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What I'd like us to do is to talk about messages that we consume on a daily basis and talk about what makes them work. Then I'd like to start creating a theory as to how we should go about creating messages that create the greatest possible impact. Then I'd like for us to sit back and execute our theory and watch what happens. And then I want us to start all over again, question our assumptions, create a new theory, and retest it.Why should we do this? Well, I suppose if you asked that question then you're in the wrong place. We do this because it's what we love doing, what we're passionate about. We agonize over the words that move people, the combinations of ideas and phrases that cause other people to do things. It's one part magic, one part telepathy, one part subliminal messaging — and it's all fascinating. Perfecting this art (or is it a science?) would be a significant achievement in the way we communicate. That's why we should do this.
