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

10/30/23 • 30 min

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.

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.

Previous Episode

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

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.

Next Episode

Brand Shorthand Season #1 Wrap-up

Mark and Lorraine wrap up the first season of the Brand Shorthand podcast. What does Mark think about the series, "The Pitch?" What are the first season highlights? Find out the answers to these questions and more on this final episode of season #1.
Spend 30-ish minutes with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!

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

Transcript

Mark Vandegrift:
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and today we share the final part of our interview with Roy Williams, the Wizard of Ads. If you didn't hear part one or two of the interview we published the past two weeks, we encourage you to listen to those first two episodes. Today, we'll pick up discussing why positioning works just as well for B2B as it does for B2C or D2C.
Roy, you made a comment in your book that because