Distorted Shapes

Guidelines for writing online: • Keep it simple • Use hooks • Be concise • Tell stories • Casual tone • White space

Poor people are afraid to sell. Rich people know selling is helping.

The 8 core human drives: • Sex • Food • Status • Family • Security • Survival • Comfort • Approval Your writing should tap into them.

Losers fail once. Winners fail forward.

Persuasive writing techniques: • Anchoring • Open loops • Future pacing • Presuppositions • Identity language • Sensory language • Pacing and leading • Embedded commands Don’t just inform, influence.

Online readers are impatient. Write with that in mind. Or don't bother writing at all.

Big words don't make you sound smart. They make you sound like you're trying to sound smart. Which makes you look stupid.

Good content doesn't feel like marketing. It feels like a chat with a knowledgeable friend.