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An Idea A Day by David Thompson

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MARKETING

FEEL-GOOD ADVERTISING

Jeremy Kourdi

The idea

It can be tempting when creating an advertising campaign just to focus on why your product is superior and how you can persuade customers to purchase it. But the reality is that most of the people you reach with your advertising will be cynical and overloaded with other campaigns. Consequently, they have little interest in an unsolicited, short statement about why your product is better. This means you should find a new way of talking to them. Creating ...

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