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Monday Morning Memo

The Sculpture– Sculpted in 1916 by Joseph Iacinto “Jo” Mora (1876-1947), Don Quixote and Sancho Panza kneel before a bronze bust of their creator, Cervantes. Mora was a renowned art historian, sculptor, painter, photographer, illustrator, mapmaker, muralist, cowboy and author. He was known as the “Renaissance Man of the West.” 

It was donated to Golden Gate Park by Molera and Cebrian, a pair of boyhood friends who became civil engineers and then emigrated from Spain in 1870. They became extremely successful in turn-of-the-century San Francisco by involving themselves in the expansion of telephone, electricity, gas and oil.

The Painter– Fred Fredden Goldberg was born in Berlin in 1889, studied at the Academy of Fine Arts in Munich, then in Paris at the Écoledes Beaux-Arts and the Académie Julian. During WWII he sought refuge in Shanghai, then emigrated to California in 1947 where he maintained a studio in San Francisco until his death in 1973 at the age of 84.

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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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