Secret Formulas School
Roy H. Williams (Wizard Of Ads) – Secret Formulas School of Advertising
In 1998, a 12-tape video series featuring The Wizard of Ads was made available to advertising professionals
around the globe. Since then, exactly 1,427 copies of that series have been shipped. This is not that series, but
a signicantly updated replacement for it. A tremendous value for the money.
This video library includes:
Session 1 – What is Selling? and The Three Worlds of Business
The Wizard’s rst Secret Formula explains how to dene selling, a term that has come to mean numerous
things over the years. You will also learn how to begin analyzing your clients’ businesses, as well as your own
after hearing The Wizard’s classic updated discussion of The Three Worlds of Business: the world of the
executive oce (your vision), the world inside your door (customers’ experience), and the world outside your
door (advertising and reputation).
Session 2 – The Uncovery Part I – The Sword in the Stone
The Uncovery Part II – How Long is the Time Horizon
No person or business can gain a true understanding of who they are or what they stand for from the inside. In
other words, it is impossible to read the label from inside of the bottle. The most crucial stage in consulting is
called the Uncovery. During this meeting, your Sword in the Stone, your business’s core, is unearthed. Then, and
only then, can a powerful advertising campaign be developed that will shake the earth and bring the masses
running. Once the campaign is launched, results will continue to improve exponentially, as long as you can stand
to weather the ‘chickening-out period,’ which usually comes somewhere between invoice 2 and invoice 3.
Session 3 – The Uncovery Part III – Targeting Relationally or Transactionally
This never before recorded discussion teaches how transactional and relational customers vary greatly in their
purchasing habits. Both are valuable customer bases, but most companies have trouble determining who
they’re speaking to, and who they should be speaking to. Which type of customer does your business attract?
Are you speaking to the dog in the language of the dog?
Session 4 – The Uncovery Part IV – Business Topology
Henry Ford did not revolutionize his industry by looking at what other automakers were doing. General Mills did
not overhaul their production process based on other cereal companies. Only by looking outside of their
industries to parallel but unrelated businesses did these companies nd the principles to launch themselves to
the top. Learn about Business Topology and shatter your old ways of thinking and standard practices.
Session 5 – Uncovery Part V – The Message
The two most crucial elements in business are what you do (business practices) and what you say (message).
Learn how to harness the power of words to answer the questions that people are really asking.
Session 6 – How to Calculate an Ad Budget
“How much should I spend on my advertising?” This truly is a secret formula that you can take to the bank…as
well as to your chosen media.
Session 7 – The APE
Albert Einstein, contemporary wizard of physics and mathematics, is best known for E=mc2. This equation,
however, represents a relationship that is much deeper than any mathematical statement can convey. In much
the same way, the Advertising Performance Equation (APE) represents the relationship between your message,
the frequency of that message, the customers’ experience, market potential, and sales.
Session 8 – Neurology 101
Exactly how does your brain process information? You may not be expecting an advertising discussion to
involve things like brain maps and neuro-pathways, but you will gain valuable insights that reach far beyond
advertising in this engaging scientic discussion.
Session 9 – Depths of Memory and Branding
Few advertising experts go to the lengths to research how the human brain captures and retains messages. Do
you know how many types of memory there really are? You will be astounded at the depth to which The Wizard
delves into the mind to uncover these mysteries. Learn to reconstruct these veried scientic facts to implant
your messages into the minds of your potential customers.
Session 10 – Foolish Things We Believe
Many wizards past have discovered and proclaimed truths that were outside the realms of popular opinion or
traditional wisdom, yet we arm their ideas today as trusted science. How many “policies” do you follow based
on tradition or unveried “popular” wisdom?
Session 11 – Selling Customers Their Way
featuring Dr. Nick Grant with Jerey Eisenberg
In this fast-paced, 35 minute session, you’ll receive an introduction into New School Selling and hear tips from
one of America’s most brilliant consulting psychologists on how to recognize and accommodate the preferred
interaction style of your customer. This session is all about how to serve your customers in the ways they prefer
to be served after they’ve responded to your ads.
Session 12 – To “E” or not to “E,”
with Jerey and Bryan Eisenberg
Je & Bryan Eisenberg are the founders of Future Now, Inc. , based in New York City and founded in 1998. They
specialize in helping clients increase the conversion rates and return on their online marketing investment.
Bryan and Jerey have been featured speakers at numerous industry events: DMDAYS, @dtech, Search Engine
Strategies, Internet Marketing Conference, Internet World, Net.Marketing, eMarketing World Expo, DMA
Annual, ClickZ Email Strategies, and have been featured in publications such as ClickZ.com, Publish, Chicago
Business Tribune, Inc Magazine, DM News, EDP the Business, MarketingSherpa, the Toronto Star, and Internet
Retailer. Bryan is co-author of “The Marketer’s Common Sense Guide to e-Metrics” and both Bryan, Jerey and
Lisa Davis are co-authors of the book “Persuasive Online Copywriting,” released by Wizard Academy Press.
Readmore: Roy H. Williams