(Paid Advertising)

12 Languages of the Mind: Motion, Taste, Smell (Part 3 of 4)

Ryan Chute
Ryan Chute
August 8, 2022
12 Languages of the Mind: Motion, Taste, Smell (Part 3 of 4)

One of the most effective communication skills is understanding and using body language. Body language plays a significant role in how we communicate with others. Think about it... When you meet someone new (at least in the United States), the first thing you do is shake their hand. How you shake someone's hand says a lot about you. A firm handshake conveys confidence, while a weak handshake may signal insecurity or lack of trustworthiness. Your posture and the way you carry yourself also send nonverbal messages. For example, slouching can convey boredom, disinterest, or lack of confidence, whereas standing up straight communicates interest and engagement. Eye contact is another important aspect of nonverbal communication. Making eye contact shows that you are interested in what the other person is saying and that you are listening attentively. Conversely, avoiding eye contact can make you seem uninterested, uncomfortable, or even untrustworthy. Good communication skills are essential for success in both personal and professional relationships. After all, effective communication is key! Building solid relationships, resolving conflicts, and achieving your goals will be challenging if you can’t communicate effectively. There are many different ways to communicate effectively, but one thing all effective communicators have in common is understanding the 12 ways to communicate theorized by Roy H. Williams. The following article is part three of the 12 languages of the mind: Motion, Taste, and Smell.

Smell and Taste Influences Effective Communication

How Do Movements Convey Meaning?

The first language of the mind is motion. Every movement we make conveys meaning. For example, if you see someone with arms frantically waving, you can probably guess they’re trying to signal for help. If you want to communicate effectively, you must be aware of the nonverbal cues you’re sending with your body language.Are you making eye contact? Are you standing up straight? Are you fidgeting? Your body language can say much about what you’re thinking and feeling, so it’s essential to be aware of the messages you’re sending. Let’s place you in an imaginary setting with one of your customers. Say you’re about to fix their furnace, and they’re eagerly awaiting your arrival. You show up at the door, and they answer with a smile, looking you in the eye as they invite you in. They lead you to the furnace and point out the problem. As they explain what’s wrong, they gesture with their hands to show you what’s happening. Let’s say you’re in the same situation, but this time the customer greets you with a scowl on their face and arms crossed in front of their chest. They mumble something about the furnace as they turn and walk away, leaving you to find it yourself. In both situations, the customer conveys nonverbal cues that tell you how they feel. In the first scenario, they’re open and friendly, while in the second, they’re closed off and angry. Nonverbal communication is helpful because it’s often more vocal than verbal communication. That’s because we can easily say one thing but mean another when speaking. However, our nonverbal cues, like our body language and tone of voice, are harder to fake. They give us a better sense of how someone is really feeling. There are four main types of nonverbal communication:

  • Body language
  • Facial expressions
  • Voice
  • Touch

Let’s take a closer look at each one:

Body Language

Body language is the way we use our bodies to communicate. It includes our posture, gestures, and eye contact. For example, good eye contact can signify interest or agreement. On the other hand, avoiding eye contact may show that someone is nervous or lying. If you cross your arms when a customer speaks to you, they may interpret you as defensive or uninterested. Alternatively, an open posture with uncrossed arms may be more welcoming.

Facial Expressions

Facial expressions are another form of nonverbal communication. They can convey various emotions, from happiness and sadness to anger and fear. For example, if someone smiles at you, they are likely conveying that they are happy or amused. If the person has a furrowed brow and a stern look, they may be angry or frustrated. It’s essential to be aware of your facial expressions and what emotions they may be conveying. You don’t want to give off the wrong message accidentally.


The way we speak also conveys meaning nonverbally. For instance, the volume of our voice can indicate how confident or sure we feel about something. The speed of our speech can also be revealing. A higher pitch might show excitement, while a lower rise could signal anger or sadness. Jabbering might mean we’re nervous while talking slowly, indicating that we’re thinking carefully about our words.


Touch is another important form of nonverbal communication. It can convey a wide range of emotions, from love and affection to anger and hostility. A gentle touch might convey compassion, while a firmer touch might communicate anger or frustration. We also use touch to express power and dominance, such as when we pat someone on the back or shake their hand. Are you using these 12 languages of the mind? Are you reaching your ideal audience? Are you using the right mix of verbal and nonverbal communication? If not, book a call with Ryan Chute from Wizard of Ads® today.

Smell and Taste Influences Effective Communication

Smell and Taste Influences Effective Communication

Have you ever noticed how a particular smell can take you back to a specific time and place?

  • The buttery oil only specially kept in popcorn at the movies.
  • The fresh smell of rain on hot pavement.
  • The smell of sugary decaying autumn leaves.

All these smells instantly transport us to a different time and place. Smells have a powerful influence on our emotions and memories. They trigger positive and negative associations affecting our mood and how we interact with others. Taste is another sense that you can use to communicate with others effectively. Just like smells, specific tastes also evoke powerful memories and emotions. Think about chocolate. Chances are you remember not only sweet kiss of milk chocolate, or the bitter bite of dark chocolate. Do you recall the smell? Was it paired with raspberries? Caramel? Sea salt? Mint? What images are conjoured up with these deep, delicious flavors? Taste and smell go hand in hand. Research Researchers have found that when, block all ability to taste.) has determined that when working together, smell will impact taste, and further long term associations in the mind. Smell can affect taste between 75% and 95%. You can see this in action with a fascinating water bottle called Air Up® out of the UK. It uses scent pods to activate flavor in your mind while drinking tap water. Thanks to neuroplasticity your brain will continue to intensify the flavor of the scent pod, allowing you to enjoy water without the sugar. Taste and smell are critical senses that can influence effective communication. Real Estate agents are known to bake some cookies or a loaf of bread before an open house. At the Hershey Amusement Park in Harrisburg, PA, you can smell a delightful waft of chocolate as you step inside. And we have branded one of our plumbing clients the, “Smell Good Plumbers” for obvious reasons. Smell and taste can hold a powerful place in our memories. Used strategically, you can create strong, sostalgic associations with your brand that create a familiar bond that your customers will crave.

12 language

12 Languages of the Mind – Motion, Taste, and Smell

Part three of the 12 languages of the mind is about how we can communicate with motion, taste, and smell. Just like with spoken language, there are different words and phrases that we use to communicate with our senses. And just like spoken language, the way we use our senses can vary depending on the situation. For example, when talking to someone, we might use different words than we would if we were writing a letter to them. And when we’re trying to communicate with someone who doesn’t speak our language, we might have to rely on body language or gestures instead. Here are some examples of how we use our sense of motion, taste, and smell to communicate:


Our brains are hardwired to respond to movement. That is because, in our evolutionary history, being able to see and interpret movement was crucial for our survival. Motion is a language of the mind. We convey it in our body language as discussed above, but we also interpret motion in abstract ways. Marketers often use motion in advertising to create an emotional response in the audience. For example, relationships have their ups and downs. We can be getting close to a deal, or moving further away. When we see someone moving, it can trigger all sorts of emotions. Tempo is the horizontal movement of music. The rain is coming down sideways can rip off your roof. My money don’t jiggle jiggle, it folds. Do you see how the language of motion is so much more than the term?

Taste and Smell

Taste and smell are two sides to the same coin. Our sense of taste and smell can evoke powerful memories. From home cooked meals to that hard to distinguish metallic scent activate some vivid memories. For me, it’s the distinct smell of diesel and wet asphalt that brings me back to my days in the military. Many advertisers use taste and smell to draw an emotional response in their viewers imagination. For example, when something smells fishy, it usually stinks like a suspicious actor. What color tastes like happy? People buy the sizzle, not the steak. Irish Spring is all the freshness of Ireland bottled. Or Old Spice, smell like a man, man. The language of smell and taste can anchor to memories in particularly effective ways, helping people recall your brand involuntarily for decades.


Are you beginning to understand how these languages entangle with each other to create meaning in our lives? Maybe most importantly to you, your business? When interacting with your customers, you have the potential to be using some or all of the 12 of the languages of the mind. First, you might use the language of motion to get their attention. Then you could use the language of sound to greet them and start a conversation. The words you choose and the tone of your voice will either make them feel welcome or turn them away. If you’re selling a product, you’ll use the language of shape and phonemes to show them what it looks like and how it works. The colors, shapes, and images you use will create an emotional response that can influence their buying decision. You might also use the languages of taste and smell to give them a strong sniff of nostagia. And if you’re really good at sales, you’ll use the language of feel to create a personal connection. In every interaction, we have with others, one or more of these 12 languages rules. And the more we understand them, the better we can communicate with others. If you’re ready to target your market and deepen your communication, then it’s time to book a call with Ryan Chute from Wizard of Ads®.

(Effective Communication)
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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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.

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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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