I have just finished reading an amazing post by copywriter John Carlton.
The genius of the man just left me stunned. Stopped me in my tracks.
It was like the scene in the movie “Apocalypse Now” where Kurtz tells of the time when an insight hit him like a “diamond through his skull” (or something like that!).
The post is titled “Shutting People Up”.
It seems to be all about cars.
And it’s a fun, entertaining and lively read as John talks about sports cars and his “Miata” and why he loves it so much.
Then, right at the end, comes this…
“That glimmer… is the recognition that, through my story, they felt the raw heat of honest passion and affection coming off me. I’ve had guys who don’t even allow words like “passion” into their vocabulary admit that, around me, they understand how cool the car kinda is.
They’re not gonna rush out and buy one, of course.
But they do shut up. And consider a whole new and unexpected line of thought, contrary to their prior stance.”
…with the lesson…
“The memories that sustain most folks are too vague to be translated as meaningful stories. When you learn to put your feelings and thoughts and graphic detail into a tale — about anything — you possess a power to sway emotion and influence people.
As the Zen master once said… to become eloquent, you must first learn to shut up.
You actually do people a favor by crushing the thoughtless, meandering babble occupying their brains… and bringing new things into focus with a story that makes sense to their heart, as well as their head.
Something to think about, in your quest to learn the art of persuasion.”
Read the whole thing.
Me? I’m going through my swipe file of John Carlton letters to find examples of where he has used this.