40:I[185,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1s-yni1uf2lwd.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/3b4qrzgkt_l12.js","/_next/static/chunks/15lgs8s22dk5l.js"],"SendEmailButton"] 42:I[63625,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1s-yni1uf2lwd.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/3b4qrzgkt_l12.js","/_next/static/chunks/15lgs8s22dk5l.js"],"AddToLibraryButton"] 43:I[29721,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1s-yni1uf2lwd.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/3b4qrzgkt_l12.js","/_next/static/chunks/15lgs8s22dk5l.js"],"ShareButton"] 44:I[58016,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1s-yni1uf2lwd.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/3b4qrzgkt_l12.js","/_next/static/chunks/15lgs8s22dk5l.js"],"ProcessEpisodeButton"] 45:I[45269,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1s-yni1uf2lwd.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/3b4qrzgkt_l12.js","/_next/static/chunks/15lgs8s22dk5l.js"],"SignupCTA"] 39:["$","span",null,{"aria-hidden":true,"children":"·"}] 3a:["$","span",null,{"children":"00:33:14"}] 41:T4ed,

I was rummaging around on youtube when I came across this video with an outrageous claim:

“This book literally teaches you to think like a Harvard lawyer.”

My skepticism shot into high gear, but when I watched the video, from a youtube educator named Stephan L. Petro, I saw he was on the level.

I’ll tell you about the book in a minute. It’s really valuable for any copywriter, because it will help you sharpen up your sales argument quite a bit.

But more important, it has one idea called “the bridge” which most experienced copywriters do automatically but most beginners miss out on–and this idea can make all the difference between whether your copy works.

Now, we’re not lawyers, but in some ways we do the same thing, so it will be worthwhile to find out more about this book and what it means to us as copywriters.

Resources

The Uses of Argument, by Stephen E. Toulmin

https://www.amazon.com/Uses-Argument-Stephen-Toulmin/dp/0521534836

The Persuasion Story Code

https://www.amazon.com/dp/B0CFD2KXNQ