Structure Of Copy and Content

My recipe for writing a book that influences people and sells itself

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I just spent the morning reading statistics about the best-selling books of the 20th century so I could bring you the following curious anecdote or two:

The year 1936 saw the publication of two all-time bestselling books.

The first of these was Gone With The Wind. That’s a novel that clocked in at 1,037 pages. “People may not like it very much,” said one publishing insider, “but nobody can deny that it gives a lot of reading for your money.”

Gone With The Wind was made into a 1939 movie with Vivien Leigh and Clark Gable, which won a bunch of Oscars. Without the monstrous success of the movie, odds are that few people today would know about the book, even though it sold over 30 million copies in its time.

On the other hand, consider the other all-time bestseller published in 1936.

It has sold even better — an estimated 40 million copies as of 2022.

And unlike Gone With The Wind, this second book continues to sell over 250,000 each year, even today, almost a century after its first publication.

What’s more, this book does it all without any advertising, without the Hollywood hype machine, simply based on its own magic alone.

You might know the book I’m talking about. It’s Dale Carnegie’s How To Win Friends And Influence People.

One part of this success is clearly down to the promise in the title. As Carnegie wrote back then, nobody teaches you this stuff in school. And yet, it’s really the fundamental work of what it means to be a human being.

But it can’t be just the title. That’s not reason why the book continues to sell year after year, or why millions of readers say the book changed their lives.

This includes me. I read How To Win Friends for the first time when I was around 18. It definitely changed how I behave.

For example, take Carnegie’s dictum that you cannot ever win an argument.

​​I’m argumentative by nature. But just yesterday, I kept myself from arguing — because Carnegie’s ghost appeared from somewhere and reminded me that I make my own life more difficult every time I aim to prove I’m right.

This kind of influence comes down to what’s inside the covers, and not just on them.

So what’s inside? I’ll tell ya.

Each chapter of Carnegie’s book is exactly the same, once you strip away the meat and look at the skeleton underneath. It goes like this:

1. Anecdote
2. The core idea of the chapter, which is illustrated by the anecdote above, and which is further illustrated by…
3. Anecdote
4. Anecdote
5. Anecdote
6. (optional) Anecdote

The valuable ideas in Carnegie’s book can fit on a single page. But it’s the other 290 pages of illustration that have made the book what it is.

In other words, the recipe for mass influence and continued easy sales is being light on how-to and heavy on case studies and stories, including personal stories and experiences.

Maybe you say that’s obvious. And it should be, if you read daily email newsletters like mine. But maybe you don’t read my newsletter yet. In case you’d like to fix that, so you can more ideas and illustrations on how to influence and even sell people, then I suggest you click here and follow the instructions that appear.

A new way to acquire copywriting skills while reducing emissions by over 80%

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Today I have a new pasta recipe for you:

Boil the water, throw in the pasta, cook as usual for two minutes. Then turn off the stove. Put a lid on your pasta and keep it in the hot-but-no-longer boiling water until the usual cooking time.

It’s called passive cooking and apparently it works just as well as your usual “stove’s on” way of cooking pasta, while reducing emissions by 80%.

Whatever. I’m just sharing this recipe with you because 1) it’s trending on the Internet, and I’m a trendy guy and 2) because I went to the page that explained this pasta cooking recipe and saw something interesting.

The passive cooking page is on the Barilla site. Barilla is a brand of pasta. And yet, on that page of the Barilla site, it says the following:

DOES IT WORK ONLY WITH PASTA BARILLA?

Of course not! We chose to study the process, adapt it to our classic product range and provide all the information to adopt this method. But helping the planet goes beyond our brand. So, with a few tweaks, you can try Passive Cooking even if you choose products from other brands.

This is interesting — and smart. It goes back to something I heard once from A-list copywriter Parris Lampropoulos.

Parris said how many sales letters go from problem => my offer and why it’s just what you need!

“How convenient,” says the reader after reading this. “All this time, while you were pretending to be talking about me and my problem, you were just leading me by the nose until you could start hawking your stupid brand of tortiglioni.”

A much better way to do it, says Parris, is to go from problem => broad category of solution => why your specific solution is a great or really the best choice within that category.

“It works with any brand of pasta! Of course, you might have to tweak a few things, do a bit of light multivariate calculus, and risk a beating from your hungry spouse — but really, any brand will work! Or of course you can just go with Barilla because we’ve done all the work for you.”

Which brings me to my Copy Riddles program:

IS COPY RIDDLES THE ONLY WAY TO TRANSFORM YOUR COPYWRITING SKILLS?

Of course not! I chose to study actual, million-dollar copy of A-list copywriters, present it to you in fun bite-sized pieces, and provide you all the information so you can practice each A-list copywriting technique yourself.

But effective copywriting goes beyond Copy Riddles. So, with a few tweaks, along with a few thousand hours of effort and a few tens of thousands of dollars of investment in books, courses, and coaching, you can try to acquire the same copywriting skills in different ways also.

Or you can just get Copy Riddles.

In case the pot’s boiling, here’s where to go:

https://bejakovic.com/cr

“Why would you ever say anything that’s not awesome?”

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This past summer, I wrote an email about how I was struggling to get through the Dig.This.Zoom course, in spite of having paid $1,200 for it.

Maybe it will turn out the course wasn’t an entire waste of money, because it did provide me with the following quick story:

In one Dig.This.Zoom lesson, Aaron Winter, former copy chief at Motley Fool and guru to super successful Dig copywriters like Dan Ferrari and Austin Lee, was talking about headlines.

​​”So there’s headlines,” Aaron said, “and then there’s… stuff? Content? We reject that. Ideally, they’re all headlines. Why would you ever say something that’s not awesome?”

In slightly clearer words, Aaron was saying that each line of your copy should have as much pull — as much emotional weight and curiosity and benefit, all fused together — as your headline has.

This is the kind of inspirational but vague mysticism that made me start to tune out the entire Dig.This.Zoom course.

Fortunately, Austin Lee, who was on this particular Dig.This.Zoom call, chimed in at this point with some practical advice:

“One of the most fun and educational exercises you encouraged me to do was write a headline for every little section of my outline. I really wrote an entire promo of maybe 26 or 32 headlines all the way down through the offer.”

I bring this up (spoiler alert) because I am promoting my Copy Riddles program. Whenever I do promote this program, I always get some form of the following question:

Is Copy Riddles just about bullets OR about about copywriting in general?

The answer is yes.

As Aaron says above, copywriting is really about your best headlines. And your best headlines are really just your best bullets. Or as Ben Settle put it once:

“Bullets still work, never stopped working, and will always work — When written correct everything ‘comes’ from the bullets, including non-bullet copy or ads where there are no bullets.”

Copy Riddles is now open and ready to turn you into somebody who writes stuff that’s awesome. Whether that’s awesome bullets, awesome headlines, or awesome body copy.

​​In case you’re interested:

https://bejakovic.com/cr

The ring of truth

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Here’s a quiz question for the criminal mastermind in you:

How might you sneak into Buckingham Palace?

How might you make your way over the castle-like walls and fences, past the hundreds of armed guards, the thousands of staff, the sensors, the alarms, and the vicious and bloodthirsty packs of attack corgis?

​​How might you get make your way to the heart of the labyrinth-like structure, all the way to the queen’s bedroom, so you can breathe on her, while she’s asleep in her own bed?

Think about that for a moment, but only for a moment. Because really, it’s quite easy to do. Here’s how, in just five steps:

1. First, climb up the 14-foot wall and over the barbed wire and rotating spikes.

2. Then, shimmy up the side of the palace. If you need help shimmying, use a drain pipe or something.

3. Then, find an open window. There’s sure to be one.

4. When you get into the palace, then walk around aimlessly. Don’t worry about the staff and the guards, because they will arrange themselves in just such a way that not one of them will notice you.

5. Finally, stumble upon the queen’s bedroom. The door will be unlocked. Open it, enter, approach the bed, pull back the curtain, and start your heavy breathing.

Does that sound like it would work? Does that sound like a credible plan?

Well, credible-sounding or not, it actually happened. At around 7am on July 9 1982, a certain Michael Fagan did just what I told you.

Fagan, an unemployed and not very mentally stable English man, climbed over the walls of Buckingham Palace and into palace itself, then rambled around, unnoticed by all the guards, staff, and corgis, making it all the way to the sleeping queen’s bed.

This is a true story, a slice of real history.

And if you found it interesting or surprising, then that’s kind of my point.

In order for the above story to have any worth at all, you have to believe that it’s real, that it’s documented history. You have to believe that it really happened, and you have to believe that you can go and check the details yourself if you want to.

On the other hand, imagine if instead of being a historical incident, this unlikely “story” were part of a Disney cartoon or an Ocean’s 11-type heist film.

“So stupid,” would be the only reaction that the audience would have as they walked out of the movie theater. “The corgis would have smelled him a mile away. Couldn’t the writers have thought up something a little more life-like? A little more believable? Something with at least the ring of truth to it?”

So that’s actually my point for today.

Truth isn’t where it’s at. But having the ring of truth — now that’s a different story.

And as in cartoons and heist films, so in sales letters.

A couple days ago, I did a copy critique for a business owner of an ecommerce brand.

He had written an advertorial telling his own true story.

Only problem was, his story, dramatic and true though it was, sounded unbelievable. The tears… the sleepless nights… the worried looks from his wife…

I mean, this guy’s business is selling dog food. Literally.

So it didn’t matter much if his dramatic story was true, which it was. It didn’t ring true. And so my advice to him was to tamp down his true story, or to swap it out altogether, and find some other stories, which, true or not, at least have the ring of truth to them.

And now, you might think I will transition into an offer for consulting or copy critiques, where I point out obvious but damaging flaws in your advertising.

That won’t happen.

I had those offers, consulting and critiques, during this past summer. But I closed them down as of today.

Because I now have a regular offer to promote at the end of each of my daily emails. It’s my Most Valuable Email course. And I’ll tell you the following curious fact:

While the core MVE training is about a clever email copywriting trick, the course also comes with a Most Valuable Email swipe file. This file collects some of the most effective Most Valuable Emails I have personally written.

Each of those emails contains a valuable marketing or copywriting idea.

And MVE swipe emails #17, #18, #19, #20, and #22 contain five valuable ideas about how to write formulaic stories. Stories that sound like other stories that people have heard a million times before. Stories that, because of their familiarity, ring true to your audience.

So if you are trying to figure out how to shape your own personal history into something that your prospects won’t reject as A) boring or B) a manipulative lie, then these specific Most Valuable Emails might be worth a look.
​
They are available inside the complete MVE training. ​​

In case you want to get your mastermind paws on them, here’s where to go:

https://bejakovic.com/mve

The biggest egos in the world

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One morning in 1985, actor Val Kilmer staggered to his bathroom and got ready to shave. He squinted because of how sleepy he still was. But then he spotted something in the mirror that shocked him awake.

In the middle of Kilmer’s chest a perfectly round bruise, the size of a 50-cent piece.

“I didn’t drink,” Kilmer said to himself. “I didn’t fall during the night. What could stab me like this in the chest?”

After a moment, the realization hit him.

The night prior, Kilmer had gone out partying with a bunch of Navy pilots. He was about to start shooting Top Gun, and he was trying to get into the role of Iceman.

The real Navy fighter pilots liked Kilmer a lot.

“You’re the actor that we’re most like,” they kept yelling the whole night. “You got good hair!”

And each time the fighter pilots said this, they emphasized their point by stabbing their fingers into the middle of Kilmer’s chest. That’s how he got the bruise.

Kilmer later said,

“The only egos bigger than actors are rock stars. And the only people beyond that are fighter pilots. They have the biggest egos on the planet.”

My point being, in spite of how it might look in the insular direct response world, email copywriters do not have the biggest egos in the world. Likewise, copywriting and marketing newsletters, podcasts, and books are not the most valuable things to read and study if you want valuable ideas, stories, and inspiration.

I recently made a list of 10 sources where I get ideas for my daily emails.

Most of these sources were predictable, or I had written about them already in emails prior.

But there was one source that I haven’t really talked about much.

And that’s analyses, documentaries, and original material about entertainment I love. Analyses and background info on Looney Tunes cartoons… William Goldman screenplays… Farside comics… and of course, Top Gun. For example, The Val Kilmer story above came from Danger Zone, a feature-length documentary about making of Top Gun.

So that’s my advice for you for today:

Think about your favorite movies, books, TV shows. Read about how they were made, or track down a documentary that saves you from reading.

You will get great ideas you can apply to your business, and in the most enjoyable format, since you will be digging into something you love.

And if you happen to love Top Gun:

I can’t recommend that Danger Zone documentary enough. It’s fascinating, and not just if you are a die-hard Top Gun fan. The documentary shows how complex it is to produce an hour and a half of seamless entertainment… how many specialists are involved… how much thinking lies behind seemingly simple decisions… how many layers of persuasion go into even a jockish, commercial, fantasy flick like Top Gun.

In case you are interested, you can find Danger Zone on YouTube in two parts. Here’s part 1:

Storytelling recipe for disaster that ended up succeeding against all odds

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Tom Hanks sauntered into the office, and he didn’t look pleased.

A few months earlier, Hanks had won the Best Actor Oscar for Philadelphia. With movies like Forrest Gump and Apollo 13 coming out soon, he was perhaps the biggest star in Hollywood.

Hanks sat down and picked up the script. He frowned. He shook his head a little.

“You don’t want me to sing, do you?”

I just watched a TED talk about storytelling.

The talk was not great. That’s because it was too valuable, with too many good-but-different ideas packed into just 19 minutes.

The emotional highlight of the talk, to me at least, was the Tom Hanks story above.

As it turns out, the filmmakers didn’t want Hanks to sing. Even though the movie in question was an animated film, and even though the only imaginable animated films at the time looked like The Lion King, filled with Hakuna Matata.

But no. There would be no Hakuna Matata and no Under the Sea in this new animated movie. And not only that.

There would be no love story.

There would be no “I want” moment.

There wouldn’t even be a villain.

It sounded like a recipe for disaster. It broke all the rules of how a Hollywood cartoon was supposed to go.

And yet, the movie in question ended up earning $735 million (in today’s money), making it the second biggest film of the year… it got rave reviews (a 100% rating on Rotten Tomatoes)… and it was nominated for the Oscar for best original screenplay (the first animated movie ever to be nominated for a great story).

That’s why, if you’re into storytelling, or more broadly, if you want to create salt peanuts content that people can’t help but consume, my advice to you is:

Watch this TED talk. In fact, watch it two or three times.

If you’re curious why I would say this talk warrants rewatching, then watch it once first. And maybe you will get a hint. In case you’re curious:

https://bejakovic.com/story

Cool-o & Sexy-o: I kill a bad joke even more dead for your benefit

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In my email yesterday, I wrote about a tricky anti-tobacco campaign, “Tobacco is whacko.” ​​​I played on that phrase and explained how you can make your appeals “cool-o” and “sexy-o”. To which a friend lovingly wrote me:

“Cool-o. Sexy-o. This is the corniest email you’ve ever sent. You old man. Watching too many Joe Biden speeches?”

Let me take a Joe-like ramble and say:

Marketers and copywriters are often told to study only the successful advertising. The controls. The winners.

But I have personally found a lot of value by looking at stuff that flopped. Particularly if it was done by somebody who should have known better.

In my view, flops shine more light on valuable techniques than situations when everything goes perfectly.

So for example:

Maybe — though I admit nothing — the jokes in my email yesterday were lame-o and corny-o.

And yet, if you look at what exactly I was doing, you will be able to identify a powerful email copywriting technique I use all the time. Often to very good effect.

Rather than killing a bad joke even more dead by explaining what exactly I have in mind, let me just get to today’s point:

Read more bad advertising.

I’m not joking.

Ads that flopped might turn out to be the cheapest, though corniest, education in effective writing and marketing techniques you can get.

Of course, not all bad advertising is created equal.

Like I said, you want to look at stuff that flopped, but was written by somebody with sufficient other success. Somebody who was reaching for a technique that works in general, but for whatever reason, didn’t come out right-o that particular time-o.

If you want an example of that, pull out your copy of Joe Sugarman’s Adweek book.

Joe was great copywriter. He sold hundreds of millions’ worth of stuff with his infomercials, catalogs, and magazine ads.

But not every piece of Joe’s copy was a success. And his Adweek book includes a bunch of failures, where Joe’s copywriting techniques, including some he doesn’t highlight explicitly in the book, become obvious.

And if you still don’t have a copy of Joe’s book… well, what are you waiting for? Get it here, daddy-o:

https://bejakovic.com/adweek

Persuasion world: Men wanted for hazardous journey

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A couple years ago, I got an email from a successful copywriter who had just signed up to my list. He wrote me to say hello.

​​He also mentioned he found my site because he was studying Dan Ferrari’s sales letters in detail. (I had written some stuff about Dan and about being in Dan’s coaching program.)

The copywriter and I got to email-chatting a bit. I mentioned a presentation Dan once gave, where he broke down one of his most successful promotions. I offered to send successful copywriter #1, the guy who had written me, this presentation.

But he was reluctant. It seemed he had gotten what he wanted from Dan’s sales letters alone… and he didn’t want or need to hear Dan’s take on it.

And you know what? I can understand.

I liken it to going to see a movie versus reading a review of that same movie. The review might be good, might be bad… but even if it was written by the director himself, it’s certainly going to be a very different experience than seeing the actual movie itself.

The review won’t stimulate the same random pathways in the brain. It won’t trigger the same emotions. And it won’t allow for much independent thought.

This applies to you too. Right now, you may be reading books… going through courses… skimming emails like this one. Fine. They can give you the lay of the land when you’re new to a topic.

But the map, as they say in NLP, is not the territory.

Somebody else’s second-order interpretation of what persuasion is all about can only take you so far.

The good news is there’s a whole wild and dangerous world of TV shows, movies, current events, tabloids, political propaganda, real-life experiences, and yes, even books and articles, just waiting for you to start exploring and asking — why do I think this is compelling?

If you find that argument compelling, then I’ve got a contradictory bit of advice for you:

G​o and read my 10 Commandments book.

​​Not for any persuasion lessons it might contain… but rather, as an example of content that you can dissect and analyze yourself.

After all, a lot of people have found this book interesting and even valuable. If you want to see why, and maybe even how you can do something similar yourself, take a look here:

​​https://bejakovic.com/10commandments

I just remembered Cialdini’s best way to teach anybody anything

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I’ve just awakened from a hypnotic trance.

I spent the last 16 minutes watching a video of a fridge repairman from Alabama disassembling a failed fridge compressor.

As my hypnotic trance cleared, I began to marvel at this mystery.

After all, I don’t have a fridge compressor to fix. And I’m not looking for DIY advice.

In fact, I have zero interest in fridges or handymanism. I wasn’t familiar with 95% of the technical terms the fridge guy was using. I really could gain nothing practical or pleasurable from his 16-minute video.

So why did I watch it, with rapt attention, from beginning to end?

Perhaps, you say, I was just looking to waste time instead of writing this email.

I certainly do like to waste time instead of working. But why not waste time doing something I like, like reading the New Yorker, or watching some Bill Burr on YouTube?

No, it wasn’t that.

But perhaps, you say again, I just enjoy feeling smug and right.

After all, the dead fridge compressor was from 2009. And the fridge repair guy specializes in maintaining long-running, old fridges that go back to the 1940s. So maybe I was just looking for confirmation of my belief that old is good and new is worthless.

Maybe. But if that’s the case, why did I have to watch the video, and all 16 minutes of it? I mean, the video’s title gave me all I really needed to feel smug:

“Declining quality of consumer-grade products – 2009 fridge compressor autopsy…”

So no, it can’t be that.

But perhaps I just wanted to share something cool with a friend.

Even though I have no interest in handymanism, I do have a friend who is into it. I wanted to forward him this video, and maybe, you say, I just wanted to make sure it was worthwhile.

But that doesn’t hold water either. After all, this video popped up on a news aggregator I frequent, where it got 2-3x the usual number of upvotes. That’s a lot of tacit endorsement of quality. And I could tell within just the first minute or two that my friend might find this video interesting, and that I should send him the link.

So why did I myself watch the entire thing?

In trying to figure out the answer to this puzzle, I jumped back to a critical point in the video at minute 5:54.

The fridge guy has just tested whether the compressor failed because of electrical failure. No, it turns out, it wasn’t electrical.

So he decides to cut open the locked-up compressor and see what’s going on inside. As soon as he cuts the compressor open, the motor moves freely, and is no longer locked up.

The fridge guy is in wonder.

“I don’t understand at all,” he says. He decides to try to power the compressor up again. “My guess is it still won’t start.”

“Aha!” I said. “I get it now!”

Because I realized what was going on. I realized why I had been sucked into this video so hypnotically.

It was the structure of the way the fridge guy was doing his compressor autopsy.

He was using the exact same structure I read about once. A very smart and influential professor of persuasion spelled out this structure in a book, and he said it’s the best way to present any new information and teach anyone anything.

I don’t know if the fridge repair guy had been secretly reading the work of this professor of persuasion.

But I do know that if you’re trying to teach anybody anything, whether in person, in your courses, or just in your marketing, then this structure is super valuable.

It makes it so people actually want to consume your material. They will even want to consume it all the way to the end (just look at me and that 16-minute fridge video).

This structure also makes it so the info you are teaching sticks in people’s heads. That way, they are more likely to use it, profit from it, and become grateful students and customers for life.

And this structure even makes it so people experience an “Aha moment,” just like I did. When that happens, people feel compelled to share their enthusiasm with others, just like I am doing now with you right now.

You might be curious about this structure and who this professor of persuasion is.

Well, I will tell you the guy’s name is Robert Cialdini. He is famous for writing the book Influence. But the structure I’m talking about is not described in Influence.

Instead, it’s described in another of Cialdini’s books, Pre-Suasion.

Now, if you read Daniel Throssell’s emails, you might know that Daniel advises people to skip Pre-Suasion. He even calls it the worst copywriting book he has ever read.

I don’t agree.

Because in Chapter 6 of Pre-Suasion, Cialdini spells out the exact structure I’ve been telling you about. Plus he gives you an example from his own teaching.

This is some hard-core how-to. ​And if you ever want to get information into people’s heads, and make it stick there, for their benefit as well as your own, you might find this how-to information very valuable.

In case you want it:

https://bejakovic.com/presuasion

“Email Marketing: A Lecture by Rowan Atkinson”

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Here’s a quick checklist of elements that make for engaging, effective, and influential emails:

1. Conflict, outrage. We seem to take a constant delight in seeing or participating in a fight. The more real it is, the more engaging it is. The more status the fight participants have, the more engaging it is.

2. Surprising connections between unrelated things, or surprising distinctions in things that seemed simple and unified.

3. Metaphors, analogies, and “transubstantiation.”

4. Angst. All good copy is rooted in angst. As Dan Kennedy likes to say, “The sky is either falling or is about to fall.”

5. Imitation and parody.

6. An engaging character. As Matt Furey didn’t but should have said, “For the email marketer, nothing transcends character.” The email of personality, rather than the email of “value.” Email is not about sharing valuable information. It’s about writing about normal things in a valuable and interesting way. It’s about accuracy of human observation and precision of the observation.

7. All right, enough of this. Let me come clean:

Everything I’ve just told you actually comes from a video titled “Visual Comedy: A Lecture by Rowan Atkinson.”

Atkinson you might best know as the clumsy priest from Four Weddings and a Funeral.

I watched Atkinson’s Visual Comedy guide a few days ago, expecting to be entertained. And I was that. But I found the video surprisingly full of deep analysis of what actually makes for visual comedy. It was like a prehistoric episode of the Every Frame a Painting series, if you’ve ever seen that.

And not only was this video insightful.

I realized that much, or maybe all, of what makes for good visual comedy can be ported very easily to email marketing.

For example, point #1 above is really about slapstick. As the Visual Comedy video says, “We seem to take a constant delight in seeing people hurt and humiliated. The more real it is, the funnier it is. The more dignified the victim, the funnier it is.”

And that Matt Furey non-quote in point #6?

​​It actually comes from Charlie Chaplin. “For the comedian, nothing transcends character.”

If you like, I’ve linked the entire Rowan Atkinson video below. You can watch it and try to figure out which techniques of visual comedy I mapped to each of my email marketing points above.

Of course, there’s more in this video than just what I’ve written above. The list of connections between visual comedy and email marketing is long and distinguished, and doesn’t just stop at 6″.

As just one example:

Maybe the most valuable part of this video is the detailed discussion of what exactly makes for an engaging character in visual comedy. I found almost all of this applied to email marketing directly, without the need for even the smallest bit of translation. Now that I think about it, maybe it’s a lesson I should apply myself.

So to wrap up:

​If you’re a goofy and thoughtless person who enjoys laughing when somebody slips on a banana peel…

​Or if you’re a deep and serious thinker who is interested in uncovering the hidden structure of things most people take for granted…

​Then I believe you will get value out of this video. Or maybe you’ll just get some pointed human observation. You can find it below. Before you click to watch it, you might want to sign up for my daily email newsletter, and get more insightful things like the essay you’ve just read.