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Writing and speaking (essays, non-fiction, copywriting, direct interactions, speeches) can be easily sorted into two groups:

                  The expected                                                  The unexpected

We don’t remember what most people say when they greet us (at a party, or even a funeral) because it’s banal. Most college essays, tweets and advertising copy fit right into this category. The prose we consume every day gets instantly processed, filed away and ignored.

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