THE WIZARD OF

ADS
Turning Words into Magic
and Dreamers into Millionaires
ROY H. WILLIAMS

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The Wizard of Ads - Page 1

MAIN IDEA
While technology is changing and advancing dramatically, peoples hearts and motivations arent 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. Therefore, its possible to view the future of a business through the sharp lens of what has worked in the past for other
companies in similar situations and facing comparable challenges. The key lies in thinking, learning and planning around the laws
of the advertising universe.
To find yourself in the right place at the right time offering the right product the right way, learn about the laws and apply them to
your specific situation. That way, youll never get so busy attending to the merely urgent that you have no time for the truly important
principles of success in business and in advertising.
1. TURNING WORDS INTO MAGIC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2
The goal of good advertising is simply and solely to create a clear awareness of your company, your
product or your service and its 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.
2. TURNING STRANGERS INTO CUSTOMERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 4
The ability to turn strangers into customers is highly valued in the business world. With it, commercial
success is assured. Without this ability, its going to be an uphill struggle. The trick lies in finding the
delight factor -- in finding a way to deliver more than the customer expected and more than he anticipated
receiving. Achieve that on a regular basis and your business will have to be expanded to meet the demand.
3. TURNING DREAMS INTO REALITIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 6
Vision is a force that allows ordinary people to accomplish the impossible. Vision is simply the ability,
when undertaking any endeavor, to see the end from the beginning. Leadership is the ability to describe
accurately what you believe will happen to the people around you. Visionary leadership -- the key to
turning dreams into realities -- is built on the foundation of courage because there is always the risk of
being ridiculed or ignored.
In the final analysis, the world is full of either spectators or players. Its always easy to spot the visionary
leaders -- theyre the ones out on the front lines achieving the impossible.
4. THE SEVEN LAWS OF ADVERTISING

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8

Advertising is the ultimate means by which dreams can be turned into any number of realities. The power
of ads to work this type of magic is founded upon these seven laws.
The seven laws of advertising are:
1. The Power of Words
There is an energy inherent in the power of words. Learn how to use this energy wisely and channel it,
and nothing will ever be beyond your reach.
2. Individuals vs. The Masses
Even though how an individual may behave is unknown, how great masses of people will behave can be
forecast accurately and concisely. Use this to your advantage. The exception does not disprove the law.
The law of averages will always win out over the longer term.
3. Intellect vs. Emotions
Most people make decisions based on their emotions, and then look for logical reasons to support the
emotional decision theyve already made. Therefore, the first advertising objective is to win the hearts of
the prospects, and their minds will follow.
4. Time vs. Money
No person will ever give you any of their money unless they have first given you some of their time. In
fact, time and money are the opposite sides of a single coin. Win the time of the people and youll find
their money will always follow.
5. Sight vs. Sound
The human mind handles sights and sounds by entirely different processes. In fact, of the two, sound is
the more persuasive. Therefore, win the ears of the people and youll soon find their eyes will follow.
6. Opportunity vs. Security
There is an inverse relationship between opportunity and security -- as one increases, the other
decreases. The only way high returns can be generated from low-risk strategies is through the passage
of an exceptionally long period of time. To cheat time, one must embrace the risk of failure as an ally.
7. Engage the Imagination
The physical body will always journey where the mind has already taken it. Therefore, find ways to engage
the imagination of those you wish to influence. People will only go wherever their imagination directs
them, so develop ways to engage the imagination.

The Wizard of Ads - Page 2

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
its 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. Its 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 readers 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
dont have a prayer.

Principle #6
The concept of momentum in advertising
Most advertising programs dont 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 on the watch for -- the situations where a company
says one thing and means something entirely different.
Loopholes are the reason many people ignore ads. Close them
and you can persuade.
Principle #10
Velcro for the brain
Good advertising is like a piece of velcro -- it has to have a series
of words, sounds and mental images that can hook onto the mind
of the prospect and form a lasting mental image. And, it also has
to be unpredictable. The human mind always discounts the
predictable -- theres no curiosity without mystery, or delight
without surprise.
Principle #11
What you say is all important
The challenge in advertising is not to reach the right people.
Youll never get exclusive access to a particular group of people.
The real challenge lies in what you say. Having the right
message is far more critical than reaching the right people.
Principle #12
Always answer the one critical question
Most people are swamped with information. In those
circumstances, the subconscious stands as the gatekeeper of
the mind -- it will only admit new information which is directly
relevant to things that are already known. Therefore, the real
question any ad must address is: Why should I care? Answer
that, from the customers perspective, and you have a much
better chance of gaining entry into the mind.
Principle #13
The need to belong
The most compelling need in society is a sense of belonging.
Most purchases involve self-expression, and most consumers
buy services and products with which they identify. Therefore,
the most promising and successful products utilize brands that
help the customer define his own personal identity a little clearer.
Use this to your advantage.

The Wizard of Ads - Page 3

Principle #14
How to develop bad ads

awareness of your company and its unique selling

proposition.

The 9 characteristics of bad advertising are:

7. Creating ads instead of campaigns. Most advertisers try and

do everything in one short ad, when they should be using a
series of ads, each focused on just one specific aspect
instead.
8. Trying to reach more people than the budget will allow. The
cost is the same to reach 100-percent of the people and
convince them half way as it will be to reach 50-percent of
the people and persuade them to take action. But the results
will be markedly different.

1. A focus on reaching the right people and ignoring all others.

2. An emphasis on reaching as many right people as possible
rather than generating results from whoever reads the ads.
3. Worrying about making the ad sound smooth and
professional instead of worrying about what it says.
4. Making the ad sound like an ad by using the phrases and
claims other advertisers frequently use.
5. Discontinuing ads which neighbors and friends dont like.
6. Running a TV or radio ad 20- or 30-times and then changing
it because everyone will be getting bored of it by now.
7. Avoiding worrying about whether the ad is intrusive or
passive, because both methods work equally well.
8. Using terminology which is unique to your industry, or
expecting the general public to have an intimate knowledge
of your product.
9. Impressing the public with nice pictures rather than dwelling
on what your product or service can do for them.
Principle #15
Sale! -- The cocaine of advertising
People who take drugs start with a little, and gradually take more
and more until they are addicted. Advertisers who train their
consumers to wait for a sale are doing the same thing. Its a
viscous circle. they have to keep offering larger and larger
discounts to keep the consumer interested. Dont even get
started on the path.
Principle #16
The best ads of all
People have become immune to the phrases commonly used in
ads -- simply because they sound like ads, and they get
bombarded by plenty of ads from all directions every day.
Therefore, to develop effective ads, tell your story the way one
person would speak to his friend -- without cliches or
unsubstantiated riff-raff. Ideally, you want to communicate the
benefit of your product or service in a simple, uncluttered style
that sounds nothing like an ad. Achieve that and youll be
creating a good ad.
Principle #17
Most common causes of advertising failure
1. Assuming the business owner knows best. The problem is,
most business owners cant look at their own operations
objectively -- theyre just too intimately involved to be
objective.
2. Failing to offer evidence to support any of the claims made
about the product or service.
3. Being too impatient. The best products win the heart of
consumers before theyre ready to buy -- then it becomes not
a question of what to buy or why to buy but when to buy.
4. Insisting that an advertisement looks like an advertisement.
5. Creating slick, clever, funny or creative ads when really they
should have concentrated on developing ads that are
informative, believable, memorable and persuasive.
6. Mistaking response for results. The goal of advertising is not
to get comments from people you know. It is to create a clear

Key Thoughts
The most valuable of all talents is that of never using two words
when one will do.
-- Thomas Jefferson
Press on. Nothing in the world can take the place of
persistence.
-- Ray Kroc
Courage is a special kind of knowledge: the knowledge of how
to fear what ought to be feared and how not to fear what ought
not to be feared.
-- David Ben-Gurion
We are more easily persuaded, in general, by the reasons we
ourselves discover than by those which are given to us by
others.
-- Blaise Pascal
There are two worlds" the world that we can measure with line
and rule, and the world that we feel with our hearts and
imagination.
-- Leigh Hunt
The business that considers itself immune to the necessity of
advertising sooner or later finds itself immune to business.
-- Derby Brown
Memory is a net; one finds it full of fish when he takes it from
the brook, but a dozen miles of water have run through it without
sticking.
-- Oliver Wendell Holmes
The advertising man is a liaison between the products of
business and the mind of the nation. He must know both before
he can serve either.
-- Glenn Frank
Creative thinking is todays most prized profit-producing
possession for any individual, corporation or country. It has the
capacity to change you, your business and the world.
-- Robert P. Crawford
History must repeat itself because we pay such little attention
to it the first time.
-- Blackie Sherrod
Have no kowtowing respect for precedent. Do not allow the
dictate of public opinion to hamper your efforts.
-- John Henry Patterson

The Wizard of Ads - Page 4

2.
TURNING STRANGERS INTO CUSTOMERS
Main Idea
The ability to turn strangers into customers is highly valued in
the business world. With it, commercial success is assured.
Without this ability, its going to be an uphill struggle. The trick
lies in finding the delight factor -- in finding a way to deliver
more than the customer expected and more than he anticipated
receiving. Achieve that on a regular basis and your business will
have to be expanded to meet the demand.
Supporting Ideas
Exceptional customer service transforms strangers into
customers or clients. Some keys to providing great customer
service:
Key #1
The difference between ambition and initiative

Key #6
Personality typing prospects
Out of 10 prospective customers:
- 3 will hit it off immediately with the salesperson
- 4 will be able to take the salesperson or leave them
- 3 wont be able to stand the salesperson
Most sales people make their livings selling the three that like
them. Sales champions learn how to handle the four in the
middle. How do they do that? By recognizing the personality
traits of the prospect and gearing their presentation accordingly:
1. An analytical prospect wants factual accuracy.
2. A driver prospect wants accomplishment.
3. An amiable prospect wants to be accepted.
4. An expressive prospect wants applause, acknowledgment
Key #7
The irresistible salesperson

Everyone has ambition, but only a few people have initiative.

Initiative means you take action and do something -- even if you
cant do whatever you want to do all that well at first. A person
with initiative will keep at it until they have it mastered. Ambition
without initiative is simply daydreaming.

What single trait makes a salesperson irresistible? Passion. In

fact, when passion for a product is combined with impressive
product knowledge and unconditional humility, a world class
salesperson is created. Therefore, find a field of business that
you feel totally and absolutely passionate about and love what
you do -- and the money and rewards must follow as surely as
night follows day.

Key #2
A little bit extra

Key #8
Leadership in business

Your goal should be to create delighted customers or clients.

You dont want your clients to say, I was treated fairly when
they describe your business. Ideally, you want them to say,
They did everything they promised plus a little bit extra. Its that
ability to deliver that little bit extra that creates delighted and
enthusiastic customers -- who will go out and tell their friends
about the stand out service they received from you as well.

Most business leaders support the idea of management by

consensus because they want to share the responsibility for any
failures that occur. The truly great leaders in any field, however,
have courage. They take decisions and then accept
responsibility for the results of those decisions. No amount of
consensus can ever produce a great business leader.

Key #3
Where does the fate of your company lie?
In the hands of your people who interact directly with the public.
Therefore, train them well, and provide them with whatever they
need to create delighted customers.
Key #4
Who affects your business more -- sharks or pigs?
Most business owners worry solely about the sharks -- their
competitors. Yet, more often, its not the sharks that will kill a
company but pigs.
Whats a business pig?
1. Employees who lie in the mud rather than help customers.
2. Managers with a focus of whats in it for themselves.
3. Owners who operate a business solely for short-term profits.
A healthy company is pig free. It has a sense of mission, well
defined business purpose and a set of values that underlie a
strong company culture.
Key #5
The art of translating
Most sales people can list the features or benefits of their
products. Unfortunately, they often use language that is
specialized in explaining those points. To avoid this, teach your
sales staff to add the words which means to the end of every
statement they make. The result will be the sales people will be
continually reminded to translate everything they say into clear,
concise and easy-to-understand English.

Key #9
The correlation between time and money
Consumers today have more appliances dedicated to saving
time than ever before. Yet nobody ever has any free time. There
is, therefore, a direct correlation between peoples time and their
money. Getting peoples money is easy once you persuade them
to give you their time.
Key #10
Perception of value
What is value? Specifically, if your goal in being in business is
to deliver value to your customers, what is it youre striving to
deliver?
Value, in fact, can only be measured in the eyes and mind of the
customer. It is the difference between the anticipated price and
the marked price.
In other words, nobody expects to get something for nothing -there is always a perceived value for your product or service,
based on a broad range of factors. (For example, even though
the actual food may be exactly the same, a customer expects to
pay more in a restaurant with a waiter than he does in a
self-service cafeteria).
If the marked price is lower than the anticipated price, the
consumer says that is good value. Conversely, if the marked
price far exceeds the anticipated price, the consumer judges that
as bad value or highway robbery.
Therefore, the trick in delivering value doesnt lie in changing
your marked price. It lies in changing your customers
expectation of what the price should be.

The Wizard of Ads - Page 5

Key #11
Intellect and Emotion
Most people generally do whatever their emotions dictate and
the look for logical reasons to justify the emotional decision they
took. Therefore, advertising should try and increase the
customers emotional predisposition towards your product or
service. Your sales people should then close the sale with a
personal offer which is an extension of the advertising. Make
certain both your advertising and your sales people are in perfect
synchronization.
Key #12
To become better at selling, experiment!
An experiment is not a one-off event. Rather, it is an ongoing
series of related events. To learn from experimentation:
1. Try something new.
2. Ask: What have I learned from this?
3. Attempt to implement what has been learned in a new way.
Do this on an ongoing basis and you cant help but learn the
principles of success and failure in your business field. Once you
know those principles, your success is assured.
Key #13
The key to management
The key to being a good manager is to never learn how to do an
employees job. If they know youre good at what they do, they
will forever be waiting for you to take over. On the other hand, if
they know you arent able to do what they do, they become good
at their jobs and everyone is happy.
Key #14
The problem with natural talent
Whenever a person has natural talent at something, they make
the job look so easy people fail to appreciate it. They also have
a hard time teaching other people, because so much of what
they do is instinctive rather than developed skills.
If a person with natural talent goes into business for himself,
invariably he will have a hard time getting staff up to an
equivalent skill level as himself. Therefore, the business will stall
as the owner tries to do everything himself or herself.
The only way forward is for the business owner to invest in
training for his people (to be carried out by someone who is
skilled in this area) and to develop work procedures that allow
extraordinary things to be accomplished by ordinary employees
who have been well taught. Only then can a business headed
up by a naturally talented person move forward.
Key #15
Take advantage of opportunities
Many successful companies have been founded not as the result
of a grand master plan but in response to an opportunity that
presented itself unexpectedly. The person who can take
someone elses problem and turn it into a business opportunity
faces a bright future of success.
Always build a little flexibility into your business plans. Having
firm objectives is excellent, but these objectives should inspire
and motivate rather than restricting action -- even action in
unexpected directions. If you wish to be able to exploit all the
commercial opportunities that life presents, you have to be a little
bit flexible.

Key Thoughts
Life is like an echo. We get from it what we put in it and, just like
an echo, it often gives us much more.
-- Boris Lauer-Leonardi
I do the best I know how, the very best I can; and I mean to keep
on doing it to the end. If the end brings me out all right, what is
said against me will not amount to anything. If the end brings me
out all wrong, ten angels swearing I was right would make no
difference.
-- Abraham Lincoln
The Platinum Rule: Do unto others as they prefer to be done
unto.
-- Otto Kroeger
Do you love life? Then do not squander time, for thats the stuff
life is made of.
-- Benjamin Franklin
Intangibles are the most honest merchandise anyone can sell.
They are always worth whatever you are willing to pay for them
and they never wear out. You can take them to your grave
untarnished.
-- Lazarus Long
Experience is the hardest kind of teacher. It gives you the test
first and the lesson afterwards.
-- Anonymous
The moment you let avoiding failure become your motivator,
youre down the path of inactivity. You can only stumble if youre
moving. If you dont have a few failures, youre not taking enough
chances. Nobody can be right all the time, and the big companies
didnt become big by playing it safe.
-- President of Coca Cola
The art of selling goods is as difficult to acquire as any other art.
The proper methods can be acquired only by a multiplicity of
actual experiments, and the one who tries the greatest variety of
experiments will become, finally, a master of the art.
-- Thomas Edison
Great opportunities come to all, but many do not know when
they have met them. The only preparation to take advantage of
them is single fidelity to watch what each day brings.
-- Albert E. Dunning
Difficulties are things that show what men are.
-- Epictetus
It is not the managers job to actually do the work. Its the
managers job to see that all the work gets done, and that every
employee gives the company the very best he or she has to give.
Its the managers job to make sure that everyones needs are
being met. A good manager is always available for a chat. The
best managers are those who appear to be doing nothing.
Nothing at all.
-- Jack Kandel
Always negotiate the price of products. Never negotiate the
price of services. The services you get for half price are not the
same services you get for full price.
-- David Weisz

The Wizard of Ads - Page 6

3.
TURNING DREAMS INTO REALITIES
Main Idea
Vision is a force that allows ordinary people to accomplish the
impossible. Vision is simply the ability, when undertaking any
endeavor, to see the end from the beginning. Leadership is the
ability to describe accurately what you believe will happen to the
people around you. Visionary leadership -- the key to turning
dreams into realities -- is built on the foundation of courage
because there is always the risk of being ridiculed or ignored.
In the final analysis, the world is full of either spectators or
players. Its always easy to spot the visionary leaders -- theyre
the ones out on the front lines achieving the impossible.
Supporting Ideas
The ability to transform dreams into realities is built on the
foundation of several important concepts, including:
Concept #1
How do you measure success?
For most people, the amount of money they have is the sole
criteria used. Yet, if a person isnt happy with the amount of
money they presently have, why do they think life would be better
if they had more?
For achievers, the accomplishment of their dreams is far more
significant than the balance of their bank account. For these
people, a life spent in the pursuit of something they feel
passionate about is a life well spent, regardless of whether or
not they ultimately realize their dream.
Anyone can blame their circumstances if they really set their
hearts on it. The successful, though, arent worried about their
circumstances -- only their opportunities.
Concept #2
Wealth is simply a by-product of passion
Any person who offers better service and lower prices than his
competitors will thrive. In fact, in todays society, that type of
person stands an excellent chance of succeeding spectacularly.
However, the way to achieve this is not by focusing on becoming
rich -- rather it is by finding something that you love to do and
doing it better than anyone else. A person will become rich only
when they learn to love what it is they do. Wealth is never a
destination but always a by-product of passion.
Concept #3
Genius
Geniuses are just regular people, doing something they love and
feel passionate about.
Concept #4
The Power of Encouragement
Take the time to stop and encourage those people you come
into contact with on a regular basis. You can never tell what they
may become in the future, or what tomorrow may bring. Just your
simple and straightforward words of encouragement may mean
the difference between them hanging in there until they succeed
or getting lost in the shuffle.
Every person who has ever achieved greatness will stop and
thank the people along the way who encouraged them, who filled
them with a sense of mission and purpose. Give that same sort
of boost to the people you meet, especially the youth.

Concept #5
Always leave something on the table when negotiating
There are many times in business negotiations where it makes
good sense to leave something on the table rather than pressing
for every concession the other party will give. Specifically, by
leaving something on the table, the other party becomes a friend
for future business dealings together rather than an adversary
that will fight over each and every cent. It lays the foundation for
a long-term association that is mutually beneficial -- the only type
of business relationship you should be aiming to build.
Concept #6
Find ways to celebrate the ordinary
Why is it television news broadcasts are filled with bad news?
Its because so much good news happens in the world every day
that its commonplace. Bad news, on the other hand, is actually
quite rare, and therefore gets noticed.
The same applies to your own life. If you really want to, you can
readily find things to fret over and worry about. On the other
hand, with the same energy, you can also consider the
abundance of good things that also fill your life.
The happiest people of all dont worry too much about the good
or the bad -- theyre too busy celebrating the benefits of all the
ordinary things in life others take for granted.
Concept #7
The real problem with society is people
The essence of good customer service is rescuing people from
the results of their own foolishness. Customers rarely, if ever,
obey the rules. Therefore, to excel at customer service, you have
to anticipate customers will need to be bailed out frequently.
Many people spend their entire lives trying to find someone who
can supplement their own shortcomings. Thats probably the
reason opposites frequently attract each other in the field of
romance -- people are instinctively attracted to others who have
strengths in areas they are weak in.
Fortunately, the world is a better place with the variety of people.
Everything would be too boring and too predictable if everyone
was the same.
Concept #8
The importance of intuition
Intelligence is linear -- all the facts are aligned in rows, and the
correct conclusion logically follows at the other end. Intuition, by
contrast, is much more subjective -- all the facts are mixed up in
a big bowl and then everyone waits to see whether something
definitive will gel or not.
In fact, intuition rarely, if ever, comes with proof. It usually cant
be explained rationally -- its just a feeling. High achievers in life
learn to harness the power of intuition. They know theres a time
to simply trust your heart, even if the facts suggest another
course of action.
Sometimes, the thing that cant be explained is exactly what you
should be doing.
Concept #9
The best way to look at failure
Failure is very often the key to success. The person who is most
likely to succeed is the person who recognizes that failure is a
temporary stop on the way to achievement and has no fear of it
whatsoever. In fact, smart people welcome failure -- they realize
it brings them one step closer to ultimate success and great
achievement.

The Wizard of Ads - Page 7

Concept #10
The importance of milestones
A lot of people spend their entire lives in the pursuit of success
without ever taking the time to decide exactly what success
means. In real life, success means reaching personal milestones
that are meaningful only to yourself. Dont ever lose sight of this
in the rush to achieve.
Concept #11
Creativity
When is a person at their creative best? Immediately following
the time of greatest stress. In fact, a law of the universe states
moments of great creative insight always follow the times of
greatest stress as certainly as night follows day.
Always be aware of this creative surge, and take advantage of
it when it occurs. The sudden insight you can gain at just that
moment can lead to something spectacular.
Concept #12
Overchoice leads to mediocrity
Brilliant accomplishments in any field are usually the result of
overwhelming passion. The result of passion is intense focus
and commitment. Passionate people are tenacious and refuse
to be distracted by things that are unconnected to whatever they
feel most passionate about.
In fact, the price of passion is to reject all other options. In other
words, a willingness to say no to anything unconnected. Average
people rarely say no to anything -- thereby ensuring their
mediocrity. Passionate people, by contrast, refuse to be
sidetracked by the irrelevant. They stay intently focused -- and
thereby achieve some spectacular results.
Overchoice may be a consistent and frequent temptation, but
passion is a total and complete way of life. Overchoice
encourages people to do two things half-heartedly at once.
Passion is all consuming -- nothing else matters.
Concept #13
Quality of Life
Some people think quality of life is determined by where you live,
what you do for a living and a host of other factors. In reality,
though, quality of life has little to do with any of these factors,
and everything to do with what you are -- you character traits.
And anyone can develop high-quality character traits -irrespective of where they live and what they do.
For example, a generous person enjoys a high quality of life. So
too does a person who has developed the trait of compassion
for others, and who is a true and reliable friend. These are the
personality traits that will determine your quality of life.

How rare it is to find someone who is genuine, generous and

loving, who is not also deeply contented and profoundly happy.
Forget where you are living and what you are doing. The
question to ask yourself is, "What am I being?"
-- Roy Hollister Williams

Key Thoughts
All men dream but not equally. They who dream by night in the
dark recesses of their minds wake in the day to find that it is
vanity. But the dreamers of the day are dangerous people, for
they act out their dreams with open eyes to make them possible.
-- T.E. Lawrence
I am only an average man but, by George, I work harder at it
than the average man.
-- Theodore Roosevelt
Democracy is based upon the conviction that there are
extraordinary possibilities in ordinary people.
-- Harry Emerson Fosdick
Every affluent father wishes he knew how to give his son the
hardships that made him rich.
-- Robert Frost
No great man ever complains of want of opportunity.
-- Ralph Waldo Emerson
Success is a journey, not a destination.
-- Ben Sweetland
Opportunity is as scarce as oxygen; men fairly breathe it and
do not know it.
-- Doc Sane
He who overcomes others is strong, but he who overcomes
himself is mightier.
-- John Henry Patterson
I will destroy my enemies by converting them to friends.
-- Maimonides
There is no cure for birth or death save to enjoy the interval.
-- George Santayana
Be thankful not only that you are an individual but also that
others are different. The world needs all kinds, but it also needs
to respect and use that individuality.
-- Donald A. Laird
The world is full of magical things, patiently waiting for our wits
to grow sharper.
-- Eden Philpotts
The human race is governed by its imagination.
-- Napoleon Bonaparte
You see things; and you say Why? But I dream things that never
were; and I say Why not?
-- George Bernard Shaw
It is easy to be brave from a safe distance.
-- Aesop
The lure of the distant and the difficult is deceptive. The great
opportunity is where you are.
-- John Burroughs
When one door closes another door opens; but we often look
so long and so regretfully upon the closed door that we do not
see the ones which open for us.
-- Alexander Graham Bell

The Wizard of Ads - Page 8

4.
THE SEVEN LAWS OF ADVERTISING
Main Idea
Advertising is the ultimate means by which dreams can be turned
into any number of realities. The power of ads to work this type
of magic is founded upon these seven laws.
Supporting Ideas
The seven laws of advertising are:
1. The Power of Words
There is an energy inherent in the power of words. Learn how
to use this energy wisely and channel it, and nothing will ever
be beyond your reach.
2. Individuals vs. The Masses
Even though how an individual may behave is unknown, how
great masses of people will behave can be forecast
accurately and concisely. Use this to your advantage. The
exception does not disprove the law. The law of averages
will always win out over the longer term.
3. Intellect vs. Emotions
Most people make decisions based on their emotions, and
then look for logical reasons to support the emotional
decision theyve already made. Therefore, the first
advertising objective is to win the hearts of the prospects,
and their minds will follow.
4. Time vs. Money
No person will ever give you any of their money unless they
have first given you some of their time. In fact, time and
money are the opposite sides of a single coin. Win the time
of the people and youll find their money will always follow.
5. Sight vs. Sound
The human mind handles sights and sounds by entirely
different processes. In fact, of the two, sound is the more
persuasive. Therefore, win the ears of the people and youll
soon find their eyes will follow.
6. Opportunity vs. Security
There is an inverse relationship between opportunity and
security -- as one increases, the other decreases. The only
way high returns can be generated from low-risk strategies
is through the passage of an exceptionally long period of
time. To cheat time, one must embrace the risk of failure as
an ally.
7. Engage the Imagination
The physical body will always journey where the mind has
already taken it. Therefore, find ways to engage the
imagination of those you wish to influence. People will only
go wherever their imagination directs them, so develop ways
to engage the imagination.

We must dream of an aristocracy of achievement arising out of

a democracy of opportunity.
-- Thomas Jefferson
Not even the most brilliant manager can do the job of a natural
leader, yet even more rarely will a strong leader be a consistent
manager. Success is the result of having the right person in the
right job at the right time. Are you a leader or a manager? Which
does your company need right now? There is a time for
revolution and a time for evolution. Which time is this?
-- Roy Hollister Williams
The person most likely to succeed is the one who recognizes
the temporary nature of failure and consequently has no fear of
it -- a person who knows that each failure brings him one step
closer to success. In life there is no rule that says, "Three strikes
and youre out." We cab stay in the batters box until we grow
weary of swinging or fall over dead. I say, "Swing till you hit". Isnt
it time to quit being scared? Relax and enjoy the game.
-- Roy Hollister Williams
The person who can capture and hold attention is the person
who can effectively influence human behavior. Who is a failure
in life? Obviously, it is a person without influence; one to whom
no one attends; the inventor who can persuade no one of the
value of his device; the merchant who cannot attract enough
customers into his store; the teacher whose pupils whistle or
stamp or play tricks while he tries to capture their attention; the
poet who writes reams of verse which no one will accept.
-- H.A. Overstreet
The mind of the customer is a glorious thing. Every walking
moment it is scanning, scanning, scanning the horizon for things
of interest. The common, the mundane, the average, the
predictable are ignored: the unusual, the intriguing, the
fascinating are immediately spied and examined. If your goal is
to cause the customer to willingly give you her attention, isnt the
solution obvious? You must offer her a thought more interesting
than the thought that currently occupies her mind. That does not
require shouting. It requires art.
-- Roy Hollister Williams
The most irresistible word in the English language has only
three letters. The most powerful of all words is "you."
-- Roy Hollister Williams
I know it will shock you to hear this but telling the truth is rarely
persuasive. But if you want the truth to prevail, you must cause
people to realize the truth. That requires much more skill than is
required simply to tell it. Honest persuasion is the water that will
put out any fire.
-- Roy Hollister Williams

Key Thoughts
Compared to what we ought to be, we are only half awake. We
are making use of only a small part of our physical and mental
resources. Stating the thing broadly, the human individual those
lives far within his limits. He possesses power of various sorts
which he habitually fails to use.
-- William James
Put it to them briefly, so they will read it; clearly, so they will
appreciate it; picturesquely so they will remember it; and, above
all, accurately, so they will be guided by its light.
-- Joseph Pulitzer

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