1

hi
nkl
ik
eac
opy
wri
te
r

b
yAl
as
tai
reAl
l
day

Al
as
tai
reAl
l
dayi
saf
ree
lanc
eco
pywr
it
erba
sedi
nLo
ndo
n,Eng
land.
Hei
sav
ail
abl
efo
rpubl
ics
pea
kinge
nga
geme
ntsa
ndc
orpo
rat
etr
ai
ningda
ys
i
naddi
ti
ont
oco
nsul
ta
ncys
erv
ice
sandc
opy
wri
ti
ngc
ommi
ss
ions
.

Hi
spe
rso
nal
webs
it
eisht
tp:
//
al
lda
ycr
eat
iv
e.c
o.uk
a
ndhet
wee
ts@a
ll
day
cre
ati
ve
 3
Co
nte
nts

I
ntr
oduc
ti
on

Pa
rt1–hee
sse
nti
al
s:t
hre
ethi
ngsy
oune
edt
okno
wtowr
it
ewe
ll
.

Cha
pte
r1:Fr
eeY
ourMi
nd
Cha
pte
r2:S
pea
kheTr
uth
Cha
pte
r3:He
ado
rHe
art
?

Pa
rt2–Be
yondwo
rds
:thr
eer
el
at
eds
kil
l
stha
twi
llhe
lpy
ouwr
it
ebe
tte
r.

Cha
pte
r4:
Toneo
fvo
ice
Cha
pte
r5:De
si
gna
ndc
onc
ept
Cha
pte
r6:
Wri
tedr
unk
,edi
tso
ber

Pa
rt3–Pr
act
ic
ala
ppl
ic
ati
ons
:us
ingy
ours
kil
l
swhe
ret
hey
’r
ene
ede
dmo
st.

Cha
pte
r7:Co
pywr
it
ingf
ort
hewe
b
Cha
pte
r8:B2Bc
opy
wri
ti
ngt
hats
el
ls
,no
tsme
ll
s
Cha
pte
r9:Bec
rea
ti
ve,br
eakt
her
ule
s
 4
I
ntr
oduc
ti
on

hi
sbo
okwi
llno
tch
ang
eyo
url
if
e.I
nfa
ct,i
two
n'te
vent
eac
hyo
utowr
it
eco
py.

hi
sbo
okwo
n'tt
eac
hyo
uho
wtobeac
opy
wri
te
r.hi
sbo
okb
eli
eve
syo
u
a
lr
eadyk
now.

Y
ouc
anr
ead.Y
ouc
anwr
it
e.Andy
ou'
vebe
ene
xpo
sedt
oev
erypo
ssi
ble
v
ari
et
yofc
opys
inc
etheda
yyo
uwe
rebo
rn.Y
ouha
vea
llt
hek
nowl
edg
eyo
u
ne
ed.

I
nst
ead,t
hisbo
okwi
l
lta
kewha
tyo
ual
re
adyk
nowa
ndt
eac
hyo
uho
wto
s
epa
rat
ego
oda
dvi
cef
rom ba
d.I
two
n'tt
eac
hyo
une
wtr
ic
ks.I
twi
l
lhe
lpy
ou
f
org
ett
heba
done
syo
u'v
eal
re
adyl
ear
ned.

Go
odc
opy
wri
te
rsdo
n'tus
etr
ic
ks.he
yus
eto
ols
.Yo
u'l
lbel
ear
ningwha
t
t
heya
re,a
ndho
wtous
ethe
m,s
tar
ti
ngi
ncha
pte
r1.
 5
Y
ouwi
lll
ear
nthemi
nds
et,t
hepr
oce
ss,a
ndt
hea
nal
yt
ic
alf
rame
wor
kre
qui
re
d
t
obea
blet
owr
it
ehi
ghq
ual
it
yco
pyf
orpr
act
ic
all
yanypur
pos
e— f
rom
we
bsi
te
stopr
inta
ds.Be
sto
fal
l
,yo
u'l
ll
ear
nita
lli
nunde
rada
y.

hi
sbo
okt
ake
sac
oupl
eofho
urst
ore
ad.hee
xer
ci
se
sca
nbedo
nei
nan
a
ft
erno
on.hebo
oki
sba
sedo
nao
neda
ytr
ai
ningpr
ogr
ammeIde
vis
edl
as
t
y
eart
ohe
lpt
eac
haf
ri
endwhowa
nte
dto‘
geti
ntot
hebus
ine
ss
’.Mya
im wa
s
t
ogi
vet
hema
smuc
hkno
wle
dgeIc
oul
dinada
y.

I
nni
nec
hapt
ersa
nds
eve
nte
enha
nds
-one
xer
ci
se
s,y
ou'
l
lle
arnho
wtot
hink
di
fer
ent
lya
boutt
hewr
it
ingpr
oce
ss,c
rea
tey
ouro
wnc
opy
,edi
tit
,andf
nd
o
utho
wyo
urc
opyft
sinwi
tht
her
esto
fthec
rea
ti
vepr
oce
ss.

hi
sbo
oki
side
alf
or:

- s
mal
lbus
ine
sso
wne
rswhowa
ntt
owr
it
ethe
iro
wnc
opy

- we
b de
si
gne
rsa
nd a
rtdi
re
cto
rswho wa
ntt
o unde
rst
and t
he
c
opy
wri
ti
ngpr
oce
ss
- b
igg
erbus
ine
sse
slo
oki
ngt
oga
ini
nsi
ghti
ntot
hedi
fer
enc
ebe
twe
en
g
ooda
ndba
dco
pya
nde
val
uat
ethe
irc
urr
entc
opy
- wr
it
ers
,jo
urna
li
st
s,bl
ogg
erse
tcl
ook
ingt
ost
artac
are
era
sa
c
opy
wri
te
randunde
rst
andho
wthec
opy
wri
ti
ngpr
oce
ssdi
fer
sfr
om
j
ust"
wri
ti
ng"
.
 6

hi
sbo
okno
tas
ubs
ti
tut
efo
rye
arso
fex
per
ie
nce
.Bu
titi
sas
ta
rt.

he
rea
rema
ny,ma
nype
opl
eoutt
her
etha
tunde
rst
andt
hev
alueo
fgo
od
c
opybuta
reuna
blet
oafo
rdapr
ofe
ssi
ona
lco
pywr
it
er
,who
sef
eesma
yrun
i
ntot
het
hous
ands
.

hi
sbo
oki
sfo
ryo
u.

Buti
t'
sal
sof
ora
nyo
newhowa
ntst
oga
inabe
tte
runde
rst
andi
ngo
fho
w
c
opy
wri
te
rswo
rk— we
b de
si
gne
rs,a
rtdi
re
cto
rs,ma
rke
ti
ng a
nd PR
pr
ofe
ssi
ona
ls
,jo
urna
li
st
s,bl
ogg
ers
,ands
oon.

Ev
ery
onec
anl
ear
nfr
omt
hisbo
ok.

I
nst
eado
fco
nce
ntr
ati
ngo
ntr
ic
ks,t
act
ic
s,a
ndq
uic
kfx
es,I
’v
ewr
it
te
nabo
ok
t
hata
imst
ocha
nget
hewa
yyo
uthi
nka
boutwr
it
ing–be
caus
eify
ouc
an
t
hinkl
ik
eac
opy
wri
te
r,y
ouc
anwr
it
eli
keo
ne–wha
tev
eri
tisy
oudo
.

Le
t’
sbe
gin.
 7

“
Que
sti
one
ver
ythi
ngg
ene
ral
l
ytho
ughtt
obeo
bvi
ous
.”
-Di
et
erRa
ms
 8
Cha
pte
r1

Fr
eey
ourmi
nd

Be
li
evei
torno
t,y
oua
lr
eadyk
nowho
wtowr
it
eco
py.Y
ou'
vebe
enl
ear
ning
a
lly
ourl
i
fe.Adv
ert
is
ingi
sev
ery
whe
re— f
rom TVa
ndne
wspa
per
stoc
ere
al
pa
cke
ts.I
t’
sone
ver
ywe
bsi
tey
ouv
isi
t.

I
mag
inei
fyo
uspe
ntf
ouro
rfv
eho
urswa
tchi
ngy
ourf
avo
uri
tes
por
tea
ch
da
y.Y
ouma
yno
tbe
comet
hewo
rld'
sgr
eat
estpl
aye
rbywa
tchi
ng,buty
ou'
d
de
fni
te
lyl
ear
nal
ota
boutt
her
ule
s,s
tr
ate
gie
s,a
nddi
fer
ents
tyl
eso
fpl
ay!

hi
sbo
okt
ake
sas
imi
l
ara
ppr
oac
h.Y
ou’
r
eal
re
adya
nar
mcha
irc
opy
wri
te
r.
TV.Ra
dio
.Ma
gaz
ine
s.Ce
rea
lpa
cke
ts.Y
oua
lr
eadyk
now ho
wtos
el
l.hi
s
bo
okwi
lle
nabl
eyo
utoma
keus
eoft
hatl
if
et
imeo
fex
per
ie
nce
.

Butt
oge
tst
art
ed,y
ou'
reg
oingt
one
edt
ofo
rge
tev
ery
thi
ngy
ou'
vel
ear
ned.

Y
ou'
veno
tonl
yha
dyo
ure
nti
rel
i
fet
opi
ckupo
nho
wtowr
it
eco
py.Y
ou'
ve
ha
dyo
ure
nti
rel
if
etopi
ckups
omepr
ett
yba
dha
bit
s,t
oo.
 9
Pr
ofe
ssi
ona
lvsAma
teur

I
'm no
tmuc
hofag
olf
er
,al
tho
ughs
omeo
fmyf
ri
endspl
ayr
el
ig
ious
ly
.Ev
ery
t
imeI
'mo
uto
nthec
our
sewi
tht
hem,t
heyt
eac
hmes
ome
thi
ngne
w.Tr
oubl
e
i
s,whe
nIg
oouta
ndpr
act
ic
eonmyo
wn,Ipi
ckupal
oado
fba
dha
bit
s.

Y
es,Ifndawa
ytha
two
rks— buto
fte
nfo
rthewr
ongr
eas
on.Ido
n'tr
eal
i
se
t
hata
lt
houg
hI'
vef
oundas
tanc
etha
tco
rre
ctsmywa
ywa
rds
hot
,ita
ls
ota
kes
25% o
fthepo
wero
uto
fmys
tr
oke
.

Co
pyi
sthes
ame
.Yo
umi
ghtf
nda
nang
let
hatwo
rks
.Buti
sitr
eal
ly
e
fec
ti
ve?Ha
syo
urt
ec
hni
quet
ake
nth
epo
wero
uto
fyo
urwo
rds
?

Pr
ofe
ssi
ona
lsdo
n’tus
etr
iala
nde
rro
r.Muc
hli
keg
olf
ers
,whounde
rst
and
t
her
eisac
orr
ectwa
yto ma
ximi
sedi
st
anc
eand a
ccur
acy
,pr
ofe
ssi
ona
l
c
opy
wri
te
rsunde
rst
andt
hatt
her
eisaf
rame
wor
kfo
rpr
oduc
ingc
opyt
hat
na
tur
al
lyl
eadst
othebe
stpo
ssi
blewo
rds
.

hi
sbo
okwi
llt
eac
hyo
utha
tfr
ame
wor
k.
 10
S
tep1:Fr
eey
ourmi
nd.

hef
rsts
tept
owr
it
ingg
oodc
opyi
sn’
ttol
ear
nany
thi
ngne
w,b
utt
ofo
rge
t
wha
tyo
ual
re
adyt
hinky
ouk
now.Fr
eey
ourmi
nd o
fal
lthey
ear
sof
pr
eco
nce
pti
onsy
ou'
vede
vel
ope
dabo
utwha
two
rksa
ndwha
tdo
esn'
t.

hi
sis
n’
tso
mek
indo
fZe
nthi
ng.Do
n’tme
dit
ate
.Jus
tbec
ri
ti
cal
.As
k
y
our
sel
f:ho
wmuc
hco
pyi
sba
dco
py?

Ba
dco
pyus
eso
bvi
oust
ri
cks
.Unf
ort
una
tel
y,t
hef
actt
hatt
heya
reo
bvi
ous
me
anst
hatt
heya
ret
heo
nesy
oua
remo
stl
i
kel
ytoha
vel
ear
ned.Asa
n
a
rmc
hai
rco
pywr
it
er
,yo
uha
vepr
oba
blyl
ear
nedat
hous
andt
ri
cks
,li
ket
he
a
geo
ldc
li
chéo
ffni
shi
ngy
ourpi
tc
hwi
thaq
ues
ti
on.

Co
mmo
nha
bit
.Ba
dha
bit
.

"
hey
'r
etr
ulyd
eli
ci
ous
!Wh
yno
ttr
you
rne
wbr
ando
fcy
ani
dei
nfu
sedc
ook
ies
t
oda
y?"

Whyno
t?Ic
ant
hinko
fami
ll
i
ong
oodr
eas
ons"
whyno
t"!"
Whyno
t"t
rya
c
ompe
ti
tor
'spo
iso
n-f
reec
ook
iesi
nst
ead?
 11
Endi
ngapi
tc
hwi
th"
whyno
t"g
ive
sthec
ust
ome
rami
l
li
onr
eas
ons— a
nd
a
nimme
dia
teo
ppo
rtuni
ty— t
ore
jec
tyo
u.I
t’
sane
xampl
eofawe
llk
nown
“
copy
wri
ti
ngt
act
ic
”tha
tap
rof
es
si
ona
lco
pywr
it
erwo
uldne
verus
e.

hes
ameg
oesf
ora
ddi
ng"
jus
t"be
for
eana
bsur
dlyhi
ghpr
ic
e.

I
fyo
urunt
hebus
ine
ssa
ndk
nowy
ouro
utg
oing
s,y
oumi
ghtt
hink"
jus
t!
£6.
99"f
oras
li
ceo
fpi
zz
aisv
eryr
eas
ona
ble
,kno
winga
syo
udoho
wmuc
h
t
hei
ngr
edi
ent
s,l
abo
ur,a
ndc
osto
fre
nti
ngt
hes
hopl
eav
esy
ouwi
th"
jus
t".
99
pouto
ftha
t£6.
99.Buty
ourc
ust
ome
rmi
ghts
eet
hing
sve
rydi
fer
ent
lyi
f
hec
ang
etaf
roz
enpi
zzaf
or“
jus
t”99p.I
nst
eado
fco
nvi
nci
ngy
ourc
ust
ome
r,
y
oua
rei
nsul
ti
nghi
m.

Mo
stpe
opl
ewhot
hinkt
heyc
ana
lr
eadywr
it
eac
tua
ll
yme
ant
heyt
hinkt
hey
k
nowa
llt
het
ri
cks
… a
nd t
heywa
ntt
ole
arne
ven mo
ret
ri
cks
.Wr
ong
a
ppr
oac
h.Do
n'ts
tar
twr
it
ingc
opyus
ingba
d ha
bit
syo
u'v
epi
cke
d up
e
ls
ewhe
re.I
t'
sthef
ast
estr
out
etos
oundi
ngl
ik
eas
eco
ndha
ndc
ars
al
es
man.

Fo
rge
tev
ery
thi
ngy
ou'
vel
ear
ned
.It
'
sti
met
ost
arta
gai
n.
 12
Ex
erc
is
e1

Wr
it
edo
wn t
hre
eofy
ourf
avo
uri
tepi
ece
sofc
opy
.he
yco
uld bea
ds,
s
tr
apl
i
nes(
tha
t'
ssl
oga
ns,t
otheuni
nit
ia
ted)
,ta
gli
nesf
rom amo
vie
,wo
rds
f
rom awe
bsi
te
'sho
mepa
ge,o
rac
ompa
ny’
shi
st
orywr
it
teno
ntheba
cko
fa
s
moo
thi
eca
rto
n.Pi
cka
nywo
rdsy
oul
ik
e.

No
was
kyo
urs
el
fwh
aty
oud
on'
tl
ik
eab
outy
ourf
avo
uri
tec
opy
.

Whowo
uldha
tet
hisk
indo
fco
py?Wha
t"t
ri
cks
"ca
nyo
use
ebe
ingus
edi
n
t
hec
opy
?Yo
uma
ylo
vet
hea
ppr
oac
h–buts
ome
onee
ls
eco
uldha
tei
t.Wha
t
wo
uldy
ourc
ust
ome
rst
hink
?

Bec
ri
ti
cal
abo
utt
het
hing
syo
ulo
ve.
 13
S
tar
ti
nga
gai
n,f
rom fr
stpr
inc
ipl
es
.

I
fyo
uto
okt
imeo
utt
odot
hef
rste
xer
ci
se
,yo
u'l
lpr
oba
blyha
veg
ues
sed
wha
tI'
mge
tti
nga
t.I
fso
,we
lldo
ne— ha
veac
ook
ie.I
t'
sno
tla
cedwi
th
c
yani
de(
pro
babl
y).I
fyo
udi
dn'
tdot
hee
xer
ci
se
,sha
meo
nyo
u.Buthe
y,I
c
ans
ens
eyo
u'r
einahur
ry— s
ole
tss
kips
tr
ai
ghtt
othel
es
son.

Ho
wyo
uwr
it
eisd
ete
rmi
nedb
yonet
hing
:bywh
aty
oura
udi
enc
ewa
nts
.

Towr
it
eefe
cti
vec
opy
,thef
rstt
hingy
oune
edt
ofg
ureo
uti
swhoy
ou'
re
wr
it
ingf
or.

J
ustbe
caus
eyo
uthi
nki
t’
sgo
odc
opy
,do
esn'
tme
any
oura
udi
enc
ewi
l
lfe
el
t
hes
amewa
y.Y
ouma
yco
mef
rom abus
ine
ssba
ckg
rounda
ndbe
li
evet
her
eis
a
n"e
sta
bli
she
d"wa
yoft
al
ki
ngt
oyo
urc
ust
ome
rs.Ory
ou ma
ybea
n
i
ndi
vi
dua
lwi
thac
ert
ai
nst
yl
eyo
uwi
sht
opr
oje
ct.“
I’
m af
ung
uy,t
her
efo
re
mybus
ine
ssmus
tbef
unt
oo!
”

Fo
rge
tit
.Upunt
ilno
w,y
ou'
vebe
enwr
it
ingf
ory
our
sel
f,no
tyo
urc
ust
ome
rs.
Cha
nce
sar
eyo
u'v
ene
verr
eal
l
yas
kedy
our
sel
fwha
tthe
ywa
nt.Unt
ilno
w.
 14
Ex
erc
is
e2.

I
mag
inet
hei
dea
lcus
tome
ryo
u’dl
i
ket
oat
tr
act
.Wr
it
eapa
rag
raphde
scr
ibi
ng
t
hem,i
fne
ces
sar
y.

No
wgoba
cka
ndr
epe
ate
xer
ci
se1,o
nlyfndt
hre
epi
ece
sofc
opyy
out
hink
t
heyi
dent
if
ywi
th.Wha
tbr
andsdot
heybuy
?Wha
t'
sthe
irs
ens
eofhumo
ur
l
i
ke(
ift
heyha
veo
nea
tal
l
?).Mo
sti
mpo
rta
ntl
yofa
ll
,ify
ou'
res
el
li
ngaB2B
pr
oduc
t,wha
tisy
ourc
ust
ome
rli
kewhe
nhe/s
hel
et
shi
s(o
rhe
r)ha
irdo
wn?
Re
membe
r,y
ou'
res
el
li
ngt
ope
opl
e.De
ter
mini
ngwha
tthei
ndi
vi
dua
lswho
wi
llber
eadi
ngy
ourc
opyl
i
kea
nddo
n’tl
i
kei
sthef
ast
estwa
ytowr
it
ingc
opy
t
hatwi
nshe
art
sandmi
nds
.
 15
S
tar
ti
ngt
owr
it
egr
eatc
opy

Di
dyo
udot
hee
xer
ci
set
hist
ime
?Iho
pes
o,be
caus
ewhi
l
eyo
udo
n’tne
edt
o
doe
ver
yex
erc
is
eint
hisbo
okt
obe
comeag
rea
tco
pywr
it
er
,thi
siso
ney
ou’
l
l
ha
vet
odot
imea
ndt
imea
gai
n–i
nfa
ct,e
ver
yti
mey
ouwr
it
eco
py.

Be
for
est
art
ingt
owr
it
e,r
ese
arc
h.

• Whoi
syo
urc
ust
ome
r?

• Wha
tdot
heyl
ik
e?

• Wha
tthi
ngst
urnt
hemo
f?

Y
ou'
rewr
it
ingf
ory
ourc
ust
ome
rs,no
tyo
urs
el
f.Ke
epi
nmi
ndt
hate
veni
f
y
ouha
tet
hec
opy
,it
'sg
oodi
fitwo
rks
.We
'r
eno
the
ret
oappe
aset
hec
ri
ti
cs
.
Andwe
’r
ede
fni
te
lyno
the
ret
opl
eas
eour
sel
ves
.We
'r
ehe
ret
owr
it
ewo
rds
t
hats
el
l.

I
fyo
urc
ust
ome
rli
kes"
wac
kywr
it
ing
"(t
hat
's"
zany
"co
pywr
it
te
nfo
radul
ts
i
nthes
tyl
eofc
hil
dre
n'sbo
oks
),us
eit— e
veni
fyo
uha
tei
t.

Co
pyi
sjudg
edb
yonet
hinga
ndo
net
hinga
lone
.Do
esi
tse
ll
?
 16
hi
nkc
ri
ti
cal
l
y.

Di
dIt
el
lyo
utof
org
ete
ver
ythi
ngy
out
houg
hty
ouk
newa
boutc
opy
wri
ti
ng?
We
ll
,fo
rge
tIt
oldy
out
ofo
rge
tev
ery
thi
nga
nds
tar
tthi
nki
nga
gai
n.

Onc
eyo
uac
ceptt
hatal
oto
fco
pyi
sbdc
a o
py,y
ou'
rei
napo
sit
iont
othi
nk
c
ri
ti
cal
l
y–s
oins
tea
dofc
opy
inge
sta
bli
she
dappr
oac
hesy
ou"
thi
nk"mi
ght
wo
rk,y
ou'
rei
n apo
sit
iont
olo
oka
tpa
stc
ampa
ignsa
nd e
val
uat
ethe
e
leme
ntso
ftho
sec
ampa
ignst
hatwi
l
lac
tua
ll
ywo
rk,wi
llb
eappr
opr
iat
eto
y
ourc
ust
ome
rs,a
ndho
wyo
uca
ninc
orpo
rat
esuc
ces
sf
ule
leme
ntso
ftho
se
s
tyl
esi
ntoy
ourc
opy
.Onc
eyo
u’r
esk
il
le
deno
ught
odi
sc
ardt
heba
dide
as,y
ou
ha
vet
en,t
went
y,t
hir
tyy
ear
sofe
xpe
ri
enc
etodr
awo
n.

Fi
ndy
ourv
oic
e:Beuni
que
.

Y
ou’
veha
dal
i
fet
imet
ole
arnho
wot
herpe
opl
edot
hing
s.ha
t’
sgr
eat
,ifa
ll
y
ouwa
ntt
odoi
sso
undl
ik
eev
ery
onee
ls
e.

Ta
kingi
nspi
ra
ti
onf
rom pa
stc
ampa
ignsi
sfne
,butdo
n'tbo
rro
wot
her
pe
opl
e'
sst
yl
es
.Do
n'ts
eto
utt
owr
it
eino
nes
tyl
ebe
caus
epe
opl
einy
our
i
ndu
str
yha
vea
lwa
yswr
it
te
ntha
twa
y.I
fev
ery
bodye
ls
einy
ouri
ndus
tr
yis
wr
it
ing4000wo
rdbr
ochur
esi
nav
eryf
orma
l,l
ong
-fo
rma
tma
nne
r,wh
yno
t
t
ryac
omp
let
el
yfr
es
hap
pro
ach
?
 17

Whyno
t?

Whe
nIa
ske
dyo
u"whyno
t"j
ustas
eco
nda
go,di
dyo
uco
meupwi
th
r
eas
onst
ore
jec
tme
?Iho
pes
o.ha
t'
sthepo
wero
fgo
odc
opy
wri
ti
ng.I
i
mpl
ant
eda
nide
ainy
ourhe
ada
bout"
whyno
t"c
opyaf
ewpa
gesa
goa
nd
f
oll
owe
dthr
oug
hwi
thi
tjus
tno
w,us
ingt
hepo
wero
fyo
urs
ubc
ons
ci
oust
o
t
ras
has
tyl
eofc
opyt
hatwa
sco
nsi
der
eds
ucc
ess
ful
forma
nyy
ear
s.

hi
sisat
ri
ck.Asy
oube
comeabe
tte
rco
pywr
it
er
,yo
uwi
l
lle
arnmo
rea
nd
mo
rea
ndho
pef
ull
yinv
entaf
ewo
fyo
uro
wn.Ho
wev
er,r
ightno
w,y
oua
re
r
el
ia
nto
nes
tab
li
she
d“t
ri
cks
”yo
uha
vel
ear
ned–t
ri
ckse
ver
yonee
ls
eal
re
ady
k
nows
.

To
neo
fvo
icet
rumpst
ri
ckse
ver
yti
me.

Whe
nyo
u’r
ejus
tst
art
ingo
uta
sac
opy
wri
te
r,i
t’
smuc
hea
si
ert
opr
ese
nt
y
our
sel
fus
ingauni
quea
ndho
nes
tto
neo
fvo
icet
hats
oundsg
enu
inet
oyo
ur
a
udi
enc
etha
niti
stor
el
yono
lda
ndwe
llk
nownt
ri
ckst
hatma
key
ous
ound
l
ik
eaus
edc
ars
al
es
man.

S
oift
ri
cksa
reo
ut,wh
atc
any
oud
oins
te
ad?
 18
S
tando
utf
romt
hec
rowd–o
fers
ome
thi
ngne
w

Ad
ver
ti
si
ngi
sal
mos
tal
way
sab
outt
hep
romi
seo
fso
met
hingn
ew,e
venwh
en
y
ou'
res
el
li
nga
nes
ta
bli
she
dpr
odu
ct.

Why
?Be
caus
eit
'st
heo
nlywa
ytos
tando
utf
romt
hec
rowd.Byde
via
ti
ng
f
rome
sta
bli
she
dpa
ths
,it
’
sea
si
ert
oat
tr
acta
tte
nti
on.

he
re'
sar
eas
onwhy"
thi
nkdi
fer
ent
"ist
hee
ndu
rings
log
ano
foneo
fthe
mo
sti
mpo
rta
ntc
orpo
rat
esuc
ces
sst
ori
eso
fourt
ime
.

• Fr
eey
ourmi
nd.

• Fo
rge
twha
tyo
uthi
nky
ouk
now.

• S
tar
tthi
nki
nga
boutwha
tma
kesy
ouuni
que
.

I
fyo
uca
ndoa
llt
hisa
ndwr
it
efr
omt
hec
ust
ome
r’
spe
rs
pec
ti
ve,y
oua
rewe
llo
n
y
ourwa
ytobe
inga
blet
owr
it
eco
py.
 19
I
nsumma
ry:

- Y
ou'
vebe
ene
xpo
sedt
oli
te
ral
l
ymi
l
lio
nso
fwo
rdso
fco
pyi
nyo
ur
l
if
et
imei
nev
eryc
onc
eiv
abl
est
yl
e.

- Y
ouc
ant
akei
dea
sfr
oms
tyl
esy
ou’
vebe
ene
xpo
sedt
o,buty
oumus
t
a
ls
othi
nkc
ri
ti
cal
l
yabo
utt
hes
est
yl
esa
ndt
echni
que
sanda
ppr
oac
h
wr
it
ingf
romy
ourc
ust
ome
rs’
per
spe
cti
ve.

- hef
ast
esta
nds
ure
stwa
ytoho
ldac
ust
ome
r'
sat
tent
ioni
sto
de
via
tef
rome
sta
bli
she
dno
rms
.“hi
nkdi
fer
ent
.
”Butbes
urey
our
a
ppr
oac
hwi
llr
eso
nat
ewi
thy
ourc
ust
ome
raswe
ll
.
 20
Cha
pte
r2

Ho
nes
tyi
sthebe
stpo
li
cy

Is
ome
ti
mesg
etf
att
eri
ng e
mai
l
sfr
om bus
ine
sspe
opl
eand wa
nna
be
c
opy
wri
te
rsa
ski
ngmet
ore
vea
lthes
ecr
etso
fmys
ucc
ess
.Is
wea
rthe
ythi
nk
I
’m Da
vidBl
ai
ne.he
ywa
ntt
ole
arna
llt
het
ri
cks
.Butt
heh
one
stt
rut
hist
hat
whi
let
her
ear
epl
ent
yoft
ri
cksi
nthepr
ofe
ssi
ona
lco
pywr
it
er'
spl
aybo
ok,y
ou
do
n'tne
edt
ole
arnt
hema
tal
ltobea
blet
owr
it
ego
odc
opy
.

Towr
it
ego
odc
opy
,al
lyo
une
edi
stob
eho
nes
t— a
ndh
aves
ome
thi
ngg
oodt
osa
y
a
bou
tyo
urp
rod
uct
.

Ra
ymo
ndCha
ndl
er
,thea
utho
rwhoc
rea
tedt
hePhi
l
ipMa
rl
owede
tec
ti
ve
my
ste
ri
es
,ha
dthi
stos
aya
boutwr
it
ing
:

"
Eve
ryt
hingawr
it
erl
ear
nsa
boutt
hea
rto
rcr
afto
ffc
ti
ont
ake
sjus
t
al
i
ttl
eawa
yfr
om hi
sne
edo
rde
si
ret
owr
it
eata
ll
.Int
hee
ndhe
k
nowsa
llt
het
ri
cksa
ndha
sno
thi
ngt
osa
y."
 21
“
Tri
cks
”co
mpl
i
cat
eco
pya
ndma
kei
tlo
oki
nsi
nce
re.Whe
nitc
ome
sto
wr
it
ingho
nes
tl
y,i
nex
per
ie
ncei
sony
ours
ide
.

Wha
tCha
ndl
ers
ai
disa
str
ueo
fco
pywr
it
inga
siti
soff
cti
on.S
omuc
h
“
cl
eve
r”c
opyg
etswr
it
te
ntha
tex
per
ie
nce
dco
pywr
it
erss
ome
ti
mesl
oses
ight
o
fwha
tma
kesg
oodc
opy
wri
ti
ngpo
wer
ful
:si
mpl
e,ho
nes
t,di
re
ctme
ssa
ges
.

hemo
sts
ucc
ess
ful
slo
gani
nhi
st
ory–a
ndwhyy
ous
houl
dta
kei
ttohe
art

he
rei
sar
eas
onwhyt
hes
log
anf
orRo
nse
al,t
heDI
Yva
rni
shpr
oduc
t,i
sso
e
ndur
ing
.It
'so
pen,i
t'
sho
nes
t,a
ndi
tge
tsdo
wnt
obus
ine
sswi
thano
bul
l
shi
tappr
oac
h:

“
Doe
sex
act
lywha
tits
ayso
nthet
in.
”

Iha
vedi
sc
ove
redt
hisa
ppr
oac
hal
mos
tal
way
swo
rks
.Ande
venwhe
reg
rea
ter
s
ophi
st
ic
ati
oni
sre
qui
re
d,i
t’
sal
way
sth
eri
ghts
ta
rt,b
eca
usei
tens
ure
syo
ust
art
wi
thh
one
st
y.

Wha
two
uldbea“
doe
swha
tits
ayso
nthet
in”me
ssa
gef
ory
ourpr
oduc
t?
We
’v
eal
re
adye
sta
bli
she
dtha
tyo
u’v
ebe
ene
xpo
sedt
oal
if
et
imeo
fco
pywr
it
ers
a
nd t
hei
rtr
ic
ks— a
nd i
ntha
tli
fe
ti
me,y
ou'
vea
lr
eadyc
omet
okno
w,
unde
rst
and,a
ndr
ej
ectma
nyo
fthe
m.
 22

Add
ing"
jus
t"t
oano
bsc
ene
lyhi
ghpr
ic
e("
sl
ic
eofpi
zzaj
ust£6.
99!
")i
sone
s
ucho
bvi
oust
echni
que
.Butt
her
ear
emi
ll
i
onso
ftr
ic
ksa
ndt
hec
hanc
esa
re
t
hati
fyo
uca
nsme
llt
heBS
,soc
any
ourc
ust
ome
rs.

S
tar
ti
ngf
rom ap
osi
ti
ono
fho
nes
tyf
or
cesy
out
oev
alu
atet
hes
tr
eng
thsa
nd
we
akne
ss
eso
fyo
urp
rod
ucta
ndu
set
hema
tth
eco
reo
fyo
urc
amp
aig
n.

Ro
nse
al'
ssl
oga
nispr
ett
ybl
unt
,buty
oudo
n'tne
edt
obebl
untt
ose
lla
pr
oduc
t.S
impl
yav
oids
al
es"
tec
hni
que
s"y
ou mi
ghtha
ve pi
cke
d up
e
ls
ewhe
re.

F
amo
usc
art
ooni
stheOa
tme
ale
xpl
ai
nst
hiswi
thhi
sca
rto
on"
howt
ose
ll
s
ome
thi
ngt
omyg
ene
rat
ion
"(h
ttp
:/
/t
heo
atme
al.
co
m/c
omi
cs
/s
el
l_g
ene
rat
io
n).

- I
n hi
sca
rto
on,hede
scr
ibe
sho
wthemo
repus
hy,"
sal
es
",a
nd
j
ar
gon-
foc
use
dla
ngua
gey
ouus
e,t
hel
es
str
ust
wor
thyy
ous
ound.
he
set
echni
que
sbe
longt
oano
the
r,l
es
ssa
vvye
ra.

- I
nst
ead,hes
ugg
est
stha
tthebe
stwa
ytos
el
lso
meo
neapr
oduc
tin
t
hisa
dve
rti
si
ng-
sat
ura
ted,c
opy
wri
te
r-a
war
e da
yand a
gei
sto
e
xpl
ai
n"he
rei
sthepr
oduc
t,he
rea
rei
tsf
eat
ure
s".Dot
hiswe
ll
,and
t
hepr
oduc
twi
lls
el
lit
sel
f.
 23

- Be
li
evei
torno
t,t
hisi
deai
sn'
tne
w.Ov
er40y
ear
sag
o,Da
vid
Og
il
vy,t
hef
nes
tco
pywr
it
erwhoe
verl
i
ved(
mor
eonhi
mint
he
ne
xtc
hapt
er)i
mpl
ore
d hi
sempl
oye
est
ore
membe
rtha
t"t
he
c
ust
ome
risno
tamo
ron,s
hei
syo
urwi
fe
."I
not
herwo
rds
,ta
lkt
o
pe
opl
e.Do
n’tt
al
kdo
wnt
othe
m.

S
ofo
rge
tti
mel
i
mit
edo
fer
sands
kyhi
ghpr
omi
se
s.Do
n'two
rrya
boutpuns
a
ndc
atc
hys
log
ans— t
heywo
n'tma
keupf
orapo
orpr
oduc
t,a
ndy
our
c
ust
ome
rswi
lls
mel
ltheBSf
rom ami
leo
f.

Ma
nyt
ime
sthec
opy
wri
te
rort
hea
dag
enc
yge
tst
hebl
amewhe
napr
oduc
t
f
ai
lst
oshi
ft–wea
lwa
ysdoo
urbe
st.Buts
omepr
oduc
tsa
res
impl
ylo
usy
.If
y
oudo
n'tt
hinky
ourpr
oduc
tisg
oode
noug
htos
el
lit
sel
fwi
tho
uts
al
es
"
tec
hni
que
s",r
eco
nsi
dert
hepr
oduc
tyo
u'r
ese
ll
ing
.Ify
oudo
n’tb
eli
evei
nit
,
whys
houl
dyo
urc
ust
ome
rs?

Ont
heo
the
rha
nd,i
fyo
utr
ulybe
li
evei
nwha
tyo
u’r
ese
ll
ing
,yo
u’r
ebe
tte
r
pl
ace
dtha
nany
onee
ls
etoe
xto
lit
svi
rt
ues
.Go
odpr
oduc
tss
el
lthe
mse
lve
s–
g
oodc
opyme
rel
yhe
lps
.
 24
I
fyo
ure
all
ywa
ntt
ole
arna
llt
het
ri
cks
…

he
rea
repl
ent
yofa
maz
ingc
los
ingt
echni
que
sandpl
ent
yofg
rea
teBo
oks
de
scr
ibi
ngt
hem.hi
sis
n'to
neo
fthe
m.I
fyo
ure
all
ywa
ntt
oge
tani
nsi
ght
i
ntoho
wtot
ri
ckpe
opl
eint
obuy
ingapr
oduc
t,Is
inc
ere
lyr
eco
mme
nd
Ro
ber
tPCi
al
di
ni'
s"I
nfue
nce
"-i
twi
l
lte
achy
oua
lly
oue
verne
edt
okno
w,
no
tjus
tabo
utho
wtol
ear
nthe
set
ri
cks
,butho
wtos
pott
hema
nda
voi
d
t
hemi
nre
all
if
e.

Fo
rourpur
pos
esi
t'
sfa
rmo
rei
mpo
rta
ntt
haty
oul
ear
ntheba
si
cso
fthec
raf
t
be
for
eyo
ust
artg
ett
ingc
raf
tya
bouts
al
es
.

Andt
hos
eba
si
csa
rev
erys
impl
e:Le
arnho
wtode
scr
ibet
hepr
oduc
tandho
w
t
ode
scr
ibei
tsf
eat
ure
s.

S
ale
swi
llf
oll
ow.
 25
Ex
erc
is
e3

Wr
it
edo
wna
nswe
rst
othef
oll
owi
ngq
ues
ti
ons
.Ify
oua
ren'
tac
ti
vel
yse
ll
ing
a
nypa
rti
cul
arpr
oduc
t,ma
keo
neup
.Wha
tha
vey
oua
lwa
ysdr
eame
dof
s
el
li
ng?

1. De
scr
ibet
hepr
oduc
tinpl
ai
nEng
li
sh(
i.
e.c
oul
dyo
uex
pla
int
oas
ix
y
earo
ld wha
tyo
u'r
ese
ll
ing
?).Av
oidg
ene
ri
cte
rmss
ucha
s
"
sol
uti
on"
.Yo
uowei
ttoy
ourc
ust
ome
rst
ote
llt
hem wha
tyo
ur
pr
oduc
tisbe
for
eyo
ute
llt
hem wha
tpr
obl
emsi
tso
lve
s.

2. De
scr
ibeho
wyo
urpr
oduc
the
lpsy
ourc
li
ent
s.Whys
houl
dthe
ybuy
i
t?Whyi
sitbe
tte
rtha
nthec
ompe
ti
tor
'spr
oduc
t?Do
n'ts
imp
lyl
i
st
t
hef
eat
ure
s.Ex
pla
int
hei
rbe
neft
s.Y
oumi
ghtk
nowwhyy
oune
eda
c
ert
ai
nty
peo
fla
seri
nade
rma
bra
si
onma
chi
ne.Y
ourc
ust
ome
rs
mi
ghtno
t.

3. Wha
tist
heo
neUS
P(uni
ques
el
li
ngpo
int
)tha
tdi
st
ing
uis
hesy
our
pr
oduc
tont
hema
rke
t?I
fthe
rea
reo
the
rpr
oduc
tsj
ustl
i
key
our
sin
e
xis
tenc
e,wha
tma
kesy
ours
tando
ut(
e.
g.l
owe
rpr
ic
e,s
upe
ri
or
q
ual
it
y).As
kyo
urs
el
fwha
tyo
urc
ust
ome
rwi
lla
sk— whyy
ou?
 26
Co
ngr
atul
at
ions
!

Y
ouha
vej
ustwr
it
tendo
wnt
hef
rstdr
afto
fwha
twi
l
lev
ent
ual
lyb
eco
me
y
ourc
opy
.

Y
ourc
opys
houl
dal
way
sans
wert
hes
eque
sti
ons
,int
hiso
rde
r:

1. Wha
tisi
t?
2. WhydoIwa
nti
t?
3. Wha
tca
nitdot
hati
tsc
ompe
ti
tor
sca
n’t
?

Wh
ate
very
ou’
res
el
li
ng,t
hes
ear
eth
efr
stt
hing
syo
urc
ust
ome
rswi
llwa
ntt
o
k
now.

Onc
e,ac
ompa
nyc
amet
omea
ski
ngmet
ore
vie
wthe
irwe
bsi
tea
ndfndo
ut
whyt
hei
rpr
oduc
twa
sn'
tse
ll
ing
.he
ire
nti
reho
mepa
gewa
sde
dic
ate
dtoa
"
buyo
ne,g
eto
nef
ree
"ofe
r— ac
las
si
ctr
ic
k.

hec
omp
anywa
sfa
bbe
rga
st
edwh
enIt
ol
dth
em wh
att
heywe
red
oingwr
ong
.
he
yha
dde
vot
edt
hei
rent
ir
esa
lesp
aget
oco
nvi
nci
ngmeIne
ede
dtob
uyt
wo
u
nit
s— wh
ent
heyh
adn
otd
evo
tedas
ing
lewo
rdt
ote
ll
ingmewh
yIo
ugh
tto
b
uyo
ne.
 27
Onc
eyo
ukno
wwha
tyo
u’r
ewr
it
inga
bout
,yo
u’r
ere
adyt
ost
artwr
it
ing
.

- No
wyo
ukno
wwha
tyo
u'r
ewr
it
inga
bout
.
- Y
ouk
nowwha
tthebe
neft
sofy
ourpr
oduc
tar
e.
- Andy
ouha
veag
oodr
eas
onwhyy
ourc
ust
ome
rss
houl
dcho
ose
y
ou.

ha
t'
sap
ret
typ
owe
rf
ulp
itc
h— a
ndno
tat
ri
cki
nsi
ght
.

Y
ourfr
stc
opy-t
hro
ugha
ndt
hro
ugh

I
njo
urna
li
sm,at
hro
ughl
inei
sas
ing
leme
ssa
ge,o
rse
tofme
ssa
ges
,tha
t’
s
r
epe
ate
dthr
oug
houty
ourc
opy
.Whe
the
ryo
u’r
ewr
it
inga
nar
ti
cl
efo
ra
ne
wspa
pero
rama
gaz
ine
,co
pywr
it
ing
,orwo
rki
ngo
ntha
tno
vely
ou’
veb
een
wr
it
ingf
ort
hel
as
tte
nye
ars
,yo
urt
hro
ughl
i
nei
sthepo
inty
ou’
r
etr
yingt
o
ma
ke.

Y
ourt
hro
ughl
i
nei
sthea
nswe
rto1,2,a
nd3a
bov
e.Wh
ati
sit
,wh
ydoI
wa
nti
t,wh
atma
kesi
tuni
que
?

F
amo
ust
hro
ughl
ine
s
 28
Al
tho
ughi
tappe
arst
obeal
oves
tor
yatf
rstg
lanc
e,t
hepur
pos
eofFS
cot
t
Fi
tz
ger
al
d’
sfa
mousno
vel
,heGr
eatGa
tsby
,ist
oofe
rac
ri
ti
calt
akeo
nthe
‘
ra
gst
ori
che
s’s
tor
yoft
heAme
ri
canDr
eam.hewa
ythec
har
act
ersbe
hav
e
ma
ket
hea
utho
r’
spo
int
.he
ydo
n’tr
ambl
eona
boutAme
ri
ca–t
hei
rac
ti
ons
s
pea
klo
ude
rtha
nwo
rds
.

Whi
ley
ouwo
n'tber
equi
re
dtoc
ri
ti
ci
seAme
ri
cans
oci
et
yina
nyt
hingy
ou
wr
it
eto
day
,yo
uwi
l
lbeus
ingt
hes
amet
echni
que— a
ndt
het
echni
queo
f
s
ucc
ess
fula
utho
rss
inc
eti
mei
mme
mor
ia
l— t
owr
it
esuc
ces
sf
ulc
opy
:sh
ow,
no
tte
ll
.

Te
ll
:Fr
edl
ef
thi
sbo
ss’
sofc
eang
ril
y.Hedi
dn’
tge
tthepa
yri
sehewa
saf
te
r.I
t
wa
sunf
ai
r.Af
te
ral
l
,heha
dma
deha
lfami
ll
io
nins
al
est
hisy
ear
.

S
how:Fr
eds
tor
medo
uto
fthebo
ss’
sofc
e,s
la
mmi
ngt
hedo
orbe
hindhi
m
a
ndg
rabbi
nghi
sco
atf
rom hi
sde
sk.“
Iwo
n’tbeba
ck,
”hes
ai
dtoAng
ela
,hi
s
l
ongs
ufe
ri
ngc
oll
eag
uewhos
ati
nthene
xts
eat
.“No
tunt
ilMa
rkde
cide
sto
pa
ymewha
tI’
m wo
rth.
”

No
tonl
yist
he“
sho
w”amo
ree
xci
ti
ngr
ead,wel
ear
nmo
rea
boutFr
ed’
s
c
har
act
ert
hans
impl
ybe
ingt
old–g
ivi
nghi
m de
pth.
 29
Onawi
ders
cal
e,c
har
act
ersi
nno
vel
s“s
how”uswha
tthea
utho
rist
ryi
ngt
o
s
ay,r
athe
rtha
nte
ll
ingusdi
re
ctl
y.Go
odc
opyi
sthes
ame
.Its
houl
dsho
wus
e
vide
ncet
hate
nco
ura
gesust
othi
nki
nac
ert
ai
nwa
y,r
athe
rtha
nte
ll
ingus
wha
ttoc
onc
lude
.
 30
Ex
erc
is
e4

hi
nka
bouty
ourf
avo
uri
teno
vela
ndwha
tthea
utho
rist
ryi
ngt
osa
y.Wha
t
po
inti
sHunt
erSho
mps
ont
ryi
ngt
oma
kei
nFe
ara
ndLo
athi
ngi
nLa
s
Ve
gas
?Sa
li
nge
rin heCa
tche
rint
heRy
e?OrJ
aneAus
teni
nPr
idea
nd
Pr
ej
udi
ce?

Of
te
nthepo
intbe
ingma
dewi
llno
tbee
xpl
ic
it
,ev
ent
houg
hiti
sob
vio
us.

Unl
es
syo
u'r
ere
adi
ngAy
nRa
nd'
s1000pa
gee
picAt
la
sShr
ugg
ed,whe
ret
he
ma
inc
har
act
era
ctua
ll
yst
opst
hea
cti
onf
or90who
lepa
gest
ode
li
veras
pee
ch
o
nho
wso
cie
tys
houl
dber
un— po
int
sar
era
rel
yma
dee
xpl
i
cit
ly
.Andt
hank
he
ave
nsf
ort
hat
.

I
nst
eado
fte
ll
ingt
her
eade
rwha
ttot
hink
,thea
utho
rsho
wst
hemt
hro
ugh
t
hec
har
act
ers
'ac
ti
ons
.

S
ameg
oesf
orc
opy
wri
ti
ng.
 31
Wh
atd
oyo
uth
inki
smo
ree
fec
ti
ve— c
opyt
hats
howsy
ouwh
atap
rod
uctd
oes
,
o
rco
pyt
hatt
el
lsy
ouwh
att
oth
ink
?

Do
n'two
rryi
fyo
u'r
eno
tag
rea
tre
ade
r.Y
oudo
n'tne
edt
obe
.hi
nko
fan
a
maz
ingmo
viey
ou'
ves
een.I
'dpi
cks
ome
thi
ngl
i
keheDa
rkKni
ght
.Do
heJ
oke
randBa
tma
nspe
nde
ndl
es
sho
urst
al
ki
ngt
othec
ame
raa
boutho
w
o
ner
epr
ese
ntso
rde
randt
heo
the
rre
pre
sent
scha
os,o
rdot
heys
how wha
t
t
heys
tandf
ort
hro
ught
hei
rac
ti
ons
?

Y
ourf
avo
uri
tes
tor
ie
sent
ert
ai
nyo
u.he
yra
rel
yte
lly
ouwha
ttot
hink
.Ho
w
doy
ourf
avo
uri
tes
tor
ie
sge
tthe
irpo
inta
cro
sswi
tho
utb
eingpr
eac
hya
bout
i
t?(
Sout
hPa
rkf
ansne
edno
tappl
y!
)

Goo
very
ourf
avo
uri
tef
oundc
opyf
ro
mth
epr
evi
ouse
xer
ci
se
sands
epa
rat
eiti
nto
e
xamp
leso
f“s
how”a
nd“
te
ll
”.Wh
icht
ec
hni
quewo
rksb
ett
er
?
 32
Fo
ll
owi
ngt
het
hro
ughl
ine

hepur
pos
eofat
hro
ughl
i
nei
nanyg
oodpi
eceo
fco
pywr
it
ingi
stog
et
a
cro
ssy
ourme
ssa
ge…e
venwhe
nyo
u’r
eno
tta
lki
nga
bouti
tdi
re
ctl
y.

he"
thr
oug
hli
ne"i
same
rge
rofs
tyl
e,t
one
,andc
ont
entt
ocr
eat
eas
ing
le,
uni
fedpur
pos
einy
ourwr
it
ing
.

I
mag
ineas
ti
cko
fBr
ight
onRo
ckwi
tht
hewo
rdswr
it
tent
hro
ughi
tal
lthe
wa
y.Y
ourc
opys
houl
dlo
okl
i
ket
his
.Noma
tte
rwha
tpa
rto
fity
oubi
tei
nto
,
t
hema
inme
ssa
gey
ou’
r
elo
oki
ngt
oge
tac
ros
ssho
ulda
lwa
ysb
ecl
ear
,ev
en
whe
niti
sn’
tex
pli
ci
t.

Wha
tme
ssa
gedoy
ouwa
ntt
oge
tac
ros
s?

hepur
pos
eofe
xer
ci
se4i
stog
ety
out
hink
ing
,no
tjus
tabo
uty
ourme
ssa
ge,
buta
boutho
wtode
li
veri
t.No
bodyl
i
kesbe
ingpa
tro
nis
ed.Unf
ort
una
tel
y,
t
hat
'swha
tal
mos
tal
lba
dlywr
it
tenc
opydo
es.

Ba
dco
pya
tte
mpt
stol
eady
ou,c
lums
il
y,t
oac
onc
lus
ion.Go
odc
opypr
ese
nts
ac
onv
inc
inga
rgume
ntbutl
et
sther
eade
rma
keupt
hei
rownmi
nd.
 33
Endi
ngapi
tc
hwi
th"
whyno
t..
.?
"isac
las
si
cex
ampl
eofal
eadi
ngs
tyl
e.S
ale
s
t
echni
que
sli
ket
hisl
ookc
hea
p.hema
int
hingt
hatc
opy
wri
ti
ng a
nd
s
tor
yte
ll
ings
har
einc
ommo
nist
hene
edt
ose
duey
c o
ura
udi
enc
e.I
fyo
uhi
t
y
ourc
ust
ome
rso
vert
hehe
adwi
thy
ourme
ssa
ge,y
ou'
l
ljus
tgi
vet
hema
he
ada
che
.

I
’
m af
ano
fthes
ay-
wha
t-y
ou-
mea
nsc
hoo
lofc
opy
wri
ti
ng.I
not
herwo
rds
:
"
her
eist
hepr
oduc
t,he
rea
ret
hef
eat
ure
s".Asc
ons
ume
rsb
eco
memo
rea
nd
mo
rea
war
eoft
hepe
rsua
si
vet
echni
que
swee
mpl
oyi
nthea
dve
rti
si
ng
i
ndu
str
y,t
his“
doe
swha
tits
ayso
nthet
ina
ppr
oac
h”r
eso
nat
eswi
th
c
ons
ume
rsmo
rea
ndmo
re.

Ho
wev
er,muc
hli
ket
heg
ameo
fse
duc
ti
on,s
ome
ti
mest
hec
ons
ume
rac
ti
vel
y
wa
ntsal
i
ttl
epe
rsua
si
on. he
ywa
ntt
ofe
ell
i
ket
hey
’r
ebe
ingwo
oed,l
i
ke
t
hei
rne
edsa
rebe
inga
cco
unt
edf
or.hec
ons
ume
rdo
esn
’twa
ntt
obet
old.
he
ywa
ntt
obea
ske
d.

• Ke
epi
ngy
ourt
hro
ughl
i
nei
nmi
nda
tal
lti
mes— f
or
e
xampl
e,i
fyo
urme
ssa
gei
s"wea
ret
hec
hea
pes
t"wi
ll
i
nfo
rm y
ourc
opy a
tev
erys
tag
e,e
veni
fyo
u'r
eno
t
s
hout
ingi
tfr
omt
her
oof
topsa
tthee
ndo
fev
eryl
ine
.
 34
• Do
n’twr
it
eindi
vi
dua
lco
mpo
nent
sofc
opyt
hatc
onfi
ct
wi
tht
hisme
ssa
ge.

• Pe
opl
ear
emuc
hmo
rel
ik
elyt
obuywhe
nthe
yfe
ela
sift
he
de
cis
iont
opur
cha
seha
sco
mef
romt
hems
el
ves
.

Gi
vey
ourc
ust
ome
rst
hei
nfo
rma
tio
nth
eyne
edt
oma
kea
ninf
orme
dch
oic
e.I
f
y
oul
ety
ourc
ust
ome
rsd
rawt
hei
rownc
onc
lus
io
ns,t
heywi
llc
omet
oyo
u.
 35
Cha
pte
r3

He
ado
rhe
art
?

Da
vidOg
il
vyi
sthemo
stf
amo
usc
opy
wri
te
rwhoe
verl
i
ved— no
te,Idi
dn'
t
s
ayt
hemo
stf
amo
usc
opy
wri
te
r.ha
tac
col
adei
sre
ser
vedf
orMa
dMe
n's
fc
ti
ona
lDo
nDr
ape
r,butmo
reo
nhi
mso
on.Le
t'
sst
artwi
thahi
st
oryl
es
son.
Wec
anmo
veo
ntofc
ti
onl
at
er
.

Be
for
eOg
il
vy,mo
stc
opy
wri
te
rswe
rel
azy
.Ei
the
rthe
yre
-ha
she
dwha
tal
re
ady
wo
rke
d,o
rwhe
nac
li
entc
amet
othe
mas
kingf
orane
wdi
re
cti
on,t
heyt
hre
w
o
uti
dea
sli
keda
rtso
nada
rtbo
ard— ho
pingo
neo
fthe
m wo
uldhi
tbul
l
sey
e.

Wha
tOg
il
vybr
oug
htt
othepr
ofe
ssi
on wa
ssc
ient
ifcr
espe
cta
bil
i
ty.He
de
mande
dev
ide
nce
.Her
ese
arc
hed,t
est
ed,a
djus
ted,a
ndt
est
eda
gai
n.Mo
st
i
mpo
rta
ntl
y,hea
ls
oana
lys
edbe
hav
iour
alpa
tte
rnswhe
nitc
amet
ore
adi
ng
c
opya
ndf
ormul
at
edt
hato
nlyo
nei
nfv
epe
opl
ere
adsf
urt
hert
hant
he
he
adl
ine
:
 36
"
Ont
hea
ver
age
,fv
eti
mesa
sma
nype
opl
ere
adt
hehe
adl
ine
a
sre
adt
hebo
dyc
opy
.Whe
nyo
uha
vewr
it
teny
ourhe
adl
ine
,
y
ouha
ves
pente
ight
yce
ntso
uto
fyo
urdo
ll
ar
."
-Da
vidOg
il
vy

Unf
ort
una
tel
y,t
hisi
sof
te
nmi
si
nte
rpr
ete
das
:"s
aywha
tyo
uwa
ntbe
lowt
he
l
ine
,co
pyi
sn'
timpo
rta
nt,no
bodyr
eadsi
tany
way
."

Fo
ra l
ong t
ime
,thi
sbe
came t
he ma
ntr
aofde
si
gne
rsa
nd a
genc
ies
e
ver
ywhe
re,who r
el
ega
tedc
opy
wri
te
rst
othe ba
ckr
oom a
sthe l
eas
t
i
mpo
rta
ntpa
rto
fthepr
oce
ss.Y
ett
hisi
sthee
xac
toppo
sit
eofwha
tOg
il
vy
wa
str
yingt
ote
achus
.

Og
il
vy’
sme
ssa
ge:

Lo
ngCo
pyS
ell
s.S
oge
tasma
nyp
eop
let
ore
adi
tasy
ouc
an.

Og
il
vy'
sme
ssa
gewa
stha
the
adl
i
neswe
rei
mpo
rta
nt— buto
nlyi
nasmuc
h
a
sthe
ywe
ret
hefr
sthur
dlet
ocr
ossi
ntheq
ues
ttoma
keas
al
e.I
fthe
ydo
n't
l
i
ket
hehe
adl
ine
,the
ywo
n'tr
eadt
hel
ongc
opy
.Buti
t’
sthel
ongc
opyt
hat
s
el
ls
.
 37
Ahe
adl
inewi
tho
utl
ongc
opyi
sli
keaf
shi
ngr
odwi
thaho
ok,butnoba
it
.
Fi
shs
eet
heho
ok,butwha
tdo
esi
tofe
rthe
m?Y
oune
edl
ongc
opyt
oma
ke
t
hem bi
te
.

Wi
tht
hea
dve
nto
fthewe
b,whe
ree
ver
ymo
vec
anbemo
nit
ore
d(Go
ogl
e
Ana
lyt
ic
sisa
nex
cel
l
entf
reet
oolt
hatl
et
syo
udoj
ustt
hat
)it
'sbe
comee
ven
e
asi
ert
opr
ovewha
tOg
il
vywa
ste
ll
ingusa
lla
long— t
hel
ong
ery
ouc
an
ho
ldpe
opl
e'
sat
tent
ion,t
hemo
rel
ik
elyt
heya
ret
oma
keapur
cha
se.

Lo
ngc
opyv
stol
o o
ngc
opy

No
te–j
ustbe
caus
elo
ngc
opys
el
ls
,do
esn
’tme
any
ouc
anr
ambl
eona
ndo
n.
Og
il
vya
dvi
se
dag
ains
tcr
eat
iv
it
yfo
rcr
eat
iv
it
y'
ssa
ke — buthe a
ls
o
r
eco
mme
nde
dtha
tthei
nfo
rma
ti
vea
ppr
oac
hwa
sthebe
st.Hedi
dn'
twa
fe
o
n.I
nsho
rt,hewa
stheo
rig
ina
l"he
rei
sthepr
oduc
t,he
rea
rei
tsf
eat
ure
s"
g
uy.

Og
il
vyma
demi
ll
i
onso
uto
fma
kingpr
inta
dst
hatf
oll
owe
dav
erys
impl
e
f
ormul
a–
- al
ar
gei
mag
etha
tto
okupa
bout2/
3rdso
fthepa
ge,
- abo
ld,s
ing
les
ent
enc
ehe
adl
ine
,
- f
oll
owe
dbya
bout240wo
rdso
flo
ngc
opy
.
 38
S
oundf
ami
li
ar?I
tsh
oul
d.I
t'
sal
s
oth
e"s
ec
ret
"fo
rmu
lat
owr
it
ingas
ucc
es
sf
ulwe
b
p
age
.

Og
il
vy'
s1958a
dfo
rRo
ll
sRo
ycei
sst
il
loneo
fthemo
stf
amo
usa
dso
fal
l
t
ime
.A f
ullpa
gepr
inta
d,Og
il
vyg
rabso
ura
tte
nti
onb
yhi
ghl
ig
hti
nga
s
eemi
ngl
yuni
mpo
rta
ntf
act— "
At60mi
l
esa
nho
urt
hel
oude
stno
isei
nthi
s
ne
wRo
ll
s-
Roy
cec
ome
sfr
omt
hee
lec
tri
ccl
ock
."

Onc
eheha
soura
tte
nti
on,her
eel
susi
n— a
ndi
nle
sst
han200wo
rds
,he
ha
susho
oke
d.Hea
ls
oke
epshi
sse
nte
nce
ssho
rta
ndi
nfo
rma
ti
ve— c
hoo
sing
t
oex
pla
inhi
spi
tc
hus
inga
n18po
intl
i
st–as
tr
uct
ure
dar
gume
nt,no
tapi
e-
i
n-t
he-
skyr
ambl
e.

I
nli
te
rat
ure
,it
'so
fte
nsa
idt
haty
ourt
aska
sawr
it
eri
ssi
mpl
ytok
eept
he
r
eade
rre
adi
ngunt
ilt
hene
xtpa
ge.Co
pywr
it
ingi
smuc
hha
rde
r.Y
ouha
vet
o
k
eept
hemr
eadi
ngunt
ilt
hene
xtl
ine
.
 39
Ex
erc
is
e5:
Wri
tea
nOg
il
vy-
st
yl
ead.

I
npr
evi
ousc
hapt
ers
,yo
u'v
ele
arne
dwhyi
t'
simpo
rta
ntt
obeo
pena
nd
ho
nes
t,t
odi
sc
ardt
ri
cks
,tofndo
utwha
tma
kesy
ourpr
oduc
tuni
que
,andt
o
e
xto
lthev
irt
ueso
fyo
urpr
oduc
twi
tho
utdi
re
ctl
yse
ll
ingi
t— a
llf
romy
our
c
ust
ome
rs'
per
spe
cti
ve.

No
w,y
ou'
rer
eadyt
owr
it
eso
mepr
ope
rco
py.Re
memb
er,Da
vidOg
il
vy
b
eli
eve
dint
hei
mpo
rta
nceo
fre
sea
rch,s
ore
sea
rchs
omeOg
il
vy-
st
yl
eadsa
nd
t
echni
que
sont
hewe
bfr
st
.

Ne
xt,t
aket
hepr
oduc
tyo
u'r
eho
pingt
ose
ll
.Wr
it
eane
ye-
cat
chi
nghe
adl
i
ne
a
boutt
hepr
oduc
tandi
tsf
eat
ure
stha
twi
l
lma
ximi
set
henumbe
rofpe
opl
e
r
eadi
ngy
ourl
ongc
opy
.

he
nwr
it
eama
ximum o
f250wo
rdss
el
li
ngt
hepr
oduc
t— t
el
li
ngpe
opl
e
a
boutt
hef
eat
ure
s,no
tabo
utwhyt
heys
houl
dbuyi
t.he
res
houl
dbeno
di
re
cts
al
esi
nvo
lve
d.
 40
Us
ewha
tev
ert
echni
que
syo
uca
nthi
nko
ftobr
eakupt
hec
opywhe
re
a
ppr
opr
ia
te— bul
l
etpo
int
s,numbe
redl
i
sts
,ev
ens
epa
rat
e"b
oxe
s"l
i
sti
ngk
ey
f
eat
ure
s.

Fo
rbo
nuspo
int
s,f
nda
nima
ge(
compfg
ht.
comi
sgo
odf
orf
ndi
ngf
ree
s
toc
kima
ges
)ands
ett
hea
dex
act
lya
sOg
il
vywo
uldha
vedo
ne-l
ar
gei
mag
e
t
aki
ngup2
/3r
dso
fthepa
ge,t
henal
ar
gehe
adl
ine
,fo
ll
owe
dbyt
woc
olumns
o
flo
ngc
opy
.Yo
uca
nea
si
lydot
hisi
nMi
cr
oso
ftWo
rd.

Onc
eyo
u'v
edo
nea
llt
his
,sho
witt
oso
meo
nee
ls
e— pr
ef
era
blyi
nyo
ur
t
arg
etde
mog
raphi
c.Fi
ndo
utho
wthe
yre
spo
ndt
othea
d.As
kthe
mtob
e
c
ri
ti
cal
.he
n,o
ncet
hisi
sdo
ne,r
e-wr
it
ethea
dus
ingt
hei
rfe
edba
ck.

I
fyo
uge
tst
uck
,sk
ipt
othene
xts
ect
iona
ndr
eadupunt
ilt
hene
xte
xer
ci
se
—i
t'
ll
bes
uret
oge
tthec
rea
ti
vej
uic
esfo
wing
.
 41
Al
ldo
ne?Co
ngr
atul
at
ions
!Yo
u'v
ewr
it
teny
ourfr
stpi
eceo
fac
tua
lco
py.And
whi
let
hiss
tyl
ewa
sde
vel
ope
dfo
rpr
inta
dsi
nthe‘
50s
,it
’
spe
rfe
ctf
orwe
b
st
c
opyi
nthe21 ce
ntur
y.

- S
tat
is
ti
csha
vepr
ove
nti
mea
ndt
imea
gai
ntha
t250
-300wo
rdsi
sthe
phy
sic
alma
ximum mo
stpe
opl
ere
adpe
rpa
gebe
for
ethe
yge
tbo
red.
- Andmo
stpe
opl
eonl
yre
adt
hel
ongc
opyi
fani
nte
res
ti
ngpi
ct
ure
a
nda
nint
ere
sti
nghe
adl
inec
apt
ure
sthe
ira
tte
nti
onfr
st
.
- Andpe
opl
ear
eal
otmo
rel
i
kel
ytor
eadi
fyo
uspa
cey
ourwo
rko
ut
us
ingbul
l
etpo
int
s,l
ik
ethi
s.

Y
oura
dwo
uldf
unc
ti
onpe
rfe
ctl
yasapa
geo
fco
pyf
ory
ourwe
bsi
te— a
lly
ou
ne
edno
wist
oadd f
our
is
hesf
ort
hewe
bsuc
hasadi
re
ctc
allt
oac
ti
on
(
Ogi
l
vywo
uldha
vea
dde
da"
cal
lorwr
it
efo
rmo
rede
tai
ls
").Butmo
reo
n
t
hatl
at
er
.Fo
rno
w,l
et
'sf
ocuso
nyo
urpi
tc
h.

Wha
t’
swr
ongwi
thi
t?

Co
rre
cti
ngy
ourwo
rk

Y
ou'
vedi
sc
ove
redt
hei
mpo
rta
nceo
ffe
edba
cki
nwr
it
ingc
opy
.It
'sa
llv
ery
we
lla
ndg
oodput
ti
ngy
our
sel
finy
ourc
ust
ome
r'
ssho
es,butf
ora
nex
actft
,
a
skt
hec
ust
ome
r.
 42

Cha
nce
sar
ego
odt
hec
ust
ome
rmi
ghtha
vet
oldy
out
heyl
i
kedy
ourc
opy
,but
t
heyf
el
ttha
tso
met
hingwa
smi
ss
ing
.Andt
het
rut
his
,the
y'r
eri
ght
.

Wha
t'
smi
ss
ingf
rom Og
il
vy'
sfo
rmul
a?

I
'v
eal
re
adyr
eco
mme
nde
dRo
ber
tPCi
al
dini
'
sbo
ok,I
nfue
nce
,ast
heo
nly
bo
oko
nsa
les"
tri
cks
"andt
echni
que
syo
u'l
lev
erne
ed.

Hea
rgue
stha
tthe
rea
res
ixwa
yst
oge
tint
oyo
urc
ust
ome
rs'
wal
l
ets—

- Re
cipr
oci
ty(
Peo
plet
endt
ore
tur
naf
avo
ur,e
.g.g
ivi
ngo
utf
re
e
s
ampl
esl
eadst
ogr
eat
ers
al
es
)
- Co
mmi
tme
nt(
Onc
epe
opl
eha
vea
lr
eadyde
cide
dtobuy
,it
’
smuc
h
e
asi
ert
ora
is
epr
ic
eswi
th‘
ext
ras
’att
hel
as
tmi
nut
e,ac
ommo
n
t
echni
queus
edi
nca
rsho
wro
oms
)
- S
oci
alpr
oof(
Ifo
the
rpe
opl
eyo
utr
usta
redo
ingi
t,y
ou’
remo
re
l
i
kel
ytodoi
taswe
ll— whi
chi
swhyr
efe
rra
lsc
heme
sand,o
f
c
our
se,s
oci
alme
dia
,wo
rks
)
- Aut
hor
it
y(Ce
lebr
it
ie
sanddo
cto
rss
el
lst
uf)
- Li
ki
ng(
Att
rac
ti
vepe
opl
ese
lls
tuf)
- S
car
ci
ty(
Hur
ry!S
toc
ksa
rel
i
mit
ed!hi
sofe
rwo
n’tber
epe
ate
d
t
omo
rro
w!)
 43

Y
ouma
yha
vee
venus
eds
omeo
fthe
seme
tho
dsi
nyo
ura
d.(
Ify
oudi
dn'
t,i
t'
s
wo
rthg
oingo
veri
tag
aint
ose
eifa
nyo
fthea
bov
eme
tho
dsa
ppl
y).

Butwha
tisCi
al
dinimi
ss
ing
?He
'smi
ss
ingt
hes
amet
hingt
hatOg
il
vymi
ss
es
o
uto
n— t
hes
amet
hingy
ourc
ust
ome
r-c
ri
ti
cma
ywe
llha
vec
omme
nte
don.

he
res
impl
yis
n'ta
nyhe
art
.

Ci
al
dini
’
sar
gume
ntsa
ppe
alt
olo
gic— butwhe
re’
sthel
ogi
cint
hat
?

Al
lsi
xofCi
al
dini
’
s‘we
apo
nso
finfue
nce
’ar
eappe
alst
oar
gume
nt— t
olo
gic
—i
not
herwo
rds
,the
y’
rea
ppe
alst
othehe
ad,no
tthehe
art
.

Fo
rex
ampl
e:Y
ous
houl
dbuyt
his
,be
caus
eyo
urpe
ersl
i
kei
t.Y
ous
houl
dbuy
t
hisbe
caus
ecus
tom di
ct
ate
stha
tsi
nceweha
vedo
ney
ouaf
avo
ur,y
ous
houl
d
r
etur
nit(
Cia
ldi
nia
ctua
ll
yex
pla
inst
hisi
sani
mpo
rta
nte
vol
uti
ona
ryt
rai
t
a
nd,t
her
efo
re,l
ogi
cal
),a
nds
ofo
rth.

Ci
al
dini
’
s‘we
apo
nso
finfue
nce
’sho
wusho
wwema
kepur
cha
si
ngde
cis
ions
ba
sedo
nra
ti
ona
lcho
ice
,ev
ens
ubc
ons
ci
ous
ly
.Hi
ghl
ylo
gic
al,i
fyo
u'r
eMr
S
poc
k.
 44
ButIdo
n’tt
hinka
llde
cis
ionsa
rema
det
hiswa
y.Af
te
rthef
act
,ye
s,wet
ryt
o
r
ati
ona
li
seo
urde
cis
ions
.Butt
het
rut
hisv
eryo
fte
nwe
’r
ele
dno
tbyt
hehe
ad,
butb
ythehe
art
.

He
ado
rhe
art
?

Da
vidOg
il
vyma
ybet
heg
rea
tes
tco
pywr
it
erwhoe
verl
i
ved,butt
her
e'
sone
c
opy
wri
te
rwho
'sbe
tte
r— Do
n Dr
ape
r,Ma
d Me
n'sf
cti
ona
lcr
eat
iv
e
di
re
cto
r.

F
anso
fMa
dMe
nwi
llk
nowt
hate
ver
yDo
nDr
ape
rpi
tc
hora
dve
rti
s
e
sse
nti
al
lyt
hes
ame
.Do
n,t
oo,f
oll
owsaf
ormul
a:

Fr
omt
he‘
nos
tal
gi
a’o
fwa
tchi
ngo
ldme
mor
ie
sdi
spl
aye
donaKo
dakCa
rous
el
t
oat
ugo
nyo
urhe
arts
tr
ing
sre
membe
ri
ngy
ourc
hil
dho
odi
naGl
o-Co
at
a
dve
rt,o
rwa
tchi
ngy
ouro
wnc
hil
dre
ngr
owi
ngupa
sthe
yea
tabo
wlo
fLi
fe
Ce
rea
l,Do
n’spi
tc
hesa
res
ucc
ess
fulb
eca
uset
heyma
kee
mot
iona
l— no
t
r
ati
ona
l—a
ppe
alsa
ndt
ouc
husa
tade
epe
r,mo
rei
nst
inc
tua
lle
vel
.

I
not
herwo
rds
,wh
il
eOg
il
vya
ppe
alst
oyo
url
ogi
c,Do
ncu
tss
tr
aig
htt
oth
ech
ase
a
ndg
oesf
ory
ourh
ear
t.Hed
oes
n'
tgi
vey
ouar
eas
ont
obu
y,h
ema
kesy
ouf
ee
lit
,
i
nst
inc
ti
vel
y.Hei
sth
eul
ti
mat
ese
duc
er
,no
tbe
cau
seo
fhi
sbe
d-h
opp
inga
nti
cst
hat
 45
ma
det
hes
hows
opo
pul
ar
,bu
tbe
cau
seh
ist
rues
ki
lli
stoma
keap
rod
ucts
ee
m
d
esi
re
d.

S
ome
ti
mesr
ati
ona
lappe
alsa
ren
’te
noug
h

Ast
heDo
nDr
ape
rme
tho
dpr
ove
s,s
al
esa
ren
’ta
lwa
ysma
deb
yma
king
c
onv
inc
inga
rgume
nts
.

he
y’
rea
boutt
ouc
hings
ome
thi
ngde
epe
rwi
thi
nus— ma
kinga
nemo
tio
nal
c
onne
cti
onbe
twe
ens
el
le
randpur
cha
sera
nd,ul
ti
mat
el
y,ma
kings
uret
he
pur
cha
serk
nowst
hatt
heywi
llf
eel
some
thi
ngwi
tht
hispr
oduc
t.

Af
te
ral
l
,is
n’
ttha
twha
twewa
nt?Webuyane
wca
r,webuyne
wcl
othe
s,we
buyane
wbr
eak
fas
tce
rea
l… wewa
ntt
ofe
elg
ooda
bouto
urpur
cha
se.

Go
odc
opyma
kest
hath
app
en.

Y
ouma
yar
guet
hats
omet
hing
sar
ebe
tte
rso
ldwi
tha
ppe
alst
othehe
art(
a
wa
ll
et
-bus
ti
ngne
wPo
rsc
he911)whi
leo
the
rthi
ngsa
res
oldwi
tha
ppe
alst
o
s
impl
elo
gic(
doe
sthi
sDe
llNe
tbo
okg
ivememo
reb
angf
ormybuc
ktha
n
t
heAs
us?I
’l
lre
adaf
ewr
evi
ewsa
ndfndo
ut!
).
 46
Buta
nyo
newhob
eli
eve
sthede
cis
ionma
kingpr
oce
ss,he
ado
rhe
art
,isa
s
b
lac
kandwhi
tea
sthi
siso
ver
-s
impl
i
fyi
ng.Appl
e,f
ore
xampl
e,ha
vec
arv
ed
o
uta
nempi
rebybui
l
dingc
omput
erst
hata
ppe
alt
othehe
art
,whi
lee
ver
yone
e
ls
ewa
sbui
ldi
ngf
unc
ti
ona
lbutug
lyma
chi
nest
hata
ppe
ale
dtot
hewa
ll
et
.
Co
nsume
rss
pok
ewi
tht
hei
rwa
ll
et
s.he
ycho
seAppl
e.

Andi
t’
sthi
sla
stpo
intt
hat
’
sthemo
sti
mpo
rta
nt:

Ap
pea
li
ngt
ope
opl
e
’sd
esi
re
sena
ble
syo
utoc
har
get
hemb
ase
donp
erc
ei
ved
,ra
the
r
t
hana
ctu
al,v
alu
e.

Whe
nyo
uma
kear
ati
ona
lappe
alt
olo
gic
,apr
oduc
tiso
nlywo
rtha
smuc
h
a
syo
uva
luet
hef
unc
ti
ona
li
tyi
tgi
vesy
ou.(
“hi
sne
wla
pto
pist
wic
easf
asta
s
myo
ldo
ne,ha
ssl
ig
htl
ybe
tte
rba
tte
ryl
if
e,t
hisi
swo
rth£750o
fmymo
ney
”).

Butwhe
nyo
uappe
alt
oape
rso
n’se
mot
ions
,yo
uar
eabl
etoc
har
get
hema
s
muc
hast
hatf
eel
i
ngi
swo
rtht
othe
m— a
ndt
hatc
oul
dbeag
rea
tde
almo
re.
(
hiss
hinyne
wMa
cBo
okAi
rwi
l
lma
kemef
eelg
rea
tabo
utmy
sel
f.Il
ovet
he
wa
yitl
ook
s!Is
impl
yha
vet
o ha
vei
tata
nypr
ic
e,e
vent
houg
hthe
c
ompo
nent
sar
eonl
ywo
rth£750!
)
 47
Ba
sedo
nthi
slo
gic
,the
n,i
t’
sal
way
sbe
stt
oinc
ludea
nappe
alt
othehe
arti
n
a
nyg
oodma
rke
ti
ngc
ampa
ign— s
impl
ybe
caus
eite
nabl
esy
out
ose
tpr
ice
s
ba
sedo
npe
opl
e’
sde
si
re
s,ba
sedo
npe
rce
ive
d,r
athe
rtha
nac
tua
l,v
alue
.

2+2=5(
hat
’
sma
the
mat
ic
s,f
romt
hehe
art
)

AsAppl
eha
vede
mons
tr
ate
d,c
ombi
ninga
nappe
alt
othehe
adwi
tha
nappe
al
t
othehe
artc
rea
tesa
nuns
top
pabl
efo
rcet
hat
'st
rul
ygr
eat
ert
hant
hes
um o
f
i
tspa
rts
.

I
fIha
dtoc
hoo
sebe
twe
ent
het
woa
ppr
oac
hes
,Iwo
ulda
lwa
ysc
hoo
sea
n
a
ppr
oac
htha
tappe
alst
othehe
art
,be
caus
eIt
hinki
two
rkso
namo
re
po
wer
ful
,de
epe
rle
vel
.Ho
wev
er,t
her
ear
eca
seswhe
real
ogi
cala
ppe
alma
ybe
mo
ree
fec
ti
ve— f
ore
xampl
einB2Bc
opy
,ra
the
rtha
nco
nsume
rfo
cus
ed
c
opy(
mor
eont
hati
ncha
pte
r8)
.

No
net
hel
es
s,o
nlya
nins
ti
nct
uala
ppe
ale
nabl
esy
out
ocha
rgemo
ref
or
s
ome
thi
ngt
hant
hes
um o
fit
spa
rts
.ha
t'
swo
rthbe
ari
ngi
nmi
nd,wha
tev
er
y
ou'
rewr
it
inga
bout
.
 48
Ex
erc
is
e6:Put
ti
ngi
tal
lto
get
her

Y
ous
houl
dno
wkno
wag
rea
tde
almo
rea
boutma
kingape
rsua
si
vea
rgume
nt
t
hany
oudi
djus
tanho
ura
go,whe
nyo
uwe
rec
ompl
et
inge
xer
ci
se5.

Ta
keal
ooka
tyo
ura
dag
aina
ndr
e-wr
it
eits
othet
hro
ughl
i
nei
sane
mot
iv
e
a
rgume
ntr
athe
rtha
nape
rsua
si
vepi
tc
h.Co
mpa
ret
het
wos
ideb
ysi
de.Ca
n
t
hea
rgume
ntsbec
ombi
nedt
ocr
eat
eat
hir
d,k
il
le
r,uns
toppa
blea
d?

hes
ecr
ett
owr
it
ingg
oodc
opyi
stoc
rea
tel
otso
fva
ri
ant
sandt
est
,te
st,a
nd
t
esta
gai
n.Y
ou'
l
lne
edawi
l
lingpa
rti
ci
pant— as
pous
e,ac
hil
d,af
ri
end,a
v
alue
dcus
tome
r— buta
nyf
eedba
cki
sbe
tte
rtha
nnof
eedba
ck.Cr
eat
e
mul
ti
plehe
adl
ineo
pti
onsa
nds
eewhi
cho
nei
smo
stl
i
kel
ytoma
key
ourt
est
s
ubj
ectr
eado
n.

Whi
ley
ou'
rea
tit
,co
nsi
derho
wthec
opyy
ou'
rewr
it
ingc
oul
dbeus
edi
n
o
the
rwa
ys.Wo
ulda
nemo
tiv
eappe
alma
keag
oodr
adi
oorTV a
d?Ho
w
wo
uldy
ouc
ombi
ney
ours
al
espi
tc
hhe
rewi
tht
hes
how-
not
-t
el
lst
yl
eaut
hor
s
e
mpl
oyo
fus
ingc
har
act
erst
ote
llt
hei
rst
ori
esa
ndma
ket
hei
rar
gume
ntsf
or
t
hem?
 49
No
bodywr
it
espe
rfe
ctc
opyt
hef
rstt
imea
round,s
oli
st
ent
owha
tyo
ur
a
udi
enc
eha
stos
ay.Y
ouwi
l
lle
arnal
otmo
reb
yli
st
eni
ngt
othe
mtha
nby
l
is
teni
ngt
ome
.

Butmo
sti
mpo
rta
ntl
y,y
ou'
l
lle
arnb
ythi
nki
ngf
ory
our
sel
fande
xpe
ri
ment
ing
wi
thne
wappr
oac
hes
.

Re
membe
r:t
het
ri
eda
ndt
est
edpa
thwa
ywi
l
lma
key
ous
oundj
ustl
i
ke
e
ver
yonee
ls
e.Towr
it
etr
ulye
fec
ti
vec
opy
,st
ando
ut,l
ookdi
fer
ent
,andg
et
no
tic
ed.

Ke
epe
xpe
ri
ment
ingunt
ily
oufnda
nappr
oac
htha
two
rks
.
 50
Cha
pte
r4

To
neo
fvo
ice

I
tma
yno
tha
ves
eeme
dea
sywhe
nyo
ufr
stpi
cke
dupt
hisbo
ok,butb
yno
w
y
ou'
repr
oba
blyt
hink
ingt
hatwr
it
ingc
opyi
sea
sye
noug
h.Y
ou'
rer
ight
.
S
impl
yre
sea
rchy
oura
udi
enc
e,f
gur
eouty
ourk
eys
al
espo
int
s,wr
it
ea
he
adl
inet
hatdr
awspe
opl
ein,a
ndpe
rsua
det
hem wi
ths
hor
t,s
har
p,t
arg
ete
d
c
opy
.Ea
sy.

Wr
it
ingc
opyi
sn'
tha
rd.No
tso
und
ingl
ik
eev
ery
onee
ls
e-t
hat
'
sha
rd.

het
rut
hist
her
e'
snos
ecr
ett
owr
it
ingwe
ll
.het
ri
cki
stowr
it
edi
st
inc
ti
vel
y.
Af
te
ral
l
,ife
ver
yonewhor
eadt
hisbo
okf
oll
owe
dthef
ormul
ase
touti
nPa
rt
1t
othel
et
ter
,ev
ery
one
'sc
opywo
ulds
oundpr
ett
ysi
mil
ar
,ifno
tex
act
ly
i
dent
ic
al.Andt
hatg
oesa
gai
nstt
hef
rst
,la
st,a
ndo
nlyr
uleo
fwr
it
ingc
opy
— bedi
st
inc
ti
ve.
 51
hes
ure
str
out
etof
ai
lur
eist
oso
unde
xac
tl
yli
kee
ver
yonee
ls
e.

I
fyo
u'r
ere
adi
ngt
hisbo
ok,y
ou pr
oba
blyc
amehe
reb
eca
usey
ou we
re
i
ntr
igue
dbyl
ear
ningho
wtot
hinkl
ik
eac
opy
wri
te
r— r
athe
rtha
nle
arni
nga
c
oupl
eofne
att
ri
ckst
ohe
lpy
ouc
los
eaf
ewmo
res
al
es
.Buto
ntheo
fcha
nce
y
ouo
nlyc
amehe
ret
ocl
oset
hos
efe
wex
tras
al
es
,thi
nka
boutt
hisf
ora
mo
ment
:

- I
fyo
uha
vet
heb
estc
opyi
nthewo
rld,ho
wwi
l
lyo
urpr
oduc
tst
and
o
uti
fyo
uma
rke
tite
xac
tl
ythes
amewa
yasy
ourc
ompe
ti
tor
s?

- I
fyo
urpr
oduc
tha
sdi
st
inc
ti
vef
eat
ure
s(whi
chIho
pei
tha
s!
)ho
w
wi
lly
ouma
key
ourc
ust
ome
rsa
war
eoft
hemi
fyo
urpr
oduc
tso
unds
l
ik
eev
ery
onee
ls
e'
s?

- Wo
rses
ti
ll
,ify
ourpr
oduc
tise
xac
tl
ythes
amea
sev
ery
onee
ls
e'
s.
..
wha
tre
aso
nca
nyo
ugi
vef
orpe
rsua
dingy
ourc
ust
ome
rst
ocho
ose
y
ou?

he
rea
repl
ent
yofe
xampl
eso
fpr
oduc
tst
hata
remo
reo
rle
ssi
dent
ic
albut
a
rehe
avi
l
ybr
ande
d,g
ivi
ngt
hei
l
lus
iono
fcho
ice
.Co
nsume
rel
ect
roni
csa
rea
pr
imee
xampl
e— mo
stf
ats
cre
enTVsha
vet
hee
xac
tsa
mes
pec
s,a
ndma
ny
 52
o
fthe
mar
eev
en ma
dei
nthes
amef
act
ori
es
.Buts
omebr
andsma
rke
t
t
hems
el
vesa
smo
re"
pre
sti
gi
ous
"tha
not
her
s.Ke
r-c
hing
!Mo
neyf
orno
thi
ng.

Le
t'
slo
oka
tane
xampl
etha
t'
scl
ose
rtomyhe
art
.Be
er.

Ic
anc
onfde
ntl
yst
atet
hat99
%ofl
age
rst
ast
e99% a
li
ke.Y
ouc
ant
ast
ethe
di
fer
enc
ebe
twe
enpr
emi
um l
age
randc
hea
pla
ger
,butf
oro
urp
urpo
ses
,le
t'
s
j
usts
ayt
hatS
tel
l
a,Ams
tel
,He
ine
ken,Budwe
si
er
,Be
ck'
s,S
anMi
gue
l,e
tal
,
t
ast
epr
ett
ymuc
hide
nti
cal
.And l
etmea
ssur
eyo
u,i
fthe
ydo
n'tt
ast
e
i
dent
ic
alo
nthefr
stpi
nt,t
heydob
ynumbe
rei
ght(
hic
!)
.

Ia
m no
ttheo
nlype
rso
ntono
tic
ethi
s.hema
rke
ti
ngbo
dsdi
dto
o.Pi
nt
l
oya
lt
yisl
i
mit
ed— o
ncei
t'
sint
heg
las
s,api
nt'
sapi
nt.Ga
ssy
,fz
zy,f
ght
y
l
i
qui
d.he
irs
olut
ion?Toma
rke
tea
chi
ndi
vi
dua
lbr
andwi
thi
tso
wnuni
que
g
las
s.S
tel
l
aha
sa"
cha
li
ce"
,Sa
nMi
gue
lha
vet
hos
ewe
ir
d,c
ont
ine
nta
l-
st
yl
e
v
ase
s,a
ndP
ero
nig
las
sesa
reunna
tur
al
lyl
onga
ndt
hin.

hene
tre
sul
tisas
eri
eso
fmo
nst
ros
it
ie
swi
thv
ary
ing
lyr
idi
cul
ousc
ent
reso
f
g
rav
it
ytha
tpr
ese
ntas
igni
fca
ntc
hal
l
eng
etot
hes
eri
ousdr
ink
er.Pi
ntst
oppl
e.
Gl
as
sesa
res
mas
hed.Be
eri
sspi
l
led.Myl
oca
lisno
wami
nefe
ldo
fbr
oke
n
g
las
s.Andwhy
?
 53
Pe
opl
eva
luedi
st
inc
ti
vene
ssa
bov
eal
lel
se
.

S
til
ldo
n'tbe
li
eveme
?Lo
oka
tthea
uto
mot
iv
eindu
str
y— i
ntheUS
,the
pr
est
igeb
rande
dCa
dil
l
acCi
mar
ront
ank
edbe
caus
eits
har
ed50% o
fit
s
c
omp
one
ntswi
tht
hec
hea
perChe
vro
letCa
val
i
er(
Yup— t
hat
'st
heVa
uxha
ll
Ca
val
ie
rtor
eade
rsi
ntheUK)
.

Ba
cki
nBl
ig
hty
,theJ
agua
rX Ty
pene
vera
chi
eve
dha
lfi
tss
al
espo
tent
ia
l
b
eca
usei
twa
srubbi
she
dfo
rsha
ri
ng25% o
fiti
tsc
ompo
nent
swi
tht
hee
ver
s
odul
lFo
rdMo
nde
o— ana
met
hats
cre
amsmunda
ne.Di
dn'
tma
tte
rtha
tit
wa
sag
rea
tca
r.I
twa
sn'
tdi
st
inc
ti
vee
noug
hfo
rcus
tome
rswhode
mande
d
t
hatt
hepr
oduc
tst
heybo
ughtbeaba
dgeo
fthe
iro
wni
ndi
vi
dua
li
ty
.

S
orr
y.Y
oupr
oba
blyg
ett
hepo
intb
yno
w.Buti
fitf
eel
sli
keI
'mt
ryi
ngt
o
ha
mme
rthi
soneho
me,i
t'
sbe
caus
eIa
m.

heo
nec
ompl
ai
ntIha
vea
sac
opy
wri
te
riswhe
ncl
ie
ntsc
omet
omea
ndt
el
l
met
owr
it
eco
pyt
hats
oundse
xac
tl
yli
ket
hei
rco
mpe
ti
tor
s— "
pic
kthe
i
ndu
str
yle
ade
randc
opywha
tthe
y'r
edo
ing
".he
nIg
ett
hebl
amewhe
nthe
c
opydo
esn'
two
rk.
 54
S
tando
ut.

Re
membe
rtha
tcl
as
si
cepi
sodeo
fheS
imp
sonswhe
reMo
ntyBur
nss
ave
s
j
usto
nepuppyf
rom be
ingt
urne
dint
oaf
urc
oatbe
caus
ehec
ans
tando
nhi
s
hi
ndl
egsa
ndt
huss
tandso
utf
romt
hec
rowd?We
ll
,tha
tiswha
tyo
ur
c
opy
wri
te
rist
ryi
ngt
odof
ory
ou.Wea
ret
ryi
ngt
oma
key
ous
tando
ut,s
o
y
oudo
n'tg
ets
kinne
dal
iv
e.

hec
ust
ome
rpi
cksj
usto
nepr
oduc
tfr
om as
eao
fpr
oduc
ts.S
oge
tony
our
hi
ndl
egsa
ndba
rk.

Fr
om pe
rso
nale
xpe
ri
enc
e,Ic
ang
uar
ant
eet
hat95% o
fyo
urc
ompe
ti
ti
onwi
l
l
be'
pl
ayi
ngi
tsa
fe'
andf
oll
owi
ngt
hec
rowd.

Re
membe
rGo
rdo
nGe
kko
:Pe
opl
ear
eshe
ep,a
nds
hee
pge
tsl
aug
hte
red.

Do
n'tf
ol
lo
wth
ecr
owd
.
 55
Ex
erc
is
e7:hepe
rso
nal
it
yte
st

“
Ify
ourb
rand(
ory
ourp
rod
uct
)wa
sap
ers
on,wh
owo
uldt
heyb
e?”

hi
sisaq
ues
ti
onIha
vea
ske
dma
nyt
ime
s,wi
thg
rea
tsuc
ces
s.Byno
w,y
ou
s
houl
dbeus
edt
ofo
cus
ingo
nthec
ust
ome
rbe
for
eyo
uwr
it
e— v
isua
li
si
ng
whot
heya
re,wha
tthe
ylo
okl
i
ke,wha
tthe
ywa
nt.Andwhe
nyo
uima
gine
y
ourc
opys
el
li
ngt
othe
m,y
oupr
oba
blyi
mag
iney
our
sel
fse
ll
ingt
othe
m—
t
hati
syo
urde
faul
tto
neo
fvo
ice
.

Y
ouwa
lki
ntot
her
oom,s
hak
ethe
irha
nd,o
peny
ourbr
ie
fca
se,a
ndl
ayo
ut
y
ourwa
res
.Yo
u'r
edo
ingt
hes
el
li
ng.

Ho
wev
er,y
oua
reno
tyo
urpr
oduc
t.S
topi
mag
ini
ngy
our
sel
fwa
lki
ngi
ntoa
r
ooma
nds
tar
tima
gini
ngt
hepr
oduc
tdo
ingy
ourj
ob.

I
sthepr
oduc
tama
n?Awo
man?Y
oung
?Ol
d?I
nas
uita
ndt
ie
?Orj
eansa
nd
aT-
shi
rt
?Do
est
hepr
oduc
twe
arauni
for
m?Wha
tso
rto
fca
rwo
uldt
he
pr
oduc
tdr
ive
?
 56
I
fit
'se
asi
er
,pi
ckar
eal
per
sono
rafc
ti
ona
lcha
rac
tert
oba
sey
ourpr
oduc
ton
— S
tev
eJo
bs,Ba
rac
kOba
ma,Audr
eyHe
pbur
n,a
nds
oon.Br
ingy
our
pr
oduc
ttol
if
e.

Li
stt
he q
ual
it
ie
sthec
har
act
erha
s("
rel
ia
ble
..
.de
penda
ble
..
.ex
cit
ing
..
.
a
dve
ntur
ous
..
."
)andt
rywr
it
ings
omec
opyt
hate
mpha
si
se
stho
seq
ual
it
ie
s.
Bo
nuspo
int
sify
ouc
anfndawa
ytog
ett
hos
equa
li
ti
esa
cro
sswi
tho
utus
ing
t
hea
ctua
lwo
rds(
"Pr
oduc
tXi
sre
li
abl
e!
"=ba
d,"
Youk
now,i
n40y
ear
sof
s
erv
ice
,no
-onee
verr
etur
nedPr
oduc
tXt
othes
tor
e.
..
"=g
ood)
.

Re
-wo
rky
ourc
opyf
rom Pa
rt1,o
rwr
it
eso
met
hingne
w.I
fyo
ust
art
ed
r
eadi
ngt
hisb
ookwi
thas
pec
ifcc
opyo
bje
cti
vei
nmi
nd,no
w mi
ghtbea
g
oodt
imet
ost
artwr
it
ingi
t.

Bedi
st
inc
ti
ve.Do
n'tbedi
st
inc
ti
vel
yodd.

Ata
nyt
ypi
calho
usepa
rtyo
rso
cia
lga
the
ri
ng,mo
stpe
opl
ewi
l
lgol
ar
gel
y
unno
tic
ed.he
ywi
lldr
ess
,ac
t,l
ook
,andt
al
kli
ket
hei
rfr
ie
nds
.

Twot
ype
sofpe
opl
ewi
l
lma
kea
nent
ranc
e:t
hes
uav
eso
phi
st
ic
atea
ndt
he
c
raz
ygi
rl(
org
uy)
.
 57
hes
uav
eso
phi
st
ic
atewi
l
lbef
ashi
ona
blyl
at
e,b
utno
trude
lys
o.He(
ors
he)
wi
llb
edr
ess
edmo
des
tl
y,buti
mpr
ess
ive
ly
.he
ydono
tgoo
uto
fthe
irwa
yto
s
tando
ut,butr
athe
rst
ando
utb
eca
useo
fthe
ira
tte
nti
ont
ode
tai
l
,re
lax
ed
butc
onfde
ntpo
stur
e,a
nddi
st
inc
ti
ves
ens
eofs
tyl
e.

ha
tist
hepe
rso
nyo
urbr
andwa
ntst
obe
.

Cr
azyg
irl(
org
uy)a
rri
vesl
at
e,po
ssi
blydr
unk
,we
ari
ngac
raz
ycha
ri
tys
hop
g
et-
up,a
nout
la
ndi
shha
t,o
rLa
dyGa
gas
tyl
eme
atdr
ess
.Shepr
oce
edst
o
a
nno
yal
ltheo
the
rgue
stsb
yge
tti
ngi
nthe
irf
ace
sev
eryf
vemi
nut
eswi
th
a
not
hera
nec
dot
etha
temp
has
is
esho
w"i
ndi
vi
dua
l"s
hei
sasape
rso
n.Wi
thi
n
mi
nut
es,y
oua
rebo
red.

Co
pywr
it
ingi
ssi
mil
ar
.Co
pyt
hat
's'
i
nyo
urf
ace
'ca
nse
emf
una
tfr
stbut
wi
thi
nmi
nut
esbe
come
sti
ri
nga
ndwo
rse— s
oundsf
al
se
.Whoi
sthec
raz
y
pe
rso
ntr
yingt
oco
nvi
ncei
sint
ere
sti
ng?Y
ou,o
rthe
mse
lve
s?Al
way
sbea
war
e
t
hatt
hec
ust
ome
riso
n hi
gha
ler
tfo
rpo
ssi
ble"
tri
cks
"int
hec
opy
.Be
g
enui
ne.

Whe
nyo
uabs
olut
el
y,po
sit
iv
elyha
vet
olo
okt
hes
amea
sev
ery
onee
ls
e.
..

Y
ou’
dqui
ckl
yst
ando
uta
tas
al
esc
onf
ere
ncei
fyo
uwe
rewe
ari
ngawi
zar
d's
ha
tandr
obea
ndc
arr
yingawa
ndwhi
lee
ver
yonee
ls
ewa
swe
ari
ngas
uita
nd
 58
t
ie
.he
rea
ret
ime
swhe
nac
ert
ai
nwa
yofdo
ingt
hing
s— pa
rti
cul
ar
lyi
nB2B
c
opy— i
sder
ige
ur.

I
'm no
tsug
ges
ti
ngy
our
ei
nve
ntt
hewhe
el,o
rwe
araf
gur
ati
vewi
zar
d'sha
t
whe
nyo
uwr
it
e.hi
nkba
ckt
oanyo
cca
si
onwhe
repe
opl
ewe
redr
ess
edt
he
s
ame— as
al
esc
onf
ere
nce
,ani
ghta
ttheOpe
ra,e
tc.I
fyo
uha
dtowe
ara
uni
for
m,ma
ybet
hinkba
ckt
osc
hoo
l.Ho
w di
dpe
opl
est
ando
ut?Ti
ny
t
ouc
hes— c
ufi
nks
,ha
ir
,thewa
ythe
yti
edt
hei
rti
e,t
heha
ndba
gst
hey
a
cce
sso
riz
edwi
th,e
vens
ubl
i
mina
lthi
ngss
ucha
spo
stur
eandc
onfde
ncei
na
ha
nds
hak
e.he
set
hing
sma
key
oudi
fer
entf
romt
her
est
.

- Bys
impl
yho
ldi
ngt
hes
equa
li
ti
esi
nmi
ndwhe
nyo
uwr
it
eyo
ur
c
opy
,yo
uwi
lls
tar
ttode
vel
opadi
st
inc
tandc
onfde
ntt
oneo
fvo
ice
.

- Byl
ear
ningt
opo
rtr
ayy
ourpr
oduc
tasac
har
act
er
,yo
uwi
l
lle
arnt
o
s
topwr
it
ingl
i
key
our
sel
f— a
nds
tar
twr
it
inga
sify
ouwe
ret
he
pr
oduc
t.

- Bybe
ingdi
st
inc
ti
ve,y
ouwi
l
limme
dia
tel
yri
sea
bov
ethe95% o
rso
who
'vec
hos
ent
opl
ayi
tsa
fea
nds
ounde
xac
tl
yli
kee
ver
yonee
ls
e.
 59
Ex
erc
is
e8:hee
lev
ato
rpi
tc
h

Whe
nac
li
entc
ome
stomea
ski
ngf
ormet
ode
vel
opat
oneo
fvo
icef
ort
hem,
Ie
val
uat
ethe
irbus
ine
ssa
ndt
ryt
ocr
eat
eape
rso
nal
it
yfo
rthe
irbr
and.
Ho
wev
er,i
t'
sra
rel
yase
asya
sfndi
ngo
nev
oic
etha
tsi
mpl
ywo
rks
.

I
fyo
uta
keo
net
hingf
rom Da
vidOg
il
vy,i
t'
stha
tyo
uha
vet
ote
st,t
est
,and
t
esta
gai
n.heDo
nDr
ape
rso
fthi
swo
rldma
ype
rsua
si
vee
noug
htog
eta
way
wi
thg
ues
swo
rk,butmo
sto
fusc
an'
t.

hee
asi
es
twa
ytot
estt
one
sofv
oic
eist
ota
ket
hre
epo
sit
ionsr
epr
ese
nti
ng
di
fer
ente
ndso
fthes
pec
trum:l
ow,hi
gh,a
ndmi
ddl
eoft
her
oad.

I
mag
iney
ou'
res
el
li
ngas
oft
war
epr
oduc
ttoo
the
rbus
ine
sse
s.Y
ou'
dpe
rso
nif
y
y
ourc
ompa
nyo
ryo
urpr
oduc
tint
hre
ewa
ys— Ane
atl
ydr
ess
edo
lde
rma
n
i
nas
uita
ndt
ie(
IBM o
rMi
cr
oso
ft)
,as
li
ght
lyl
es
sfo
rma
lcha
rac
teri
nje
ans
a
ndo
penne
ckT-
shi
rt(
Appl
eorGo
ogl
e)
,ort
heI
-do
n't
-gi
ve-
a-c
rapho
odi
e
a
ndc
onv
ers
efa
vour
edb
yMa
rkZuc
ker
ber
g(F
ace
boo
k).
 60
No
wwr
it
eane
lev
ato
rpi
tc
hfo
rea
cho
fthe
set
hre
echa
rac
ter
s.Ho
nes
tl
y,e
ven
i
fyo
u'r
ere
adi
ngt
hisb
ookb
eca
usey
ouwa
ntt
ose
lls
ome
thi
nga
maz
ingl
i
ke
ha
ndg
li
dingl
es
sonso
rca
fei
nat
edi
cec
rea
m wi
thpo
ppi
ngc
andyi
nit
,st
ic
k
wi
tht
hes
oft
war
epr
oduc
tfo
rno
w.I
t'
sal
otha
rde
rtos
el
lso
met
hingmo
st
pe
opl
epe
rce
ivea
sdul
landmi
ddl
eoft
her
oad–a
ndmuc
hha
rde
rtofnda
t
oneo
fvo
ice
.BeMi
cr
oso
ft.BeGo
ogl
e.BeF
ace
boo
k.

hee
lev
ato
rpi
tc
hsho
uldbe150wo
rdsma
x,g
ivi
ngy
ouat
ota
lof450wo
rds
t
owr
it
e.Bee
acho
ftho
sec
har
act
ers
.Bo
nuspo
int
sify
ous
tar
tedt
hee
xer
ci
se
b
yima
gini
ngwh
oyo
u'r
eint
hee
lev
ato
rpi
tc
hingt
o.
 61
No
wyo
ukno
wev
ery
thi
ngy
oune
edt
okno
wtos
tar
twr
it
ing
…ordoy
ou?

Y
ou'
reno
winap
erf
ectpo
sit
iont
ost
artwo
rki
ngo
nyo
uro
wnc
opy
.Wi
tht
he
e
xce
pti
ono
faf
ewt
ipsa
ndt
ri
cks
,yo
ukno
wev
ery
thi
ngy
oune
edt
okno
wto
g
ets
tar
ted.

- Fo
cusy
ourwr
it
ingo
nyo
urt
arg
eta
udi
enc
e
- Cho
osea
nefe
cti
vet
oneo
fvo
ice
,cr
eat
ings
eve
ralo
pti
onsy
ouc
an
t
esto
ut
- Wr
it
ecl
ear
,di
st
inc
ti
vec
opyt
hatus
esa
nefe
cti
vet
oneo
fvo
icet
o
pi
tc
hyo
urpr
oduc
t'
ske
yva
luepr
opo
sit
iont
oyo
urt
arg
eta
udi
enc
e.

S
oify
ou'
vel
ear
nede
ver
ythi
ngt
her
eist
okno
w,whya
rey
ouo
nlyha
lfwa
y
t
hro
ught
hisbo
ok?Be
caus
ebe
inga
blet
owr
it
ego
odc
opyi
sonl
yha
lfo
fthe
s
tor
y.

Co
nte
xti
sev
ery
thi
ng.
Nex
tup
,yo
u'r
ego
ingt
ofndo
utho
wyo
urc
opyft
sin
wi
tht
hee
nti
rea
dve
rti
si
ng/br
andi
ng/de
si
gn/ma
rke
ti
ngpr
oce
ss.

Le
t'
sst
artl
ook
inga
tho
w,whe
re,a
ndwhyy
ourc
opyft
sin.
 62
Cha
pte
r5

Co
pya
spa
rto
fthede
si
gnpr
oce
ss

Fr
eel
anc
eco
pywr
it
ersdo
n'tha
vei
tea
sy.S
ome
ti
meswe
'r
ebr
oug
hti
natt
he
s
tar
tofapr
oje
cta
ndha
veag
rea
tde
alo
fcr
eat
iv
efr
eedo
m.Butmo
reo
fte
n
t
hanno
t,we
'r
eas
kedt
owr
it
eco
pyo
ncemo
reo
rle
sse
ver
ythi
nge
ls
eabo
ut
t
hepr
oje
ctha
sbe
enfna
li
se
d.I
not
herwo
rds
,ourha
ndsa
ret
ie
d.

hi
sca
nle
adt
oso
mee
xtr
aor
dina
ryc
hal
l
eng
es,s
ucha
sbe
ingt
oldt
owr
it
ea
"
sho
rts
nappyhe
adl
ine
"tha
t'
s"o
h,s
ome
whe
rebe
twe
en18-20wo
rds
".

Ho
wdi
dso
met
hingl
i
ket
hisha
ppe
n?Be
caus
ethec
li
entha
dal
re
adys
igne
d
o
font
hede
si
gnbe
for
ehi
ri
ngt
hec
opy
wri
te
r,a
ndt
hec
li
entdi
dn'
twa
ntt
o
pa
ythede
si
gne
rtoa
mendt
hede
si
gnt
osui
tthes
tyl
eofc
opyt
heyde
si
re
d.
hec
opy
wri
te
rwa
sfa
cedwi
tha
nimpo
ssi
blet
ask
.

Ot
herdi
sa
ste
rsha
veha
ppe
ned.Onc
e,whe
nwo
rki
ngo
nana
dve
rtf
ora
hi
ghl
yre
spe
cte
dco
mpa
ny,myc
opydi
dn'
tgot
opr
int— be
caus
ethec
li
ent
ha
dal
re
adys
igne
dofo
nthedummyt
extt
hede
si
gne
rha
dwr
it
teni
nsi
mpl
y
 63
t
obui
ldhi
sde
si
gna
round,b
efo
reIwa
sev
ere
venc
all
edi
n.hec
li
ent
,who
wa
sno
tana
ti
veEng
li
shs
pea
ker
,ende
dupwi
thc
opywr
it
tenb
yar
ank
a
mat
eurg
oingt
opr
ess— t
ypo
sanda
ll
.Itc
anha
ppe
n.

Av
oidmi
st
ake
sbyput
ti
ngc
ont
entfr
st
.

Oneo
ftheg
rea
tadv
ant
age
stowr
it
ingy
ouro
wnc
opyi
stha
t,be
caus
eyo
u'r
e
unl
i
kel
ytode
si
gny
ouro
wnwe
bsi
te
,br
ochur
e,o
radv
ert
,co
pyna
tur
al
ly
c
ome
sfr
sta
ndt
hede
si
gng
etsbui
lta
roundi
t.

hi
sme
ansy
oug
ett
hee
xac
tco
pyy
ouwa
nt,a
ndha
vet
hea
dde
dbo
nust
hat
y
ourwo
rdsdi
re
ctl
yinf
ormt
hes
hapea
nds
tyl
eoft
hede
si
gn.

Ho
wtowo
rkwi
thde
si
gne
rs

I
fyo
u’r
ewr
it
ingc
opyf
ort
hewe
b,y
ouwi
llne
edade
si
gne
r.I
fyo
u’r
ewr
it
inga
pr
inta
d,y
ouwi
l
lne
edade
si
gne
r.I
nfa
ct,i
fyo
u’r
ewr
it
ingc
opy
,yo
uwi
l
l
mo
reo
rle
ssa
lwa
ysne
edade
si
gne
r.S
oyo
uwi
l
lne
edt
okno
w ho
wthe
y
t
hink
.

De
si
gne
rsa
reus
ual
l
yinf
orme
dbyt
wot
hing
s:wha
t'
sne
wandf
ashi
ona
blei
n
t
hei
rindus
tr
y,a
ndwha
tisc
ons
ide
red"
tra
dit
iona
l"i
nyo
urs
.Co
nse
que
ntl
ya
de
si
gne
rma
ybui
ldy
ouawe
bsi
tet
hatl
ook
sve
rymuc
hli
keo
the
rsi
te
siny
our
 64
i
ndu
str
yins
hapea
nds
tr
uct
ure
,butc
ont
ai
nss
ome
thi
ngt
hathef
eel
sisv
ery
"
now"s
ucha
sho
tpi
nkHe
lve
ti
caf
ort
hehe
adl
ine
s,o
rus
ingf
ullpa
ges
cal
i
ng
pho
tog
raphy
,et
c.

Ha
vingr
eadCha
pte
r4,y
oua
lr
eadyk
nowt
hatt
hemo
sti
mpo
rta
ntf
act
ori
n
a
nys
ucc
ess
fulc
ampa
igni
sthea
bil
i
tyt
ost
ando
utf
romt
hec
rowd.Andwhi
le
ho
tpi
nkHe
lve
ti
caa
ndbe
aut
if
ulde
ptho
ffe
lds
tyl
epho
tog
raphyma
ywe
ll
ma
key
ous
tando
utf
rom ade
si
gnpe
rspe
cti
ve— t
her
e'
snog
uar
ant
eei
twi
l
l
fty
ourt
oneo
fvo
ice
.

Y
ouma
ypr
efe
ramo
ref
orma
l,c
las
si
cto
neo
fvo
icet
hatwo
uldl
ookg
oodo
n
amo
noc
hro
mewe
bsi
tewi
tht
radi
ti
ona
lsa
nss
eri
fsa
ndhi
-r
esbl
acka
ndwhi
te
pho
tog
raphy
.

Ofc
our
se,y
ouc
ant
el
lyo
urde
si
gne
rthi
s.Butunt
ily
ourde
si
gne
rha
sse
en
t
hek
indo
fco
nte
nty
ou'
reg
ivi
nghi
m,heha
stoma
kea
neduc
ate
dgue
ss
a
boutwha
titwi
l
lbe
,andc
hoo
sea
cco
rdi
ngl
y.I
not
herwo
rds
,he
’sf
ying
bl
ind.

Cho
osi
ngade
si
gnb
efo
rek
nowi
ngwha
tyo
u'r
ego
ingt
osa
yisal
i
ttl
eli
ke
c
hoo
singaf
ramebe
for
echo
osi
ngt
hepi
ct
uret
hatg
oesi
ntoi
t.I
t'
sli
kebuy
ing
apa
iro
fpa
ntsbe
for
ekno
wingwha
tsi
zey
oua
re.
 65
Fe
elf
reet
ogi
vey
ourde
si
gne
rvi
sua
ldi
re
cti
ons
,butI
'mg
oingt
ogoo
uto
na
l
i
mbhe
rea
nds
ugg
ests
ome
thi
ng–i
fyo
uha
vec
opyt
ogi
vey
ourde
si
gne
r,i
t’
s
e
noug
hdi
re
cti
onf
orhi
mtog
oon.

Tr
usty
ourde
si
gne
r.Hek
nowsmo
ret
hany
oudo
.

Ba
dco
pyr
uinsg
oodde
si
gns
.Butb
adc
li
ent
sof
te
nrui
ngo
odde
si
gns
,to
o.I
f
y
ou'
reafue
ntEng
li
shs
pea
ker
,yo
uca
nle
arnho
wtowr
it
eco
pyi
njus
taf
ew
ho
urs
.Ho
wev
er,i
two
uldt
akewe
ekso
rev
enmo
nthst
otr
ai
nyo
utot
hes
ame
s
tanda
rdo
nPho
tos
hop
,ort
eac
hyo
uthei
ntr
ic
aci
eso
fwha
tca
nandc
an'
tbe
do
neus
ingCS
S.Asaf
uentEng
li
shs
pea
kery
oua
lr
eadyha
vet
heba
si
cto
ols
y
oune
edt
owr
it
e.De
si
gni
sdi
fer
ent
.Unl
es
syo
u'r
ewi
l
lingt
orui
nyo
ur
de
si
gne
r'
sha
rdwo
rk,do
n'ts
ti
cky
ouro
ari
n.Y
ouwo
uldn
’tt
ryt
ope
rfo
rm
o
penhe
arts
urg
eryo
nyo
urs
el
f,e
it
her
.Go
odde
si
gni
stha
tdi
fcul
t.

S
ure
,yo
uco
uldg
ivey
ourde
si
gne
rins
tr
uct
ions
."Il
i
kes
it
eswi
tht
hre
e
c
olumns
..
.Il
i
kes
it
est
hatha
veab
lueba
ckg
round.
..e
tc"
.Butmo
stde
si
gne
rs
k
now wha
tthe
y'r
edo
ingwhe
nitc
ome
stos
tyl
e,c
olo
ur,f
ont
,andus
er
e
xpe
ri
enc
echo
ice
s.I
t'
sthe
irj
ob.he
re’
sabe
tte
rwa
y.
 66
Go
odc
opy
:hebe
stwa
ytoi
nfo
rmg
oodde
si
gn.

I
fyo
ure
all
ywa
ntt
oinf
ormt
hewa
yade
si
gnl
ook
s,i
t'
sve
rys
impl
e— g
ive
t
hede
si
gne
rthewo
rdsa
ndt
el
lthe
mtode
si
gnt
hes
it
ear
oundi
t.

Mo
stde
si
gne
rs,whoa
reus
edt
ous
ingLo
remI
psum (
tha
t'
stha
tla
ti
n-s
tyl
e
fl
l
ert
extt
hatg
etsus
edi
npl
aceo
fco
py,a
ndi
sthede
si
gne
r'
seq
uiv
ale
nto
f
fy
ingbl
ind)
,wi
llt
hanky
ou,f
ort
hre
ere
aso
ns:

1. Y
ou'
vema
det
hei
rli
feahe
cko
fal
ote
asi
er
.he
ykno
wthee
xac
t
c
ont
entt
hei
rde
si
gnha
stoft
.

2. Y
ou'
veg
ive
nthe
mthec
lea
res
tindi
cat
ionpo
ssi
blewha
tst
yl
eto
de
si
gni
n.Bypr
ese
nti
ngt
hem wi
thc
opyt
hatha
sac
lea
rto
neo
f
v
oic
e,t
hede
si
gne
rwi
l
ltur
nyo
urv
erba
lide
asi
ntov
isua
lone
s.I
n
o
the
rwo
rds
,co
pya
ndde
si
gnwi
llma
tch.

3. Gi
vi
ngy
ourde
si
gne
rther
ightc
opyt
henl
et
ti
ngt
hemg
eto
nwi
th
t
hej
obi
sas
ures
ignt
haty
out
rus
tthe
m— a
ndy
ourde
si
gne
rwi
l
l
r
espe
ctt
hat
.Putbl
unt
ly
,the
ykno
who
wtode
si
gn.Y
oudo
n't
.Yo
u
hi
re
dthe
m,s
otr
ustt
hem.
 67
I
fyo
uwa
ntt
oge
tani
deao
fho
wde
si
gne
rsr
eal
lyf
eela
boutc
li
ent
sge
tt
ing
i
nvo
lve
dint
hepr
oce
ss,c
hec
koutheOa
tme
al'
sco
mics
tr
ip,'
Howawe
b
de
si
gng
oess
tr
ai
ghtt
ohe
ll
',o
rwa
tcht
hisbr
il
li
anty
out
ubec
li
ptha
tgi
vesa
de
si
gne
r'
sey
evi
ewo
f"t
hepr
oce
ss"— ht
tp:
//
www.
yout
ube
.co
m/wa
tch?
v
=Wa
c3a
Gn5t
wc

Fo
rde
si
gne
rs:Ho
wle
arni
ngt
owr
it
eco
pyc
ani
mpr
ovey
ourwo
rk.

hi
sbo
okwa
spr
ima
ri
lywr
it
te
nfo
rbus
ine
sspe
opl
elo
oki
ngt
ole
ver
aget
hei
r
e
xte
nsi
vek
nowl
edg
eoft
hei
rownpr
oduc
ttowr
it
ethe
iro
wnc
opy
.Ho
wev
er,
e
ver
yde
si
gne
rca
nbe
neftf
rom at
hor
oug
hkno
wle
dgeo
fthec
opy
wri
ti
ng
pr
oce
ssa
swe
ll
.

Go
odc
opyi
nfo
rmsg
rea
tde
si
gn.I
t'
smuc
hea
si
ert
oma
kes
tyl
i
sti
ccho
ice
sif
t
hes
tyl
eismo
reo
rle
sss
etb
ythec
opy
wri
te
r'
sto
neo
fvo
ice
.

hemo
sts
ucc
ess
fulpr
oje
ctsIha
vee
verwo
rke
doni
nvo
lve
dco
pywr
it
era
nd
de
si
gne
rbe
ingi
nar
oomt
oge
the
rtoc
omeupwi
ths
omei
nit
ia
lco
pya
nda
pr
el
imi
nar
yde
si
gn,f
eedi
ngo
nea
cho
the
r'
side
as.he"
fac
tor
yli
ne"pr
oce
ss
whe
rec
opy c
ome
saf
te
rde
si
gn,o
rvi
cev
ers
a,i
sri
gi
dand i
nfe
xib
le.
Pa
rti
cul
ar
lywhe
nco
pyc
ome
sse
cond— b
eca
usei
tre
str
ic
tswha
tca
nbes
ai
d
a
ndho
wmuc
hca
nbes
ai
d.
 68

Ar
tdi
re
cto
r/c
opy
wri
te
rpa
rtne
rshi
psa
res
tanda
rdi
nthea
dve
rti
si
ngi
ndus
tr
y,
buta
rear
el
at
iv
elyne
wco
nce
pti
nthedi
gi
ta
l/ma
rke
ti
ngwo
rld.Asa
c
opy
wri
te
rIt
hinki
t'
sgr
eatt
obudd
yupwi
ths
ome
onewhoc
anf
eedo
fmy
v
erba
lide
as,a
ndv
icev
ers
a— ma
ny'
sthet
imeag
rea
tvi
sua
lide
afr
omt
he
de
si
gne
rI'
m wo
rki
ngwi
thha
sspa
rke
dabr
il
li
antpi
eceo
fco
py.

I
fyo
u'r
eade
si
gne
rlo
oki
ngt
o wr
it
eyo
uro
wn c
opy
,Iwo
ulds
ugg
est
f
oll
owi
ngt
hes
ames
tepsi
nthi
sbo
oka
ndwr
it
ingc
opybe
for
eyo
ust
art
de
si
gni
ng,s
impl
ybe
caus
eitwi
l
lfo
rcey
ouo
uto
fyo
urc
omf
ortz
onea
nd
ma
key
out
hinko
fthi
ngsl
i
ket
oneo
fvo
icet
hatwi
l
lhe
lpt
oputv
isua
lide
as
i
nyo
urhe
ad.

De
si
gnb
eco
mesawho
lel
ote
asi
erwhe
nyo
ukno
wex
act
lywha
tyo
u'r
e
de
si
gni
nga
round.Co
py'
fts
'na
tur
al
lyi
fyo
uca
nant
ic
ipa
tei
t.hef
rst
de
si
gne
rwhog
oeso
ntobe
comea
neq
ual
l
yco
mpe
tentc
opy
wri
te
rwi
l
l
pr
oba
blyt
akeo
vert
hewo
rlda
ndputusa
llo
uto
fbus
ine
ss.
 69
Mo
vingbe
yondwe
bde
si
gn

S
ofa
rthi
scha
pte
rha
sfo
cus
edo
nwe
bde
si
gn,s
impl
ybe
caus
eit
'sb
yfa
rand
a
wayt
hemo
stpo
pul
arme
dium i
nthi
sda
yanda
ge,a
swe
lla
sthea
reawhe
re
c
li
ent
sar
emo
stl
ik
elyt
owr
it
ethe
iro
wnc
opy
.

heo
ddsa
reg
oodt
hati
fyo
u'r
ere
adi
ngt
hisb
ook
,yo
u'l
lbewr
it
ingf
ort
he
we
b.Ho
wev
er,t
hea
dvi
cei
nthi
scha
pte
risa
ppl
ic
abl
etoa
llo
the
rar
easwhe
re
wr
it
ingme
etsde
si
gn.

Whe
the
ryo
u’r
ewo
rki
ngv
erba
ll
yorv
isua
ll
y,y
oune
edt
othi
nko
fwha
tyo
u’r
e
t
ryi
ngt
osa
ybe
for
eyo
ude
si
gns
ome
thi
ngt
hats
aysi
t.

- Ho
war
etr
adi
ti
ona
ladc
ampa
ignsc
rea
ted?Bys
tar
ti
ngwi
tha
nide
a.

- Be
for
ethec
opy
,be
for
ethede
si
gn,c
ome
sthec
onc
ep.
t
- hec
onc
ept
,mo
ret
hana
nyt
hinge
ls
e,i
nfo
rmsb
otht
oneo
fvo
ice
a
ndde
si
gn.
 70
I
ntr
oduc
ingt
hec
onc
ept
.

Ex
erc
is
e9:
Wri
ti
ngwi
tha
nobj
ect
iv
e

S
ofa
r,we
'vef
ocus
edo
n"do
eswha
tits
ayso
nthet
in"c
opy
wri
ti
ngt
hat
e
xpl
ai
ns"
her
eist
hepr
oduc
t,he
rea
rei
tsf
eat
ure
s".No
w,we
'r
ego
ingt
ost
art
t
hink
ingl
at
era
ll
y.Todot
hat
,wene
edt
oco
nsi
derwha
touro
bje
cti
vesa
re.

I
nsho
rt,wha
tdoy
ouwa
nty
ourc
opyt
oac
hie
ve?

Mo
sto
fthet
ime"
mor
esa
les
"ist
hee
asya
nswe
r.Buti
t'
sfa
rfr
omt
heo
nly
a
nswe
r.Ot
herg
rea
tobj
ect
iv
esi
ncl
ude—

- I
ncr
eas
ingbr
anda
war
ene
ss
- I
ncr
eas
ingbr
andl
oya
lt
y
- Enc
our
agi
ngpe
opl
etos
wit
cht
oyo
urbr
and
- Enc
our
agi
nge
xis
ti
ngc
ust
ome
rst
ost
ic
kwi
thy
ourb
rand
- Ma
kingpe
opl
eawa
reo
fane
wpr
oduc
toras
pec
ial
ofe
r
- Ma
kingpe
opl
ela
ugh
 71
"
Whyl
aug
h?"y
oua
sk.Be
caus
eobj
ect
iv
eso
fte
nar
en'
tasc
lea
rcuta
ssa
les
fg
ure
ssug
ges
t.S
hif
ti
ngpe
rce
pti
onsi
simpo
rta
ntt
oo.I
n as
oci
al
-me
dia
-
e
nha
nce
d wo
rld,"
thec
onv
ers
ati
on"i
sasi
mpo
rta
nta
sthes
al
esf
gur
es.
S
ome
ti
mest
hing
stha
tdo
n'tha
veadi
re
cti
mpa
cto
nyo
urbo
tto
mli
nec
an
ha
vea
nindi
re
cte
fec
t.Go
odc
ampa
ignsdo
n'tj
uste
nco
ura
gepe
opl
etobuy
.
he
yge
tpe
opl
eta
lki
ng.

S
owr
it
edo
wnt
woo
bje
cti
ves
.
- Y
ourpr
ima
ryo
bje
cti
ve(
Inc
rea
seo
urs
al
esfg
ure
s!
)
- Y
ours
eco
nda
ryo
bje
cti
ve(
Cre
atea
nad/we
bsi
te/c
ampa
ignt
hat
br
ing
souto
urhuma
nsi
de,ma
kespe
opl
ela
ugh,a
ndwa
ntt
osha
re
o
urc
ampa
ignwi
tht
hei
rfr
ie
nds
!)

No
w,he
rec
ome
stheha
rdpa
rt—

Wr
it
edo
wnac
onc
eptt
hata
chi
eve
stho
sea
ims
.

Ac
onc
eptc
anbea
nyi
deay
oul
i
ke— apa
rodywe
bsi
te
,ac
ompe
ti
ti
on
e
nco
ura
gingpe
opl
etowr
it
eins
oyo
uca
nge
tthe
ire
mai
laddr
ess
,ora
nad
t
hatt
hink
sla
ter
al
ly
,se
tsupas
tor
y,a
nds
ti
cksi
npe
opl
e'
she
ads
.
 72
S
ucc
esss
tor
ie
syo
uca
ndr
awo
n

S
tuc
k?He
re'
sso
mee
xampl
eso
fgr
eatc
onc
ept
uala
dst
hatus
ela
ter
alt
hink
ing
t
oenha
ncebr
andv
alue
s.

1.Chi
pot
le–Ba
ckt
othes
tar
t

Chi
pot
le
's"
Bac
ktot
hes
tar
t"a
dca
mpa
ignwa
soneo
fthemo
stpo
pul
aro
f
2012.I
tfe
atur
esa2mi
nut
eani
mat
eds
hor
tofaf
arme
rwhog
ive
supf
act
ory
f
armi
ngme
tho
dsa
nd r
edi
sc
ove
rst
hes
impl
ejo
yso
fthec
ount
rys
ide
.A
he
art
war
mingt
al
efr
omt
he"
hea
rt"s
cho
olo
fco
pywr
it
ing
.Do
n Dr
ape
r
wo
ulda
ppr
ove
!

Que
sti
on-Ho
w doy
out
hinkt
hec
onc
eptbe
hindt
hisc
ampa
ignc
oul
dbe
a
dapt
edf
ort
hewe
b?Chi
pot
lec
api
ta
li
se
dont
hei
r"ha
ndc
raf
ted"r
eput
ati
on
b
yfl
l
ingt
hei
rho
mepa
gewi
thc
opyl
ik
e—

"
It'
sno
tjus
tabur
ri
to,i
t'
saf
oilwr
appe
d,ha
ndc
raf
ted,l
oca
lfa
rm
s
uppo
rti
ng,f
oodc
ult
urec
hang
ingc
yli
nde
rofde
li
ci
ous
nes
s.
"

hede
si
gne
rus
edo
rga
nicl
ook
ing
,ho
mema
det
extt
hatl
ook
edl
i
kei
tha
d
b
eenr
ipp
edo
uto
fano
tepa
dands
tuc
konawa
llwi
thma
ski
ngt
apet
o
c
ompl
et
ethel
ook
.
 73

Onc
eag
ain,c
onc
epta
ndc
opyha
vei
nfo
rme
dde
si
gn.

2.Cr
ave
nda
leMi
lk–Ca
tswi
tht
humbs

Cr
ave
nda
le'
s"Ca
tswi
tht
humbs
"wa
soneo
fAdwe
eks
'fa
vour
it
eadso
f2011.
hec
ampa
igni
spa
rti
cul
ar
lyi
nte
res
ti
nga
sita
tte
mpt
stoa
dda
nel
eme
nto
f
br
andi
ngt
oso
met
hingweus
ual
l
yse
easunbr
ande
d— mi
lk
.

I
fal
lmi
lki
sth
esa
me,h
owd
oyo
udi
fer
ent
iat
eyo
urp
rod
uct
?Ho
wdoy
ouma
ke
i
tst
ando
uta
bov
eal
lot
her
s?

Cr
ave
nda
lebui
ldo
nthe
ire
arl
ie
r"S
ogo
od,t
hec
owswa
nti
tba
ck"c
amp
aig
n
b
yenv
isi
oni
ngawo
rldwhe
rec
atsde
vel
opo
ppo
sabl
ethumbs
,ena
bli
ngt
hem
t
oge
tthe
irha
ndso
nthi
sde
li
ci
ous— br
ande
d— mi
lk
.

hea
d— t
hei
dea— i
scut
e,me
mor
abl
e,a
ndi
tsa
ys(
wit
houtdi
re
ctl
ysa
ying
a
nyt
hing
)"o
urmi
lki
sbe
tte
rtha
nev
ery
onee
ls
e'
s"
.

Que
sti
on-ho
wwo
uldy
ouma
rke
tyo
urpr
oduc
tla
ter
al
ly
?Lo
oka
gai
naty
our
o
bje
cti
ve.I
fCr
ave
nda
lea
rea
blet
ous
ethei
deao
fca
tss
pro
uti
ngt
humbst
o
g
ett
heme
ssa
geo
ftheg
rea
tne
sso
fthe
irpr
oduc
tac
ros
s,wha
tla
ter
ali
dea
s
wo
ulds
el
lyo
urpr
oduc
t?
 74

3.heCa
dbur
y'sGo
ril
l
a

heCa
dbur
y'sGo
ril
l
awa
sar
una
ways
ucc
esswhe
nitf
rsta
ir
ed,pa
rtl
y
b
eca
usei
twa
ssounus
ual
,butmo
stl
ybe
caus
eitdi
dn'
ttr
ytos
el
lusa
nyt
hing
.
I
twa
sjus
tfun— a30s
eco
ndc
li
pofag
ori
l
lal
i
ste
ningt
oPhi
lCo
ll
ins
,the
n
j
oi
ningi
nex
ube
rant
lyo
nadr
um k
itf
ort
hef
amo
usdr
um s
olo
.

Apa
rtf
romt
hef
acti
tdo
esn'
ttr
ytos
el
lusa
nyt
hing
,thea
disi
nte
res
ti
ngf
or
t
wor
eas
ons— i
tsus
eoft
hev
erys
pec
ifcc
olo
urbl
uet
ore
minduso
fthe
Ca
dbur
y'sbr
and,a
ndt
hef
actt
hatde
spi
tebe
ingar
oar
ings
ucc
ess
,ma
ny
pe
opl
eint
hei
ndus
tr
yst
il
lre
gar
dita
saf
ai
lur
e,s
impl
ybe
caus
eitdi
dn'
t
s
igni
fca
ntl
yimpa
cto
nsa
lesf
gur
esa
tthet
ime(
whi
lea5% i
ncr
eas
eins
al
es
wa
sre
cor
ded,i
tha
sbe
ena
ll
ege
dthi
samo
unti
sabo
uts
tanda
rdf
orac
oupo
n
pr
omo
tio
nCa
dbur
y'swa
srunni
nga
tthet
ime
).

Que
sti
on-Wha
tki
ndo
fco
nce
ptwo
uldy
ouc
omeupwi
tht
oma
kepe
opl
e
a
sso
cia
tepo
sit
iv
efe
eli
ngswi
thy
ourbr
and?Ho
wwo
uldy
oul
i
nkt
hec
onc
ept
ba
ckt
oyo
urbr
and(
fore
xampl
e,t
hro
ught
heus
eofc
olo
ur)
?Doy
out
hink
a
lls
ucc
ess
ful
campa
ignsha
vet
oha
veadi
re
cta
ndi
mme
dia
tei
mpa
cto
nsa
les
?

het
hre
eex
ampl
esa
bov
eint
rod
ucedi
fer
ente
leme
ntso
fco
nce
ptsi
ntot
he
wr
it
ingpr
oce
ss.
 75

I
'v
eus
edt
hre
eTV a
dsa
sex
ampl
esa
sthe
y'r
ere
lat
iv
elyf
amo
usa
nde
asyt
o
fndo
nthewe
b— a
ndwi
l
lpr
oba
blys
ti
cki
nourc
oll
ect
iv
emi
ndsf
oral
ong
t
ime
.Ho
wev
er,c
onc
ept
ualc
ampa
ignst
hatus
ela
ter
alt
hink
ing a
ren'
t
r
est
ri
ct
edt
otheTV.

Al
oto
fgr
eatwe
bsi
te
sthi
nkl
at
era
ll
yaswe
ll
.Be
caus
ethewe
bcha
nge
sso
r
api
dl
y,y
ou'
rebe
tte
rofl
ook
ingo
nsi
te
ssuc
hass
it
ei
nspi
re
.co
mfo
rre
cent
e
xampl
es
.

Na
tur
al
ly
,yo
u'l
lfndt
hemo
stc
rea
ti
vee
xampl
esi
nthe"
eco
mme
rce
"se
cti
on.
Ho
wev
er,i
fyo
u'r
ewr
it
ingf
oraB2Bpr
oduc
tyo
usho
uldc
ons
ide
rthec
rea
ti
ve
a
ppr
oac
haswe
ll
.Ify
out
akeo
net
hinga
wayf
romt
hisbo
ok,i
t'
stha
tno
ma
tte
rho
wgo
ody
ourpr
oduc
tis
,ifi
tdo
esn'
tus
eadv
ert
is
ingt
ost
andhe
ad
a
nds
houl
der
sabo
vet
hec
rowd,i
two
n'ts
el
l.Do
n'two
rry
.he
re'
sac
hapt
er
de
ali
nge
xcl
usi
vel
ywi
thB2Bc
opy
wri
ti
ngc
omi
ngupi
npa
rt3.
 76
Ex
erc
is
e10:Put
ti
ngi
tal
lto
get
her

Mo
stc
opy
wri
ti
ngi
spr
ett
ymuc
h"do
eswha
tits
ayso
nthet
in"butno
w
y
ou'
veha
dti
met
othi
nkl
at
era
ll
yandc
omeupwi
ths
omec
onc
ept
stha
tdo
t
het
al
ki
ngf
ory
ou.

Ta
keo
nec
onc
ept(
ify
ouc
an'
tthi
nko
fone
,bo
rro
wfr
omy
ourf
avo
uri
tea
d)
t
hatt
hink
sla
ter
al
lya
nda
ppl
yitt
othec
opyy
ou'
vea
lr
eadywr
it
ten.

Do
esn'
titc
hang
ethi
ngs
?Do
esi
tgi
vey
oui
dea
sab
outho
wyo
uca
nre
pre
sent
y
ourpr
oduc
tvi
sua
ll
y,a
swe
lla
sve
rba
ll
y?Ar
eyo
ust
art
ingt
ose
eyo
ura
d,
c
ampa
ign,o
rwe
bsi
tet
akes
hape
?

Io
ncewr
oteas
cri
pte
dTVa
dfo
raba
nkt
hatt
ookt
hef
orma
tofa30s
eco
nd
t
rai
le
rfo
rar
oma
nti
cco
medyf
lm.Onc
ewehe
ardt
hes
tat
is
ti
ctha
tpe
opl
e
we
remo
rel
i
kel
ytodi
vor
cet
hei
rpa
rtne
rtha
nle
avet
hei
rba
nk,t
hel
at
era
l
c
onne
cti
onwa
sob
vio
us.Wha
tla
ter
alc
onc
ept
sre
lat
etot
hepr
oduc
tyo
u’r
e
s
el
li
ng,a
ndho
wca
nyo
uus
ethe
mtowr
it
eac
rea
ti
vea
d?
 77
S
umma
ry

He
re'
sthec
ompl
et
epr
oce
ssl
is
tsof
ar:

1. Puty
our
sel
finy
ourc
ust
ome
r'
ssho
es.
2. Ev
alua
tey
our pr
odu
ct'
s US
Pand c
ome up wi
th as
impl
e
e
xpl
ana
ti
onf
orwha
titi
s,wha
titdo
es,a
ndho
withe
lps
.
3. De
cidewha
tme
ssa
gey
ouwa
ntt
oge
tac
ros
s,a
ndwhe
the
ryo
uma
ke
a
nappe
alt
othehe
ad,t
hehe
art
,orbo
th.
4. Fi
nda
nefe
cti
vet
oneo
fvo
ice
.
5. Ta
key
our"
doe
swha
tits
ayso
nthet
in"a
ppr
oac
handa
ddl
at
era
l
t
hink
ingt
ocr
eat
eco
pyt
hats
tandso
uta
nd i
ntr
igue
s,wi
tho
ut
l
ook
ingq
uir
kyo
roddf
ort
hes
akeo
fit
.
6. Re
cog
nis
etha
tyo
urc
opyi
spa
rto
fthede
si
gnp
roc
ess-a
ndus
eitt
o
i
nfo
rm de
si
gn.Re
cog
nis
etha
tgo
odc
opyr
equi
re
sla
ter
alt
hink
ing
.
Ba
ckupy
ouri
dea
swi
thc
rea
ti
vec
onc
ept
s.
 78
Cha
pte
r6

Wr
it
edr
unk
,edi
tso
ber
.

"
Wri
tedr
unk
.Edi
tso
ber
."ha
twa
sEr
nes
tHe
ming
way
'sa
dvi
cet
owr
it
ers
s
tar
ti
ngo
ut.Andwhi
l
eI'
m no
tgo
ingt
osug
ges
tyo
uov
erc
omey
ourf
earo
f
t
hebl
ankpa
gewi
thas
hoto
fte
qui
la
,He
ming
way
'sa
dvi
cei
sgo
od.Do
n't
t
hinka
boutwr
it
ing
.Jus
tdoi
t.

Ve
ryf
ewwr
it
ersg
eti
tri
ghtfr
stt
ime
.Nowr
it
eri
nthehi
st
oryo
fwr
it
ingha
s
e
verg
ott
eni
tco
mpl
et
el
yri
ghtf
rstt
ime
,ev
eryt
ime
.Sot
obeat
rul
ygr
eat
wr
it
er
,yo
u'r
ego
ingt
oha
vet
ole
arnho
wtobear
uthl
es
sedi
tort
oo.

He
ming
waya
ls
osa
id— "
Wri
ti
ngi
sea
sy.Al
lyo
uha
vet
odoi
ssi
tata
t
ype
wri
te
randbl
eed.
"

I
not
herwo
rds
,wr
it
eca
rel
es
sl
y,s
loppi
l
y,s
pont
ane
ous
ly
.It
'sbe
tte
rtog
eta
ll
y
ouri
dea
s,ho
wev
erha
lff
orme
d,o
uto
ntot
hepa
ge— y
ouc
anma
kes
ens
e
o
uto
fthe
mto
mor
rowmo
rni
ng.Buti
fwr
it
ingi
sea
sy,do
ese
dit
ingha
vet
obe
ha
rd?
 79

Edi
ti
ngi
sabo
utt
wot
hing
s.

1. Le
arni
ngho
wtobec
onc
is
e:nounne
ces
sar
ywo
rds
.
2. Le
arni
ngho
wtoa
dd,r
emo
ve,a
ndr
e-o
rga
nis
epa
rtso
fyo
urwo
rks
o
ac
lea
rar
gume
ntf
rom At
oB i
spr
ese
nte
d,wi
tht
hemi
nimum
a
mounto
fdi
gre
ssi
on.

Onel
as
tHe
ming
wayq
uot
e(t
houg
hwe
'l
lbec
omi
ngba
ckt
ohi
minPa
rt3)
.
Hes
ai
d— "
Iwr
it
eonepa
geo
fma
ste
rpi
ecet
oev
eryni
net
yni
nepa
geso
f
c
rap"
.

Y
ouwi
ll
,to
o.

Onc
eyo
uac
ceptt
his
,yo
uca
ngoo
ntob
eag
rea
twr
it
er
.Jus
tma
kes
uret
he
o
the
r99pa
gesi
tto
okt
oge
tthe
rene
vers
eet
hel
ig
hto
fda
y.

Ba
dwr
it
ersa
reo
bse
ssi
ve.Go
odwr
it
ersa
ren'
t.

Asy
oube
comeamo
ree
xpe
ri
enc
edwr
it
er
,yo
u'l
lbe
comemo
rea
depta
t
e
dit
ingy
ourc
opyo
nthe f
y,s
impl
ybe
caus
eyo
u'l
lha
veamuc
h mo
re
i
mme
dia
tei
deao
fwha
two
rksa
ndwha
tdo
esn'
t.
 80
Butwhe
nyo
u'r
est
art
ingo
uti
t'
sbe
stt
oco
mpa
rtme
nta
li
set
hee
dit
ingpr
oce
ss
— wr
it
edr
unk
,edi
tso
ber
.Ino
the
rwo
rds
,wr
it
eino
nef
rameo
fmi
nd,ha
vea
br
eak
,the
nedi
tina
not
her
.

Whe
nyo
uwr
otee
ssa
ysa
tsc
hoo
loruni
ver
si
ty
,cha
nce
sar
eyo
uwe
reg
ive
na
wo
rdc
ounta
ndy
ous
atdo
wna
nd— l
i
keHe
ming
way— b
ledwo
rdso
nto
t
hepa
geunt
ily
our
eac
hedt
hewo
rdc
ount
.Jo
bdo
ne.Ors
oyo
utho
ught
.

hi
sis
n'tt
hewo
rstwa
ytowr
it
e.I
nfa
ct,i
t'
spr
oba
blyt
hebe
st.Buti
twi
l
l
o
nlyg
ety
oua
sfa
rasy
ourfr
stdr
aft
.Me
ssy
,sma
rti
npl
ace
s,s
tupi
dino
the
rs,
af
rstdr
afti
sapa
tchwo
rkq
uil
tofi
dea
sanda
rgume
nts
.Buto
ncea
lly
our
i
dea
sar
eont
hepa
ge,y
ou'
rer
eadyt
ost
artha
mme
ri
ngt
hemi
ntos
hape
.

hewo
rstwa
ytowr
it
eist
oob
ses
si
vel
yed
ita
syo
ugo— s
ec
ondg
ues
si
ngy
our
se
lf
a
llt
hewa
y.

hi
nkba
ckt
oat
imewhe
nyo
uha
dtowr
it
eso
met
hingr
eal
l
yimpo
rta
nt— a
c
ove
ri
ngl
et
terf
oraj
oba
ppl
i
cat
ion,af
nalpa
per
,af
rstl
ovel
et
ter
..
.yo
u
pr
oba
blys
eco
ndg
ues
sedy
our
sel
fahundr
edt
ime
s.

Ev
erme
ets
ome
onei
naba
r,g
ett
hei
rnumbe
r,t
hens
pendho
urst
hene
xtda
y
wo
nde
ri
ngwha
ttos
ay?S
amet
hing
.Jus
tsa
yso
met
hing— o
the
rwi
set
he
mo
mentwi
llbeg
one
,andi
twi
llbet
ool
at
e.
 81

Wh
eny
ouo
ver
-ana
lys
eyo
urwr
it
ing
,yo
ulo
set
hemo
stv
alu
abl
eth
ing
sth
atk
eep
p
eop
ler
ead
ing
:rh
yth
mandf
ow.

hewr
it
erwhoe
dit
swhi
l
ethe
y'r
eha
lfwa
ythr
oug
hthe
irdr
aftt
ake
ste
n
t
ime
slo
nge
rtof
nis
hwr
it
ingt
hedr
aft
,ift
heyf
nis
hita
tal
l
.Ands
inc
eit
's
s
ti
lls
uchame
sso
fide
as,t
heyha
vet
ogoo
veri
tande
diti
tag
ain.

Ed
iti
ngo
nth
efyd
oes
n'
ts
avet
ime
.Ite
nco
ura
gesp
roc
ras
ti
nat
io
n.

Wr
it
efa
ste
r.Wr
it
ebe
tte
r.Do
n'ts
tar
tedi
ti
ngy
ourwo
rkunt
ily
ou'
ver
eac
hed
y
ourg
oal
.

I
t'
sno
tne
ces
sar
ytog
ett
o"t
hev
erye
nd"o
fyo
urpr
oje
ctbe
for
eyo
ust
art
l
ook
inga
tit(
Iedi
te
dac
oupl
eofc
hapt
ersi
nthi
sbo
okbe
for
ere
achi
ngt
he
e
nd)
,buty
ous
houl
dedi
tspa
ri
ngl
yatf
rst
,us
ingt
hee
dit
ingpr
oce
ssa
sa
c
hanc
etos
oli
dif
ythet
hrus
tofy
oura
rgume
nt(
yourt
hro
ughl
i
ne)
,ce
ment
t
oneo
fvo
icec
hoi
ces
,and,o
fco
urs
e,i
fyo
uge
tst
uck
.
 82
WhydoIg
ets
tuc
k?

Ha
vey
oue
vers
ata
tyo
urde
ska
ndt
ype
doutas
ent
enc
ese
vent
ime
s,ne
ver
q
uit
ege
tti
ngi
tri
ght
?Wha
tabo
utat
ri
ckypa
rag
rap
h,o
rpa
ge,o
rcha
pte
rtha
t
j
ustdo
esn'
tse
emt
owo
rk?

I
tca
nbef
rus
tr
ati
ng,butt
hec
hanc
esa
rey
ou'
ver
eac
heda
nimpa
ssebe
caus
e
y
ou'
rec
omi
nga
titf
romt
hewr
onga
ngl
e,o
rthec
opyi
sint
hewr
ongpl
ace
.
I
fyo
uca
n'tfndt
her
ightwo
rds
,as
kyo
urs
el
fift
hec
opyr
eal
l
y"ft
s"he
re.

he
rea
ret
wot
hing
syo
uca
ndo—

1. Mo
veo
n,a
ndho
pet
hata
syo
uty
peo
utt
hene
xtf
ewpa
rag
raphs
,
t
hemi
ss
ingpi
eceo
fthepuz
zler
eve
alsi
ts
el
fasy
ouwr
it
e.

2. Goba
ckaf
ewpa
rag
raphso
rpa
gesa
nds
eei
fyo
u'v
ewr
it
teny
our
sel
f
i
ntoade
ade
nd— i
t'
squi
tepo
ssi
bl
eyo
u'v
ego
neo
fonat
ang
ent
a
nda
res
tuc
kbe
caus
eyo
udo
n'tk
nowho
wtoma
ket
hec
urr
entl
i
ne
y
ou'
rewo
rki
ngo
nle
adb
ackt
othec
ent
ralt
hrus
tofy
ourpi
tc
h.Re
-
t
rac
ingy
ours
tepsc
anhe
lpy
oua
voi
dthet
ang
enta
ndg
ety
our
wr
it
ingba
cko
ntr
ack
.
 83
heo
net
hingy
ous
hou
ldne
verd
oiso
bse
ss
iv
elyr
e-
edi
tth
ese
ct
io
nyo
u’
res
tuc
kon.
Gob
ack
,org
ofo
rwa
rd.Bu
tdo
n’
ts
ta
nds
ti
ll
.

No
wyo
ukno
wwhe
nandwhe
ret
oedi
t.hi
sisar
el
at
iv
elys
hor
tbo
ok,s
oI'
m
no
tgo
ingt
ogi
vey
ouama
ste
rcl
as
sine
dit
ing
.It
'sat
echni
quet
hatc
ant
ake
y
ear
stoma
ste
r.Ho
wev
er,y
ouc
anl
ear
nal
lyo
une
edt
okno
wtog
ets
tar
tedi
n
o
nes
impl
ephr
ase
:

Wh
eni
ndo
ubt
,th
rowi
tou
t.

Fe
ell
i
key
ou'
ves
tar
tedt
owa
fe?Cutt
hepa
rag
raph.Na
gge
dbyas
uspi
ci
on
t
hispa
gei
sn'
tint
hes
amet
oneo
fvo
icea
sal
ltheo
the
rs?De
let
ethepa
ge,
s
tar
tag
ain.Wo
rri
edt
hatma
ybe1i
n10pe
opl
ewhor
eady
ourc
opywo
n't
k
now wha
tawo
rdme
ans
?Lo
set
hewo
rdo
rlo
set
hea
udi
enc
e.Wh
eni
n
d
oub
t,t
hro
wito
ut.

Tobeat
rul
ygr
eatwr
it
er
,yo
une
edt
obe
comeac
ompl
et
el
yrut
hle
sse
dit
or.
Y
ouc
anbe
comear
uthl
es
sedi
tori
nfv
eea
sys
teps
:
 84
1.heg
olde
nrul
e:

Do
n'ts
tar
tedi
ti
ngunt
ily
our
eac
hthee
ndo
fyo
urpi
ece
.Onl
yst
arte
dit
ingi
f
y
oug
ets
tuc
k.

2.Le
arnt
hedi
fer
enc
ebe
twe
ene
dit
ings
tr
uct
urea
nde
dit
ingl
ang
uag
e:

Y
ouwi
llbee
dit
ingf
ort
wot
hing
s:
- s
ect
ionst
hata
ret
ang
ent
sanddono
tco
ntr
ibut
etoy
ouro
ver
al
l
pi
tc
h(s
tr
uct
ure
).
- wo
rds
,phr
ase
s,a
nds
ent
enc
est
hatl
ooko
dd(
la
ngua
ge)
.

hefr
stpa
rt,e
dit
ingt
hes
tr
uct
ure
,sho
uldbee
asyo
ncey
ou'
ver
eac
hedy
our
c
onc
lus
ion.I
t'
smuc
hea
si
ert
olo
okba
cka
nde
diti
nre
tro
spe
ctt
hanbl
i
ndl
y
g
ues
satwhe
rey
ou'
reg
oing
.Bute
dit
ingt
hel
ang
uag
eoft
hei
rte
xto
fte
n
c
onf
use
spe
opl
e.Wha
tisa"
nec
ess
ary
"wo
rd?Whydos
omewo
rdsa
nd
phr
ase
slo
ok"
ugl
y"?

I
t'
sal
labo
utc
ont
ext
.Byno
w,y
ous
houl
dha
veapr
ett
ycl
eari
deao
fyo
urt
one
o
fvo
ice
.Li
keny
ourc
opyt
oar
oom.Ho
wist
her
oomf
urni
she
d?I
sit
mi
nima
landmo
der
n,wi
thwhi
tewa
ll
sandl
otso
fcl
eanl
i
nes
?Ifi
tis
,api
ece
o
fchi
ntz
yfur
nit
ureo
rgi
lde
doi
lpa
int
ingwo
uldl
ookpr
ett
youto
fpl
ace
,
r
ight
?
 85

Co
nte
xti
sev
ery
thi
ng.Do
est
hewo
rdo
rphr
aseft
?Andi
sitr
eal
l
yne
ces
sar
y?
I
fyo
ual
re
adyha
veo
nea
rmc
hai
rinar
oom,doy
our
eal
lyne
edt
wo?Doy
ou
ne
edt
oca
llapr
oduc
t"c
oste
fec
ti
ve"i
nones
ent
enc
ethe
n"c
hea
ptor
un"i
n
t
hene
xt?Av
oidr
epe
ti
ti
on.

Wh
eni
ndo
ubt
,th
rowi
tou
t.

3.Re
ady
ourc
opyo
utl
oud:

Ca
n'tde
cidei
fawo
rdo
rphr
aseft
s,o
rifi
tso
undso
uto
fpl
ace
?Re
adi
tout
l
oud.No
tonl
ywi
l
lthi
she
lpy
oug
etr
ido
fwo
rdsa
ndphr
ase
stha
tso
und
o
dd,i
twi
l
lhe
lpy
ouwi
thy
ourg
ramma
r,t
oo.Us
epunc
tua
ti
ont
oindi
cat
e
whe
rey
ou'
dno
rma
ll
ypa
usef
orbr
eat
h.Do
n'tt
hinky
ou ha
vet
owr
it
e
f
orma
ll
y— wr
it
easy
ouwo
ulds
pea
kinc
onv
ers
ati
on.Y
ou'
ret
al
ki
ngt
oyo
ur
c
ust
ome
rs,no
twr
it
inga
nac
ade
micpa
per
.

4.De
let
e,do
n’tr
epl
ace
:

Onc
eyo
u'v
ede
let
eds
ome
thi
ng,do
n'tf
eelo
bli
gedt
ore
pla
cei
t.Do
n'tt
hink
y
oune
edt
ore
pla
ceba
dco
pywi
ths
ome
thi
ngt
hatmi
ghtb
eeq
ual
l
yasba
d,o
r
unne
ces
sar
y.I
fthepi
ecewo
rkswi
tho
uti
t,y
ou'
vej
usts
hor
tene
dthea
mount
 86
o
fti
mey
ourc
ust
ome
rsha
vet
ospe
ndt
oge
tthei
nfo
rma
ti
ont
heyne
ed.Go
od
wo
rk.Ke
epi
tup
.

5.
Wri
tedr
unk
,edi
tso
ber
:

Ne
vere
diti
nthes
amef
rameo
fmi
nda
swhe
nyo
uwr
ote
.Ifpo
ssi
bl
e,s
epa
rat
e
wr
it
ingda
ysa
nde
dit
ingda
ys.I
ftha
tis
n'tpo
ssi
bl
e,t
akeas
cre
enbr
eak
,gr
aba
c
ofe
e,c
atc
hupo
nthene
ws— wha
tev
erwi
l
lhe
lpy
oul
ooka
tyo
urc
opy
wi
thf
res
hey
es.hel
ong
ery
oul
eav
ebe
twe
enwr
it
inga
nde
dit
ing
,thebe
tte
r
t
hee
dit
ingt
endst
obe
.
 87
Ex
erc
is
e11:Ber
uthl
es
s

Fi
nda
nar
eai
nyo
urda
y-t
o-da
yli
fewhe
rey
ouf
ndy
our
sel
fwr
it
ingo
fte
n
wi
tho
utawo
rdc
ount— e
mai
l
sar
eof
te
nag
oode
xampl
e.Fi
nda500+wo
rd
e
mai
lyo
u'v
ewr
it
te
n.Re
adi
t.Cl
osei
t.Wr
it
edo
wnj
ustt
hre
ebul
l
etpo
int
s
t
hatg
eta
cro
sst
heme
ssa
gey
ou'
ret
ryi
ngt
osa
y.

Ope
nupt
hee
mai
lag
ain.Wi
tht
het
hre
ebul
l
etpo
int
sinf
ronto
fyo
u,g
o
t
hro
ughy
oure
mai
landde
let
eev
ery
thi
ngt
hati
sn'
timme
dia
tel
yre
lev
antt
o
t
hos
ethr
eepo
int
s.

Y
ouc
ana
ppl
ythi
sme
tho
dtoa
nyc
opyy
ou'
vewr
it
ten— buti
t'
sus
ef
ult
o
a
ppl
ythi
sex
erc
is
etoo
the
rar
easo
fyo
urbus
ine
ssl
if
e.

Bec
lea
r.Bec
onc
is
e.Ber
uthl
es
s.Y
ou'
l
lbes
urpr
is
edho
wmuc
hyo
uca
nedi
t
do
wn.
 88
Y
oudo
n'tne
eds
tr
uct
uret
owo
rkhe
re,buti
the
lps

Y
oumi
ghtwo
nde
rwhyIha
ven'
tde
vot
eda
nyt
imet
ote
achi
ngy
ouho
wto
s
tr
uct
urey
ourc
opy
.ha
t'
sbe
caus
eyo
upr
oba
blya
lr
eadyha
vey
ouro
wnwa
y
o
fappr
oac
hingapr
obl
em.hea
imo
fthi
sbo
oki
stohe
lpy
oul
osey
our
i
nhi
bit
ionsa
boutwr
it
inga
ndg
etwo
rdsdo
wno
nthepa
ge— s
oify
ou'
ret
he
k
ind o
fpe
rso
n who pr
ocr
ast
ina
tes
,putdo
wn t
hepe
rfe
ctl
yha
nd-
dra
wn
pr
ogr
essc
har
tyo
u'v
ebe
endr
awi
ngupf
ory
ourc
opya
nddi
vei
n.

Y
ouf
req
uent
lyl
ear
nmo
rea
boutwha
tyo
u'r
etr
yingt
osa
y— a
ndt
hebe
st
wa
ytos
ayi
t— b
yex
plo
ringt
hede
tour
s.hee
dit
ingp
roc
es
sisa
bou
tre
mov
ing
t
hos
ede
tou
rsa
ndg
ett
ingr
ido
fwo
rdst
hats
ound
edg
ooda
tth
eti
meb
uta
dd
no
thi
ngi
nth
eend
.

S
pendi
ngt
ool
ongwo
rry
inga
bouts
tr
uct
ureo
fte
nhi
nde
rsno
vic
ewr
it
ers
.

I
t'
sfa
rea
si
ert
oge
tev
ery
thi
ngdo
wno
nthepa
gea
ndt
hen“
edi
tdo
wn”a
fte
r
t
hef
act
.Ify
ou'
reunc
omf
ort
abl
eedi
ti
ng,g
ett
othee
ndo
fthec
opyy
ou'
re
t
ryi
ngt
owr
it
ethe
nre
tro
spe
cti
vel
yse
tyo
urs
el
fane
xtr
eme
lypuni
ti
vewo
rd
c
ounta
ndf
orc
eyo
urs
el
ftoe
ditdo
wnunt
ily
our
eac
hyo
urt
arg
et.S
topa
ski
ng
y
our
se
lf“
howmu
ch”i
sne
ces
sa
ry.S
tar
tas
ki
ngy
our
se
lfh
owl
it
tl
e.
 89
Whe
nyo
uabs
olut
el
y,po
sit
iv
elyha
vet
ost
ruc
tur
eyo
urwo
rk.
..

Ont
heo
the
rha
nd,t
hel
ong
ery
ourc
opyi
s,t
hemo
res
tr
uct
urey
ou'
l
lne
edi
n
a
dva
nce
.It
'spr
ett
yea
syt
oge
tfr
om po
intAt
opo
intBi
fthe
re'
sjus
tac
oupl
e
o
fmi
le
sinbe
twe
ent
hem.Butt
hef
urt
hera
par
tanyt
wopo
int
sar
e,t
hemo
re
o
bst
acl
esy
ou'
rel
ik
elyt
oenc
ount
era
longt
hewa
y.Pl
ana
cco
rdi
ngl
y.

Fo
rla
rgepr
oje
cts— s
ucha
swe
bbui
lds— y
ou'
ref
req
uent
lyl
ook
inga
t10,
e
ven100pa
geso
fco
py.hefr
sts
tag
eist
oco
nst
ruc
tas
it
ema
pli
st
inga
llt
he
pa
ges
.

Co
nst
ruc
ti
ngaba
si
csi
te
mapi
sea
sy.S
impl
ywr
it
edo
wna
llt
hei
nfo
rma
ti
on
y
out
hinky
ours
it
ene
edst
oge
tac
ros
sanddi
vi
dei
tint
opa
ges— t
he
mi
nimum po
ssi
blenumbe
rofpa
ges
.Ifi
the
lps
,us
epo
sti
tno
tess
pre
ado
ut
o
nade
ska
ndputa
llt
hes
imi
l
arpa
gesunde
rthes
amec
olumna
ndmo
ve
t
hema
rounda
sne
ces
sar
y.

Fo
rco
nte
nt,us
ethe"
thr
eebul
l
etpo
ints
umma
ry"t
ri
ckt
oke
epy
ourme
ssa
ge
t
oami
nimum.I
fyo
uca
n'ts
aywha
tyo
une
edt
osa
yint
hre
ebul
l
etpo
int
s,
c
ons
ide
rspl
it
ti
ngupt
hepa
ge— i
t'
sto
omuc
hfo
rmo
stpe
opl
etof
oll
ow.

We
'l
lbeg
oingi
ntomo
rede
tai
labo
utho
wtos
tr
uct
urec
opyf
orwe
bsi
te
sin
Pa
rt3.Butfr
st
,he
re'
sonefna
lse
cre
ttohe
lpy
ouwr
it
ebe
tte
rco
py—
 90

Y
ouc
ane
ditup
,aswe
lla
sedi
tdo
wn.

Wha
tise
dit
ingup?We
ll
,sof
ary
ou'
vebe
ent
aug
htho
wtoe
ditr
uthl
es
sl
y—
t
hatme
ansde
let
inga
nyt
hingt
hati
sn'
t100% ne
ces
sar
yordo
esn'
tso
und
100% r
ight
.Butt
hepr
oce
sso
fedi
ti
nga
ls
oinv
olv
esr
epl
aci
ngwo
rdst
hat
do
n'two
rka
nda
ddi
ngs
uppo
rtwhe
rey
oura
rgume
ntl
ook
swe
ak.Of
te
nin
g
oingt
hro
ughy
ourwo
rky
ou'
l
lfndy
oug
ots
ide
tra
cke
dandf
org
ott
he
t
hing
syo
uac
tua
ll
yme
antt
osa
y.

“
Edi
ti
ngup
”isl
i
keho
ldi
ngama
gni
fy
ingg
las
stoy
ourc
opya
nda
ddi
ngt
oit
pi
eceb
ypi
ece
.

Edi
tdo
wna
nde
ditup— a
nds
wapc
opya
roundunt
ily
ou'
reha
ppy
.

He
re'
saba
si
che
adl
iney
oumi
ghtt
hinkupo
fthet
opo
fyo
urhe
ad:

“
Mak
ether
ightc
all
.Cho
oseOr
ionTe
lec
omt
oda
y.
”

Edi
titdo
wn,o
newo
rda
tat
ime
:

Ma
ket
her
ightc
all
.Cho
oseOr
ionTe
lec
omt
oda
y.
 91
Ma
ket
hec
all
.Cho
oseOr
ionTe
lec
omt
oda
y.

he
nedi
titupb
yaddi
ngawo
rd:

Y
ouma
ket
hec
all
.Cho
oseOr
ionTe
lec
om.

S
wapi
tro
und:

Cho
oseOr
ionTe
lec
om.
Youma
ket
hec
all
.

Andba
ckdo
wna
gai
n:

Or
ionTe
lec
om.
Youma
ket
hec
all
.

Andup:

Or
ionTe
lec
om.
Youma
ket
her
ightc
all
.

Anddo
wn:

Or
ionTe
lec
om:Ma
ket
her
ightc
all
.
 92
hee
dit
ing pr
oce
ssi
sabo
utt
ri
mmi
ng wo
rds
,sug
ges
ti
ng r
epl
ace
ment
s,
s
wappi
ngs
tr
uct
ure
,ande
xpe
ri
ment
ingunt
ily
oufndaphr
aset
hatft
s.

Il
i
ke"
Ori
onTe
lec
om.Y
ouma
ket
hec
all
.
"and"
Ori
onTe
lco
m:Ma
ket
he
r
ightc
all
.
"heg
rea
tthi
nga
boutt
hee
dit
ingpr
oce
ssi
syo
uof
te
nco
meup
wi
thmul
ti
pleo
pti
onsy
ouc
ant
aket
ocl
ie
ntso
rte
sto
nyo
urt
arg
eta
udi
enc
e.

Re
membe
rOg
il
vy.
Wri
tef
ory
ourc
ust
ome
r.Andt
est
,te
st,a
ndt
esta
gai
n.
 93
Ex
erc
is
e12:hes
tr
apl
ine

Wr
it
eas
tr
apl
i
ne(
tag
li
ne)f
ory
ourc
ompa
nyo
rpr
oduc
t.Edi
tdo
wn,t
hene
dit
upunt
ily
oufndaphr
asey
ou'
reha
ppywi
th.Cha
nce
sar
eyo
u'v
ecr
eat
edt
en,
t
went
y— ma
ybee
venff
tyv
ari
at
ions
,swa
ppi
ngo
uto
newo
rda
tat
ime
.

Y
ou'
l
lpr
oba
blyo
nlyma
ket
woo
ratt
hemo
stt
hre
epa
sse
sedi
ti
ngapi
eceo
f
l
ongc
opy— b
uty
ou'
l
lcha
ngeas
tr
apl
i
neupt
off
tyt
ime
s.Be
caus
est
rapl
ine
s
ha
vet
obes
hor
tands
wee
t,i
t'
sthepe
rfe
ctpl
acet
ous
eyo
urne
wfo
unde
dit
ing
s
kil
l
stoi
dent
if
yunne
ces
sar
ywo
rds
.

Li
keag
ameo
fChi
nes
eWhi
spe
rs,y
ouc
ano
fte
nendupv
eryf
ara
wayf
rom
whe
rey
ous
tar
ted.Ho
wha
stheo
rig
ina
lme
ani
ngo
fyo
urs
ent
enc
echa
nge
d?
Doy
ous
ti
llt
hinki
tme
anst
hes
amet
hing
?Pi
ckf
veo
ftheb
esta
ndg
et
s
ome
onee
ls
e'
sopi
nio
nabo
utt
hem.he
yma
yonl
ybeawo
rdo
rtwoa
par
t–
butt
hei
rme
ani
ngswi
llbev
erydi
fer
ent
.

I
fyo
ure
all
ywa
ntt
ole
arnho
wtoe
dit
,fndk
eys
ent
enc
esi
nyo
urc
opya
nd
e
ditt
hemi
nthi
samo
unto
fde
tai
l
.Ho
pef
ull
yasy
oube
comeabe
tte
rwr
it
er
,
 94
muc
hoft
hee
ditup
,edi
tdo
wnpr
oce
sswi
l
lbe
comes
ubl
imi
nal
,unt
ilwr
it
ing
t
arg
ete
dco
pywi
tho
uts
upe
rfui
tybe
come
sse
condna
tur
etoy
ou.
 95
Cha
pte
r7

Co
pywr
it
ingf
ort
hewe
b

Re
membe
rEr
nes
tHe
ming
way
,thewo
rld'
sgr
eat
este
dit
or?We
ll
,tur
nso
uthe
wa
sthewo
rld'
sgr
eat
estwe
bco
pywr
it
ert
oo.Ora
tle
asthewo
uldha
veb
een,
ha
dheno
tdi
edi
n1961.Butpur
el
ybya
cci
dent
,He
ming
ways
tumbl
edupo
n
t
hemo
sts
ucc
ess
fulf
ormul
afo
rst
ruc
tur
ingc
opyf
ort
hewe
b— I
cebe
rg
he
ory
.

I
fyo
u'v
eev
erh
ear
dth
eph
ras
e"t
het
ipo
fth
eic
ebe
rg"t
heny
ou'
rea
lre
adyh
alfwa
y
t
her
e.hep
oint(
nop
uni
nte
nde
d)o
fIc
ebe
rghe
oryi
sth
aty
ouo
nlye
vers
eea
t
inyp
ort
io
noft
hei
ce
ber
g— at
ypi
calv
is
it
ort
oat
eno
rhu
ndr
edp
agewe
bsi
te
wo
n'tr
eadi
tfr
omc
ove
rtoc
ove
r— t
heywi
lls
eey
ours
it
eint
hes
amewa
y.

No
tonl
ydi
dHe
ming
wayf
oll
owt
hec
opy
wri
te
r'
sma
ximo
fedi
ti
nghi
swo
rk
do
wn t
otheba
remi
nimum r
equi
re
dtoc
rea
tet
hede
si
re
dre
spo
nse
,he
b
eli
eve
ditwa
spo
ssi
bl
etot
al
kabo
uti
ss
uest
hatwe
remuc
hla
rge
rbyf
ocus
ing
o
namuc
hsma
ll
era
rea
.
 96
Hi
sfr
stno
vel
,"ACa
llt
oAr
ms"i
soneo
ftheg
rea
tes
tbo
okswr
it
tena
bout
t
heFi
rs
tWo
rldWa
r.Y
eti
tfo
cus
esno
tont
hewa
r,b
uto
nthel
i
feo
fone
v
olunt
eers
tr
etc
her
-be
are
r.hewi
ders
tor
yte
ll
sit
sel
f.

"
Fors
al
e.Ba
bys
hoe
s.Ne
verwo
rn"
.

hi
swa
sEr
nes
tHe
ming
way
'sr
espo
nsewhe
nas
kedt
oco
meupwi
tht
he
s
hor
tes
tst
orypo
ssi
ble
.It
'snoc
oinc
ide
ncet
hatt
hes
tor
yiswr
it
teni
nthe
f
ormo
fana
d.

“
ForS
ale
,Ba
byS
hoe
s,Ne
verWo
rn”t
el
lsusv
eryl
i
ttl
eini
ts
el
f.Bu
titi
mpl
ie
s
ag
rea
tde
almo
re.A g
ood we
bco
pywr
it
ert
ake
sthes
amea
ppr
oac
hto
pr
oduc
ingc
ont
ent
.

hema
inpa
ges— t
heo
nest
hat99% o
fpe
opl
elo
oka
t,l
i
ket
he“
home
”and
“
abo
ut”pa
ges
,ar
ethet
ipo
fthei
cebe
rg.He
re,wek
eepc
ont
ents
hor
t,s
wee
t
a
ndi
mpl
ie
d.Wel
i
mito
urs
el
vest
ohe
adl
ine
sands
hor
tco
py.I
fwea
ssumea
50% bo
unc
era
te(
ani
ndu
str
yma
ximi
stha
tar
oundha
lfy
ourv
isi
tor
swi
ll
q
uity
ours
it
eaf
te
rev
erypa
ge)
,pa
gesl
i
nke
dtof
rom“
thet
ipo
fthei
cebe
rg”
s
houl
dco
nta
int
wic
easmuc
hinf
orma
ti
on,butwi
l
lber
eadb
yha
lfa
sma
ny
pe
opl
e.

I
not
herwo
rds
:
 97

hea
mou
nto
finf
orma
tio
nsu
ppl
ie
dpe
rpa
ges
hou
ldb
einv
ers
el
ypr
opo
rti
ona
lto
t
henu
mbe
rofp
eop
ler
ead
ingi
t.

I
t'
sof
te
nsa
idt
hati
fyo
u'r
ene
rvo
usa
boutme
eti
ngs
ome
one
,yo
usho
uld
i
mag
inet
hem na
kedo
ront
het
oil
et
.Buti
fyo
u'r
ene
rvo
usa
boutwr
it
ing
c
opy
,tr
ytoi
mag
iney
ourr
eade
rsa
smo
les
.he
y'r
eto
osho
rts
ight
edt
ose
eal
l
y
ourc
opy
,butt
heywi
llbur
rowdo
wnunt
ilt
heyfndwha
tthe
ywa
nt.

her
eade
r'
sjo
urne
y:

1. he
ywi
lls
tar
twi
thaho
mepa
geo
rla
ndi
ngpa
ge.
..
2. he
ywi
llmo
veo
ntoa
not
herpa
get
hatde
li
ver
smo
rei
nfo
rma
ti
on.
..
3. he
ywi
l
lthe
nmo
veo
ntoapa
get
hatc
ont
ai
nss
pec
ifca
ndde
tai
le
d
i
nfo
rma
ti
ona
boutt
hepr
oduc
tors
erv
icet
heywa
nt.

hr
eey
ourmi
nd

Y
ours
it
emi
ghtb
eah
und
redp
age
s"l
ong
",b
uti
fyo
uca
n'ts
el
ltop
eop
lewi
thi
n
t
hre
epa
ges
,do
n'tb
anko
nth
emb
uyi
ngy
ourp
rod
uct
.

Do
n'tt
ryt
ocr
ame
ver
ythi
nga
bouty
ourc
ompa
nyo
nev
erypa
ge,wo
rry
ing
a
boutma
kinge
ver
ypo
ssi
bl
esa
lespo
inti
nev
erypo
ssi
bl
eus
erj
our
ney
.Lo
ng
 98
c
opy— e
spe
cia
ll
ylo
ng,i
rr
el
evntc
a opy— i
sat
urno
f.Y
ou'
rebur
yingt
he
o
nepi
eceo
finf
orma
ti
ont
hec
ust
ome
rne
edsunde
rat
ono
fir
rel
eva
ntc
rap
.

I
nst
eadt
ryt
ovi
sua
li
set
hei
cebe
rga
ndi
mag
ineav
isi
torj
our
neyi
nco
rpo
rat
ing
t
hre
epa
ges—

hef
rstpa
gewi
thj
ustal
i
ttl
einf
orma
ti
on,bute
noug
hofac
allt
oac
ti
ont
o
g
ett
her
eade
rtot
hes
eco
ndpa
ge,t
hes
eco
ndpa
gewi
thmo
rei
nfo
rma
ti
on,
buts
ti
llg
ene
rale
noug
htobeo
fint
ere
stt
oawi
dera
udi
enc
e,a
ndt
het
hir
d
a
ndfna
lpa
gewi
tht
heg
ranul
arde
tai
landf
ocus
edc
opyy
oune
edt
ocl
oset
he
s
al
e.

I
fyo
uge
titr
ight
,yo
urbo
unc
era
tewi
l
lber
eas
ona
blyl
ow.Ho
wev
er,do
n't
wo
rrya
boutl
osi
ngv
isi
tor
s.Cha
nce
sar
e,l
i
keOg
il
vy,y
ouwi
l
llo
semo
sto
f
y
ourr
eade
rshi
paf
te
rthehe
adl
ine
.Sol
onga
syo
uho
okt
her
ightpe
opl
ewi
th
ag
oodhe
adl
i
ne,t
hepe
opl
ewhoa
rei
nte
res
tedi
nyo
urpr
oduc
twi
l
lst
ay.Y
ou
ha
vet
hre
epa
gest
ore
acht
hem.Ma
kei
tco
unt
.
 99
Ex
erc
is
e13:hr
eepa
ges

Pi
cko
nef
eat
ureo
fyo
urpr
oduc
tyo
urc
ust
ome
rsa
rei
nte
res
tedi
n.Pr
epa
ret
o
wr
it
ethr
eepa
gest
hatl
eady
ourc
ust
ome
rst
owa
rdsg
ranul
arde
tai
labo
utt
his
f
eat
ure
.

Y
oumi
ghtc
ons
ide
rwr
it
ing50wo
rdsf
oraho
mepa
get
hatbr
ie
fyme
nti
ons
t
hepr
oduc
t'
sfe
atur
ese
t,wi
thaqui
ckc
all
toa
cti
onl
eadi
ngt
hemt
oaf
eat
ure
s
o
ver
vie
w,f
oll
owe
dby mo
rei
nfo
rma
ti
on — pe
rha
psas
hor
tpa
rag
raph
de
dic
ate
dtot
hes
pec
ifcf
eat
urewi
thi
nal
ar
gerpa
gebul
l
et-
poi
ntl
i
sti
nga
ll
t
hepr
oduc
t'
sfe
atur
es.Onl
yont
het
hir
dandfna
lpa
gedoy
oug
ets
pec
ifc—
a
ndt
urnupt
hev
olumeo
nthes
al
espi
tc
h.

Pe
opl
era
rel
yapp
rec
iat
eaha
rds
el
l,e
spe
cia
ll
yatfr
st
.Buti
fyo
ure
elt
hemi
n
s
lowl
ywi
tht
hemuc
h mo
ret
ole
rat
ed"
her
eist
hepr
oduc
t,he
rea
rei
ts
f
eat
ure
s"a
ppr
oac
h,b
ythet
imey
ou ha
veo
fer
edy
ourc
ust
ome
rss
ome
g
enui
nel
yus
efuli
nfo
rma
ti
oni
tisa
cce
pta
blet
oaddmo
reo
fas
al
espi
tc
hint
o
t
hemi
x. hebe
nefthe
rei
stha
tyo
u'v
eal
re
ady whi
tt
le
d do
wn y
our
r
eade
rshi
ptot
het
ruebe
li
eve
rsi
nyo
urpr
oduc
t— t
heo
nesa
lr
eadyha
lfwa
y
t
oma
kingapur
cha
se.
hisi
swhe
rey
ous
eal
thede
al.
 100

Twomo
ret
hing
stor
eme
mbe
rabo
utI
cebe
rghe
ory—

1.La
ndi
ngPa
ges

La
ndi
ngpa
gesa
redi
fer
ent
.Al
andi
ngpa
gei
sas
pec
ifcpa
get
hat
'sde
si
gne
d
t
obeS
EO o
pti
mis
eda
nds
al
esf
ocus
eds
oitbo
ths
howsupi
nGo
ogl
eand,
wi
tha
nyl
uck
,ma
kesao
nepa
ges
al
e— o
ratt
hev
eryl
eas
tenc
our
age
sthe
r
eade
rtomo
veo
ntot
hene
xtpa
ge.

La
ndi
ngpa
gess
houl
dn'
tbes
hor
tands
wee
t— t
heys
houl
dbek
eywo
rdr
ic
h.
t
ri
cko
fag
oodde
si
gni
stopa
cka
gel
ongc
opye
fec
ti
vel
ywhi
l
eal
soma
king
t
hea
rchi
te
ctur
eoft
hes
it
epr
ett
yea
syt
ona
vig
atea
wayf
rom,e
nabl
ingy
our
c
ust
ome
rst
ofndt
hes
pec
ifci
nfo
rma
ti
ont
hey
'r
elo
oki
ngf
or–q
uic
kly
s
tar
ti
ngt
hemo
nthe1,
2,3j
our
ney
,ift
hel
ongc
opyo
nthepa
gei
sn’
tex
act
ly
wha
tthe
ywe
rel
ook
ingf
or.

heb
estt
hingy
ouc
andohe
rei
stohi
reag
oodde
si
gne
randt
henl
ethi
mge
t
o
nwi
tht
hej
ob.Butt
her
eiso
neo
the
rthi
ngy
ouc
ando— wr
it
eapo
wer
ful
,
c
atc
hy,a
ndq
uir
kyhe
adl
inef
ore
achpa
ge.

Ev
eni
fthec
ust
ome
rdo
esn'
twa
ntt
ore
adt
hel
ongc
opy
,ag
oodhe
adl
i
newi
l
l
ma
kehi
m(o
rhe
r)r
eal
is
etha
tthec
opyi
swe
llwr
it
ten,e
nte
rta
ini
ng,a
nd
 101
e
nga
ging
.he
y'l
lbemuc
hmo
rel
i
kel
ytoc
li
ckt
hro
ught
oano
the
rpa
ger
athe
r
t
hans
impl
ycl
oset
het
aba
nds
urfa
way
.

He
adl
ine
sre
all
yar
eimp
ort
ant
.

2.hei
cebe
rgs
tr
etc
hesf
arbe
yondy
ours
it
e

I
fyo
u'r
ese
ll
ingapr
oduc
ttha
t'
swi
del
ykno
wn— o
rev
eni
fyo
u'r
ese
ll
inga
pr
oduc
ttha
tis
n't100% uni
que— c
hanc
esa
ret
her
e'
sal
re
adyag
rea
tde
al
be
ingwr
it
tena
bouti
tont
hewe
bal
re
ady
.

Fo
rex
ampl
e,i
fyo
u’r
ewr
it
ingc
opyf
ora
nonl
i
nec
ame
ras
tor
e,y
ouo
nlyr
eal
l
y
ne
edt
owr
it
eabo
uty
ourc
ompa
ny’
sUS
Pandv
alue
,wi
thbr
ie
fde
scr
ipt
ions
.
heunwr
it
teni
cebe
rgunde
rthewa
teri
sthehundr
edso
fre
vie
wsi
te
sand
o
the
rinf
orma
ti
vepl
ace
swhe
reus
erswi
l
lde
cidewhi
chc
ame
rat
heywa
nt—
y
ourj
obi
stowr
it
eyo
urs
it
e’
sst
orya
ndg
ivey
ourc
ust
ome
rsar
eas
ont
obuy
f
rom _y
ou_,no
twr
it
ethewho
lehi
st
oryo
fthec
ame
ray
ou’
r
etr
yingt
ose
ll
.

Bea
war
eofho
wpe
opl
ewi
l
lint
era
ctwi
ths
it
eso
nthene
tabo
uty
ourp
rod
uct
o
rindus
tr
ybe
yondy
ouro
wn,a
ndt
ryt
oinc
orpo
rat
etho
ses
it
esi
ntoy
our
ma
pofus
erj
our
ney
s.Ho
wdo
esy
ours
it
efti
nwi
tht
hos
eot
hers
it
es?Ho
w
i
nfo
rme
dwi
lly
ourc
ust
ome
rsbebe
for
ethe
yar
ri
ve?
 102

Y
ourj
obi
stoc
onv
inc
eyo
urc
ust
ome
rst
och
oos
eyo
u.

Go
tit
.Sowha
tel
sedoIne
edt
okno
wabo
utwr
it
ingf
ort
hewe
b?

I
'v
eta
lke
dal
i
ttl
ebi
tabo
uts
tr
uct
uri
ngy
ourc
ont
entf
ort
hewe
bbe
caus
eit
's
a
)themo
stl
i
kel
ypl
acey
ou'
l
lbewr
it
ingf
ora
ndb)t
hel
ong
estc
opyy
ou'
l
l
e
verwr
it
e.

Y
ou'
rea
lr
eadywe
llv
ers
edi
nho
wtowr
it
eas
ing
lepa
ge,us
ingt
heOg
il
vy
t
echni
queo
fas
tr
onghe
adl
i
ne,f
oll
owe
dby250wo
rdso
fte
xtbr
oke
nupwi
th
l
is
tso
rbul
l
etpo
int
s.

Butt
owr
it
ere
all
ywe
llf
ort
hewe
b,y
ouha
vet
obea
blet
ose
eyo
urwo
rki
n
c
ont
ext
.Ify
ouha
vea
nye
xpe
ri
enc
eofwe
bde
si
gn,y
ou'
rea
lr
eadymi
l
esa
hea
d.
Buti
fyo
udo
n't
,the
sea
ret
het
hing
syo
une
edt
obea
war
eof
.Ea
cho
fthe
se
s
kil
l
sar
ede
ser
vingo
fbo
oksi
nthe
iro
wnr
ight
,andt
hemo
rey
ouk
nowa
bout
t
hem,t
hebe
tte
rthewe
bco
pyy
ouwi
llwr
it
e.
 103
hr
eeo
the
rsk
il
lsy
oune
edt
owr
it
ego
odc
opyf
ort
hewe
b

1.Co
nve
rsi
onr
ateo
pti
miz
ati
on

Asa di
gi
ta
lco
pywr
it
er
,yo
urg
oali
sto pr
oduc
eco
nte
ntt
hatdr
ive
s
c
onv
ers
ions— ac
onv
ers
ionbe
ingas
al
e,a
nenq
uir
y,as
ign-
upo
rsi
mil
ar
g
oal
.Yo
uwi
l
lne
edt
okno
wwha
two
rds
,ex
pre
ssi
ons
,andt
oneo
fvo
ice
,ar
e
mo
ste
fec
ti
vei
ndr
ivi
ngc
onv
ers
ions
.

Do
es“
geti
nto
uch
”enc
our
agemo
repe
opl
etoc
allt
han“
cont
actus
”asac
all
t
oac
ti
on?he
re’
sonl
yonewa
ytofndo
ut— ac
onv
ers
ionr
ateo
pti
miz
ati
on
s
pec
ial
is
twi
ll“
A/Bt
est
”bo
thv
ers
ionst
ose
ewhi
chi
smo
ree
fec
ti
ve.

he
re'
spl
ent
yofo
the
rtr
ic
ks(
col
ourpl
aysa ma
jorpa
rt,pe
opl
ear
e
s
igni
fca
ntl
ymo
rel
i
kel
ytoc
li
cka"
buyi
tno
w"but
tont
hebi
gge
randbl
ueri
t
g
ets
)butf
orno
w,s
ti
ckt
oco
py.

2.Us
erEx
per
ie
nce(
UX)

Whydoy
oune
edt
okno
wal
labo
utUXt
owr
it
ego
odc
opy
?Yo
udo
n't
.But
t
obes
urey
ourc
opyi
sefe
cti
ve,y
oune
edt
okno
wtha
tit
'sr
eac
hingy
our
c
ust
ome
rsi
nthefr
stpl
ace
.
 104
Wha
tus
eisy
ourc
opyi
fit
'sbur
ie
dsi
xcl
i
cksa
wayf
rom whe
ret
het
rafct
o
y
ourwe
bsi
tei
sfo
wing
?Wha
t'
stheus
eofwr
it
ingg
rea
the
adl
i
nesi
fthe
y'r
e
hi
dde
nbe
hindafa
shi
ntr
otha
tta
kest
womi
nut
est
olo
ad?

Fr
om ac
opy
wri
ti
ngpe
rspe
cti
ve,y
oune
edt
obes
uret
hatt
hewo
rdsy
ouwr
it
e
a
ndt
het
oneo
fvo
icey
ouus
eisc
onduc
ivet
oag
oodus
ere
xpe
ri
enc
e.S
ure
,
wr
it
ing"
let
'sda
nce
"asac
allt
oac
ti
ono
nyo
ure
comme
rces
it
emi
ghtl
ook
c
ute
,butdoa
lly
ourr
eade
rsk
nowi
t'
sac
tua
ll
ya"
buyi
tno
w"but
ton?

Ho
wdop
eop
lei
nte
rac
twi
thy
ours
it
e?

Asadi
gi
ta
lco
pywr
it
ery
ourt
aski
stot
oge
ttheus
erf
rom At
oB.Do
n'twr
it
e
c
opyt
hatc
onf
use
sthe
m.

3.S
ear
chEng
ineOpt
imi
zat
ion(
SEO)

S
EO i
sdy
ingal
ong
,sl
ow,pa
inf
ulde
ath,f
ort
wor
eas
ons
.

- Fi
rs
tl
y,s
oci
aldi
sc
ove
ryi
sbe
comi
ngapr
ogr
ess
ive
lymo
rei
mpo
rta
nt
wa
yoff
ndi
ngs
it
es.I
nst
eado
fgo
ogl
i
ng"
webde
si
gne
r"pe
opl
e
i
nst
eadt
wee
t"he
yguy
s,a
nyo
nek
nowa
nyg
oodwe
bde
si
gne
rs"t
o
t
hei
rfr
ie
nds
.So
cia
lha
sgr
eat
erv
alu
ebe
cau
sei
tco
nta
insap
ers
ona
l
r
eco
mme
nda
ti
on.
 105

- S
eco
ndl
y,Go
ogl
eisg
ett
ingbe
tte
randbe
tte
ratc
atc
hingo
utpe
opl
e
whous
e"t
ri
cks
"(a
ls
okno
wna
s"bl
ackha
tSEO"
)toa
rti
fci
al
ly
i
ncr
eas
ethe
irpo
sit
ion.I
fyo
u'r
eindo
ubt
,ifi
tse
emsd
ish
one
st
,do
n't
d
oi.Be
t caus
eev
eni
fGo
ogl
eis
n'to
ntoy
out
hismo
nth,t
heywi
l
l
upda
tet
hei
ral
gor
it
hm v
eryq
uic
klya
ndc
oul
dev
enba
nyo
urs
it
e
o
utr
ight
.

hea
nswe
rtobo
tho
fthe
sepr
obl
emsi
stof
org
eta
lla
bouto
ldf
as
hio
neda
nd
i
nefe
cti
ve“
seoc
opy
wri
ti
ng” pr
act
ic
ess
ucha
ske
ywo
rds
tufng a
nd
c
onc
ent
rat
eonpr
oduc
inghi
ghq
ual
it
yco
nte
ntt
hatg
ene
rat
esi
nbo
undl
i
nks
a
ndc
onv
ert
sne
wvi
si
tor
swhe
nthe
yar
ri
ve.I
nsho
rt,wr
it
ewe
ll
.Itwi
l
l
g
ene
rat
einbo
undl
i
nksa
ndbr
ingy
oune
wtr
afc
,whi
chwi
l
lint
urni
mpr
ove
y
ourpo
sit
iono
nGo
ogl
e.

hi
sisa
lly
oune
edt
okno
wabo
utS
EO t
oge
tst
art
ed:

1. Wr
it
ehi
ghq
ual
i
tyc
ont
entt
hatg
ene
rat
esl
otso
finb
oundl
i
nksf
rom
o
the
rqua
li
tys
our
ces
.Go
ogl
eca
resno
tjus
tabo
utho
wma
nype
opl
e
c
area
bouty
ou,buta
ls
owhot
hos
epe
opl
ear
e,s
oac
tac
cor
ding
ly.

2.Us
eke
ywo
rdss
par
ing
lyi
nyo
urb
odyc
opy
.Ify
our
eal
l
ywa
ntt
o
ma
kea
nimpa
ct,e
nsur
eyo
urk
eywo
rdsa
rei
nyo
urpa
ge'
s<t
it
le
>ta
g
 106
a
nd i
nthe<h1><h2> e
tct
ag.he
sea
reaz
il
li
ont
ime
smo
re
i
mpo
rta
nt.

3. Mo
stS
EO t
hes
eda
ysi
sabo
ute
it
herl
inkbui
ldi
ng(
wri
ti
nga
nd
pr
omo
tingq
ual
it
yco
nte
nt)o
rbe
stpr
act
ic
esi
nde
si
gn— i
t'
sno
t
a
boutho
wma
nyk
eywo
rdsy
ouc
ans
tufi
nyo
urc
opy
.Qui
zyo
ur
we
bde
si
gne
rtho
roug
hly
.Apr
ett
yde
si
gnme
anss
qua
tifGo
ogl
e
do
esn'
tinde
xitpr
ope
rl
y.

4. Go
ogl
eca
resa
boutr
egul
ar
lyupda
tedc
ont
ent
.Sodoy
our
c
ust
ome
rs.9t
ime
souto
f10,t
hisme
ansy
oune
edt
obebl
ogg
ing
.A
we
ekl
ybl
ogpo
sto
f500wo
rdswi
llne
tyo
u26,
000wo
rdso
fex
tra
c
opyf
ory
ours
it
e.ha
t'
s26,
000e
xtr
acha
nce
sso
meo
newi
llfnd
y
out
hro
ughak
eywo
rdt
hey
'r
elo
oki
ngf
or."
Longt
ai
l"s
ear
che
s(f
or
v
eryl
ong
,ve
rys
pec
ifcphr
ase
s)a
reo
fte
nmo
ste
fec
ti
vea
t
g
ene
rat
ingc
onv
ers
ions
.

5. Li
nkbui
ldi
ngv
iabl
ogg
ingi
sno
wthec
ores
tr
ate
gyr
eco
mme
nde
dby
mo
st"
whi
teha
t"S
EO s
pec
ial
is
ts
.Bea
nex
per
tiny
ourfe
ld,a
nd
wr
it
eint
ere
sti
nga
nde
nga
ginga
rti
cl
espe
opl
ewi
lll
inkt
o,r
etur
nto
,
a
nds
har
e.
 107
Ex
erc
is
e14:A/
BTe
sti
ng

Og
il
vywo
uldha
vel
ove
dthewe
b.Ne
verbe
for
eha
veweha
dsuc
hde
tai
le
d
i
nfo
rma
ti
ona
boutwha
tourc
ust
ome
rsa
redo
ing— wha
t'
sho
ldi
ngt
hei
r
a
tte
nti
on,wha
ttur
nst
hemo
f.

I
fyo
u'r
eno
tal
re
adyr
unni
ngGo
ogl
eAna
lyt
ic
sony
ours
it
e,no
w'st
het
imet
o
i
nst
al
lit
. I
fyo
u'r
eal
re
adyr
unni
ngi
t,pi
ckapa
gea
ndl
et
'sa
tte
mptt
o
i
mpr
oveo
nek
eys
tat
is
ti
c— f
ore
xampl
ethebo
unc
era
teo
napr
oduc
tpa
ge.

Cr
eat
eatl
eas
ttwodi
fer
entv
ers
ionso
fthepa
ge(
tho
ught
echni
cal
l
yyo
uca
n
c
rea
tea
sma
nya
syo
uli
ke,i
fyo
urs
it
eha
sve
ryf
ewv
isi
tor
sany
thi
ngl
es
stha
n
100hi
tspe
rve
rsi
onwi
llbeav
ery
,ve
ry,v
erywe
aks
ampl
e)
.

Co
nsi
derdi
fer
ento
pti
onst
hatma
yimpr
ovey
ourc
hos
en me
tri
c.Fo
r
e
xampl
e,a
ddac
allt
oac
ti
ona
tthebo
tto
mofapa
get
hate
nco
ura
gespe
opl
e
t
ocl
i
ckt
hro
ught
othene
xtpa
ge,r
athe
rtha
ntob
uy.
..e
spe
cia
ll
yift
heya
ren'
t
buy
ingo
ftha
tpa
ge.Asar
uleo
fthumb
,thel
ong
ery
ouc
anho
ldpe
opl
e'
s
a
tte
nti
on,t
hemo
rel
i
kel
ythe
yar
etoma
keapur
cha
se.I
fthe
y'r
eno
tre
adyt
o
 108
buyy
et,do
n'tl
ett
hemg
eta
way— k
eept
hem ha
ngi
ngo
n.he
yma
ybuyi
f
y
ouc
ang
ett
hemt
othene
xtpa
ge.

Ne
xtup
,vi
si
tGo
ogl
e'
sWe
bsi
teOpt
imi
zer
,oras
it
esuc
haso
pti
miz
el
y.
com
Y
ouc
ans
eti
tups
odi
fer
entv
ers
ionso
fyo
urpa
gewi
l
lbes
hownt
odi
fer
ent
pe
opl
e.

I
fyo
u'v
eev
erwa
nte
dtot
estwhe
the
ryo
urc
ute
sys
al
esc
opyi
swo
rki
ngo
rno
t,
butne
verha
dtheg
utst
oinc
asey
oul
ostc
ust
om,no
w'st
hec
hanc
e.Y
ouc
an
s
eti
tsoo
nlyo
nei
nte
npe
opl
ewi
l
lse
eyo
ura
lt
erna
ti
vec
opy
,gi
vi
ngy
oua
s
tea
dyi
nco
mes
tr
eam whi
ls
tco
ll
ect
ingv
alua
bleda
tao
vert
ime
.

Onev
eryi
mpo
rta
nta
nde
asyt
esty
ouc
anr
uni
swhe
the
rlo
ngc
opyo
rsho
rt
c
opyi
smo
ree
fec
ti
ve.S
ome
ti
mes
,pe
opl
ere
spo
ndwe
llt
othr
eepa
rag
raphs
—o
the
rti
mest
heyr
espo
ndbe
tte
rift
her
eisj
usto
nepa
rag
rapht
ore
ad.

Te
st,t
est
,andt
esta
gai
n — unt
ily
ours
it
eisal
ean,me
an,c
onv
ers
ion
ma
chi
ne.
 109
Cha
pte
r8

Do
esy
ourB2Bc
opys
el
lors
mel
l
?

he
rei
sac
ert
ai
nki
ndo
fpe
rso
nwho
,as
sumi
ngt
heyha
vema
dei
tthi
sfa
r
i
ntot
hebo
ok,wi
l
lha
ves
pentag
rea
tde
alo
fti
met
utt
inga
nd t
el
li
ng
t
hems
el
vest
hatt
hisa
dvi
cei
sno
tfo
rthe
m.

I
fyo
uha
vema
dei
tthi
sfa
r,c
ong
rat
ula
ti
ons
.Ho
wev
er,i
tismuc
hmo
rel
i
kel
y
t
haty
ous
impl
yre
adt
hefr
stc
hapt
er
,the
nsk
ippe
dahe
adt
othec
ont
enty
ou
be
li
eve
dwo
uldbemo
str
el
eva
ntt
oyo
u.

hi
sisbe
caus
eyo
uwa
ntt
owr
it
eB2Bc
opy
.ha
tme
ansy
ou'
rei
nahur
ry.
Y
oudo
n'twa
nte
mbe
ll
is
hme
nt.Y
oudo
n'tne
edt
ole
arna
bouts
tyl
e.And
be
caus
eyo
uwa
ntt
owr
it
eB2Bc
opy
,theno
rma
lrul
esdo
n'ta
ppl
ytoy
ou.

Mo
ret
hana
nyo
the
rre
ade
r,y
oune
edt
hisbo
ok.

hi
sbo
oki
sabo
utbr
eak
ingf
reeo
ftheba
dha
bit
syo
u'v
ele
arne
dands
tar
ti
ng
t
ofndy
ouro
wnv
oic
e.Ha
vey
oue
verwo
nde
redwhys
omuc
hB2Bc
opy
 110
s
oundst
hes
ame
?Whyt
her
e'
ssomuc
hwa
fe,s
omuc
hja
rgo
n,s
oma
nyba
d,
t
ir
ed,o
ldc
li
che
s?

I
t'
sbe
caus
epe
opl
ebe
li
evet
her
e'
sas
etpl
aybo
okwhe
nitc
ome
stoB2B
c
opy
wri
ti
ng.he
rea
rer
ule
s,butr
ule
sar
ema
det
obebr
oke
n.

AsIme
nti
one
dinCha
pte
r4,t
her
ear
ewa
yst
odi
fer
ent
ia
tey
our
sel
fand
s
tando
utf
romt
hec
rowd,e
veni
nev
ent
stha
tde
mandac
ert
ai
ndr
essc
ode
.
No
,yo
uca
n'ts
how upt
oyo
urs
al
esc
onf
ere
ncewe
ari
ngawi
zar
d'sha
tor
c
ome
dyt
ie
.Itwi
l
lat
tr
acta
tte
nti
onf
ora
llt
hewr
ongr
eas
ons
.Butwha
tmo
st
pe
opl
efa
ilt
ore
ali
sei
sth
atl
ook
ings
mar
tdo
esno
tme
anl
ook
ingu
nif
orm.

Wr
it
ingf
orB2Bd
oesn
otme
any
ouh
avet
owr
it
eint
hes
ames
ty
lea
sev
ery
one
e
ls
e.

Da
ret
obedi
fer
ent
,andr
eapt
her
ewa
rds
.

S
til
ltut
ti
ng?He
re'
sthedi
fer
enc
ebe
twe
enB2Ba
ndB2C.

Al
l
owmet
owi
nyo
urt
rus
t.Y
oua
rer
ight
.No
tal
lthea
dvi
ceIha
veg
ive
nso
f
ari
sent
ir
el
yappl
i
cabl
etope
opl
ewr
it
ingf
orapur
el
yB2Ba
udi
enc
e.he
re
a
res
eve
ral
ver
yimpo
rta
ntdi
fer
enc
esbe
twe
enB2Ba
ndB2Cc
opy
.
 111
he
sei
ncl
ude-

1. B2Bo
fte
ninv
olv
ess
el
li
ngt
oag
roupo
fde
cis
ionma
ker
s,r
athe
rtha
n
as
ing
lede
cis
ionma
ker
.Of
te
n,t
hepe
rso
nyo
uar
e"di
re
ctl
y"s
el
li
ng
t
owi
l
lno
tbet
hede
cis
ion ma
ker
,butr
athe
rwi
l
lha
vet
oge
t
a
ppr
ova
lfr
omt
hei
rbo
ss.

2. B2B de
cis
ionma
ker
swi
l
lli
kel
ybemo
rei
nfue
nce
dbyr
ati
ona
l
a
rgume
nta
nde
vide
ncet
hane
mot
iona
lat
tempt
satpe
rsua
si
on.hi
s
i
sther
eas
onwhy"
ROI
"(r
etur
noni
nve
tsme
nt)f
eat
ure
ssohe
avi
l
y
i
nal
lB2Bc
opy
.Yo
udo
n'tj
ustha
vet
opr
ovei
two
rks
,yo
uha
vet
o
pr
ovei
tre
pre
sent
sva
luef
ormo
neya
ndg
ene
rat
esar
etur
n.

3. B2Bpur
cha
sesa
rer
are
lyma
deo
nawhi
m,unl
i
keB2C.Of
te
nB2C
c
opya
imst
oge
tyo
uto"
buyi
tno
w!"
.Be
caus
eB2Bpur
cha
sesa
re
ma
dee
it
herb
yco
mmi
tt
ee,o
rbys
ome
onei
ntheo
rga
nis
ati
onwho
i
shi
ghe
rupt
hef
oodc
hai
n,a
rgume
ntst
hatc
arr
ywe
ighta
ndl
as
t,
r
athe
rtha
nar
gume
ntst
hatpe
rsua
dei
nst
ant
ly
,ar
eofhi
ghe
rva
lue
.
 112
S
oye
s,y
oua
rer
ight
.B2Bc
opyi
sno
tthes
amea
sB2C.Ho
wev
er,pr
act
ic
all
y
e
ver
yge
ner
alpr
inc
ipl
ethi
sbo
okha
sta
ughty
ous
ofa
rst
il
lappl
ie
s:

1. Fr
eey
our
sel
ffr
om ba
dha
bit
s
2. Wr
it
ewha
tyo
ura
udi
enc
ewa
ntst
ore
ad,no
twha
tyo
uwa
ntt
osa
y.
3. Fo
cuso
nthepr
oduc
t'
sbe
neft
sandf
eat
ure
s,no
tons
al
est
ri
cks
.
4. Cr
eat
eadi
st
inc
tto
neo
fvo
icet
hatpe
rso
nife
syo
urbr
and'
sva
lue
s.
5. Ens
urebo
thac
onc
epta
ndat
hro
ughl
i
nea
rea
tthehe
arto
fyo
ur
wo
rk.
6. Edi
touta
llwa
fet
hat
'sno
tne
ces
sar
ytoma
ket
hes
al
e.
7. Wr
it
esho
rtc
opyo
r,whe
rewr
it
ingl
ongc
opy
,st
ruc
tur
eitf
or
mul
ti
plej
our
ney
ssot
hati
tca
nse
llwi
tho
utpe
opl
ene
edi
ngt
ore
ad
i
tfr
omc
ove
rtoc
ove
r.

ha
t'
sac
hapt
erb
ycha
pte
rsumma
ryo
fwha
twe
'vec
ove
reds
ofa
rwi
tha
llt
he
BSt
ake
nout
.Al
lofi
tappl
ie
stoB2B.

Bu
tth
esi
ngl
emo
sti
mpo
rta
ntt
hingt
hisb
ookt
eac
hesi
sth
atg
oodc
opys
ta
ndso
ut,
i
sdi
st
inc
t,a
ndr
epr
es
ent
sth
epr
odu
ct,s
er
vic
e,o
rbu
sine
ss
,us
ingau
niq
ueb
ut
a
ppr
opr
iat
eto
neo
fvo
ice
.
 113
Goba
ckt
othel
es
sono
fCha
pte
r1a
ndf
org
ete
ver
ythi
ngy
out
hinky
ouha
ve
l
ear
neda
boutwr
it
ingf
orB2B.Y
ouha
vel
ear
nedt
odot
hing
sso
meo
nee
ls
e'
s
wa
y.

Re
-fo
cusy
oure
for
tso
nfndi
ngwha
titi
stha
tma
kesy
oudi
st
inc
t,a
nd
wr
it
ingc
opyt
hat
'st
ai
lo
redt
oyo
ura
udi
enc
e'se
xpe
cta
ti
ons
,ex
pla
ini
ngy
our
uni
quepr
opo
sit
ioni
n a wa
ytha
tde
mons
tr
ate
syo
urv
alue a
bov
ethe
c
ompe
ti
ti
on.
 114
Ex
erc
is
e15:Fr
om B2Ct
oB2B

Pi
ckaB2C pr
oduc
tors
erv
icewho
sec
opyy
oue
njo
yandr
e-wr
it
eana
d,a
pa
geo
fco
py,s
al
esl
et
ter
,ors
imi
la
rpi
tc
h,a
sify
ouwe
res
el
li
ngi
tB2B.

I
fyo
u'r
est
uckf
ori
dea
s,It
hinkAppl
eisapa
rti
cul
ar
lyg
oodc
ompa
nyt
ogo
f
or,be
caus
ethe
yse
llav
eryt
echi
epr
oduc
tinahi
ghl
yemo
tiv
ewa
y— a
swe
di
sc
uss
edi
nCha
pte
r3,ma
kingt
hemi
dea
lfo
rar
eve
rsa
l.Buti
fyo
uwa
ntt
o
g
oahe
ada
nds
el
lInno
centS
moo
thi
est
oab
oar
dro
oma
udi
enc
e,g
oahe
ad.
Y
oumi
ghtbes
urpr
is
eda
tther
esul
ts
.

No
tet
he di
fer
enc
esi
nyo
ura
udi
enc
e,1,2,3,a
bov
e— a
nd wr
it
e
r
eme
mbe
ri
ngt
haty
ou'
res
el
li
ngt
oag
roup
,ar
ese
ll
ingr
ati
ona
ll
y,a
ndmus
t
ma
kea
nar
gume
ntt
hatha
slo
ngt
ermv
aluea
swe
lla
sani
mme
dia
tea
ppe
al.

Tr
ytowr
it
ethec
opyi
nyo
urus
ualB2Bs
tyl
e(i
fyo
uha
veo
ne)— s
el
lthe
s
amepr
oduc
t,buts
el
lity
ourwa
y.
 115
Ho
wdo
esy
ourc
opyl
ook
?

Y
ouma
yve
rywe
llha
vef
al
le
nfo
ulo
fone
,two
,ore
vena
llt
hre
eoft
he
g
rea
tes
tB2Bc
opy
wri
ti
ngmi
st
ake
s.

1.Re
pla
cingme
ani
ngf
ulwo
rdswi
thbuz
zwo
rds
.

Ev
erpl
aye
dag
ameo
fBuz
zwo
rdBi
ngo— s
ome
ti
mesl
es
spo
li
te
lyk
nowna
s
Bul
l
shi
tBi
ngo— whe
rey
ous
iti
n ame
eti
nga
nd c
ros
sofs
qua
resa
s
buz
zwo
rdss
ucha
s"bl
ues
kyt
hink
ing
"and"
hitt
heg
roundr
unni
ng"g
et
us
ed,o
rmo
rea
ccur
ate
ly
,ov
er-
use
d?Wha
tdot
hes
ephr
ase
sac
tua
ll
yme
an?

I
t'
sac
ommo
nmi
st
akef
orne
wB2Bwr
it
erst
othi
nkt
hatc
oat
ingt
hei
rco
py
wi
thaf
atl
aye
rofc
ommo
nlyus
edbuz
zwo
rdst
hey
'vepi
cke
dupi
nbus
ine
ss
me
eti
ngswi
l
lma
ket
hec
opys
ound'
mor
ebus
ine
ssl
i
ke'whe
n,i
nac
tua
lfa
ct,
a
lli
tdo
esi
sinf
uri
at
ethepe
opl
ewhoha
vet
oputupwi
thi
t.

Bu
zzwo
rdso
ft
eno
bsc
ureme
ani
ng.

he
yha
veo
nlys
urv
ive
dfo
rsol
ongbe
caus
ethe
yma
skt
hewr
it
er'
sina
bil
it
yto
de
scr
ibet
hepr
oduc
tade
qua
tel
y.Pr
ofe
ssi
ona
lco
pywr
it
ersa
reg
uil
tyo
fthi
s
mi
st
aket
oo.Of
te
n,a
sthe
yla
ckt
het
echni
cale
xpe
rti
set
ode
scr
ibeapr
oduc
t
f
ull
y,t
heye
ndupr
efe
rri
ngt
oita
sa"
sol
uti
on"
.Bi
gmi
st
ake
.
 116

I
fyo
ure
-wr
oteApp
le'
sco
pya
nda
tanyt
imer
efe
rre
dtot
hei
rofe
ri
nga
san
"
ITs
olut
ion"o
rsi
mil
ar
,yo
uha
vef
al
le
nfo
ulo
fthee
rro
rofus
ingag
ene
ral
t
ermt
ode
scr
ibeas
pec
ifcs
erv
ice
.

Ha
vey
oue
verno
tic
edho
w ma
nyc
ompa
nie
swa
ntt
ose
lly
oua"
tel
eco
ms
s
olut
ion"wi
tho
utt
el
li
ngy
ouwha
titi
s?I
sitapho
nel
i
ne?APS
TN s
wit
ch?
Co
mput
ers
oft
war
etha
tma
nag
esVOI
Ppho
nes
?Ac
arr
ie
rpi
geo
n?

Pr
oza
cisas
olut
iont
ode
pre
ssi
on,butt
hena
gai
nsoi
sabo
ttl
eofwhi
skya
nd
al
oade
dre
vol
ver
.Mo
stdo
cto
rspr
esc
ri
bePr
oza
c.

Y
ouo
wei
ttoy
ourc
ust
ome
rtoe
xpl
ai
ntot
hem wha
tthepr
oduc
tis
,and
wha
titdo
es,be
for
ete
ll
ingt
hem wha
tpr
obl
emi
tsuppo
sedl
y"s
olv
es"
.

Goo
very
ourc
opya
ndl
ookf
ork
nownbuz
zwo
rds
.Dot
heye
nha
ncet
he
me
ani
ngo
fyo
urc
opyo
rsubt
rac
tfr
omi
t?

2.Al
acko
fcr
eat
iv
it
y

Pe
opl
ete
ndt
ovi
ewB2Ba
ndB2Ca
stwoe
xtr
emea
ndo
ppo
sings
tyl
eswhe
n,
i
nfa
ct,t
hey
'r
etwos
ide
soft
hes
amec
oin.hena
meo
fthec
oini
scr
eat
iv
it
y.
I
nB2C c
opy
wri
ti
ng,no
vic
ewr
it
ersde
vel
opat
ende
ncyt
oeq
uat
ecr
eat
iv
it
y
 117
wi
thc
raz
ine
ss,pi
cki
ngt
hewa
cki
es
t,f
urt
hes
touti
dea
.Yo
u'v
epr
oba
blys
een
hundr
edso
fex
ampl
es
.

No
vic
eB2B wr
it
ers
,ho
wev
er,be
li
evet
her
e'
sso
met
hings
li
ght
lydi
rt
yand
s
hame
fula
boutbe
ingc
rea
ti
ve.Wha
t'
scr
eat
iv
eabo
utv
alv
esa
nds
pro
cke
ts,
VOI
P pho
nes
,orbus
ine
sss
el
li
ng o
fse
rvi
cess
ucha
sfo
rei
gnc
urr
enc
y
pl
anni
ng?

I
t'
sami
st
aket
oas
sumet
hatj
ustb
eca
uset
hepr
oduc
tis
n'tc
rea
ti
ve,i
tca
n'tb
e
s
oldc
rea
ti
vel
y.

B2B c
rea
ti
vi
tyi
ssubt
le
.It
'st
he f
airo
fre
d,ha
nd-
wov
ens
il
kti
etha
t
di
st
ing
uis
hesy
ouf
roma
llt
heo
the
rgr
eys
uit
s.I
tisa
boutde
mons
tr
ati
ngt
he
uni
que
nes
sofy
ourpr
opo
sit
iona
ndwr
it
ingc
opyt
hatdi
fer
ent
ia
tesy
ouf
rom
t
hec
rowd.

Tog
ivea
nex
ampl
e,Io
ncewr
otet
ent
hous
andwo
rdso
fco
pyf
orav
erydul
l
,
v
eryt
radi
ti
ona
leng
ine
eri
ngfr
m— c
las
si
cB2B.Buti
nal
lthe
irhe
adl
ine
s—
t
her
ewe
redo
zenso
fthe
m,Ii
nco
rpo
rat
eda"
+"s
ign.

hi
swa
s,c
onc
ept
ual
l
yspe
aki
ng,t
hec
orne
rst
oneo
fthe
irc
opy
.He
adl
i
nes
s
ucha
s"Y
ou+Us-Awi
nni
ngc
ombi
nat
ion"us
edt
he+s
ignt
oempha
si
se
b
otht
he c
ompa
ny'
sat
ti
tude t
o pa
rtne
rshi
p,wo
rki
ng wi
thc
li
ent
sto
 118
s
tr
eng
the
nthe
manda
ddv
aluet
othe
irs
erv
ice
s,whi
l
eal
soe
mpha
si
si
ng
po
sit
iv
it
y.It
ookt
hisc
onc
epta
ndr
anwi
thi
t,c
rea
ti
ngc
opyt
hat
,whi
l
e
de
mons
tr
abl
yB2B,be
camemuc
hmo
ref
ri
endl
yanda
ppr
oac
habl
e.S
ale
s
i
ncr
eas
ed.

I
dea
sdo
n'tha
vet
obebi
ginB2B,buti
the
lpsi
fthe
y'r
ethe
re.Y
es,t
hisbo
ok
a
dvo
cat
esa"
her
eist
hepr
oduc
t,he
rea
rei
tsf
eat
ure
s"a
ppr
oac
h,butwha
t
i
dea
swi
l
lyo
uus
etha
tunde
rpi
ntheme
ssa
get
haty
ourpr
oduc
t,y
ours
erv
ice
,
y
ourc
ompa
nyt
rul
yst
andso
ut?

3.
Tal
ki
ngt
oco
mpa
nie
s,no
tpe
opl
e.

Whi
leI
'm pl
eas
edy
out
ookmyi
dea
stohe
arta
ndr
eme
mbe
redt
hatwhe
n
wr
it
ingB2Bc
opy
,yo
u'r
ese
ll
ingt
ogr
oup
sofpe
opl
e,no
tindi
vi
dua
ls
..
.di
d
y
ouf
org
ett
hatg
roupso
fpe
opl
ear
est
il
lpe
opl
e,wi
tht
hes
amei
ndi
vi
dua
l
mo
tiv
ati
ons
,emo
tio
ns,a
ndde
si
re
s?

I
fyo
u'v
eev
ert
ri
edt
oge
tade
cis
iona
ppr
ove
dbyac
ommi
tt
ee,y
ouk
nowho
w
ha
rdi
tca
nbe
.Yo
une
edas
tr
onga
rgume
ntt
hats
ecur
esma
jor
it
y,i
fno
t
una
nimo
usa
gre
eme
nt.Butt
odot
hat
,yo
uca
n'ts
imp
lyc
rea
teac
aset
hat
's
mi
ddl
eoft
her
oad,o
fendi
ng— buta
ppe
ali
ng— t
ono
-one
.
 119
Ma
rga
retha
tche
rfa
mous
lys
ai
dtha
t"t
her
eisnos
ucht
hinga
sso
cie
ty,o
nly
t
hei
ndi
vi
dua
lswhoma
keupt
hats
oci
et
y".We
ll
,the
rea
renos
ucht
hing
sas
c
ompa
nie
s,o
nlyt
hei
ndi
vi
dua
lswhowo
rkf
ort
hem.Ta
kingt
oindi
vi
dua
l
pe
opl
ewi
thi
nco
mpa
nie
sist
hemo
ste
fec
ti
vea
ppr
oac
h.

Y
ours
tr
ate
gy:Re
achi
ndi
vi
dua
lswi
thi
nco
mpa
nie
sandma
ket
hemy
our
a
dvo
cat
es

1. Fi
ndo
utwhowi
l
lber
eadi
ngy
ourc
opya
ndt
urnt
hemi
ntoy
our
a
dvo
cat
ewi
thi
nthec
ompa
ny.

2. Fi
ndo
utwhot
heul
ti
mat
ede
cis
ionma
ker
(s
)wi
l
lbea
ndwr
it
eco
py
t
hate
nco
ura
gesy
oura
dvo
cat
etog
otot
hem wi
thf
ull
yfo
rme
d
a
rgume
ntst
hatwi
lla
ppe
alt
otho
sede
cis
ionma
ker
s.

hi
sist
hes
tr
ate
gyr
eco
mme
nde
dbyKi
mmoLi
nka
ma,a
nex
cel
l
entB2B
c
opy
wri
te
rwi
tht
hre
ede
cade
sofe
xpe
ri
enc
e,who
sei
dea
ssi
mpl
ywo
rk.He
po
int
soutt
hatwhi
l
ethe
rea
res
ti
lldi
fer
enc
esbe
twe
enB2Ba
ndB2C,t
her
e
ha
sbe
enag
ene
rat
iona
lshi
ftt
owa
rds"
peo
plet
al
ki
ngt
ope
opl
e"e
veni
nB2B.
Y
ouc
anus
ethi
stoy
oura
dva
nta
geb
yspe
aki
ngdi
re
ctl
ytot
her
ightpe
opl
e
wi
thi
ntha
tor
gani
zat
ion.
 120
- Wha
tar
ethemo
tiv
ati
onso
fyo
ur"
adv
oca
te"wi
thi
nyo
urc
ompa
ny?
Wha
tishi
sag
enda
?Wha
tar
ehi
sde
si
re
s?Ho
wwi
l
lbr
ing
ingy
our
pr
oduc
ttot
hea
tte
nti
ono
fhi
ssupe
ri
orsf
urt
herh
isg
oal
s?

- Ho
w wi
l
lthi
spe
rso
nre
layy
ouri
nfo
rma
ti
ont
ode
cis
ionma
ker
s?
Wha
twi
l
lyo
udoi
fde
cis
ionma
ker
sre
ady
ourc
opydi
re
ctl
ybe
for
e
ma
king ade
cis
ion?Be
ari
n mi
nd t
hene
edt
o wr
it
efo
rtwo
a
udi
enc
es.

B2B c
opyc
ana
ppe
alt
ohe
art
saswe
lla
smi
nds— j
usta
ssug
ges
tedi
n
Cha
pte
r3.hec
onc
lus
ioni
sthes
ame
:ify
ouc
ana
ppe
alt
ope
opl
e'
she
art
s
y
ouc
anc
har
geapr
ic
eba
sedo
ntha
tappe
al,r
athe
rtha
nont
her
awv
alueo
f
t
hepr
oduc
t.I
not
herwo
rds
,yo
uca
npr
oba
blyc
har
gemo
ref
orapr
oduc
tif
y
ourc
opyc
onv
ert
sane
mpl
oye
ewi
thi
nac
ompa
nyi
ntoa
nadv
oca
tef
ory
our
c
ompa
nywi
tht
hepr
omi
seo
f,s
ay,apr
omo
tio
norar
ai
se
,ifhebr
ing
sthe
pr
oduc
ttohi
ssupe
ri
ors
'at
tent
ion.

Bea
war
eoft
het
rue
,wi
der
eac
hingv
alueo
fyo
urpr
oduc
tno
tjus
tto
o
rga
niz
ati
ons — but t
oindi
vi
dua
ls wi
thi
ntha
tor
gani
zat
ion.Wr
it
e
a
cco
rdi
ngl
y.
 121
Ex
erc
is
e16:
Wri
tes
omeba
dB2Bc
opy

I
fyo
u'v
epl
aye
dbuz
zwo
rdbi
ngo
,yo
ukno
who
wmuc
hfuni
tca
nbe
.No
w
y
ouk
nowho
wno
ttowr
it
eba
dB2Bc
opy
,it
'st
imet
oce
menty
ours
kil
l
sby
wr
it
ings
omeB2Bc
opyt
hatt
rul
yst
ink
s.

Gonut
s.Us
eev
eryc
li
che
,buz
zwo
rd,c
ornys
al
est
echni
quey
ouc
ant
hinko
f.
Do
n'ts
top unt
ily
ou'
vee
xha
ust
edy
ourr
epe
rto
ire
.Gr
anul
ar
?Sc
ala
ble
?
Ro
bus
t?Ta
il
ore
d?Bung'
ema
lli
nthe
re.
Wri
teunt
ily
oul
aug
hyo
urs
ide
sof.

Andi
fyo
udo
n'tt
hinky
ouc
anl
aug
haty
our
sel
f,r
eme
mbe
rtha
t"Bus
ine
ss2
Bus
ine
ss"s
ai
doutl
oud s
ound
sal
i
ttl
eli
keabi
zar
res
exa
ct,po
ssi
bl
y
pe
rfo
rme
dbyme
nins
uit
s.

hepur
pos
eoft
hise
xer
ci
sei
ssi
mpl
e— i
t'
sar
educ
ti
oada
bsur
dam.ha
t'
s
La
ti
nfo
rta
kings
ome
thi
ngt
oane
xtr
emeunt
ilt
hewho
lea
rgume
ntl
ook
s
r
idi
cul
ous
.hemo
reb
uzz
wor
dsa
ndg
immi
cksy
oua
ddt
oyo
urc
opy
,th
ewo
rse
a
ndmo
rei
nefe
ct
iv
eth
eywi
lll
ook
.Sod
on’
tus
eth
em.
 122
hi
sex
erc
is
ewi
lldr
awo
uta
llt
heba
dB2Bc
opyha
bit
syo
u'v
epi
cke
dupo
ver
t
hey
ear
sandputt
hemo
nthepa
ge.ha
twa
y,y
ou'
veg
otapa
get
ore
mind
y
ouwha
tno
ttowr
it
ewhe
nyo
uge
tdo
wnt
owr
it
ingr
ealB2Bc
opyf
ory
our
bus
ine
ss.Pl
us,y
ou'
l
lre
membe
rtol
aug
h.Y
ou'
rewe
llo
nyo
urwa
ytos
ucc
es
s.
 123
Cha
pte
r9

Bec
rea
ti
ve.Br
eakt
her
ule
s.

hepur
pos
eoft
hisbo
oki
stog
ety
out
othi
nkl
i
keac
opy
wri
te
r.Byno
w,y
ou
s
houl
dbeg
ett
ingpr
ett
ycl
ose
.Ho
wev
er,t
hepur
pos
eoft
hisbo
oki
sal
sot
o
g
ety
out
odr
opal
i
fet
imeo
fba
dha
bit
sandf
ndy
ouro
wnwa
ytowr
it
e.I
t
i
sn'
tabo
utg
ivi
ngy
ouane
wse
tofr
ule
stol
ear
n.I
t'
sti
met
ost
artdo
ing
t
hing
sfo
ryo
urs
el
f.

Wha
trul
esha
veIl
ear
neds
ofa
r?

Al
tho
ught
hisbo
okha
sre
comme
nde
dyo
uex
per
ime
nta
ndf
ndy
ourv
oic
e,
y
ou'
vepr
oba
blypi
cke
dupaf
ew ba
dha
bit
sfr
om mea
longt
hewa
y.hi
s
b
ooki
sn'
t"heAl
l
dayMe
tho
d".I
'm no
ttha
teg
oti
st
ic
al(
tho
ughmyv
ari
ous
e
x-g
irl
fr
ie
ndswo
ulddi
sa
gre
e).hi
sist
he"
You"me
tho
d.S
ole
t'
spi
cka
par
t
t
her
ule
syo
u'v
ele
arne
dsof
ar
.He
ret
heya
re:

heRul
es-Andho
wtobr
eakt
hem.
 124
1.Al
way
swr
it
efr
omy
ourc
ust
ome
r'
spe
rspe
cti
ve,g
ivi
ngt
hem wha
tthe
y
wa
nt.

He
ll
o,s
uck
-up!I
sthe
rea
nyt
hingwo
rset
hant
heo
fcet
oady
,al
way
sgi
vi
ng
t
hebo
sswha
thewa
nts
?Ho
wca
nyo
ugi
vet
hec
ust
ome
rwha
thewa
ntsi
f
e
venhedo
esn'
tkno
wwha
thewa
nts
,orwha
t'
sgo
odf
orhi
m?AsDo
nDr
ape
r
mi
ghtputi
t,"
her
eco
mesat
imewhe
nse
duc
ti
oni
sov
era
ndf
orc
eisa
ctua
ll
y
b
eingr
eque
ste
d."Ort
obo
rro
wfr
om He
nryFo
rd,whe
nas
kedwhe
the
rhe
c
ons
ide
redhi
scus
tome
rs'v
iewswhe
nde
si
gni
ngt
heMo
delT Fo
rd,"
IfI
'd
a
ske
dmyc
ust
ome
rswha
tthe
ywa
nte
d,t
hey
'dha
ves
ai
d'ab
ett
erho
rse
'".I
n
o
the
rwo
rds
,ify
ou'
reunl
eas
hingat
rul
yga
mec
hang
ingpr
oduc
tont
he
ma
rke
t,y
ou ha
vet
o f
ght y
our c
orne
r — no
t pa
nde
rtoe
xis
ti
ng
pr
eco
nce
pti
ons
.So
met
ime
s,t
hec
ust
ome
rdo
esn'
twa
ntt
obet
oldt
hey
'r
e
r
ight
.he
ywa
ntt
obet
oldt
hey
'r
ewr
ong
,andt
her
e'
sabe
tte
rwa
y— y
our
wa
y.Gog
et'
em,c
hamp
.

2.hes
ure
stwa
ytos
ucc
essi
stobedi
st
inc
ti
ve

Y
ouk
now wha
tha
ppe
nst
othef
rstpe
rso
ntos
ti
ckt
hei
rhe
ada
bov
ethe
pa
rape
t?he
yge
tsho
t.Y
ouk
now whog
otbul
l
ieda
tsc
hoo
l?hek
idwho
da
redt
obedi
fer
ent
.Gr
ant
ed,t
hatk
idpr
oba
blyde
vel
ope
daf
ulla
ndwe
ll
r
ounde
dpe
rso
nal
i
ty,g
rewi
nco
nfde
nce
,andi
sno
wpr
oba
blyy
ourbo
ss—
buti
tdi
dn'
tst
ophi
mfr
omg
ett
inghi
slunc
hmo
neys
tol
ena
ndhi
she
ad
 125
s
tuc
kdo
wnat
oil
ete
ver
yda
yaf
te
rsc
hoo
l.I
not
herwo
rds
,the
re'
sat
imea
nd
apl
acef
ori
ndi
vi
dua
li
ty
.Kno
w whe
nandwhe
rei
twi
l
lber
espe
cte
d.I
sthe
ma
rke
tre
adyf
ory
ourr
adi
calne
wappr
oac
hye
t?I
sthe
rear
eas
on why
e
ver
yonei
nyo
uri
ndu
str
yha
sdo
net
hing
sac
ert
ai
nwa
yfo
rev
er?Ar
eyo
u
wi
ll
ingt
oga
mbl
eev
ery
thi
ngy
ou'
veg
oto
nane
wca
mpa
igna
ndane
w
a
ppr
oac
htha
tco
uldr
uiny
ear
sofha
rd wo
rk?Doy
our
eme
mbe
rwha
t
ha
ppe
nedt
oNe
w Co
ke?(
Ify
oudo
n't
,it
'ss
impl
e.
..i
nthe80sCo
caCo
la
de
cide
dtoc
hang
eaf
ormul
atha
tha
dwo
rke
dfo
rne
arl
yahundr
edy
ear
s.I
t
wa
sha
teda
nd,i
nwe
eks
,al
mos
tde
str
oye
doneo
fth
ewo
rld'
sol
des
tandmo
st
f
amo
usbr
ands
).

Pa
rto
fbe
ingas
ucc
ess
fulg
ambl
eri
skno
wingt
haty
oudo
n'tg
o“a
lli
n”a
llt
he
t
ime
.It
'sa
boutt
aki
ngr
is
ks,butme
asur
ingt
hos
eri
sksa
gai
nstpo
tent
ia
l
r
ewa
rds
.Inpo
ker
,thi
sisk
nowna
san"
expe
cte
dva
lue
"(EV)pl
ay
.Ino
the
r
wo
rds
,ify
ouwi
l
llo
sewi
thaha
ndo
nav
era
ge9o
uto
f10t
ime
s,t
hepo
tent
ia
l
r
ewa
rdmus
tbee
qua
lorg
rea
tert
o9l
oss
esbe
for
eitbe
come
swo
rthy
our
whi
lepl
ayi
ngt
heha
nd.Do
n'tg
ocr
yingt
ome— o
ryo
urbo
ss— whe
nyo
u
t
akeane
wappr
oac
handg
etf
red"
bec
aus
etha
tna
styMrAl
l
dayt
oldmeI
s
houl
dal
way
sta
keane
wappr
oac
h"i
nso
medumbbo
ok.

hi
nkf
ory
our
sel
f— i
fyo
u'r
euns
urea
boutt
hepo
tent
ia
lpa
yof,t
esti
tout
o
nas
mal
lsa
mpl
efr
st
.Yo
u'v
ele
arne
dho
wtoA/
Bte
st.Doi
t.
 126
3.Apr
oduc
tisa
lwa
ysg
oode
noug
htos
el
lit
sel
fwi
tho
utr
eso
rti
ngt
otr
ic
ks.

Pul
ltheo
the
rone
!Ifpr
oduc
tswe
reg
oode
noug
htos
el
lthe
mse
lve
s,pe
opl
e
l
i
kemewo
uldbeo
uto
faj
ob!
Copy
wri
te
rsr
unac
los
efo
urt
hbe
hindl
awy
ers
,
e
sta
tea
gent
s,a
ndus
edc
ars
al
es
meni
nthenumbe
rofwho
ppi
ngg
rea
tfbs
t
heyt
el
ldur
ingt
hec
our
seo
fanyg
ive
nda
y.

het
hingy
ouha
vet
ore
ali
sei
stha
tify
ou'
rei
nex
per
ie
nce
datt
el
li
ngpo
rki
es
,
y
ou'
reg
oingt
oge
tca
ughto
ut.hema
nwhoha
bit
ual
l
yche
atso
nhi
swi
fei
s
a
depta
tspi
nni
ngawe
bofl
i
es.hefr
stt
imec
hea
tma
kesa
nea
si
lyf
al
si
fabl
e
a
li
bio
rco
mesho
mewi
thl
ips
ti
cko
nhi
sco
ll
ar
.

Asaf
rstt
imec
opy
wri
te
r,y
oudono
tha
vet
hec
unni
nga
ndg
uil
etopul
la
f
asto
neo
very
oura
udi
enc
e— y
ouwi
l
lbec
omi
ngho
mewi
thl
i
pst
ic
kon
y
ourc
oll
ar
.Sodo
n'tc
hea
t.Buta
syo
uga
ini
nex
per
ie
nce
,yo
uwi
l
lle
arnt
hat
t
her
ear
eami
ll
io
nando
newa
yst
obe
nd— i
fno
tex
act
lybr
eak— t
her
ule
s.

Oneo
fmyf
avo
uri
tee
xampl
esi
sthet
imeIwa
spa
idag
rea
tde
alo
fmo
neyb
y
ac
ompa
nyt
hatwa
nte
dtoma
keabi
gfe
atur
eouto
fha
vingo
ver10kv
ari
et
ie
s
o
fac
ert
ai
nit
emi
nst
ore
.Butt
hei
rne
are
stc
ompe
ti
torha
dov
er17k
.he
y
we
reg
oingt
oge
ttr
ounc
edi
fthe
yst
art
edt
al
ki
nga
bouti
t.I
nst
ead,Ipi
cke
d
a
nobs
cur
efa
ct— l
ega
lis
sue
swi
thl
i
cens
ingme
antt
hatt
hec
ompe
ti
torwa
s
l
osi
ngb
etwe
ent
ena
ndt
went
yit
emsf
romt
hei
rst
oree
ver
yda
y,whi
l
emy
 127
c
li
entwa
saddi
ngas
imi
l
ara
mount
.If
ocus
edo
nthi
sfa
cta
ndus
edi
ttoma
ke
t
hec
ompe
ti
torl
ooks
mal
l
.

I
t'
sal
ote
asi
ert
oge
tca
ughto
utbr
eak
ingt
her
ule
stha
nbe
ndi
ngt
hem.Fi
nd
y
ouro
wnt
ri
cksbe
caus
echa
nce
sar
e,i
fthe
y'r
ewr
it
tendo
wni
nso
meb
ooko
n
t
hei
nte
rne
t,y
ourc
ust
ome
rsa
lr
eadyk
nowa
boutt
hem.

Rul
es
?Fo
rge
tabo
utt
hem.

he
rea
repl
ent
yofo
the
rli
tt
ler
ule
sors
ugg
est
ionsy
ouma
yha
vepi
cke
dup
o
n,l
i
ket
hef
actt
hatt
hei
dea
lle
ngt
hfo
rco
pyo
nawe
bpa
gei
sabo
ut250
wo
rds
.We
ll
,ye
s,i
nmye
xpe
ri
enc
eus
ual
lyi
tis
.Butwhe
nIs
la
she
dthec
opy
o
nmyo
wnc
ont
actpa
gedo
wnt
ojus
ttwos
ent
enc
es,whi
l
eIg
otf
arf
ewe
r
r
espo
nse
s— t
hea
ver
agev
alueo
fther
espo
nse
sint
ermso
fthec
li
ent
s'o
ver
al
l
budg
etwa
sfa
rhi
ghe
r.Ig
otpe
opl
ewhodi
dn’
tha
vet
imef
orbul
l
shi
t–bus
ie
r,
hi
ghe
r-l
eve
lex
ecut
iv
eswi
thbi
gge
rbudg
ets
.

Toe
ver
yrul
ethe
rei
sane
xce
pti
ona
nd,mo
rei
mpo
rta
ntl
y,t
her
ule
sma
yno
t
t
akey
ouwhe
rey
ouwa
ntt
ogo
.It
'so
fte
nmuc
hbe
tte
rtoha
veo
ner
eal
lyhi
gh
v
aluec
li
entt
hant
ocha
sea
ft
ert
went
yde
mandi
ngo
neswi
ths
mal
lbud
get
sso
s
ome
ti
mesy
ou do
n'twa
ntt
o ma
ximi
ser
espo
nser
ate
s.Y
ou'
veg
ott
o
e
xpe
ri
menta
ndy
ou'
veg
ott
ofnda
nappr
oac
htha
two
rksf
ory
ou.
 128
Ex
erc
is
e17:Fi
nds
omer
ule
stobr
eak

No
,I'
m no
tte
ll
ingy
out
ogoo
uta
ndr
obaba
nk.Iwa
nty
out
ofnds
ome
mo
rer
ule
syo
uthi
nky
ou'
vepi
cke
dupf
romt
hisbo
oka
ndt
hent
el
lme
e
xac
tl
ywhyt
heymi
ghtno
tbeag
oodi
deaf
ory
ourbus
ine
ss.

Fi
nda
tle
astt
hre
erul
esf
romt
hisbo
oky
oudi
sa
gre
ewi
tha
ndda
mng
ood
r
eas
onst
odi
sa
gre
ewi
tht
hem.
Tel
lmewha
tI’
m do
ingwr
ong
.

he
nputo
nyo
url
eat
herj
ack
et,g
rindy
ourc
iga
ret
tei
ntot
hedu
st,f
ipme
t
hebi
rd,a
ndr
idey
ourmo
tor
cyc
leo
fint
othedi
st
anc
e.

Y
ou'
reawr
it
erno
w.Y
oudo
n'tne
edmet
ote
lly
ouwha
ttodo
.

*
*

Go
odl
uck
!