Author Archives: wizardwalter

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.

Finger Lickin’ Bad


I never watched Saturday Night Live so I never saw Darrell Hammond’s impersonation of Bill Clinton.  So imagine my confusion the first time I saw one of the new ads for Kentucky Fried Chicken.  My first thought was why do they … Continue reading

Posted in Advertising, Food and Beverage, Marketing, Television | Tagged , , , , | Leave a comment

The NASCARization Of Horse Racing?


I heard that the owners of Triple Crown Winner American Pharoah had sold exclusive sponsorship rights to Monster Energy and private jet service Wheels Up prior to the Belmont Stakes  I watched much of the coverage leading up to and … Continue reading

Posted in Advertising, Marketing, Television | Tagged , , , | Leave a comment

Avoiding The Pitfalls Of Personal Endorsements


Endorsements can be a powerful tool for advertisers but before you sign on for a campaign do your homework Continue reading

Posted in Advertising, Copywriting, Radio | Tagged , | Leave a comment

Old Jingles Played In A New Way


Posted in Uncategorized | Leave a comment

A Question For K-Mart Merchandisers


I don’t shop for socks very often (working from a home office has certain benefits) and after my experience at my local K-Mart I hope I won’t have to shop for them again for quite a long time.  You’d think … Continue reading

Posted in Customer Service, Marketing | Tagged , , , , | 1 Comment

Chili Today Hot Tamale


After being opened for seven months, a restaurant in downtown Racine changed it’s name. The original name of the restaurant was Taos Chili. Seems the owner was surprised that he’d been pigeonholed by customers as only a chili place and … Continue reading

Posted in Food and Beverage, Marketing | Leave a comment

A Cool Toy That Would Get A Kid Kicked Out Of School These Days


  Smoking barrel and all.  

Posted in Advertising, Lifestyle, Television | Tagged , | Leave a comment

20 Jingles in 60 seconds


I should have learned to play guitar.  

Posted in Uncategorized | Leave a comment

Bad To The Bone


In another case of “just because you can, doesn’t mean you should,” the German company Sky-Go has developed “The Talking Window” for use in public transportation.  Using bone conduction technology a transmitter silently releases high frequency oscillations onto the glass … Continue reading

Posted in Advertising, Marketing, Technology | Tagged , , , | Leave a comment

The Feeling Is Mutual


Bank Mutual headquartered in Milwaukee has 79 branches across Wisconsin. The Mutual Fund Store headquartered in Overland Park Kansas has over 70 branches nationwide including Milwaukee. That poses a problem for The Mutual Fund Store’s new “The Feeling Is Mutual” … Continue reading

Posted in Advertising, Copywriting, Marketing, Radio, Uncategorized | Tagged , , , , | Leave a comment