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Whenever a cultural feature turns up repeatedly all over the world and in all time periods, we can safely assume that there is something about it which is fundamental to the way our brains are wired.

The heroic myth of the person who begin in humble obscurity, struggles through adversity, collects some trusty companions, and ultimately triumphs by achieving “success” (whatever success means in the local culture) is absolutely universal.

The hero may be obscure and humble, or he may begin as a Prince and be humbled by circumstances, but either way, he is born to greatness.

The roots of this myth lie in each individual’s life experience, which is the same no matter where he or she is born.

Adults (and even older kids) are biologically wired to find babies cute and adorable, especially babies with whom they spend a lot of time. Babies spend the first year of their lives receiving constant adoring attention, just for existing.

Then, as they get older, and they start getting into things that are dangerous or forbidden, people start frowning and saying “no”. The adoring looks drop off, and if another baby arrives in the family, the adoration is diverted to the newer, cuter model.

All of us feel emotional pain as this happens to us. Once we had everything we wanted, just for existing, but now we need to do something “good” or “clever” or “cute” to earn it. We are outraged by the betrayal.

We all remember, subconsciously, that time when it all came effortlessly, and we all long to return to that Garden of Eden time.

The heroic myth taps right into that longing. “You can have your kingdom back,” it whispers, “you can have everything you want, effortlessly, if you just work hard, overcome adversity, maintain a positive attitude, and find the right vehicle to get you there.”

The media feed us the heroic myth because our hurt and outraged inner children lap it up and feel momentarily comforted. It’s not gone forever - I can earn it back. Sigh of relief, pass the chocolate.

Sales letters tap into our need for heroic hope. They hold out to us the hope that we can earn our way back to the life where everything cames, easily, and we don’t have to conform to the annoying demands of other people that we do boring things, tolerate atrocious people politely, and stay indoors on gorgeous sunny days.

Success means doing wht you want, when you want, with whom you want - doesn’t that sound like the Garden of Eden?

As long as we yearn to be loved and given everything we want or need without having to earn it, we will be susceptible to the lure of the promises in sales letters.