influence

Why Testimony is Better Than Any Copy Anyone Can Write

Joseph B. Wirthlin

“Expressions of solemn testimony have long been important to the children of God upon the earth.” – Joseph B. Wirthlin, Born Jun. 11, 1917.⁣ I’m going to pretend this quote is about the use of testimonials in advertising.⁣ ⁣ So many marketers misunderstand the PURPOSE of testimonials, and therefore, they MISUSE them. ⁣ You don’t

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If They Believe You Truly “See” Them, They Listen Closely to Your Advice

Margaret Drabble

“The rare pleasure of being seen for what one is, compensates for the misery of being it.” – Margaret Drabble, Born Jun, 5, 1939. The vast majority of the average assholes of planet earth will consign themselves to a lifelong practice of suppressing their true selves. Put upon by the burden of just being fake

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Stories Infect Anything They Touch With Value (If You Tell Them Right)

John Hockenberry

“An object imbued with intent – it has power, it’s treasure, we’re drawn to it. An object devoid of intent – it’s random, it’s imitative, it repels us. It’s like a piece of junk mail to be thrown away.” -John Hockenberry, Born Jun. 4, 1956. People seldom desire an object for the physical properties of

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Deadly Sins? Or Signals for Endlessly Profitable Niches?

Christopher Lasch

“The model of ownership, in a society organized round mass consumption, is addiction.” – Christopher Lasch, Born Jun. 1, 1932. Our culture is pre-conditioned to pursue addictive consumption. If you don’t have young ones, watch some kids programming sometime and pay attention to the commercials. I’m not saying that’s bad. Consumerism is fine if you

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