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November 2017

character selection persuasion

Keep your beneficiaries close in your story

Watch, then we klatch. Spoilers ahead…so this is a commercial for sweaters and now YOU WANT ONE FOR THE HOLIDAYS, RIIIIIGHTTTT? This is an ad. Consumers are usually the beneficiaries in ads. Not so in this case and how refreshing is that? Here, the goat herders are the beneficiaries and the sweater-buyers are secondary. Think about this arrangement for your stories. Closer is better. Instead of talking about your ultimate beneficiary, who may be a few relationships away from you,…

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