Secret Formulas of the Wizard of Ads: Turning Paupers into Princes and Lead into Gold (Paperback)

~ (Author)

Editorial Reviews

Review

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

Product Description

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

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Product Details

• Paperback: 224 pages
• Publisher: Bard Press (September 25, 1999)
• Language: English
• ISBN-10: 1885167393
• ISBN-13: 978-1885167392
• Product Dimensions: 9.9 x 7.1 x 0.9 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (34 customer reviews)
• Amazon.com Sales Rank: #241,602 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

39 of 42 people found the following review helpful:

5.0 out of 5 stars Good, But the First Book was Better, September 4, 2000

By A Customer

I read the "Wizard of Ads" in throughout a day. This book "Secret Formulas" was spread over 3 days. I still think it is good, not as good as the first but still much better than the mean.

There is a lot of self-promotion though. Which is precisely what we are not looking for.

Read Ogilvy, he might intimidate you a little but you'll fell the difference in Mastery.

26 of 29 people found the following review helpful:

5.0 out of 5 stars A fun book to read... and you'll learn something, too!, December 1, 1999

By	a Radio Station Sales Manager (Kankakee, IL) - See all my reviews

All those in advertising and in business can benefit from the kind of inspiration Roy Williams delivers in "Secret Formulas". The advertising media is so often held hostage for instant success for the ad dollars spent, as if ten magic words all spoken together will instantly remove a business from bankruptcy. Williams gives the reader a real-world view of what businesses should expect from their advertising, and gives several blueprints for success. Be prepared, however; there's no magic potion, no 'eye of newt' that, when added, will turn your business around. It's hard work to create good marketing and advertising, but Williams takes on the complexities of advertising in a way that offers a bounty of food for thought. Those in media sales, especially Radio, ought to have this stuff down cold if they truly want to jet-propel their careers-- and help their clients succeed beyond their wildest dreams. Our Radio clients will all receive a copy of this book for Christmas.

(P.S. I've had the privelege of meeting and talking at length with the author. He's as genuine as they come.)

12 of 12 people found the following review helpful:

5.0 out of 5 stars Brand Dominance 101!, January 22, 2001

By	Artist Barbara Garro (Barbara Garro at http://www.ElectricEnvisions.com in Saratoga Springs, NY) - See all my reviews

In a conversation with a retailer discussing the buying habits of the public, he told me, "I follow Roy Williams." The name sounded somewhat familiar. The merchant then said, "want to read his book; I have it in the back?" As soon as I saw the book, I remembered that I had already read "The Wizard of Ads."

Roy H. Williams takes advertising and turns it upside down, right-side up, and inside out. You see what works, what doesn't, and how to walk the narrow path that gives you the best return on your advertising investment dollars.

Most important, Bard Press and Williams make it a great read, good-looking book with substantial pages, big print, no extra verbiage, lots of white space, and new and exciting concepts:

1. Huebner Fifth Rule of Mountaineering: Never look where you don't want to go. 2. Six Tugs of War 3. Calculating your APE 4. Hamp Baker's advertising genius 5. Nitroglycerin 6. The Secret Path to Miraculous Ads 7. Find out the real story of how we got our Statue of Liberty 8. The Buying Public is Your Dog 9. The Three Sacred Cows of Advertising

Williams' concepts are intelligent: better to focus your advertising to reach 10% of your market 100% than throw money at 100% of your market to reach 10%.

Advertising is a complicated art and Williams boils the concepts down to make them user-friendly for you. What more could you want to make you curious about his wisdom?