the greatest skill of all time

I've always wondered what was the greatest skill of all time.

Should you choose:

• Copywriting

• Sales

• Ghostwriting

• Funnel building

• Storytelling

It doesn’t actually matter because all these 'skills' are just forms of communication aiming to get someone to buy your product or service.

Copywriting works best when your product can be sold without a sales call.

But when copywriting isn't enough to convince someone to buy a high-ticket product, direct sales come into play.

There will always be a place for these skills.

Why?

Because they all have one thing in common:

Persuasion.

No, persuasion is not manipulation—two separate meanings.

No, persuasion is not unethical.

If it were, you would be the most manipulative, unethical human being on the planet because you persuade every day.

You just might not be aware of it.

When you're trying to convince your friends that “Messi is the greatest soccer player of all time.”, you're using persuasion.

I'm trying to convince you that persuasion is the greatest skill of all time.

I am using persuasion.

Let me share a quick story from my own experience.

I was obsessed with building the perfect sales funnel. I spent countless hours tweaking strategies, perfecting designs, and writing lengthy copy—all to get people to hop on calls for my clients. I was working hard, not smart.

Despite all that effort, the conversion rates sucked.

One day, I took a step back and asked myself, "Would this sales funnel convince me to schedule a call?" The honest answer was no.

That's when I realised I needed to focus less on the flashy elements and more on understanding human psychology—the art of persuasion.

I started to simplify my funnels, reducing friction for visitors. I doubled down on what would genuinely motivate someone to click that schedule button.

As soon as I made persuasion the cornerstone of my approach, my conversions skyrocketed.

And I realised something the other day.

These technical skills weren't handed down to us, we developed them over time. Our innate ability to communicate and trade has evolved into the skills we use today.

What I’m trying to say is…

If you can learn to persuade, you can sell anything—forever. It's an evergreen skill.

Building sales funnels or learning copywriting are great ways to practice persuasion, but they're merely tools. These skills might become redundant in the future. But as long as you can persuade someone to buy your stuff, you'll never be broke.

So if you’ve been looking up what’s the best skill to learn online, don’t.

Pick a skill you think you’d enjoy—get good at it—and you will naturally get good at the other skills because you will understand the fundamentals of persuasion.

It’s all interconnected.

That’s all I had to say in this newsletter.

I hope you enjoyed this, and I’ll see you next week.

Best,

Jarrod