The one where Joel does Glenngary Glen Ross…

“To make your life really easy, and to underscore just how completely self-serving this whole essay is, my company, Fog Creek Software, has summer internships in software development that look great on resumes. “You will most likely learn more about software coding, development, and business with Fog Creek Software than any other internship out there,” says Ben, one of the interns from last summer, and not entirely because I sent a goon out to his dorm room to get him to say that. The application deadline is February 1. Get on it.” — Joel Spolsky. More Joel on Software: Further Thoughts on Diverse and Occasionally Related Matters That Will Prove of Interest to Software Developers, Designers, and Managers, and to Those Who, Whether by Good Fortune or Ill Luck, Work with Them in Some Capacity (Kindle Locations 952-955). Kindle Edition.

“To Make your life really easy,” – Attention

“Fog Creek Software, has summer internships in software development that look great on resumes.” – Interest

“”You will most likely learn more about software coding, development, and business with Fog Creek Software than any other internship out there,” says Ben…” – Social Proof (Neil Strauss would be proud.)

Also note “because Ben” – who the hell is Ben? Doesn’t matter. What matters is the word because. All the rest of the sentence needs to do (in this context) is be even remotely believable. In this case, it is, because Ben was a Frog Creek Intern but from a purely psychologically perspective it could have been completely nonsense and it still would have compelled the reader to from that sentence to the next – the most important one in the paragraph:

“The application deadline is February 1.” – Decision

“Get on it.” – Action

Always Be Closing.

“Are they all here?”
“All but one.”
“Well I’m going anyway.”

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