The Wizard is back. This sequel to Roy Williams' last book The Wizard of
Ads gives more advice on business and life. The 101 brief essays in
this collection are designed to give insight into human behavior and to
make the reader think. Each essay, no more than two or three pages in
length, reads almost like an individual fable. The story of Pavlov and
his dog is meant to inspire patience and perseverance. Ben and Jerry's
success is heralded as a good example of great marketing; Williams says,
"Today Ben and Jerry are household heroes" but "was it the ice cream or
was it the advertising?"

Secret Formulas provides advice on ad writing and managing a business.

It gives insight into what makes people act the way they do and inspires the reader
with new ideas for ways to influence people. Moreover, it is a call to action for the
reader to apply what was learned in the readings to his or her own life, as most
of the essays conclude with an open-ended question directed to the reader to
stimulate future action.

This delightfully creative book is cleverly designed to resemble an Old English tome,
updated with select photographs, illustrations and quotations sprinkled throughout.
It's the kind of book one can open to any chapter that looks interesting
and start reading without relying on the previous information for
understanding. -- Cindy Patuszynaki, September issue of ForeWord magazine


From the publisher:


Dear Reader: Some time ago I published a book titled The Wizard of
Ads: Turning Words into Magic and Dreamers into Millionaires. That
collection of essays by Roy Hollister Williams on life and commerce came
into my possession under rather extraordinary circumstances, and I felt
compelled to share them with a larger audience.

Shortly after the book's publication, correspondence began to pour in from
around the country. People in all walks of life told how the Wizard had radically
changed the way they thought about advertising, business, and life. Many
asked for more help in putting the Wizard's powerful principles into
action. His essays had convinced them of the need to change, but the
question in their minds was "How?"

One letter mentioned rumors of and Academy, a school of ancient principles
and wisdom, where the elusive Wizard shared his philosophy and teachings
with selected students. Intrigued, I began to make inquiries, and, after much
effort and expense, I was able to verify its existence. My quest eventually
brought into my hands the Wizard's annotated teaching guide and numerous
personal effects.

The spirit of the Wizard's work best shines through in one of his letters where
he says, "There are as many kinds of Wizards as there are passions in the hearts
of humanity, yet a single characteristic is common to them all: Wizards love to be
fascinated. Refusing to be restricted by the limitations of the body, Isaac Newton,
Albert Einstein, and Stephen Hawking attained the status of Wizards of Worlds. Read
of Henry Ford and the Wright Brothers and you'll witness the birth of Wizards of
Wrenches. Emily Dickinson, Robert Frost, and Dr. Seuss stand in a centuries-long
line of Wizards of Words. Teddy Roosevelt, Mother Teresa, and Martin Luther King
were Wizards with a Contagious Dream.

My question for you is simply this: What kind of Wizard will you be?"

Drawing on the Wizard's teaching guide, here in much of its original form, I offer you
this treasure, Secret Formulas of the Wizard of Ads. It is my hope, and I'm sure the
Wizard's as well, that many future wizards find a personal epiphany within its pages.
Ray Bard, Publisher



     
 

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