“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… Read More →
The Illusion of Choice is Beneficial Oppression
“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… Read More →
Persuasion Is Storytelling and Storytelling is Telling Lies
“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… Read More →
Flaunt Your Flaws as Features for Authority and Authenticity
“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… Read More →
When Your Buyers Testify, They Sell For You Easily
“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… Read More →
Something Doesn’t Have To BE True If It FEELS True
“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… Read More →
Your Personal Brand Has Never Mattered More (Or Been Easier To Grow)
“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… Read More →
To The Pain, And Why We Must Cause It
“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 –… Read More →
Propaganda Works Because It’s Consistent (Advertising, Too.)
“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… Read More →
Don’t Just Write With Emotion – Project It, Like This..
“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… Read More →
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