Wizard of Ads Monday Morning Memo

A troubling statement makes us want to think of exceptions to it that would prove that statement to be wrong.“Outliers are interesting, but they rarely matter,” is a troubling statement, and you may already be thinking of exceptions to it. But it remains true nonetheless.This second statement is also true. “If there were no outliers, there would be no new inventions, no innovations, no progress. We would be trapped forever in the status quo.”These seemingly contradictory statements can both be true because there are two kinds of outliers.Leonardo da Vinci made marvelous art and filled fabulous sketchbooks with his insightful ideas, but he didn’t really change anything. He was just an interesting outlier whose mind was ahead of his time.Rare is the outlier who throws a pebble into the ocean of time and shifts the world off its axis. Electricity is harnessed. Computers are invented. Someone connects them and now everyone knows everything all the time.“What distinguishes the past from the present is not biology, nor psychology, but rather technology. If the world has changed, it is because we have changed the world.”– Ezra Klein & Derek Thompson in their new book, AbundanceTechnology changes the world, but persuasion changes hearts and minds.I am an ad writer.When I was in my 20s, I was told,“People never change their mind. If you give a person the same information they were given in the past, they will make the same decision they made in the past. When a person appears to have ‘changed their mind,’ what they have really done is made a new decision based on new information.*”Ten years later I realized that those people were trying to use logic to create “persuasion technology.” Their mistake was assuming that people make their decisions logically. But people do not trust new information when it disagrees with their belief system.New information may allow you to win the argument, but it rarely wins the heart.And a person convinced against their will, remains unconvinced, still.Wash away the opinions, bravado, and fluff, and you will find that most people are NOT seeking new information. They are seeking identity reinforcement.Bertrand Russell was a mathematician and a logician. He was awarded the Nobel Prize in Literature eight years before I was born.He said,“If a man is offered a fact which goes against his instincts, he will scrutinize it closely, and unless the evidence is overwhelming, he will refuse to believe it. If, on the other hand, he is offered something which affords a reason for acting in accordance with his instincts, he will accept it even on the slenderest evidence.”When your goal is persuasion, don’t begin with new information. Begin by agreeing with what they already believe. Meet them where they are. Only then can you hope to lead them to where you want them to go.Abraham Lincoln knew that persuasion is easier when you begin at a point of mutual agreement.“If you would win a man to your cause, first convince him that you are his sincere friend. Therein is a drop of honey that catches his heart, which, say what you will, is the greatest high-road to his reason, and which, when once gained, you will find but little trouble in convincing his judgment of the justice of your cause.” – Abraham LincolnLincoln knew that if you win the heart, the mind will follow. The mind will always create logic to justify what the heart has already decided.Abraham Lincoln understood relational marketing, which is the art of changing the beliefs of a person by shifting their perspective a little, rather than by introducing new facts.Do you want to persuade? Find an existing belief that you can agree with. Agreeing with your customer’s belief is far more effective than trying to convince them to accept new information that contradicts what they feel is true.When you ask a person to accept new information that will destroy their belief, you are asking them to admit they have been a fool.Relational ad writers learn to ignore the contrarians who say, “No one will be persuaded by your ad.” When these outliers say “no one,” what they really mean is, “Me and my friend.”Outliers never speak for the majority. This is why they are called “outliers.”“Outliers are interesting, but they rarely matter,” is the perspective of every relational ad writer.Most ads are not written to persuade; they are written not to offend. But those watered-down ads don’t have enough horsepower to pull a fat kid off the toilet! A persuasive ad will turn that kid into an astronaut.Persuasive ads move people, but not everyone will be moved in the direction that you want them to go. Don’t let this bother you.Outliers don’t matter, because you don’t need to win the hearts of everyone.You only need to win the hearts of the majority.Roy H. Williams* Those people from my 20’s would have spoken the truth if they had said, “People never change their mind. If a person maintains the same perspective they had in the past, they will make the same decision they made in the past. When a person appears to have ‘changed their mind,’ they are usually just looking at the old information from a new perspective.” Don’t try to change the information. Just illuminate that old information from a new angle. Speak to the heart, not the mind.Ken Banta believes there are times for “short-term thinking” and right now is one of those times. In this week’s conversation with roving reporter Rotbart, Ken explains why it is a mistake to create a corporate plan that projects three, five, or ten years into the future. Ken Banta believes that leaders should focus on the immediate horizon. Technology and world events are evolving at breakneck speed, so forecasting the future is like trying to predict the location the next lightning strike. Take a listen to this week’s episode at MondayMorningRadio.com and see if you agree.

Clarity and Brevity are the highest creativity. But “clear and brief” does not mean simple and predictable.One the most talented writers of advertising in the world would be surprised to hear me call him that. Jonathan Edward Durham is a novelist. He recently posted this random thought.“‘Why am I so sad today?’ I ask myself after staring at my little handheld sadness machine and clicking all the sad little things that will definitely make me sad.”You may not agree with Durham’s statement, but you will agree it was artfully crafted.What Durham gave us was clarity and brevity without predictability. This is the mark of a great ad writer.“Why am I so sad today?” immediately gets our attention. We are compelled to keep reading.We are surprised that he owns “a little handheld sadness machine.” But our cleverness allows us to translate it as “iPhone” and we receive a tiny spasm of delight.You have never heard of “a little handheld sadness machine” but you knew exactly what it was.His 30-word sentence demonstrated clarity, brevity, and creativity, but none of what Jonathan Edward Durham wrote was simple or predictable.Durham’s ability to bring us – his readers, his listeners, his customers – into active participation in a one-way conversation is pure genius.Jonathan Edward Durham causes us to become engaged with what he is saying.You can do it, too.“Time + Place + Character + Emotion.” That’s it. That’s how Stephen Semple turns a weak story into a powerful one in his famous TED-X talk.Here’s how Jonathan Edward Durham uses Time + Place + Character + Emotion to tell us a story in less than 30 seconds.“About two years ago, we moved across the country. It was a big, stressful move, and anxieties were high all around, and it had only been about six months since we rescued Jack, so he was really just beginning to adjust to having a forever home. Needless to say, Jack didn’t understand why a bunch of strangers were taking all of our things, and he was having a very, very ruff time with the whole process.”“We want Jack to live forever. That’s why we feed him The Wizard’s Magic dog food.”Jonathan Edward Durham’s wonderful story became an excellent ad with my addition of just 16 words. “We want Jack to live forever. That’s why we feed him The Wizard’s Magic dog food.”You already know how to write the 16 words. Now you need to learn how to tell a wonderful story in 76 words like Durham did.Time + Place + Character + Emotion.  Give it a try.Roy H. WilliamsPS – Most people use too many words to make too small a point. The average writer wraps lots of words around a small idea. Inflated sentences are fluffy and empty like a hot air balloon. Good writers deliver a big idea quickly. Tight sentences hit hard. – Indy Beagle“Facts tell. Stories sell.” – Tom SchreiterWho do you call when you need your people to cooperate, innovate, and create? Meta, Google, Salesforce, and other big companies call a woman who has a golden reputation for legendary results. Her methods are unorthodox, unconventional, and irresistible. And her credentials are unique: she is an improv entertainer who trained to be a dancer at Juilliard. Her name is Melissa Dinwiddie and she can play the ukulele. Roving reporter Rotbart heard about this woman, sought her out, and convinced her to sit for an interview. Now take a deep breath, calm your mind, and go to MondayMorningRadio.com

January 18, 1604: King James, a Protestant, announces that he will commission an English translation of the Bible.January 16, 1605: Miguel de Cervantes’ Don Quixote is published in Spain. It is considered to be the first modern novel. Every sophisticated storytelling device used by the best writers today made its initial debut in Don Quixote.February 28, 1605: A 41-year-old Italian named Galileo publishes an astronomical text written as an imagined conversation. A pair of Paduan peasants talk about Kepler’s Supernova.One says, “A very bright star shines at night like an owl’s eye.”And the other replies, “And it can still be seen in the morning when it is time to prune the grapevines!”The observations of the peasants clearly disprove the widely held belief that the earth is the center of the universe. The authorities take note. Uh-oh for Galileo.November 1, 1605: Shakespeare’s Othello is first performed for King James in the banqueting hall at Whitehall Palace in London.Meanwhile, a group of English Roman Catholics stack 36 barrels of gunpowder under the floor of the Palace of Westminster. Their plan is to blow up the king, his family, and the entire legislature on November 5, 1605.The Gunpowder Plot is discovered by a night watchman just a few hours before Guy Fawkes was to have lit the fuse.Shakespeare immediately begins writing a new play. In it, a ruler gives enormous power to those who flatter him, but his insanity goes unnoticed by society. “King Lear” is regularly cited as one of the greatest works of literature ever written.May 13, 1607: One hundred and four English men and boys arrive in North America to start a settlement in what is now Virginia. They name it “Jamestown” after King James. The American Experiment has begun.Don Quixote, Galileo, Shakespeare, the crisis of King James, and the founding of Jamestown in the New World…All of this happens within a span of just 28 months. Flash forward…May 2, 1611: The English Bible that will be known as the King James Version is published.April 23, 1616: Shakespeare and Cervantes – the great voices of England and Spain – die just a few hours apart. (Galileo continues until 1642.)July 4, 1776: The 13 colonies of the American Experiment light a fuse of their own and the Revolutionary War engulfs the Atlantic coast.November 19, 1863: Abraham Lincoln looks out over a field of 6,000 acres. He says,“Four score and seven years ago our fathers brought forth on this continent a new nation, conceived in liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure.”Lincoln ends his speech one minute later. His hope is that “government of the people, by the people, for the people, shall not perish from the earth.”Lincoln’s fear is that “the people” will not remain firmly united enough to resist the takeover of a tyrant. We know this because he opens his speech by referring to our 1776 Declaration which rejected crazy King George. America had escaped George’s heavy-handed leadership just –”four score and seven”– 87 years earlier.Five-and-a-half generations after Lincoln’s assassination, the American Experiment continues.Roy H. WilliamsMitch Weisburgh can help you train your brain to1. recognize impulsive reactions2. set them aside, and3. respond far more effectively.Find out how, right now, at MondayMorningRadio.com

I was whining to Clay Cary about the interest rate the bank was going to charge me to fund a real estate investment. I felt the percentage was way too high.Clay asked, “Is the deal you’re about to make a good deal? How much money will you make from it?”I answered his question conservatively. He said, “Now let’s calculate the total amount of interest that you will pay on the loan that makes this deal possible.”We calculated the dollar amounts.I was going to make hundreds of times more money on the real estate than I was going to pay in interest on the loan.Clay said, “As a rule of thumb, if the interest rate you are paying determines whether or not the deal you are making is good or bad, you are definitely making a bad deal. Don’t judge according to percentages. Judge according to dollars.”Here’s a thought.Why do banks never get angry about the huge profits that YOU make on deals using THEIR money?I have never heard a bank say, “We supplied the money, but you are keeping most of the profits. That’s not fair. You should give us more money than we originally agreed upon.”Banks never say that because banks always remember that YOU found the deal and decided to let THEM make some money on it with you.Here’s another example of how percentages can be misleading.Woody Justice had been in business for 6 years when I met him in 1987. His business was circling the drain. Woody’s biggest year had a top line of $350,000. His goal was to someday sell $1,000,000 worth of jewelry in a single year. That would put Woody in the top 10% of jewelers nationwide.I began working with Woody and we grew more than 100% a year for two years in a row. We blew past the $1,000,000 mark in the second year. About a dozen years later, Woody was grumpy. He said, “We used to grow by big percentages. But last year we only grew by ten percent. You need to get your shit together.”“Woody, how many dollars did our top line grow last year?”“We grew by a million dollars,” he said.“Woody, when we first began working together, a million-dollar jump from $350,000 to $1,350,000 would have been a 286% increase. We would have nearly quadrupled your best year ever and you would have wet your pants. Evaluate yourself by dollar growth, not percentage growth. Percentages will lead you to believe that you are doing better, or worse, than you really are.”Woody made a face but didn’t say anything, so I continued. “And by the way, we’re running out of people in this Dairy Queen town. If you want to grow by big percentages again, we’re going to need to open another store somewhere else.”I could say those things to him because we were close friends.Woody died unexpectedly 14 years ago but I still have his number on my cell phone. I tell myself that if I press that number, Woody will hear his phone ring.As long as I don’t delete that number from my phone, Woody Justice will never be gone.Roy H. WilliamsPS – “A Dairy Queen town” is Oklahoma slang for a place that is too small to have a McDonald’s. – Indy Beagle“Do it before you die.” Those five words sum up Carl Barney’s advice to wealthy individuals who want to experience a deeper level of satisfaction. “He who gives while he lives knows where it goes.” Barney believes in “pre-questing” meaningful gifts to individuals and institutions while you can still witness the impact of your generosity.Just this month, for example, Warren Buffett announced plans to donate another $6 billion to charity, bringing his total charitable giving to about $60 billion. (And most people would agree that Buffet is happier and more contented than the average billionaire.) Generosity brings happiness to every giver, no matter their financial condition. Get energized as Carl Barney shares his blueprint for happiness with roving reporter Rotbart and his deputy rover, Maxwell, at MondayMorningRadio.com

Pain is a signal that something is wrong.Pain whispers, shouts, and screams, “Pay attention. Be careful. Something is wrong.”Jean Marzollo wrote a children’s poem in 1948 that romanticized Christopher Columbus. It inspired a generation of children during the Captain Kangaroo years. Her proud poem begins,“In fourteen hundred ninety-twoColumbus sailed the ocean blue”Bill Bryson wrote an insightful summary of that famous voyage on page 205 of his book, “At Home.”“Columbus’s real achievement was managing to cross the ocean successfully in both directions. Though an accomplished enough mariner, he was not terribly good at a great deal else, especially geography, the skill that would seem most vital in an explorer. It would be hard to name any figure in history who has achieved more lasting fame with less competence. He spent large parts of eight years bouncing around Caribbean islands and coastal South America convinced that he was in the heart of the Orient and that Japan and China were at the edge of every sunset. He never worked out that Cuba is an island and never once set foot on, or even suspected the existence of, the landmass to the north that everyone thinks he discovered: the United States.”We learn the meaning of pain as children, but we train ourselves to ignore it as adults.Why do we do that?I’m talking to you about the pain of your Google spend.Is there a chance that you should pay attention – and be careful – because something is wrong?Twenty years ago, Google inspired and electrified American business owners with their promise of “holding ad budgets accountable” by making advertising results, “identifiable, measurable, and scalable.”Business owners romanticized Google by shouting,“Hooray! Advertising will now become just another mathematical equation! Hooray! Hooray! To double my customer count, all I will have to do is double my ad budget!”I watched a friend of mine raise his monthly Google budget from $20,000/mo. to $70,000/mo because he was convinced that he would get three-and-a-half times as many leads. When it didn’t work, I asked him to look closely at how many clicks he had purchased and compare that number to the total population of his trade area.Have you done that math?I watched another friend of mine elevate her Google budget until she was spending $90,000 a month. Her business was no longer profitable. I asked her to look at how many clicks she had purchased and compare that number to the total population of her trade area.Have you done that math?Have you ever raised your Google budget and had Google say to you, “We’re sorry, but it is not possible to spend that much money on your LSA. There simply aren’t enough people each day who are searching for what you sell.”Do the math.The past two decades have been the Captain Kangaroo years for millions of business owners.Bill Bryson wrote that Columbus was, “convinced that he was in the heart of the Orient and that Japan and China were at the edge of every sunset.”How many years have you been believing that your big payday from Google was at the edge of every sunset? Have you been saying,“All we need to do is tweak our plan a little. As soon as we figure out the Google algorithm, we’re going to be rich.”A business owner from a major American city recently spent a day with me. He had been spending $100,000 on Google ads each month for the past few years because he was convinced that he could not afford mass media in his city.His budget could easily have made his name a household word by using television or radio. I know the town well. I have had clients there for many years.His budget would reach more than 2 million people in his city who spend enough time listening to broadcast radio each week that each 0ne of those 2 million people would hear the ad 3 times each weekfor 52 weeks for a total of 156 repetitions per year.Do you sell a big-ticket item that has a long purchase cycle? You cannot win that game unless your name is the one that people think of first – and feel the best about – when they finally need what you sell.That is when the customer will type your name into Google. It is a cheap click with a high conversion rate because they have already chosen you.It takes time and patience, but it always works.Roy H. WilliamsRuth Milligan is the public speaking trainer who was the driving force behind TEDxColumbus where she spent a decade observing good and bad presenters. Today she is helping people improve their presentation skills before large auditorium audiences, intimate groups of employees, and most importantly, customers. Ruth doesn’t tell people what they should talk about. She says that to produce the desired results, what you say is often less important than how you say it. Listen and learn as she explains it all to roving reporter Rotbart at MondayMorningRadio.com.

You want to succeed.But will you recognize success when it happens?What will be its indicators? How will you measure it?Most importantly, how long are you willing to pursue it?You probably overestimate what you can accomplish in a year, and underestimate what you can accomplish in ten years.How many years have you been pursuing your dream?Experience is the name you are allowed give to your mistakes, but only if you have learned from them.Some people have ten years of experience.Most people have one year of experience ten times.Ninety-nine percent of business owners* will continue to defend their marketing beliefs and management practices even when those beliefs and practices continue to underperform year after year.These business owners underperform because traditional wisdom often feels like common sense.The problem with traditional wisdom is that it is usually more tradition than wisdom.Here’s how that happens:Your goal is lead generation.You create an ad that mixes urgency – a limited-time offer – with a strong value proposition. The features-and-benefits of your limited-time-offer dramatically outweigh the price.Your plan is to upsell the customer after they allow you into their home.This is called “transactional advertising” because you are advertising a transaction.Here’s the problem: Transactional ads don’t differentiate you. In fact, they blur you into your category, making you indistinguishable from your competitors.This is Today’s Traditional Wisdom:STEP 1: Give Google most of your profits and keep your fingers crossed. Keep a sharp eye on your cost-per-lead, your conversion rate, and your gross profit per sale.STEP 2: Keep doing this, week after week, month after month.STEP 3: Once a year, calculate how much your cost-per-sale has increased.STEP 4: Contact the people in your peer group to see if their experience has been the same as yours.STEP 5: Yes. Their experience has been the same as yours.STEP 6: Tell yourself, “Everyone else in our category is experiencing exactly what we have been experiencing. This means that everything is under control.”STEP 7: Continue to do this. In 9 more years, you will have had one year’s experience 10 times.Roy H. WilliamsPS – A smart person makes a mistake, learns from it, and never makes that mistake again. But a wise person finds a smart person and learns how to avoid that mistake altogether.A wise person discovers relational marketing.*ADDENDUMWe gathered data from 64 reputable sources. It can reasonably be estimated that there are about 117,000 companies in the US that provide HVAC services, 132,000 provide plumbing services, and 252,000 provide electrical services. (117,000 + 132,000 + 252,000 = 501,000)Let’s assume for the sake of this example that those numbers are elevated. A lot of home service companies offer two or more services.Let’s further assume that a lot of them are going to be commercial, not residential. So we will reduce the aggregate estimate of 501,000 companies down to just 100,000 companies competing for the opportunity to serve homeowners across America.Here is the fascinating part: we know for a fact that only 638 of those companies have a top line of $20,000,000 or more each year, and just 280 of the 638 will do $40,000,000 or more.Having worked with many of those over-performers, I can assure you that none of them were built on traditional wisdom. – RHWJackie Lapin’s passion was for traveling the world and taking photos. But Jackie’s passion has now blossomed into a thriving business with an impressive community of members. She is providing blog posts, photos, curated reading lists, historical insights, and exclusive travel resources with people who share her wanderlust. In this marvelously candid interview with deputy roving reporter Maxwell Rotbart, Jackie will convince you that turning your passion into a thriving business isn’t just possible; it may be the most direct and rewarding path to a robust income stream. MondayMorningRadio.com

The Muses of Greek mythology were nine goddesses associated with the arts, sciences, and memory.They were the source of inspiration for artists, thinkers, poets, dancers, musicians, and philosophers. They were the goddesses of knowledge, embodying the wisdom and creative power found in poetry, songs, and myths.This is the point: a muse is never an actual woman.When a man chooses a flesh-and-blood woman to be his muse, she becomes the symbol of something deeper, wiser, and much more mysterious than herself.A muse is a point of access that puts a man in touch with his feminine side while allowing him to pretend that he does not have a feminine side.A muse is essentially the Jungian anima, the perfect woman who exists only in the imagination of a man.Just now, my muse whispered to me,“The reader will want to ask you, ‘What is a woman’s muse?’”“What shall I tell them?”“Tell them to ask a woman,” she said.In his book, The Magic Synthesis, Silvano Arieti writes,“Creative products are always shiny and new; the creative process is ancient and unchanging.”Arieti believed that perception is not just binary, with logic on the left side and pattern recognition on the right. He believed that our minds can blend rational with irrational, sophisticated with primitive, conscious with subconscious to create a third type of perception known as “creativity.”Psychology Today begins their praise of Arieti with this paragraph:“Silvano Arieti’s book Interpretation of Schizophrenia was awarded the 1975 U.S. National Book Award in the Science category. More than 40 years later, it remains the most significant contribution to the psychological understanding of schizophrenia since Kraepelin and Bleuler. Contemporary psychiatrists and psychotherapists would be wise to review Arieti’s vast contributions to the field.”Silvano Arieti was born in 1914. When he died in 1981, Arieti was perhaps the world’s foremost authority on schizophrenia. He wrote an award-winning book about it.The other book he wrote was about creativity.Coincidence? Perhaps. But I am convinced that creativity is a mild form of schizophrenia. How else would you describe a marvelous blend of rational with irrational, sophisticated with primitive, conscious with subconscious?Creativity is a wild and spontaneous act employed by artists, thinkers, poets, dancers, musicians, and philosophers. It is that conflicted insanity to which our Muses give us access.I think that “mild schizophrenia” is the perfect description.But perhaps I am wrong.Roy H. WilliamsToday’s rabbit hole is as wacky as today’s memo. You should check it out. I’m Indy Beagle.Steven Gaffney’s client list reads like a “Who’s Who of America’s Best Corporations.” His clients include including Allstate, Amazon, American Express, Best Buy, Booz Allen Hamilton, and BP. And those are just the “A”s and “B”s. Steven Gaffney builds high-achieving teams that set brave goals and then exceed them. In this week’s amazing conversation with roving reporter Rotbart, Steven Gaffney shares big-picture insights and detailed actions that will help any business improve their results over the next 30 days. Get your running shoes on, because the race is about to begin at MondayMorningRadio.com

The Muses of Greek mythology were nine goddesses associated with the arts, sciences, and memory.They were the source of inspiration for artists, thinkers, poets, dancers, musicians, and philosophers. They were the goddesses of knowledge, embodying the wisdom and creative power found in poetry, songs, and myths.This is the point: a muse is never an actual woman.When a man chooses a flesh-and-blood woman to be his muse, she becomes the symbol of something deeper, wiser, and much more mysterious than herself.A muse is a point of access that puts a man in touch with his feminine side while allowing him to pretend that he does not have a feminine side.A muse is essentially the Jungian anima, the perfect woman who exists only in the imagination of a man.Just now, my muse whispered to me,“The reader will want to ask you, ‘What is a woman’s muse?’”“What shall I tell them?”“Tell them to ask a woman,” she said.In his book, The Magic Synthesis, Silvano Arieti writes,“Creative products are always shiny and new; the creative process is ancient and unchanging.”Arieti believed that perception is not just binary, with logic on the left side and pattern recognition on the right. He believed that our minds can blend rational with irrational, sophisticated with primitive, conscious with subconscious to create a third type of perception known as “creativity.”Psychology Today begins their praise of Arieti with this paragraph:“Silvano Arieti’s book Interpretation of Schizophrenia was awarded the 1975 U.S. National Book Award in the Science category. More than 40 years later, it remains the most significant contribution to the psychological understanding of schizophrenia since Kraepelin and Bleuler. Contemporary psychiatrists and psychotherapists would be wise to review Arieti’s vast contributions to the field.”Silvano Arieti was born in 1914. When he died in 1981, Arieti was perhaps the world’s foremost authority on schizophrenia. He wrote an award-winning book about it.The other book he wrote was about creativity.Coincidence? Perhaps. But I am convinced that creativity is a mild form of schizophrenia. How else would you describe a marvelous blend of rational with irrational, sophisticated with primitive, conscious with subconscious?Creativity is a wild and spontaneous act employed by artists, thinkers, poets, dancers, musicians, and philosophers. It is that conflicted insanity to which our Muses give us access.I think that “mild schizophrenia” is the perfect description.But perhaps I am wrong.Roy H. WilliamsToday’s rabbit hole is as wacky as today’s memo. You should check it out. I’m Indy Beagle.Steven Gaffney’s client list reads like a “Who’s Who of America’s Best Corporations.” His clients include including Allstate, Amazon, American Express, Best Buy, Booz Allen Hamilton, and BP. And those are just the “A”s and “B”s. Steven Gaffney builds high-achieving teams that set brave goals and then exceed them. In this week’s amazing conversation with roving reporter Rotbart, Steven Gaffney shares big-picture insights and detailed actions that will help any business improve their results over the next 30 days. Get your running shoes on, because the race is about to begin at MondayMorningRadio.com

The greatest companies are the ones with the happiest customers.To create happy customers, you need to be customer-centric.Every company believes they are customer-centric. But while a great company keeps the happiness of their customer in the center of their thoughts, the average company puts their customer in the center of the cross-hairs of a rifle scope.Great companies ask, “How can we give our customers the buying experience that they would prefer?” They work at removing the friction from the customer experience.Average companies ask, “How can we get our customers to give us more money, more often?” Average companies tells their marketing teams, “Sales is just a numbers game. Bring us twice as many leads and we’ll make twice as many sales. You bring’em in. We’ll close’em.”But no matter what those marketing teams do, a decreasing number of people will respond to their ads. A negative customer experience drives customers away faster than marketing can bring them in.Do you want to see what real customer-centric thinking looks like?A client of mine recently wrote this email and sent it to all the people who work in his company. He forwarded it to me only as an afterthought.SUBJECT: Pricing Reflection — Serving the Everyday Working AmericanTeam,Today I had a realization around some of our pricing. I’m all for setting prices that protect our margins and keep the business strong – but I’m equally committed to making sure we have price point items that the everyday working American can actually afford.Let’s take a simple example: a toilet. Right now, most of our toilet installs are priced over $1,000. If we assume the median household income is $85,000, divided over 26 pre-tax paychecks, that’s $3,269 per check. A $1,000 toilet install is over 30% of that paycheck. That’s significant.We need to remember who we’re here to serve – the nurse, the police officer, the office worker, the firefighter. These are people raising families, keeping their homes together, and doing the best they can. We cannot price them out of basic service. If we do, we risk not only losing today’s job – but any future relationship with that customer.Let me be clear: I’m not trying to run a low-margin business.But I do want to make sure we have real options for real people. Today’s pricing structure on some of these essential services is a barrier – not just to customers, but to our own techs who are trying to present them.Because of this realization, I immediately asked Jacob to find a toilet that we could install at a price point of $699. Well, guess what – we found one today. And we’re bringing it in and adding it to the price book at $649.This one change will give our team more confidence to present a basic toilet option. What I’ve heard from Will – and it’s been consistent – is that this has been a never-ending battle. Technicians don’t feel comfortable presenting a $1,000 toilet to customers, especially when many of them wouldn’t pay that themselves. That lack of confidence translates to lower conversions and frustrated customers.This reminds me of what we went through in HVAC when we had no system options below $15,000. We lost installs constantly – not because we weren’t good, but because we didn’t have a simple, no-frills option for people who just needed heating and air. Once we corrected that, we started closing more jobs and rebuilding our pipeline.We need to apply that same logic here. During times like this, let’s price effectively so we can keep building our customer base and generate revenue day by day. When the tide turns – and it will – we can always maximize margin percentage where appropriate.There’s an opportunity here. We can maintain strong margins where they make sense – but also have a few key products that are accessible. That builds trust, drives volume, and keeps us connected to the people we serve.Let’s make sure we’re building a business that works for our margins and for our community.The man who wrote that note to his employees owns a great company.His current sales volume is more than 10 times the amount the average business owner in his category hopes to do “some day.”The average company hunts for customers, targets customers, and closes customers.Great companies use mass media to distribute the seeds of relationship far and wide. They continually shine the warm sunlight of humility and vulnerability on those seeds and water them with generosity.Great companies grow mighty orchards that produce happy fruit for generations.Are you willing to work with a shovel, a rake, and a hoe?Or do you prefer to carry a rifle?Roy H. WilliamsJohnny Molson can explain – in just 2 words – what it takes for an advertising campaign to soar above the campaigns of its competitors. Johnny is one of the elite Wizard of Ads partners. Employing the groundbreaking strategies developed by Roy H. Williams, he and his fellow Wizards of Ads craft powerful brand identities that turn a business owner’s financial dreams into financial realities.In today’s episode of Monday Morning Radio, Johnny Molson explains the difference between ads that drive immediate sales — and ads that build long-term customers and spectacular profitability. What is Johnny’s two-word formula? Listen and WIN as Johnny joins roving reporter Rotbart and his deputy, Maxwell, for a deep dive into magical advertising at Monday Morning Radio dot com.

The strongest brands are the ones with the most distinctive personalities. But even a weak and faded personality is better than none at all.A brand with a personality is an imaginary character in the minds of the customers of that brand. It is similar to the characters in syndicated television shows, bestselling novels, and big movie franchises.Meryl Streep, Julia Roberts, and Robin Williams are actors, but they are also characters in your mind.Willie Nelson, Michael Jackson, and Taylor Swift are musicians. but they are also characters in your mind.Brands are like that.Two people are now going to tell us about books.Dear Person Reading This,A writer can fit a whole world inside a book. Really. You can go there. You can learn things while you are away. You can bring them back to the world you normally live in.You can look out of another person’s eyes, think their thoughts, care about what they care about.You can fly. You can travel to the stars. You can be a monster or a wizard or a god. You can be a girl. You can be a boy. Books give you worlds of infinite possibility. All you have to do is be interested enough to read that first page…Somewhere, there is a book written just for you. It will fit in your mind like a glove fits your hand. And it’s waiting.Go look for it.Neil GaimanA Velocity of Being, Letters to a Young Reader, p. 22Brands are like novels and movies and TV shows. Brands are like hit songs. Brands are like actors and musicians. Brands are like good books.Here is the second person.Dear Reader,When I was 12, I was given a scholarship to a private girl’s school in the town where I lived. All the other girls came from another – wealthier – town. They were driven to school in Jaguars and Mercedes Benzes. They ate artichokes. No way would I ever fit in.In the midst of my funk, the English teacher assigned A Member of the Wedding by Carson McCullers. As it happens, Frankie, the book’s heroine, is also 12 and also wants to belong. Her yearning is such that she wants to know everyone in the world and for everyone to know her – exactly what I wanted!That’s what stunned me, not just the intensity of the longing, but the specificity. It meant – it had to mean – there were other people in the world like me. Not just Frankie, a fictional character, but the author who had to have felt that way herself in order to give Frankie that longing. I felt such an intimate connection with her, as if she’d looked deep inside me and knew me in the way I wanted the world to know me. Reading didn’t just offer escape; it offered connection!All these years later, I just have to look at my copy of A Member of the Wedding on my bookshelf to experience again how I felt when I first read it and to feel the full force of that connection: to Frankie, to Carson McCullers, to the 12-year-old girl I was, and to 12-year-olds everywhere.Emily LevineA Velocity of Being, Letters to a Young Reader, p. 52A brand with a personality is like A Member of the Wedding, written by Carson McCullers.Who was the first ad writer to give a brand a distinctive personality?That’s like asking, “Who built the first car?” To answer that question, we would first have to agree upon the defining characteristics of a car.For us to agree upon “Who was the first ad writer to give a brand a distinctive personality,” we would first have to agree upon a definition for the word “distinctive,” and then we would have to agree upon what constitutes a “personality.”We could do that, or you can just trust me when I say that Carl Benz built the first car in July of 1886 and Bill Bernbach created the first brand with a distinctive personality in 1958. The ad is not logical. It does not speak of features and benefits. It does not feel like an ad.Ads with personality are captivating and engaging because they give you a look at something through the eyes of someone else.In this case, we are listening to a catty cat, an obvious metaphor for a snobbish society matron.You might be thinking, “That ad isn’t special. I see ads like that all the time.”These are my responses:(1.) No, you see ads like that occasionally, perhaps 1 in every 1,000 ads you encounter. You only think that you see them “all the time” because when you do see one, it has an impact on you. Your mind has been ignoring the 999 others because they are uninteresting and predictable.(2.) Keep in mind that we are talking about 1958. In those days, this ad was revolutionary.A year after Bill Bernbach wrote that first Ohrbach’s ad, a group of Germans came to America and asked, “Where can we find the man who writes those ads for Ohrbach’s?” And thus the legendary “Think Small” campaign for Volkswagen was born.Volkswagen, a small car with an air-cooled engine from Germany, quickly became a powerful brand with a cult-like following. And this happened in America just 14 years after the end of WWII. Don’t tell me that ad writers don’t make a difference.I began this journey by accident.For many years, I have quoted Bill Bernbach’s famous statement, “I’ve got a great gimmick. Let’s tell the truth.”The truth is that he never said it, and he never claimed to have said it.Bill was searching for a new gimmick for Ohrbach’s Department Stores when his client Nathan Ohrbach looked at him and said, “I’ve got a great gimmick. Let’s tell the truth.”It is foolish to create a personality for a company that doesn’t already have one. Great ad writers perceive the personality that is already alive within the company. And then they amplify it.If you try to give a personality to a company that doesn’t already have one, the customers who respond to your ads will feel they have been deeply misled and betrayed. You can put lipstick on a pig, but everyone who encounters that pig will still recognize it as a pig.Bill Bernbach never did that. He found the truth, amplified the truth, and then proclaimed the truth. When I recently learned what Bill Bernbach really did say, it freaked me out a little. Things that I have discovered, developed, practiced, and written about for more than 40 years had been discovered by Bill Bernbach before I was born.This is Bill Bernbach:“A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad.”“There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.”“We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics, we forget we can create them.”“Our job is to bring the dead facts to life.”“An idea can turn to dust or magic depending on the talent that rubs against it.”“The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.”“If you stand for something, you will always find some people for you, and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.”Richard Kessler owned an invisible little jewelry store in a sad little strip center in Menomonee Falls, Wisconsin. Everyone in Menomonee Falls was willing to drive 21 miles to Milwaukee, but no one in Milwaukee was willing to drive 21 miles to Menomonee Falls.But that’s exactly what we needed them to do.Richard had vision and courage, but so do a lot of other business owners. The reason I agreed to work with the Kess-Man is that he was willing to be vulnerable. The man had genuine humility.If a client doesn’t have humility, they won’t let you write ads that reveal their heart.We had a tiny little ad budget, so we ran weird radio ads late at night that ended with Richard saying, “Kesslers Diamonds, inconveniently located on Appleton Avenue in Menomonee Falls.”Humorless people assumed that Richard had misspoken. They called the radio stations and said, “He’s not saying ‘conveniently located.’ He’s saying ‘inconveniently located.’ That man is saying ‘inconveniently located!’ You need to correct that.”My goal was for you to feel that you knew Richard Kessler. I liked Richard and I wanted you to like him, too. To like him, you just needed to get to know him.We did it in 60-second increments.If you win the heart, the mind will follow. The mind will always create logic to justify what the heart has already decided.Kessler taught every employee to think and feel like they owned the store. He gave each of them his full authority. No employee at Kesslers ever had to “check with the boss” to make a decision. They were able to make gigantic decisions without having to check with him or with anyone else. That’s real vulnerability.When Richard Kessler had grown the company 70 times bigger than it was when we got started, he gave his employees the company.Kesslers Diamonds is the largest employee-owned jewelry store in America. They have 9 big stores across Wisconsin and Michigan with plans to open a lot more.I shared that story with you to make you understand a transformative truth: Passion, pride, and confidence are overrated. The world is full of idiots who are passionate, proud and confident.Untempered passion, pride, and confidence create a strutting peacock, a coarse cliché, a cardboard cut-out wearing an Armani suit. If you write ads for such a person, you must target people who want to be that person. Count me out.If you want to write successful ads that win the hearts and minds of millions, look for business owners who have humility, vulnerability, and generosity.America loves Warren Buffett – not because he has billions of dollars – but because he has humility, vulnerability, and generosity.Be like Warren Buffett.© Roy H. WilliamsExecutives often make trade-offs, prioritizing wealth and recognition over family and a grounded life. But are the benefits of these trade-offs worth it? That question prompted Butch Meily to write a memoir about the years he spent as an aide to Reginald Lewis, the first African-American to build a billion-dollar company. Reginald reached extraordinary heights and brought Butch along with him. But the lives of these men provide a cautionary tale of the price each of them paid for their achievements. Spend a few minutes with Butch Meily and roving reporter Rotbart today and you will learn how to build boldly, lead wisely, and never forget to live. MondayMorningRadio.com.