Note: Write the unexpected

Note

If everyone in our sector is writing and talking in a certain way, write and speak different.

Don’t offer the same old blah, blah, blah. Especially if we’re seeking different results. Writing the same as everyone and expecting different results is the road to frustration and madness.

Unexpected writing provides fresh, original insights. It breaks away from the hackneyed and boring.

It makes our ideal reader sit up and take notice. It creates new memories and opportunities.

And it sets us apart from our competitors who are mired in the dull and expected.


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