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.

It is not enough that you should have a general desire for wealth “to do good with.” Everybody has that desire.

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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.

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You must get rid of the last vestige of the old idea that there is a deity whose will it is that you should be poor or whose purposes may be served by keeping you in poverty.

The intelligent substance which is all, and in all, and which lives in all and lives in you, is a consciously living substance. Being a consciously living substance, it must have the nature and inherent desire of every living intelligence for increase of life. Every living thing must continually seek for the enlargement of its life, because life, in the mere act of living, must increase itself.

A seed, dropped into the ground, springs into activity, and in the act of living produces a hundred more seeds; life, by living, multiplies itself. It is forever becoming more. It must do so, if it continues to be at all.

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Thought is the only power which can produce tangible riches from the formless substance. The stuff from which all things are made is a substance which thinks, and a thought of form in this substance produces the form.

Original substance moves according to its thoughts; every form and process you see in nature is the visible expression of a thought in original substance. As the formless stuff thinks of a form, it takes that form; as it thinks of a motion, it makes that motion. That is the way all things were created.

We live in a thought world, which is part of a thought universe. The thought of a moving universe extended throughout formless substance, and the thinking stuff — moving according to that thought — took the form of systems of planets, and maintains that form. Thinking substance takes the form of its thought, and moves according to the thought.

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Whatever may be said in praise of poverty, the fact remains that it is not possible to live a really complete or successful life unless one is rich. No one can rise to his greatest possible height in talent or soul development unless he has plenty of money, for to unfold the soul and to develop talent he must have many things to use, and he cannot have these things unless he has money to buy them with.

A person develops in mind, soul, and body by making use of things, and society is so organized that man must have money in order to become the possessor of things. Therefore, the basis of all advancement must be the science of getting rich.

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Pictures in advertising are very expensive. Not in cost of good art work alone, but in the cost of space. From one-third to one-half of an advertising campaign is often staked on the power of the pictures. Anything expensive must be effective, else it involves much waste. So art in advertising is a study of paramount importance.

Pictures should not be used merely because they are interesting. Or to attract attention. Or to decorate an ad. We have covered these points elsewhere. Ads are not written to interest, please or amuse. You are not writing to please the hoi-polloi. You are writing on a serious subject — the subject of money spending. And you address a restricted minority.

Use pictures only to attract those who may profit you. Use them only when they form a better selling argument than the same amount of space set in type.

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Michel: We have everybody here now we’re going to start. And I, I want to welcome you all to the call because tonight is going to be an amazing call that’s nothing short of astonishing and it’s going to be something that I, I really am proud of because you see if you want to learn how to write killer copy there’s something that you need to learn above all that.

And, and this is so important because if you want to learn how to write killer copy that mesmerizes your audience and almost rips the money out of their wallets and, and make them feel good about doing it too, you’re in for a real treat. Because the person that’s going to be on tonight is a person that can actually teach you how to do that.

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