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Oscar Wilde once said that “the only thing that one really knows about human nature is that it changes.” But if you study ancient texts you see that there’s an awful lot about human nature that apparently does not change at all. Which is why so many things said by the great thinkers of old ring as true today as they did over two thousand years ago.


Remember studying the works of Aristotle, the great philosopher and scientist from ancient Greece? It turns out many of Aristotle’s statements about communication are relevant for your marketing program today. Here’s a sampling of what Aristotle had to say – and how his advice applies to your marketing program.

  • On the importance of character: “Character may almost be called the most effective means of persuasion.”

    In most businesses, building credibility and trust – in other words, convincing prospects of the excellence of your company’s “character” – is vital. If your character has been called into question, your message will not be heard.
  • On knowing your target audience: “The educated differ from the uneducated as much as the living from the dead.”

    Different target audiences require different approaches. To build credibility and trust you need to appeal to the needs, emotions and average educational level of your prospects.

    For example, if your law firm is targeting corporate CEOs your message will be very different than if you’re trying to convince high school drop-outs accused of drunk driving to give you a call.
  • On keeping it simple: “To write well, express yourself like common people, but think like a wise man. Or, think as wise men do, but speak as the common people do.”

    Quite often one of the hardest things to do in marketing is to keep it simple. Regardless of how complicated your product is, you need to explain it (and the benefits it brings) in a way that is as simple to understand as possible.

    People won’t want to do business with you if you make them feel stupid. Plus, a straightforward message also helps to avoid confusion. Which is important, because people who are confused, intimidated or feeling dumb will avoid making a purchase decision altogether.


K&C Design & Build specializes in modifying and remodeling homes to accommodate their client’s current medical conditions, or help them plan for their needs as they age. Their work proves that you can have it all: safety, accessibility and stunning design.

The brochure that I wrote for them reflects all of Aristotle’s advice. The testimonials on the back cover speak to the owners’ character. The focus on great design reflects the fact that people don’t want their homes to look like hospital rooms. And the brochure’s layout and text help keep the message simple and easy to digest.

What Others Are Saying

"Everyone LOVED your work for both the brochure and the site!"

Michael Elliott
Founder and President, The Hammer & Nails Salon Group, LLC