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  What Difference Does Experience Make?

        Amateurs miss the mark    Experience makes the difference
    
failing to understand the project

wordy, tedious writing that 
reads like wading through mud

amateurish writing that draws
more attention to itself than to the
message

► focusing on the business or
organization rather than the 
customers' and prospects' needs
and wants

► no clue about search-engine
optimization, or outdated ideas
(like keyword stuffing)

missed deadlines
► writing that gets it and nails it
the first time around

► writing that communications
your message clearly

► crisp, clean, copy that soars 
like a paper plane

► copy that speaks to the hearts
of your customers and prospects

► copy that uses SEO keywords
strategically, artfully, and
effortlessly

► delivered on time

► no hassles

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“Experience achieves more with less energy and time.”  Bernard M. Baruch (1870-1965; American economist) 

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• “There is no substitute for experience.”  Ancient proverb

• “Education plus experience equals expertise.”  Michael Bugeja (living; American journalism professor)

• “I have known it for a long time but I have only just experienced it. Now I know it not only with my intellect, but with my eyes, with my heart, with my stomach.”  Hermann Hesse (1922, Siddhartha; Swiss novelist, Nobel Prize winner)

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“I have a theory that the best ads come from personal experience.  Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.”

David Ogilvy (1911-1999; British “Mad Men”-era advertising exec, called “the father of advertising”)

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• “You cannot create experience.  You must undergo it.”  Albert Camus (Notebooks 1935-1942; French philosopher)

• “Experience is the teacher of all things.”  Julius Caesar (52 B.C., Commentaries on the Civil War; Roman general)

• “Theory without experience is mere intellectual play.”  Immanual Kant (1724-1804; German Enlightenment philosopher) 

• “The person that had took a bull by the tail once had learnt sixty or seventy times as much as a person that hadn't.”  Mark Twain (1894, Tom Sawyer Abroad; American novelist) 

“That’s what all we are.  Amateurs.  We don’t live long enough to be anything else.”  Charlie Chaplin (1889-1977; English actor-director)

• “Experience: that most brutal of teachers. But you learn, my God do you learn.”  C.S. Lewis (1898-1963; Irish novelist)

• “Experience is that marvelous thing that enables you to recognize a mistake when you make it again.”  Franklin P. Jones (1908-1980; Philadelphia columnist)

• “We learn from experience that men never learn anything from experience.”  George Bernard Shaw (1856-1950; Irish playwright, Nobel Prize winner)

  

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