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An Idea A Day by David Thompson

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SALES COPY

ALMOST UNIQUE

Andy Maslen

“UNIQUEIS ONE of a small but powerful group of words characterized by their magnetic appeal to a certain type of copywriter. Other members of this lexical junta include “fantastic,” “exciting,” “amazing,” and “delighted.” As in, “I am delighted to inform you of an exciting new development at XYZ company.” Like we care.

Paradoxically, the products I’ve seen that could truly claim to be unique rarely do so. Perhaps the copywriter didn’t notice. Or was unequipped with enough research to discover it. Then there are all those wonderful moments where we find humdrum products described, variously, as “quite,” ...

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