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Jun 18, 2008

Comments

Jam

They could have used their magic to make a better sign...

Mike Reed

While writing a brochure many moons ago, I was told that the company combined Magic with Logic. During the writing, I put in a placeholder headline: "Magic Logic blah blah blah". Then I completely forgot to put in a real line.

I spotted it just before the piece went to print, and apologised profusely. "Oh," said the client, "We thought that was rather good."

It was the sort of comment that makes you wonder if you're not overcomplicating this whole business.

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