In probably every field, the experts like to distinguish principles versus tactics.
The tactics are tips, tricks and techniques that get results.
When they don’t work, though?
Sometimes a slight change in context, wording or circumstances can shut a tactic down. They tend to be ephemeral – working only in certain situations and for certain times.
Principles are different.
They explain how the tactics work and allow you to tweak them – or even create new ones.
They tend to rarely change, even as culture and technology change around them.
Amateurs like tactics because they’re easier to learn. And the really naïve think that’s all they need. You can spot them on forums and at conferences, asking questions like, “how do I write a best-selling novel” or “what’s the formula for writing sales letters?”
Both of those questions have answers. “Write a chapter a day, at least” and “AIDA” respectively.
But those alone don’t tell you how to write a book or a sales letter. They help, sure, but they are insufficient.
The only real answer is to learn the principles of your craft.
