One thing that hasn't changed, though, is that we still have to hear the new ad 2 or 3 times before it begins to affect us, even when we're already familiar with the advertiser in question and have a positive opinion of them.
Roy H. Williams

People don't trade money for things when they value their money more highly than they value the things.
Roy H. Williams

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.
Roy H. Williams

String Theory describes energy and matter as being composed of tiny, wiggling strands of energy that look like strings. And the pitch of a string's vibration determines the nature of its effect.
Roy H. Williams

Strings of gravity vibrate at a different frequency than strings of light.
Roy H. Williams

The first step in exceeding your customer's expectations is to know those expectations.
Roy H. Williams

The salability of an item can often be improved while the value itself remains unchanged.
Roy H. Williams

The value of an item - in the mind of a consumer - is simply the difference between the anticipated price and the price on the tag.
Roy H. Williams

What this means is that the first week of every new series of ads will continue to yield softer results than you can expect to see in weeks two and three.
Roy H. Williams

Words are mere shadows cast by ideas. But the ideas they represent are real.
Roy H. Williams

Writing good ads is easy when you have something to say.
Roy H. Williams

You see a person when you look in the mirror that no one sees but you. Other people see a person when they look at you, but you're not that person, either.
Roy H. Williams