Presents the principles of advertising and marketing that will help small businesses gain an advantage over competitor Forget Madison Avenue! Learn the unvarnished truth about what works, what doesn't and why from the most fascinating storyteller since Paul Harvey. I. Turning Words into Magic Advice on trendcasting why good ads stick in your mind the qualitative trap being believable the quick set-up letting people live in fantasy pitfalls of price-driven ads predictability what you're really saying your reticular activator substantiation intellect vs. emotion and more 12(74) 1. Nine Secret Words 12(2) 2. Buried Treasure 14(2) 3. Handy to Have Around 16(2) 4. The Mousetrap Myth 18(2) 5. The Rest of the Mousetrap Story 20(2) 6. Elevators Don't Read Minds 22(2) 7. Pushing a Car 24(2) 8. Home Movies 26(2) 9. The Important One Is "You" 28(2) 10. No Laughing Matter 30(2) 11. Look for the Loophole! 32(3) 12. When the Truth Is Not Persuasive 35(1) 13. Velcro, the Ad Writer's Friend 36(2) 14. Reaching the Right People 38(2) 15. All I Said Was 40(2) 16. The Mental Trigger 42(2) 17. Furnishings of the Mind 44(2) 18. Selling to Walter Mitty 46(2) 19. Our Need for Definition 48(2) 20. The Cocaine of Advertising 50(2) 21. The World's Best Traffic Builder 52(2) 22. Reading Between the Lines 54(2) 23. Big Talk and Little Acorns 56(2) 24. "No one goes there anymore. It's too crowded." 58(2) 25. "But it's a dry heat." 60(2) 26. Walking into Darkness 62(2) 27. Hardwood, Hammer, and Nail 64(2) 28. A Time for True Lies 66(2) 29. Poppin' the Rag 68(2) 30. Intrusive Visibility 70(2) 31. A Fire Hose and a Teacup 72(2) 32. A Few Magic Words 74(2) 33. Albert's Big Observation 76(2) 34. When You Need to Advertise in the Worst Possible Way 78(2) 35. Twelve Causes of Advertising Failure 79(3) 36. A Peek Behind the Curtain 82(4) II. Turning Strangers into Customers Thoughts on the delight factor passion the power of preconception your unique selling proposition initiative personality living in reality the benefits of failure the planning problem the power of presentation listening to idiots and much more 86(62) 37. The Best Salesman I Ever Knew 86(2) 38. Cecil, Charlie, and Lagniappe 88(2) 39. Idiots Are Out to Get Me 90(2) 40. Does Anyone Lack Ambition? 92(2) 41. A Breakfast Biscuit with Coffee 94(2) 42. Of Sharks and Pigs 96(2) 43. "...which means..." 98(2) 44. Three, Four, and Three 100(2) 45. Flash! Commoners Outnumber the Rich 102(1) 46. Yes, I'm Prejudiced. So Sue Me 103(3) 47. A Caterpillar Named John Riley 106(2) 48. Abraham Lincoln! 108(2) 49. Management by Consensus 110(2) 50. Time Poverty 112(2) 51. When an Idea's Time Has Come 114(2) 52. When the Time Has (Not Yet) Come 116(2) 53. Five Happy, Nine Disappointed 118(2) 54. A Merry-Go-Round Called Kansas 120(1) 55. Falling off the Merry-Go-Round 121(1) 56. Perception of Value 122(2) 57. A Lateral Transfer of Knowledge 124(2) 58. Intellect and Emotion 126(2) 59. Silver Paint and a Weed-Eater 128(2) 60. The Way Things Ought to Be 130(2) 61. A Two-Peso Weather Report 132(2) 62. Is Failure the Key to Success? 134(1) 63. Experiment! 135(1) 64. Hindsight Is 20/20 136(2) 65. The Secret of Jack 138(2) 66. Pointing Chris Like a Gun 140(2) 67. How Long Is Your Shadow? 142(2) 68. No Plan for Success 144(4) III. Turning Dreams into Realities Insights into why you're so lucky the sad predominance of pessimism living a win-win life the power of dreams the importance of now the necessity of focus how to measure success how to recognize destiny knowing your own vision and still more 148(66) 69. Congratulations, You Won the Lottery! 148(2) 70. Run with the BIG Dogs? 150(2) 71. Ted and the Redhead of 1886 152(2) 72. Willie and His Bank Balance 154(2) 73. Not All the Rich Are Whiners, Willie 156(2) 74. But What about Grandpa Cornelius? 158(2) 75. Sue's Little Boy 160(2) 76. The Song of the Weasel 162(2) 77. Strangers on the Beach 164(2) 78. Thumbing Through the Diary of a Genius 166(2) 79. Listening to Ted 168(2) 80. The Power of Encouragement 170(2) 81. Leaving Something on the Table 172(2) 82. Celebrate the Ordinary 174(2) 83. Murphy Finally Figures It Out 176(2) 84. When in Pain 178(2) 85. Paul's Adopted Son 180(2) 86. Thinking with Your Heart 182(1) 87. The Canyon of Wile E. Coyote 183(1) 88. Milestones and Dreams 184(2) 89. Creativity Is an Inert Gas 186(2) 90. Fingerprints of God 188(2) 91. If at First You Don't Succeed 190(2) 92. The Seventh Wonder of the World 192(2) 93. Is Overchoice Keeping You Average? 194(2) 94. The Air Is Full of Ping-Pong Balls 196(2) 95. What Makes Alexander Great? 198(2) 96. Using Your Ruby Red Slippers 200(2) 97. "But you don't understand." 202(1) 98. What Is "Quality of Life"? 203(1) 99. Joe Is Not Your Average Boy 204(2) 100. 121,000 Poor People 206(2) 100 + 1. A Message to Garcia 208(6) Index 214(7) About the Author 221