People don’t buy based on logic—they justify based on logic. The real decision happens in the heart.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles explore the emotional roots of every buying decision. From blue diamonds to Coca-Cola, they explore how trust, identity, and belonging drive action and why short-term marketing tactics fail without emotional resonance.

You’ll learn how to:

-Trigger emotional buying behavior that drives long-term sales
-Use FOMO, identity, and belonging the right way
-Understand the difference between sales activation and direct response
-Craft campaigns that bond people—not just push products
-Align your message with Maslow’s hierarchy to meet deeper human needs

Mentioned in this episode:

• Blue Diamond Pendant ad campaign and the Christie’s story

• “Share a Coke” and the power of emotional personalization

• Sales Activation vs. Direct Response

• Maslow’s Hierarchy of Needs and identity-based marketing

• Roy’s “Seven Quiet Secrets of Sales Activation”

• Why belonging is greater than logic in high-impact advertising

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win, and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

Most businesses try to sell—but great brands make it easy for customers to buy.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles explore the core psychology behind every buying decision: identity, emotion, and belonging.

Through storytelling and brand case studies (including a mule named Nancy), they reveal how successful advertising doesn’t push—it pulls.

You’ll learn how to:

-Tap into customer identity instead of pitching product features
-Use brand alignment to earn trust and loyalty
-Avoid the pitfalls of off-brand messaging and tone shifts
-Embrace flaws and personality to build emotional resonance
-Write ads that reflect who your customer wants to be

Mentioned in this episode:

• The Sugar Cube Strategy (Nancy the Mule)

• Bud Light’s brand backlash

• Dove’s Real Beauty campaign

• Why consistency and character drive brand loyalty

• The difference between being human vs. being generic

• How customers use purchases to reinforce identity

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win, and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

If your main metric for advertising is ROAS… you’re playing a short game.

In this episode of The Wizard of Ads, Roy H. Williams and Todd Liles reveal the real signs your marketing is working—from brand recall and top-line growth to the way customers repeat your exact words back to you.

You’ll learn how to:

• Spot the real signals that your brand is gaining traction
• Use branded search metrics to measure impact (and avoid the PPC trap)
• Predict long-term growth with simple “country boy” math
• Build ads that don’t fit the mold—but stick in the mind
• Transition from lead chasing to legacy building (without going broke)
• Align operations with marketing to support real scale

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win, and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard