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.

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