Copywriting

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A poor, motherless, neglected boy is sent off to wizard school, where he discovers himself to be this generation’s—

“Oh what the hell is this?” I said to myself. “What did I get myself into? Is this some cheap Harry Potter imitation?”

It turns out no.

Late last year, I took one of my slow and creeping steps through my ever-expanding to-read list. I picked up a copy of A Wizard of Earthsea.

It turns out the book was published in 1968, 30 years before the first Harry Potter book.

The story might be familiar to you — and not just because of the Harry Potter similarities. It goes like this:

1. A poor, motherless, neglected boy is sent off to wizard school.

2. There he discovers that he has immense wizarding talent, and the promise to become his generation’s greatest and most powerful wizard. As a result, his hubris and his recklessness grow.

3. While abusing his still uncontrolled wizard skills, the boy lets an evil shadow into the world. The shadow almost kills the boy and leaves him scarred for life. The boy runs around the world, trying to escape the shadow and the evil that it brings.

4. Finally, the boy gives up running. He turns to face the shadow. He confronts it. And in so doing, he confronts his own dark side, and sets the world aright again.

The reason why this story might sound familiar to you is because it’s basically every story ever told. Well, at least it’s every story ever told in every fairy tale, every Disney movie, every Marvel movie, every Bruce Willis movie, every rags-to-riches sales letter, and every “horror advertorial” I have ever written.

The story template is called “Cinderella.” Maybe you can see why. It goes down-up-down-up and can be represented graphically by /\/.

Over the past few days, I’ve given you a lot of these canonical story templates. They started out simple — just a single / or \. Then two. Now three.

The bigger point is that in any good story, you gotta have contrast, emotional manipulation, surprise, twists.

In fact, that’s why you will often not see the typical rags-to-riches story, as I described it in my first email in this series. The contrast and drama in / is just not enough. Things are bad, then they get better, and then they get best. People feel let down. Where’s the conflict? It sounds too easy and too predictable.

You don’t want predictable. So give people twists and drama.

Which is a lesson I should take myself — this mini-series on canonical story types is starting to get predictable. So I will end it tomorrow, with the sixth and final canonical format for storytelling… along with a bit of storytelling advice that you might find to be a surprising twist.

If you want to read that when it comes out, you can sign up for my newsletter here.

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I was tearing my hair out and gnashing my teeth and shaking my fists at the sky.

​​Ok, maybe it wasn’t that dramatic but things were really bad. I spent a long time trying to come up with an example to illustrate the “Icarus” story template — and I still had nothing.

And then I had this brilliant idea. I would write about pickup artist Tom Torero.

​​Tom went from a shy, nerdy, anxiety-ridden Oxford student… to a professional pickup artist, living a life of confidence, adventure, and freedom… to finally being doxxed, deplatformed, and driven to suicide this past December.

​​Pretty Icarusy, right?

But here’s the thing. Maybe you notice I am sending this email out later than usual.

​​That’s because I spent an unholy amount of time trying to tell Tom’s story. But I couldn’t do it right, not without running into pages of text, completely obscuring the Icarus structure I was supposed to be illustrating.

​​After hours of fruitless work, crushed and defeated, I raised my fist up at the sky one last time, shook it weakly, and then gave up. All I can do now is report on my failure to write today’s email.

So remember there is such a thing as a canonical Icarus storyline. It can be represented graphically by /\.

And also, remember to be mindful of what details you include in your stories.

There are details — like the oversized brown corduroy pants that Tom used to wear, which emphasized his girlish hips and his narrow shoulders — that can give your story sticking power.

But there also details — like the many too many details I couldn’t keep myself from including today — that just sidetrack your story.

So learn from my mistake. Be conscious and continent with your detail sharing. Your stories will be more impactful for it — and you will be done writing much sooner.

If you want more advice on storytelling, including about the most powerful story template to use in online selling, you will want to read my email tomorrow. You can sign up to get it here.

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In May 2014, I quit my secure, full-time IT office job and I started spending my mornings writing stock analysis articles for the Motley Fool.

It was great. I was working from home. I was working for myself and doing work I didn’t dislike. I could organize my own schedule, my rates were quickly increasing, and the future was looking bright.

Then in July 2014, just a couple months after my new barefoot writer lifestyle had begun, I got the following email from the managing editor at the Motley Fool:

it is disheartening for us to say that effective today, we will not be able to continue our writing relationship and further this mission together.

This is no fault of your own; it is the simple result of our business model and the corresponding structure we’ve built. It has been our pleasure to work with you, and we hope you consider yourself a Fool for life. We certainly do.

“Well, shit,” I said to myself. “Fool for life, indeed.”

I wrote to the MF editor I had been in touch with. I asked if there was any chance I might be kept on — while hundreds of other writers were being let go. I never heard back.

I wrote to my friend, who was also writing for the MF and who got me this gig. “It sucks,” he said. “I don’t know what’s going to happen, but it’s not looking good.”

So there I was. I had no job, and I needed money. I had rent to pay, food to buy, plus I had a cat at the time, and maintaining those things in life is not exactly free.

What to do?

Getting an office job again was inconceivable. For one thing, I wasn’t sure anyone would hire me — certainly not the people at my old job. For another, it was just a matter of pride, plus the fact I had always been a bad match for office work.

I looked at my arm, and briefly considered sawing it off. But I soon realized that’s another story, although with the same structure. In any case, losing the arm wouldn’t help.

So I took a deep breath. I gritted my teeth. And I did what I always do:

I made a list of ideas. In this case the list was titled, “10 ways I could make money by the end of this month.”

#6 on that list, between #5 (stealing) and #7 (begging) was “Write and publish some Kindle books.” And that was my start as a Kindle publishing magnate.

I’ve written about this history before. But the gist of it is:

That first month, I wrote three short Kindle ebooks, on three related niche topics. The total word count was around 15,000, and 10,000 of that was reused among the three ebooks.

I sold $285 worth of books in that first month.

The next month, I wrote 3 new tiny books. And then some more. Within a few months, I had a stable of a dozen titles, and I was making a steady income that was getting close to what i was making at my IT job just a few months earlier.

Ta-da! Who needs the Motley Fool? Who needs a stupid office job?

​​I had a found a way to survive and even thrive, working for myself, on my own terms, with “up” as the only direction to go.

​​The end. Well, almost.

Yesterday, I told you about the riches-to-rags story type, which can be represented by \. The day before that, I told you about rags-to-riches, represented by /.

Combine those two, and you get \/ aka the “man in a hole” story type.

“Man in a hole” is a common format for complete stories — like that of Aron Ralston, who sawed off his own arm to survive after being pinned down by a boulder.

“Man in a hole” is an even more common plot element of bigger stories — think James Bond losing $14.5 million in a poker game in Montenegro, because he’s been suckered by the fake tell of the main villain.

Which brings up the following storywriting rule:

It matters where you cut you your story off.

For example, after those first few glorious months, my Kindle sales cratered. It turns out I wasn’t going to make a living selling $2.99 ebooks. So I got into writing sales copy for other business… then a few years later, I got back into Kindle publishing but with a different approach… then I met this guy who told me about crypto and we went to London for a conference…

You know what that’s called? That’s called rambling. It’s definitely not called storytelling.

Human brains want neatly tied-up episodes, and they want the satisfaction of having story elements fit and click.

One powerful mechanism you have to make things fit and click is the stop button. So think of the effect you want to have, and use that to decide where to cut your story off. Speaking of which—

Sign up to my email newsletter. That’s been the point of this entire email. To show you I have something interesting to say about writing and persuasion more broadly, and that I can even be entertaining about it. Are you convinced? If you are, here’s where to go.

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Boris raised the famous golden trophy over his head, and the crowd erupted in cheers and applause.

​​They had never seen anything like this before.

Boris had become the youngest man ever to win the most prestigious tournament in tennis, Wimbledon.

For 17-year-old Boris, the acclaim was nice. The $169,000 prize winnings — equivalent to $446,000 in today’s money — didn’t hurt either.

Throughout the rest of his tennis career, Boris Becker won 48 more tournaments, including 2 more Wimbledon titles.

​​When he retired from tennis, in 1999, his entire career winnings totaled over $25 million. Combined with various endorsements and sinecures, his total earnings came to over $50 million.

But it’s not hard to squander a fortune. And over the years, Becker has worked hard to squander his.

Luxury apartments around the world… expensive divorces… a child begotten in the broom closet of a Nobu in London… by the mid 2010s, Becker’s resources were strained. And his debts were mounting.

Finally, it became too much. In 2017, Boris Becker filed for bankruptcy.

The tennis world, and the world at large, shrugged. It’s hardly a new story — a talented star makes millions in his youth, then squanders it all in middle age. Besides, bankruptcy is not the end of the world. People routinely recover from it.

But then just this past week, things got a lot worse for Becker.

It turns out he has been under criminal investigation for failing to report some of his assets during the bankruptcy hearings.

So now, not only will those assets be seized, but there’s a very real possibility that on Apr 29, Becker will be sentenced to jail time for his bankruptcy jiggery-pokery.

​​He might have to spend the next 7 years in prison… pushing the library cart around, fighting off advances in the shower, and trying to get used to the gruel — no Nobu behind bars!

Yesterday, I told you about the first canonical story type, rags-to-riches, which can be represented by /.

Today is about the second canonical story type, riches-to-rags, \. There are plenty of illustrations of this format. But I had been reading about Becker only a few days ago, and so he popped into mind.

And here’s an extra tip if you are massaging a story, whether riches-to-rags or any other type:

It matters big time where you start your story. Not just for sucking the reader in and getting his attention. But for the total effect.

For example, I could have started today by talking about the struggles Becker experienced only weeks before his first Wimbledon. Or I could have talked about the sacrifices he made as a kid.

Those might be valid places to start — if I were after a different effect.

​​But if the point of my story is to get you depressed and scared about losing everything you’ve got — after all, if it can happen to somebody as talented and blessed as Becker, why not you — then the best place to start is the highest, most pure moment of his career and life.

“Yeah about that,” I hear you saying, “this riches-to-rags structure is kind of depressing. It’s also kind of preachy. Who wants to read this kind of thing? I feel like you’ll just turn people off.”

Fair concern. But the fact is, some of the most influential and powerful stories in human history basically follow this basic riches-to-rags structure.

Adam and Eve had it really good in the Garden of Eden and then—

King Lear had three fair daughters who loved him and then—

And an Ikea lamp had a happy home and—

​Well, maybe you don’t know the most famous Ikea commercial ever.

​​It was directed by Spike Jonze. And people still talk about it today, 20 years after it came out.

​​You can find it below. And if you watch it, you will find a second crucial thing you need to do to make your riches-to-rags story work well.

​​In fact, it’s something I screwed up with my story of Boris Becker above.

​​It’s too late for me and my story in this email. But it’s not too late for you. Watch below and learn. Oh, and sign up for my email newsletter — I will write more about story types tomorrow.

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Today I’d like to tell you the story of a boy who became known as Thee-Thee.

When Thee-Thee was just ten years old, his father died. The family wasn’t rich before, but now they were poor. Thee-Thee had to go to work — every day, before and after school, weekends too — to help support himself and the rest of his family.

Thee-Thee kept working. And he kept studying. He finished high school and even some college.

But his first job out of college paid so poorly that Thee-Thee couldn’t afford a meal every night. His budget could just support the room he was renting, occasional laundry service for his two shirts, and dinners only five nights a week. The other two nights he had to go to bed hungry.

But Thee-Thee didn’t stop, and he didn’t quit. He kept working hard and being honest. He made his employers more and more money. And as a result, he himself progressed, further and further.

Thee-Thee started getting paid higher wages. Then he got commissions on the money he was earning his employers. Then he was given shares of businesses he helped grow.

In time, Thee-Thee became rich. He bought an ocean-going yacht. He lived in a palatial house surrounded by flower gardens admired across the state. He died a multimillionaire, back when that was the equivalent of what today is a billionaire.

You might recognize who I’m talking about. It’s a famous marketer and copywriter. Perhaps the most famous and influential of them all:

Claude C. Hopkins.

(Thee-Thee? Hopkins had a lisp. When he introduced himself — C.C. — it came out as Thee-Thee. This became his nickname around the Lord & Thomas offices — behind his back of course.)

I’m telling you the story of Thee-Thee Hopkins for two reasons:

First, because it shows what you can earn — “at a typewriter which you operate yourself, without a clerk or secretary, and much of it earned in the woods” — if you get really dedicated to this marketing and copywriting thing.

The second reason is that Hopkins’s life is a perfect illustration of a rags-to-riches story.

Back in 1995, scientists from the University of Vermont looked at 1,700 popular stories, spanning all eras. The scientists used some fancy computering to analyze all these stories.

The upshot was they found these 1,700 stories all boiled down to just six fundamental structures.

The first of these can be concisely represented by the character /. It is the rags-to-riches story, which I just told you about.

If you’re curious about the other five fundamental story structures, you can go look them up for yourself. Or you can just sign up to my email newsletter.

Because over the coming five days, I will illustrate each of these five other canonical story types in an email. And will tell you some extra storytelling tricks and ideas that can help you also.

So if, like me, you get off on the hidden structure behind everyday things, my next few emails might be interesting for you. And who knows, they might even be profitable for you. As Thee-Thee Hopkins almost said once:

“Our success depends on pleasing people. By an inexpensive test we can learn if we please them or not. And if some guys from the University of Vermont have already done that testing for us, all the better. We can guide our endeavors accordingly.”

In case you want to read those emails when I send them out, here’s how to get a spot on my newsletter.

Sub-format trumps copy

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The point of today’s email may be very obvious to you. But it wasn’t obvious to me, not for a good many years. And yet it’s very valuable — the numbers don’t lie. See if you agree:

​​I recently wrote about Joe Sugarman’s BluBlockers infomercial. It had a candid camera feel – Joe going up to people on the street, giving them a pair of BluBlockers to try, and recording them as they look around in wonder and say, “Wow, it’s so much sharper! Brighter, too!”

What I didn’t write about recently, but found interesting nonetheless, was a presentation given by top copywriter Evaldo Albuquerque. Evaldo was talking about tips and tricks to make an interview-style VSL a big success.

And then, there was an email I wrote a couple years ago about video ads my clients at the time were running on Facebook. The ads were very successful, and more successful than any other we had tried. They were modeled after BBC science videos — using stock footage, with overlaid subtitles that told an intriguing and dramatic story.

A-list copywriter Parris Lampropoulos likes to say, “Repeat after me: FORMAT TRUMPS COPY.”

The thing is, it’s easy to be shortsighted about what format means. Text sales letter? VSL? Podcast? Magalog?

The three examples I gave you above – Joe’s candid camera infomercial, interview-style financial VSLs, BBC-style stock footage ads — all three are formally video ads. But each is really a unique sub-format of video ads, which makes all the difference in their final effectiveness.

So repeat after me: Sub-format trumps copy. ​​

This brings me to a cool resource I’d like to share with you. It’s a steady source of analysis of some of the most persuasive, interesting, and influential sub-formats coming out today.

I’ll share this resource in exchange for something you can do for me:

Tell me about a unique format you enjoy.

For example, I’ve written recently about the YouTube channel Soft White Underbelly. It has a unique, consistent format across each episode, which I’ve grown to like.

I’ve also written about the Axios email newsletter about world news. It has another consistent format that I like.

So take a moment. Think about about a source of news, entertainment, education, inspiration — whatever — that you enjoy regularly and that has a strong, consistent format that you’ve grown to rely on and appreciate.

Then get on my newsletter if you’re not already on it. And when you get my welcome email, hit reply and let me know what this thing is, and if you want, tell me in a few words why you like its format.

In exchange, I’ll share with you the cool resource I mentioned above, all about interesting and emerging new formats. This resource might be enlightening and even very profitable for you, if you write or invent new DR advertising.

The Pope and Anthony Fauci are using this “Millionaire’s Secret” to create products that look, feel, and sell like blockbusters

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A few weeks ago, I was listening to an interview that James Altucher did with Peter Diamandis and Tony Robbins. And right as I was about to fall asleep, Tony said:

“Peter was going to go to the Vatican… where, believe it or not, every two years they have this regenerative medicine conference that the Pope actually hosts.”

“Woof,” I said, suddenly wide awake. And I lifted my nose up in the air, like an Irish setter that scents some game in the bushes.

It turns out there really is such an event. It’s called the International Vatican Conference.

The last one, which happened last May, was attended by the Pope himself, along with Anthony Fauci, the CEOs of Moderna and Pfizer, Ray Dalio, Chelsea Clinton, Cindy Crawford, David Sinclair, Deepak Chopra, and of course, aging rock star Steven Perry, the lead guitarist of Aerosmith.

Unfortunately, this latest International Vatican Conference was virtual and not held in real life​. Otherwise, you could write a Dan Ferrari-style lead, and paint the picture of the Pope walking down the soft red carpet in the gilded Hall of the Blessing, exchanging secret handshakes with Chelsea Clinton and wink-wink-nudge-nudging Ray Dalio.

I’m telling you all this for two reasons.

Reason one is that it’s a cool story I hadn’t heard anywhere before or since. If you’re looking for a hook for a VSL, now or in the coming months, I figure you can’t beat the intrigue of the Pope and Anthony Fauci and the CEO of Moderna in an invitation-only, world-shaping event held inside the Vatican.

Reason two is that maybe you don’t have a product to promote. Or your product simply doesn’t fit this Dan Brownish Vatican conference, and you’re struggling to find something equally intriguing.

In either case I would tell you, drop whatever you’re doing right now. And seriously consider creating a new business or at least a new product, built around this Vatican conference.

Because, as master copywriter Gary Bencivenga said once, great products are “those with a clear-cut, built-in, unique superiority supported by powerful proof elements.”

Gary’s advice was that you should create a product around a strong proof element to start, rather than create a product, and then start truffling out proof to support what you got.

Which is great. Only one thing I would add:

If you can additionally make your foundational proof dramatic and intriguing — again, think Dan Brown — well, then you’re really in for the kind of gold haul that would make the Vatican sit up and take notice.

So there you go. That’s my generational-wealth-building idea for you for today.

And when you do create your Vatican-scented regenerative essential oils, or whatever, and it ends up turning you into a multimillionaire, just remember me and send me a small finder’s fee. I’ll be grateful to you. And I’ll use it to take a trip to Rome and visit the Vatican — but just the outside.

Oh, and sign up for my email newsletter. You won’t believe the secrets and intrigue that are hiding inside.

If you ever wanted to hire me to write for you

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Since the start of this year, on average once every 9.3 days, I’ve had somebody contact me and ask if I am taking on any client or consulting work.

Maybe to you 10 client inquiries over three months doesn’t sound like a tremendous lot.

But to me, it feels like a lot, especially since I haven’t been advertising, inviting, or even talking very much about doing client work.

Which brings up something I have noticed over the past few years:

The easiest way to get high-quality copywriting clients is to have your own product or project.

It can be a newsletter like this. Or it can be anything else — your own pelvic mobility coaching program, or your own brand of powdered greens you are selling to cold traffic. Anything, as long as it puts your copy skills on display, and allows people to somehow connect with you or connect the offer to you.

So that’s my advice for you, if you are a freelance copywriter. You can get going with it today. Or if you like, I’ll talk about it in more detail in the Copy Zone, my upcoming guide about the business side of copywriting.

But — you might not be a freelance copywriter. After all, my subject line above is asking if you ever wanted to hire me.

The fact is, to all those people who contacted me over the past few months, asking if I am taking on client work, my answer was no.

That’s because I am working on a few projects right now, and they take up all the time I want to spend on work each day.

But over the next few months, I will finish up those projects.

And then I will take on some client work.

If you don’t like waiting that long, or you don’t like the uncertainty of knowing when I will take on client work again, I can completely understand.

But if you ever wanted to hire me to write for you, or give you advice on copy, email marketing etc… and if you don’t need that to happen today… then send me email. And tell me who you are (in case I don’t know) and what you do in a few words or sentences.

Do this, and I’ll add you to a special second list.

And after my current projects are over, I will send an email to this new list. If at that time you still want my help, we can talk.

And by the way, anybody who does contact me directly in the future, asking if I am taking on client work, I will also point to this same list.

In other words, if you’d like to work with me, not today but maybe tomorrow, then send me an email and get me to add you to my new potential clients list. It is the one and only way to do it.

The most powerful and trite-sounding idea I’ve accepted over the past year

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A few days ago, I was out for a morning walk when I saw a dad and his eight-year-old son walking towards me. I got to hear a bit of their conversation:

“Dad, did you like going to school?”

“It wasn’t bad. My friends where there.”

“It’s not bad for me either. But I still don’t like it.”

They dropped out of hearing range. But I thought to myself, “Smart kid.”

Maybe I just thought that because I also didn’t like school, even when my friends were there. In fact, I would say I hated school.

I hated being told what to do. I hated the arbitrary stuff I had to do. I hated being forced to sit there all day long. It was like working in an office, but I wasn’t getting paid.

Fortunately I’ve been out of school for a while now. And now I do get paid for the work I do, plus I even enjoy it.

I’m not exactly sure how I got here. But I do know that at some point, I sat down and made a list of things I enjoyed doing up to that point… and another list of things I didn’t enjoy, or even hated.

I came back to both lists occasionally. And over time, without trying hard, I experienced more of the things on the first list. And over time, again without trying hard, I somehow eliminated all the things on the second list.

There’s a bigger point in there.

The most powerful ideas I’ve internalized over the past year is also one of the most trite-sounding. I heard it for years, and each time I just rolled my eyes. The idea is simply this:

Bring your attention to what you want.

Over the past year, I realized this isn’t some “law of attraction” fluff. Rather, it’s practical advice.

Get things out of your head. Write down what you want, to the best of your knowledge. Also write down what you want to stay away from. And then come back to those lists regularly.

Making and reviewing those lists might be all you have to do to stick it out for the long term and enjoy the process.

Because in my experience, success comes from figuring out how to play the long game. Even if that means eliminating things that everyone says are important and good — like school.

Ok, on to business:

You might be wondering what this work is that I do. It’s mainly writing, specifically, copywriting. Like I said, I enjoy it, and I find it pays very well. If it’s something you’re interested in learning more about, sign up for my daily email newsletter, where I write more about copywriting, and occasional “law of attraction” fluff.

Flash roll: The following presentation has been paid for by Desert Kite Enterprises

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I’ve been on a hiatus from the usual marketing mailing lists over the past few weeks, so it took me a while to find out that Joe Sugarman died recently.

I’ve written a lot about Joe and his ideas in this newsletter.

In part, that’s because Joe’s Adweek book was the first book on copywriting I ever read. It gave me a lot of ideas to get started in this field, and to a good extent influenced my writing style.

But also, I’ve written a lot about Joe just because he was such a successful direct marketer, who was willing to publicly share the many million-dollar insights he had over his long career.

I found out Joe had died from Brian Kurtz’s email last Sunday. Brian also sent out a link to the infomercial for Joe’s BluBlockers — which became Joe’s biggest success, bringing in over $300 mil.

I actually bought a couple pair of BluBlockers a few years ago. So I was happy to finally see the full infomercial. In a nut, the entire 28 minutes is just a frame around a bunch of on-street testimonials that Joe collected for BluBlockers.

But ok.

Maybe you’re starting to wonder if this email will have any kind of marketing lesson, or if I will just reminisce about Joe Sugarman.

I do got a lesson for you.

​​Take a look at the following bit of sales patter delivered by Joe in the infomercial. It comes after some testimonials by people who say that BluBlockers allow them to see as well as they do with prescription sunglasses.

“I know BluBlockers aren’t prescription sunglasses,” the host babe asks Joe, “but why do so many people think that they are?”

Joe responds:

“BluBlockers block 100% of blue light. Not only the ultraviolet light but the blue light as well. Blue light does not focus very clearly on the retina. And the retina is the focusing screen of the eye. Now all the other colors focus fairly close to the retina. But not blue light. So if you block blue light, what you see is a lot clearer, and a lot sharper.”

If you have read Oren Klaff’s book Flip the Script, you might recognize this as a flash roll. It’s basically a rapidfire display of technical language used to wow — or hypnotize — the prospect into thinking you’re legit.

(To make it clearer: the original flash roll was a term used by undercover cops. They flashed a roll of cash to a drug dealer to show they meant business.)

For over two years, I’ve been collecting ideas related to the use of insight in marketing. That’s when you say, “Ahaaa… it makes so much sense now!” And in that way, you become open to influence.

Several people have suggested to me to include Klaff’s flash roll idea. I resisted.

After all, what is there to intuitively make sense of in Joe’s argument above? He’s just throwing some technical facts at you. They could be completely made up. You have no way to actually experience or validate those facts for yourself.

But it doesn’t matter.

The people who told me the flash roll creates a feeling of insight were right. I was wrong.

That same feeling of deep understanding — which is usually triggered when you experience or understand something for yourself — well, it can be triggered, on a slightly smaller scale, just by an adequate display of authority.

“So you’re telling me to include more authority in my sales copy?” you ask. “That doesn’t sound very insightful.”

What I’m actually telling you is that there are better ways of creating insight. But if you got nothing else, then some technical jargon, or perhaps a scientific study, can be good enough to get people to say, “Ooh… I get it now!” Even though they really don’t.

As for those more powerful ways of creating insight, I’ll write about that one day, in that book I’ve been promising for a long time.

For now, I’d like to tell you about an interesting article. It’s titled “Beware What Sounds Insightful.”

This article points out the unobvious truth that there are mechanisms of creating the feeling of insight… and that they can dress up otherwise mundane or even ridiculous ideas as something profound. It even gives you some more examples of flash rolls, by some of the most insightful writers out there on the Internet. In case you’re interested:

https://commoncog.com/blog/beware-what-sounds-insightful/