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Envelope-to: suzana@digitalaesthetics.org
Delivery-date: Sat, 27 May 2023 00:55:02 -0400
Message-ID: <m171.1948659693.26731685161869753.JavaMail.tomcat@web-core2-035>
Date: Sat, 27 May 2023 00:31:09 -0400 (EDT)
From: Perry Marshall <google@perrymarshall.com>
To:  <suzana@digitalaesthetics.org>
Subject: Perry Marshall Minute: Bionic Persuasion Rule #2
Errors-To: mailer@infusionmail.com
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00%">=20
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             <div>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 0px 0px 13px; line-height: 1.6;">Suzana Vrhovac,</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Bionic Persuasion =
Rule Number Two: You Don=E2=80=99t Win Debates with Rational Logic You Win =
Them with Emotional Logic</b></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Here=E2=80=99s how the rat=
ional mind works=E2=80=A6</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Step one. A CONDITION exis=
ts. <br>Step two. The condition causes a PROBLEM. <br>Step three. The probl=
em causes a DISASTER.<br>Step four. The disaster causes PAIN.<br>Step five.=
 The pain causes us to look for someone or something to BLAME.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">That=E2=80=99s a rational =
progression. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">But if you try to make you=
r case by starting with the <b class=3D"bard-text-block style-scope" style=
=3D"padding: 0px; line-height: 1.6;">condition</b>, your audience will bolt=
 for the door before you even make it to step two. You must flip the script=
. Your story must start with the scapegoat. The blame. Then move to the pai=
n and disaster, then problem, then condition. I still write copy this way. =
I write the rational way first=E2=80=A6then I flip it upside down and move =
the scapegoat and pain to the beginning. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">This is related to what so=
me writing experts call =E2=80=9Cthroat clearing.=E2=80=9D When you sit dow=
n to write, the first thing you type is usually some sort of rational, logi=
cal =E2=80=9Cthroat clearing.=E2=80=9D Invariably, I find that the best, gu=
t-wrenching, heart-pounding sentences or paragraphs are buried half way dow=
n my first draft. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"> Lift them to the top. Sta=
rt with the pain and blame. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Sometimes you need=
 to add =E2=80=9CStep Zero. Regression to Childhood</b>.=E2=80=9D</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">In one of my copies of <i =
class=3D"bard-text-block style-scope" style=3D"padding: 0px; line-height: 1=
.6;">Stereophile</i> magazine, there=E2=80=99s a perfect example of this =
=E2=80=9CStep Zero.=E2=80=9D </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><i class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">=E2=80=9CI find sm=
all humans more beguiling than big people. My favorites are the two-footers=
, those little two-year-old boys with the kind of wobbly, bent-kneed stride=
 that dips like a blues song every fourth step as they stagger ahead of the=
ir watchful parents. I like three-footers, too, spry three-year-old girls w=
ho dress better than their moms and never need a lifestyle consultation=E2=
=80=A6=E2=80=9D </i></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Suddenly he switches from =
miniature humans to miniature pieces of audio equipment. That=E2=80=99s a d=
eliberate technique. He lulls the brain into a childlike state=E2=80=A6then=
 moves on to the complex product he=E2=80=99s reviewing. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">I use the technique in my =
evolution book to explain =E2=80=9Cirreducible complexity.=E2=80=9D Irreduc=
ible complexity is =E2=80=9Ca single system composed of several interacting=
 parts, and where the removal of any one of the parts causes the system to =
cease functioning.=E2=80=9D</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><i class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Zzzzzzzz. Did you =
nod off in the middle of that sentence? </i></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">So I explain irreducible c=
omplexity with a story about my neighbor=E2=80=99s son=E2=80=99s See-and-Sa=
y. A See-and-Say is a toy where you point a farmer=E2=80=99s hand at a pict=
ure of an animal and then pull the string. The little farmer spins around a=
nd says, =E2=80=9CAnd, the cow says, =E2=80=98Mooooo.=E2=80=99=E2=80=9D </p=
>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Well, one day the string b=
roke on his See-and-Say and now it doesn=E2=80=99t work anymore.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">I start with this story to=
 flip the reader into five-year-old mode. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Then I explain, =E2=80=9CT=
he reason the entire toy is now completely useless even though only one par=
t broke =E2=80=93 that is the essence of the theory of irreducible complexi=
ty.=E2=80=9D </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">The chapter works. I=E2=80=
=99ve received a lot of good feedback about it. But I=E2=80=99ve also read =
many books where the author attempts a deadly dull science-y articulation. =
</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">It garners little acceptan=
ce. Especially from opponents =E2=80=93 the people most in denial of the fa=
ct that, in Peter Drucker=E2=80=99s words, =E2=80=9CHalf a loaf of bread is=
 half a loaf of bread, but half a baby is a dead baby.=E2=80=9D Irreducible=
 complexity the Peter Drucker way.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Question to ask be=
fore you write your first line of copy</b>: What story can you tell to get =
your readers to switch their brain into five-year-old mode? </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Seize the day,</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Perry</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><br></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">PS: The Perry Marshall Min=
ute is the daily heartbeat of Planet Perry. Short messages about the founda=
tional principles of our world (<a href=3D"https://m171.keap-link003.com/v2=
/click/0eec54d102ceccdb03ab93a779cb8885/eJyNkc1rwkAQxf-XPfRkjBu_2kAoIiJB66G=
0Z1nWUYfuF7MTg4j_ezdp6amFXt-8_b15szfB4JTj-iBKYeVcioEg0BgQHC-9Y6X7mZTySY4eB8=
Kg-1iTb4Iob7-8_Rl3YjGbTCfTgeBrgGR5e10sN_Vuvd_Wu03yBkUp5B-cFD6X8_H4h7R6WdRbc=
b__iQaLvLokehQlUwNdqQOmYvxOJvnPzCGWed627TAA0dUqimdlzFB7m3elUSuTMaFyJwMZwQWh=
zZ8btvvoG9JQoTs2Eb2L_sgPnW5TQmMrsApNL2hlg8KTq4K1WQRCiL3OQLYK5GNI-3xJOl06bds=
7e0BWjIpxNppmxSzVUSGAO3x_xwauojwqE-H-CYT5l5U=3D" class=3D"bard-text-block s=
tyle-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); padding: 0=
px; line-height: 1.6;">Tactical Triangle</a>, <a href=3D"https://m171.keap-=
link003.com/v2/click/d8bd79a1e70ed033f1401cd7f6590512/eJyNkc1qwzAQhN9Fh57iO=
LKTuDWYEkIIxmkOpT0HIa8bUesHaV0Tgt-9a7e0lwZ6nR19O7O6MgQjDJY1y5nmGWcz5kEqp8Dg=
1hoUcppxzh_44n7GWmXe9952juXXP97-jEcxWS9Xy3TG8OKALC_Pm21VHvenQ3msyOuEpyX_4ND=
yjGfpL2n3tCkPbBhuokEr3H0QPbAcfQdjqVpRMXz1LfnPiC7kcdz3_dyB9xctfDiLtp1Lq2MDfU=
TRhApBGAnxY4f6FGznJRTKNF1Q1gTb4N2oawJ3ugAtVDsJUmgn1JspnNZRAK8gTDqC14XzNjiK8=
SVJOjCFnJwTIEoWSRotVlGyphbCOTD19y9UcGF5I9oAwycmd5QP" class=3D"bard-text-blo=
ck style-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); paddin=
g: 0px; line-height: 1.6;">The 7 Steps to Entrepreneurial Freedom</a>, and =
<a href=3D"https://m171.keap-link003.com/v2/click/82ca93329eeb8c5ce58d8c868=
f6d4a33/eJyNkE9rg0AQxb_LHnrS6GoSU0FKCCGIaQ6lPYetjs0S9w-7sxUJfveutuTUQq9v3vz=
mvbkRBMkklg3JiaAZJQExUHPNQeJOSWT1PKOUPtJ4E5COy-vBKKdJfvtl9z6exGS9XC1pQHDQ4C=
2vL9tdVZ4O52N5qrxXM-OP_IPjj2c0S9M7af-8LY9kHP9Eg-C4__R0S3I0DqZSDffF8M103n9B1=
DaPor7vFxqMGQQz9sK6blErEW3iJA7flbpGTw7F2Spnaii4bJ3lSlrV4sOkC490ogDBeDcLNROa=
8Q9ZaCFCC4aDnXUEIwptlNU-wLdU-9f6eLNzBoRJnKRhvAqTtc_PtAbZ_Py_goHkLessjF8F75C=
s" class=3D"bard-text-block style-scope" target=3D"_blank" style=3D"color: =
rgb(43, 170, 223); padding: 0px; line-height: 1.6;">80/20 Sales &amp; Marke=
ting</a>). Every message will contain a truth, tactic, or testimonial to ma=
ke this the most valuable =E2=80=9Cminute=E2=80=9D you spend every day.</p>=
=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><br></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px 0px; line-height: 1.6;">***NOTE: This email ad=
dress isn't monitored!<em> If you need help, please email: <a href=3D"mailt=
o:support@perrymarshall.com" class=3D"bard-text-block style-scope" style=3D=
"color: rgb(43, 170, 223); padding: 0px; line-height: 1.6;">support@perryma=
rshall.com</a></em></p>=20
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       <td style=3D"text-align: center; vertical-align: top; font-size: 0px=
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00%">=20
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             <div>=20
              <p class=3D"bard-text-block style-scope" style=3D"text-align:=
 center; color: rgb(52, 52, 52); font-family: Helvetica, Arial, sans-serif;=
 font-size: 15px; padding: 0px; margin: 0px; line-height: 1.6;"><i class=3D=
"bard-text-block style-scope" style=3D"padding: 0px; line-height: 1.6;">Not=
 interested in this topic?</i><br><a href=3D"https://m171.keap-link003.com/=
v2/click/8398753b586182eb490570e4f0cfb59a/eJyNkcFqwkAQht9lDz0Z4yZVayAUEZEQ6=
6G0Z1nipC7N7g6zsw0ivnvXtHiq0Os3_36zP3MWDFZZrg6iEEbOpRgJgkajBssrZ1k1w0xKuZCT=
p5HotP3ckAsoivMfb2_jK8xmj9N8MRJ8QoiRt9flqq52m_222tUxi4rikn944vK5nOf5zbR-WVZ=
bcbncVYPRvP6Kdi8KpgDXUgcdi_E7dTF_ZEZfpGnf92MEopNR5I-q68aNM6lDTlzgpHG21WQUa2=
fT58Bm712gBkpt2-Aj9K7lhys30R5MCUbpbgCNMqj0hy3RmMQDafADZyBTIjmP8S8_KG6J_XlID=
oIkm2R5Mpkm2SxWUYhgD7-nqOEkilZ1Hi7fMDCWHw=3D=3D" class=3D"bard-text-block s=
tyle-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); padding: 0=
px; line-height: 1.6;">Click here to be removed from the Perry Marshall Min=
ute series. </a></p>=20
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word; word-break: break-word; font-size: 0px; padding: 15px; text-align: ce=
nter;">=20
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              <p style=3D"font-family: Helvetica, Arial, sans-serif; paddin=
g: 0px; margin: 0px 0px 13px; line-height: 1.6; color: rgb(153, 153, 153); =
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nderline; padding: 0px; line-height: 1.6; color: rgb(153, 153, 153);">Unsub=
scribe</a></p>=20
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g: 0px; margin: 13px 0px 0px; line-height: 1.6; color: rgb(153, 153, 153); =
font-size: 11px;">Perry S. Marshall &amp; Assoc<br>805 Lake Street #295<br>=
Oak Park, Illinois 60301<br>United States<br>(312) 386-7459</p>=20
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