Secret Formulas of the Wizard of Ads Turning Paupers into Princes and Lead into Gold

by Williams, Roy H.

• ISBN13: 9781885167408
• ISBN10: 1885167407
• Format: Hardcover
• Copyright: 1999-08-15
• Publisher: Bard Press

Summary

People love this straight-talking ad-man from Texas and his powerful stories that shed light on advertising, marketing and success.

Table of Contents

Part the First: Philosophy of Advertising
In Which the Wizard Examines the Question: ``What Makes People Do the Things They Do?''
The Energy of Words	12	(2)
Specifics and Generalities	14	(2)
Dead Cows Everywhere	16	(1)
Uniquely Unqualified	17	(1)
Selling the Inside Champion	18	(2)
b'b'b' Bennie and the Jets	20	(2)
What Is Branding?	22	(2)
Category Dominance	24	(1)
Who Is Your Customer?	25	(1)
Good Ol' Hamp Baker!	26	(2)
Digging for the Diamond	28	(1)
Money, a Name, and a Difference	29	(1)
Seeing Your Customer Real	30	(2)
The Changing Face of the Rich	32	(2)
Out of Style	34	(2)
You Meet the Most Interesting People	36	(4)
The Wizard Who Got Away	40	(4)
Part the Second: Room with a View
In Which the Wizard Explains the Functions of the Brain and the Power of Imagination
Living with Tarzan in the Jungle	44	(2)
Imagination and Sympathy	46	(2)
One Big Assumption	48	(2)
Wernicke and Broca	50	(4)
Second-Hand Knowledge	54	(2)
Perceptual Reality	56	(1)
A Problem with Details	57	(1)
The Magic Square	58	(2)
Huebner's Fifth Rule of Mountaineering: Never Look Where You Don't Want to Go	60	(2)
Escape the Dungeon of Depression	62	(2)
Emily Lives Inside Herself	64	(4)
Part the Third: Side Door into the Mind
In Which the Wizard Tells You How to Get People to Do What You Want Them to Do
Sing a Little Song, Dance a Little Dance	68	(2)
Surprising Broca	70	(2)
The Ad Writer as Poet	72	(2)
A Spoonful of Sugar	74	(2)
Way Too Stupid	76	(2)
Songs with Words, Pictures with People	78	(2)
John Young's Fortune	80	(2)
The Six Tugs-of-War: 1. Intellect vs. Emotion	82	(2)
The Six Tugs-of-War: 2. Time vs. Money	84	(2)
The Six Tugs-of-War: 3. Opportunity vs. Security	86	(2)
The Six Tugs-of-War: 4. Style vs. Substance	88	(2)
The Six Tugs-of-War: 5. Pain vs. Gain	90	(2)
The Six Tugs-of-War: 6. Sight vs. Sound	92	(2)
Are You Driving the Dog Crazy?	94	(2)
How Long Is the Race?	96	(2)
The Midnight Street Sweeper	98	(4)
Part the Fourth: Turning Pencil Lead into Advertising Gold
In Which the Wizard Explains the Mechanics of Miraculous Ad Writing
Did Rembrandt Paint by Number?	102	(2)
Huebner's Second Rule of Mountaineering: No Guts, No Glory	104	(1)
Have You Calculated Your APE?	105	(1)
``All for One, and One for All''	106	(2)
You Can't Hear a Decimal Point	108	(2)
You Must Be Present to Win	110	(2)
Nitroglycerin	112	(2)
The Secret Path to Miraculous Ads	114	(2)
What Do You See?	116	(2)
Sequencing Mental Images	118	(2)
Calculating the Ad Budget	120	(2)
Cost per What?	122	(2)
The Goose and the Gander	124	(2)
Radio Scheduling	126	(4)
Television Scheduling	130	(2)
Seeing Yourself Real	132	(2)
Change Is Inevitable, Growth Is Optional	134	(4)
Part the Fifth: Doing the Hard Thing
In Which the Wizard Offers Advice on Managing a Business
Huebner's First Rule of Mountaineering: Climb with Passion	138	(1)
The Three Worlds of Business: 1. The World Outside Your Door	139	(1)
The Three Worlds of Business: 2. The World Inside Your Door	140	(3)
The Three Worlds of Business: 3. The World of the Executive Office	143	(1)
Banker Talk	144	(5)
Have You Fixed the Leak in Your Boat?	149	(1)
Not So Stupid	150	(2)
Who's Buying from Sam? I Am!	152	(2)
Better Jewelry, Better Jeweler?	154	(2)
Waiting for Breakthrough	156	(2)
The Other Side of Breakthrough	158	(2)
Huebner's Sixth Rule of Mountaineering: There's Always Room on the Rope for a Person with Honor	160	(2)
Mountain-Climbing Millionaires	162	(2)
A Bright Red Bow Tie	164	(3)
Writing Classified Ads for Employment	167	(3)
Right Person, Wrong Job	170	(2)
Regression to the Mean	172	(2)
How to Get Exceptional Service	174	(2)
Would You Believe Twenty-Six to One?	176	(2)
Huebner's Third Rule of Mountaineering: Expect Dead Ends	178	(2)
Don't Get Your Panties in a Bind	180	(2)
Of All the Bad Luck!	182	(4)
Part the Sixth: How, Then, Should We Live?
In Which the Wizard Explains the Art and Science of Life
The American Year	186	(2)
Will You Go for the High Note?	188	(2)
George Just Wants to Be Left Alone	190	(2)
Poky's Wisdom	192	(2)
Johnny and Sam	194	(2)
A Pinpoint in the Darkness	196	(2)
Teedie the Asthmatic	198	(2)
Choose to Be Lucky!	200	(2)
UFO Taxi	202	(2)
History's Greatest Hoax	204	(2)
Oscar	206	(2)
What Price Success?	208	(2)
Harold and Jeff	210	(2)
Golden Apples	212	(2)
What I Learned at a Bar Mitzvah	214	(2)
Huebner's Fourth Rule of Mountaineering: Never Turn Your Back on Your Partner	216	(1)
New Kid	217	(1)
A Letter from William Lederer to Admiral David McDonald	218	(6)
The Wizard's Glossary	224	(6)
The Wizard's Index	230	(8)
About the Wizard	238	(1)
How to Order the Wizard's Books	239	(1)
The Wizard's Final Word	240