Todd Liles and the Wizard of Ads

Artificial intelligence can write, draw, replicate, and remix. But can it create? Can it feel? Can it speak to the human heart? In this episode of Todd Liles & The Wizard of Ads, Brian Brushwood joins Todd and Roy to explore one of the biggest questions of our time: What happens to creativity when machines can do the work of artists… faster than ever? This is not a technical conversation about AI tools. It's a philosophical deep dive into meaning, authenticity, and the soul behind every story. Brian breaks down: why AI-generated art often feels hollow what "authenticity" really means in a machine-made world the human instinct for emotional truth and symbolic meaning why vulnerability still beats perfection how creators can use AI without losing their voice and what the future looks like for writers, artists, and storytellers Roy brings the timeless perspective. Brian brings the creator's honesty. Todd brings the operator's clarity. Together, they outline the future of creativity — and why the human heart still matters more than ever. If you've felt excited, threatened, inspired, or confused by AI… this episode will ground you. 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 business owners want more sales. But magician Brian Brushwood says they're skipping the most important step: attention. In Part 2 of this 4-part series, Todd Liles, Roy H. Williams, and Brian Brushwood break down the real currencies of influence — story, attention, and sales — and why almost every business fails by trying to jump straight to the sale. Brian reveals how street magic taught him the psychology of attention, why gifts outperform offers, and why timing matters more than tactics. Roy explains why most brands run "backwards on the circle," demanding trust they haven't earned. Together, they uncover the pattern every winning company uses to build unstoppable momentum. You'll learn: Why attention is the middle currency every outcome must pass through How "the bunny on the table" explains great marketing The Gift → Harvest → Reinvest loop that builds brand loyalty Why timing determines the value of your sales activation How windfalls ruin companies (and how to prevent it) Why reciprocity is the strongest force in human persuasion The mistake that destroys 90% of advertising efforts How to build momentum instead of chasing potential This episode is a masterclass in courtship-based marketing, storytelling, and real influence. Business owners will want to take notes. 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  

How do you guide attention without crossing the line into manipulation? In this episode of Todd Liles & The Wizard of Ads, Todd and Roy sit down with magician and storyteller Brian Brushwood to explore the shared psychology between magic, marketing, and trust. They unpack how the best communicators direct attention ethically — using story, empathy, and timing, not tricks. You'll learn: Why "there's no such thing as misdirection — only direction." How magicians and marketers both guide emotion before logic. The invisible boundary between persuasion and manipulation. How to tell stories that reveal truth, not hide it. Why intent is the real moral line in influence. 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  

Every great company wants to charge what they're worth. But in the pursuit of profit, some forget that price must be earned, not assumed. In this episode of The Wizard of Ads, Todd Liles and Roy H. Williams unpack the truth about raising prices the right way—when confidence is justified, and when it turns into arrogance. They reveal: How to know when your service truly deserves a higher price Why raising prices too soon breaks trust faster than you think The difference between confidence and entitlement in leadership Why the best brands raise value before they raise price The diner story that proves small, earned increases can transform a business Price follows trust. Value earns both. 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/wizard  

Most people talk in generalities. But specifics (real, vivid details) are what make people believe you. In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams unpack how specific words create persuasion, trust, and emotional connection. From Tolstoy's "glint of light on broken glass" to Apple's "Shot on iPhone" campaign, they reveal why clarity and courage are the most persuasive tools in communication, sales, and storytelling. You'll learn: Why specific language builds credibility and confidence How details make stories unforgettable and believable Why courage and clarity beat cleverness in marketing and leadership What Tolstoy, Luke, Monet, and Apple all have in common How being specific turns your words into trust Generalities are forgettable. Specifics are persuasive. 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 makes a message unforgettable? In this episode of Todd Liles and the Wizard of Ads, Todd and Roy break down one of the most powerful lessons in advertising: It's not what you say — it's what you leave out. From the porcupine vs. rhinoceros analogy to lessons from Procter & Gamble, Chanel No. 5, and Kessler's Jewelers, you'll learn why focus beats volume, and how simplicity can make your message hit harder than ever.  In this episode, you'll learn: – Why most ads fail by trying to say too much – How "rhinoceros ads" make one unforgettable point – The danger of brand dilution and how to avoid it – What Chanel No. 5 and Ferrari can teach you about identity – How Procter & Gamble dominates by simplifying, not expanding – Why you should always write for one person — not the jury Todd and Roy close with one of Roy's timeless truths: "The opposite of a profound truth is often another profound truth." Both simplicity and expansion can work — if you're conscious, consistent, and bold enough to choose. 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 business owners make one fatal mistake in their marketing — they talk about themselves instead of their customers. In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams break down why the most powerful ads are written in second person ("you" and "your"), not "we" or "our." You'll learn how empathy, perspective, and storytelling turn ordinary advertising into unforgettable messaging. Here's what's inside: Why great ads focus on you, not we The power of empathy in making customers feel smart and understood How to use the "omniscient narrator" to make your listener the hero Real-world examples from Rolex, Aaron Gaynor, and Amazon's Alexa campaign Why fiction and entertainment are stronger than facts in marketing The one question every business owner should ask their marketer "If your ad makes the listener feel smart, understood, and powerful — it will win. If it makes the company look smart, it'll fail." – Roy H. Williams 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  

Why do stories sell when facts don't? Because humans are hardwired for stories — not statistics. In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams uncover the psychology behind storytelling and why the most successful brands build their message around human emotion, not just logic. You'll learn: Why stories build trust faster than any sales pitch How myths, archetypes, and origin stories shape your brand identity The difference between emotional truth and exaggeration Why misaligned brand stories destroy trust How to find the "gold" in your company's story through conversation and listening And how storytelling turns ordinary companies into unforgettable brands 💬 "When people hear a story, they imagine it. When they imagine it, they experience it. And when they experience it, they remember it." – Roy H. Williams 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 ads are built on lies. Fake sales. Endless discounts. "Everything must go!" It works once. And then it destroys trust forever. If you want calls to action that drive results without killing your brand, you need Sales Activation — urgency rooted in truth. In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams reveal The 7 Truths of Sales Activation. These truths separate gimmick marketers from legendary advertisers who build trust, culture, and lifelong customers.  If you're tired of CTAs that flop or ads that burn trust, this episode will show you how to build urgency the right way. 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 difference between an ad that gets ignored and one people can't forget? The headline. In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams unpack the craft of writing headlines that demand attention and pull readers deeper. From the absurd "Bat Boy Found in Cave" tabloid to The Economist's legendary billboard, you'll learn why the best headlines spark curiosity, create tension, and leave a "hovering question mark" your brain can't ignore. In this episode, you'll discover: The true job of a headline (it's not to sell — it's to propel) Why curiosity and surprise activate the brain's Broca's area How images serve one purpose: to push people to the headline The "hovering question mark" formula for curiosity-driven ads The Magical Worlds exercise for turning absurd lines into powerful copy Why every sentence should be strong enough to start your ad What makes The Economist's billboard one of the smartest headlines ever 👉 Whether you're writing ads, social posts, or emails, this episode shows you how to craft headlines that grab attention and make people keep reading. 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  

Repetition isn't just frequency...it's the habit loop that cements your brand in the customer's brain. In this episode of Todd Liles and the Wizard of Ads, Todd and Roy break down how cue, routine, and reward form the backbone of branding. From Claude Hopkins' Pepsodent campaign to Liberty Mutual's Emu ads, you'll learn why repetition creates procedural memory, why consistency builds trust, and why predictability kills ads. In this episode, you'll discover: Why repetition is more powerful than frequency in branding The science of procedural memory and how adrenaline cements habits How identity reinforcement drives customer purchases The habit loop explained: cue, routine, reward Why consistency compounds trust but predictability kills ads How brands like Liberty Mutual and puppet-based campaigns use cues effectively Why rules are for fools — ads must break the mold to work If you want your HVAC, plumbing, or electrical business to be remembered first, this episode shows you how to make your brand unforgettable. f 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 contractors are spending more on advertising than ever (Google ads, coupons, mailers) but seeing fewer results. The clicks cost more, the leads convert less, and the cycle keeps companies stuck chasing quick wins instead of building long-term profit. In this episode of Todd Liles and the Wizard of Ads, Todd and Roy unpack why most advertising keeps home service owners broke — and what to do instead. You'll learn: Why today's advertising delivers less at a higher cost The danger of building on "rented land" like Google instead of your own name Why direct response feels good but fades fast Why brand, trust, and referrals outlast any ad platform How small companies can beat bigger competitors through branding and relationships The steps to build a company customers search for by name, not category If you're ready to stop wasting money on ads and start building a brand that lasts, this episode will show you how. 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 people think copywriting is just about formulas. Others think it's just about creativity. The truth? Great copy requires both. In this episode of Todd Liles & the Wizard of Ads, Todd and Roy unpack the art and science of copywriting—how structure and intuition combine to create ads that truly move people. Inside this episode, you'll learn: -The difference between art (intuition, rhythm, emotion) and science (frameworks, formulas, discipline) in writing -How the left brain and right brain work together to unlock creativity -Why constraints and boundaries actually enhance creativity -The role of intuition, pattern recognition, and emotion in great copy -How to recognize great copy when you see it—and reverse-engineer why it works -Why Apple's 1984 ad nearly failed in pre-testing (and what that teaches us about research vs. resonance) Whether you're a business owner, marketer, or aspiring copywriter, this episode will change the way you think about creating ads that sell. 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  

Do you know the difference between strategy and tactics? Most advertisers don't—and it's costing them millions. Strategy is the long-term framework, the belief system that guides every decision and aligns with customer truth. It's the diet, exercise, and daily habits that win the trophy year after year. Tactics are the quick levers—discounts, headlines, PPC clicks—that create short bursts of response but fade just as fast. They're good, but they don't last. In this episode of Todd Liles & The Wizard of Ads, Todd and Roy H. Williams break down the critical difference between the two and why you need both: -Why strategy beats tactics in long-term advertising -How to design campaigns that survive beyond a "limited-time offer" -Why frequency, consistency, and truth create household-name brands -The danger of chasing PPC "rented leads" vs. owning customer loyalty -Why every business needs a strategist (your vamp) to win the show Don't gamble your budget on tactics alone. Learn how to build a media strategy that actually works. 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

Is TV advertising worth it in today's world...or is it a waste of money? In this episode of Todd Liles & the Wizard of Ads, we uncover the 5 truths about television advertising every business owner must know before spending a single dollar. You'll learn: -Why TV has unmatched emotional impact — and the high barriers to doing it right -How to buy TV that actually works (news + sports, repetition, and beating the DVR) -The real cost of TV (hint: it's about audience size, not your company size) -The power of TV vs. radio storytelling — and why 30 seconds on TV = 60 seconds on radio -When TV is the wrong tool — and why courage is required for persuasion Whether you're running a local shop or scaling nationally, this episode will help you decide if TV belongs in your media mix — or if you're better off walking away. 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

Is print advertising dead? Todd Liles and Roy H. Williams (The Wizard of Ads) say no...and they prove it. In this episode, you'll discover: Why print still works in a digital-first world The power of signage, location, and physical presence as marketing tools How the De Beers "A Diamond Is Forever" campaign became timeless—and what it teaches us about branding Why your message matters more than your medium When print can outperform digital for trust, prestige, and impact From signs that turn into landmarks to stories that last generations, this episode shows why print still commands attention...and why great messages never die. What you'll learn isn't about media trends, it's about timeless influence. 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 spend thousands on Google ads, fighting for generic search clicks that don't convert. But the real money isn't in buying clicks...it's in owning mindshare so customers type your name into the search bar. In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles reveal: -Why unbranded search ads keep you stuck in a price war -The difference between "switchable" and "non-switchable" customers -How to stop competing for cheap leads and start building loyalty -Why mass media builds branded search faster (and cheaper) than digital alone -A $40M case study proving you don't need big ad budgets to win If you're tired of paying Google just to be one of many options, this episode shows you how to become the only name people search for. Watch now and learn how great brands win before the click. 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 advertisers are chasing attention. The smartest ones? They're using sound to create belief. In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles reveal the overlooked science behind audio persuasion...and why radio still delivers ROI that digital can't touch. What's Inside:  -Why sound bypasses logic and goes straight to emotion -How echoic memory embeds your brand in the brain -The real reason radio still works — even when you think no one's listening -Why the best ads are poetic, not transactional -And how to make people believe in your message, not just hear it If you're relying on visuals to sell, you're missing the deeper game. 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 strongest brands don't just sell products...they create tribes. In this episode of Todd Liles & the Wizard of Ads, Roy H. Williams and Todd Liles reveal how great brands build communities where customers feel like they truly belong. -Why belonging beats marketing gimmicks every time -How truth-telling creates loyalty deeper than any ad campaign -The genius behind Patagonia's "Don't Buy This Jacket" -Why brands must choose who to lose to attract the right tribe -The symbols, rituals, and stories that turn customers into true believers Because customers don't want to just buy, they want to belong. 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

Consistency builds trust. Predictability kills attention. In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams explains why most advertising fails: it's too safe, too familiar, too forgettable. What's Inside: -Why consistent brand voice is non-negotiable, but predictability is deadly  -The neuroscience of surprise and how it locks your brand into memory -How Allstate's "Mayhem" ads broke every rule and won big -Why repetition without creativity becomes invisible -How contradiction and storytelling keep your audience engaged If you run ads, lead a business, or want your message to stick, this will change how you think about marketing forever. Because in a world drowning in noise, the brands that win are the ones that stay consistent, but never predictable. 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