Today, I’m going to read your mind.
And your job is to not let me.
Up for the challenge?
If you just answered yes, the game has already begun — and you’re already a step behind.
But let’s continue, because we both know you can do better than that.
After all, you’ve always known you can do better.
You know you’re capable of far more than you’ve been showing; your results are nowhere near your full potential.
And yet, you watch hundreds — thousands — of others succeeding, while you fall further behind.
You can hear the clock ticking.
You can see the window of opportunity closing.
And there are moments, when you’re tossing in bed at night, when doubt creeps in and nearly overcomes you before you wrestle it back down into the shadows of your mind and tell yourself:
No — it’s just a matter of time.
As soon as that last missing piece falls into place, all the doubt and confusion and frustration will resolve into clarity, and this dream will finally begin to become a reality.
It will, because it has to.
An average, default life is the one thing you will never accept, never tolerate, and never, ever settle for.
And you are willing to do whatever it takes — whatever it takes — to make sure that never happens.
I know you are.
Because, like I said, I’m reading your mind.
How, you ask?
Voodoo, you say?
Yes, I reply.
An ancient voodoo, in fact, that the old masters once called:
Psychology (sy-kol-oh-gee)
This dark art — “psychology” — has long been forgotten in modern times…
Buried under sophisticated modern strategies like placing emojis in subject lines and Lamborghinis in thumbnails.
And yet, the power of “psychology” lives on…
Granting the blessings of rapid growth and brand magnetism to any founder daring enough to sit down with a cup of coffee and an empty Notion document and actually think deeply about their audience’s inner experience.
That’s the key word — inner.
Not just their problems and goals, but their thoughts and emotions about those problems and goals.
In this particular case, it was easy:
All I did was think about my own inner experience growing my first business; the pressure, the doubt, the sense that I was capable of more, and all the nights I lay awake wondering if I’d ever make it.
That’s the stuff nobody talks about, but everyone struggles with.
That’s the stuff that moves people.
(and, importantly, allows you to actually help them — because you can only help someone once you understand what they’re actually going through)
Apply to your copy, your content, your outreach, your ads, and, if you’re feeling extra spicy, your girlfriend.
Really. She’ll love you for it.
- T
P.S. Nuclear-grade technique:
Describe your customer avatar to Claude, in detail, and then ask it to write a 5 paragraph inner dialogue in their voice — before, during, and after using your product or service.
(yes, it also works for girlfriends)
“When a person realizes he has been deeply heard, his eyes moisten. It is as though he were saying: Thank God, somebody heard me. Someone knows what it’s like to be me.” – Carl Rogers
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