Most people talk in generalities. But specifics (real, vivid details) are what make people believe you.

In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams unpack how specific words create persuasion, trust, and emotional connection.

From Tolstoy's "glint of light on broken glass" to Apple's "Shot on iPhone" campaign, they reveal why clarity and courage are the most persuasive tools in communication, sales, and storytelling.

You'll learn:

• Why specific language builds credibility and confidence

• How details make stories unforgettable and believable

• Why courage and clarity beat cleverness in marketing and leadership

• What Tolstoy, Luke, Monet, and Apple all have in common

• How being specific turns your words into trust

Generalities are forgettable. Specifics are persuasive.

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.

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🔗 Full show notes and resources: www.toddliles.com/wizard