Most business owners make one fatal mistake in their marketing — they talk about themselves instead of their customers.

In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams break down why the most powerful ads are written in second person (“you” and “your”), not “we” or “our.”

You’ll learn how empathy, perspective, and storytelling turn ordinary advertising into unforgettable messaging.

Here’s what's inside:

• Why great ads focus on you, not we

• The power of empathy in making customers feel smart and understood

• How to use the “omniscient narrator” to make your listener the hero

• Real-world examples from Rolex, Aaron Gaynor, and Amazon’s Alexa campaign

• Why fiction and entertainment are stronger than facts in marketing

• The one question every business owner should ask their marketer

“If your ad makes the listener feel smart, understood, and powerful — it will win. If it makes the company look smart, it’ll fail.” – Roy H. Williams

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.

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