Mondaymorningmemo-Roy-Williams-216091

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From: [email protected] ([email protected]) To: [email protected] Date: Monday, February 16, 2009 2:21:58 AM Subject: MondayMorningMemo from the Wizard of Ads for 2/16/2009

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The Monday Morning Memo for Feb. 16, 2009 Hear the Memo... UPCOMING EVENTS Magical Worlds and Advanced Thought Particles, 5 Days Starts: Feb. 23, 2009 Ends: Feb. 27, 2009

Escape the Box Starts: Mar. 18, 2009 Ends: Mar. 20, Let Me Tell You a Story... 2009 Magic Words to Penetrate the Filter, Erase Suspicion and Lower the Guard Da Vinci and The 40 Answers It was exactly 10 years ago. I was on the Starts: Apr. 1, telephone with an 87 year-old man I had been 2009 hunting for several weeks. I needed this man’s Ends: Apr. 2, permission to publish a private letter he had written 2009 to America’s Chief of Naval Operations back in 1963. The man’s name was William Lederer. Wonder Branding: “Where you calling from young man?” Marketing to Women “Austin, Texas.” Starts: Apr. 15,

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2009 “I was there recently. Nice town.” Ends: Apr. 16, 2009 “What brought you to Austin sir?” Blog and Web “I was there to bury my best friend Jim.” Site Workshop Starts: Apr. 22, “I’m sorry to hear that.” 2009 Ends: Apr. 23, “You would have liked Jim. Everyone did. He once 2009 gave me some advice that changed my life.” Magical Worlds “What was it?” Communications Workshop “William,” he said, “the public is more willing to Starts: May. 5, believe fiction than non-fiction.” 2009 Ends: May. 7, Mr. Lederer now had my full attention. 2009

Our bodies contain approximately 100 million Fight the Big sensory receptors that allow us to see, hear, taste, Boys and Win touch and smell physical reality. But the brain Starts: May. 13, contains 10 thousand billion synapses. This means 2009 we’re roughly 100,000 times better equipped to Ends: May. 14, experience a world that does not exist, than a world 2009 that does. Public Speaking The first step in persuasion 101 is to entice your target Starts: May. 19, to imagine doing the thing 2009 you want them to do. Ends: May. 20, 2009 Four and a half years ago in the summer of 2004, a screenwriter named Eli Attie began creating a Introduction to persona for a new fictional character that would Marketing to appear on The West Wing. Matt Santos (played by Women- 6 Week Jimmy Smits) would be a young congressman, new Online Class to Washington, a working-class member of an Starts: Jun. 2, ethnic minority. Prior to running for public office, 2009

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our fictional character Santos had been a Ends: Jul. 7, 2009 community organizer in a major city (Houston.) Young Writers Screenwriter Eli Attie admitted to The Guardian, a Workshop British newspaper, that he was inspired in 2004 by Starts: Aug. 4, a young Illinois politician – not yet even a US 2009 senator – by the name of Barack Obama, a Ends: Aug. 5, community organizer from Chicago. 2009

As a result of Attie’s attraction to Obama, the 2006 Free Public television season showed us a glittering, fictional Seminar candidate for the presidency, a happily married, (Austin, TX) young minority male with 2 children who would run Starts: Sep. 18, against a moderate Republican opponent from a 2009 western state. Ends: Sep. 18, 2009 The imaginary Republican senator, Arnie Vinick (played by Alan Alda,) was unpopular with his Ad Writing 101 conservative base due to his moderate views. His Online principal opponent in the fictional Republican Always Available primary was the Rev. Don Butler, a Christian preacher. Keep in mind these West Wing episodes FEATURED aired 18 months before America ever heard of Mike PRODUCT Huckabee. Beneath the Cover: 7 But wait, it gets weirder. Publishing Secrets Ten years ago, Aaron Sorkin admitted that he based Exposed The West Wing’s Josh Lyman on Rahm Emanuel, Price: $9.95 who served in Bill Clinton’s White House. Both Read about this Lyman and Emanuel are Jewish. Both are brilliant. product Both mail dead fish to opponents who make them angry.

In the 2006 season of The West Wing, seasoned White House staffer Josh Lyman serves as campaign manager for the long-shot, minority candidate. When his candidate wins, Lyman is named Chief of Staff.

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Two years later Rahm Emanuel, the real Josh Lyman, will become Barack Obama's Chief of Staff.

Was it all a plot? Don’t be ridiculous.

It’s just an example of how we tend to act out the things we’ve seen in our mind.

By the way, here’s the end of the Lederer story:

“How did Jim’s advice change your life Mr. Lederer?”

“Well, I had written a few books but none of them sold very well. So in 1958 I showed Jim the manuscript for my newest book and he told me to go back and fictionalize the name of the country, the characters, everything. ‘The public is more willing to believe fiction than non-fiction.’”

“How did it turn out for you?”

“Well, that book, The Ugly American, stayed on the New York Times bestseller list for 78 straight weeks and sold more than 3 million copies in its first year. Marlon Brando starred in the movie. But of course that’s nothing compared to what Jim did.”

“What do you mean?”

“Jim wrote more than 40 books, sold more than 100 million copies and won the Pulitzer Prize.”

There was an awkward silence.

“I’m sorry sir, but I can’t think of what Jim you might mean.”

“I’m sorry, son. You probably knew him as James.

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James Michener.”

Roy H. Williams

Tomorrow I speak about Advertising and Marketing to the second-year grad students in the MBA program at the University of Texas. The majority of these students will graduate in May and most plan to return to their homes in Russia, Korea, Mexico, China, India, Pakistan and the Middle East. I'm much looking forward to their international perspective. My hope is that their questions won't be the same ones I've answered countless times before. I'll let you know how it turns out in next week's rabbit hole.

On Tuesday, March 3rd I'll deliver an Advertising Seminar in Tuscan Hall. (8:30AM to 4PM) Austin Area business owners and managers will be treated to the Secret Formulas Advertising Workshop and The 40-Year Pendulum of Society. Sponsored by INSITE magazine, there is no charge to attend and lunch will be provided. To register by phone, call Tamara at 512-295-5700 during business hours. Directions to the event can be found at www.TuscanHall.com This is not a Wizard Academy event.

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Date: 2009-02-16 Time: [email protected]

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