Chapter 7

The lesson here concerns control. Can you imagine how disastrous it would be if a patient could tell his surgeon how to do the operation? Or, if an athlete could tell his coach how to do his job?
I could go on and on. But isn't it ridiculous! A client pays me big money to write an ad and then they want to tell me how to do it!

Sell People What They Want To Buy!
So obvious, so overlooked and so important.
All You Have To Do Is Observe!
Observe the ads that keep repeating.
Observe the direct mail pieces that keep getting mailed out month after month and sometimes year after year.

Chapter 8

If it turns out, that in my opinion, I am just spinning my wheels, I will stop writing and start resting.
if you halt your forward progress every time you get a little tired or irritable or whatever; then you are suffering from a lack of discipline. On the other hand, if you keep pushing when you are chronically tired or really sick, then you are a fool.

So what I do when, like today, I don't feel like working, is that I start working anyway and I pay attention to what signals my brain and body is sending me. Then, after working a while, if I honestly do start to feel worse I will stop and quit. However, if I just feel a little bit crummy (as I do now) I keep on plugging along.
As someone once said, "Most of the world's work is done by people who didn't feel much like getting out of bed."

We often try to convince others and ourselves that we are something we are not, something we have an idea we "should" be.
truth, my good son, can be determined NOT by how people use their mouth but rather how they use their wallet.

Keep your finger on the pulse of the industry. Stay aware. Keep awake to the possibilities of overlooked marketing opportunities. After a while you will develop a sixth sense.

It has long been my belief that a lot of money can be made by making offers to people who are at an emotional turning point in their lives. For example, when they have just had a baby, just gotten married, just lost a loved one, just gotten a raise, just filed bankruptcy, just purchased a new car, and so on.
Ex: selling to the pregnant woman: "How To Raise Your Child's IQ Before It Is Even Born!"