There is one fact which, whether for good or ill, is of utmost importance in the lives of all marketers in the present moment.
There is no doubt this fact forms the most radical division it is possible to make in the marketing world today. It splits marketers into two classes of creatures: winners and losers.
I will tell you this fact. Or rather, I will illustrate it.
Yesterday, YouTube served me up a video. The video was blurry and showed a three-piece rock band. They were at some sort of daytime festival. They stood on a tiny stage with flower pots in the front and an American flag pinned to the back wall.
The band members were middle-aged. They all wore matching outfits — black dress pants and shimmering gold sport coats. They started to play a ZZ Top cover and—
The drummer. Something was clearly wrong with him.
He was grimacing. He was flailing his head. He was wrapping his arms around his head before striking the drums. He was doing the robot. He was drumming with one hand. He was doing a kind of imbecile tiny drumming.
If Chris Farley had learned to play the drums before he died of a speedball overdose, this is what it would have looked like.
This video has 51 million views on YouTube right now.
A tiny stage with flowerpots in the front. Shimmering gold sport coats. A ZZ Top cover.
51 million views.
So here’s the fact of utmost importance:
If you prefer not to exaggerate, you must remain silent.
Such is the formidable fact of our times, described without any concealment of the brutality of its features.
It is, furthermore, entirely new in the history of our modern civilization. Never, in the course of its development, has anything similar happened. Never have there been other periods of history in which exaggeration has come to govern more directly than in our own.
I know well that many of my readers do not think as I do. This is most natural.
Many of those dissentient readers have never given five minutes’ thought to this complex matter. And yet they believe that they have a right to an opinion on the issue. It merely confirms the theorem.
These readers feel themselves complete and intellectually perfect. They have hermetically closed off their minds to new ideas and decided to settle down definitely amid old mental furniture.
How to reach such people — except through exaggeration?
The only question that remains is how to best adapt to the present moment. How to exaggerate in the most effective way possible.
I may be mistaken, but the present writer, when he puts is fingers to the keyboard to treat a subject which he has studied deeply, believes this most effective way is called Copy Riddles.
Copy Riddles brings together the greatest collection of copywriting talent ever assembled inside one program. These master persuaders are ready to reveal their secrets to you, to prepare you for the present reality, and to take you outside of yourself for a moment.
To start your transmigration: