Wizard of Ads Monday Morning Memo

What is the canvas of your artistic expression?“Pen and ink,” says the writer.“Wet clay” says a sculptor,“Wood” says another,“Stone” says a third.And then the painters chime in,singing, “Oils,” “Pencils,”“Charcoal,” and “Acrylic”in 4-part harmony.“Film” shouts a cinematographer,“Pixels” shouts another,and the photographers beat a steady rhythmon the lens covers of their cameras.Our own Princess Pennieis of that ancient tribe“The Daughters of Eve”who claim the earth as their canvas.The inheritance of the daughtersgoes back to the book of Genesis…Do you believe the Bible to be a message from God,or merely the writings of desert nomads?Either way, it is an interesting book.In the second chapter of that first book,“The Lord God took the manand put him in the Garden of Edento work it and take care of it.”But evidently, Adam wasn’t very good at it,because just three verses later the Lord God said,“It is not good for the man to be alone,”and Eve became his partner in the effort.Dozens of centuries later,daughter Elizabeth Murray observed,“Gardening is the art that uses flowers and plants as paint,and the soil and the sky as canvas.”Two hundred and fourteen years ago,the poet William Wordsworth added,“Laying out grounds may be considered a liberal art,in some sort like poetry and painting.” 1One hundred and twenty-two years ago, Sidney Hare said,“Show me a city without parks and boulevards and I will show youa people far behind the times in every way. Parks educate the peoplein an art equally as grand as the art of painting or sculpture…” 2In 1941, the immortal John Steinbeck said,“Places are able to evoke moods, as colorand line in a picture may capture andwarp us to a pattern the painter intended.” 3Eleven years later, Steinbeck elaborated,“The spring flowers in a wet year were unbelievable. The whole valley floor, and the foothills too, would be carpeted with lupins and poppies. Once a woman told me that colored flowers would seem more bright if you added a few white flowers to give the colors definition. Every petal of blue lupin is edged with white, so that a field of lupins is more blue than you can imagine.” 4And daughter Shauna Niequist adds,“Use what you have, use what the world gives you. Use the first day of fall: bright flame before winter’s deadness; harvest; orange, gold, amber; cool nights and the smell of fire. Our tree-lined streets are set ablaze, our kitchens filled with the smells of nostalgia: apples bubbling into sauce, roasting squash, cinnamon, nutmeg, cider, warmth itself. The leaves as they spark into wild color just before they die are the world’s oldest performance art, and everything we see is celebrating one last violently hued hurrah before the black and white silence of winter.” 5I agree. It is not good for the man to be alone.Thank God for the women in our liveswho cause rainbows of color to appearfrom lumps of cold, brown earth. 6Roy H. Williams1 In a letter to Sir George H. Beaumont, Grasmere, (Oct. 17, 1805)2 Sidney J. Hare, a pioneer in Landscape Architecture, (1897)3 John Steinbeck, Sea of Cortez, p. 256, (1941)4 John Steinbeck, East of Eden, p. 4. (1952)5 Shauna Niequist, Bittersweet, (2013)6 Genesis 2:7

My business partners meet twice a year to spend a few days together. A transcription of their discussions during these meetings could easily become a bestselling book.A number of my partners have grown far beyond anything I ever taught them, which makes answering their questions a lot easier for me.I employ a mildly deceptive technique that has been used by teachers throughout history:When confronted with a question for which you have no immediate answer, stall for time by tossing the question back to the students. Keep their discussion moving forward until they have arrived at a solid conclusion. They will never suspect that you didn’t already know the answer.During our last meeting, one of my partners was sharing the secrets of his very successful online campaigns with the rest of us when he said, “When I became a partner 15 years ago, I was hoping that Roy would tell us exactly how the sausage is made. Looking back, I appreciate his wisdom in not doing that.”“What do you mean by, ‘how the sausage is made?’” I asked.“I mean, ‘exactly how to write great ads.’”His answer confused me because I was under the illusion that I had, in fact, taught them “exactly how to write great ads.” But rather than admit that I had no idea what he was talking about, I said, “Let’s talk about the different ways of making the sausage. Sexton, how many ways are there to write great ads?”I asked that question as though I already knew the answer, when in truth, I did not. But I was smart enough to ask the person that I suspected would know the answer.“Two,” answered Sexton. “You can follow a template and search for the information to fill each of the openings within that template, or you can gather information and then organize it however you choose. No template.”His answer blew my mind because he was obviously right, but this idea of “writing to a template” had never once crossed my mind. Startled by his answer, I said to the room, “How many of you write to a template?”About half the hands went up.“How many of you gather information and then organize it? No template.”The other half of the hands went up.The thing that startled me the most, however, was that half of the most accomplished writers in the room were using one method, and the other half was using the other.Even more interestingly, I spent the next several weeks asking a number of highly accomplished business owners which of the two methods they would follow. Again, half of them said “template,” which is another way of saying, “Plan your work, and work your plan.” The other half said, “Gather, then organize,” which is another way of saying, “Work with what you’ve got. Improvise.”Regardless of which technique you prefer, does it surprise you that both techniques seem to work equally well?Who’d have thought it?If you have thoughts, anecdotes, or stories about this interesting duality of Planning vs. Improvisation, send them to indy@wizardofads.com and we’ll see if some of them land in the rabbit hole. Also, Indy is planning to feature some murals on the sides of buildings in the rabbit hole next week, so if you have a cool photo of an outdoor mural, send it to him with a description of its location, okay?For those of you who don’t know, the rabbit hole is entered by clicking the image of Indy Beagle at the top of each week’s online version of the Monday Morning Memo. (That’s him at the top of this page holding a sausage in his jaws.) Indy’s rabbit hole is an informative, eclectic, wonderful waste of time.“Not long ago, sitting at my desk at home, I suddenly had the horrifying realization that I no longer waste time.”– MIT professor and physicist Alan Lightman in his book, A Sense of the MysteriousIndy has the cure for Alan Lightman’s distress. His rabbit hole usually rambles on for about 8 to 28 pages. Click the image at the top of each rabbit hole page and it will take you to the next page. Anything can happen in the rabbit hole.And it often does.He’s waiting there for you now. (click)Roy H. Williams

People need your encouragement more than they need your advice. A little encouragement at a pivotal time makes all the difference.I am giving you a Christmas gift: When you have opened it, you will become the right person, doing the right thing, at the right time, in the right way.To open your gift, you need only to buy what the kids are selling.Randy Phillips gave me this gift and I’m glad he did.We were in church when Randy went on a little rant.He said, “Buy whatever the kids are sellin’… Buy whatever the kids are sellin’… Sometimes you come out of a restaurant or a grocery store and they’ve got a little table set up, and you try not to make eye contact with’em. It’s like, ‘If I can act like I don’t see’em, I don’t have to buy it.’Get over there! Go to that table. They’ve got that wrapping paper. You can buy it half-price somewhere else. It don’t matter they’ve marked it up 100%. You don’t need it? What you need is not the issue! You go over there and you buy what the kids are sellin’.They got cookies? ‘I don’t eat cookies.’ This is not about what you eat! Buy what the kids are sellin’. Here’s what I do. I walk over to ‘em and ask, ‘What is the largest amount that you’ve sold today? Who bought the most?’‘Well, they bought 5 boxes.’‘Give me 10. I want 10 boxes.’Denise says, ‘What are you going to do with 10 boxes of cookies?’‘I don’t know. Don’t worry about that.’The look on their face when you are building confidence in a kid across the table! ‘This is how commerce works. This is how we do it in America. You have something of value. I give you money. We trade it. And here we go.’We’re teaching those kids! Buy whatever the kids are sellin’.”Encouragement speaks loudest when it is followed by action. Your action.Always buy what the kids are selling. Give a child the gift of encouragement and hope. It takes only a moment. Then you can give away the thing you bought and explain why you bought it in the first place. Kindness is contagious. Perhaps the recipient of your gift will be inspired to do the same.You are a generous person who likes to encourage others.This is the secret to your happiness.Roy H. Williams

Key Performance Indicators (KPIs) are used for measuring departmental performance within a company. The goal of KPIs is continual improvement.The subtle danger of KPIs is that they can lead us to prioritize efficiency over effectiveness, and short-term objectives over long-term.A Police Chief told his officers to prioritize burglaries of multiple-occupancy households because the system would count each occupant as a separate solved crime and lift their KPI.An electrical wholesale group created a KPI competition between its branches which resulted in them undercutting each other’s prices.A shoe company with a 3.5 billion-dollar ad budget (Adidas) admitted they had been “overly focused on digital attribution,” partly as a result of its ability to allow the company to “look at short-term measurements in real time.” Adidas Global Media Director Simon Peel says, “But when you look at econometric modelling it’s telling you something very different…” 1 In a successful company, it takes every department working together to increase top line revenues. But when departments are held individually accountable for department-specific goals, teamwork goes out the window.A business owner recently asked me, “Who is responsible for lead generation?” Before I could answer, one of his branch managers said, “Selling is a numbers game. Double my sales opportunities and I’ll make twice as many sales.”I asked, “Who is responsible for lead generation in a restaurant?”“The marketing department,” answered the branch manager.Looking across that group of 20 branch managers from 20 different cities, I said, “Think of the best restaurant in your city, the one where you’ve got to have a reservation because there is never an open table. Do you see it in your mind? That restaurant hasn’t advertised in 30 years. Their happy customers are their only marketing department.”Looking at their faces, I could tell they had seen the truth in what I had said, so I told them another truth, “Advertising is a tax we pay for not being remarkable.” I let that one soak in a minute.“When our customer contacts us, they meet the Maître D’ of our restaurant. Sometimes it’s a Customer Service Representative in our call center. Other times it’s a team member who responded to an email inquiry, or who interacted with our customer in live chat. If those people do well, they will hand the baton to one of our waiters; a salesperson or a service technician. But wait, we’re not done. Now we have to deliver the food. Will the chef live up to his reputation? Will the product be as good as our customer hoped it would be?”I waited a few moments, then said, “Today’s close rate determines tomorrow’s sales leads. Good advertising is merely the beginning of a conversation with the customer. If they visit our website, they’re reading our menu. If they check our online reviews, they’re asking their friends about us. But here is where things get serious: when that customer encounters our Maître D’, our waiters, and our chef, she is expecting to meet the company she was promised in our ads. Will we be the company we promised her? Or will we be guilty of bait-and-switch?”I said it again, “Today’s close rate determines tomorrow’s sales leads… Every member of our team is responsible for lead generation. We win together and we lose together. Any one of us can drop the baton in this never-ending relay race where the final runner hands it back to the first runner as a referral from a happy customer. You and I have to make every customer glad they chose us.”“Each of us is a point-of-contact with our customer, a channel of communication. When we use the brandable chunks – signature phrases – that were introduced in our mass-media ads and reinforced on our website; when each of us delivers the personality that we promised in our ads, we have channel alignment. When we fall short of this, we are guilty of bait-and-switch.”“In a growing company, the KPI that matters most is top line revenue. To grow, we have to say remarkable things in our ads. To grow, we have to do remarkable things for our customers. Today’s close rate determines tomorrow’s sales leads. And channel alignment increases the close rate.”“Any other questions?”Roy H. Williams

Symbolic thought is commonly expressed through similes, metaphors, and music, allowing us to communicate the unknown and unfamiliar by relating it to the known and familiar.Symbols happen when one thing stands for another.Symbolism plays a role in identity reinforcement. Brands, hobbies, artistic expressions, event attendance, and social connections are symbolic ways of saying, “This is who I am. This is what I do. This is what I stand for. This is what I stand against. This is how I see myself.”Marketing people call these measurements “psychographics.”Symbols are powerful, friendly things that assist us in relating to the world around us. They help us make those difficult choices between two good things. “With which of these two things do I most strongly identify?”Self-determination is a good thing.Cooperation is a good thing.Brexit is Britain’s tug-of-war between those two good things.America is having a tug-of-war of its own.Understanding how symbols can affect the mood of the heart and the attitude of the mind is a natural part of self-awareness. But symbols get distorted and dark when we embrace them too tightly or carry them one step too far.Superstition is the belief that a symbol carries within itself the power to enact change.Pheromones are a series of chemical flags released by animals that signal sexuality, fear, and dominance; moods of the heart and attitudes of the mind.The flag of a nation is a bit of colored cloth on the end of a stick. Its only power lies in the hearts and minds of those who see it. We are unified when we agree on what that symbol stands for. We are divided when we do not agree.The only hard choice is the choice between two good things.When we are deeply divided, we believe our adversaries are stupid and evil. If we are gracious, we call them “uninformed and misled,” which is just a slightly nicer way of saying the same thing.Reconciliation and unity will not begin until we look beyond our polarized reactions to see the good thing the other side believes in. This is the path to productive civil discourse.Frankly, I’m a bit weary of destructive discourse, aren’t you?Regardless of your political beliefs, you have at least one close friend who believes in the good thing that is currently standing in the way of the good thing you believe in. In other words, their political beliefs are not aligned with yours. Is your relationship with that person strong enough, is your trust in that person deep enough, to quietly listen as they explain what they believe and why they believe it? Can you find the good thing your friend believes in?Ask and it will be given to you; seek and you will find; knock and the door will be opened.Remember: Your goal is to see through their eyes for a moment. You want to see what they see. This is not the time or place to make them see what you see. If you cannot restrain yourself from correcting them and interjecting your beliefs, you are likely to lose a friend.The path to peace requires courage, restraint, the willingness to listen, and an open mind.The other path – the exciting one – is the path that leads to war.Roy H. Williams

“The word ‘artist’ is not applied to writers as readily as to musicians or sculptors or painters, because the medium in which they work – our language – is used by everyone without any particular thought or regard for economy or form. Language is the common drudge of every sort of experience and it does not enter the heads of most people to use it with any conscious skill or effectiveness.”“But the serious writer is an artist and language is his medium, and the way he employs it is of the greatest interest. Graham Greene has said that ‘creative art seems to remain a function of the religious mind,’ and it is this quality of awareness of another world…”– Robertson Davies, The Merry Heart, p. 115“When Cervantes invited a new generation of readers to follow his knight into the Sierra Morena, they discovered through their tears of laughter that they had entered a new world. For the writers and readers to come, the pages of a book could never again stand like foreign objects of wonder, to be admired from a distance. From now on, opening a book would mean stepping into a space more like one’s own, a Sierra Morena next door instead of a mythical wood or mystic crag, and even those places of mystery or magic, from Never Never Land to Hogwarts, would always be places in which other versions of our own selves would go to for relief from the pressures, pain, or simply the boredom of our daily lives.”– William Egginton, The Man Who Invented Fiction, p. 136“In my life as a writer I often remind myself – comfort myself – with what William Faulkner said about The Sound and the Fury. The whole novel, he claimed, hung on one image, the glimpse of a little girl’s muddy underpants seen from the ground as she climbed a tree. How can an entire world spin off so small and incidental a hub? Can it be possible that Faulkner conceived his masterpiece from this thin, grubby moment?”“I imagine most writers of novels begin with such a fragment, a shard of experience so compelling, so troubling and unavoidable – always there, on the periphery of consciousness – that around it he or she must construct an elaborate world. This world, this novel, is not merely a container or a means of filing the image away but an attempt to make it comprehensible, and to guard its power.”– Kathryn Harrison, When Inspiration Stared Stoically from an Old Photograph“Fiction is usually seen as escapist entertainment… But it’s hard to reconcile the escapist theory of fiction with the deep patterns we find in the art of storytelling… Our various fictional worlds are– on the whole– horrorscapes. Fiction may temporarily free us from our troubles, but it does so by ensnaring us in new sets of troubles– in imaginary worlds of struggle and stress and mortal woe.”– Jonathan Gottschall, The Storytelling Animal: How Stories Make Us Human“Go, then – there are other worlds than these.”– Stephen KingIf you want us to see a different world, it will be your choice of tools that defines you. Oscar Wilde was a playwright. He put his words, like a ventriloquist, into the mouths of actors on the stage. Ad writers, screenwriters and novelists differ only in their ventriloquist’s dummies, the masks they hide behind.Some ventriloquist’s dummies are called “newscasters,” and they are no different than the actors in any other fiction. The question we must ask ourselves is, “Who is hiding behind that mask, and what imaginary world are they trying to sell us?”Roy H. WilliamsPS – At a 1962 dinner for 49 Nobel laureates, President John F. Kennedy quipped that the event was, “the most extraordinary collection of talent, of human knowledge, that has ever gathered at the White House, with the possible exception of when Thomas Jefferson dined alone.”Thomas Jefferson was a famous hater of newspapers, though I suspect he would have hated radio, television, and the internet even more. Writing to his friend John Norvell in 1807, Jefferson said, “The man who reads nothing at all is better educated than the man who reads nothing but newspapers. Advertisements contain the only truths to be relied on in a newspaper.”

“The rest of my life has passed quite suddenly. Around ten or twelve I fell into the inevitable logarithms of time. It seems to go faster and faster. I wonder now why we have to have Christmas so often.” – Kary MullisOur friend Kary Mullis died on Aug. 7, 2019, at the age of 74.His first trip to Wizard Academy with Nancy was more than 15 years ago. They were in the same class as (L to R) Chris Lowry of Savannah and Mike Greene of Asheville and Jane Fraser of Halifax (in teal, below Chris and Mike) along with 20 other delightful people.Kary’s colleagues in science called him “an untamed genius.” His discovery of polymerase chain reaction in 1983 opened the door for us to study DNA and won him the 1993 Nobel Prize in Chemistry.I agree with Kary’s observation concerning the inevitable logarithms of time, don’t you?Wasn’t it just a few months ago that you and I walked across an open field and spoke of what we would build together? That campus is nearly finished now.Do you remember when 106 of the cognoscenti of Wizard Academy worked together on a book called Accidental Magic? I pulled my copy off the shelf just now and marveled at it, as I have done at least once a year for the past 18 years. I do the same thing with your book, People Stories: Inside the Outside. Your talent continues to amaze me.Do you remember when Ray Bard arrived with those 200 hardbacks of Accidental Magic just as your book-release party began in 2001? You had already landed in Austin and were on your way to the Academy while Ray was still sitting anxiously at the airport, waiting for the first printing of your book to arrive.This summer, Avital Rotbart worked nonstop for several weeks on our long-promised book, Secrets of the Wizard Academy Campus. We hope to have those available on May 2, but as we have learned, printers often have schedules of their own.Likewise, we expect to be able to unveil The Ad Writer’s Masters Class. Working at the speed of light, a person could – in theory – complete that class in a year, but in reality, it will take most people two years.You will instantly be able to recognize an Ad Master when you meet one. I’ll tell you how on May 2 when we gather for an unforgettable campus tour and celebration. It will be epic. We’ll feast like kings.When a person reminisces as I have done in today’s Monday Morning Memo, we usually assume they will soon be departing and are singing us a soft goodbye. Let me assure you this is not the case.We’re simply hosting a catered half-time show.Let us know if you plan to come.Roy H. Williams

Each of us creates our own reality from our interpretations of the things we observe. A systematic pattern of interpretations is called a cognitive bias.This is how a cognitive bias works: If you believe that elves cause rain, then every occurrence of rain is proof of elves.Cognitive biases can be miniscule or massive. Wikipedia has 192 of the most common of them organized alphabetically in their List of Cognitive Biases. Here are a few of my favorites:Third-Person Effect – Belief that mass communicated media messages have a greater effect on others than on themselves.Cheerleader Effect – The tendency for people to appear more attractive in a group than in isolation.Halo Effect – The tendency for a person’s positive or negative traits to “spill over” from one personality area to another in our perceptions of them. This is similar to the Physical Attractiveness Stereotype, in which we assume that people who are physically attractive also possess other socially desirable qualities.And then, of course, there are some tragic cognitive biases, such as:Compassion Fade ­– The predisposition to behave more compassionately towards a small number of identifiable victims than to a large number of anonymous ones.Naïve Realism – The belief that we see reality as it really is – objectively and without bias; that the facts are plain for all to see; that rational people will agree with us; and that those who don’t are either uninformed, lazy, irrational, or biased.But there is one pair of cognitive biases that isn’t on Wikipedia’s list, and these biases run so deep in us that they form our beliefs about the nature of reality and how the universe works.This pair of cognitive biases would more accurately be called a duality, since the closer you move toward one of them, the further you move away from the other.Let’s call them“Cause-and-Effect”“You Can’t Know for Certain Until You Get There.”“Cause-and-Effect” assumes that we live in an organized universe which can be predicted with certainty if only we have enough data. “Cause-and-Effect” is the world of Newtonian Physics and cooking with a recipe. “Plan your work and work your plan.”The opposing belief is that we can calculate probabilities, but “You Can’t Know for Certain Until You Get There.” This is the world of improvisation, Plan B, and the ability to cook something wonderful from whatever you happen to find in the pantry. “Work with what you’ve got.”Physicists have been trying to reconcile these belief systems since 1927 when General Relativity and Quantum Mechanics were discovered to be mutually exclusive, although both can be proven unconditionally.Einstein, the champion of “Cause and Effect” said to Niels Bohr, “I, at any rate, am convinced that God does not throw dice.”To which Niels Bohr, the champion of “You Can’t Know for Certain Until You Get There,” replied, “Quit telling God what to do with his dice.”Physicist Stephen Hawking would later add, “Not only does God play dice, but he sometimes throws them where they cannot be seen.”Your internal, unconscious belief system dictates whether you willA: create a recipe, a step-by-step plan, and then seek to acquire the elements to actualize that plan, orB: acquire whatever is available to you and then figure out how to organize it for maximum effect.Both systems have proven to be profoundly effective.Never try to convince a practitioner of the opposite system that their way of thinking is stupid, foolish, or self-limiting.They probably have a long list of accomplishments that will prove you wrong.Roy H. Williams

Karl Marx famously said, “Religion is the opiate of the masses.”No, let’s be more accurate. What he actually said was, “Die religion ist das opium des volkes.”Before I continue, let me say that my belief in God is a choice not based on argument or evidence. I freely admit that I choose to believe.Those, like Karl, who choose not to believe, often say that my beliefin an immortal souland a life after this oneand in a Creator who gives us both of these,is nothing less than escapism.Escapism is an interesting subject.Lovers of nature take long hikes to escape the artificiality of the indoors.Lovers of travel take trips to escape the predictability of their surroundings.Lovers of sport watch games to escape the monotony of daily life.Lovers of literature read books to escape the chair in which they’re sitting.Lovers of nicotine and alcohol smoke and drink to escape their current mood.Lovers of science gather data to escape the idea of a world that is beyond understanding.In his book, On Stories: And Other Essays on Literature, C.S. Lewis writes about moaning to his friend, J.R.R. Tolkien, about those condescending pragmatists who dismiss fiction with a sniff and a wave of the hand:“I never fully understood it till my friend Professor Tolkien asked me the very simple question, ‘What class of men would you expect to be most preoccupied with, and hostile to, the idea of escape?’ and gave the obvious answer: jailers.”I vote for escape.Escape what you dislike by doing what you like.In the words of Charles Baudelaire,“And if sometimes you wake up, on palace steps, on the green grass of a ditch, in your room’s gloomy solitude, your intoxication already waning or gone, ask the wind, the waves, the stars, the birds, the clocks, ask everything that flees, everything that moans, everything that moves, everything that sings, everything that speaks, ask what time it is. And the wind, the waves, the stars, the birds, clocks, will answer, It is time to get high! So as not to be martyred slaves of Time, get high; get high constantly! On wine, on poetry, or on virtue, as you wish.”If you love nature, get high on nature. If you love travel, sports, literature or science, get high on those. And if you love God, get high on him.I will end with a quote from Oscar Wilde: “Selfishness is not living as one wishes to live; it is asking others to live as one wishes to live.”Democrats and Republicans, are you listening?Roy H. Williams

(A.) “It was hot outside.”(B.) “The angry sun glared down at me.”Which of those sentences do you feel was more interesting?Personification is a technique used by writers and speakers to excite the imaginations of their readers and listeners. Personification gives human attributes to non-human things.Twenty-five years ago I wrote, “As Edmund Hillary surveyed the horizon from the peak of Mount Everest, he monitored the time on a wristwatch that had been specifically designed to withstand the fury of the world’s most angry mountain….”Later in that same ad, the jeweler says, “You’ll find your Rolex waiting patiently for you to come and pick it up… at Justice Jewelers.”Here are some other examples of personification:“The shattered water made a misty din.Great waves looked over others coming inand thought of doing something to the shorethat water never did to land before.”– Robert Frost, opening lines of Once By the Pacific “Have you got a brook in your little heartWhere bashful flowers blow,And blushing birds go down to drink,And shadows tremble so?”– Emily Dickinson, Have You Got A Brook In Your Little Heart?You may have noticed that both of those examples were by famous poets. This was neither an accident nor a coincidence. I have long believed that good poets are the best teachers of powerful ad writing. A poet can change what we think and feel, and do so in a brief, tight economy of words.Did I hear you say “songwriter”? What is a songwriter but a poet who also writes music?I consider personification to be part of a larger category called Magical Thinking, a type of writing characterized by elements of the fantastic – woven with a deadpan sense of presentation – into an otherwise true story.Magical thinking is best evidenced in a writing style known as Magical Realism, and it is best exemplified by Gabriel Garcia Marquez:“As soon as José Arcadio closed the bedroom door the sound of a pistol shot echoed through the house. A trickle of blood came out under the door, crossed the living room, went out into the street, continued on in a straight line across the uneven terraces, went down steps and climbed over curbs, passed along the Street of the Turks, turned a corner to the right and another to the left, made a right angle at the Buendía house, went in under the closed door, crossed through the parlor, hugging the walls so as not to stain the rugs, went on to the other living room, made a wide curve to avoid the dining-room table, went along the porch with the begonias, and passed without being seen under Amaranta’s chair as she gave an arithmetic lesson to Aureliano José, and went through the pantry and came out in the kitchen, where Úrsula was getting ready to crack thirty-six eggs to make bread.”“’Holy Mother of God!’ Úrsula shouted.”– Gabriel García Márquez, One Hundred Years of Solitude, ch. 7But not everyone has the gene that allows for magical thinking.Consider this famous song by England Dan and John Ford Coley. Do you remember these lines?“I’m not talking ’bout movin’ inand I don’t want to change your lifebut there’s a warm wind blowin’ the stars aroundAnd I’d really love to see you tonight.”People who lack the magical thinking gene hear:“…but there’s a warm wind blowing, the stars are out,
and I’d really love to see you tonight.”The value of magical thinking is that it stimulates the imagination and puts listeners in a frame of mind to consider new and different things. Magical thinking does not appeal to the linear, sequential, deductive-reasoning left hemispheres of our brains. It appeals to our right hemisphere, which does not separate fantasy from reality; that’s the left brain’s job. The realm of the right brain is a land of infinite possibilities, where anything and everything can happen.Film franchises such as The Hunger Games, Star Wars, Star Trek, Die Hard, Twilight, Indiana Jones, James Bond, Jason Bourne, John Wick, The Matrix, Jurassic Park, Mission: Impossible, Pirates of the Caribbean, Guardians of the Galaxy, and Lord of the Rings exist entirely in the realm of magical thinking.Marvel Studios built an empire on it, as did Disney and Pixar.Magical thinking is not to be confused with mere exaggeration. Liars and conmen exaggerate. But persuasive storytellers enchant us with magical thinking, stating the obviously impossible as though it is perfectly reasonable.The next time you need to persuade someone, might it be useful to put them in a frame of mind to consider new and different things? Do you think it might be helpful to entice them into the realm of infinite possibilities, where anything and everything is possible?If so, I have only two words for you to consider:“Wizard Academy.”Roy H. Williams