FORMULAS BLAD D - Wizard of Ads

240 Pages·2009·20.18 MB·English

Dear Reader,
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WI kinzaorwd ’ys opuo wweilrlf uenl jsoeyc raentsd abnedn emfiatg fnroetmic tshtiosr ylatteelslitn egd.ition of the
Ray Bard
Publisher

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Chris J. Maddock
Wizard’s First Assistant
O R H. W
THER BOOKS BY OY ILLIAMS
The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires
Secret Formulas of the Wizard of Ads
Accidental Magic: The Wizard's Techniques for Writing Words Worth 1,000 Pictures
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Copyright © 2001 by Roy H. Williams. All rights reserved.
Printed in Canada by Webcom Limited.
Permission to reproduce or transmit in any form or by any means, electronic or
mechanical, including photocopying and recording, or by an information storage and
retrieval system, must be obtained by writing to the publisher at the address below:
Bard Press
An imprint of Longstreet Press
2140 Newmarket Parkway, Suite 122
Marietta, GA 30067
770-980-1488 voice, 770-859-9894 fax
www.bardpress.com
Ordering Information
To order additional copies, contact your local bookstore or call 800-945-3132.
Quantity discounts are available.
ISBN 1-885167-52-0 trade paperback, 1-885167-53-9 hardcover
Library of Congress Cataloging-in-Publication Data
Williams, Roy H.
Magical worlds of the wizard of ads / Roy H. Williams.
p. cm.
Includes index.
ISBN 1-885167-53-9. -- ISBN 1-885167-52-0 (pbk.)
1. Advertising. I. Title.
XX0000.X000 2001
000.0--dc00 00-00000
CIP
The author may be contacted at the following address:
Roy H. Williams
Williams Marketing, Inc.
1760 FM 967
Buda, TX 78610
512-295-5700 voice, 512-295-5701 fax
www.WizardofAds.com
Credits
Developmental Editor: Pennie Williams
Editor: Jeff Morris
Proofreaders: Deborah Costenbader, Luke Torn
Index: Linda Webster
Cover design: Hespenheide Design
Text design/production: Jeff Morris
First printing: August 2001
Contents
P F : A M
ART THE IRST RCHITECTURE OF THE IND
In Which the Wizard Examines the Question: “What Makes People
Think the Way They Do?”
1 Speaking Worlds into Existence . . . . . . . . . . . . . . . . . . . . . . 12
2 Perceptual Realities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
3 Time and Perceptual Reality . . . . . . . . . . . . . . . . . . . . . . . . . 16
4 Will You Ever Face Reality? . . . . . . . . . . . . . . . . . . . . . . . . . 18
5 Reality Begins with Imagination . . . . . . . . . . . . . . . . . . . . . . 20
6 Left, Right, Left, Right, Left, Right . . . . . . . . . . . . . . . . . . . . 22
7 Music, Math, and the Mind . . . . . . . . . . . . . . . . . . . . . . . . . . 24
8 Dual Movie Screens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
9 Invisible, But Real Nonetheless . . . . . . . . . . . . . . . . . . . . . . . 28
10 Waxing Woo-Woo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
11 Dimensional Realities 2, 3, & 4 . . . . . . . . . . . . . . . . . . . . . . . 32
12 One Is the Only-est Number . . . . . . . . . . . . . . . . . . . . . . . . 34
13 Four Kinds of Thought, Three Kinds of People . . . . . . . . . . . 36
14 Carolina on My Mind . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
15 The Duality Principle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
16 The Neurology of Branding . . . . . . . . . . . . . . . . . . . . . . . . . 44
17 Why Do My Fingers Know This Song? . . . . . . . . . . . . . . . . . 46
18 Will You Photograph or Paint? . . . . . . . . . . . . . . . . . . . . . . . 48
19 The Tollbooth on the Yellow Brick Road . . . . . . . . . . . . . . . . 50
20 It’s Party Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
21 Below Deck in a Storm at Sea . . . . . . . . . . . . . . . . . . . . . . . . 54
22 Psycho-Myth No. 9 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
23 Same Whiteboard, Same Trainer . . . . . . . . . . . . . . . . . . . . . . 58
24 Did Your Valedictorian Get Rich? . . . . . . . . . . . . . . . . . . . . . 60
25 But to Be Fair . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
26 Getting to Know Yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
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P S : T P P
ARTTHE ECOND OOLSFOR ROFITABLE ERSUASION
In Which the Wizard Provides the Means of Using the Unique
Capabilities of Your Mind to Best Effect
27 Business Problem Topology . . . . . . . . . . . . . . . . . . . . . . . . . 69
28 Parallel, But Unrelated . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
29 Quick Miracles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
30 How to Make Business Morphine . . . . . . . . . . . . . . . . . . . . . 76
31 Mitigating Morphine’s Danger . . . . . . . . . . . . . . . . . . . . . . . . 78
32 How’s Your Gravity Well? . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
33 Share of Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
34 Impact Quotient . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
35 Share of Mind . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
36 Personal Experience Factor . . . . . . . . . . . . . . . . . . . . . . . . . . 88
37 Market Potential . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
38 The APE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
39 A Coiled Cobra Called “Statistics” . . . . . . . . . . . . . . . . . . . . 94
40 How to Facilitate Brainstorming . . . . . . . . . . . . . . . . . . . . . . 97
41 What We Say vs. What We Do . . . . . . . . . . . . . . . . . . . . . . . 98
42 Hmm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
43 BrandingBrandingBranding . . . . . . . . . . . . . . . . . . . . . . . . . 102
44 Frosting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
45 Seussing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
46 Being Monet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
47 Power Monet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
48 Sneak Past the Security Guard . . . . . . . . . . . . . . . . . . . . . . 111
49 Lists, Steps, and Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
50 Frameline Magnetism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
51 Being Perfectly (Robert) Frank . . . . . . . . . . . . . . . . . . . . . . 117
52 A Higher Level of Order . . . . . . . . . . . . . . . . . . . . . . . . . . 119
53 Glimpsing Chaos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
P T : C Y D & D
ARTTHE HIRD HARTING OUR ESTINY REAMS
In Which the Wizard Shows You How to Light the Room without
Burning the Candle at Both Ends
54 The Beagle in Your Brain . . . . . . . . . . . . . . . . . . . . . . . . . . 126
55 What Are You All About? . . . . . . . . . . . . . . . . . . . . . . . . . . 128
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56 Dreams and Contentment . . . . . . . . . . . . . . . . . . . . . . . . . . 130
57 Will You Succeed by Accident? . . . . . . . . . . . . . . . . . . . . . . 132
58 Are You the Average American? . . . . . . . . . . . . . . . . . . . . . . 134
59 The Ear Is for More Than Listening . . . . . . . . . . . . . . . . . . 135
60 Look Out the Other Window . . . . . . . . . . . . . . . . . . . . . . . 136
61 “This Is My Back” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138
62 Which Buffett? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
63 Moonshadow Medicine . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142
64 Big Questions, Little Answers . . . . . . . . . . . . . . . . . . . . . . . 145
65 An Old Mustang Revertible . . . . . . . . . . . . . . . . . . . . . . . . 148
66 Personal, Permanent, & Pervasive . . . . . . . . . . . . . . . . . . . . 150
67 Dark Water, Strong Current . . . . . . . . . . . . . . . . . . . . . . . . 151
68 “. . . a Doctor or a Lawyer” . . . . . . . . . . . . . . . . . . . . . . . . . 154
69 Stray and Random Thoughts . . . . . . . . . . . . . . . . . . . . . . . . 156
70 Experience Must First Be a Verb . . . . . . . . . . . . . . . . . . . . . 158
71 Wonkus Is as Wonkus Does . . . . . . . . . . . . . . . . . . . . . . . . 160
P F : W L
ART THE OURTH IZARDS AT ARGE
In Which the Wizard Recounts Tales of Persons Exemplifying the
Principles upon Which Wizardry Is Founded
72 Think Big, Start Small . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164
73 Right Where You Are . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166
74 “Never Had a Chance” . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168
75 Priorities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170
76 Two Doctors Not Chosen . . . . . . . . . . . . . . . . . . . . . . . . . . 172
77 Have You Never Been to Neverland? . . . . . . . . . . . . . . . . . 174
78 Finegal or Abraham? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176
79 Grit, Thy Name Is Andrew . . . . . . . . . . . . . . . . . . . . . . . . . 178
80 Is Ours an “Any Road” Generation? . . . . . . . . . . . . . . . . . . . 180
81 Pull the Trigger and Ride the Bullet . . . . . . . . . . . . . . . . . . 182
82 A Classic Shagger . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184
83 The Rainbow and the Woodster . . . . . . . . . . . . . . . . . . . . . 186
84 What Was I Thinking? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
85 Nathan’s Little Flags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
86 Extreme Accidental Magic . . . . . . . . . . . . . . . . . . . . . . . . . . 192
87 The Value of Heroes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
88 Weiners, Beans, and $530 Million . . . . . . . . . . . . . . . . . . . . 196
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89 Griswold’s Billion-Dollar Prank . . . . . . . . . . . . . . . . . . . . . . 198
90 Martin’s Very Big Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200
91 Curiosity and a Cat Named Adrian . . . . . . . . . . . . . . . . . . . 202
92 The Loneliest Man . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 204
93 Moon River . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206
94 How ‘Bout Those Canadians, Eh? . . . . . . . . . . . . . . . . . . . . 208
95 American Indian Eloquence . . . . . . . . . . . . . . . . . . . . . . . . . 210
96 Sam’s Heart and Soul . . . and Sigh . . . . . . . . . . . . . . . . . . . 212
97 Dark with Smoldering Eyes . . . . . . . . . . . . . . . . . . . . . . . . . 213
98 Tom and His Editors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215
99 Another Great American Success Story . . . . . . . . . . . . . . . . 217
100 A Seat at the Round Table . . . . . . . . . . . . . . . . . . . . . . . . . 219
100 + 1 Dr. Seuss on Writing for Children . . . . . . . . . . . . . . . . . . 222
WizardSwords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226
The Wizard’s Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 228
About the Wizard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 238
Ordering books . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239
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