Afleveringen
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"Family owned since 1987. Award-winning technicians. Call now for your free estimate." That ad has cost the trades more money than any recession ever did.
Because the customer in a 94-degree house at midnight doesn't care about your award. She cares about one thing: the AC doesn't cool.
In the finale of this 4-part series, Todd Liles, Roy H. Williams, and Charlie Moger break down the single most expensive mistake in contractor advertising, talking about yourself, and exactly what to say instead.
Charlie introduces category entry points: the precise moment a customer goes from regular homeowner to "I need help right now."
Roy reveals the only two ways to differentiate in any market: be the cheapest or be the easiest. And he tells the story of an auto body shop that quietly owned its entire market for 40 years by doing one thing nobody else had the guts to do.
You'll learn:
Why "family owned since 1987" is the most expensive ad you can run What a category entry point is and why it's the only language your customer hears Roy's two ways to differentiate: cheapest or easiest, there is no third option How one business owned its market for 40 years by removing all friction How to draft behind a belief your customer already hasShow notes and resources: https://www.toddliles.com/wizard
Listen and subscribe: Spotify: https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1
Apple Podcasts: https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748
All episodes: https://www.toddliles.com/wizard
Part 4 of 4 with Charlie Moger. Hosted by Todd Liles and Roy H. Williams.
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A cow eating grass beat half the ads in the world.
That's not a joke. It's the research. And it means most ads (including yours) are paying a tax for being forgettable.
Charlie Moger calls it the attention tax. $12 million more to match the result a creative ad delivers for free. Roy breaks down why 80% of ads barely register and why nobody takes the risk. They unpack Gallery Furniture's $200M built on one promise, Apollo Plumbing's fluent device, and the VIBE checklist that filters every creative decision.
You'll learn:
What the attention tax really costs you Why safe is the most expensive choice How fame is built at the contractor level Why fluent devices outperform ordinary ads The VIBE checklist: vibrant, interesting, bold, energeticShow notes: toddliles.com/wizard
Spotify: https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1
Apple: https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748
Part 3 of 4. Hosted by Todd Liles and Roy H. Williams.
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Zijn er afleveringen die ontbreken?
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Every brand has a soul that should never move — and a story that should never stop moving. Most owners either change everything or change nothing. Both kill the brand.
Todd Liles, Roy H. Williams, and Charlie Moger go deep on long-term brand evolution. Roy opens at the North Star — the thing about your brand that never moves. Charlie names the rule: principles don't change, tactics do. Roy tells the story of the most dangerous transition (from scrappy underdog to dominant king) and why most brands don't survive it.
They break down what every message needs to last: a big idea, nuts and bolts, entertainment, and hope. And Todd closes with the line that ties it all together: your brand is not a bumper sticker. It's a story. And stories that stop moving die.
You'll learn:
The North Star principle: what never changes about your brand Why the diamond stays fixed but the story must keep evolving How to navigate the transition from underdog to king Why vulnerability is the only currency that purchases trust The four things every message needs — and why hope is the one most people missShow notes: toddliles.com/wizard
Subscribe & listen:
Spotify: https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1?si=4d1d59a64a314905
Apple Podcasts: https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748
All episodes: toddliles.com/wizard
Part 2 of 4. Hosted by Todd Liles and Roy H. Williams. Ask your marketing team: what's the next scene in our story?
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Your radio sounds like one company. Your Facebook ads sound like another. Your PPC team is off the rails. Everyone claims victory. You wonder why the phone isn't ringing. The problem isn't tactics. Nobody is conducting the orchestra.
Todd Liles, Roy H. Williams, and Charlie Moger (a Wizard of Ads partner with 120+ trophies) break down what Charlie calls funnel coherence. Each channel has its own job and its own language, but they all have to say the same thing. When Charlie aligns the funnel for his clients, he sees a 20–30% lift without spending a dollar more.
Roy explains how he holds coherence by knowing a client's heartbeat — what matters most, what never changes, what to protect.
Charlie shares a puppet campaign that became an entire brand and explains why you could never copy it. And he names what separates big brands from small contractors: belief, discipline, and trusting the instruments.
This is Part 1 of a new 4-part miniseries.
You'll learn:
What funnel coherence means and how it works top to bottom How alignment drives a 20–30% lift without more spend Why total alignment is the wrong goal — coherence is different What separates big brands from small contractors The one question to ask everyone who touches your advertising: Are we coherent?Show notes: toddliles.com/wizard
Subscribe & listen:
Spotify: https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1?si=4d1d59a64a314905
Apple Podcasts: https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748
All episodes: toddliles.com/wizard
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Your marketing company is reporting blended data. It looks fine. But when you separate branded search from unbranded search, the numbers tell a very different story.
Todd Liles, Roy H. Williams, and Jake Williams close out this 4-part miniseries by pulling apart the data most marketing companies don't want you to see.
One real company, three cities, same week — branded keywords generated $49,400 in profit while unbranded lost $8,299.
Jake walks through three independent data sets that all confirm the same pattern.
Roy explains why unbranded keywords are an addiction most companies can't quit. And Todd closes with a direct challenge: if you're questioning your data, trust that instinct.This episode includes charts and data visualizations — check the YouTube channel to see them.
You'll learn:
Why blended search reports hide the weakness of your unbranded spend What happened when branded and unbranded were finally separated — same company, same week Why unbranded costs $792 per customer while branded costs as low as $23 How AI and zero-click search will change who gets recommended The one question to ask your marketing company that reveals whether they're telling you the truthShow notes and data sources: toddliles.com/wizard
Subscribe & listen:
Spotify: https://open.spotify.com/show/1j8pYaJ0HCm6cMXvxxJOi1?si=4d1d59a64a314905
Apple Podcasts: https://podcasts.apple.com/us/podcast/todd-liles-and-the-wizard-of-ads/id1803746748
All episodes: toddliles.com/Wizard -
Many businesses believe their marketing success depends on targeting the right audience.
But the real driver of results is something far more controllable...and far more powerful.
Creative quality.
In this episode, Roy H. Williams, Todd Liles, and Jake Williams break down why emotional, consistent, and fluent creative has a dramatically greater impact on advertising performance than targeting ever will.
They explain why most campaigns fail not because they're reaching the wrong people—but because they're forgettable.
You'll learn why emotion drives response, how consistency builds recognition over time, and what it actually takes to create advertising that people notice, remember, and act on.
If your marketing feels like it should be working but isn't, this episode will challenge where you're focusing—and show you where the real leverage is.
If this episode hit home, follow the show, leave a review, and share it with a business owner who's tired of blaming platforms and ready to fix the message.
Because the brands that win aren't the ones who target better…
They're the ones people remember.
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If your marketing feels inconsistent, unpredictable, or fragile…
It may not be a media problem.
It may be an alignment problem.
In this episode, Todd Liles, Roy H. Williams, and Jake Williams explore why branding fails when media, technician training, and daily operations are not marshaled toward the same reputation.
This episode breaks down:
• Brand priming as gravity
• The Chickening Out Period
• Why most owners panic before memory forms
• The 60/40 balance between brand and activation
• Why performance marketing collapses without brand momentum
• The Disconnect that destroys ROIBranding does not fail because it doesn't work.
Branding fails because most companies quit before it compounds.
And because many promise "remarkable" but deliver average.
Reputation is not what you say.
It is what the market experiences repeatedly.If this episode sharpened your thinking, follow the show, leave a review, and share it with a business owner building for the long term.
Connect with Todd Liles:
Website: https://www.toddliles.com/
Instagram: https://www.instagram.com/servextra/
LinkedIn: https://www.linkedin.com/in/trainertoddliles/
Full show notes and resources: https://www.toddliles.com/wizard
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A lot of business owners think they have three marketing problems:
• Too few leads
• Too expensive leads
• Low-quality leadsBut that's not the real issue. In this episode, Todd Liles, Roy H. Williams, and Jake Williams uncover the hidden fourth problem most contractors never consider:
You don't own the relationship.
If your business depends entirely on pay-per-click and performance marketing, you are renting attention — not building mental real estate.
Inside this episode:
Why cost per lead in home services has risen nearly 88% in four years
How Google's "Zero Moment of Truth" reshaped marketing strategy
Why performance marketing feels measurable but isn't sustainable
The difference between high-attention media and low-attention media
Why brand equity lowers long-term acquisition costs
The war chest principle and why discipline funds freedom
Why short-term urgency keeps companies stuck
This episode is about ownership vs dependence. Because when customers search your name, you win. When they search the category, you compete.
If this episode challenged how you think about marketing, follow the show, leave a review, and share it with a business owner who wants to build something that lasts.
Connect with Todd Liles:
Website: https://www.toddliles.com/
Instagram: https://www.instagram.com/growbiggerfaster/
LinkedIn: https://www.linkedin.com/in/trainertoddliles/Full show notes and resources:
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"Remarkable" is one of the most misunderstood words in business.
It does not mean flashy. It does not mean viral. It does not mean loud.
It means worth remarking about.
In this episode, Roy H. Williams unpacks how brands are formed in the mind — not in the marketplace — and why familiarity, consistency, and memory are the true engines of long-term growth.
You'll hear:
Why people trust what feels familiar
How repetition builds belief
Why novelty fades faster than reputation compounds
Why attention is temporary but memory is durable
How enduring businesses quietly build credibility over time
This isn't a tactics episode. It's a shift in how you see marketing. And once you see it, it's hard to unsee.
If this episode sharpened your thinking, follow the show and leave a review.
Then send it to someone who's chasing attention when they should be building reputation.
Because businesses aren't built on clever moments.
They're built on remembered patterns.
📌 Connect with Todd Liles:
Website: https://www.toddliles.com/
Instagram: https://www.instagram.com/growbiggerfaster/
LinkedIn: https://www.linkedin.com/in/trainertoddliles/🔗 Full show notes and resources:
https://www.toddliles.com/wizard -
Most advertising decisions aren't made consciously. They're shaped by how success is measured.
In this episode of Todd Liles and the Wizard of Ads, Todd Liles and Roy H. Williams focus on a single principle that explains why so many smart businesses make bad advertising decisions:
How you measure success quietly shapes every decision that follows.
Short-term metrics reward urgency. They push businesses toward fast activity, shallow wins, and tactics that feel productive.
Long-term thinking builds reputation. It changes what you buy, how you communicate, and what customers remember.
This episode explains why easily measured results replace what actually works, and how advertising drifts the moment metrics become the goal instead of the outcome.
Once you see this clearly, it becomes very hard to unsee.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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Most businesses don't lose trust because they lie. They lose trust because they speak in generalities.
In this episode of Todd Liles and the Wizard of Ads, Todd and Roy focus on a single principle that shows up everywhere once you see it clearly:
People believe what they can picture. Specific language creates belief. Vague language creates distance.
This conversation breaks down why general statements feel safe to the speaker but suspicious to the listener, and why the smallest details often carry the most persuasion.
This isn't about clever copy or creative tricks.
In this episode, you'll learn:
It's about how the human brain decides what feels real.Why vague language weakens trust, even when intentions are good
How specific details activate imagination and belief
Why "show, don't tell" is about language, not visuals
How tense, perspective, and word choice change persuasion
Why specificity feels risky but is always more effective
How this principle applies to advertising, leadership, and sales
Once you understand this, you'll start hearing the difference immediately, in ads, in conversations, and in your own messaging.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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Advertising isn't a test of logic—it's a battle for memory.
In this episode, Todd Liles sits down with Roy H. Williams, the Wizard of Ads, to dismantle one of the most expensive mistakes business owners make: trying to be "clear" by over-explaining. If your audience has to think too hard to understand your message, they've already forgotten you.
We dive into the difference between "Porcupine" ads that prick with too many points and "Rhinoceros" ads that leave a single, massive dent in the mind.
In this episode, you'll learn:
The False Comfort of Explanation: The reason making people "understand" your business is actually killing your persuasion.
Accuracy vs. Effectiveness: How perfectly true ads can be perfectly forgettable.
Rhinoceros vs. Porcupine Ads: The framework for making one powerful point that sticks instead of a thousand small points that irritate.
The Complexity Trap: The direct link between a complicated message and a lack of customer belief.
Memory Over Education: The reality that the job of an ad isn't to teach the customer, but to be remembered when they are ready to buy.
Refinement over Reduction: Methods to simplify your message without "dumbing it down."
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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Most businesses don't fail because they spend too little on advertising. They fail because they spend without discipline.
In this episode of Todd Liles & The Wizard of Ads, Todd Liles and Roy H. Williams dismantle one of the most dangerous myths in marketing: that bigger budgets automatically win.
They explain why spreading money across too many channels kills momentum, why repetition matters more than reach, and how focused campaigns routinely outperform competitors spending four times as much.
This is a grounded, practical conversation about:
Why weak reach everywhere is worse than strong reach somewhere
How discipline—not dollars—creates competitive advantage
The law of diminishing returns in mass media
Why money amplifies what already works (and magnifies what doesn't)
How creative constraints produce better advertising
When scaling spend actually makes results worse, not better
If you've ever felt like your marketing should be working—but isn't—this episode will give you the clarity most business owners never get.
This isn't about tricks. It's about understanding what actually moves markets.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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Most advertisers believe clarity is enough. They explain it well. Show the facts. Make it logical.
And yet…the ads that win don't do any of that first.
In this episode of Todd Liles & The Wizard of Ads, Todd and Roy break down a truth every marketer eventually learns the hard way:
People don't decide with logic. They decide with emotion — and then use logic to justify it.
They unpack:
Why emotional ads outperform rational ones
Why "making sense" isn't the same as being remembered
How humor, gratitude, and empathy create trust
Why authenticity beats polish every time
And how great ads help people feel understood, not sold
This isn't about tricks. It's about understanding how humans actually choose.
If your advertising explains everything but still underperforms, this episode will show you exactly what's missing.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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Most brands don't fail because they lack talent. They fail because they're afraid to draw a line.
In this episode of Todd Liles & The Wizard of Ads, Todd and Roy unpack a hard truth most businesses avoid:
If your message is designed to offend no one, it will move no one.
This conversation breaks down:
Why "playing it safe" is actually risky
How brands disappear by chasing approval
Why advertising is a magnet, not a megaphone
The difference between attention and resonance
What real persuasion requires from leaders
Roy explains why great advertising repels the wrong people on purpose.
Todd connects it to leadership, culture, and the real-world cost of being forgettable.If your marketing feels watered down…If your brand sounds like everyone else…If your message keeps getting approved but never remembered…
This episode will challenge how you think about influence.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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Persuasion and manipulation can look identical from the outside. Same words. Same tone. Same delivery.
So what's the real difference?
In this episode of Todd Liles & The Wizard of Ads, Todd and Roy break down the hidden psychology behind influence — and reveal why intent is what separates ethical persuasion from manipulation.
Roy explains how perception shapes reality, why people argue personal preferences like they're facts, and how confidence transfers from a communicator to an audience.
Todd brings the operator's lens, grounding the conversation in leadership, sales, and everyday decision-making.
This is not an episode about tactics.
It's a conversation about human behavior, trust, and the responsibility that comes with having influence.
In this episode, you'll learn:Why persuasion is ethical when rooted in sincere belief
How manipulation exposes itself through insecurity and fear
The mechanics of confidence transfer and why it works
Why people don't buy facts — they buy meaning
Why illusions reveal how the mind actually interprets reality
How leaders must speak to perception, not just information
How sincerity beats "cleverness" in long-term persuasion
Why intent determines the moral weight of influence
If you communicate, sell, teach, lead, or create, this episode will reshape the way you think about persuasion — and how people make decisions.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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You can't engineer virality...but you can create something so meaningful that people see themselves inside it.
In this episode of Todd Liles & The Wizard of Ads, Brian Brushwood reveals the real reason ideas spread: Great content doesn't make the creator look smart… it makes the viewer feel transformed.
Drawing from decades of storytelling, magic, viral experimentation, and behavioral psychology, Brian, Todd, and Roy break down the natural laws behind why people share, remember, replay, and retell remarkable ideas — long after the trendwatchers go home.
In this conversation, you'll learn:
Why the viewer must be the main character
How titles give the audience their "role"
Why curiosity is neurological — not optional
Why authenticity beats polish in an AI-driven world
How viral moments are harvested, not manufactured
Why pattern recognition gives humans a creative advantage over machines
The hidden emotional mechanics behind rewatchable content
Why true virality is less about strategy… and more about meaning
This episode will completely change the way you see storytelling, creativity, and your role as a marketer in the age of AI.
Lean in...remarkable isn't accidental. It's human.If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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Artificial intelligence can write, draw, replicate, and remix. But can it create? Can it feel? Can it speak to the human heart?
In this episode of Todd Liles & The Wizard of Ads, Brian Brushwood joins Todd and Roy to explore one of the biggest questions of our time:
What happens to creativity when machines can do the work of artists… faster than ever?
This is not a technical conversation about AI tools.
It's a philosophical deep dive into meaning, authenticity, and the soul behind every story.Brian breaks down:
why AI-generated art often feels hollow
what "authenticity" really means in a machine-made world
the human instinct for emotional truth and symbolic meaning
why vulnerability still beats perfection
how creators can use AI without losing their voice
and what the future looks like for writers, artists, and storytellers
Roy brings the timeless perspective. Brian brings the creator's honesty. Todd brings the operator's clarity.
Together, they outline the future of creativity — and why the human heart still matters more than ever.
If you've felt excited, threatened, inspired, or confused by AI… this episode will ground you.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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Most business owners want more sales. But magician Brian Brushwood says they're skipping the most important step: attention.
In Part 2 of this 4-part series, Todd Liles, Roy H. Williams, and Brian Brushwood break down the real currencies of influence — story, attention, and sales — and why almost every business fails by trying to jump straight to the sale.
Brian reveals how street magic taught him the psychology of attention, why gifts outperform offers, and why timing matters more than tactics. Roy explains why most brands run "backwards on the circle," demanding trust they haven't earned.
Together, they uncover the pattern every winning company uses to build unstoppable momentum.
You'll learn:
Why attention is the middle currency every outcome must pass through
How "the bunny on the table" explains great marketing
The Gift → Harvest → Reinvest loop that builds brand loyalty
Why timing determines the value of your sales activation
How windfalls ruin companies (and how to prevent it)
Why reciprocity is the strongest force in human persuasion
The mistake that destroys 90% of advertising efforts
How to build momentum instead of chasing potential
This episode is a masterclass in courtship-based marketing, storytelling, and real influence. Business owners will want to take notes.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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How do you guide attention without crossing the line into manipulation?
In this episode of Todd Liles & The Wizard of Ads, Todd and Roy sit down with magician and storyteller Brian Brushwood to explore the shared psychology between magic, marketing, and trust.They unpack how the best communicators direct attention ethically — using story, empathy, and timing, not tricks.
You'll learn:
Why "there's no such thing as misdirection — only direction."
How magicians and marketers both guide emotion before logic.
The invisible boundary between persuasion and manipulation.
How to tell stories that reveal truth, not hide it.
Why intent is the real moral line in influence.
If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.
📌 Connect with Todd Liles: Website | Instagram | Linkedin
🔗 Full show notes and resources: www.toddliles.com/wizard
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