Author Archives: Rule of Three

What’s Your Story? (And How Are You Telling It?)

Consumers want to be engaged by brands, not talked at. Here are some top tips.

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Black Friday… Is It Worth The Effort?

Here’s why you might want to avoid the Black Friday madness this year.

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What You Need To Know About Transgender Marketing

See how transgender YouTube sensations could form part of your next campaign.

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7 Marketing Lessons To Learn From The Presidential Election

Why you shouldn’t make three spelling mistakes in a 21-word tweet…

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Marketing For Good: 5 Top Tips

Here’s how to go about devising your own conscience marketing campaigns.

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Olympic Ambush Marketing… Is It A No-Go For Brands?

The Olympic committee are making it increasingly difficult for brands to capitalise on the Olympic games.

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The Main Marketing Lessons From Pokemon Go

Have you played Pokemon Go yet?

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The Value Of Nostalgia In Brand Marketing

Never underestimate the power of nostalgia!

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6 Essential Content Marketing Tools For Brands

Which of these six do you already use?

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How Marketers Can Use Virtual Reality

4 expert tips to help you out.

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Why Brands Are Turning To Chatbots In Their Droves

It’s all about engagement, don’t you know?

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Brands Behaving Badly (On Social Media)

The pros of letting your copywriter go wild.

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Are You Ready To Try Cause Marketing?

Three examples to help you get going this year.

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Mobile Marketing: What You Need To Know

Do you use emojis? Here’s why you should.

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David Ogilvy: 5 Useful Quotes

“The more you know about it, the more likely you are to come up with an idea for selling it.”

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Live-Streaming Video: How Brands Can Benefit

Live-streaming video is the future of connecting with customers.

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“They Don’t Make ‘Em Like That Any More” – 19 Vintage Ads

How copywriting has changed since the 1950s…

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Snapchat For Business: Are You There Yet?

5 top tips for brands.

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Ambush Marketing – Should You Do It?

See what Fuji did for the 1984 Olympics.

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The Best Copywriters Of All Time (So Far)

Check out our latest Slideshare.

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What Not To Do, By Gourmet Burger Kitchen

The furore of it all…

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5 New Year’s Resolutions For Brand Marketing

What to focus on this year.

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Video Content – How To Get It Right

Give these a go and see if they make a difference.

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Once Upon A Time…

How storytelling can strengthen your brand.

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What Do You Stand For?

The importance of real brand values revealed.

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Slideshow: The History Of Copywriting

Here’s how copywriting has changed over the years.

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How Emojis Are Transforming Brand Communications

How to reach Millennials and speak in their language.

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How To Get A Hashtag Right

What to do and what not to do…

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Slideshow: 8 World-Famous Copywriters

Alec Guinness is in excellent company…

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The Best Festive Marketing Campaigns 2015

Which of these inspires you?

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93% Of Companies ‘To Increase Content Creation In 2016’

93 per cent of companies intend to either increase or maintain the amount of content creation they invest in over the next 12 months. Here’s why…

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Infographics – Great For Brand Exposure

Want to get ahead in business this year? Then consider the power of infographics…

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Boost Engagement With Visual Marketing

Anyone for an infographic?

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Think Outside The Box. Here’s How.

Take advice from Pitch Perfect.

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Video Marketing – The Whys & Wherefores

Try out these strategies today.

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Don’t Discount User-Generated Content

See how Lego used UGC to further its own aims.

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Who Wants A Freebie?

Top tips from Rule of Three.

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The Importance Of Taglines

Get it right. Here’s how.

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Want To Connect? Be More Human

How content marketing can make you seem more human.

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5 Essential Email Marketing Tips

Do you do all of these?

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Open Your Doors To Contra-Deal Content

Three top tips for getting it right.

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The Message Hierarchy

How prioritising brand messages will help you come out on top.

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“We Need A Gimmick”

Character marketing and its pros and cons.

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Where’s Your YouTube Channel At?

The power of video content revealed.

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Maximising The Potential Of Social Media

A guide to getting it right.

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Get Out Of The Office

The best places to get ideas revealed…

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Writing For Mobile

Mobile browsing is where it’s at.

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Discipline Is The Soul Of An Army

Write fast and edit slowly.

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Tug On Those Heartstrings

The importance of emotions in copywriting and beyond.

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New Dogs, Same Old Tricks

Old-school methods to focus on for content writing.

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Get It. Be Inspired.

Beat writer’s block with these ideas.

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Three Top Copywriting Mistakes Revealed

Steer clear of these. You’ve been warned.

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How to position yourself as ‘the next big thing’

Everyone wants to find the next big thing. You may want to be the next big thing. Here’s some tips on getting there…

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About your ‘About Us’ page – how to make it shine

The ‘About Us’ page is a fundamental aspect of your website.

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Digital Copywriting: The Whys & Wherefores

How to get ahead online.

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Go Big or Go Home

Use these power words to get ahead in the copywriting world today.

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The Power Of Numbers

Here’s how to make the most out of your digits.

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How To Write The Perfect Headline

Three tips for perfecting your headline-writing.

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4 Of The Best… Headline Puns

Think you can do better than these?

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Abed

Adverb: in bed.

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Tyro

Noun: a beginner in learning; a novice.

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Vituperation

Noun: the act or an instance of speaking abusively to or about.

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Stertorous

Adjective: characterised by a heavy snoring or gasping sound.

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Otiose

Adjective: ineffective; futile.

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Aporia

Noun: difficulty determining the truth of an idea due to equally valid arguments for an against it.

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Bolide

Noun: a large, brilliant meteor, especially one that explodes.

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Demassify

Verb: to break something into elements that appeal to individual tastes or special interests.

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Culturati

Noun: people deeply interested in cultural and artistic matters.

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Thaumaturge

Noun: a worker of wonders or miracles; magician.

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Doggo

Adverb: in concealment; out of sight.

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Larrikin

Adjective: disorderly; rowdy.

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Sastruga

Noun: ridges of snow formed on a snowfield by the action of the wind.

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The dangers of compromise

Compromise is an important skill and a constant necessity. However, it can sometimes mean settling for less, and settling for less could prove disastrous for your copywriting and content.

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How to make your blog succeed and soar

Including a blog on your company’s website is a good idea, for a number of different reasons. The question is how to make yours heard amid the background noise.

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Sororal

Adjective: of, or pertaining to, or characteristic of a sister or sisters.

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Vinous

Adjective: of, resembling, or containing wine.

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Inutile

Adjective: of no use or service.

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Butyraceous

Adjective: of the nature of, resembling, or containing butter.

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Augur

Verb: to predict.

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Subfuscous

Adjective: slightly dark, dusky, or somber.

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Dalles

Plural noun: the rapids of a river running between the walls of a canyon or gorge.

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Caseous

Adjective: of or like cheese.

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A pitch in person vs. a pitch on paper: The difference between selling in person and in online content

There is a world of difference between selling on a page and selling in person.

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Tell a story – but make it accessible

It is often said that your copywriting should tell a story. Yet this will mean nothing if it isn’t accessible to your readers.

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Rubricate

Verb: to mark or colour with red.

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Evanesce

Verb: to disappear gradually; vanish; fade away.

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Cabotage

Noun: navigation or trade along the coast.

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Tenebrific

Adjective: producing darkness.

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Cogitation

Noun: concerned thought or reflection.

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Subrogate

Verb: to put into the place of another.

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Indemnify

Verb: to compensate for damage or loss sustained.

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Interosculate

Verb: to form a connecting link.

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Incunabula

Noun: the earliest stages or first traces of anything.

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Solipsistic

Adjective: of or characterised by the theory that only the self exists.

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Comminate

Verb: to threaten with divine punishment or vengeance.

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Niveous

Adjective: resembling snow.

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Chatoyant

Adjective: having a changeable luster or colour with an undulating narrow band of white light.

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Verdigris

Noun: a green or bluish deposit formed on copper, brass, or bronze surfaces.

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Persiflage

Noun: frivolous bantering talk; light raillery.

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Rallentando

Adjective: slackening; becoming slower.

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Zephyr

Noun: a breeze from the west; a gentle breeze.

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Internuncial

Adjective: serving to announce or connect.

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Fatidic

Adjective: of or relating to prophecy.

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Gleed

Noun: a glowing coal.

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Vertiginous

Adjective: 1. characterised by or suffering from dizziness. 2. inconsistent.

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Threnody

Noun: a song of lamentation for the dead; elegy.

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Astir

Adjective: moving or stirring, especially with much activity or excitement.

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Afflated

Adjective: having inspiration; inspired.

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Claque

Noun: a group hired to applaud at a performance.

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Viridescent

Adjective: slightly green; greenish.

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Dowie

Adjective: dull; melancholy; dismal.

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Badinage

Noun: light, playful banter.

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Mackle

Verb: to blur.

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Pyrophoric

Adjective: capable of igniting spontaneously in air.

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Periphrasis

Noun: the use of an unnecessarily long or roundabout form of expression.

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Consanguinity

Noun: close relationship or connection.

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Succorance

Noun: the act of seeking out affectionate care and social support.

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Realpolitik

Noun: political realism or practical politics.

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Yaff

Verb: to bark; yelp.

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The effort to make your content look effortless

You can dazzle your visitors and drive them to action, as long as you don’t appear to be trying to do that.

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How to create irresistible headlines

Sometimes the battleground for success lies in just a few words, at the top of the page. The question to ask is: “what makes a great headline work?”

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Invidious

Adjective: (of an action or situation) likely to arouse or incur resentment or anger in others.

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Galoot

Noun: an awkward, eccentric, or foolish person.

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Hypogeum

Noun: an underground burial chamber.

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Accidence

Noun: the rudiments or essentials of a subject.

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Quickhatch

Noun: a wolverine.

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Mistral

Noun: a cold, dry, northerly wind.

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Rapt

Adjective: deeply engrossed or absorbed.

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Cantillate

Verb: to chant; intone.

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Nidificate

Verb: to build a nest.

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Effloresce

Verb: to burst into bloom; blossom.

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Perspicuous

Adjective: clearly expressed and easily understood; lucid.

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How to stand out in a crowded market

The struggle to differentiate your brand in a crowded market is a constant challenge. Yet even though it may sometimes seem impossible, it never is.

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Juvenescent

Adjective: being or becoming youthful; young.

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Vernacularise

Verb: to translate into the natural speech peculiar to a people.

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Scofflaw

Noun: a person who flouts the law, especially one who fails to pay fines owed.

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Baleful

Adjective: full of menacing or malign influence; pernicious.

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Mythomane

Noun: a person with a strong or irresistible propensity for fantasising, lying, or exaggerating.

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Lilliputian

Adjective: 1. extremely small; tiny; diminutive. 2. petty; trivial.

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Flapdoodle

Noun: nonsense; bosh.

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Duple

Adjective: having two parts; double; twofold.

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Immix

Verb: to mix in; mingle.

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Cryptesthesia

Noun: allegedly paranormal perception, as clairvoyance or clairaudience.

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Clowder

Noun: a group or cluster of cats.

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Edutainment

Noun: television programmes , movies, books, etc., that are both educational and entertaining.

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Deiform

Adjective: godlike or divine in form or nature.

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Crapehanger

Noun: a person who sees the gloomy side of things.

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Vespertide

Noun: the period of vespers; evening.

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Gapeseed

Noun: a person who gapes or stares in wonder.

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Sinistral

Adjective: left-handed.

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Frigorific

Adjective: causing or producing cold.

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Slubber

Verb: to perform hastily or carelessly.

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Rufescent

Adjective: somewhat reddish; tinged with red; rufous.

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Famulus

Noun: a servant or attendant, especially of a scholar or a magician.

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Hoyden

Noun: a boisterous, bold, and carefree girl.

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Horology

Noun: the art of making timepieces or of measuring time.

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Cline

Noun: a scale of continuous gradation; continuum.

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Gossamer

Noun: a fine, filmy cobweb seen on grass or bushes or floating in the air in calm weather, especially in autumn.

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Corporate identity, brand, and your place in the world

Brand Identity and Corporate Identity both refer to the perception of your company, but they are two very different concepts.

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Apocryphal

Adjective: of doubtful authorship or authenticity.

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Exilic

Adjective: pertaining to exile, especially that of the Jews in Babylon.

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Pandurate

Adjective: shaped like a fiddle, as a leaf.

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What is ‘AIDA’, and why do you need it?

AIDA, the classic copywriting technique, could be the difference between losing and gaining new customers.

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Pusillanimous

Adjective: lacking courage or resolution; cowardly; faint hearted; timid.

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Tocsin

Noun: 1. an alarm bell, or the ringing of a bell for the purpose of alarm. 2. a warning.

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Metempirical

Adjective: beyond or outside the field of experience.

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Exiguous

Adjective: scanty; meagre; small; slender: exiguous income.

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Fulgurant

Adjective: flashing like lightning.

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Obscurantism

Noun: opposition to the increase and spread of knowledge.

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Sere

Adjective: dry; withered.

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Felicitous

Adjective: 1. suitably applied or expressed; appropriate; apt. 2. happy; delightful; marked by good fortune.

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Deipnosophist

Noun: a person who is an adept conversationalist at the dinner table.

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Cacology

Noun: defectively produced speech; socially unacceptable diction.

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Prink

Transitive verb: to dress up; to deck for show.

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Copywriting at length – The longer the better?

When you’re creating copy, one important question to ask is: how long should it be?

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Guerdon

Noun: a reward.

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Caitiff

Noun: a mean, cowardly person. Adjective: cowardly and mean.

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Escutcheon

Noun: 1. a shield decorated with a coat of arms. 2. a protective metal plate around a keyhole and lock, drawer handle or pull, light switch etc. 3. the panel on a ship’s stern bearing her name.

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Numen

Noun: divine power, especially one who inhabits a particular object.

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Nabob

Noun: 1. a native ruler in India in the Mogul empire; by extension, a person from India who made a fortune there. 2. a very wealthy and prominent person; mogul.

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Brummagem

Adjective: cheap and showy, tawdry; also, spurious, counterfeit.

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Forfend

Transitive verb: 1. a. (archaic) to prohibit; to forbid. b. to ward off ; to prevent; to avert. 2. to defend; to protect; to preserve.

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Abtruse

Adjective: difficult to comprehend or understand.

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Sequacious

Adjective: proceeding smoothly and regularly.

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Rancor

Noun: bitter resentment or ill will; extreme hatred or spite.

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Sciolism

Noun: superficial knowledge; a superficial show of learning.

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Apotropaic

Adjective: intended to ward off evil.

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Delate

Verb: to inform against; denounce or accuse.

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Debouch

Intransitive verb: to march out (as from a wood, defile, or other narrow or confined spot) into the open.

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Begin with a feeling

Some skills in copywriting are difficult to define. One skill that is a front-runner in that category is the ability to make our readers feel something.

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Who is the hero of your story?

Mary McCarthy said that each of us is the hero of our own story. Who is the hero in your copy?

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Bouleversement

Noun: complete overthrow; a reversal; a turning upside down.

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Hebetude

Noun: mental dullness or sluggishness.

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Clerisy

Noun: the well educated class; the intelligentsia.

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Inkhorn

Adjective: Affectedly or ostentatiously; pedantic.

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Frowzy

Adjective: dirty and untidy; slovenly.

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Harridan

Noun: a worn out strumpet; a vixenish woman.

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Stertor

Noun: a heavy snoring sound.

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The power of ‘new’ & how to harness it

What’s new? If you can create the sensation of modernity, and freshness, your copy can become electrifying.

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Microcosm

Noun: a little world. Hence, man or human nature as a supposed epitome of the world or universe.

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Atelier

Noun: a workshop; a studio.

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Darkle

Verb: to grow dark, gloomy, etc.

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Fastigiate

Adjective: rising to a pointed top.

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Brabble

Verb: to argue stubbornly about trifles; wrangle.

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Stentorian

Adjective: extremely loud.

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Bruit

Transitive verb: to report; to noise abroad.

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Censure

Noun: the act of blaming or finding fault with and condemning as wrong; reprehension; blame.

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Yen

Noun: 1. a desire or craving. 2. an aluminium coin and monetary unit of Japan, equal to 100 sen or 1000 rin.

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Anoesis

Noun: a state of mind of pure sensation or emotion without cognitive content.

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Jeremiad

Noun: a tale of sorrow, disappointment, or complaint; a doleful story; also, a dolorous or angry tirade.

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Gelid

Adjective: extremely cold; icy.

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Seriatim

Adverb: in a series; one after another.

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Echolalia

Noun: the imitation by a baby of the vocal sounds produced by others , occurring as a natural phase of childhood development.

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Disbosom

Verb: to reveal; confess.

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Soporific

Adjective: causing sleep; tending to cause sleep.

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Glissade

Verb: to perform a glissade, a gliding or sliding step. Noun: a skilful glide over snow or ice in descending a mountain, as on skis or a toboggan.

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Dastard

Noun: a mean coward.

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Esurient

Adjective: hungry; greedy.

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Abstemious

Adjective: sparing in eating and drinking; temperate; abstinent.

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Animus

Basic attitude or animating spirit; disposition; intention.

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Patina

Noun: 1. the colour of incrustation which age gives to works of art; especially, the green which covers ancient bronzes, coins, and medals. 2. The sheen on any surface, produced by age and use.

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Disconsolate

Adjective: being beyond consolation; deeply dejected and dispirited; hopelessly sad; filled with grief; as, “a bereaved and disconsolate parent.”

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Terminus

Noun: 1. the end or extremity of anything. 2. Either end of a railroad line.

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Say it loud: Why talking can be good for your writing

How can talking out loud be good for your ideas?

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Deracinate

Transitive verb: to pluck up by the roots; to uproot.

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Empyrean

Noun: the highest heaven, in ancient belief usually thought to be a realm of pure fire or light.

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Three charity campaigns that made a difference

We are all bombarded with information from daybreak until dawn. The following advertising campaigns managed to cut through it all.

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Perfervid

Adjective: ardent; impassioned; ; marked by exaggerated or overwrought emotion.

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Inure

Intransitive verb: to make accustomed or used to something painful, difficult, or inconvenient; to harden; to habituate; as, “inured to drudgery and distress”.

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soiree

Noun: an evening party or social gathering.

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Adduce

Verb: to offer as a reason in support of an argument; bring up as an example; give as proof or evidence; cite.

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Ensconced

Adjective: sheltered comfortably and firmly.

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Largess

Noun: generous bestowal of gifts.

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Pelagic

Adjective: of or pertaining to the open seas or oceans.

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Umbriferous

Adjective: casting or making shade.

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Fainaigue

Verb: to shirk; evade work or responsibility.

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Doff

Transitive verb: to take off, as an article of clothing.

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Fatuous

Adjective: 1. Inanely foolish and unintelligent; stupid. 2. Illusory; delusive.

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Gourmand

Noun: 1. One who eats to excess. 2. A lover of good food.

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Internecine

Adjective: 1. Of or relating to conflict within a nation, an organisation, or a group. 2. Mutually destructive. 3. Deadly; destructive.

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Equipoise

Noun: a state of being equally balanced; equilibrium; — as of moral, political, or social interests or forces.

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Etiolate

Transitive verb: 1. (Botany) To bleach and alter the natural development of (a green plant) by excluding sunlight. 2. to make pale or sickly.

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Promethean

Adjective: of or pertaining to Prometheus; boldly original.

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Three tips for positivity in your work

We would all like to be more upbeat in our work, but how is it done?

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Bivouac

Noun: an encampment for the night, usually under little or no shelter.

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Ludic

Adjective: of or relating to play; characterised by play; playful.

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Plenipotentiary

Adjective: containing or inferring full power; invested with full power; as, “plenipotentiary licence; plenipotentiary ministers.”

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Irenic

Adjective: tending to promote peace; conciliatory.

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Remora

Noun: an obstacle, hindrance, or obstruction.

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Favonian

Adjective: of or pertaining to the west wind.

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Adumbrate

Verb: to foreshadow; prefigure.

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Bifurcate

Transitive verb: to divide into two branches or parts.

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Desideratum

Noun: something desired or considered necessary.

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Exegesis

Noun: exposition; explanation; especially, a critical explanation of a text.

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Dishabille

Noun: the state of being carelessly or partially dressed.

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Slaver

Intransitive verb: To slobber; to drool.

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Militate

Intransitive verb: to have force or influence.

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The power of strange ideas

Are you making the most of your strange ideas?

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Insuperable

Adjective: incapable of being passed over, surmounted, or overcome; insurmountable; as “insuperable difficulties.”

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Pleonasm

Noun: the use of more words than is necessary to express an idea; as, “I saw it with my own eyes.”

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Fustian

Noun: a kind of coarse twilled cotton or cotton and linen stuff, including corduroy, velveteen etc.

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Rebarbative

Adjective: serving or tending to irritate or repel.

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Panoply

Noun: a splendid or impressive array.

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Slake

Verb: to allay (thirst, desire, wrath etc.) by satisfying.

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Jejune

Adjective: lacking in nutritive value.

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Filling your mind with inspiration

How can you make sure you will have enough inspiration for your work?

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Aborning

Adverb: while being produced or born. Adjective: being produced or born.

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Bombinate

Intransitive verb: to buzz; to hum; to drone.

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Extirpate

Transitive verb: to pull up by the stem or root.

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Truckle

Intransitive verb: to yield or to bend obsequiously to the will of another; to act in a subservient manner.

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Fructuous

Adjective: fruitful; productive.

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Neoteric

Adjective: recent in origin; modern; new.

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Perfidy

Noun: the act of violating faith or allegiance; violation of a promise or a vow; faithfulness; treachery.

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Ideas now, perfection later

People who are creative, and ultimately find success, are those who are willing to take risks.

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Pestiferous

Adjective: bearing or bringing disease.

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Subfusc

Adjective: dark or dull in colour; drab, dusky.

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Comely

Adjective: pleasing or agreeable to the sight; good looking; suitable or becoming.

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Recrudescent

Adjective: breaking out again after temporary abatement or suppression; as, a recrudescent epidemic.

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Slimsy

Adjective: flimsy; frail.

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Descry

Transitive verb: to catch sight of, especially something distant or obscure; to discern.

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Osculation

Noun: the act of kissing; also: a kiss.

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Nonagenarian

Noun: a ninety year old person; someone whose age is in the nineties.

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Ratiocination

Noun: the process of logical reasoning.

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Quandam

Adjective: having been formerly; former; sometime.

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Raiment

Noun: clothing in general; garment; usually singular in form, with a collective sense.

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Bowdlerize

Transitive verb: to remove or modify the parts (of a book, for example) considered offensive.

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Autochthonous

Adjective: aboriginal; indigenous; native.

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Rule of three

Noun: any opinion, principle, dogma, or doctrine that a person holds or maintains as true.

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Faineant

Adjective: doing nothing or given to doing nothing; idle; lazy.

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Primogeniture

Noun: the state of being the firstborn of the same parents; superiority by birth among children of the same family.

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Practice a new perspective

How does it feel to walk a day in another person’s shoes? It’s an age-old question, and one that is endlessly interesting.

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Distrait

Adjective: divided or withdrawn in attention, especially because of anxiety.

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Fiat

Noun: an arbitrary or authoritative command or order.

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Emollient

Adjective: softening or soothing.

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Raffish

Adjective: characterised by or suggestive of flashy vulgarity, crudeness, rowdiness; tawdry.

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Eleemosynary

Adjective: of or for charity; charitable; as, an “eleemosynary institution”.

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Foofaraw

Noun: a great fuss or disturbance about something very insignificant.

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The features and benefits of the world around us

Where can we see features and benefits in the natural world?

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Gewgaw

Noun: a showy trifle; a trinket; a bauble.

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Hardscrabble

Adjective: yielding a bare or meagre living with great labour or difficulty.

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Caesura

Noun: (in Greek and Latin verse) a break between words with a metrical foot; (in modern verse) a pause near the middle of a line.

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Cryptophasia

Noun: the phenomenon of a language developed by twins, that only they can understand.

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Senescent

Adjective: growing old; ageing.

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Manumit

Verb: to free from slavery or servitude.

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Labile

Adjective: open to change; apt or likely to change; adaptable.

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Aegis

Noun: protection; support.

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Coup

Noun: (also coup d’état) A sudden, violent, and illegal seizure of power from a government.

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Froward

Adjective: not easily managed; contrary.

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Amanuensis

Noun: a person employed to take dictation or to copy manuscripts.

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Ensorcell

Transitive verb: to enchant; to bewitch.

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Paroxysm

Noun: (Medicine) A sudden attack, intensification, or recurrence of a disease.

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Horripilation

Noun: the act or process of the hair bristling on the skin, as from cold or fear; goose flesh.

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Brisance

Noun: the shattering effect of a high explosive.

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Imprimatur

Noun: official license or approval to print or publish a book, paper, etc.; especially, such a license issued by the Roman Catholic episcopal authority.

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Fetial

Adjective: concerned with declarations of war and treaties of peace.

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Amaranthine

Copywriter’s word of the day.   Amaranthine.   Adjective: unfading; everlasting.

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Do you have a habit of studying humans?

If you’re looking for inspiration, you’ll never find a better muse than the human race.

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Handsel

Noun: first encounter with or use of something taken as a token of what will follow.

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Vicinage

Noun: the region near or about a place; vicinity.

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Cadge

Transitive verb: to be or obtain by begging; to sponge.

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Reconnoiter

Verb: to make an inspection or observation.

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Latitudinarian

Adjective: having or expressing broad or tolerant views, especially in religious matters.

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Cathect

Verb: to invest emotion or feeling in an idea, object or another person.

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Repine

Intransitive verb: to feel or express discontent.

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Sough

Verb: to make a soft, low sighing or rustling, as the wind.

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Mulct

Noun: a fine or penalty.

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Ambisinister

Adjective: clumsy or unskillful with both hands.

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Embracing your small ideas

What does a good idea look like?

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Perdurable

Adjective: very durable; lasting; continuing long.

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Alpenglow

Noun: a reddish glow seen near sunset or sunrise on the summits of mountains.

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Factotum

Noun: a person employed to do all kinds of work or business.

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Gallimaufry

Noun: A hodgepodge; jumble; confused medley.

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Confluence

Noun: a flowing or coming together; junction.

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5 useful quotes from one of the original mad men

These quotes are taken from ‘Ogilvy on Advertising’, a book that all copywriters (and anyone else in marketing) should read.

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Inveigle

Transitive verb: to persuade by ingenuity or flattery.

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Roister

Intransitive verb: to engage in boisterous merrymaking; to revel; to carouse.

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Afflatus

Noun: a divine imparting of knowledge; inspiration.

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Moil

Verb: to work with painful effort; to labor; to toil; to drudge.

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Rodomontade

Noun: Vain boasting; empty bluster; pretentious, bragging speech; rant.

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Enjoin

Transitive verb: to direct or impose with authority; to order.

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Ephemeron

Noun: something short lived or of no lasting significance.

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Mignon

Adjective: small and pretty; delicately pretty.

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Inchoate

Adjective: in an initial or early stage; just begun.

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Seeing a copywriter as a universal translator

There is an old image of a copywriter that may do more harm than good. There is another image that may be more useful.

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Circumambient

Adjective: surrounding; being on all sides; encompassing.

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Eclat

Noun: brilliance of success, reputation, etc.

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Abecedarian

Noun: a person who is learning the letters of the alphabet.

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Heterodox

Adjective: contrary to or differing from some acknowledged standard, especially in church doctrine or dogma; unorthodox; unorthodox.

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Prolix

Adjective: extending to a great length; unnecessarily long; wordy.

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Three of the funniest TV ads around

There is a type of TV ad that can get people talking like no other – one that manages to make them laugh.

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Gimcrack

Noun: a showy but useless or tasteless or worthless object; a gewgaw.

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Arriviste

Noun: a person who has recently attained success, wealth, or high status but not general acceptance or respect; an upstart.

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Amative

Adjective: pertaining to or disposed to love, especially sexual love; full of love; amorous.

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Indefatigable

Adjective: Incapable of being fatigued; not readily exhausted; untiring; unwearying; not yielding to fatigue.

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Recherche

Adjective: uncommon; exotic; rare.

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Pertinacious

Adjective: holding or adhering obstinately to any opinion, purpose or design.

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Lenity

Noun: the state or quality of being lenient; mildness; gentleness of spirit; leniency.

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Ameliorate

Transitive verb: to make better; to improve.

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Persnickety

Adjective: Overparticular; fussy.

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Haptic

Noun: relating to the sense of touch; tactile.

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Gainsay

Transitive verb: to deny or dispute; to declare false or invalid.

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Three great conversation tips (and how to use them in your copywriting)

There are many tips out there on becoming a better talker, how can they make you a better writer?

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Bonhomie

Noun: a good nature; pleasant and easy manner.

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Pecuniary

Adjective: relating to money; monetary.

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Masticate

Transitive verb: to grind or to crush with or as with the teeth in preparation for swallowing and digestion; to chew; as, “to masticate food.”

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Velleity

Noun: volition in its weakest form.

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Thaumaturgy

Noun: the performance of miracles or magic.

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Derogate

Intransitive verb: to deviate from what is expected.

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Junta

Noun: a governmental council or committee, especially one that rules after a revolution.

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Scintilla

Noun: a tiny or scarcely detectable amount; the slightest particle; a trace; a spark.

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Aestival

Adjective: of or belonging to the summer.

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Evince

Transitive verb: to show in a clear manner; to manifest; to make evident; to bring to light.

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Malapropism

Noun: an act or habit of misusing words ridiculously, esp. by the confusion of words that are similar in sound.

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Gadabout

Noun: someone who roams about in search of amusement or social activity.

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Alembic

Noun: anything that transforms, purifies, or refines.

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Potentate

Noun: one who possesses great power or sway; a ruler, sovereign or monarch.

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Condign

Adjective: suitable to the fault or crime; deserved; adequate.

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Beneficence

Noun: the practice of doing good; active goodness, kindness or charity.

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Diaphanous

Adjective: of such fine texture as to allow light to pass through; translucent or transparent.

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Expostulate

Verb: to reason earnestly with someone against something that person intends to do or has done.

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Selcouth

Adjective: strange; uncommon.

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Arcanum

Noun: a secret; a mystery.

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Abnegate

Transitive verb: to refuse or deny oneself; to reject; to renounce.

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What questions do readers really want the answers to?

To keep this important question interesting, here are three new versions of ‘what can this do for me?’

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Pandiculation

Noun: an instinctive stretching, as on awakening or while yawning.

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Extemporaneous

Adjective: composed, performed or uttered on the spur of the moment, or without previous study; unpremeditated; impromptu.

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Chimerical

Adjective: merely imaginary; produced by or as if by a wildly fanciful imagination; fantastic; improbable or unrealistic.

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Importunate

Adjective: troublesomely urgent; overly persistent in request or demand; unreasonably solicitous.

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Jollification

Noun: merrymaking; festivity; revelry.

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Inculcate

Verb: to teach and impress by frequent repetition or instruction.

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Direct Marketing principles in the modern world: The more things change, the more they stay the same

If you know when you’re doing something right, you can do it more and more. Direct marketing gives you this opportunity.

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Yegg

Noun: a burglar who robs safes; safecracker.

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Mundify

Verb: to purge or purify.

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5 reasons people love lists (and how they could save your copy)

Here are five reasons people love lists (and why they could work well in your copy).

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Beatitude

Noun: supreme blessedness; exalted happiness.

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Copacetic

Adjective: very satisfactory; fine.

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Nocuous

Adjective: very hurtful; noxious.

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Brio

Noun: enthusiastic vigour; vivacity; liveliness; spirit.

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Kismet

Noun: destiny; fate.

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A Call to Action (for Calls to Action)

Without a good call to action (CTA) your marketing can fall flat, so here a few tips to help it soar.

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Raillery

Noun: good humoured banter or teasing.

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Coterminous

Adjective: having the same or coincident boundaries.

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Improvident

Adjective: lacking foresight or forethought; not foreseeing or providing for the future; negligent or thoughtless.

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Three straplines with three words you’ll never forget

The simple and succinct flavour of these taglines is something we can all aspire to in our work.

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Irrefrangible

Adjective: not to be broken or violated; inviolable: an irrefrangible rule of etiquette.

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Truculent

Adjective: fierce; savage; ferocious; barbarous.

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braggadocio

Noun: empty boasting; a swaggering, cocky manner.

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Fait accompli

Noun: an accomplished and presumably irreversible deed or act.

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5 rookie copywriting mistakes (and how to avoid them)

There are some mistakes that copywriters starting out are always prone to. Here are five that should be avoided.

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Pablum

Noun: something (as writing or speech) that is trite, insipid, or simplistic.

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Lessons a copywriter can learn from the theatre

What tips would you give to an actor that would also suit a copywriter?

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Contretemps

Noun: an inopportune or embarrassing situation or event.

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Transmute

Transitive verb: to change from one nature, form, substance, or state into another; to transform.

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Rusticate

Intransitive verb: to go into or reside in the country; to pursue a rustic life.

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Hobbledehoy

Noun: an awkward, gawky young fellow.

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Defenestrate

Transitive verb: to throw out of a window.

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Stripling

Noun: a youth in the state adolescence, or just passing from boyhood to manhood; a lad.

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How can lateral thinking make you a better writer?

Lateral thinking is all about thinking outside of the box. You could get better at your job by taking the box, blowing it up and starting fresh.

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Subaltern

Adjective: ranked or ranged below; subordinate; inferior.

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5 ways to ignite creativity

Creativity is all about seeing an old thing from a new perspective, so here are some tactics you can employ to help this along.

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Aberrant

Adjective: markedly different to an accepted norm; abnormal.

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Comestible

Adjective: suitable to be eaten; edible.

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Brobdingnagian

Adjective: of extraordinary size; gigantic; enormous.

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Nepotism

Noun: favouritism to members of one’s family.

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Vivify

Transitive verb: to endue with life; to make alive; to animate.

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Contumacious

Adjective: obstinate; stubbornly disobedient; persistently, wilfully, or overtly defiant of authority.

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Disconcert

Transitive verb: to disturb the composure of.

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Sacrosanct

Adjective: (especially of a principle, place or routine) regarded as too important or valuable to be interfered with.

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Quaff

Verb: to drink a beverage, esp. an intoxicating one, copiously and with hearty enjoyment.

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Insensate

Adjective:lacking sensation or awareness; inanimate. Lacking human feeling or sensitivity; brutal; cruel.

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Concomitant

Adjective: accompanying; attendant; occurring or existing concurrently.

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Torpid

Adjective: having lost motion or the power of exertion and feeling; numb; benumbed.

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Camarilla

Noun: a group of secret and often scheming advisers, as of a king; a cabal or clique.

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Abscond

Verb: to depart secretly; to steal away and hide oneself – used especially of persons who withdraw to avoid arrest or prosecution.

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Sepulchral

Adjective: relating to a tomb or interment; gloomy; dismal.

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Cerebration

Noun: the act or product of thinking; the use of the power of reason; mental activity; thought.

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Satiety

Noun: the state of being full or gratified to or beyond the point of satisfaction.

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Cantankerous

Adjective: bad-tempered, argumentative, and uncooperative.

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Meta

Adjective: (of a creative work) referring to itself or to the conventions of its genre; self-referential.

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Voracious.

Adjective: wanting or devouring great quantities of food.

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Hubris

Noun: excessive pride or self-confidence.

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Dysarthria

Noun: difficult or unclear articulation of speech that is otherwise linguistically normal.

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Shebang

Noun: a matter, operation, or set of circumstances.

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Babymoon

Noun: a relaxing or romantic holiday taken by parents-to-be before their baby is born.

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Intransigent

Adjective: unwilling or refusing to change one’s views or to agree about something.

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Crepitate

Verb: make a crackling sound.

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Abeyance

Noun: a state of temporary disuse or suspension.

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Expositor

Noun: a person that explains complicated ideas or theories.

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Nodus

Noun: a problem, difficulty, or complication.

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Magniloquent

Adjective: using high-flown or bombastic language.

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Dittography

Noun: a mistaken repetition of a letter, word, or phrase by a copyist.

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Sacrosanct

Adjective: (especially of a principle, place, or routine) regarded as too important or valuable to be interfered with.

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Glair

Noun: a preparation made from egg white, especially as an adhesive.

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Taciturn

Adjective: (of a person) reserved or uncommunicative in speech; saying little.

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Mensch

Noun: a person of integrity and honour.

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Humph

Interjection: used to express slightly scornful doubt or dissatisfaction.

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Gremlin

Noun: an imaginary mischievous sprite regarded as responsible for an unexplained mechanical or electronic problem or fault.

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Avoision

Noun: the arrangement of one’s financial affairs so as to avoid or minimize tax liability in such a way that it is not clear whether this constitutes lawful avoidance of tax or illegal tax evasion.

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Infographic

Noun: a visual representation of information or data, e.g. as a chart or diagram.

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Fubsy

Adjective: fat and squat.

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Ka-ching

Noun: used to represent the sound of a cash register, especially with reference to making money.

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Zugzwang

Noun: a situation in which the obligation to make a move in one’s turn is a serious, often decisive, disadvantage

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Quidnunc

Noun: an inquisitive and gossipy person.

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Comminatory

Adjective: threatening, punitive, or vengeful.

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Xenology

Noun: (chiefly in science fiction) the scientific study of alien biology, cultures, etc.

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Gambado

Noun: a leap or bound, especially an exaggerated one.

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Schlockmeister

Noun: a purveyor of cheap or trashy goods.

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Duumvirate

Noun: a coalition of two people having joint authority or influence.

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Bizarrerie

Noun: a thing considered extremely strange and unusual, especially in an amusing way.

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Tine

Noun: a prong or sharp point, such as that on a fork or antler.

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Fabulate

Verb: relate invented stories.

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Dragoman

Noun: an interpreter or guide, especially in countries speaking Arabic, Turkish, or Persian.

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Orotund

Adjective: (of a person’s voice) resonant and imposing.

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Maw

Noun: the jaws or throat of a voracious animal.

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Haplography

Noun: the inadvertent omission of a repeated letter or letters in writing (e.g. writing philogy for philology).

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Galactagogue

Noun: a food or drug that promotes or increases the flow of a mother’s milk.

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Everything you always wanted to know about content strategy (but were afraid to ask)

Part 3: Your content strategy will show how you’re going to get results.

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Extrados

Noun: the upper or outer curve of an arch.

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Pangram

Noun: a sentence containing every letter of the alphabet.

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Dystopia

Noun: an imagined place or state in which everything is unpleasant or bad, typically a totalitarian or environmentally degraded one.

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Everything you always wanted to know about content strategy (but were afraid to ask)

Part 2: Creating a content strategy that works for you.

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Dilatory

Adjective: slow to act.

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Flexitarian

Noun: a person who has a primarily vegetarian diet but occasionally eats meat or fish.

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Exoteric

Adjective: intended for or likely to be understood by the general public.

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Quixotic

Adjective: extremely idealistic; unrealistic and impractical.

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Everything you always wanted to know about content strategy (but were afraid to ask)

Part one: Whatever type of content you’re creating, having a strategy will help keep it all on track.

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Somatic

Adjective: relating to the body, especially as distinct from the mind.

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Folderol

Noun: trivial or nonsensical fuss.

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Crepuscule

Noun: twilight.

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Wanderjahr

Noun: a year spent travelling abroad, typically immediately before or after a university or college course.

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Magnanimous

Adjective: Generous or forgiving, especially towards a rival or less powerful person.

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Brattle

Noun: a sharp rattling sound.

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Delectation

Noun: pleasure and delight.

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Autotelic

Adjective: (of an activity or a creative work) having an end or purpose in itself.

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Licentious

Adjective: promiscuous and unprincipled in sexual matters.

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Egregious

Adjective: Outstandingly bad; shocking.

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Satisfice

Verb: decide on and pursue a course of action that will satisfy the minimum requirements necessary to achieve a particular goal

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Rockumentary

Noun: a documentary about rock music and musicians.

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Gauche

Adjective: Unsophisticated and socially awkward.

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Scaramouch

Noun: a boastful but cowardly person.

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Gentry

Noun: people of good social position, specifically the class of people next below the nobility in position and birth.

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Maven

Noun: an expert or connoisseur.

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Fossick

Verb: Rummage; search.

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Sapidity

Noun: Flavourful; tastiness.

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Hirsute

Adjective: Hairy. ‘Their hirsute chests’.

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Widdershins

Adverb: in a direction contrary to the sun’s course, considered as unlucky; anticlockwise.

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Imprecate

Verb: utter (a curse) or invoke (evil) against someone or something.

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Severalty

Noun: the condition of being separate.

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Deontology

Noun: the study of the nature of duty and obligation.

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Echopraxia

Noun: meaningless repetition or imitation of the movements of others as a symptom of psychiatric disorder.

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The move from print media to digital media

With the domination of digital content, print media is on a steady decline, Question is, will it ever become entirely extinct?

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The Top 3 Christmas TV Adverts of 2013.

We’ve reviewed the top three festive TV adverts you just can’t get away from at the moment and look at the growing power of social media in the marketing mix.

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Improbity

Noun: lack of honesty and moral integrity.

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Antinomy

Noun: a contradiction between two beliefs or conclusions that are in themselves reasonable; a paradox.

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How long should your content be?

As marketers everywhere struggle to find the right balance, many are left thinking: “how long should my content be?”

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Maquillage

Noun: make-up; cosmetics.

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Ignominy

Noun: public shame or disgrace.

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Leporine

Adjective: of or resembling a hare or hares.

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Bruxism

Noun: involuntary habitual grinding of the teeth, typically during sleep.

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Galligaskins

Noun: breeches, trousers, or gaiters.

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Pantagruelian

Adjective: a Pantagruelian banquet.

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Schlub

Noun: a talentless, unattractive, or boorish person.

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Virga

Noun: a mass of streaks of rain appearing to hang under a cloud and evaporating before reaching the ground.

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Foley

Noun: relating to or concerned with the addition of recorded sound effects after the shooting of a film.

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Exurbia

Noun: the exurbs collectively; the area beyond the suburbs.

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Jakes

Noun: a toilet, especially an outdoor one.

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Four Key Goals for Creating Great Content

Four fundamental objectives to ensure your content attracts interest, increases page views and maintains reader loyalty.

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Cockalorum

Noun: a self-important man.

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Peradventure

Adverb: perhaps.
Noun: uncertainty or doubt as to whether something is the case.

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Orison

Noun: a prayer.

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Rapscallion

Noun: a mischievous person.

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Redivivus

Adjective: come back to life; reborn.

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Bellicose

Adjective: demonstrating aggression and willingness to fight.

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Consentient

Adjective: of the same opinion in a matter; in agreement.

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Vagarious

Adjective: erratic and unpredictable in behaviour or direction.

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Conspectus

Noun: a summary or overview of a subject.

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Apogee

Noun: the highest point in the development of something; a climax or culmination.

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Phillumenist

Noun: a collector of matchbox or matchbook labels.

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Autarch

Noun: a ruler who has absolute power.

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Masstige

Noun: used to refer to mass-produced, relatively inexpensive goods which are marketed as luxurious or prestigious.

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Stercoraceous

Adjective: consisting of or resembling dung or faeces.

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Malversation

Noun: corrupt behaviour in a position of trust, especially in public office.

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Superlunary

Adjective: belonging to a higher world; celestial.

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Phiz

Noun: a person’s face or expression.

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Kairos

Noun: a propitious moment for decision or action.

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Remonstrance

Noun: a forcefully reproachful protest.

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Diluvial

Adjective: relating to a flood or floods, especially the biblical Flood.

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Humectant

Adjective: retaining or preserving moisture.
Noun: a substance used to reduce the loss of moisture.

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Espial

Noun: the action of watching or catching sight of something or someone.

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Mordacious

Adjective – 1: denoting or using biting sarcasm or invective. 2: (of a person or animal) given to biting.

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Ursine

Adjective: relating to or resembling bears.

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Lustrum

Noun: a period of five years.

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Salariat

Noun: (the salariat) salaried white-collar workers.

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Potemkin

Adjective: having a false or deceptive appearance, especially one presented for the purpose of propaganda.

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Punctilio

Noun: a fine or petty point of conduct or procedure.

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Doryphore

Noun: a pedantic and annoyingly persistent critic.

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Vivify

Verb: make more lively or interesting; enliven.

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Déclassé

Adjective: having fallen in social status.

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Epigeal

Adjective: growing on or close to the ground.

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Photobomb

Verb: spoil a photograph of (a person or thing) by unexpectedly appearing in the camera’s field of view as the picture is taken, typically as a prank or practical joke.

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Odoriferous

Adjective: having or giving off a smell, especially an unpleasant one.

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Gah

Exclamation: used to express exasperation or dismay.

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Flavescent

Adjective: yellowish or turning yellow.

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Bombardon

Noun: a bass tuba.

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Nelson

Noun: a wrestling hold in which one arm is passed under the opponent’s arm from behind and the hand is applied to the neck ( half nelson), or both arms and hands are applied ( full nelson).

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Stratagem

Noun: a plan or scheme, especially one used to outwit an opponent or achieve an end.

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Tweeps

Noun: a person’s followers on the social media website Twitter.

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Samizdat

Noun: the clandestine copying and distribution of literature banned by the state, especially formerly in the communist countries of eastern Europe.

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Toponymy

Noun: the study of place names.

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Eldritch

Adjective: weird and sinister or ghostly.

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Felicific

Adjective: relating to or promoting increased happiness.

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Collogue

Verb: talk confidentially or conspiratorially.

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Bonhomous

Adjective: friendly and cheerful.

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Cheroot

Noun: a cigar with both ends open.

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Shrieval

Adjective: relating to a sheriff.

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Propound

Verb: put forward (an idea or theory) for consideration by others.

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Volplane

Noun: a controlled dive or downward flight at a steep angle, especially by an aeroplane with the engine shut off.

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Acrolect

Noun: the most prestigious dialect or variety of a particular language.

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Noblesse

Noun: the nobility of a foreign country.

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Gavelkind

Noun: a system of inheritance in which a deceased person’s land is divided equally among all male heirs.

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Ossicle

Noun: a very small bone, especially one of those in the middle ear.

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Dissentient

Adjective: in opposition to a majority or official opinion.
Noun: a person who opposes a majority or official opinion.

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Diablerie

Noun: the quality of being reckless or wild in a charismatic way.

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Jingo

Noun: a vociferous supporter of policy favouring war, especially in the name of patriotism.

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Bullyrag

Verb: to treat (someone) in a scolding or intimidating way.

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Festal

Adjective: relating to or characteristic of a celebration or festival.

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Virality

Noun: the tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another; the quality or fact of being viral.

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Spindrift

Noun: spray blown from the crests of waves by the wind.

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Forswear

Verb: [with object] formally agree to give up or do without.

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Anodyne

Adjective: not likely to cause offence or disagreement and somewhat dull. Noun: a painkilling drug or medicine.

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Salut

Exclamation: used to express friendly feelings towards one’s companions before drinking.

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Dubiety

Noun: the state or quality of being doubtful; uncertainty.

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Pneuma

Noun: the vital spirit, soul, or creative force of a person.

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Robocall

Noun: an automated telephone call which delivers a recorded message, typically on behalf of a political party or telemarketing company.

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Autochthon

Noun: an original or indigenous inhabitant of a place; an aborigine.

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Acquittance

Noun: a written receipt attesting the settlement of a fine or debt.

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Zeitgeist

Noun: the defining spirit or mood of a particular period of history as shown by the ideas and beliefs of the time.

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Clamant

Adjective: urgently demanding attention.

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Aposiopesis

Noun: the device of suddenly breaking off in speech.

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Skeevy

Adjective: unpleasant, squalid, or distasteful.

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Edification