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Secret Formulas of the Wizard of Ads

by: Williams, Roy H.

Secret Formulas of the Wizard of Ads

by: Williams, Roy H.

ISBN 13:
9781885167392
ISBN 10:
1885167393
Format: Paperback
Copyright: 08/10/1999
Publisher: Bard Press

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Summary

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

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

(2)

Specifics and Generalities

(2)

Dead Cows Everywhere

(1)

Uniquely Unqualified

(1)

Selling the Inside Champion

(2)

b'b'b' Bennie and the Jets

(2)

What Is Branding?

(2)

Category Dominance

(1)

Who Is Your Customer?

(1)

Good Ol' Hamp Baker!

(2)

Digging for the Diamond

(1)

Money, a Name, and a Difference

(1)

Seeing Your Customer Real

(2)

The Changing Face of the Rich

(2)

Out of Style

(2)

You Meet the Most Interesting People

(4)

The Wizard Who Got Away

(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

(2)

Imagination and Sympathy

(2)

One Big Assumption

(2)

Wernicke and Broca

(4)

Second-Hand Knowledge

(2)

Perceptual Reality

(1)

A Problem with Details

(1)

The Magic Square

(2)

Huebner's Fifth Rule of Mountaineering: Never Look Where You Don't Want to Go

(2)

Escape the Dungeon of Depression

(2)

Emily Lives Inside Herself

(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

(2)

Surprising Broca

(2)

The Ad Writer as Poet

(2)

A Spoonful of Sugar

(2)

Way Too Stupid

(2)

Songs with Words, Pictures with People

(2)

John Young's Fortune

(2)

The Six Tugs-of-War: 1. Intellect vs. Emotion

(2)

The Six Tugs-of-War: 2. Time vs. Money

(2)

The Six Tugs-of-War: 3. Opportunity vs. Security

(2)

The Six Tugs-of-War: 4. Style vs. Substance

(2)

The Six Tugs-of-War: 5. Pain vs. Gain

(2)

The Six Tugs-of-War: 6. Sight vs. Sound

(2)

Are You Driving the Dog Crazy?

(2)

How Long Is the Race?

(2)

The Midnight Street Sweeper

(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

Amazon no longer offers textbook rentals. We do!

Secret Formulas of the Wizard of Ads

Secret Formulas of the Wizard of Ads

9781885167392

1885167393

Summary

Table of Contents

Supplemental Materials

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