Hi. I’m Jerry Silfwer.

I’m a professional spin doctor and copywriter from Sweden.
With 12+ years experience from client work across many industries and countries,
I’ve helped lots of great brands to communicate better. Here on Doctor Spin,
I share my best insights, ideas, and inspirations.





You can also read my latest articles below (or browse the archive).

How do you persuade anyone of anything? It requires careful preparations, active listening — and good ethics.

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

We must all persuade someone every now and then.

And — there are thousands of techniques on how to do this in various situations:

Some techniques are about power and authority, others about psychology and behavior. Some techniques are scripts, others a matter of being persistent and not giving up.

If you’re selling fast-moving consumer goods, it’s all about placement — where is your product when your prospect happens to be susceptible to suggestion.

If you’re selling more expensive products, especially to other companies, a proven track-record might instill enough trust in your “target.”

Or, if you’re trying to win someone over romantically, body language, mannerisms, and pheromones might just get you laid.

Still — how do you persuade anyone of anything?

Here goes:

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A manifesto on what it takes to be a ‘digital first’ politician in today’s wired world.

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

In public relations, political communication is ‘public affairs.’

And as with every dimension of business and society, your local politicians must adapt to a ‘digital first’ world, too. The internet is where most of our opinions are being molded and spread throughout the population.

However, the question is:

Are your local politicians keeping up with the times?

Let’s take a closer look:

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When it comes to inbound marketing, most marketers think about landing pages, conversion rates, and marcom softwares. But it’s more than that — it’s a new paradigm for marketing.

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

Inbound marketing is a fundamental shift.

Yes, nowadays we focus more on list building, call-to-actions, lead magnets, viral loops, conversion rates, landing page optimization, a/b-testing, marketing automation, and all of that fancy stuff often associated with online marketing in general, and inbound marketing in particular.

But inbound marketing is so much more than just using various types of software to capture online leads.

Here’s why:

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Some people believe the craziest things — despite being proven wrong. Science can explain why people are stupid.

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

15 years in public relations has taught me a thing or two about spin.

Unfortunately, people tend to believe in whatever version of a story that benefits themselves the most — or the version that’s coherent with their existing view of the world (they are often one and the same). Evidence and facts tend to have little effect on those who have made up their minds.

Oxford Dictionaries even named ‘post-truth’ Word of the Year in 2016, so there’s that.

Unfortunately, it’s often enough to sway people by casting enough doubt on the truth — especially if the truth is somehow inconvenient.

Here’s how:

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Successful online activation campaigns must isolate and engage. The Engagement Pyramid explains how and why.

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

We all care, but only so much.

If you’re looking to boost crowd behaviors, you must cater to various levels of engagement.

If you can get 1% to enter as creators, you should be happy. But, to be successful, you should also attract contributors — even if you can’t expect them to invest as much engagement as your creators.

Your “ask” of your contributors must be considerably smaller than that of the creators; if creators upload their best summer pictures, maybe contributors can suggest creative captions for their favorite entries? Now, if both creators and contributors are having fun, why not invite lurkers to simply cast their votes with only the click of a button?

This is an example of why the Engagement Pyramid matters.

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