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.
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.
We always have thoughts.
Thoughts about what’s about to happen. Thoughts about what we would like to happen. Thoughts about what that person we barely know is thinking about that minuscule thing we did yesterday. Thoughts about our kids, our jobs, our relationships, our lives. Thoughts about how we will get out of a nasty situation. Thoughts about how good it was, how bad it will be, how incredible it could be if only.
We always have thoughts and we will always have them. That’s our great distractor. Not our phones, not our kids, not the noisy neighbor. Sure, all those things amplify our capacity to be distracted, but our own thoughts are the great distractor.
Train to be here, in the moment, and reinforce that link with what is happening.
Tomorrow you can try to:
If you do, take note of how it is. And if it is good, try to do it the day after as well. Perhaps try to add another one from the list, or from your list. Expand from there.
If you want people to listen to you, use their own agenda, their language, their motivators.
If you want people to act, show them yourself.
If you want people to change, help them reflect and find their way.
There’s this idea that bossing people around is effective. It’s only partially true. You might get people to listen, to act, to change by commanding them, but that’s never going to stick.
They are the heroes to their own story. At most, you can be the guide.
You've got this 