From SH:

– is this a course?”

My Response: No. I wish it were. Alas, it’s just a book I wrote years ago, containing some of my favorite words. Unlike most of my books, including The Pledge (see above), it is not available on Amazon. But we do have some copies in storage. If you’d like one…

Send a check for $10 to cover shipping and postage.

Make the check payable to Cap & Bells Press, LLC. (No cash, please.)

Include your name and mailing address and mail it to:

Cap & Bells Press

Attn: GKoo

235 NE 4th Ave., Suite 101

Delray Beach, FL 33483

From HJ:

“I have always valued your excellent, pragmatic information. When I came across your website, I was thrilled, only to discover that the last book you wrote was from 2019 (excellent as it was). Will you start writing again? You have a lot to give this world.”

My Response: Thank you, HJ. As far as future books are concerned, I’m in the middle of nearly two dozen, several of which are close to being finished. My priority right now is to catch up on all my business projects. Rest assured, I’ll start advertising the new books here on my website as soon as they are finished.

Could I Have Had PTSD? 

 A friend wrote to say:

After my heart surgery, the cardiologist talked to me about PTSD. I didn’t think much of it at the time.  Last week, I read an article about PTSD in stroke patients. 25% of them get PTSD.

I was wondering if you’ve had any symptoms. I think about people who never experienced PTSD, and how would they know if they were suffering from it.

My Response: I suppose it’s possible, especially considering that the symptoms I had, including fatigue and brain fog, are said to be symptoms of PTSD. But I think it’s more likely that my symptoms are the result of the statin drug I was taking, because (1) fatigue and brain fog are two of the most common reactions to statins (more than 50% of those that take statins report these symptoms), and (2) since I stopped taking them a week ago, I am feeling noticeably better.

“What have you found to be the best meeting rhythm for a copywriting team? Regular meetings to brainstorm on copy and ads? Meetings only when necessary to collaborate on new copy? As few meetings as possible and let the copywriters slave away in dark rooms? I appreciate your insights. (And great to see you still writing regularly. I read everything you put out.)” – CB

My Response: I haven’t formally thought about a “meeting rhythm” for copywriters. Or written about it. But what I’ve done, when working with teams, is have lead-storming meetings once a quarter or twice a year or annually, depending on scheduling needs.

Here’s how they work…

The meetings are tape-recorded.

Within 24 hours of a decision to go with a particular lead, the copywriter must produce a 500+ word first draft. I don’t like waiting more than a day for the first draft, because I’ve found that it’s easy to forget the cleverness of the core idea behind the lead. The core idea is more than just an idea. It’s the emotion behind it. It’s the wording. If you wait too long – say, a couple of weeks – the core idea will be gone. Even if everyone thinks they remember it. (Thus, the tape-recording.)

If the first draft is approved by the team, the next step is a second draft. Longer and more detailed. Usually about 1,000 to 1,500 words. Again, the copywriter must produce it within 24 hours.

Once that is approved, the team agrees to a deadline for the first draft of the full promo, sometimes including intermediate deadlines.

I think four weeks is the right amount of time for completing the first draft of a full promo, from idea generation to completion. I would not allow any more than that.

And then the rewrite begins. Depending on the suggestions given to the copywriter, the final draft should take no more than two weeks.

As far as working in solitude vs. in physical proximity with other copywriters is concerned, there is an obvious advantage to being surrounded with other writers. At the same time, many creative people find that working with others around is distracting. Considering the way so many people are working remotely today, I’d leave the writing itself decision up to the copywriters individually. But I would mandate that all the brainstorming and the team reviews be done in person.

Re Alex Hormozi’s recommendation of Ready, Fire, Aim in Tuesday’s issue: 

“Ready, Fire, Aim is amazing.” – JC

“It is one of the best, and I reread it about once per year.” – CH

“It’s your crowning achievement. Insights on every page!” – MS

Another mention from Alex Hormozi – this one for “The Rule of One”…

“You have stated several times in the past year that you believe the US is in for a significant and sustained recession. You have also said that, in spite of your expectation of an extended bear market, you are keeping most of your stock portfolio intact – i.e., you are not selling. Why not? Are you suggesting that everyone hold?” – JP

My Response: I don’t tell people what to do with their investments because I don’t think of myself as an investment advisor. What I do is write about decisions I’ve made for myself. As I’ve explained many times, my portfolio is made up of what I call “Legacy” stocks – companies that have the size and strength to endure through recessions and even depressions. So, even though I think there’s a good chance that we’re in for an extended bear market, I’m not selling.

As I pointed out in the Sept. 27 issue, if I had another sort of stock portfolio – one that was heavy in speculative and/or growth stocks – I would make a change. Likewise, if I were making money trading stocks, I’d stop and wait till the smoke clears.

But that’s not the position I’m in. I can afford to wait a year or even five or 10 years for the market to recover… which it always has. As TS, reminded me recently:

“The S&P 500 has been down 20% or more over a six-month period eight times since World War II. The first six months of this year were the latest example. Every time this has happened in the past, the market was positive for the next six months with an average return of 21.5%.

“Furthermore, in all seven previous times, the market was positive for the following 12 months with an average return of 31.4%.”

Re “We Were Not Just Wrong” in Tuesday’s issue: 

“That issue on COVID was a really good one. Also really scary.” – TG

“They have not learned. They are not abashed. They are lying to themselves even more than they lie to us precisely to prevent such things. The cognitive dissonance is re-writing memory so they recall being heroes, not villains.” – GM

“There may have been some fear mongering here and there during the pandemic, but I don’t think anyone that had a friend or family die of COVID will agree with your take on it.” – HB

“Read your blog on COVID – I was surprised at the vitriol in some of your condemnations. It seems to me you want to annoy anyone who thinks COVID is a real issue.” – DF

Re Bill Bonner’s view of US politics in Friday’s issue: 

“Pleased to know that Bill Bonner and I concur: The bureaucratic class of both parties are having us on. We are being had.” – JM

My Response: I agree with you and Bill re the balance of corruption in politics. Especially today.

The issue is interesting. On the one hand, I cannot imagine that everyone that goes into politics is corruptible to the core. Indeed, I do see some of our politicians, past and present, as good people that maintained their integrity. (I’d put Jimmy Carter and Ronald Reagan in that box.) But the nature of politics is about power. To advance one’s cause, no matter what it is, the method is to gain power. And that teaches young politicians that the end must justify the means. (The more committed one is to his/her mission, the more tempting it will be to accept that Machiavellian principle.) Add to this, the pressure in a bicameral legislature, like we have in the US, to be a team player, and the associated punishment if one is not. That, too, is something an up-and-coming politician must learn if he/she is to advance.

So, you have these built-in experiences that have the effect, purposely or not, of eroding personal integrity. And you have the fact that the rewards for playing the game increase as you move up the food chain. Not just the money, but the power. When you consider all that, the near universality of corruption is not just understandable but logical.

If all that were not enough, there is the fact that what legislators are asked to do – write and rewrite laws regulating everything from human behavior to the design and maintenance of nuclear reactors – is way beyond the necessary comprehension of any individual. And you have a recipe for economic, social, and political ideas that are not just idiotic but destructive.

“The Kurt Vonnegut letter in Tuesday’s issue  was horrifying and genuine. I had no idea, as I’m sure most did not…. By the way, the Japanese POW camps made the German ones look like a resort.” – AS

“I hope you get great satisfaction in knowing that your book [Ready, Fire, Aim] continues to guide the way and help thousands of people like me every year!” – RC

“I am reaching out to ask if there is any way to work with you as a mentor? I admire your story and what you have built. I am 23 years old and started my first company about six years ago.” – JJ

My Response: I appreciate the question, JJ. I think it’s smart for someone in your position – young but already moving in the fast lane – to seek out mentors.

Probably because of the many books I’ve written about business and wealth building over the years, I get requests like yours several times a month. It’s flattering to be appreciated, but I always wonder: Do these people think I’m retired and spending my days sitting on a porch somewhere? I am 72, but I’m still working 60+ hours a week on a half-dozen businesses and charities that need my attention.

So, the answer is no. But I can’t fault you for asking. What I’d recommend for someone like you (young and already a business owner) would be to join a mastermind group of business owners, of which there are many to choose from. I’ve been a guest speaker at several of those meetings and have been impressed with how they work. By putting together entrepreneurs of different ages, and with different levels of experience, and from different industries, these groups give you a rich base of wisdom to test your ideas and go to for advice.