David de Souza
Nov 19, 20191 min
Updated: Feb 8, 2022
Amazon: Link
Score: 6/10
Skill Category: Copywriting
Mental Models: Attentional Bias, Curiosity Instinct, Friction, Second-Order Thinking, Supply and Demand, Vividness Bias
'The Boron Letters' can be summarised into 6 mental models:
List words that suck you in and divide the list into 2: Positive words + Negative words eg. 'Crisis' instead of 'problem'. Read this list before writing.
Ask questions and answer them yourself in your writing
Transition words help your writing flow "And, of course, ...."
The biggest mistake: Finding a product first. You must always find a market first.
To be in high demand be hard-headed. Clients, won't admit it but they are relieved with someone who takes a handstand.
When picking markets to test: Use 3 guidelines: Recency, Frequency, Unit of Sales
Pay attention to what isn't free and is staying on top of: Amazon/The New York Times Non-Fiction List
Invoke the senses.
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