Napoleon would not be the man he is today (or i guess is known as)… if he didn’t use copy.

So today we’re reviewing napoleons copy.

Here’s a small excerpt, we’ll be going over more later but for now just this tiny paragraph:

"Soldiers, you are naked and ill-fed! Government owes you much and can give you nothing. The patience and courage you have shown in the midst of these rocks are admirable; but they gain you no renown; no glory results to you from your endurance. It is my design to lead you into the most fertile plains of the world. Rich provinces and great cities will be in your power; there you will find honor, glory, and wealth. Soldiers of Italy! will you be wanting in courage or perseverance?”

Notice the hook:

“Soldiers, you are naked and ill-fed!”

This is actually perfect for the people he’s writing to (18th century french army)

At the time they were getting mistreated by france because it had other priorities so the army was missing food, had shit equipment and all around wasn’t getting what they needed from france

And they were PISSED.

So reading this line, would’ve hooked them in instantly.

Did the above hook you?

Well if it didn’t, you’re probably going to stay a broke loser because you’re not focused on money.

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Then the line:

“Government owes you much and can give you nothing.”

Get’s them thinking… “yeah, this guy’s right… i do deserve more!”

Then napoleon goes in even harder with:

“The patience and courage you have shown” “are admirable”

essentially giving them a compliment making the solderders like him more… but then he goes in with the harsh truth:

“but they gain you no renown; no glory”

So now he’s basically said you’ve done all this work, but gotten nothing out of it.

So napoleon contrasts their stark pain with the benefit or the dream state.

He ends it not demanding them to do something… no, he says:

“will you be wanting in courage or perseverance?”

In layman's terms: are you a bitch?

He’s putting their ego on the line and saying you have no courage if you dont come and fight with me.

Now all together lets think about what happened.

He started by hooking them in with their pains/problems. He established a clear enemy: France

He next showed that they’ve been trying, but it hasn’t worked. And then came in with the benefits/dream state.

Finally he attaches their ego to the answer of the writing.

Do this in your copy, and it will convert. Come back tomorrow and it’s going to get even better because we’re going over how napoleon actually commands his troops.