The Wizard is back. This sequel to Roy Williams' last book The Wizard of Ads gives more advice on business and life. The 101 brief essays in this collection are designed to give insight into human behavior and to make the reader think. Each essay, no more than two or three pages in length, reads almost like an individual fable. The story of Pavlov and his dog is meant to inspire patience and perseverance. Ben and Jerry's success is heralded as a good example of great marketing; Williams says, "Today Ben and Jerry are household heroes" but "was it the ice cream or was it the advertising?"
Secret Formulas provides advice on ad writing and managing a business. It gives insight into what makes people act the way they do and inspires the reader with new ideas for ways to influence people. Moreover, it is a call to action for the reader to apply what was learned in the readings to his or her own life, as most of the essays conclude with an open-ended question directed to the reader to stimulate future action.
This delightfully creative book is cleverly designed to resemble an Old English tome, updated with select photographs, illustrations and quotations sprinkled throughout. It's the kind of book one can open to any chapter that looks interesting and start reading without relying on the previous information for understanding. -- Cindy Patuszynaki, September issue of ForeWordmagazine
From the Publisher
Some time ago I published a book titled The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires. That collection of essays by Roy Hollister Williams on life and commerce came into my possession under rather extraordinary circumstances, and I felt compelled to share them with a larger audience.
Shortly after the book's publication, correspondence began to pour in from around the country. People in all walks of life told how the Wizard had radically changed the way they thought about advertising, business, and life. Many asked for more help in putting the Wizard's powerful principles into action. His essays had convinced them of the need to change, but the question in their minds was "How?"
One letter mentioned rumors of and Academy, a school of ancient principles and wisdom, where the elusive Wizard shared his philosophy and teachings with selected students. Intrigued, I began to make inquiries, and, after much effort and expense, I was able to verify its existence. My quest eventually brought into my hands the Wizard's annotated teaching guide and numerous personal effects.
The spirit of the Wizard's work best shines through in one of his letters where he says, "There are as many kinds of Wizards as there are passions in the hearts of humanity, yet a single characteristic is common to them all: Wizards love to be fascinated. Refusing to be restricted by the limitations of the body, Isaac Newton, Albert Einstein, and Stephen Hawking attained the status of Wizards of Worlds. Read of Henry Ford and the Wright Brothers and you'll witness the birth of Wizards of Wrenches. Emily Dickinson, Robert Frost, and Dr. Seuss stand in a centuries-long line of Wizards of Words. Teddy Roosevelt, Mother Teresa, and Martin Luther King were Wizards with a Contagious Dream. My question for you is simply this: What kind of Wizard will you be?"
Drawing on the Wizard's teaching guide, here in much of its original form, I offer you this treasure, Secret Formulas of the Wizard of Ads. It is my hope, and I'm sure the Wizard's as well, that many future wizards find a personal epiphany within its pages.
Ray Bard, Publisher firstname.lastname@example.org