Magical Worlds of the Wizard of Ads: Tools and Techniques for Profitable Persuasion is an exploration of how we in business can choose the right words that will “speak worlds into existence” for potential customers. When writing advertising, we obviously have an idea we want to convey. On the surface the goal is simple enough - “Buy this”. But the way we do this is by honestly communicating to the customer why they need what we have and why what we have is better than the other choices. That can be very drab and drab isn’t convincing. Roy Williams, The Wizard, teaches clients from Fortune 500 companies and others how to speak so customers share our vision of our product or service. He also sets the example by presenting his material in the format of the Wizard’s Tome, with an unusual cover, fun paper, typeface and illustrations. It’s also filled with interesting examples and thought provoking quotes and not just from the world of advertising. This is a great book that belongs on every business owners bookshelf - or better yet OFF the bookshelf.
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