The Wizard of Ads Turning Words into Magic and Dreamers into Millionaires

by Williams, Roy H.

• ISBN13: 9781885167293
• ISBN10: 1885167296
• Format: Paperback
• Copyright: 1998-06-02
• Publisher: Bard Press

Summary

Forget Madison Avenue! Learn the unvarnished truth about what works, what doesn't and why from the most fascinating storyteller since Paul Harvey.

Table of Contents

I. Turning Words into Magic Advice on trendcasting why good ads stick in your mind the qualitative trap being believable the quick set-up letting people live in fantasy pitfalls of price-driven ads predictability what you're really saying your reticular activator substantiation intellect vs. emotion and more	12	(74)
1. Nine Secret Words	12	(2)
2. Buried Treasure	14	(2)
3. Handy to Have Around	16	(2)
4. The Mousetrap Myth	18	(2)
5. The Rest of the Mousetrap Story	20	(2)
6. Elevators Don't Read Minds	22	(2)
7. Pushing a Car	24	(2)
8. Home Movies	26	(2)
9. The Important One Is "You"	28	(2)
10. No Laughing Matter	30	(2)
11. Look for the Loophole!	32	(3)
12. When the Truth Is Not Persuasive	35	(1)
13. Velcro, the Ad Writer's Friend	36	(2)
14. Reaching the Right People	38	(2)
15. All I Said Was	40	(2)
16. The Mental Trigger	42	(2)
17. Furnishings of the Mind	44	(2)
18. Selling to Walter Mitty	46	(2)
19. Our Need for Definition	48	(2)
20. The Cocaine of Advertising	50	(2)
21. The World's Best Traffic Builder	52	(2)
22. Reading Between the Lines	54	(2)
23. Big Talk and Little Acorns	56	(2)
24. "No one goes there anymore. It's too crowded."	58	(2)
25. "But it's a dry heat."	60	(2)
26. Walking into Darkness	62	(2)
27. Hardwood, Hammer, and Nail	64	(2)
28. A Time for True Lies	66	(2)
29. Poppin' the Rag	68	(2)
30. Intrusive Visibility	70	(2)
31. A Fire Hose and a Teacup	72	(2)
32. A Few Magic Words	74	(2)
33. Albert's Big Observation	76	(2)
34. When You Need to Advertise in the Worst Possible Way	78	(2)
35. Twelve Causes of Advertising Failure	79	(3)
36. A Peek Behind the Curtain	82	(4)
II. Turning Strangers into Customers Thoughts on the delight factor passion the power of preconception your unique selling proposition initiative personality living in reality the benefits of failure the planning problem the power of presentation listening to idiots and much more	86	(62)
37. The Best Salesman I Ever Knew	86	(2)
38. Cecil, Charlie, and Lagniappe	88	(2)
39. Idiots Are Out to Get Me	90	(2)
40. Does Anyone Lack Ambition?	92	(2)
41. A Breakfast Biscuit with Coffee	94	(2)
42. Of Sharks and Pigs	96	(2)
43. "...which means..."	98	(2)
44. Three, Four, and Three	100	(2)
45. Flash! Commoners Outnumber the Rich	102	(1)
46. Yes, I'm Prejudiced. So Sue Me	103	(3)
47. A Caterpillar Named John Riley	106	(2)
48. Abraham Lincoln!	108	(2)
49. Management by Consensus	110	(2)
50. Time Poverty	112	(2)
51. When an Idea's Time Has Come	114	(2)
52. When the Time Has (Not Yet) Come	116	(2)
53. Five Happy, Nine Disappointed	118	(2)
54. A Merry-Go-Round Called Kansas	120	(1)
55. Falling off the Merry-Go-Round	121	(1)
56. Perception of Value	122	(2)
57. A Lateral Transfer of Knowledge	124	(2)
58. Intellect and Emotion	126	(2)
59. Silver Paint and a Weed-Eater	128	(2)
60. The Way Things Ought to Be	130	(2)
61. A Two-Peso Weather Report	132	(2)
62. Is Failure the Key to Success?	134	(1)
63. Experiment!	135	(1)
64. Hindsight Is 20/20	136	(2)
65. The Secret of Jack	138	(2)
66. Pointing Chris Like a Gun	140	(2)
67. How Long Is Your Shadow?	142	(2)
68. No Plan for Success	144	(4)
III. Turning Dreams into Realities Insights into why you're so lucky the sad predominance of pessimism living a win-win life the power of dreams the importance of now the necessity of focus how to measure success how to recognize destiny knowing your own vision and still more	148	(66)
69. Congratulations, You Won the Lottery!	148	(2)
70. Run with the BIG Dogs?	150	(2)
71. Ted and the Redhead of 1886	152	(2)
72. Willie and His Bank Balance	154	(2)
73. Not All the Rich Are Whiners, Willie	156	(2)
74. But What about Grandpa Cornelius?	158	(2)
75. Sue's Little Boy	160	(2)
76. The Song of the Weasel	162	(2)
77. Strangers on the Beach	164	(2)
78. Thumbing Through the Diary of a Genius	166	(2)
79. Listening to Ted	168	(2)
80. The Power of Encouragement	170	(2)
81. Leaving Something on the Table	172	(2)
82. Celebrate the Ordinary	174	(2)
83. Murphy Finally Figures It Out	176	(2)
84. When in Pain	178	(2)
85. Paul's Adopted Son	180	(2)
86. Thinking with Your Heart	182	(1)
87. The Canyon of Wile E. Coyote	183	(1)
88. Milestones and Dreams	184	(2)
89. Creativity Is an Inert Gas	186	(2)
90. Fingerprints of God	188	(2)
91. If at First You Don't Succeed	190	(2)
92. The Seventh Wonder of the World	192	(2)
93. Is Overchoice Keeping You Average?	194	(2)
94. The Air Is Full of Ping-Pong Balls	196	(2)
95. What Makes Alexander Great?	198	(2)
96. Using Your Ruby Red Slippers	200	(2)
97. "But you don't understand."	202	(1)
98. What Is "Quality of Life"?	203	(1)
99. Joe Is Not Your Average Boy	204	(2)
100. 121,000 Poor People	206	(2)
100 + 1. A Message to Garcia	208	(6)
Index	214	(7)
About the Author	221