7-Second Thoughts July 9, 2023

Hoist your own petard

Your prospect wants to see you accidentally put your finger in the mousetrap you yourself built.

Write to your prospect in a way that lets your prospect know

You’ve been there

You’ve made the same mistakes

You’ve learned from those mistakes

You’ve been humbled by those mistakes

And that at least a fair number of those mistakes

Were born from ill-advised ambition

Because that’s pretty much

How we all learn.

And here’s why:

Yes, it makes you more relatable

But really

Better than even the “About” section of your website

It’s what makes you


And not all that unlike

The rest of us poor schmucks.

I’m here,


P.S. If you look back on almost every sitcom character you’ve enjoyed watching, every last one of them has spend significant time hoisted by their own petard.

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