Roy H. Williams Quotes

Contrary to popular belief, Americans don't hate advertising.

A smart man makes a mistake, learns from it, and never makes that mistake again.But a wise man finds a smart man and learns from him how to avoid the mistake altogether.

The first step in exceeding your customer's expectations is to know those expectations.

String Theory describes energy and matter as being composed of tiny, wiggling strands of energy that look like strings. And the pitch of a string's vibration determines the nature of its effect.

Numerals are images of amounts. But the amounts they represent are real.

It is a lack of commitment, not a lack of talent, that damns you to mediocrity.

In essence, String Theory describes space and time, matter and energy, gravity and light, indeed all of God's creation as music.

In marketing you must choose between boredom, shouting and seduction. Which do you want?

Preparation, mastery, can help you overcome your fear, but mastery alone is not enough. There has to be something you want that’s worth more to you than your fear.

You see a person when you look in the mirror that no one sees but you. Other people see a person when they look at you, but you're not that person, either.

Everyone is broken a little, I think, and the most broken of all are those who pretend they are not.

Our actions are all that separate our daydreams from our goals.

Turning the other cheek isn't submissive. It's defiant.

Strings of gravity vibrate at a different frequency than strings of light.

It appears that the media filters we carry in our heads are like computers: they've been forced to get faster in order to keep up with the demands our high-speed society puts on them.

Opportunity never knocks. It hangs thick in the air all around you. You breathe it unthinking, and dissipate it with your sighs.

Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.

The value of an item—in the mind of a consumer—is simply the difference between the anticipated price and the price on the tag.

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.

If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough.

Writing good ads is easy when you have something to say.

Einstein was searching for String Theory. It not only reconciles General Relativity to Quantum Mechanics, but it reconciles Science and the Bible as well.

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.

A meaningless statement remains meaningless no matter how often it's heard.

Small thoughts fit easily into a closed mind, but big thoughts require an open one.

The risk of insult is the price of clarity.

Use half as many words and they'll hit twice as hard.

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.

Consequently, a young business often grows by large percentages. Mature businesses rarely do.

The first step in persuasion is to entice your target to imagine doing the thing you want them to do.

No trade will be made unless they want the thing more than they want their money.

Take your inspiration from wherever you find it, no matter how ridiculous.

Passion doesn't create commitment; commitment creates passion. To what are you committed?

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?

Embarrassment, or the risk of it, accompanies all your important choices.

Having the right message is what matters. It's not who you reach, it's what you say.

Most ads are about the product or the company that makes it...the best ads are about the customer and how the product will change his life.

A good story often increases the salability of an item without increasing its actual value.

Lives, like money, are spent. What are you buying with yours?

A visual image is a simple thing, a picture that enters the eyes.

Follow a trail of bold mistakes and at the end of them you will find a genius.

Guard the secret theater of your heart. See nothing there that you do not want to see happen in reality.

People don't trade money for things when they value their money more highly than they value the things.

A visual image in the hand of an artist is merely a tool to trigger a mental image.

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.

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.

The salability of an item can often be improved while the value itself remains unchanged.

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.

Live and “love to be fascinated.

Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.