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Tragic words doom great ideas to failure.
Guerrillas know the difference. A lot of people realize that a great idea must be expressed with great words. But only guerrilla marketers know those words. If you're creating or judging marketing, you ought to start becoming aware of these words, and enrich your marketing vocabulary, not to mention your bank account, by using them liberally. I have this suspicion that magic words in your marketing materials lead to magic numbers in your financial statements.