Confidence

You don’t always have an answer, you don’t always know what to do, you don’t always understand what is happening.

The trick is not to try to fake it. Not to try to escape it.

If you can just stay with the feeling for a while, what you need will come.

Confidence is about being at ease with uncertainty, without wanting to get rid of it at all costs.

Breakthrough

You don’t have to tell, to explain, to convince, to persuade.

You just have to listen, understand, and play back.

That’s copywriting.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the heart of millions of people, and focus those already existing desires onto a particular product.

Eugene Schwartz, Breakthrough Advertising (1966)

P.S.: Thanks Katelyn Bourgoin for sharing this in the first place.

Share and play back

Help people by sharing what others think, and they will find a way to interpret that and apply it to their lives.

Help people by playing back what they think, and they will find a way to figure out themselves and be consistent in their lives.

On the other hand, help people by telling them what others mean or what to do, and they will just ignore, even when you approach them with the best of intentions.

Cookies in a jar

When you are looking for a culprit, remember there’s always someone who ate the last cookie in the jar.

Of course, that jar was full at some point. And the person who ate the last cookie might be the one who ate them all, the one who ate most of them, the one who ate some of them, or the one who just ate that last one.

Blame is assigned with great ease to those who are most exposed.

But if it’s reasons you are after, if you want to avoid the jar getting empty sooner than you expected the next time you fill it with your favourite cookies, you have to look a bit farther, a bit deeper, a bit more carefully.