Inspiration

The secret pleasure of self-pity

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A few days ago, I was walking down a promenade street. The street is on a very, very gentle slope. There was a little girl, maybe six years old, riding a little bicycle up the street towards me.

She started veering left and right on her bike. The gentle slope was getting to her. She came to a stop.

“Oof,” she said, “I just cannot… ride… any further.”

And she passed the back of her hand across her forehead, the way I guess she has seen her mom do a million times.

​​Then she looked around to see if any of her family were there to witness her suffering. But they were too far down the street, and they were busy talking to each other.

For some reason, this scene got me thinking about the exquisite pleasure of feeling sorry for yourself. Perhaps because self-pity is an emotion I indulge in pretty often.

I was wondering what it is. Why is it such a pleasurable sensation? After all, self-pity seems to be completely self-defeating.

Maybe you have an explanation for me. The best that I could come up with is that self-pity, like so much of the human brain, can be explained by our prime directive to think less.

Like for example, how we rely on social proof, so we don’t have to investigate and make up our own minds.

Or how we jump to extremes so we can ignore the full spectrum of options. Like my favorite question, “What’s your number one tip for succeeding as a copywriter?”

And this same drive to think less is why I figure we feel pleasure when we feel sorry for ourselves. Because it’s pleasurable to come to a stop when the going stops being fast, cheap, or easy.

All of which might sound like I’m getting cynical on you, or that I’m trying to bring you down.

No. Quite the opposite.

Because I have this belief that, while we come preprogrammed into life… and while we remain highly programmable throughout life by outside influence… we also have individual agency.

In other words, you might often find yourself giving in to self-pity. But you don’t have to give in — at least not every time, and not in the long term.

Like that little girl on the bike, you can face forward again, exhale with resignation, set your sights on the top of the street, put your hands back on the handle bars, and start pedaling again, back up the gentle slope.

On the topic of bicycling:

I write an email newsletter every day. It rarely has to do with bicyling, but it frequently has to do with marketing, copywriting, and influence. In case you like, you can sign up for it here.

You are not an introvert

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In my last-ever real job, some 10 years ago, I was a manager at a 100-person IT company.

Well, not really a manager. I was a scrum master, which might sound either like some kind of S&M role or a made-up demon name from Ghostbusters.

So each each week, I the scrum master and our teams “product owner” (another Ghostbusters-themed managerial role) had to meet with the owner of the company to give him an update on how we were progressing.

We had been working for over a year, building a large piece of software that was one day supposed to be sold to big pharma companies like Glaxo Smith Kline.

But it wasn’t ready yet. Or anywhere close to ready. Our team wasn’t making any money. We were just a giant drain on company resources.

So when we sat down with the owner of the company, he gave us a weary look.

“Tell me guys,” he said a little bitterly, “how many sales have you made this week?”

I put on my straight face. And I shrugged my shoulders as if to suggest it’s all relative. “Do you mean the week starting this Monday,” I said, “or starting Sunday?”

The owner of the company locked his eyes on me. He squinted for a second.

​​And then he brightened and started to laugh, the joke being that we had never made any sales and it was doubtful we ever would. “All right all right,” he said with a smile, “at least tell me how the development is going.”

Now I don’t have a life history of joshing and ribbing and joking with people who have authority over me.

But I did it in this case, and it worked out well.

The reason I did it — the reason the joke came naturally, at the right moment, on its own — was that the previous few days, I had started walking around town, approaching girls on the street, complimenting them, and even asking them out.

On the one hand, approaching unfamiliar girls in the middle of the street, often in the middle of a crowd, and starting a conversation — well, it was immensely hard.

But it was also very liberating. Literally. There were parts of my brain that I didn’t even know were there that suddenly became active and alive.

And that’s how I found myself spontaneously teasing my boss, and instantly turning him from a bitter to a good mood.

My point being that over the past few years or the past decade, there’s been a lot of celebrating of introverts, and a lot of proud ownership of being an introvert.

​​Some people even take a holier-than-thou attitude to it, and claim that they alone are the real introverts, while others are just poser-introverts.

Whatever. I’d like to suggest to you that if you think you are an introvert — even a real, natural introvert, the way I thought of myself for years, and which I had very hard evidence for — it’s only one configuration of the person you can be.

Clinging to the idea you are an introvert is little like saying you are a sitting person. Because whenever you see an empty chair, you are tempted to sit in it, and when you do sit, you find it comforting. And then, concluding from that, “Oh no, I’m not a walking type. I just can’t. It drains me. I’m a sitting person.”

And my bigger belief, if you care to know it is this:

You are lots of things. You have different abilities and resources, including those you are not aware of, until you put ourselves into a situation to make use of them.

​​Yes, it might be immensely hard at first. But it can also be liberating. Literally.

Ok, on to business:

If you are looking for more ideas like this, or if you are interested in psychology, marketing, and copywriting, you might like my daily email newsletter. You can sign up for it here.

Glorious past and a glorious future — but the present…

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After I finished high school, I worked in a bookstore for a year.

One night, while I was working the register, I noticed we had these chocolate-covered coffee beans for sale.

I grabbed a bag, ripped it open, and threw one of these suckers into my mouth.

Of course, it was sweet and smooth chocolate on the outside. But when I bit through it, I got to the bitter, chalky coffee bean in the middle.

It left a bad taste in my mouth.

Ok, no problem. I just had another chocolate-covered coffee bean — and the bad taste was instantly fixed.

The sweet chocolate on the outside took care of the bitterness left lingering from earlier.

But then again, I was left with that charcoal-like coffee bean in the middle.

The rest of the evening was a blur. When I came to, hours later, I noticed a half dozen empty bags of chocolate-covered coffee beans all around me. I was sweating, scratching my face, glancing furiously at customers who avoided making eye contact with me.

I hadn’t thought about this scene for years but for some reason it connected to a quote I read recently. It comes from Eric Hoffer who wrote:

“There is no more potent dwarfing of the present than by viewing it as a mere link between a glorious past and a glorious future.”

Hoffer was writing about how leaders of mass movements get people to make big sacrifices. We were great once, these leaders say, and we will great again one day. Whatever is happening right now is nothing in the cosmic scale of history.

This attitude is effective at the mass movement level because it is effective at the individual level. At least for the right profile of person.

For example, I personally had a big realization over the past year.

​​I realized I spend a lot of time daydreaming about how glorious life will be after I just achieve a few more things. And I wince when I think back on the times when I was more productive, successful, or happy than I am right now.

The fact is, that’s how I feel much of the time, regardless of what’s going on in my life externally.

Don’t get me wrong. I’m not telling you that it’s not worthwhile working to achieve anything.

​​The fact is, working towards a goal is one of the sure-fire ways I’ve found to feel positive in life.

But what I am telling you is:

You’ve gotta learn to enjoy the present now, as much as you can. This includes the process of working to achieve anything.

Otherwise, you might come to, years later, with a half dozen completed projects all around you… and find yourself sweating, scratching your face, and thinking furiously of the next fix that can take the bad taste out of your mouth.

And now for business:

If you are working to achieve anything, you might find you need good marketing and writing ideas to help your project become a success. In that case, you might like my newsletter, because these are topics I write about on most days. You can sign up here.

Two copywriting cowboys and a first draft

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This morning, I found myself, frown on my face, jaw clenched, staring out the window. I was actually stroking my chin, that’s how deep in unpleasant thought I was.

I was trying to come up with a way to start this email.

Finally, disgust swept over me. “Let me just write something, anything,” I said to myself. “In the worst case, it will be terrible. And I will just have to rewrite it.”

In case you’re starting to get a little nervous about where this email is going, let me ease your mind:

This isn’t me cowboy hollering at you to to git ‘er done.

Instead, I just want to remind you — and really, myself — of something I heard in an interview with Parris Lampropoulos.

Parris is one of the most successful copywriters working over the past few decades. He has something like an 80% success rate at defeating control sales letters. And he makes millions of dollars while working on only three or four projects a year.

Even so, Parris doesn’t produce winning copy straight out the gate.

In that interview, Parris said something like:

“When I first sit down and write the bullets for a promotion, I always think I’ve lost it. They’re terrible. Everybody will find out I’m a fraud. Then I rewrite the bullets once, and I think, maybe I will be able to get away with it. Third and fourth rewrite, they’re starting to look pretty damn good.”

So if somebody as successful, proven, established, revered, and experienced as P-Lamp still gets feelings of horror and doubt when he looks at his first draft… then maybe it’s okay if you and I also feel the same.

Or in the words of another A-list copywriter, Clayton Makepeace:

“Don’t compare YOUR first draft with MY 16th draft.”

“Thanks John,” you might say, “but I really don’t need encouragement to keep fiddling with my copy. I do that aplenty already.”

I feel you. I can revise my copy endlessly, moving a single word from place A to place B, and back again, over and over, a dozen times. There’s obviously a point at which it stops paying for itself.

But it’s good to still remind yourself that other people work the same way, including some of the best of the best. It can help you stay sane.

And just as important:

Reminding yourself of the power of rewrites can help you get going in the first place. Like what happened with me with this email you’re reading now.

So that’s all the cowboy hollering I have for you today. And now on to business:

I bring up both Parris and Clayton since they feature many times inside Copy Riddles.

That’s because both Parris and Clayton were a couple of the slowest — but most deadly — gunmen in the Wild West of sales copy. Here’s one of Parris’s bullets that wound:

“How to use an ordinary hairbrush to quit smoking.”

I discovered the secret to this (and many similar) brain-teasers by looking at Parris’s bullet… as well as the actual book he was selling.

The trick Parris used to write this bullet is simple. You can discover it in round 17 of Copy Riddles. Once you know it, you too can write intriguing stuff like this “hair brush” promise, on demand.

And then you can rewrite it… and rewrite it… and rewrite it some more. And slowly, it will start to look pretty damn good.

Anyways, enrollment for Copy Riddles closes tomorrow. So if you’ve got a hankering for some A-list copywriting skills, then pardner, head over here:

https://copyriddles.com/

The success secret that successful people won’t tell you

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Today I want to tell you about the quarter game. Hypnotist Mike Mandel wrote about it a few days ago:

You imagine you will find a quarter somewhere today, as though it’s been left deliberately for you. And Mike says, more often than not, it turns out to be true.

Now, as you might have noticed, I’m a sucker for magic and magical thinking.

I mean, over the past month alone, I’ve sent emails about blindsight… the illusory nature of reality… my own tendency to see mystical significance in trivial events… and even a religious epiphany I experienced at age 20.

And here I am today, telling you to manifest quarters into your life.

I wish I could control myself better so I could look a little more serious and professional… and stop myself from morphing into the male, copywriting version of Rhonda Byrne, the Australian TV producer who made that movie The Secret.

But what to do? Here’s my story:

Yesterday, I went out for a walk. And I played the quarter game for the first time. I told myself I’d find a quarter, as though it had been left deliberately for me.

After a few minutes of walking around, I didn’t find a single quarter.

But then I told myself, “You know what, quarters are fine. But what would be really great is if I found that missing license plate.”

Because this past Sunday, I went to my car — actually, my mom’s 20-year-old white Audi, which I have been using for past six months — and I found the front license plate was gone.

This is a huuuge hassle.

Where I am right now (Croatia), it means I have to go to the police, report the license plate as missing, apply to get a whole new set, then update documents, insurance, the vehicle inspection. It’s such a pain in the ass that I have been ignoring it and instead just not using the car for the past few days.

That’s why it would have been great to “manifest” that license plate back into my life.

It would save me hours or days of sitting around in government offices, filling out paperwork, driving around town… or alternately, stressing that cops will pull me over and fine me and harass me if I don’t do all that.

So there I was yesterday, with the sudden idea to play the license plate game. And the darnedest thing happened.

Within five minutes, I had the missing license plate in my hand. I found it over a wall and down a ditch, in some bushes, close to where my car — well, my mom’s car — had been parked.

I’m not sure how the license plate got there. And I’m not sure exactly how I had the idea to check there.

All I know is that, had I not read Mike Mandel’s email… and had I not half-jokingly played the quarter game… I would not have thought to play the license plate game, or search for the license plate where I did find it. As though somebody had deliberately left it there for me.

But let me wrap this up. Here’s a quote from Eric Hoffer’s book True Believer, about the psychology of revolutions, religions, and other mass movements:

“The remarkable thing is that the successful, too, however much they pride themselves on their foresight, fortitude, thrift and other ‘sterling qualities,’ are at bottom convinced that their success is the result of a fortuitous combination of circumstances. The self-confidence of even the consistently successful is never absolute.”

Hoffer’s point is that people only attempt real change when they feel they have their hands on some “irresistible power.” And this irresistible power is almost always something outside themselves… or at least outside the limits they feel to be their own identity.

Such, it seems, is human psychology. You can fight it. Or you can work with it.

If you can work with it in a socially acceptable way, good for you.

But even if you end up at risk of looking like a male Rhonda Byrne, it’s still a pretty good deal to make.

Because if you just rely on your own “sterling qualities,” odds are you end up sitting around government offices for days… pulling your hair out… and cursing the stupidity and injustice of the world.

The alternative is to effect change in your life without all that stress. And all you have to do is believe — in magic if you have to — and play the game every day.

Last thing:

Every day, I write an email about copywriting, marketing, or woo-woo topics like manifesting quarters. If you’d like these emails to magically manifest themselves in your inbox each day, you can sign up here.

An inspiring story of blindsight

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

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

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

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

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

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

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

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

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

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

From what I understand:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

100,000 bad emails

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“I was a profound failure. Not really profound enough. I kind of slid in the middle of failure. Some of us were picturesque. I was just dull.”

Chuck Jones went to art college at age 15.

You might have heard of Chuck Jones before. He eventually became the Oscar-winning animator behind the best Bugs Bunny and Daffy Duck cartoons… the creator of Road Runner and Wile E. Coyote… and the director of How The Grinch Stole Christmas.

But back at art college, Jones found everyone else was taller and could draw infinitely better than him.

He was dejected. One thing that helped him was a teacher who stepped in front of the whole class and said:

“Every one of you has 100,000 bad drawings in you. The sooner you get rid of them, the better it will be for everybody.”

This includes everybody who signed up for my Influential Emails training. They’ve all been getting emails from me. I want to know why they signed up, and what they hope to get out of it. One guy replied:

For me, the challenge is finding ideas that seem unrelated, connecting them to create insights and then communicate them in an intriguing way without sounding fake.

In all honesty, its to remove the fear of I don’t know what to write with the confidence that I have a process for figuring out exactly what to do.

I’ll talk about the specifics of my process inside Infuential Emails. But honestly, the comment above brilliantly lays out the gist of my process, in just one sentence. That’s all you need to get started. That, along with the Chuck Jones quote above to get over any lingering fear.

But wait, there’s more!

This is part of a bigger thing I’ve found in life.

Many times, if I’m faced with a brick wall in my path and I can’t see any way through it, I’ll take out a piece of paper. And I’ll start writing down my currently available ideas.

“#1. Bang head against wall. #2 Beat fists against wall. #3 Lie down and die. #4….” When I free up my brain of bad ideas that take me nowhere, I sometimes find good ideas underneath.

Do you remember the rejection game? It was a trendy thing some 10 years ago.

Each day the goal was to get somebody to tell you no. As soon as you did that, you succeeded. The point was to keep the streak going for as long as you could.

I tried it back then. It was surprisingly fun and liberating.

Because when you seek out and reward yourself for reaching what you normally avoid, you don’t just achieve more. You reframe what success means.

Did you find this informative and motivational? Are you ready to get going writing something yourself? If so, good.

But did you think I’ve written more coherent and interesting emails in the past, and that this isn’t among one of my standouts?

Even better. I’ve just gotten rid of another one of those 100,000 bad emails, and freed up my brain for something new and possibly amazing the next time I sit down to write. And you can do the same, starting today.

Growth, infinity, destiny (plus an early-bird sale)

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I once wrote a list of 10+ ways to inspire people. Each way came from a piece of copy that made my heart beat faster and my breathing quicker.

On occasion, I still come across a new way to inspire, one I haven’t noticed before. For example, take a look at this section of an old sales letter:

No man can read Wells’ without realizing that the whole purpose of existence is growth — that life is dynamic, not static. That it is ever moving forward — not standing still. That electricity, magnetism, gravitation, light, are all but different manifestations of the same infinite and eternal energy in which we ourselves live and move and have our being.

Wells gives you an understanding of your own potentialities. You learn from it how to work with and take advantage of the infinite energy all about you. The terror of the man at the crossways, not knowing which road to take, is no terror to the reader of Wells. His future is of his own making. For the only law of infinite energy is the law of supply. The ‘life-principle’ that formed the dinosaur to meet one set of needs and the butterfly to meet another is not going to fail in your case. You have but to understand it — to work in harmony with it — to get from it what you need.

This copy was selling a book called The Outline of History. The Outline of History! How boring can you get?

And yet, the copy above is inspiring. At least to me. So I asked myself why.

My best answer is that it talks about growth, infinity, destiny. About massive and awesome forces, and how they are inside us and all around us.

These aren’t ideas I see discussed in sales copy a lot today. (The sales letter above was from 100 years ago.)

Still, growth and infinity and destiny might be worth keeping in your inspiration quiver… and pulling out on occasion when you have a tough and woolly beast to bring down.

For example:

Have you thought recently about the pulsing, never-stopping growth of the entire world of commerce? How the interconnected mesh of billions of human beings, doing deals, all across the globe, is constantly expanding? And how money — the trillions of dollars and euros and yuan out there — is just a measure of the action and reaction you can motivate in other people?

I’ve thought about it.

And that’s one of the reasons I’ve decided to work as a copywriter. So I can learn to motivate action in other people… and to do it at an almost unlimited scale.

And in that vein, I have an offer for you today.

Starting next week, I will be promoting my Copy Riddles program, because a new run of this program will kick off on September 20.

As you might know, Copy Riddles gives you the fundamental and unavoidable rules of how to motivate action and reaction in other people.

How to get them bothered and unsettled with desire…

How to get them to lie awake at night, puzzling over the paradox and intrigue you’ve put in their heads…

How to quiet the critical devil on their shoulder, which is whispering in their ear that your offer can’t possibly be as good as it sounds.

So if you like, you can join Copy Riddles next week to find out all that stuff. As I said, I will be promoting Copy Riddles all week long, at full price.

Or you can choose to join Copy Riddles right now. For a 29.1% discount off the official price. Just head to the page below, and apply the coupon code GROWTH&INFINITY at checkout. The price will adjust automatically.

This offer is only good until tomorrow at 9pm CET. You can think of it as my way of saying thank you for your reading this post now, all the way to the end.

So if you’re ready to start working in harmony with the great pulsing law of human desire… and to get from it what you need, from here till eternity, at a 29.1% discount… then here’s where to go:

https://copyriddles.com/

Burn objections out of your prospect’s mind using nothing more than a tiny success

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What’s the Spanish word for “different”?

I don’t speak Spanish. But here’s a trick:

When a word in English ends in “ent,” you can tack on an “e” at the end. More often than not, you get the right Spanish word.

So try it now.

Tack an “e” onto “different.” You get “differente.” And that’s how the Spanish and about 200 million South Americans would say it in their own tongue. Same with persistente, permanente… you get the gist.

With a few simple rules like that, an English speaker gets around 3,000 words in Spanish for free.

Not bad. Definitely enough for basics of conversation. Also more than most adult language learners ever manage to memorize.

I learned about this in a teach-yourself-Spanish course called Language Transfer. This course is available for free online. But if it wasn’t… everything I just told you would be a hell of a thing to put into a sales letter to promote and sell this course.

Because demonstration is the most powerful form of proof.

And if you can demonstrate to your prospect that he’s already on his way… then much of his skepticism and doubt will disappear.

By the way, this is not limited to language learning only.

As just one example, there’s Gene Schwartz’s famous “BURN DISEASE OUT OF YOUR BODY” ad. It ran successful for over 20 years. I’m sure that part of its success was that, under subhead three, it gives you an exercise you can try for yourself. “Sit or stand, with your hands simply extended in front of your chest…” You will feel the energy flowing, and your heart getting stronger.

One final point:

You don’t need to give away the farm. Just give your prospect a tiny success, right there on the sales page. If you can do that, you will burn objections out of his mind. What’s going to be left is an innocent and pure desire to buy your product… and find out what else it can do.

Ok, now for business:

I write an email newsletter about marketing and persuasion. If you like, click here to subscribe to it.

Multiplication inspiration

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At the ugly age of 12, when I moved from Croatia to California, I made friends with a boy named Mike.

Mike was Mormon, and was one of six brothers and sisters. Other Mormon families I met were just as prolific.

One day, I asked Mike why it’s a thing in the Mormon community to replicate at such a vicious rate. He shrugged. “It says in the Bible to be fruitful and multiply and replenish the earth.” (I checked. It’s true. God says it to Noah after the big flood.)

Speaking of replenishing the earth, here’s a quote from the most successful direct mail promotion of all time:

“It doesn’t give me any pleasure to predict these things. But I want to get this information out to as many people as I can… because you can prepare yourself. And those you love can avoid this catastrophe. And the more of us who preserve our wealth, the better it will be for our country when the time comes to rebuild.”

That’s from The Plague of the Black Debt, a tiny booklet, written by Lee Euler. Back in the 90s, this booklet got hundreds of thousands of new customers for a little-known publisher called Agora.

There’s a big persuasion lesson hidden in these two examples.

You probably see it.

In case you don’t, I won’t spell it out here. But I did spell it out when I sent this article as an email to my newsletter subscribers.

You can subscribe to that newsletter here.

And why would you want to do that?

Well, to learn more about copywriting and marketing. But also, because the more good people who learn about powerful persuasion influence techniques, the better it will be for the world when the time comes to rebuild after covid-19.