The direct mail innovation was a significant leap that transformed human communication throughout history. While we have made remarkable strides since, like the development of smartphones and online messaging, direct mail still remains relevant.
Today, direct mail marketing is experiencing a renaissance among businesses. Countless business owners are revisiting direct mail postcards for their lead gen endeavors.
Because there are direct mail advantages that modern-day emails and other marketing means never could achieve. Despite the relatively high direct mail cost, the pay-off can be tremendous, and the benefits unrivaled.
Of course, the content of the mail plays a considerable part in its success. That's why if you're looking into direct mail marketing, you need the right words to make your letters worth reading. In this article, Wizard of Ads™ shares the 10 magical words to use in direct mail.
Where Did Direct Mail First Appear?
Before looking at the magical direct mail marketing words, you should use, let's first have a brief history lesson. What can we learn from the first direct mail ever made?
According to Central Mailing U.K., the earliest record of direct mail came from 1,000 B.C.
On a piece of papyrus, an Egyptian landowner wrote an advertising message to offer gold to people who could return his runaway slave. Experts recovered the letter in Thebes, which has been preserved and displayed in the British museum.
Indeed, Egyptians were just some of the ones innovative enough to figure out the advertising potential of the papyrus before. Even Babylonian merchants advertised "on-print" at the time. However, they utilized stone tablets to list their products when visiting foreign towns.
In fact, catalog mailing and direct mail predate the formation of the United States (sorry, J. Peterman). Direct mail skyrocketed in popularity from papyrus and stone tablets when inventor Johannes Gutenberg invented the printing press in 1440. Pair that with another innovator, William Caxton, who printed pamphlets in Westminster Abbey in 1480.
But here's what you have to keep in mind:
Whatever material was used — papyrus, stone tablets, or print — these are merely channels, not the message. Any form of advertising will work as long as the news comes across, despite the channel utilized.
"The media is not the message. The message is the message."
— Roy H. Williams
Your message still heavily outweighs the media you select. That said, whether you use direct mail or not, you need the right words to print on the page. Otherwise, the marketing or advertising strategy will fail to hit the mark.
Wizard of Ads™ has helped countless residential home service businesses become successful in their advertising endeavors. We can do the same for you. We're the guys to hire if you're looking for advertising experts to craft your perfect direct mail campaign.
All it takes is booking a free call.
With all that's said, here are the magical words to give your direct mail marketing campaign a dose of abracadabra.
The Magical Words in the Kingdom of Direct Mails
Whichever way you use direct mail, it's an effective communication tool. However, there are magic words you can use to spruce up your direct mail marketing endeavors. I call them magical because they dramatically increase the enthusiasm, excitement, and anticipation of reading the content of your letter.
Let's look at the 10 most powerful words in direct mail.
Freebie/No Extra Charge
Do you remember how exhilarating it is to see a big "FREE" plastered on food samples at the grocery store? Or how excited do you feel when you hear about a new product that's available for free?
People have a natural affinity for free things. That is precisely why writing "freebie," "free," or "no extra charge" in your direct mail elicits the same buzz among readers.
Freebies and no extra charge are two of the most powerful words/phrases in direct mail marketing. They tap into the innate desire for people to get something for free. These words can instantly pique the interest of potential customers and encourage them to open up and read your mail.
A few direct mail examples that feature freebies or no-cost offers include coupons, discounts, special offers, or giveaways. Consider this example:
Say you have the offer to waive the HVAC diagnostic fee for your services. Capitalize on this in direct mail marketing by highlighting the FREE diagnostic fee first. Don’t add weasel words, conditions, or any other disclaimers. Just be free.
More often than not, the free aspect will keep homeowners' eyes fixated on the document and considering taking the offer.
Including freebies builds positive associations with your brand and makes customers more likely to engage with your business. It shows you're not afraid to give your customers more if they choose your solutions over the Sea of Sameness.
New and Improved
At the core of every successful direct mail marketing campaign lies the power of the phrase "new and improved." New and improved implies top-quality, freshness, updated, or better. The smell of a car straight out of a dealership. I'm trying to say that anything new and improved gets attention, like a dog with a bone.
In today's business landscape, having the term new in your marketing is more important than ever. People are bombarded daily with marketing messages from countless brands vying for their attention and dollars. As such, you want to offer customers a never-before-heard value that cuts through the noise and stands 600 ft above the competition.
That's where new and improved comes in.
You can use new for three things:
- Adding a completely new (and improved) product among your offerings
- Offering a new and improved world-class service to people that is improved over the previous service
- Highlighting an existing solution with a new and improved promotion
Whichever it is, using the phrase "new and improved" in direct mail is highly effective in capturing customers' attention and building excitement. However, "new and improved" is a double-edged sword. New implies freshness and uniqueness, so the offer must be both new, and improved. Otherwise, you're putting your company's reputation at risk.
It's best to cook up a genuinely unique offer before branding your direct mail marketing with "new and improved."
Whether you're a small business just starting or a well-established brand, picking the right words is key to direct mail marketing success. Another magical word that brings wonders to businesses is "backed."
Other businesses may have used this in their messaging: expert-backed, backed with research, etc.
With this simple word, you are signaling your customers that your product or service has proven to work and deliver results. Like every other customer, people want assurance that they are making the right choice in choosing you. "Backed" is the word that conveys confidence and trustworthiness through your messaging.
Moreover, the term implies authority — a valuable quality people look for in businesses. All buyers respect authority, especially when you substantiate it with research and studies. Using backed gives credence to your arguments and credibility that you're speaking from a position of power.
But there's a caveat.
Like the term "new and improved," you can't just go around using the "backed" without concrete proof. If so, pragmatic and educated buyers will see through your deception and discredit you. That may lead to negative word-of-mouth, which ultimately tarnishes your reputation.
The term "no obligation" is not quite as powerful as "free" but still possesses direct mail advantages.
Unlike the other magical words listed, "no obligation" speaks of your company's character. It displays that you are not after your customer's money but want them to genuinely see the value in your solutions. Allow me to explain.
For instance, imagine you have a new air-conditioning unit that allows customers to use it free for 30 days. They have no obligation regarding the installation fees and disassembly. If customers like the unit, they pay for it; otherwise, you'll remove the system with no questions asked.
The "no obligation" attached to the offer tells customers that you trust their judgment. Offering no obligation reassures buyers that you won't pressure them into buying something they don't want or need. More importantly, it builds confidence among your potential customers because you believe in the quality of your solutions. You are willing to offer them without any strings attached.
Successfully incorporating this phrase into direct mail marketing campaigns entails a hyper-focus on providing customers with high-quality products or services. You must also communicate clearly about what you are offering. This establishes trust among potential customers from the start and encourages them to take advantage of your no-obligation offers.
One of the unspoken direct mail advantages over other channels is its element of physicality. After all, opening and reading direct mail postcards is more exciting than clicking emails. You can be as crafty as you want in presenting your direct mail, like adding an element of surprise. The term "see inside" perfectly pairs with any tantalizing presentation.
The phrase "see inside" conveys a sense of exclusivity and encourages customers to look more closely at your offer. It's a subtle testament that underneath your "see inside" invitation lies a value that customers will want to read. Using it can help attract more attention from potential customers and create excitement to “discover” your offer.
To effectively leverage the power of this phrase, you need to consider two things:
- Your opening statement
- Your complete offer
Like email headlines, your opening statements should be catchy enough to pique readers' interest to look inside. Tailor your opening statement to your customers' pleasure points, pain points, and underlying felt needs to make it effective. Doing so exhibits your awareness of your customer's situation, which makes you an authoritative leader in their eyes. More importantly, it increases their anticipation to know your solution.
Finally, your complete offer must satisfy the craving they're looking for. Otherwise, all those excitement and anticipation will have been for nothing. That's why it's important to focus on creating high-quality products or services that are truly valuable. Because when your complete offer falls short of satisfying them, customers will cease to trust you.
It's no secret that people can be a little selfish, and it's not only in terms of physical appearance. As Denzel Washington once said, “people like to be first to know the latest craze or to hear the most significant buzz.”
Using announcement words in your direct mail, like "announcing" or "at last," satisfies their desire to be first. It shows that you entrusted them with complete information regarding your business. As a result, they feel good about themselves and your brand. Moreover, these terms also convey excitement and anticipation.
You can leverage your announcement by creating a sense of urgency to encourage recipients to take immediate action. This increases the likelihood of engaging with your brand and being the first few to get a hold of your offer.
Your goal in direct mail marketing is to be personal with your customers. Nothing beats being personal than writing the name of your target customer in your letter. Your customer's name is one of the most influential works in establishing a meaningful connection with them.
You immediately catch their attention by including other personalized details and addressing recipients directly. More importantly, you build credibility as a service provider that understands your audience's preferences and interests, increasing engagement and conversion rates.
Just don't make the mistake of mixing up addresses, or you lose that personal quality and may even insult the recipient.
Direct mail marketing relies heavily on the power of words and with good reason. The right combination of words can capture attention, build credibility, and engage recipients. But knowing which words work and which don't require a bit of psychology. For example, the term "simple" is always a fan favorite among recipients.
Because the human brain is hard-wired to avoid complicated things, we tend to dislike anything complex and too much for our brains to comprehend. On top of using simple language and clear messaging, mentioning the word "simple" gives off this easy-to-digest effect.
Customers feel repulsive of solutions that challenge their intellect. Whereas customers from all walks of life love simple, easy-to-use, and straightforward explanations.
Other terms that give the same flair as "simple" include:
What can we say? Humans love simplicity.
Adding to the previous point, "hassle-free" is another powerful term in direct mail marketing. For one, it conveys a sense of ease and convenience — something customers always look for in products and services. Additionally, by emphasizing this key benefit, you instantly ease the mind of your target audience.
At its core, "hassle-free" removes barriers and makes things as painless as possible. Moreover, a hassle-free experience improves the buying journey, convincing buyers to choose your solution over others. Whether it's a streamlined purchase process or easy access to customer support, brands that offer hassle-free experiences outperform their competitors. Just be sure to deliver on your promise.
The two key drivers of consumer behavior are scarcity and urgency. When you use "limited supply," you create a sense of urgency and highlight scarcity in your offer. This encourages potential customers to act quickly before the opportunity passes them by. Here's the thing: this strategy works.
Think about it.
How often have you forced yourself to buy when seeing a limited-time offer announcement in your favorite store? Exactly. A psychological trigger gets people to spend their money but only IF your offer is worth buying. Plus, this phrase communicates to your audience that there is a risk associated with waiting too long.
There's just one problem: using urgency may work once or twice, but it loses its appeal over time. As such, using a "limited-time offer" in your direct mail campaigns works by putting pressure on potential customers to make decisions fast. Unless it is actually true, and really believable, most people will think your just a flim-flam artist, however. So be warned. While inventories deplete, time keeps marching on. Sell the thing that is most believable and compelling to act. No one likes feeling pressure, let alone fake pressure.
5 Most Common Types of Direct Mail
Knowing the right words is one thing, but understanding what media you could use for direct mail campaigns is another. Here are the five most common types of direct mail that businesses use:
Postcards are a popular choice for many businesses regarding their direct mail campaigns. Whether you're looking to promote new solutions or announce a special offer, postcards are a personalized way. With their simple yet eye-catching designs, postcards are an effective way to get your message across quickly and effectively.
- Sales Letters
Letters are the traditional forms of direct mail, but they are the go-to options to look sophisticated and professional. You can use sales letters to announce important business updates or offer customers new and improved solutions. You can still make sales letters highly personalized and creative despite their formality.
- Mailing Lists
While not a form of direct mail, the success of direct mail campaign lies in the accuracy of your mailing list. Make sure to keep names and personal details up-to-date to ensure the success of your marketing and advertising.
Catalogs are the best documents to showcase your array of products and services. The success of catalogs relies on the creativity of your presentation. Aim to enthrall audiences during the viewing experience and then lure them to your exclusive offers.
Brochures and leaflets fall into self-mailers category because they don't require extensive packaging. As such, self-mailers are great options for introducing new products, services or offers to customers. Add in some colors and fancy designs, and you have an appealing document that leaves customers fixated on your mail.
While direct mail marketing seems old-school in today's business landscape, it is not simple. In order to make the most of direct mail campaigns, you must accomplish three things:
- Create a killer campaign strategy that ensures a high ROI
- Utilize the magical words that get people hooked
- Find the suitable media to deliver your message
That is not easy, but it's possible with the right people to help you out. Wizard of Ads™ can help you craft the perfect direct mail campaign strategy that gets results. Interested? Book a call with Ryan Chute of Wizard of Ads™ to learn more.
Advertisements are a creative sneak peek at what customers can experience when they buy your services. That's why mass personalization is essential. You want as many customers to relate to your ads as possible.
But what separates the best ads from mediocre advertisements is the use of "reality hooks." These attention-grabbing narratives connect the ads' abstract perceptual reality to objective reality.
A reality hook differentiates between "real ads" and purely fantastical anti-realist advertisements.
Reality hooks are an invaluable tool for ad writers, helping them craft compelling and engaging ads that connect with real-world audiences. These statements or concepts ground the abstract ideas introduced in your advertisements to real-life experiences. As a result, ads become more relatable and personally relevant to potential customers.
Make your ads more appealing to customers by incorporating some reality hooks.
The question is: what exactly are reality hooks, and how do they work?
Here, we’ll explore reality hooks, real ads, and four unique ways to infuse reality hooks in your advertising. Keep reading.
The Realist Narrative in Advertising
Before anything else, let me clarify something.
When I talk about real ads, I refer to advertisements that utilize reality hooks or follow realist narratives.
The realist narrative in advertising is the idea that ads are grounded in real-world experiences. In other words, they introduce a real-life feeling or portray a scenario that could occur in real life.
While advertisements are imaginative works of art, realist narratives bring ads to life as audiences may personally relate to them.
Using reality hooks is one way to incorporate this approach into your marketing strategies and advertising endeavors. Reality hooks connect the world of abstract imagination to concrete facts. For example, social proof and testimonials are reality hooks that make commercials more realistic and relatable to viewers.
Look at Health Service Executive's "I wish I were an actor" quit-smoking campaign. The 30-second ad follows the real life of Gerry Collins, an actual lung cancer-diagnosed patient due to smoking. As Gerry talks about death looming over smokers, we get a glimpse of the reality that smokers face everyday.
That's what real ads are — advertisements that utilize reality to hook you with abstract ideas.
Meanwhile, the opposites of real ads are fantastical advertisements that follow anti-realist narratives. Unlike the former, outlandish ads are often hyperbolic and create silly or improbable expectations for their target audience. Most of the time, anti-realist ads focus on providing the following:
- Comedic relief
- Unrealistic expectations
- Absurd presentations
One example of an anti-realist narrative commercial is Skittles' "Touch the Rainbow" campaign. A disturbed man named Tim is cursed with the Midas touch, wherein everything he touches turns into Skittles. That context, in itself, already screams unrealistic, but the entertainment value overshadows this aspect.
Despite their difference, both fantastical and real ads effectively get viewers' attention in their rights. However, real ads are more impactful as they resonate and emotionally connect with your target audience.
If you're looking for ad experts who can bring sprinkle reality hooks into your advertisements, look no further. Wizard of Ads™ is every residential home service business’s dream when crafting real ads that convert. We can do the same for you.
Book a call with Ryan Chute from Wizard of Ads™ to learn more.
The Real Life of Leonardo da Vinci
Let's explore reality hooks better by revisiting one of the world's greatest polymaths of all time — Leonardo da Vinci. In his Monday Morning Memo, Roy Williams did a great job explaining how da Vinci's life ties into reality hooks.
Here’s a quick test: try to Google Leonardo da Vinci. I’m certain that search engines will describe him as many different things.
Being a renowned painter, sculptor, musician, engineer, architect, inventor, cartographer, and writer are only some of his greatest feats. Looking at his track record, we realize that Leonardo da Vinci is an unrealistically talented person and a larger-than-life idea.
"Is achieving these sorts of feats even normal for a human mortal?" one might even ask.
However, everything changes when you visit or see a photograph of his place of death in Château du Clos Lucé. You realize that, like everyone else, da Vinci is just a man.
This realization grounds your originally grandiose perception of Leonardo da Vinci. He is no longer the god among men but becomes an actual human being that lives, ages, and dies.
Reality hooks used in real ads follow that same pattern.
Advertisements often promise people many great superficial things that seem unbelievable. Reality hooks make those promises and claims more realistic. Like realizing da Vinci is simply another human being, reality hooks make ads more relatable and appealing to human nature
Think of commercials as presentations of our abstract and creative imagination. Reality hooks are the points of contact that link that abstract world to the concrete fact.
These points of contact matter very much in creating real ads.
Allow me to explain.
Look at every popular collector of historical artifacts, archaeological fossils, and classical paintings. They seem odd in our eyes, but we can never question their passion.
You can get a Mona Lisa replica for several dollars, but it has no value compared to the actual painting. The reason is simple: Leonardo da Vinci personally painted, touched, handled and carried the Mona Lisa painting. In other words, he has a real point of contact with the piece of art compared to replicas.
This point of contact is what gives the art value. Similarly, the point of contact that links abstract advertisements to reality is what makes ads compelling and persuasive.
"An original work of art gives you a point of contact with the artist. A historical artifact gives you a point of contact with a specific moment in time. Understand this, and you understand the heart of every collector."— Roy H. Williams
A “Reality Hook”
Some ads and commercials live rent-free in our subconscious. They may be too entertaining and funny that we can't scratch them off our thoughts. Other ads, however, had a touch of realism that appealed to our humanity, and they evoked an emotional connection.
That's the power of reality hooks. Stories and descriptions become much more believable when you provide realistic and relatable context.
More often than not, reality hooks found in real ads make them more compelling, engaging, persuasive, and influential. They draw viewers by creating a sense of emotional connection and authenticity. By tugging the right emotional triggers, you elicit desirable responses and nudge prospects into taking your intended action.
Whether highlighting real-world testimonials, relatable scenarios, or other relevant experiences, reality hooks are essential for real ads. To create compelling ads that resonate with your audience, the secret is incorporating reality hooks into your messaging.
Below, we'll explore four unique ways to create reality hooks in your advertisements.
4 Ways to Create Reality Hooks
Creating effective ads goes beyond paying close attention to your customer's unique preferences and needs. You must also connect emotionally with your audience and persuade them to take action through a creative presentation. Incorporating reality hooks help create compelling and believable ads that resonate with your target audience.
If you're looking to craft real ads that connect with your market, consider incorporating these four strategies:
Connect to your customer's real-life experience
Every customer is different, as in they have their unique preferences and needs. It's unlikely you sell a one-size-fits-all solution that fits everyone’s needs perfectly. That is precisely the reason why businesses create buyer personas. This enables them to sell solutions and create ads focusing on the underlying felt needs of individualized personas.
The ideal buyer persona is the archetype of customers you are trying to reach. You created this persona by using various relevant information pooled together, including:
- The real-life experiences of your target market
- Their pain points (or primary sources of fears, shame, and guilt)
- Their pleasure points (or desire for identity, purpose, and adventure)
- Their value proposition equation (money, energy, and time)
- Their underlying felt needs of surviving or thriving.
All of the information above influences your average customer's buying decisions. The only difference is that each element's degree of importance varies from one customer to another. Incorporating them in your advertisement increases the likelihood of emotionally connecting to your target market.
For example, homeowners with faulty heating systems have experienced days of being heavily wrapped in sheets to survive the winter. This is a real-life experience and pain point that homeowners face.
Infusing your ads with this information allows you to connect with your customers on a deeper level. More importantly, it gives you more leverage to offer real solutions to their real problems.
The secret is highlighting the common experiences of customers within your market and then introducing your solutions. You can execute this in one of two ways:
- Your solutions are the saving grace that takes customer pain points away
- Your solutions are the bridge to realizing customers’ innermost pleasure points
Make use of highly vivid descriptors
Do you know why oftentimes readers hate film adaptations of books?
Movies often fail to capture the real essence of what was originally written. Despite the technological advancements in CGI and other cinematic editing software, films still comparatively fall short. A valid argument, but not precisely correct.
The real reason is that movies kill our imagination. Films serve the cinematic experience on a silver platter, leaving no room for people to create their own interpretations.
Our human brain is highly imaginative and playful. You need to stimulate the part of the brain that imagines in order to capture its full attention. Using specific and highly vivid descriptors helps in this regard.
With the rise of digital and online marketing, it can be easy to overlook the importance of imagination in ads. However, failing to tap into your audience's imagination limits the potential of ads to connect with customers emotionally.
By using vivid and evocative language, advertisers can conjure up mental images in the minds of their audience. Real ads use words and phrases that appeal directly to our senses of sight, sound, smell, taste, and touch. This helps people form clear pictures in their minds, making the essence of your message clearer and better understood.
Include details that add credibility
Credibility is essential for any successful ad campaign. Without credibility, it can be difficult for customers to trust your brand's claims and promises.
To build credibility, it is important to incorporate details that customers can independently confirm. These bits lend credibility to areas in your ads that are difficult to verify.
For example, testimonials are one effective way to add credibility to your advertisements.
Real-life accounts from customers and clients help validate the claims made by your brand. They give potential buyers greater confidence in your product or service. Moreover, when buyers seek real-life feedback, they can serve as social proof, further building legitimacy.
To ensure that testimonials are credible and impactful, choose real customers who have actual experience with your company. They have more to say about your brand and will be more believable than paid actors or influencers.
You may also incorporate real data into your ads and support your claims with expert opinions or reputable research studies. This will help build trust with your audience and improve the effectiveness of your marketing efforts.
Credibility and legitimacy is one primary element that separates real ads from comedic, fantastical ads. Only by ensuring that your ads feel authentic to listeners will they trust your brand and consider your solutions.
Of course, ads have limited power in pushing buyers to purchase your solution. Often, prospects will visit your website and other platforms to do more research and continue the conversation.
With that in mind, make sure to include real reviews on your website and social media platforms. Additionally, maintain a consistent and authentic voice throughout your business touchpoints. Doing so will further build your image as a credible and trustworthy service provider.
"People are quick to believe things that seem correct, even when those things are not true."— Roy H. Williams
The last thing you want is to deceive customers with your advertising. Saying plain wrong things and outright lies is sure to flush your entire operations down the drain.
As advertisers, it is crucial to use logic and reason to justify your claims about your products or services. Ensuring that your real ads are logical, you strike a chord in your customers' innate desire for accuracy and truth.
Common logical tactics such as confirmation bias and argument from authority are effective ways to spruce up your real ads. However, caution is required when using these persuasive techniques, as the wrong approach may undermine your credibility.
For instance, one way to use the argument from authority is by using influencer marketing. Popular personalities boost the relevance and credibility of your ads. However, hiring the wrong influencer can damage your reputation more than it helps.
One example I vividly recall is a tools company hiring a chic and glamorous teenage actress as their brand ambassador. No person would look at the ad and say, "this child actress uses these pliers, so I'll buy them too." In other words, it doesn't make any sense.
Your ads should be logical if you want them to follow a realist narrative. Otherwise, sensible customers will see through your deception and distrust your brand.
To create effective ads that truly engage your audience, always use logical sense as your guiding principle. With well-crafted arguments, you can create real ads that accurately explain why your product is the best choice around.
The Handy Tool for an Ad Writer
"Reality hooks are the hammer, screwdriver, pliers and duct tape of an ad writer. You can use them to fix practically anything." — Roy H. Williams
Sometimes, a dose of reality is all it takes to make your ads persuasive, compelling, believable and influential. Instead of remaining abstract ideas, using reality hooks connects the conceptual realm to real-world experiences, feelings, or beliefs.
Whether telling people about your solution's advantages or inspiring them to take action, real ads feel genuine, authentic, and direct.
Of course, that's not to say real ads are better than fantastical and purely comedic ads. Both can be powerful tools in their respective rights. The greater knowledge is knowing which of the two is more effective in your ad campaign.
That's where Wizard of Ads™ comes in.
We can help you strategize an ad campaign consistent with your brand voice and speaks directly to your target market. Moreover, we can craft the killer ads you need to put your business at the forefront of your audience's minds. Book a call.
Regarding business, success is built on the foundation of positive communication.
Everyone plays a vital role in helping you reach your goals, from your marketing to your customer service staff.
But what happens when everyone isn’t on the same page?
Partition walls are invisible walls that separate departments, divisions, or teams within a business.
They're often built as a result of silo’d thinking, miscommunication, misinterpretations, and misunderstandings between different parts of the company.
Eventually, these walls can become entrenched in a company's culture, making communication and collaboration very difficult.
Sadly, this is a one-way ticket to financial mediocrity.
Partition walls lead to inefficient processes, decreased customer satisfaction, and a lack of iterative growth. All of which damage the bottom line.
Fortunately, an obsession to great communication will resolve the issue.
Now maybe you’re wondering why marketing should collaborate with customer service or the warehouse?
The answer is simple: to uphold your brand’s personality.
When people use the same language and share the same knowledge, the brand message remains consistent across all departments. The more consistent the shared language, the stronger the tribe. The stronger the tribe, the better the brand. This helps ensure that your customers will have a consistent experience with your company, regardless of which department they interact with.
But how can you break down the partition walls between departments and get them on the same page? And how can you identify where they are?
Depending on the size of your business, you may find that you have various partition walls between different departments. The most extensive wall, however, usually lies between your internal and external teams.
Internal Company Personality vs. External Company Personality
Before we discuss bridging the gap between departments, let me clarify that this is a normal problem.
In fact, almost every business has likely experienced some form of this disconnect at some point. This is because each department has its own set of goals, processes and procedures that drive the way they function.
Therefore, it's only natural for each team to feel isolated and, sometimes, even resistant to change. While this is a typical business concern, it remains to be a real problem that requires an immediate remedy. Otherwise, partition walls could escalate and decrease productivity and morale if not addressed quickly.
So how can we bridge the gap between departments?
By creating a single unified brand personality both internally and externally.
Internal Company Personality
Much like humans, companies can externally present themselves differently from their real, unadulterated internal company personality. We all know the internal conflict that transpires when people do not genuinely express their true selves.
Your internal company personality is created through a series of company policies and discussions. The company’s internal management develops this personality. Employees and company personnel experience this internal personality. In other words, your internal personality reflects your culture.
As we all know, your culture is your brand — it’s who you truly are. And this internal personality is the entity that communicates with your consumers directly. Sales calls, customer service interactions, and other forms of direct communication fall under this external communication umbrella.
It's important to consider how your employees interact with customers and how they represent your brand during conversations. During these interactions, your internal company personality takes center stage and reveals itself in the way you present the company. This will play an important role in how your external marketing efforts are created.
Typically, this wouldn’t be a huge problem for businesses. The only time it does is when there’s a misalignment between your internal and external company personality.
Speaking of external personality, let’s take a look at it more closely…
External Company Personality
Unlike your internal company personality, a.k.a. your true self, the external company personality is a created persona. In other words, you can develop an external facade that deviates entirely from your genuine self. As mentioned previously, this presents a huge problem.
Your marketing team typically establishes your external company personality. They are responsible for how your company communicates with consumers indirectly.
What does that mean?
For instance, indirect communication covers communication materials like your ads, website, social media accounts, and email campaigns.
Your external company personality often reflects your desired public image. However, the desired (external personality) and the reality (internal personality) don’t often see eye to eye. This leads to an undesirable misalignment with severe repercussions.
In an ideal world, your external personality should align with the identity you've already established internally.
This, however, is only sometimes seamlessly achieved.
Having two separate forms of communication, internal and external, your messages can become disjointed. In other words, what your website and advertisement say deviates from how your personnel communicates with customers. Customers may receive different messages, leading to confusion and a lack of trust.
Therefore, you must create a consistent voice across all channels.
For example, your customer service emails and phone calls should reflect the same content as your company's website. Failure to bridge this leads to mixed messages, which may leave customers confused.
To establish a unified communications strategy, this split personality needs to be mended. This includes ensuring consistency across all channels and training customer service agents to use cohesive language.
Creating a unified communication approach can help close the gap between customers’ expectations and the service they receive. You may also find that your sales and customer loyalty increase with a united front.
At Wizard of Ads™, we can help you craft a unified messaging strategy to increase customer trust and satisfaction. From direct mail to digital campaigns, our tools ensure a consistent look, feel, and message across all marketing efforts.
We understand the importance of consistent messaging, especially when it comes to building customer relationships. To learn more about how we can help, book a call with Ryan Chute of Wizard of Ads™ today!
Ad Writers and the Split Personality They Create
Now that we’ve established where the divide is, you may wonder how it happened.
Unfortunately, your ad writers may be the culprit, especially when they need insight into the sales and customer service departments. Allow me to explain.
Your ad writers make up a majority of your external communication. They’re responsible for your ads, billboards, social media content, website copy, and other forms of readable material.
However, we all know that one advertisement must gain the prowess to make a purchase decision. Therefore, when customers interact with ads first, they will want to learn more about the company through other marketing touchpoints.
During this scenario, prospects will expect the same level of communication as observed in the ads. For instance, they will visit your website to read some content or hit the inbox of your customer success agent. Any disconnect will seem off-putting, giving your company some “Business Personality Disorder” vibes.
With that said, ad writers must thoroughly understand the entire business culture and its language. Access to exclusive lines, brandable chunks, and the unique business personality will help align ads to the company’s culture. Failure to do so results in a seemingly split personality between the ad writer and your other marketing touchpoints.
To get your ad writers up to speed, consider opening the channels between each department. This will provide a better understanding of all the relevant business touchpoints and foster more effective communication as a whole.
Moreover, once the copy or ad is written, it is helpful to have the customer service department review the material. Doing so ensures that your team can continue the conversation with the customer and build upon your written message.
Once the other relevant departments continue the conversation that the ad writer started, your sales will increase significantly.
However, this means that only some sales will close immediately.
In fact, it is common knowledge that buyers usually take multiple interactions before they are ready to make a purchase.
Therefore, your sales team must also prepare to continue the conversation.
The Partition Wall Between Ad Writing and Sales Training
When it comes to your business, your sales team is one of your most vital components.
Like your ad personnel, sales professionals can move people from interest to purchase. That said, it is of utmost importance that your ad writers and sales team work in tandem.
To accomplish this, ensure your sales team is trained and updated on all the latest campaigns, offers, and promotions. Doing so allows your sales team to build on the messaging established in your ads, resulting in higher close rates.
It is also crucial that your sales team reports back on their sales activities. This can help your advertising agents refine their messaging and better target future ads to match the customers' needs.
Now, I know that this may seem like a complex process.
As an adman myself, being told to keep up with the sales team's activities can be challenging. But trust me when I say this is the key to successful lead generation and conversion.
By working together, you can ensure that your messaging stays on track and your customers receive a positive experience.
Story, Culture, and Experience According to Ray Seggern
Now that we've identified where the partition walls are located and the parties involved let's discuss how to bridge them.
Luckily, there are others on this topic.
Bestselling authors Jeffrey and Bryan Eisenberg have put together an “executive storyteller’s guide,” which contains techniques for breaking these walls. In fact, The Fortune 500 companies that were given advance copies and implemented the advice have responded with enthusiastic reviews.
The book describes how to use storytelling and data to create new opportunities, identify gaps and optimize sales and marketing.
It also offers techniques for building relationships, understanding customer needs, and creating a shared vision.
Another renowned marketer and content strategist, Ray Seggern, has also taken up the challenge of providing sound advice on this topic.
In fact, he suggests that there are three core pillars for successful marketing: Story, Culture, and Experience.
Seggern argues that you can create a powerful narrative that resonates with your customers by unifying these three pillars.
Now, you just can only lock your sales team and admin in a room once they formulate a cohesive personality.
Instead, Ray Suggern suggests the following workshop:
Here’s the basic formula governing the three pillars: identity defines activity.
Your external actions will always be influenced, or at least be affected, by your internal personality. In this context, your company culture nudges business activities into action.
Remember what we talked about regarding internal and external company personality? It always begins internally, and the external must follow through. Your culture comes first before the story and experience.
Your corporate culture will serve as the foundation when developing your narrative. Through sales training, you hone your company’s internal reality. Your sales and customer service teams typically perform this.
You can ensure that each interaction is cohesive by providing them with the proper tools and giving them clear direction. Failure to ensure that your message aligns with your culture can lead to a less-than-ideal close rate.
Furthermore, it can cause customers to perceive your brand and its values negatively. That said, your culture should be consistent and supportive of creating a positive customer experience.
Now that your identity is in the right place, your story follows. Using the culture as the basis, the story becomes the foundation of your marketing strategy. It's how you convey to customers your culture— who you are, why they should trust you, & what makes you different.
Aside from staying true to the culture, the key to powerful storytelling is to adhere to client-centric storytelling. That means emphasizing your customer’s underlying felt needs, wants, preferences, and desires. By banking on what tugs the emotional triggers of your audience, you make your message more impactful.
But how do you know what customers want? Simple. Communication.
To craft this compelling story, advertising agents must communicate with your sales team to understand the needs of your audience. Doing this allows you to create a compelling account that resonates with your audience.
Once they clearly understand your market, your advertising team can create a narrative around your product. Ultimately, the goal is to communicate a compelling brand message that your internal teams can continue.
Have you ever felt high and dry? Being promised so many great things only to receive something dissatisfactory and mediocre. Heart-breaking, isn’t it?
Well, that’s what your customers experience when you over-promise and under-deliver. This is what experience aims to address.
Experience is the culmination of your story and culture. This pillar discusses your deliverables or what customers will experience when customers choose to trust your brand. Perfecting your experience means aligning how you deliver with everything you promised in your message.
Failure to align your customer experience with your message can lead to customer confusion and dissatisfaction. In other words, you must deliver exactly what you promised. As a result, customers will become disengaged with your brand, leaving negative reviews and even defecting to competitors.
Overall, you must ensure your message, culture, and customer experience are working in harmony to create a successful sales pipeline. Only then will you build trust and credibility with customers, encouraging them to repurchase and even become full-fledged brand ambassadors.
Get Your Sales Training Aligned With Your Advertising
While it may seem overwhelming, customer experience is of utmost importance.
That said, aligning your sales training with your advertising is key to creating a consistent, engaging customer experience.
When done correctly, every department in your company will benefit. What's more, your customers will notice the difference.
Therefore, you must ensure that the advertising and sales teams are well-versed in each other's work, processes, goals and values.
By keeping everyone informed, you can create a unified approach when it comes to customer experience and sales.
Thus, everyone from your sales reps to your ad personnel will provide customers with the best service possible.
At Wizard of Ads™, our talented ad wizards specialize in creating cohesive ad campaigns that integrate with your brand.
Taking the time to understand your unique needs, we can tailor ads that resonate with your values, goals, and vision.
So when your customers interact with your brand, they’ll get the best experience possible.
Don't let the partition walls between departments keep you from creating great experiences for your customers. Book a call with Ryan Chute today to get started on your road to success!
For the past few days, one particular question has been plaguing my existence: what if there was no advertising today?That's an oddball of a query, considering I'm a marketing strategist. However, there is no more relevant time than today to dissect this inquiry. Let’s think about it. Our entire lives are riddled with radio ads, TV ads, and social media ads. In fact, data tells us that we encounter 5,000 ads on a daily basis. In other words, 21st-century humans have been desensitized to advertising that they developed technologies like a YouTube ad blocker. If not, they simply cross their fingers and chant "no advertising, please" under their breath as they watch another video. People will do everything they can to get rid of ads.
- What if a swarm of rallyists piles up outside your business holding a "no advertising sign"?
- What if you have no advertising account or operate your business without a website?
- What if people succeed in their pleas for no advertising?
Will your business still survive? There's no question that advertising and marketing are two important pillars of your business. In this article, we'll explore what the business landscape will look like without them. Furthermore, we will answer the age-old wonderment of what it takes to produce ads that people want.
What if There Is No Advertising?
Today, many businesses rely heavily on advertising in order to reach and engage potential customers. Think of marketing and advertising as a pillar that keeps a household from falling apart. In a world with no advertising, many companies would be faced with a number of challenges. From struggling to reach their target audiences to promoting their products or services, businesses would be crippled. For starters, without advertising, it would be much more difficult for businesses to build brand awareness and recognition. This is especially problematic for residential home services. Business reach would be limited to their realm of association and community. Opportunities for expanding their service area and customer reach would be significantly more challenging. Without the ability to create compelling ads, businesses won't get their messages out and stand 600 ft above competitors. Additionally, without advertising, competing based on price and quality will also be impossible. Ultimately, consumers wouldn't have any way of knowing about the options available in the market. It's sort of a double-edged sword — businesses and consumers will struggle in their own respective ways. However, it's a heavier burden on the commerce side. Drenching in my silent reverie, I realized that a no-advertising world is not just hard to imagine, it's actually impossible. Humans are social beings, and word-of-mouth marketing operates among social relationships. That, in itself, is a type of advertising which defeats the purpose of my existential query. As I dug deeper into my thoughts, I understood that imagining a world with no advertising is a problematic premise. After all, the motivation behind this inquiry is people becoming desensitized from the thousands of ads they encounter. Therefore, it's not the fault of advertising per se — the real culprit are the advertisements. Because why are some ads successful and others are not?That said, the better question to ask is: "how can I produce ads that people actually want to see?"People want no advertising because the majority of ads suck. If you want killer advertisements that will make people want to know more about your business, I'm your assassin. Book a call with Ryan Chute of Wizard of Ads™, and let's build your residential home service business through advertising.
Marketing Without Media
"It is your choice of message that targets the customer, not your choice of media. There are rare exceptions, of course. But not many."
—Roy H. Williams
I have always been a firm believer that it's your message that matters in advertising, not the media. As long as your message is on point, regardless of which channel you use to convey it, the ad will work. Whether that's radio ads or print ads, it will work as long as the message connects with your customers. However, that is not always the case, and I can name two scenarios when advertising was limited by the media. First, who remembers the ridiculous fiasco of 2004's Intellectual Property Protection bill?In 2004, people found a way to achieve no advertising through PVRs or personal video recorders like TiVo. This technology became a huge threat to advertisers at the time. Ad agencies were worried that ads would become irrelevant as people skipped through them during recorded streams. Funny enough, the bill contained a provision to criminalize fast-forwarding through commercials. But why exactly do people do this?It's important to understand the core motivation behind people's actions before jumping to conclusions. First and foremost, it's the game or shows that people are after, not the ads. Second, if ads are one bit interesting, people would probably watch them. The problem is that companies threatened to stop buying TV spots if the issue persisted, and PVRs died thereafter. Second, just this year, TV ad spend significantly declined. We observed the last plummet in TV ads spent in July 2019 when COVID immobilized the market. However, that same level of decline was observed three years later during the same month (July 2022). Why? Simple. Because there was no Winter Olympics and NBA finals in July 2022. That means no one is actively watching TV— what good then does it do businesses to spend on commercial spots? What do these two scenarios tell us?First, you need good advertisements to captivate people and keep them glued to the screen. Second, you have to meet people where they already are, otherwise, ads fall on deaf ears. Converging these ideas, the perfect ad is a combination of relevant copy and effective media. Disregard one or the other, and expect low engagement, ROI and more people begging for no advertising.(P. S. Can you imagine advertising in the Yellow Pages in 2022? Again, effective media.)
The Future of Advertising
There is no world without advertising, that much truth is clear as day based on our earlier conversations. Looking ahead, advertising will remain as relevant in the future, if not more, as it is today. However, with the increasing importance of advertising, so will people develop technologies to get rid of ads. Change is the only thing that is constant in this world— that's true. From the marketing standpoint, ads have been going downhill ever since, and there is no way to stop them. You could, however, go against the tide and better yourself from the Sea of Sameness. Here's what Roy H. Williams perceives for the future, which I wholeheartedly agree on:
1. New technologies will make it harder for companies to reach people with their messaging.
You have Facebook, YouTube, Instagram, TikTok, and a long list of platforms that streamline the advertising process. But having more channels that enable businesses to advertise also amplifies the noise. More noise means more bullshit, and this translates to more people embracing the no advertising ideal. For your business, this means you'll need more effort to break through the pandemonium.
2. The cost of advertising will skyrocket.
Since people-reached and ROI through advertising will decline, the cost of advertising will skyrocket. That means more money for us and less for you, and that's not fair. At that time, well-constructed ad campaigns and tastefully written ads will be more valuable than ever before.
3. As a result, more customers will join the "no advertising" movement.
It's all a domino effect that falls in a circular motion. In the future, people will get sick of traditional advertising words and empty unsubstantiated promises.
With how things are, the future of advertising is grave for businesses that don't leverage impeccable ads today. While modern technology has given companies the power to reach millions, they waste it with poor advertising. If you truly want to etch your brand in your customer's procedural memory, invest in creating good ads.The key is to craft relevant and impactful messages delivered repeatedly through effective channels. We can do these for you.
Can Businesses Survive Without Advertising?
No advertising? Never. Unless you're satisfied with being a brick-and-mortar store having limited reach. For residential home services that want to make it to the big leagues, advertising matters — the good kind. If you're looking for advertising experts who can elevate your business from obscurity, that's us. For many years, Wizard of Ads™ has helped residential home service companies scale through unrivaled advertising campaigns and tasteful advertisements. We can do the same for your business. The question is: are you up for it? If yes, book a call.
In a world filled with countless advertising messages, advertisers must comprehend neuroethics and its impact on advertising. Composed of 80 to 100 billion neurons, the human brain is an immensely complex organ. And while we're still learning how it works, we know that advertising messages can affect our brain's function. Neuroethics, or the study of the ethical implications of neuroscience, offers advertisers valuable insight into ethical marketing. Backed by a growing body of scientific research and renowned advertisers, neuroethics is becoming an increasingly important consideration for marketers. But what exactly is neuroethics and how does it relate to advertising?Let's take a closer look.
What is the Neuroethics of Advertising?
In its broadest sense, the neuroethics of advertising refers to the ethical implications of using neuroscience in marketing. In other words, it studies how advertisers can ethically use neuroscience to influence consumer behavior. This includes everything from using brain imaging to target consumers more effectively to psychological techniques to create more persuasive ads. When it comes to the neuroethics of advertising, however, there are some considerations that marketers need to consider. First, it is essential to consider consumer neuroscience and how it can be used to understand and influence consumer behavior.
What is Consumer Neuroscience?
Consumer neuroscience is the study of how our brains react to marketing stimuli. This includes everything from understanding how we process visual information to making decisions. Measured by tools including an EEG, fMRI, eye-tracking and more, consumer neuroscience seeks to understand how we respond to marketing. Marketers can then use this information to create more effective campaigns and better understand consumer behavior. Consumer neuroscience can also be used to study how we react to new products, media, and technology. By understanding how our brains process information, companies can create more user-friendly and appealing products. So far, consumer neuroscience research has yielded some interesting findings about how we make decisions. Luckily, Dr. Carl Marci, Chief Neuroscientist at Nielsen Consumer Neuroscience, has pioneered neuroscience through neuroethics research. At Wizard of Ads™, we utilize Marci’s research to create more effective campaigns and better understand consumer behavior. Backed by science and ethics, our ad Wizards can help you connect with your consumers on a deeper level.Book a call with Ryan Chute today to find out how we can help you increase your marketing effectiveness.
The Lessons for Advertisers
Regarding modern technology, advertisers have to work harder than ever to attract their target audience. And while there are plenty of different ways to advertise, not all methods are created equal. Thanks to neuroscience, some methods are proven to be more effective than others. Here are the five lessons for advertisers that we’ve learned from the science of persuasion with neuroethics examples:
Lesson 1 - Understand What is “Engagement”
Engagement measures how well someone is paying attention to what you’re saying or doing. And while it might seem like engagement is simply a numbers game, that’s not necessarily the case. We have so much activity in our brains that it's incredible we can concentrate on anything at all. For advertisers competing for consumers' attention, this can be a particularly challenging task. To understand how the brain engages with advertising, let’s look at the two different types of thinking:
- Fast Thinking
Fast thinking, similar to autopilot, is when our brain is moving at a rapid pace. It is as if the information is being absorbed without being processed. This is the kind of attention we usually get when we’re scrolling through social media or watching television.
- Slow Thinking
Slow thinking, similar to when the pilot takes over the controls from the autopilot, is when our brain is focused. This is the kind of attention we’re usually in when we’re reading a book or having a focused conversation. In terms of fast vs. slow thinking, our brain can only perform one or the other. That being said, research studies and focus groups meant to gather information in the past have employed slow-thinking methods. This has made many market researchers and data analysts slow to adapt to how people consume content. Luckily, neuroscience has begun to offer new insights into how the brain processes information and how we can utilize it.
Lesson 2 - The Bar is Higher Than Ever for Advertisers to Engage People
To paint a picture of the modern-day attention landscape, Nielsen Consumer Neuroscience conducted some groundbreaking research on the topic. In a series of studies, Nielsen Consumer Neuroscience measured the viewing behavior of two different groups: group 1 and group 2. For some context: group 1 was composed of one person sitting in a room with a television and nothing else. Group 2 was formed of two people sitting in a room with a television, smartphones, and other smart devices. According to their findings, group 2 paid far less attention to television than group 1. When multiple devices and people were present, the consumer’s attention to the television was nearly absent. This research has important implications for how advertisers and television should consider the modern consumer. In other words, advertisers must work harder than ever to engage the common consumer.
Lesson 3 - In Video Ads, Shorter is Better. Brand Early on and make it Big
Now that we understand how various media streams can affect attention spans let’s look at video advertising. When it comes to video advertising, the size of the screen plays an important role. In fact, according to Nielsen Consumer Neuroscience, smaller screen ads elicited a lower brain response than more prominent screen ads. Research shows that people pay less attention when ads are shown on a smaller screen, such as a smartphone. On the other hand, ads played on a larger screen, such as a television, had higher brain responses. Why is this?Advertisements today must engage the consumer, deliver a robust and emotional message, and strategically link imagery or associations to their brand. If one or more of those pieces are missing, the ad will likely be unsuccessful.
Lesson 4 - Small Changes Can Make a Huge Difference
You've probably heard the saying, “the devil is in the details." And this is true when it comes to advertising. Even something as small as changing when your business logo is displayed in an ad can have a significant impact. In fact, a video ad from pettheshelterpetproject.org reflects this perfectly. In the original ad, a dog was featured interacting with the camera and running back and forth across the screen. At the end of the ad, the logo and business message was displayed next to the dog. While this ad had excellent consumer engagement, the consumers were focused on the dog rather than the logo or message. To fix this, the team at pettheshelterpetproject.org decided to place their statement and logo when the dog was off-screen. Once the new commercial went out into the market, pettheshelterpetproject.org saw a 133% increase in website visits. In addition, there was also a 28% rise in pet finder database searches. Pettheshelterpetproject.org is a great example of how a minor change in your marketing strategy can make a big difference. That said, if you don't see the results you want from your current marketing efforts, consider making a small change.
Lesson 5 - Persuaders to Engagers
The final lesson about advertising is to refine what advertisers want to achieve. Traditionally, we aimed to persuade people to buy our products through knowledge, emotion or a mix of both. However, in the modern world, consumers are more likely to be turned off by cold-selling tactics than ever before. So, what do consumers want?If you ask consumers if they like advertising, the answer is often a resounding "no." However, if you ask them if they want to learn information about products they need, you may get another answer. What we are looking for is to create engagement with our audience. No longer can admen rely on cold strategies to achieve their objectives. The goal now is to become engagers, to get involved with our audience and create a connection. At Wizard of Ads™, our advertising approach is based on engagement principles. Using the advent of new technology, we can create more personalized and engaging ads than ever. Driven by data and insights, rest assured that your ads will reach the right people at the right time and place. For a more engaging way to advertise, book a call with Ryan Chute of Wizard of Ads™ today.
It’s the early winter in your hometown, and you’ve woken up to find that your furnace has stopped working overnight.
As you layer up to brave the cold, you wonder, “Where can I find a reliable HVAC contractor?!”
You’d typically reach for your cell phone, Google the problem and find a nearby solution. However, before the internet, people relied on the Yellow Pages and White Pages to get help with their day-to-day needs.
So, you dust off the book, pull up a chair and begin flipping through the pages.
For decades, people used these directories to find local businesses like restaurants, household services and more. But as search engines like Google became increasingly popular for finding services, print directories disappeared from households almost overnight.
The good news is that you no longer need to dig through thick, dusty books for HVAC help. The internet provides plenty of helpful resources, from routine maintenance and emergency repairs to finding a local HVAC contractor.
But with the vast amount of online information, can the internet replace our once-valued print directories?
Can the internet offer the exposure businesses need to succeed?
The answer is yes. But since you’re inclined to trust your judgment, let’s discuss the benefits of marketing online.
The Days Before Search Engines
Imagine the internet being replaced with a large, dusty book with hundreds of pages of businesses in your area.
Not only would you have to thumb through all of the business, but each contractor’s information would also be limited.
That said, it’s safe to say that finding a reputable business of any kind used to be a complex process. Not to mention, after you found the business’s information, you still had to call and set up an appointment.
Luckily, all of this has been made easier thanks to the invention of search engines. You can now type in your search term and get a list of businesses within seconds. You can also read reviews from other customers, get directions to the business and even book an appointment online.
With this modern convenience, consumers no longer have to spend hours on the phone calling around and making appointments.
And while the Yellow Pages holds a special place in our hearts, search engines have become all but indispensable.
However, with the influx of search engine users, businesses must work harder than ever to stand out.
At Wizard of Ads™, we specialize in creating disruptive brands that get noticed. Backed by our powerful data and expertise, we help businesses increase visibility, attract more leads, and ultimately drive sales.
We understand how important it is for businesses to get noticed in today’s crowded digital landscape. For that reason, we produce engaging offline content to attract consumer attention. From eye-catching billboards to radio ads, we develop campaigns that naturally drive traffic to your website.
So, What Happened To Yellow and White Pages?
Believe it or not, the Yellow Pages and White Pages are still around today in some capacity. However, despite their long history, Yellow and White Pages are essentially irrelevant.
The internet has taken over as the primary source for local information and businesses, eliminating the need for printed books. As a result, the amount of advertising in these directories has been steadily decreasing over time.
That, however, doesn’t mean that local businesses no longer have a place to market their services. In fact, the Internet has created many innovative marketing platforms for local businesses to use.
Search engine optimization, digital advertising, and social media are all powerful tools that businesses can use to connect with customers. By leveraging these techniques, local businesses can create an effective online presence and reach more people than ever before.
What’s more, they can also track their results in real time and adjust their marketing strategies accordingly. This makes it easier for them to understand how their advertising is performing so they can optimize it.
So, while the times may have changed, local businesses have more opportunities than ever to reach potential customers! In fact, keywords have become an excellent way for businesses to spread the word about their brand.
Branded Keywords Are the New White Pages
Branded keywords are the new White Pages for local businesses. Serving as a bridge to potential customers, these keywords allow businesses to advertise their services in a more direct manner.
For example, when someone searches for a business name, branded keywords allow it to appear instead of being obscured.
Additionally, they can also provide potential customers with more detailed information about their services, pricing and location. This means that consumers who are already looking for the services these businesses offer can find them more easily. With this increased visibility, their chances of reaching their target audience and making sales are significantly higher.
Unbranded Keywords Are the New Yellow Pages
Unbranded keywords are the new Yellow Pages for local businesses. Unbranded keywords are terms that a potential customer would use when searching for products and services online.
These words act as a gateway to finding the businesses offering the services they need in their areas. Small businesses use unbranded keywords to increase visibility and reach a wider audience.
Since unbranded keywords are not associated with a particular brand, small businesses can also compete more fairly. As a result, local businesses don’t need to spend a lot on branded advertising to be found online.
The Tortoise and The Hare
The Tortoise and The Hare, written by Aesop, is a timeless classic that teaches us an important lesson about perseverance.
The story follows a hare who, seeing himself as superior to the tortoise, challenges him to a race.
Despite his advantage, he underestimates the importance of hard work and becomes overconfident. Nevertheless, he stops to rest during the race, only to realize that his opponent has outrun him.
As a result, the tortoise ultimately wins the race, demonstrating the power of consistency and patience.
This story is a beautiful reminder to remain diligent in your efforts, no matter how small the progress may seem.
But how does a children’s story relate to marketing?
The hare, in this case, represents those who lack discipline in their work. They tend to be overly confident, believing that they can do anything without putting in the necessary effort.
The tortoise, however, is a reminder that hard work and persistence are the keys to success. That said, if you’re not diligently working towards your business goals, you’re likely to fall behind those who are.
And that, in itself, maybe just enough to cripple your business.
Become a Familiar Face – or a Familiar Voice
So what does it mean to become the tortoise of your industry?
You must be consistent no matter what medium you use to reach your customers and clients.
By consistently providing helpful content and engaging with your audience, your audience will become loyal to you.
This customer loyalty helps you become a familiar voice or face in your industry. As a result, people will begin to recognize your name and associate it with quality content and services.
When you maintain a consistent online presence, people will be more likely to share it with others.
So whether you’re on the yellow pages or the internet, remember to be persistent in your marketing efforts! Of course, we don’t expect you to do all this alone.
At Wizard of Ads™, our ad wizards specialize in helping you build your offline presence with more effective mediums.
Designed to draw your consumers to your online materials, our campaigns give you the edge in a competitive market.
No longer worry about getting noticed or making sure your message reaches the right people. Our specialized team will ensure that your business stands out and reaches your target market.
To learn more about how we can maximize your marketing efforts, book a call with Ryan Chute today.
Questions? We’ve got answers.
Ready to transform your world?