In 2013, I saw Robert Mueller in person.
He was giving the commencement speech at my graduation from William & Mary.
And at the time, I didn’t think much of it.
But these days, it’s a different story.
Because now that he’s leading the investigation into Russian interference in the 2016 elections, the former FBI director has become quite notorious. And his report that was released today (the redacted version at least), is causing a stir on both sides of the isle.
Personally, I don’t care one way or another.
But what I do find interesting is people’s reaction to it.
Because it seems like everyone’s happy:
Democrats are cheering at the hint of Trump’s obstruction of justice… while republicans are thrilled that there seems to be no conspiracy between Trump and the Russians.
Meaning: whatever your position, there’s a way to spin it in your favor.
It’s human nature.
And it reminds me of Mike Palmer’s “R.A.D.I.O. Test” for identifying big ideas.
Because the “A” in that acronym stands for affirmation.
Meaning that if you want your copy to sell like flaming-hot Cheetos, then your idea has to mesh with folk’s preexisting beliefs (the same way people only like the parts of the Mueller Report that fit their narrative).
In fact, affirmation is such an important topic in copywriting, that I recorded an entire lesson on the subject called “The Fallacy of Persuasion.”
I recommend checking it out hither:
Your pen pal,