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Poor Ethics

A general and assumptive statement would be that everyone is trying to get along in business and earn a living, or are they?  

This week we'll have a look at ethics and how they apply to day-to-day business.

Some dictionaries confuse the reader with circular definitions, stating that ethics are morals, and morals are ethics - they are entirely different!  

Ethics are what you decide they are, they are your own personal set of guiding beliefs and principles by which you gauge and mange your conduct. Morals are a set of "enforced" rules by which others control your behavior the first formation of moral code was introduced in the bible for example "thou shalt not kill"...  

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Marketing material has to carry a message.  It’s a communication.  

Some photographers never find out that a photograph is a communication; some artists never find out
that art is a communication.  And that is also true of some copywriters.

An advert is not textual information.  It is a communication.  But it has to be a very fast communication because people won’t look at it very long. It has to be able to deliver its message in about a quarter of a second. That’s how long it takes someone to go through the reflex motion of throwing the piece away...

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Delivering successful presentations, seminars and meetings involves good communication skills so you can get your message across to the audience effectively in a way they understand.

A friend of mine in the marketing industry has just published his second book, and i liked the content so much i thought i'd share some of it with you too! Don't forget to order a copy from his website if you like what you see!

The following 15 tips are an excerpt from Hunter Leonard's book Communication...

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Fast communicating is most easily done by comparisons.  When one asks, “What is the book like?” he really is not trying to get you to describe the book. He means that he wants some comparison.  He will be happiest wit the answer if he is told that it is like another book with which he is familiar.

It would take you a lot longer and involve a lot more arguments if you just tried to describe the book to him instead of comparing.

"What does it taste like?" is satisfactorily answered, "Like candy".  That, if it has some shadow of truth and accuracy, is a perfectly satisfactory answer to the other person.

Thus, we get a basic observation here:...

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