“I’m not good at selling laptops. I’m good at selling ideas.” – Nicholas Negroponte, Born Dec. 1, 1943. If you want to sell a product, an object, a service, whatever – you may get caught up in trying to describe the features and benefits and advantages of that particular doodad. And that’s understandable. If you …
“My shoes are special shoes for discerning feet.” – Manolo Blahnik, Born Nov. 27, 1942. You want your customers to have a special relationship to your products, your offers, and you personally. That’s called branding – that relationship that exists beyond and outside the immediate benefits of the product. And the secret of doing this …
How Painting Your Bottom Red Can Make You Stand Apart Read More »
“I’m not going to talk about Picasso. I have done my duty to those memories. I have had a great career as an artist myself, you know. I’m not here just because I’ve spent time with Picasso.” – Françoise Gilot, Born Nov. 26, 1921. This is why you’ve got to toot your own horn, and …
How To Become Legendary: Betray Your Masters, Kill Your Gods Read More »
“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 »
“All literature consists of whatever the writer thinks is cool. The reader will like the book to the degree that he agrees with the writer about what’s cool.” – Steven Brust, Born Nov. 23, 1955. This quote is either more authentic or more stupid, depending on whether you think that stupid hat Steven Brust wears …
Most Writing Is Lame Because The Writer Forgot To Make It Cool 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 »
“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 »
“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 »
“Comedy is the most palliative way to make a point. People are more willing to listen if they can laugh.” – Judy Gold, Born Nov. 15, 1962. This is one most people will dismiss, but they shouldn’t. Think of that kind of marketer/guru/whatever that people think is trashy or phony or arrogant, who is still …
A Daily ____ Is The Bait That Brings Them Back Tomorrow Read More »
