Success Quote by Roy H. Williams

Roy H. Williams is giving you a dose of anti-panic realism dressed up as reassurance: your ad campaign isnt failing, its still warming up. The sentence is built to interrupt a familiar executive reflex, the one that sees week-one numbers and lunges for the kill switch. By naming a predictable lag ("the first week") and contrasting it with a promised payoff window ("weeks two and three"), he turns what feels like chaotic uncertainty into a timeline you can manage.

The specific intent is operational. He wants decision-makers to stop judging creative on day-one metrics, because early performance is often throttled by mechanics: delivery systems learning who responds, audiences needing repeat exposure, and the simple fact that attention rarely converts on first contact. In marketing terms, he is arguing for a learning period and frequency, without using the jargon.

The subtext is also political. Williams is protecting campaigns from the kind of executive impatience that sabotages strategy. "Softer results" is careful language: it frames underperformance as normal rather than embarrassing, which gives cover to the team running the ads and buys time for the data to stabilize.

Contextually, this reads like advice from someone steeped in direct response and media buying, where week-to-week performance swings can trigger expensive overcorrections. The line works because it replaces the seductive myth of instant ROI with a more credible story: advertising is not a switch, its a ramp.