In part 1 we looked at ego and how it affects our mood. The ego is there to protect us, or at least that’s how we interpret it. In reality, the ego is there to protect itself. Why would it want to let go of the power it has over us?
If you’ve ever decided something is right, then you will do everything you can to hold on to that belief. As has been said before, most people would rather die than be proved wrong, so you can see that the ego represents us at our most closed (if that isn’t a good enough reason for getting over our egos, I don’t know what is).
Therefore trying to convince someone of something they fundamentally believe is wrong is a fool’s game (yet most of us do it all day long with every argument we ever have).
But there is a way – be that fool. The first documented evidence of fools used for this purpose goes back to the 12th century (and you thought I was making this stuff up – ha!).
Enlightened kings knew a little more about themselves than the average power hungry dictator, and employed fools (aka jesters) to help lighten their days (some of our current day dictators would be wise to heed their lessons).
As a fool, you get to play the cards other people daren’t. And when you do that, you change people’s minds by starting with their mood.
This is easiest done in conversation, but can be written just as effectively, in fact some of our most successful email copywriters (and bloggers) have become so expert at it, we play along gladly no matter which side of the fence we’re on.
But that fool is no fool at all. They understand that to stand out, they need to be seen, and when they are seen, they get all the attention they could ever need or want.
There is of course another side to this, and it’s to be found hiding in plain sight inside our heads. More in part 3.
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which showcases copywriting and copywriters to the world.
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