Wizard of Ads Monday Morning Memo

Roy H. Williams
  • 4.9 (47)
  • MARKETING
  • CADA SEMANA
Wizard of Ads Monday Morning Memo

Thousands of people are starting their workweeks with smiles of invigoration as they log on to their computers to find their Monday Morning Memo just waiting to be devoured. Straight from the middle-of-the-night keystrokes of Roy H. Williams, the MMMemo is an insightful and provocative series of well-crafted thoughts about the life of business and the business of life.

  1. HACE 3 DÍAS

    His Name was Joseph

    Twenty-four thousand men were crowded into Knockaloe Interment Camp in 1914 because they had been found guilty of being in the wrong place, at the wrong time, with the wrong last name. Tightly confined behind barbed wire, those men grew increasingly weak, feeble, stiff and awkward until a man named Joseph was shoved through their gate on September 12, 1915. He gave his fellow prisoners strength, stamina, flexibility and grace. They never forgot him. When the war was over and those men were released, Joseph boarded a ship for America. While onboard that ship, he fell in love with a woman named Clara who was also headed to America. When they arrived in New York, Joseph and Clara opened a studio on 8th street that would send ripples across the world. The rest of this story is about how those ripples became a wave.George Balanchine sent his ballet dancers to Joseph on 8th street to gain strength, stamina, flexibility and grace. Martha Graham sent her modern dancers to Joseph on 8th street to gain strength, stamina, flexibility and grace. The best dancers on Broadway went to Joseph on 8th Street to gain strength, stamina, flexibility and grace. George Balanchine became known as “The Father of Modern Ballet.” Martha Graham is shown in Apple’s famous “Think Different” video as one of the 17 people that Steve Jobs felt had changed the world. Broadway, Ballet, and Modern Dance were lifted to new heights.When those ripples from 8th Street reached California, the “Golden Age of Hollywood” began. Gene Kelley danced with a light post and sang in the rain to the thundering applause of America. Slim, elegant, and incredibly strong, Fred Astaire did impossible things effortlessly. Ginger Rodgers did exactly what Fred did, but backwards and in high heels. A young man was known for his slogan, “Float like a butterfly, sting like a bee.” He brought strength, stamina, flexibility and grace to the world of boxing.Like Martha Graham, this young boxer was chosen to appear in Apple’s famous “Think Different” video as one of the 17 “crazy ones” who changed the world. He had been the heavyweight champion of the world for 5 years when a 10-year-old boy named Michael elevated dancing to an even higher place with the help of his 4 older brothers. Those 8th Street ripples of strength, stamina, flexibility and grace had splashed back from the California coast and were now rippling through Motown. Charles Atlas and Joseph Pilates were born one year apart and lived an almost identical lifespan. Charles Atlas gave men bulging biceps that other people could admire. Joseph Pilates told us how to gain the strength, stamina, flexibility, and grace to do whatever we want to do. What do you want to do? – Roy H. Williams PS – Joseph loved Clara until the day he died. Are your employees happy to follow you, or do they avoid you like a skunk at a garden party? Phillip Wilson says the more accessible you are as a leader, the more your business will thrive. But when leaders create a gap between themselves and their employees, they lose top talent and nudge workers toward unionization. Listen in as the famous Phillip Wilson explains to roving reporter Rotbart why “Approachable Leadership” is the only elevator that can lift employee morale, productivity, and retention. The button has been pressed and this elevator is about to up-up-up! But we’re holding the door open for you, hoping that you’ll join us at MondayMorningRadio.com

    5 min

  2. 24 FEB

    Moments that Change Everything

    The biggest decisions I ever made didn’t seem big at the time.I’ll bet the same is true for you. Pivotal changes in direction seem obvious to us 10 years later, but during that tiny moment when we alter our course a little, it feels like a very small thing. Here are 4 small, pivotal moments that loom large in my mind today. Moment #1: I was a 22-year-old advertising salesman who was rapidly going bald. Every business owner I met was trying to decide, “Where should I invest my ad budget?” One morning I heard myself answer, “I don’t care where you spend your money. The thing that matters most is what you say in your ads.” The man didn’t believe me. But I believed me. The direction of my future was altered by a few degrees in that singular, magical moment.Moment #2, about 18 months later: I was writing exceptional ads and everyone was dancing except me. I knew something was missing, but I didn’t know what. And it was bugging me. I looked into my own eyes in the bathroom mirror for about a minute one morning. And then I said out loud, “Why am I not seeing better results?” My reflection reached out from that mirror, slapped my face, grabbed my collar and pulled me in so closely that my nose was pressed into the glass. I could feel its breath on my ear as it whispered, “You are reaching too many people with too little repetition.” You never forget a thing like that. Moment #3: I was pondering the “Reach and Frequency Analysis” of my media schedule that had been calculated for me by the most famous data company in America and It said everything was fine. But I knew I was reaching too many people with too little repetition. That was the problem. I found the cause of that problem – and the solution to it – buried deep in the methodology of how advertising everywhere is measured, sold, purchased, and evaluated. Good science is distorted by our erroneous assumptions. We gather perfectly accurate data and then misinterpret it. We rarely question our assumptions, especially when they are part of the universally accepted way of “How Things are Done.” If you could see the mistakes that hide in your blind spot, it would not be called “a blind spot.” Misinterpretation of data is an irresistible tide that carries every boat in the wrong direction. The first fatal mistake occurs so early in the process of data processing that we never really question it.The second fatal mistake happens during the implementation stage. You assume that spreading your small ad budget across different media is the right thing to do because everyone does it. This idea of a “media mix” is practiced by all the largest advertisers and taught in every university. They say to their marketing students, “This is what the biggest companies do. You should imitate them.” But here’s the dead fly in that bowl of soup: When a company has a much bigger ad budget than everyone else in their category, they can aim that firehouse across several media and soak everyone with relentless repetition. But you don’t have a firehouse. You have a watering can.If you use your watering can properly, you’ll be able to afford a garden hose. And if you use that garden hose properly, you will soon be able to afford a fire hose. The water in your watering can should be used to water all the people you can reach with sufficient repetition. “with sufficient repetition.” “with sufficient repetition.” Repetition is the non-negotiable you must protect at all cost. When you reach too many people with too little repetition, no one gets wet, and you stay small. NOTE: I am dangerously oversimplifying the solution when I say that you can achieve automatic, involuntary recall a...

    10 min

  3. 17 FEB

    Media Measurement Mistakes, ch. 2

    If you believe that people today have a short attention span, you are mistaken.FACT: We live in an over-communicated society. This is why we have learned how to quickly filter out messages that do not interest us. FACT: We will happily spend several hours binge-watching shows that appeal to us. Where’s your theory about a short attention span now? If you want to get people’s attention and hold that attention, talk to them about things they already care about. If people aren’t paying attention to your ads, it is because (A.) you chose the wrong thing to talk about, or (B.) you are talking about it in a predictable way.I wrote an ad this morning for a jewelry store. This is how the ad begins: RICK: Sicily is the island at the toe of the boot of Italy, SARAH: and the town of Catania is situated on the seashore, staring at the toe of that boot. MONICA: That’s where Jay, one of our owners, traveled to meet Italy’s most exciting new jewelry designer. RICK: Tell us about it, Jay. JAY: When I met Francesco and saw what he was working on, I almost hyperventilated. Those 5 lines do not sound like the typical jewelry store ad. But I’ll bet you’d like to hear the rest of it. Let’s talk for a moment about another obvious truth:FACT: Ads rarely work for products that people don’t want. The ad writers and the media will always get the blame, but the real mistake is made when business owners convince themselves that advertising can sell things that no one wants. Advertising cannot, in fact, do that. I recently spoke to a friend who sent out 20,000 postcards that failed to get a response. This led him to conclude that “direct mail doesn’t work.” When he told me what was featured on those 20,000 postcards, I told my friend the truth. “Your experiment proved only that a weak offer gets weak results. Direct mail didn’t fail. Your offer did.” Your objective determines the rules you must play by.Direct Response – immediate result advertising – can be measured with ROAS (Return On Ad Spend.) Pay-per-click is perhaps the most common type of direct response advertising, but direct response offers are routinely made using every type of media. If you plan to introduce, explain, and sell a product or service to a customer with whom you have no previous relationship, you are rolling the dice of direct response. You can always measure the effectiveness of direct response ads with ROAS. Direct Response is a sport for surfers who like to ride the wave of a trend. It is a wild and crazy rollercoaster ride of feast-and-famine. If you like excitement, you should definitely do it. But be aware that the most successful direct response marketers are spending 25% to 35% percent of top line revenues on advertising. You need at least a 20x markup to play that game. I prefer sowing and reaping. Seedtime and harvest. Brand Building creates a long-term bond with the customer. The goal of brand building is to make your name the one that customers think of immediately – and feel the best about – when they finally need what you sell. Your Return on Ad Spend –ROAS – will look terrible when you first begin, but it will get better and better as you build a relationship with the public. In the long run, nothing can touch brand building. It is always the most cost-effective way to invest your ad budget if you have patience, confidence, and a good ad writer. Roy H. Williams Twenty-eight million viewers tuned...

    6 min

  4. 10 FEB

    Media Measurement Mistakes: Chapter 1

    Buying advertising is a lot like buying diamonds.Allow me to explain. Anyone who talks to a jeweler will be told that diamonds are graded according to the 4 C’s: Color, Clarity, Carat weight, and Cut. Customers ask the jeweler, “Which of the 4 Cs is most important?” This seems like a perfectly reasonable question, but the truth is that the 4 C’s cannot be compared to one another. There is no rubric, no metric, no algorithm that can equate them. The 4 C’s are distinctly separate from one another. They are not interchangeable. Advertising is like that. Each of the characteristics of highly effective advertising are distinctly separate from one another. They are not interchangeable. Natural diamonds can be an infinite number of shades of yellow, grey, brown, green, blue, red, or a mixture thereof. Diamonds can also be colorless. The only thing more valuable than a colorless diamond is an extremely colorful one.Color is a measurement of rarity, not beauty. Clarity is another measurement of rarity, not beauty. “Flawless” clarity refers to a diamond which is free of inclusions under 10x magnification. But under 40x magnification every flawless diamond is swimming with inclusions that cannot be seen under 10x. So get this idea of “flawless” out of your head, okay? It is a myth. Seven clarity grades below flawless is another clarity known as SI2, which looks flawless to the naked eye. Not even a jeweler can tell the difference without 10x magnification. But there is a huge difference in price between flawless and SI2 because Clarity is a measurement of rarity, not beauty, remember? Carat weight is how the size of a diamond is measured. We’ll come back to this in a minute. Cut does not refer to the shape of the diamond, but to the ability of the diamond to gather light, bounce it between the facets, and then shine it upward toward the eyes. When diamonds are cut perfectly, they do not leak light out of the bottom of the diamond. A perfectly cut diamond returns 100% of internalized light upward and outward in a wild spectacle of sparkles. You want sparkles, but you also want carat weight.When you cut a diamond crystal perfectly, you lose more than half of that diamond’s Carat weight. But if you cheat the cut a little, the diamond won’t sparkle as much but it will weigh more and sell for more money. If you cut the diamond with a thick girdle and a deep pavilion, the diamond will be dull because its internal mirrors will be misaligned, but it will be much heavier than if it were cut properly. A Carat is a unit of weight. There are 141.748 Carats in an ounce. This means that a small pouch of 1-Carat diamonds worth just $4,000 each will cost you $567,000 an ounce. Pure gold is less than $3,000 an ounce. Are you beginning to understand why diamond cutters are loath to grind away precious carat weight in the quest for maximum sparkle? Your logical mind tells you that it should be possible to create a diamond algorithm that says, “one colorgrade = 0.05 carats = 0.78 of a clarity grade = 2.13% excess weight above the projected carat weight for a perfectly cut diamond of this diameter.” Your logical mind tells you this because you continue to believe that dissimilar properties such as color, clarity, carat weight, and cut can be quantified, codified, and reconciled. In truth, they cannot. Buying advertising is even more complicated than buying diamonds.The rubric used to calculate the Gross Rating Points achieved in media schedules makes perfect sense until you realize it equates dissimilar properties and treats them as though they are...

    12 min

  5. 3 FEB

    The Cruelty of Hope

    I recently sent you two memos about our need for positive hope.“Hollywood’s Broken Angel” was the true story of a woman who desperately needed a friend to encourage her. “Hope and a Future” explained how easy it is to recharge the emotional batteries of a friend whose light has dimmed. Positive hope crackles with the vibrant energy of life itself. It radiates honesty, openness, forgiveness, acceptance, optimism, loyalty and love. Positive hope illuminates the heart and drives away the darkness. But there is also such a thing as negative hope. It promises salvation but delivers only hubris, which is desperation disguised as confidence.Negative hope is attractive, addictive, and cruel. Gamblers sitting around a poker table are the perfect portrait of negative hope. They ride a rollercoaster of elation and despair but tell themselves they have a system. A second portrait of negative hope is a lottery ticket, a receipt issued by the government to citizens who pay a voluntary tax because they believe in lucky numbers and are extremely bad at math. Bernie Madoff was a salesman of negative hope. He wore the mask of a self-made billionaire, but behind that mask was a desperate little con man who stole money from innocent people who believed they had been admitted into the inner circle of a genius who had a secret system. The world is full of elegant and attractive people who sell negative hope. One of them will sell you a worthless education by promising you a better-paying job. Another will sell you a garage full of crap by convincing you of the miracle of multilevel marketing. A third will sell you the promise of inner peace by convincing you they have it, and that it can be transferred to you for money. Negative hope is attractive, but you can easily recognize it now that you know what to look for.I’m really glad we got that out of the way because now I’ve got some great news for you: inner peace is real. And here’s some even better news: you can have it for free, no strings attached. Inner peace is honesty, openness, forgiveness, acceptance, optimism, loyalty and love. All of these can be yours for free. But first you have to give them away. It is a simple but fascinating system. The more you give these 7 things to others, the more richly they accumulate in you. Five hundred and eleven Christmases have come and gone since Giovanni Giocondo sent his Christmas letter to a friend in 1513. It said, “No peace lies in the future that is not hidden in this present little instant. Take peace!” Likewise, I say to you, inner peace is hidden in this present little instant. Reach out and take it. It’s yours. Roy H. Williams When roving reporter Rotbart was a financial columnist with The Wall Street Journal, he met a young man named Steve Jobs who left a lasting impression on him. “When I spoke with Jason Schappert,” Rotbart says, “it felt like I was talking with Steve Jobs again.” Jason Schappert recently launched an AI-powered investment platform for middle-class consumers, providing the same insights and tools typically reserved for the ultra-rich. Today you have an opportunity to learn from Jason Schappert about how to identify opportunities, make bold decisions, and leverage your passion as roving reporter Rotbart meets with him at MondayMorningRadio.com

    5 min

  6. 27 ENE

    Hope and a Future

    Fifty years ago, I was a teenager with an unreliable automobile. But that’s never a problem for an Oklahoma boy who has knowledge, tools, and daylight.My knowledge and tools were always with me, but the daylight disappeared at the worst possible time, no matter how badly I needed it. Cell phones had not yet been invented. When the batteries in my flashlight died, nothing could be seen but the desperation, defeat, and despair of a boy at the side of the road trying to repair a car in the darkness. Any person who stopped to help me with a bright beam of light seemed like an angel sent from God. People who are lost, lonely and frightened are all around us but we seldom see them because fear, sadness, and despair look exactly like preoccupation, concentration, and distraction. This is how people in pain disappear into the scenery around us. But sometimes the beam of light within you will reveal a person directly in front of you who needs your help. Will you pass by on the other side of the road, or will you stop and share your light?I’m not just talking about random strangers. I’m talking about people whose names you know, people who are already in your life; coworkers, colleagues and employees who are walking with an invisible limp, people whose sunlight has receded below the horizon. You can shine some light into their darkness: Find a moment when it is just the two of you.Look at them and say their name.Say, “Do you know what I’ve always admired about you?”Describe specific moments that quietly impressed you.Tell them the truth about themselves. Remind them of who they are, and how much they matter, and why they belong. This is often all it takes to recharge a person’s batteries and help them get their motor running again. When you shine your light into their heart, you elevate their hope and brighten their future. The mark of a strong leader who is deeply loved is that they lift up the people around them by speaking the encouraging truth into their lives, regardless of whether a person needs it or not. It is a gift that is always welcome. Roy H. Williams “Leadership is not a static trait but an evolving journey,” says Bob Kaplan, a high-level management expert with over three decades of experience. “Even ‘born leaders,’ need training, desire, and experience to achieve real greatness,” he says, and then he adds, “The most challenging people to manage are always the leaders themselves.” Bob Kaplan believes CEOs and other C-suite executives should continually invite feedback — good and bad — and then concentrate on eliminating their shortcomings as they continually refine their skills. Hey! Do you want to run with the big dogs or stay on the porch? Roving reporter Rotbart says he will begin his interview of Bob Kaplan the moment you arrive at MondayMorningRadio.com. Aroo!

    4 min

  7. 20 ENE

    Hollywood’s Broken Angel

    Her name was Lillian Millicent Entwistle, “Peg” to her friends. She was born in 1908. At the age of 19, Peg married Robert Keith, 10 years older than she. Then she discovered that he had been married before and had a 6 year-old son. The couple was soon divorced. “I’ll move to a new place and get a new start,” she thought. “Goodbye, New York. Hello, L.A. I’m going to become an actress.”But hopes and dreams are fragile things and hearts are easily broken. At the age of 24 “She decided she’d failed,” says David Wallace, author of Hollywoodland. “She was very dejected and one day in 1932 she came up to the Hollywood sign, found a maintenance ladder by the ‘H,’ climbed up to the top and presumably took one last look over the city she had failed to conquer, and jumped.” Her body was discovered two days later by a hiker. A handwritten note was found in her purse. “I am afraid I am a coward. I am sorry for everything. If I had done this a long time ago, it would have saved a lot of pain.” A letter arrived at her home on the same day her body was discovered. It was from The Beverly Hills Playhouse. They wanted her to star in their next production. Are you ready for this? It was to be a play about a young girl who loses all hope and commits suicide in the final act. Peg, if only you could’ve hung on. Things are never as bad as they seem. But now all we have left of you is a photograph and a note. Remember that 6-year-old son of Robert Keith you heard about in the second paragraph?That boy, Brian Keith, grew up to be a famous actor, best known for his role as “Uncle Bill” on the hit TV show, “Family Affair.” He also played the perfect Teddy Roosevelt opposite Sean Connery in “The Wind and the Lion,” (1975). I have seen that movie 14 times. Brian Keith made Teddy Roosevelt come alive for me. Brian Keith shot himself in 1997. Yes, hopes and dreams are fragile things and hearts are easily broken.Be gentle with the hearts that have been entrusted to you. Roy H. Williams Mike Frick started a side hustle as a way to help his college-student son earn extra cash. Today that business sells its products nationwide to construction sites, quarries, farms, mines, and the US military. “Our products are simple, durable, and cost effective,” Mike tells roving reporter Rotbart. In spite of heavy competition from Chinese knock-offs, Mike and his company continue to thrive by manufacturing their products only in America. It’s a story of focus, humility, and fantastic success. Because that’s how we roll at MondayMorningRadio.com.

    4 min

  8. 13 ENE

    What are Thoughts Made Of?

    I asked Google, “What are thoughts made of?”Google said, “According to current scientific understanding, thoughts are essentially made up of electrical signals generated by the firing of neurons in the brain, which communicate with each other through chemical messengers called neurotransmitters; essentially, a thought is a complex pattern of neural activity within the brain, triggered by sensory input, memories, and other factors.” Google’s answer to my question is true, but it isn’t useful. My goal is to place a thought into the mind of another person. I want to change what they are thinking and feeling. In 2003 I proposed a theory that has come to be known as “The 12 Languages of the Mind.” It explains how thoughts are constructed from pre-thought particles. Stay with me. This is about to get interesting. A neuron is a nerve cell, the basic unit of the nervous system. It is responsible for sending and receiving electrical signals. A synapse is the tiny gap between two neurons. This is where information is transferred from one neuron to another through the release of chemical messengers called neurotransmitters. Essentially, a neuron is the cell itself, and a synapse is the connection point between two neurons where communication occurs. Sounds a little bit like a computer, doesn’t it? A computer is of little value without an operating system. The 12 Languages of the Mind are the operating system of the brain.Let’s look at it another way. We know that all the matter in the universe is made from just 3 primaries: protons, neutrons, and electrons. These form atoms, the smallest units of matter. Atoms of elements combine to create molecules of compounds; two atoms of hydrogen plus one atom of oxygen create a single molecule of water, H2O. There are 118 different kinds of atoms organized in The Periodic Table of the Elements. We can create new substances because we now understand the constituent components that underlie all the matter in the universe. Just as protons, neutrons, and electrons can be arranged to form matter, The 12 Languages of the Mind can be arranged to communicate thoughts and trigger the emotions, opinions, and reactions that follow those thoughts. Symbols are one of The 12 languages of the Mind. Motion is another. Hydrogen + Oxygen = Water. Symbol + Motion = Ritual. Our material universe is created from just 3 primaries.Likewise, all the colors we see are created from just 3 primaries, red, yellow, and blue in subtractive color, red, yellow, and blue in subtractive color. But red, green, and blue in additive color. It depends on whether your eye is absorbing the light waves, which is additive, or whether you are seeing reflected light from a substance that has absorbed part of the light spectrum. That is called subtractive color. Created from 12 primaries, how much bigger is the universe of your mind? Your body contains about a 100 million sensory receptors that allow you to see, feel, taste, hear, and smell physical reality. But your brain contains about 10,000 billion synapses. This means you are approximately 100,000 times better equipped to experience a world that does not exist, than a world that does. It is these

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Thousands of people are starting their workweeks with smiles of invigoration as they log on to their computers to find their Monday Morning Memo just waiting to be devoured. Straight from the middle-of-the-night keystrokes of Roy H. Williams, the MMMemo is an insightful and provocative series of well-crafted thoughts about the life of business and the business of life.

Información

  • Creador
    Roy H. Williams
  • Años de actividad
    2006 - 2025
  • Episodios
    1 k
  • Clasificación
    Apto
  • Copyright
    ℗ & © 2006 Roy H. Williams
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    Wizard of Ads Monday Morning Memo

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