Secret Formulas School of Advertising
4 DVD's | MP4 | AVC @ 649 Kbps, 720 x 480, 29.970 fps | AAC @ 156 Kbps, 2 channels, 48 KHz | ASIN: B000BX4X4A | 2,01 GB
Genre: Business | Year: 2004 | Author: Roy Williams | Duration: 540 mins | Language: English
12-Session Video Library on 4 DVDs by Roy Williams. 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 significantly updated replacement for it.
This video library includes
Session 1 ?What is Selling? and The Three Worlds of Business
The WizardæŠ¯ first Secret Formula explains how to define selling, a term that has come to mean numerous things over the years. Covers the importance of analyzing your clients?businesses, as well as your own after hearing The WizardæŠ¯ updated discussion of The Three Worlds of Business: the world of the executive office (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. The most crucial stage in consulting is called the Uncovery. During this meeting, your Sword in the Stone, your businessæŠ¯ core, is unearthed. Only then can a powerful advertising campaign be developed. Once the campaign is launched, results will continue to improve exponentially, as long as you can stand to weather the æ…¶hickening-out period,' which usually comes somewhere between invoice 2 and invoice 3.
Session 3 ?The Uncovery Part III ?Targeting Relationally or Transactionally
This 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 theyæŠ®e speaking to, and who they should be speaking to. Emphasises the importance of identifying which type of customer is being dealt with and speaking to them in their own language.
Session 4 ?The Uncovery Part IV ?Business Topology
Henry Ford did not manage to revolutionise his industry by looking at what other motor manufacturers were doing. General Mills did not overhaul their production process based on other cereal companies. Only by looking outside of their own industries to parallel but unrelated businesses did these companies find the principles to launch themselves to the top. Shows how learning about Business Topology can radically alter 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). Shows how to harness the power of words to answer the questions that people are really asking.
Session 6 ?How to Calculate an Ad Budget
Discusses the crucial question of how much a companu should spend on advertising.
Session 7 ?The APE
Albert Einstein, 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 a companyæŠ¯ message, the frequency of that message, the customers?experience, market potential, and sales.
Session 8 ?Neurology 101
Explains how a brain process information. An advertising discussion may not be expected to involve things like brain maps and neuro-pathways, but these concepts provide valuable insights for advertising as well as far beyond.
Session 9 ?Depths of Memory and Branding
Few advertising experts go to the lengths to research how the human brain captures and retains messages. Roy Williams studies the different types of memory and demonstrates how to use this scientific information to implant messages into the minds of potential customers.
Session 10 ?Foolish Things We Believe
Many scientists and eminent thinkers of the past have discovered and proclaimed truths that were outside the realms of popular opinion or traditional wisdom of the time, yet today their ideas are accepted as trusted science. How many "policies" do you follow based on tradition or unverified "popular" wisdom?
Session 11 ?Selling Customers Their Way (featuring Dr. Nick Grant with Jeffrey Eisenberg)
This session presents an introduction to New School Selling and tips from a consulting psychologists on how to recognise and accommodate the preferred interaction style of a customer. Shows how to serve customers in the ways they prefer to be served after theyæŠ³e responded to your ads. Presented by Dr. Nick Grant and Jeffrey Eisenber.
Session 12 ?To "E" or not to "E (with Jeffrey and Bryan Eisenberg)
A session by Jeff and Bryan Eisenberg, founders of Future Now, who specialise in helping clients increase the conversion rates and return on their online marketing investment.
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