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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.
Roy H. Williams
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Roy H. Williams
Age: 66
Born: 1958
Born: March 29
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People
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Realizing
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Prevail
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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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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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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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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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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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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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Embarrassment, or the risk of it, accompanies all your important choices.
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