OwlCyberSecurity - MANAGER

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Envelope-to: suzana@digitalaesthetics.org
Delivery-date: Sun, 28 May 2023 00:30:33 -0400
Message-ID: <m171.733126984.239461685248229785.JavaMail.tomcat@web-core2-035>
Date: Sun, 28 May 2023 00:30:29 -0400 (EDT)
From: Perry Marshall <google@perrymarshall.com>
To:  <suzana@digitalaesthetics.org>
Subject: Perry Marshall Minute: Bionic Persuasion Rule #3
Errors-To: mailer@infusionmail.com
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" style=3D"font-size: 0px; width: 100%; background: rgb(255, 255, 255);">=
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00%">=20
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              <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 Three: Edit for Uber Simplicity</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;">Way back in 2015, my left-=
hand man, John McGee, turned me on to an editing application called =E2=80=
=9CHemingway.=E2=80=9D Plug in your text and Hemingway will tell you...</p>=
=20
              <ul class=3D"bard-text-block style-scope" style=3D"padding: 0=
px 0px 0px 40px; margin-top: 16px; margin-right: 0px; margin-bottom: 16px; =
margin-left: initial; line-height: 1.6; font-family: Helvetica, Arial, sans=
-serif; font-size: 15px; color: rgb(52, 52, 52);">=20
               <li style=3D"padding: 0px; margin: 0px; line-height: 1.6;">T=
he readability (<b class=3D"bard-text-block style-scope" style=3D"padding: =
0px; line-height: 1.6;">grade level</b>) of your text</li>=20
               <li style=3D"padding: 0px; margin: 0px; line-height: 1.6;">H=
ow many times you use <b class=3D"bard-text-block style-scope" style=3D"pad=
ding: 0px; line-height: 1.6;">passive voice</b></li>=20
               <li style=3D"padding: 0px; margin: 0px; line-height: 1.6;">H=
ow many <b class=3D"bard-text-block style-scope" style=3D"padding: 0px; lin=
e-height: 1.6;">sentences are hard to read</b></li>=20
               <li style=3D"padding: 0px; margin: 0px; line-height: 1.6;">H=
ow many <b class=3D"bard-text-block style-scope" style=3D"padding: 0px; lin=
e-height: 1.6;">adverbs</b> </li>=20
               <li style=3D"padding: 0px; margin: 0px; line-height: 1.6;">H=
ow many words or phrases could be <b class=3D"bard-text-block style-scope" =
style=3D"padding: 0px; line-height: 1.6;">simpler</b></li>=20
              </ul>=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 highlights and color-co=
des all those instances. </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 like Hemingway (www.hemi=
ngwayapp.com) better than the copy grader tool on my own website (perrymars=
hall.com/grade). </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 why=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;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Active voice makes=
 cause and effect clear</b>. Passive voice muddies cause and effect. This i=
s =C3=BCber-important when you=E2=80=99re trying to convince someone. Lizar=
d brains need clear cause and effect! </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;">Like my friend and film ex=
pert Josh Russell likes to say, the most powerful stories follow this patte=
rn=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;"><i class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Subject - Change o=
f subject - New subject</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;">If Frodo is the subject, t=
hen we have Frodo at the beginning of the movie, he changes, and at the end=
 we have a new Frodo.</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 macro. It=
=E2=80=99s true for micro, too. </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;">If an orc is the subject, =
we have the orc at the beginning of the scene, charging towards Sam and Fro=
do wielding a cudgel. Then Legolas shoots an arrow through his orc heart an=
d now he=E2=80=99s laying on the ground dead with black blood oozing on the=
 ground. </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;">Subject =E2=80=93 Change o=
f subject =E2=80=93 New subject. It=E2=80=99s fractal. It=E2=80=99s true on=
 every level.</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;">Don=E2=80=99t delay the dr=
amatic march of your story with long, slow, passive sentences. </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;">Adverbs =3D lazy v=
erbs =3D lazy writing</b>. Your mighty pen (or keyboard) packs action verbs=
 and concrete nouns into every sentence. And very few adverbs and adjective=
s. (I=E2=80=99ve yet to find an online editor that will count adjectives=E2=
=80=A6 a tough coding problem, I guess.) </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;">Whenever you see c=
opy laced with adverbs you know you are in the presence of an insecure writ=
er who lacks enough hard evidence to prove his or her case</b>. The weaker =
the argument, the more adverbs. The more words with =E2=80=93ly at the end.=
 Like an Amazon review by a reader who hates a book so much he won=E2=80=99=
t even deign to explain what=E2=80=99s wrong with it: =E2=80=9CIt=E2=80=99s=
 abundant<b class=3D"bard-text-block style-scope" style=3D"padding: 0px; li=
ne-height: 1.6;">ly</b> clear that the author=E2=80=99s head is obvious<b c=
lass=3D"bard-text-block style-scope" style=3D"padding: 0px; line-height: 1.=
6;">ly</b> full of ridiculous<b class=3D"bard-text-block style-scope" style=
=3D"padding: 0px; line-height: 1.6;">ly</b> inane nonsense and he doesn=E2=
=80=99t have a leg to stand on. This book is astonishing<b class=3D"bard-te=
xt-block style-scope" style=3D"padding: 0px; line-height: 1.6;">ly</b> lame=
.=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;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Long sentences are=
 hard to read</b>. Don=E2=80=99t force Homer Simpson to hack through a thic=
ket of subordinate clauses. Whenever I write copy, my first editing pass is=
 to cut at least 10%. There=E2=80=99s always at least 10% fat in your sente=
nces and paragraphs. </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;">Bionic Persuasion Rule #4 =
tomorrow!</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-link004.com/v2=
/click/17a1dd8f75b9d545df22f7234b6f6886/eJyNkc1rwkAQxf-XPfRkzIemtoFQRESC1kN=
pz7Ksow7dL2YnBhH_927S4qmFXt-8_b15s1fBYKXlZi8qYfJZLkaCQKFHsLxwlqUaZnmeP-fZ00=
hotJ8rcq0X1fWXt_dxLxaP07IsR4IvHqLl_W2-WDfb1W7TbNfR6yXFkH9wYvhskk0nd9Lydd5sx=
O32JxoM8vIc6UFUTC30pfYYi_EH6eg_MftQpWnXdWMPRBcjKZyk1mPlTNqXRiV1woTSHjUkBGeE=
Ln1p2eyCa0lBjfbQBnQ2uAM_9LqJCa2pwUjUg6Ck8RKPtvbGJAEIIQw6A5nakws-7vMtqXjpuO3=
gHABJkRWTJCuTYhbrSO_B7n--Yw0XUR2kDnD7AoIjl5M=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-=
link004.com/v2/click/d15894da6507a56d67ddebe50b968570/eJyNkc1Lw0AQxf-XPXhqm=
q_GaCBIKaWE1B5Ez2XZTOxi9oPdiSGU_O9OouhFweubt795b_bKEDTXWDWsYCrOY7ZiDoS0EjTu=
jEYullkcx_dxdLdindRvB2d6y4rrL2-_x7OY3G6yLF0xHC2Q5flpu6ur0-F8rE41eS13tOQfHFq=
ep9Hmh7R_3FZHNk1_okFJ3L8T3bMCXQ9zqUZSMXxxHfkviNYXYTgMw9qCc6Pizl94162FUaGGIa=
BoXHrPtYDwoUd19qZ3Akqp295Lo71p8WbWFYF7VYLislsEwZXl8lWXVqnAg5PgFx3BqdI64y3F-=
JQEHZhCLs4FECRRkgZRFiQ5teDWgm6-fqGGkRUt7zxMHyO8lA0=3D" class=3D"bard-text-b=
lock style-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); padd=
ing: 0px; line-height: 1.6;">The 7 Steps to Entrepreneurial Freedom</a>, an=
d <a href=3D"https://m171.keap-link004.com/v2/click/67129abf826b487d1b9f73d=
242f4e1c6/eJyNkE9rg0AQxb_LHnqK0dVYU0FKCCGIaQ6lPYftOjZL3D_sjhUJfveutuTUQK9v3=
vzmvbkSBMUUljXJiaQZJQtigQsjQOFWK2R8nlFKn2i0XpBWqMve6s6Q_PrH7m08ifHjKk3pguBg=
wFveXjfbqjzuT4fyWHmvYdYf-QfHH8-SaJXcSLuXTXkg43gXDVLg7svTHcnRdjCVqoUvhu-29f4=
zonF5GPZ9vzRg7SCZdWfWtkuuZbiO4ij40PoSPncoT053lkMhVNM5oZXTDT5MuvTIThYgmWhngT=
NpmPhUhZEycGAFuFlHsLIwVjvjA_xI3L_Wx5udMyCIozgJojSIM5-fGQOq_v1_BQPJG9Y6GL8BA=
0aQqg=3D=3D" 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; Marketing</a>). Every message will contain a truth, tactic, or testim=
onial to make this the most valuable =E2=80=9Cminute=E2=80=9D you spend eve=
ry 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
             </div></td>=20
           </tr>=20
          </tbody>=20
         </table>=20
        </div></td>=20
      </tr>=20
     </tbody>=20
    </table>=20
   </div>=20
   <div style=3D"max-width: 600px; background: rgb(255, 255, 255);">=20
    <table border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center=
" style=3D"font-size: 0px; width: 100%; background: rgb(255, 255, 255);">=
=20
     <tbody>=20
      <tr>=20
       <td style=3D"text-align: center; vertical-align: top; font-size: 0px=
;">=20
        <div class=3D"bard-column bard-column-100" style=3D"display: inline=
-block; width: 100%; vertical-align: top;">=20
         <table border=3D"0" cellspacing=3D"0" cellpadding=3D"0" width=3D"1=
00%">=20
          <tbody>=20
           <tr>=20
            <td style=3D"overflow-wrap: break-word; word-break: break-word;=
 font-size: 0px; padding: 15px; text-align: left;">=20
             <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-link004.com/=
v2/click/1c153a515667da61cb8f857030be8ca1/eJyNkU1rAjEQhv9LDj257oda68JSREQWr=
YfSniWsszV0kwyTSUXE_95xWzxV6PWZN8_kZc6KwWnH9V6VyubTXA0UQWPQgOOFd6ybfpbn-SzP=
ngaqM-5zRT6iKs9_vL2Nr7B4HE_Gs4HiE4JE3l7ni3W9Xe029XYtWdQkS_7hkeXTUTYe3UzLl3m=
9UZfLXTVYw8svsQdVMkW4ltobKcbv1En-wIyhTNPj8ThEIDpZTeGgu27YeJt65MRHThrvWkNWs_=
EufY5sd8FHaqAyro1BYPAtP1y5FXu0FVhtuh402qI2H65Ca5MAZCD0nIFsheQDyl9-kGyR_twne=
0FSZMUoySZJMZUqGhHc_vcUazipstVdgMs3LWaWHQ=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
             </div></td>=20
           </tr>=20
          </tbody>=20
         </table>=20
        </div></td>=20
      </tr>=20
     </tbody>=20
    </table>=20
   </div>=20
   <div style=3D"max-width: 600px; background: rgb(255, 255, 255);">=20
    <table border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center=
" style=3D"font-size: 0px; width: 100%; background: rgb(255, 255, 255);">=
=20
     <tbody>=20
      <tr>=20
       <td style=3D"text-align: center; vertical-align: top; font-size: 0px=
;">=20
        <div class=3D"bard-column bard-column-100" style=3D"display: inline=
-block; width: 100%; vertical-align: top;">=20
         <table border=3D"0" cellspacing=3D"0" cellpadding=3D"0" width=3D"1=
00%">=20
          <tbody>=20
           <tr>=20
            <td class=3D"alignmentContainer" style=3D"overflow-wrap: break-=
word; word-break: break-word; font-size: 0px; padding: 15px; text-align: ce=
nter;">=20
             <div style=3D"margin-left: auto; margin-right: auto;">=20
              <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); =
font-size: 11px;">If you'd rather not receive *any* more emails from us, <a=
 href=3D"https://m171.infusionsoft.com/app/linkClick/264547/279072b0e9746a2=
9/249774267/5b945a6617ab2400" target=3D"_blank" style=3D"text-decoration: u=
nderline; padding: 0px; line-height: 1.6; color: rgb(153, 153, 153);">Unsub=
scribe</a></p>=20
              <p style=3D"font-family: Helvetica, Arial, sans-serif; paddin=
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
             </div></td>=20
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