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The Monday Morning Memo

In September 1940, the Polish soldier Witold Pilecki used faked identity documents to be arrested and sent to Auschwitz, which he planned to infiltrate and destroy from within. Boldly, Pilecki organized a resistance movement inside Auschwitz, hoping that one day friends from outside would liberate the camp. When no help from outside came, he decided to flee and inform the world of the atrocities inside.

He managed not only to flee but also to bring secret documents which he planned to use as proof, and even then he was not believed, as the stories seemed exaggerated. Pilecki begged the Allies to help liberate Auschwitz. They turned him away.

After the war, Stalin’s secret police arrested Pilecki for treason, tortured him, and finally executed him. He was 47. The Soviets worked hard to hide his story, to erase him from history. It wasn’t until the fall of the Soviet Union that the world learned of Pilecki’s heroism.

Norman Davies, a British historian, wrote: “If there was an Allied hero who deserved to be remembered and celebrated, this was a person with few peers.”

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Random Quote:

“When you write ad copy that captivates the imagination and causes the listener to imagine doing what you want them to do, you are doing the work of God; you are speaking a new and better future into existence for your listener, for your client, and for yourself. You are taking the trio to where each of you wants to go.

Before you start thinking about which media to use, you need to craft your message.

And that cannot be done until you have clear and concise answers to these 3 questions:

  1. How will your performance be measured?
    Ask your client.
    2. What do they want you to make happen? See it in your mind.
    3. Where do they want you to take them? Say it out loud back to them.

The answers to these questions will inform your ad writing and take you, and your listener, and your client, exactly where each of you wants to go.

The Cheshire Cat in Alice’s Wonderland carefully explained to Alice why most ads are written badly: ‘When you don’t know where you’re going, any road will get you there.’

Where are you trying to go?”

- Roy H. Williams, at 7:52AM on Saturday, Dec 11, 2021

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