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This is the "fuel" most people are missing…

The brain and nervous system can not act on what you do not clearly see.

No motivation, no inspirational energy, no creative power can come into action toward a thing we have not clearly defined.

Once we do clearly define it and know that this is what we want, the vision pulls to itself what it needs like metal shavings being pulled to a magnet.

The brain begins to work and shows you things you would have otherwise never thought of. The oddest things can set off an idea that leads to a fortune. The brain will make the connections for you and present them to you clearly, along with the inspirational energy to act on them. Bursts of inspiration will come out of nowhere…

This happens for anything in the exact same way it happened for the students who had to concentrate for 30 minutes on writing down all the words they could that began with the letter C. After a while, their brain kicked in and said "this is important, get every word that starts with C". The students found themselves days later still having words that began with the letter C popping into their heads out of nowhere.

Our end results, our benefits, simply need to be clear enough and thought about enough to Activate The Brain.

We’ll still work, we’ll still take action, but there is a whole world of difference between forcing ourselves to take action and taking "inspired" action. One destroys, the other creates.

Before I close I would like to say something to the marketer in you. What we’ve talked about here is why every copywriter in the world stresses the importance of Benefits so much.

Headlines may stop them in their tracks…

Testimonials may make them feel better about ordering…

But it’s the Benefits that provides the Fuel to Act on your offer.

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