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Tables of Contents for The Wizard of Ads
Chapter/Section Title
Page #
Page Count
I. Turning Words into Magic Advice on trendcasting why good ads stick in your mind the qualitative trap being believable the quick set-up letting people live in fantasy pitfalls of price-driven ads predictability what you're really saying your reticular activator substantiation intellect vs. emotion and more
12
74
1. Nine Secret Words
12
2
2. Buried Treasure
14
2
3. Handy to Have Around
16
2
4. The Mousetrap Myth
18
2
5. The Rest of the Mousetrap Story
20
2
6. Elevators Don't Read Minds
22
2
7. Pushing a Car
24
2
8. Home Movies
26
2
9. The Important One Is "You"
28
2
10. No Laughing Matter
30
2
11. Look for the Loophole!
32
3
12. When the Truth Is Not Persuasive
35
1
13. Velcro, the Ad Writer's Friend
36
2
14. Reaching the Right People
38
2
15. All I Said Was
40
2
16. The Mental Trigger
42
2
17. Furnishings of the Mind
44
2
18. Selling to Walter Mitty
46
2
19. Our Need for Definition
48
2
20. The Cocaine of Advertising
50
2
21. The World's Best Traffic Builder
52
2
22. Reading Between the Lines
54
2
23. Big Talk and Little Acorns
56
2
24. "No one goes there anymore. It's too crowded."
58
2
25. "But it's a dry heat."
60
2
26. Walking into Darkness
62
2
27. Hardwood, Hammer, and Nail
64
2
28. A Time for True Lies
66
2
29. Poppin' the Rag
68
2
30. Intrusive Visibility
70
2
31. A Fire Hose and a Teacup
72
2
32. A Few Magic Words
74
2
33. Albert's Big Observation
76
2
34. When You Need to Advertise in the Worst Possible Way
78
2
35. Twelve Causes of Advertising Failure
79
3
36. A Peek Behind the Curtain
82
4
II. Turning Strangers into Customers Thoughts on the delight factor passion the power of preconception your unique selling proposition initiative personality living in reality the benefits of failure the planning problem the power of presentation listening to idiots and much more
86
62
37. The Best Salesman I Ever Knew
86
2
38. Cecil, Charlie, and Lagniappe
88
2
39. Idiots Are Out to Get Me
90
2
40. Does Anyone Lack Ambition?
92
2
41. A Breakfast Biscuit with Coffee
94
2
42. Of Sharks and Pigs
96
2
43. "...which means..."
98
2
44. Three, Four, and Three
100
2
45. Flash! Commoners Outnumber the Rich
102
1
46. Yes, I'm Prejudiced. So Sue Me
103
3
47. A Caterpillar Named John Riley
106
2
48. Abraham Lincoln!
108
2
49. Management by Consensus
110
2
50. Time Poverty
112
2
51. When an Idea's Time Has Come
114
2
52. When the Time Has (Not Yet) Come
116
2
53. Five Happy, Nine Disappointed
118
2
54. A Merry-Go-Round Called Kansas
120
1
55. Falling off the Merry-Go-Round
121
1
56. Perception of Value
122
2
57. A Lateral Transfer of Knowledge
124
2
58. Intellect and Emotion
126
2
59. Silver Paint and a Weed-Eater
128
2
60. The Way Things Ought to Be
130
2
61. A Two-Peso Weather Report
132
2
62. Is Failure the Key to Success?
134
1
63. Experiment!
135
1
64. Hindsight Is 20/20
136
2
65. The Secret of Jack
138
2
66. Pointing Chris Like a Gun
140
2
67. How Long Is Your Shadow?
142
2
68. No Plan for Success
144
4
III. Turning Dreams into Realities Insights into why you're so lucky the sad predominance of pessimism living a win-win life the power of dreams the importance of now the necessity of focus how to measure success how to recognize destiny knowing your own vision and still more
148
66
69. Congratulations, You Won the Lottery!
148
2
70. Run with the BIG Dogs?
150
2
71. Ted and the Redhead of 1886
152
2
72. Willie and His Bank Balance
154
2
73. Not All the Rich Are Whiners, Willie
156
2
74. But What about Grandpa Cornelius?
158
2
75. Sue's Little Boy
160
2
76. The Song of the Weasel
162
2
77. Strangers on the Beach
164
2
78. Thumbing Through the Diary of a Genius
166
2
79. Listening to Ted
168
2
80. The Power of Encouragement
170
2
81. Leaving Something on the Table
172
2
82. Celebrate the Ordinary
174
2
83. Murphy Finally Figures It Out
176
2
84. When in Pain
178
2
85. Paul's Adopted Son
180
2
86. Thinking with Your Heart
182
1
87. The Canyon of Wile E. Coyote
183
1
88. Milestones and Dreams
184
2
89. Creativity Is an Inert Gas
186
2
90. Fingerprints of God
188
2
91. If at First You Don't Succeed
190
2
92. The Seventh Wonder of the World
192
2
93. Is Overchoice Keeping You Average?
194
2
94. The Air Is Full of Ping-Pong Balls
196
2
95. What Makes Alexander Great?
198
2
96. Using Your Ruby Red Slippers
200
2
97. "But you don't understand."
202
1
98. What Is "Quality of Life"?
203
1
99. Joe Is Not Your Average Boy
204
2
100. 121,000 Poor People
206
2
100 + 1. A Message to Garcia
208
6
Index
214
7
About the Author
221