A few days ago, I was talking to a successful copywriter. He said he had studied Dan Ferrari’s sales letters in detail.
(Dan, as you might know, is another successful copywriter, with a string of big-name controls.)
So I mentioned a presentation Dan once gave, where he broke down one of his most successful promotions. I offered to send successful copywriter #1 this presentation.
But he seemed reluctant. It seemed he had gotten what he wanted from Dan’s sales letters alone… and he didn’t want or need to hear Dan’s take on it.
And you know what? I can understand.
I liken it to going to see a movie versus reading a review of that same movie. The review might be good, might be bad… but even if it was written by the director himself, it’s certainly going to be a very different experience than seeing the real thing.
It won’t stimulate the same random pathways in the brain. It won’t trigger the same emotions. And it won’t allow for much independent thought.
This applies to you too. Right now, you may be reading books… going through courses… skimming emails like this one. Fine. They can give you the lay of the land when you’re new to a topic.
But the map, as they say in NLP, is not the territory.
Somebody else’s second-order interpretation of what persuasion is all about can only take you so far.
The good news is there’s a whole wild and dangerous world of TV shows, movies, current events, tabloids, political propaganda, real-life experiences, and yes, even books and articles, just waiting for you to start exploring and asking — why do I think this is compelling?
If you found this argument compelling, you might like my daily email newsletter. Not for any persuasion lessons it might contain… but rather as an example of content that you can dissect yourself. If that doesn’t turn you off, then click here to subscribe.