Deconstructing a viral story

Good storytelling… Let’s deconstruct it. Look at the target of the humour – and who is delivering it. Think about this when making jokes. A few lessons this story teaches: 1. In general, jokes should “punch up”, or at least, punch the villain.   2. Old people and kids can get away with saying things […]

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Tim Cook’s recent rhetorical flourish

As I’ve been studying rhetoric in more detail, I immediately notice it being used. Here, Apple CEO, Tim Cook, edits a well known phrase that has negative connotations, “Military-Industrial Complex” and uses it to bind the inherent negative attributes to Facebook, Google and others who’s business model relies on data. The technical name for this […]

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The biggest mistakes people make

People ask me what the biggest mistakes people make are. Business mistakes that is… The biggest mistake is being too hesitant. Acting as if one only has limited shots. “I’ll contact 30 prospects and see how it goes.” They get to 13 or so, and without seeing any replies, they abandon their efforts. Or worse […]

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Be daring

Sometimes being practical means being rebellious. This is a way of being that some entrepreneurs have. That is, they’re downright crafty. Samuel Zemurray was a fruit farmer/exporter. His competition was the enormous United Fruit. They made doing business difficult by bribing local officials into making bridges illegal. Zemurray got around this by building two long […]

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Want to get the attention of a dream client? 

Send them a handwritten letter. Nobody does it. That’s why it works. It follows the Charm Offensive ‘formula’, as it were: — [Attention] – The form alone will get attention. You earn a few additional seconds attention because sending a handwritten letter in 2018 is archaically charming. [Disarm] – Now it’s time your words to […]

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Write to people, not ‘professionals’.

The unique benefit of the disarming Charm Offensive approach to copywriting – and the unique mechanism of action that makes it work. One of the many benefits of the Charm Offensive approach to applying for jobs, cold pitching, and other outbound sales endeavours is how prospects respond. This is most obvious when you see screenshots […]

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How to write funny sentences

This is a fun little trick I use a lot.   I realised recently I learned it from one of my best friends growing up.   You can mix formal, serious words with informal ones to create funny sentences.   I’ll start a sentence using words that are often used in formal (or at least […]

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Disrupting the game

Stephen Curry shoots 3 point shots from much longer distances than his peers. Why? Because nobody else takes them. Why does nobody take them? Because they’re low % (Shoot/Score) Why are they low %? Because you can’t hit them well from that far away. That means nobody was defending these shots. Curry trained and trained […]

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