Offering a Cure By Chip Kessler It’s a formula that has paid dividends time after time as just the word alone will often make a somewhat disinterested party sit up and take notice: cure! Think of the word cure as in “curious". The idea of a cure—especially a simple, easy, quick, permanent cure—arouses great curiosity, because it so concisely summarizes what everybody wants, finds elusive, yet buys hopefully again and again. Unhappy people want to be made happy. Overweight people want to be made thin. Poor people want to be made rich. For whatever ails, frustrates, torments, troubles, mystifies
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