VIDEO: Perry Marshall presents his “Theory of Relationships”, which comprises the most persuasive advertising by creating a psychic-connection with your audience.
At my first engineering job there was a guy in the next cubicle named Boris. He was a Russian immigrant.
Boris explained to me what it was like to stand in bread lines in the Soviet Union and have virtually zero choices… then come to America and walk into a supermarket and suddenly be assaulted with choices, inundated with options from every direction.
The effect on him was visceral. Physically overpowering. It was so shocking,
I remember it like it was yesterday. I was sitting on my couch in my 2-bedroom bungalow about a month after I escaped the Dilbert Cube.
I had a rickety but exciting brand new business, I had mostly replaced my income, the world was before me and I was thrilled.
AND I WAS SCARED.
It was a cool evening in the fall,