Secret Formulas of the Wizard of Ads Turning Paupers into Princes and Lead into Gold,9781885167408

Secret Formulas of the Wizard of Ads Turning Paupers into Princes and Lead into Gold

by
ISBN13: 9781885167408
ISBN10: 1885167407
Format: Hardcover
Pub. Date: 1999-08-15
Publisher(s): Bard Press
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Summary

People love this straight-talking ad-man from Texas and his powerful stories that shed light on advertising, marketing and success.

Table of Contents

Part the First: Philosophy of Advertising
In Which the Wizard Examines the Question: ``What Makes People Do the Things They Do?''
The Energy of Words
12(2)
Specifics and Generalities
14(2)
Dead Cows Everywhere
16(1)
Uniquely Unqualified
17(1)
Selling the Inside Champion
18(2)
b'b'b' Bennie and the Jets
20(2)
What Is Branding?
22(2)
Category Dominance
24(1)
Who Is Your Customer?
25(1)
Good Ol' Hamp Baker!
26(2)
Digging for the Diamond
28(1)
Money, a Name, and a Difference
29(1)
Seeing Your Customer Real
30(2)
The Changing Face of the Rich
32(2)
Out of Style
34(2)
You Meet the Most Interesting People
36(4)
The Wizard Who Got Away
40(4)
Part the Second: Room with a View
In Which the Wizard Explains the Functions of the Brain and the Power of Imagination
Living with Tarzan in the Jungle
44(2)
Imagination and Sympathy
46(2)
One Big Assumption
48(2)
Wernicke and Broca
50(4)
Second-Hand Knowledge
54(2)
Perceptual Reality
56(1)
A Problem with Details
57(1)
The Magic Square
58(2)
Huebner's Fifth Rule of Mountaineering: Never Look Where You Don't Want to Go
60(2)
Escape the Dungeon of Depression
62(2)
Emily Lives Inside Herself
64(4)
Part the Third: Side Door into the Mind
In Which the Wizard Tells You How to Get People to Do What You Want Them to Do
Sing a Little Song, Dance a Little Dance
68(2)
Surprising Broca
70(2)
The Ad Writer as Poet
72(2)
A Spoonful of Sugar
74(2)
Way Too Stupid
76(2)
Songs with Words, Pictures with People
78(2)
John Young's Fortune
80(2)
The Six Tugs-of-War: 1. Intellect vs. Emotion
82(2)
The Six Tugs-of-War: 2. Time vs. Money
84(2)
The Six Tugs-of-War: 3. Opportunity vs. Security
86(2)
The Six Tugs-of-War: 4. Style vs. Substance
88(2)
The Six Tugs-of-War: 5. Pain vs. Gain
90(2)
The Six Tugs-of-War: 6. Sight vs. Sound
92(2)
Are You Driving the Dog Crazy?
94(2)
How Long Is the Race?
96(2)
The Midnight Street Sweeper
98(4)
Part the Fourth: Turning Pencil Lead into Advertising Gold
In Which the Wizard Explains the Mechanics of Miraculous Ad Writing
Did Rembrandt Paint by Number?
102(2)
Huebner's Second Rule of Mountaineering: No Guts, No Glory
104(1)
Have You Calculated Your APE?
105(1)
``All for One, and One for All''
106(2)
You Can't Hear a Decimal Point
108(2)
You Must Be Present to Win
110(2)
Nitroglycerin
112(2)
The Secret Path to Miraculous Ads
114(2)
What Do You See?
116(2)
Sequencing Mental Images
118(2)
Calculating the Ad Budget
120(2)
Cost per What?
122(2)
The Goose and the Gander
124(2)
Radio Scheduling
126(4)
Television Scheduling
130(2)
Seeing Yourself Real
132(2)
Change Is Inevitable, Growth Is Optional
134(4)
Part the Fifth: Doing the Hard Thing
In Which the Wizard Offers Advice on Managing a Business
Huebner's First Rule of Mountaineering: Climb with Passion
138(1)
The Three Worlds of Business: 1. The World Outside Your Door
139(1)
The Three Worlds of Business: 2. The World Inside Your Door
140(3)
The Three Worlds of Business: 3. The World of the Executive Office
143(1)
Banker Talk
144(5)
Have You Fixed the Leak in Your Boat?
149(1)
Not So Stupid
150(2)
Who's Buying from Sam? I Am!
152(2)
Better Jewelry, Better Jeweler?
154(2)
Waiting for Breakthrough
156(2)
The Other Side of Breakthrough
158(2)
Huebner's Sixth Rule of Mountaineering: There's Always Room on the Rope for a Person with Honor
160(2)
Mountain-Climbing Millionaires
162(2)
A Bright Red Bow Tie
164(3)
Writing Classified Ads for Employment
167(3)
Right Person, Wrong Job
170(2)
Regression to the Mean
172(2)
How to Get Exceptional Service
174(2)
Would You Believe Twenty-Six to One?
176(2)
Huebner's Third Rule of Mountaineering: Expect Dead Ends
178(2)
Don't Get Your Panties in a Bind
180(2)
Of All the Bad Luck!
182(4)
Part the Sixth: How, Then, Should We Live?
In Which the Wizard Explains the Art and Science of Life
The American Year
186(2)
Will You Go for the High Note?
188(2)
George Just Wants to Be Left Alone
190(2)
Poky's Wisdom
192(2)
Johnny and Sam
194(2)
A Pinpoint in the Darkness
196(2)
Teedie the Asthmatic
198(2)
Choose to Be Lucky!
200(2)
UFO Taxi
202(2)
History's Greatest Hoax
204(2)
Oscar
206(2)
What Price Success?
208(2)
Harold and Jeff
210(2)
Golden Apples
212(2)
What I Learned at a Bar Mitzvah
214(2)
Huebner's Fourth Rule of Mountaineering: Never Turn Your Back on Your Partner
216(1)
New Kid
217(1)
A Letter from William Lederer to Admiral David McDonald
218(6)
The Wizard's Glossary 224(6)
The Wizard's Index 230(8)
About the Wizard 238(1)
How to Order the Wizard's Books 239(1)
The Wizard's Final Word 240

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