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The Wizard of Ads: Turning Words Into Magic and Dreamers Into Millionaires (Englisch) Taschenbuch – 10. Mai 1998

4.2 von 5 Sternen 21 Kundenrezensionen

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Synopsis

Presents the principles of advertising and marketing that will help small businesses gain an advantage over competitors.

Autorenkommentar

How The Wizard of Ads Came To Be:
I've spent most of my life searching for the answers to the question, “What makes people do the things they do?” The reader who embraces this book as the diary of that search will gain 20 years of insight, as well as the benefit of tens of millions of dollars of other people’s money spent in daily experiments over the past twenty-two years.

Any person looking for a technical manual or a “How-To” book on advertising will likely be disappointed with The Wizard of Ads, as I steadfastly refuse to reduce the art of human persuasion to a list of “Ten Easy Steps.” The result of this position has been that people either adore my book or hate it. Those looking for “formulas” are profoundly frustrated, while those looking for “insight” are delighted beyond words.

The rampant success of more than 100 small business owners in 38 states (whose advertising I control) has been so astounding in recent years that I’ve been interviewed on CNN-FN (CNN Financial Network,) CNBC (Powerlunch,) and American Express recently published an eight page feature on The Wizard in their magazine, YOUR COMPANY, which was mailed to 1.25 million American Express Corporate cardholders nationwide. Evidently, The Wizard has learned a few things along the way...

Are you fascinated by the human race? Do you hate manipulation and trickery? Is there very little advertising that you would classify as good? Do you have the flame of natural talent burning in your soul and simply need a little insight and inspiration to help you move to the next level? If so, buy The Wizard of Ads.

It is for you that I wrote this book.

Sincerely,

Roy H. Williams

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Format: Taschenbuch
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.
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Format: Taschenbuch
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.
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Von Ein Kunde am 25. November 1998
Format: Taschenbuch
This is good enough advice about how important it is to have good ad copy but Williams has two flaws: one, he appears to be a radio salesman who doesn't adequately cover ways to schedule the copy in the various media once you have it, and two, he is kidding everyone if he thinks there is help in the local media or in local ad agencies who can write this blockbuster copy every time you need it. (Williams just happens to have a consulting company who will help you do this, for a fee, of course. This book seems to be one book size ad for his services.) In my experience with decades of local advertising, spending millions to do it right, you need good copy that you'd better learn to write yourself if you stand any chance at all. And you had better know how to use the local media as well. In fact, we all need to learn the rules of successful local advertising, and there are better books than this one to help you. Williams seems to have one short chapter to write and he writes it in different words over and over to fill the pages. The book is repetitive and ponderous. Other than that.....
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Format: Taschenbuch
You tremble like an alcoholic, muscles tighten up, what's that? Lighten up. Sorry if you feel like your in a horror flick, Roy makes you grab your heart, and wish for tomorrow quick.
The book is off limit and'll make your vision blurry, as you grasp the book so tightly, you feel the Fury.
Flashbacks interfere, you start to hear, the R-O-Y in your ear, then the words get hysterical, your eyes leave the page, and performs a miracle.
The R is in the house, too much tension. Make sure the systems loud when I mention, Phrases are Fearsome, you wanna HearSome, Sounds that not only Pounds but plays your eardrums.
I sit back, and observe the whole scenery. Then non-chalantly tell you what it means to me.
Strictly Business, I'm quickly In-This, "Mood". And I don't care if the whole crowd's a witness.
I'ma tear you Apart, But I'ma spare you a Heart.
Now an emergency, Open Heart Surgery, Open your Mind, you will find every word of me. Furior than ever, I remain the Future.
MB. MarkBlaze@hotmail.com
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