JOHN HOFMEISTER COPYWRITER
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February 23rd, 2023

2/23/2023

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“Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise
thereof, or abridging the freedom of speech, or of the press; or the right of the people peaceably
​to assemble, and to petition the government for a redress of grievances.”
— 1st Amendment to the U.S. Constitution
Somewhere along the long slouching road to the new millennium, it became possible to do what in a baby boomer’s childhood was unthinkable and what landed Lenny Bruce in stir: the regular enunciation of profanity in public venues, often nightclubs, but more typically the airwaves and the general fiefdom overseen by the FCC, that being everything from the old standbys of major broadcasters to the more coven haunts of music stores, streaming media of the wondrous world wide web, e-zines, and blogs (an expression whose onomatopoetic echoes call to mind the sucking sound of boots wading through mud or something which small animals get mired in and drown, which speaking figuratively is probably the case). Such words, four-letter and otherwise, were once the mainstay of the local burlesque and “girly” magazines (a curiously demeaning expression as used among manly men, but employed here to allude to their illicit joys). Today, however, profanities are no more secret than the day’s weather or the inner lives of celebrities or politicians (though the latter could well be an oxymoron, but that is another story altogether).
 
Growing up in the twilight of Ike’s presidency, a child could go for years or seasons or moons, without encountering so much as a friggin,’ let alone a hardy fuck or fuck you. One might even recall with fondness poor Holden Caufield’s wish to protect children from such vile assaults on their sense and sensibilities. In the 21st century, such a wish could find no ready believers, having been blessed as we are with a steady parade of comics finding the easy road to the risqué by sprinkling their routines with daubs of Fs, FUs, CSs, MFs, and MFCSs (that we all can easily divine the meaning of this alphabet spew says something in itself, whether that be our worldliness, our childishness, or our long acquaintance with government agencies, computer gizmos, or license-plate speak is hard to say).
 
Many would have us believe that the license to spray profanities is protected by the Bill of Rights, in this case the right to free speech, though what is freed by this speech is a bit of a mystery, other than the instincts of the puerile or the emotional outpourings of junior high schoolers. It also has its defenders in those who seek to protect the anger and bitterness of the urban poor’s various mouthpieces—the many rappers and DJs and MCs and bling bearers who have found it more profitable to sample other artists’ music and pretend that what they are doing isn’t plagiarism if not outright theft than to actually align a series of notes on a bar and write lyrics that might offer richer voice to their pain, no matter how far it might fall short of the speech of such singers as Ishmael Reed or Dr King.
 
But we digress. The steady demeaning of our sensibilities through a constant satellite feed of profanity has made it impossible to accent our anger or raise the bar of our horror or tap the root of our bitterness with expressions once reserved for the basest of miscreants and their deeds. We toss off fucks and fuck-you’s as casually as we once said damnit or shit, which in turn we habituated ourselves to after crap and Jesus lost their piquancy and emblematic heft.
 
So, what to do, if anything? It might be easy to believe that another more genteel era’s genteel speech would yield better human beings, a belief held and told by idiots. Yet, are we, and is our vernacular, worse for the wear from the steady wearing out of the caustic bite of words once Bowdlerized in the pages of The Naked and the Dead? Have we lost the raw, visceral voice we might reserve for those found guilty of lynching or the abuse of an infant, having used it instead to address someone who cuts us off in traffic? What is cheapened by our casual acceptance of profanity?
 
Of course asking this question is to run the risk of being tarred a censor, prude, or born-again nutcase, if not all three. It occurs to me to ask it, having just returned from a park where I overheard a half-dozen half-pints with the mouths of sailors extolling the virtues of each other’s mothers, sisters, and girl friends. These wee lads all seemed quite incapable of executing their desires, but their intimate knowledge of anatomy bespoke a good understanding of which members of which group did what and how to whom. Such schoolyard taunts are the stuff of many a childhood, but these boys’ young lives owned all the insight and attitude of the likes of Howard Stearn, who by himself is probably keeping several tens of millions of American males in a terminal state of arrested development, that arrest generally commencing in about the fifth grade.
 
One might say language is cheapened by the continued lowering of the bar and widespread acceptance of what were once jailable offenses. But can language be cheapened? Is it something that attaches such qualities to itself? Cheapening something means, if anything, diminishing its value. And the only value language can have is to communicate. If that it is so, then surely our current diet of fuck, fucked, fuck off, fuck up, and fuck it is robbing someone, somewhere of power of these words, for they certainly were once worth much more insofar as they could alarm passions, run radio stations out of business, get people slapped across the face, slapped in the cooler, or quality time with a bar of soap.
 
If we agree that language can be cheapened, are these particular coins worth saving? In other words, would hearing a toddler ask for a fucking candy bar have us wonder where the tyke came by his diction or simply leave us aghast that he was familiar with it at all? In the right setting, such an outburst could be funny, provided it were rare—which is probably how we might come by it. But with time, we’ll find this neither rare nor alarming nor humorous but typical. And being typical, eliciting no more interest or condemnation than smoking in bars once did. Ah, we’ll say, the good old days.
In debasing the coin of our lexicon, we may find replacements as we did for shit and damnit. Profanity inflation has increased the cost of being lewd, for it now takes ten or so fuck you’s where once one or two would do. But replacements for the bottom of the barrel are hard to come by and may require importing as well as an extended period of general dissemination before they can find ready adoption and exchange in the vernacular. In the meantime we have little choice but to either raise the cost for using profanities or withdraw some from circulation. Failing to do so, we may discover that we are, well, fucked.
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Shameless Trolling

5/28/2022

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At 70, you’d think I was done with advertising and marketing. Alas, such is not the case. I write these days to pick up some income and keep from going berserk from boredom. To take advantage of these needs, all you need do is see what I’ve done, see my portfolio, know the categories and media I have written for, and send me note. I’m a quick study. No nonsense. No guessing. No hand holding. No way to bruise my “feelings” — as they say in Mafia land, it’s not personal, it’s business. If ever there was a been-there, done-that writer, that’s me. So, whether it’s c'est la guerre or c'est la vie, I can write no matter what the need. This is the extent of my French outside of the usual bon mots. Cheers.

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Copywriter's Lament #9

5/18/2022

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I write tons of copy. Lots of long form, say for websites, blog posts, the occasional flyer, brochure, and the like. My clients often turn my copy over to a proofreader, a practice I should be grateful for, I suppose. But I pay for Grammarly to find my stupid mistakes and ignore the mistakes it finds that aren’t mistakes (more on that in subsequent Laments). 
 
Case in point: “more than” versus “over.” When my copy includes an “over,” it is often replaced with “more than.” Many insist that “over” should be limited to descriptions of height as opposed to numbers or degrees, cases of which should be limited to “more than.” Anyone who makes over $200k a year would agree that they make more than $200k a year. Every reader would agree that the two expressions mean the same thing. Even Merriam-Webster’s definitions of “over” as a preposition include “more than.”
 
This shibboleth has some history and was once endorsed by the APA Stylebook or manual or whatever the hell they call it. Associated Press style once discouraged writers from using “over” to mean “more than,” but that changed in 2014 because there was never a grammatical reason for the rule. Of course, a slew of nutcases went off the rail about how accepting this change was yet another sign of the end of knowledge and the triumph of ignorance. It was quite the opposite. Over 99% of English speakers would agree — the difference in meaning between the two expressions is zilch, nada, nothing. Extremists Editors, please get a clue. The language belongs to those who speak it. And sooner or later, the speaking majority rule.
 
Take, for example, the fight against “alright” vs. “all right, which is at least as old as the “more than/over” wars. But the desire to insist that all right is to be preferred to alright ignores the English language’s passion for brevity. I usually choose all right, but I go out on a limb once in a while. You know, living dangerously, knowing the grammar police lie in wait with red pencils. But nothing seems to happen when I do. I’m guessing alright is approaching mass acceptance, and Merriam will eventually surrender. People spend countless hours worrying about the difference between who and whom when the understanding of when to use which calls for an knowledge of grammar no longer taught outside of graduate programs in English or Linguistics. Consider this sentence: “Give the medal to whomever wins the race.” The use of “whom” here follows from people’s sense that “to,” being a preposition, should be followed by “whom” rather than “who.” But “whom” in this case is grammatically incorrect. Here’s why: the clause “X wins the race” calls for a subject form, in case, “who,” as most speakers would find “whom wins the race” and odd construction by itself; but since it follows the preposition “to,” many speakers would feel then need to use “whomever.” The kicker here is that the entire clause “who wins the race” is the object of the preposition “to”— not just the word “whom.” English grammar is a pain in the ass, but it has its own logic, a logic which everyday speakers have some sense of but mostly ignore since everyday speakers have but one need: to get a point across, communicate, exchange info, etc. 
 
Another in this vein is “I vs me.” Consider this expression: “just between you and me.” Of course, you will find people saying, “just between you and I,” thinking that this expression is grammatically correct. But it’s not. Or consider how to answer when you knock on a door and someone asks, “Who is it?” Everybody except some prude would answer, “It’s me,” rather than sound like a jackass and respond, “It’s I” — even though it’s grammatically correct. Another example: “Let us go then, you and I…” vs “Let us go then, you and me…” This example is particularly interesting because some would insist that it’s grammatically incorrect. But it also happens to be the first sentence of The Lovesong of J. Alfred Prufrock, by T.S. Elliot, possibly the most famous poem of the 20th century. But Elliot went with the “ungrammatical,” giving us these opening, lovely, and rhyming lines:
 
Let us go then, you and I,
When the evening is spread out against the sky
Like a patient etherized upon a table;
Let us go, through certain half-deserted streets,
The muttering retreats
Of restless nights in one-night cheap hotels
And sawdust restaurants with oyster-shells:
Streets that follow like a tedious argument
Of insidious intent
To lead you to an overwhelming question…
Oh, do not ask, “What is it?”
Let us go and make our visit.
 
The language is haunting. And some grammarians insist it’s ungrammatical; but Elliot has his defenders, too. Grammar nutjobs like to argue. For me, grammar be damned in this case. Break the rules you need to and know why you do when you do.

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No Good Deed Goes Unpunished Dept

3/15/2022

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Yesterday, I learned I had a bird trapped in my downspout gutter. So I got out my extension ladder to get to the second-floor gutter to open the leaf guard to see if it would fly off. I had to extend the ladder to its full height, but the rope got stuck in the pulley. So I had to bring it down by hand and free it. As I tried to do so, the pulley gave way and the top of the ladder slammed into my wrist, leaving a nice gash. So my wife helped me clean it up and bandage it. I returned to the ladder but realized the bird had gone down the downspout to where it met the ground. Our underground pipe to the street has a y-cap off to the side that you can open to clear debris if it backs up. I took off the cap, and there it was, waiting for someone to open the fucking door. It peaked out and flew off.

The gash wouldn’t stop bleeding, so I went to urgent care. They took x-rays, but the film showed no fractures. I got some liquid bandage put on it and was sent on my way. I read the film report online, confirming lack of fracture, but it did show “Mild degenerative changes with some osteopenia,” confirming once again that I am really old.

I got carded today at Kroger. WTH! I said, “What, you think I’m looking for an Academy Award for best makeup just to buy beer?” They laughed, probably thinking, funny old guy, and me thinking, knuckleheads.


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Hello Donnie!

1/12/2022

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It’s been a while since I looked at your emails to me. I get so many of them. This one was particularly hilarious in that you call me, yet again despite all evidence to the contrary, one of your biggest supporters. Of course, this is an email generated and sent to everyone on your mailing list — a collection of rubes, fools, griftees, and the occasional guy like me who somehow got on your troll line. You do know what a troll line is, right? Just click on the word and find out — you’re welcome!

Anyway, the big news of your latest trolling is to let me believe that you want me to be your VERY FIRST DONOR of 2022. I’m sure you’ve already scammed lots of people who believe you are going to save them from all the ills of elitists in New York City living in posh townhouses who had everything given to them from the time of their birth. Of course, you are one of those very same people: Rich. Entitled. Lazy. A silver spooner from the get-go. But given your status as an elitist, the wording of your email was quite ridiculous:

“The very first donor of 2022 will go down in history as the Patriot who went ABOVE AND BEYOND to SAVE AMERICA from Joe Biden and the Radical Left, and I can’t think of anyone more deserving of this honor than YOU. There can only be (1) FIRST DONOR of 2022, so you need to hurry before it’s too late.”

“Go down in history.” “Above and beyond.” I suppose some poor sucker with next to no money donated to your cause. Yes, some dope will have his or her name emblazoned on an email buried in the detritus of internet communications. Why should I save America from the guy who beat you in a free and fair election, a guy who’s basically a moderate and has always been one? The Radical Left doesn’t control the Senate or the House. It controls the paranoid fantasies of Hannity, Carlson, and the collection of stooges who are making tons of money, stirring up fear and ratings for their own advancement. Pretending this clown collection are journalists is akin to pretending that Trump University is a university, you know, a place where people learn something worth knowing.

Well done; I wish you nothing but continued failure in your wish to turn our democracy into an oligarchy. So please continue your heart-attack-inducing diet of Filet o’ fish, fries, and fatty steaks. I am hoping for the best of all of us, yourself excluded. 11 January 2022 Your latest grift:

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Trump's Xmas Gift to America

12/21/2021

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Unhappily Trump's gift to America is a GOP white elephant. The party of Lincoln, the great emancipator, is now in thrall to a serial adulterer, serial bankrupt, and serial liar. His ability to infect his followers with belief in lies is only matched by Hitler's. Yes, I know comparisons to Hitler are always called out as being over the top, but how else should I interpret his constant haranguing that the last election was stolen from him? His biggest lie ever — a lie that about three-quarters of the republican electorate believe despite no credible evidence, dozens of court rulings, multiple recounts that found nothing, and onetime stalwarts of power in the GOP like William Barr and Chris Christie categorically denying that there was any widespread fraud in 2020 that would have overturned the results of the election. Hitler's "stabbed in the back" has the same resonance among those who wave Stop the Steal flags as it did among the embittered Germans of post-WWI.
 
Had Trump vociferously encouraged mask-wearing, social distancing, and getting a "Trump" vaccine as soon as possible, he would still be president. Instead, he yielded to his base, whipped up their resentment of science and "expertise," and encouraged them to do the most selfish thing they could: disregard the health and safety of their fellow Americans. And the constant drumbeat about election integrity, one whose merit has no founding or proof, has brought us to the place where retired generals are publishing Op-Eds alerting us to the likelihood of a coup in 2024. Republicans have controlled the White House for 12 of the past 20 years; only four of those years have resulted from a Republican having gotten more votes than his Democratic opponent. How this is, feels, or is democratic is beside the point. It is a fact. And now, through gerrymandering, installing "stop the steal" partisans to election boards, and the guise of "election integrity," the party of Lincoln has betrayed its founding father beyond all imagining. The thirst for power has overwhelmed the need for truth, accepted facts, and any semblance of honor, integrity, or commitment to the constitution that so many in the GOP claim to hold so dear.
 
People like Lindsey Graham insist that the party must work with Trump. The party, he seems to forget, is made up of individuals who need only follow their own judgment, integrity, and commitment to democratic means. The party's leadership has cast its lot with a charlatan who denies the truth, belittles opponents with names designed to shame them, and lies and lies and lies. Trump's enablers in the media — be it Fox pundits (none of whom are credible journalists) and the new gang of rightwing propagandists of Breitbart and One America News Network (the name itself is overtly fascistic) — have decided it is better to chase ratings rather than truth. Needing to work with Trump feels like Neville Chamberlain’s willingness to work with Hitler. How one works with a liar, grifter, and outright fraud is hard to countenance. It’s not unlike making a deal with someone robbing your home: you can take the silver but leave the heirlooms alone.
 
The growing talk of civil war has me wondering if it's time to buy a gun. Something I could do so with little more hassle than getting a library card and which I will be able to carry without permit or training if the NRA and politicians in its thrall have their way. 
 
I am a white male, soon to turn 70. I was raised an FDR democratic and remain one. The sadness that the headlines deliver to me every day since the arrival of Trump is only deepened by having family members who are part of the Trump cult. The great American experiment in truth, freedom, the rule of law, and the belief in the power of an educated citizenry has been unwound by the tribalism of social media, the loss of public truth, and the bitterness of a class of people whose anger and resentments are lodged in emotion, not fact. The Age of Reason seems so distant as to be unimaginable in today's world. 
 
How this ends, I have no idea. I fear for the worst. Hope for the best. And continue looking for reason to rise.
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ENOUGH WITH THE BIG WORDS ALREADY

4/16/2021

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​Most of the words we use every day are little ones. A syllable or two, sometimes three. But for some reason, many folks confuse big words with erudition, aka, smarts. But that’s just not the case. Winston Churchill, who knew a bit about the power of words, once said, “short words are best, and old words when short are best of all.” By old words he meant the simple ones of old English origin. Mom and Dad. Love and hate. Good and bad.  Bread and milk. Fight and flee. Come and go. Rise and shine. You get the idea.
 
There’s simply nothing better than tough old English words, the ones free of French, Latin, or Spanish influences. I’m not against foreign tongues influencing ours. As our tongue grew, it was happy to grab words from other tribes. So we think nothing of saying avant-garde, carte blanche, cliché, déjà vu, diva, emoji, fiasco, macho, motto, pasta, patio, pizza, solo, typhoon, and tsunami, to name but a few. It’s a long list. Generally, we don’t care where words come from. We care about getting our points across. Or we should. And when we do grab words from other tongues, they’re often small ones.
 
Big words have their place of course. And when no other word but a big one will do, go for it. But for any other reason is foolish. It’s easy to fall into the trap of big words. It’s an easy way to show off. And it’s often used to bully or shame readers for being no nothings. But know somethings — Churchill and Hemingway, for example — know better. Stop obfuscating. Start simple. Limit the big words. Small words kick ass.
 
©2021 John Hofmeister. 
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STOP SMOTHERING YOUR VERBS

4/9/2021

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Want a simple way to make your writing more vigorous, readable, and actionable?

Get rid of all those nouns with verbs buried inside them. Just googling “smothered verbs” will give you lots of examples of how and why this writing habit gets in the way of sturdy English prose. You can easily break this habit by turning nouns like discussion, information, reduction, and conclusion into action verbs — discuss, inform, reduce, and conclude. Your prose will get sharper. Become more readable. Less likely to induce boredom, eye rolls, and yeah whatever.

And take notice of that suffix in all these nouns — -ion. If you skim your copy and find them, you’re probably smothering verbs. Bureaucracies — whether public or private — are fond of smothered verbs because active verbs force writers to clarify who’s doing what to whom. Saying something like “there will be a reduction in our salesforce” sounds less threatening than “we will be reducing our salesforce.” People get fired. Nobody seems to be doing the firing.

Smothered verbs invariably invite passive verb constructions, where stuff happens seemingly by magic, the magic being that it absolves doers of doing anything. It’s the sort of opacity week-kneed lawyers, administrators, politicians, and bureaucrats strive for. Stop giving them quarter. Free a verb today!

©2021 John Hofmeister. All rights reserved.
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Trump Accepts World’s First-Ever Ignoble Prize

5/7/2020

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Trusting his gut and driven by advice given to him long ago by spiritual mentor Roy Cohn to turn attacks into assets, Donald Trump accepted the world’s first-ever Ignoble Prize.
In accepting the award, Trump said that “ignoble is what I do and do very strongly. It’s a big word even if it doesn’t have that many letters but it greatly describes big thinkers like me. Ignobility, I’m pretty sure that’s a word, too, is in my genes. I come from a long line of ignobility. And even if this prize was around when Obama was president, he never could have won it. He didn’t have the brain that I do to break all precious rules politicians, especially Democrats, follow. I’m pretty sure they had to invent this prize because nobody in the history of the world ever did ignoble better than me. Obama could only win a noble prize. Big deal. They’ve been giving out those forever.”

Mystified by this jarring but unsurprising boast, journalists were left blinking with their mouths open, momentarily unable to internalize Trump’s latest defiance of everyday norms and accepted definitions accessible to anyone with a dictionary. Seeing their dumbstruck expressions, Trump chuckled aloud as his team hurried to escort him from the press briefing room, “What, no gotcha, nasty questions for me? What a bunch of losers.”

In what was supposed to be a post-briefing follow-up, the president’s newest — and according to Trump, the best-looking presidential spokesperson in history — Kayleigh McEnany said Mr.Trump was “being sarcastic and wanted to have a little fun with the press corps.” She went on to say that the President didn’t have time for follow-up questions because he had to get back to the hard work of slashing spending aimed at poor people who don’t vote, “which is most of them,” she noted. “President Trump believes it’s time to put the nation’s tax dollars to work for people who work.” Realizing that the room had cleared as journalists rushed to release the latest assault on imagination that continues to make satire impossible, McEnany said, “I told you I will never lie to you. That’s not my job.”
​

In a related note and according to the latest available information, the Ignoble Prize was established by an esteemed triumvirate of Doctors No, Evil, and Doom. According to its founders, the prize will be awarded annually to recognize the apex of ignobility as demonstrated by the recipient’s fearless disregard for truth, justice, and or any measure of decency known to humankind. Unbeknownst to Trump, it has no cash value.
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NRA Clown Posse — Show of Unforced Stupidity

5/4/2020

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I’m sure there are many NRA members who aren’t idiots. Unfortunately for the organization, those members don’t make news. And regardless of one’s opinion of the NRA, the appearance of gun-toting goofballs at the protests against decrees to prevent the spread of the coronavirus makes me wonder: Why are they bringing assault weapons to these protests?  The decrees aren’t restricting the rights to bear arms, although some decrees have shuttered shooting ranges where the bored or insecure gather to enjoy themselves or feel powerful unloading on paper tigers or whatever their inert and harmless targets happen to be. Are they planning to assault the legislators? Their governors? Counter-protesters? They not only like walking about carrying a big stick, but wish to yell loudly with childish displays of their dearest possessions. “I took my AR-57 into the rotunda, baby. Boy, I showed them. No one’s gonna tell me what to do. And this mask isn’t keeping me from this overhyped virus shit — it’s keeping me from being identified by the deep state.” That would be the deep state that keeps sending their grandmas checks every month, makes hamburger edible, lakes fishable, air breathable, water drinkable, modern live livable, and yet doesn’t seem to mind if citizens stroll about in public with oversized badges of dimwittery. Like anxious grammarians who believe the world is going to hell in a handbasket with every split infinitive, they believe it’s going to hell because they can’t figure out who made them so stupid in the first place. Even that is beyond the ken of the state, however deep.
 
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    John Hofmeister

    When I'm not writing for clients, I write about things that interest me. Quite of bit of satire, a genre that has become increasingly difficult to work in since reality has become such a farce.

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Copyright © 2020 John Hofmeister • Freelance Copywriter • Creative Director • Columbus, Ohio. All materials on this website are presented exclusively for viewing by John Hofmeister clients and prospects. ​Any use of this website will constitute your agreement not to copy, modify, reformat, rebroadcast, ​or otherwise reproduce the work displayed here. Thank you.

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