Isra Bravo
A guy with a bizarre skill
“I got beaten up a lot as a kid but I endured, I was scared and I endured, I wanted to go home and cry and I endured. I wanted to disappear, but I held up. I wanted to die, but I bore it. I endured, and endured, and endured. I’m not cleverer than other people, I’m not stronger or more talented, but I endured more than anyone else I have ever crossed paths with. My perseverance is infinite. I know how to withstand things. Maybe I don’t know how to do anything else. But I do have the stamina to endure. That’s the secret of my success”. (Isra Bravo, Escribo para follar).
A copywriter is someone capable of influencing the decisions people make with their writing. And Isra Bravo (Madrid, 1977) is the better than anyone at that. Escribo porque me gusta ganar dinero, Escribo para follar and Storytelling salvaje are the three books he has published so far, with Alienta Editorial (he intends to publish one a year). Isra is dyslexic, sensitive and brilliant. A truly wonderful guy. And he is enamoured of the paper format for books and magazines like this one.
During the coronavirus pandemic, “trendy” folks once again predicted the end of paper books and magazines. But today, making a paper magazine is a hundred times more revolutionary than making a digital magazine. Why do you think that is?
We are so saturated with digital content that human beings have never ceased to have that primal need to touch and possess things. A paper magazine has an emotional component: you can touch it, smell it, collect it, leave it as a legacy to your children. It’s an emotional component that the digital will never attain. I love paper, I’m an avid fan of it and I do a lot of things on paper.
Why do you think that communication on paper is more effective than digital communication?
Paper has an element of increased credibility. When you’re touching something you’re internalizing it, and that is something that does not occur when you read it in digital format. The digital format is a rapid communication element, it’s great, you can use it and it works well. But there’s something about paper, especially good-quality paper, that makes the credibility of what you’re narrating weightier.
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