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Category Archives: Writing

Like most traps, it’s got two halves. The first half:  That the way clients hear something described impacts their desire to have it. Psychologists call this a “framing effect.” For example:  People prefer meat labeled “75% lean” over meat labeled “25% fat.”  Even though either way, you’re getting the same thing. This applies in more […]

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So. Like any photographer, you probably have your eye on a piece of gear, right? Even if it’s just niggling in the back of your mind. (If you’re not a photographer, insert something else you have your eye on for this example.) Now, tell me – why do you want that piece of gear?  How […]

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