Using Behavioural Economics for copy

You can use behavioural economics for copy. Will they help? Yes. Better than ‘real creativity’? Here’s what Chris West recently posted: Behavioural economics tricks are good to know. But their effects are trivial and short lived, compared to real...

Communities of Practice for copywriters

What are Communities of Practice? And how can you use them to help your copywriters? Back in 1991, two cognitive anthropologists, Jean Lave and Etienne Wegner, discovered something remarkable. Street gangs don’t use agenda. But still they seem to thrive through...

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