The Great Name

And in the Greek Magical Papyri the formula is... Hear me, because I am going to say the great name ΑΩΘ, before whom every god prostrates himself and every daimon shudders, for whom every angel completes those things which are assigned.

For you shall call upon the great name, for below the great name are the gods, angels, daimons, and spirits. This hierarchy is also the belief of the primordial world, where the manifold world of the pure forces of the cosmos are set out in hierachical emanations. Magic, being the raw expression of these forces when calling upon gods, daimons, angels and spirits, is to be commanded by the beauty, glory and dread of the great name.

And I howl in the wilderness... I call upon you great and mighty god, with command of your great name, you who lives for aions of aions, you who shakes together, you who thunders, you who has created every soul and race, hear my call in the wilderness ΙΑΩ ΑΩΙ ΩΙΑ ΑΙΩ ΙΩΑ ΩΑΙ!

Apuleius was just in his revelation of the magos... someone who, by conversing with the immortal gods, gains an incredible power of charms for everything he wishes.