advertorial*
T
he world is evolving every day. It is no longer about survival of the fittest but survival of the most agile. We are in the process of a major shift that is challenging us to rethink our old ways and envision a future that is better than we had ever imagined. We are all inherently creative beings who are designed to make, fix, originate and create. While innovation makes what we do timeless, compassion and empathy make what we do desirable. Empathy. What the world needs more of. What good copywriters have in order to communicate in a way that resonates with others. It is in this deep understanding of ourselves and the world around us that connections are made. English writer E.M. Forster says it best: Only Connect! When we connect words with emotion, we see true human love. We learn to walk in someone else’s shoes and truly walk. Sometimes even run. At its core, copywriting is about creativity, analytical thinking, empathy and effective communication. These hallmark attributes are a few of the vital skills needed for the future of work. But it is more than just the words. Good copy sells ideas. Great copy changes perspectives and behaviour. The first step to becoming a
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CHANGING
the world, one word at a time IT’S TIME TO RETHINK, CONNECT, BE CREATIVE, SHIFT PERSPECTIVES, CHANGE BEHAVIOUR AND SOLVE PROBLEMS FOR A BETTER TOMORROW
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