4/ "That's a good question! You need to do 40 years of work, most of it not suited to your personality type. You should have started 39 yrs ago, but you didn't. But basically, here's a huge immovable stone, and you need to push it to the top of the highest mountain" Wait what
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15/ When I visit your sales page, what should I do? Click the red button that says "buy now". When should I do it? Now. Why should I do it now? Because the 50% discount ends in 32 minutes and 11 seconds.
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16/ When the evangelical knocks on my door, what does he want? My name, phone number, and a promise that I'll stop by the new church for the coffee social this Saturday at 3pm. Why should I do it? Bc free coffee, free daycare, new friends, and the Grace of God When? 3pm
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17/ How will I remember? He'll call me at 1pm to remind me.
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18/ There's a variety of folks on twitter who get the first half of the equation. I'm not subtweeting any one person here - I'm subtweeting a DOZEN people. These folks are great at creating anxiety. But what do you want? How can I make the anxiety end?
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19/ The Call To Action has to be one crisp small step. Like a trigger on a good gun, it should have a crisp break. I give you my phone number. I sign your petition. SOMETHING "Go conquer Jerusalem" is NOT a crisp trigger break. It's impossible. If I could've, I would've.
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20/ Look, guys. I agree with your goals. I think you're great. I want to help. TELL ME HOW TO HELP. But _DON'T_ tell me to roll a huge boulder to the top of the mountain, and DON'T tell me to reconquer Jerusalem.
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21/ You don't train a dog to run across a field, jump over a rope, ring a bell, weave through poles, and come back by telling him "do that". You train each step. Small steps, each one simple.
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22/ The ability to raise anxiety is necessary, but it is not sufficient. The ability to RELIEVE that anxiety, as an inducement and reward, is critical. Exeunt.
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End of conversation
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