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FutureNow Post
Monday, Jun. 28, 2004 at 6:21 pm

Wizards First Rule

By Persuasion Architects
June 28th, 2004

Below is a real life email exchange between X-Gaming Customer Service (A Future Now Client) and one of their site’s visitors…the names have been changed to protect the not-so-innocent.

—–Original Message—–
From: Customer
Sent: Sunday , June 27, 2004 12:08 AM
Subject: Bulletproof?

hi i am just wondering if the x-arcade is really bulletproof

—–Original Message—–
From: Xgaming, Inc
Sent: Monday , June 28, 2004 10:39 AM
Subject: Bulletproof?

Not literally sir, it is made of wood.


Customer Service Representative

Roy H. Williams “The Wizard of Ads” explains the above interaction with far greater eloquence than I can. He calls it “The Wizard’s First Rule” and teaches it in his Magical Worlds Communications Workshop taught exclusively at Wizard Academy. You should go.

In the same workshop Roy also teaches a communication technique called “Particle Stack” which we used extensively when writing the X-Gaming home page copy. The copy has been live less than a week and we have already seen some nice increases in conversion.

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Comments (2)

  1. Ahhh, the wizards first rule…eloquently taught by Roy Williams….yeah, i think people need to attend the Wizard Academy to truly appreciate this rule of advertising, marketing, and pretty much any communication.

    Great post. Funny email. Good example of the rule in action.

  2. Very nice site. Will sure visit again.

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