New is better than better

I read something this week from Shawn Twing that reminded me of an old school copywriting principle: "New is better than better." (He credits Rich Schefren) Twing says: "If you've ever tried to sell 'better' — which I have far too many times — you know it's an uphill climb. 'New,' however, is always easier. We seem to be hardwired for novelty." And I immediately thought... This is the entire Cognitive Fingerprint positioning problem. 👉 The Default Pattern When we extract your CF patterns, you...