Belief is not a matter of evidence. It is a matter of choice.

This is why a person convinced against their will, remains unconvinced, still.

Evidence rarely informs our beliefs.
More often, our beliefs filter and interpret the evidence.

If you believed that elves caused rain, every rainy day would be proof of elves.

Objective truth is real and it waits for no man’s opinion.
But objective reality is the domain of objects that have neither senses nor emotions.

Your mind, and my mind, exist in perceptual reality.
Objective reality is a foreign land we’ve heard of, but have never visited.

Beauty does not exist in objective reality.
Happiness does not exist in objective reality.
Satisfaction does not exist in objective reality.
Attraction, confidence, disappointment, and loyalty do not exist in objective reality.
They live only in the realm of the perceptual.

Attraction, confidence, disappointment, and loyalty.

Color does not exist in objective reality. The electromagnetic waves are objective and real, but color exists only when those waves have been translated by our eyes into the colors that we perceive. Color exists only in the mind.

Vibrations traveling – and chemicals dissolved – in air and water are objective and real. But sound, smell, and taste exist only when those vibrations and chemicals have been translated by our ears, nose, and tongue to become the sounds we hear, the smells we detect, and the flavors we taste in our minds. Sound, smell, and taste exist only in the realm of the perceptual.

Attraction, confidence, disappointment, and loyalty.

We live in a world of online reviews.
The negative ones are not objective.
But then, neither are the positive ones.
They are opinion, perception, someone’s belief.

Advertising is a form of attraction and persuasion, a transfer of confidence, from where it exists in your mind, into the minds of your prospective customers.

Attraction, confidence, disappointment, and loyalty.
These are real in the mind of your customer.

Your ads must attract their willing attention.
Your ads must give them confidence.
Your product and service must not disappoint them.
And if your ad writer is well-and-truly wide awake, week after week, month after month, your customers will be loyal.

© 2018, Roy H. Williams, Wizard of Ads