In the fantasy tradition, magic potions have eye of newt or toad's breath or equally disgusting sounding concoctions and have some sort of visible and usually hideous effect. One again, that kind of gross over exaggeration is not the way real magic potions work and they are very unlikely to show an immediate tangible result.
Instead, most modern potions are forms of self-improvement or on occasion and with permission, the improvement of others. The key here to understanding the use of magic potions is that like all magic, some of the power comes from the belief that it will work. In others, like a chicken soup enhanced with herbs for health, the magic comes both from the energy and love we put into it and the innate ability of the herbs.
Here is a pair of potions, one in the form of soup, for those who are interested in practicing their kitchen witchery.
The Magic Soup of Blessings
This is a hot magic potion for the body and the soul. one two three
Essentially, a soup is made of:
a) water
b) whatever else you can lay your hands on
c) salt
Step 1:
Take a suitably large vessel. If you want to use a magic wand, now's a good time.
Stand the cooking pot on the work surface, tap it three times with the wand (and failing that, with your outstretched finger tip) and say:
As I tap you,
this here pot a cauldron be!
Step 2.
Run tap water into a jug, or use bottled water.
Hold the jug/water bottle close to your heart, close your eyes and say:
Water of wisdom, water of might,
water of life, water of light
bring your blessings!
Pour the water into the cauldron.
Step 3.
Light the fire on your cooker, or your metaphorical electrical fire.
Stand before it, hold out your hands palms towards the fire so you can feel the heat radiating (but obviously not so close as to get burned!) and say:
Fire warm, fire bright
Fire glows in the night
Fire shines like the sun
The transformation has begun!
Put the cauldron onto your hearth.
Step 4.
Now you can get creative.
Each individual item you add to your magic soup will bring with it magic ingredients to serve a purpose by themselves, and a greater purpose overall.
For expediency's sake, whatever you are going to add, chop it into small pieces so it cooks faster and also helps blend the tastes.
I would suggest a minimum of one piece of meat, a stock cube or a vegetarian stock cube if you're that way inclined and three kinds of vegetables of three different colours, one red, one golden, and one green.
Bring out each item at a time, very ceremoniously, even if it is only an old stock cube or a rubbery carrot or such.
Get it ready (unwrap it, clean it, chop it) and then give it a magical purpose.
For example:
Bring your power
bring your essence,
make us proud and strong!
[Throw it into the pot whilst saying:]
So shall it be!
If you really can't think of anything else, you can use the above four line spell for everything you add to the pot, but it is much more fun if you make up your own special magic dedications for each and every addition.
The green vegetable can be dedicated to prosperity, wealth and money for all who will eat of this soup; the yellow vegetable can be for joy, sunshine, happiness, the red vegetable for health and well being. You can add noodles and they can be dedicated to having a happy family, potatoes for luck and good fortune, different herbs and spices, each with its own magical component dedicated whatever you would like, just be free and CHILDLIKE in doing this, let it flow.
When you've got everything in the cauldron and it's boiling nicely, we are ready for the final step which binds it all together - the addition of the salt.
Step 5.
Everyone who is involved in making this magic potion will now add their special and unique blessing and "seal the soup" with a pinch of salt. You'll have to ration out the salt according to how many people are taking part in this so it doesn't end up tasting too salty, obviously.
Get everyone to line up close to the cauldron with their little pinch of salt and starting with the youngest, have them say:
With all my love
from (insert name)
... and throw the salt into the soup. (If there are very small children involved, lift them up and help them throw it sort of in the general direction of the pot, that will do just the same).
Finally, the person in charge, you, I presume, has the last say and they say:
May this magic soup bring us together, and bring us joy.
So shall it be!
Now you simply set a timer for a few minutes and you might now get the table ready, bowls, bread and butter if that's going to be happening as well. If you have chopped up the ingredients fairly small and you haven't added anything that takes ages and ages to cook, such as rice, your soup should be ready to eat within ten minutes.
Step 6.
Place a mat on the table, secure any small children and ceremoniously bring the cauldron to the table and place it in the center. Make sure you have a big ladle.
Everybody should be quite excited by now; the person in charge (you) says:
With help of the universe,
we have made this meal together
in love and in joy.
We give thanks to creation.
* Change this in accordance with your beliefs to sound just right to you and yours.
Now ladle out the soup, starting with the youngest again, and naming them specifically as you fill each bowl, such as:
Magic soup for Susie
with all our love!
No-one gets to start eating until all the bowls have been filled.
This is in essence what magic potions should be--a healthy and lively experience for your mental and spiritual health.
For a potion more along the lines of fantasy stories, here is one to try:
A potion to help people see me in a positive light
1 medium glass with mineral water
1 spoon of sugar
1 spoon of honey
9 leaves from a red rose
1 small clear quartz crystal
Wash the crystal and the rose leaves thoroughly under running water first. Then, put all the ingredients into the glass with the water. Stir until the sugar and honey have dissolved.
Cut out a piece of paper in a circle.
Write your name around the circle, clockwise. Full name, 1st, 2nd, family name.
In the center, draw a simple pentagram.
Stand the glass on the paper for 3 hours, preferably in sunlight.
When the three hours are up, pour out a small quantity (minus rose leaves and crystal, obviously) into a fresh glass and either drink it there and then, or keep it in the fridge until you are about ready to go out and drink it then.
This potion raises your vibration and people will start to notice you, see you in a more positive light.
A word of caution, if this is not who you really are, you may find that people are disappointed later when you are not using the glamour and find that the friends you make while using the spell are not the type you want to keep.
How To Use Magic
This is the eigth article in a series of ten about advertising and marketing history.
1937 Another master wordsmith from yesteryear was Elmer Wheeler.
Elmer Wheeler was a marketer of pure genius and he knew that certain words produced vast increases in results over other, less effective wording.
In 1937 he wrote his: "Tested Sentences That Sell". An almost forgotten classic but probably one of the best books ever written on the subject. And here is the story of how he did it.
Wheeler was an ad salesman for several newspapers and it all started big for him when he tried to convince retailers that an ad in his papers would drive people to their stores. This, the retailers didn't doubt, but people just visiting their stores was not enough - they were not buying.
This still happens today. People visit stores; receive direct mail; and log on to internet sites. But very few of them actually buy anything.
Probably because in the majority of cases the prospects are not given any reason to buy.
In bricks and mortar businesses this could be due to poor salesmanship. In the case of direct mail and the internet it is more likely due to poor copy
After some careful analysis, Wheeler concluded that the reason people weren't buying in their stores was because the salespeople were not saying the right words.
This led Wheeler to set up his famous "Word Laboratories". You may have heard the expression: "Sell the sizzle not the steak." Well, it was Wheeler who first coined that phrase and went on to write his first book: "Tested Sentences That Sell."
During 10 years of research, Wheeler tested over 105,000 words and phrases on more than 19 million people. An incredible feat. The results of which you can profit from today.
This truly is an incredible resource that can be blamed for helping many people turn their business round. It belongs in anybody's library.
Wheeler found that you need to ask a question that customers cannot say "no" to.
Wheeler also invented what he called: "Wheeler Points." There are five of them. So offer your customers something or something. Not something or nothing.
All Wheeler's principles and tested results are adaptable to any business.
1940 Clyde Bedell, as well as being a super salesman, was a university lecturer. He became so frustrated at not being able to find a suitable book on persuasive copy. So he decided to write his own.
?How to Write Advertising That Sells? became a best seller.
1940 James Webb Young published an entry every week in ?Advertising Age?. He later crammed all of these into a book called: ?The Diary of an Advertising Man.?
1945 The novel ?The Hucksters? is released and is later turned into a movie. This attacked the advertising industry and had a damaging effect.
1949 Doyle Dane and Bernbach is launched
1955 Leo Burnett introduces his ?Marlboro Man? ad. The image of a cowboy changed the fortunes of this minor cigarette brand and made it into a big seller.
He is recognized as the man behind the most successful ad campaigns.
As well as the Marlboro Man he is famous for 'The Jolly Green Giant' 'The Pillsbury Doughboy' 'Tony the Tiger' and many more.
He was quoted as saying:
"Make it simple Make it memorable Make it inviting to look at Make it fun to read."
Leo Burnett "invented" a marketing concept known as "inherent drama". He reckoned that every product or service, no matter how boring, had an inherent quality. Somebody must keep on buying them, somebody must keep on making them, and it was this "inherent drama" that makes the product stand out.
Burnett believed that people are attracted to stories, they want to experience new characters; they want to read about mystery and romance and anything different.
Perhaps that's why he took a lot of his characters from history and folklore. He knew what triggered his prospects' minds.
1957 Vance Packard's ?The Hidden Persuaders? becomes a best seller. It is another seething attack on the advertising industry.
1960 Doyle Dane Bernbach's ?creative team? blends copywriting with art design (not normally common in the industry) and comes up with its ?think small? campaign for Volkswagen. A concept still going today.
1960 Rupert, Koenig and Lois is launched and in 1962 becomes the first agency to go public.
1961 Rosser Reeves, chairman of Ted Bates and Co. advertising agency, published his book: "Reality of Advertising."
In this book he revealed a revolutionary new concept. Almost as revolutionary as John E. Kennedy's "Salesmanship-in-Print."
He showed the world a new technique for which made him famous. He called it: "The Unique Selling Proposition" or USP.
Basically, your USP should clearly explain in simple language a single quality that your product, or service, has that makes it stand out against any competition.
Your USP needs to make it easier for your prospects to remember your advertising - because they only have to remember your one, strong claim.
1963 Clyde Bedell, due to popular demand wrote: "How to Convert White Space Into Advertising That Sells."
1964 Ogilvy, Benson and Mather merge with London based Mather and Crowther to form Ogilvy and Mather.
1965 Rosser Reeves resigns from Ted Bates at the age of 55
1966 Wells, Reid and Green founded. Mary Wells becomes the first woman to be a director of a ad agency.
1970 Saatchi and Saatchi established in London
1986 Needham Harper, BBDO and Doyle Dane and Bernbach merge to create Omnicom Group and become the biggest agency in the world.
1987 Martin Sorrel's WPP buys JWT in the very first hostile takeover
1988 WPP buys Ogilvy Group
1993 The Internet becomes commercially available and 5m users scramble to get online
1995 Saatchi and Saatchi is renamed Cordiant
1997 WPP merges JWT and O&M to form The Alliance to become the largest US media group with billings of $2 billion
1999 Advertising on the Internet reaches $2 billion
2003 An estimated $5 billion is spent on the Internet in advertising
Peter Woodhead has sinced written about articles on various topics from Heart Conditions, Advertising Guide and Finances. Peter Woodhead is the author of Long Lost Marketing Secrets, other niche websites and a member site. He offers a free 9 Part e-course at:
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