upbringing, your whole life experience.
An American graphic designer and surfer, best known for his innovative magazine design (Ray Gun), and use of experimental typography.
Nobody cares! Your reader isn’t eagerly waiting for your [marketing] copy. In fact, they’d rather not read it at all. You have literally seconds to capture their attention before it jumps to something else.
UK-based copywriter and author of books on content writing.
Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.
Author of books on technology, psychology and business whose writings appear in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.
