Wizard of Ads Monday Morning Memo

It is 3AM on a Thursday morning and I haven’t yet written the MondayMorningMemo. In fact, I haven’t even started it.The fact that you are reading it right now means that I did, in the end, get it done, such as it is.Reading is a form of transportation that takes you to a different place and time.You are with me at 3AM as I try to think of something that might entertain you. I keep asking you what you’d like to read, and you keep not telling me.“Write what you want,” you say.At 4:46AM you watch as I visit the home page at MondayMorningMemo.com to see which of the 5,394 random quotes will pop up on the sidebar to inspire me.“One sword keeps another in the sheath.” – George Herbert, (1593–1633)It’s an interesting thought.I assume George Herbert was a military man, but I decide to Google him to be sure. As I type his name and birth year into the Google search block, I wonder, “What would it be like to live in a world where everyone carried a gun at all times? Would one sword keep another in the sheath?”Indy Beagle opens one eye and quietly says, “You don’t want to put your dog in that fight. Think about something else.” And then he goes back to sleep.A contemporary of Shakespeare, George Herbert was a famous metaphysical poet and a priest in the Church of England! He was born into an artistic and wealthy family, began classes at Trinity College in Cambridge in 1609 and was noted as an exceptional speaker by none other than King James the first. Yes, the King James of the 1611 King James Bible, that King James.George Herbert was elected to Parliament in 1624.We are now in England 397 years ago as Google, our tour guide, tells us more about the man who said, “One sword keeps another in the sheath.”“After the death of King James, Herbert renewed his interest in ordination. He gave up his secular ambitions in his mid-thirties and took holy orders in the Church of England, spending the rest of his life as the rector of the rural parish of Fugglestone St Peter, just outside Salisbury. He was noted for unfailing care for his parishioners, bringing the sacraments to them when they were ill and providing food and clothing for those in need. Henry Vaughan called him – quote – ‘a most glorious saint and seer’. He was never a healthy man and died of consumption at age 39.”Who was Henry Vaughn, and what is “consumption,” anyway? I’ve heard of it all my life.Oh! Consumption is what they used to call Tuberculosis! Who knew?Henry Vaughn was another metaphysical poet and a physician. (yawn)Having wrung the last drop of honey from the story of “One sword keeps another in the sheath,” you and I decide to wander around Cambridge in 1609, the year that George Herbert entered Trinity College and came to the attention of King James. Indy Beagle, upon hearing of our journey, decides to go with us.We wander first into The Eagle and the Child, a pub in Cambridge that William Shakespeare was known to haunt. The locals call it The Bird and Baby. It stands opposite the oldest building in Cambridgeshire, the Saxon church tower of St Bene’t’s church which dates from around 1025. A tavern has stood here since 1353, famous for selling beer “for three gallons a penny”.I ask the bartender if he knows a young man by the name of George Herbert. Without looking up, he shakes his head “no.”Behind me, I hear Indy say, “Can we buy you a pint?”Shakespeare is sitting alone at a table scattered with ink-stained papers.“Sit,” says Shakespeare, as he pours wine from a jug into three wooden cups. The cups slosh a little as he slides them across the table. He looks down at the papers. “This new play I am writing is shit.”Indy leaned over and whispered in my ear, “Cymbeline.”“It began as a tragedy but a comedy now emerges. Coming hard on the heels of Julius Caesar, Hamlet and King Lear, the audience won’t know what to think.” He takes the pile of papers off the table and drops them onto the floor beside him. Holding high the empty jug, he shouts, “We’ll have no more of this rancid red! My friends insist on the good Italian!”The Italian red was definitely better; so good in fact that Indy and I do not remember leaving the pub.Do you remember what happened?If you do, send the tale to indy@wizardofads.com.He and I would like to read it.Roy H. Williams

You choose a frame every time you look through the lens of a camera, sketch an image with a pencil, or write words with a pen. But today you’re going to start choosing your frames consciously, rather than unconsciously.The job of the ad writer is to introduce a new perspective and trigger a new belief. The best ads make people think and feel differently.When you look through the lens of a camera, you notice that as you move closer you see more detail, but less context. This ratio of detail-to-context is determined by your proximity. And as you circle an object, its profile and its background change with every step you take. Your angle of view determines your perspective.1. Proximity: The details you share reveal how close you are to the subject.2. Perspective: What is your angle of view? Are you a first-timer or an expert? Are you the manufacturer, the customer, or just a reporter with an opinion? Or are you the product itself?Proximity and Perspective:“I was sticky-smelly-suffocating, enveloped in nasty residue from places unspeakable when magical soap and steamy-soft hot water gushed from heaven above and the stickiness and smell of a lifetime of abuse melted off me like tears in the rain. I was stripped naked, but alive again, looking at my true color, when a rush of air lifted me off my feet a little and held me in its warm embrace until I was radiant and dry. This is the new me: happy and fluffy, beaming and bouncy, smiling and smelling brand-new. I am your carpet. Thank you, thank you, thank you for calling Roy’s Carpet Cleaning.”That ad began in first person, past tense perspective (I was…) and ended in first person, present tense (This is the new me… I am…)Your choice of person (first, second, or third) and your choice of tense (past, present, or future) are just two of the many choices you make every time you write. Choose them consciously rather than unconsciously and your writing will leap to a higher level.Ad writers seek to reframe our perspectives, redirect our thoughts, and renew our minds.Sales trainers and motivational speakers do the same.Beryl Markham was a female aviator who could have been an amazing ad writer. She published a 1942 memoir about her experiences growing up in British East Africa in the early 1900s. In 2004, National Geographic ranked her book, West With the Night, as number 8 on its list of the 100 best adventure books.Beryl Markham understood proximity and perspective:“The hills, the forests, the rocks, and the plains are one with the darkness, and the darkness is infinite. The earth is no more your planet than is a distant star – if a star is shining; the plane is your planet and you are its sole inhabitant.”– Beryl Markham, West With the NightErnest Hemingway said,“She has written so well, and marvelously well, that I was completely ashamed of myself as a writer. I felt that I was simply a carpenter with words, picking up whatever was furnished on the job and nailing them together and sometimes making an okay pig pen. But [she] can write rings around all of us who consider ourselves as writers … it really is a bloody wonderful book.”I have a friend who helps inventors get funding from investors. He says the most important part of his job is the construction of “the dinner party story.” He says, “People like to invest in things that are fun to talk about. Give them a good story to tell and they are likely to invest their money in it.”The world around you is teeming with people willing to give you their money in exchange for elevating their happiness.You just need to start telling the right story.Roy H. Williams

A small chapel was built in Spain in the year 1150. Its name translates into English as, “Our Lady of the High Grasses,” because a religious icon was lost and then found in the high grasses or “tocha” nearby. For nearly 1,000 years, this chapel of Nuestra Señora de Atocha has been standing in the center of Madrid, with the life of the city revolving around it.Well, not exactly “this chapel.” In 1890, when the original chapel could no longer be repaired, Pope Pius IX commissioned that a Neo-Byzantine Basilica* be built to replace it. That Basilica was destroyed during the Spanish Civil war and its reconstruction was completed in 1951. All things considered, it is not the chapel itself but the idea of “Our Lady of the High Grasses” that has been around since 1150.The original chapel was 470 years old when the Mayflower disembarked on Plymouth Rock in 1620, the same year that representatives of King Philip IV of Spain took possession of a new galleon that had been constructed for him in the shipyards of Havana. Christened as the Nuestra Señora de Atocha after the old chapel in Madrid, this new galleon was 112 feet long, made of mahogany instead of oak, and required a crew of 110 men.The crew’s first job was to deliver 40 tons of gold and silver from Central America to King Phillip IV in Spain. It took them more than 2 months just to load it all onto the ship. The heavily armed Atocha was given the honor of sailing as the almirante, or rear guard of a 28-ship convoy.But those 28 ships Captains weren’t thinking about pirates when they set sail for Spain on September 4, 1622. The protracted loading of the ships had caused them to depart 6 weeks late. They were sailing into the heart of hurricane season.On the morning of September 6, just two days after setting sail from Havana harbor, the remains of 8 of those 28 ships lay scattered from Marquesas Key to the Dry Tortugas.The mighty Nuestra Señora de Atocha sank in 56 feet of water, losing all of her 265 passengers, soldiers, sailors, and slaves except for 3 sailors and 2 slaves who survived by clinging to the top of the mizzenmast. A few weeks after those 5 were rescued, a second hurricane swept the ship and its treasure to parts unknown. The Spanish government searched for the wreck of the Atocha for more than 60 years.And then it became the stuff of legend. Four hundred million dollars-worth of sunken Spanish treasure was lying somewhere on the shallow ocean floor near Key West, Florida, free for the taking.During the 20th century, the treasure of the Nuestra Señora de Atocha was discovered hundreds of times in just 30 feet of water by boats full of people who chose to ignore it.Princess Pennie and I were the guests of Mel Fisher and his family in Key West, Florida, shortly before Mel died in 1998. It was Mel’s son, Kim, who told us of the hundreds of fishing lures they pulled off that pile of treasure before lifting those gold bars into the sunlight in July of 1985.And so our story goes full circle: a ship’s treasure was lost, and then found, in the high grasses of the ocean 835 years after the treasure for which it was named was lost, and then found, in the high grasses of central Spain.Spain… bullfighting… Ernest Hemingway… Key WestConsidering that Ernest Hemingway spent 27 years of his life on the Pilar, his custom-made fishing boat in Key West, I am reasonably confident that at least one of those fabled fishing lures was his. But even so, Hemingway would have been just one of the countless sport fishermen who returned to Key West at the end of the day to drink a beer and tell a story about catching “a big one” that broke their line.Yes, those fishermen caught a big one indeed.Perhaps the biggest one ever.Roy H. Williams*In the Catholic faith, a church is any place of worship that has a permanent congregation and is run by a pastor or priest. A chapel has no pastor or priest or permanent congregation. A cathedral is a church run by a bishop. The status of basilica can be awarded only by the Pope, usually because of historical, spiritual, or architectural significance.

Your ability to speak and understand words is a function of the logical, rational, sequential, deductive-reasoning left hemisphere of your brain. Your left-brain hungers for accuracy and seeks to forecast a result.1But the other half of your brain – the wordless right hemisphere – is wired for pattern recognition.2The right hemisphere has no morals, no discretion, and doesn’t care whether a thing is true or false; that’s the left brain’s job. But visual patterns, musical patterns, mathematical patterns, and patterns of behavior trigger what you and I call intuition; gut feelings and hunches. Your can be sure that your wordless right hemisphere is at work when you suddenly know something, but you’re not entirely sure how you know it.It is during the solving of mysteries that the equal-but-opposite left and right hemispheres are fully engaged.Talent is unconscious competence.If the right hemisphere of your brain recognizes the patterns within great writing, you will likely be a talented writer, but you will not likely be a great writing teacher. It is difficult to transfer talent.Skill is conscious competence,usually obtained by observing a talented person and then figuring out exactly what it is they are doing unconsciously. Skilled people make great teachers.This tug-of-war between talent and skill is found in every field of endeavor.But today my fascination is fixed upon speculation, another type of mystery-solving that involves our pattern-seeking right hemispheres.Speculation is responsible for every form of gambling, including speculation in the stock market. Speculation is why we love great stories told in books, TV shows and movies. Speculation is why we marvel at magic tricks and laugh at good jokes and groan at the ones that are obvious.If you want to bore people, just say what they expected you to say; do what they expected you to do. But if you want to captivate those people, delight them with a series of small surprises.Are you beginning to understand the purpose of those unexpected words in great literature, symbolic song lyrics and amazing ad copy? Talented people write those words unconsciously. But you and I can learn to write them consciously.In last week’s rabbit hole, Indy Beagle, Laura Nyro, and The Fifth Dimension gave us the inexplicable word “surry” in Stoned Soul Picnic, along with a debate about what “surry” might mean. But “surry” was only the first surprise we encountered.“Surry down to the stoned soul picnic. There’ll be lots of time and wine, red-yellow honey, sassafras and moonshine. Rain and sun come in akin, and from the sky come the Lord and the lightning. There’ll be trains of blossoms. There’ll be trains of music. There’ll be trains of trust, trains of golden dust. Come along and surry on sweet trains of thought.”Fifty-three years after this song hit the charts, our left-brains continue to demand an explanation of what Laura Nyro was trying to say.Meanwhile, our right-brains are enjoying the picnic.Roy H. Williams1 Broca’s area (slightly forward of your left ear canal) and Wernicke’s area (just behind your left ear,) along with a high-bandwidth bundle of nerves connecting these two called the arcuate fasciculus is what gives us our superpower: the ability to attach complex meanings to sounds, and then to make those sounds through the effortless coordination of diaphragm, larynx, lips and tongue. This ability to communicate highly detailed information is what puts you and I, along with all the other humans, in charge of this spaceship we call Earth.2 Dr. Roger Sperry won the 1981 Nobel Prize in Medicine, “for his discoveries concerning the functional specialization of the cerebral hemispheres.” Speaking of the brain and the mind, Sigmund Freud said, “Poets [thinkers who prefer the right brain] are masters of us ordinary men in knowledge of the mind because they drink at streams which we have not yet made accessible to science [thinkers who prefer the left brain.] Aroo, Indy Beagle

My friend Brian Scudamore said something so insightful that Starbucks printed it on 10 million coffee cups:“It’s difficult for people to get rid of junk. They get attached to things and let them define who they are. If there’s one thing I’ve learned in this business, it’s that you are what you can’t let go of.”Brian was talking about physical junk and mental junk as well.What is the junk you need to get rid of? Do you have an attachment that defines you?“You are what you can’t let go of.”Some people can’t let go of authority.Some can’t get go of fame.Some can’t let go of anger.Some can’t let go of pain.Look around. What do you see?I see groups of people who believe something, hating other groups of people who believe something else. They, like us, are defined by what they can’t let go of.Jesus talked about this in his famous Sermon on the Mount. He said,“If you are planning to give a financial gift to the work of God and you know that someone is pissed off at you, (this is the Williams “Street” Translation) go to that person and apologize and be reconciled. Then you can offer your gift.”1Jesus was more interested in what you were carrying in your heart than what you were carrying in your hand.What you carry in your heart defines you.Immediately after Jesus finished his famous Sermon on the Mount, he made the same point another way.As Jesus was going down the road, he saw a much-despised tax collector named Matthew sitting in his tax collection booth. “Come and be my disciple,” Jesus said to him, and Matthew jumped up and went with Jesus. Later, when Jesus and his disciples had dinner at Matthew’s house, Matthew invited all his notorious swindler friends to be there also, so that they, too, could hear what Jesus had to say. But when the religious leaders saw what was happening, they were indignant and demanded to know why Jesus associated with men like those. Jesus told them, “Sick people need a doctor. Now go away and understand what God meant when he said, ‘It isn’t your sacrifices and your gifts I want—I want you to be merciful.'” 2, 3The funny part of this story is that it all happens in the book of Matthew, the despised tax collector who invited Jesus to dinner and then became one of the 12 disciples who stayed with him always.I have always found it interesting that Matthew’s book is the first book in the New Testament.Roy H. Williams1 Matthew 5:232 Matthew 9:9-133 Jesus is quoting Hosea 6:6, which had been written about 750 years earlier

You lead the world in client attraction, client acquisition, and client retention.A prospective client has made an appointment with you.I am invited to watch and take notes.These are those notes:In your first meeting with a prospective client, always have a white board or a pad of those giant “stickie notes” to write on. Bring your own colored markers.If you are in their facility instead of your own, begin by asking if you can hang one of the 25 x 30 inch sheets somewhere so that you can make some notes and illustrate what you hope to achieve.When the sheet is secure on the wall, say, “I appreciate that you took the time to meet with me today. I was once told that bad advertising is about you… your products and your services. Good advertising is about the customer, and how your products and services will make their lives better and happier. In that spirit, I want to NOT talk about me today. Instead, I want to answer, in plain language, all your questions and concerns about [INSERT THE NAME OF THE TOPIC IN WHICH YOU ARE EXPERT.] My goal isn’t to tell you what I can do for you. My goal is to demonstrate what I can do for you. I want to give you the solutions to every problem and every frustration you face. I want to give you the answers to every question you have about [INSERT THE NAME OF THE TOPIC IN WHICH YOU ARE EXPERT.] All I need you to do is name those questions for me.” And then write 1. in the upper left corner of your giant stickie note as you say, “Number one,” and then turn to the client, and smile, and wait.Write down each thing they say and then read it back to them.Resist the temptation to comment on what they say! Do not begin a discussion. Just write down each of their questions and say,“Awesome. Can you think of anything else?”“Thank you. Can you think of anything else?”“Excellent! Can you think of anything else?”When they can think of nothing else they would like to know, turn and look at their list. Study it for a few moments.With a different color marker cross out each of the numbers, “1. 2. 3. 4.” etc, and then write “1” next to the question that you have chosen to answer first. Write “2.” next to the question you want to answer second.When you have renumbered their questions, tackle them in the order that you have chosen. When you feel you have answered a question sufficiently, ask “Shall we talk about this some more, or is it okay to move on?” When they tell you that it’s okay to move on, draw a line through that question to indicate that it has been dealt with.As the prospective client sees each of their questions crossed off the list, they will have a strong feeling of “Organized Progress Toward Goal.” And if your answers were good, they will conclude that you are the most competent expert they have ever met.When all their questions have been answered and you have explained exactly what they need to do to achieve all their goals and objectives, sit down at the table across from them and ask, “Where would you like to go from here? What would you like to talk about next?”If you do this correctly, you will have talked only about their questions and their goals and their objectives. You will have said nothing about what makes you better than your competition.Don’t talk about yourself. Talk about them, their needs, their questions, their goals and objectives. Don’t have a sales pitch. Have solutions.The objective of this exercise is to gain a clear understanding of what the client wants, and then to make an honest evaluation about whether or not you are the right person to help them.This is not a sales technique. You are just giving away a free sample of your advice.If you are truly an expert, the customer will know.And if you are not, the customer will know.Roy H. Williams

At the bottom of last week’s Monday Morning Memo, I asked, “Does it surprise you that the multibillion-dollar investment funds that used to buy manufacturing companies and mortgages are now bidding to buy successful home service companies at record-setting prices?”Immediately following my publishing of that comment, a client of my partner Ryan Chute asked him for any insights he might be able to provide about the Private Equity firms that were trying to buy his business. Another Wizard of Ads partner, Stephen Semple, has worked with almost 100 business owners who sold their businesses. Here is what Steve told Ryan:“There are three problems I’ve seen over and over. The first problem is that there is a due diligence clause in every sales contract that professional business buyers regularly use to lower the price. Here is how it works: the closing is scheduled for Friday afternoon (yes, almost always a Friday.) At noon on Friday the buyer drops the price. They tell you they have come across something that says the price is now 20-30% lower.”“These business buyers are banking on the owner having already sold the company in his heart. The champagne is on ice and the owner is not emotionally capable of walking away from the closing table. To fight this, the seller needs to remain ready to walk. Walking away is the only power the seller has.”“The second problem I have seen is this: selling a business is a slow process and the closer it gets to the closing of the sale, the more the business owner mentally and emotionally disconnects from the business. They stop investing in the business, stop growing it. This is a dangerous thing to do because if the sale falls through, they have to get the momentum going again.”“The third problem is that most business owners don’t actually know what their business is worth. Knowledge is power, and you desperately need the power of knowledge when you are preparing to sell your business.”“Ryan, my best advice is that you tell your client to run their business like they are planning to own it for the next 20 years. Remind them that their business isn’t actually sold until the check is cashed.”Ted Rogers owned a cable TV company. When a buyer came along, Ted negotiated the price to be based on the number of subscribers he transferred to the buyer on closing day. Ted was now prepared to spend more per subscriber to acquire new subscribers than he had ever spent before. He ran promotions and offered bonuses to drive up his subscriber count. The buyer was now motivated to close the sale quickly because the price was going up every hour.The technique that Ted Rogers employed can be used by any seller of any business. All you have to do is base the sales price on a metric that is within your control, not the buyer’s control. It can be top line sales in a rolling 12-month window, or gross profits in a rolling 12-month window, or you can negotiate the closing price to be adjusted up-or-down by the same percentage the company has grown or declined during the due diligence window. Pick a metric that you control.And then start growing your business as you’ve never grown it before. By remaining fully engaged in your business, you have now stripped the buyer of his power to ambush you at the closing table.And then, when the deal is done, come to Wizard Academy and tell us your story and we’ll help you celebrate.Aroo,Roy H. Williams

Have you noticed that 2-day deliveries are taking 4 to 5 days to arrive?Shipping companies can’t hire enough warehouse workers and delivery drivers.Have you noticed how long it takes to get the food you ordered?Restaurants can’t hire enough kitchen workers and wait-staff to serve their customers.Service companies nationwide are seeing just 3 or 4 job applicants respond to online recruitment ads that used to generate 40 to 50 inquiries.The limiting factor for business growth in 2021 won’t be a shortage of sales opportunities. It will be the shortage of employees.The Wizard of Ads Partners are rapidly writing recruitment ads for hundreds of businesses across America. Phone lines are ringing and email inboxes are dinging with new requests for recruitment every hour.If you are reliable, conscientious, have a good attitude and are willing to work with your hands, you can write your own ticket anywhere in America.The construction trades can’t find enough people to pour foundations, erect frames, hang sheetrock, build cabinets, lay flooring, and install roofing.Home service companies can’t find enough people to fix plumbing, run wiring, repair air conditioning, paint walls, clean gutters, trim trees, or power-wash driveways, decks and sidewalks.The strongest employers are starting new employees at $80,000 a year and experienced tradespeople are spiraling upwards beyond $100,000 faster than the tornado that carried Dorothy and Toto to Oz.“Somewhere Over the Rainbow,” indeed.Twenty years ago, the internet was the Emerald City. Tech workers were needed everywhere.But then we figured out how to do a lot of that work with software instead of people.Follow a rainbow to where it touches the ground today and you will find a happy, hard-working, hands-on service worker. These men and women are the new pot of gold.Companies that rise to the challenge of recruiting, training, and retaining good people will be the ones who leapfrog ahead of their competitors.Do whatever it takes to become the company that everyone wants to work for “if they are lucky enough to get hired” by you. You’re going to have to pay your employees more than you planned, but you’re also going to be able to charge more than you planned.The service company who can answer the phone and say, “Yes we can and we’re on our way,” is the company you want to be.This is the mountain you must climb if you want to see the view from the top.Roy H. Williams

An overwhelming force enters the marketplace.A train is coming. You wish it wasn’t.1. Will you stand on the track with your back to the train and deny its existence?This business owner is saying, “Their customer is not our customer. They will not affect us.”He is doomed by his delusion.2. Will you denounce the train to everyone who will listen?This second business owner says to state and local government, “We don’t want them here.”He may win a battle or two, but he will always lose the war.3. Will you face the train with one foot on each rail and say, “Bring it on”? This third business owner is saying, “I’m better at this than you are. I’ll make you regret coming to my town.”I’ve occasionally seen this business owner defeat the giant, but only if the giant was sick, distracted, or not in the mood to fight. Usually the little guy loses.There are two proven ways to defeat a giant:1.Go where the giant cannot.Trains run on rails. The rails dictate where the trains go.Sam Walton was a small-town retail hustler in a hillbilly state. The giants who occupied the promised land were Sears, Kress (K-Mart), and J.C. Penney.Big department stores need big populations. As a general store, Sam could operate profitably in towns too small for Sears, Kress, and J.C. Penney. Sam opened his first stores outside of Arkansas in Sikeston, Missouri and Claremore, Oklahoma; towns of about 10,000 people.Sam Walton grew Walmart to $8 billion – a size equal to Coca-Cola at the time – before he opened a store in a town large enough to have more than one McDonald’s.2. Let the giant show you the way.Stand alongside the track and grab hold of the train as it passes. This is a strategy that businesses owners 1, 2, and 3 never considered.Once aboard, stand between the train cars where you don’t have to fight the wind. Let the train cut a hole in the wind for you. You are riding in the slipstream. Haven’t you seen race cars pull up tight behind the leader and ride along in their slipstream until the time was right to slip to the inside and slingshot past them?Walmart was slow, but they did act in time. They studied Amazon and saw what was working. Then they committed to upgrading their online shopping experience.They allowed the giant to show them the way.Wal-Mart wasn’t able to slingshot past Amazon,* but they were able to retain their status as a giant. They did not become a has-been like Sears, Kress, J.C. Penney, or Blockbuster Video.Is there a train headed your way?What is its name?What is your plan?Roy H. Williams*Although Walmart currently does more total volume than Amazon, their online volume is only one-sixth as big. Additionally, Amazon’s market cap of $1.7 trillion makes that company worth 5 times as much as Walmart.

Information can be objectively true but have no relevance to you personally.This is the difference between objective reality and perceptual reality.The opposite is true, as well.You can perceive a person to be beautiful when that person is objectively average. You can also perceive information to be important when in truth, it is not.But in perceptual reality, that person is beautiful.In perceptual reality, the information is important.Objective facts do not win the heart and mind. The magic that creates perceptual reality – personal truth – is relevance.Relevance is a happy shout of Yes to the question, “Do I care?”Just because a thing is true doesn’t mean we have to care.The first time I taught publicly about perceptual reality was in 1994 when I was invited to speak to 1,500 jewelers in London at the 400th Anniversary Celebration of the Goldsmiths of the United Kingdom. Afterwards, Pennie and I were whisked away to the world headquarters of DeBeers to meet with Roger Van Egan, their director of marketing.DeBeers wanted to know why my small handful of jewelry clients were selling 20 times more diamonds than the average American jeweler.My answer, in a word, was “relevance.”On date nights, my jewelers were on the radio speaking to couples in cars.“The Christmas season is a GREAT time to get engaged. She’s going to want to show her new engagement ring to everyone she cares about, and most of those people are going to be conveniently gathered together at Christmastime. If you show up at the Christmas party of your girlfriend’s parents and she is NOT wearing an engagement ring, you get to listen to Great Aunt Gertrude talk all night long about her recent gallstone operation. But if your girlfriend IS wearing an engagement ring, the only thing Aunt Gertrude will want to know is whether you’d like another piece of pie before, or after you ride Cousin Larry’s new motorcycle. One more thing: the day she starts wearing your engagement ring is the day her Mom quits calling you “What’s-his-name.”“But your ad didn’t say anything about why he should buy an engagement ring from your client! You said only that he should buy an engagement ring!”Au contraire, mon frère. That ad made my jeweler fun, approachable, and most importantly, NOT SCARY.But when courtship mode has run its course and the honeymoon is over, men who believe “actions speak louder than words,” tend to be poor communicators.Seeds of doubt, disillusionment and divorce are planted when a woman thinks, “This is not the man I married. He doesn’t love me anymore.”“Ladies, many of you will be fortunate enough this Christmas to find a small, but beautifully wrapped package under your tree bearing a simple gold seal that says Schiffman’s. Now you and I both know there’s jewelry in the box. But the man who put it there for you is trying desperately to tell you that you are more precious than diamonds, more valuable than gold, and very, very special. You see, he could have gone to a department store and bought department store jewelry or picked up something at the mall like all the other husbands. But the men who come to Schiffman’s aren’t trying to get off cheap or easy. Men who come to Schiffman’s believe their wives deserve the best. And whether they spend 99 dollars or 99 thousand, the message is the same: men who come to Schiffman’s are still very much in love… We just thought you should know.” [Hard stop. No location tag.]That ad on the radio said to men, “Buy a diamond from Schiffman’s and she’ll know that – unlike “other guys” – you are still very much in love. Now won’t THAT be grand!”Jewelers today are intently focused on reaching engagement ring customers because there are slightly more than 2 million weddings in the US each year.But there are currently 62.34 million married couples. Do the math. I did. And I quickly came to the conclusion that the jewelry business needed an objective way to categorize a diamond as an “Anniversary Diamond.”So I made one up.“You gave her an engagement ring at the beginning of your journey. You’ve come a long way together. Now it’s time to give her a big Anniversary Diamond.”“What’s an Anniversary Diamond?”“It’s a diamond that’s at least twice as big as the one in her engagement ring.”“Why twice as big?”“Because that’s how you say, ‘I love you twice as much today as the day I married you.'”Do you remember what I said about relevance? If Mister “actions speak louder than words,” still loves her but can’t find the words to tell her, I’m confident he can still find his way to the jewelry store.She wins, He wins, the jeweler wins, and I win.The first rule of persuasion is this: you cannot take a person where you want them to go until you first meet them where they are.When you enter the perceptual reality of the customer, you meet them where they are.Now all you have to do is speak to the felt need – something that they already care about – and support your position with an objective fact.Objective facts are always delighted to support you.“Win the heart and the mind will follow.The intellect can easily create logic to supportwhat the heart has already decided.”Roy H. Williams