Research

“How do you know?”

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Over the past five or so years, I’ve noticed that I:

1. Am listening to the same music, mostly stuff I’ve listened to for decades

2. No longer enjoy going to restaurants

3. Prefer really simple food, prepared simply

4. (If I watch anything at all) watch TV shows I already know, like Arrested Development or Twin Peaks

5. Watch movies that were made up to the year 2000 but not beyond

6. Am no longer interested in traveling

7. Am in particular not interested in traveling to poor places where I can’t have the comforts I’m already used to at home

8. Have a very routinized life — work, gym, reading, walk

9. Am getting more politically conservative

10. Feel I have an explanation for everything — just ask me.

I’m telling you these 10 highly personal things to illustrate a valuable marketing and copywriting tip:

People in your market will often describe their situation with a statement like, “I am getting closed-minded.” I know I’ve been saying this lately as I’ve noticed myself getting older.

Trouble is, “getting closed-minded” is abstract. It’s fuzzy. It can mean lots of different things to different people.

And even to people who might actually agree such a statement describes them, it doesn’t really spark a very strong emotional self-identification.

The fix for this are four simple words:

“How do you know?”

Ask your market these four words.

These four words get to the specifics, the scenes people can truly see, hear, and touch.

​​This leads to emails and sales copy that hypnotize people.

​​And if you want to know why that is, just write in and ask. I have an explanation for it — and for everything else you might ever want to know.

The oddest info product creators on my list

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Last night, I sent an email asking my readers if they sell their own info products. That email got a LOT of response.

Of course, most people on my list sell familiar info products — ebooks and courses on marketing, writing, bizopp.

But some people wrote in and managed to surprise me. A few standouts:

#1: “My wife and I are developing theatre training courses, mainly to sell to school teachers who are not drama teachers by trade, but have been ‘elected’ to teach the courses and put on the productions.”

#2: “Am currently writing some digital reports requested by our specialist cancer research audience although I have no real idea how to do this!”

#3: “I sell Numerology info products, such as relationship forecasts, life forecasts, name adviser, lucky numbers and in depth reports. I sell to business owners, individuals and women looking for alternative angle to motivate and advise on current situation.”

This morning, I sat down to reply to these folks and to everyone else who had written me. But before I did so, I asked myself:

“What do I want out of this interaction? Why did I even ask this question?”

The following reasons poured out of me. Maybe they will be of some interest or value to you:

1. Find out who’s doing well

2. Connect with more people

3. Find out what problems people are having

4. Find out what problems their customers are having

5. Find out if they have [CENSORED but keep reading, trust me]

6. Find out what’s currently working for them, what’s not working

7. Maintain or rather enhance my reputation

8. See if any opportunities [CENSORED again, but still keep reading, I promise I won’t keep doing this much more]

9. Get possible ideas for new offers to create

10. See if there are any good offers that [CENSORED, last censored thing, keep reading to find out how to uncensor]

11. See if there are people I could connect with each other, either as some kind of broker or just to help out

I’m not sure whether the list above can be useful to you in any way.

Whatever the case may be, my offer from yesterday still stands.

So if you sell your own info products:

1. Hit reply

2. Tell me what info product or products you sell and who you sell it to

When I get your message, I will reply and tell you a genuine secret way to sell more of what you’ve created.

I’ll also tell you about a special, free training — free as in not even any optin required — that lays out real gold about how to actually run this secret selling strategy in practice.

If you watch this free training, the CENSORED bits above will become clear as day.

And who knows. If you just reply to this email, maybe we can connect or exchange some ideas along the way.

About the only times I’ve ever felt okay

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Last night, I was reading a book about money and I came upon a quirky passage about John D. Rockefeller.

At one point, Rockefeller’s unimaginable wealth was worth 1.5% of the entire U.S. GDP, equivalent to about $349 billion today.

From the book I was reading:

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John D. Rockefeller was one of the most successful businessmen of all time. He was also a recluse, spending most of his time by himself. He rarely spoke, deliberately making himself inaccessible and staying quiet when you caught his attention.

A refinery worker who occasionally had Rockefeller’s ear once remarked: “He lets everybody else talk, while he sits back and says nothing.”

When asked about his silence during meetings, Rockefeller often recited a poem:

A wise old owl lived in an oak,
The more he saw the less he spoke,
The less he spoke, the more he heard,
Why aren’t we all like that wise old bird?

===

Speaking of wise old birds:

Legendary copywriter Robert Collier wrote that the most powerful appeal in copy is vanity, “that unconscious vanity which makes a man want to feel important in his own eyes and makes him strut mentally.”

Legendary negotiation coach Jim Camp said that from the moment we are all born, we struggle to feel comfortable and safe, or as Camp put it, “okay.” Not behind others in the race of life. Not inferior.

I don’t know about you. I know it’s true in my case. I like to feel smart. Or at least not inferior. I’ll struggle and strive to prove it. Except it never really works.

The point of today’s email is to be like that wise old owl.

Like Jim Camp and Robert Collier and John D. say, there’s real power in shutting up and letting your adversary feel okay, smart, in letting him mentally strut.

It’s the kind of thing you want to do if you’re selling or negotiating.

I’ll only add a little bit, which has nothing to do with selling or negotiation.

​​And that’s that the only times I’ve really felt okay is when I stopped trying to do anything to feel okay.

Something for you to consider, or to entirely ignore.

As for the business end of this email:

You won’t hear vanity discussed often in copywriting courses. But you will find it analyzed in several different ways in Round 19 of my Copy Riddles program, which deals with a sexy technique for writing bullets that leave other copywriters green with envy.

If you’d like to find out more about Copy Riddles:

https://bejakovic.com/cr/

People lie, so what good is a survey?

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A couple days ago, I sent an email surveying my readers whether they would be interested in a paid mastermind all about publishing, growing, and monetizing a newsletter.

I got a few dozen responses saying, yeah… why not… sure… maybe… can’t wait… keep me in the loop… it depends… absolutely!

Now what?

What do I do with this feedback?

The classic direct response argument is that only sales count and that talk is cheap, because people lie, both to themselves and to others.

No doubt there’s some of that always going on. I know it from living in my own skin.

Lots of times I have good intentions that never turn into anything… I feel enthusiasm that peters out… I provisionally agree to stuff, only because I know I will never be called upon to deliver it.

So again, what does that mean for my proposed newsletter mastermind?

Well, I’ll tell you a secret:

That survey from a few days ago was not really the first bit of data I collected on this mastermind idea.

First off, there’s my own interest in the topic of publishing, growing, and monetizing a newsletter, which is high, and which I use as barometer of what others might be thinking, since I’m not all that unique.

Second, I’ve seen hundreds of other people starting newsletters over the past year or two. New services, websites, and quite a bit of money are flowing into the space.

Third, I see interest whenever I do write an email about my health newsletter, about growth strategies, about monetization plans I have.

Fourth and finally, there’s an anecdote involving Kira Hug and Rob Marsh of The Copywriter Club.

As I wrote yesterday, I agreed with them a couple of weeks ago to do a presentation at their live event, happening in London next week.

I came up with a few different proposed ideas for that presentation.

One was “Building a newsletter brand in your spare time,” all about my experiences building my health newsletter this year.

Kira voted for that one — because, as she said, it’s a personal interest. She would like to create a newsletter brand herself.

My ears perked up at that. I filed it away as another bit of data supporting the fact that newsletters continue to be a hot opportunity.

In spite of Kira’s personal interest, the newsletter presentation idea didn’t win out, because another topic — writing for insight — seemed to be more in line with what Kira and Rob’s event is about.

So insight is what I will be presenting about in London next week.

But if you are there, I’m happy to talk off-stage about anything — insight, that time I tried to kiss George Soros, or newsletters, if that’s your particular obsession. It certainly is mine, and so I will be creating that newsletter mastermind, most likely starting in January 2024.

But more about that soon.

For now, The Copywriter Club London event happens next Wednesday.

​​I realize that’s a tight deadline and not much warning.

But in case you can make and want to make it, here’s how to get yer ticket so you can join me there:

https://bejakovic.com/tcclondon

Magic boxes

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Last year, specifically on May 29 2023, I wrote an email about Dan Kennedy’s book The Phenomenon. In that book, Dan says:

“There will always be an offer or offer(s).”

I sighed, hung my head, and finally started adding an offer at the end of each email I sent out to my list.

Not surprisingly, I made more money from my list over the past year than I had in the four years prior.

You probably know to put an offer at the end of your emails. After all, everybody does it, and it’s kind of the point of sending out daily emails.

But what if you don’t have a product or a service to sell yet? Or what if you only have a few bum offers, which your list has stopped responding to every day? Should you still insist on a call-to-action at the end of each email?

I covered one aspect of this earlier this week. I gave you a great Dan Kennedy idea about selling “options” on your shiny future offer.

But what if, for whatever reasons of your own, you don’t even want to sell future options?

Here’s what I’ve found:

There are many ways to drive people to valuable action, even if you have nothing good to sell today.

Example:

My first ever one-on-one coaching student sells a $4k training for dental practices. While she was preparing that training, she was writing emails to a list of dentists. And her emails were falling into a void — zero response or engagement.

On our first call, I told her to make a tweak to her next email, and to put in a “magic box” CTA at the end of the email. The result, in her own words:

===

Haha, I like that.

Better ingredients, better emails.

I got my first response to an email today from an owner of a fairly large dental practice here in Melbourne.

Thanks for pushing me in this new direction re trying to wrap things up in magic boxes instead of just getting them nodding along.

Excited for the year ahead 🙂

===

I don’t know if that dentist ended up buying my student’s $4k training. But when people do respond, you can start a conversation with them. You can get into their world. You can build a stronger relationship. Often, that translates into sales down the line.

That might be something to keep in mind if you have valuable prospects on your list, but you haven’t yet built much of a relationship with them yet.

Meanwhile, if you’re curious about “magic box” CTAs, I’ll make you a deal:

Reply and tell me the size of your email list. If you haven’t got a list, that’s fine, no judgment, you can write in and tell me that. On the other hand, if you do have a list, or if you have multiple, or if you manage a list on behalf of somebody else, write in and tell me how big your list or lists are.

In return, I’ll tell you how a “magic box” CTA works. There’s a good chance you’ve figured out how it works, but you might still learn a tip or two from me that you hadn’t thought of. And besides, maybe we can get into an interesting conversation.

Some facts for you to judge me by

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Here are a few facts about me that might seem entirely irrelevant to a newsletter about marketing and copywriting:

I am unmarried, I have no children, I am straight. My religious orientation can only be described as puzzled.

My nationality is dual — Croatia and US. ​​I grew up in the US, but I was born in what was then Yugoslavia but then became Croatia, in a mixed Croatian/Serbian family. As a result, my entire life I’ve been hostile to feelings of nationalism and even patriotism, because I experienced first-hand how much of a fictional construct my homeland was — both my old one, and my newer one, and my still newer one.

Here are a few more facts, maybe slightly more relevant to this newsletter:

Try as I might, I don’t care about money beyond the Micawber rule: “Annual income twenty pounds, annual expenditure nineteen pounds nineteen and six, result happiness.” I also don’t enjoy working for work’s sake, and I am by nature lazy, in fact very lazy.

And yet, for years now, I have been working, and quite a lot, and I have been making money, and more than I spend.

​​The reason is that, while I don’t care about money and I’m lazy to work, I do enjoy the feeling of being disciplined and achieving goals, particularly if I was resistant to getting started towards them. And if that means doing work every day and if money falls out as an end result, then so be it.

And now a few final facts, which are relevant to this newsletter:

I’ve been working as a professional copywriter since 2015. I’ve have had 100+ clients over that time, but the bulk of the money I’ve made came from maybe 5 of those clients, and the bulk of that bulk, the money that’s sitting in my bank account now and that’s allowed me to live life how I choose over the past few years, came from one client only.

I will tell you more about that client in a second. But first, let me tell you the reason for all the facts, relevant and irrelevant, I’ve just given you. The reason is the following passage from a book called Revolt of the Masses, by a writer named José Ortega y Gasset:

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I may be mistaken, but the present day writer, when he takes his pen in hand to treat a subject which he has studied deeply, has to bear in mind that the average reader, who has never concerned himself with this subject, if he reads, does so with the view, not of learning something from the writer, but rather, of pronouncing judgment on him when he is not in agreement with the commonplaces that the said reader carries in his head.

===

Ortega was a snob and his entire book was written in a condescending and bossy tone. But the above point is spot on — people more often read to judge you than to learn from you. And what basis do they use to judge you? What they already know and believe.

So you got two options:

Option one is to start with your own beliefs and experiences, and to be transparent about those, even if they are irrelevant to the topic at hand.

Many people will judge you negatively as a result, and will consciously or unconsciously dismiss you from then on.

On the other hand, a few people will align with your own choices and beliefs, and they will judge you favorably, including on the actual on-topic content you might be sharing.

Option two is to start with your reader. To find out what your reader believes, what experiences he or she has, and then to signal that you share those — even if you have to stretch the truth or cover up stuff.

You might think I am passing judgment and saying to do the first but not to do the second. Not at all. I’ve done both myself. The first in this newsletter, the second in my work as copywriter working for clients.

Which brings me back to that client who was responsible for the bulk of the money I’ve made as a copywriter.

Today is the last day I am selling a swipe file of 25 “horror advertorials” I wrote for that client between 2019 and 2021. And if you check each of the advertorials in that swipe file, you will find that in the very first sentence or two of each advertorial, and many times after that, I signal in conscious but subtle ways that I am like the person who is reading, that I share his or her experiences, that I have similar beliefs.

It’s dirty work, but there is satisfaction in accomplishing it. And it does pay well.

Anyways, if you want to get my Horror Advertorial Swipe File, you have to be on my email list. The clock is ticking, and there aren’t many more hours before the deadline. If you like, click here to sign up.

An “eery dejà vu feeling” from my Fight Club email last night

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Last night, I sent out an email about going to see Fight Club at a local movie theater. To which I got the following reply from copywritress Liza Schermann, who has been living the “barefoot writer” life in sunny Edinburgh, Scotland. Liza wrote:

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Seeing this email in my inbox provoked an eery dejà vu feeling. I had just gone over the part of Insight Exposed where you have a screenshot of this note from your journal. For a split second, I had no idea where I’d seen this before. Then I remembered.

Like an open kitchen restaurant, only for email. The email that was getting cooked right before my eyes a few minutes ago is now served. Thank you, Chef Bejakovic! 👨‍🍳

===

I remember hearing marketer and copywriter Dan Kennedy say once that you shouldn’t ever let clients see you writing copy, because it’s not impressive work and it spoils the mystique.

That might be good advice, but I definitely don’t heed it Insight Exposed, my new training about how I take notes and keep journals.

Like Liza says, Insight Exposed is like an open kitchen. I smile from beneath my chef’s hat, I explain the provenance of a few recent emails, and I show you the various animal bits and pieces from which the email sausage was made.

Let me be clear:

Insight Exposed is not a copywriting training. But it shows you something that may be more important and valuable than copywriting technique. It shows you how I go from a bit of information I spotted somewhere and expand it into something that makes people buy, remember, share, and maybe even change their own minds.

I am only making Insight Exposed available to people who are signed up to my email list. In case you are interested in Insight Exposed, you can sign up for my list here.

Free course on advertorials

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A couple days ago, I got an email with the subject line, “Your Future Mentee.” I sighed, hung my head, and clicked to open the email. It read:

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I am a 25 year old entrepreneur who dropped out of medical school to pursue my dream of starting a business in the e-commerce industry.

I have been dropshipping for the past 2.5 years and have done over half a million in revenue so far. I recently came across “advertorials” and it instantly grabbed my attention.

After a bunch of research on Youtube I realized I could barely find technical videos showing exactly how to create advertorials for e-commerce/dropshipping stores.

Through browsing many videos on Youtube, I came across an interview you did on the “Chase Diamond Email Marketing” channel and the information you provided in the short 18 minutes helped me a ton.

I am extremely eager to start testing products on Facebook through advertorials and I was hoping you could guide me through the process a bit. I promise to not take too much of your time.

Please let me know if you have any availability for a brief zoom call so I can further introduce myself. I can also gladly communicate through email if that is easier for you.

Looking forward to your reply!

===

Oh boy. Where to start? How about a free course on advertorials:

Between 2018 and 2021, I wrote dozens of five-page advertorials. These advertorials sold tens of millions of dollars of random ecomm products to cold Facebook and YouTube traffic. Supplements, shoe insoles, portable smoothie blenders.

After I got in the groove, it took me about a week to write each advertorial. A week might seem like a long time to write five pages, but four days of that went to research.

Research is something that apparently nobody else is willing to do.

In fact, in that Chase Dimond podcast episode, I mocked other advertorials that were running and not making sales. I know they weren’t making sales because my clients and I tested them. They weren’t making sales because were so clearly unbelievable — because the copywriter pulled them out of his head instead of doing research.

And so the first lesson of my free advertorial course is to thoroughly research anybody you are attempting to sell.

That lesson might seem obvious to you. But it certainly wasn’t obvious to my would-be future mentee.

For example, had my future mentee wanted to have a good chance to persuade me to become his mentor, he could have done some research on me first.

He could have searched on my website and read a few of the 1,400+ earlier emails I have written.

He could have found out I sell courses, and not for cheap, and I am therefore not likely to give away specific how-to information for free.

He could have found out I also offer a coaching program, and I don’t mentor new people unless they meet very specific criteria, and pay me a good deal of money to boot.

He could have found out that I have a sizeable and growing email list, that my days are eaten up by writing my daily emails, by creating new offers, by responding to paying customers, by delivering paid coaching, on top of my other projects, which I hint at from time to time.

In other words, with adequate research, this guy could have figured out that I am a terrible prospect for a “future mentee” whose big selling point is that he promises not to take too much of my time.

You might think I’m picking on a poor guy who is asking for help. That’s not my intent. I’m just trying to illustrate the shallowness of the persuasion that most people, including marketers, engage in by default.

And if you want a suitcase to float on as the Titanic sinks and all the other mice struggle in the cold water around you… then as the first step, do more work, and in particular, do more research than others are doing.

At this point, you might be worried that this is the end of my free course in advertorials.

But wait. There’s more.

Had my future mentee done a tiny bit more research, he would have come across my Copy Riddles program.

He would have found I currently offer a free bonus to go with Copy Riddles. That bonus is called Storytelling for Sales. It’s based on my experience writing all those advertorials.

Storytelling for Sales not a long training, and it is not an A-Z of ecommerce advertorial writing.

But along with Step 1: Research™, this Step 2: Storytelling for Sales covers 95% of what made my advertorials so effective, and of how I spent my time writing them.

Like I said, Storytelling for Sales is currently a free bonus for Copy Riddles.

But I will take it down at the end of this week, along with the other free bonus, Copywriting Portfolio Secrets. My plan is to flesh these bonuses out and turn them into paid upsells for Copy Riddles.

Don’t buy Copy Riddles just for the Storytelling for Sales free bonus.

But if you decide you want to get Copy Riddles, you have until Saturday Jan 21 at 12 midnight PST to get Storytelling for Sales and Copywriting Portfolio Secrets as free bonuses.

After then, Copy Riddles will remain available, but the free bonuses will disappear.

To get the whole package:

https://bejakovic.com/cr

Marcus Aurelius, not Marcus Mansonius

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Came the following question after I revealed my 2022 reading list yesterday:

What did you think of Roadside Picnic?

I’ll answer, but only because the underlying idea is so valuable, or at least has been so to me.

Roadside Picnic a scifi novel written by two Soviet guys in 1971. I read it because it was the inspiration for the movie Stalker, which is one of my favorite movies of all time.

Both Stalker and the original Roadside Picnic talk about The Zone, a mysterious place that obeys its own dangerous and strange rules, and that grants you your ultimate wish if you can make it to the heart of the place.

Earlier this year, I planned to create a guide to the business side of copywriting called Copy Zone, using The Zone as an organizing conceit.

I knew all I needed about The Zone from the movie, but I decided to read the book because— well, because that’s the super valuable core idea:

If you find somebody whose writing or film or stand up comedy you like and respect, then follow any allusions they make or references they use.

​​If they talk about a book or science paper or inspirational talk that was influential to them, look it up and read it, watch it, listen to it while you wait for your waffles to toast.

More generally, go to the original source, or as close to it as you can stand.

You can call this basic principle, Marcus Aurelius, not Marcus Mansonius.

Mark Manson became a big star a few years ago when he wrote The Subtle Art of Not Giving a F*ck.

He then had to write an article, Why I Am Not a Stoic, in response to many people who accused him of simply taking ideas from stoic philosophers and regurgitating them as a light summer read, complete with a curse word in the title.

Mark Manson’s fun and easy and accessible book is good for Manson. But it’s not good for you, or it’s not good enough for you. At least the way I look at it.

​​I am personally not interested in stoicism. But if I were, I would go and read Meditations by Marcus Aurelius, and not The Subtle Art of Using “Fuck” in Your Title.

The way I see it, there’s value in sources that are old, difficult, or unpopular. You can even call it easy value.

Rather than having to come up with a shocking hot take on the exact same news that millions or billions of other people are discussing right this afternoon, you can get a new perspective, by digging into something that was written a few decades, a few centuries, or even a few millennia in the past.

Maybe you don’t agree with me. That’s fine.

But maybe you suspect I’m on to something. In that case, you might want to get on my email list. Partly to read the articles I write, and partly to keep an eye out for references and allusions I use, so you can look up these original sources yourself, and get a valuable new perspective that few other people around you have.

In case you’re interested, click here to sign up.

“Research is the enemy of creativity”

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Yesterday, I mentioned an embarrassingly titled book I bought, “Damn Good Advice (for people with talent!)”

The book is written by a brand marketing guy, George Lois. On the face of it, it’s all about pushing the envelope, thinking outside the box, following your bliss, and other cliches that advertisers who work for prizes, rather than for sales, resort to.

Take for example Lois’s advice no. 50, which says:

“Research is the enemy of creativity, unless it’s your own ‘creative’ research (heh-heh)”

Nonsense, right?

Like direct response giant Gene Schwartz said, copy is assembled, not written. And it is assembled out of diligent, detailed research, deeper and more penetrating than the other guy is willing to do. No research, no sex, at least when it comes to copy that gets real results.

But really what Lois is talking about is the kind of research that’s common in brand advertising:

Focus groups.

Ask people who have no skin in the game, who aren’t being faced with decision whether or not to buy your product, what they think of your ad. “Is it good? Is it bad? Do you like it?”

It’s completely reasonable that research like this won’t give you useful feedback.

Not unless, as Lois says, you get creative.

He tells the story of Aunt Jemima pancake mix.

The makers of Aunt Jemima pancake mix, Quaker Oats, never wanted to create a matching Aunt Jemima syrup, in spite of Lois’s insisting that it would make tremendous $$$ business sense.

So Lois got creative.

He sent out a survey to a bunch of pancake mix consumers, asking a series of questions.

One of the questions was which syrup these people used. There were 10 brands to choose from, among them Aunt Jemima syrup.

And get this:

89 out of 100 pancake eaters selected Aunt Jemima syrup as their preferred choice, even though it was entirely imaginary at that point, just something in Lois’s head.

Result:

The head honchos at Quaker Oats were finally convinced, and put out the syrup. Within a year, just as the survey predicted, Aunt Jemima went on to become the number one brand in the billion-dollar-plus syrup business.

Is this scientific advertising?

Hardly.

Is it a useful idea which could potentially be worth a lot of money to you?

Well, consider this:

Direct marketer Justin Goff recently sent out an email exactly about this topic.

Justin said that he and his pardner Stefan Georgi often poll their audience about what offers to create next.

But they don’t go the focus group route.

“What should our next offer be? Do you like the sound of ‘Copy Accelerator By The Beach’? Would you buy ‘8.F.F.G.M.S.’ if that stood for ‘8-Figure Facebook Group Marketing Secrets’?”

No, none of that.

Instead, Justin and Stefan make a list of a few specific offer ideas. They ask people which one they want best.

This bit of research, Justin says, matches up very well to actual results of how well an offer sells when they do create it.

In this way, a simple creative poll can be worth hundreds of thousands or millions of dollars to Justin and Stefan.

So there you go. An idea that you can use, starting today.

Or an idea that I can use, starting right now.

Because there are a few live presentations or trainings that I’ve been thinking of creating. They might be paid, or they might be free. They might be a single lesson, or multiple, depending on the topic.

Based on this limited info, and the short descriptions below, which one would you like the best?

If you would like to vote, sign up to my email list. And when you get my welcome email, tell me your preference among the four choices below. If you vote honestly, you will have the best chance of seeing a training about this topic from me in the near future:

1. A presentation about horror advertorials, the front-end funnel that I’ve used to help clients sell millions of dollars of dog seat belts, door stops, and detergent-replacement balls

2. A presentation about the most valuable email I regularly send to my daily email subscribers — the one type of email I would resort to if I had to stick to only one type for all of time

3. A presentation about creating a feeling of insight in your prospects, as a way of overcoming resistance and driving people to spontaneously want your offer, without you doing any overt selling

4. A presentation about natural authority — the rare, most penetrating, and longest-lasting form of authority, which is not built on either expertise or overt status or association