“Good lies need a leavening of truth to make them palatable.” – William McIlvanney. Born Nov. 25, 1936. People get upset when I compare marketers to liars. Or I talk about manipulation. And coercion. Your hands are already dirty! Just own it! It’s better! But I digress. Here is what you need to realize. Even […]
Getting Good at Lying Makes You Better at Making Truth Believable. Read More »
“When a man is discontented with himself, it has one advantage – that it puts him into an excellent frame of mind for making a bargain.” – Laurence Sterne. Born Nov. 24, 1713. This is one of the big secrets right here. If you want your prospect to feel super good about buying, try making
Application of Agitation Creates a Persuasion Situation Read More »
“Let every man feel that he is the architect and builder of his own life, and that he proposes to make a success of it by working.” – Heber J. Grant, Born Nov. 22, 1856. Really, though. The key part here is “let every man feel” – whether they really are or not. Let people
Make People Feel Like They Are In Charge, And They Will Obey… Read More »
“The instruction we find in books is like fire. We fetch it from our neighbours, kindle it at home, communicate it to others, and it becomes the property of all.” – Voltaire, Born Nov. 21, 1694. You don’t have to be an originator of ideas if you can be an effective communicator of ideas. Today
Creation and Innovation Are Not the Only Way to Provide Value Read More »
“There is a saying that every nice piece of work needs the right person in the right place at the right time.” – Benoit Mandelbrot, Born Nov. 20, 1924. That’s what I like to make: a nice piece of work. The right person is you, the reader, the viewer, the receiver of my offer. As
Good Copy Always Feels Like It’s Happening Right Now Read More »
“The only way to advertise is by not focusing on the product.” – Calvin Klein, Born Nov. 19, 1942. The art and skill and magic and OOMPH of writing promotions comes from the stuff you do that has NOTHING to do with the product itself. The product is just a token of value. It carries
No One Wants To Buy Your Product – This Is What They’ll Pay For… Read More »
“Human vocabulary is still not capable, and probably never will be, of knowing, recognizing, and communicating everything that can be humanly experienced and felt.” – Jose Saramago, Born Nov. 16, 1922. Jose is talking about how even the best writers can find themselves incapable of expressing the full range of human emotion. And that’s arguably
Explain To Others How They Feel When Their Own Words Cannot Express It Read More »
“Timing and arrogance are decisive factors in the successful use of talent.” – Marya Mannes, Born Nov. 14, 1904. Talent alone is no guarantee of success. There are plenty of broke ass nobodies with talent so abundant it’s oozing from their pores. You need to USE the talent you have in a way that lets
Another “Bad” Character Trait That You MUST Have to Succeed… Read More »
“It is often wise to reveal that which cannot be concealed for long.” – Friedrich Schiller, Born today, Nov. 10, 1759 Ah yes. The “damaging admission”. Confess your sins before your audience rather than hiding them. Expose your own flaws. Uncover your shortcomings. This applies to you, your products, and your offers. But don’t stop
Flaunt Your Flaws as Features for Authority and Authenticity Read More »
“Any fact is better established by two or three good testimonies than by a thousand arguments.” – Marie Dressler, Born Nov. 9, 1869. Let me tell you a secret that most copywriters won’t share. There is nothing you or I can create or cleverly state that will be as easily believed as a good testimonial
When Your Buyers Testify, They Sell For You Easily Read More »
