We talked about recognizing arguments from non-arguments. Now I'll show you the tools used to distinguish good arguments from bad ones so you don't get sold bullshit any longer.
2 key questions are asked when evaluating arguments:
1. Are the premises true?
2. Do the premises provide good reason to accept the conclusion?
We'll discuss the first question in later lessons. Right now, we'll focus on the second question.
Before we can evaluate an argument, we need to understand clearly what kind of argument is being offered.
There are important differences between the two standard types of arguments:
1. Deductive arguments
2. Inductive arguments
All arguments claim to provide support - that is, evidence or reasons - for their conclusions. But arguments differ in the amount of support they claim to provide.
DEDUCTIVE ARGUMENTS try to prove their conclusions with rigorous, inescapable logic.
INDUCTIVE ARGUMENTS try to show that their conclusions are plausible or likely or probable give the premise(s).
Some example of deductive arguments:
All humans are mortal
Socrates is human
Therefore, socrates is mortal
(Later, I'll show you patterns of reasoning that slip by the concious mind...such as the above...often whether it is indeed true or not:
A is B
C is A
therefore, C is B
or
A is B
B is C
therefore, A is C.
This is literally the 'pattern of thought' or put another way...'how people think and reason in everyday life if you were to put it onto paper'.
This is why people tend to be easily manipulated.
Because people use these patterns of thought (already ingrained in us) to bypass your 'radar' so to speak. This is incredibly persuasive for those who want to persuade you, and can be harmful for those who do not know how to reason logically and evaluate arguments.)
Another example:
If the president lives in the White House, then he lives in Washington, D.C.
The president does live in the White House.
So, the president lives in Washington D.C.
Notice how the conclusions of the arguments flow from the premises with a kind of inescapable logic. Each conclusion follows necessarily from the premises; this means that, given the premises, the conclusion could not possibly be false. Arguments are deductive when their premises are intended to provide this kind of rigorous, airtight logical support for their conclusions.
Showing posts with label Copywriting Tutorial. Show all posts
Showing posts with label Copywriting Tutorial. Show all posts
Friday, April 25, 2008
Thursday, April 24, 2008
Understanding and Recognizing Arguments Part 3 of 3
How to tell an argument from a nonargument. In one part, you will see how copywriters use IF-THEN statement to sell you, and why they work so well. Plus, you'll learn how marketers misuse illustrations to appear more sincere then they are.
Something counts as an argument when it is a group of two or more statements and one of those statements (the conclusion) is claimed or intended to be supported by the others (the premises).
5 type of nonarguments, that are sometimes confused with arguments are:
1. Reports - The purpose of a report is simply to convey information about a subject. It narrates and informs versus offering reasons why one statement should be accepted over the basis of others. This is one reason marketers use 'disguised reports'. However, the logical person is able to decipher a report from an argument and then evaluate the argument if need be. Real tricky. You need caution when you have reports about arguments. These reports are NOT arguments because the author is merely reporting another person's argument, not endorsing it or putting it forward as his own. THIS IS USED BY MARKETERS FOR PRECISELY THAT REASON...and it is VERY persuasive since you don't recognize it.
2. Unsupported assertions - These are statements about what a speaker or writer happens to believe. They can be true, false, rational or irrational but they are only parts of arguments if the writer or speaker claims that they follow from, or support, other claims. If there is no claim any of the statements follow from, or imply, any other statements, this is not an argument.
3. Conditional statements - A conditional statement is an if-then statement. The first part of the statement(s) following the words if, is called the antecedent. The second part of the statement(s) following the word then, is called the consequent. A conditional statement does not need to be in 'if-then' format. Often times, the word 'then' is dropped (i.e. 'In the event of rain, the picnic will be cancelled' versus 'If it rains, then the picnic will be cancelled.') Conditional statements are not arguments because there is no claim that any statement follows from any part of a conditional statement. In other words, we're simply stating that if the first statement is true, the second statement will also be true. Using this, you are not claiming any of the statements are true. Thus, you have not put forward any premises or reasoned to any conclusions. In fact, you've only asserted a single claim: that one statement is true on the condition that the other statement(s) are/is true. As we've stated before, no single claim by itself is ever an argument. Conditional statements, accordingly, are not arguments. They can be PARTS of arguments however. (i.e. "If you fail to think critically, you'll be taken advantage of. You'll fail to think critically. So, you'll be taken advantage of.") Arguments can even be composed entirely of conditional statements. (i.e. If you succeed at getting him to buy, you'll have money. If you have money, you'll be rich. So if you succeed at getting him to buy, you'll be rich!) THESE ARE SOMETIMES CALLED CHAIN ARGUMENTS because the antecedent (the if part) of the first statement is linked to the consequent (the then part) of the last statement by a chain of intervening conditional statements.
4. Illustrations - These are intended to provide examples of a claim, rather than prove or support the claim. (i.e. Many animals are edible. For example, hog and beef are delicious between bread) The second statement does provide some evidence for the first, however the aformentioned passage is an illustration rather than an argument. It's purpose is not to provide convincing evidence for a conclusion bu merely to provide a few notable or representative examples of a claim. It can be tricky deciphering arguments from illustrations because phrases like 'for example' and 'for instance' sometimes occur in arguments rather than illustrations. You can use the 'principle of charity' when you are not sure what the intention of the author was. In other words, if the illustration used does not provide sufficient evidence for the claim being made, it is most often an illustration rather than an argument. IN MARKETING, however, the author is most likely using the illustration as an argument.
5. Explanations - Consider these two statements...
Titanic sank because it struck an iceberg.
Copywriting should be abolished because innocent people may be mistakenly led into harmful situations.
The first statement is an explanation. The second statement is an argument. An 'explanation' tries to show [/i] [i]why something is the case, not to prove that it is the case. The speaker isn't trying to argue that Titanic sank - everybody knows it sank. Instead, he's explaining why it sank. Of course, you can argue about whether a given explanation is or is not correct. For instance:
'Dinosaurs became extinct because of the impact of a large steroid'
The fact that this explanation is controversial (i.e. can be argued about) doesn't mean that it is an argument.
The purpose of the passage is not to argue that dinosaurs became extinct but to explain why they became extinct.
Explanations have two parts:
Explanandum - the statement that is explained
Explanans - the statement that does the explaining
i.e. 'I fell down because I tripped'
Explanandum - 'I fell down''
Explanans - 'I tripped'
In every day life, we use explanations and arguments interchangeably, thus why there is such confusion in this area. It is important to be able to distinguish arguments from explanations because the standards for evaluating them are quite different.
How do you distinguish arguments from explanations? There are four basic tests I'll explain in the next section.
How to recognize an argument from an explanation. This is extremely useful in breaking apart sales letters and getting ready to evaluate whether a sales letter is put together with strong form or weak form.
The common knowledge test - First, is the statement that the passage seeks to prove or explain a matter of common knowledge? If it is, the passage is probably an explanation rather than an argument. There's usually little point in trying to prove something that is already a well-known fact...unless you're a marketer of course.
The past event test - Second, is the statement that the passage is seeking to prove or explain an event that occured in the past? If so, the passage is probably an explanation rather than an argument because it is much more common to explain why past events have occured rather than to prove that they occured.
The author's intent test - Third, is it the speaker's or writer's intent to prove or establish that something is the case - that is, to provide reasons or evidence for accepting a claim as true? Or is it his intent to explain why something is the case - that is, to offer an account of why some event has occured or why something is the way it is? If the former, the passage is an argument; if the latter, the passage is an explanation.
The principle of charity test - We've previously explained this test.
None of these four test are full proof and none of these tests work ALL the time.
In the next section, I'll give you the basic logical concepts needed to distinguish good arguments from bad ones, so you can distinguish when someone is trying to persuade you negatively - and why copywriters use this all the time...usually in wrong way.
Something counts as an argument when it is a group of two or more statements and one of those statements (the conclusion) is claimed or intended to be supported by the others (the premises).
5 type of nonarguments, that are sometimes confused with arguments are:
1. Reports - The purpose of a report is simply to convey information about a subject. It narrates and informs versus offering reasons why one statement should be accepted over the basis of others. This is one reason marketers use 'disguised reports'. However, the logical person is able to decipher a report from an argument and then evaluate the argument if need be. Real tricky. You need caution when you have reports about arguments. These reports are NOT arguments because the author is merely reporting another person's argument, not endorsing it or putting it forward as his own. THIS IS USED BY MARKETERS FOR PRECISELY THAT REASON...and it is VERY persuasive since you don't recognize it.
2. Unsupported assertions - These are statements about what a speaker or writer happens to believe. They can be true, false, rational or irrational but they are only parts of arguments if the writer or speaker claims that they follow from, or support, other claims. If there is no claim any of the statements follow from, or imply, any other statements, this is not an argument.
3. Conditional statements - A conditional statement is an if-then statement. The first part of the statement(s) following the words if, is called the antecedent. The second part of the statement(s) following the word then, is called the consequent. A conditional statement does not need to be in 'if-then' format. Often times, the word 'then' is dropped (i.e. 'In the event of rain, the picnic will be cancelled' versus 'If it rains, then the picnic will be cancelled.') Conditional statements are not arguments because there is no claim that any statement follows from any part of a conditional statement. In other words, we're simply stating that if the first statement is true, the second statement will also be true. Using this, you are not claiming any of the statements are true. Thus, you have not put forward any premises or reasoned to any conclusions. In fact, you've only asserted a single claim: that one statement is true on the condition that the other statement(s) are/is true. As we've stated before, no single claim by itself is ever an argument. Conditional statements, accordingly, are not arguments. They can be PARTS of arguments however. (i.e. "If you fail to think critically, you'll be taken advantage of. You'll fail to think critically. So, you'll be taken advantage of.") Arguments can even be composed entirely of conditional statements. (i.e. If you succeed at getting him to buy, you'll have money. If you have money, you'll be rich. So if you succeed at getting him to buy, you'll be rich!) THESE ARE SOMETIMES CALLED CHAIN ARGUMENTS because the antecedent (the if part) of the first statement is linked to the consequent (the then part) of the last statement by a chain of intervening conditional statements.
4. Illustrations - These are intended to provide examples of a claim, rather than prove or support the claim. (i.e. Many animals are edible. For example, hog and beef are delicious between bread) The second statement does provide some evidence for the first, however the aformentioned passage is an illustration rather than an argument. It's purpose is not to provide convincing evidence for a conclusion bu merely to provide a few notable or representative examples of a claim. It can be tricky deciphering arguments from illustrations because phrases like 'for example' and 'for instance' sometimes occur in arguments rather than illustrations. You can use the 'principle of charity' when you are not sure what the intention of the author was. In other words, if the illustration used does not provide sufficient evidence for the claim being made, it is most often an illustration rather than an argument. IN MARKETING, however, the author is most likely using the illustration as an argument.
5. Explanations - Consider these two statements...
Titanic sank because it struck an iceberg.
Copywriting should be abolished because innocent people may be mistakenly led into harmful situations.
The first statement is an explanation. The second statement is an argument. An 'explanation' tries to show [/i] [i]why something is the case, not to prove that it is the case. The speaker isn't trying to argue that Titanic sank - everybody knows it sank. Instead, he's explaining why it sank. Of course, you can argue about whether a given explanation is or is not correct. For instance:
'Dinosaurs became extinct because of the impact of a large steroid'
The fact that this explanation is controversial (i.e. can be argued about) doesn't mean that it is an argument.
The purpose of the passage is not to argue that dinosaurs became extinct but to explain why they became extinct.
Explanations have two parts:
Explanandum - the statement that is explained
Explanans - the statement that does the explaining
i.e. 'I fell down because I tripped'
Explanandum - 'I fell down''
Explanans - 'I tripped'
In every day life, we use explanations and arguments interchangeably, thus why there is such confusion in this area. It is important to be able to distinguish arguments from explanations because the standards for evaluating them are quite different.
How do you distinguish arguments from explanations? There are four basic tests I'll explain in the next section.
How to recognize an argument from an explanation. This is extremely useful in breaking apart sales letters and getting ready to evaluate whether a sales letter is put together with strong form or weak form.
The common knowledge test - First, is the statement that the passage seeks to prove or explain a matter of common knowledge? If it is, the passage is probably an explanation rather than an argument. There's usually little point in trying to prove something that is already a well-known fact...unless you're a marketer of course.
The past event test - Second, is the statement that the passage is seeking to prove or explain an event that occured in the past? If so, the passage is probably an explanation rather than an argument because it is much more common to explain why past events have occured rather than to prove that they occured.
The author's intent test - Third, is it the speaker's or writer's intent to prove or establish that something is the case - that is, to provide reasons or evidence for accepting a claim as true? Or is it his intent to explain why something is the case - that is, to offer an account of why some event has occured or why something is the way it is? If the former, the passage is an argument; if the latter, the passage is an explanation.
The principle of charity test - We've previously explained this test.
None of these four test are full proof and none of these tests work ALL the time.
In the next section, I'll give you the basic logical concepts needed to distinguish good arguments from bad ones, so you can distinguish when someone is trying to persuade you negatively - and why copywriters use this all the time...usually in wrong way.
Wednesday, April 23, 2008
Understanding and Recognizing Arguments Part 2 of 3
You will learn how to identify premises and conclusions. Right now we are not EVALUATING arguments. We are simply breaking them apart so you can identify what you must evaluate and use to think for yourself. Then, you can do the opposite and persuade with unmatched skill. LATER ON you'll learn how to make your 'reason why' so strong and potent, it's unfair. As always, BE. ETHICAL.
In some cases (not all) premises and conclusions are identified with 'indicator words'.
Premise Indicators indicate that premises are being offered.
Conclusion Indicators indicate that conclusions are being offered.
Some common premise indicators include:
since
for
because
seeing that
given that
considering that
as
as indicated by
that being the case
judging from
inasmuch as
in view of the fact that
Examples...
'Having fun can be the spice of life but not it's main course because when it is over, nothing of lasting value remains.'
'Since copywriting requires reliable information, it's important to be able to distinguish good sources from less useful ones.'
'Women are not to blame when they reject the rules of life, which have been introduced into the world, seeing that it is men who have made them without their consent'
'To know that God exists in a general and confused way is implanted in us by nature, inasmuch as God is man's beatitude.'
'I think that, as copywriting is so vital to success, it is required of a man that he should study it no less than 5 hours a day.'
Here are some conclusion indicators:
therefor
thus
consequently
hence
so
it follows that
accordingly
for this reason
which shows that
implies that
this suggests that
that is why
wherefor
as a result
this being so
Examples...
'You want people to be honest, so be honest with them'
'Sorrow is a state of mind. Hence whether or not you feel sad over something is all in the mind.'
'Copywriting is the only skill on earth that can make you a million dollars a day, and that is why we must study it 15 hours a day.'
It's, again, important to consider context when determining meaning of expressions since the examples below, the italicized words do not function as indicator words.
i.e
I haven't seen you since high school
It was so cold out the ski resort closed
I wouldn't mind seeing that movie again.
etc.
Many arguments contain no indicator words at all. So how do we find the conclusion of an argument that
contains no indicator words?
Here are some hints:
* Find the main issue and ask yourself what position the reader or speaker is taking on that issue
* Look at the beginning or end of the passage; the conclusion is sometimes in one of those places
* Ask yourself, "What si the writer trying to prove?" That will be the conclusion
* Try putting the word therefor before one of the statements. If it fits, that statement may be the conclusion.
* Try the "because trick". That is, try to find the most appropriate way to fill in the blanks in the following statement: The writer or speaker believes _________ (conclusion) because _________ (premise). The conclusion will naturally come before the word because.
In some cases (not all) premises and conclusions are identified with 'indicator words'.
Premise Indicators indicate that premises are being offered.
Conclusion Indicators indicate that conclusions are being offered.
Some common premise indicators include:
since
for
because
seeing that
given that
considering that
as
as indicated by
that being the case
judging from
inasmuch as
in view of the fact that
Examples...
'Having fun can be the spice of life but not it's main course because when it is over, nothing of lasting value remains.'
'Since copywriting requires reliable information, it's important to be able to distinguish good sources from less useful ones.'
'Women are not to blame when they reject the rules of life, which have been introduced into the world, seeing that it is men who have made them without their consent'
'To know that God exists in a general and confused way is implanted in us by nature, inasmuch as God is man's beatitude.'
'I think that, as copywriting is so vital to success, it is required of a man that he should study it no less than 5 hours a day.'
Here are some conclusion indicators:
therefor
thus
consequently
hence
so
it follows that
accordingly
for this reason
which shows that
implies that
this suggests that
that is why
wherefor
as a result
this being so
Examples...
'You want people to be honest, so be honest with them'
'Sorrow is a state of mind. Hence whether or not you feel sad over something is all in the mind.'
'Copywriting is the only skill on earth that can make you a million dollars a day, and that is why we must study it 15 hours a day.'
It's, again, important to consider context when determining meaning of expressions since the examples below, the italicized words do not function as indicator words.
i.e
I haven't seen you since high school
It was so cold out the ski resort closed
I wouldn't mind seeing that movie again.
etc.
Many arguments contain no indicator words at all. So how do we find the conclusion of an argument that
contains no indicator words?
Here are some hints:
* Find the main issue and ask yourself what position the reader or speaker is taking on that issue
* Look at the beginning or end of the passage; the conclusion is sometimes in one of those places
* Ask yourself, "What si the writer trying to prove?" That will be the conclusion
* Try putting the word therefor before one of the statements. If it fits, that statement may be the conclusion.
* Try the "because trick". That is, try to find the most appropriate way to fill in the blanks in the following statement: The writer or speaker believes _________ (conclusion) because _________ (premise). The conclusion will naturally come before the word because.
Understanding and Recognizing Arguments Part 1 of 3
You will start to notice how people use certain phrasing and ideas to persuade you by slipping under your critical radar...and why it works so effectively.
So far, we've seen thinking is concerned with REASONS; identifying reasons, evaluating reasons, and giving reasons.
Passages that present reasons for a claim are called 'arguments'.
An argument is simply a claim defended with reasons. A CLAIM...DEFENDED WITH REASONS. (Promises and proof, anyone?)
Arguments are composed of one or more premises and a conclusion.
'Premises' are statements in an argument offered as evidence or reasons why we should accept another statement, the conclusion.
The 'conclusion' is the statement in an argument that the premises are intended to prove or support.
An 'argument', is a group of statements, one or more of which (called the premises) are intended to prove or support another statement (called the conclusion).
A 'statement' is a sentence that can be viewed as either true or false. (i.e. Red is a color, God does not exist, Abortion is morally wrong, Canada is in South America...etc.)
Some 'statements' are true, some are false, and some are controversial. Each of them is a statement, because each can be prefaced with the phrase 'It is true that' or 'It is false that'.
Four things should be noted about statements...
1. A sentence may be used to express more than one statement (i.e. 'Roses are red and violets are blue' = statement 1 'roses are red', statement 2 'violets are blue)
2. Statements can sometimes be expressed as a phrase, or incomplete clause rather than a complete declarative sentence. (i.e. "With mortagage interest rates at thirty year lows, you owe it to yourself to consider refinancing your home" = 1 'you owe it to yourself to consider refinancing your home', 2 'mortgage interest rates at thirty year lows')
3. Not all sentences are statements, that is, sentences that either assert or deny something is the case. (sentences that are not statements ie.
'what time is it?' (question)
'Hi mom' (greeting)
'close the window! (command)
'Please send me a card' (request)
'Let's go to florida this year' (proposal)
'Insert A into slot B' (instruction)
'Oh my god!' (exclamation))
None of these is a statement because none of them asserts or denies that anything is the case. None say 'This is a fact. Accept this; it is true'. Consequently, sentences like these are not parts of arguments.
4. Statements can be about subjective matters of personal experience as well as objectively verifiable matters of fact.
'I feel a slight pain in my arm' is a statement cause it's true or false (you could be lying too) even though people have no way of verifying whether you're telling the truth.
Some sentences that looks like nonstatements are actually statements and can be used in arguments.
I.e.
1. You should quit smoking. Don't you realize how bad that is for your health?
2. Do not read beauty magazines. They will only make you feel ugly.
1. is a 'Rhetorical Question'. A rhetorical question is a sentence that has grammatical form of a question but is meant to be understood as a statement. You're not looking for information, you're making an assertion: that smoking is very bad for one's health. This assertion is offered as a reason (premise) to support the conclusion that you should quit smoking.
2. is an 'Ought Imperative', which is a sentence that has the form of a command or imperative but is intended to assert a value or ought judgement about what is good or bad or right or wrong. Gramatically "do not read beauty magazines" looks like a command or suggestion. In this context, the speaker is making an assertion: that you shouldn't read beauty magazines.
So far, we've seen thinking is concerned with REASONS; identifying reasons, evaluating reasons, and giving reasons.
Passages that present reasons for a claim are called 'arguments'.
An argument is simply a claim defended with reasons. A CLAIM...DEFENDED WITH REASONS. (Promises and proof, anyone?)
Arguments are composed of one or more premises and a conclusion.
'Premises' are statements in an argument offered as evidence or reasons why we should accept another statement, the conclusion.
The 'conclusion' is the statement in an argument that the premises are intended to prove or support.
An 'argument', is a group of statements, one or more of which (called the premises) are intended to prove or support another statement (called the conclusion).
A 'statement' is a sentence that can be viewed as either true or false. (i.e. Red is a color, God does not exist, Abortion is morally wrong, Canada is in South America...etc.)
Some 'statements' are true, some are false, and some are controversial. Each of them is a statement, because each can be prefaced with the phrase 'It is true that' or 'It is false that'.
Four things should be noted about statements...
1. A sentence may be used to express more than one statement (i.e. 'Roses are red and violets are blue' = statement 1 'roses are red', statement 2 'violets are blue)
2. Statements can sometimes be expressed as a phrase, or incomplete clause rather than a complete declarative sentence. (i.e. "With mortagage interest rates at thirty year lows, you owe it to yourself to consider refinancing your home" = 1 'you owe it to yourself to consider refinancing your home', 2 'mortgage interest rates at thirty year lows')
3. Not all sentences are statements, that is, sentences that either assert or deny something is the case. (sentences that are not statements ie.
'what time is it?' (question)
'Hi mom' (greeting)
'close the window! (command)
'Please send me a card' (request)
'Let's go to florida this year' (proposal)
'Insert A into slot B' (instruction)
'Oh my god!' (exclamation))
None of these is a statement because none of them asserts or denies that anything is the case. None say 'This is a fact. Accept this; it is true'. Consequently, sentences like these are not parts of arguments.
4. Statements can be about subjective matters of personal experience as well as objectively verifiable matters of fact.
'I feel a slight pain in my arm' is a statement cause it's true or false (you could be lying too) even though people have no way of verifying whether you're telling the truth.
Some sentences that looks like nonstatements are actually statements and can be used in arguments.
I.e.
1. You should quit smoking. Don't you realize how bad that is for your health?
2. Do not read beauty magazines. They will only make you feel ugly.
1. is a 'Rhetorical Question'. A rhetorical question is a sentence that has grammatical form of a question but is meant to be understood as a statement. You're not looking for information, you're making an assertion: that smoking is very bad for one's health. This assertion is offered as a reason (premise) to support the conclusion that you should quit smoking.
2. is an 'Ought Imperative', which is a sentence that has the form of a command or imperative but is intended to assert a value or ought judgement about what is good or bad or right or wrong. Gramatically "do not read beauty magazines" looks like a command or suggestion. In this context, the speaker is making an assertion: that you shouldn't read beauty magazines.
The statement that reading such magazines will only make you feel ugly is offered as a reason to support this value judgement. The key question to ask, in order to recognize whether a
sentence that looks like a command or suggestion is an ought imperative, is: Can we accurately rephrase the sentence so that it refers to what somebody should or ought to do? If we can, the sentence should be regarded as a statement.
'Close the window! It's freezing in here!' is an order, not an ought judgement.
'Don't blow-dry your hair in the tub! You could electrocute yourself!' is an ought judgement rather than an order or suggestion.
Remember to consider the context in which the expression is used. 'Eat your vegetables' might be a command (nonstatement) in one context and an ought imperative (statement) in another.
In summary of Part 1 of 3 of this section...imperative sentences are not statements if they are intended as orders, suggestions, proposals or exhortations. They are statements if they are intended as pieces of advice or value judgements about what someone ought or ought not to do.
sentence that looks like a command or suggestion is an ought imperative, is: Can we accurately rephrase the sentence so that it refers to what somebody should or ought to do? If we can, the sentence should be regarded as a statement.
'Close the window! It's freezing in here!' is an order, not an ought judgement.
'Don't blow-dry your hair in the tub! You could electrocute yourself!' is an ought judgement rather than an order or suggestion.
Remember to consider the context in which the expression is used. 'Eat your vegetables' might be a command (nonstatement) in one context and an ought imperative (statement) in another.
In summary of Part 1 of 3 of this section...imperative sentences are not statements if they are intended as orders, suggestions, proposals or exhortations. They are statements if they are intended as pieces of advice or value judgements about what someone ought or ought not to do.
Tuesday, April 22, 2008
Real Copywriting (Part 2)
These are the tools world class salesmen use on consumers - and that you personally must recognize in yourself since they are barriers to you becoming incredibly persuasive - and instead you become persuaded. But always remember... Be ethical.
Some include:
The following are differences between those who are the persuaders, and those who tend to be persuaded. Those who sell with incredible proof and persuasion sometimes understand the following.
They have a passionate drive for clarity, precision, accuracy and other standards. They are sensitive to the way thinking can be skewed by egocentrism, sociocentrism, wishful thinking, and other impediments. They are honest with themselves intellectually, and acknowledge what they don't know and recognize their limitations.
They listen open-mindedly to opposing views and welcome criticisms of beliefs and assumptions. They base their belief on facts and evidence rather than on personal preference or self-interest. They are aware of biases and preconceptions that shape the way we perceive the world. They think independently and are not afraid to disagree with group opinion. They are able to get to the heart of an issue or problem without being distracted by detail. They assess fairly ideas that challenge even their most basic beliefs, pursue truth and are curious about a wide range of issues.
On the other hand, the non-thinker:
See very little value in critical thinking. They often think in ways unclear, imprecise and inaccurate. They often fall prey to egocentrism, unwarranted assumptions, wishful thinking etc. They pretend to know more than they do and ignore limitations. They can be close-minded and resist criticisms of beliefs and assumptions. Often they base their beliefs on mere personal preference or self interest. They lack awareness of their own biases and preconceptions, and tend to engage in groupthink, uncritically following the beliefs and values of the crowd.
They are easily distracted and lack the ability to zero in on the essence of an issue or problem. They fear and resist ideas that challenge their basic beliefs. They are often relatively indifferent to truth and lack curiosity.
IN THE NEXT SECTION, I'll explain what an Argument is, and what it is not.
Some include:
* lack of relevant background information
* poor reading skills
* bias
* prejudice
* superstition
* egocentrism (self-centrered thinking)
* sociocentrism (group-centered thinking)
* peer pressure
* conformism
* narrow-mindedness
* close-mindedness
* provincialism
* distrust in reason
* relativistic thinking (the view that truth is a matter of opinion)
* stereotyping
* scapegoating
* unwarranted assumptions
* rationalization
* wishful thinking
* short-term thinking
* selective perception
* selective memory
* overpowering emotions
* self-deception
* face-saving
* fear of change
* poor reading skills
* bias
* prejudice
* superstition
* egocentrism (self-centrered thinking)
* sociocentrism (group-centered thinking)
* peer pressure
* conformism
* narrow-mindedness
* close-mindedness
* provincialism
* distrust in reason
* relativistic thinking (the view that truth is a matter of opinion)
* stereotyping
* scapegoating
* unwarranted assumptions
* rationalization
* wishful thinking
* short-term thinking
* selective perception
* selective memory
* overpowering emotions
* self-deception
* face-saving
* fear of change
The following are differences between those who are the persuaders, and those who tend to be persuaded. Those who sell with incredible proof and persuasion sometimes understand the following.
They have a passionate drive for clarity, precision, accuracy and other standards. They are sensitive to the way thinking can be skewed by egocentrism, sociocentrism, wishful thinking, and other impediments. They are honest with themselves intellectually, and acknowledge what they don't know and recognize their limitations.
They listen open-mindedly to opposing views and welcome criticisms of beliefs and assumptions. They base their belief on facts and evidence rather than on personal preference or self-interest. They are aware of biases and preconceptions that shape the way we perceive the world. They think independently and are not afraid to disagree with group opinion. They are able to get to the heart of an issue or problem without being distracted by detail. They assess fairly ideas that challenge even their most basic beliefs, pursue truth and are curious about a wide range of issues.
On the other hand, the non-thinker:
See very little value in critical thinking. They often think in ways unclear, imprecise and inaccurate. They often fall prey to egocentrism, unwarranted assumptions, wishful thinking etc. They pretend to know more than they do and ignore limitations. They can be close-minded and resist criticisms of beliefs and assumptions. Often they base their beliefs on mere personal preference or self interest. They lack awareness of their own biases and preconceptions, and tend to engage in groupthink, uncritically following the beliefs and values of the crowd.
They are easily distracted and lack the ability to zero in on the essence of an issue or problem. They fear and resist ideas that challenge their basic beliefs. They are often relatively indifferent to truth and lack curiosity.
Monday, April 21, 2008
Real Copywriting (Part 1)
Imagine if you could persuade anybody using emotional logic?
Over the coming days, I will share with you what I have learned about logic, and how you can use it to win arguments almost every time.
This will help your copywriting in a BIG way. Because copywriting is 'salesmanship in print'. It is selling, on paper. Selling in person. It's all SELLING. Getting the other person hot and bothered for your product, and then having him BELIEVE it will do the things you say it will. If you can read the words that I will type over the coming months, you will become almost unbeatable in arguments and be able to persuade anyone to your side.
That's a huge claim, but I'll prove it to you over the coming months. Simply using what I share cannot help but make you more successful in selling.
Real Copywriting is when you adhere to logic. In other words, you make emotional arguments with such logical grace, that your arguments cannot be beaten.
Gary Bencivenga is the greatest copywriter in the world. And the one suggestion he gives, above all else, is that you ingest your copy with more PROOF.
But what is PROOF?
As far as the lessons that follow are concerned, 'proof' is using logic in a way that makes people believe you - without question.
This course is about learning to think for yourself and being your own person.
What I'm going to share with you are the tools needed to effectively identify, analyze, and evaluate arguments and truth claims; to discover and overcome personal prejudices and biases; to formulate and present convincing reasons in support of conclusions; and to make reasonable, intelligent decisions about what to believe and what to do.
CLARITY: In copywriting your words must be extremely clear. You must be clear about exactly what you intend to accomplish. You are seeking maximum clarity of language and maximum clarity of thought. Remember, it's not always the words - but the IDEA BEHIND the copy that sells the product.
Over the coming days, I will share with you what I have learned about logic, and how you can use it to win arguments almost every time.
This will help your copywriting in a BIG way. Because copywriting is 'salesmanship in print'. It is selling, on paper. Selling in person. It's all SELLING. Getting the other person hot and bothered for your product, and then having him BELIEVE it will do the things you say it will. If you can read the words that I will type over the coming months, you will become almost unbeatable in arguments and be able to persuade anyone to your side.
That's a huge claim, but I'll prove it to you over the coming months. Simply using what I share cannot help but make you more successful in selling.
You cannot even begin imagine how it will help other parts of your life as well. Relationships. Ideas. Social skills. Deciphering people who are trying to persuade YOU to THEIR side of things, bullshit that is trying to be sold to you, being taken advantage of, etc.
But maybe most importantly, what I'll share with you will teach you to think logically and...to think for yourself.
Over the coming days I want to do something special for you.
I'm going to teach you how to become a Real Copywriter. Nothing to pay. No catch.
Over the coming days I want to do something special for you.
I'm going to teach you how to become a Real Copywriter. Nothing to pay. No catch.
Real Copywriting is when you adhere to logic. In other words, you make emotional arguments with such logical grace, that your arguments cannot be beaten.
Gary Bencivenga is the greatest copywriter in the world. And the one suggestion he gives, above all else, is that you ingest your copy with more PROOF.
But what is PROOF?
As far as the lessons that follow are concerned, 'proof' is using logic in a way that makes people believe you - without question.
Imagine if you could persuade anybody using emotional logic?
Over the coming months, I will share with you what I have learned about logic - and how you can use it to win arguments almost every time.
This will help your copywriting in a BIG way. Because copywriting is 'salesmanship in print'. It is selling, on paper. Selling in person. It's all SELLING. Getting the other person hot and bothered for your product, and then having him BELIEVE it will do the things you say it will. If you can read the words that I will type over the coming months, you will become almost unbeatable in arguments and be able to persuade anyone to your side.
That's a huge claim, but I'll prove it to you over the coming months. Simply using what I share cannot help but make you more successful in selling.
You cannot even begin imagine how it will help other parts of your life as well. Relationships. Ideas. Social skills. Deciphering people who are trying to persuade YOU to THEIR side of things, bullshit that is trying to be sold to you, being taken advantage of, etc.
But maybe most importantly, what I'll share with you will teach you to think logically and...to think for yourself.
Let's begin...
Over the coming months, I will share with you what I have learned about logic - and how you can use it to win arguments almost every time.
This will help your copywriting in a BIG way. Because copywriting is 'salesmanship in print'. It is selling, on paper. Selling in person. It's all SELLING. Getting the other person hot and bothered for your product, and then having him BELIEVE it will do the things you say it will. If you can read the words that I will type over the coming months, you will become almost unbeatable in arguments and be able to persuade anyone to your side.
That's a huge claim, but I'll prove it to you over the coming months. Simply using what I share cannot help but make you more successful in selling.
You cannot even begin imagine how it will help other parts of your life as well. Relationships. Ideas. Social skills. Deciphering people who are trying to persuade YOU to THEIR side of things, bullshit that is trying to be sold to you, being taken advantage of, etc.
But maybe most importantly, what I'll share with you will teach you to think logically and...to think for yourself.
Let's begin...
This course is about learning to think for yourself and being your own person.
From here on, we'll refer to 'copywriting' as selling - because that's ALL it is. And selling is assembling ideas in the most persuasive order possible in order to get the response you desire from the people you desire it from.
In copywriting, you must learn to evaluate ideas and information.
The main goal here is not to teach you 'what to think'. That's what the gurus want for you. To teach you their way. After all, that's what they're selling. They teach you 'what to think'.
My goal is to teach you HOW TO THINK. How to become an independent and self-directed thinker and learner.
This will improve your selling skills in so many ways. You'll be able to counter arguments and understand when somebody is trying to persuade you unethically or without logical reasons...but rather for their own good.
What I'm going to share with you are the tools needed to effectively identify, analyze, and evaluate arguments and truth claims; to discover and overcome personal prejudices and biases; to formulate and present convincing reasons in support of conclusions; and to make reasonable, intelligent decisions about what to believe and what to do.
Anyone can make a huge claim. Far fewer can prove them.
Your selling will become SO potent when you learn to prove your claims and the proof is absolutely unquestionably rock solid.
The following are ideas to keep in mind. The best persuaders and sellers in the world know about these ideas - and then they use them to sell...because the consumer rarely exercises any of these. Is it any wonder people who know how to sell and write world class copy yield such power?There are some beginning idea you must begin to understand, and they are as follows...
PRECISION: To cut through confusion and uncertainties that surround problems and issues, it is necessary to insist on precise answers to precise questions. What exact problem are your clients facing? What exactly are the alternatives? What exactly are the advantages and disadvantages of each alternative? Only when you seek this type of precision can you be incredibly persuasive.
ACCURACY: You are guaranteed to make bad decisions if your decisions are based on false information. Garbage in, garbage out. Don't simply value 'truth'; have a passion for accurate, timely information.
RELEVANCE: People try and distract you by raising irrelevant issues all the time. If someone is selling a great course on selling and competitor X says, 'It's no doubt his selling course is probably good, however I remember when he was in Miami for a seminar and they cancelled his speaking spot because someone more important came. It's true. Just ask anybody who was there.'' - it changes your viewpoint. It grabs the frame and shifts it.
How many times has this happened to us in all sorts of not so dramatic situations? A logical person realizes that the Course Sellers booking being cancelled has nothing to do with how good his course is.
How many times has this happened to us in all sorts of not so dramatic situations? A logical person realizes that the Course Sellers booking being cancelled has nothing to do with how good his course is.
CONSISTENCY: There are two kinds of inconsistencies. One involves saying or believing inconsistent things - things that cannot all be true or cannot both be true) about something. Second is practical inconsistency, which involves saying one thing and doing another. Humans often display an amazing capacity for self-deception when they aren't even aware they commit these inconsistent acts. In fact, many people claim morality is 'relative' while holding views that imply it's not relative. After this course, you'll be able to recognize such logical inconsistencies and, better, avoid them altogether.
LOGICAL CORRECTNESS: To think logically is to reason correctly. To draw well founded conclusions from the beliefs we hold. We need well supported and accurate beliefs. And we need to be able to reason from those beliefs to conclusions that logically follow from them. Here's an example of this illogical thinking. Nuns were asked why they take a bath with a bathrobe on - and they replied that God can see all and it is for that sake. I wonder if God can see through that bathrobe? Evidently not. Their reasoning was: 'God sees everything', 'God
sees through bathroom walls', but they failed to acknowledge that 'God sees through bathrobes'. This is a curious example, but not uncommon. Think of how many times this type of thinking pervades your life.
sees through bathroom walls', but they failed to acknowledge that 'God sees through bathrobes'. This is a curious example, but not uncommon. Think of how many times this type of thinking pervades your life.
COMPLETENESS: Thorough and deep thinking, rather than superficial and shallow. This is how you learn to persuade.
FAIRNESS: Our thinking must be open minded, impartial and free of distorting biases and preconceptions. This is incredibly hard to achieve as we're shaped by our individual life experiences. However, basic fair-mindedness is an essential attribute of a logical persuader.
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