Making Ads Work – A Wizard of Ads® Guide
Making Ads Work If you’re going to advertise, know how to do it right. This is how. The writings of Roy H. Williams As compiled by Wizard of Ads® Partner Craig Arthur
“I have never studied selling. Too many liars, thieves, and con men have studied selling, and the world is full of sales trainers. Instead, I’ve spent a lifetime studying how to make ads work.” - Roy H. Williams, the Wizard of Ads® -
www.makingadswork.com.au
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Making Ads Work – A Wizard of Ads® Guide
A Wizard of Ads® Guide For Business Owners & Advertising Professionals Third Edition: May 2004 $24.75 Australian incl GST
Offices Wizard of Ads® Partners The United States Austin, Texas (Home Office) China Spring, Texas Dallas, Texas Oklahoma City, Oklahoma Phoenix, Arizona Sidney, Nebraska Orlando, Florida Canada Stratford, Ontario Ottawa, Ontario Australia Townsville, Queensland COPYRIGHT 2003, Wizard Academy® Press “Permission to reprint this material is happily granted IF each page is duplicated in its entirety. Omissions, deletions, or edits will be considered a breach of copyright law and appropriate action will be taken. The following must accompany any reprints.” Making Ads Work COPYRIGHT 2003, Wizard Academy® Press
[email protected] www.makingadswork.com.au
Making Ads Work – A Wizard of Ads® Guide
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Making Ads Work The writings of *Roy H. Williams As compiled by Wizard of Ads® Partner Craig Arthur *Roy H. Williams is founder of Williams Marketing, Wizard Academy® and the Wizard of Ads® Partners consulting group. Speaker, Teacher, Consultant, and best selling Author of the Wizard of Ads Trilogy, Free the Beagle Trilogy, Accidental Magic, Thought Particles and the worldwide free weekly newsletter The Monday Morning Memo. This guide contains a selection of Monday Morning Memos, chapters from The Wizard of Ads® Trilogy, findings from the Wizard Academy® Research Group, leading neuroscientists and university professors, combined with the daily practices of Roy H. Williams, and the Partners of Wizard of Ads®. Contributing Author Craig Arthur - Wizard of Ads® Partners. Australia Relational vs. Transactional Case Study (page 9-10) Scott Broderick - Wizard of Ads® Partners. Canada East Special thanks Dave Young for his seminar transcripts Michele Miller, Garry Watkins, Steve Rae – editing Sean Taylor for the Cover Design & for being an all round helpful guy Princess Pennie, Corrine Taylor, David Stanley Shelley Brough & Dee Johnson, Simply Pies Bakery Cafes Phillip Gould, Cash Converters Angela & Roy H. Williams For spending twenty-five years studying what makes people do the things they do and how to make ads work. www.makingadswork.com.au
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Making Ads Work – A Wizard of Ads® Guide
From where you are in business to where you want to be, Wizard of Ads® will help you GET THERE. Wizard of Ads® Partners “Get There”
www.makingadswork.com.au
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Making Ads Work – A Wizard of Ads® Guide
Contents Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Chapter 16 Chapter 17 Chapter 18 Chapter 19 Chapter 20 Chapter 21 Chapter 22 Chapter 23 Chapter 24 Chapter 25 Chapter 26
Advertising Isn’t Working Like it Should The Three Worlds of Business Transactional vs. Relational Shoppers Test the Waters So…What are the Secrets? Three Types of Customers How Advertising Works Why Most Ads Don’t Work Le