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Thou Shall Make The Ordinary Extraordinary
So, if you’re following the commandments, you should now have a unique name, possibly a tagline, and established yourself as the first or leader in your unique category. What about the service or product you offer? Do you offer an extraordinary product or service, or do you offer an ordinary one?
Even if the service you provide is customary, traditional, and probably offered by your competition, you should make it appear unique just as well.
Thou Shall Seek Out and Spread Out
I know that the yellow pages’ people will hate me for this, but your yellow pages’ ad, although an essential part of your entire marketing machine, doesn’t have to be of a large size, in color, prominently displayed, or tied-in with other gimmicks that the yellow pages salespeople have to offer. While necessary, the yellow pages should only be used as support systems.
The concept of this entire book is to teach you that creating top-of-mind awareness (not “institutional” advertising) should be your main marketing goal. When people have seen your ad, heard about you, or have a need for your services at any particular time, your contact information may or may not be available to them at that particular moment. Therefore, you want the yellow pages to back you up and not use them as a full-blown marketing medium.
Acting in The Certain Way
Thought is the creative power or the impelling force which causes the creative power to act. Thinking in a certain way will bring riches to you, but you must not rely upon thought alone, paying no attention to personal action. That is the rock upon which many otherwise scientific thinkers meet shipwreck — the failure to connect thought with personal action.
We have not yet reached the stage of development, even supposing such a stage to be possible, in which a person can create directly from formless substance without nature’s processes or the work of human hands. A person must not only think, but his personal action must supplement his thought.
How To Use The Will
To set about getting rich in a scientific way, you do not try to apply your will power to anything outside of yourself. You have no right to do so, anyway. It is wrong to apply your will to other men and women in order to get them to do what you wish done.
It is as flagrantly wrong to coerce people by mental power as it is to coerce them by physical power. If compelling people by physical force to do things for you reduces them to slavery, compelling them by mental means accomplishes exactly the same thing; the only difference is in methods. If taking things from people by physical force is robbery, them taking things by mental force is robbery also. There is no difference in principle.
Thinking in The Certain Way
Turn back to Chapter 6 and read again the story of the man who formed a mental image of his house and you will get a fair idea of the initial step toward getting rich. You must form a clear and definite mental picture of what you want. You cannot transmit an idea unless you have it yourself.
You must have it before you can give it, and many people fail to impress thinking substance because they have themselves only a vague and misty concept of the things they want to do, to have, or to become.
How Riches Come To You
When I say that you do not have to drive sharp bargains, I do not mean that you do not have to drive any bargains at all or that you are above the necessity for having any dealings with your fellow men. I Mean that you will not need to deal with them unfairly. You do not have to get something for nothing, but can give to every person more than you take from him.
You cannot give everyone more in cash market value than you take from him, but you can give him more in use value than the cash value of the thing you take from him. The paper, ink, and other material in this book may not be worth the money you pay for it, but if the ideas suggested by it bring you thousands of dollars, you have not been wronged by those who sold it to you. They have given you a great use value for a small cash value.
A Name That Helps
There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a name. Cream of Wheat is another. That name alone has been worth a fortune. Other examples are Dutch Cleanser, Cuticura, Dynashine, Minute Tapioca, 3-in-One Oil, Holeproof, Alcorub, etc.
Such names may be protected, yet the name itself describes the product, so it makes a valuable display.
