PageView
(Entrepreneurship )

A Strange Kind of Luck

Do you depend solely on PLAN A for you and your clients? Can you adapt when an opportunity arises?

Roy Williams
Roy Williams
August 16, 2024
A Strange Kind of Luck

I began losing my hair when I was 19. By the time I was 21, I looked like I was 30.

Best thing that ever happened to me.

People take you seriously when you look like a grown-up, and I needed people to take me seriously.

I sold advertising for the smallest radio station in Tulsa, Oklahoma. We were rock-solid at number 23 in a city of 23 radio stations. We had a 0.5 share during the Average Quarter Hour. This means that out of every 200 radios that were turned on, only 1 of them would be tuned to my station.

Best thing that ever happened to me.

At any given moment, my station would have between 500 and 800 people listening. But the total number of different people we would reach in a week was about 18,000. Woo-Hoo! I was overjoyed. There wasn’t a single business in our city of 1,000,000 people that couldn’t use 18,000 more customers.

All I had to do is figure out what to say to get my 18,000 people to remember – and prefer – my advertiser. I cannot say with certainty how I knew success would be found in the crafting of a persuasive message rather than in the selection of the “right” audience, but my memory shows me a young boy sitting in an empty classroom reading books during recess rather than playing with the other kids on the playground.

Best thing that ever happened to me.

Yes, I know I’ve said “Best thing that ever happened to me” three times and they can’t ALL be the “best thing,” but I don’t feel like ranking them “#1 Best,” “#2 Best,” etc., so go with the flow, okay?

I restricted my sales calls to businesses that were so tiny they couldn’t afford any advertising other than my little nothing of a radio station. When these people believed in me and wrote me a check, they were giving me their life’s blood. If my plans for them failed, my clients couldn’t pay the rent. They couldn’t send their kids to school with a sack lunch. They couldn’t pay the electric bill.

When you face those kinds of consequences, you lie awake at night figuring out how to make the ads you sold work, because there is no one with whom you can share the blame. It’s all you.

Guilt, Pain and Remorse are powerful teachers.

I quickly figured out how to make advertising work.

And what Guilt, Pain and Remorse taught me was very different from what is being taught in colleges.

Few marketing professionals will ever be solely responsible for the outcomes of the ad campaigns they help to create. Most people in my profession go to college, get a degree, and then become a cog in a marketing machine. Their failures can be attributed to a wide variety of forces beyond their control. Their ink pens are never filled with the blood of the families for whom they write.

My station owner was hoping our little station might bring in about $11,000 a month. Within 18 months, my personal billings were averaging $51,000 a month. My base pay was $800/mo. and I made a 15% commission.  Do the math.

I spent my early twenties as a joyously married, rapidly balding boy with ten thousand stories in his head and an ink pen full of blood in his pocket. Then, at 26 years old, they made me the General Manager of a much larger station.

Worst thing that ever happened to me.

I no longer spent my days talking face-to-face with business owners and crafting stories. Instead, I stared blankly at spreadsheets and spoke by telephone with corporate officers and bookkeepers and listened to the whining of 32 employees who had me confused with their mommies.

Six months into it, I said, “You can keep the cheese. Just let me out of the trap.”

With the unwavering support of Princess Pennie, I became an independent ad writer and media negotiator. I adapted my stories to fit billboards on the highway and TV ads during the Superbowl and websites on the internet.

But some things never change. Thirty-four years after saying “no” to spreadsheets and corporate politics, my relationships continue to be one-on-one with business owners, never with the companies they own.

I don’t believe in destiny.
I believe in choices and consequences.
I believe each of us chooses what we become.

What have you chosen to become?

If plan A isn’t working out for you, consider plan B or C or D!

New choices bring new consequences.

Isn’t life a wonder?

Don’t forget to live it.

If you aren’t a showman or a storyteller, you’re still in good company. Wizard of Ads® can help you create the brand or marketing story you need to drive your user experience. Book a call.

(Marketing Psychology)
(Standards)
(Strategic Thinking)
(Brand Strategy)
(Marketing Strategy)
(Creative Advertising)
(Planning)
Roy Williams
Roy Williams

Roy H. Williams is the OG Marketing Strategist and Master Copywriter. He IS The Wizard of Ads™, and it is his proven methodology, principles, and framework that are used daily at the Wizard of Ads™.

Share this:
Previous
subscribe for free stuff

Secret Formulas Periodical.

Rare, bizarre, and unexpected tools, tactics, and techniques for profitable persuasion beamed directly to your pocket periodically, without warning.

(No spam. No strings.
Let's grow your home
service business.)
Frequently asked questions

Questions? We’ve got answers.

Why Wizard of Ads®?

Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:

Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.

Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.

Who Should Work with The Wizard of Ads®?

Wizard of Ads®  offers services that start with understanding your marketing challenges. 

We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.

What Do The Wizard of Ads® Actually Do?

Maximize Your Marketing Impact with Strategic Alignment. 

Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.

Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.

What can I expect working with The Wizard of Ads®?

Transform Your Brand with Our Proven Process.

Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.

Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.

What Does A Brand-Foward Strategy Do?

The Power of Strategic Marketing Investments

Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.

While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.

Ready to transform your world?

(do it - you
deserve this)