(Marketing Strategy)

12 Languages of the Mind: Numbers, Colors, Phonemes (Part 1 of 4)

Ryan Chute
Ryan Chute
August 1, 2022
12 Languages of the Mind: Numbers, Colors, Phonemes (Part 1 of 4)

Did you know there are multiple communication languages of the mind? According to a heavily researched theory by Wizard of Ads™, Roy H. Williams, there are 12 different types of languages. Each one of these languages is responsible for a different type of thought or analysis. For example, we process analytical thought in the language of numbers and philosophical thought in the language of symbols. Signal contradiction and signal reinforcement are two other important considerations when exploring the 12 languages of the mind. Signal contradiction is responsible for processing information against our beliefs or expectations. On the other hand, signal reinforcement is responsible for processing information that confirms our beliefs or expectations. Understanding the 12 different languages of the mind can help us better understand how people think and process information. Armed with this knowledge, you can create more persuasive communication. It will also help us learn new information more effectively. Some languages are more complex than others, but they all play an essential role in how we think and communicate. They also help us see the world from a uniquely new perspective and improve our influence with others. Each language has its unique rules and syntax to follow to communicate effectively. In this series of four articles, we'll explore the 12 languages of the mind in more detail. This article, in particular, will focus on the language of numbers, colors, and phonemes.

Perception and Comprehension

Perception and Comprehension

You can think of the 12 different types of communication languages as 12 ways to influence effective communication. Each of these languages is a single, separate communication channel in mind. Every idea elevates your creative expression. Whether that creative expression is wrapping a truck or selling an air conditioning repair or replacement. The 12 languages will make you better at communicating what you do. And when you interchange all 12 ideas in different combinations, the result are both powerful and elegant. How is your company communicating? As you read the next 4 articles, try to hear the 12 different communication languages in use in your marketing strategy. Alternatively, it may be an opportunity to consult with Wizard of Ads®. We specialize in creating communication strategies that are memorable, persuasive, and get results. Book a call.

Definition of Terms

Before we get into the nitty-gritty of the first three languages, it's pertinent for us to explain the definition of perception and communication. Why? We often use the language of numbers, colors, and phonemes in perceptive communication. I'll elaborate further on this later, but for now, let's focus on the definition of these two key terms:

  • Perception

According to the great Roy H. Williams, Perception is the _"conscious awareness of a sensation and interpretation of sensations." In other words, it's what we focus on while looking at stuff. It's the ability to see, hear, smell, taste, and feel sensations and interpret them as if they mean something. We use our senses to perceive the world around us. How we interpret these sensations allows us to make sense of the world and communicate with others. Our sense organs (eyes, ears, nose, mouth, and skin) create sensations when stimulated by external stimuli (light, sound waves, smells, tastes, and textures). These stimuli convert into electrical impulses that travel to our brain, which interprets them. Our brain constantly processes this information and predicts what will happen next. This ability to make sense of the world around us allows us to interact with others and communicate. It's also what enables us to understand and use language. The interpretation of sensation is not always accurate, however. Our brain can sometimes trick us into perceiving things that are not really there or believing something that isn't true. That is why we should question everything we think we know and be open to new ideas.

  • Communication

Roy H. Williams says great communication is, “a successful transfer of perceptions to another person." That means communication is not just about sharing information but ensuring the person understands the content and intent. It can be challenging to communicate effectively, especially when conveying something abstract or complex. That is why it's crucial to use clear and concise language and provide examples whenever possible. There are many different ways to communicate, including verbal (spoken), nonverbal (body language), and written communication. Each has its strengths and weaknesses, so choosing the correct form of communication for the situation is critical. Verbal communication is often considered the most effective but can also be the least reliable. That’s because words can be misinterpreted, misheard, misunderstood, or forgotten. It's crucial to choose your words carefully when verbally communicating. This ensures that the person on the receiving end understands what you're saying and why you’re saying it.

“People don’t buy what you do, they buy why you do it.” — Simon Sinek

Body language is another form of communication that can be very effective. It can include facial expressions, gestures, posture, and even how we dress. Like verbal communication, people can easily misinterpret body language. It's essential to know the different ways people communicate nonverbally without assuming the interpretation is completely correct. Experts often consider written communication as the most reliable form because it leaves a paper trail. It can be helpful when you need to remember something or when you want to make sure that your meaning is clear. However, you can also misinterpret the intent, emotion, and scope of written communication, therefore carefully choosing your words is critical.


There are various ways to communicate, and the best way is often a combination of the 12 languages. When communicating effectively, it's essential to be aware of the different ways people communicate. Use the best form to get your message across effectively.

The 12 Languages of the Mind

There are 12 communication languages, known as the 12 Languages of the Mind. They are:

  1. Numbers
  2. Colors
  3. Phonemes
  4. Radiance
  5. Shape
  6. Proximity
  7. Motion
  8. Taste
  9. Smell
  10. Feel
  11. Symbol
  12. Music

Some of these languages are more complex than others. For example, numbers and colors are a complex system of symbols that we use to communicate basic information. On the other hand, taste is a more simple system of perceptions that we use to communicate the language of flavor. Each language has its distinctive relevance and importance. Numbers, for instance, are a fundamental component of our mathematical system and allow us to communicate quantitative information. Colors are a vital part of our visual system and help us to identify objects. Phonemes are the basic units of spoken language and allow us to communicate with others using words. The importance of every language varies from individual to individual. Some people may place greater importance on numbers and colors, while others may rely on spoken and body language. It is important to remember that there is no right or wrong answer regarding the importance of each language. All languages have a positive and negative resonance. We call negative languages shadow languages. This forms the basis for opposites and duality. For every up there is a down. For every dark, there is a light. For every right there is a wrong. For you to be right, doesn’t mean that the contrary to your position is wrong. For example, what is better, justice or mercy? What about freedom or responsibility? Let’s explore this more with numbers, colors, and phonemes.


When we think in numbers, we are using a mathematical thought process. People often use this language to solve problems or understand complex concepts. We use numbers to count, add, subtract, multiply, and divide. We can also use numbers to represent relationships between things. For example, as an HVAC business owner, your Technicians use meters to determine (and prove) the equipment is within manufacturer’s specifications, and prices to represent the value of investing in your goods and services. To use numbers effectively, we need to understand what they mean. We also need to be able to do essential mathematical operations and basic arithmetic. When we use numbers to understand concepts, we use a process called mathematical reasoning. This type of reasoning allows us to see relationships between things that we might not be able to see just by looking at them. For example, say your Painter is looking at a paint bucket and then the wall, trying to determine how much paint will be needed on the wall. He is using mathematical reasoning. He is looking for the relationship between the two objects to help his calculate the solution. This type of language is also helpful when we need to make comparisons. For instance, we might say that, "the wallpaper is half as thick as cardboard" or that, "a penny is 5 times less than a nickel." Comparison is a function of the language of numbers, even when abstract, like, “she is better than me”. We also often think in numbers when we are trying to remember something specific. Say, if we need to place a phone number, we might say it repeatedly until it’s etched in our noggins. Or, if we are trying to remember how many days it is until our vacation, we might count down the days on our fingers. Thinking in numbers can also be helpful when solving math problems or other issues requiring us to use our logic and reasoning skills. To illustrate, we often do some mental computations when figuring out how much ROI we should get from a purchase. Numbers are particularly persuasive, even when they aren’t accurate, like 87% of statistics. People rely on numbers as they believe they are finite and true. There is a significant amount of psychological tactics that can be employed in your business to leverage the numbers to close the sale.



When we think in colors, we are using a visual thought process. Artists, designers, and people who work with color imply this language daily. We often think about how colors make us feel when we use color language. For example, the color red might make us feel excitement, energy, or passion, while the color blue might make us feel serenity or trust.

emotional triggers

Thinking in colors can also be helpful when we need to remember something. For example, if we need to remember to buy milk at the store, we might think of the color white. Or if we need to remember to turn off the lights before we leave the house, we might think of the color black. When we add white to color, we have a tint. When we add black to a color, we have a shade. When we add black and white to a color, we have a tone. A hue is a color to which no black or white has been added. Notice how this correlates with the positive and negative resonance I spoke about earlier? Colors have complimentary and contrasting colors. This means certain colors work well together and “look right” together. Others will be a stark contrast to each other, creating visual dissonance. Depending on what you are attempting to achieve, you choice of color combinations will make your piece blend in or POP! Use the wrong combination of colors, tones, shades, and tints, and you have visual chaos that makes you look like an amateur. You can use colors in marketing and advertising to motivate people. For example, many fast food restaurants use the color red in their logos and marketing materials because studies have shown that the color red can increase appetite. Want to choose the best colors for your business? Start with the most famous paintings that speak to your imagination. Look for the predominant colors and their pairings in that painting. You have the basis for a great colors scheme for your company. You can also create an aestetic of glamour and legacy with the absence of color. For example, the most famous photos in history are black and white. Monet is most famous for his expert use of shadow. Not black. But shadow. Extraordinary. As an HVAC company, you can use the colors of your products and services to offer different benefits to customers. For example, Goettl uses a patented red screw to button up HVAC systems that they work on that are missing screws. Not only is it a colorful representation of their deep attention to detail, it is symbolic of their duty of care. Done well, color helps people associate your brand image. Customers will better connect certain colors with your business if you use consistent colors for your branding and messaging. There are many ways you can use colors to your advantage. For a business owner, the best way is to infiltrate your customers' visual thought process through your marketing endeavors. Find the perfect colors to represent your brand image and then use them repeatedly on your messaging. If you associate your branding image with everyday colors, tapping into your prospect’s virtual thought process becomes more accessible. This enables you to become the frontrunner in your client’s minds for a home service whenever they see the colors.


Phonemes are the smallest units of words. The english language is made up of just 44 phonemes. When we think of phonemes, we are thinking about how words sound. People who work with language daily understand phonemes deeply, such as linguists, translators, and Wizard of Ads™ Partners. Phoemes have a masculine and feminine nature. For example, moon, or luna, are perceived as feminine, while attack or fizzle have a sharpness to them, making them masculine. The feminine is considered to hold a positive resonance, the masculine being the shadow language. In marketing and advertising, phonemes affect your brand identity. If you were to choose a word that has masculine sounds, like Takita, you would conjur up hard, straight lines and points. If you were to instead brand using the name Nolooma, you would paint a softer, curvier, and more feminine image. So, what do you want your brand to subconsciously say? Who are you looking to attract? What message are you trying to instill?Speaking of spots, do you need help leaving your customers with a spot-on marketing strategy, one that incorporates these 12 languages of the mind? Then book a call with Ryan Chute from Wizard of Ads® today.

(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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Who does the Wizard of Ads® for Contractors work with?

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.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

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.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

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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