Avi Webb, NBD’s Post

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Mom? Dad? Where do business names come from? (Aviwebb.com)

Copywriting is the art of making familiar things surprising, and surprising things familiar. Naming is especially that art. Done well, everyone will want to copy your naming convention. Your headline formula. Your :60 storyline. But they can't. Because it's never the name or the headline or the script that works. It's always the surprising way you make it work. And once it's worked, it's not a surprise. It's a cliché. Copy everything. Apply it originally. #WordsHaveFeelings

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Chavy Helfgott

Three blind tests. Three blind tests. See how they ran (in my about section) | Magnetic brand development + copywriting for growing consumer brands | Amateur whittler

1d

This is basically an entire book on branding and copywriting condensed into one very profound post. Brilliantly stated.

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