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Archives: November 2018
In a Word

The Role of Claims in Concept Writing

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Photo of paper sailboats with one red one sailing in a different direction and text that says, "Developing claims that win with consumers"

It’s no secret that companies—especially manufacturing companies—love their advertising claims. As concept writers, we have strong ideas about the best approach to developing claims. Here are a few tips for developing advertising claims that stand out from the crowd.

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