Still trying to win the sale with logic and facts? That’s why you’re losing.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles reveal why storytelling is the most powerful sales tool on the planet—because it speaks to the heart, not the head.

You’ll discover how to disarm objections, transfer belief, and turn buyers into heroes—without pitching harder or explaining more.

If you're in sales, leadership, or marketing, this is your blueprint for persuasion when logic just isn’t enough.

• Why objections are emotional, not logical

• How to anchor belief and trust through storytelling

• The psychology of “borrowing conviction” from the guide

• What Aesop’s fables can teach you about modern sales

• How to speak to the heart (not just the brain) in every ad

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 best marketing isn’t something your customers ever see?

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles expose the truth most business owners ignore: your internal culture is your most powerful brand asset. It's not the mission statement—it’s who gets promoted, who gets fired, and what your people believe when no one's watching.

This isn’t fluff. It’s the framework behind scalable trust, bulletproof teams, and a business that actually lives what it preaches.

-Build culture from the inside out—starting with your people
-Align your team through actions, not platitudes
-Fire fast to protect trust, values, and performance
-Reinforce what matters through who you hire, fire, and promote
-Turn your company into a brand your employees—and customers—believe in

• The real definition of company culture

• How internal marketing drives external success

• Why founder beliefs shape everything

• When firing becomes the highest ROI decision

• The quiet power of promotions, rewards, and recognition

• Why culture is built—even if you don’t build it on purpose

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

The best ads don’t shout—they risk something real. In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles dive deep into one of the most underused—but most powerful—tools in advertising and leadership: vulnerability.

Whether it’s a silent Google ad, a $40,000 refund no one ever heard about, or a tech who finally believes in what he’s selling—vulnerability builds trust like nothing else.

If you want to lead better, sell with soul, and create ads people feel—this one’s for you.

You’ll learn how to:

-Use emotional, relational, and financial vulnerability to build trust
-Turn quiet integrity into powerful internal marketing
-Sell more by living your brand promise—not just advertising it
-Make your team believe in the message by showing, not telling
-Craft ads that feel like overheard conversations—not sales scripts
-Take creative risks that connect deeply and last longer

Mentioned in this episode:

• Ken Goodrich’s $40K refund and cultural ripple effect

• Dewey Jenkins’ refusal to fake the brand promise

• The psychology of voyeurism and silent storytelling

• Google’s “Parisian Love” ad and emotional participation

• Roy’s Monday Morning Memo on taking real risks

• Why bold, vulnerable brands win attention—and loyalty

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

People don’t just buy products—they buy stories about themselves.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles unpack the psychology behind aspirational identity. From luxury goods to everyday soap, great brands don’t just sell features—they sell who the customer wants to be.

Through vivid examples like “Twinkle White” and Old Spice, Roy reveals how narrative, perceived value, and emotional clarity drive sales far more than logic ever could.

If you want to build ads that sell more than products—this episode shows you how.

You’ll learn how to:

-Tap into aspirational identity and emotional self-perception
-Use story, language, and naming to increase perceived value
-Position your brand to reflect who your customer wants to be
-Create luxury pricing through narrative, not features
-Shift your own mindset about money and value
-Sell with conviction by believing in what you offer

Mentioned in this episode:

• The Walter Mitty effect and self-image in buying

• Why “Twinkle White” is a brilliant fictional product

• Luxury branding and emotional justification of price

• The power of anticipated value and perceived wins

• How scarcity mindset kills pricing confidence

• Why conviction beats sales scripts every time

• Old Spice and the impact of bold, emotional storytelling

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

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