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.
Do you know who these guys are?
A. Joe Sugarman
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
The greatest harm doesn’t come from people who
hurt you. It comes from
people who want to
you, but inadvertently give terrible advice.
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.
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.)
newsletter is another example.
People constantly offer
“helpful” advice on how to make it
better. While they have good intentions, they don’t understand
that we’re in the Information Marketing business, not the beauty
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 (www.TrainingToolsForManagers.com)
and to enroll in my seminars.
Everything is formulaic.
1. Because people’s attention spans have
shrunk by 33% since 2000, many paragraphs have only one
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
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
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