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

If you've ever wrestled with ad budgets, struggled with ROAS, or questioned whether your marketing is working, this episode is for you.

On Todd Liles and the Wizard of Ads, Todd and Roy H. Williams break down the real numbers behind growth—from how much to spend on advertising to the difference between margins and markups. You’ll also learn why some of the best-performing media isn’t the flashiest… it’s the most memorable.

Forget the fluff. This is real-world marketing math that helps you scale without betting the business.

You’ll learn how to:

• Set the right ad budget (based on what actually drives growth)

• Understand margin vs. markup (without getting lost in the weeds)

• Make smart scaling decisions without unnecessary risk

• See why ROAS doesn’t tell the full story

• Leverage radio and repetition to outpace newer channels

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

What if your ads didn’t just grab attention—but built trust, sparked emotion, and created lasting connection? That’s the real goal of advertising, according to Roy H. Williams—and in this episode, he shows you how to get there.

On Todd Liles and the Wizard of Ads, Roy and Todd break down the Seven Laws of Advertising—from storytelling and repetition to emotion and clarity—and why these timeless principles still outperform short-term gimmicks.

If you want marketing that makes people feel something (and actually works), don’t miss this.

You’ll learn how to:

• Win hearts before you win wallets

• Create ads that resonate and stick

• Use story to outshine statistics

• Build emotional connection that drives action

• Trade quick-hit tactics for long-term brand power

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

Do you want your ads to actually work? Say the thing no one else will. In this debut episode of The Wizard of Ads Podcast, Todd Liles sits down with Roy H. Williams—author, ad man, and the Wizard himself—to unpack why safe marketing is invisible and clarity requires courage.

This isn’t about gimmicks or trends—it’s about speaking the truth so clearly that your customer can’t look away. If you're tired of marketing fluff and want the real rules of persuasion, this episode is your foundation.

What You’ll Learn in This Episode:

• The bold principle that built Roy’s career
• How to instantly build trust in your message
• Why clarity > cleverness in advertising
• The #1 way to know if a marketer is full of crap
• How Apple’s 1984 ad insulted its way into history
• Why your ad budget doesn’t matter if your message sucks
• The difference between attention and persuasion

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