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Wizards of Ads
by Roy H.Williams
İMoney Magic, Inc.4/24/99
Saturday Daybreak KATV, Chn. 7
Mary Ann Campbell, CFP

While technology is changing exponentially, the hearts of the people aren't changing at all. We're still the same predictable creatures we've always been. The Seven Laws of the Advertising Universe
(Whence Cometh the Power of Ads to Work Magic)
  1. An Energy of Words has existed since the day He said, "Let there be light." Learn how to use this energy. You are created in His image.
  2. Masses of People are predictable, though an individual person is not. The exception does not disprove the rule.
  3. Intellect and Emotion are partners who do not speak the same language. The intellect finds logic to justify what the emotions have decided. Win he hearts of people, their minds will follow.
  4. Time and Money are two sides of a single coin. No person gives you his money until he has first given you his time. Win the time of the people, their money will follow.
  5. Sight and Sound function differently in the mind, with sound being the surer investment. Win the ears of the people, their eyes will follow.
  6. Opportunity and Security are inversely proportionate. As one creases, the other must decrease. High returns are gained from low-risk strategies only through the passage of time. He who will cheat time must embrace the risk of failure.
  7. Engage the Imagination, then take it where you will. Where the mind has repeatedly journeyed, the body will surely follow. People go only to places they have already been in their minds.
It's not who you reach, it's what you say. Every American is reached by multiple vehicles of advertising daily. Having the right message is what matters. Vision, Passion, Faith, tenacity, perseverance, sacrifice. These things are part of a time-tested formula for success that's difficult to teach and painful to learn.