8/ Sadly, grifters are good at the game. They raise anxiety and then give you a big orange button with 50 point bold text. Buy the e-book on the art of old time manliness, or on gun defense, or whatever.
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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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