Change The World: recent publications

How the Use of Certain Words Can Determine Your Business Success

Words are very compelling. I recently saw an advertising campaign for a makeup company which used only words.

You would think that a company that sells makeup would add pictures of beautiful faces, lipsticks and eye-shadows to their billboards. Not at all.

Their campaign used a combination of words which intended to get a strong reaction from the reader.I was one of the readers, and I can genuinely say that I will remember those words for many years to come, and of course, the name of the makeup company. Some of the words used were these: “They say you are too much, maybe they are not enough.”Women are often judged for being too soft, vulnerable, extra, and indeed too much. Reading this sentence is very powerful because it almost permits

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