Derek Thompson: “What if I told you that scientists had figured out a way to produce affordable electricity that was 99 percent safer and cleaner than coal or oil, and that this breakthrough produced even fewer emissions per gigawatt-hour than solar or wind? That’s incredible, you might say. We have to build this thing everywhere! The breakthrough I’m talking about is 70 years old: It’s nuclear power. But in the past few decades, the U.S. has actually closed old nuclear plants faster than we’ve opened new ones. This problem is endemic to clean energy. Even many Americans who support decarbonization in the abstract protest the construction of renewable-energy projects in their neighborhood… Invention is easily overrated, and implementation is often underrated.”
12 Great Copywriting Examples (Plus a Ton of Copywriting Tips): by Grace Parazzoli. “On “Friday Night Lights,” the head coach of the Dillon Panthers motivated his team, week after week and in the face of so many obstacles, with six simple words: “Clear eyes, full hearts, can’t lose.” You can apply that phrase to many things in life. Games to win. Challenges to overcome. I hope it doesn’t diminish the impact of Coach’s phrase if I tie it back to copywriting.”
Badri Narayan: “Trust capital is not the same as the phrase, “vishwas ki punji”, used by common people in their everyday lives in northern India. This new term is, however, rooted in the social values related to vishwas (trust). It acquires new meaning after getting intertwined with practices related to image building, effective messaging and aggressive advertising of the initiatives and achievements of leaders and parties. Political entities that succeed in gaining the trust of the public as a result of varied engagements with the people through oral, written and visual communications gain success in electoral politics…Unlike charisma, which denotes the magical pull of a leader, trust capital is acquired slowly by building connections and delivering on promises. It’s also linked to the reception given by people to the performances of politicians. An appropriate political agenda, proper distribution of resources, successful delivery and positive impacts of welfare programmes contribute towards enhancing trust capital. Primordial identities such as caste and religion as well as the social and moral standing of leaders and parties help them to consolidate this hard-earned public trust.”
