Read on Twitter
1/
muting keywords about organizing
Jesus, even the stuff getting RTed is such a downer
"X doesn't work", "Y doesn't work", "the enemy will do Z and you'll be !@#-ed"
generating anxiety is a good social trick - you generate the anxiety then you RELIEVE it with your next step
muting keywords about organizing
Jesus, even the stuff getting RTed is such a downer
"X doesn't work", "Y doesn't work", "the enemy will do Z and you'll be !@#-ed"
generating anxiety is a good social trick - you generate the anxiety then you RELIEVE it with your next step
2/
"is your bad breath chasing women away? Are you going to die an incel, alone?"
ANXIETY SPIKES
"not if you use new DeanCo brand toothpaste! Click this button to get your free sample!"
ACTION TAKEN, ANXIETY REDUCES
"is your bad breath chasing women away? Are you going to die an incel, alone?"
ANXIETY SPIKES
"not if you use new DeanCo brand toothpaste! Click this button to get your free sample!"
ACTION TAKEN, ANXIETY REDUCES
3/
Contrast:
"Your team is doing X. X never works. X gets you shived between the ribs. What you are doing now will leave you bleeding on the floor. Then the gang will approach, cut off your manhood, and light it on fire, and laugh at you as you scream."
ok, what do I do?
Contrast:
"Your team is doing X. X never works. X gets you shived between the ribs. What you are doing now will leave you bleeding on the floor. Then the gang will approach, cut off your manhood, and light it on fire, and laugh at you as you scream."
ok, what do I do?
4/
"That's a good question! You need to do 40 years of work, most of it not suited to your personality type. You should have started 39 yrs ago, but you didn't. But basically, here's a huge immovable stone, and you need to push it to the top of the highest mountain"
Wait what
"That's a good question! You need to do 40 years of work, most of it not suited to your personality type. You should have started 39 yrs ago, but you didn't. But basically, here's a huge immovable stone, and you need to push it to the top of the highest mountain"
Wait what
5/
OK, I'm not good at pushing rocks. I suppose, maybe, if there was a team, I could help them -
"RIGHT. FORM A TEAM OF 500 OF YOUR CLOSEST FRIENDS, ALL OF WHOM HAVE SKILLS AT ROCK PUSHING."
yeah, I don't know anyone
"Then the gangs will cut off your Johnson and burn it"
OK, I'm not good at pushing rocks. I suppose, maybe, if there was a team, I could help them -
"RIGHT. FORM A TEAM OF 500 OF YOUR CLOSEST FRIENDS, ALL OF WHOM HAVE SKILLS AT ROCK PUSHING."
yeah, I don't know anyone
"Then the gangs will cut off your Johnson and burn it"
6/
This ... this is not helpful.
This ... this is not helpful.
7/
If you raise anxiety without giving people any ability to dissipate it, you just build aversion and associate it with a brand.
If you raise anxiety without giving people any ability to dissipate it, you just build aversion and associate it with a brand.
8/
Sadly, grifters are good at the game.
They raise anxiety and then give you a big orange button with 50 point bold text. Buy the e-book on the art of old time manliness, or on gun defense, or whatever.
Sadly, grifters are good at the game.
They raise anxiety and then give you a big orange button with 50 point bold text. Buy the e-book on the art of old time manliness, or on gun defense, or whatever.
9/
The best lack all conviction, while the worst are full of passionate intensity.
Sign up for my Feast of Manliness, tickets just $799 each.
YOU WILL BE JUDGED.
The best lack all conviction, while the worst are full of passionate intensity.
Sign up for my Feast of Manliness, tickets just $799 each.
YOU WILL BE JUDGED.
10/
axis 1: raises anxiety vs relieves it
axis 2: useful goal vs grift goal
relieves anxiety / grift: FEAST OF WAR
relieves anxiety / useful: "join the NRA / GOAL"
raises anxiety / grift: "buy my e-book and be millionaire" (no link)
raises / useful goal: "organize!"
axis 1: raises anxiety vs relieves it
axis 2: useful goal vs grift goal
relieves anxiety / grift: FEAST OF WAR
relieves anxiety / useful: "join the NRA / GOAL"
raises anxiety / grift: "buy my e-book and be millionaire" (no link)
raises / useful goal: "organize!"
11/
when I ran my own company for 14 years I read a ton of marketing books. I hated doing marketing, but I was actually OK at it.
One of the biggest things was "the call to action".
The ENTIRE point of an ad is the final step - "sign on the line that is dotted", to quote GGGR
when I ran my own company for 14 years I read a ton of marketing books. I hated doing marketing, but I was actually OK at it.
One of the biggest things was "the call to action".
The ENTIRE point of an ad is the final step - "sign on the line that is dotted", to quote GGGR
12/
You don't actually have to finalize the deal. But you DO need the would-be customer to take some positive proactive step. "Call this number and get a free book!" is one. They give their addr and name. That's a step. That's a conversion.
When someone finishes >
You don't actually have to finalize the deal. But you DO need the would-be customer to take some positive proactive step. "Call this number and get a free book!" is one. They give their addr and name. That's a step. That's a conversion.
When someone finishes >
13/
reading your ad, or website, or whatever, they should have ZERO doubt about what the next step is.
You chant your 800 phone number 5 times on the radio ad and say "call now"
reading your ad, or website, or whatever, they should have ZERO doubt about what the next step is.
You chant your 800 phone number 5 times on the radio ad and say "call now"
14/
What should I do?
Call.
When should I do it?
Now?
Are operators standing by?
Yes, they are?
What was that number?
1-800-GET-FREE-CRAP !
What should I do?
Call.
When should I do it?
Now?
Are operators standing by?
Yes, they are?
What was that number?
1-800-GET-FREE-CRAP !
15/
When I visit your sales page, what should I do?
Click the red button that says "buy now".
When should I do it?
Now.
Why should I do it now?
Because the 50% discount ends in 32 minutes and 11 seconds.
When I visit your sales page, what should I do?
Click the red button that says "buy now".
When should I do it?
Now.
Why should I do it now?
Because the 50% discount ends in 32 minutes and 11 seconds.
16/
When the evangelical knocks on my door, what does he want?
My name, phone number, and a promise that I'll stop by the new church for the coffee social this Saturday at 3pm.
Why should I do it?
Bc free coffee, free daycare, new friends, and the Grace of God
When?
3pm
When the evangelical knocks on my door, what does he want?
My name, phone number, and a promise that I'll stop by the new church for the coffee social this Saturday at 3pm.
Why should I do it?
Bc free coffee, free daycare, new friends, and the Grace of God
When?
3pm
17/
How will I remember?
He'll call me at 1pm to remind me.
How will I remember?
He'll call me at 1pm to remind me.
18/
There's a variety of folks on twitter who get the first half of the equation.
I'm not subtweeting any one person here - I'm subtweeting a DOZEN people.
These folks are great at creating anxiety.
But what do you want?
How can I make the anxiety end?
There's a variety of folks on twitter who get the first half of the equation.
I'm not subtweeting any one person here - I'm subtweeting a DOZEN people.
These folks are great at creating anxiety.
But what do you want?
How can I make the anxiety end?
19/
The Call To Action has to be one crisp small step.
Like a trigger on a good gun, it should have a crisp break.
I give you my phone number. I sign your petition.
SOMETHING
"Go conquer Jerusalem" is NOT a crisp trigger break.
It's impossible.
If I could've, I would've.
The Call To Action has to be one crisp small step.
Like a trigger on a good gun, it should have a crisp break.
I give you my phone number. I sign your petition.
SOMETHING
"Go conquer Jerusalem" is NOT a crisp trigger break.
It's impossible.
If I could've, I would've.
20/
Look, guys. I agree with your goals. I think you're great. I want to help.
TELL ME HOW TO HELP.
But _DON'T_ tell me to roll a huge boulder to the top of the mountain, and DON'T tell me to reconquer Jerusalem.
Look, guys. I agree with your goals. I think you're great. I want to help.
TELL ME HOW TO HELP.
But _DON'T_ tell me to roll a huge boulder to the top of the mountain, and DON'T tell me to reconquer Jerusalem.
21/
You don't train a dog to run across a field, jump over a rope, ring a bell, weave through poles, and come back by telling him "do that".
You train each step.
Small steps, each one simple.
You don't train a dog to run across a field, jump over a rope, ring a bell, weave through poles, and come back by telling him "do that".
You train each step.
Small steps, each one simple.
22/
The ability to raise anxiety is necessary, but it is not sufficient.
The ability to RELIEVE that anxiety, as an inducement and reward, is critical.
Exeunt.
The ability to raise anxiety is necessary, but it is not sufficient.
The ability to RELIEVE that anxiety, as an inducement and reward, is critical.
Exeunt.
