by Todd Liles
Welcome to Todd Liles and The Wizard of Ads, a podcast for business owners who want to become remarkable. Todd Liles will take you deep into the mind of Roy H. Williams, the Wizard of Ads, to unleash the timeless truths and secret strategies that have helped him build dozens of America's most successful businesses. Do you want to build a brand that wins the heart, captures the mind, and creates lasting relationships? Take a deep breath and buckle up. It's time to fly.
Language
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Publishing Since
3/22/2025
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June 11, 2026
<p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> "Family owned since 1987. Award-winning technicians. Call now for your free estimate." That ad has cost the trades more money than any recession ever did.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Because the customer in a 94-degree house at midnight doesn't care about your award. She cares about one thing: the AC doesn't cool.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> In the finale of this 4-part series, Todd Liles, Roy H. Williams, and Charlie Moger break down the single most expensive mistake in contractor advertising, talking about yourself, and exactly what to say instead.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Charlie introduces category entry points: the precise moment a customer goes from regular homeowner to "I need help right now."</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Roy reveals the only two ways to differentiate in any market: be the cheapest or be the easiest. And he tells the story of an auto body shop that quietly owned its entire market for 40 years by doing one thing nobody else had the guts to do.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> You'll learn:</p> <ul class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3"> <li class= "font-claude-response-body whitespace-normal break-words pl-2">Why "family owned since 1987" is the most expensive ad you can run</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">What a category entry point is and why it's the only language your customer hears</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2"> Roy's two ways to differentiate: cheapest or easiest, there is no third option</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">How one business owned its market for 40 years by removing all friction</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">How to draft behind a belief your customer already has</li> </ul> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Show notes and resources: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href= "https://www.toddliles.com/wizard">https://www.toddliles.com/wizard</a></p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Listen and subscribe: Spotify: <a href= "https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1">https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1</a> </p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Apple Podcasts: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href= "https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748"> https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748</a> </p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> All episodes: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href= "https://www.toddliles.com/wizard">https://www.toddliles.com/wizard</a></p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Part 4 of 4 with Charlie Moger. Hosted by Todd Liles and Roy H. Williams.</p>
May 28, 2026
<p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> A cow eating grass beat half the ads in the world.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> That's not a joke. It's the research. And it means most ads (including yours) are paying a tax for being forgettable.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Charlie Moger calls it the attention tax. $12 million more to match the result a creative ad delivers for free. Roy breaks down why 80% of ads barely register and why nobody takes the risk. They unpack Gallery Furniture's $200M built on one promise, Apollo Plumbing's fluent device, and the VIBE checklist that filters every creative decision.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> You'll learn:</p> <ul class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3"> <li class= "font-claude-response-body whitespace-normal break-words pl-2">What the attention tax really costs you</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">Why safe is the most expensive choice</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">How fame is built at the contractor level</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">Why fluent devices outperform ordinary ads</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">The VIBE checklist: vibrant, interesting, bold, energetic</li> </ul> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Show notes: toddliles.com/wizard</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Spotify: <a href= "https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1">https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1</a></p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Apple: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href= "https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748">https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748</a></p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Part 3 of 4. Hosted by Todd Liles and Roy H. Williams.</p>
May 14, 2026
<p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Every brand has a soul that should never move — and a story that should never stop moving. Most owners either change everything or change nothing. Both kill the brand.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Todd Liles, Roy H. Williams, and Charlie Moger go deep on long-term brand evolution. Roy opens at the North Star — the thing about your brand that never moves. Charlie names the rule: principles don't change, tactics do. Roy tells the story of the most dangerous transition (from scrappy underdog to dominant king) and why most brands don't survive it.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> They break down what every message needs to last: a big idea, nuts and bolts, entertainment, and hope. And Todd closes with the line that ties it all together: your brand is not a bumper sticker. It's a story. And stories that stop moving die.</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> You'll learn:</p> <ul class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3"> <li class="whitespace-normal break-words pl-2">The North Star principle: what never changes about your brand</li> <li class="whitespace-normal break-words pl-2">Why the diamond stays fixed but the story must keep evolving</li> <li class="whitespace-normal break-words pl-2">How to navigate the transition from underdog to king</li> <li class="whitespace-normal break-words pl-2">Why vulnerability is the only currency that purchases trust</li> <li class="whitespace-normal break-words pl-2">The four things every message needs — and why hope is the one most people miss</li> </ul> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Show notes: toddliles.com/wizard</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Subscribe & listen:</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Spotify: <a href= "https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1?si=4d1d59a64a314905">https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1?si=4d1d59a64a314905</a></p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Apple Podcasts: <a href= "https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748">https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748</a></p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> All episodes: toddliles.com/wizard</p> <p class= "font-claude-response-body break-words whitespace-normal leading-[1.7]"> Part 2 of 4. Hosted by Todd Liles and Roy H. Williams. Ask your marketing team: what's the next scene in our story?</p>
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Roy H Williams
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Brian Brushwood
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Welcome to Todd Liles and The Wizard of Ads, a podcast for business owners who want to become remarkable.
Todd Liles will take you deep into the mind of Roy H. Williams, the Wizard of Ads, to unleash the timeless truths and secret strategies that have helped him build dozens of America's most successful businesses.
Do you want to build a brand that wins the heart, captures the mind, and creates lasting relationships?
Take a deep breath and buckle up. It's time to fly.
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