Summary: The Wizard of Ads

Review and Analysis of Williams' Book

BusinessNews Publishing

• Publisher: Must Read Summaries
• Year: 2016
• ISBN:
  9782511016923
• Topic: Business
• Subtopic: Advertising
• Index: Business

The must-read summary of Roy H. Williams' book: `The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires`.

This complete summary of the ideas from Roy H. Williams' book `The Wizard of Ads` shows that, while technology is changing and advancing dramatically, people’s hearts and motivations aren’t 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. In his book, the author explains that it is therefore possible to predict what will be effective in the future by investigating what has worked in the past. The key lies in thinking, learning and planning around the laws of the advertising universe. This summary will teach you how to apply the laws to your specific situation and offer your product in the right way.

Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge

To learn more, read `The Wizard of Ads` and discover the key to effective advertising that captures the attention of customers.

Summary of The Wizard of Ads (Roy H. Williams)

1. TURNING WORDS INTO MAGIC

Main Idea

The goal of good advertising is simply and solely to create a clear awareness of your company, your product or your service and it’s 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.

Supporting Ideas

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. It’s 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 reader’s 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 don’t have a prayer.

Principle #6
The concept of momentum in advertising

Most advertising programs don’t 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 o...