Roy H. Williams - The Wizard of Ads: Turning Words into Magic And Dreamers into Millionaires

The Seven Laws

of the Advertising Universe

(Whence Cometh the Power of Ads to Work Magic)

An Energy of Words has existed since the day He said, Let there be light. Learn how to use this energy. You are created in His image.

Masses of People are predictable, though an individual person is not. The exception does not disprove the rule.

Intellect and Emotion are partners who do not speak the same language. The intellect finds logic to justify what the emotions have decided. Win the hearts of the people, their minds will follow.

Time and Money are two sides of a single coin. No person gives you his money until he has first given you his time. Win the time of the people, their money will follow.

Sight and Sound function differently in the mind, with sound being the surer investment. Win the ears of the people, their eyes will follow.

Opportunity and Security are inversely proportionate. As one increases, the other must decrease. High returns are gained from low-risk strategies only through the passage of time. He who will cheat time must embrace the risk of failure.

Engage the Imagination, then take it where you will. Where the mind has repeatedly journeyed, the body will surely follow. People go only to places they have already been in their minds.

The Wizard of Ads

Turning Words into Magic and Dreamers into Millionaires

Copyright 1998 by Roy H. Williams. All rights reserved.

Some images copyright www.arttoday.com .

Printed in the United States of America by RR Donnelley.

Permission to reproduce or transmit in any form or by any means, electronic or mechanical, including photocopying and recording, or by an information storage and retrieval system, must be obtained by writing to the publisher at the address below:

Bard Press

5275 McCormick Mountain Drive

Austin, TX 78734

512-266-2112 voice, 512-266-2749 fax

Ordering Information

To order additional copies, call 800-425-4769 (toll free)

or visit WizardAcademyPress.com . Quantity discounts are available.

ISBN 1-885167-29-6 trade paperback

Library of Congress Cataloging-in-Publication Data

Williams, Roy H.

The wizard of ads : turning words into magic and dreamers into millionaires / by Roy H. Williams.

p. cm.

Includes index.

ISBN 1-885167-32-6 (hc), 1-885167-29-6 (pbk)

1. Advertising. 2. Small business.

HF5823.W497 1998

659.1--dc21 98-17430

CIP

The author may be contacted at the following address:

Roy H. Williams

Wizard Academy

16221 Crystal Hills Drive

Austin, TX 78737

800-425-4769 (toll free) or 512-295-5700, 512-295-5701 fax

Credits

Developmental editor: Chris Maddock

Editor: Jeff Morris

Proofreaders: Deborah Costenbader, Clare Townes

Index: Linda Webster

Cover design: Hugh Pirnie

Text design/production: Jeff Morris

Art direction: Suzanne Pustejovsky

First printing: May 1998

Second printing: October 1998

Third printing: December 1998

Fourth printing: February 2003

Fifth printing: January 2004

Sixth printing: January 2005

Seventh printing: October 2005

Advice on trendcasting why good ads stick in your mind the qualitative trap being believable the quick set-up letting people live in fantasy pitfalls of price-driven ads predictability what youre really saying your reticular activator substantiation intellect vs. emotion and more...

Thoughts on the delight factor passion the power of preconception your unique selling proposition initiative personality living in reality the benefits of failure the planning problem the power of presentation listening to idiots and much more...

Insights into why youre so lucky the sad predominance of pessimism living a win-win life the power of dreams the importance of now the necessity of focus