Drilling for Diamonds

To succeed in life you have to be able to sell your case. In today’s media savvy world most of us understand this.

Persuasion in all its forms has become a multi billion dollar industry. A 1995 research paper by Donald McColoskey and Arjo Klamer published in the American Economic Review calculated one quarter of the gross domestic product of the USA is linked to persuasion.

So, why is it that ad agencies, PR companies and businesses continue to spew out so much double speak and bull?

Perhaps they have something to hide? That is certainly what the public thinks. Is it any wonder that surveys testing the publics’ believability, of the truth in advertising messages, continue to fall?

Persuasion starts with believability. And believability starts with words that are jargon free, clear, and full of meaning.

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