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Original articles from Ben Mack.
 
How to Play Client Golf
Competition in advertising is greater than it has ever been. With more and more people competing for fewer and fewer jobs, it is increasingly important that everybody on your creative team know how to play Client Golf.

The Ol’ Zeigarnik Effect: in Defense of Long-Form Copy
The Zeigarnik Effect is said to be the most powerful tool of direct response marketing, advertising engineered to elicit an immediate response. Direct response techniques are employed in infomercials; bulk emails; letters sent to your home asking you to send a check right now...

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