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The first post is the hardest.

Part of me wants start off by laying out my manifesto on marketing, advertising, copywriting, the power of words, how they relate to one another, and all the other context. But if I got all that out of the way I would never be in a position to just say what I want to say.

The only context that is needed is this: some people are of the opinion that all marketing is bullshit. The thing is: while I see where they're coming from, I don't think that's true.



In Spielberg's A.I. Artificial Intelligence (awkward punctuation for an awkward film) the android protagonist's mother uses a seven word protocol (like a Golem, I only just realized). And then the trouble starts.

Though I don't have much patience for the film, I do like what this scene communicates: that there's a certain combination of words that can cause people to act in specific ways.

I spend a good chunk of my day coming up to find the right words grouped into the right combination to have the right effect. "To compel the audience to take the desired action."

Finding the right words takes time. Words carry power. And people see through bullshit and manipulation, so shortcuts rarely work.

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