Start With The Words.

In today`s edition of 𝙊𝙣𝙚 𝙒𝙤𝙧𝙙, I`m taking a look at how the word "ethical" is used in business & marketing. I propose that what’s ethical for you is going to be where you put down stakes in a landscape of endless tension.

The tension between reach and respect.
Between persuasion and manipulation.
Between what converts and what aligns.

Read the full thing (and meet George) 👉 Get 𝙊𝙣𝙚 𝙒𝙤𝙧𝙙 in your inbox.

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We`re talking about YOU over on One Word this week. Often, when we lean too heard on I/You constructions, we inadvertently separate ourselves from the people we actually want to connect with. Where`s the line, exactly?

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The latest "One Word" re-examines the word 𝒕𝒆𝒔𝒕𝒊𝒎𝒐𝒏𝒊𝒂𝒍 and takes a look at the arguments for and against using them in sales pages. (Of course, there`s a fun fact about the word and testicles!).

This image shows one of the first product testimonials used in print advertising. A celebrity endorsement for London`s Pears Soap from famed opera singer Lillian Langtry.

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The most recent "One Word" email re-examines what we might mean when we use the word "afford." This word is ANCIENT, y`all. Like Iron Age old. And the ways in which it has evolved have a lot to tell us about how we look at the resources available to us.

That`s what we`re dishing in the latest One Word. Join us!

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The business world is all a-flutter with what it`s calling "consent-based marketing."

And in general, I`m a fan. As a specialist in what I`ve termed "non-transactional list-building," I champion the cleanest kind of data collection there is - a list of folks that WANT to be on it.

But here`s the thing. Consent is a LEGAL term - which means that it is in constant contention and exists in two distinctly different worlds.

𝗙𝗼𝗿 𝘁𝗵𝗼𝘀𝗲 𝗼𝗳 𝘂𝘀 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗶𝗻𝗴 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝗳𝘂𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝘁𝗵𝗲𝗿𝗲`𝘀 𝗮 𝘄𝗮𝘆 𝘁𝗼 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁 𝗰𝗼𝗻𝘀𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗔𝗖𝗧𝗨𝗔𝗟𝗟𝗬 𝗺𝗮𝗸𝗲𝘀 𝘀𝗲𝗻𝘀𝗲 𝘁𝗼 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲.

That`s what I`m tackling in the latest One Word. Wanna join us? Well, come on over! We re-evaluate the vocabulary of business and marketing, one word at a time 👉https://www.laraeastburn.com/oneword/

#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword