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Hypnotic language is used all the time every day, whether you are conscious of it or not. Why do particular songs/books/movies/commercials catch our attention so strongly? They structure their language in such a way that customers heed their suggestions and crave more of what they have to offer.

I was lousy at marketing. Well, let’s put it this way: I was (and still am) an outstanding cartoonist. And marketing was nowhere close to being my forte. I’d write, but I’d agonise over it. The only thing that kept me going was the audience.

Dealing with other cultures magnifies word choices even more than within one culture. Some thoughts about getting what you want, or being right.