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Everyone is broken a little, I think, and the most broken of all are those who pretend they are not.

Roy H. Williams

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Roy H. Williams
Age: 66
Born: 1958
Born: March 29
Author
Podcaster
Little
Think
Thinking
Pretend
Broken
Everyone
Littles

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Most ads are ignored because every customer has a mental filter that evaluates and dismisses both of these languages of Ad-Speak with a single question: What are they not telling me?
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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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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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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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Writing good ads is easy when you have something to say.
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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.
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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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The first step in persuasion is to entice your target to imagine doing the thing you want them to do.
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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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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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Einstein was searching for String Theory. It not only reconciles General Relativity to Quantum Mechanics, but it reconciles Science and the Bible as well.
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What this means is that the first week of every new series of ads will continue to yield softer results than you can expect to see in weeks two and three.
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Consequently, a young business often grows by large percentages. Mature businesses rarely do.
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A visual image is a simple thing, a picture that enters the eyes.
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The person who achieves spectacular failure has at least attempted something bold. Failure is a temporary condition. Success is likewise temporary. Life, itself, is temporary - so quit hesitating. Do something!
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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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If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough.
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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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Take your inspiration from wherever you find it, no matter how ridiculous.
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Use half as many words and they'll hit twice as hard.
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