Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

Excerpt

The Greek philosopher Socrates once said, “The only true wisdom is in knowing you know nothing.” Very few stories convey the profound truth of his statement better than this story of Chinese Taoist origin:

There was a farmer who lived in a poor country village. He was considered
quite well-to-do because he owned a horse which he used for plowing and
for transportation. One day his horse ran away. All his neighbors exclaimed
how terrible this was, but the farmer simply said, “Maybe, maybe not.”

A few days later the horse returned and brought two wild horses with
it. The neighbors all rejoiced and told the farmer how fortunate he was, but
the farmer just said, “Maybe, maybe not.”

The next day the farmer’s son tried to ride one of the wild horses; the
horse threw him and as a result, his son broke his leg. The neighbors offered
their sympathy and told the farmer what a terrible turn of events he had
encountered, but the farmer said once again, “Maybe, maybe not.”

The next week draft officers came to the village to take all the able-bodied
young men for the army. They rejected the farmer’s son because of his bro
ken leg. When the neighbors told him how lucky he was, the farmer replied,
“Maybe, maybe not.”

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