At any given time I’m in the middle of about a dozen books so it makes sense that I should talk about one or two every now and then. This one is by Roy H. Williams and it’s called: The Wizard of Ads. The subtitle (which, in this case, is important) is: Turning Words into Magic and Dreamers into Millionaires. I don’t know about you, but I find that hard to walk away from!
Three years ago a friend suggested I read this book. I had just started my current business and I was working with small business owners on their advertising. One of the difficult things about promoting a small business is that there are very few good books or classes on the subject of advertising. So, I found this book a welcome resource for me and for my customers.
This book will help you understand better why people do what they do. And it will help you apply that knowledge to promoting your business.
From the book:
‘People and advertising seem subject to certain laws of the universe that are impervious to change. I believe that a knowledge of these laws is the secret to finding yourself in the right place, at the right time, doing the right thing in the right way.”?
The book starts with Roy’s ‘Seven Laws of the Advertising Universe”?, which is a pretty good way to start.
It goes on to cover topics such as why good ads stick in your mind, the pitfalls of price-driven ads, intellect vs. emotion, the mental trigger, the delight factor, the power of presentation, perception of value, how to measure success and more.
One thing I like is that the chapters are short. Jeffrey Fox (www.foxandcompany.com) once told me his books all have short chapters so people can read them quickly. This makes the books (and therefore the wisdom inside the books) more accessible. Roy Williams has done this here and it works very well.
Unlike many books where you need to start from the beginning to get any value, this book is different. You can open it to any page, start reading right away and it makes sense. Plus, it’s a fast, friendly read, written in Roy’s warm and witty style. You feel like Roy is sitting across the living room chatting with you.
Read this book and you’ll gain new insights about advertising, people, business, life and yourself. All this wisdom for under $20! (What more could you ask for.)
Oh, lest I forget, you can find this book at most major bookstores like Barnes & Noble and Borders Books as well as Amazon.com.