How to make people give a fuck

(and how to make millions from it)

Most people don't give a fuck about your ideas...

Why should they? They've got their own problems, their own plans, something they're trying to get and someone they're trying to impress. Then you arrive expecting their attention because YOU have something to say

But give them a reason to suspect they're missing something... suddenly there's something they want explained

What am I getting wrong? How long has this been happening? What could I do about it?

You can take a subject they would've ignored ten seconds ago and make them ASK you to keep going

That's the skill we're talking about

You'll use it to get people to hear out an idea, follow an explanation, read what you write, give you a chance before deciding you're another idiot wasting their time

And yes, there are some pretty fucked ways to use it

You can make people scared of a problem they don't have, embarrassed about a life they were enjoying, desperate to buy something they didn't need

Once you understand how this works, you'll also start catching people doing it to you

1 / Start with something they already understand

How can you make someone care about blood sugar?

You could open with a long explanation of what it does, how the body regulates it, why people should learn about it

Good luck getting someone who never asked for a biology lesson to sit through that

Try starting here:

"Waking up 2-3 times a night to piss and thinking it's because you drank water before bed"

Someone who does that can recognize the situation immediately

They know the walk to the bathroom, checking the time, calculating how much sleep they've got left before the alarm goes off

And they'd quite like to stop doing it

But someone who sleeps perfectly can understand the situation too

Drink water before bed → get up to piss during the night

Seems obvious enough

Now suggest that the obvious explanation might be missing something, and they can get curious about what else could be happening

They don't need a sleep problem to find that mildly interesting. They don't need to give a fuck about blood sugar either

Someone recognizes their own night, someone else wants to understand a strange thing the body might be doing

Both have a way into the subject

Before you start explaining, finish this sentence:

"Someone would care about this because it could help them _____"

"Understand blood sugar" gives them a subject to study

"Figure out why their sleep keeps getting interrupted" gives them a reason to study it

And if they don't personally need the information, ask what they'd find surprising about it

Do this with whatever you know: who could use it, what would it change for them, and what could make someone outside that group curious?

If your answer is still "they'll be more informed", keep going until you can name something they'd gain, avoid or want explained

2 / Make them question the explanation they already have

That opening also contains an explanation almost anyone can follow

"I drank water before bed, obviously that's why I keep getting up"

Now imagine you can show that the water doesn't explain a particular person's repeated waking, and there's evidence for another cause

You've taken an answer that felt settled and made it worth questioning

"Wait, if it isn't the water, what is it?"

The person who lives with the problem wants to know whether they've been trying to fix the wrong thing

Someone who doesn't have the problem can still want to know why the obvious answer failed

That's a reason to hear the rest

For your own subject, write down these three things:

→ what keeps happening to this person?

→ what do they currently blame it on?

→ what evidence could make them reconsider?

That last question matters, you need something more useful than "everything you've been told is a lie" 😂

The useful part is that the person now has a question they want answered. The next part of your explanation has a job to do

3 / Make the explanation easy to follow

Keep returning to the person's night as you explain it

Getting out of bed, barely peeing, going back to sleep, waking up again

Those details help someone picture the situation before you bring in the technical explanation

Someone who experiences it might think "how the fuck does he know exactly what happens to me?"

Notice the order: familiar experience first, explanation second

If you introduce a technical term, explain what it means + why someone needs it at that exact moment

Blood sugar? The amount of glucose, a sugar your body uses for energy, in your blood

Now they can follow the next sentence

Don't introduce five more terms before doing anything with the first one

I would write the explanation in a rough sequence before trying to make it sound good:

what happens → what might explain it → what supports that explanation → what someone can do next

Every part should move them along that sequence

And give them a useful next step, so they can do something with the explanation

In this example, a practical step would be recording when they wake, what they drink and when, and how often + how much they pee, then discussing persistent symptoms with a clinician

Show what that record looks like, so they can actually use it. "Pay more attention to your health" tells them fuck all

When you're speaking, the same order works: describe the situation, explain the relevant part, then follow the question you get back

Don't dump every fact you know into the conversation just because somebody finally listened

4 / Here's where it gets fucked

Someone can describe your problem so well that you start trusting their answer before they've proved it

Take the same bathroom example: someone could confidently declare that blood sugar crashes are causing it, then offer food + supplements as the fix

Those symptoms alone don't establish that diagnosis or prove the fix applies

But the person listening can slide from "he described my night perfectly" to "he must know what's causing it"

That leap is doing a lot of selling

Add a story about someone who struggled for years, changed their routine and finally slept through the night

You've given them an ending they might want for themselves

It still doesn't prove what caused the improvement or that the same thing will happen to them

This is the part people abuse

Describe someone's frustration → make your explanation feel like a discovery → offer relief from the problem you've just explained

If the explanation is invented, you can sell someone an answer to a problem they don't actually have

And because the opening felt so personal, they might not notice how little evidence came after it

So when you use a story, show what actually happened + what supports your explanation. A confident sentence about hormones won't do that work for you

Making shit up to sound certain gives the buyer a reason to stop trusting you as soon as they check

5 / Build the whole thing in order

Here's how I'd prepare to explain the blood sugar idea

First, choose who needs to care

Start with someone whose sleep keeps getting interrupted and who wants to understand why. Keep the situation simple enough that someone outside that group can follow it too

Then, name what they want

To get through the night + feel rested in the morning

Find the moment they recognize

They're walking to the bathroom again and checking how many hours they've got left before work

Open with that moment

"Up for your third bathroom trip and already calculating how fucked you'll feel at work tomorrow?"

Now you've given them a scene they can recognize without knowing anything about blood sugar

Give them a reason to want the explanation

"What is actually waking you up?"

That is the question the next part needs to help them investigate. Start with what they can observe, then explain what could account for it

Introduce the subject where it belongs

If blood sugar is relevant to the explanation you're giving, show why + what evidence would help establish that connection

You don't get to force your favourite answer into every problem

Finish with something they can use

Show what the record looks like: bedtime, drinks, waking times, bathroom trips

Explain what each part helps someone investigate, and what the record alone can't tell them

That's the same process you can use on your own material

Choose a person → name what they want → find the situation → write the opening → explain → give them a next step

Try your opening on someone unfamiliar with the subject and ask what they'd expect you to explain next

If their answer has nothing to do with what you explain next, fix the connection

6 / Now turn it into money

Some people will enjoy the explanation and move on

Others have the exact problem you described + want help dealing with it

Say you're applying this to a clinician's service that reviews someone's symptoms and history, then provides written findings + next steps

The person with broken sleep has a reason to consider that service. The person who was just curious can still enjoy the explanation, remember you or share it with someone who needs it

That's the commercial connection you need to build

They have to recognize a problem they have, believe you can help, understand what they're buying and see why dealing with it now is worth the money

Here's how I'd work through that using the same example

First, make the free explanation useful on its own

Give the reader something they can understand or do before they pay

The tracking example does that. They can start recording the problem, and they know why guessing from memory might leave things out

If your free post is three screens of "this is more complicated than you think, DM me", you've barely given them anything to judge you on

Then show what the paid work adds

A post can explain a common situation to thousands of people

If you're adapting this for a clinician's service, the paid work could include reviewing one person's history, medicines, symptoms + relevant results

Show the buyer what they receive: who reviews their information, what the review covers, what the written findings look like + whether there's a follow-up

A sample with identifying details removed gives them something concrete to inspect

They should be able to explain what they're paying for without repeating "it's personalized"

Make the offer continue the same conversation

For that clinical service, a concrete offer could be:

"A clinician-reviewed assessment of your symptoms + history, with written findings and a follow-up to discuss your next steps"

The reason to care was broken sleep. The offer should help them address that same problem

Don't spend the whole post on their night and then suddenly pitch a generic course about becoming your best self

Give them a real reason to act

If the problem keeps disrupting their sleep, they already have a reason to get it looked at

Show the price, the process and who the service is suitable for

The reader should know what happens after they click or message you

Use the same idea in organic content + paid ads

For organic, the recognizable night gets someone interested, the explanation gives them a reason to stay, and the offer gives the right person a next step

For a paid ad, shorten the same sequence: recognizable situation → what the viewer will learn → where they can see the full explanation

Sending someone to more detail lets them judge the work before deciding whether to pay

Then count suitable enquiries + actual customers

For illustration, 50 reviews at $300 each = $15,000 revenue

If acquiring those customers cost $3,000, you've got $12,000 left before paying for the reviews, support + the rest of the business

Those are example numbers, the actual cost of delivering the service matters just as much as the number of people who buy

And a DM asking for help isn't a sale, track the whole path

Keep finding new things to explain

The next post could show what a symptom record reveals, what a reader should bring to an appointment, or what an anonymized review actually contains

Each gives people something different they can use + another way to judge the quality of the work

The same approach applies when you sell software or a high-ticket service: show the situation your buyer recognizes, explain something useful, demonstrate the work, then offer to do it for them

I've made multi-millions running offers on Twitter, this is one of the skills behind it

If you sell a high-ticket service or software, I'll build the X content system that gets your buyers interested + shows them why your offer is worth paying for > yegor.com