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Writing good ads is easy when you have something to say.

Roy H. Williams

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Roy H. Williams
Age: 66
Born: 1958
Born: March 29
Author
Podcaster
Easy
Writing
Something
Good
Ads
Economy

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No trade will be made unless they want the thing more than they want their money.
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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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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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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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Use half as many words and they'll hit twice as hard.
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Contrary to popular belief, Americans don't hate advertising.
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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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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 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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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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Take your inspiration from wherever you find it, no matter how ridiculous.
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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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Small thoughts fit easily into a closed mind, but big thoughts require an open one.
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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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Consequently, a young business often grows by large percentages. Mature businesses rarely do.
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Numerals are images of amounts. But the amounts they represent are real.
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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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If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough.
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It is a lack of commitment, not a lack of talent, that damns you to mediocrity.
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