Wesley Murph

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

The Macmillan Dictionary defines charisma as: NOUN/ ka 'rizzma—a strong personal quality that makes other people like you and be attracted to you. The Wall Street Journal's Elizabeth Holmes wrote a 1,296-word essay titled: "How to Develop Your Personal Presence on Social Media and in Real Life." The subhead is: "Presence, a Mix of How You Look, How You Communicate and How You Behave, Influences Your Social Stature and Ability to Climb the Ranks." Included were a slew of tips on developing: "Your authentic self, combining strength and warmth."

What triggered this column was the Adfreak Daily Newsletter from Adweek with the following headline: "Lego Ad's Little Darth Vader Is Less Charming and Cute and More Completely Evil." The story featured the most gawd-awful, gross, repulsive TV spot for children's products I have ever seen in 78 years on this planet.

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