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The principles underlying propaganda are extremely simple. Find some common desire, some widespread unconscious fear or anxiety; think out some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true. They are selling hope. We no longer buy oranges, we buy vitality. We do not just buy an auto, we buy prestige. And so with all the rest. In toothpaste, for example, we buy not a mere cleanser and antiseptic, but release from the fear of being sexually repulsive. In vodka and whisky we are not buying a protoplasmic poison which in small doses, may depress the nervous system in a psychologically valuable way; we are buying friendliness and good fellowship, the warmth of Dingley Dell and the brilliance of the Mermaid Tavern. With our laxatives we buy the health of a Greek god. With the monthly best seller we acquire culture, the envy of our less literate neighbors and the respect of the sophisticated. In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the customer to part with cash and so, indirectly, to turn the wheels of industry.

It isn't just Wally. It could be a girl, for goodness' sake. I mean if he were a girl - somebody in my dorm, for example, - he'd have been painting scenery in some stock company all summer. Or bicycled through wales. Or taken an apartment in New York and worked for a magazine or an advertising company. It's everybody, I mean. Everything everybody does is so - I don't know, not wrong, or even mean, or even stupid, necessarily. But just so tiny and meaningless and - sad-making. And the worst part is, if you go bohemian or something crazy like that, you're conforming just as much as everybody else, only in a different way.

The literal mind is baffled by the ironic one, demanding explanations that only intensify the joke. A vintage example, and one that really did occur, is that of P.G. Wodehouse, captured by accident during the German invasion of France in 1940. Josef Goebbels’s propaganda bureaucrats asked him to broadcast on Berlin radio, which he incautiously agreed to do, and his first transmission began: Young men starting out in life often ask me—“How do you become an internee?” Well, there are various ways. My own method was to acquire a villa in northern France and wait for the German army to come along. This is probably the simplest plan. You buy the villa and the German army does the rest. Somebody—it would be nice to know who, I hope it was Goebbels—must have vetted this and decided to let it go out as a good advertisement for German broad-mindedness. The “funny” thing is that the broadcast landed Wodehouse in an infinity of trouble with the British authorities, representing a nation that prides itself above all on a sense of humor.

When the web started, I used to get really grumpy with people because they put my poems up. They put my stories up. They put my stuff up on the web. I had this belief, which was completely erroneous, that if people put your stuff up on the web and you didn’t tell them to take it down, you would lose your copyright, which actually, is simply not true. And I also got very grumpy because I felt like they were pirating my stuff, that it was bad. And then I started to notice that two things seemed much more significant. One of which was… places where I was being pirated, particularly Russia where people were translating my stuff into Russian and spreading around into the world, I was selling more and more books. People were discovering me through being pirated. Then they were going out and buying the real books, and when a new book would come out in Russia, it would sell more and more copies. I thought this was fascinating, and I tried a few experiments. Some of them are quite hard, you know, persuading my publisher for example to take one of my books and put it out for free. We took “American Gods,” a book that was still selling and selling very well, and for a month they put it up completely free on their website. You could read it and you could download it. What happened was sales of my books, through independent bookstores, because that’s all we were measuring it through, went up the following month three hundred percent. I started to realize that actually, you’re not losing books. You’re not losing sales by having stuff out there. When I give a big talk now on these kinds of subjects and people say, “Well, what about the sales that I’m losing through having stuff copied, through having stuff floating out there?” I started asking audiences to just raise their hands for one question. Which is, I’d say, “Okay, do you have a favorite author?” They’d say, “Yes.” and I’d say, “Good. What I want is for everybody who discovered their favorite author by being lent a book, put up your hands.” And then, “Anybody who discovered your favorite author by walking into a bookstore and buying a book raise your hands.” And it’s probably about five, ten percent of the people who actually discovered an author who’s their favorite author, who is the person who they buy everything of. They buy the hardbacks and they treasure the fact that they got this author. Very few of them bought the book. They were lent it. They were given it. They did not pay for it, and that’s how they found their favorite author. And I thought, “You know, that’s really all this is. It’s people lending books. And you can’t look on that as a loss of sale. It’s not a lost sale, nobody who would have bought your book is not buying it because they can find it for free.” What you’re actually doing is advertising. You’re reaching more people, you’re raising awareness. Understanding that gave me a whole new idea of the shape of copyright and of what the web was doing. Because the biggest thing the web is doing is allowing people to hear things. Allowing people to read things. Allowing people to see things that they would never have otherwise seen. And I think, basically, that’s an incredibly good thing.

Get rid of all the cleaners, rubbish collectors, bus drivers, supermarket checkout staff and secretaries, for example, and society will very quickly grind to a halt. On the other hand, if we woke up one morning to find that all the highly paid advertising executives, management consultants and private equity directors had disappeared, society would go on much as it did before: in a lot of cases, probably quite a bit better. So,

There’s all this pressure in our society to be beautiful, to be strong, to be sexy. So we spend our time and money on trying to become these things. We put on the high heels, the suits, the makeup, the mask. Then, we feel more awkward than confident, so we drink away our anxieties. That doesn’t make us look any sexier – it just makes us stop caring about how we look. Everyone is beautiful. Everyone is sexy. Everyone is strong. It’s lunacy. We’re all running around trying to become something that we already are. You know what’s really sexy? A person who’s 100% comfortable with themselves. And you know what’s really funny? It is just as time consuming and difficult to learn to accept yourself as it is to pretend to be someone else. The only difference is – with self acceptance, one day, it’s not hard anymore. One day, you feel like your sexiest, strongest self just rolling out of bed in the morning. You’re either going to spend the little time you have in your life on trying to know yourself or trying to hide yourself. The choice is yours. You can’t do both. And you know what’s really amazing about choosing self-love? You’ll be setting an example for all the people around you and all the kids of the coming generation. You’ll be part of a revolution to take back the precious moments of our lives out of the hands of shame-inducing advertisers and back into the hands and hearts of real people like you, like me, like all of us. I know you’ve dreamt about changing the world. So this is your chance. Learn to love yourself, accept yourself, and unleash your strongest, sexiest self. It’s in there. You just have to believe it.

One day I would like to make up my own DSM-111 with a list of “disorders” I have seen in my practice. For example, I would want to include the diagnosis “psychological modernism,” an uncritical acceptance of the values of the modern world. It includes blind faith in technology, inordinate attachment to material gadgets and conveniences, uncritical acceptance of the march of scientific progress, devotion to the electronic media, and a life-style dictated by advertising.

There is some confusion as to what magic actually is. I think this can be cleared up if you just look at the very earliest descriptions of magic. Magic in its earliest form is often referred to as “the art”. I believe this is completely literal. I believe that magic is art and that art, whether it be writing, music, sculpture, or any other form is literally magic. Art is, like magic, the science of manipulating symbols, words, or images, to achieve changes in consciousness. The very language about magic seems to be talking as much about writing or art as it is about supernatural events. A grimmoir for example, the book of spells is simply a fancy way of saying grammar. Indeed, to cast a spell, is simply to spell, to manipulate words, to change people's consciousness. And I believe that this is why an artist or writer is the closest thing in the contemporary world that you are likely to see to a Shaman. I believe that all culture must have arisen from cult. Originally, all of the faucets of our culture, whether they be in the arts or sciences were the province of the Shaman. The fact that in present times, this magical power has degenerated to the level of cheap entertainment and manipulation, is, I think a tragedy. At the moment the people who are using Shamanism and magic to shape our culture are advertisers. Rather than try to wake people up, their Shamanism is used as an opiate to tranquilize people, to make people more manipulable. Their magic box of television, and by their magic words, their jingles can cause everyone in the country to be thinking the same words and have the same banal thoughts all at exactly the same moment. In all of magic there is an incredibly large linguistic component. The Bardic tradition of magic would place a bard as being much higher and more fearsome than a magician. A magician might curse you. That might make your hands lay funny or you might have a child born with a club foot. If a Bard were to place not a curse upon you, but a satire, then that could destroy you. If it was a clever satire, it might not just destroy you in the eyes of your associates; it would destroy you in the eyes of your family. It would destroy you in your own eyes. And if it was a finely worded and clever satire that might survive and be remembered for decades, even centuries. Then years after you were dead people still might be reading it and laughing at you and your wretchedness and your absurdity. Writers and people who had command of words were respected and feared as people who manipulated magic. In latter times I think that artists and writers have allowed themselves to be sold down the river. They have accepted the prevailing belief that art and writing are merely forms of entertainment. They’re not seen as transformative forces that can change a human being; that can change a society. They are seen as simple entertainment; things with which we can fill 20 minutes, half an hour, while we’re waiting to die. It’s not the job of the artist to give the audience what the audience wants. If the audience knew what they needed, then they wouldn’t be the audience. They would be the artists. It is the job of artists to give the audience what they need.

Details that could throw doubt on your interpretation must be given, if you know them. You must do the best you can—if you know anything at all wrong, or possibly wrong—to explain it. If you make a theory, for example, and advertise it, or put it out, then you must also put down all the facts that disagree with it, as well as those that agree with it. There is also a more subtle problem. When you have put a lot of ideas together to make an elaborate theory, you want to make sure, when explaining what it fits, that those things it fits are not just the things that gave you the idea for the theory; but that the finished theory makes something else come out right, in addition.

To shut yourself off from these stories is to accept the banal version of reality that’s always used to frame advertisements for miracle wrinkle creams and miracle diet pills . It’s as if we’ve denied the real magic of life so that we can sell each other the sham magic of consumer products . Another example of the shop replacing the church .

Demand for a product is affected by the cost and quality, broadly defined, of substitute products. If the cost of a substitute falls in relative terms, or if its ability improves to satisfy the buyer’s needs, industry growth will be adversely affected (and vice versa). Examples are the inroads that television and radio have made on the demand for live concerts by symphony orchestras and other performing groups; the growth in demand for magazine advertising space as television advertising rates climb sharply and prime advertising television time becomes increasingly scarce; and the depressing effect of rising prices on the demand of such products as chocolate candy and soft drinks relative to their substitutes.

The television commercial has mounted the most serious assault on capitalist ideology since the publication of Das Kapital. To understand why, we must remind ourselves that capitalism, like science and liberal democracy, was an outgrowth of the Enlightenment. Its principal theorists, even its most prosperous practitioners, believed capitalism to be based on the idea that both buyer and seller are sufficiently mature, well informed and reasonable to engage in transactions of mutual self-interest. If greed was taken to be the fuel of the capitalist engine, the surely rationality was the driver. The theory states, in part, that competition in the marketplace requires that the buyer not only knows what is good for him but also what is good. If the seller produces nothing of value, as determined by a rational marketplace, then he loses out. It is the assumption of rationality among buyers that spurs competitors to become winners, and winners to keep on winning. Where it is assumed that a buyer is unable to make rational decisions, laws are passed to invalidate transactions, as, for example, those which prohibit children from making contracts...Of course, the practice of capitalism has its contradictions...But television commercials make hash of it...By substituting images for claims, the pictorial commercial made emotional appeal, not tests of truth, the basis of consumer decisions. The distance between rationality and advertising is now so wide that it is difficult to remember that there once existed a connection between them. Today, on television commercials, propositions are as scarce as unattractive people. The truth or falsity of an advertiser's claim is simply not an issue. A McDonald's commercial, for example, is not a series of testable, logically ordered assertions. It is a drama--a mythology, if you will--of handsome people selling, buying and eating hamburgers, and being driven to near ecstasy by their good fortune. No claim are made, except those the viewer projects onto or infers from the drama. One can like or dislike a television commercial, of course. But one cannot refute it.

Set yourself to becoming the best-informed person in the agency on the account to which you are assigned. If, for example, it is a gasoline account, read books on oil geology and the production of petroleum products. Read the trade journals in the field. Spend Saturday mornings in service stations, talking to motorists. Visit your client’s refineries and research laboratories. At the end of your first year, you will know more about the oil business than your boss, and be ready to succeed him. Most

THE ORGANIC FOODS MYTH A few decades ago, a woman tried to sue a butter company that had printed the word 'LITE' on its product's packaging. She claimed to have gained so much weight from eating the butter, even though it was labeled as being 'LITE'. In court, the lawyer representing the butter company simply held up the container of butter and said to the judge, "My client did not lie. The container is indeed 'light in weight'. The woman lost the case. In a marketing class in college, we were assigned this case study to show us that 'puffery' is legal. This means that you can deceptively use words with double meanings to sell a product, even though they could mislead customers into thinking your words mean something different. I am using this example to touch upon the myth of organic foods. If I was a lawyer representing a company that had labeled its oranges as being organic, and a man was suing my client because he found out that the oranges were being sprayed with toxins, my defense opening statement would be very simple: "If it's not plastic or metallic, it's organic." Most products labeled as being organic are not really organic. This is the truth. You pay premium prices for products you think are grown without chemicals, but most products are. If an apple is labeled as being organic, it could mean two things. Either the apple tree itself is free from chemicals, or just the soil. One or the other, but rarely both. The truth is, the word 'organic' can mean many things, and taking a farmer to court would be difficult if you found out his fruits were indeed sprayed with pesticides. After all, all organisms on earth are scientifically labeled as being organic, unless they are made of plastic or metal. The word 'organic' comes from the word 'organism', meaning something that is, or once was, living and breathing air, water and sunlight. So, the next time you stroll through your local supermarket and see brown pears that are labeled as being organic, know that they could have been third-rate fare sourced from the last day of a weekend market, and have been re-labeled to be sold to a gullible crowd for a premium price. I have a friend who thinks that organic foods have to look beat up and deformed because the use of chemicals is what makes them look perfect and flawless. This is not true. Chemical-free foods can look perfect if grown in your backyard. If you go to jungles or forests untouched by man, you will see fruit and vegetables that look like they sprouted from trees from Heaven. So be cautious the next time you buy anything labeled as 'organic'. Unless you personally know the farmer or the company selling the products, don't trust what you read. You, me, and everything on land and sea are organic. Suzy Kassem, Truth Is Crying

Moreover, some of the images covered by the definition go far beyond what can reasonably be considered pornographic. For example, "women's body parts . . . are exhibited such that women are reduced to those parts." This description would include everything from blue jean commercials which zoom in on women's asses to cream ads which show perfectly manicured hands applying the lotion-the sort of advertisements that have appeared in Ms. magazine. Although it is commonplace to criticize such ads for using sex to sell products, it is a real stretch to call them pornographic.

Paul Revere's ride is perhaps the most famous historical example of a word-of-mouth epidemic. A piece of extraordinary news traveled a long distance in a very short time, mobilizing an entire region to arms. Not all word-of-mouth epidemics are this sensational, of course. But it is safe to say that word of mouth is-even in this age of mass communications and multimillion-dollar advertising campaigns-still the most important form of human communication

There’s some great early stories of him in his sales days. When American Express, for example, wouldn’t buy advertising on TBS because they were ‘too downscale’…and ‘too this, too that’…Ted pulls out an American Express card, slides it across the table and says, ‘I use your product, but you don’t use mine. I have a real problem with that’. “They were saying our audience was downscale, and he’s like, ‘I watch TBS, and I’m worth half a billion dollars, pal!’ He rejected people’s snobbery of ‘it’s gotta be this fancy programming’. He was like ‘look, I’m doing a ‘3’ rating at 6:05, so screw you’.

The work I do is not exactly respectable. But I want to explain how it works without any of the negatives associated with my infamous clients. I’ll show how I manipulated the media for a good cause. A friend of mine recently used some of my advice on trading up the chain for the benefit of the charity he runs. This friend needed to raise money to cover the costs of a community art project, and chose to do it through Kickstarter, the crowdsourced fund-raising platform. With just a few days’ work, he turned an obscure cause into a popular Internet meme and raised nearly ten thousand dollars to expand the charity internationally. Following my instructions, he made a YouTube video for the Kickstarter page showing off his charity’s work. Not a video of the charity’s best work, or even its most important work, but the work that exaggerated certain elements aimed at helping the video spread. (In this case, two or three examples in exotic locations that actually had the least amount of community benefit.) Next, he wrote a short article for a small local blog in Brooklyn and embedded the video. This site was chosen because its stories were often used or picked up by the New York section of the Huffington Post. As expected, the Huffington Post did bite, and ultimately featured the story as local news in both New York City and Los Angeles. Following my advice, he sent an e-mail from a fake address with these links to a reporter at CBS in Los Angeles, who then did a television piece on it—using mostly clips from my friend’s heavily edited video. In anticipation of all of this he’d been active on a channel of the social news site Reddit (where users vote on stories and topics they like) during the weeks leading up to his campaign launch in order to build up some connections on the site. When the CBS News piece came out and the video was up, he was ready to post it all on Reddit. It made the front page almost immediately. This score on Reddit (now bolstered by other press as well) put the story on the radar of what I call the major “cool stuff” blogs—sites like BoingBoing, Laughing Squid, FFFFOUND!, and others—since they get post ideas from Reddit. From this final burst of coverage, money began pouring in, as did volunteers, recognition, and new ideas. With no advertising budget, no publicist, and no experience, his little video did nearly a half million views, and funded his project for the next two years. It went from nothing to something. This may have all been for charity, but it still raises a critical question: What exactly happened? How was it so easy for him to manipulate the media, even for a good cause? He turned one exaggerated amateur video into a news story that was written about independently by dozens of outlets in dozens of markets and did millions of media impressions. It even registered nationally. He had created and then manipulated this attention entirely by himself.

Consider, for example, Jewish attitudes toward women. Nowadays ultra-Orthodox Jews ban images of women from the public sphere. Billboards and advertisements aimed at ultra-Orthodox Jews usually depict only men and boys—never women and girls.

Random House, in the catbird seat, since it gets to recite last, declares in 1966, “The use of like in place of as is universally condemned by teachers and editors, notwithstanding its wide currency, especially in advertising slogans. Do as I say, not as I do does not admit of like instead of as. In an occasional idiomatic phrase, it is somewhat less offensive when substituted for as if (He raced down the street like crazy), but this example is clearly colloquial and not likely to be found in any but the most informal written contexts.” I find this excellent. It even tells who will hurt you if you make a mistake, and it withholds aid and comfort from those friends of cancer and money, those greedy enemies of the language who teach our children to say after school, “Winston tastes good like a cigarette should.

That is the idea that we all hope you have learned in studying science in school—we never explicitly say what this is, but just hope that you catch on by all the examples of scientific investigation. It is interesting, therefore, to bring it out now and speak of it explicitly. It’s a kind of scientific integrity, a principle of scientific thought that corresponds to a kind of utter honesty—a kind of leaning over backwards. For example, if you’re doing an experiment, you should report everything that you think might make it invalid—not only what you think is right about it: other causes that could possibly explain your results; and things you thought of that you’ve eliminated by some other experiment, and how they worked—to make sure the other fellow can tell they have been eliminated. Details that could throw doubt on your interpretation must be given, if you know them. You must do the best you can—if you know anything at all wrong, or possibly wrong—to explain it. If you make a theory, for example, and advertise it, or put it out, then you must also put down all the facts that disagree with it, as well as those that agree with it. There is also a more subtle problem. When you have put a lot of ideas together to make an elaborate theory, you want to make sure, when explaining what it fits, that those things it fits are not just the things that gave you the idea for the theory; but that the finished theory makes something else come out right, in addition. In summary, the idea is to try to give all of the information to help others to judge the value of your contribution; not just the information that leads to judgment in one particular direction or another. The first principle is that you must not fool yourself—and you are the easiest person to fool. So you have to be very careful about that. After you’ve not fooled yourself, it’s easy not to fool other scientists... You just have to be honest in a conventional way after that.

The owners and top managers of most news media organizations tend to be conservative and Republican. This is hardly surprising. The shareholders and executives of multi-billion-dollar corporations are not very interested in undermining the free enterprise system, for example, income from offended advertisers. These owners and managers ultimately decide which reporters, newscasters, and editors to hire or fire, promote or discourage. Journalists who want to get a head, therefore, may have to come to terms with the policies of the people who own and run media businesses.

It isn’t just Wally. It could be a girl, for goodness’ sake. I mean if he were a girl—somebody in my dorm, for example—he’d have been painting scenery in some stock company all summer. Or bicycled through Wales. Or taken an apartment in New York and worked for a magazine or an advertising company. It’s everybody, I mean. Everything everybody does is so—I don’t know—not wrong, or even mean, or even stupid necessarily. But just so tiny and meaningless and—sad-making. And the worst part is, if you go bohemian or something crazy like that, you’re conforming just as much as everybody else, only in a different way.

What must underlie successful epidemics, in the end, is a bedrock belief that change is possible, that people can radically transform their behavior or beliefs in the face of the right kind of impetus. This, too, contradicts some of the most ingrained assumptions we hold about ourselves and each other. We like to think of ourselves as autonomous and inner-directed, that who we are and how we act is something permanently set by our genes and our temperament. But if you add up the examples of Salesmen and Connectors, of Paul Revere's ride and Blue's Clues, and the Rule of 150 and the New York subway cleanup and the Fundamental Attribution Error, they amount to a very different conclusion about what it means to be human. We are actually powerfully influenced by our surroundings, our immediate context, and the personalities of those around us. Taking the graffiti off the walls of New York's subways turned New Yorkers into better citizens. Telling seminarians to hurry turned them into bad citizens. The suicide of a charismatic young Micronesian set off an epidemic of suicides that lasted for a decade. Putting a little gold box in the corner of a Columbia Record Club advertisement suddenly made record buying by mail seem irresistible. To look closely at complex behaviors like smoking or suicide or crime is to appreciate how suggestible we are in the face of what we see and hear, and how acutely sensitive we are to even the smallest details of everyday life. That's why social change is so volatile and so often inexplicable, because it is the nature of all of us to be volatile and inexplicable.

Philosopher Jean Baudrillard made a similar observation about the use of material goods as symbols of immaterial values. He noted that any given material object has two kinds of value: it has use value (the amount of utility which can be derived from the good), and it has sign value (a value based on what the object means to the person who owns it.) Advertisers constantly attempt to increase the amount that people will pay for products by infusing them with artificial sign value. Emotional branding, for example, is the practice of using images to link a product with a positive emotional state, so that people will unthinkingly purchase the product when they crave the emotion.

Another misnomer concerned the relationship between audience size and advertising rates. One common interpretation propounded that programs with higher ratings produced higher revenues - a logical fallacy insofar as it flagrantly disregarded crucial influencing factors (notably, content and demographics). In 1994, to cite one illustrative example, Seinfeld commanded $390,000 for a 30-second spot - $40,000 more than Home Improvement - despite attracting fewer overall viewers. Its ability to draw more young viewers (often defined as the ‘highly desirable’ 18-49 demographic) instead made all the difference. In sum, as industry experts realized, advertisers bought ‘demos’ before they did households.

Over the years, I’ve realized that in any new situation, whether it involves an elevator or a rocket ship, you will almost certainly be viewed in one of three ways. As a minus one: actively harmful, someone who creates problems. Or as a zero: your impact is neutral and doesn’t tip the balance one way or the other. Or you’ll be seen as a plus one: someone who actively adds value. Everyone wants to be a plus one, of course. But proclaiming your plus-oneness at the outset almost guarantees you’ll be perceived as a minus one, regardless of the skills you bring to the table or how you actually perform. This might seem self-evident, but it can’t be, because so many people do it. During the final selection round for each new class of NASA astronauts, for example, there’s always at least one individual who’s hell-bent on advertising him- or herself as a plus one. In fact, all the applicants who make it to the final 100 and are invited to come to Houston for a week have impressive qualifications and really are plus ones—in their own fields. But invariably, someone decides to take it a little further and behave like An Astronaut, one who already knows just about everything there is to know—the meaning of every acronym, the purpose of every valve on a spacesuit—and who just might be willing, if asked nicely, to go to Mars tomorrow. Sometimes the motivation is over-eagerness rather than arrogance, but the effect is the same.

When I was in the advertising business, I used to offer free seminars to advertisers about how to create better ads (the material in this chapter being the content). That was not so long ago, but since then the Internet has ballooned to major significance. If I were selling advertising today, I’d have that seminar online. Think of how this cuts down on your travel expenses. I used to fly all over creation to deliver those seminars. And appointments were harder to get. The education-based marketing concept that you learned in Chapter Four works hand in glove with the ability to do things over the Internet. Here’s the pitch I’d do today: “How would you like to learn to make your advertising literally 10 times more effective? And you can do it right from the comfort of your favorite office chair.” It’s hard to resist such an offer. There are many examples I could give you to flesh out the model of turning your Web site into a community. The examples below are simple and some are even silly, but each shows how far this concept can go and how it helps you capture more leads and build a better brand.

As these contrasts show, capitalism has undergone enormous changes in the last two and a half centuries. While some of Smith’s basic principles remain valid, they do so only at very general levels. For example, competition among profit-seeking firms may still be the key driving force of capitalism, as in Smith’s scheme. But it is not between small, anonymous firms which, accepting consumer tastes, fight it out by increasing the efficiency in the use of given technology. Today, competition is among huge multinational companies, with the ability not only to influence prices but to redefine technologies in a short span of time (think about the battle between Apple and Samsung) and to manipulate consumer tastes through brand-image building and advertising.

I’m sorry, but our people are not ready to accept artificial intelligences.” President Smith shook her head. “You can’t have it both ways. You can’t say that you’re going to be our robot overlords and that you’ll participate in society as equals. The fact is that you have the capacity to control our communications and our infrastructure, and people will believe that they are being manipulated, whether they are or not. They won’t accept that. We’ll have riots in the streets of America.” “Your people are manipulated every day,” Sister Jaguar said. “They are manipulated by commercial advertisements, by political speeches, through biased news reports. In my analysis of American politics, it is nearly impossible to find examples of political media that isn’t tainted by manipulation. Are your people rioting in the streets now? They should be.

Indeed, already today computers and algorithms are beginning to function as clients in addition to producers. In the stock exchange, for example, algorithms are becoming the most important buyers of bonds, shares and commodities. Similarly in the advertisement business, the most important customer of all is an algorithm: the Google search algorithm. When people design Web pages, they often cater to the taste of the Google search algorithm rather than to the taste of any human being.

Book Ten; Chapter Six; Ignorantia "There must be a good side somewhere to this revolution," said Vertue. "It is too solid--it looks too lasting--to be a mere evil. I cannot believe that the Landlord would otherwise allow the whole face of nature and the whole structure of life to be so permanently and radically changed." The Guide laughed. "You are falling into their own error," he said, "the change is not radical, nor will it be permanent. That idea depends on a curious disease which they have all caught--an inability to disbelieve advertisements. To be sure, if the machines did what they promised, the change would be very deep indeed. Their next war, for example, would change the state of their country from disease to death. They are afraid of this themselves--though most of them are old enough to know by experience that a gun is no more likely than a toothpaste or a cosmetic to do the things its makers say it will do. It is the same with all their machines. Their labour-saving devices multiply drudgery; their aphrodisiacs make them impotent: their amusements bore them: their rapid production of food leaves half of them starving, and their devices for saving time have banished leisure from their country. There will be no radical change. And as for permanence--consider how quickly all machines are broken and obliterated. The black solitudes will some day be green again, and of all cities that I have seen these iron cities will break most suddenly.

The most effective leader is the one who satisfies the psychological needs of his followers. For example, it is one thing to be a good leader of Americans, who are raised in a tradition of democracy and have a high need for independence. But the American brand of democratic leadership doesn’t work so well in Europe, where executives have a psychological need for more autocratic leadership. That is one of many reasons why it is wise for American agencies to appoint locals to lead their foreign subsidiaries.

I don't normally read reviews of children's books, mostly because I can't be bothered, and because kids - my kids, anyway - are not interested in what the Guardian thinks they might enjoy. One of my two-year-old's favourite pieces of night-time reading, for example, is the promotional flyer advertising the Incredibles that I was sent, a flyer outlining some of the marketing plans for the film. If you end up having to read that out loud every night, you soon give up on the idea of seeking out improving literature sanctioned by the liberal broadsheets.

Drenched in café au lait stucco, the mall was bordered by an example of America’s most unique architectural contribution to the world, a parking lot. Some bemoan the brutalism of socialist architecture, but was the blandness of capitalist architecture any better? One could drive for miles and see nothing but parking lots and the kudzu of strip malls catering to every need, from pet shops to water dispensaries to ethnic restaurants and every other imaginable category of mom-and-pop small business, each one an advertisment for the pursuit of happiness.

used to produce more robots, and so on. These corporations can grow and expand to the far reaches of the galaxy, and all they need are robots and computers – they don’t need humans even to buy their products. Indeed, already today computers and algorithms are beginning to function as clients in addition to producers. In the stock exchange, for example, algorithms are becoming the most important buyers of bonds, shares and commodities. Similarly in the advertisement business, the most important customer of all is an algorithm: the Google search algorithm.

Hey Pete. So why the leave from social media? You are an activist, right? It seems like this decision is counterproductive to your message and work." A: The short answer is I’m tired of the endless narcissism inherent to the medium. In the commercial society we have, coupled with the consequential sense of insecurity people feel, as they impulsively “package themselves” for public consumption, the expression most dominant in all of this - is vanity. And I find that disheartening, annoying and dangerous. It is a form of cultural violence in many respects. However, please note the difference - that I work to promote just that – a message/idea – not myself… and I honestly loath people who today just promote themselves for the sake of themselves. A sea of humans who have been conditioned into viewing who they are – as how they are seen online. Think about that for a moment. Social identity theory run amok. People have been conditioned to think “they are” how “others see them”. We live in an increasing fictional reality where people are now not only people – they are digital symbols. And those symbols become more important as a matter of “marketing” than people’s true personality. Now, one could argue that social perception has always had a communicative symbolism, even before the computer age. But nooooooothing like today. Social media has become a social prison and a strong means of social control, in fact. Beyond that, as most know, social media is literally designed like a drug. And it acts like it as people get more and more addicted to being seen and addicted to molding the way they want the world to view them – no matter how false the image (If there is any word that defines peoples’ behavior here – it is pretention). Dopamine fires upon recognition and, coupled with cell phone culture, we now have a sea of people in zombie like trances looking at their phones (literally) thousands of times a day, merging their direct, true interpersonal social reality with a virtual “social media” one. No one can read anymore... they just swipe a stream of 200 character headlines/posts/tweets. understanding the world as an aggregate of those fragmented sentences. Massive loss of comprehension happening, replaced by usually agreeable, "in-bubble" views - hence an actual loss of variety. So again, this isn’t to say non-commercial focused social media doesn’t have positive purposes, such as with activism at times. But, on the whole, it merely amplifies a general value system disorder of a “LOOK AT ME! LOOK AT HOW GREAT I AM!” – rooted in systemic insecurity. People lying to themselves, drawing meaningless satisfaction from superficial responses from a sea of avatars. And it’s no surprise. Market economics demands people self promote shamelessly, coupled with the arbitrary constructs of beauty and success that have also resulted. People see status in certain things and, directly or pathologically, use those things for their own narcissistic advantage. Think of those endless status pics of people rock climbing, or hanging out on a stunning beach or showing off their new trophy girl-friend, etc. It goes on and on and worse the general public generally likes it, seeking to imitate those images/symbols to amplify their own false status. Hence the endless feedback loop of superficiality. And people wonder why youth suicides have risen… a young woman looking at a model of perfection set by her peers, without proper knowledge of the medium, can be made to feel inferior far more dramatically than the typical body image problems associated to traditional advertising. That is just one example of the cultural violence inherent. The entire industry of social media is BASED on narcissistic status promotion and narrow self-interest. That is the emotion/intent that creates the billions and billions in revenue these platforms experience, as they in turn sell off people’s personal data to advertisers and governments. You are the product, of course.

For example, Twitter and Facebook—both of which happily hosted Kim Kardashian’s nude bottom—removed the word “vagina” from an advertisement marketing a book about female anatomy, written by prominent gynecologist Dr. Jen Gunter.21 Similarly, journalist Sarah Lacy found that she was unable to advertise her book, entitled A Uterus Is a Feature, on Facebook.22 Plus-sized women have had their Instagram accounts removed for posting selfies in bikinis—something that skinny women do all the time without reprisal.23 Both platforms have also blocked advertisements for information about teen pregnancy, proper bra fitting, and gynecologist visits.24

They passed several sleazy motels and a potpourri of gas stations on Route 4. No-tell motels in New Jersey always gave themselves lofty names that belied their social station. Right now, for example, they were driving past the “Courtesy Inn.” This fine establishment not only gave you courteous attention, but they gave it to you by the hour at a rate, according to the sign, of $19.82. Not twenty dollars, mind you, but $19.82—so priced, Myron guessed, because it was also the year they last changed sheets. The CHEAP BEER DEPOT, according to another sign, was the next building on Myron’s right. Truth in advertising. Nice to see. The Courtesy Inn could learn a lesson from them.

Every night, millions of Americans spend their free hours watching television rather than engaging in any form of social interaction. What are they watching? In recent years we have seen reality television become the most popular form of television programming. To discover the nature of our current “reality,” we might consider examples such as Survivor, the series that helped spawn the reality TV revolution. Every week tens of millions of viewers watched as a group of ordinary people stranded in some isolated place struggled to meet various challenges and endure harsh conditions. Ah, one might think, here we will see people working cooperatively, like our ancient ancestors, working cooperatively in order to “win”! But the “reality” was very different. The conditions of the game were arranged so that, yes, they had to work cooperatively, but the alliances by nature were only temporary and conditional, as the contestants plotted and schemed against one another to win the game and walk off with the Grand Prize: a million dollars! The objective was to banish contestants one by one from the deserted island through a group vote, eliminating every other contestant until only a lone individual remained—the “sole survivor.” The end game was the ultimate American fantasy in our Age of Individualism: to be left completely alone, sitting on a mountain of cash! 　　While Survivor was an overt example of our individualistic orientation, it certainly was not unique in its glorification of rugged individualists on American television. Even commercial breaks provide equally compelling examples, with advertisers such as Burger King, proclaiming, HAVE IT YOUR WAY! The message? America, the land where not only every man and every woman is an individual but also where every hamburger is an individual! 　　Human beings do not live in a vacuum; we live in a society. Thus it is important to look at the values promoted and celebrated in a given society and measure what effect this conditioning has on our sense of independence or of interdependence

We long ago ceased expecting that a President speak his own words. We no longer expect him actually to know the answers to questions put to him. We have, in effect, come to elect newscasters-and by a similar process: not for their probity or for their intelligence, but for their "believability." "Hope" is a very different exhortation than, for example, save, work, cooperate, sacrifice, think. It means: "Hope for the best, in a process over which you have no control." For, if one had control, if one could endorse a candidate with actual, rational programs, such a candidate demonstrably possessed of character and ability sufficient to offer reasonable chance of carrying these programs out, we might require patience or understanding, but why would we need hope? We have seen the triumph of advertising's bluntest and most ancient tool, the unquantifiable assertion: "New" in what way? "Improved" how? "Better" than what? "Change" what in particular? "Hope" for what? These words, seemingly of broad but actually of no particular meaning, are comforting in a way similar to the self-crafted wedding ceremony. Whether or not a spouse is "respecting the other's space," is a matter of debate; whether or not he is being unfaithful is a matter of discernible fact. The author of his own marriage vows is like the supporter of the subjective assertion. He is voting for codependence. He neither makes nor requires an actual commitment. He'd simply like to "hope.

[Huxley's Perennial Philosophy is concerned with] the need to love the earth and respect nature instead of following the example of those who 'chopped down vast forests to provide the newsprint demanded by that universal literacy which was to make the world safe for intelligence and democracy, and got wholesale erosion, pulp magazines, and organs of Fascist, Communist, capitalist, and nationalist propaganda.' He attacked 'technological imperialism' and the mechanisation which was 'increasing the power of a minority to exercise a co-ersive control over the lives of their fellows' and 'the popular philosophy of life... now moulded by advertising copy whose one idea is to persuade everybody to be as extroverted and uninhibitedly greedy as possible, since of course it is only the possessive, the restless, the distracted, who spend money on the things that advertisers want to sell.

Cultivate skepticism as a virtue. In this exercise you will upgrade what Professor Neil Postman of New York University calls your “crap detector.” The term is from Ernest Hemingway, who said that it was one of the writer’s most important tools. Each day, keep an eye peeled for the most telling instance of lying, deceiving, and distortion or concealment of the truth. This will take no extra time at all, since these messages and images are thrust at you continually, unless you live in a cabin at Walden Pond without a television set or computer. For example: • Billboards • Advertising flyers • Newspapers • Commercials on radio or TV (and sometimes the newscasts!) • Opinions thrust on us by other people. For the top choice each day, identify the technique of deception or distortion being used. (It’s going to be a hard call!) Share your examples with friends and colleagues, and invite their comments and observations.

word-of-mouth advertising. This is the Information Age, for Pete’s sake, so provide as much as you can. This can get more interesting if your product or ser vice is more interesting, but every product or ser vice can create a community—even bottled water or shaving cream. And I could go on with a chapter of ideas to expand on the concept, but you’ll do it yourself as you start down the path. Just think of your Web site as a community. Focus on it, not on you, and look to get involved with and serve that community at every turn. A good consumer example of a Web site that builds community is Stonyfield Farms, producer of organic dairy products (yogurt, milk, etc.). Their Web site offers terrific information on organic foods and how to help protect the Earth. They also provide recipes and a multitude of other information on wellness. One thing they could do to improve their community is to prominently promote a subscriber program. As of this writing, they

Paradoxically, the feminine soul in our culture subsists on dimes, while millions are spent to dramatize her victimized condition. Imagine what would happen if images of the victimized feminine were banned in our culture. We would lose many of our classical dramas Tamberlaine, Othello, St Joan. Opera houses would not resonate with the anguish of La Iraviata, Lucia di Lammermoor, Madam Butterfly, Anne Boleyn. Theaters would not play Tennessee Williams, Eugene O'Neill, Samuel Beckett. Bookshelves would be depleted without Anna Karenina, The Idiot, the poetry of Robert Browning, Sylvia Plath, Anne Sexton. The list is endless. The cruelty of the victimization is veiled by the beauty of the art form in which the images are enshrined. Without those diaphanous veils, we have something quite different -Dallas, Dynasty, Miami Vice and ubiquitous examples of advertising where the feminine is raped by male and female alike. At the bottom of this barrel is pornography.

You Are What You Eat Take food for example. We all assume that our craving or disgust is due to something about the food itself - as opposed to being an often arbitrary response preprogrammed by our culture. We understand that Australians prefer cricket to baseball, or that the French somehow find Gerard Depardieu sexy, but how hungry would you have to be before you would consider plucking a moth from the night air and popping it, frantic and dusty, into your mouth? Flap, crunch, ooze. You could wash it down with some saliva beer.How does a plate of sheep brain's sound? Broiled puppy with gravy? May we interest you in pig ears or shrimp heads? Perhaps a deep-fried songbird that you chew up, bones, beak, and all? A game of cricket on a field of grass is one thing, but pan-fried crickets over lemongrass? That's revolting. Or is it? If lamb chops are fine, what makes lamb brains horrible? A pig's shoulder, haunch, and belly are damn fine eatin', but the ears, snout, and feet are gross? How is lobster so different from grasshopper? Who distinguishes delectable from disgusting, and what's their rationale? And what about all the expectations? Grind up those leftover pig parts, stuff 'em in an intestine, and you've got yourself respectable sausage or hot dogs. You may think bacon and eggs just go together, like French fries and ketchup or salt and pepper. But the combination of bacon and eggs for breakfast was dreamed up about a hundred years aqo by an advertising hired to sell more bacon, and the Dutch eat their fries with mayonnaise, not ketchup. Think it's rational to be grossed out by eating bugs? Think again. A hundred grams of dehydrated cricket contains 1,550 milligrams of iron, 340 milligrams of calcium, and 25 milligrams of zinc - three minerals often missing in the diets of the chronic poor. Insects are richer in minerals and healthy fats than beef or pork. Freaked out by the exoskeleton, antennae, and the way too many legs? Then stick to the Turf and forget the Surf because shrimps, crabs, and lobsters are all anthropods, just like grasshoppers. And they eat the nastiest of what sinks to the bottom of the ocean, so don't talk about bugs' disgusting diets. Anyway, you may have bug parts stuck between your teeth right now. The Food and Drug Administration tells its inspectors to ignore insect parts in black pepper unless they find more than 475 of them per 50 grams, on average. A fact sheet from Ohio State University estimates that Americans unknowingly eat an average of between one and two pounds of insects per year. An Italian professor recently published Ecological Implications of Mini-livestock: Potential of Insects, Rodents, Frogs and Snails. (Minicowpokes sold separately.) Writing in Slate.com, William Saletan tells us about a company by the name of Sunrise Land Shrimp. The company's logo: "Mmm. That's good Land Shrimp!" Three guesses what Land Shrimp is. (20-21)

Have a Caesar, and Keep Your Passage Honeymoon Fresh’ was emblazoned across a large billboard advertising Caesarean births.  Many people arriving in Los Angeles in 1972 would have thought no more about it; they might not have even realised what was being advertised.  For R.D. Laing, in the midst of a grueling lecture tour, it was a perfect example of the crazy world we live in.  It was worse than the five-star hotel with plastic grass, in a different league from the plastic Buddha converted into a lampshade, more horrible than de-homogenised milk, more threatening than an armed policeman. ​Such matters affected Ronnie to the core.  He cried over less.  He was painfully sensitive, and had an empathy with the bewildered and downtrodden; an intellectual awareness that set him apart from others.  But Ronnie’s distinguishing feature was his heartfelt desire to do something about what he perceived to be the injustices of the world.  Despite his many faults Ronnie maintained his defiant personality until his last breath.

Compare, for example, seventeenth century writers with those of the eighteenth. What a difference in tone and gait! The former, under a veneer of servility, have the most noble and proud stance… They do not pretend to reign. They merely stand at their place, recognize the place of a superior power beyond, give themselves completely to their writing task, dismiss the temptation of advertising and demonstrate their professional dedication. On the other hand, look at the Voltaire, Diderot and the like: they open well the era of intellectuals, writing stooges as they are, courtiers of princes they flatter and despise at the same time—something they are forced to do as they want to usurp their power… Their courtier nature reveals in everything they do… The whole eighteenth century, both spiritual and plain on a scoundrel background, is libertine, and already pornographic: such is the start of literary mercantilism; people of letters make money out of their writings, pretend to financial independence, and they write garbage to flatter the opinion of their public.

Equity financing, on the other hand, is unappealing to cooperators because it may mean relinquishing control to outside investors, which is a distinctly capitalist practice. Investors are not likely to buy non-voting shares; they will probably require representation on the board of directors because otherwise their money could potentially be expropriated. “For example, if the directors of the firm were workers, they might embezzle equity funds, refrain from paying dividends in order to raise wages, or dissipate resources on projects of dubious value.”105 In any case, the very idea of even partial outside ownership is contrary to the cooperative ethos. A general reason for traditional institutions’ reluctance to lend to cooperatives, and indeed for the rarity of cooperatives whether related to the difficulty of securing capital or not, is simply that a society’s history, culture, and ideologies might be hostile to the “co-op” idea. Needless to say, this is the case in most industrialized countries, especially the United States. The very notion of a workers’ cooperative might be viscerally unappealing and mysterious to bank officials, as it is to people of many walks of life. Stereotypes about inefficiency, unprofitability, inexperience, incompetence, and anti-capitalism might dispose officials to reject out of hand appeals for financial assistance from co-ops. Similarly, such cultural preconceptions may be an element in the widespread reluctance on the part of working people to try to start a cooperative. They simply have a “visceral aversion” to, and unfamiliarity with, the idea—which is also surely a function of the rarity of co-ops itself. Their rarity reinforces itself, in that it fosters a general ignorance of co-ops and the perception that they’re risky endeavors. Additionally, insofar as an anti-democratic passivity, a civic fragmentedness, a half-conscious sense of collective disempowerment, and a diffuse interpersonal alienation saturate society, this militates against initiating cooperative projects. It is simply taken for granted among many people that such things cannot be done. And they are assumed to require sophisticated entrepreneurial instincts. In most places, the cooperative idea is not even in the public consciousness; it has barely been heard of. Business propaganda has done its job well.106 But propaganda can be fought with propaganda. In fact, this is one of the most important things that activists can do, this elevation of cooperativism into the public consciousness. The more that people hear about it, know about it, learn of its successes and potentials, the more they’ll be open to it rather than instinctively thinking it’s “foreign,” “socialist,” “idealistic,” or “hippyish.” If successful cooperatives advertise their business form, that in itself performs a useful service for the movement. It cannot be overemphasized that the most important thing is to create a climate in which it is considered normal to try to form a co-op, in which that is seen as a perfectly legitimate and predictable option for a group of intelligent and capable unemployed workers. Lenders themselves will become less skeptical of the business form as it seeps into the culture’s consciousness.

Patrick Vlaskovits, who was part of the initial conversation that the term “growth hacker” came out of, put it well: “The more innovative your product is, the more likely you will have to find new and novel ways to get at your customers.”12 For example: 1. You can create the aura of exclusivity with an invite-only feature (as Mailbox did). 2. You can create hundreds of fake profiles to make your service look more popular and active than it actually is—nothing draws a crowd like a crowd (as reddit did in its early days). 3. You can target a single service or platform and cater to it exclusively—essentially piggybacking off or even stealing someone else’s growth (as PayPal did with eBay). 4. You can launch for just a small group of people, own that market, and then move from host to host until your product spreads like a virus (which is what Facebook did by starting in colleges—first at Harvard—before taking on the rest of the population). 5. You can host cool events and drive your first users through the system manually (as Myspace, Yelp, and Udemy all did). 6. You can absolutely dominate the App Store because your product provides totally new features that everyone is dying for (which is what Instagram did—twenty-five thousand downloads on its first day—and later Snapchat). 7. You can bring on influential advisors and investors for their valuable audience and fame rather than their money (as About.me and Trippy did—a move that many start-ups have emulated). 8. You can set up a special sub-domain on your e-commerce site where a percentage of every purchase users make goes to a charity of their choice (which is what Amazon did with Smile.Amazon.com this year to great success, proving that even a successful company can find little growth hacks). 9. You can try to name a Planned Parenthood clinic after your client or pay D-list celebrities to say offensive things about themselves to get all sorts of publicity that promotes your book (OK, those stunts were mine).

Still, I think that one of the most fundamental problems is want of discipline. Homes that severely restrict viewing hours, insist on family reading, encourage debate on good books, talk about the quality and the morality of television programs they do see, rarely or never allow children to watch television without an adult being present (in other words, refusing to let the TV become an unpaid nanny), and generally develop a host of other interests, are not likely to be greatly contaminated by the medium, while still enjoying its numerous benefits. But what will produce such families, if not godly parents and the power of the Holy Spirit in and through biblical preaching, teaching, example, and witness? The sad fact is that unless families have a tremendously strong moral base, they will not perceive the dangers in the popular culture; or, if they perceive them, they will not have the stamina to oppose them. There is little point in preachers disgorging all the sad statistics about how many hours of television the average American watches per week, or how many murders a child has witnessed on television by the age of six, or how a teenager has failed to think linearly because of the twenty thousand hours of flickering images he or she has watched, unless the preacher, by the grace of God, is establishing a radically different lifestyle, and serving as a vehicle of grace to enable the people in his congregation to pursue it with determination, joy, and a sense of adventurous, God-pleasing freedom. Meanwhile, the harsh reality is that most Americans, including most of those in our churches, have been so shaped by the popular culture that no thoughtful preacher can afford to ignore the impact. The combination of music and visual presentation, often highly suggestive, is no longer novel. Casual sexual liaisons are everywhere, not least in many of our churches, often with little shame. “Get even” is a common dramatic theme. Strength is commonly confused with lawless brutality. Most advertising titillates our sin of covetousness. This is the air we breathe; this is our culture.

How I Turned a Troubled Company into a Personal Fortune. How to ________ This is a simple, straightforward headline structure that works with any desirable benefit. “How to” are two of the most powerful words you can use in a headline. Examples: How to Collect from Social Security at Any Age. How to Win Friends and Influence People. How to Improve Telemarketers' Productivity — for Just $19.95. Secrets Of ________ The word secrets works well in headlines. Examples: Secrets of a Madison Ave. Maverick — “Contrarian Advertising.” Secrets of Four Champion Golfers. Thousands (Hundreds, Millions) Now ________ Even Though They ________ This is a “plural” version of the very first structure demonstrated in this collection of winning headlines. Examples: Thousands Now Play Even Though They Have “Clumsy Fingers.” Two Million People Owe Their Health to This Idea Even Though They Laughed at It. 138,000 Members of Your Profession Receive a Check from Us Every Month Even Though They Once Threw This Letter into the Wastebasket Warning: ________ Warning is a powerful, attention-getting word and can usually work for a headline tied to any sales letter using a problem-solution copy theme. Examples: Warning: Two-Thirds of the Middle Managers in Your Industry Will Lose Their Jobs in the Next 36 Months. Warning: Your “Corporate Shield” May Be Made of Tissue Paper — 9 Ways You Can Be Held Personally Liable for Your Business's Debts, Losses, or Lawsuits Give Me ________ and I'll ________ This structure simplifies the gist of any sales message: a promise. It truly telegraphs your offer, and if your offer is clear and good, this may be your best strategy. Examples: Give Me 5 Days and I'll Give You a Magnetic Personality. Give Me Just 1 Hour a Day and I'll Have You Speaking French Like “Pierre” in 1 Month. Give Me a Chance to Ask Seven Questions and I'll Prove You Are Wasting a Small Fortune on Your Advertising. ________ ways to ________ This is just the “how to” headline enhanced with an intriguing specific number. Examples: 101 Ways to Increase New Patient Flow. 17 Ways to Slash Your Equipment Maintenance Costs. Many of these example headlines are classics from very successful books, advertisements, sales letters, and brochures, obtained from a number of research sources. Some are from my own sales letters. Some were created for this book.

The Personal Job Advertisement These two activities are likely to have encouraged some clearer ideas about genuine career possibilities, but you should not assume that you are necessarily the best judge of what might offer you fulfilment. Writing a Personal Job Advertisement allows you to seek the advice of other people. The concept behind this task is the opposite of a standard career search: imagine that newspapers didn’t advertise jobs, but rather advertised people who were looking for jobs. You do it in two steps. First, write a half-page job advertisement that tells the world who you are and what you care about in life. Put down your talents (e.g. you speak Mongolian, can play the bass guitar), your passions (e.g. ikebana, scuba diving), and the core values and causes you believe in (e.g. wildlife preservation, women’s rights). Include your personal qualities (e.g. you are quick-witted, impatient, lacking self-confidence). And record anything else that is important to you – a minimum salary or that you want to work abroad. Make sure you don’t include any particular job you are keen on, or your educational qualifications or career background. Keep it at the level of underlying motivations and interests. Here comes the intriguing part. Make a list of ten people you know from different walks of life and who have a range of careers – maybe a policeman uncle or a cartoonist friend – and email them your Personal Job Advertisement, asking them to recommend two or three careers that might fit with what you have written. Tell them to be specific – for example, not replying ‘you should work with children’ but ‘you should do charity work with street kids in Rio de Janeiro’. You will probably end up with an eclectic list of careers, many of which you would never have thought of yourself. The purpose is not only to give you surprising ideas for future careers, but also to help you see your many possible selves. After doing these three activities, and having explored the various dimensions of meaning, you should feel more confident about making a list of potential careers that offer the promise of meaningful work. What should you do next? Certainly not begin sending out your CV. Rather, as the following chapter explains, the key to finding a fulfilling career is to experiment with these possibilities in that rather frightening place called the real world. It’s time to take a ‘radical sabbatical’.

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Furthermore, it is not the people or the citizens who decide on what to vote, on which political program, at what time, and so on. It is the oligarchs and the oligarchic system that decide on this and that submit their choice to the vote of the electorate (in certain very specific cases). One could legitimately wonder, for instance, why there are not more referendums, and in particular referendums of popular initiative, in “democracy.” Cornelius Castoriadis perfectly described this state of affairs when he wrote: “The election is rigged, not because the ballot boxes are being stuffed, but because the options are determined in advance. They are told, ‘vote for or against the Maastricht Treaty,’ for example. But who made the Maastricht Treaty? It isn’t us.” It would thus be naive to believe that elections reflect public opinion or even the preferences of the electorate. For these oligarchic principles dominate our societies to such an extent that the nature of the choice is decided in advance. In the case of elections, it is the powerful media apparatus—financed in the United States by private interests, big business, and the bureaucratic machinery of party politics—that presents to the electorate the choices to be made, the viable candidates, the major themes to be debated, the range of possible positions, the questions to be raised and pondered, the statistical tendencies of “public opinion,” the viewpoint of experts, and the positions taken by the most prominent politicians. What we call political debate and public space (which is properly speaking a space of publicity) are formatted to such an extent that we are encouraged to make binary choices without ever asking ourselves genuine questions: we must be either for or against a particular political star, a specific publicity campaign, such or such “societal problem.” “One of the many reasons why it is laughable to speak of ‘democracy’ in Western societies today,” asserts Castoriadis, “is because the ‘public’ sphere is in fact private—be it in France, the United States, or England.”The market of ideas is saturated, and the political consumer is asked to passively choose a product that is already on the shelves. This is despite the fact that the contents of the products are often more or less identical, conjuring up in many ways the difference that exists between a brand-name product on the right, with the shiny packaging of the tried-and-true, and a generic product on the left, that aspires to be more amenable to the people. “Free elections do not necessarily express ‘the will of the people,’ ” Erich Fromm judiciously wrote. “If a highly advertised brand of toothpaste is used by the majority of the people because of some fantastic claims it makes in its propaganda, nobody with any sense would say that people have ‘made a decision’ in favor of the toothpaste. All that could be claimed is that the propaganda was sufficiently effective to coax millions of people into believing its claims.

For abolitionists, who advocated the immediate emancipation of all slaves, and free-soilers, who simply opposed the spread of slavery into the western territories, the existence of such a group proved the destructive effect of slavery on social morals and human industry and the inordinate economic power of the planter elite. It also served as an implicit warning of the disastrous consequences of the spread of slavery into nonslaveholding regions and its debilitating effect on the work ethic of otherwise stalwart white farmers. For slave-holders, particularly those at the apex of southern society, the idleness of rural working-class whites justified the “peculiar institution” and made clear the need for a planter-led economic and social hierarchy. Planter D. R. Hundley wrote, for example, that “poor whites” were “the laziest two-legged animals that walk erect on the face of the earth . . . [and exhibited] a natural stupidity or dullness of intellect that almost surpasses belief.” To abolitionists and proslavery ideologues alike, therefore, southern poor whites utterly lacked industry, intelligence, social propriety, and honor, the essential ingredients for political and social equality and thus should not be trusted with political decision-making.7 Northern and southern middle- to upper-class commentators perceived this class of people as so utterly degraded that they challenged their assertion of “whiteness,” the one claim southern working-class whites had to political equality, “normative” status, and social superiority to free and enslaved blacks. Like Byrd and the author of “The Carolina Sand-Hillers,” journalists and travel writers repeatedly compared “poor whites” unfavorably to other supposedly inferior people of color, be they enslaved blacks, Indians, or even Mexican peasants. Through a variety of arguments, including genetic inferiority, excessive interbreeding with “nonwhites,” and environmental factors, such as the destructive influences of the southern climate, rampant disease, and a woefully inadequate diet, these writers asserted that “poor whites” were neither truly “white” nor clearly “nonwhite” but instead, a separate “‘Cracker’ race” in all ways so debased that they had no capacity for social advancement. This attitude is clear in an 1866 article from the Boston Daily Advertiser that proclaimed that this social class had reached depths of “[s]uch filthy poverty, such foul ignorance, such idiotic imbecility” that they could never be truly civilized. “[T]ime and effort will lead the negro up to intelligent manhood,” the author concluded, “but I almost doubt if it will be possible to ever lift this ‘white trash’ into respectability.”8 Contempt for working-class whites was almost as strong among African Americans as among middle-class and elite whites. Enslaved African Americans invented derogatory terms containing explicit versions of “whiteness” such as “(poor) white trash” and “poor buckra” (a derivative form of the West African word for “white man”). Although relations between slaves and non-elite southern whites were complex, many slaves deeply resented the role of poor whites as overseers and patrol riders and adopted their owners’ view that elite southern planters were socially and morally superior. Many also believed that blacks, enslaved and free, formed a middle layer of social respectability between the planter aristocracy at the top of the social system and the “poor whites” at the bottom. The construction of a “poor white” and “white trash” social and cultural category thus allowed black slaves to carve out a space of social superiority, as well as permitted the white planter elite to justify enormous economic and social inequality among whites in a supposedly democratic society.9

There are four common situations where you could build something people want, but still not end up with a viable business. First, you could build something people want, but for which you just can’t figure out a viable business model. The money isn’t adding up. For example, people won’t pay, and selling advertising won’t cover the bills. There is just no real market. Second, you could build something people want, but there are just not enough customers to reach profitability. It’s just too small a market, and there aren’t obvious ways to expand. This occurs often when startups aren’t ambitious enough and pick too narrow a niche. Third, you could build something people want, but reaching them is cost prohibitive. You find yourself in a hard-to-reach market. An example is a relatively inexpensive product that requires a direct sales force to sell it. That combo just doesn’t work. Finally, you could build something people want, but a lot of other companies build it too. In this situation you are in a hypercompetitive market where it is simply too hard to get customers.

This is where fitness indicator theory comes in. As a branch of sexual selection theory, fitness indicator theory suggests that many sexual ornaments and weapons serve as honest signals of an individual’s physical, psychological, and/or genetic quality and, thus, ability to attract mates, deter sexual rivals, or deter predators. These traits may not contribute directly to survival or reproduction, but they contribute indirectly by influencing the behavior of other animals. Examples of fitness indicators include the peacock’s tail (to influence mate choice by peahens), long eye-stalks in male stalk-eyed flies (to intimidate sexual rivals), a conspicuous jumping behavior called “stotting” in gazelles (to advertise abundant energy and deter predators from chasing) and, as some authors argue (e.g., Miller, 2000a), human courtship displays such as dancing, music-making, and artistic and poetic expression.

Understanding your consumer makes it easier and cheaper to reach them in large volume with targeted marketing and advertising. It also makes it easier to create a product that better satisfies their needs, and is used in a manner that is convenient to them (important for product adoption and customer retention).

Understanding your consumer makes it easier and cheaper to reach them in large volume with targeted marketing and advertising. It also makes it easier to create a product that better satisfies their needs, and is used in a manner that is convenient to them (important for product adoption and customer retention). It also helps you better understand your market size, which enables you to make more accurate financial estimates.

The system of racism begins with ideology, which refers to the big ideas that are reinforced throughout society. From birth, we are conditioned into accepting and not questioning these ideas. Ideology is reinforced across society, for example, in schools and textbooks, political speeches, movies, advertising, holiday celebrations, and words and phrases. These ideas are also reinforced through social penalties when someone questions an ideology and through the limited availability of alternative ideas. Ideologies are the frameworks through which we are taught to represent, interpret, understand, and make sense of social existence. 14 Because these ideas are constantly reinforced, they are very hard to avoid believing and internalizing.

The entire company, he said, would restructure itself around what he called “two-pizza teams.” Employees would be organized into autonomous groups of fewer than ten people—small enough that, when working late, the team members could be fed with two pizza pies. These teams would be independently set loose on Amazon’s biggest problems. They would likely compete with one another for resources and sometimes duplicate their efforts, replicating the Darwinian realities of surviving in nature. Freed from the constraints of intracompany communication, Bezos hoped, these loosely coupled teams could move faster and get features to customers quicker. There were some head-scratching aspects to Bezos’s two-pizza-team concept. Each group was required to propose its own “fitness function”—a linear equation that it could use to measure its own impact without ambiguity. For example, a two-pizza team in charge of sending advertising e-mails to customers might choose for its fitness function the rate at which these messages were opened multiplied by the average order size those e-mails generated. A group writing software code for the fulfillment centers might home in on decreasing the cost of shipping each type of product and reducing the time that elapsed between a customer’s making a purchase and the item leaving the FC in a truck. Bezos wanted to personally approve each equation and track the results over time. It would be his way of guiding a team’s evolution.

Continuing with the roofing contractor example, we didn’t advertise to everyone who was searching for “roofing” online, but we focused on people searching for terms such as “new roof,” “fix a roof leak,” “roofing contractor.

The review article is appealing because advertiser-supported publications, sometimes called “throwaways ,” have a constant appetite for content. Examples of such publications are Postgraduate Medicine , Consultant , and Hospital Practice .

What kinds of Work will You do in Freelancing? What kind of work will you do in Freelancing? And to understand the type of work in freelancing, You need to have a clear idea of what freelancing is. There is no specific type of freelancing, it can be of many types, such as - Freelance Photography, Freelance Journalism, Freelance Writer, Freelance Data Entry, Freelance Logo Designer, Freelance Graphics Designer etc. There's no end to the amount of work you can do with freelancing. The most interesting thing is that you are everything in this process. There is no one to twirl over your head, you are the boss here. Even here there is no obligation to work from 9-5. Today I discuss some freelancing tasks that are popular in the freelancing sector or are done by many freelancers. For example: Data Entry: It wouldn't be too much of a mistake to say that data entry is the easiest job. Rather, it can be said without a doubt that data entry is more difficult than any other job. Data entry work basically means typing. This work is usually provided as a PDF file and is described as a 'Word type work'. Any employee can take a data entry job as a part-time job for extra income at the end of his work. Graphics Design: One of the most popular jobs in the freelancing world is graphic design. The main reasons for the popularity of this work are its attractiveness and simplicity. Everything we see online is contributed by graphics. For example, Cover pages, Newspaper, Book cover pages, advertisements and Photographs, Editing or changing the background of a picture or photo, Creating banners for advertising, Creating visiting cards, Business cards or leaflets, Designed for webpages known as (PhD), T-shirt designing, Logo designing, Making cartoons and many more. Web Design and Development: 'Web design' or 'Site design' are used interchangeably. The most important job of freelancing is web design. From the simplest to the most difficult aspects of this work, almost all types of work are done by freelancers. There are many other themes like WordPress, Elementor, Joomla, and DV that can be used to create entire sites. Sometimes coding is required to create some sites. If the web designer has coding experience or skills then there is no problem, and if not then the site creation should be done by programmers. Programming: Programming means writing some signals, codes, or symbols into a specific system. And its job is to give different types of commands or orders to the computer. If you give some command to the computer in Bengali or English, the computer will not understand it. For that want binary code or number. Just as any book is written in English, Hindi, Japanese Bengali, etc. every program is written in some particular programming language like C++, Java, etc. The written form of the program is called source code. A person who writes source code is called a programmer, coder, or developer. While writing the program, the programmer has to follow the syntax or grammar of that particular programming language. Other work: Apart from the above jobs, there are various other types of jobs that are in high demand in the freelancing sector or market. The tasks are: Writing, Article or blog post writing SEO Marketing, Digital marketing, Photo, Audio, Video Editing, Admin jobs, Software development, Translation, Affiliate marketing, IT and Networking etc. Please Visit Our Blogging Website to read more Articles related to Freelancing and Outsourcing, Thank You.

Freelancing and Creativity - In Freelancing, doing a job in different ways is called creativity. The importance of creativity is immense among all that is required for freelancing work because creativity is the main thing of freelancing. It is difficult to give an exact definition of creativity. Because there is no end to creativity. In the case of some, creativity or the development of creativity begins to manifest naturally, while for some it manifests through talent, practice, and practice. Creativity is basically a mental process that is the result of positive thinking, perseverance, and high analytical ability. Just as it takes practice, practice, and dedication to develop this creativity, there is a high chance that this creativity will be wasted if it is not properly used or applied. Below are the causes of creativity loss and ways to increase Creativity: ** Reasons for loss of Creativity - Lack of focus on work – Creativity does not arise if there is no focus on work, to complete a task properly, there must be focus on it. Irregular sleep – the brain does not work properly if you do not sleep properly, repeated sleep disturbances can also cause many mental problems that hinder creativity. Suffering from indecisiveness – Having too many negative thoughts running through your head while doing a task can also hamper creativity. For example: if the work is going well, if the client likes it, if the client doesn't like it, if the client doesn't pay, etc. Fear of not succeeding at work – Many people rush to work for quick cash income, but it does not work properly or on the contrary, more creativity is lost, which results in payment time problems. As a result, the fear of not succeeding enters the freelancer. ** Ways to Increase Creativity - Dietary discipline – Of course, there is no substitute for healthy eating. Consuming regular meals maintains mental and physical well-being which in turn enhances creativity. Gaining knowledge from nature – Nature is the main source of knowledge. All the sages and poets in the world were worshipers of nature. All of them could see something extraordinary in the ordinary things of this nature. Try to see it that way. From everyday events – notice what is happening around you. You can get new ideas from it, for example, you can get an idea on any subject by reading a book, and new ideas can be invented while watching TV or watching newspaper advertisements. Write down ideas – We all have something going on in our heads all the time, either mainly through thought or sensory processing. So whenever you get an idea, note it down so that you don't forget to read it. So, creativity is created by the combination of ideas and skills. Freelancing is unthinkable without this creativity because to do freelancing you must have a clear idea about something or acquire full skill in that subject. Please Visit Our Blogging Website to read more Articles related to Freelancing and Outsourcing, Thank You.

How long does it take to Learn Freelancing? How long it takes to learn freelancing depends on what you're learning, how you start freelancing, and how hard you try to learn it. Learning something requires more willpower and concentration than any effort. The sooner you continue to learn to work with focus, the sooner you will succeed. And the slower you go, the longer it will take you to learn the task. So if you want to build a career online as a professional freelancer then you must spend extra time on it. Freelancing for Beginners: If you are new to the freelancing sector, there are a few things you need to know. For example: What is data entry? What is outsourcing? Web design key etc. Having a basic understanding of these things will make it much easier for you to learn freelancing. Although freelancing has complex tasks as well as some simple ones. But it is very few and low incomes. There are many new freelancers who want to earn freelancing with mobile. Their statement is, "I don't need so much money, only 4-5 thousand taka will do". In their case, I would say that you learn data entry work. You can earn that amount of money in this work. But if you choose freelancing just to do this job then I would say you are doing it wrong. Because this data entry work is very long, you need to work for 7-8 hours. And if you dream of only 4-5 thousand rupees by working 7-8 hours, then my suggestion for you is that you should not do this work but get tutoring. At least it will be best for you. Freelancing requires you to have big dreams and the passion to make them come true. Misconceptions about Freelancing: There is no substitute for a good quality computer or a good quality laptop to learn and master freelancing professionally. This way you can practice and learn very quickly without any hassle. Many people think that by looking at the monitor and pressing the keyboard, they become freelancing and can earn lakhs of rupees a month. In fact, those who think so cannot be entirely blamed. Many of us get lured by such mouthwatering advertisements as "opportunity to earn lakhs per month with just one month course" and waste both our precious time and money by joining bad unprofessional coaching centers. Why is it not possible to learn freelancing in just one month even in one year? It is clear proof that glittering does not make gold. There are thousands of jobs in freelancing, each job is different, and each job takes a different amount of time to learn. So it is very difficult to comment on how long it takes to learn freelancing. Be aware in choosing the right Freelancing Training Center: But whatever you do, don't go for an online course of Rs 400-600-1200. Because it will also lose the willpower you have to learn to freelance. If you have to do this type of bad course today, then do a government freelancing course or you can take practical training from an organization called "Bhairab ​​IT Zone" for a nominal fee. Here hands-on training is provided by professional freelancers using tools in free, premium, and upgraded versions. Although there are many ways or mediums to learn freelancing or outsourcing. E.g. Outsourcing Learning Books, Youtube Video Tutorials, Seminars etc. Either way, some learn to swim in a day and some in a week. To become a good swimmer one must continue swimming for a long time. Not everyone has the same brain capacity or stamina. Humans are naturally different from one another. The same goes for freelancing. You might learn the ins and outs of freelancing within 6-7 months, it might take another 1-2 years. No matter how long it takes to learn, you need to work twice as long to become proficient at it. But with hard work, willpower, and determination you can make any impossible possible. Please visit Our Blogging Website to Read More Articles related to Freelancing and Outsourcing.

A TikTok clone app script is a pre-built software solution that allows you to create a short-form video sharing app that is similar to TikTok in terms of features and functionality. TikTok clone scripts are typically much less expensive than developing a custom app from scratch, and they can be deployed quickly, allowing you to launch your video sharing app in a short amount of time. TikTok clone scripts are highly customizable, allowing you to tailor the platform to your specific needs. For example, you can change the branding of the app, add or remove features, and integrate your own monetization strategies. Here are some of the key features that you should look for in a TikTok clone app script: • Video recording and editing: The script should allow users to record and edit short-form videos. Editing features should include trimming, cropping, adding music and effects, and more. • Social features: The script should include social features such as following other users, liking and commenting on videos, and creating and participating in challenges. • Content moderation: The script should have robust content moderation systems in place to prevent the spread of harmful or offensive content. • Monetization options: The script should support a variety of monetization options, such as in-app advertising, subscription fees, and virtual goods. Once you have chosen a TikTok clone app script, you will need to work with a development team to customize the script and deploy your app. The development team will also help you to set up your monetization strategies and launch your app on the App Store and Google Play.

Furthermore, it is not the people or the citizens who decide on what to vote, on which political program, at what time, and so on. It is the oligarchs and the oligarchic system that decide on this and that submit their choice to the vote of the electorate (in certain very specific cases). One could legitimately wonder, for instance, why there are not more referendums, and in particular referendums of popular initiative, in “democracy.” Cornelius Castoriadis perfectly described this state of affairs when he wrote: “The election is rigged, not because the ballot boxes are being stuffed, but because the options are determined in advance. They are told, ‘vote for or against the Maastricht Treaty,’ for example. But who made the Maastricht Treaty? It isn’t us.”127 It would thus be naive to believe that elections reflect public opinion or even the preferences of the electorate. For these oligarchic principles dominate our societies to such an extent that the nature of the choice is decided in advance. In the case of elections, it is the powerful media apparatus—financed in the United States by private interests, big business, and the bureaucratic machinery of party politics—that presents to the electorate the choices to be made, the viable candidates, the major themes to be debated, the range of possible positions, the questions to be raised and pondered, the statistical tendencies of “public opinion,” the viewpoint of experts, and the positions taken by the most prominent politicians. What we call political debate and public space (which is properly speaking a space of publicity) are formatted to such an extent that we are encouraged to make binary choices without ever asking ourselves genuine questions: we must be either for or against a particular political star, a specific publicity campaign, such or such “societal problem.” “One of the many reasons why it is laughable to speak of ‘democracy’ in Western societies today,” asserts Castoriadis, “is because the ‘public’ sphere is in fact private—be it in France, the United States, or England.”The market of ideas is saturated, and the political consumer is asked to passively choose a product that is already on the shelves. This is despite the fact that the contents of the products are often more or less identical, conjuring up in many ways the difference that exists between a brand-name product on the right, with the shiny packaging of the tried-and-true, and a generic product on the left, that aspires to be more amenable to the people. “Free elections do not necessarily express ‘the will of the people,’ ” Erich Fromm judiciously wrote. “If a highly advertised brand of toothpaste is used by the majority of the people because of some fantastic claims it makes in its propaganda, nobody with any sense would say that people have ‘made a decision’ in favor of the toothpaste. All that could be claimed is that the propaganda was sufficiently effective to coax millions of people into believing its claims.

Freelancing and Creativity In Freelancing, doing a job in different ways is called creativity. The importance of creativity is immense among all that is required for freelancing work because creativity is the main thing of freelancing. It is difficult to give an exact definition of creativity. Because there is no end to creativity. In the case of some, creativity or the development of creativity begins to manifest naturally, while for some it manifests through talent, practice, and practice. Creativity is basically a mental process that is the result of positive thinking, perseverance, and high analytical ability. Just as it takes practice, practice, and dedication to develop this creativity, there is a high chance that this creativity will be wasted if it is not properly used or applied. Below are the causes of creativity loss and ways to increase Creativity: ** Reasons for loss of Creativity - 1. Lack of focus on work – Creativity does not arise if there is no focus on work, to complete a task properly, there must be focus on it. 2. Irregular sleep – the brain does not work properly if you do not sleep properly, repeated sleep disturbances can also cause many mental problems that hinder creativity. 3. Suffering from indecisiveness – Having too many negative thoughts running through your head while doing a task can also hamper creativity. For example: if the work is going well, if the client likes it, if the client doesn't like it, if the client doesn't pay, etc. 4. Fear of not succeeding at work – Many people rush to work for quick cash income, but it does not work properly or on the contrary, more creativity is lost, which results in payment time problems. As a result, the fear of not succeeding enters the freelancer. ** Ways to Increase Creativity - 1. Dietary discipline – Of course, there is no substitute for healthy eating. Consuming regular meals maintains mental and physical well-being which in turn enhances creativity. 2. Gaining knowledge from nature – Nature is the main source of knowledge. All the sages and poets in the world were worshipers of nature. All of them could see something extraordinary in the ordinary things of this nature. Try to see it that way. 3. From everyday events – notice what is happening around you. You can get new ideas from it, for example, you can get an idea on any subject by reading a book, and new ideas can be invented while watching TV or watching newspaper advertisements. 4. Write down ideas – We all have something going on in our heads all the time, either mainly through thought or sensory processing. So whenever you get an idea, note it down so that you don't forget to read it. So, creativity is created by the combination of ideas and skills. Freelancing is unthinkable without this creativity because to do freelancing you must have a clear idea about something or acquire full skill in that subject.

What kinds of Work will You do in Freelancing? What kind of work will you do in Freelancing? And to understand the type of work in freelancing, You need to have a clear idea of what freelancing is. There is no specific type of freelancing, it can be of many types, such as - Freelance Photography, Freelance Journalism, Freelance Writer, Freelance Data Entry, Freelance Logo Designer, Freelance Graphics Designer etc. There's no end to the amount of work you can do with freelancing. The most interesting thing is that you are everything in this process. There is no one to twirl over your head, you are the boss here. Even here there is no obligation to work from 9-5. Today I discuss some freelancing tasks that are popular in the freelancing sector or are done by many freelancers. For example: Data Entry: It wouldn't be too much of a mistake to say that data entry is the easiest job. Rather, it can be said without a doubt that data entry is more difficult than any other job. Data entry work basically means typing. This work is usually provided as a PDF file and is described as a 'Word type work'. Any employee can take a data entry job as a part-time job for extra income at the end of his work. Graphics Design: One of the most popular jobs in the freelancing world is graphic design. The main reasons for the popularity of this work are its attractiveness and simplicity. Everything we see online is contributed by graphics. For example, Cover pages, Newspaper, Book cover pages, advertisements and Photographs, Editing or changing the background of a picture or photo, Creating banners for advertising, Creating visiting cards, Business cards or leaflets, Designed for webpages known as (PhD), T-shirt designing, Logo designing, Making cartoons and many more. Web Design and Development: 'Web design' or 'Site design' are used interchangeably. The most important job of freelancing is web design. From the simplest to the most difficult aspects of this work, almost all types of work are done by freelancers. There are many other themes like WordPress, Elementor, Joomla, and DV that can be used to create entire sites. Sometimes coding is required to create some sites. If the web designer has coding experience or skills then there is no problem, and if not then the site creation should be done by programmers. Programming: Programming means writing some signals, codes, or symbols into a specific system. And its job is to give different types of commands or orders to the computer. If you give some command to the computer in Bengali or English, the computer will not understand it. For that want binary code or number. Just as any book is written in English, Hindi, Japanese Bengali, etc. every program is written in some particular programming language like C++, Java, etc. The written form of the program is called source code. A person who writes source code is called a programmer, coder, or developer. While writing the program, the programmer has to follow the syntax or grammar of that particular programming language. Other work: Apart from the above jobs, there are various other types of jobs that are in high demand in the freelancing sector or market. The tasks are: Writing, Article or blog post writing SEO Marketing, Digital marketing, Photo, Audio, Video Editing, Admin jobs, Software development, Translation, Affiliate marketing, IT and Networking etc.

For example, Keith Stanovich’s psychology textbook lists paranormal phenomena as “telepathy, clairvoyance, psychokinesis, precognition, reincarnation, biorhythms, astral projection, pyramid power, plant communication, and psychic surgery” (page 186).118 All these items are perfectly amenable to scientific inquiry, but so far only a few have been systematically investigated. Education may benefit by teaching students to avoid knee-jerk negative reactions to topics just because they seem peculiar and instead to evaluate what the evidence actually says. If there’s no body of systematic scientific evidence to rely upon (e.g., for the viability of “pyramid power”), then we can’t say much about that topic yet. But when there is evidence (as with several classes of psychic phenomena), then students should learn how to evaluate it. Professors often give lip service to the importance of teaching critical thinking skills, but in practice most of that lip is arrogant and dismissive. Another reason that the paranormal gets a bad rap is that professors are unaware of the evidence because their professors, and their professors before them, kept repeating that there wasn’t anything worth paying attention to.120 When something is repeated often enough, the lie takes on a life of its own. Political propagandists and advertising agencies have long capitalized on this fact.

Pay Per Click Advertising(PPC), is an effective online advertising model where you are required to pay the host (for example, Google or Amazon), so that they list your advertisement on their website or On others site Online. It is a great way to get traffic to your website at a required point of time. Here the quality of the website is not taken into account, but traffic is guaranteed by all means. At UnlockGrow we run a Pay Per Click campaign based on a particular budget, and in these campaigns, all the thing that you want to show to your users can be put up.

Oddly, most of the emphasis in U.S. beer promotion is on name recognition, so ads feature humor or social situations unrelated to the taste, ingredients, or general quality of the beer. In other words, while advertising should extol the virtues and the various features of a product, mega-brewed beer advertising tends to ignore the beer itself (don't get me started as to why). For examples, try a Swedish bikini team, baseball in the Rockies, and animated frogs. Get the idea? Fun, though. Great creativity. Effective, too. But they say little about beer.

They may even have the potential to change the basis of competition in the home space by developing new and different ways of getting compensated—by creating entirely new and potentially radically different business models. For example, a cloud player offering comfort and security as a service may choose to bundle that service with other cloud services—or even subsidize one service with the proceeds from the other. They may also choose to bring other revenue sources like data collection or advertising into the mix in an effort to offer customers a better price point. All of this would put more traditional players at an extreme disadvantage.

Here’s an example of the 1/3/1 + 1/3/1 structure from my article, “8 Soft Skills You Need To Work At A High-Growth Startup.” It takes a certain type of personality to want to work at a startup — and the crucial qualities of startup employees you decide to hire. When I was 26 years old, one of my closest friends and I decided we were going to start a company. He was still in the process of finishing his MBA. I had recently taken the leap from my job as a copywriter working in advertising. And every few weeks he would fly to Chicago (where I was based), or I would fly to Atlanta (where he was based), and we’d trade off sleeping on each other’s couches while brainstorming what our first step was going to be. We called it Digital Press. I’ll never forget the day we decided to make our first hire. He was a freelance writer recommended to me by a friend — and we were in the market to start hiring writers and editors (to replace the jobs my co-founder, Drew, and I were performing ourselves). We asked him to meet us at Soho House in Chicago, ordered a bottle of red wine to share, and “interviewed” him by the pool on the roof. He was a fiction writer with a passion for fantasy and sci-fi (not business writing, which was what we needed), and we were young and inexperienced just hoping someone would trust us enough to follow our vision. We hired him — and fired him two months later. The last thing I want to point out here is that you can actually make the 1/3/1 + 1/3/1 structure move even faster by combining the last sentence of the first section, and the first sentence of the second section, into one singular subhead. Here’s how it works: This first sentence is your opener. This second sentence clarifies your opener. This third sentence reinforces the point you’re making with some sort of credibility or amplified description. And this fourth sentence rounds out your argument. This fifth sentence is both your conclusion and the first sentence of your second section. And this sixth sentence clarifies your second opener. This seventh sentence reinforces the new point you’re making—with some sort of credibility or amplified description. And this eighth sentence rounds out the second point of your argument. This ninth sentence is the big conclusion of your introduction.

Unicorns could be seen as a second class of zombie, wrote a correspondent to the Financial Times, ‘whose owners and investors can keep them alive by constant waves of propaganda about their cutting edge technology which has yet to produce a profit (Uber, for example) but are supposedly part of ‘disruption’ culture. This advertising keeps the flow of investments going. These companies are using the talent of engineers and coders, and marketing specialists that could be used in more productive enterprises. The hope that someday they will be profitable does not justify the destruction of useful and profitable business models.39 The large-scale misallocation of resources into loss-making businesses whose profits exist in Never-Never Land is a sign that the cost of capital is too low. Bring down interest rates low enough and even unicorns can fly and, soaring too high, they inevitably crash.

Thus the surface of all my virtues had a less imposing reverse side. It is true that, in another sense, my shortcomings turned to my advantage. For example, the obligation I felt to conceal the vicious part of my life gave me a cold look that was confused with the look of virtue; my indifference made me loved; my selfishness wound up in my generosities. I stop there, for too great a symmetry would upset my argument. But after all, I presented a harsh exterior and yet could never resist the offer of a glass or of a woman! I was considered active, energetic, and my kingdom was the bed. I used to advertise my loyalty and I don’t believe there is a single person I loved that I didn’t eventually betray. Of course, my betrayals didn’t stand in the way of my fidelity; I used to knock off a considerable pile of work through successive periods of idleness; and I had never ceased aiding my neighbor, thanks to my enjoyment in doing so. But however much I repeated such facts to myself, they gave me but superficial consolations. Certain mornings, I would get up the case against myself most thoroughly, coming to the conclusion that I excelled above all in scorn. The very people I helped most often were the most scorned. Courteously, with a solidarity charged with emotion, I used to spit daily in the face of all the blind.

The framing effect describes a cognitive bias whereby our decisions are influenced by whether the information is framed in a positive or negative light. Common examples of the framing effect are found in how goods are marketed.

Economists are beginning to use attention to explain economic decisions.2 As a nice example, if shoppers were to pay full attention to the price they paid for goods and services, we would predict that $4.00 CDs could be advertised on eBay as $0.01 plus $3.99 shipping or $4.00 plus no shipping and generate the same sales. But in reality, shoppers pay much more attention to the sale price and much less to the shipping cost, and so sellers make more sales in the former condition.3 The inherent scarcity of attention has also caught on in the business world; it’s described as the “attention economy,” where obtaining the attention of customers and employees who are constantly bombarded by information and technology is an essential element of commercial success.

Switching over Entire Networks Part of why cherry picking can be dangerous for the incumbent is that the upstart networks can reach over and directly acquire an entire set of users who have been conveniently aggregated on your network. It’s just software, after all, and users can spread competitors within an incumbent’s network by using all the convenient communication and social tools. Airbnb is again an example of this. The company not only unbundled Craigslist and turned the shared rooms idea into an entire product, but they actually used Craiglist users to advertise Airbnb to other users. How? Early on, Airbnb added functionality so that when a host was done setting up their listing, they could publish it to Craigslist, with photos, details, and an “Interested? Got a question? Contact me here” link that drove Craigslist users back to Airbnb. These features were accomplished not by using APIs provided by Craigslist, but by reverse-engineering the platform and creating a bot to do it automatically—clever! I first wrote about this in 2012 on my blog, in a post titled “Growth Hacker is the new VP Marketing” with this example in mind. By the time Craigslist decided it didn’t like this functionality and disabled it, months had passed and Airbnb had formed its atomic network. The same thing happened in the early days of social networks, when Facebook, LinkedIn, Skype, and others grew on the back of email contacts importing from Hotmail, Yahoo Mail, and other mail clients. They used libraries like Octazen—later acquired by Facebook—to scrape contacts, helping the social networks grow and connect their users. At the time, these new social networks didn’t look like direct threats to email. They were operating within niche parts of messaging overall, focused on college and professional networks. It took several years for the email providers to shut down access after recognizing their importance. When an incumbent has its network cherry-picked, it’s extra painful along two dimensions: First, any network that is lost is unlikely to be regained, as anti-network effects kick back in. And second, the decline in market share hits doubly hard, which has implications for being able to raise money.

As I’ve said throughout this book, networked products tend to start from humble beginnings—rather than big splashy launches—and YouTube was no different. Jawed’s first video is a good example. Steve described the earliest days of content and how it grew: In the earliest days, there was very little content to organize. Getting to the first 1,000 videos was the hardest part of YouTube’s life, and we were just focused on that. Organizing the videos was an afterthought—we just had a list of recent videos that had been uploaded, and you could just browse through those. We had the idea that everyone who uploaded a video would share it with, say, 10 people, and then 5 of them would actually view it, and then at least one would upload another video. After we built some key features—video embedding and real-time transcoding—it started to work.75 In other words, the early days was just about solving the Cold Start Problem, not designing the fancy recommendations algorithms that YouTube is now known for. And even once there were more videos, the attempt at discoverability focused on relatively basic curation—just showing popular videos in different categories and countries. Steve described this to me: Once we got a lot more videos, we had to redesign YouTube to make it easier to discover the best videos. At first, we had a page on YouTube to see just the top 100 videos overall, sorted by day, week, or month. Eventually it was broken out by country. The homepage was the only place where YouTube as a company would have control of things, since we would choose the 10 videos. These were often documentaries, or semi-professionally produced content so that people—particularly advertisers—who came to the YouTube front page would think we had great content. Eventually it made sense to create a categorization system for videos, but in the early years everything was grouped in with each other. Even while the numbers of videos was rapidly growing, so too were all the other forms of content on the site. YouTube wasn’t just the videos, it was also the comments left by viewers: Early in we saw that there were 100x more viewers than creators. Every social product at that time had comments, so we added them to YouTube, which was a way for the viewers to participate, too. It seems naive now, but we were just thinking about raw growth at that time—the raw number of videos, the raw number of comments—so we didn’t think much about the quality. We weren’t thinking about fake news or anything like that. The thought was, just get as many comments as possible out there, and the more controversial the better! Keep in mind that the vast majority of videos had zero comments, so getting feedback for our creators usually made the experience better for them. Of course now we know that once you get to a certain level of engagement, you need a different solution over time.

When you are about to die, Lark thinks, you might as well eat peanut butter and ice cream—like John, cashing in his insurance and going to Bermuda, where he went to a local soccer field every day and just sat there, with five T cells and a Visa card, admiring the calves and thick windblown hair of the players running after the ball, a living example of the philosophy of the advertising campaign Just Do It. (Some people can’t till they are dying.)

brand” is a specific type of story. To brand a product means to tell a story about that product, which may have little to do with the product’s actual qualities but which consumers nevertheless learn to associate with the product. For example, over the decades the Coca-Cola corporation has invested tens of billions of dollars in advertisements that tell and retell the story of the Coca-Cola drink.[6] People have seen and heard the story so often that many have come to associate a certain concoction of flavored water with fun, happiness, and youth (as opposed to tooth decay, obesity, and plastic waste). That’s branding.[7

Facebook Marketing Course By taking a Facebook marketing course, you can quickly create a means of income on a huge platform like Facebook. This Facebook marketing course covers a large part of digital marketing. When we talk about social media, we mean Facebook as the biggest online social media platform. Because every month on average 2.96 billion people around the world actively use Facebook and 1.3 billion people use Facebook Messenger. So think about how much of a platform you are getting for free to promote your business. Most of us don't know about Facebook's numerous features and tools, or even if we do, we don't know how to use them. Although it is unbelievable, it is true that if we learn the use of those tools, we can easily increase the sales of our website, Facebook page, or e-commerce site many times. Why learn Facebook Marketing? The interface we usually see on Facebook is only 20% of Facebook. The remaining 80 percent are in various subdomains of Facebook. In our country, no one can use 99 percent of Facebook. It cannot be said that more than 5% of the mangoes are used by the common people. And spammers can use 10 percent. So today I will discuss how to earn from Facebook by using the maximum of Facebook. In 2019, Facebook earned $40 million from Facebook ads alone, after paying content creators, bloggers, publishers, and developers. Which has doubled till now. If the calculation includes the amount Facebook pays to those who create content and make videos on Facebook, the amount would be $1 billion. Have you ever wondered why Facebook gives them so much money? The reason is propaganda. As a result of this campaign, the business expanded. That is not in the words - "propaganda is expansion"! The objective of this Facebook campaign and marketing is to increase sales. The higher the sales, the higher the profit. That's why every company now hires its own social media marketing manager to promote its business and increase sales. A social media marketing manager's salary ranges from around $500 to $3,000. In other words, Facebook has facilitated the way to do business in social media as well as to get a job. How many Types of Facebook Marketing? To know how to use Facebook's features and tools, you need to take a Facebook Marketing Course. Facebook marketing is generally of two types, namely – free Facebook marketing and paid Facebook marketing. In this case, you can do both types of courses. Facebook free and paid marketing is used according to the type of business. Free Facebook Marketing Marketing or advertising on Facebook without spending any money is called Free Facebook Marketing. Let's give an example – “You open a Facebook page for your business, then give it a nice name according to the type of work you do. Then continue to post about your products every day, as well as request your relatives and friends to like your page. Also, ask them to share your page. Give them a little flattery so that they stay by your side and help grow your page by liking-commenting-sharing, etc etc”. But you don't have to spend any money to do them. This is called Free Facebook Marketing. Paid Facebook Marketing On Facebook, those posts that we see under a post (Sponsored) are called paid Facebook marketing. Every company wants everyone to know about their products. So they use paid Facebook marketing in addition to using free Facebook promotion. It is possible to reach very selective customers by using this paid Facebook marketing. For example, "You want your product's customers to be located within the Dhaka Banani area and for both men and women, and you can also give an age limit that people between so and so age will see my ad or post". It is natural that you will not get the benefits that you can enjoy in the case of paid Facebook marketing in the case of free. This is why you need to spend money on paid Facebook marketing.

Finally, you did not have to pay $3,000 to get this knowledge as my seminar participants did. In Section Three we take all that you have learned and crystallize it into practical knowledge by examining many of the ads that were used as examples in our seminar. This is an important section, for here you see how all the pieces you have learned fit together. We also examine a few ads where the pieces didn’t quite fit together and we show you how they could have been done more effectively.

[Huxley's Perennial Philosophy is concerned with] the need to love the earth and respect nature instead of following the example of those who 'chopped down vast forests to provide the newsprint demanded by that universal literacy which was to make the world safe for intelligence and democracy, and got wholesale erosion, pulp magazines, and organs of Fascist, Communist, capitalist, and nationalist propaganda.' He attacked 'technological imperialism' and the mechanisation [sic] which was 'increasing the power of a minority to exercise a co-ersive control over the lives of their fellows' and 'the popular philosophy of life... now moulded by advertising copy whose one idea is to persuade everybody to be as extroverted and uninhibitedly greedy as possible, since of course it is only the possessive, the restless, the distracted, who spend money on the things that advertisers want to sell.

advertising.” It started when Google introduced the AdSense network in 2003. When Google’s web crawler began to scan tens of millions of pages of content, matching ads to content by targeting keywords, contextual advertising was born. If you search for flights to Maui, for example, you might receive an ad for a nice deal on a place to stay. However, if after you returned you were looking up the name of the wonderful little shop you discovered up-island, you might see the same offer. In the former situation the ad is relevant; in the latter it’s worthless. Sometimes such ads are beneath worthless; they are downright tasteless. When

Each group was required to propose its own “fitness function”—a linear equation that it could use to measure its own impact without ambiguity. For example, a two-pizza team in charge of sending advertising e-mails to customers might choose for its fitness function the rate at which these messages were opened multiplied by the average order size those e-mails generated.

1. The Cost Of The Service The cost of managing a property can be expensive and many people choose to avoid hiring a management agent because of the overall expense. Contrary to belief, the overall cost can be more cost-effective than having to care for the property independently. By using a property management company you will have access to a plethora of different professionals from different industries at a single cost instead of having to pay for separate services at high costs. 2. Freedom Arguably the most beneficial reason to hiring a property management company is the concept of freedom. By using professionals to manage your property you will not need to be in the vicinity to complete transactions. For example, you can take a vacation when the manager deals with tenancy issues in your property.

Wonderful-Voice is told not to think less of this world, our world, just because it is full of mud, stones, and impurities.  I think this is an important reminder for us.  We should not think that we are somehow inferior, or that our faults are something to be ashamed of.  There is much in society that seeks to have us believe that we are somehow inferior.  Think about advertisements for example, the whole purpose of advertisements is to convince you that you are incomplete, or lacking, or inferior to some ideal because you don’t use a particular product.  You may have even received messages in school or growing up, which you carry around, that make you feel you are not worthy of being happy. The message of this chapter is that there is not one among us who is disqualified from attaining enlightenment or of being happy.  We are not missing anything, nor are we short of anything, nor are we not good enough to become Buddhas.

We live in an age of scepticism where the power of words as persuaders is continually and increasingly questioned. From advertising slogans and their glib promises to the endless examples of broken promises and failed utopias of political rhetoric, or indeed the murderous promises inspired and fulfilled on the basis of such rhetoric, we take words with a large pinch of reasonable doubt. We reach for alternative forms of corroboration. However, when other proofs are absent we are thrown back to the phrase that once ruled the London Stock Exchange: 'My word is my bond'. An assessment of human nature - the quality, character and actions of a person - is what determines the probability whether verbal claims are credible. The word is indeed our last resort.

FINDING A GESTATIONAL SURROGATE: A gestational surrogate may be known to the commissioning couple (typically relatives or friends who volunteer to carry the pregnancy) or unknown to the commissioning couple (usually introduced through a third party). Since it is illegal to pay for surrogacy services or to advertise to pay for surrogacy services in Canada, finding a gestational surrogate can be time consuming and difficult. While there are agencies and consultants that assist in making connections between gestational surrogates and recipient couples, patients should be aware that current law also prohibits these companies and consultants from charging for this service. In a majority of cases, gestational surrogates are already known to the commissioning couple. We highly recommend that intended parents review the laws in Canada with respect to compensating surrogates and egg donors. Must be over 21 years of age and under 41 years of age It is highly recommended that the surrogate have completed her family or have had at least one child previously Ethically, the relationship between the commissioning couple and the surrogate should not be one where there is a power imbalance. (For example, where a commissioning couple is the employer of the surrogate). When searching for a surrogate, patients must also consider ethical, medical, psychosocial and legal issues.

Memory is subjected to a psychological process consisting of the recall of an event. When recalling an event from memory, distortion and selection of certain cues take place. When emphasis is placed on a cue, the cue becomes more and more dominant because of the positive feedback involved in the conditioning. The more sexually stimulating the fantasy becomes, the greater the likelihood that the progression to a masturbatory fantasy will occur. Consequently, through conditioning, it is the fantasy itself that becomes more and more erotically arousing. McGuire et al. (1965) offered a paraphilic case example to illuminate this fantasy progression. A 17-year-old male had witnessed a young girl changing clothes through an open window. He was initially stimulated by this encounter and subsequently took to masturbating while remembering the incident. With the passage of time, the memory of the actual event became vague. However, advertisements and shop window displays of women’s lingerie continually reminded him of the initial image. These visual cues were used as part of his fantasy and, through the course of 3 years, his sexual interests in women gradually and consistently changed to include an erotic fascination with female undergarments. To sustain his paraphilic fantasy, the man either bought or stole these items.

There are other media too [the first being newspapers and control of information] whose basic social role is quite different. It’s diversion. There’s the real mass media, the kinds that are aimed at the guys who… Joe six-pack. That kind. The purpose of those media is just to dull people’s brain. This is an over-simplification, but for the 80 per cent or whatever they are, the main thing for them is to divert them. To get them to watch National Football League, and to worry about the… you know… mother with child with six heads, or whatever the thing you pick up on the supermarket stands, and so on. Or, you know, look at astrology, or get involved in fundamentalist stuff, or something. Just get them away you know. Get them away from things that matter. And for that, it’s important to reduce their capacity to think. Sports. That’s another crucial example of the indoctrination system in my view. For one thing, because it offers people something to pay attention to that is of no importance. That keeps them from worrying about things that matter to their lives that they might have some idea about doing something about. And in fact, it’s striking to see the intelligence that’s used by ordinary people in sports. You listen to radio sations where people call in. They have the most exotic information and understanding of all kinds of arcane issues, and the press undoubtedly does a lot with this. I remember in high school I suddenly asked myself at one point: Why do I care if my high school team wins the football game? I mean, I don’t know anybody on the team, you know. […] It doesn’t make any sense. But the point is, it does make sense. It’s a way of building up irrational attitudes of submission to authority. And, you know, group cohesion behind… you know, leadership elements. In fact, it’s training in irrational jingoism. That’s also a feature of competitive sports. I think, if you look closely at those things, typically, they do have functions, and that’s why energy is devoted to supporting them, and creating basis for them, and advertisers are willing to pay for them.

This naïveté, this barely disguised will to power, this dialectic—Google will do whatever it wants without asking permission, and the results will be so awesome that no one will complain—stands at the heart of the company’s success. Gmail and Google Street View are two examples. The trade-off Google offered customers—allow Google to scan all your email (so they can place customized advertising on it) in return for a gigabyte of free storage—is not something users would have accepted if the company had asked permission up front.

As CEO Zhang pointed out to us, the size of a company’s advertising budget might be viewed as a reflection of the distance between the company and its customers. For example, the annual brand value report issued in 2013 by the consulting firm Interbrand noted that Google’s advertising budget is just a tiny fraction of Coca-Cola’s. The likely reason: Google is deeply integrated into people’s lives through its many productivity and social applications, giving it constant user feedback that Coca-Cola doesn’t receive.

As we’ll discuss in more detail in chapter 6, a platform’s ability to monetize the value of the exchanges it facilitates is directly related to the types of currency exchange it can capture and internalize. A platform that can internalize the flow of money may be well placed to charge a transaction cut—for example, the fee of 10 percent of the sale price typically charged by eBay after a successful auction. A platform that can capture only attention may monetize its business by collecting payments from a third party that considers the attention valuable—for example, an advertiser willing to pay Facebook for “eyeballs” attracted by posts related to a particular topic. The platform’s goal, then, is to bring together producers and consumers and enable them to engage in these three forms of exchange: of information, of goods or services, and of currency. The platform provides an infrastructure that participants plug in to, which provides tools and rules to make exchanges easy and mutually rewarding.

A Professional Image The image you project begins with the first phone call you make. If you feel some initial anxiety, remind yourself that other people are calling too; you are entitled to inquire as well. Be professional, giving your name and the reason for your call, and then ask the name of the appropriate person to contact. At smaller establishments, the person who answers the phone may well be the person doing the hiring, so you should project a professional image from the outset. Your phone manner, including language, tone of voice, and level of assertiveness, is reflected even in a short telephone conversation. That first phone call is what may or may not get you in the door for an interview. If you don’t conduct yourself professionally, that may be as far as it goes. For example, I once received a phone call from someone interested in a position I had advertised. The man who called about the job—who may not have realized that “the boss” himself would answer the phone—was eating as he spoke to me. If he cared so little about the position that he could not make the effort to behave professionally, how would he act on the job? It wasn’t worth my time to find out! To prepare yourself mentally for the initial phone call, determine first of all how you would like to be perceived. This behavior rehearsal exercise will help to put you in the proper frame of mind for making the call. Sit back in a comfortable chair, close your eyes, take a deep breath . . . let go. Now, use the TV screen in your head to picture yourself making the phone call. See, hear, smell, touch the scene. See yourself being confident, communicating clearly, and receiving a favorable response. Above all, you are relaxed and natural.

The Interview The largest determining factor in whether you get a job is usually the interview itself. You’ve made impressions all along—with your telephone call and your cover letter and resume. Now it is imperative that you create a favorable impression when at last you get a chance to talk in person. This can be the ultimate test for a socially anxious person: After all, you are being evaluated on your performance in the interview situation. Activate your PMA, then build up your energy level. If you have followed this program, you now possess the self-help techniques you need to help you through the situation. You can prepare yourself for success. As with any interaction, good chemistry is important. The prospective employer will think hard about whether you will fit in—both from a production perspective and an interactive one. The employer may think: Will this employee help to increase the bottom line? Will he interact well as part of the team within the social system that already exists here? In fact, your chemistry with the interviewer may be more important than your background and experience. One twenty-three-year-old woman who held a fairly junior position in an advertising firm nonetheless found a good media position with one of the networks, not only because of her skills and potential, but because of her ability to gauge a situation and react quickly on her feet. What happened? The interviewer began listing the qualifications necessary for the position that was available: “Self-starter, motivated, creative . . .” “Oh,” she said, after the executive paused, “you’re just read my resume!” That kind of confidence and an ability to take risks not only amused the interviewer; it displayed some of the very skills the position required! The fact that interactive chemistry plays such a large role in getting a job has both positive and negative aspects. The positive side is that a lack of experience doesn’t necessarily mean you can’t get a particular job. Often, with the right basic education and life skills, you can make a strong enough impression based on who you are and how capable you seem that the employer may feel you are trainable for the job at hand. In my office, for example, we interviewed a number of experienced applicants for a secretarial position, only to choose a woman whose office skills were not as good as several others’, but who had the right chemistry, and who we felt would fit best into the existing system in the office. It’s often easier to teach or perfect the required skills than it is to try to force an interactive chemistry that just isn’t there. The downside of interactive chemistry is that even if you do have the required skills, you may be turned down if you don’t “click” with the interviewer.