Dear subscriber,
Have you seen all the so-called “copywriting teachers” on Twitter these days?
Twitter’s become a breeding ground for self-proclaimed copywriting gurus who couldn’t write their way out of a wet paper bag.
If you want to learn copywriting, you’re better off reading a dictionary – at least you’ll learn some new words instead of the same old recycled advice.
Well, ya know what they say, those who can, do; those who can’t, teach; and those who can’t do or teach, tweet.
That said, if you know who to follow, Twitter can be quite the resource.
A case in point:
One guy I do follow on Twitter is Mr. David Deutsch. If you’re a copywriter worth your salt, you already know who David Deutsch is. Well anyway, unlike me, all of Deutsch’s tweets are value-packed. You’ll learn more about copywriting in a few minutes of scrolling through his tweets than you would after reading entire copywriting books written by today’s modern marketers.
Trust me, there was not one ounce of hyperbole in that last sentence.
Well anyhow, one of Deutsch’s recent tweets reads as follows:
“One of my favorite copywriting books is a book for trial lawyers: Eric Oliver’s “Facts Can’t Speak for Themselves.” That’s as true on the page as it is in a courtroom. Best way to present facts, and convince juries or prospects beyond a shadow of a doubt? Stories, of course.”
***
Hmm. I wonder how many copywriters saw the immense value in that Tweet.
This is one of the world’s most successful copywriters (the man’s copy has dragged in one billion dollars in sales) telling you what he considers to be one of the most helpful books in regard to copywriting.
Well, I believe there’s only one appropriate response to Deutsch’s tweet:
Order the book immediately, and then scour the internet for every book, article, or interview Eric Oliver has ever done.
Now, recently I found a one-minute video of Eric Oliver giving a lecture.
What he said in that one minute was pure gold.
Would you like to know what he said?
Alright, Freckles, I’ll tell you.
He said this:
“Some people say that stories have nothing whatsoever to do with decision-making… and they may be right… but they have everything to do with creating the basis for a legal judgment no matter who’s making that judgment. They start with how they perceive you and your message, they sort for the stories and experiences they’ve already got in their heads, which tells them how to feel about that, and that tells them which side of the Chinese menu to pick a reaction from. At that point, they begin to realize they have a leaning – decisions aren’t made, they are realized – and then they come up with not one, but several really cool reasons why they’re right to think that way. And that’s the conscious mind, that’s where it picks up, rationalizing after the fact of the beginnings, sometimes the finished result of the leaning.”
***
I know.
That was a little hard to follow.
But believe you me, there was gold in them thar words.
Here’s Papa Maverick’s takeaway:
To quote Eric, “decisions aren’t made, they are realized.” We make decisions emotionally and then use our logic to make sense of our decisions. This truth is bandied about by almost everyone in sales and marketing, but oh-so few people truly understand it. And that, my friend, is the great separator – those who just parrot principles and those who truly understand, believe, and operate from them.
Bottom line:
There’s no better way to move people’s emotions than a story well told.
Bottom bottom line:
Master storytelling, and you’ll master persuasion.
This will help: https://kelvindorsey.com/mavericks-storyselling-secrets/
Your friend,
Kelvin
Email Marketing Maverick
