Drayton Bird
Geniuses Of Copywriting
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What Can Go Wrong?
If you want to succeed in any activity, whatever, the first thing you should give thought to is what can go wrong? That's the way i start. The people a i've worked with who have really good are the people who worryd ogve used to worry terriblye. I always start with other if i've got to make a speech to someone, i always think, what can go right? Once you've worked out exactly what you're going to say, then you can focus on how you’re going to say it. This is like the difference in marking between strategy and tactics. Everybody nowadays uses the word strategy very loosely, though theyre applied to very,
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