“The role of a writer is not to say what we all can say, but what we are unable to say.” — Anaïs Nin

Never underestimate the power of spin. Often the only difference between a “rehashed” news story and a sterling editorial is the angle the author decided to take. Whether it’s business communication or blogging, effective communication involves finding your unique slant.

Spin

Everyone wants to say that their product is the best thing since the invention of the wheel, but only a few ever manage to say it in a way that will catch our attention.

• What comparisons can you draw?
• How can you make your message resonate with your audience?
• What imagery can you evoke?

If 24 hour news has taught us anything it’s this — the power of the message is almost never in the content. Honestly, is Fox News and CNN really that different? What sells popcorn, what gets people into the stands, what keeps them watching through the commercials is almost always the spin.

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