if you’ve been writing marketing copy for more than 5 minutes you’ve probably heard of Blair Warren’s “One Sentence Persuasion…”
People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.
I used to break it apart into a checklist and revisit my copy to ensure I’ve touched all of those points, at least once…
still do, sometimes.
but regardless of the niche I would write for and how familiar I was with the topic, “justifying their failures” came completely naturally to me,
the keys on my computer would press themselves faster than I could read,
I have an unfair advantage, you see…
I’m in a strong, monogamous, relationship with failure,
her and I go waaay back,
come what may,
through thick or thin,
better or worse (especially worse,)
we stick by each other,
I feared her for the longest time,
didn’t want to commit, felt like she was weighing me down,
so we were on and off for while…
it was futile of course,
the second I understood what a great talent for teaching she had, I went running back to her.
we’ve never been apart since.
I love failure.
she forces me to ask all the right questions and give name to the nameless so it can be thought.
I failed at every single thing I’ve ever done, you have too.
the guaranteed way to success is to be willing to fail long enough until you succeed.
so instead of postponing the inevitable, ask yourself…
where are you most afraid to fail?
maybe you should start there.
I’ll see you tomorrow.
today is day 188 of the year, there are 178 days remaining of 2022.
