Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy. Roy H. Williams More Quotes by Roy H. Williams More Quotes From Roy H. Williams Having the right message is what matters. It's not who you reach, it's what you say. Roy H. Williams what-matters messages matter If you want the truth to prevail, you must cause people to realize the truth. This requires much more skill than is required to simply tell it. Roy H. Williams skills want people Your heart, my friend, is the size of a stadium. If you try to fill it with small things - a new car, a vacation, a promotion at work, a bigger home, a stock portfolio - a mournful echo will fill your life. But if you fill your stadium with all of humanity and search for ways to make their lives better each day, you will find yourself in the right place at the right time, doing the right thing in the right way. Roy H. Williams vacation home heart Turning the other cheek isn't submissive. It's defiant. Roy H. Williams submissive cheeks turn-the-other-cheek The risk of insult is the price of clarity. To be clearly understood one must speak the simple, essential truth as plainly as he is able. Roy H. Williams risk able simple Most ads are ignored because every customer has a mental filter that evaluates and dismisses both of these languages of Ad-Speak with a single question: What are they not telling me? Roy H. Williams filters ignored language A polarizing mission statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft such a statement. Roy H. Williams two-sides crafts lines Use half as many words and they'll hit twice as hard. Roy H. Williams hard half use Month after month, Wizard Academy equips people who want to make a difference. This is why journalists and scientists and artists and educators and business owners and advertising professionals and ministers are attracted to our little school. Roy H. Williams artist business school Numerals are images of amounts. But the amounts they represent are real. Roy H. Williams numerals economy real Rich Christiansen is one of the most insightful, practical and cost-conscious entrepreneurs in the world today. Listen to Rich. He won't steer you wrong. Roy H. Williams entrepreneur insightful cost Embarrassment, or the risk of it, accompanies all your important choices. Roy H. Williams embarrassment risk important-choices Passion doesn't create commitment; commitment creates passion. To what are you committed? Roy H. Williams passion committed commitment Guard the secret theater of your heart. Roy H. Williams secret heart reality What this means is that the first week of every new series of ads will continue to yield softer results than you can expect to see in weeks two and three. Roy H. Williams yield two mean Human beings are creators, flinging powerful images into the minds of their fellow men. And all of these images are built of tiny particles of thought. Roy H. Williams powerful mind men The salability of an item can often be improved while the value itself remains unchanged. Roy H. Williams items remains often-is Strings of gravity vibrate at a different frequency than strings of light. Roy H. Williams gravity different light The first step in persuasion is to entice your target to imagine doing the thing you want them to do. Roy H. Williams target want firsts Words are mere shadows cast by ideas. But the ideas they represent are real. Roy H. Williams shadows words real ideas
