# Become A Better Writer In 60 Minutes (Masterclass)  ## Episode metadata - Episode title: Become A Better Writer In 60 Minutes (Masterclass) - Show: My First Million - Owner / Host: Hubspot Media - Episode publish date: 2024-02-19 - Episode AI description: Discover the three-step writing framework that skyrocketed the hosts' newsletters to success. Learn why thinking clearly leads to writing clearly and how to draft quickly while allowing ideas to incubate. Explore the significance of captivating openings, storytelling techniques, and creating curiosity gaps. Gain insights into the art of strong editing and maintain a swipe file for inspiration. From writing like you talk to using humor effectively, this masterclass equips you with essential skills to elevate your writing. - Mentioned books: [On Writing](https://share.snipd.com/book/d051f1a2-f95b-40e2-b166-299b0563cc22) by [Stephen King](https://share.snipd.com/person/058b5001-cfc5-4e41-8784-b48a72f84965) - Duration: 58:53 - Episode URL: [Open in Snipd](https://share.snipd.com/episode/d7bbd82a-1bb5-4f92-be25-ebf177bcda30) - Show URL: [Open in Snipd](https://share.snipd.com/show/a3bc85ac-9318-431c-9821-7a14a7408e4b) - Export date: 2026-02-11T20:07:11 ## Snips ### [How to Persuade People to Do Something](https://share.snipd.com/snip/92412346-1c85-4e05-840b-4d4f63ec15e5) 🎧 02:39 - 03:56 (01:17) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/255d890c-d995-439d-a9d7-32c58f3fb76b" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Writing persuades people in a scalable way. - Use it to convince others to take action, join your company, or even go on a date. #### 💬 Quote > It's persuasion in the most scalable way. > — Sam Parr Sam Parr on the power of writing #### 📚 Transcript **Sam Parr:** So **Shaan Puri:** let's **Sam Parr:** let's **Shaan Puri:** start **Sam Parr:** start **Shaan Puri:** with **Sam Parr:** with **Shaan Puri:** before **Sam Parr:** before you you guys start guys writing. start And writing. so And so someone someone asked asks us us why why, right, or write, someone or asks us, someone how do asked you us, get how do better you get at better at writing? writing? I I actually actually want want to change to change it it to to why why you you should should even even care care about about being being a a better better writer. writer. And And so so there's there's a a few bullet few bullet points points that that we we have. have. So So the first the being first being is, this is is this the most is the self-serving most self-serving thing, thing, but but I I want want to to say say it up front. it It's upfront. It's persuasion persuasion in in the most the scalable most scalable way. way. The The reason reason I got into I writing got into was I writing was selling was I was selling street street meat, meat, hot hot dogs dogs on on the the side side of of the road. the road. And I And was I selling was selling one-to one to one and And I I got got pretty pretty good good at at it. it. But then But I then realized I realized this this is is really really hard. hard. And And so I so learned I learned about copywriting. about copywriting and And I I figured, figured, look, look, now now I I can can write write something something and and it could it could scale scale to an to an infinite infinite amount amount of of people. people. I I never never have have to to change change it. it and And I I can convince can convince people people to to do do something. something. Now, Now, we're we're not not just just talking talking about about copywriting. copywriting. We're We're talking talking about all about types all of types of writing. writing. So So I can I convince can convince someone someone to feel to a certain feel way, a certain whether way, I'm writing whether a I'm short writing story a short story or or I'm I'm writing writing a blog a post. blog post. I I can can convince convince someone someone to join to join my my company. company. I I use use copywriting copywriting on on Tinder Tinder when I when want to I convince want to convince a girl a to give girl to me give a me chance a chance to to go go on on a a date day with me. with We're me. We're talking talking about all about types all types of writing. of writing. But But at the at the end end of of the the day, day, we're always we're always typically trying typically to persuade trying to someone persuade to someone do something. to do something. So So it's it's persuasion persuasion in in the most the most scalable scalable way. way. And that's And that's one one of of the reasons, the reasons, one one of the most of important the most important self-serving self-serving reasons reasons why why I I think think people people should should care care about about writing. writing. What What else? else? Yeah, **Shaan Puri:** Yeah, that's that's the the first first one. one. The The second second one is one more is more internal internal and and wholesome, wholesome, right? right? Some Some people people are like, are I like, don't ah, I know don't if I know want if to do I persuasion. want to do persuasion. Truth Truth is, is you do. you Anything do. Anything you're you're trying trying to to make make happen, happen, you're you're usually usually going going to need to to persuade need to persuade either people --- ### [The Power of Writing](https://share.snipd.com/snip/47680622-cc6f-40e1-b9d0-6a5ffa23fbb9) 🎧 04:32 - 05:55 (01:23) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/943a2fa4-85fa-43ef-be94-82685e5ca68c" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Clear writing reflects clear thinking. - Writing is a forcing function for clarity and generates new ideas. #### 💬 Quote > To write clearly, you must think clearly. > — Shaan Puri Shaan Puri on the connection between writing and thinking #### 📚 Transcript **Shaan Puri:** The second second one one is is to to write write clearly, clearly, you you must must think think clearly. clearly. And the And reverse the reverse is is true true too. too. If If you you want to be want a great to be thinker, a great you thinker, want to have you clarity want to have of clarity thought, of writing thought. is Writing an is an essential essential tool tool for for that. that. So So writing writing is is a a forcing forcing function function for for you you to be to able to be think able clearly. to think You clearly. You can't hide behind can't bad hide writing. behind bad Bad writing writing. Bad writing will will show bad show bad thinking. Whereas thinking. Whereas if you if have great you have thinking great and thinking you and write, you it'll write, it'll come come through. through. And And so so writing writing is is a this, it's truth teller a truth teller potion. potion. It It will reveal will reveal how how clear clear your your thinking thinking is. is. And And the the trick trick is, is, most most people people think think about about it it as as in, in writing writing is is a way a for way me for to me to communicate communicate my my ideas ideas to to you. you. And And they think they that, think that, oh, oh, writing writing is is the the bottleneck. bottleneck. They're They're like, like, ah, I'm ah, just I'm not just a not good a writer. good Nobody writer. ever Nobody says ever I'm says not I'm a great not a thinker. great thinker. But the But truth the truth is, is, if you if you actually actually get get down to down it, to people it, people who who struggle struggle with with writing, writing, it's it's because because they don't they have don't the have idea the idea clear clear in in their their mind. mind. And so And writing so writing helps helps you you clear clear up the up fog the fog in in your your brain and brain get and crystal get crystal clear clear clarity clarity on on what what are are you you actually actually trying trying to say? to say, What what are are the the ideas? ideas? But it But also it also works works to to not not just just communicate communicate ideas, ideas, but to but to generate generate them. them. I I think think Paul Paul Graham Graham said said this this, and it and was it so was so true. true. He He goes, goes, people people think think that that writing writing is is only only about about communicating communicating the the ideas ideas you you already already have. have. But But actually actually, the the truth truth is is, when when you sit you down to sit write, down you to will write, generate you will new generate ideas. new ideas. Writing is Writing an is an incredible incredible idea idea generator. generator. And so And so it's it's like, like you starting know, a starting little little fire fire in in your your brain. brain. And, And you those know, those sparks sparks can lead can to lead new to thoughts, new new thoughts, ideas new ideas that are that are quite quite powerful. powerful. And if And if you're not you're writing not regularly, writing regularly, you're you're missing missing out out on on some some of those of those ideas. ideas. And **Sam Parr:** I --- ### [The Power of Emotions](https://share.snipd.com/snip/5303a190-fcb3-4756-b6b0-81c344d2e339) 🎧 07:43 - 11:09 (03:26) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/ca2948f6-4982-48f1-8d43-cf9347a0a2e4" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Begin writing with the desired reaction in mind. - Determine the intended action and key takeaway before starting. #### 💬 Quote > Begin with the end in mind. > — Shaan Puri Shaan Puri on planning your writing #### 📚 Transcript **Sam Parr:** Now, how **Shaan Puri:** how do **Sam Parr:** do **Shaan Puri:** you **Sam Parr:** you **Shaan Puri:** actually **Sam Parr:** actually **Shaan Puri:** do **Sam Parr:** do it? **Shaan Puri:** it? So So for for me, me, all all the work the begins work begins before before I've I've typed a typed a single single word. word. And And I I always always say, say, you you want want to begin to begin with with the the end end in in mind. mind. What What I I mean mean by this by this is, before is before I I write write anything, anything, I I first first decide decide what is what is the the reaction reaction I I want. want. I I learned learned this this from from a a guy guy named named Chris Chris Quigley. Quigley. I I don't don't know if know you know Chris if you Quigley, know but Chris he Quigley, was a, but this he was a, is this character. is character. He He came came to to town town in San in Francisco San from, Francisco from, from from the the UK UK and and he he was, was, he he was, hosts, he had he had an an ad ad agency agency and and his his ad ad agency, agency did the one one specific specific thing. thing they They would would make make videos videos go go viral. viral. And And I I remember remember talking talking to to Chris Chris and and I I was like, was wow, like, wow, it it would would be be awesome awesome to to do do a a viral viral video. video. That sounds like kind of That like sounds like a kind of lottery like ticket a lottery thing. ticket thing. Like what Like, if what my if YouTube my YouTube video just video went just viral went viral and and got got millions millions of of views? views? How How crazy crazy would would that that be? be? And And I I asked asked him, him, I go, I go, what's what's your your hit hit rate? rate? Like, Like, you you know, know, out out of every of every a 100 hundred videos videos you do, you how many do, go how many go viral? viral? One, One, two, two, three videos three videos out out of a of a hundred. hundred. And he's And he's like, like, no, no, if if we we do do 10 10 videos, videos, eight eight or or nine nine will will go go viral. viral. Really? Really? And I was And like, I was like, what? what? And And he's he's like, like, well, well, for for two two reasons. reasons. And And he said, he number said, number one, we one, have a we large have blog a large audience. blog audience. So So we we can can guarantee guarantee the first the like 100,000 first like 100,000 views, views, like like it it will will get get seen seen. and won't It won't just just get get lost lost in in the the abyss abyss of of the the internet Internet of of content. content. Like whatever Like, whatever we have, we have, it'll it'll get get seen. seen. He's He's like, like, but but that doesn't that doesn't make make you go you viral. go viral. That That just just makes makes sure it sure gets it a gets a chance. chance. He Because goes, the second the thing second is thing we is we always always work work backwards backwards from from an emotion. an emotion. He He goes, goes, people people will only will only share share or or act act if if they they feel feel something something at at the the end. end. So So he, he he created created this thing this that he thing had like, that LOL, WTF, he had like OMG, LOL, WTF, OMG. uh, like, All like, you know, you know, something something so so cute, cute, uh, heartwarming. heartwarming. And And so so he's he's like, these like, these are the are only the emotions only emotions that that you you can can tap tap into. into. There's There's like like seven seven or or eight eight emotions emotions that that people people can tap can can tap into. into. And And he he would would work work backwards. backwards. He He would say, we say, don't we write don't a write script a until script until we first we first pick pick the the emotion. emotion. We're We're going going for for. wow, Wow. or Or we're we're going for going WTF for WTF outrage. outrage. Oh, Oh, WTF WTF outrage. outrage. Uh, You you know, know, I'll I'll give give you an you example an of example one of one that I that just I just saw saw yesterday. yesterday. Elon Elon Musk Musk tweeted tweeted out this out thing that this was, thing uh, that was some some hidden hidden like like language language in in a bill, a bill, like like a a bill bill that's that's going going through through Senate Senate right now. right That now was that like, was like, if if the the next next president president gets gets elected elected and and they they decide decide to stop to stop spending spending on on the the war war in in Ukraine, Ukraine, they they could could be up be for up impeachment for impeachment because because of of the the way way this this bill bill is is written. written. And And he he was was like, like, oh, my oh God, my the God, Democrats the are Democrats baking are baking this this in in to to the the bill. bill. They're They're trying to trying pass to this pass on this page on page 140. 140. They're They're trying to trying slip this to right slip this under right your under nose your without nose without telling telling anybody. anybody. And And they're they're going to try going to impeach to try to impeach Trump Trump. if If he he got got elected elected and and tried tried to to stop, stop, tried to, tried you to, know, you if he know, if he got got peace peace in in the, the Ukraine in the, in the Ukraine and and stopped stopped the the spending, spending, he could he could be be up up for impeachment. for impeachment. And And of of course, course the the post post goes goes super super viral viral because because it's outrage. it's outrage. It's It's outrage outrage from from the the Democrats. Democrats. It's It's outrage outrage from from the Republicans. the Republicans. That That is is engineered engineered to to go go viral. viral. And And so so similarly, similarly, Chris Chris used used to to have have a a search search engine. engine. He He used to be used to able, be he able to, created he created a tool a internally tool internally for them for where them they where they could could just just search search by by emotion emotion and and it it would would show show them them YouTube YouTube videos videos that are that targeting are targeting that that emotion emotion and and they they would would use use it it when when they they would brainstorm. would brainstorm. And And so so I stole I stole this this and and I I would would start start with, I with, asked I myself asked myself three three questions. questions. What What is is the the reaction reaction I I want? want? That's That's always always an an emotion. emotion. The The next next one one is what is, is what the is the action action I I want? want? So So what what do do I I want want them them to to do do after after they they read read this? this? Like Like click click the the buy buy button, button, click click the share the button, share button, forward forward this to this a to friend, a friend, sign sign my my petition, petition, whatever whatever it it is, is, who knows who knows what what it it is. is, but But what's what's the the reaction? reaction? What's What's the the action? action? And And the the last last thing thing I I say say is is, at at the the end end of of this, this, if if they they could just could remember just remember one one line line or or one one takeaway, takeaway, one one sentence, sentence, what what would would it it be? be? What What would would I I pick pick out out of of the the whole whole thing thing that that I I just just wrote? wrote? Because Because people people remember sentences, remember sentences, not not books. books. And And so so you you have have to think to think about about that. that. So So I I always always begin begin with the with the end end in in mind. mind. I I decide decide those those before before I I ever ever write write a a word. word. Do Do you you do something do something similar? similar? I --- ### [How to Be a Great Writer in the World](https://share.snipd.com/snip/d8710204-8e21-4f21-a77c-5b3e6f95e001) 🎧 11:09 - 11:52 (00:42) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/cc7d16ca-f5c2-4b1f-8453-6ed7e568c9f7" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Start with a headline and sub-headline, not a full outline. - Use the sub-headline as your guiding focus for writing. #### 💬 Quote > I actually don't do outlines. [...] My outline instead is that one sub headline. > — Sam Parr Sam Parr on his writing process #### 📚 Transcript **Sam Parr:** I **Shaan Puri:** do **Sam Parr:** do **Shaan Puri:** the exact **Sam Parr:** the exact same same thing. thing. And And typically I I start start with with a a headline headline and and I I start start with with the the sub sub headline. headline. So So if if you share you on share Facebook, on the Facebook, headlines, the headlines, the big text, the big the sub text, headline the sub is headline the is the 180 180 character character thing underneath that. thing underneath that. Oftentimes Oftentimes I I go go back back and and I I change change the the headline headline a a ton, ton. but But that that one one sentence sentence, that what I I call the call sub the headline, sub headline, that doesn't that doesn't change. change. And And that that one one sentence sentence is is what what helps helps like clarify clarify when what I'm going I'm going to to write. write. So So I I actually actually don't don't do do outlines. outlines. So So there's a lot there's of a lot things of that things I that think I you're think you're taught taught in in fifth fifth grade grade that that I I think think are are really really stupid. stupid. One One of of them them is is an an outline. outline. I I guess guess I it's guess it's OK to okay to teach teach that, that, but I but I don't don't use use outlines outlines anymore. anymore. And And my my outline outline instead instead is is that that one one sub sub headline. headline. **Shaan Puri:** That's **Sam Parr:** That's what **Shaan Puri:** what **Sam Parr:** I **Shaan Puri:** I use. **Sam Parr:** use. **Shaan Puri:** In --- ### [How to Write Effectively](https://share.snipd.com/snip/203134ed-9c61-479d-a600-f8b83a4e41cc) 🎧 13:09 - 13:54 (00:45) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/6b8ed764-ea3c-40eb-9af5-6cb25e3d9b0b" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Use copywork as a warm-up exercise before writing. - Copy writing you admire by hand to get into a flow state. #### 💬 Quote > Copy work is basically when you take writing that you love [...] and you literally copy [it] by hand. > — Sam Parr Sam Parr on preparing to write #### 📚 Transcript **Shaan Puri:** the **Sam Parr:** the **Shaan Puri:** second **Sam Parr:** second **Shaan Puri:** half **Sam Parr:** half of of this this episode, episode, let's let's go go through through all all those those like like tips tips and and tricks tricks. in In terms terms of of in in terms terms of writing. of My writing, process my process is is I do I do copy copy work work, and then then I I draft, draft, then then I I incubate incubate and and then then I I edit. edit. So So what what that that means means is is copy copy work. work. It's It's the the same same way. way. It's It's this old this old technique technique that people that people have learned have learned how how to to write. write. We We don't don't do do it it anymore. anymore, But but I I found it to found be it the to most be the effective most effective way. way. I I set myself sat in a myself room for in like a room two for hours like two a hours day a and day did and this did this for for like like eight eight months months in in order order to learn to how learn to write. how to And copywork write and copy is work basically is basically when you when take you writing take writing, that writing that you you love, love. it It could could be be a a full full book. book. It It could could be a be script a for script SNL. for SNL. If If you you want want to learn to how learn to how write to comedy, write comedy, it it could could be be a a blogger blogger that that you you like. would like When when I'm I'm writing writing an an important important piece, piece, I'll I'll just just write write maybe maybe for 10 for 10 minutes. minutes. I I literally literally take take my my pen pen and and by by hand, hand, I copy I copy someone someone else's writing else's that writing I that really I really like. like and And that that helps helped me me get get into into the flow. the flow. So --- ### [How to Write Word for Word](https://share.snipd.com/snip/ea5d7434-54b8-41a5-8f56-48e3ad99f2bb) 🎧 13:54 - 14:15 (00:20) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/e2bc7062-dd98-48b8-bd98-a05c1bed6801" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Before writing, determine the desired reader reaction and a captivating headline. - Don't immediately start writing; warm up first like you would before a workout. - Use "copy work": handwrite content from authors you admire for about 10 minutes before starting your own piece. #### 💬 Quote > You don't just jump in, like if you're going to go do a workout, you don't just go start sprinting right away. You warm up. [...] You do the same thing before you write a word of your own. You start by writing, but not your own words. You take some writing that you really like [...] to steal their little writing juju. > — Sam Parr Sam Parr's advice on preparing to write. #### 📚 Transcript **Shaan Puri:** So we **Sam Parr:** what **Shaan Puri:** said **Sam Parr:** we **Shaan Puri:** was before **Sam Parr:** said **Shaan Puri:** you've **Sam Parr:** was, before **Shaan Puri:** written **Sam Parr:** you've **Shaan Puri:** a word, **Sam Parr:** written **Shaan Puri:** like **Sam Parr:** a word, **Shaan Puri:** most people **Sam Parr:** like most **Shaan Puri:** to **Sam Parr:** people just **Shaan Puri:** sit **Sam Parr:** sit **Shaan Puri:** down, **Sam Parr:** down, **Shaan Puri:** they **Sam Parr:** they start **Shaan Puri:** start trying **Sam Parr:** trying **Shaan Puri:** to **Sam Parr:** to **Shaan Puri:** write. **Sam Parr:** write. What **Shaan Puri:** What **Sam Parr:** we've **Shaan Puri:** we've told told you you is is do do two two different different things things instead. instead. Begin Begin with with the the end end in in mind. mind. What You know, the, is what the is action, the action, the the reaction reaction you you want? want? And And what's what's the, the, what would what would be be the the headline headline that that would would grab grab somebody? somebody? And And then then the the second second thing thing Sam Sam saying saying is is you you don't just don't jump just in. jump in. Like, Like, you know, you if know, you're if you're going going to to go do go a do workout, a workout, you you don't just don't go just start go sprinting start sprinting right right away. away. You **Sam Parr:** You --- ### [How to Draft Your Own Thing](https://share.snipd.com/snip/e5408cbf-44fd-4fc3-83a7-bbfe3337108b) 🎧 16:07 - 17:39 (01:32) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/9101843c-0362-4b58-a920-aa363e5b7228" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Draft quickly without worrying about perfection, then incubate. - Step away from your draft for a while before editing. #### 💬 Quote > Draft fast, incubate slow. > — Sam Parr Sam Parr on the writing process #### 📚 Transcript **Shaan Puri:** Same way Same way. you You do do copy copy work work before before you you write write your your own own stuff. stuff. The **Sam Parr:** The **Shaan Puri:** second **Sam Parr:** second step step is actually is where actually a where lot a of lot of people people get get screwed screwed up. up. So So it's it's the the drafting drafting step. step. And And the the reason reason people people get screwed get screwed up up here here is because is because they're afraid they're to afraid look to stupid. look stupid. And And the the drafting drafting step step is actually is where actually you're where supposed you're supposed to to look look stupid. stupid. And And so so whenever whenever I I draft draft something, something, I I just just banging bang out it out as as fast fast as I as I can can. and it And it sounds sounds really really dumb. dumb. And And I I accept accept that that it it sounds sounds dumb. dumb. And And I I, and and here's here's why. why. Because Because after the after drafting the drafting set set is is the the incubation incubation period, period. you You know, like, know, um, like, have have you ever you ever heard heard of of like like the the phrase phrase like like shower shower thoughts thoughts, where you where you like like think think of of silly silly things things in in the the shower? shower? I I actually, actually, I I think think there's there's like like some some science science behind behind this. this. I I think think I I forget forget what what it's it's called, called. but it's like But it's when you're like when out you're out riding riding a a bike bike, and you're and you're out out going going for a for walk, a walk where where you're just you're sitting just things, sitting things, I I think it's think called it's passive called passive thinking. thinking. You You actually actually get great get great breakthroughs. breakthroughs. And And so so what what I I like like to do to is do I draft is I my draft first my first thing. thing that It doesn't doesn't take take very very long. long and I And I know know that that it's it's bad, bad, but I but I don't don't show show anyone. anyone. Then Then I I go for go a for walk, a walk or or I'll I'll just just sit. sit. Sometimes Sometimes that that will will take take 48 48 hours. hours. Sometimes Sometimes that that will will take take one one hour, hour, sometimes sometimes 10 10 minutes, minutes, sometimes sometimes a a week. week. I I just just let let it it sit. sit. And And then then I I do do nothing. nothing. Now Now, here's here's where where the the last last part and part the and most the most important important part part is. is, uh, Ogilvy, Ogilvy, one of one my of my favorite favorite writers. writers, what's What's his his first first name? name? David, David. David David Ogilvy. Ogilvy. He's He's got got this this great great line. line. He He goes, goes, I'm I'm a lousy a lousy writer, writer, but but I'm I'm a a good good editor. editor. And And this this is is where where greatness greatness happens. happens. It happens. Stephen Stephen King King calls calls it it killing killing your your darlings. darlings. He He says says, the the editing editing phase phase is where is where all all the the great great stuff stuff happens. happens. And And this this is is actually actually where the where gold the happens. gold happens. And And a lot a of people lot don't of people do don't this do process. this process. What What they they do is do they is write they their write draft, their thinking draft, that's they the final can, that's bit, the and final they bit get and they afraid get afraid and and nervous nervous, and and they they never never write write it. it. And And they they don't don't actually actually incubate, incubate and and they they don't don't actually actually edit. edit. Do Do you you do these do things? these things? **Shaan Puri:** 100% **Sam Parr:** 100%. **Shaan Puri:** you, **Sam Parr:** I **Shaan Puri:** I --- ### [The Importance of Having a Swipe File](https://share.snipd.com/snip/0e815a40-999d-4753-a85a-3d8944591565) 🎧 20:01 - 21:04 (01:02) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/640c31d4-0568-4913-9674-dd8b8e82d97c" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Build a swipe file of good writing examples that resonate with you. - Save phrases, headlines, and connecting words for inspiration. #### 💬 Quote > Build your swipe file. > — Shaan Puri Shaan Puri on gathering writing inspiration #### 📚 Transcript **Shaan Puri:** you **Sam Parr:** hear **Shaan Puri:** hear how **Sam Parr:** how he **Shaan Puri:** he **Sam Parr:** phrased **Shaan Puri:** phrased that? **Sam Parr:** that? **Shaan Puri:** That **Sam Parr:** That **Shaan Puri:** word, **Sam Parr:** word, **Shaan Puri:** that **Sam Parr:** that **Shaan Puri:** was **Sam Parr:** was a **Shaan Puri:** a **Sam Parr:** sharp **Shaan Puri:** sharp phrase, **Sam Parr:** phrase **Shaan Puri:** that **Sam Parr:** that **Shaan Puri:** cut **Sam Parr:** cut **Shaan Puri:** to **Sam Parr:** to **Shaan Puri:** me. **Sam Parr:** me. **Shaan Puri:** One **Sam Parr:** One **Shaan Puri:** of of the things the we things didn't we say didn't say in in the before the before phase phase is is having having a a swipe swipe file. file. So, So well, yes, **Sam Parr:** well, **Shaan Puri:** the **Sam Parr:** yeah, **Shaan Puri:** thing **Sam Parr:** classic **Shaan Puri:** that **Sam Parr:** thing **Shaan Puri:** that all all writers writers have have and all and marketers all marketers have, which have, is which a is a swipe swipe file, file. it's It's basically basically a stash. a stash. Whenever Whenever you you see see something something dope, dope, something something that's that's well well done, done, something something that's that's good, good, you you just just stash stash it it away away so so that when that it when comes it time comes for you time to for make you to one, make you one, could you can be be like, like, I I need to need make to make a a landing landing page page. and you And you would would go go and and you'd you'd look look at at your your stash stash of of great great landing landing pages pages you've you've seen. seen And and you you would have would so have much inspiration so much inspiration right right there there ready ready for for you your at your fingertips fingertips because because you you did did the work the beforehand. work beforehand. And And so so that's that's another another one one of of the the before before is is you you got got to to have have a swipe a swipe file. file. We, I have I one have for phrases, one for for headlines, phrases, for for headlines, connecting for connecting words, words, for for hellos sight, for hellos and goodbyes and goodbyes. because for Because for some some reason, reason, whenever whenever I'd I write write my newsletter, my newsletter, I I knew knew what what I wanted I to wanted say. to But say, the but start the always start always was so was awkward. so awkward. It It was like, was hello, like, hello, you you know, know, hello there, hello friends. there, friends. And And I I was was like, God, like, this God, sucks. this sucks. And And then then I I started started keeping keeping a a file file of like, anytime of like, anytime I'd like I to liked like an an opener opener or or a a closer, closer. so I So have I have one one opener's opener's file, file, one one closer's closer's file and file, I have and I have a a whole whole bunch bunch in in there there that that I can I use can use to riff to off riff off of of because because for that for whatever whatever reason, reason, that that was was my my my blocker blocker when I when would I write. would write. --- ### [The Importance of Having a Swipe File](https://share.snipd.com/snip/e7b1ec3a-32b6-43fd-97b0-02ffff47c72b) 🎧 20:01 - 20:32 (00:30) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/57131157-ce9e-4012-9d79-8b700678df33" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - All writers and marketers should keep a swipe file. - This file is a collection of examples of well-written content from different sources. - Save anything you find inspiring: phrases, headlines, connecting words, etc. - Use it as a reference when creating your own content to overcome writer's block and spark inspiration. #### 💬 Quote > Whenever you see something dope, something that's well done, [...] you just stash it away so that when it comes time for you to make one, you could be like, 'I need to make a landing page,' and you would go look at your stash of great landing pages [...] and you would have so much inspiration right there. > — Shaan Puri Shaan Puri explaining the importance of having a swipe file. #### 📚 Transcript **Shaan Puri:** you **Sam Parr:** hear **Shaan Puri:** hear how **Sam Parr:** how he **Shaan Puri:** he **Sam Parr:** phrased **Shaan Puri:** phrased that? **Sam Parr:** that? **Shaan Puri:** That **Sam Parr:** That **Shaan Puri:** word, **Sam Parr:** word, **Shaan Puri:** that **Sam Parr:** that **Shaan Puri:** was **Sam Parr:** was a **Shaan Puri:** a **Sam Parr:** sharp **Shaan Puri:** sharp phrase, **Sam Parr:** phrase **Shaan Puri:** that **Sam Parr:** that **Shaan Puri:** cut **Sam Parr:** cut **Shaan Puri:** to **Sam Parr:** to **Shaan Puri:** me. **Sam Parr:** me. **Shaan Puri:** One **Sam Parr:** One **Shaan Puri:** of of the things the we things didn't we say didn't say in in the before the before phase phase is is having having a a swipe swipe file. file. So, So well, yes, **Sam Parr:** well, **Shaan Puri:** the **Sam Parr:** yeah, **Shaan Puri:** thing **Sam Parr:** classic **Shaan Puri:** that **Sam Parr:** thing **Shaan Puri:** that all all writers writers have have and all and marketers all marketers have, which have, is which a is a swipe swipe file, file. it's It's basically basically a stash. a stash. Whenever Whenever you you see see something something dope, dope, something something that's that's well well done, done, something something that's that's good, good, you you just just stash stash it it away away so so that when that it when comes it time comes for you time to for make you to one, make you one, could you can be be like, like, I I need to need make to make a a landing landing page page. and you And you would would go go and and you'd you'd look look at at your your stash stash of of great great landing landing pages pages you've you've seen. seen And and you you would have would so have much inspiration so much inspiration right right there there ready ready for for you your at your fingertips fingertips because because you you did did the work the beforehand. work beforehand. And And so so that's that's another another one one of of the the before before --- ### [How to Write a Successful Article](https://share.snipd.com/snip/efba1369-eea9-4d8b-9c37-91b59db98783) 🎧 23:21 - 24:35 (01:13) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/36d1704b-c4ff-4b63-b5df-c89f45ab5ffe" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Don't bury the lead. - Start with a strong, attention-grabbing sentence. #### 💬 Quote > Don't bury the lead. > — Shaan Puri Shaan Puri on strong openings #### 📚 Transcript **Shaan Puri:** Yeah, here's **Sam Parr:** here's **Shaan Puri:** right. **Sam Parr:** right. Here's **Shaan Puri:** Here's **Sam Parr:** the **Shaan Puri:** the mistakes. **Sam Parr:** mistakes. Common **Shaan Puri:** Common mistakes. **Sam Parr:** mistakes, **Shaan Puri:** mistake Mistake number number one. one. They They start start with a with bunch of a intro bunch context of intro background context, background fluff. fluff. You You wrote wrote the a, tip the tip is actually is actually don't don't bury bury the the lead. lead. So So the the first first sentence sentence should should punch. punch. So So try try putting putting the the most most important important sentence sentence at at the the top. top. Try Try putting putting the the most most provocative provocative statement statement at at the the top. top. Try Try putting putting the the promise promise at at the the top top or or the the bait, bait, the hook the hook at the at the top. top. So So as as an example, an you example, have you have one one here here that that when when you, when you you were were building building the hustle, the one hustle, of one the of the things things you you tried try to do to was do these was these viral viral blog posts, blog you posts. were like, You were like, I'm going I'm going to to write these write blog these posts. blog posts. If If I I can get can a get million a views million views on those blog on those posts blog and posts some and, you know, percentage some percentage of them of subscribe, them will subscribe. That's that's how how I'll I'll grow grow my my subscriber subscriber base. base. And Right. And I I remember remember reading reading this, this, which which was was first first sentence. sentence. I I spent spent the the last last 30 30 days days eating eating nothing nothing but but Soylent, soil and a a new new age age powdered powered, meal powdered meal replacement. replacement. Why Why would would I I do something do something so stupid? so stupid? I'll I'll explain. explain. But But first, first, if you're if not you're not familiar familiar with with sort Soylent, of like, here's here's the the gist. gist. A A great great opener, opener, right? right? Because Because rather rather than than saying, saying, you you know, um, know, you know, the the last last few few days days have have been, been you really know, really tough tough for for me me because because I've I've been been doing this doing new this experiment. new experiment to give To give you you a background, background who I who am, I am. I'm I'm Steve. Steve. I'm I'm a a programmer programmer here here at at this company. this company. And, And, you you know, know, I'm I'm blah, blah, blah, blah, blah, blah, boring, boring. Right. right? So So instead instead, I spent I the spent last the 30 last 30 days days eating off eating off the the with Ways soil. Soylent. Why Why would would I I do do something something so stupid? so stupid? Let Let me me explain. explain curiosity Curiosity has has been been created. created. And And now now I I want want to to know. know. --- ### [How to Grab Your Attention by Not Bearing the Lead](https://share.snipd.com/snip/9a96fe85-282c-42a7-a7e8-4e1c9cac0cee) 🎧 24:35 - 26:58 (02:23) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/fcfc00b3-a56f-4090-b669-ce9a153e68bf" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Create a curiosity gap in your writing. - Grab the reader's attention and make them want to read more. #### 💬 Quote > Mind the curiosity gap. > — Sam Parr Sam Parr on engaging readers #### 📚 Transcript **Sam Parr:** Yeah, Yeah, typically typically, when when you're you're thinking about thinking the about lead, the so lead, I so found I found it it helps helps with with a a few few things. things. One, One, if you're if you're new, new, what I tell what I people tell people is, is, let me let see me see your your opener, opener, cut cut it and it and like like cut almost cut all of almost it, all except of it for except like for the like the last last couple couple of sentences. sentences. And And that's that's typically typically a a good good trick. trick. And And the the reason reason why why I I say say that that is is when when you're you're taught taught in school in how school, to write, how have to you write, ever heard have of you like a ever thesis heard of statement like a where thesis statement you have where like you a opening have like paragraph a opening with paragraph the with thesis the thesis at at the the bottom, bottom? point Point one, one, point point two, two, point point three three, and and then then a a closer? closer. I'm I'm like, like, just just tell tell me me your your thesis thesis statement statement right right off off the the run right up. up. Like Like, just just just just say say that, that just just punch punch me in me the in the face face with with that. that. That should That should be be your your that that should should be be your your opening opening line. line. Another Another thing thing is is I I like like to to think think of of have have you you been to been England to and England and have you have ever noticed you ever they noticed have signs they that have signs say that mind say mind the the gap? gap? Right. Right. I I guess guess that's that's like like when when you're I you're, always say I always mind say the mind curiosity the curiosity gap. gap. So So mind. mind. So So with the with curiosity the curiosity gap means gap I'm going means to I'm I'm going going to I'm to punch going you to punch in you in the the face face to to grab grab your your attention attention because because that that gets gets you to you fall to down fall the down slippery the slippery slope. slope. And And the the more more that that you you fall fall down that down that slope, slope, the further the further you're you're going going to to continue continue to to read. read. And And so so I I want want to to grab grab your your attention, attention, but but I I don't don't want want to to tell tell you you exactly exactly everything, everything, but I want but to grab I want your to grab attention your attention by by not bearing not bearing the the lead. lead. And I'm I'm going to going get to you get to you fall down to this fall down slope this slope a a little little further. further. Yeah, **Shaan Puri:** Yeah, that simple **Sam Parr:** the simple **Shaan Puri:** test **Sam Parr:** test **Shaan Puri:** is **Sam Parr:** is **Shaan Puri:** take **Sam Parr:** take **Shaan Puri:** your **Sam Parr:** your **Shaan Puri:** hand, cover hand, cover up all up all of of the the text text except except for for the the first first two two sentences. sentences. Read Read those those first first two two sentences sentences and and be like, be like, what if if I didn't I know me, if didn't I didn't care know about me, me, if if I I didn't didn't, if care I about didn't have me, to if read I didn't this, what have I want to read, to read what this, I need would to I want read to read? the next Would I sentence, need to not read what the I next need sentence? to do the whole Not would thing, I need what to read I the whole need thing? Would to read I need to the read the next next sentence. sentence? If If it's it's yes, yes, you've you've created created a curiosity a curiosity up, then app. you Then drag you drag your your hand hand down, down. you You reveal reveal that that next next sentence. sentence. You You say, if say, I if read I this read sentence, this sentence, would what I I need need to read to the read next the sentence? next sentence, Would right? What I I want want to to know know, what's what what's the the next next sentence? sentence? And then And then by by the the third third or fourth or fourth time time you've you've done done that, that, now now they're they're in. in. Now Now they're they're invested. invested. Now Now you you have a little have more leeway a little to more let it leeway breathe to and let it breathe create and create a little a bit little bit of of background background because because they're they're invested they're invested in in getting getting to to the the end end of of the the outcome. outcome. But But like the the reason reason this this sounds sounds so so brutal, brutal, or where you're you're going to cover going to up, I'm cover up, going to I'm cover going up to 85, cover up 85, 90% 90% of of the the text. text. Yes. Yes, Because because the the reality reality is is that's that's actually actually how how the the reader's readers eyes eyes work. work. 80, 80, 90% 90% of people of people are are only only ever going ever to going read to read the the headline. headline. And And if if the the headline's headline's no no good, good, they're they're never never going going to to get get to to any any of of the other other stuff. stuff. And And so so some some people people are are resistant resistant to to write write a a juicy juicy headline. headline. But But the reality the reality is, is, if if it's not it's juicy not juicy enough, enough, they'll they'll never never get get to to that. that. Those Those great great ideas ideas that that you you have have inside. inside. You're You're sort sort of of doing doing your your own ideas own a ideas disservice. of disservice. And And so so you want you to find want that to line find that between line between like, like without completely without completely whoring pouring yourself yourself out out or or making making a a false false promise, promise, still find still a way find to make a way it to make juicy it juicy enough where enough you where you created created that that curiosity curiosity gap gap where where I I have have to to read read the the next next sentence sentence. and And that's that's it. it. **Sam Parr:** What --- ### [How to Grab Your Attention by Not Bearing the Lead](https://share.snipd.com/snip/13ac0e4a-6316-46f8-a7c2-0a56103e6fb5) 🎧 25:05 - 26:39 (01:34) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/a19b2734-0f09-42e4-9ba5-ad0b3049c06a" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - To grab readers' attention, create a curiosity gap. - Start by immediately presenting the core message without burying the lead. - Don't reveal everything at once. Tease the reader with enough information to make them want to continue reading by creating a curiosity gap where they want to know more. #### 💬 Quote > I always say mind the curiosity gap. [...] I'm going to grab your attention, but I don't want to tell you exactly everything [...] I'm going to get you to fall down this slope a little further. > — Sam Parr Sam Parr on how to capture attention and keep readers engaged. #### 📚 Transcript **Sam Parr:** Like Like, just just just just say say that, that just just punch punch me in me the in the face face with with that. that. That should That should be be your your that that should should be be your your opening opening line. line. Another Another thing thing is is I I like like to to think think of of have have you you been to been England to and England and have you have ever noticed you ever they noticed have signs they that have signs say that mind say mind the the gap? gap? Right. Right. I I guess guess that's that's like like when when you're I you're, always say I always mind say the mind curiosity the curiosity gap. gap. So So mind. mind. So So with the with curiosity the curiosity gap means gap I'm going means to I'm I'm going going to I'm to punch going you to punch in you in the the face face to to grab grab your your attention attention because because that that gets gets you to you fall to down fall the down slippery the slippery slope. slope. And And the the more more that that you you fall fall down that down that slope, slope, the further the further you're you're going going to to continue continue to to read. read. And And so so I I want want to to grab grab your your attention, attention, but but I I don't don't want want to to tell tell you you exactly exactly everything, everything, but I want but to grab I want your to grab attention your attention by by not bearing not bearing the the lead. lead. And I'm I'm going to going get to you get to you fall down to this fall down slope this slope a a little little further. further. Yeah, **Shaan Puri:** Yeah, that simple **Sam Parr:** the simple **Shaan Puri:** test **Sam Parr:** test **Shaan Puri:** is **Sam Parr:** is **Shaan Puri:** take **Sam Parr:** take **Shaan Puri:** your **Sam Parr:** your **Shaan Puri:** hand, cover hand, cover up all up all of of the the text text except except for for the the first first two two sentences. sentences. Read Read those those first first two two sentences sentences and and be like, be like, what if if I didn't I know me, if didn't I didn't care know about me, me, if if I I didn't didn't, if care I about didn't have me, to if read I didn't this, what have I want to read, to read what this, I need would to I want read to read? the next Would I sentence, need to not read what the I next need sentence? to do the whole Not would thing, I need what to read I the whole need thing? Would to read I need to the read the next next sentence. sentence? If If it's it's yes, yes, you've you've created created a curiosity a curiosity up, then app. you Then drag you drag your your hand hand down, down. you You reveal reveal that that next next sentence. sentence. You You say, if say, I if read I this read sentence, this sentence, would what I I need need to read to the read next the sentence? next sentence, Would right? What I I want want to to know know, what's what what's the the next next sentence? sentence? And then And then by by the the third third or fourth or fourth time time you've you've done done that, that, now now they're they're in. in. Now Now they're they're invested. invested. Now Now you you have a little have more leeway a little to more let it leeway breathe to and let it breathe create and create a little a bit little bit of of background background because because they're they're invested they're invested in in getting getting to to the the end end of of the the outcome. outcome. But But like the the reason reason this this sounds sounds so so brutal, brutal, or where you're you're going to cover going to up, I'm cover up, going to I'm cover going up to 85, cover up 85, 90% 90% of of the the text. text. Yes. Yes, Because because the the reality reality is is that's that's actually actually how how the the reader's readers eyes eyes work. work. 80, 80, 90% 90% of people of people are are only only ever going ever to going read to read the the headline. headline. And And if if the the headline's headline's no no good, good, they're they're never never going going to to get get to to any any of of the the other stuff. stuff. And And so so some some people people are are resistant resistant to to write write a a juicy juicy headline. headline. But But the reality the reality is, --- ### [How to Be a Good Writer](https://share.snipd.com/snip/f05352ec-dc5d-4d3b-9963-9b563bec8bc9) 🎧 27:14 - 28:09 (00:54) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/e2f66dbd-7ff1-4a37-9930-b0fd36ac6164" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Write like you talk to make your writing more engaging. - If you can't explain it simply, you're not ready to write about it. #### 💬 Quote > Write like you talk. > — Shaan Puri Shaan Puri on natural writing style #### 📚 Transcript **Shaan Puri:** If you don't you pay it don't off, pay it then off, it's then this bad. bad. But But if if you're you're paying paying it it off off and and you're you're paying paying it off it soon, off soon, you you can't can't pay pay it off it like, off you like, know, you know, 10 10 minutes minutes later. later. You You have have to to have be to be able able to to do do that. that. All All right. right. Next one Next is is right write like like you you talk. talk. So So, so so many many times times people people are are like, like, I I can't can't really really, like, like, I'm I'm not not good. good at, I'm I'm not not a a good good writer. writer. And And again, again, I'm not I'm a good not a writer good writer is actually is actually code code for for, I'm not I'm not a a good good thinker. thinker. And And the the way way you test you test this this is is, cool. cool. Forget Forget about about writing writing it it down. down. Just Just tell tell me, me, like, like explain explain it it to to me. me. Either Either they they just just say say it it out loud out loud and and I'm I'm like, like, great, great. You you wrote wrote it. it. Just Just write write that that down down now. now. Like Like write write down down literally literally what what you you just said. just said. You You don't have don't to have have to like have this like second the character, second character, the this Shakespeare Shakespeare inside inside you you that that writes writes in a in completely a completely different different style style and communicates and communicates completely completely differently differently than you than you actually actually talk. talk. You You don't don't need need that. that. You You actually actually want want them them to be to very be very similar. similar. It's It's actually actually the most the engaging most engaging type type of of writing writing is is when when you feel you like feel the author's like the just author is talking just to talking you, to having a you conversation having a with conversation you with specifically. you specifically. And And so so right like write you like talk is you talk a good, is good a good method, method, but it also reveals but it if also you reveals can't even if talk you about can't it, even talk you're about not it, you're ready not ready to write to write it it yet. yet. You You gotta got first to first be be able able to like to like explain it just it just in in plain plain language language yourself. yourself. **Sam Parr:** What --- ### [How to Write a Good Voice Memo](https://share.snipd.com/snip/162cd3b3-072a-4a6f-b130-f79d1780fe53) 🎧 31:36 - 33:30 (01:54) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/d18aae21-f617-46fb-884a-e9c617089f25" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - To improve writing quality and identify engaging content, use the 'voice memo test'. - Pretend you're telling a friend about the topic in a 60-second voice memo. If it wouldn't interest a friend, it won't interest readers. - Write at a sixth to seventh-grade reading level for broader appeal. - Tools like the free Hemingway App can analyze your writing's complexity and grade level, helping refine and simplify your style. - For reference, *USA Today* writes at a 4th-grade level and the *New York Times* writes at a 7th-grade level. #### 💬 Quote > If you would never talk about it, don't write about it. > — Shaan Puri Shaan Puri on filtering writing topics. #### 📚 Transcript **Shaan Puri:** So why why are you are you doing doing this? this? So So what what I I had had them them do, do, I I was like, was like, forget forget writing writing a draft a draft and and having having me me be be the the editor. editor. Instead, Instead, I I want want you you to send to me a send voice me a memo, voice memo, no more no more than than 60 60 seconds seconds in in the the morning, morning, which which is is basically, basically, Oh, do oh, you hear did you what what happened happened today? today? This Uh, this guy said guy this said thing and this people thing are and freaking people are out freaking because out because of of blah, blah, blah, blah, blah. blah. And And this this announcement announcement was was made made and people and think people it's going think it's to be going to be a a big big deal deal. and The the price price is is going to go going up to because go up that because that would would mean mean this. this. And And as as soon soon as as they they started started doing doing that, that, I I was was like, like, yep, yep, that sounds that sounds perfect. perfect. Just Just write write that that down. down. And And it it just just was was such such a a good good filter. filter. And And so so one one way way to think to about think about what to what write to about write and about how and to how write to it is write it do is do this this little little kind kind of of voice voice memo memo test. test. So So can can you you just, just, if you if you were were just just to tell to your tell friend your about friend this, about you this, know, you Hey, I know, have Hey, this I idea, have this idea blah, blah, of blah. blah, blah, Or, blah, you blah, know, or, I you noticed know, this I noticed thing. this thing. I I found found it it really really interesting interesting because because blah, blah, blah, blah, blah, blah, blah. blah. And And if if you you can't, if can't, if it's it's not not interesting interesting to to your your friend, friend, guess guess what? what? It's It's not not going going to be to be interesting interesting to a to stranger, a stranger, right? right? Like Like you you have have to to be be able able to to explain explain it in it a in way a way that that's simple simple and and use use that that as as a a filter. filter. If If you you would would never talk never talk about about it, it, don't write don't about write about it. it. Well, **Sam Parr:** Well, and **Shaan Puri:** and **Sam Parr:** the **Shaan Puri:** the **Sam Parr:** tip **Shaan Puri:** tip **Sam Parr:** that I used that to I used give. to give, so So when when I saw the I House sold the hustle, of Way, we close it to cost 2 a 2 million million subscribers, subscribers, I I believe. believe. And And for for new new writers, writers, they would, they they would, like they like would would kick kick ass ass in their in their audition. audition. And And then then they they would get would nervous. get nervous. Like Like when when they're, they're, I'm like, I'm yeah, like, yeah, two millions, 2 million a is lot a lot of of people. people, I I get get it. it. But But here's here's the the tip. tip. Write Right to to me. me, right Write to to Sam, Sam. just literally Just literally, you're you're only only writing writing to to me. me. And And that's that's what what I I tell tell people people when when they're they're writing blog writing posts, blog posts, when when they're they're writing writing anything else. anything else, Just write just to right one to one person. person. You're You're only only writing writing to to one once you've human been being. being. It's It's just just coincidence coincidence that that many many others others might might read read it. it. But But just just only only write to write one, to one one person. person, direct it Direct to it that to that one one person. person. And And that's that's the the way way to to go. go. And And so so it it makes makes it it a a lot lot easier. easier. Let's Right. Let's go go to to, let's go write to a write simply. simply. What What I I've found found is is around, around, you can you go can as go as low low as as fourth grade, fourth but grade, around six, but around seventh sixth, and eighth grade seventh and reading eighth grade level reading is the level way is that you the way want that you to want to write. write. Now, Now, there's there's this this app app called called Hemingway Hemingway app. app. I I love love that that app. app. I I don't don't really really have to have use to it too use much it too anymore. much But anymore, it's but it's a a free free thing. thing. It's It's Hemingway HemingwayApp.com. app.com. You You could could put put your your writing writing in in there. there. And And I I prefer prefer to to keep keep my my stuff stuff around around sixth six to to seventh seventh grade. grade. Now, Now to to give you give guys perspective, you guys --- ### [How to Write a Good Voice Memo](https://share.snipd.com/snip/4e58dfe0-3439-4911-9ea2-60b31d98e59b) 🎧 32:03 - 32:27 (00:24) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/82415f4f-ad9b-4116-8784-efdd2785cbe1" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - To improve writing clarity and topic selection, use the 'voice memo test'. - Imagine explaining your idea or observation to a friend in a short, under 60-second voice memo. - If it wouldn't be interesting enough to share verbally, it likely won't be engaging in writing. - This helps filter out jargon, fluff, and boring topics, ensuring your writing remains concise and captivating. - If you would never talk about it, don't write about it. #### 💬 Quote > So one way to think about what to write about and how to write it is do this little kind of voice memo test. [...] if it's not interesting to your friend, guess what? It's not going to be interesting to a stranger. > — Shaan Puri Shaan Puri on ensuring that writing is interesting. #### 📚 Transcript **Shaan Puri:** And And so so one one way way to think to about think about what to what write to about write and about how and to how write to it is write it do is do this this little little kind kind of of voice voice memo memo test. test. So So can can you you just, just, if you if you were were just just to tell to your tell friend your about friend this, about you this, know, you Hey, I know, have Hey, this I idea, have this idea blah, blah, of blah. blah, blah, Or, blah, you blah, know, or, I you noticed know, this I noticed thing. this thing. I I found found it it really really interesting interesting because because blah, blah, blah, blah, blah, blah, blah. blah. And And if if you you can't, if can't, if it's it's not not interesting interesting to to your your friend, friend, guess guess what? what? It's It's not not going going to be to be interesting interesting to a to stranger, a stranger, right? right? Like Like you you have have to to be be able able to to explain explain it in it a in way a way that that's simple simple and and use use that that as as a a filter. filter. If If you you would would never talk never talk about about it, it, don't write don't about write --- ### [How to Write at a Reading Level](https://share.snipd.com/snip/837a2a48-365e-4246-b2e6-efc0e31393d4) 🎧 33:03 - 34:03 (00:59) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/4130b3e8-c8ba-4004-be97-3066987d3ff6" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Aim for a sixth to eighth-grade reading level for wider accessibility. - Use tools like the Hemingway app to check your writing level. #### 💬 Quote > Lower the reading level. > — Sam Parr Sam Parr on simplifying language #### 📚 Transcript **Sam Parr:** And so so it it makes makes it it a a lot lot easier. easier. Let's Right. Let's go go to to, let's go write to a write simply. simply. What What I I've found found is is around, around, you can you go can as go as low low as as fourth grade, fourth but grade, around six, but around seventh sixth, and eighth grade seventh and reading eighth grade level reading is the level way is that you the way want that you to want to write. write. Now, Now, there's there's this this app app called called Hemingway Hemingway app. app. I I love love that that app. app. I I don't don't really really have to have use to it too use much it too anymore. much But anymore, it's but it's a a free free thing. thing. It's It's Hemingway HemingwayApp.com. app.com. You You could could put put your your writing writing in in there. there. And And I I prefer prefer to to keep keep my my stuff stuff around around sixth six to to seventh seventh grade. grade. Now, Now to to give you give guys perspective, you guys I think perspective, USA I think USA News.com, news.com, USA news, the newspaper, USA I News, believe the newspaper, that's I enough believe that's fourth at a grade fourth grade reading reading level. level. New New York York Times, Times, which is which is highly highly regarded regarded by a by lot a of lot people, of people, that's that's at at a a seventh seventh grade grade reading reading level. level. And And I I actually actually went and went put and Warren put Warren Buffett. Buffett, Warren Warren Buffett Buffett writes writes about about insurance insurance companies, companies, a a very very complicated complicated topic. topic. I I went went and and put put his his stuff stuff through through Hemingway Hemingway app app as as well. well. Same Same thing, thing, six, sixth, seventh, eighth seventh, grade eighth reading grade reading level. level. And And it it teaches teaches you you how how to to write write at at that that level. level. And And there's there's tactics tactics on on how how to to do do that. that. Like Like don't don't use adverbs, adverbs, keep keep sentences sentences short. short. But But Hemingway Hemingway app app is is an an awesome awesome way way to to check, check. do out of check, Yeah, to do to it check, for to do you. it for you. Yeah, --- ### [Working Backwards From an Emotion](https://share.snipd.com/snip/c05cb671-10bb-4397-acb5-ecd6ce254b3a) 🎧 34:03 - 36:41 (02:38) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/d2db3e9e-6b4b-4c18-a425-48640234ef12" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Use storytelling with intention and obstacles to engage readers. - Kara Golden's "sweetie" anecdote with Coca-Cola is a good example. #### 💬 Quote > How to tell a great story. > — Shaan Puri Shaan Puri on using narrative effectively #### 📚 Transcript **Shaan Puri:** Yeah, I I think think that's that's a a great great one. one. Another Another one one that that you you wrote wrote in in here is here about is storytelling. about storytelling. And And so so I think I storytelling think storytelling is is now now like kind like of kind in the of more in the more a advanced, a little little more advanced more advanced category category of of how to how be to a be a great great writer writer is is being being able able to to use, use, use the use art the of art of storytelling. storytelling. Do Do you you want to want give an to example give an of example that? of that? Or Or how how do you do want you want to to talk talk about about storytelling storytelling here? here? So **Sam Parr:** So here's here's an an example example of of storytelling. storytelling. So So about about 10 10 years years ago, ago, there there was was this this company company called called Hint. Hint, Hint Hint Water. Water. It's You you see, see, it's it's like like a beverage a beverage that that you you guys guys see see in in the the stores. stores. It's It's called... called, and And the the lady lady named named Kara, Kara, she she had had this great this great story. story. She She went went and and gave this gave talk this at talk at one one of of my my events. events. And And there there was was, at the at the very very end, end, there was there one was one question question that that someone someone asked asked her. her. And And I I heard heard that that story. story in a And of 60 the 60-minute minute talk, talk. I I was was like, like, Oh, that's oh, a that's a hit. hit. Because Because that just that made just made me feel me feel something. something. I'm I'm going going to give to you give an example you an of example this of story. this story. So So the the headline headline was, was Getting getting Called called, sweetie, Sweetie help helped this entrepreneur this entrepreneur create create a a multi multi-million million dollar dollar business. business. Sweetie, Sweetie, the executive the said, executive said, and I and just I dropped just dropped the phone the phone for a for minute. a minute. And And here's here's the opening the opening line. line. Last Last we week at get Pizza pizza in pizza in 40s, 40s, Kara Hint, Kara the Hint, founder, Kara Golden, the founder of the founder Hint, of told Hint, me told a me story a story that that fired fired me me up. up. The The setup setup goes goes like like this. this. And And it it explains explains the the story story about about how how she she was was drinking drinking 10 10 Cokes cokes a a day. day. She She was was on on the phone the with phone with an executive an executive of Coca-Cola. of Coca Cola. And And she she said, said, I'm going I'm going to create to a create new a version new of version water of that water just has that a just little has a little bit of bit fruit of fruit in it in and it no and no sugar. sugar. And And executive executive at Coke at goes, Coco's, listen, listen, sweetie, sweetie, America's America's love, love sweet. sweet. This This is is never never going going to to work. work. By **Shaan Puri:** By the the way, that's way, a that's great a example great example of of working working backwards backwards from from an an emotion. emotion. Even Even if if you you didn't consciously didn't consciously do it in do this case, it in you this knew case, you, that you story knew would that hit story because would hit it because has it outrage. has outrage. It It has has a a WTF W T has or our own OMG type type of reaction of reaction of of like like, And your like, you're asshole. wrong. **Sam Parr:** But But let let me me fill fill you you in on in the on results. the results. So So I I wrote wrote the blog the post, blog post, not not in in order order to to promote promote Hint. Hint. I I wrote wrote the the blog blog post post because because I thought I this thought was just this a cool was just story a cool of story this of a, entrepreneur this entrepreneur getting getting like like, it it was was a a sexist sexist moment moment and and she she was getting was hated getting hated on on whatever. whatever. Hint Hint saw saw the the article. article. They They ended ended up spending up spending millions millions of of dollars dollars to to promote promote this this article. article. And And at at the very the bottom very of bottom the of the article, article, and it says and it says something something like, like conversation this conversation inspired inspired Golden, Golden. Now, now 17 17 years years later, to found Hint later and to found they Hint do and 100 they do 100 million million in in sales. sales. Here's Here's the the flavors flavors they they have. have. This This article article made made them them tens tens of of millions millions of of dollars dollars in in sales. sales. We We used used to to get so get so much much traffic traffic to this to article this article because they because they ended ended up up promoting promoting it. it. I I wasn't wasn't selling selling Hint Hint water. Water. I I was was just just telling telling a a cool cool story story about about the the founder. founder and in And exchange, in exchange, it made all it made these all people these people want want to to buy buy this this stuff. stuff. And And in in fact, if fact, you if you Google Google Hintwater Hint water, sweetie Sweetie article, article, you'll see you'll see articles articles written written about about this article this article about about how how it it was was a a huge huge success. success. And And this this was was sort sort of of an an accident. accident. I I just just wrote wrote something something cool. cool and And they they actually actually were were like, like, oh, Oh, let's let's promote promote this. this. But But it it works works wonderfully wonderfully because because it it was was a a story story that that grabbed grabbed your your attention. attention. **Shaan Puri:** You --- ### [The Importance of Pause in Storytelling](https://share.snipd.com/snip/49c7f0d1-84b3-4935-905c-853cc9f763f0) 🎧 36:41 - 40:12 (03:30) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/054bd8aa-7839-4dd7-bfd2-7a3e72a85e75" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Establish high emotional stakes, even in low-stakes situations. - Make readers care about the outcome by conveying your emotions. #### 💬 Quote > High emotional stakes in a low stakes situation. > — Shaan Puri Shaan Puri on creating emotional impact #### 📚 Transcript **Shaan Puri:** You want to say want a few to words say on a how few words on how to to write write a a great great story? story? I I have have a couple a of couple tips. of tips. You You do do **Sam Parr:** it. **Shaan Puri:** it. **Sam Parr:** So **Shaan Puri:** So a a couple couple of tips of on tips writing on writing a a great great story story or or telling telling a a great story. story. So So go go look look at at the the greatest greatest storytellers storytellers ever. ever. One One of of them is them is Aaron Aaron Sorkin. Sorkin. He's He's known known for for writing writing great great dialogue. dialogue. He He wrote wrote the the social Social network Network movie. movie. He He wrote, wrote what what is it? is it, West West Wing? Wing. He He wrote wrote The Newsroom. the newsroom. He Great wrote a writer, great famous, writer famous famous Hollywood Hollywood writer. writer. He He says, I says, worship I worship at at the the altar altar of of intention intention and and obstacle. obstacle. So So what what he says he is says a is story a story is is just two just things. two things. Somebody Somebody has has an an intention. intention. So somebody Somebody wants wants something something and and there's there's an obstacle an obstacle in in their their way. way. By **Sam Parr:** By the **Shaan Puri:** the **Sam Parr:** way, **Shaan Puri:** way, **Sam Parr:** that line, **Shaan Puri:** that **Sam Parr:** I **Shaan Puri:** line **Sam Parr:** worship **Shaan Puri:** I **Sam Parr:** at **Shaan Puri:** worship **Sam Parr:** blank **Shaan Puri:** at **Sam Parr:** altar. **Shaan Puri:** blank altar **Sam Parr:** At **Shaan Puri:** at **Sam Parr:** the altar **Shaan Puri:** the altar **Sam Parr:** of **Shaan Puri:** of **Sam Parr:** blank. **Shaan Puri:** blank. Yeah. **Sam Parr:** Yeah. So So that yeah, is that going into going into my my bank. bank. To Your **Sam Parr:** your bank. bank. **Shaan Puri:** All All **Shaan Puri:** right, right. So **Shaan Puri:** so so **Shaan Puri:** intention intention **Shaan Puri:** and obstacle and intention obstacle. Intention is is some some character character wants wants something. something, and And then then there's there's an an obstacle obstacle in in their way. the way. The The more more they they want want it, it, like like their their daughter daughter was was just taken just taken hostage. hostage. Huge, Huge, huge huge intention intention. Obstacle. obstacle. They They don't don't know know by by who who or or where where they are. they And are and all all they they have have to to go go on on is is this this one one five-second five second call call that they that were they were on on or or whatever, whatever, right? right? Like Like obstacle. obstacle, they have They have no no way way to to find find them them and and they're they're just just a dad. a dad. How How are are they they going going to ever, to ever, you you know, know, get their get their daughter daughter back? back? And And so so intention intention and and obstacle obstacle is is the the core core element element of any of any good good story. story. So So somebody somebody wants wants something something. in In the the case that case you that you just just said, said, not not only only does does Cara Kara want want to make to make her her business business accessible, successful, she she wants wants to to be taken be taken seriously seriously as as a a female female entrepreneur, entrepreneur, obstacle. obstacle, coke Coke executive, executive men, men men are are pigs, pigs. Nobody nobody believes believes in in her, her, right? right? That's That's a a core core. of That's a core of a a story. story. And And so so any any story, if story, you can't, they if you always can't, say they like always in say a like movie, in a you movie, should you should be be able able to pause to pause at at any any moment moment of of any any story and story and say, say, what what does does that that character character want? and And what's what's in in their their way? way? And And if if you you can't can't pause pause and and name name that that right right now, now, you you have have failed failed as as a a storyteller storyteller. because Cause the the audience, audience, you you think think you're that you're going to tell going them to later tell them what later they what they want. want. No, No, no, no, you've you've lost lost their their attention. attention. The The initial initial stakes. stakes. And And if if you you watch any watch movie, any movie, they establish they establish this, this, right? right? I I mean, mean, even like even silly like rom-coms, silly rom-coms, it'll it'll be, be. uh, she She wakes wakes up, up, she's she's got got her her assistant assistant and and chauffeur chauffeur driving driving her her to to work. work. She's She's clearly clearly high high powered, powered, but but her, she's but she's alone. alone and And she she doesn't doesn't have have a relationship, a relationship, right? right? Like Like that'll that'll be, be, it'll it'll be be obvious obvious to to her. her. She'll She'll see see somebody somebody out out the window the window while while she's she's driving driving to to work work in in her her chauffeur show for limousine. limousine. And And it's it's this this girl girl in in love love with with her her boyfriend. boyfriend and And she she looks looks at at it it kind kind of of longingly. longingly. And And then then she she just just goes back goes to back her, to her, her, her, you know, you palm know, Palm pilot Pilot or or whatever, whatever before before back back to to work. work. And And so so you you know what know the what character the wants and character wants you and know you know what's what's in her in her way. way. She's, She's, she doesn't she have doesn't somebody have somebody because cause she she has hasn't find find the the route right guy guy and and she's she's so so busy busy with with work. work. And And so so everything everything is is always always this this intention intention and obstacle. obstacle. The The second second thing thing is is you you have have to to establish establish, like, how like, do how you do you make make a story a better story better or or worse? worse? Stakes Stakes is is the next the next thing. thing. So So what what is is at at stake? stake? What What do do you you have to have lose to lose if if this this doesn't doesn't go go well? well? And And stakes stakes doesn't doesn't have have like like stakes stakes. initially. Initially, the The beginner beginner version version of of stakes stakes is is life life or or death. death. But But the the true true art and art some of and it, if some you if like you like some of some the of the stories stories that I've I've told told on on this podcast, this the podcast, true the art true is art when you is can when establish you high can establish stakes high stakes emotions emotions in in a a low low stakes stakes environment. environment. So if I can tell you how how I I was was feeling feeling. and if I And if can I get can you get you to to believe believe that that I I thought thought everything everything was was on on the the line, line, just just with with some some little little interaction interaction I I was was having having with with the the, like like this this person person in the in the grocery grocery store store line line and and how how I I didn't didn't want want them them to to win win because because fuck fuck them. them and And they they can't can't cut, they cut, cut in they cut front in of front me, of me, but I'm but I'm not not going going to, I'm to, I'm not going not to cut going in to front cut of in them, front but I of need them, but them I to need know them to that know it that it wasn't wasn't okay. okay. But But I I don't don't know how know to how do to it do without it being without an being asshole an myself. asshole myself. And And if I if can I establish can establish the stakes the that this stakes, matters this matters to to me, me. I I can can get get you you to to care care about about the the outcome outcome of of it. it, but But it it can can be be in in a a low low stakes stakes situation. situation. Now you're you're really really cooking cooking with with gas gas if you if can you can do do something something like like that. that. Because Because otherwise otherwise you're you're limited to limited just to life just life or death or stories. death stories. The --- ### [The Importance of Intention and Obstacle](https://share.snipd.com/snip/863e5bbc-a6f5-4c7c-a603-b2889b9890fa) 🎧 36:53 - 37:15 (00:22) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/a413fa36-8dff-46dc-a72f-a00041893511" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - To write a compelling story, focus on two elements: intention and obstacle. - Intention refers to a character's desire or goal. - Obstacle represents the challenge or conflict that prevents them from achieving it. - This framework, championed by writer Aaron Sorkin, drives engagement by creating tension and anticipation. #### 💬 Quote > I worship at the altar of intention and obstacle. #### 📚 Transcript **Shaan Puri:** One of of them is them is Aaron Aaron Sorkin. Sorkin. He's He's known known for for writing writing great great dialogue. dialogue. He He wrote wrote the the social Social network Network movie. movie. He He wrote, wrote what what is it? is it, West West Wing? Wing. He He wrote wrote The Newsroom. the newsroom. He Great wrote a writer, great famous, writer famous famous Hollywood Hollywood writer. writer. He He says, I says, worship I worship at at the the altar altar of of intention intention and and obstacle. obstacle. So So what what he says he is says a is story a story is is just two just things. two things. Somebody Somebody has has an an intention. intention. --- ### [Warren Buffett and Geico](https://share.snipd.com/snip/530a6342-1f11-4a03-9773-bdc59b5db75e) 🎧 40:12 - 43:20 (03:08) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/33e31892-80d1-4d49-8e06-4c32fb045308" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Use short sentences by default for clarity and impact. - Warren Buffett's writing style exemplifies this principle. #### 💬 Quote > Short sentences. > — Shaan Puri Shaan Puri on sentence structure #### 📚 Transcript **Sam Parr:** The best best example example you you have have done of done that, you're of very that, good at you're this, very is good I at this, distinctly is I distinctly remember remember the story the of story you of you doing a doing a shirtless workout shirtless on workout your on driveway your driveway. and And your your HOA HOA being being like, like, no, no, we we can't can't have this. have this. And And you're you're like, we're like, we're going going to petticourt. to PEDI Corp. We're We're going going to to HOA. HOA. Like Like I just, I just, that that was was a a beautiful **Shaan Puri:** beautiful **Sam Parr:** story. I let **Shaan Puri:** story. **Sam Parr:** this go. **Shaan Puri:** Or Or I I could could fight fight to to the the death death as as a a matter matter of of principle principle here here. because, Because, you you know, what know, are what you are you trying trying to to say? say? And And what what does does this this mean? mean? Right? Right. And And if if it it means means something something to to me me that that I I can can make make it mean it something mean to something you, to you, so that that sort sort of of thing. thing. So Larry Larry David's **Sam Parr:** David's **Shaan Puri:** great **Sam Parr:** great **Shaan Puri:** at **Sam Parr:** at **Shaan Puri:** this **Sam Parr:** this **Shaan Puri:** too. **Sam Parr:** too. **Shaan Puri:** Like **Sam Parr:** Like **Shaan Puri:** whenever **Sam Parr:** whenever I **Shaan Puri:** I **Sam Parr:** watch **Shaan Puri:** watch that **Sam Parr:** that **Shaan Puri:** show, **Sam Parr:** show, **Shaan Puri:** Curb Your Adduzias, **Sam Parr:** Your Enthusiasm. **Shaan Puri:** I'm like, they're **Sam Parr:** Like they're making making a a story story out out of of something something so silly so silly and small, and small. you You **Shaan Puri:** know, like **Sam Parr:** know, **Shaan Puri:** it's **Sam Parr:** it's **Shaan Puri:** 10 10 times more times likable more when likable it's when something it's relatable something relatable or or small, small, but but it it still still carries carries the the emotional emotional impact. impact. And And if if you you could do could that, do that, you you have have an an infinite infinite supply supply of of stories. stories. **Sam Parr:** He He notices notices that that people people don't don't talk, people don't talk. talk to People someone don't talk if to someone they're if they're wearing wearing a a MAGA MAGA hat. hat. And And so so he he starts starts wearing wearing a a MAGA MAGA hat hat all all the the time. time. He's He's like, like, I don't I want don't anyone want to to talk talk to to me. me. I'm I'm just just going going to wear to this wear hat. this hat. But But that's that's a a really really good good example example of of a high a stakes high stakes, and high stakes and a low a low stakes stakes environment. environment It where like it doesn't doesn't really really matter, matter, but but it's it's very very funny. funny. And And then then let's let's talk talk about about really really tactical tactical stuff. stuff. So So short sentences. sentences, I'm I'm a a firm firm believer believer in in short short sentences. sentences. And And so so the, I'll I'll give explain you, I'll explain why. why, but But Warren Warren Buffett Buffett runs owns, you Berkshire know, runs at Berkshire halfway. Berkshire halfway, Berkshire owns owns dozens dozens and dozens and dozens of of companies. companies. Arguably, Are you the believe most complicated the most complicated one is one GEICO. is Geico? Insurance Insurance companies companies are very, are very, very, very very, hard very hard to to understand. understand. However, However, I I don't don't remember remember if if the The hustle Hustle did did analysis analysis on on this or this someone or someone else else did. did, but But he he writes writes these these famous famous annual annual shareholder shareholder letters letters every every single single year. year. He's He's a a very very good good writer. writer. And And listen listen to to this. this. From From 1974 1974 to to 2013, 2013, someone someone analyzed analyzed this. this and the And letters, the words sorry, per the words and sentence the percent dropped dropped from from 17 17 to to 13. 13. If If you you look at look it, we at, actually like did we an actually analysis did on an this. analysis on Every this every year, year, it it gets gets shorter shorter and and shorter shorter and and shorter. shorter. And And the the reading reading level level dropped dropped from a from 10th a 10th grade grade to to a fourth a fourth grade grade reading reading level. level. So So the the richer richer he he got got, and and the the more more complicated complicated his his businesses businesses got, got, the the simpler simpler the the writing writing got got, because because he just he got just better got better at at explaining explaining it it in in a a really really easy easy to to understand understand way. way. And And he's he's probably probably once once kind kind of somewhat of the somewhat average the average show show to be to able be able to to understand understand this. this. And And so so short, short, simple simple sentences sentences are are key key, even in even complicated in complicated environments. environments. And And here's here's a a really really good good example. example. So So if if you go to you hey.com, go to so hay.com, hey.com so is hay.com an is alternative an alternative to to Gmail. Gmail. It's It's a a service service that makes that you makes you pay pay, though. though. So So it's they've even they've raised raised the the stakes stakes there. there. So you So you have have to pay to pay for for their their email. email. There's There's a a letter letter from from the the CEO. CEO. And And that's that's one one of my of favorite my favorite tactics, like tactics by the way, by on the way a on a sales sales page, page just is a a letter letter from from a CEO. a CEO. And And he says, he says, Hey, everyone, Hey, I'm everyone, Jason, I'm Jason, CEO CEO of of 37 37 Signals. Signals. Email Email gets gets a a bad bad rap, rap, but but it it shouldn't. shouldn't. Email Email is is a a treasure. treasure. And And he he goes goes on to on explain to explain why why email email is awesome is and awesome why it and should why it be should be more more special special than than it it is. is. And And it's it's the the most most simple simple language language to to explain explain email email. and And I I love love it. it. And And there's there's lots lots of examples of examples of simple of simple language language and simple and simple ways ways to to explain explain complicated complicated things. things. And And if if you're you're able to do able that, to oftentimes do that, it oftentimes will have shorter it will sentences, have shorter sentences, less words, less words, and and it's it's significantly significantly more effective more effective than than longer longer stuff. stuff. --- ### [How to Write a Great Song](https://share.snipd.com/snip/701c04ea-44e6-4fad-8747-fe981a878c43) 🎧 43:20 - 45:59 (02:39) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/ca3d28eb-4608-4a84-bcb4-4e24b190d16c" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Vary sentence length to create rhythm in your writing. - Mix short, medium, and long sentences for a musical effect. #### 💬 Quote > Great writing has rhythm. > — Shaan Puri Shaan Puri on writing style #### 📚 Transcript **Shaan Puri:** Related Related to to that, that, it it doesn't doesn't have have to be only to be one only one length. length. So So there's there's this this great great graphic graphic that's that's gone gone viral viral many many times. times. You've You've probably probably seen seen it, but it, but I'll I'll share share it it anyways. anyways. We'll We'll put put it it up up on on YouTube YouTube because because it's a visual it's a visual thing. thing. You You got got to to see see this. this. **Sam Parr:** The **Shaan Puri:** The rhythm **Sam Parr:** rhythm thing, **Shaan Puri:** thing? **Sam Parr:** the **Shaan Puri:** The **Sam Parr:** rhythm **Shaan Puri:** rhythm **Sam Parr:** thing, **Shaan Puri:** thing, **Sam Parr:** which **Shaan Puri:** which **Sam Parr:** is **Shaan Puri:** is great great writing writing has has rhythm. rhythm. So So there's there's an example. an example. So So I'll I'll just read just read this this out out loud. loud. He He goes, this goes, sentence this sentence has five has words. five words. Here Here are are five five more more words. words. Five Five word word sentences sentences are are fine, fine, but but several several together together become become monotonous. monotonous. Listen Listen to to what what is is happening. happening This to writing writing is is getting getting boring. boring. The The sound sound of of it drones. it drones. It's It's like like a stuck a stuck record record. The to ear your demands demand some some variety. variety. Now Now listen. listen, I I vary vary the the sentence sentence length length and and I I create create music. music. Music, Music. The the writing writing sings. sings. It It has has a pleasant a rhythm, pleasant rhythm, a lilt, a a little harmony. harmony. I I use use short short sentences sentences and and I I use use sentences sentences of of medium medium length. length. And And sometimes sometimes when when I'm I'm certain certain that that the the reader reader is is rested, rested, I will I will engage engage in him with with a the sentence sentence of of considerable considerable length, length, a a sentence sentence that that burns burns with with energy energy and and builds builds with with the the emptiness emphasis of of a crescendo, crescendo, the role the of roll the of drums, the the drums, crash the crash of the of the symbols cymbals and and sounds sounds that that say, say, listen listen to to this. this, this This is is important. important. So So write write with with a a combination combination of short, of short, medium medium and long and sentences, long sentences, create create music, music, create create sound sound that that pleases pleases the the reader's reader's ears. ears. Don't Don't just just write write words, words, write write music. music. I I love love that that thing. thing. It It is is amazing. amazing. Right. And And so so you you want to want have to short have short by by default, default. but But then then like like he he says, says, when when the the reader reader is is rested rested and and ready, ready, use use a a long long sentence sentence to to a a great great effect. effect. And And so so that's that's like like an advanced advanced move move when it when comes it comes to to writing. writing. Most Most people's people's problem problem is is every every, every sentence sentence is is too too long. long. And And so so you you start start with with short short sentences, sentences, but then you but then figure you figure out out how how to to vary vary it it so so that that your you're writing writing sings. sings. Whenever **Sam Parr:** Whenever I, I sometimes sometimes want to when write I write something something that that I I get get really really into, into, I I almost am, I almost feel feel like like I'm I'm like, like, I I channel channel like like my my inner inner Eminem M&M or like or like some some rapper rapper or or something something where where I'm I'm like, like, what what type type of of rhythm rhythm could could get get people people flowing? flowing? Like Like I need I to need have to a have rhythm a rhythm that that gets gets people people to fall to down fall down this. this. And And like like there's small there's tactics, small tactics. Like like anytime anytime you you want want to use to a comma, use a comma, use use a a period period and and then then start start the the next next sentence sentence with and and or or but but. or Or there's other things there's like other things put like your put your internal internal dialogue dialogue like, like or or like or like, or the or reader's the internal reader's internal dialogue. dialogue, Like, like, so so why why would would I I do this? do this? You're You're asking asking yourself yourself right right now? now, Right? right? Or Or who who the the hell hell is is this this person person talking talking to to me me through through my my computer computer screen screen, telling telling me me what what to to do? do and And why why on on earth earth should should I trust I trust them? them? Like Like you you can do these can little do things these to little change things to the change rhythm the and rhythm and grab grab people's people's attention. attention. **Shaan Puri:** Yeah, Yeah, 100%. 100%. That's Uh, that's a that's a a great great way way of of putting putting it. it. I I also also think think like the like rhythm the rhythm thing thing is, is, uh, it comes it from comes the from the copy copywork. work. So So back back to the to copy the copywork work at at the the beginning, beginning. If if you do you copywork do copy on work something on that something has that rhythm, has rhythm, like like I will I write will write that that, same that same thing thing that that I I just just read read out out loud. loud. I'll I'll write write that that in in my my copywork. copy work. It takes, takes well, a little whatever, 55 bit of seconds. 55 But seconds, now but now I'm I'm already already kind kind of of revved revved up up to to write write in in that style, that style to to have have that that, variety, that variety, that that rhythm rhythm when when I I write write the the next next thing. thing. **Sam Parr:** Should Should we we wrap wrap up up by by saying saying some some resources resources that that we we both both use use in in order order to to get get influenced? influenced? --- ### [How to Learn to Write Better](https://share.snipd.com/snip/34cf4584-a1c0-4e32-8304-61fd73268477) 🎧 45:28 - 47:03 (01:34) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/b24d29a8-1c26-42af-961d-1551c0c7c575" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - To make your writing more engaging, vary sentence length and create a rhythm. - Short sentences are good by default, but longer sentences can be effective when the reader is rested. - Think about the rhythm and flow of your writing, like a rapper or comedian. - Use tactics like replacing commas with periods and starting the next sentence with "and" or "but". - Include internal dialogue (yours or the reader's) to change the rhythm and grab attention. #### 💬 Quote > Whenever I sometimes want to write something that I get really into, I [...] channel [...] my inner M&M or [...] rapper [...] where I'm like, what type of rhythm could get people flowing? Like I need to have a rhythm that gets people to fall down this. > — Sam Parr Sam Parr on using rhythm in writing. #### 📚 Transcript **Shaan Puri:** Yeah, 100%. 100%. That's Uh, that's a that's a a great great way way of of putting putting it. it. I I also also think think like the like rhythm the rhythm thing thing is, is, uh, it comes it from comes the from the copy copywork. work. So So back back to the to copy the copywork work at at the the beginning, beginning. If if you do you copywork do copy on work something on that something has that rhythm, has rhythm, like like I will I write will write that that, same that same thing thing that that I I just just read read out out loud. loud. I'll I'll write write that that in in my my copywork. copy work. It takes, takes well, a little whatever, 55 bit of seconds. 55 But seconds, now but now I'm I'm already already kind kind of of revved revved up up to to write write in in that style, that style to to have have that that, variety, that variety, that that rhythm rhythm when when I I write write the the next next thing. thing. **Sam Parr:** Should Should we we wrap wrap up up by by saying saying some some resources resources that that we we both both use use in in order order to to get get influenced? influenced? **Shaan Puri:** Yeah. **Sam Parr:** Yeah. **Shaan Puri:** Yeah. Yeah. How How do you do you learn? learn? How How do do you get you better get from better here? from here? Because Cause this this was the was crash the crash course, course. just Just hit hit on on a a bunch bunch of of, the a bunch of the big big topics. topics is obviously There's obviously a a lot lot of of nuance nuance and and subtlety subtlety and and doing like doing it takes it takes both both practice practice as as well as well like as a like a little little bit bit of of deeper deeper understanding. understanding, but But where where should should people people go? go? So **Sam Parr:** So what what I'll start I'll with some, start some with some books some that I books like, that I I like. like I like on on writing writing by by Stephen Stephen King King, that that changed changed my my life. life. I Um, I like like that that one one a a lot. lot. What Um, what do you **Shaan Puri:** do **Sam Parr:** like **Shaan Puri:** you like **Sam Parr:** about **Shaan Puri:** about **Sam Parr:** that? **Shaan Puri:** that, by the way? **Sam Parr:** I **Shaan Puri:** I **Sam Parr:** read **Shaan Puri:** read **Sam Parr:** that **Shaan Puri:** that **Sam Parr:** book. **Shaan Puri:** book. **Sam Parr:** I **Shaan Puri:** I didn't **Sam Parr:** didn't love **Shaan Puri:** love **Sam Parr:** it. **Shaan Puri:** it. **Sam Parr:** Well, **Shaan Puri:** What **Sam Parr:** what was **Shaan Puri:** was **Sam Parr:** so good **Shaan Puri:** so **Sam Parr:** about **Shaan Puri:** good about **Sam Parr:** it? **Shaan Puri:** it? **Sam Parr:** I I just just felt felt that that he was he teaching was me teaching how me to how write to write better better, and, but but he he was was living living it it as as he he was was going. going. And And so so the the first first half half of of the the book, book, I I believe, believe is his is biography. his biography. And And the the second second half, half is he tool. He calls calls it it the the toolkit toolkit, where where he he explains explains like how how he he does does stuff. stuff. And And I just I felt just in felt the biography in the biography part, part, he he was was doing doing it. it. And And then then in the, in the the toolkit toolkit part, part. he was teaching me. Yeah. Yeah. And And so so I I really really appreciate appreciate that. that. But But then then I I also also get get a a lot of lot inspiration of from inspiration funny, from funny original original thinkers. thinkers. You You know who's know, one who's of one the most of original the most people original, like with people words with right words now right now is is Theo theo Vaughn. van. So So I'll I'll hear hear Theo a theo Vaughn. van. Like Like, for for example, example, he he had had an an ad ad for for Athletic athletic greens Greens. and And he goes, goes today's today sponsors, sponsors athletic Athletic Greens. greens. I I know know what what you're you're thinking. thinking. What What is is this? this? Just Just a a bunch bunch of of aliens aliens --- ### [How to Learn to Write Better](https://share.snipd.com/snip/d321039a-4098-4f1d-9065-5d684eb97b71) 🎧 45:54 - 46:24 (00:29) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/e6e63f8c-6dfb-42f5-be10-cdd4a77d3e28" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - To enhance your writing skills, explore various resources. - Shaan and Sam recommend starting with books like "On Writing" by Stephen King. - They emphasize the importance of practice and deeper understanding beyond the basics. - Consider taking writing courses for more in-depth learning and improvement. #### 💬 Quote > How do you get better from here? Cause this was the crash course. Just hit on a bunch of, a bunch of the big topics is obviously a lot of nuance and subtlety and like doing it takes both practice as well as like a little bit of deeper understanding, but where should people go? > — Shaan Puri Shaan Puri on how to improve writing skills beyond a crash course #### 📚 Transcript **Sam Parr:** Should Should we we wrap wrap up up by by saying saying some some resources resources that that we we both both use use in in order order to to get get influenced? influenced? **Shaan Puri:** Yeah. **Sam Parr:** Yeah. **Shaan Puri:** Yeah. Yeah. How How do you do you learn? learn? How How do do you get you better get from better here? from here? Because Cause this this was the was crash the crash course, course. just Just hit hit on on a a bunch bunch of of, the a bunch of the big big topics. topics is obviously There's obviously a a lot lot of of nuance nuance and and subtlety subtlety and and like like doing it takes it takes both both practice practice as as well as well like as a like a little little bit bit of of deeper deeper understanding. understanding, but But where where should should people people go? go? So **Sam Parr:** So what what I'll start I'll with some, start some with some books some that I books like, that I I like. like I like on on writing writing by by Stephen Stephen King King, that that changed changed my my life. life. I Um, I like like that that one one a a lot. lot. What Um, what do you **Shaan Puri:** do **Sam Parr:** like **Shaan Puri:** you like **Sam Parr:** about **Shaan Puri:** about **Sam Parr:** that? **Shaan Puri:** that, by the way? **Sam Parr:** I **Shaan Puri:** I **Sam Parr:** read **Shaan Puri:** read **Sam Parr:** that **Shaan Puri:** that **Sam Parr:** book. **Shaan Puri:** book. **Sam Parr:** I **Shaan Puri:** I didn't **Sam Parr:** didn't love **Shaan Puri:** love **Sam Parr:** it. **Shaan Puri:** it. **Sam Parr:** Well, **Shaan Puri:** What **Sam Parr:** what was **Shaan Puri:** was **Sam Parr:** so --- ### [The Power of Storytelling for Mass Persuasion](https://share.snipd.com/snip/1ec72f23-b616-4b94-8033-e19d6adbb506) 🎧 49:22 - 50:54 (01:31) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/8c0423e3-90dc-48d5-80e9-5283062b0627" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Dave Chappelle's Netflix special, 'Unforgivable' (or similar title), is a masterclass in storytelling for persuasion. - Chappelle effectively rallied his fans to boycott the show because it was airing on Netflix without him receiving royalties. - Instead of lecturing, he uses a strong narrative structure, leading the audience to empathize with his situation and support his cause. #### 💬 Quote > It is to me, it is like, the masterclass in how do you tell a story to win people on your side? > — Shaan Puri Shaan Puri on Dave Chappelle's storytelling. #### 📚 Transcript **Shaan Puri:** Like, Like everybody's everybody's got got a thing, a thing, but it's but secret it's secret usually. usually. And And so so then then he goes he goes and and there's he there's more to more it, to but it, he but he does does that. that. Chappelle Chappelle does does one one when when when they they took a took Chappelle show, the Chappelle they show, put they put it it on on Netflix Netflix. and And he he wasn't wasn't getting getting any any royalties royalties from from it. it. He's He's like, like, man, man, they're using they're my using name. my name. They're They're putting putting my my show show up up there. there. I I have have a fight a with fight these with guys these and guys my and fans my are fans watching are watching it it and and Netflix Netflix is is winning winning. and And the the studio studios, is everyone's everyone's winning winning except except for for Chappelle Chappelle from from the the Chappelle Chappelle show, show, right? right? So So he he goes goes on on stage. stage. He He does does this 20 this 20 minute minute thing called, thing called I I think it's think called it's unforgivable called unforgivable or or unforgivable unforgiven or or something something like like that. that. I'm I'm going going to do to a do full a full YouTube YouTube breakdown breakdown of this. of this Cause it because is it to is me, to me, it it is is like like, the the masterclass masterclass in how do you in tell how a do story you tell to a win story people to on win your people on your side? side? It It is is so so well well done. done. I I can't can't even do even it do just, it just, I'm going I'm to going to do a do full a breakdown full breakdown of of like what like what I I think think he he did did that was that so was smart. so smart. And And I I have have studied studied this this thing thing. and And I've I've been been like, like, I can't I can't believe believe like like I I would would have have never never come up come with this up with as this as a way a way to to to to make make that that point point, to to get get people people at the end at the to end, be to totally be totally on on his his side side and and willing willing to to like like boycott boycott the the show. show. How How did did he he get get people people to to do do that? that? And And the the way way he he told told the the story story where where he's not he's giving not you giving you a a lecture, lecture, he's not he's just not just coming coming out and out saying and saying it it out. outright. Right. He He kind kind of baked of it baked in at it the in end. at the end, But but the setup he set the was setup so was strong so strong that that there's there's only only one one outcome outcome you you could could have. have. It's It's a a maze maze that that led led you you to one to one door, door, which which is is, I'm I'm on on Dave's Dave's side. side. I'm I'm going going to do to exactly do exactly what what this this guy guy just just said. said. And And to to me, me, when when I I saw saw that, that, I was I like, was that like, was the that best was the example best example I've I've ever seen ever of seen using of storytelling using storytelling for for mass mass persuasion. persuasion. **Sam Parr:** I I I want want to go to go watch watch that. that. And another Another person person I I love, love. Have have you you ever read ever Joel read on Joel software? on software, Joel Joel on software.com. on software.com. Yeah, **Shaan Puri:** Yeah, you're going you're going to from be Chappelle a to lap to Joel, Joel, the the maker of of Trello. Trello. Nice. --- Created with [Snipd](https://www.snipd.com) | Highlight & Take Notes from Podcasts