Comments on: Book Review: The Wizard of Ads

By: Murtaza

Murtaza — Thu, 27 Dec 2007 22:59:44 +0000

Well Dean,

This books seems like an appetizer for our kind of readers…Why don’t you put couple of more para from the same book?

Murtaza.

By: Jay Ehret

Jay Ehret — Wed, 26 Dec 2007 13:01:46 +0000

While this book may not exactly be a “how-to” book, after reading it, I think you will have a better understanding of “how-to” write better copy.

While Roy Williams is an old radio guy, he has copywriting truths that cut across all media.

This book has been on my shelf for years, thanks for the reminder to pick it up and re-read.

By: Janice C Cartier

Janice C Cartier — Tue, 18 Dec 2007 16:29:31 +0000

Dean,
Laughing out loud here…hey…we just illustrated your point…clarity vs risk……. still laughing…

Jan

By: Dean Rieck

Dean Rieck — Tue, 18 Dec 2007 03:52:31 +0000

"As elegant as a falcon on the hunt, or an arrow finding its target"

LOL I was going to give a few examples like that, but didn't want to freak out people. I was thinking along the lines of a sniper bullet.

I'm a sci-fi movie buff and saw "I Am Legend" this last weekend. Will Smith's character refers to a world-killing virus as "elegant."

By: Janice C Cartier

Janice C Cartier — Tue, 18 Dec 2007 01:54:02 +0000

Dean,
Absolutely. As elegant as a falcon on the hunt, or an arrow finding its target…
Thanks.

Jan

By: Dave Young

Dave Young — Mon, 17 Dec 2007 23:49:03 +0000

Just another tidbit about the author. Most of this book is compiled from his Monday Morning Memo. He’s been writing and sending a memo like clockwork for years.

He used to record it on an answering machine, then it migrated to a faxed memo, and of course, now it’s an email newsletter. (www.mondaymorningmemo.com)

The message to bloggers is that with consistent effort, you will one day have enough material to publish a book!

By: Dean Rieck

Dean Rieck — Mon, 17 Dec 2007 22:57:27 +0000

Janice,

Well said. Marketing can be elegant. By that I don’t mean “pretty,” but pleasing in its efficiency and simplicity.

By: Janice C Cartier

Janice C Cartier — Mon, 17 Dec 2007 20:30:39 +0000

Dean,
The book is happily on my list. I look forward to its arrival.

Direct + clear with offers= increase in response

“Ruffled feathers” or no.

Good to know.
Even in , or especially In, the business of aesthetics, there is a beauty in using the right tool. Thanks for handing me one.
JC

By: Dean Rieck

Dean Rieck — Mon, 17 Dec 2007 19:15:15 +0000

Janice,

I’ll leave it to you to find out what the book has to say about “The risk of insult is the price of clarity.”

But one example would be an e-mail I received from a guy in Tokyo this morning blaming me for “crass” and “annoying” radio ads. Apparently he downloads radio programming from the U.S. and doesn’t like the ads. And he read an article I wrote where I advised that radio advertisers repeat phone numbers 3 or more times.

Another example would be how I repeatedly beat response rates for Sprint products with ugly, offer driven mailers instead of the usual pretty mailers that downplayed the offer. It rubbed some people the wrong way, despite the added sales.

Being direct and clear will “insult” some people because they simply can’t handle it. For many, advertising is a game, not business.

By: Janice C Cartier

Janice C Cartier — Mon, 17 Dec 2007 17:52:42 +0000

Sounds delightful. Will look it up.
“The risk of insult is the price of clarity.”
Dean,
Could you expand a bit on this point. My late and very dear friend, Abby Catledge had absolute grace and dexterity with this very useful skill. Her dear husband Turner was managing editor at the New York Times and he” suffered no fools”she always said. Amazing how it worked for her. Always the lady, yet not one hesitation to “haul out the artillery” if needed.
How do we take risks, and hone the craft of ” civilized controversy”, while keeping our grace?
All best,
Jan