“A liar begins with making falsehood appear like truth, and ends with making truth itself appear like falsehood.” – William Shenstone, Born Nov. 13, 1714. If you’re reading this and the word “liar” makes you feel all squicky to the degree that you can’t stand it, you might not like this conversation. Because marketers are […]
Make Your Solution Feel Like a Life Preserver to a Drowning Swimmer Read More »
“Language is legislation, speech is its code. We do not see the power which is in speech because we forget that all speech is a classification, and that all classifications are oppressive.” – Roland Barthes, born Nov. 12, 1915 Something vital to keep in mind when you are a persuasive writer is this: You are
The Illusion of Choice is Beneficial Oppression Read More »
“The moment kids start to lie is the moment storytelling begins. They are talking about things they didn’t see. It’s amazing. It’s a wonderful moment. Parents should celebrate. ‘Hurray! My boy finally started to lie!’ All right! It calls for celebration.” – Kim Young-ha, Born Nov. 11, 1968 The basis of persuasion is storytelling. And
Persuasion Is Storytelling and Storytelling is Telling Lies 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 »
“As a writer, I’m more interested in what people tell themselves happened rather than what actually happened.” – Kazuo Ishiguro, born today, Nov. 8, 1954 Just because something isn’t REAL doesn’t mean it isn’t TRUE. Emotion is not REAL – it isn’t physical. It isn’t detectable by anyone outside of the one experiencing it unless
Something Doesn’t Have To BE True If It FEELS True Read More »
“Listen, if you don’t talk big game, you never get anywhere. If you don’t think big, you don’t get big. Some people call it egotistical, some people call it high hopes, some people call it confidence. It’s all in how you want to dissect it.” – Robert Van Winkle, aka Vanilla Ice, Born Oct. 31,
Winning Big Is Easier If You Rack Up Small Wins First Read More »
“Do just once what others say you can’t do, and you will never pay attention to their limitations again.” – James Cook, Born Oct. 27, 1728. We often let the voices of others – real or imagined – set the outer borders of what we are capable of. Naysayers. Haters. Well-meaning people concerned for our
“You’ll Never Succeed,” They Said. But When They Saw My Nunchucks… Read More »
“It’s taken me all my life to learn what not to play.” – John Birks “Dizzy” Gillespie, Born Oct. 21, 1917. In persuasion, saying too much is a mistake. You need to say exactly enough, and no more. You want the mark’s memory and imagination and desire to do all the heavy lifting. Because their
Salesmen Know What Copywriters Don’t: When to Shut Up Read More »
“People just need to be confident in their own skin and be proud of themselves.” – Bristol Palin, Born Oct. 18, 1990. Yeah. That’s right. Malign the source if you must. But wisdom is found in the interpretation… And the fact is, this is every single person that buys any old thing, hoping that thing
The True Face Beneath Every Person’s Public Mask Read More »
