When Persuasion is Poetry

When it comes to getting through to your audience, channel your inner poet In October 2008 my wife and I drove west along America’s historic Route 66 between a ghost town named Seligman (the inspiration for the movie “Cars”) and the town of Kingman Arizona. At its apogee, Route 66 was the keystone of the American Interstate system and was known variously as “The Mother Road” or “Main Street America”. Every 10 miles or so, the monotony of the vast and featureless Mojave Desert was punctuated by small clusters of red and white road signs placed roughly 100 metres apart. They were mouldering advertisements for Burma Shave, a brushless shaving cream launched in the 1920s. The brand soon became

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