I just listened to two big copywriters, Kevin Rogers and David Garfinkel, talking about the similarities between standup comedy and copywriting.
Kevin, who used to be a standup comedian before becoming a very successful copywriter, talked about the “punch-counterpunch” strategy, which works in both standup and copy.
Let me illustrate it with an example from the crypto world.
Jeff Berwick, aka The Dollar Vigilante, regularly sends out emails about Bitcoin.
A recent theme has been, “Bitcoin breaks through new price barrier, doubters look like jackasses.” There are at least a dozen emails from Jeff along those lines in my inbox.
Anyways, that part, where Jeff positions himself as a strong Bitcoin supporter, is what Kevin calls the “punch.”
But here’s the counterpunch.
Three days ago, Jeff sent out another email with the subject line:
“As Bitcoin Breaks All-Time Highs Near $18,000 Its Future Has Never Been So Uncertain”
This email talks about how Bitcoin is failing as a transaction currency, and how that might spell its doom.
And today’s email:
“If You Listen to Youtube Commenters Gold Is Dead And Crypto Will Never, Ever Go Down In Price”
This one is about Jeff’s advice to take a part of your crypto profits and invest in precious metals.
In other words, once you’ve established your credibility (“I’m a huge crypto supporter”), you can then lead your audience to some unpopular views (“Bitcoin might have fundamental problems”, or “it can’t hurt to diversify”).
If you read the blog of Dilbert creator Scott Adams, you might recognize this punch-counterpunch by another name: “Nixon goes to China.” As Scott tells it, Nixon was a stout anti-communist, and this was why the public didn’t balk when he started to normalize relations with China in the 1970s.
So what’s the point of all this?
Well, I think there’s a lesson in there if there’s any apect of your ICO that many people are naturally skeptical or suspicious about.
You first have to meet your audience where they are and agree with them. Once you’ve established yourself, you can then lead them where you want them to go.
Of course, it will take some time and staying in regular contact to do this. If you want to hear my ideas on how to do this with email, here’s where to go: