Roy H. Williams Quotations | Page 2

Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.

It appears that the media filters we carry in our heads are like computers: they've been forced to get faster in order to keep up with the demands our high-speed society puts on them.

Quantum Mechanics and General Relativity are both accepted as scientific fact even though they're mutually exclusive. Albert Einstein spent the second half of his life searching for a unifying truth that would reconcile the two.

Most ads are about the product or the company that makes it...the best ads are about the customer and how the product will change his life.

If you want the truth to prevail, you must cause people to realize the truth. This requires much more skill than is required to simply tell it.

Having the right message is what matters. It's not who you reach, it's what you say.

The risk of insult is the price of clarity. To be clearly understood one must speak the simple, essential truth as plainly as he is able.

The first step in persuasion is to entice your target to imagine doing the thing you want them to do.

Turning the other cheek isn't submissive. It's defiant.

The risk of insult is the price of clarity.