Jonathan Courtney

push towards the idea that it will increase someone's status. So this is a really big thing. It means that, oh, I held it up to the screen and I realized not everyone listens. The idea is that we're often writing copy when we're writing about a product, we're not thinking about the fact that people often buy things because of status. Like, will this make me look better to my peers?

push towards the idea that it will increase someone's status. So this is a really big thing. It means that, oh, I held it up to the screen and I realized not everyone listens. The idea is that we're often writing copy when we're writing about a product, we're not thinking about the fact that people often buy things because of status. Like, will this make me look better to my peers?

And you think like when you're selling corporate training like we do, well, then we should never lean on the status thing. But of course, if you learn something that makes you more valuable to your colleagues in work, your status increases because more people want you to do things. And so we lean right into that.

And you think like when you're selling corporate training like we do, well, then we should never lean on the status thing. But of course, if you learn something that makes you more valuable to your colleagues in work, your status increases because more people want you to do things. And so we lean right into that.

And you think like when you're selling corporate training like we do, well, then we should never lean on the status thing. But of course, if you learn something that makes you more valuable to your colleagues in work, your status increases because more people want you to do things. And so we lean right into that.

And it makes a massive difference to sales if you push towards this idea of helping people increase their status and not in kind of like a... Again, it's not like if you buy this cool watch, then you're going to have a higher status. It's if you are more useful to other people, you will be perceived as higher status. And it's all very different for different topics and different companies.

And it makes a massive difference to sales if you push towards this idea of helping people increase their status and not in kind of like a... Again, it's not like if you buy this cool watch, then you're going to have a higher status. It's if you are more useful to other people, you will be perceived as higher status. And it's all very different for different topics and different companies.

And it makes a massive difference to sales if you push towards this idea of helping people increase their status and not in kind of like a... Again, it's not like if you buy this cool watch, then you're going to have a higher status. It's if you are more useful to other people, you will be perceived as higher status. And it's all very different for different topics and different companies.

That's one. The second thing is if you're stuck trying to figure out what the hell do I write for this headline? Like I'm trying to sell this microphone or something. Then you can draw this thing, which is kind of cool, which I'll draw and show here, but I'll also explain it. So on the left, it says pain. And on the right, it says pleasure.

That's one. The second thing is if you're stuck trying to figure out what the hell do I write for this headline? Like I'm trying to sell this microphone or something. Then you can draw this thing, which is kind of cool, which I'll draw and show here, but I'll also explain it. So on the left, it says pain. And on the right, it says pleasure.

That's one. The second thing is if you're stuck trying to figure out what the hell do I write for this headline? Like I'm trying to sell this microphone or something. Then you can draw this thing, which is kind of cool, which I'll draw and show here, but I'll also explain it. So on the left, it says pain. And on the right, it says pleasure.

I'm sure a lot of you already know this because you've got smart people in your audience. And when you're writing copy, you can figure out whether you want to write copy that moves people away from pain. So away from pain is like... Never carry around... Like this microphone is battery controlled, so it doesn't need this like phantom energy thing.

I'm sure a lot of you already know this because you've got smart people in your audience. And when you're writing copy, you can figure out whether you want to write copy that moves people away from pain. So away from pain is like... Never carry around... Like this microphone is battery controlled, so it doesn't need this like phantom energy thing.

I'm sure a lot of you already know this because you've got smart people in your audience. And when you're writing copy, you can figure out whether you want to write copy that moves people away from pain. So away from pain is like... Never carry around... Like this microphone is battery controlled, so it doesn't need this like phantom energy thing.

If anyone knows, like a lot of microphones need to be plugged into a much bigger thing for them to work. So with this microphone, if we were talking about moving away from pain, we would say... Never get stuck in the airport without your podcast equipment again or something like this because you can fit it in your pocket, doesn't need phantom energy.

If anyone knows, like a lot of microphones need to be plugged into a much bigger thing for them to work. So with this microphone, if we were talking about moving away from pain, we would say... Never get stuck in the airport without your podcast equipment again or something like this because you can fit it in your pocket, doesn't need phantom energy.

If anyone knows, like a lot of microphones need to be plugged into a much bigger thing for them to work. So with this microphone, if we were talking about moving away from pain, we would say... Never get stuck in the airport without your podcast equipment again or something like this because you can fit it in your pocket, doesn't need phantom energy.

So that's moving away from pain because it's reminding you of a painful situation that happens to you. Moving towards pleasure. would be talking about how beautiful this thing is and how nice it sounds. So it's talking about the positives. And sometimes, depending on the economy, this is something that a lot of people talk about in the marketing space.

So that's moving away from pain because it's reminding you of a painful situation that happens to you. Moving towards pleasure. would be talking about how beautiful this thing is and how nice it sounds. So it's talking about the positives. And sometimes, depending on the economy, this is something that a lot of people talk about in the marketing space.

So that's moving away from pain because it's reminding you of a painful situation that happens to you. Moving towards pleasure. would be talking about how beautiful this thing is and how nice it sounds. So it's talking about the positives. And sometimes, depending on the economy, this is something that a lot of people talk about in the marketing space.