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

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ISBN-10: 1885167393

ISBN-13: 9781885167392

Edition: N/A

Authors: Roy H. Williams

List price: $16.95
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In 100 chapters full of wit, wisdom and uncommon good sense, Secret Formulas of the Wizard of Ads conjures up more of the Wizard2s provicative observations on advertising, business, and life that won The Wizard of Ads last year2s Business book of the Year Award - only this time the book has nuts, bolts, and even more bite! The Wizard2s secret formula will sho you: How to find a champion to sell your ideas Why targeting your market can be a big mistake How to get customers to remember you Why bankers think backwards How to write miraculous ads Why the brain contains 100,000 new worlds How to hire wisely and fire compassionately How success can send you to the poor house …    
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Book details

List price: $16.95
Publisher: Bard Press
Publication date: 8/10/1999
Binding: Paperback
Pages: 224
Size: 7.20" wide x 10.16" long x 0.73" tall
Weight: 1.034
Language: English

Philosophy of Advertising
In Which the Wizard Examines the Question: "What Makes People Do the Things They Do?"
The Energy of Words
Specifics and Generalities
Dead Cows Everywhere
Uniquely Unqualified
Selling the Inside Champion
b' b' b' Bennie and the Jets
What Is Branding?
Category Dominance
Who Is Your Customer?
Good Ol' Hamp Baker!
Digging for the Diamond
Money, a Name, and a Difference
Seeing Your Customer Real
The Changing Face of the Rich
Out of Style
You Meet the Most Interesting People
The Wizard Who Got Away
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
Imagination and Sympathy
One Big Assumption
Wernicke and Broca
Second-Hand Knowledge
Perceptual Reality
A Problem with Details
The Magic Square
Huebner's Fifth Rule of Mountaineering: Never Look Where You Don't Want to Go
Escape the Dungeon of Depression
Emily Lives Inside Herself
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
Surprising Broca
The Ad Writer as Poet
A Spoonful of Sugar
Way Too Stupid
Songs with Words, Pictures with People
John Young's Fortune
The Six Tugs-of-War: 1. Intellect vs. Emotion
The Six Tugs-of-War: 2. Time vs. Money
The Six Tugs-of-War: 3. Opportunity vs. Security
The Six Tugs-of-War: 4. Style vs. Substance
The Six Tugs-of-War: 5. Pain vs. Gain
The Six Tugs-of-War: 6. Sight vs. Sound
Are You Driving the Dog Crazy?
How Long Is the Race?
The Midnight Street Sweeper
Turning Lead Into Gold
In Which the Wizard Explains the Mechanics of Miraculous Ad Writing
Did Rembrandt Paint by Number?
Huebner's Second Rule of Mountaineering: No Guts, No Glory
Have You Calculated Your APE?
"All for One, and One for All"
You Can't Hear a Decimal Point
You Must Be Present to Win
The Secret Path to Miraculous Ads
What Do You See?
Sequencing Mental Images
Calculating the Ad Budget
Cost per What?
The Goose and the Gander
Radio Scheduling
Television Scheduling
Seeing Yourself Real
Change Is Inevitable, Growth Is Optional
Doing the Hard Thing
In Which the Wizard Offers Advice on Managing a Business
Huebner's First Rule of Mountaineering: Climb with Passion
The Three Worlds of Business: 1. The World Outside Your Door
The Three Worlds of Business: 2. The World Inside Your Door
The Three Worlds of Business: 3. The World of the Executive Office
Banker Talk
Have You Fixed the Leak in Your Boat?
Not So Stupid
Who's Buying from Sam? I Am!
Better Jewelry, Better Jeweler?
Waiting for Breakthrough
The Other Side of Breakthrough
Huebner's Sixth Rule of Mountaineering: There's Always Room on the Rope for a Person with Honor
Mountain-Climbing Millionaires
A Bright Red Bow Tie
Writing Classified Ads for Employment
Right Person, Wrong Job
Regression to the Mean
How to Get Exceptional Service
Would You Believe Twenty-Six to One?
Huebner's Third Rule of Mountaineering: Expect Dead Ends
Don't Get Your Panties in a Bind
Of All the Bad Luck!
How, Then, Should We Live?
In Which the Wizard Explains the Art and Science of Life
The American Year
Will You Go for the High Note?
George Just Wants to Be Left Alone
Poky's Wisdom
Johnny and Sam
A Pinpoint in the Darkness
Teedie the Asthmatic
Choose to Be Lucky!
UFO Taxi
History's Greatest Hoax
What Price Success?
Harold and Jeff
Golden Apples
What I Learned at a Bar Mitzvah
Huebner's Fourth Rule of Mountaineering: Never Turn Your Back on Your Partner
New Kid
A Letter from William Lederer to Admiral David McDonald
The Wizard's Glossary
The Wizard's Index
About the Wizard
How to Order the Wizard's Books
The Wizard's Final Word