Sometimes a simple comparison helps you *instantly* understand something. 

This simple graphic seen on Instagram *instantly* shows your fullness level after eating 400 calories of 
oil -vs- beef -vs- vegetables:

I first learned what a "calorie" was when I was 26 years old, and comparisons helped me understand it better.

I ate King Size Snicker's bars all the time which were 440 calories each.
"440 calories" on it's own meant nothing until I started comparing it to  other foods.

I was shocked I could eat 12 clementines and get less than 440 calories! I even made this image for myself back then:

These comparisons slowly helped me discern good foods and bad foods.

Using comparisons (or "analogies") are very useful when explaining something!
 

I love this quote:

Quote

The mediocre teacher tells.
The good teacher explains.
The superior teacher demonstrates.
The great teacher inspires. 
- William Arthur Ward

I'm not a big hot sauce person, but for some reason this one just hits the right spot:

- Very flavorful.
- Goes on anything.
- Not hot enough to wreck stomach.

Cholula is great in general, but the Chipotle flavor is even yummier!

Yesterday was my 40th birthday, so here's 40 lessons l've learned about life...

Just kidding, I dunno anything, I'm just gonna have fun 🤩

I was in Mexico City last weekend celebrating a bit, and this weekend I'll be in Austin. 

Friends have stuff planned but I don't know what it is yet 😬

"Be clear, not clever" is generally great advice, especially when trying to sell something. 

However sometimes "cleverness" and "beauty" can work!

For example I think this graphic of bicycle parts is both beautiful and clever:

Or what about this clever (and kinda funny) ad for Pringle's Hot & Spicy 😂

Or this beautiful Rolls Royce ad just showing how pretty the car is:

When selling and writing, I think clearness is best.....but every once in a while some cleverness and beauty can go a long way!

The "Compression of Information" marches forward as we get better technology. 

For example I made a 7 minute video about "Becoming Indispensable", but recently put out a YouTube Short video that's only 39 seconds....and to be honest it kinda gets the same point across, but 10x more efficiently!

To me, copywriting has always been about getting information from one brain to another brain....or one brain to a MILLION brains. 

Whichever the most efficient method is best. 
 

This "compression of information" has happened to reading:
🕓 🕓 🕓 Books: Days to read.
🕓 🕓 Magazine Articles: Minutes to read.
🕓 Tweets: Seconds to read. 

Also it's happening to video:
🕓 🕓 🕓 Movies: Hours to watch.
🕓 🕓 YouTube Videos: Minutes to watch.
🕓 "Shorts" Videos: Seconds to watch. 

I've been experimenting with some shorter form content all this year, maybe you could follow me on those platforms to see it?

• Instagram
• YouTube
• Twitter
• TikTok
• LinkedIn

Do you like shorter form content? Do you consume it?? Reply and let me know!