“I call myself a teacher because they want me to call myself a teacher, but actually, what I’m doing is I’m studying.” – Chick Corea, Born Jun. 12, 1941. Back in Renaissance times, artists and musicians used to strive to get patronage. That’s when some rich dude basically pays you to do nothing but pursue… Read More →
Why Testimony is Better Than Any Copy Anyone Can Write
“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… Read More →
Hack Your Way to Simple Celebrity (And Cash In)
“If you want people to listen, you have to have a platform to speak from, and that is excellence in what you do.” – William Pollard, Born Jun. 10, 1828. This is going to be a good one for the would-be mass influencers among you. You know what an endorsement is, right? It’s when you… Read More →
Any Message That Isn’t Deliberately Persuasive Is Wasted
“If language did not affect behavior, it could have no meaning.” – Kenneth L. Pike, Born Jun. 9, 1912. There are a buncha idiots out there who frown upon the use of language for deliberate persuasive aim. You know them. They hate commercials. They think marketing is evil. They probably brag about not owning a… Read More →
Connect the Offer With the Deepest Felt Need
“Diamonds are intrinsically worthless, except for the deep psychological need they fill.” – Nicky Oppenheimer, Born Jun. 8, 1945. The former chairman of DeBeers says diamonds are worthless. Yet go to a jeweler and see what this worthless item sells for. Certainly not at a price that reflects the worth. Why the markup? Solely due… Read More →
Being “Different” is Better (And Easier) Than Struggling to Be “Original”
“I don’t ever try to make a song better than my last song. I just try to make it different from my last one.” – Fetty Wap, Born Jun. 7, 1990. This one hit me like a ton of bricks, y’all. Or like a ton of feathers. Heavy either way. You’re probably pretty talented. You’re… Read More →
Proper Pricing is All Relative – Position Properly, Please
“The wise man is he who knows the relative value of things.” – William Inge, Born Jun. 6, 1860. I’d be willing to say ALL value is perception based, and is therefore relative. And perception of value is based on RELATIVE comparisons rather than any objective absolutes. For example, something that costs $50 might seem… Read More →
If They Believe You Truly “See” Them, They Listen Closely to Your Advice
“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… Read More →
Stories Infect Anything They Touch With Value (If You Tell Them Right)
“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… Read More →
The Territory Is Not The Map (Except When It Is)
“Two important characteristics of maps should be noticed. A map is not the territory it represents, but, if correct, it has a similar structure to the territory, which accounts for its usefulness.” – Alfred Korzybski, Born Jun. 3, 1879. Consider that the human mind is basically a really detailed map of the universe you live… Read More →
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