Insight Marketing

Shock and delight at a celebrity funeral

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On December 3 1989, a memorial service was held at St. Bartholomew’s Hospital at the University of Cambridge. The deceased was one Graham Chapman, aged 48, who had died two months earlier from tonsil cancer.

At various times during his life, Chapman was a homosexual, an alcoholic, a member of the Dangerous Sports Club, and one of the six members of the sketch comedy troupe Monty Python.

All the other members of Monty Python were there at the service. Several of them got up to give eulogies. One of eulogizers was John Cleese, the guy behind my favorite comedy of all time, A Fish Called Wanda.

“I guess that we’re all thinking how sad it is,” Cleese started, “that a man of such talent, of such capability for kindness, of such unusual intelligence should now be spirited away at the age of only 48, before he had achieved many of the things of which he was capable, and before he’d had enough fun.”

The camera zoomed around the large hall. It settled on the other Pythons — Michael Palin, Eric Idle — looking serious and proper.

“Well I feel that I should say… nonsense,” Cleese said. “Good riddance to him, the freeloading bastard. I hope he fries.”

Yep, this really happened. During a eulogy, John Cleese said about the deceased, “I hope he fries.”

Last night, I had the second call of the Influential Emails training. Throughout this training, I’ve been talking about the similarities between comedy and email copy.

Not because you want to make your emails funny necessarily.

But because you want to surprise, shock, and even outrage people at the start. And then, pay it off in a credible and pleasing way, where the only people who leave are the ones who are either slaves to mindless good taste… or who genuinely disagree with you.

In my life, I’ve never seen a better illustration of this “surprise and delight” combination than John Cleese’s eulogy.

I won’t tell you how Cleese got out of the shocking hole he had dug for himself. But he did it, and he did it in a sweet, credible, thoughtful way.

You can see it all in the short two-minute clip below. It might prove very instructive if you want to write emails that people will 1) read day after day… 2) look forward to… 3) feel a bond with… and 4) allow themselves to be influenced by.

But be warned. This clip contains two profanities, one of which had never been spoken on television before. If that doesn’t shock you too badly, then prepare to be delighted here:

Still here? Maybe you’d like to be surprised and delighted tomorrow as well. In that case, sign up for my email newsletter.

The fascist cokehead who raised me

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How foolishly inconsistent of me.

On April 7 of this year, I wrote an email promoting the idea that you should give your prospects a menu of options. I quoted from Jonah Berger’s book The Catalyst:

But give people multiple options, and suddenly things shift.

Rather than thinking about what is wrong with whatever was suggested, they think about which one is better. Rather than poking holes in whatever was raised, they think about which of the options is best for them. And because they’ve been participating, they’re much more likely to go along with one of them in the end.

Reasonable, right?

Except, only a short while earlier, on February 28, I sent out an email with the exact opposite message. The subject line for that was “The best copywriting tactic ever.” It was inspired by an article I’d read in Scientific American by neuroscientist V. S. Ramachandran. The email concluded:

The world is complicated. Too many choices. Too much information. That’s why we seek out extremes, to make our lives easier. And that’s something you can use to make your copy not better, but best.

So one email is basically telling you to give your prospects a choice… the other email is telling you to give them no choice.

How to reconcile these two ideas?

I don’t know. Maybe you can do it. I haven’t tried. And I won’t, because I’ve got better things to do. Like preparing for the second call of my Influential Emails training.

The first call was all about writing and persuasion techniques that I use regularly — and that anybody else can use and profit from as well.

But this second call is more personal. It will include some of my own writing and thinking quirks.

Such as for example, the contradiction in my two emails above. The reason I’m ok with this contradiction is because of a third email I wrote.

That third email was about David Bowie and an infuriatingly inconsistent interview he gave to Playboy magazine in 1976. (1976 was the height of Bowie’s cokehead era. A big brouhaha emerged after the interview because Bowie said during it, “I believe very strongly in fascism.”)

This Bowie email is the most influential thing I’ve ever written.

Not because it got me any sales… or any interest from important people in the industry… or even any engagement from readers on my list. In fact, as far as I remember, nobody even commented on this email.

But the ideas in that email had the biggest influence on how I personally write. And not just emails, but influential writing more broadly.

You might think I’m just advocating being provocative in your thinking and writing. It goes deeper than that, at least in my mind.

In any case, if you want to read that short email about David Bowie, so you can see if it will have any influence on you, here’s the link:

https://bejakovic.com/being-authentic-is-overrated/

It’s good whether it’s good or not

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Dan Kennedy was in the back of the room, getting coffee and a donut before one of his seminars. One of the attendees, a guy named Charlie, sidled over and picked up a donut also.

“I’m really looking forward to this,” Charlie said to Dan. “It’s gonna be good. It better be good!”

The unspoken point was that Charlie, like everybody else in the room except Dan, had paid a ton of money to be there. 10-15 grand. The seminar better be worth it.

Dan Kennedy brushed some powdered sugar off his mustache. He took a sip of coffee.

“How good I am won’t matter much,” he said. “It’s a combination of the who… the expectation… the price paid… the pre-event involvement. Now the expectation is so high, it’s good whether it’s good or not.”

I thought this was really profound. Maybe… because I had a similar thought a few days ago. And whenever I find people who echo my thoughts back to me, I tend to think they are profound. It must be some ego thing.

In any case, you might think I’m telling you to position and “pre-sell” your products or services. Or to sell them to the right “who.”

That would definitely be a valuable lesson.

But what really stuck out to me is what Dan said about pre-event involvement.

Adequate involvement can make your products or services good whether they are good or not. And here’s something extra you might not have thought of:

The same is true of your copy.

I have a little story to share with you that explains just what I mean.

It ties in very nicely to this Dan Kennedy snapshot. It touches on where I think marketing is going in the future. And it might be valuable to you if you create front-end funnels, or if you write emails to drive back-end sales.

So here’s the deal:

Sign up to my email newsletter.

When you get the confirmation email, hit reply and and let me know your sign. Yeah, you know, your horoscope. Libra, virgo, taurus.

I’ll use this information to customize this story so you get the biggest result out of it. And I’ll send it back to you in a personal email.

The only way I could make this more valuable to you is to charge you for it. But I think you will find this custom story good, even at this current low price of free. So get going — our team of crack astrologers is standing by.

Do you ignore emails with the word “secret” in the subject line?

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Dear probationer,

It happened to a direct response entrepreneur whose name has become synonymous with success, power, and wealth.

Early in his career, he had to write an important sales letter. But he was completely blocked for a good hook.

In a last minute act of desperation, he drove down to the Library of Congress.

There he managed to track down a copy of an ancient, highly successful sales letter he had heard about years earlier. And he adapted the hook for his own letter.

Result? His letter tripled response over the control, and stayed unbeatable for over five years…

And the point of my story is this. There is a lot of value in old sales letters if you start to dig around in them.

I like to dig around in old sales letters. And today, I want to share a complimentary copy of one such letter with you.

But before I do that, I’d like to ask permission to see if you’ll get anything out of the letter that I share. To find out what kind of marketer or copywriter you are. To get some idea whether clicking on the link below will be something you enjoy or not.

And so right in this email, you’ll find a short psychological quiz. Answer the questions truthfully, and then I’ll give you an interpretation based on your results. Ready? Here goes:

1. Have you read John Caples’s Tested Advertising Methods (any edition)?

2. Have you watched two or more comedy specials in the last year?

3. Do you check your spam folder often and even read emails that clearly are spam?

4. Do you have a place in your home or office where you save classic ads you’ve hand copied?

5. Do you harbor private doubts about the marketing mantra, “If they pay, they pay attention?”

6. Do you ever prefer reading transcripts of podcasts or videos to actually watching or listening?

Interpretation: generally, the more questions you answered with “yes,” the more value you will get from seeing the sales letter at the link below.

What I’ve learned is that you’re somewhat curious (you check your spam folder). You’re also systematic about getting better at copywriting (hand copying ads and even saving the result).

You value surprise (watching multiple comedy specials). You’re also a reader (preferring transcripts on occasion). You value deep, proven information, even if it’s not trendy (the Caples book).

In short, you are a person who values insight and who is highly dedicated to getting better at your craft. Moreover, the fact that you’ve allowed yourself to be tested shows a coachable, adaptable personality.

My test also shows you value information for its own sake (the “if they pay…” mantra). And that’s why you are likely to value what you will find at the link below.

It’s a short sales letter — only 4 pages. But it illustrates very powerful techniques of influence. Techniques which will only become more relevant in the coming years.

“Our doubts are traitors and make us lose the good we oft might win by fearing to attempt,” said Shakespeare’s Lucio circa 1604. Oh Lucio, that thou wert alive now and could attempt to click the link below. What insights! What involvement devices! What deep psychology!

https://bejakovic.com/psychology

The End of Marketing and the Last Mail

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If you want to get influence and become famous in the near future, I have a strategy you can start using today.

Let me set it up by telling you about Francis Fukuyama. He was the 90s version of Jordan Peterson. A sober academic… who somehow exploded into the high heavens and became an international celebrity.

But unlike Peterson, Fukuyama did it without the help of YouTube. Instead, he did it with a book called The End of History and The Last Man.

In that book, Fukuyama prophesied that there be some standing here (meaning 1992, when the book was published)… who will not taste death before they see liberal democracy ruling the world.

That seems a bit naive today. We got empires like China and Russia on the ascendant… we got huge corporations, controlling more power than most elected bodies… we got the Taliban flag, hoisted over Kabul once again.

But whatever. That’s how it goes with predictions. Most predictions, even by experts or otherwise smart people, end up ridiculously off the mark. In fact, a reliable way to get a laugh is to bring up stupid past predictions:

“The cinema is little more than a fad. It’s canned drama. What audiences really want to see is flesh and blood on the stage.” — Charlie Chaplin, 1916

“There is not the slightest indication that nuclear energy will ever be obtainable. It would mean that the atom would have to be shattered at will.” — Albert Einstein, 1932

“Everyone’s always asking me when Apple will come out with a cell phone. My answer is, ‘Probably never.'” — David Pogue, The New York Times, 2006

No matter. Francis Fukuyama became a star by making a bold prediction. And so can you.

Because like kicking the cat, predictions give us a feeling of control in an out-of-control world. And as the singularity nears… and as the fog over the horizon continues to get thicker, limiting our field of view with each passing month… we as a society feel more and more need for dramatic, outlandish, and yet believable predictions.

That’s why I keep making my ongoing prediction about the end of marketing. Or at least the end of classic-style DR marketing, with its flashing neon signs and blaring warning sirens.

My personal bet for the future is on influence instead of persuasion… insight instead of desire… and breakthroughs in print instead of salesmanship in print.

So make a prediction. Even if it ends up being proven wrong. That’s my free idea for you to start building influence today.

I have more such ideas inside Influential Emails, the training I’m offering right now. In fact, I got got to thinking about this prediction stuff because of my “12+4 Most Influential Emails.” This is one of the free bonuses inside my current offer.

This free bonus contains 12+4 emails, including one which influenced me more than any other email I’ve ever gotten from a marketer. The email was all about a prediction. And the crazy thing is, the prediction didn’t even come from the marketer who wrote the email.

Instead, it came from somebody else… writing in another format, years earlier.

That’s the power of influence, and of influential writing.

The initial idea stuck around… lived on in somebody else’s head… made its way into my head… and I will now be passing it on to people who join my Influential Emails program.

Perhaps that will be you. Or perhaps not. But if you’d like more info to help you make that decision, I predict you’ll soon find it here:

https://influentialemails.com/

Persuasion by nonsense: A case study of Alexander the Great and the magical gold goblet

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Legend says the famously gullible Alexander the Great once visited the kingdom of king Kayd.

As signs of homage, Kayd sent Alexander four unique and valuable gifts. One of the four was a magical gold goblet.

Alexander drank from the goblet, from dawn till dusk.

And each time the goblet ran dry, it refilled itself with cold water.

“How is this magic possible?” Alexander asked in wonder. He looked around at his men. But all he got back were a bunch of shrugs.

So Alexander went to the wisest philosopher of his time.

The philosopher inspected the goblet. He closed his eyes and smiled.

“Think of what happens here as analogous to magnetism,” he said to Alexander. “Magnetism attracts iron. In a similar way, this cup attracts moisture from the turning heavens. But it does so in such a subtle fashion that human eyes cannot see the process.”

“Analogous to magnetism…” Alexander said, mulling over the idea with growing delight. “That makes so much sense!”

No Alex, it really doesn’t. From what we know today, in 2021, about magical self-refilling gold goblets, they do not in any way operate by attracting moisture from the turning heavens. And they are in no way comparable to magnetism.

But you can’t blame Alexander for getting delighted with this explanation.

Because the human brain — yes, even the brain of great men like Alexander — is primed for two things.

The second of these things is drawing connections between unconnected concepts.

This new connection doesn’t have to be “true” in any practical sense. It will still fill us with a sense of delight and possibility.

Of course, this feeling wears off in time. But if you act quick enough, while somebody is filled with that sense of wonder and hope, you can sell them stuff. That’s why analogies, transubstantiation, and metaphors work so well in direct response copy.

“But hold on,” I hear you saying. “If analogies are so great, why aren’t you using one yourself to sell me this idea? Your story with Alexander isn’t an analogy.”

And you’re right. Like I said, the human brain is primed for two things. Analogies tap into the second of these two things.

But the first thing is equally important, and equally powerful. Perhaps you’ve long known what I’m talking about. Or perhaps can figure it out based on the evidence in this email. But if you’re not 100% sure, don’t worry. I’ll write more about it, in an upcoming issue of my magical and delightful newsletter.

Skipper trump card test

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“I was walking on the dock. Alan was walking towards me. There was a girl in between us, maybe around 15, walking towards him and away from me.

“All of a sudden, the girl seemed to lie down. She hit the stern line, rolled around it, and fell into the water.

“I didn’t understand what was going on. But I saw Alan take off his shirt and throw his cell phone on the ground and dive in after her.

“The girl was sinking. He pulled her up to the surface and I pulled her back out on the dock.

“The girl had had an epileptic seizure. Since she was walking towards Alan, he saw her and realized what was going on in time. She would have drowned in a few moments more.”

A few nights ago, I found myself in the company of a bunch of sailboat skippers.

At first, it was like they were speaking a different language. But after a while, in between the industry jargon and the inside jokes and the unfamiliar names, I slowly began to grasp what was going on.

They were playing a game. Like a card game, but with stories.

One skipper would tell a story — for example, a terrible experience working for a charter company. Then somebody would tell another story on the same topic.

“You ain’t seen nothing yet,” was the implied criterion.

Eventually, one of the skippers would pull out the trump card — a story so good that nobody else could top it.

There would be a few moments of quiet appreciation. That skipper had won the round, and his standing in the group seemed to rise a bit.

Then a new round would start, with another topic. (The story above of the girl and the seizure was part of the “near-death experiences” round. It wasn’t the trump card, it turned out.)

Of course, skippers are not unique in playing this game. I was an outsider in this group, so it was easy to see what was going on. But we all do this, all the time.

Stories, jokes, explanations… they are social currency.

They help you play the game. Maybe even win a round. Get a few moments of appreciation… and have your standing rise a bit.

So in case you’re wondering where this is all going, let me give you some industry jargon and maybe a familiar name.

If you want free traffic, then this same process can work in your favor.

From what I can tell, all you have to do is put something new out there… and make sure it’s big enough to beat the cards that came before it.

As an example, take Rich Schefren in the Internet marketing space. That space is full of outsized claims — “How an Oklahoma farm boy cracked the online code to earn $1,123,234.23 in 0.1221 minutes.”

Eventually, no such claim becomes any bigger than any of the others.

So Rich created a new story, which could beat all the cards that had been thrown down on the table till then. “You are an opportunity seeker,” Rich said, “and you will never get where you want to go by continuing on that path.”

Result?

Millions of downloads of Rich’s Internet Business Manifesto. Not through ad spend. Not through SEO. Not through the manual labor of going on stage to speak the gospel. But entirely through the efforts of other people, playing a game like I described above.

This is not how-to advice. You can’t take this and use it to come up with an idea that will get shared.

But it is a test you can apply to an idea you’ve already got.

Maybe your idea doesn’t pass the skipper trump card test. It can still be successful. You’ll just have to push it out into the world, and you might have to spend money on ads.

But if you don’t like pushing, or you got no money for ads, then you can come up with more ideas. And more. Until you find one that does pass the skipper trump card test. Because…

You want to give your market value?

This is value. Not how-to advice. But social currency they can use to benefit themselves… and indirectly, to benefit you also. After all, you’re the house. And the house always wins.

By the way, I’ve got casino. Wonderful games, free to play. Bring your friends Would you like to join for a few rounds? Here’s the secret door in.

INSIGHT

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“Will you accept this opportunity to learn at my expense absolutely, how to be rid forever of all forms of stomach trouble — to be rid not only of the trouble, but of the very cause which produced it? Write today.”

Or rather, read today. Read the rest of this post. And then maybe do what I say at the end, which will take you at my expense absolutely to the ad which I quoted above.

The headline for the ad was INDIGESTION. The offer was a patent medicine called Dr. Shoop’s Restorative.

The copywriter may or may not have been Claude Hopkins, author of Scientific Advertising. He cut his teeth writing for Dr. Shoop’s. Right around the time this ad came out.

Or maybe the copywriter was John E. Kennedy, author of Reason Why Advertising, and inventor of the concept of “Salesmanship in print.” Kennedy also wrote copy for Dr Shoop’s.

Whatever the case is, this ad shows you the future.

Yes, it was written more than 100 years ago, and it ran all over the country starting in 1905.

But trust me, it shows the future.

I’m writing a book right now on insight marketing. This is a new concept that only a few smart marketers, like Stefan Georgi… and Travis Sago… and Rich Schefren are using consciously right now.

​​But if you look at this ancient patent medicine ad… it’s like an insight fossil. It shows you the moment where the insight fish crawled out of the sea of promises and onto dry land — and even grew some legs to start walking.

I resisted sharing this ad with anybody for a long time. But I guess the time has come.

​​So if you can read between the lines, and you want to see the future of direct response advertising, then sign up to my email newsletter. That’s my condition for sharing this ad with anybody. And once you’re signed up, reply to my welcome email and ask for the insight fossil ad. I’ll send you the link.

I’m good enough… I’m smart enough… and doggone it—

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I used to watch a lot of Saturday Night Live back in the 1990s. There was an ongoing skit with Phil Hartman playing Stuart Smalley, ​a sappy man with a lisp and a non-Duchenne smile.

Stuart is working on improving his self-image. So in each skit, he looks at himself in the mirror, smiles his fake smile, and repeats:

“I’m good enough… I’m smart enough… and doggone it, people like me.”

This was funny in the 90s. I guess this affirmation stuff was in the water back then.

It might be less funny today because today’s water contains a lower ppm of affirmations. In part, that’s due to party-pooping scientists like Joanne Wood from the University of Waterloo.

​​Back in 2009, Prof. Wood took a bunch of undergrads and had them repeat affirmations.

“I’m good enough… I’m smart enough… and doggone it, people like me.”

This had a positive effect — on people who were already pretty happy with themselves.

​​But with people who had low self-esteem to start with, it had negative effect. It made them conclude the opposite and feel worse.

“I’m defective somehow… I’m too stupid… and doggone it, nobody likes me.”

My point for you is to be careful if you are a naturally gung-ho marketer, making empowering claims at your prospects.

“You’re amazing! You can do it! It’s not your fault you failed until now!”

If you resort to claims like this, you might have the intended effect on the people in your market who were born yesterday… and who haven’t yet learned to doubt themselves.

For the rest of ’em, the ones who have become disillusioned with both the offers in your market and with themselves, you’ll need another approach. You’ll need to raise your prospects’ self-esteem so they believe they are unique… smart enough… and competent enough to succeed.

How can you do this?

​​Well, I’ll write more about that down the line (you can get it in my newsletter if you like). For now, let me reveal the obvious secret that self-esteem rises not because you say so… but indirectly, because you make people feel it inside them, without any affirmations.

G is for Gavin mauled by a wild cat

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Once upon a time, there lived a human being named Gavin.

One day, Gavin was walking through the jungle. Suddenly he froze. His eyes got wide. His mouth hung open. Blood drained out of his face.

What was that in the bushes ahead? It looked like a tiger’s shifting green eyes.

But a moment later, Gavin relaxed. He realized what he was seeing. It was just berries, hanging from a branch.

A bit later, it happened again. Gavin stopped mid-step. He thought he saw tiger eyes in the shadows. But his own eyes and his brain were better adapted this time. It was more fruit. He chuckled at himself and kept walking.

And a few moments later, it happened yet again. Gavin thought he saw a tiger’s eyes in the bushes. But this time he just shook his head and didn’t even slow down. He walked right up to the bush where the tiger was hiding. Gavin died, age 13, victim of a tiger mauling, never having sired any children.

Today, I want to give you a design and branding and maybe copywriting tip.

It’s based on idea I got from cognitive scientist Donald Hoffman. Hoffman says our brains and eyes quickly get used to most stimuli. That’s why I often stand for ages in front of the fridge, trying to find the olive jar I know must be in there… which turns out to be right on the shelf in front of me, in full view.

This is a feature, not a bug. It makes no sense to keep noticing familiar things. Except…

There are some things we never get habituated to.

One of these is animals. Or even animal bits are enough.

An eye. A tail. A tooth.

Hoffman says our brains never get fully habituated to these stimuli. Well, in general that’s true. There were people like Gavin whose eyes and brains did get habituated to seeing animal bits… and we never heard from these people again.

So that’s the design and branding tip Hoffman gives.

If you want to design packaging or create a logo for your brand, find a subtle way to trick the eye. Make it think it might be seeing an animal hiding on the shelf or inside the computer screen.

However many times people see your design or you logo, they will notice it, yet again.

Because animals are hard-wired into our biology. And so are people. Which is my copywriting tip for you for today.

If you have something important — but abstract — to teach people, make sure you wrap it up in a person. For example, here’s how Edward Gorey helped kids learn their ABCs — and how you can too:

A is for Amy who fell down the stairs
B is for Basil assaulted by bears
C is for Clara who wasted away
D is for Desmond thrown out of a sleigh
E is for Ernest who choked on a peach
F is for Fanny sucked dry by a leech
…

Want more marketing ABCs, wrapped up in a person-sandwich? Then hold back your habituation to being pitched, and follow my lead here.