BusinessNews Publishing - Summary: The Wizard of Ads: Review and Analysis of Williams Book

Book Abstract

While technology is changing and advancing dramatically, peoples hearts and motivations arent changing at all. In fact, people today are still as predictable as they always have been, and are still subject to the laws of the universe that seem impervious to change. Therefore, its possible to view the future of a business through the sharp lens of what has worked in the past for other companies in similar situations and facing comparable challenges. The key lies in thinking, learning and planning around the laws of the advertising universe.

To find yourself in the right place at the right time offering the right product the right way, learn about the laws and apply them to your specific situation. That way, youll never get so busy attending to the merely urgent that you have no time for the truly important principles of success in business and in advertising.

Important Note About This Ebook

This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

1. TURNING WORDS INTO MAGIC

The goal of good advertising is simply and solely to create a clear awareness of your company, your product or your service and its unique selling proposition. Anything which detracts from this objective dilutes the effectiveness of your business advertising. Similarly, anything which adds to the cumulative effort to create that awareness adds value to your business, and is effective advertising at work.

Good advertising communicates the simple, essential truth clearly and plainly, and backs it up with credible illustrations and examples.

There are actually only a few key principles that should be kept in mind while developing productive advertising for a business:

Principle #1: The risk of insult is the price of clarity.

Most people are confused about the world in general. Therefore, to cut through the haze, good advertising must be blunt, simple and direct. In fact, most good ads will ruffle a few feathers. Some people will be offended by insensitivity and lack of tact, but most customers will find that approach refreshing and bold.

Principle #2: The source of buried treasure.

People today have their minds constantly filled with technology, entertainment and news. Yet, in the old days, there was less emphasis on technology and more emphasis on people. Therefore, to discover new insights into human nature, look up some old books. There, you can discover buried treasure by re discovering some of these old concepts and ideas. Look in old books for buried treasure - knowledge about human nature.

Principle #3: Sometimes, a crazy person is handy to have around.

The ability to look at things in a different light is highly valuable. Occasionally, this trait is found only in people the world describes as being a little bit crazy. Despite that, however, these people are handy to have around - their ability to see things differently from everyone else sometimes allows them to make connections no one else has noticed.

Principle #4: The better mousetrap myth

Everyone thinks if you develop something better the world will beat a path to your door. The problem is the old mousetraps work just fine. However, the saying about a better mousetrap has taken on a life of its own. Its an excellent example of the fact better words - which conjure up a pleasant meaning - will live forever, often longer than the product they describe.

Principle #5: The most impressive human power

The ability to use words skillfully to paint a vivid image in the mind of the reader is the most impressive power any human being can exemplify. Catching the readers attention is solely a matter of enticing them to think about something more interesting than whatever currently occupies their mind. Achieve that and you have the chance to make a sale. Fail to achieve that and you dont have a prayer.

Principle #6: The concept of momentum in advertising

Most advertising programs dont begin to generate sales as quickly as you would like at the start because there is a need for some momentum to build up first. Once you have that momentum built up, however, advertising continues to generate sales - even after the advertising program ceases.

Principle #7: The most irresistible word is You

Whenever you use the word You skillfully in an advertisement, the reader becomes an active participant in the ad. They become inextricably bound up in living out whatever is being described. Using the word You engages the imagination.

Principle #8: Good ads - intellectual or emotional

There are only two types of effective ads:

1. Intellectual - which are information focused
2. Emotional - which are experience based.

Good intellectual ads start with a punch line and then provide the evidence required to back up that claim. Good emotional ads provide the reader with a satisfying experience.

Principle #9: Loopholes

Persuasive intellectual ads close the loopholes people are constantly on the watch for - the situations where a company says one thing and means something entirely different. Loopholes are the reason many people ignore ads. Close them and you can persuade.

Principle #10: Velcro for the brain

Good advertising is like a piece of velcro - it has to have a series of words, sounds and mental images that can hook onto the mind of the prospect and form a lasting mental image. And, it also has to be unpredictable. The human mind always discounts the predictable - theres no curiosity without mystery, or delight without surprise.

Principle #11: What you say is all important

The challenge in advertising is not to reach the right people. Youll never get exclusive access to a particular group of people. The real challenge lies in what you say. Having the right message is far more critical than reaching the right people.

Principle #12: Always answer the one critical question

Most people are swamped with information. In those circumstances, the subconscious stands as the gatekeeper of the mind - it will only admit new information which is directly relevant to things that are already known. Therefore, the real question any ad must address is: Why should I care? Answer that, from the customers perspective, and you have a much better chance of gaining entry into the mind.

Principle #13: The need to belong

The most compelling need in society is a sense of belonging. Most purchases involve self-expression, and most consumers buy services and products with which they identify. Therefore, the most promising and successful products utilize brands that help the customer define his own personal identity a little clearer. Use this to your advantage.

Principle #14: How to develop bad ads

The 9 characteristics of bad advertising are: