Selling to Walter Mitty: The Art of Making People Buy Who They Want to Be

People don’t just buy products—they buy stories about themselves.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles unpack the psychology behind aspirational identity. From luxury goods to everyday soap, great brands don’t just sell features—they sell who the customer wants to be.

Through vivid examples like “Twinkle White” and Old Spice, Roy reveals how narrative, perceived value, and emotional clarity drive sales far more than logic ever could.

If you want to build ads that sell more than products—this episode shows you how.

You’ll learn how to:

-Tap into aspirational identity and emotional self-perception
-Use story, language, and naming to increase perceived value
-Position your brand to reflect who your customer wants to be
-Create luxury pricing through narrative, not features
-Shift your own mindset about money and value
-Sell with conviction by believing in what you offer

Mentioned in this episode:

• The Walter Mitty effect and self-image in buying

• Why “Twinkle White” is a brilliant fictional product

• Luxury branding and emotional justification of price

• The power of anticipated value and perceived wins

• How scarcity mindset kills pricing confidence

• Why conviction beats sales scripts every time

• Old Spice and the impact of bold, emotional storytelling

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