Sweet Spot between Science and Copywriting
Manipulation or persuasion!? THAT’S THE DILEMMA! ? “(…) manipulation is the result of the violation of one of the principles of discursive collaboration most valued by speaking beings: that of quality, which refers to the sincerity of our discursive contributions.” To manipulate is to DISTORT reality with lies for self-interest. To persuade is to CONVINCE … Read more
By now you know that texts are a fundamental pillar in your marketing strategy, but it is not a pillar that can support the full weight of your brand’s success or failure. You have created a product or service because you are aware of the need that needs to be covered. That is, there is … Read more
In this chapter we are going to see some aspects that you should improve in your texts. I have only added the most relevant ones accompanied by examples, to make their application easier for you. A. Commas, enemies of fluency I love how one of the chapters book begins Where goes the coma of Fernando … Read more
The reason why you choose to put that coin into that homless’s pocket instead of the other one’s is that the first just was bigger than the second one’s A homeless person asks for money in a busy street. In front of him he holds a sign with the words “I need help, I’m blind.” … Read more
Little background of myself I grew up in the center of Barcelona early in my carreer, from El Raval to El Born then the last years in Poblenou. Today the El Borne neighborhood is known as a fashionable place and a must-see, but during my childhood it was not so idyllic. I would have preferred … Read more
Preface, an important introduction to why neuroscience is a lot related with customer relationship… According to consultant Jay Walker-Smith, we went from receiving 500 daily advertising hits a day (1970) to more than 5,000 (2010). The most incredible thing is that in 8 years, and due to the hours we invest in social networks, we … Read more
Approach,and end. The 3 essential parts of any narrative, according to chapter VII Poetics of Aristotle’s. But what use is this structure to us? We already know that every story has a beginning and an end, as well as a course (knot or problem). The sequence reminds us that this is the logical order that … Read more
Let’s step a bit back to our brain. What is it made of? The word “neurons” may have come to mind. But do you know exactly what they are? I remember drawing them in Biology class as sparking suns, or using the word in phrases like “You are missing some neurons!”, But I knew very … Read more
When I talk about storytelling in my classes I always put an example that I know very well: mine. I had a difficult childhood and a much worse adolescence. I suffered severe physical and psychological bullying; I fell into an eating disorder and developed a destructive self-talk that almost killed me. Thanks to adult therapy … Read more
If you’ve ever heard that “once upon a time” you already know what means storytelling. In Spanish we can translate it as storytelling, a narrative resource prior to writing that we have been using for more than 60,000 years, since we painted the first cave to communicate. Every business with a smart marketing strategy is … Read more
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