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The first step in persuasion is to entice your target to imagine doing the thing you want them to do.

Roy H. Williams

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Roy H. Williams
Age: 66
Born: 1958
Born: March 29
Author
Podcaster
Persuasion
Target
Step
Steps
Imagine
Firsts
First
Thing
Entice

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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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Numerals are images of amounts. But the amounts they represent are real.
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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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Turning the other cheek isn't submissive. It's defiant.
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Contrary to popular belief, Americans don't hate advertising.
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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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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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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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Consequently, a young business often grows by large percentages. Mature businesses rarely do.
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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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Use half as many words and they'll hit twice as hard.
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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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A visual image is a simple thing, a picture that enters the eyes.
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No trade will be made unless they want the thing more than they want their money.
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The risk of insult is the price of clarity.
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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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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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Writing good ads is easy when you have something to say.
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It is a lack of commitment, not a lack of talent, that damns you to mediocrity.
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