“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 »
“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You.” – Tom …
Your Personal Brand Has Never Mattered More (Or Been Easier To Grow) Read More »
“A certain slightly cruel disregard for the feelings of living people is simply part of the package. I think a writer, if he’s any good, is not an entirely benign entity in the world.” – Michael Cunningham, Born today, Nov. 6, 1952. This is another uncomfortable truth. For one, we need to hurt people – …
“Propaganda requires a permanent network of communication so that it can systematically stifle reflection with emotive or utopian slogans. Its pace is usually fast.” – John Berger, Born Nov. 5, 1936. To me, this speaks to the necessity of frequent messages to to one’s audience. And also to the fact that a moment of quiet …
Propaganda Works Because It’s Consistent (Advertising, Too.) Read More »
“Acting is not hiding to me; it’s revealing. We give you license to feel. ‘Hey, she’s crying, so it’s okay if I cry, too.’ That’s the most important thing in the world, because when you stop feeling, that’s when you’re dead.” – Loretta Swit, Born Nov. 4, 1937. We call know that we are supposed …
Don’t Just Write With Emotion – Project It, Like This.. Read More »
“What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public.” – Vilhjalmur Stefansson, Born, Nov. 3 1879. The first thing that we need to get out of the way to have this discussion today is the mistaken notion that “deception” …
“Ethical” Advertising Is Still Deception? (Yes, And That’s Okay.) Read More »
“There is nothing new except what has been forgotten.” – Marie Antoinette, Born Nov. 2, 1755. And just think, she said this like 220 years ago. Even earlier, someone else said “there is nothing new under the sun.” It was true then, and it’s true now. AND IT’S GOOD! Especially if you sell things. See, …
People Want “New” – Which Is Just “Old” With Fresh Paint Read More »
