I'm glad you mentioned Roy Williams...

> This comes from chapter 72 in the book,
> MAGICAL WORLDS of the WIZARD OF ADS by Roy
> Williams.

> The chapter is called THINK BIG, START
> SMALL...

> "People frustrate me. For all their
> talk about being "goal oriented,"
> most people either aren't willing to dream
> big enough or they're not willing to start
> small enough....
> They refuse to believe that every great
> success must necessarily begin with a sad,
> pathetic, laughable first attempt. These are
> people we see sighing and waiting for their
> "big break"..."

Gordon,

Even though Mr. William's books are outstanding, he isn't often discussed in the various marketing forums on the net.

What do you think of his opinion that targeting is essentially a waste of time? It leads to over-confidence and other marketing errors (according to Roy).

Roy shares the view with Gary Halbert, that "what you say" is far more important than "how you say it". Roy goes a step further by saying that targeting ranks well below "what you say". What do you say?

Take care,

Mike Winicki