Heart Surgery en masse
We shall operate on the heart, but we shall not use a scalpel and it will not pump blood better when we are done. We have no interest in that muscle in the center of the chest.
We will use magic words to operate on the center of emotions. We will change how people act, think, and feel. No one will die, but they will all be changed.
Are you in?
We will operate en masse on hundreds of thousands of people simultaneously.
Screenwriters have been pumping out scripts for TV shows and movies that have captured and owned us for as long as we have been able to sit upright.
As children we fell in love with cartoon characters.
As teenagers we fell in love with heroes in action movies.
As adults we fell in love with imagination, fascination, and surprise.
We are going to use the secrets of screenwriters to create better, more effective ads in every form of media.
Screenwriter Secret 1: Create colorful characters.
The most memorable characters are always torn between two attractions.
Screenwriter Secret 2: Deliver big ideas quickly.
Short sentences hit hard.
Screenwriter Secret 3: Win the heart.
When your attention is directed by your mind, you are studying.
When your attention is directed by your heart, you are being entertained.
Screenwriter Secret 4: See the pattern.
A great story has a pulsating rhythm of tension and release, followed by convergence.
Screenwriter Secret 5: Know where you are going.
A strong ending is the beginning of every great movie, every great story, every great ad.
There are four kinds of thought:
- Analytical thought seeks to forecast a result.
- Verbal thought is hearing words in your mind.
- Abstract thought is rooted in unreality.
- Symbolic thought sees connections and perceives patterns.
Music is a language of symbolic thought, as are 3-dimensional fractal images and similes and metaphors.
Metaphors are magical.
“A word of encouragement is an umbrella on a rainy day.”
Metaphors are memorable.
“Laughter is medicine.”
Metaphors are money:
“Lemon Wine is liquid sunshine.”
Create that product.
Use that metaphor.
These are just a few of the things taught by The Ad Writers Guild in a 2-year online course at
You will be stunned.
You will be staggered.
You will be temporarily overwhelmed.
You will be changed.
You will prevail.
Roy H. Williams