Customer Reviews

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

5 star:		(33)
4 star:		(4)
3 star:		(1)
2 star:		(1)
1 star:		(6)

 

 

An enlightening thought provoking approach to advertising is found between the covers of this spell-book. It's creative and insightful throughout, and reaches beyond the "hard numbers" that often seem to dominate media buying, advertising and marketing campaigns, and news headlines. Roy pushes aside statistics and realizes that there are people just like you and me behind the numbers.

An advertising campaign is a link in a chain, only one part of the sales process. This book focuses both on creating a successful advertising campaign, as well as the other links in the chain including the creation of a pleasurable shopping experience that delivers the goods or services advertised. The Wizard presents lots of anecdotal tales and advice that relate to people and real world experiences. Chances are you will be able to personally relate to many of those contained within the book.

Some attention is given to advertising strategies in print, radio and television, and in what context and for what purpose they should be used. Much of "The Wizard of Ads" is a collection of feel good stories, however within each, is advice and insight into the world of sales, advertising, and people. As the author states, the reader will either love or hate the book. Ten steps to successful selling or advertising this is not, chock full of common sense approaches to reaching out and connecting with people who may become your customers it is.

If you like this book, and the manner in which it is written, another fantastic, related book (written in the form of an ancient parable) focusing on the sales process, sales strategies, and types of sales people is "Selling the Wheel" by Jeff Cox.

In a way, the title of this book (also the nickname of the author, Roy Williams) is somewhat misleading. It suggests that only advertising mavens need read the book, but that is not so. This amazing writer/thinker has challenging insights for virtually anyone who communicates for a living, or who simply likes to communicate well. The short, one page chapters are perfect for quick reading on a regular basis. However, don't be surprised--the Wizard's writing is like Lay's potato chips...you can't eat just one. I would recommend it as a gift for anyone who communicates and wants to grow in that skill.

The first two-thirds of the book are great. It bogs down a little thereafter.

The first ten or so essays are truly great, and alone justify the purchase of this book. The author describes how to write ads and also presents an approach to life. The ad part is truly great, but the life part should be in another book. Still, I consider this a great book for someone looking for copy writing secrets.

The author also has a web site and free email letters with similar material. He also provides training seminars. I've noticed from his web site that alot of radio types attend his seminars. That fits, as he encourages you to use echoic (sound) techniques in writing your ad copy.

John

I just finished reading the Wizard of Ads, and was completely impressed with it on every level. My husband read it first and almost insisted that I read it as well. I'm glad I did. It was very informative and easy to read as well. Before reading this book, I was looking at the online reviews and noticed the one titled "Too Religious, Too Partisan, Yuck!" or something like that. After reading this book and learning a little bit about Roy Williams, I feel compelled to respond to his comments.

This book is in no way religious, and contains absolutely no political content whatsoever. The person who wrote that review apparently found out that Roy Williams once had lunch with a conservative Governor, and that he might be a Christian. He thought that reason enough to call Williams "creepy" and blast a book which it seems he never even read. Then in the middle of his review, this guy starts raling against the Bush administration and how he's responsible for boring TV ads during the Super Bowl. What??? This is obviously a bitter person who is just looking for reasons to slam people that might hold views different from his own. But in this case, the criticism couldn't be more unwarranted.

Roy Williams has personally trained executives from companies such as Proctor and Gamble, USA Today, and many others. The Wizard of Ads was named Business Book of the Year, and hit #1 on both the Wall Street Journal and New York Times business best seller list. You will find absolutely no political or religious activism of any kind in this book. What you will find is extremely valuable advice that, if applied, will make your business more profitable.

There are two things I really like about this book:
1. Each chapter is small on length and long on meaning
2. Not only does it talk about the power of words, every page is an example of how to do it RIGHT!

Use this book to get the juices flowing when you feel you are stuck in a rut, or need some inspiration for that next campaign.

Possibly the best marketing book I have read in years. Ogilvy on Advertising is the book that deserves that title when it comes to solid techniques and guidlines. The Wizards of Ads however goes way beyond technique to human nature and service factors; it is more of a structureless marketing book than it is an advertising book. You will not find any principles of design or definitions of Reach here, but you will definitely find a lot of wisdom.

The Book is divided into 100 + 1 chapters and is about 200 pages long. Which means that each chapter averages 2 pages. I could read 2 chapters between meetings. The last chapter being an epic on service, not advertising but plain service, plain ownership of responsibilty for your job. "A message to Garcia" I passed copies of it to my clients and associates.

I was very interested in this book when I started reading it. I am currently reading 4 different books, the reviews for which will appear soon (Focus, Unvanquished, Spin Selling, & Management Challenges of the 21st century) - I received The Wizard while reading the first 3 of the above mentioned books, of course it occupied all my reading time for 2 days and was finished before any of them.

You will definitly enjoy this book. I most certainly did.

The tools offered by the Wizard of Ads are often dangerous or useless. Dangerous in the hands of writers not yet mature enough to wield them. Useless in the hands of those too jaded to appreciate their real worth.

This review cannot be called unbiased. Since first reading The Wizard of Ads several years ago, I've spent time with The Wizard himself, and Wizard Academy Press has published the audio version of my own marketing book.

That said, I find this book and Roy's others fascinating. I'm a lifelong student of advertising. There are plenty of other good advertising books out there. But nobody has quite the same package or perspective as Roy Williams. It's a fun read, he stands things on their heads, shakes them up and down, and often makes you wonder, "Why didn't I think of that?"

Bottom line: whether you truly love the sport of advertising, or you just think you know everything, read it. If you maintain any semblence of Beginner's Mind, you'll be glad you ventured twixt the pages.

It is ironic. The publisher of this book is Bard Press. The word "Bard" has all but disappeared from today's lexicon. However, if there are any modern day bards, Roy Williams certainly is one of the best. This book is one beautiful read.

For the past 26 years, I have read many volumes explaining what it takes to produce great advertising. This is the first one that spilled out the wisdom of Proverbs, the common sense of David Ogilvy, and the earthiness of John Steinbeck.

If you are a serious practitioner of marketing or advertising, The Wizard of Ads needs to be a part of your library.

I have purchased 25 copies to give away this coming Christmas.

Roger Gallerini, Senior Partner, Account Director, J. Walter Thompson, Detroit, Mich.

Brilliant! This book covers topics ranging from broad issues like strategy and product presentation, to the more "nuts and bolts" aspects of marketing. Roy Williams' makes a point simply and directly, and generally does a good job proving his points as makes them. I give this book very high marks for the information it contains, but I am also impressed by its "read-ability". Williams uses allogory and illustration with great skill, and often provides practical examples which make the information very easy to digest and retain. I also loved the 100 mini-chapter approach. I not only learned a great deal, but also had fun reading this book. After reading Wizard of Ads, I will most likely read anything Roy Williams writes in the future.

I am a advertising major in college and my professor chose this book as the required text. I found the book to be insightful adn thought provoking. You are required to think on different levels and it challenges your mindset. I enjoy the book immensely and all of the questions it raises. Although it does not pertain to advertising strategies it does make you look at advertising in a light that you my not have discovered on your own.