The Secret Behind Brands You Never Forget — Roy H. Williams on Storytelling & Belief

He’s the Wizard of Ads, and he’s rewriting how you think about marketing.

In this episode of The Wizard of Ads, Roy H. Williams joins Todd Liles for Part One of a two-part masterclass on branding, belief, and building businesses that actually stand for something.

Roy isn’t talking fluff...he’s sharing the frameworks behind some of the most iconic campaigns in home services. From Morris-Jenkins to Eco Plumbers, every ad he creates starts with one mission: find the truth, make it human, and make it stick.

You’ll hear about Roy’s “Character Diamond” framework (used in every ad he writes), how he helps owners uncover the story hiding in plain sight, and why boring brands always fail—no matter how big their budget.

This is branding at its most real, raw, and resonant.

What's Inside:

-Why belief comes before results—and how to borrow it when you need to -How to turn a company into a brand people root for -What makes stories powerful (and why you can’t fake them) -Why logos don’t matter—but character does -The truth about Roy’s favorite cheat code: human contradiction

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

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🔗 Full show notes and resources: www.toddliles.com/mindset