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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To attack a rival is never good adver­tis­ing. Don’t point out oth­ers’ faults. It is not per­mit­ted in the best medi­ums. It is never good pol­icy. The self­ish pur­pose is appar­ent. It looks unfair, not sporty. If you abhor knock­ers, always appear a good fellow.

Show a bright side, the happy and attrac­tive side, not the dark and uninvit­ing side of things. Show beauty, not home­li­ness; health, not sick­ness. Don’t show the wrin­kles you pro­pose to remove, but the face as it will appear. Your cus­tomers know all about wrinkles.

In adver­tis­ing a den­ti­frice, show pretty teeth, not bad teeth. Talk of com­ing good con­di­tions, not con­di­tions which exist. In adver­tis­ing clothes, pic­ture well-​​dressed peo­ple, not the shabby. Pic­ture suc­cess­ful men, not fail­ures, when you adver­tise a busi­ness course. Pic­ture what oth­ers wish to be, not what they may be now.

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As the hol­i­days are fast approach­ing, I took some time this week to reflect on all the things for which I’m grate­ful this year. And there are many.

From mar­ry­ing my Soul Mate and deal­ing with breast can­cer, to tak­ing my busi­nesses to a new level and recon­nect­ing with peo­ple I’ve missed ter­ri­bly, 2006 was an amaz­ing and event-​​filled year.

I’ve grown a lot this year. And I’ve been blessed to have you, dear reader, to remind me of what’s truly impor­tant any time of the year. But above all, I’ve learned a lot this year, too.

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Words are pow­er­ful. They are the crux of our exis­tence as copy­writ­ers. And your choice of words is cru­cial in get­ting the results you seek, whether you’re a copy­writer or not, and be it in busi­ness or in your per­sonal life.

To com­pel oth­ers to do what you want them to do, words do the job. So it goes with­out say­ing that you need to choose your words. And you need to choose them care­fully. Because words are more pow­er­ful than you think.

How pow­er­ful?

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