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CI: Are there changes or trends affecting your industry that copywriters should be aware of? Dr. Sears: The trend is that it‟s getting harder to give headlines impact by pumping up the claim. I mean, how much more can we get from what is now ubiquitous out there. You know, “Cure cancer with delicious juice” or “Beat heart disease for less than a penny a day.” Headlines have become so dramatic and so exaggerated that you can‟t trump them. You can‟t say it more powerfully or louder and make it work anymore. Ten years ago, you could. It‟s different now. You have to have not a louder or more sensational claim, but a more unique one. We‟ve know for some time that uniqueness sells in headlines. It‟s one of the four U‟s. My concept of uniqueness has evolved now to be even more specifically unique to me and my knowledge and my contact with my customers. You‟ve got to think of a way of connecting with them that only you can do. Whatever your product is, whatever your expertise is, you‟ve got to get that through as something that‟s ultra-specific to you. You‟re the only person who could tell them this. You are the only person who could say that. You are the only source that they can use for this particular information. Then you don‟t need all that hyperbole. CI: So the unique selling proposition is growing in importance? Dr. Sears: Yes. And it‟s changed from being just unique, because too many people out there are already doing that. Now you have to take it a step beyond making the benefits of your product seem unique. You have to make it unique to you, connect it to something that only you can provide.

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Dr. Sears Reveals the Challenges of Writing for the Exercise Industry And How to Overcome Them  
Dr. Sears Reveals the Challenges of Writing for the Exercise Industry And How to Overcome Them  

Dr. Sears Reveals the Challenges of Writing for the Exercise Industry And How to Overcome Them

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