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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?
Roy H. Williams
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Roy H. Williams
Age: 66
Born: 1958
Born: March 29
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Evaluate
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Ads
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Customer
Speak
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Every
Ignored
Evaluates
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Mental
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Telling
Filters
More quotes by Roy H. Williams
No trade will be made unless they want the thing more than they want their money.
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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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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 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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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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Consequently, a young business often grows by large percentages. Mature businesses rarely do.
Roy H. Williams
Embarrassment, or the risk of it, accompanies all your important choices.
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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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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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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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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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Having the right message is what matters. It's not who you reach, it's what you say.
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Writing good ads is easy when you have something to say.
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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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Numerals are images of amounts. But the amounts they represent are real.
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Use half as many words and they'll hit twice as hard.
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The first step in exceeding your customer's expectations is to know those expectations.
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Rich Christiansen is one of the most insightful, practical and cost-conscious entrepreneurs in the world today. Listen to Rich. He won't steer you wrong.
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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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The risk of insult is the price of clarity.
Roy H. Williams
