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Ego might be a dirty word, but it’s also a mighty strong sales technique.

Here’s how I fell for it.

Academia, a website housing academic papers across a broad range of fields and journals, sent me this tantalising email.

Game on! Let’s see who’s talking about me!

To access my mentions, I needed to subscribe to their Premium service, which I could do by joining a $1 trial.

So far, so good. I’m one click away from seeing who thinks I’m clever....