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Why You Need to Be So Careful About Really Good People Who Give Really Bad Advice


by Glenn Shepard
December 12, 2017
Category: Success


Greensburg, IN Dec 19
Hamilton, OH Dec 20

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In 2000, the average person had an attention span of 12 seconds. By 2015, it had dropped to 8 seconds. A goldfish has an attention span of 9 seconds.
Source: Microsoft



Do you know who these guys are?

A. Joe Sugarman
B. Gary Halbert
C. Dan Kennedy

I’ll tell you in a minute.

But first, I’ll give you the most valuable advice you’ll ever get:

Never take advice from people just because they have good intentions and care about you.

The greatest harm doesn’t come from people who want to hurt you. It comes from people who want to help you, but inadvertently give terrible advice.

For example, doctors recommended mercury to cure syphilis until the 1940’s. The saying was “One night with Venus, a lifetime with Mercury”.  While mercury cured Mozart of syphilis, he died at age 35 and many believe it was from mercury poisoning.

The worst financial advice I ever got was when I was 21, and an older coworker said I could buy a condo for what I was paying in rent. He wanted the best for me, but taking his advice was the worst thing I could have done.

The lender approved me for a mortgage with no money down, the monthly payment was 40% of my take home pay, and I had no emergency fund. The water heater went out the first week, and my life turned into Murphy’s Law soon afterward. I didn’t own the condo; it owned me.

(Financial guru Dave Ramsey, whose advice you SHOULD take because he knows his stuff, recommends at least a 10-20% down payment, a six-month emergency fund, and that your mortgage payment be no more than 25% of your take home pay.)

This newsletter is another example.

People constantly offer “helpful” advice on how to make it look better. While they have good intentions, they don’t understand that we’re in the Information Marketing business, not the beauty business.

The goal isn’t to make it look better; it’s to make it perform better. This newsletter is a money-making tool that drives people to my online store ( and to enroll in my seminars.

Everything is formulaic.

For example:

1. Because people’s attention spans have shrunk by 33% since 2000, many paragraphs have only one sentence.

2. The only purpose of the first sentence is to get people to read the second sentence. This is why the first sentence is always 7 words or less, and is often a question.

3. Every issue has a P.S., because some people read the P.S. before they decide whether the entire article is worth reading.

4. Every issue is loaded with classic hooks to keep people reading. (i.e. "I’ll tell you in a minute. But first…")

And so on.

Whether it’s about your health, your career, your money, or anything else, be careful who you take advice from.

To Your Success,

Glenn Shepard

The three men mentioned at the start of this article are to the copywriting business what Bill Gates is to the computer business and Henry Ford is to the car business. When people want to change the marketing pieces for our seminars, I ask how many books they’ve read by these three copywriting legends. About 99% of the time, their answer is “I’ve never heard of them”.

If it bothered you that the last sentence of this article ended with a preposition, congratulations. You might make a good English grammar teacher, but you’d make a terrible Direct Response Copywriter 😊


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