Wizard of Ads Monday Morning Memo

Perhaps you’ve noticed that fewer couples are choosing to get married. This decline in the marriage rate has been slow, but it is a cultural shift that makes me uneasy.The first reason for my uneasiness is that I believe marriage is more than a piece of paper. Something wonderful happens when a couple embraces a legal alteration of their separate identities to become partners for life. Marriage is a serious commitment, not easily undone.Princess Pennie and I have been married for 43 years. “For better, for worse, for richer, for poorer, in sickness and in health.” I believe everyone should marry their best friend and face life together as partners.Our belief in marriage is such that 15 years ago we gave the world a free wedding chapel that hangs off the edge of a cliff on the outskirts of Austin, Texas. As couples approach the chapel, they literally turn from the path they were walking to step off the edge together. Standing in the air, they become legally united.Chapel Dulcinea hosts more than 1,000 free weddings a year.The second reason for my uneasiness is that I have been writing ads to help jewelers sell engagement rings for 33 years. Any jeweler who does what I’m about to describe is going to make a blistering fortune. Believe me, I know the diamond business as well as anyone in the world. I have Martin Rapaport’s private cell phone number on speed dial.Jewelers no longer form a major part of my ad-writing business, but I love the work and feel a deep connection to it.2019 seems to have been an inflection point.I have spoken to more than 100 jewelers in the past 90 days and each has reported that their opportunities to sell engagement rings declined by about 9 percent in 2019. But they happily report that the size of the average purchase increased by enough to offset the declining sales opportunities, so their topline didn’t suffer. Fewer than 10 of these 100 engagement ring stores were my clients, but my clients are notable because they are among the largest and strongest in America.Reservations to book Chapel Dulcinea declined by 9 percent as well. And it’s free.A few weeks ago, I woke up with an astoundingly simple, big idea. My goal for 2020 is to see every jeweler in the world embrace this idea in a worldwide celebration of marriage. The best way to explain the idea is to let you read this short ad-segment I am giving to jewelers everywhere. This information can be inserted into an infinite number of ads. Just give this segment an opening and a closing and watch what will begin to happen in just a few short months.YOUNG:  You’ll find the diamond of your life at­­­­­­­­ [name of store.]OLDER: We have tremendous values on BIG Anniversary Diamonds.YOUNG: What’s an “Anniversary Diamond?”OLDER: An Anniversary Diamond is at least twice as big as the one in her engagement ring.YOUNG: Why twice as big?OLDER: [Calls the younger person by his/her first name,] every diamond makes a statement.YOUNG: Okay, what does an Anniversary Diamond say?OLDER: It says, “I love you twice as much today as the day you married me.”YOUNG: I like this!OLDER: [Location details]The limiting factor in the engagement ring diamond is that it is “one-and-done.” But a woman can have a whole collection of Anniversary Diamonds. Moreover, less than 2% of our population gets engaged each year. Now compare that to the percentage of America that is already married.The potential for anniversary diamonds is at least as big as the potential for engagement rings and probably a great deal bigger.The key to this idea is NOT to try to “merchandise” the anniversary diamond by mounting it in a specific piece of jewelry. This is the mistake that DeBeers has made for decades. “Anniversary Diamond” is a category, a concept, an idea, a blank to be filled in by the customer. How she decides to mount her anniversary diamond is up to her, or up to her partner if that is what the partner chooses. The thing to remember is that it is NOT up to the jeweler.Pennie and I were married with a 1/3 carat diamond. If I give her a 2-carat anniversary diamond, I get to say, “I love you 6 times as much as the day you married me.”Maybe she’ll put the 2-carat in her original engagement ring mounting. Maybe she’ll have a custom ring made for it. Maybe she’ll wear it as a pendant and choose a mounting and chain. Maybe she’ll attach it to a long needle and wear it as a hat pin. Maybe her two carats will be a matched pair of 1-carat diamond stud earrings. When people comment on those earrings, she can say, “These are my anniversary diamonds. Roy said they were 6 times as big as my engagement diamond because he loves me 6 times as much as the day he married me.”How she wears her anniversary diamond doesn’t matter. The only thing that matters is that she knows for certain how much I love her.Now that I think about it, Pennie’s anniversary diamond is going to have to be at least 5 carats.Yes, I love the Princess at least 15 times as much as the day I married her. And I was out-of-my-mind in love with her on our wedding day.This is an idea the world needs to embrace. There is nothing more important than letting your life-partner know you still love them and that you would happily marry them all over again.Do it.Roy H. Williams

A contrast of opposites is the foundation of effective communication.A thing cannot exist without its opposite.But opposites aren’t always easy to detect.As an example, the opposite of “freedom” isn’t really “slavery,” because slavery no longer exists in our society like it did 160 years ago. We need to contrast freedom with something experiential, something we have all felt.Responsibility is the opposite of freedom for most of us. As responsibility is increased, freedom is decreased. We’ve known this since the late Renaissance.“All work and no play makes Jack a dull boy.” (1659)Today’s tug-of-war is not between freedom and slavery, but between freedom and responsibility. But what are the attractions at the ends of the rope? We could argue that freedom is its own reward, but what is the reward for responsibility?Purpose is the reward for responsibility.Life is a search for identity, purpose, and adventure.Identity: Who am I?Purpose: Why am I here?Adventure: What must I overcome?Are you familiar with the boredom of the idle rich? They spend extravagant amounts of money to create the illusion of adventure, but it never really pays off. They can sense the truth of the second half of that saying from 1659, even if they have never read it:“All play and no work makes Jack a mere toy.”A lifetime of hollow, false adventures is the price paid by the idle rich for having accepted no responsibilities and having found no purpose.A loss of freedom is the price of responsibility, but purpose is its reward, whether that responsibility is entrusted to us by someone in authority, or we choose it for ourselves.When you embrace responsibility, you find purpose.And when you determine what you must overcome, you find adventure.Roy H. Williams

Twenty-one years ago I got a phone call from my publisher, Ray Bard. “Roy, a man in Denver just bought 350 copies of your book from a bookstore in Denver and then faxed the receipt to my office with a question scribbled on it.”“What was the question?” I asked.“He wrote, ‘Is this enough for you to arrange a meeting with the author?’”A couple of weeks later, the man arrived in Austin and we spent a day talking about every subject on earth. I was glad I met him.That night, Pennie asked, “What does he do for a living?”That’s when it occurred to me that I knew almost nothing about the man’s personal life because every time I asked him a question about himself, he would take our conversation in a new direction.A few days later I received an email from my mysterious friend. “Cancel whatever plans you have for March 10 and be in the Grand Ballroom of the Waldorf-Astoria in New York at 7:00 PM. Trust me.”We had no idea what we were walking into, but Pennie and I decided it would be a fun adventure, so we flew to New York.A small army of security men stood guard at the doors of the Grand Ballroom as hundreds of tuxedos and long-gloved evening gowns flowed like water across the lobby.We were given a small book with twelve hundred names listed in alphabetical order. It was a seating chart.Barlett, Donald L. – TIMEBehar, Richard – FORTUNEBloomberg, Michael – Bloomberg NewsBrady, Ray – CBSThrough the open doorway I saw an arctic plateau of crystal stemware and white china on snow-white tablecloths.Pennie placed her finger in a precise spot on page nine. “This is the place where our names should have been.”We stared at that spot for a long time and waited for our names to magically appear alongside a table number. An insert fell from the booklet onto the floor. I picked it up. It was a note from Bill Clinton, President of the United States.“Pennie,” I whispered, “I just realized something.”She looked at me. I continued.“There was no salutation on that email. It didn’t say, ‘Dear Roy and Pennie.’ It just started with the words, ‘Meet me.’”Pennie had a question mark in her eyes.“I think he clicked my email address by mistake.”Everyone else was in the ballroom now and we, conspicuously, were not.Pennie smiled and said, “No problem, we’ll go have a nice dinner and then have a few days of fun in New York.” Not wanting to attract attention to ourselves, we began moving quietly toward the door that led onto the street. That’s when we heard a shout.“Pennie? Roy?”We froze like we’d been hit with a spotlight while trying to sneak over a prison wall. With all my heart I expected him to say, “What are you doing here?” But what he said was, “Did you have a good flight?”Before we could reply, the air sang the song of a wine glass being struck repeatedly by a butter knife. That’s when our friend grabbed Pennie’s hand and said, “Follow me.”He led us to a table on the stage where the trophies were to be presented. It was like sitting onstage during the Academy Awards. Pennie and I were the guests of honor at a dinner party Roving Reporter Rotbart was throwing for all his journalist friends. The next year he threw his party on the floor of the New York Stock Exchange and the year after that it was at NASDAQ.Twenty-one years later, when his daughter Avital needed to design a book for her senior thesis in college, I happily volunteered to let her prepare our long-overdue guidebook, Secrets of the Wizard Academy Campus.We will be distributing copies during our extravaganza on May 2nd. The roving reporter says he’s planning to be there.Are you?Roy H. Williams

Richard Kessler built one of the most famous stores in America.You might remember his name from the Monday Morning Memo about origin stories published on March 20, 2017. Here is Kessler’s origin story in a 60-second radio ad:My Dad was a house painter. He taught me to sand and scrape paint until my fingers were aching and raw. But I wanted to make him proud, so I always worked hard. I’ll never forget the day we opened our brown bags at lunch time and he said, “Son. I’m proud of how hard you work, but I hope that someday you’ll get a job where you can wear a tie.” And because I wanted to make him proud, I decided to open a jewelry store. I watched as my Dad took his last seven hundred dollars out of his sock drawer to help me get started. But he never got to see that store.  He died just before it was open. I lived on wieners and beans for the next 11 years until I finally figured it out:  Lose the tie… And be a regular guy just like your Dad.  That’s when things turned around for me. I’ve been sharing the story of that 700 dollars with young entrepreneurs in High Schools and Colleges for years. America’s newest and best Kesslers Diamond Center is about to open in front of Cabela’s next to the Rivertown Mall in Grandville. I’m Richard Kessler, and I’m hoping to become your jeweler.Richard Kessler is a celebrity in his hometown of Milwaukee, with 50% of the population of that city having heard at least 3 of his radio ads every week, fifty-two-weeks in a row, for the past 30 years. Richard’s daughter, Monica, was his sidekick on the radio for 5 years, then became the principal voice of the Kesslers ad campaign when Richard retired.But Richard Kessler also has a son.Hi, I’m Rob Kessler, yeah that Kessler, son of Richard and brother to Monica. I invented a new kind of shirt that makes guys look fantastic.  You’ll see what I mean the moment you look in the mirror after trying one on. “Wow! Is that me?” And you can try one on right now at Harleys Menswear. My company is called goTieless and your new shirt has my patented, Million Dollar Collar. Shirt-makers all over the world are trying to license the Million Dollar Collar, but I’m not sure I want to do that. But I AM sure I want you to see yourself in the mirror wearing one. Average dress shirts were designed to be worn with a tie.  goTIELESS shirts are designed to make you look like you’ve been spending time in the gym. Seriously, go to Harleys Menswear and try one on and look in the mirror.  WOW!! My website is goTIELESS dot com. You’re going to look AMAZING in the casual dress shirts I designed for you.  goTIELESS dot com. Dad says “Hi” by the way.  For real.  goTIELESS dot com.Line 1: Introduce the unknown and unfamiliar by relating it to the known and familiar. “Hi, I’m Rob Kessler, yeah that Kessler, son of Richard and brother to Monica.”Line 2: Replace predictable words with unexpected words that mean the same thing.Not “I designed a shirt…” but, “I invented a shirt…” Also, bring the customer into the picture by saying “…that makes guys look FANTASTIC.”Line 3: Amplify the customer’s curiosity by putting them squarely in the center of the picture you’re painting. “You’ll see what I mean the moment you look in the mirror after trying one on. ‘Wow! Is that me?’”Line 4: Cause the customer to imagine themselves taking the action you want them to take. “And you can try one on right now at Harleys Menswear.”Line 5a: Introduce the domain name you need them to remember, then answer the question that lurks in the mind of the listener: What did Rob Kessler invent that makes guys look fantastic? “My company is called goTIELESS and your new shirt has my patented, Million Dollar Collar.”Line 5b: Transfer ownership of the shirt by referring to it as “your new shirt,” rather than “my new shirt.” This is another way of causing the customer to imagine themselves taking the action you want them to take.Line 6: Establish third-party credibility, “Shirt-makers all over the world are trying to license the Million Dollar Collar…” then let the customer get a glimpse into your heart by saying, “but I’m not sure I want to do that.” Those nine words signal that making money is not your principal objective. Line 7: Now close the loop on this set of paired opposites. Not sure/AM sure. “…But I AM sure I want you to see yourself in the mirror wearing one.” This line also contains the seventh and eighth times you’ve caused the customer to imagine himself taking the action you want him to take.1 ….makes guys look fantastic2. You’ll see what I mean…3. …you look in the mirror…4. … “Wow! Is that me?”5. … you can try one on right now…6. … your new shirt…7.  I want you to see…8. …yourself in the mirror wearing one.Line 8: Introduce new information. “Average dress shirts were designed to be worn with a tie.” This line implies that the customer’s “new shirt” – his GoTIELESS shirt – is not the average dress shirt. This is also the first line in a second set of paired opposites. The second line is…Line 9: “goTIELESS shirts are designed to make you look like you’ve been spending time in the gym.” Yes, the customer is once again the star of the movie you are projecting into his mind.9. …you look like you’ve been spending time in the gym.And you closed the loop on our second set of paired opposites! “Average dress shirts were designed/goTIELESS shirts are designed.”  You went from past tense “were designed” to present tense, “are designed” to indicate that average dress shirts are the past and goTIELESS shirts are the future.Line 10: “Seriously, go to Harleys Menswear and try one on and look in the mirror. WOW!”10. …go to Harleys…11. …try one one…12. …look in the mirror. WOW!Line 11: Repeat the domain name you mentioned earlier. “My website is GoTIELESS dot com.”Line 12: Cause the customer to feel connected to his friend, Rob Kessler. “You’re going to look AMAZING in the casual dress shirts I designed for you.”13. You’re going to look amazing…Line 13: Repeat the domain name for the third time. “goTIELESS dot com.”Line 14: Remind them of your heritage. You are the son of someone they like. “Dad says ‘Hi’ by the way.”Line 15: Elevate attention by using an unexpected phrase that could mean several different things. “For real.”Line 16: Close with a last mental image that reminds them of what to do next, “goTIELESS dot com.” This is the fourth time we’ve given them the domain name. Now let’s measure our increase in traffic.If we don’t see a significant increase in website traffic, the problem is in the ad. If we see a lot of website traffic but not enough sales, the problem is on the website. And there is always the outside chance that we’re answering a question no one was asking.You did read last week’s MondayMorningMemo about gambling, didn’t you?Roy H. Williams

My friend has been important to me for 6 or 7 years.I had no idea that he had any money until about 3 years ago.My friend is a professional gambler.No, he doesn’t gamble on green felt tables with cards or dice. He gambles on NASDAQ and the New York Stock Exchange.“Oh, he’s an investor,” you say.“No, I’m a highly informed gambler,” he responds.My friend wins 7 out of every 8 bets and makes about $100,000 a week.No, I won’t give you his name and it wouldn’t do you any good if I did. He won’t share any tips with you or me or anyone else and he certainly doesn’t need our money. He is a lone wolf hunting a lone wolf’s prey.My gambling friend doesn’t embrace traditional stock market wisdom but calculates the size of his bets according to his degree of confidence using the Kelly Criterion, an obscure formula used by professional gamblers since 1956.I, too, am a professional gambler who determines the size of his bets according to the degree of his confidence. But I don’t gamble my money on the stock market. I gamble my client’s money on ad campaigns.My ads make millions of dollars a week, but I don’t get to keep the money. It goes to the people who believed in my methods.Investors don’t like to think of themselves as gamblers. That’s why so many of them lose. The same is true of advertisers. Investors and advertisers like to believe they are scientists.Investors fall in love with stocks.Advertisers fall in love with media.Gamblers love only the dance.My friend taught me that.He and I agree that traditional wisdom is usually more tradition than wisdom. Do you agree with us?If you do, here are a few of those non-traditional thoughts about advertising that have been responsible for those millions of dollars a week.Your choice of media doesn’t make your ad perform. Your ad makes your choice of media perform. So be careful not to count on “reaching the right people.” Instead, be careful to say the right things.If you win the heart, the mind will follow. The intellect will always create logic to justify what the heart has already decided.Don’t try to “educate the customer,” believing they would choose you, “if only they understood.” Talk about something they already care about. Speak to a felt need.If you win the heart, the mind will follow. The intellect will always create logic to justify what the heart has already decided.If you try to reach the right person at the right time with the right message, you will forever be frustrated with feast-and-famine results. But if you reach the masses with a memorable message long before they need you, and continue to reach them until they do, you will be the person they think of immediately and feel the best about.If you win the heart, the mind will follow. The intellect will always create logic to justify what the heart has already decided.If you have a product with a short purchase cycle (like food and entertainment,) you can expect quick results to your advertising. But if you have a product with a long purchase cycle, you need to prepare yourself for dismal results at first, but those results will get better and better when your ad campaign finally gets traction.If you win the heart, the mind will follow. The intellect will always create logic to justify what the heart has already decided.Entertainment is the only currency with which you can purchase the time and attention of a too-busy public.Without an element of surprise, there can be no delight.Repetition is effective. Repetition is effective. Repetition is effective.If you win the heart, the mind will follow. The intellect will always create logic to justify what the heart has already decided.If you want to read some fascinating case histories, take a look at this new blog.And never forget that you are, in fact, gambling.Roy H. Williams

The first obelisk was a stone pillar with a tapered top created by the ancient Egyptians to honor the sun god.It is a finger, pointing to the sky.The Roman army carried Egyptian obelisks back to Rome as a sign of their power over that nation.The Vatican uncovered a buried Egyptian obelisk five hundred years ago and placed it in St. Peter’s Square as a sign of Catholicism’s victory over paganism. “Our God is better than your gods.”Modern obelisks are erected as memorials of people, events, and accomplishments.But the obelisk that interests me most is a jagged dagger of rock that rises eighteen hundred and forty-four feet above the surface of the ocean. This arrow to the sky has been known as Ball’s Pyramid since 1788, even though it was countless centuries old when Henry Ball’s mother gave birth to him.It never really belonged to Ball; he just discovered it.I think we put our names on things because we want to be remembered, but that doesn’t really work. Ben White and William Cannon are two famous boulevards in the city where I live, but I’ve never met anyone who could tell me who those men were or what they did.My friend Tom Grimes once wrote me an email that said,“Nobody other than a handful will think about us 15 minutes after we check out permanently. And when you realize how insignificant you really are, you are free to experience the world the way it is supposed to be experienced. One moment at a time. And that ‘This Day’ is ‘The Day.’”I think Tom is right. Our lives aren’t measured by one big accomplishment, but by all the little things we do and say. Every person is given, at birth, a colorful imagination and a tongue for a brush.Splashes of color are left on our lives by every person we encounter.And how we do love those people who paint in our hearts a bright finger of encouragement, pointing toward the sky!What will you paint today?Roy H. Williams

It takes four people to make a world.One person wants acceptance.They hope to save the relationship.Under pressure, they acquiesce.One person wants accuracy.They hope to save face.Under pressure, they avoid.One person wants applause.They hope to save effort.Under pressure, they attack.One person wants accomplishment.They hope to save time.Under pressure, they become autocratic.When I was taught these things 40 years ago, I didn’t know what ‘autocratic’ meant, but I knew I was the fourth person, the ‘autocratic’ one focused on accomplishment.Impediments and incompetence annoy me, and I see no value in committees.In case you didn’t know, that last statement was autocratic. AAutocrats are socially awkward, but we are good at making things happen. If you want to get something done, put an autocrat in charge. If they need a friend, they’ll buy a dog.If you want acceptance, you will try to win those people who do not believe in your dream.If you want accuracy, you will study and plan and update your plan again and again.If you want applause, you will talk to the people who admire you.If you want accomplishment, you will leap to the challenge and deal quickly and directly with impediments and incompetence. This is what it means to be a weasel slapper.Monkey farmers see a problem and embrace it, form a bond with it, try to understand it, then carry that monkey on their back. This monkey attracts other monkeys. Are you beginning to see the problem?I said, “Autocrats are socially awkward, but we are good at making things happen.” But the things we make happen aren’t always good. This is why the other three people are so important.The one who wants acceptance will make sure customers love your company and your employees never want to leave it.The one who wants accuracy will make sure the bills are paid and that you never get in trouble with the IRS or with any other regulatory agency.The one who wants applause will make sure everyone has heard of you.By yourself, you are just a lone nut charging a windmill with a lance.Would we have ever heard of Don Quixote if there had been no Sancho Panza?Would we have ever heard of Steve Jobs if there had been no Wozniak?Would we have ever heard of ‘Look at Me’ Paul McCartney without brooding, negative John Lennon? Could Lennon and McCartney have been The Beatles without sardonic George Harrison and ‘I Love Everyone’ Ringo Starr?It takes four people to make a world.Anyone who thinks they can do it all alone…is going to find themselves…all alone.Roy H. Williams

Thomas Mann, the winner of the 1929 Nobel Prize in Literature, said, “A writer is somebody for whom writing is more difficult than it is for other people.”I agree with Thomas Mann. Having logged more than 39,000 hours of writing during the past 30 years, I can say with confidence that no sane person fights quite so fiercely or so long to find exactly the right word as does the writer. And to hear a word used inappropriately causes the ear to itch like a mosquito bite.My warm heart overflows with hope that you will find the next few paragraphs to be instructive, insightful, and illuminating, but my cold and calculating mind suspects that you will find these paragraphs to be mildly comical, at best.If you were to choose to quit reading right now, I would understand.Oh, my. You’re still here.I suppose I should begin.I was contemplating my admiration of 86-year-old Carol Burnett when I realized that she is probably the most active and vibrant of the female television stars of the late 1960’s.When I Googled “female television stars of the 1960s” I was surprised to see that virtually every website included not just the female television stars, but the female movie stars, as well.“Is there a difference?” you ask.Yes, there is a difference. Television stars are famous for their television shows. Movie stars are famous for their movies. And sex symbols are famous for their sex appeal. Famous sex symbols of that era include Barbara Eden in “I Dream of Jeannie,” and Donna Douglas as Ellie Mae Clampett in “The Beverly Hillbillies,” who served as the prototype for another hillbilly sex symbol, Daisy Duke, played by Catherine Bach eight years later on “The Dukes of Hazzard.”Television Star, Movie Star, and Sex Symbol are three different designations, although it is possible for one person to be all three.I confess that I am equally distressed by the rampant misuse of the word, “mentor.”People often tell me about their “mentors,” and then proceed to list people whose work influenced and inspired them, even though none of those “mentors” interacted with them directly, or even knew that they were alive. If we want to be accurate, we will say that the work of such a person influenced us and inspired us, but we will not go so far as to call them our “mentor.”If a person is your mentor, you are their apprentice, their protégé. A person is your mentor when they take an interest in you and devote a meaningful amount of time and energy into your future.Lucille Ball did far more than influence and inspire Carol Burnett. She actively mentored Carol until April 26, 1989.On Carol Burnett’s 56th birthday, she woke up to hear the news that her longtime friend and mentor, Lucille Ball, had died unexpectedly.Carol was devastated.Several hours later, there was a knock on her door. Carol Burnett opened the door to see a delivery man holding a huge bouquet of flowers with a note that said, “Happy Birthday, Kid. Love, Lucy.”Thirty years later, Carol cannot speak of it without crying.Roy H. Williams

Good decisions come from experience.Experience comes from bad decisions.Bad decisions aren’t made because a person is stupid. Bad decisions are often the result of logic.The first thing experience will teach you is, “Not everything logical is true.”Logic among advertising professionals says, “Always target the right customer.” But if you embrace that premise,you will gravitate to online marketing because it allows you to reach specific types of people, track results, gather data, and hold your ad budget accountable.you will spend too much money to reach too few people.you will see your advertising efficiency decrease, not increase, as you grow.you will fail to become widely known.Alex Iskold is not an advertising professional. Alex blogs about startups and venture capital as the Managing Director of Techstars. He was previously the founder and CEO of Information Laboratory, which was acquired by IBM, and Chief Architect at DataSynapse, which was acquired by TIBCO.In other words, Alex is a tech guy.His home page bio says “An engineer by training, Alex has deep passion and appreciation for startups, digital products and elegant code. He likes running, yoga, complex systems, Murakami books and red wine. Not necessarily in that order and not necessarily all together. He blogs about startups and venture capital at http://alexiskold.net ”Recently, he wrote,“2019 was the year when VCs and startup founders soured on paid acquisition. Contrary to what most thought a few years back, CAC (Cost of Acquiring a Customer) didn’t go down as many D2C (Direct-to-Consumer) startups scaled. The costs instead went up.”“The explosion of D2C brands and mega rounds of funding led to massive amounts of capital deployed into advertising. All this cash flooded Facebook, Instagram and other social channels, and bid up the costs of Google ads. We’ve heard that these channels have become saturated, and that the companies are seeing diminishing returns on spending additional advertising dollars.”“We also heard that consumer’s attention has become fragmented and that, combined with increasing competition for eyeballs from the brands and saturation of the channels, has led to increases in CAC (Cost of Acquiring a Customer).”“While all of this is absolutely true, this is only 1/2 of the story.”“Why startups struggle to scale: The reality is that unless you have strong word of mouth, you are forced to spend money to grow your customer base. And that relationship between the spend and the growth is linear. The more you spend on marketing and advertising the more customers you get. On the surface it sounds great, but if and when you dial down your spend – your growth stops.”Mass media includes television, radio, and outdoor, each of which is shockingly affordable when compared to the cost of paid, online advertising.I have a number of friends who own large, online companies that sell millions of dollars per month – Direct to Consumer – around the world. The average brick-and-mortar business invests 5% to 10% of topline sales into advertising. My buddies who own D2C online companies are spending 30% to 35%.The logical criticism of mass media is best summarized in a statement that has been aimed at me hundreds of times by promoters of online targeting, “You’re using a shotgun, but I’m using a rifle with a scope.”But the shotgun vs. rifle argument assumes that the costs are reasonably equal. But the simple truth is that you can reach thousands of untargeted people for the price of one, targeted person. And among those thousands of untargeted influencers will be not just one, but several of the people you would have targeted. The familiarity you win and the reputation you gain and the word-of-mouth you trigger by reaching all those untargeted influencers will be yours at no extra charge.But if you leverage your budget into local, mass media,you will feel certain that you’ve made a mistake during the early months when you’re not seeing significant results.you will experience a time when your rocket ship finally begins accelerating, if you don’t chicken out. We call this window “breakthrough.”you will see your advertising efficiency increase, year after year, as you grow.you will become widely known.The voice of experience says, “If you want to be the one customers think of immediately and feel the best about, use mass media to reach the masses. But be sure to tell an interesting and memorable story.”You’ve heard me say all this before, right? But the truth is always a paradox.And the other side of the truth about the wonderful efficiency of mass media is that sometimes it isn’t a fit for what you need to accomplish.I just approved a plan to use geofencing and geotargeting to reach the people in a specific group of buildings in the downtown area of a major city. Surprised? The cost of mass media in that city was beyond the limitations of our budget, so we’re moving ahead with a highly targeted online campaign.It’s the only way we can shrink the city to a size that we can afford.We’ll reach surprisingly few people, but each of those people will be in exactly the right location to take the action we’d like them to take.I’ll let you know how it turns out in a couple of months.Roy H. Williams

My most successful ads in 2019 were the ones where I refrained from using logic, but chose instead to speak to the unconscious mind.Advertise your product to the conscious mind of a customer and you will likely be met with doubt, disinterest, and suspicion. But the unconscious mind greets you with none of these.Speaking to the unconscious is not nearly so complicated as it sounds.Here’s a recent example. A big jewelry store asked for an ad that would trigger interest in their custom-design department. The instructions I was given were typical of the instructions received by most ad writers: “Custom Designed Jewelry – Our jeweler can make just about anything from custom engagement rings, wedding bands, pendants, etc. – Let us know if you need more information about our services.”These were the thoughts that ran through my head:Custom-designed jewelry is the answer to a question that few people are asking. Consequently, it is not a felt need.But plenty of people would love to a have a distinctive, one-of-a-kind, “signature” piece of jewelry.If I speak directly to the issue by describing how “our talented designers can design distinctive, one-of-a-kind, signature pieces of jewelry for any special occasion… custom engagement rings, wedding bands, pendants, whatever you like,” people are just going to groan and roll their eyes because they will be seeing nothing in their mind, and experiencing no associative memories.Therefore, I’m going to have to come at this from an unusual angle and attempt to trigger positive, associative memories in the unconscious. (An associative memory is a memory that is linked to another memory.) If I am successful, these associative memories will inspire the curiosity of the customer to begin considering possible options.Here is the 30-second script that sprang from those musings:ROY:  Watermelon green and red,SARAH: Honey gold,ROY:   Tart lemon yellow.SARAH: Apricot orange.ROY:  Blueberry blue.SARAH: Mulberry purple.ROY:  And the pink of a perfect peach.SARAH:  All the colors of nature can be found in gemstones.ROY:   Choose a twinkling tintSARAH:   or a shimmering shadeROY:  as your own, signature colorSARAH:  to sparkle forever in your one-of-a-kindROY:   custom-designedSARAH:   jewelry.ROY: All the colors of wildflowersSARAH: glimmering and shimmering in the morning sun, are yours…ROY: at NAME OF STORE, LOCATION© Roy H. Williams, 2020People who hear that ad will ask themselves, “What would my signature color be?” And without intending to, they will begin imagining a custom-designed piece of jewelry.Few of these people, if any, will consciously consider that each of the colors named in the ad has a flavor, or that the yellow mentioned was “tart,” or that it followed “honey.” Honey and lemon is a famously soothing combination.Likewise, few will notice the mesmerizing rhythm of the two voices finishing each other’s sentences. This is known among writers as “meter,” and it is how the written and spoken language becomes musical.Colors, flavors, and music speak to the unconscious mind and trigger rich, positive associations.How does one resist a field of wildflowers glimmering and shimmering in the morning sun?“What do fruits and wildflowers have to do with selling custom jewelry?” you ask.“Everything,” I answer.Everything.Roy H. Williams