Make Your Reader Chase the Sale by Using the Right Bait

James Thurber

“All men should strive to learn before they die, what they are running from, and to, and why.” – James Thurber, Born Dec. 8, 1894.

This applies to man and woman and child and any sorts of animals or androids or aliens – provided they have money to spend.

They should strive to learn what Thurber describes – what they flee from, and the reasons for their fear…

But it's hard to figure that kind of shit out. Not just difficult to investigate and discover, but often personally challenging and uncomfortable.

Self-reflection always is, when it's a sufficiently deep and probing look into the smoky mirror of the inner mind.

But that's good news for us as persuaders and influencers!

Because most people are willing to mentally outsource this kind of work to whoever gives them a good enough narrative.

Like you or me.

How do we answer this question for people? What are they running from?

Their pain – physical mental.
Their problems – real or imagined.
Their guilt.
Their memories.
Their shame.
Their enemies.
Their families.
The judgment of former friends.
Bears.
Chainsaw-wielding Bears.
Etc.

What are they running to?

Money.
Sex.
Food.
Mammon.
Furniture.
Cars.
Mansions.
Yachts.
Booze.
Drugs.
Sex.
Weirder sex.
Adoration.
Recognition.
Companionship.
Love.
Etc.

Why?

Loneliness.
Ennui.
Dissatisfaction.
Fear.
Guilt.
Desperation.
Self-loathing.
Vengeance.
Horniness.
Greed.
Lulz.

Describe the negativity that repels them – make it one they can accept, and give them something to move TOWARD that promises relief, escape, and a successful exodus to a promised land of milk and honey.

Connect the dots for them, and your job becomes easy. Because you stand apart from every other two bit sales monkey with a warehouse full of trash to shill.

You don't want to be that guy, right? That's not for us.

So you'll take this lesson to heart and use it well and wisely.

If you want to flee mediocrity and arrive at awesomeness so you can achieve freedom, that is.

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