April 8, 2008

Direct Mail Recommended Reading – The Wizard of Ads: Trilogy

One of the most influential collections that I have ever read is by Roy H. Williams. Roy is the Wizard of Ads – and a true master of marketing. I discovered this series – and the Wizard’s many other publications while I was advertising vacation rental properties in Jackson Hole Wyoming. This was an exciting time in my life, made en more enjoyable by the success I gained practicing the principles of the Wizard of Ads.

Magical Worlds of the Wizard of Ads: Tools and Techniques for Profitable Persuasion - As I read this book I had to remind myself it is classified as a book about advertising. Yes, he spends one of the four sections about many specific advertising concepts and measurements but the rest of the 101 short chapters cover so much more. He combines quotes form eclectic sources, and stories that belong in human interest and motivational historical biographies. He digs deep into explanations of the human mind and neurology just to understand how to best impact it.

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

Secret Formulas of the Wizard of Ads: Turning Paupers into Princes and Lead into Gold - 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. Some of my favorites include: Huebner Fifth Rule of Mountaineering: Never look where you don't want to go, Six Tugs of War, Calculating your APE, Find out the real story of how we got our Statue of Liberty

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