Simple writing trick I learned from Dan Koe

Today we’re going to talk about writing “intent”.

If you haven’t heard this concept before, I’ll explain:

Whenever you write content, you must have an “end goal” in mind.

In my mind, there’s two options:

Connection: you want to form a deeper relationship with your readers. You will be sharing personal, vulnerable stories about experiences you’ve had, and trying to connect with them on a more intimate level. This is the “long term” play that won’t result in sales today, but will later down the road.

Selling: you want to… make sales (duh). You’ll still be framing stuff through personal experience, obviously (since this bridges the authority gap the fastest). But there’s a clear “end goal” you’re working towards.

The reason this matters is that when you’re writing to connect with people, you want them to think.

You want them to pause.

To contemplate.

To consider every itty bitty nuance of what you’re saying.

This is how you consume their attention for longer, begin to occupy more of their “thought space”, and slowly become the default buying option in their mind.

But when you’re writing to sell, the absolutely LAST thing you want them to do is think.

If they think, you’ve lost.

If you don’t understand why, it’s because you don’t understand that…

People buy with emotion, and then justify the purchase with logic.

Buying. Is. Emotional.

Never forget that.

But when you ask a question like…

“Why?”

“But what’s the point of all this?”

“Are you tired of seeing your tweets get low impressions?”

You are triggering the “thinking” side of their brain, slowing them down, and taking them out of the emotional and into the logical.

If copy is a “slippery slope”, then you’re pouring PVA glue on the Helter Skelter.

But it gets worse.

Because not only are you slowing down the pace of your copy…

…you’re also transferring authority away from yourself and onto the reader.

Again — you don’t want this. You are in control.

Don’t ask them…

“Do you struggle to lose weight? Do you stare at the scale each morning, pissed off at why it hasn’t budged in the last 7 days?”

Tell them…

“You struggle to lose weight. You stare at the scale each morning, pissed off at why it hasn’t budged in the last 7 days.”

Describe their life.

Paint the picture in their mind.

Tell them what they’re experiencing.

And if you want an example of this…

Listen to Dan Koe’s YouTube videos. Read his newsletters.

Very rarely (if ever) does he ask you a question.

Instead…

“All you can focus on is working all day, being tired all night, paying the bills, hoping your family doesn't leave you, and the rest.“

He’s not asking. He’s telling you.

This is how you slowly reprogram your reader’s mind (for the better).

This is how you assume authority in people’s lives.

This is how you make sales.

Talk soon,

Harry

PS. My flagship course, Hypnotic Writer launches on August 20th.

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