One of the first things Williams discussed was confidence: Those who have it will be successful. "Selling is a transference of confidence," he said. "People say yes if they are confident that you know what you are talking about. Be an expert and tell the truth."
Willams talked about the importance of auditory signals versus visual signals when used in advertising. "It takes 28 percent longer to understand the written word than the spoken word," he said. "Visual is secondary, sound is primary, according to characteristics of the brain."