THE GURU'S LECTURE: This Rule will help you gain measurable results for many of your local advertisers.

The Cosmic Time Trap speaks to the issue most working people find themselves in today. They simply run out of minutes to do basic necessities.

Here is one example. A wine store owner with great selection and really low pricing tells me the grocery store is his greatest competitor. The grocery store has fewer choices in wine and higher prices. But the working woman heading home to make dinner cannot afford the time it takes to stop at both the grocery store and his wine store.

I bet right now you are sitting at your computer praying this lesson will be over fast because you too are caught in The Cosmic Time Trap. So lets move!

Let us consider Rule 12: "The Cosmic Time Trap"

"As advertising people we must accept the existence of a Cosmic Time Trap. Do you understand this is a marketing concept?"

"Whoa! I never thought of the cosmos as a marketing concept. Sometimes I'm astounded at your analogies, but this is too much."

"Hold on. The Guru is on to something here. Just yesterday you were ballistic because the sales meeting took too long, you said you were running out of time. I think you skipped lunch because you had no time to eat."

"That is exactly the point. The Cosmic Time Trap gets worse for all of us each year. Each year we have less time and now basic things like food become a time hassle. Now let's apply the point to the wine store owner. If his great selection and low pricing cannot compete for the time challenged working mom, what else can we advertise?"

"If I could call ahead, order my wine, go to a drive up window, there was no line, and it was fast I might be able to do that."

"How about the wine store delivers to the house just like the milkman used to do?"

"Great ideas! Once you have identified a client who has a customer in a time trap, we can think out of the box. We still need to promote price and selection, but saving time becomes our key copy point. We will now move forward to see our video and take the quiz in cosmic harmony."