For example, your target consumer may respond better to an emotional headline telling them they can “Save time today,” or they might respond better to a benefit-oriented statement like “Our solutions ...

But “Ad Vitam” (i.e. “for life,” suggested here as a motto among GIGN recruits) doesn’t begin to meld its disparate factors into an organic whole, instead seeming like an unresolved ...

Start with key these fallacies in logic to detect when listening to assertions of politicians, journalists or pundits: • Lead off with the “post hoc” fallacy. Its full Latin name is “post ...