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catalog abstract ""In 100 chapters full of wit, wisdom and uncommon good sense, Secret Formulas conjures up more of the Wizard's provocative observations on advertising, business, and life that won The Wizard of Ads last year's Business Book of the Year Award -- only this time, the book has nuts, bolts, and even more bite! Book jacket."--Jacket.".
catalog contributor b11477718.
catalog created "1999.".
catalog date "1999".
catalog date "1999.".
catalog dateCopyrighted "1999.".
catalog description ""In 100 chapters full of wit, wisdom and uncommon good sense, Secret Formulas conjures up more of the Wizard's provocative observations on advertising, business, and life that won The Wizard of Ads last year's Business Book of the Year Award -- only this time, the book has nuts, bolts, and even more bite! Book jacket."--Jacket.".
catalog description "26. Huebner's Fifth Rule of Mountaineering: Never Look Where You Don't Want to Go -- 27. Escape the Dungeon of Depression -- 28. Emily Lives Inside Herself -- Part 3. Side Door into the Mind -- In Which the Wizard Tells You How to Get People to Do What You Want Them to Do -- 29. Sing a Little Song, Dance a Little Dance -- 30. Surprising Broca -- 31. The Ad Writer as Poet -- 32. A Spoonful of Sugar -- 33. Way Too Stupid -- 34. Songs with Words, Pictures with People -- 35. John Young's Fortune -- 36. The Six Tugs-of-War: 1. Intellect vs. Emotion -- 37. The Six Tugs-of-War: 2. Time vs. Money -- 38. The Six Tugs-of-War: 3. Opportunity vs. Security -- 39. The Six Tugs-of-War: 4. Style vs. Substance -- 40. The Six Tugs-of-War: 5. Pain vs. Gain -- 41. The Six Tugs-of-War: 6. Sight vs. Sound -- 42. Are You Driving the Dog Crazy? -- 43. How Long Is the Race? -- 44. The Midnight Street Sweeper -- Part 4. Turning Pencil Lead into Advertising Gold -- ".
catalog description "65. The Three Worlds of Business: 3. The World of the Executive Office -- 66. Banker Talk -- 67. Have You Fixed the Leak in Your Boat? -- 68. Not So Stupid -- 69. Who's Buying from Sam? I Am! -- 70. Better Jewelry, Better Jeweler? -- 71. Waiting for Breakthrough -- 72. The Other Side of Breakthrough -- 73. Huebner's Sixth Rule of Mountaineering: There's Always Room on the Rope for a Person with Honor -- 74. Mountain-Climbing Millionaires -- 75. A Bright Red Bow Tie -- 76. Writing Classified Ads for Employment -- 77. Right Person, Wrong Job -- 78. Regression to the Mean -- 79. How to Get Exceptional Service -- 80. Would You Believe Twenty-Six to One? -- 81. Huebner's Third Rule of Mountaineering: Expect Dead Ends -- 82. Don't Get Your Panties in a Bind -- 83. Of All the Bad Luck! -- Part 6. How, Then, Should We Live? -- In Which the Wizard Explains the Art and Science of Life -- 84. The American Year -- 85. Will You Go for the High Note? -- 86. George Just Wants to Be Left Alone -- ".
catalog description "87. Poky's Wisdom -- 88. Johnny and Sam -- 89. A Pinpoint in the Darkness -- 90. Teedie the Asthmatic -- 91. Choose to Be Lucky! -- 92. UFO Taxi -- 93. History's Greatest Hoax -- 94. Oscar -- 95. What Price Success? -- 96. Harold and Jeff -- 97. Golden Apples -- 98. What I Learned at a Bar Mitzvah -- 99. Huebner's Fourth Rule of Mountaineering: Never Turn Your Back on Your Partner -- 100. New Kid -- 100+1. A Letter from William Lederer to Admiral David McDonald.".
catalog description "In Which the Wizard Explains the Mechanics of Miraculous Ad Writing -- 45. Did Rembrandt Paint by Number? -- 46. Huebner's Second Rule of Mountaineering: No Guts, No Glory -- 47. Have You Calculated Your APE? -- 48. "All for One, and One for All" -- 49. You Can't Hear a Decimal Point -- 50. You Must Be Present to Win -- 51. Nitroglycerin -- 52. The Secret Path to Miraculous Ads -- 53. What Do You See? -- 54. Sequencing Mental Images -- 55. Calculating the Ad Budget -- 56. Cost per What? -- 57. The Goose and the Gander -- 58. Radio Scheduling -- 59. Television Scheduling -- 60. Seeing Yourself Real -- 61. Change Is Inevitable, Growth Is Optional -- Part 5. Doing the Hard Thing -- In Which the Wizard Offers Advice on Managing a Business -- 62. Huebner's First Rule of Mountaineering: Climb with Passion -- 63. The Three Worlds of Business: 1. The World Outside Your Door -- 64. The Three Worlds of Business: 2. The World Inside Your Door -- ".
catalog description "Part 1. Philosophy of Advertising -- In Which the Wizard Examines the Question: "What Makes People Do the Things They Do?" -- 1. The Energy of Words -- 2. Specifics and Generalities -- 3. Dead Cows Everywhere -- 4. Uniquely Unqualified -- 5. Selling the Inside Champion -- 6. b'b'b' Bennie and the Jets -- 7. What Is Branding? -- 8. Category Dominance -- 9. Who Is Your Customer? -- 10. Good Ol' Hamp Baker! -- 11. Digging for the Diamond -- 12. Money, a Name, and a Difference -- 13. Seeing Your Customer Real -- 14. The Changing Face of the Rich -- 15. Out of Style -- 16. You Meet the Most Interesting People -- 17. The Wizard Who Got Away -- Part 2. Room with a View -- In Which the Wizard Explains the Functions of the Brain and the Power of Imagination -- 18. Living with Tarzan in the Jungle -- 19. Imagination and Sympathy -- 20. One Big Assumption -- 21. Wernicke and Broca -- 22. Second-Hand Knowledge -- 23. Perceptual Reality -- 24. A Problem with Details -- 25. The Magic Square -- ".
catalog extent "238 p. :".
catalog identifier "1885167393 (pbk.)".
catalog identifier "1885167407".
catalog issued "1999".
catalog issued "1999.".
catalog language "eng".
catalog publisher "Austin, Tx. : Bard Press,".
catalog subject "659.1 21".
catalog subject "Advertising copy.".
catalog subject "Advertising.".
catalog subject "HF5823 .W496 1999".
catalog tableOfContents "26. Huebner's Fifth Rule of Mountaineering: Never Look Where You Don't Want to Go -- 27. Escape the Dungeon of Depression -- 28. Emily Lives Inside Herself -- Part 3. Side Door into the Mind -- In Which the Wizard Tells You How to Get People to Do What You Want Them to Do -- 29. Sing a Little Song, Dance a Little Dance -- 30. Surprising Broca -- 31. The Ad Writer as Poet -- 32. A Spoonful of Sugar -- 33. Way Too Stupid -- 34. Songs with Words, Pictures with People -- 35. John Young's Fortune -- 36. The Six Tugs-of-War: 1. Intellect vs. Emotion -- 37. The Six Tugs-of-War: 2. Time vs. Money -- 38. The Six Tugs-of-War: 3. Opportunity vs. Security -- 39. The Six Tugs-of-War: 4. Style vs. Substance -- 40. The Six Tugs-of-War: 5. Pain vs. Gain -- 41. The Six Tugs-of-War: 6. Sight vs. Sound -- 42. Are You Driving the Dog Crazy? -- 43. How Long Is the Race? -- 44. The Midnight Street Sweeper -- Part 4. Turning Pencil Lead into Advertising Gold -- ".
catalog tableOfContents "65. The Three Worlds of Business: 3. The World of the Executive Office -- 66. Banker Talk -- 67. Have You Fixed the Leak in Your Boat? -- 68. Not So Stupid -- 69. Who's Buying from Sam? I Am! -- 70. Better Jewelry, Better Jeweler? -- 71. Waiting for Breakthrough -- 72. The Other Side of Breakthrough -- 73. Huebner's Sixth Rule of Mountaineering: There's Always Room on the Rope for a Person with Honor -- 74. Mountain-Climbing Millionaires -- 75. A Bright Red Bow Tie -- 76. Writing Classified Ads for Employment -- 77. Right Person, Wrong Job -- 78. Regression to the Mean -- 79. How to Get Exceptional Service -- 80. Would You Believe Twenty-Six to One? -- 81. Huebner's Third Rule of Mountaineering: Expect Dead Ends -- 82. Don't Get Your Panties in a Bind -- 83. Of All the Bad Luck! -- Part 6. How, Then, Should We Live? -- In Which the Wizard Explains the Art and Science of Life -- 84. The American Year -- 85. Will You Go for the High Note? -- 86. George Just Wants to Be Left Alone -- ".
catalog tableOfContents "87. Poky's Wisdom -- 88. Johnny and Sam -- 89. A Pinpoint in the Darkness -- 90. Teedie the Asthmatic -- 91. Choose to Be Lucky! -- 92. UFO Taxi -- 93. History's Greatest Hoax -- 94. Oscar -- 95. What Price Success? -- 96. Harold and Jeff -- 97. Golden Apples -- 98. What I Learned at a Bar Mitzvah -- 99. Huebner's Fourth Rule of Mountaineering: Never Turn Your Back on Your Partner -- 100. New Kid -- 100+1. A Letter from William Lederer to Admiral David McDonald.".
catalog tableOfContents "In Which the Wizard Explains the Mechanics of Miraculous Ad Writing -- 45. Did Rembrandt Paint by Number? -- 46. Huebner's Second Rule of Mountaineering: No Guts, No Glory -- 47. Have You Calculated Your APE? -- 48. "All for One, and One for All" -- 49. You Can't Hear a Decimal Point -- 50. You Must Be Present to Win -- 51. Nitroglycerin -- 52. The Secret Path to Miraculous Ads -- 53. What Do You See? -- 54. Sequencing Mental Images -- 55. Calculating the Ad Budget -- 56. Cost per What? -- 57. The Goose and the Gander -- 58. Radio Scheduling -- 59. Television Scheduling -- 60. Seeing Yourself Real -- 61. Change Is Inevitable, Growth Is Optional -- Part 5. Doing the Hard Thing -- In Which the Wizard Offers Advice on Managing a Business -- 62. Huebner's First Rule of Mountaineering: Climb with Passion -- 63. The Three Worlds of Business: 1. The World Outside Your Door -- 64. The Three Worlds of Business: 2. The World Inside Your Door -- ".
catalog tableOfContents "Part 1. Philosophy of Advertising -- In Which the Wizard Examines the Question: "What Makes People Do the Things They Do?" -- 1. The Energy of Words -- 2. Specifics and Generalities -- 3. Dead Cows Everywhere -- 4. Uniquely Unqualified -- 5. Selling the Inside Champion -- 6. b'b'b' Bennie and the Jets -- 7. What Is Branding? -- 8. Category Dominance -- 9. Who Is Your Customer? -- 10. Good Ol' Hamp Baker! -- 11. Digging for the Diamond -- 12. Money, a Name, and a Difference -- 13. Seeing Your Customer Real -- 14. The Changing Face of the Rich -- 15. Out of Style -- 16. You Meet the Most Interesting People -- 17. The Wizard Who Got Away -- Part 2. Room with a View -- In Which the Wizard Explains the Functions of the Brain and the Power of Imagination -- 18. Living with Tarzan in the Jungle -- 19. Imagination and Sympathy -- 20. One Big Assumption -- 21. Wernicke and Broca -- 22. Second-Hand Knowledge -- 23. Perceptual Reality -- 24. A Problem with Details -- 25. The Magic Square -- ".
catalog title "Secret formulas of the wizard of ads / Roy H. Williams.".
catalog type "text".