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An Idea A Day by David Thompson

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MARKETING

IMAGINE …

Andy Maslen

ONE OF THE simplest techniques for getting your reader to engage with your copy is to ask them to use their imagination. And the simplest way to do this is to use the verb “imagine.” Telling people to imagine something engages far more of their brain than simply writing about your product.

Instead, you give them license to daydream—a far more pleasurable activity than reading. Then all you have to do is create a place for them where that daydream leads, inexorably, to interest in whatever you’re selling.

The idea

From dreamcarhire.com, a sports car hire firm

As a self-confessed petrolhead, I love everything to ...

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