(Marketing Strategy)

12 Languages of the Mind: Feel, Symbol, Music (Part 4 of 4)

Creative communication is not only about speaking and power writing. Creative communication is also about listening, feeling, and understanding.

Ryan Chute
Ryan Chute
August 9, 2022
12 Languages of the Mind: Feel, Symbol, Music (Part 4 of 4)

Creative communication is not only about speaking and power writing. Creative communication is also about listening, feeling, and understanding. It’s the ability to share your ideas and feelings in a way that is meaningful to others. When you do this, you can embrace the powers of communication with the people around you.

We’ve already gone over nine of the other 12 languages of the mind. This article will touch on the last three languages: feel, symbol, and music. Each of these languages is a way of communicating that can be used to create powerful connections and poetic communication with others. It can be anything from poetry writing to speaking. When you’re able to use creativity in communication, you can form a connection with others that is much more than just creative communication in writing.

You can use these communication skills, write a poem, or use a creative journal when working toward effective communication.

Body Language and Non-Verbal Communication

In the third 12 languages of the mind article, I mentioned that understanding body language and non-verbal communication is really valuable. That is because we communicate in more ways than just speaking. The words you say only make up a tiny fraction of what you communicate.

The way you carry yourself, the expressions on your face, and your tone of voice communicate much more than the words you say. To be a great communicator requires understanding how to use body language and non-verbal communication effectively.

One way to do this is by using proxemics or studying how people use space to communicate. Proxemics can be used to create rapport. That is because they are ways of communicating that don’t involve words. When you can use body language and non-verbal communication, you can make a connection with others that is much more than words.

The best way to learn to use these languages is to pay attention to the people around you. Observe how they use body language and non-verbal communication to communicate. Then, try to imitate what you see. With time and practice, you’ll be able to use these languages fluently.

When using body language and non-verbal communication, you must be aware of the different cultures around you. Different cultures have different ways of interpreting body language and non-verbal communication. What might be polite in one culture could be considered rude in another.

So, if you’re planning to travel or work in a foreign country, it’s a good idea to research the culture before you go. That way, you’ll know what kinds of body language and non-verbal communication are appropriate.

Particularly, pay attention to:

Facial Expressions

Facial Expressions

In some cultures, making certain facial expressions is seen as rude.

For example, in Japan, people often avoid making eye contact. In others, like the United States, making eye contact is polite.

Another example is the use of facial expressions to show emotions. In the U. S. it’s common to smile when you’re happy and to frown when you’re sad. But in some cultures, such as China, people tend to keep a neutral expression most of the time.


Hand gestures can have different meanings in different cultures. For example, waving goodbye with your palm facing down in many Western cultures is considered impolite. But in some Asian cultures, such as Thailand, this gesture actually means hello.

Another example is the “OK” sign. In the U. S., making an “OK” sign with your hand (forming a circle with your thumb and first two fingers) is a positive gesture that means everything is good. But in some cultures, such as Brazil, this gesture is considered rude.

Body Movements

How you move your body can also send different messages in different cultures. For example, standing too close to someone else in some cultures is considered rude. But in other cultures, such as the U. S., this gesture is considered friendly.

Another example is the way you shake someone’s hand. A firm handshake is considered a sign of respect in the U. S. But in some cultures, such as Japan, shaking hands is not common practice.

When communicating with people from other cultures, it’s essential to be aware of the differences in nonverbal communication. Also, be mindful of the nonverbal cues you’re sending and receiving to ensure that your message is clear.

Something polite in your culture doesn’t mean someone will interpret it that way in another culture. Pay attention to facial expressions, gestures, and body movements to ensure your message is clear.

You might not think your company needs help understanding nonverbal communication, but you’d be surprised. Different cultures have different expectations and norms when it comes to nonverbal communication. If you have employees or customers from other cultures, it’s critical to be aware of the differences.

If you’re unsure how to interpret nonverbal communication, Wizard of Ads® can help you strategize an effective marketing and creative communication plan. Book a call with Ryan Chute today.

12 Languages of the Mind – Feel, Symbol, and Music

12 Languages of the Mind – Feel, Symbol, and Music

The final three languages of the 12 languages of the mind are:

Feel: The language of emotions, which you base on your feelings.

Symbol: The language of visual imagery based on what you see.

Music: The language of sound, based on what you hear.

You can use each of these languages to create powerful marketing messages. When you understand how to speak these languages, you can connect with your audience deeper and build lasting relationships. Each language speaks to a different part of our brain and affects us differently. Let’s take a closer look at each one.


We base the language of feelings on our emotions. Emotions are powerful things– they can make us feel happy, sad, scared, angry, excited, or any other way. Emotions are contagious– if you see someone else feeling happy, you’ll likely start to feel happy too.

When marketing to someone, it’s crucial to consider how they’re feeling. Is your customer happy? Sad? Stressed? Anxious? Understanding their emotional state will help you decide what kind of message to send them in sales.

For example, if someone feels excited to buy a new pool, you can speak about how it fits with their pleasure points, like identity, or adventure. If someone is feeling anxious or stressed because of a broken furnace, you are best to send a message that reassures them that you will make the problem quickly go away for good, addressing their pain points.

To start to understand the way all 12 languages of the mind interconnect, I wanted to explore the language of vulnerability.

In reflecting on some research I’ve been doing around the resonance of energy (radiance), I’ve come to believe that radiance has a physical sensation.

Some call this the Sixth Sense. Intuition. Perception.

Neuroscientists suggest the sixth sense proprioception. The innate awareness of where our limbs and body are in relation to space.

So what is the language of intuition? I argue:

Radiance + Feel = Intuition

What does this have to do with vulnerability? Maybe nothing. But also maybe everything.

Vulnerability and Courage are two sides of the same coin. You simply cannot have one without the other.

If we can define something as subjective as intuition, then we can iterate our way to vulnerability.

To break it down, I looked at each of the constituent languages:

Radiance + Feel: If we agree that radiance and feel are the languages of intuition, then we might agree that intuition is what is compelling us to be courageous. Because you can only have vulnerability in the presence of courage, we might all accept that courage takes a serious volume of radiance (positive energy) equally matched in the vulnerability we impose upon ourselves to be courageous.

Symbols: But what has initiated my intuition? I believe this lies in symbology. Courage is a choice. A threat assessment that is typically unfavorable, but you do it anyway. You step into it. You run toward the bullets, not away. Terrified, you do it anyway. This can only be achieved if there is a symbolic perception of what is right. Virtuous. As courage is a choice, and a prolific one at that, I believe virtue as a symbol would have a multiplier effect, not just additive.

Proximity + Motion: Vulnerability is only necessary when in proximity to a perceived danger. I’m not vulnerable to a caged lion, but I am vulnerable if I am in an exposed position during a firefight. To be courageous, one is vulnerable by default. If you’re not vulnerable, there is nothing to be courageous about. And bravery is stepping into the unknown…the terrifying…the difficult… even when the odds are stacked against you. The more the odds are stacked, the more vulnerable, and therefore, courageous. This is my argument for the languages of courage. Being in proximity to danger and moving toward it, rather than away from it.

Numbers: Speaking of odds, aren’t the odds just a numerical representation of the risk. So if we were to calculate the odds (consciously or subconsciously) we would be dividing into the odds.


((Radiance + Feel) x Symbol) + (Proximity + Motion) / Numbers = Vulnerability

(Intuition x Virtue) + Courage / Odds = Vulnerability

Whew. With an advanced understanding of the 12 languages of the mind, you can really get clear on how to position your brand.



We base the language of symbols on meaning. Symbols can be words, images, gestures, objects, or anything else that has a more complex meaning. When we see a symbol, our brain automatically associates it with something else.

For example, when you see a stop sign, you automatically know you must stop your car. When you see the McDonald’s Golden Arcs or Nike Swoosh, you know instantly what they represent.

Symbols are a powerful creative communication tool because they can be combined with the other 12 languages to create complex meaning. For example, symbol + motion = ritual. What kind of ritual could you create for your team with the knowledge of how to create a ritual?

_“The distinct advantage of humans is our ability to attach complex meanings to sound.”

— Roy H. Williams_

The written word has no meaning until we assign it a sound. Music has no meaning until it has a sound. Symbols have no meaning until we assign a complex meaning to them through sounds.

Symbology is quite literally everything in storytelling. When you understand how to leverage symbols, you will multiply your influence quotient.

Symbolic thought is one of 4 different types of thought. Symbolic thought uses the pattern recognition of the right hemisphere of the brain to relate abstract concepts with analytical thoughts.

Meter, metaphor, simile, and personification are all forms of symbolic thought.

Look around at everyday things in your life. What meaning do you assign to them? What do they represent? How could you use them to elevate your brand?


We base the language of music on sound and rhythm. Music is composed of notes played in a specific order and at a certain tempo. This combination of sounds creates a melody you can use to convey emotion and tell a story.

Music is often used in advertising because music is scientifically proven to add stickiness to otherwise unmemorable information. For example, when you want someone to remember your domain name, especially if it is different from your company name, you sing it. This is a powerful way to sneak into the long term memory of the brain undetected.

Music is made up of the following constituent components:


Pitch is the proximity of sound. High and low. A dog’s bark might be a lower pitch than a baby’s cry. We perceive pitch through the basilar membrane in our cochlea, which vibrates at different rates depending on the frequency of the sound waves it receives. These vibrations are then converted into electrical impulses and sent to the brain, where you interpret them as pitch.


The key to a sound is its shape. A jet’s sound is different than the sound of a dog’s bark because of their different keys (and also because of their different pitches). The key of a sound is determined by its waveform. A sine wave has a straightforward, pure key, while a square wave has a harsher, more metallic key. A sawtooth wave has a raspy key.


The tempo of a sound is its speed of motion. The faster the waves, the higher the tempo.

The speed of music is tempo. What about the tempo of your company, though? Does your team operate with a sense of urgency?

Tempo is the energy of motivation, ambition, passion, and hustler lifestyle.

Tempo is the magical 128 BPM.


The rhythm of a sound is its pattern of repetition. A sound can have a steady rhythm, like a metronome, or a more complex rhythm, like a drum beat. Meter are the different patterns of rhythm. It is the music that is hidden in every one of the 12 languages.

Meter is achieved when sounds are arranged in a predictable rhythm, creating a pattern of stressed and unstressed syllables. Here’s what Roy has to say about the different types of meter:

  • Lambic meter is soft/hard (x /). “That time of year thou mayst in me behold”
  • Trochaic meter is hard/soft (/ x). “Tell me not in mournful numbers”
  • Spondaic meter is hard/hard (/ /). “Break, break, break/ On thy cold gray stones, O Sea!”
  • Anapestic meter is soft-soft/hard (x x /). “And the sound of a voice that is still”
  • Dactylic meter is hard/soft-soft (/ x x). “This is the forest primeval, the murmuring pines and the hemlock”

Meter is magnetic. “Bounty. The quicker picker-upper.”

Meter makes slogans sticky.

  • Where do you want to go today?” – Microsoft
  • It’s everywhere you want to be – VISA
  • The ultimate driving machine. – BMW
  • When it absolutely, positively has to be there overnight. – Federal Express

Meter makes words musical. “My client would not, could not, did not commit these crimes.” – Johnny Cochran

What kind of rhythm does your business have? Are you in cadence with one another, or are you unstructured and clumsy?

Musical Interval

A musical interval is the proximity of two pitches. The distance between two notes is called an interval.

Duke University Deborah Ross’s study “Music intervals in speech” found that people naturally group words into musical phrases.

Ross played subjects with various combinations of tones and found that they could identify which ones sounded “right” together and which ones sounded “wrong.” This ability was specific to intervals– the subjects couldn’t determine whether a note was in tune with another note, only whether the interval between them was pleasant or unpleasant.

The study also found that people have a preferred range of intervals– some people prefer close intervals, while others prefer wider ones. This preference is similar to how some people prefer higher-pitched voices and others prefer lower-pitched ones.

Musical Contour

Musical contour is the shape of the melody line. It is the “ups and downs” of the pitch.

You can think of musical contour as the overall “shape” of a melody. In other words, it is the general direction that the pitch takes over the course of the melody.

The contour of a melody can be rising, falling, or static (neither rising nor falling).

If you want to learn more about the 12 languages of the mind and how to use them in your sales and marketing, check out Wizard of Ads® today. We can help you create an effective and creative communication strategy that will resonate with your target audience. Book a call.

(Creative Communication)
(Communication Languages)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

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Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

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The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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deserve this)