You cannot retain a true and clear vision of wealth if you are constantly turning your attention to opposing pictures, whether they be external or imaginary.

Do not tell of your past troubles of a financial nature, if you have had them. Do not think of them at all. Do not tell of the poverty of your parents or the hardships of your early life. To do any of these things is to mentally class yourself with the poor for the time being, and it will certainly check the movement of things in your direction. Put poverty and all things that pertain to poverty completely behind you.

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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.

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The illustrations given in the last chapter will have conveyed to the reader the fact that the first step toward getting rich is to convey the idea of your wants to the formless substance.

This is true, and you will see that in order to do so it becomes necessary to relate yourself to the formless intelligence in a harmonious way.

To secure this harmonious relation is a matter of such primary and vital importance that I shall give some space to its discussion here and give you instructions which, if you will follow them, will be certain to bring you into perfect unity of mind with the supreme power, or God.

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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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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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The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic laws.

Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk.

Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a textbook for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establish fundamentals. If we enter any realms of uncertainty we shall carefully denote them.

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An interesting discussion is going on in one of my favorite online forums, The Warriors Forum, about short copy winning over long copy. And the author of the thread cited a study he conducted, where he proved that shorter copy won over long copy.

Some people are screaming “heresy!” Others agreed.

Personally, I believe the study conducted is indeed valid because it makes sense. In this particular case, short copy was warranted for this particular market with this particular offer.

But is this true in all cases? When you look at his study closer, you realize that it lacks information about the variables involved, which makes the study, and its findings, a bit misleading.

Here’s what I mean.

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