Understand Your Buyer > Wordplay >Aphorism


What is it?

An aphorism is a catchy, simple, memorable and logical statement


Why does it work?

It works because it is simple AND it makes sense.


How can you use it?

This is one of those “easier said than done” things, essentially what we are looking for is a statement that you can’t argue with. It’s so logical and simple that even if your worst enemy were to say it, you couldn’t help but agree with them.




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