What's the difference between a monkey and a human?

The main difference, not the superficial ones?

I'll tell you. 

It's a lesson I picked up from reading Sapiens, by Yuval Harari. 

And once you grasp this, you'll understand THE foundation principle of compelling copywriting. 

Are you ready?

Ok, here we go:

Monkeys are pretty smart. 

They communicate very effectively. 

A monkey can jump up and down on a rock and screech:

"Danger! Danger! Lion!"

He can warn his tribe that a big, hungry, monkey-eating predator is approaching and they had better scram if they don't want to be brutally torn in half and eaten.

But monkeys can also be deceptive. 

They can lie. 

They can jump up and down on a rock and screech:

"Danger! Danger! Lion!"

Even when there isn't a lion approaching. 

It's just a funny joke.

(Haha) It's the monkey equivalent of crying wolf, and it doesn't always stay funny.

But here's where monkeys and humans are different. 

Because what a monkey CAN'T do…

…is jump up and down on a rock and screech:

"Danger! Danger! Dragon!"

Only humans can do that. 

Why?

Because dragons don't exist. 

Isn't that cool?

The first time I read and understood this, I felt my whole world view shift slightly on its axis. 

The difference between monkeys and humans is that humans have…

IMAGINATION

That is why we can tell stories that make our children become Christian or Buddhist. 

Capitalist or socialist. 

Warlike or peace-loving. 

We can collectively believe in borders, nationalities, legal systems, limited liability companies, and money.

Even though none of these things is REAL in the same way a lion is. 

So, in other words, it is our innate ability to believe in fictions… 

To be influenced by stories…

That is what separates us from monkeys and makes us human. 

So when you sit down to write persuasive copy, the smartest thing you can do is tell a good story.

People will do anything for those who offer them a better story about their future.

Stories are the foundation of civilisation. 

They're profoundly powerful.

Emotionally irresistible. 

And highly contagious.

Regards,
Brent.

P.S. If you want to learn how to tell an outstanding story, there are two places you need to go to learn.

The first one is the Reviews that Convert training.

I got an email today which informed me that the cost of this training is going up on Monday, August 3rd at 2 am EST when it pretty much doubles.

This price rise means that you don't have long to take advantage of the launch pricing.  Go here.

That is excellent training, and you will gain a lot from that.

The second one you need to get to learn more about writing great stories is the 24-hour book writing course.

This course will give you the confidence to write even though you are not an English Major.

All writing is putting your ideas in front of a reader, and persuade them to your point of view.

On the Internet, we all write, a lot, so it makes sense that the most critical skill we can develop is writing to persuade.

Get the 24-hour writing training here.

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