Roy H. Williams
Roy H. Williams
Roy Hollister Williams is a best selling author and marketing consultant best known for his Wizard of Ads trilogy. He is founder of the Wizard Academy institute and currently lives in Austin, Texas with his wife Pennie...
NationalityAmerican
ProfessionBusinessman
CountryUnited States of America
impact today impossible
Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.
order media demand
It appears that the media filters we carry in our heads are like computers: they've been forced to get faster in order to keep up with the demands our high-speed society puts on them.
truth two half
Quantum Mechanics and General Relativity are both accepted as scientific fact even though they're mutually exclusive. Albert Einstein spent the second half of his life searching for a unifying truth that would reconcile the two.
company products ads
Most ads are about the product or the company that makes it...the best ads are about the customer and how the product will change his life.
skills people want
If you want the truth to prevail, you must cause people to realize the truth. This requires much more skill than is required to simply tell it.
what-matters messages matter
Having the right message is what matters. It's not who you reach, it's what you say.
simple risk able
The risk of insult is the price of clarity. To be clearly understood one must speak the simple, essential truth as plainly as he is able.
want firsts steps
The first step in persuasion is to entice your target to imagine doing the thing you want them to do.
submissive turn-the-other-cheek cheeks
Turning the other cheek isn't submissive. It's defiant.
risk insult clarity
The risk of insult is the price of clarity.
heart reality secret
Guard the secret theater of your heart. See nothing there that you do not want to see happen in reality.
heart home vacation
Your heart, my friend, is the size of a stadium. If you try to fill it with small things - a new car, a vacation, a promotion at work, a bigger home, a stock portfolio - a mournful echo will fill your life. But if you fill your stadium with all of humanity and search for ways to make their lives better each day, you will find yourself in the right place at the right time, doing the right thing in the right way.
differences mind tag
The value of an item—in the mind of a consumer—is simply the difference between the anticipated price and the price on the tag.
stories increase items
A good story often increases the salability of an item without increasing its actual value.