Persuasion

More real than real

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One by one, the desperate warriors in the besieged city looked up. And they started shouting for joy. There was hope!

On the peaks around them, the bonfire beacons were burning.

The signal was clear.

After centuries of competition and distrust, two ancient and proud kingdoms were finally uniting against a common foe.

There was no other option. The enemy from the east, in his quest to enslave the known world, had sent his enormous army to the very gates of the city.

If the city fell, so would all the lands that lay behind it. This wasn’t just a battle. This was the last stand for all the free creatures of these western lands.

And then the fearless warrior-king rode out to face his troops, his armor shining in the sun…

But hold on. What the hell am I talking about?

Is this some Lord of the Rings thing? When the kingdoms of Gondor and Rohan united… fought to protect the last bastion of freedom, the walled city of Minas Tirith… and broke through the evil armies of the dark lord, Sauron?

Um, no.

But I can’t blame you if you thought so. I tried pretty hard to build it up that way.

What I actually described above, after massaging and omitting key details, was the Battle of Vienna in 1683.

The Sultan’s massive army was at the city gates.

And while the Polish and the Habsburg kings didn’t like each other very well, they decided they could either team up… or stop worrying and start learning Turkish. So when the Polish troops arrived at Vienna, they lit bonfires in the hills as a signal to the defenders inside the city.

Did you know any of that?

If you’re like me, then nobody ever told you the story of the Battle of Vienna.

But you’ve probably known about the LOTR story for years. Maybe you’ve watched it or read it multiple times.

So my question to you is why? Why do we all know the made up LOTR stories inside and out… and why do we know nothing of the very consequential story of the Battle of Vienna?

Here’s one possible answer. I got it from a book that I suffered through earlier this year, called Simulacra and Simulation. I couldn’t understand almost anything in this book. But I think I got the central gist of it. And that is:

We humans have let go all grip on reality. We now live exclusively in a space of hyperreality.

In other words, we have no more use for the “real” world. Instead we want things that are more real than real.

The Lord of the Rings is more real than real. The good guys are impossibly good. The bad guy is ultimate evil itself. And the white city of Minas Tirith, it’s kind of like a medieval walled city… but its turrets are infinitely more numerous… its walls are infinitely taller… its rampart is infinitely more spectacular. The old town in Dubrovnik just cannot compete.

Maybe you’re wondering what the point of all this theory is. So here’s my advice to you, in case you want to influence others:​​

People say they want true and authentic. They say they want a balanced account. They say they want stories.

Lies, lies, lies.

Give people what they really want. More real than real. Exaggeration, caricature, simplification. Not stories, but grand opera — drama the way it could never exist in real life.

Fail to do this, and you will be forgotten like the defenders at the Siege of Vienna. But use this powerful weapon… and all of Middle-earth can be yours.

At least that’s my attitude. I give the people what I want. Well, at least the ones who want to hear more from me.

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.

Prancing Pony wizard characteristic

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In the opening six hours of the Lord of the Rings, the wizard Gandalf finally realizes what those hobbits have in their house.

It’s the One Ring… the focus of all evil in the world. And right now, nine grim and bloody ghost riders are galloping to collect it.

So Gandalf rushes to Frodo the hobbit’s house. He tells Frodo to get himself and the ring out of there now.

Frodo is bewildered. “But where shall I go?”

“Go to the village of Bree,” Gandalf tells him. “I will meet you… at the Inn of the Prancing Pony.”

I recently wrote about Dan Kennedy’s main practical idea for wealth attraction. “Be the wizard, and beware other wizards.”

I’m a literal type so I started watching the LOTR to see what exactly it means to be a wizard in the popular mind. The above scene caught my eye.

Because Gandalf doesn’t say, “Where shall you go? Gee, I don’t know, Frodo… what do you think is best?”

Gandalf also doesn’t say, “Head to Bree. There must be some inns there. Book a room in one of them. I think they use the same money as here. I will try to find you sooner or later.”

Gandalf doesn’t even say, “Go to the Inn of the Prancing Pony in Bree. Because it’s not too far from here… and it’s on the way to where the ring needs to go anyhow… plus they make this really wonderful mutton sandwich, I think you will love it.”

Nope. Instead Gandalf gives clear, certain, and yet cryptic guidance.

Clear. Because if people are paying the wizard big bucks, they want to be told exactly what to do.

Certain. Because there’s nothing worse than doubt. Doubt is not a burden many people are willing to carry — and that’s why they seek out the wizard.

And cryptic. Why the Inn of the Prancing Pony… and not next door, at the Inn of the Gamboling Goat? We’ll never know. Gandalf gives us no fumbling explanation. Which allows us to think there must be a good reason… even if we are not privy to it. He’s the wizard, after all.

Of course, LOTR is a movie.

Plus I don’t think Dan Kennedy is as literal-minded as I am. I don’t think he was really talking about putting on a grey pointed hat… or trying to impress clients by growing out your beard and eyebrows.

Still, there is something in the unconscious mind that responds to wizard cues like in the scene above. And often, these cues pop up most clearly in pop culture like LOTR.

So if you work with clients, here’s where to go:

Give your clients clear guidance. Take away their doubts before they even have them. Resist your urge to explain yourself. And when you finish… I will meet you… at the Inn of the Wealthy Wombat.

Jeffrey Epstein just wanted to feel okay

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Whatever happened to talk of Jeffrey Epstein?

It seemed that in the second half of 2019, any online discussion could suddenly melt down into the phrase, “Epstein didn’t kill himself.” And the next thing you know…

… we have a pandemic on our hands, and nobody remembers Epstein any more.

I’m not trying to sell you yet another conspiracy theory. I just want to bring up an article I read back in 2019, during the height of Epstein fever.

The article appeared in the sometimes thoughtful, often merely provocative Taki Mag. And it features the following thought:

“My guess about the late Mr. Epstein’s taste for orgies is that it was only partially sexual in origin. After all, a man in his situation could have paid for any amount of sex, of any kind, in private. What he really enjoyed (I surmise) is corrupting others — and not just others, but prominent and powerful others. He enjoyed being, or playing, Mephistopheles, quite apart from any sexual gratification he may have had on the way.”

The article goes on to say that Epstein came from a modest background. He then made a lot of money through whatever means.

But this didn’t soothe his sense of inferiority among other rich and powerful people. Rather, it inflamed it. And the only way Epstein could finally feel better… is by making others act worse.

In other words, Jeffrey Epstein just wanted to feel okay, in the sense that negotiation coach Jim Camp used that word.

I guess we will never know whether that was really so.

But it sounds plausible to me. Because most of us are not really motivated by money… sex… or A-list copywriting chops. Instead we are motivated by something deeper, less rational, and more primal.

Like what exactly?

Like wanting to feel okay, for example. Feeling okay is one of these primal desires. But it’s not the only one.

And if you keep your antenna out, you might soon spot some others. Or if you want a shortcut… well, there’s a short video out there on YouTube that talks about this in more detail. I was reminded of it a few days ago.

If you ask me, this video is the minute-for-minute champion when it comes to advanced and subtle copywriting ideas. I shared the link to this video with my email newsletter subscribers. If you’d like to sign up for that, so you can feel okay and so you don’t miss out on future copywriting shortcuts, then click here and fill out the form.

Tending the penguins

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On September 27, 1914, Sir Ernest Shackleton set off on a daring, last-of-its-kind conquering of Antarctica.

But his ship got stuck in ice. The popular explorer and his intrepid men faced the prospect of a cold, slow, lonely death. They cabled a desperate plea back to England, asking for help.

Their message made it up to the First Lord of the Admiralty, a guy by the name of Winston Churchill. Churchill was in the middle of dealing with what would later be called World War I. And he wrote in response:

“When all the sick and wounded have been tended, when all their impoverished & broken hearted homes have been restored, when every hospital is gorged with money, & every charitable subscription is closed, then & not till then wd. I concern myself with these penguins.”

Yesterday I promised to share with you one final great lesson I learned from Ben Settle. So let me get right to it:

Have standards for your business, and stick to ’em.

Like Churchill above, do the things you say matter to you. And leave the tending of the penguins for only after, if ever.

“That’s your great lesson?” you say.

Yeah. Hear me out.

I don’t know why having standards and sticking to them works so well. Maybe there’s some magic in it, and if you do it, the universe gives you more of what you focus on.

Or maybe it’s less magical. Maybe it’s just that we all secretly like strongmen. Maybe we are still kids in adult bodies. And whenever somebody assumes the right to start setting rules and boundaries… we start looking to them as an authority to be obeyed and respected.

Whatever the case, I believe that having your own standards and sticking to ’em – whether for yourself… your offers… your marketing… your business partners… your business practices… and yes, even for your customers — is the way to not only become successful… but to become successful on your own terms.

It’s how Ben was able to defy industry norms and not only survive but thrive. It’s how he could send multiple ugly-looking emails a day… offer no refunds… charge hundreds of dollars for a paperback book… while living his “10 minute workday” and making something close to $1 million a year, working by himself.

And a similar opportunity is there for you, too. You can also create a successful business that suits exactly you, if you take it upon yourself to turn the penguins away. Even if they are cold, hungry, desperate, intrepid, and popular. And even if the decision to do so might not win you any friends or make you any money in the short term.

But before you start rubbing your hands together, let me make clear that standards are not the only thing you need to succeed.

You can sit in your darkened room, having standards and sticking to them until you’re blue in the face.

Nobody will care.

You still need the fundamentals. Like attractive offers. And good copy. And a responsive list. Mix those fundamentals with some strict standards, and then you get the success you want, how you want it.

What’s that? You want some more? Well here’s one final point:

You probably know plenty of good resources to teach you the first two fundamentals above. And you might even know a good resource to teach you the last.

But I’d like to tell you about a resource which shows you how to create a responsive list beyond anything I’ve ever seen. I became aware of this resource only recently, and completely unexpectedly. And I’ll share it in an email to my newsletter next week. If you’d like to read that when it comes out, you can sign up here.

Don’t you get sick of being right all the time?

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“What do you think? I bet it’s just one guy.”

Butch Cassidy. The Sundance Kid. Their last day on Earth. ​​The two outlaws have just ridden into a Bolivian town to have a meal… and somebody starts shooting at them.

They run for cover inside a saloon.

Butch is the brains of the operation and forever the optimist. “What do you think?” he says to Sundance. “I bet it’s just one guy.”

Sundance takes off his hat and pokes it out the door. An army of guns goes off immediately. A dozen bullets whiz through the hat. Sundance stares at Butch.

“Don’t you get sick of being right all the time?”

Well? Don’t you?

Today I want to share an unpleasant but valuable truth with you. You may or may not be ready to hear it.

I first heard it from John Carlton. John says:

In order to persuade large groups of people to buy, act now, or even just begin to see your side of things… you have to see the world as it is.

Not as you wish it was. Not as you believe it should be. Not as you were told it was.

As it is. The stark, cold reality of how things actually work, and how people actually behave.

This is often scary, at first. It requires you to look behind your go-to belief systems (which you may have had since you were a kid)… to challenge authority’s version of what’s going on… and — most important — you must willingly exit the shared delusion among the majority of your fellow humans that what they say they’ll do is more important than what they actually do.

That’s not the only shared delusion among us fellow humans. There are plenty of others.

​​Such as “The One Thing”… the simple, black-and-white explanation… the leader to be obeyed or the charlatan to be mocked.

We all want to believe the world works like this. And there’s a lot of money to be made by telling people what they want to hear.

​​But like Carlton says, to make that money, it might be helpful to see the world as it is, rather than as you wish it were. Even if it means you’ll stop being right all the time.

But you know what? I’m not really talking to you. I’m talking to myself. Because check it:

A few weeks ago, I decided to unsubscribe from Ben Settle’s Email Players newsletter. I was subscribed for over 4 years. But I had my reasons to quit.

Ben is somebody I’ve learned the most from, both directly and indirectly, about this copywriting and marketing stuff. And yet, since unsubscribing from his newsletter, I notice my brain trying to make things black-and-white. To discount the things I’ve learned from him. To put them in a box of things I’ve outgrown.

My brain wants to be right. But I want to be rich.

So for your benefit as well as my own, over the next several days, I’ll tell you a few of the great things I’ve learned from Ben Settle. A few things… because there’s no “The One Thing.”

Put together, these great ideas were a central part of the success I’ve achieved so far. Perhaps they can help you too. As a sneak preview of the first of these great ideas, here’s a bit of dialogue between Butch and Sundance… right before they try to shoot their way out of the saloon, against an entire battalion of Bolivian soldiers and police:

Butch: Australia. I thought that secretly you wanted to know so I told you.

Sundance: That’s your great idea?

Butch: The latest in a long line. We get out of here alive, we go to Australia. Goodbye, Bolivia. Hello to Australia.

Real #1 proof for 2021 and beyond

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“We write you because, with all you have heard and read ABOUT O. Henry’s stories, you have never yet SEEN them. You have never yet had the privilege we now offer you of ACTUALLY handling volumes — reading in your home some of these wonderful tales — proving to your own satisfaction the marvelous insight of the man, the depth of his understanding and sympathy.”

— Robert Collier, from a 1919 direct mail campaign that sold $1 million worth of O. Henry books

Demonstration is supposed to be the strongest form of proof. And I believe it, because Gary Bencivenga and Claude Hopkins say so.

That’s why demonstration is what I resort to most often in these emails. I don’t just tell you ABOUT a cool persuasion technique. I allow you to ACTUALLY SEE it.

But what if?

What if demonstration is not really tops?

Remember when Beats headphones came out? Headphone snobs were quick to point out that Beats headphones were mediocre in terms of sound quality. Even non-snobs could probably tell Beats headphones were nothing special. And yet Beats soon became one of the biggest headphone brands in the world, and sold for $3.2 billion to Apple a few years later.

Or remember the story of Coke vs. Pepsi? How Pepsi was winning the blind taste tests? And how Coke decided to change their formula… which led to a popular backlash… and a return from the ashes of “the real thing” — Coke — and not Pepsi, which tasted better?

Who knows. Maybe things were different in the time of Robert Collier. Maybe people really trusted their own opinions and experiences. And maybe getting people to try was the best way to to get them to buy. Maybe.

Whatever the case was back then, it’s not how it is today. Today it’s too hard to choose, and we no longer trust our own opinions all that deeply.

You probably see what I’m getting at. And you probably see what I believe is the real #1 type of proof, in 2021 and beyond.

Which brings me to a book I’d like to recommend on that topic. Two people I respect — one a successful marketer and business owner, and the other a copywriter at Agora — recently recommended it to me.

That’s why, even though I haven’t read this book yet, and maybe never will, I’m sure I’d like it. And that’s why I’d like to recommend it to you as well, and why I’m sure you’ll like it too. So here’s the deal:

If you’d like to know the title of this book, sign up to my email newsletter. (A bunch of direct response legends and young stars already do subscribe to it.) And then send me an email to introduce yourself. I’ll write back to you, and tell you the title of this valuable and wonderful book.

A favorite resource for persuasion secrets that make men swallow gallons of nasty, unpalatable nostrums

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Today I’d like to tell you about a book that’s one of my favorite resources for persuasion secrets.

It has nothing to do with copywriting, but it came as a recommendation from an A-list copywriter. “If you understand that on a deep level,” this A-lister said about this book, “you will be able to influence people in ways you’d never dreamed possible.”

Now let me admit that when I got going with copywriting, I really didn’t get what the fuss was about these A-list copywriters.

I looked at their copy. Simple words, simple sentences, simple arguments.

“Pff,” I said. “I can do the same.”

In time, feedback from the market beat some humility into me. So when I heard that recommendation from the A-lister, I decided to follow it.

I started reading the recommended book, expecting only information. And I got that. The book talks about the hidden psychology behind the irrational, self-defeating things many of us do, often without being aware of them.

The first few chapters were interesting. Insightful. Maybe useful for work. A few times, I even felt like they were personally relevant.

But then, I started a new chapter.

Right on the first page, my skin started to crawl.

I turned the page. I cringed.

I read a bit more. My forehead began burning.

I won’t tell you exactly what was on those pages. But I will tell you in general:

Those pages were describing symptoms. Beliefs, feelings, behaviors. At work. With family. With friends. With lovers. With strangers. In private. Things you avoid. Things you do to cope.

Cope with what?

Well, that’s what the chapter was about. And I won’t tell you exactly what that was, because it was exactly describing me, and I’m secretive like that.

But I will tell you that the spot-on description of symptoms sold me on the diagnosis in the book. And the diagnosis sold me on the cure, which came a few pages later. Because as Robert Collier once wrote:

“What is it that sells patent medicines by the millions every year? What is it that makes men swallow gallons of nasty, unpalatable nostrums, pounds of seaweed, and yeast cakes put up in all manner of forms? Proof! A man describes your symptoms with such exactitude that you think he must have taken a look down your epiglottis, then assures you that one dose or a dozen pills or cakes or yeast relieved him of every trace of your ailment.”

So if you are a marketer or a copywriter, that’s my tip for you for today. Describe your market’s secret symptoms to a T… and you can sell them as many gallons of seaweed and pounds of yeast cake you like.

Of course, a part of how you do this is the usual research. Talking to your customers and leads… digging around in forums… studying successful copy from your competitors.

All that’s important. But you can go deeper. At least, A-list copywriters, like the guy I mentioned above, go deeper.

And that’s the value of this book. It spells out the symptoms for the main categories of everyday crazy. And whether you can believe me or not — almost all of us are crazy, at least here and there, about some aspect of our selves and our lives. And if somebody can convince us he knows exactly what’s ailing us… well, we become very open to influence.

So here’s my offer to you:

Sign up for my email newsletter here. That’s where I share copywriting and marketing tips in an email every day.

And once you sign up for my newsletter, send me an email at john@bejakovic.com.

I’ll tell you the name of this book, so you can get it and devour it and influence people in ways you’d never dreamed possible.

But in exchange, I’d like something from you. I’d like to know about you.

Nothing too deep.

Just send me an email, and let me know who you are… and what you’re working on right now.

And if you’re wondering why I want this sensitive information, it’s simply to inform my newsletter. I want to make it as insightful, attractive, and provocative as I can.

But for that, I need some feedback from you.

So in case I don’t know you yet… or even if I do…

And in case you want to know the name of this valuable resource… or even if you think you know it already…

Sign up for my newsletter, and then write me an email and let me know a bit about yourself. And as soon as I get your email, I’ll reply, with the name of this secret psychology book.

Make ’em laugh and take their money (a resource for you)

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“And you know what?” George Wallace says with a twinkle in his eye. “I want them to bring back smoking on these airplanes.”

A few people in the crowd yell, “Yeah, yeah.” But they’re getting ahead of themselves. Because George isn’t pro-smoking:

“I was one of the first people said, ‘Get rid of smoking.’ Now I want them to bring that smoke back!”

The crowd chuckles and wriggles in their seats with anticipation. They know something good is coming. They’re ready. So George gives it to ’em:

“I had no idea what this smoke was covering up! People are releasing odors on these airplanes—”

The crowd erupts with laughter and applause. Meanwhile I hit pause. And I stare.

I’m not great at writing funny. I’m trying to get better, because it’s a valuable skill. As Dan Kennedy put it, “Make ’em laugh and take their money.”

So I spend my lonely Thursday afternoons watching old comedy specials. And while the crowd is laughing, I put the video on pause and I stare at the screen. Like a mule, staring at a barn door, trying to discover the secret of how to make the door handle work, and how the farmer does it so easy every day.

But there’s a problem with a mule like me imitating a farmer, I mean a comedian, like George Wallace.

Comedians have a lot of live-show advantages. The audience comes in a good mood… ready to laugh… and triggered to laugh when they hear others laughing. Plus the comedian can mime, do voices, roll his eyes.

You’ve got none of those advantages when writing.

That’s why funny writing is so rare and so elusive. And that’s why I’m always on the lookout for funny writers.
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So today, I want to tell you about a writer who’s got it. In fact, a copywriter.

I could pump him up because he’s got endorsements from big-name marketers and copywriters. Like Ramit Sethi. And Drayton Bird. And even a guy named Andrew Campbell, from the Harmon Brothers Ad Agency, which makes those funny and viral video ads.

But forget that.

Instead, I could pump him up because he is the biggest copywriting thing on an entire continent. An improbable feat.

But forget that, too.

Instead, I could pump him up because he’s sufficiently controversial to get himself banned from large corners of the Internet. And you might be curious to see what’s up.

But no. Forget all of that. And instead, I suggest you check out this copywriter only because he succeeds in writing funny, day after day, in the context of selling.

You might know who I have in mind. Or you might not.

In any case, if you liked this email, you might like his emails also.

And if you didn’t like this email, you might still like his emails, because he does humor in writing much better. And maybe he can show you how to do it too.

So in case you’re curious… then start wriggling in your seat with anticipation… and get ready for something good here:

https://persuasivepage.com/

Introducing: Watershed beliefs

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I was chatting to a friend in January of 2020. He spends too much time online and is a bit of a hypochondriac.

“Have you heard about the new corona virus?” he asked.

“Oh no, here we go,” I said. “Where did you read this?”

“CNN, just today.”

“Figures,” I said. “I’m sure they will blow it up into a new swine flu by tomorrow.”

Today I’d like to introduce to you the idea of watershed beliefs. For example:

That time in January 2020 was the first time I’d heard of corona virus. It’s colored my whole corona experience since… all the stories, stats, and recommendations I’ve heard and read. To the point that as of today, September 6, 2021, I’m still not vaccinated against covid19.

Had my first experience with corona been different… say, had my mom gotten a mysterious flu-like illness around that same time… wound up in the hospital… had severe complications for weeks… and spent months recuperating… I would probably feel very different about everything that has happened over the past 18 months.

That’s how watersheds work.

Early on, it’s easy to channel a few drops of water down one side of the mountain or the other.

But once water collects into rivulets… streams… and eventually rivers… it becomes dangerous, hard, or even impossible to manage or divert.

And so it is with beliefs.

There are certain moments when it’s easy to influence or form people’s beliefs around a certain topic.

Those turn into watershed beliefs.

But if you find yourself downstream from those moments, you have a dangerous, hard, or downright impossible task.

“Not very inspiring,” you might say.

Fine. so here’s the inspiring bit.

In many situations, it’s possible to go upstream to identify and attack the watershed belief itself. This can be an easy way — and often the only way — to alter the course of a powerful torrent of downstream thoughts and action.

For example, if somebody could truly convince me that news sites like CNN are not a bunch of circus monkeys that fanned and continue to fan corona fears for their own ends… maybe I would question much of my own beliefs about corona.

(But that’s a bit of a tall order. I just saw today that for the first time ever, the majority of Americans, specifically 58%, agree with me that “journalists and reporters are purposely trying to mislead people by saying things they know are false or gross exaggerations.”)

You’re welcome to try to change my mind about the media. But your efforts are probably better spent on identifying your prospect’s watershed beliefs… and then finding ways to attack those. You’re likely to have more luck there.

But what if your prospect’s watershed beliefs are also too hard to change?

Well, then you’ll have to create a new watershed downstream. And divert at least some of the thoughts and actions of your target audience in a new direction… the direction you want.

What are your current beliefs about signing up to my email newsletter? If you’re not set against the fact yet, I’d like to suggest you try it out. You get daily ideas about persuasion, marketing, and copywriting… to maybe change how you see these topics.

In case you’re interested, you can sign up to try it out here.