The Wizard Chronicle
How to Attract, Convert, and Delight CustomersBy: Wizard of Ads Partners Editor: Craig Arthur
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Entries in Wizard Partners (7)
What is... Particle Conflict, Symbolic Thought, Procedural Memory?
Particle Conflict is created by adding an element that doesn't belong, but fits.
Symbolic Thought is accessed by linking the unknown to the known.
Procedural Memory is a product of Relevance x Repetition.
Like to hear the Wizard describe these in depth? (Plus much more...)
May 3, 2008The Role of a Wizard of Ads Marketing Consultant...
Below is an excerpt from the article:
Unattached Marketer Seeks Self-Employed Professional For Long Term Relationship by Wizard Partner, Chuck McKay
"A good consultant stacks the odds in the client's favor by having a broad knowledge of proven marketing techniques. ...the primary values any consultant provides are perspective, and advice... Sometimes the client doesn't wish to follow that advice." So what happens then?
A good consultant stacks the odds in the client's favor by having a broad knowledge of proven marketing techniques. By knowing what has worked for other businesses. By seeing the parallels between the client's issues and similar problems that other industries have solved. By recognizing not only the factors which can derail business, but also the opportunities that can help the client leapfrog over his competitors.
But, past the mechanics, the primary values any consultant provides are perspective, and advice, which brings us to the point of this writing.
Sometimes the client doesn't wish to follow that advice.
I once heard this dilemma compared to a duffer on the golf course refusing to accept the help of the club pro. When the pro advises a three iron, and the duffer insists on using a wood, the pro's choices are to tell the duffer he's on his own, or to help him to get the best shot possible with his own choice of club. “Get a good stance, keep your left arm stiff, keep your head down, be sure to follow through.”
A client I've been working with, however, will not use any club I recommend. As much as I've tried to help him get distance on his shots, he insists that I do things his way. It appears he's hoping I can execute his marketing strategy better than he did. But, even a brilliant execution of a flawed strategy still leaves a flawed strategy.
Since I don't believe that our professional relationship is benefiting his business, I can't in good conscience continue to charge him for my services. I hope we can stay friends, because I truly enjoy his company, but I have resigned the account.
Soccer Mom Myth Web Site Announced
By Dave Young, Wizard Partner
Michele Miller and Holly Buchanan have unveiled a new web site in support of their book, The Soccer Mom Myth.
My favorite line in the site is a warning:
WARNING: This is not your typical dry business book. It includes politically incorrect views, some unladylike language, and tequila stories. We're pulling back the curtains for a realistic look at what women really want.
I'm about half-way through my pre-release review copy and I'm loving it! You can download free chapters, read about the authors and even watch videos of the authors talking about the book.
PS. from the Editor: Michele and Holly are 2 of my most favourite women in the world, next to the two princesses in Australia of course... also known as my wife and daughter. :-)
Wizard Academy... Marketing to Women... Wizard Consulting
Ever wonder what Wonderbranding Marketing to Women seminar is about?
Ever wonder who attends Wizard Academy?
Ever wonder how Wizard of Ads consultants help businesses grow?
Ever wonder why you should partner with Wizard of Ads?
Wonder no more.
Listen to Wizard Partners Michele Miller and Dave Young discuss all the above.
The podcast runs about 15min... so coffee up... feet up... and enjoy
Wizard News - Branding Blog Featured at TypePad
Wizard Partner & Persuasion Architect Dave Young is a quiet guy, but that doesn't stop him from making headlines and being flown around the world by big companies wanting his services.
TypePad has honoured Dave's blog with the status of feature blog.
If you are a business owner and yet to read the Number 1 best selling business book Waiting for Your Cat to Bark, Dave has a surprise for you when you visit his site. (Hurry though as it is a limited offer)
Well done DAVE.
Wizard News - Dave Young Arrives in Australia
Wizard Partner & Persuasion Architect, Dave Young arrived in Sydney, Australia this morning.
Dave is consulting to one of Australia's largest mortgage brokers.
After the project, Dave is having some R&R in Townsville before returning home.
Welcome back to Australia Dave.
Jeff Sexton - Persuasion Architect
Wizard Partner Jeff Sexton joins the Future Now Inc team as a full time Persuasion Architect.
Becoming a Persuasion Architect thrusts you into the thin air of marketing. It is a profession with only a handful of qualified practitioners.
For those of you who do not know Jeff, he is best described as the Wizard Partner with Hollywood boyish good looks, the writing talent of Hemingway and Steinbeck, and the all round niceness of Ritchie Cunningham.
Jeff will continue to teach the How to Write Powerfully & Clearly class and to work with select Wizard of Ads clients.
Congratulations Jeff.