Yesterday, I found myself reading a promising article titled:
“Buy Things, Not Experiences”
“Wow!” I said, as a gust of wind shook my window. “That’s the opposite of that tired phrase everybody’s always preaching, ‘Buy experiences, not things.'”
A little smile spread across my face. I couldn’t wait to see how the writer would pay off this shocking, denialist headline.
But woof, what a disappointment.
The article sounded like a speech prepared in 15 minutes by a high school debater. Three unrelated, undeveloped, unconvincing arguments. I won’t retell them here, but I’ll tell you the upshot:
The controversial headline got my attention. But the actual content didn’t make me want to read more by the same writer.
In fact, it put me on guard. In case I ever see another link to this guy’s content, I will think twice — Oh, that’s the high school debater, it’s probably not worth wasting my time.
That’s a fate I would like to avoid for the things that I write. Perhaps you want the same for yourself, too.
In that case, I can tell you a little secret which goes against much conventional wisdom in the marketing space:
There’s a lot of value in just sitting on things. Well, at least that’s what I’ve personally found.
For example, this newsletter. I don’t “execute” these emails fast. I don’t write at breakneck speed or jump on good ideas as they come to me.
Instead, I often get an idea for a subject line, topic, angle… and then it sits there, for days, weeks, sometimes months. I have things I wrote down two years ago which have still not matured.
But on occasion, something will click. A second good idea, or illustration, or whatever, will come my way. And I’ll remember — boy, this would go great with that other thing I thought of months ago.
Of course, it doesn’t always click. But in general, by sitting on ideas, like a mother goose on her eggs, I’ve written some of my most effective, interesting, and influential emails.
And maybe, you will find the same with your own writing. By sitting, and not taking action fast. In spite of that tired phrase everybody’s always preaching, “Money loves speed!”
But really, all this has just been a buildup to the thing I really wanted to show you.
Because a few weeks ago, I found a funny clip on YouTube. It was part of a sketch show that ran on the BBC between 2006 and 2010.
All the clips I found from this show were clever and well-written, and they often had direct application to persuasion and influence.
Such as the clip I’m about to share with you.
It’s a satire of Richard Dawkins, looking for a new topic after his blockbuster book, The God Delusion.
Maybe you will enjoy the sketch. And maybe, it will give you some good ideas for controversial content that delivers… rather than disappoints. You can find it below.
But before you click to watch it, sign up for my email newsletter. Or don’t, and sit on it for a while. Here’s the video: