The most tastless and offensive Christmas song ever?

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“I’m not singing that line. I’ll sing anything, but I’m not singing that line.”

“You have to. That’s the line I saved for you. That’s the one that’s going to make them hurt the most.”

Here’s a potentially offputting and offensive Christmas eve story:

Some 37 years ago, on November 25 1984, dozens of British and Irish pop stars gathered at 10 Basing Street in London.

The event was Band Aid:

An attempt to record a hit song in just one day and get it to the top of the charts before Christmas. All proceeds were to help relieve the crisis in Ethiopia, where drought had put 7 million people at risk of a slow and miserable death.

Against all odds, Band Aid turned out to be a success.

The song, “Do They Know It’s Christmas,” became the fastest- and biggest-selling single in UK history. It raised some some $25 million outright. It also spawned later efforts like Live Aid and USA for Africa, which raised hundreds of millions of dollars more.

In spite of all this, “Do They Know It’s Christmas” has had many critics over the years.

People hate the song for different reasons, but one strain can be summed up by the disgust at the line that fell to Bono of U2 to sing.

Bono initially refused to sing the line.

But Bob Geldof, the organizer of Band Aid and a personal friend of Bono’s, was too persuasive and won out in the end.

And so at the end of the first verse of “Do They Know It’s Christmas”… after contrasting the world of British plenty to the world of dread and fear in Ethopia, Bono belts out:

“Well tonight thank God it’s them instead of you”

Was this necessary? Would the song have worked as well without it?

We won’t ever know. But going by how much controversy, attention, and outrage this one line has caused over the years… it’s possible it tipped the scales of guilt and shame needed to stir action.

So that’s the rather harsh and out-of-season message I have for you tonight.

You might feel reluctant to offend, to say something that people might find provocative, shocking, or tasteless. You might put it off and say, “It’s not the right moment now. I’ll do it after the holidays… in the New Year… once corona passes… when the Cleveland Indians win the World Series.”

Sooner or later though, this attitude means you will miss an opportunity to make a real difference.

So Merry Christmas. And let me sum up my message with a few words by the original Grinch of direct marketing, Dan Kennedy:

“There is never any need to be or behave like a prick in order to be successful, but you must be okay with some, possibly many, people thinking of you as an insufferable prick.”

And on that note, I’d like to advertise my email newsletter. It’s been praised by many people in the direct response industry… and it’s been ignored by others. If you’d like to check it out, you can sign up here.

A bit of magic and faith to persuade hardened cynics

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I hear it’s Christmas time, so here’s a little gift. It’s taken from the Christmas classic Miracle on 34th Street.

If you’ve never seen the movie, it’s about department store Santa who just might be the real Santa Claus.

He looks like Kris Kringle…

He acts like Kris Kringle…

He even calls himself Kris Kringle.

Of course, while Kris Kringle soon makes some folks believe that magic is real and he is Santa… a few cynics refuse to allow faith into their hearts.

And so Kris Kringle winds up in the kounty kourthouse. He’s on trial and the point is to prove he is not really Santa, because Santa doesn’t really exist.

And then there’s the following scene, which I thought you might find valuable:

KK’s lawyer and the opposing lawyer both approach the judge.

KK’s lawyer holds up three letters from kids to Santa, which have been delivered to Kris Kringle.

Since the USPS is legally bound to deliver letters to the intended recipient, the lawyer argues, the US Government is throwing its authority behind the fact that Kris Kringle is actually Santa.

The opposing lawyer says, “Come on, three letters to Santa, that proves nothing.”

“I have additional exhibits,” KK’s lawyer says. “but I hesitate to produce them.”

The judge is intrigued. He insists. “Let’s see them. Put them here on my desk.”

“But your honor…”

“Put them here on my desk!”

It turns out KK’s lawyer has been holding back. Three letters not enough? How about this:

A dozen mail carriers carrying sackfuls of letters come into the courtroom. They pour them out onto the judge’s desk. The judge ends up buried in letters, all addressed to Santa, and now delivered to Kris Kringle.

Case closed!

Look, it’s a family movie, and it’s about Christmas and faith. It doesn’t have to make 100% sense.

But sense or not, I think that courtroom gambit is a powerful technique, and something you can benefit from in your own marketing.

Maybe you can see exactly what I have in mind. Or maybe you’d like me to spell it out.

​​In that case, write me an email and simply state your wish. You can address your email to the North Pole or to me specifically. Google will deliver it either way. Oh, and don’t forget to sign up to my newsletter before Christmas.

My #1 favorite editing tool

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Do you ever have a turkey on your table, a tired, beat-up, ugly old bird… but you still try your damnedest to turn it into a powerful and proud eagle?

You know what I mean:

You squint at the turkey, you look at it from the left and the right…

You primp the tail feathers a little to make the thing seem bigger and healthier than it is…

You tuck in that wattle to give your bird a more raptor-like profile… and then you watch with disappointment as the saggy skin expands again…

You’ve had all this happen, right?

Well, I’ve definitely had it happen. All the time. In fact it happened just last night.

Last night, I spent an embarrassing amount of time to write today’s email. This involved much research and thinking and shuffling of possible things I could say. The basic idea was an old personal story, which I was hoping to tie into a specific copywriting moral I had in mind.

And so there I was, tilting my head to the left, squinting a little, and trying to smile.

“It’s almost there,” I said to myself. “Just tuck in this saggy bit… fluff up up the end part here… and it will be great.”

But then, in a moment of weakness or maybe luck, I took a break. I checked my inbox. It turned I had an email myself — another copywriter’s newsletter.

“Let me just read it,” I said. “Maybe it will help me finish my own email.”

The other copywriter is someone I won’t name to protect my pride. But perhaps you’ll be able to guess who I have in mind.

His newsletter yesterday was making fun of people who tell lifeless stories as a way of drawing an uninspired moral.

He even included a short sample email he’d whipped up just to mock the kind of tired stuff he had in mind.

I shifted in my seat. I swallowed. Slowly, I took this mocking, fake email from the other copywriter’s newsletter… and I put it side by side with the email I was planning to send out. In parallel, I ran down both pages:

Same saggy wattle… check.

Same bony, unmuscled carcass… check.

Same scraggly tail feathers… check.

No, it wasn’t the exact same bird. But it was definitely the same species.

Which brings me to my copywriting moral, or rather, a piece of advice I keep repeating to myself.

I keep repeating it because I keep forgetting it, and I waste a ton of time as a result. Perhaps my reminder will be useful to you as well:

In my experience, the most powerful editing tool is the backspace key.

If a phrase, sentence, paragraph, section, or even entire email isn’t quite willing or able to fly, right now, as it is, without primping and massaging… then out it goes. The sooner, the better.

I have much, much more to write on this topic. In fact, I did write much more. And then, I threw it out. Trust me, this turkey — I mean this email — is better off for it.

“That’s fine for today,” I hear you say. “But what about tomorrow? Will that bird fly?”

I can’t say for sure. If you want to give it a try, you can join the club here.

How to turn failure into prestige

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In the year 52 BC, the Roman army, led by Julius Caesar, secretly advanced their massive siege towers towards the Gallic walled city of Avaricum.

The sentries on the walls were hiding from heavy rain.

Caesar took advantage of the situation, and he took the walls without much fight.

The remaining Gallic soldiers grouped themselves in the middle of town. They were set on a desperate fight to the end.

But the Romans just stayed on the walls, watching the Gauls from above.

Gradually, panic took the defenders. They started running out the city for dear life.

They didn’t get far.

The Romans massacred them along with everyone else in the city, women and children included.

Out of 40,000 Gauls inside Avaricum, only 800 survived.

The leader of the Gauls, Vercingetorix, was stationed outside the city with his army. He had been tasked with fighting Caesar in the open and keeping the city of Avaricum safe.

Vercingetorix had failed spectacularly. The fact that he had vocally opposed the idea of making a stand at Avaricum didn’t help, either.

As the few remaining survivors from the city dragged themselves into Vercingetorix’s camp… there was a real chance that the soldiers’ sympathy with the survivors and general anger at Vercingetorix would cause a riot.

But let’s pause for a second with the massacring and rioting.

Take a moment. And ask yourself, what might you do if you were in Vercingetorix’s sandals?

It’s not just an idle hypothetical.

Say you have an online presence today and you hope to position yourself as a leader in your field. There’s a good chance that sooner or later… you will be involved in some kind of scandal, failure, or controversy, whether deserved or not.

When that happens, discontent might bubble up among those who normally follow and support you. It might even break into a riot that lands your metaphorical head on a metaphorical plate.

So what can you do? Let me tell you what Vercingetorix did:

He called a council of war. He spoke to his troops and asked his army to not be disheartened by the loss.

The Romans didn’t beat them through superior courage in a fair fight. Instead, the Romans did it through trickery and their knowledge of siege warfare.

But Vercingetorix would soon repair this setback. He would lead his people to greater successes.

He was well on the way to uniting all the Gaul tribes against the Romans. And when Gaul was united, the whole world could not stand against her. In the meantime, it was time to get to work fortifying the camps.

Maybe it’s not clear from this what Vercingetorix’s real message was. So here’s an explanation, in Caesar’s own words:

“This speech made a good impression on the Gauls. What pleased them most was that, despite a signal disaster, Vercingetorix had not lost heart or concealed himself or shrunk from facing the multitude. And so while a reverse weakens the authority of commanders in general, his prestige, on the contrary, in consequence of the disaster, waxed daily greater.”

So here’s my takeaway for you, if you are a leader or you hope to be one some day:

The crowd mind hasn’t changed any in the past two millennia.

Today as then, when you face a crisis or setback, the crowd will tear you apart — as soon as you back down, apologize, or show weakness or fear.

The good news is, it’s easy to show no weakness or fear when you have a computer screen to protect you. And when your angry army is armed not with sharp swords… but with dull Twitter accounts.

Keep this in mind, and when disaster hits, you will see it’s really an opportunity. Not just to survive. But to get the crowd to love you even more.

Ok, so much for the history and leadership lesson. If you want more like this, you might like my daily email newsletter. You can give it a try here.

A simple habit for enjoying yourself at parties and inventing almost irresistible offers

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Today I want to tell you how to enjoy yourself at every party you go to from now on… and how to come up with offers that your market is 98% sure to love.

Let me set it up with a bit of drama:

A few days ago, a friend I have from my decade of living in Budapest, Hungary, forwarded me a screenshot of the following Instagram post.

The post was written by a Lainey Molnar, a Hungarian illustrator now living in the Netherlands.
​
​Lainey became an Internet star recently because of her “women empowerment” illustrations.

As an Internet star, she was fielding some Internet questions recently. One question was why so many Hungarians choose to move away from the motherland and live abroad.

​​Lainey responded:

​Because the mentality is simply unbearable for anyone who aspires for a healthy psyche (and let’s not get stared on the political system, we already clocked in like 12 years with a Trump before Trump)

It’s a culture of mediocrity, always dragging everyone down. They’re jealous, petty, always blame everyone else for everything, They constantly gossip, meddle, and walk over others for gain. Brrrrr, I can’t stand being there for more than a few weeks.

So here’s what got through my skull:

If Hungarians really are as miserable of a people as Lainey makes them out to be — not true in my experience — then going by the tone of her two paragraphs above… she sounds like a perfect Hungarian, whether she lives in Amsterdam or Budapest.

And that’s my point for you today:

Whatever the apparent topic of conversation, people are almost always talking about themselves.

Once you realize this, you can have fun at every party, just by listening to others and asking yourself… what is this guy really saying? What is he revealing about himself that he doesn’t mean to?

And same thing with your customers and prospects.

Everything they say about you… your competition… the world at small and at large… is mostly about them.

And just by listening or, as Ben Settle likes to say, reading between the lines, you can get a lot of valuable intel. Intel you can use to inform your marketing and your offers… and give people what they truly want — even if they could never express it directly.

At this point in my emails, I usually like to take the core idea I am talking about and do a demonstration. But today, we can do the opposite.

If you like, you can probably read this very email, and find I am talking about myself. Maybe in ways that I didn’t even mean to expose, some perhaps quite negative.

So if you have some insights that you’ve gleaned about my personality through this email or other emails… and if you want to shock me with them, I am here, ready.

Just write me directly and fire away with your piercing observations. Do it for me. And do it because you will be starting a habit which will benefit you for years in your personal and business life.

Don’t call me insecure

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“All right, all right, I apologize.”

I want to quickly share with you a scene from my favorite comedy, A Fish Called Wanda. This scene might be instructive if you’re a marketer or copywriter.

In this scene, Kevin Kline, playing an ex-CIA assassin called Otto, forces another man to apologize.

That other man is who we see in the scene, standing stiffly against a brick wall, making the apology.

“You’re really sorry?” asks Otto, somewhere off camera.

“I’m really, really sorry,” says the other man. “I apologize unreservedly. I offer a complete and utter retraction. The imputation was totally without basis in fact, and was in no way fair comment, and was motivated purely by malice.”

As he says this, the camera rotates right side up.

It turns out the other man — a barrister named Archie Leach, played by John Cleese — is not really standing against a wall. Really, he’s being dangled out of a window, held at his ankles by Otto.

And here’s why this might be relevant if you do marketing or if you write copy:

Otto the CIA assassin fancies himself a bit of an intellectual. He reads philosophy books all the time, and he’s fond of quoting Nietzsche.

But he also thinks the central message of Buddhism is “every man for himself.” And he knows for a fact that the London Underground was a political movement.

In other words, Otto is a bit of an idiot, and somewhere deep down, he knows it. That’s why his tagline throughout the movie is, “Don’t call me stupid.”

So when he secretly overhears Archie… right as Archie is about to say that Otto is stupid… well, that’s how we end up with the scene at the window.

The point is, when someone is insecure about a quality, they take any challenge to that quality very seriously.

But you probably know that already. It’s standard playground psychology.

What you might not know is that there’s another possible reaction to being very insecure about some personal quality. And that’s buying direct response offers.

Because if you are insecure about a thing… you have the belief and maybe life experience that this is a part of your life that you cannot get sorted on your own. God knows you’ve tried. That’s why you’re in the market.

Of course, not everybody who buys direct response offers is insecure. Some small fraction of people are successful already or will soon be. They are just looking for a slight edge.

But those people are the tiny minority.

For the vast majority in any direct response market, you can count on a wounded ego… at least in relation to the problem you’re offering to solve or the promise you’re making.

So if you’re smart, you’ll be aware of this self-esteem thing in your marketing and copy.

On the positive side, it can be very valuable if you just soothe and calm that insecurity.

On the negative side, it can be even more valuable if you poke and prod that very spot.

That’s why one of the most successful direct response ads of all time had the headline, “Do you make these mistakes in English?”

And it’s why Gary Bencivenga… the most celebrated copywriter of the past 50 years… used the same “Do you make these mistakes” formula when selling his own book on job interviews.

In fact, If I had anything to sell you right now, I might subtly prod some secret insecurities I know about.

But I won’t do that. I’ve got no direct response offer for you today. Well, nothing for sale. Just the free offer to sign up to my newsletter, in case you’re looking for a slight edge.

An inspiring story of blindsight

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One day in 1988, a woman named Diane Fletcher was taking a shower when she passed out and fell to the floor.

​​The water heater in her bathroom wasn’t properly ventilated. It was leaking carbon monoxide. That’s why Diane passed out.

She survived – her husband found her some 20 minutes later — but there were consequences.

For one thing, Diane was completely blind the first few days. Then gradually, the crude basics of her vision returned — some color and texture. But she never regained the ability to distinguish or recognize objects.

Put two wooden blocks in front of Diane, and ask her which is bigger. She would just shrug — she didn’t see either one.

But then, ask Diane to pick up one of the blocks. Her hand would shoot right towards it. Along the way, her thumb and fingers would adapt so she could grab the block perfectly.

And it wasn’t a one-time thing, either.

Put a box with a slit in it in front of Diane, and ask her which way the slit is facing, horizontally or vertically. Again, Diane couldn’t say.

But put a letter in Diane’s hand and ask her to put that letter in the slot. She did this perfectly each time — regardless of how the box was turned, even though she couldn’t “see” the slit.

It turned out Diane had “blindsight.” That’s the clever name some scientist gave to the condition.

From what I understand:

The neural pathway that goes from your eyes to the rest of your brain splits in two along the way.

One fork of this pathway goes up. It leads to the regions of your brain that interpret what you are looking at. This part of your brain also seems to cause the conscious sensation of seeing.

But another half of the pathway goes down. That part of your brain actually moves you around in space, based on visual input.

In some cases of blindsight, the consequences can be even more total and extreme than for Diane.

Some people with blindsight can be completely blind. They can’t consciously see anything. No color, no texture, nothing.

And yet, they can still see fine when it comes to movement. Another part of their brain, in charge of another part of vision, outside of conscious experience, is still working perfectly.

I don’t know about you, but I thought this blindsight stuff was absolutely incredible. It made me wonder how much people like Diane can get done on faith alone.

Yes, she had the absolute personal experience of not being able to see. But could she walk down an unfamiliar staircase without tumbling to the bottom… even though she couldn’t “see” the stairs?

Could she go outside and walk around a park? Could she avoid tripping over roots and never slam face-first into a tree… just by putting one foot in front of the other, over and over?

I don’t know. And I don’t want to get all Robert Collier-y, “Secret of the Ages” on you, and claim you can manifest anything you can imagine.

Bit I will tell you I’ve been to both extremes in my life.

I’ve spent many years sulking in the corner, arms crossed tightly, frown on my face, lower lip pouting out… because I knew for a fact, based on hard personal experience and intuition as well… that I didn’t have the biological talent needed to achieve the things I wanted.

But then I’ve also had moments in my life, which sometimes stretched out into months and years. During these moments, I tapped into magical new ways of being. I suddenly found myself with innate skills and abilities I never dreamed I could have.

Maybe that sounds a little abstract. Maybe you want some specific examples of these transformations I experienced.

Fine. But let’s keep that for another time. Right now, I just want to leave you with the following possibility:

You might have your own blindsight. Or maybe many of them. Not through brain damage. But just by virtue of being human.

The fact is, the unconscious part of our existence is a deep and mysterious thing.

There might be quiet little zombies inside you, working away right now… solving complex problems and providing you with unique and powerful talents and skills… completely outside of your consciousness or awareness.

And yet they are there, working on your behalf, or ready to do so.

All you have to do is to put yourself in a situation where those zombies have a chance to apply their diligent work. Well, that… plus you gotta have some faith.

Ok, that’s all the inspiration I can give you for today.

I might have something new tomorrow. If you want to read that, consider signing up for my email newsletter.

Everything is free

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I know a lot of people in the marketing world worship at the altar of Seth Godin. I myself have had no contact with that religion, until today.

Today, I read an article that Seth wrote earlier this month, with a provocative title:

“Customer service is free”

Seth says that because of word-of-mouth and the value of loyal customers, you should stop looking at customer service as a cost.

That’s a point I’ve heard Ben Settle make before. Ben says that customer service is the #1 sales skill, which will allow you to charge higher prices… give you an advantage over your competitors… and allow you to make up for your shortcomings.

But here’s something that puzzled my mental squirrel:

Ben Settle has been making this point about customer service for years. It never made as much impact on me as the Seth Godin article. Because Seth’s presentation was more powerful.

Perhaps, and this is just a hypothesis based on my own experience today, the power of “FREE” is greater than the power of “profitable” for getting into people’s heads. Sure, once you open up a path into somebody’s brain with the ice pick of FREE, then you can bring in the “profitable” argument. But not before. And that’s what Seth Godin does — FREE in the headline, profitable in the very last sentence of his article.

But whether that’s a universal truth or not, one thing is universally true:

All your offers, whether ideas you are pitching or actual products you are selling, should be FREE. Of course, not free today. But FREE. Here’s what I mean:

The next time you are faced with a prospect who’s holding your offer in his hands, interested but still not sold, then apply the following free idea, and it will pay for itself immediately:

Put your arm around your prospects shoulders and point to the rainbow on the horizon. Then point back to that product of yours, there in your prospect’s lap. And then once again, point to the rainbow.

“Do you see now?” tell your prospect. “In 9 weeks, it will pay for itself. So really, it’s FREE. And after that, it will even start to make you money.”

Speaking of making money:

I have an email newsletter in which I share money-making ideas about marketing and copywriting. You can sign up to my newsletter today at a small up-front cost. But really, don’t think of it as a cost, think of it as an investment. One that will pay off before the end of the day.

Exciting copywriting breakthrough from an unlikely source

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A few days ago, I had an absolute breakthrough.

It started when an unpromising-looking email landed in my inbox. It was the newsletter of a copywriter whose emails I’ve tried reading in the past, unsuccessfully.

It didn’t look like this email would change things. It had a preachy subject line — and I lingered over the delete button for a moment.

“Uff, it’s your job,” I said to myself. “Just read the damn thing. The guy is obviously successful at what he does. Maybe he will surprise you.”

So I clicked to open the email.

And a kind of warm light descended upon me.

Pieces of copywriting knowledge, which had floated around in my head for years, without meaning or purpose… finally snapped together to form one magnificent Voltron-like insight.

Suddenly, the most elusive and profitable kind of front-end marketing — selling premium-priced supplements to cold Facebook traffic — became clear and simple.

I’m not sure why I had to wait for this email to have this insight. After all, I myself have had success writing front-end copy for cold Facebook traffic, including for supplements.

Perhaps it was this guy’s authority on the topic.

Right now, he has the respect, attention, and endorsement of the best of the best in this field.

​​I’m talking about the most successful copywriters out there, like Craig Clemons (who cofounded the billion-dollar Golden Hippo family of brands, and who even gulled Joe Rogan into sharing a VSL as a real documentary)…

… ​​and Dan Ferrari (who had a string of controls for the Motley Fool and Agora Financial, and who I got copy coaching from a few years back).

So maybe it’s authority.

Or maybe it was the way this email phrased it. Sometimes, a few words can make all the difference. And really, it was just one five-word sentence in that email that set off the breakthrough in my mind.

So what was the sentence? And will it set off a similar breakthrough in your mind?

Well, if you’d like to find out, then I’ll tell you that the copywriter in question is Stefan Georgi.

If you subscribe to my newsletter, odds are good you also subscribe to Stefan’s. So if you want to attempt your own copywriting breakthrough… just search your emails for “greens powder,” and Stefan’s December 2 email will pop up. The five-word sentence that I mentioned is the heading to point 2 in that email.

And if you’re not subscribed to Stefan’s list, you’ve got two options:

Option one is to simply read over my email today a little more carefully. Because I’ve got a habit of implementing good marketing ideas in my own emails, and today is no exception.

Option two is to go to Stefan’s site, jump through a few hoops, and get on his list.

After all, the guy is one of the most successful direct marketers and copywriters out there right now. It only makes sense to keep tabs on him.

Plus, it seems like he’s genuinely helpful, and if you ask him for a copy of his December 2 email, I imagine he would oblige. If you want to give it a try, here’s where to get started:

https://www.stefanpaulgeorgi.com/about/

The status pirate game

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Imagine a large and hairy sailor, wearing a striped blue-and-white shirt and a bandana wrapped around his head, looking nervous.

​​The year is 1717, and he is the navigator of an English trading vessel that’s sailing through the Carribean.

A few times, the big navigator makes like he’s going to say something. But he stops himself.

His eyes keep darting forward — out toward the horizon – and then at the captain next to him, who is looking through the telescope.

It’s dusk and there is a ship up ahead. It’s very strange — there is nobody on board.

“It might have been the plague, sir,” the large navigator says. “Sudden plague could have taken them all.”

The captain shakes his head. He’s not at all worried. “Pirates,” he says. “Dusk is their favorite time. Have you readied the cannons?”

The navigator starts shifting his weight from one foot to another. “It would be a very simple matter for us to alter course, sir,” he says.

The captain squints his eyes and looks back through the telescope. “I — never — alter — course,” he says.

That’s the opening scene of a movie that never got made, called Sea Kings.

As you probably guessed, it’s about pirates.

And it’s also about how the human brain determines value.

In this case, start with a large sailor. From his physical size and job title, you would assume him to be a brave man. And he might be, in most situations. But out here, faced with pirates on the open sea, he’s nervous.

Then contrast that to the captain. He’s at another level of coolness and bravery. Unlike the navigator, he’s not afraid of pirates. He’s seen it all before and he won’t flinch.

And because the screenwriter — William Goldman in this case — set it up this way, it makes the next moment all the more dramatic and impressive.

Because in the next moment, a figure appears on the ghost pirate ship. It’s human shaped. But it’s entirely black and it’s enormous. It also appears to be on fire. And then the figure starts to speak. Its deep voice carries across the sea.

“Death or surrender… surrender or die… the Devil bids you choose…”

The big navigator starts screaming and running around. “What is that? WHAT — IS — IT?”

And the captain, who until a moment ago was so determined and tough, suddenly isn’t any more. He’s turned pale. He drops the telescope.

“Run up the white flag,” he whispers to the navigator. “It’s Blackbeard…”

That’s how you make an entrance for your main character.

Not by showing a closeup of him, scowling and looking scary and ugly.

Not by his credentials — the many cruel and daring things he’s done in his career.

Not by an action sequence in which your main character — a hulk of a man — fights a dozen frightened and incompetent soldiers.

No, if you want to make your main character frightening and awe-inspiring, you just put him at the top of a pyramid:

Blackbeard
Normally tough captain
Big and strong sailor who shouldn’t be afraid
The audience, representing the rest of soft and weak humanity

The fact is, the game of status is only ever relative.

You can think of it as a Ponzi scheme, or an MLM. The more people you recruit beneath you… and the more people they recruit beneath them… the better and more valuable your position.

And perhaps you’re wondering how you can specifically use this in marketing and sales copy.

The fact is, there are many ways. I could tell you what they are, but instead I’ll make you an deal:

Get a few people who are interested in direct marketing and form a little study group. With you as the leader. And then get them all to sign up for my newsletter. I’ll share my insights then.