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Copywriters' Kitchen

Stay Warm With Curried Long Island Cheese Pumpkin Soup

“They’re called Cinderella pumpkins,” my farmer-greengrocer told me when I asked him about the flat, wheel-shaped pumpkins piled in bins next to the butternut squash.
I studied the pearly, buff colored pumpkins. An heirloom vegetable with an enchanting backstory. Who cared what it tasted like? I picked out the prettiest and bought it.
The friendly checkout lady [...]

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Why “La Bella Figura” isn’t Enough to Sell Italian Wine to U.S. Buyers

As a copywriter, I attend a number of food and wine marketing events, as I did yesterday at NYC’s Italian Wine Week. As usual, stacks of gorgeous collateral materials crowded vendors’ tables. Unfortunately, much of it fell flat. Why? Because “la bella figura”—being beautiful—isn’t enough to sell products in a crowded market. Excerpted from a [...]

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