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Psych Insight #48 (Show 3)
Here’s John’s Rant this show is based on:
Everyone has dreams of glory growing up. The vast majority crush them early and maintain a steady diet of intellectual white noise to cover the faint screams of frustration from their locked away desires.
A small percentage pursue their dreams but never ever allow the curtain to come up on their show. They plan, they flirt with starting something, then retreat at the first sign of resistance from the universe. The tiny slice of entrepreneurs who actually get moving have levels too, from skittish, low info, shallow-pond-treaders who probably got into this business accidentally… through the struggling folks bulging in the middle of the curve… to the few who force success to happen by never admitting defeat.
Your lists are rife with all of these categories. Most profit will come from a minority. Understand who’s populating your list and lots of marketing problems suddenly makes sense.
Kevin’s Discussion Highlights:
It’s a Bachelors Degree from the University of California and almost everything I learned back then has been proven wrong.
A lot of this gets back to me being a kid growing up without that special uncle who would take me aside and tell me things, “John, this is how the world really is. People will lie to your face.”
It may be that most humans are just built to be relatively unhappy, and the happiness part is the thing you have to fight for.
It was like for a lot of guys in the ‘60s, that was defined as the Playboy Mansion. Hugh Hefner was having a party and you weren’t invited, but you could get glimpses into it, you could see how they live, so people are looking for ways, ideas, models of how they might live or what they might aspire to, or what may make them happy
The patina of happiness that people present to the rest of the world, the happy face we present to the rest of the world is okay for most people to be able to look at and say, “Okay. I live in a world and people are okay and that’s how you want to live.”
As a marketer, you can’t do that. You got to look deeper.
There are some people whose first response is hostility, “You can’t sell me. I don’t care what you have. I’m not going to get it.” So you have to be very direct. You have to bring them in through that hook in the headline.
That’s why so many of us try to find those problems in ourselves … the best copywriters … if you take their body of work, you lay it out in the end, it’s kind of a confessional.