Hi Erik!

Thanks for sharing those insights from the "Wizard of Ads" Roy Williams....

Frameline Magnetism sounds like a great concept. It also reminds me of something Joe Sugarman points out in "Advertising Secrets of the Written Word" (chapter 20)....

He says:

"The more the mind must work to reach a conclusion successfully, the more positive, enjoyable or stimulating the experience."

Joe Sugarman is a big believer in getting people's minds to work.... Don't give them the WHOLE answer. Leave a part out, but a part which they can easily figure out for themselves....

It seems to be a related concept to "Frameline Magnetism"....

Joe Sugarman even says that "Telling too much in copy or even in photography can actually harm a sale" (p.178). Sometimes, people like to fill in the gaps themselves.... You provide them with what they need to reach the conclusion, then let them reach the necessary conclusion themselves. It's a lot more stimulating that way....

I also found a "Monday Memo" where Roy Williams talks about "Frameline Magnetism". He also tells the story you mentioned, about the radio ad he wrote where he didn't mention the name of the store. Where at the end, instead of the address of the store, he just had, "Okay.... I'm done". Reading this might help to answer Ken's question. You can read the full script of that radio ad at the link below....

- Dien Rice


Roy Williams on Verbal Frameline Magnetism