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

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

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