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

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

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.

• 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

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

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

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