Wizard of Ads Monday Morning Memo

Advertising is what you buy from the sales department of the media. Public Relations (PR) is what you get from the news department for free.How many ads do you suppose a good news story is worth?Q: Which of the following statements is false?1. Thomas Edison invented electric light.2. Guglielmo Marconi invented radio.3. Alexander Graham Bell invented the telephone.Regardless of which statement you think to be untrue, you're exactly one-third correct. Because all three statements are false.Thomas Edison was a great inventor. No one is saying otherwise. His first invention was a stock ticker that was purchased by the New York Stock Exchange. With the money he made from that invention, Edison hired a staff and set up his famous laboratory in Menlo Park, New Jersey.Joseph Swann in England and William Sawyer in the US were also brilliant inventors, though neither of them understood the press. Like Edison, Swann and Sawyer were both working to produce electric light by running a current through a filament in a vacuum. When Edison learned they were both further along in their experiments than he was, he simply announced that he'd perfected the light bulb and immediately received all the fame and recognition.Did you know that Edison made his famous announcement more than a year before he actually produced electric light? By the time Swann and Sawyer announced their inventions, electric light was already old news, even though Edison hadn't yet actually done the thing he'd claimed.Edison's statement to the press bought him the time he needed to complete his experiments. Edison understood the power of PR.Nikola Tesla invented radio in 1893 when Marconi was just 19 years old, then wrote a series of scientific papers about exactly how to build one. Underrated to this day, Tesla was perhaps the most brilliant scientist to stride the earth since Leonardo da Vinci.But it was 19 year-old Guglielmo Marconi who knew how to talk loud and draw a crowd. Marconi read Tesla's descriptions, then built a radio and claimed it to be his own invention. Newspaper stories everywhere began touting the young genius Marconi.How certain are we that Marconi stole the credit for Tesla's invention? Nine months after Tesla's death in 1943 the Supreme Patent Court of the United States announced its decision: “Nikola Tesla is the father of wireless transmission and radio.” The Court considered Marconi's argument, examined the evidence, and concluded that Marconi was lying. Case closed.So what about Alexander Graham Bell? Was he simply another poser who knew how to work the press? At the risk of sounding harsh, I'll answer in a word: Yes.The telephone was invented by an Italian immigrant named Antonio Meucci who died penniless and without heirs. Meucci didn't know how to talk loud and draw a crowd. Alexander Graham Bell did.How certain are we that Bell stole the credit for Meucci's invention? In 2001, the 107th Congress of the United States of America passed House Resolution 269. In a nutshell, that resolution acknowledges that “Meucci invented the telephone, Bell stole it from him, and we all feel real bad that Meucci got screwed.” Antonio Meucci had been dead for 112 years.During those 112 years, Bell Telephone became one of the largest and richest companies on earth.Evidently, it pays to understand the press.Like anything powerul, PR can be aimed at good or evil.Do you understand the press and how to get their attention?Would you like to?Roy H. Williams

Toward the end of last week's Monday Morning Memo I promised, “Next week I'll teach you how to increase the magnetism of a message by referring to unseen action.” Mischievously, I preceded that statement with a subtle example of the very thing.Do you remember the quote that preceded my promise? “Thoughts are the threads that bind us to deeds. Deeds are the ropes that bind us to habits. Habits are the chains that bind us to destiny.' – inscription carved on the West Wall at the palace in Maygassa”Where is Maygassa? Who carved the quote? How large is it written? How long has it been there? These are the questions that immediately spring to mind, right? By referring to an unseen act – an event in an untold story – a writer stimulates curiosity, elevates interest and heightens awareness.Are these things you'd like to know how to do?A famous paragraph written by Ernest Hemingway opens by saying, “They shot the six cabinet ministers at half-past six in the morning against the wall of a hospital. There were pools of water in the courtyard.”“What cabinet ministers of what country, for what crime, or for what historical movement, and with what justice, or with what miscarriage of justice, we are never told… these elements were rigorously excluded from the writer's art, in order to intensify the descriptions of pure pain and horror.” – Maxwell Geismar, July 1, 1962Another quote mentioned last week was taken from The Engines of God. Here's a second one (p.271) from that same book, lifted from the diary of Janet Allegri, “I've been thinking a lot about my life the last few days, and I have to say that it doesn't seem to have had much point. I've done well professionally, and I've had a pretty good time. Maybe that's all you can reasonably ask. But tonight I keep thinking about things not done. Things not attempted because I was afraid of failing. Things not got around to. Thank God I had the chance to help Hutch throw her foamball. I hope it gets out. It's something I'd like to be remembered for.”“Thank God I had the chance to help Hutch throw her foamball.”Who is Hutch? Why did she throw a foamball? Who did she aim it at? Why did she need help throwing it? What is a foamball, anyway?And aren't you just a bit curious about Janet Allegri and what else might be hiding in that diary?Dang. I did it to you again.Referring to an event in an untold story is a powerful technique, rarely used. Most writers just don't have the guts.Here's a radio script written by the great Adam Donmoyer in which he obliquely refers to a couple of untold stories. See if they don't leap off the page and bang you on the snout:Do you remember what it was like before you met her? Seriously, do you remember all those girls who seemed okay at first, but later – whoa!But now you're beginning to understand what they mean by “happily ever after,” right?Do you have any idea how many guys are out there still lookin' for exactly what you have?Don't screw this up, man. Remember what happened to Leeroy.You need to think about lifting up the top of an engagement ring box while you're down on one knee. That's really not such a scary idea when you imagine that it's her you're giving it to, right?The scary part is shopping for a diamond. You don't want to go swimming in those shark-infested waters. No, no, no. You want to go where it's happy and safe. You want to go to Preston's [Guitar Stinger] Rocks.No pressure, no hassle. Just great prices, the hottest styles of engagement rings and financing if you need it.They don't call us Preston's Rocks [Guitar Stinger] for nothing. We do diamonds better than anybody, because diamonds are all we do.Back behind the Arby's on 96th, just west of I-69.# # # #If you'd like to hear that radio ad in its final form, just go to http://www.MMMemo.com/PrestonsAd.htmAnd don't forget to bang the wonkus.Roy H. Williams

Persona-based writing is the new Targeting. According to what we've seen so far, ads that employ persona-based writing are outperforming yesterday's demo-targeted ads by an average of 81 percent.Website copy, direct mail letters, radio scripts and magazine ads that use persona-based language are pulling buckets of gold from the dwindling rivers of mass media.Persona-based ad writing is rooted in self-definition, that life-long process by which we determine who we shall be in our minds.If you understand what I just said, you can see that not only does self-definition provide the familiar image in the mirror of persona-based writing, but it is the strength behind branding as well.1. Self-definition begins with a perception of family and our place in it.At an early age we begin answering the question, “Who am I, what is my place?”Am I my parents' Reason for Living? (Common among only children)Am I the Protector of my sibling? (Common among eldest children)Am I the Protected, mischievous one? (Common among second children)Am I the Guilty one? (Common among abused children)NOTE: These are, of course, just a few of the many possible perceptions of familial relationships in childhood. Please don't feel limited by them.2. Self-definition is further influenced by our companions.“Who am I, what is my place?” Am I the Fast Runner? Am I the Quiet One? Am I the Comedian? Am I the King? Am I the Outcast? Am I the Sidekick? Who am I?3. Self-definition is reinforced by feedback from our teachers.Their words and attitudes shape us far more than we, or they, suspect. To pay teachers poorly is to hold them in low esteem. It ensures that the best and brightest among us will likely choose a profession other than teaching. And the next generation will be greatly diminished because of our lack of vision.4. Self-definition is molded by media.Continually confronting us with its own definitions of “good” and “bad,” we are forced to consciously reject the media each day or it will modify our unconscious self-perception. “Are my armpits dry enough? Am I supporting our troops? Do I have gingivitis?”5. Self-definition is expressed through our choices; actions, words, and purchases.Yes, we buy much of what we buy to remind ourselves, and tell the world around us, who we are. Our choices of footwear, clothing, hairstyle and automobile are statements of self-definition, assuming of course that we chose these things ourselves.“Show me what a people admire, and I will tell you everything about them that matters.” – Maggie Tufu, The Engines of God, p. 398Remember Maslow's Hierarchy? According to most estimates, 60 percent of us are stuck in that third level from the bottom. We're still trying to figure out what we want to be when we grow up. Our Need to Belong is our greatest, unmet need.Does it offend you that I believe we are flawed creatures capable of flashes of brilliance, heroism and amazing wisdom, but following these fine, few moments we lapse into the cloudy self-definitions we've carried from childhood like woolen blankets fresh from the dryer?“I suppose I do sound crazy,' Binnesman admitted. 'But everyone has a touch of madness, and those who can't admit it are usually farther gone than the rest of us.”“In choosing one path we ignore others. And wonder what might have been.” – Binnesman“Many adventures await you upon the road of life. Enter these doors, and take your first step…” – from a placard above the Horn and Hound Pub“Life is a journey, and with every step we reach a point of no return.” – Gaborn Val Orden“Thoughts are the threads that bind us to deeds. Deeds are the ropes that bind us to habits. Habits are the chains that bind us to destiny.” – inscription carved on the West Wall at the palace in MaygassaNext week I'll teach you how to increase the magnetism of a message by referring to unseen action.I'm glad you came on this walk through the woods with me.Till next week, Arooo! Aroo-Arooooo!Roy H. Williams

Every Nazi believed every other Nazi had character and integrity. Likewise, the Ku Klux Kooks and the Taliban believe themselves to be the high defenders of all that is holy and true.Your judgment of the “character and integrity” of others is rooted in the values you hold to be self-evident or in the religion to which you subscribe.Is it only those who believe as you do that have “character and integrity?” That question lies at the feet of the survey I introduced last week. I promised you I would share how we were going to use the information we were gathering. Do you remember?Actually that information has several uses. But we'll put them in chronological order:Monday, 9:47AM: There it was. Shortly after the MMMemo went out, I found it in my inbox, right on schedule; the first nitpick, an unintended put-down of me by one of my friends: “Roy – I find it remarkable that character/integrity didn't make it on your list of admirable attributes. The rest are quite a few rungs down on my list. – RS”It appears that my friend was disappointed in me. By leaving character/integrity off the list, I obviously didn't have any.It doesn't seem to matter that – in anticipation of this – I gave one last instruction at the top of the survey: “One final point of clarity before we begin. You'll notice that certain qualities aren't represented on the list. As an example, “sensitive and artistic.” The underlying question is this: What do you appreciate most about the artist? Is it their skill, the physical ability to do the difficult thing? Is it the impact, the spiritual clarity of the message they're communicating? Is it the fame they've achieved because of their efforts?”I responded to my friend by email: “Character/Integrity falls solidly in the category of ‘Spiritual Clarity – Inner confidence, people who know who they are and what they believe and are willing to identify themselves as such. (Can be religious or non-religious)'I apologize that I didn't define the categories more clearly. – Roy H. Williams”That particular friend was merely the first who wrote last week to critique, correct, or instruct me.What have we learned so far?1. Looking into an objective mirror makes us uncomfortable when it comes to matters of self-definition. We crave to control the criteria by which we are judged.2. When communicating with a tribe, the language of that tribe is incredibly important. (This is the foundation of Persona-Based Marketing and Selling by Personality Type.)3. The things you don't say are often more important than the things you do say. What you choose to leave out reveals your focus. (The Cognoscenti will recall this as Frameline Magnetism, the seven-eighths of Hemingway's iceberg that is underwater, one of the three principles of Being Perfectly Robert Frank.)4. Every positive attribute has its negative side. Look again at that list of six categories and you'll see an equal number of positive and negative manifestations for each.I realize that today's memo may be hard to understand at first. But is it possible that it's valuable enough to warrant a second or third read?If you are willing to do a frightening thing, if you are willing to run toward the sound of the guns, if you would fight with all your strength against self-righteousness: step out of yourself and see the truth your adversary sees.I ask you to do this only because I love you.Roy H. Williams

Will you tell me the truth about yourself if I let you do it from behind a mask?I'm collecting impressions today and I'm willing to share my collected data with you. My hope is that we'll both will get a glimpse into how we measure ourselves, our friends, and our heroes.Want to give it a try?Which of the following characteristics do you most admire? Which trait is number two?Physical AbilityOutstanding athletes, highly skilled tradesmen, the marksman who can hit a target from a great distance.Physical AppearancePersons with striking features, enhanced by hairstyle, clothing and the way they move.Financial AchievementSuccessful entrepreneurs, savvy investors, wealth creators.Intellectual ProwessGeniuses, bestselling authors, Nobel and Pulitzer prize winners, persons with advanced degrees.Spiritual ClarityInner confidence, people who know who they are and what they believe and are willing to identify themselves as such. (Can be religious or non-religious)Famous NameDistinguished by birth, relationship, or any other achievement. Recognized around the world for who they are.Now before you go to the survey landing page and rank these six in the order of their relative importance to you, I want to remind you that your anonymity is guaranteed. It's going to be fun. It's going to be enlightening. I promise.Immediately upon ranking your sixth and final characteristic, the website will tell you what percentage of the population sees as you do.Soon I'll tell you exactly how you and I are going to use this information.Thanks for coming out to play when I called your name.Ciao for Niao,Roy H. Williams

Why does every branch of medicine have pediatric specialists? Are kids a different species than adults?In a word, “yes.”According to Dr. David Nichols, “Children are susceptible to different diseases than adults. Their basic anatomy is the same as ours, but they experience a whole different set of problems.”Business life-cycles are like that, too.When young, a business must embrace fundamental change. To survive and thrive, it must:(1.) Differentiate itself from its competitors in a way that appeals to customer preferences, and(2.) Substantiate those claims with something beyond mere ad-speak. We're talking about creating a believable, fundamental brand essence.Consequently, a young business often grows by large percentages. Mature businesses rarely do.But there are advantages to maturity. Mature businesses have:(1.) repeat customers,(2.) referral customers, and(3.) reputationto keep them humming. In other words, they can coast. This is why mature businesses usually think in terms of incremental change: “Tweaking.” “Refining.” “Getting to the next level.”Be careful not to bite into the illusion of permanent success, Snow White, lest you fall asleep and be eaten by piranha.You can be sure you've slipped into sleepy, incremental change when:(1.) you feel you've essentially perfected your business model, and(2.) your newest competitors are doing something significantly different than you, and(3.) all your people are telling you that “targeting the right customer” is the way to get to the next level, and how “a rifle shot is better than a shotgun blast.”But if rifles with cross-haired scopes are so superior, why don't we use them when shooting skeet or hunting dove, quail, geese or duck?Might it be because they're moving targets?Are your customers moving targets?Rifles and scopes are for big-game hunters, those marketers who target rich people. (Use data-mining to get them in your crosshairs and then mail them something, call them on the phone, or drive to their offices and leave gifts with their receptionists. The current name for this technique is clienteling.)Me, I prefer to keep both eyes open and the whole horizon in view. This is why I most often use the shotgun of mass-media to tell the world about my clients. To be successful, I must make sure my ads differentiate my clients from their competitors and that we substantiate every claim we make.Don't worry so much about who you're reaching. Worry about whether or not they're impressed.Is the public impressed with your product when they hear your ads?If you want to experience tunnel vision, just close one eye and look through a tube. Congratulations, now you're targeting.Has the time come for you to think young again? Are you ready to embrace fundamental change?Open the other eye.Roy H. Williams

A visual image is a simple thing, a picture that enters the eyes.But a mental image is more complex.Assembled in the mind from information real and imagined, mental images are complex composites of sight, sound, taste, touch, smell, opinion and mood, combined with associative memories, both conscious and unconscious.A visual image in the hand of an artist is merely a tool to trigger a mental image. The mental image is what we're after. Whether speaking in the language of Shape, Color, Music, Symbol or Word, our goal is always to trigger a mental image.The visual image above the headline of today's memo is the stylized drawing of a home. If you noticed the baseball replacing the sun in the sky, the drawing made a different statement. It may have been confusing for a moment, but then you remembered ‘home plate' in the batter's box, or of how baseball represents Mom and Home and Apple Pie, or of how the game's players were once called “the boys of summer.”The drawings of the home and the baseball were selected to trigger an assortment of mental images. Likewise, the words themselves – “home” and “baseball” – trigger mental images equally rich in tangental and associative memories.Here's an example of what I mean. In the words of the late Bart Giamatti, “There is no great, long poem about baseball. It may be that baseball is itself its own great, long poem. This had occurred to me in the course of my wondering why home plate wasn't called fourth base. And then it came to me, ‘Why not? Meditate on the name, for a moment, ‘home.'' Home is an English word virtually impossible to translate into other tongues. No translation catches the associations, the mixture of memory and longing, the sense of security and autonomy and accessibility, the aroma of inclusiveness, of freedom from wariness that cling to the word ‘home' and are absent from ‘house' or even ‘my house.' Home is a concept, not a place; it's a state of mind where self-definition starts. It is origins, a mix of time and place and smell and weather wherein one first realizes one is an original; perhaps like others, especially those one loves; but discreet, distinct, not to be copied. Home is where one first learned to be separate, and it remains in the mind as the place where reunion, if it were ever to occur, would happen. All literary romance, all romance epic, derives from the Odyssey and it is about going home. It's about rejoining; rejoining a beloved, rejoining parent to child, rejoining a land to its rightful owner or rule. Romance is about putting things aright after some tragedy has put them asunder. It is about restoration of the right relations among things. And ‘going home' is where that restoration occurs, because that's where it matters most. Baseball is, of course, entirely about going home. It's the only game you ever heard of where you want to get back to where you started. All the other games are territorial – you want to get his or her territory – but not baseball. Baseball simply wants to get you from here, back around to here.”Wow. Who knew that two simple words, baseball and home, could conjure such a rich array of mental images? Words and pictures can do that. This is why we must select them carefully when our goal is to trigger a mood or change an opinion.If you want to experience still yet another – slightly disturbing – mental image of what ‘home' can mean, take a look at the famous painting by Andrew Wyeth, Christina's World.If you found today's memo interesting and would like to learn how to stack shape, color, music, symbol and word so that you deepen the public's perception of your message, or if you'd like to learn how to use contradictory signals to elevate people's interest, you need to be in Austin next week for a class that will blow your mind.Or, you can stay home and be bored:)I hope to see you here.Roy H. Williams

Contrary to popular belief, Americans don't hate advertising.We just hate ads that sound like ads.Do your ads sound like ads? Are you guilty of Ad-speak?Ad-speak is filled with polished words and filtered phrases that deliver no information and have no relevance. Ambiguous claims give Ad-speak a hollow sound.Do your ads mention your superior service, your friendly staff, or name the number of years you've been in business?Let me know how that works out for you.A meaningless statement remains meaningless no matter how often it's heard. Repetition has become a blunt instrument. Top of Mind Awareness isn't enough anymore. Today's customer expects meaningful information and lots of details.Have you heard of this new thing called the internet? It's giving people new expectations. It's allowing them to become their own expert. Knowledge lies anxious at their fingertips. Gloss over the truth in your advertising and you'll quickly be dismissed as a poser.I apologize if that last paragraph seemed hateful or rude, but the truth is I'm exhausted, bone-weary from wrestling with advertisers who have no real message and want to compensate for it by “targeting the right customer.”Writing good ads is easy when you have something to say. Do you have something to say? Something we don't already know? Something that matters?We're only 8 months into it, but 2006 has already marked itself as a pivotal year, a year we'll never forget. With ever-increasing frequency, we're seeing ad campaigns stumble and fail because they carry no real news to the customer.But advertisers whose ads brim with things that matter are enjoying record growth.Time is currency. Information is power.Don't ask the public to give you their time and and then give them nothing in return. Pay them for their time by giving them relevant information in your ads.The future of your business depends on it.Roy H. Williams

Do you feel that something might be wrong with your business but you're not quite sure what it is?Solving the problem is the easy part. The tricky part is getting clarity on exactly what the problem is.Careless doctors treat symptoms. They don't worry about why your head is hurting, they just give you a painkiller. “Take two aspirin and call me in the morning.” But good doctors identify the cause of the pain, knowing that if they treat the root, the symptoms will disappear on their own.Short-term marketing is like aspirin. It temporarily takes away the pain without ever addressing the disease. But when the gravity of pain becomes too strong to be overcome with a discount event or a celebrity appearance, the sucking spiral begins. Deeper and tighter, the same scenery showing up again and again, the water grows cold and the darkness sets in. “When will this bad dream end?”Good doctors use diagnostic tools to shine a bright light on your problem. Sure it's embarrassing for a moment. But now you get to breathe again.Here are a few diagnostic tools developed by my partners and me that you can use for free:1. The Advertising Performance Equation will help you identify your problem. Use the equation and have confidence that you've looked in every corner of your business where a solution might be found.2. How to Calculate an Ad Budget is a free download at Wizard AcademyPress.com. It will tell you… well… how to calculate an ad budget.3. How to Measure the Strength of a Brand is another download in the Freebies section at WizardAcademyPress.com4. Is your advertising copy, email message, or website text focused too much on you instead of your customer? Hook into Jeff and Bryan Eisenberg's Customer Focus Calculator and your message will be instantly evaluated… for free.5. Have you been defining your customer too narrowly? Answer the four short questions within the Eisenberg's Complexogram and you'll instantly see how you can subtly change your message to appeal to twice as many people.6. Have you seen the new TV ads where the Macintosh meets the PC? Strong brands have personalities like characters in a movie. Do you want to refine your brand personality? Acadgrad David Freeman is a successful author, a world renowned screenwriting coach and the inventor of Emotioneering. And he's got a free download for you: Refining Your Brand Personality.7. A new tool that will be unveiled at the Wizard Academy reunion in October is the ICUBU Customer Experience Index. Spelled “I see you be you,” the ICUBU index will measure scientifically the tactile, Personal Experience Factors that are being measured unconsciously by your customers every day. Your business will be scored in 100 different touchpoints with each score compared against the national average for your business category. The ICUBU Customer Experience Index will tell you exactly where you excel, where you're falling short, and precisely what to do to raise your score in each touchpoint.The first step in exceeding your customer's expectations is to know those expectations. This is what the ICUBU will tell you. And then it will tell you exactly where and how you're falling short.Business Diagnostics lift you up to the next level; the one that has been just beyond your grasp.Are you ready to go that high?Let us know if you need a hand.Roy H. Williams

I was planning to write When Marketing is a Mirage, but that's going to have to wait. Because today I'm hearing the voice of John Steinbeck as he mumbles to his poodle, Charley, and ambles toward his pickup truck:“When I was very young and the urge to be someplace else was on me, I was assured by mature people that maturity would cure this itch. When years described me as mature, the remedy prescribed was middle age. In middle age I was assured that greater age would calm my fever and now that I am fifty-eight perhaps senility will do the job. Nothing has worked. Four hoarse blasts of a ship's whistle still raise the hair on my neck and set my feet to tapping. The sound of a jet, an engine warming up, even the clopping of shod hooves on pavement brings on the ancient shudder, the dry mouth and vacant eye, the hot palms and the churn of stomach high up under the rib cage. In other words, I don't improve; in further words, once a bum always a bum. I fear the disease is incurable. I set this matter down not to instruct others but to inform myself.”Have you ever felt that Steinbeckian restlessness?John's jitters are fully upon me today. I can think of several reasons why this might be, but none of them really matter. I only know that I am to go, and I shall do my best to take you with me. Are you willing to come?In one of his Paradigm videos, Joel Barker explains how Pioneers differ from Settlers. According to Joel, Pioneers are they who plunge ahead into uncharted wilderness and blaze trails for the more cautious settlers to follow. Wisely waiting in the security of town, the Settlers watch from a distance until the destination is reached, the enemies are subdued, and the beckoning trail sparkles westward in the morning light. The sensible Settlers raise cupped hands to their mouths and call down the trail, “Is it safe out there?” And the Pioneers call back, “Yes! It's wonderful. Come on.”Then the Settlers in their canvas-covered wagons follow the trail cut through the wilderness by the Pioneers.There is much wisdom in being a Settler. A smart man makes a mistake, learns from it, and never makes that mistake again. But a wise man finds a smart man and learns from him how to avoid the mistake altogether.Let me tell you plainly, friend, the money is in being a Settler.But the fun is in being a Pioneer.Mark Fox tells our students at Wizard Academy, “If you have a truly new idea and people don't hate it, they weren't listening.” Mark prepares us to be successful Pioneers, going to new places in the mind, discovering new answers, finding new ways to communicate all the things in life worth saying.Takagi Masakatsu is a young Pioneer in Kyoto, Japan. Richard Minsky is a Pioneer from upstate New York. Pioneer Scott McCloud is wandering the highways of America in the footsteps of Steinbeck and Charley. I'm hoping to bring them all to the Academy. They'll tell us what they've seen in their parts of the wilderness, and we'll share what we've seen in ours.I hope you can be here. We'll want to hear what's happening in your part of the woods, as well.Who is coming… when they'll arrive… and what they are coming to do. Just keep an eye on WizardAcademy.org.Roy H. Williams