Dear subscriber,
On February 11, 1990, in Tokyo…
… Mike Tyson fought Buster Douglas.
Now, for those of you who couldn’t care less about who’s throwing punches at who, lemme give you the gist of it.
At that time, Mike Tyson was the king of the ring. He was a knockout machine, a destroyer of worlds, a terror to all who dared step into the squared circle with him. He seemed unbeatable.
But it wasn’t just Tyson’s superior fighting skill that made him so fearsome.
There was more to it. You see, Tyson was a true menace, a living, breathing embodiment of the word “vicious”. He’d hit you so hard, your great-grandkids would feel it. He’d take your lunch money and your dignity and leave you lying in a heap on the canvas. You don’t get the nickname: “The Baddest Man on The Planet”, for nothing.
Now, some fighters would try to psych themselves up before facing Tyson. They’d say things like “I’m gonna knock him out” or “I’m gonna show him who’s boss”. But deep down, they knew the truth.
They knew facing Tyson was like staring down the barrel of a loaded shotgun.
Well, to say Buster Douglas was an underdog that day is like calling the Grand Canyon a hole in the ground. We’re talking about a guy who was a nobody in the boxing world. You wouldn’t recognize him in a crowd of one. In fact, Douglas was a 42-to-1 underdog.
Well, guess what, non-sports fans?
That fight is now referred to as…
… “The Upset!”
Yup. Buster Douglas did the unthinkable that night and knocked Tyson on his arse to become the new heavyweight champion.
Seeing Tyson go down was like watching the Titanic hit an iceberg, only this time the iceberg was a guy from Ohio.
Tyson later admitted that he underestimated Buster Douglas.
“I didn’t train ath hard ath I thould have and wath probably parding too mutht”, said a forlorn Tyson.
Now, believe it or not, there is a strong parallel between that story and most copywriters.
I talk about this parallel in the May issue, and it’s really going to help a lot of salespeople and copywriters. It’s one of those things that can be a game-changer.
Now, I gotta say this about the May issue:
It is not so heavy on the how-tos. There are some, but most of it is directed at getting your sales brain straightened out. I know everyone wants the how-tos. I get it. But get this: I don’t care.
Am I trying to be a jerk here? No!
You see, what really matters is the mindset and psychology behind the actions you take. And in this case especially (regarding this parallel to copywriting), the correct mindset is everything!
Now, below are some other goodies inside this issue:
*The “Persuasion Power Duad”. Combine these two elements in your sales and marketing messages and your messages will be far more likely to (1) grab your audience’s attention (2) drive your message deep into your audience’s psyches, and (3) get them to respond to your call to actions. – page 4
*Why brilliant debaters often make lousy salespeople and marketers. (Having the gift of the gab and being wicked smart means nothing in the sales and marketing game unless you do what’s revealed on pages 4-5.)
*4 traits of highly effective rhetoric. Just having one or two of these elements in your communications will dramatically ratchet up your effectiveness. Use all four and you’ll be dangerously persuasive. – page 6
*A crash course in the art and science of persuasion. – page 6
*An ingenious rhetoric trick used by comedian and radio personality Adam Carolla in many of his rants. Plus, a real-life example of Carolla using it in an interview with TV personality Howie Mandel. (Carolla uses the rhetoric trick so brilliantly, he almost cured Howie Mandel of his mysophobia (an irrational fear of germs) Here’s how it works… and… how to use it in your sales and marketing messages. – pages 6-8)
*Why pseudo-facts are often (very often) far more persuasive than credible facts given with supporting evidence. (Here’s how you can take advantage of this little-known quirk in human behavior. – page 9)
*The “Fat 90-year-old” persuasion secret. (This is devastatingly effective, however, it takes some keen observational skills to pull off. – page 9)
The deadline is nearly up!
If you want this issue, you had better race here: https://kelvindorsey.com/mavericks-inner-circle/
Your friend,
Kelvin
Email Marketing Maverick
