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.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

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

Why do stories sell when facts don’t? Because humans are hardwired for stories — not statistics.

In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams uncover the psychology behind storytelling and why the most successful brands build their message around human emotion, not just logic.

You’ll learn:

• Why stories build trust faster than any sales pitch

• How myths, archetypes, and origin stories shape your brand identity

• The difference between emotional truth and exaggeration

• Why misaligned brand stories destroy trust

• How to find the “gold” in your company’s story through conversation and listening

• And how storytelling turns ordinary companies into unforgettable brands

💬 “When people hear a story, they imagine it. When they imagine it, they experience it. And when they experience it, they remember it.” – 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.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

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

Most ads are built on lies. Fake sales. Endless discounts. “Everything must go!”

It works once. And then it destroys trust forever.

If you want calls to action that drive results without killing your brand, you need Sales Activation — urgency rooted in truth.

In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams reveal The 7 Truths of Sales Activation.

These truths separate gimmick marketers from legendary advertisers who build trust, culture, and lifelong customers.

If you’re tired of CTAs that flop or ads that burn trust, this episode will show you how to build urgency the right way.

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