The scariest thing in the world (to a copywriter)
Long ago, 2 kings made a bet.
“I bet I can build a labyrinth you’ll never escape,” said King Abbot.
“Same bet,” said King Bingo.
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They shook hands.
Abbot went first.
He commissioned an enormous labyrinth, huge, the size of a city, with countless dead-ends and forks and impasses. Bingo walked inside.
After 3 years of wrong turns and backtracking, he finally stumbled out. He escaped.
Bingo went next.
He commissioned nothing. Instead, he just cameled Abbot into a vast, borderless desert — no stairways or doors or walls to keep him in — and left him there.
Abbot died in that desert, free and scared.
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You can’t escape a place without walls.
Because how will you know when to turn? Or when to backtrack. Or even when you’ve made it out?
It’s an important creative lesson.
As a copywriter, for example, you need walls and forks and dead-ends that force you to act, to make decisions.
You need to restrict yourself, the way King Bingo was restricted.
As a copywriter…
One of the best things you can do for your work is limit your time, your format, your word count, your audience.
Restrict yourself lest freedom enslaves you!
Restrict yourself lest fear paralyzes you!
The scariest thing in the world (to a copywriter) is a world of possibilities.
LEARN TO PERSUADE
WRITE BETTER.
MARKET BETTER.
SELL MORE.
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Judge not lest ye be judged.