Dear Reader,
You are the reason we do this show.
You were on my mind seven months ago.
I was thinking about your marketing and was wondering:
“Do you know why your ads should be about your customers, and not you?”
“Do you know that the best brands are built on stories that bond and entertain?”
“Do you hear a voice of reason in this overcrowded market?”
You were on my mind when I asked Roy if we should put this show together…for you. 7 months ago.
Many of you have told me that this show has changed the way you think about marketing.
Thank you. That’s why we do this show. It’s for you.
In This Episode, You'll Learn:
- Why great ads focus on *you* (the customer), not *we* (the company)
- The power of empathy in making the customer feel smart and understood
- How perspective (first, second, third person) shapes ad copy engagement
- Examples of second-person storytelling that put the listener inside the ad
- The role of the omniscient narrator in guiding customer decisions
- Lessons from Rolex, Aaron Gaynor, and Amazon’s Alexa ads
- Why entertainment and fiction matter more than information in capturing attention
- Practical advice for business owners and copywriters to elevate their messaging
Episode Chapters & Summary
The Shortcut: Lead with “You”
“If you open with the word 'you,' you are now talking to the customer about the customer.”
Roy explains that ads written in second person (“you/your”) instantly make the listener the hero. Using “I, we, our” focuses on the company, which disengages customers.
Key Takeaways:
- Great ads are written in second person.
- The word 'you' shifts the focus to the customer's world.
- Perspective and verb tense create immersive experiences.
Make the Customer Feel Sane
“If the ad makes the listener feel smart, understood, and powerful, it will win. If it makes the company look smart, it'll fail.”
Todd and Roy stress that empathy—not boasting—makes ads work. Ads should describe feelings the customer has already had, validating their intelligence and experience.
Key Takeaways:
- Empathy is the engine of persuasion.
- Describe the customer's thoughts and feelings accurately.
- The listener must see themselves as clever and capable.
The Omniscient Narrator Technique
“You open the door. The man says, 'You need a whole new system.' But he doesn't know that you know better.”
Roy demonstrates how to place the customer in a narrated scenario, preparing them for real-world recall when similar events happen.
Key Takeaways:
- The omniscient narrator paints vivid future scenes.
- Repetition creates procedural memory and automatic recall.
- Customers see themselves as the hero of the story.
Empathy in Action: Aaron Gaynor's Policy
“The only way to make an unexpected expense feel better is to get an unexpected gift.”
Roy shares Aaron Gaynor's brilliant strategy: when customers buy a hot water heater, his company gives $500 of additional plumbing services at no charge. This transforms a painful expense into a positive, memorable experience.
Key Takeaways:
- Empathy means entering the customer's emotional world.
- Unexpected value builds loyalty and delight.
- Policies rooted in generosity create powerful advertising.
Lessons from Rolex and Alexa Ads
“Entertainment is the currency that will purchase the attention of a too-busy public.”
The Rolex ad demonstrates second-person immersion, while Amazon's Alexa ad shows humor and imagination. Both engage audiences by putting them in the story, proving that entertainment captures attention better than features or benefits.
Key Takeaways:
- Entertainment grabs attention where information cannot.
- Well-crafted copy is more important than budget size.
- Radio, with imagination and sound, is the great equalizer.
Fiction vs. Nonfiction: Why Entertainment Wins
“Nine out of 10 books written are nonfiction. Nine out of 10 books purchased are fiction.”
Roy highlights America's preference for entertainment over information. Copywriters must read great fiction to sharpen storytelling instincts, as customers value stories more than data.
Key Takeaways:
- Entertainment outweighs information in influence.
- Great writers study fiction to learn storytelling craft.
- Readers—and customers—prefer imaginative journeys.
Final Advice for Business Owners
“If your marketer isn't reading, they aren't growing.”
Todd closes by urging business owners to ask their marketers what they're reading. A true copywriter should be consuming both fiction and nonfiction to stay sharp. If not, it may be time to find new guidance.
Key Takeaways:
- Marketers must be continual learners.
- Reading sharpens both empathy and creativity.
- Owners should demand excellence in storytelling from their marketing partners.
