The Wizard of Ads Interview – Roy H. Williams (Part 2)

10/23/23 • 28 min

Mark and Lorraine share part 2 of the interview with the Wizard of Ads, Roy H. Williams. Roy discusses deep insights on his understanding of the human condition and why we buy what we buy. From discussing reductionism and spirituality to "dead cows everywhere," Roy provides insights that any advertiser will appreciate. Learn:

why demographic targeting is a myth and how to properly target through the message,
why media targeting is so costly and the alternative we should consider,
why a prospect's realm of association is so critical,
why positioning is one of the most critical components of marketing, and
which books Roy recommends for marketers (it's only 3 titles long).

Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.

why demographic targeting is a myth and how to properly target through the message,
why media targeting is so costly and the alternative we should consider,
why a prospect's realm of association is so critical,
why positioning is one of the most critical components of marketing, and
which books Roy recommends for marketers (it's only 3 titles long).

Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.

Previous Episode

The Wizard of Ads Interview – Roy H. Williams (Part 1)

Mark and Lorraine welcome The Wizard of Ads, Roy H. Williams, to the show today. The first 30 minutes of our interview (part 1 of 3) with the wizard covers the genesis of the Wizard Academy, how Roy came up with The Wizards of Ads moniker, and why sound is so critical to human emotion, memory, and memorable advertising. Each word had us sitting on the edge of our chairs and we’re excited to bring this first of three parts to our subscribers.
Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.

Next Episode

The Wizard of Ads Interview – Roy H. Williams (Part 3)

In this third and final segment of our interview with the Wizard of Ads, Mark and Lorraine dive deeper on Roy H. Williams' thoughts on why positioning and his philosophies apply whether the marketing is B2C, B2B or D2C. Roy spends considerable time explaining:

why we are consumers regardless of where we're buying (work or home),
why the emotional environment of the prospect is so critical,
why gross rating points is a farce in selecting media,
why the portable people meter (PPM) is your better media planning gauge,
why positioning is critical to supercharging your brand-building efforts, and
why repetition of your message matters.

Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.

Brand Shorthand - The Wizard of Ads Interview – Roy H. Williams (Part 2)

Transcript

Mark Vandegrift:
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and today we share part two of three of Lorraine's and my interview with our special guest, Roy Williams, the Wizard of Ads. If you didn't hear the first part of the interview published on October 16th, we encourage you to listen to that episode first as we pick up in the middle of the conversation discussing human nature and what makes us buy the things we buy.
Roy H Williams:<