All the buzz around the solar eclipse on Aug. 21 got me thinking about how and when clients can mistakenly 'eclipse' their own brand.

I recently did some copywriting for a real estate client. as part of an effort to promote several ‘hot properties’ that had just come on to the competitive Manhattan real estate market. This wasn’t the first time I wrote several descriptions for both online listings and an imminent set of Open Houses; I recently helped the client relaunch their website and...

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