What makes a message unforgettable? In this episode of Todd Liles and the Wizard of Ads, Todd and Roy break down one of the most powerful lessons in advertising: It's not what you say — it's what you leave out. From the porcupine vs. rhinoceros analogy to lessons from Procter & Gamble, Chanel No. 5, and Kessler's Jewelers, you'll learn why focus beats volume, and how simplicity can make your message hit harder than ever.  In this episode, you'll learn: – Why most ads fail by trying to say too much – How "rhinoceros ads" make one unforgettable point – The danger of brand dilution and how to avoid it – What Chanel No. 5 and Ferrari can teach you about identity – How Procter & Gamble dominates by simplifying, not expanding – Why you should always write for one person — not the jury Todd and Roy close with one of Roy's timeless truths: "The opposite of a profound truth is often another profound truth." Both simplicity and expansion can work — if you're conscious, consistent, and bold enough to choose. 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  

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