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No trade will be made unless they want the thing more than they want their money.

Roy H. Williams

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Roy H. Williams
Age: 66
Born: 1958
Born: March 29
Author
Podcaster
Trade
Unless
Money
Thing
Made

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Preparation, mastery, can help you overcome your fear, but mastery alone is not enough. There has to be something you want that’s worth more to you than your fear.
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Use half as many words and they'll hit twice as hard.
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Month after month, Wizard Academy equips people who want to make a difference. This is why journalists and scientists and artists and educators and business owners and advertising professionals and ministers are attracted to our little school.
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A smart man makes a mistake, learns from it, and never makes that mistake again.But a wise man finds a smart man and learns from him how to avoid the mistake altogether.
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The first step in persuasion is to entice your target to imagine doing the thing you want them to do.
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People don't trade money for things when they value their money more highly than they value the things.
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Numerals are images of amounts. But the amounts they represent are real.
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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.
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If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough.
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Opportunity never knocks. It hangs thick in the air all around you. You breathe it unthinking, and dissipate it with your sighs.
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Have you heard of this new thing called the internet? It's giving people new expectations. It's allowing them to become their own expert. Knowledge lies anxious at their fingertips. Gloss over the truth in your advertising and you'll quickly be dismissed as a poser.
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Small thoughts fit easily into a closed mind, but big thoughts require an open one.
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Turning the other cheek isn't submissive. It's defiant.
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Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.
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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.
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A polarizing mission statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft such a statement.
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Writing good ads is easy when you have something to say.
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Everyone is broken a little, I think, and the most broken of all are those who pretend they are not.
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The first step in exceeding your customer's expectations is to know those expectations.
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