Winning the Heart: Marketing Secrets from the Wizard of Ads

Do you feel as if your marketing isn’t working? There may be one essential ingredient missing: you.

Think about it. Most ads are interchangeable. Simply swap out the logo, change the colors, and you can use them for virtually any business. A successful marketing strategy, however, takes into account the values, personality, and voice of the individual.

I’ve always believed that life is more than numbers on a balance sheet; it’s about the stories we tell. One person who exemplifies this is Roy Williams, a marketing legend. Roy may be known as the “Wizard of Ads,” but to me, he’s a “homework nut.” For example, when I hired him to look at my business last year, I was amazed at how he discovered meaning in places most people overlook.

That being said, if you’re serious about writing ads that break through the noise and actually connect with your buyers, then this post could completely transform the way you approach marketing.

The Backstory: Wisdom and the Long Game

You might think of Harry Potter when you hear the name “Wizard Academy,” Roy’s stunning 32-acre campus in Austin. In reality, Roy uses the name only as a filter. According to him, the word “wizard” derives from the word “wise.” In 1629, John Milton used the word wisard to describe people who have accumulated deep knowledge.

Roy’s success isn’t built on short-term “day trading.” He has a long-term view. In business, we often overestimate what we can accomplish in one year but underestimate what we can accomplish in ten years. Roy’s career illustrates patience, which is based on authenticity. As an example, for 31 years, he published the Monday Morning Memo. Since 1994, he has been sending it to his clients via fax.

Even today, he writes it as a way to process his thoughts, refusing to tell his webmaster how many subscribers he has. He writes for the craft, not for vanity.

The Core Philosophy: The Heart vs. The Mind

Ultimately, Roy’s philosophy boils down to this: If you win the heart, then you will win the mind. As he states, “If you win the heart, the mind will follow. The mind will always create logic to justify what the heart has already decided.”

By trusting this principle, you stop writing ads that ramble about features and instead start writing ads that build billion-dollar companies. As much as we like to think of ourselves as data-driven, objective decision makers, the reality is far more primitive.

Case in point, in any given purchase, identity reinforcement accounts for two-thirds to three-quarters of the purchase decision. When we buy things, we don’t just buy them for their functionality; we buy them to remind ourselves and announce who we are. We buy books, wine, and cars because they represent our worldview. In other words, buying is a form of self-expression.

Relational Marketing: The “Gimmick” of Truth

The foundation for what Roy calls “Relational Marketing” dates back to 1958. Specifically, it’s credited to advertising legend Bill Bernbach who asked his first client, Nathan Ohrbach, for a “gimmick” to set his department store apart. Ohrbach’s response was legendary: “Let’s tell the truth.”

This is in stark contrast to the tactics of the “spreadsheet weasels” — the financially driven owners who often strip a company of its soul after an acquisition. Both Roy and I have seen this in the private equity world. Roy’s clients, in fact, saw their businesses flounder after a sale because the new owners replaced authentic storytelling with artificial urgency and discounts. People are ultimately what make a business successful, and they have forgotten that every business serves them.

By capturing a person’s or company’s true essence, you can create a connection that cannot be duplicated by any competitor. Relational marketing doesn’t target by who you reach, but by what you say. As a result, like-minded people are drawn to you, while those who view the world differently are pushed away.

Case Studies: From Junk Removal to HVAC

How does this work in practice? Look at 1-800-GOT-JUNK. The company’s value was $97 million over 12 years ago. Roy stepped beyond the junk removal service and looked into the heart of the company’s founder, Brian Scudamore. As Roy realized Brian believed in serendipity and magic, he began to believe in them as well. In contrast to the partners’ desire to show people carrying furniture, Roy created a narrative that evoked the idea of magic.

• The message. “We make junk disappear. All you have to do is point.”
• The result. As the company leaned on Brian’s lighthearted personality, revenues skyrocketed past $250 million.

The same applies to the plumbing and HVAC company Roy works for in Ohio. As opposed to shouting about “24/7 service,” Roy described a specific system for 1,600-square-foot homes. The owner, Aaron, realized that firefighters, nurses, and teachers live in those homes and should not be priced out. It’s not about SEER ratings; it’s about Aaron’s desire to “restore balance to the universe.” Customers see more than just a contractor.

The 4 Human Needs That Move People to Buy

Roy argues that no matter what you’re selling, a service or a real estate syndicate-people want four specific things:

1. A Big Idea: What is the overarching vision?
2. Nuts and Bolts: Step-by-step instructions, examples, and how-tos.
3. Entertainment: There is no other way to buy the time and attention of a too-busy public than with this currency. It’s invisible if it’s boring.
4. Hope: It’s important to communicate that tomorrow can be better than yesterday. In my role as an investor and in Roy’s role as a writer, this is at the core of our work.

Conclusion: Winning the Heart

The most powerful tool at your disposal isn’t a spreadsheet; it’s a story. Whether you’re building a brand or building wealth for yourself, remember that stories are the most powerful tools at your disposal. When you’re able to speak directly to your audience’s identity while offering them big ideas, practical steps, entertainment, and hope, you’re not just making a sale; you’re also fostering a deeper connection. In building a public entity, you’re creating one that lives in the minds of the people.

By being true to who you are, you build a connection that lasts despite market shifts and private equity buyouts. Ultimately, people buy who you are and why you do what you do, not what you do.

Key Takeaways

• The mind justifies the heart. Always begin with an emotional “why” before moving on to a logical “how.”
• Marketing is identity reinforcement. Your product tells the world who your customers are.
• Truth is the most effective gimmick. A partner’s authenticity acts as a natural filter.
• Entertainment is the currency. Being interesting is the key to gaining someone’s attention.
• Focus on the decade, not the year. It takes time and effort to build real brand equity and trust with your customers.
• Avoid “spreadsheet thinking.” Don’t let pure metrics kill your company’s narrative.
• Hope is the ultimate product. In every business, the goal is to make the future better than it was in the past.

Featured Image Credit: Eva Bronzini; Pexels: Thank you!