“Hope is not a lottery ticket you can sit on the sofa and clutch, feeling lucky. It is an axe you break down doors with.” – Rebecca Solnit

In just 25 words, Rebecca gave “hope” a new identity, introduced a new purpose for it, and caused us to imagine the beginning of a new adventure. She supplied the words, but we created the movie in our minds.

Persuaders don’t tell you the truth; they lead you to it and let you discover it for yourself. Rebecca Solnit is a talented persuader, a gifted teacher, and a wonderful storyteller. She made us see hope as a powerful tool that can smash down barriers and give us access to things we desire.

We broke down the door that kept us out, so now we are… where?

That is up to you. What do you hope for?

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I will now reveal – bit by bit – my true purpose in writing these things to you:

“Astral projection is a term used in esotericism to describe an intentional out-of-body experience that assumes the existence of a soul called an ‘astral body’ that is separate from the physical body and capable of travelling outside it throughout the universe.” – WIKIPEDIA

“That sounds a bit woo-woo, so I’m out.”

“Now faith is the substance of things hoped for, the evidence of things not seen… Through faith we understand that the worlds were framed by the word of God, so that things which are seen were not made of things which do appear.” – Hebrews 11:1-3, in the Bible

“That sounds religious, so I’m out.”

“Every morning, Tony Robbins engages in a 10-minute priming exercise to channel his energy and create the ideal conditions for a fulfilling day. By taking charge of his mindset and emotions, he cultivates a positive state, which greatly increases the odds that he will experience happiness, success and fulfillment throughout his day.” – tonyrobbins.com

“That sounds like mind-over-matter, so I’m out.”

“Don’t worry. Be happy.” – Bobby McFerrin

“Wishful thinking is self-delusion, so I’m out.”

“Stay focused, ignore the distractions, and you will accomplish your goals much faster.” – Joel Osteen

“Every elementary school teacher has said that to every little kid in America for the past 100 years. I’m out.”

“Hope is not a lottery ticket you can sit on the sofa and clutch, feeling lucky. It is an axe you break down doors with.” – Rebecca Solnit

Each of us has hope. We cling to it. Rebecca told us precisely what all those other people were trying to tell us, but she chose the word “hope” instead of “visualize,” “focus,” “priming exercise,” “faith,” “Astral projection” or “The Law of Attraction,” because each of those other words and phrases have associations and connotations that might push us away from the truth.

What is the truth?

This is the truth: You imagine action before you take it. You see yourself do it before you do it. No person has ever cheated on their life partner without first imagining it in their mind, and no person has ever created anything marvelous or good without first seeing it in their mind. And no person has ever sold anything without first causing the customer to imagine buying it.

The job of an ad is to cause people to imagine taking an action.

I asked earlier, “What do you hope for?”

Let me ask it differently, “What action do you want your customer to take?”

Do what Rebecca Solnit did. Begin with something familiar; something that you and your customer agree on. Then build a bridge from that point of agreement to where you want them to go.

You cannot take your customer where you want them to go until you first meet them where they are.

What does your customer already believe in? Start with that.

Roy H. Williams