When asked to do a creative job for a product or service that will compete in the marketplace, you need a realistic answer to the question, “What is the marketing problem that this is supposed to solve?”

Simply by asking that question you may get a clue as to whether your solution will be a bandaid for nicked knees caused by poor eyesight, or a redesign of the building to prevent injury regardless of visual acuity.

As a copywriter, I often see clients who think their fortunes will turn around if they could just get a great tagline like Think Different.

A more appropriate slogan would be Fat Chance.

How, hi are you? I’m a writer living in rural Japan. My writing expresses the spirit of living the way I do or did — in consensual reality and otherwise.

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