(Paid Advertising)

Advertising Methods: For Small Businesses and Startups

Ryan Chute
Ryan Chute
March 7, 2022
Advertising Methods: For Small Businesses and Startups

When it comes to advertising, small businesses and startups alike have a lot of choices. There are so many advertising methods available, from television and radio commercials to online ads and social media marketing. It can be tough to decide which advertising methods to use- just like trying to choose a Netflix show. Why does it take us an hour to pick a show on Netflix? Because we are afraid of making the wrong choice and missing out on something better. We don't want to waste our time and energy watching a bad show, just like how marketers don't want to waste their time and energy (and money) on the wrong advertising channels. However, by understanding the different advertising methods available, businesses can make an informed decision about which ones will work best for them. In this article, we'll cover what forms of advertising are being used today as well as the best advertising strategies for your small business or startup.

What are the Different Methods in Advertising?

The advertising methods that you choose have the potential to bring about some great small business ideas and opportunities. To determine which types of advertising you should utilize, you first need to be aware of your options and what they can bring to the table. There are many different advertising methods, and each one can offer something unique to your business. At Wizard of Ads®, we can help you find the best business to start for successful advertising, provide you with small business ideas, choose the best advertising techniques and more. Contact us today to get started!

Digital Advertising

Digital advertising is a broad term that refers to any advertising methods that use digital technologies. This can include advertising delivered through the internet, mobile devices or other digital platforms. This rapidly growing industry has a variety of channels advertisers can use to reach their target audiences. Some of the most popular methods include search engine advertising, social media advertising and email marketing. Digital advertising offers several advantages over traditional advertising methods. For starters, it allows businesses to target their advertising to specific audiences. Advertisers can target consumers based on their age, gender, interests and even location. Second, digital advertising is more cost-effective than traditional advertising methods. It is often more affordable to reach a larger number of people through digital advertising than through traditional advertising methods. Third, digital advertising is more engaging than traditional advertising methods. Ads that are delivered digitally are more likely to be interactive and engaging, which can result in better customer engagement and higher click-through rates.

LinkedIn Ads

These are ads that are specifically targeted to LinkedIn members. LinkedIn Ads offer several benefits, including:

  • The ability to target specific demographics, including job title, company size etc.
  • The ability to target individuals who have visited your website or who are on your email list.
  • The ability to create custom ads with videos, images and text.

LinkedIn Ads can be a great way to reach out to potential customers and clients. They offer a very targeted way of advertising and can be especially effective for businesses that are looking to reach out to other businesses.

Facebook Ads

Facebook Ads

Facebook ads are a form of advertising that uses the Facebook platform to deliver advertising to users. Advertisers can target their ads to a specific audience based on demographics, interests and behaviors. Facebook ads offer many benefits for businesses, including:

  • The ability to attract a large audience with very specific targeting.
  • It has features that track advertising performance.
  • Offers a wide variety of ad formats, including video ads, photo ads, collection ads, carousel ads and dynamic product ads.
  • It uses retargeting, which displays your ad to people who have already visited your website or interacted with you on Facebook.

Google Ads

Google Ads are a form of advertising that uses the Google search engine to direct traffic to websites. Advertisers create ads that include a title, a short description, and a website URL. When someone searches on Google using one of the advertiser's keywords, Google may show an ad for that advertiser's website as one of the search results. Google Ads are a cost-effective way to advertise your business online. You only pay when people click on your ad. The amount you pay per click depends on how competitive the keyword is and how much you're willing to bid. Advertising through Google can also help you reach more people who are interested in what you have to offer. Advertisers can target their ads to people based on what they've searched for on Google, where they are and what type of device they're using. Google Ads offer a variety of ad formats, including text, image and video ads. You can use these different ad formats to create ads that are more likely to appeal to your target audience.

Instagram and Tiktok Ads

The most modern advertising today is through Instagram and Tiktok. Both of these platforms offer unique advertising opportunities that can be very beneficial for businesses. Instagram advertising:

  • Instagram is a powerful platform for advertising your business. With more than a billion active users, your ads can be targeted to specific demographics, making it a great way to connect with your target audience.
  • Instagram ads also have high engagement rates, with users more likely to click on them than on traditional online ads.
  • Advertising on Instagram can be expensive, but it’s often worth the investment for businesses looking to reach a large audience.

Tiktok advertising:

  • Tiktok is a newer app with over 500 million users. It’s especially popular among young people, making it a great platform for reaching a new, engaged audience.
  • Advertising on Tiktok is much cheaper than advertising on Instagram. You can reach a large number of people for a fraction of the cost.
  • This advertising channel is still fairly new, so there’s not a lot of competition yet. This means that your ad has a good chance of standing out from the crowd.

So, which platform is better for advertising your business? It depends on your goals and budget. If you want to reach a large number of people quickly, Instagram is the better choice. If you’re looking for a more engaged audience and are willing to spend less money, Tik Tok is the better option.

Email Ads

Email ads are a type of advertising that uses email to deliver advertising messages to a group of people. Email ads are often used to promote products or services, but can also be used for other purposes, such as promoting content or events. Email advertising offers several benefits compared to other advertising methods. For one, email advertising reaches a large audience since almost everyone has an email account. Additionally, email advertising is very cost-effective, and can be highly targeted to reach the right audience. Emails can also be tracked to measure their effectiveness, allowing businesses to optimize their campaigns accordingly. Despite its many benefits, email advertising is not without its drawbacks. One common complaint is that email advertising can be seen as intrusive or spammy, which may lead to recipients unsubscribing from your mailing list. Nonetheless, email advertising remains one of the most effective and affordable advertising methods available and is a great way to reach a large audience with your message.

Mobile Advertising

Mobile Advertising

Whether they’re checking Facebook, scrolling through Instagram or reading the latest news, it seems like everyone has their phone in their hand. This means that advertising on mobile devices is more important than ever. There are a few key reasons why advertising on mobile devices works so well. First, people are more likely to notice advertising on their phones than they are on other types of devices. Advertising on phones takes up the entire screen, whereas advertising on other devices might only take up a small portion of the screen. Second, people are more likely to act on advertising that they see on their phones. That’s because people are usually looking for something specific when they’re using their phones, and they’re more likely to take action if they see an advertisement that relates to what they’re looking for. Finally, mobile devices are always with us. We carry them around with us wherever we go, which means that we’re constantly exposed to advertising on our phones. This exposure leads to more sales and conversions for businesses.

Instagram Story Ads

Instagram story ads are a form of advertising that is unique to the Instagram platform. They are very effective because they allow businesses to connect with a large amount of people in a very short amount of time. There are many benefits to using Instagram story ads. First, they are very affordable. You can engage a large number of people for a fraction of the cost of other advertising channels. They are also very effective. Studies have shown that Instagram story ads increase the level of engagement compared to other types of advertising. This is because of the short, attention-grabbing nature of the ads. Finally, they are an excellent way to boost brand awareness. By using Instagram story ads, you can introduce your business to people who may not have heard of you before.

Snapchat Ads

Snapchat ads are a form of advertising that is unique to the Snapchat app. They are different from other forms of advertising because they can only be seen by people who are watching Snapchat Stories or who have the app open. Benefits of Snapchat ads include:

  • They are very effective at reaching a target audience (especially the younger crowd).
  • They are interactive and engaging, which means people are more likely to remember them.
  • They can be customized to match the branding of your business.
  • They are affordable and easy to produce.

If you're looking for a new and innovative way to reach your target audience, Snapchat ads may be the perfect solution for you.

Carousel Ads

Carousel ads are advertising methods that allow businesses to showcase several products or services in one ad. These ads usually have a rotating set of images or videos, and users can swipe through them to see more. Carousel ads are a great way to promote several products or services at once. They're also a great way to show off your brand's personality and highlight what makes your business unique. Additionally, carousel ads are a great way to increase engagement on social media platforms. If you're looking to increase awareness of your business or drive more engagement with your target audience, consider using carousel ads. They're an effective advertising method that can help you achieve your marketing goals.

Print Advertising

Print advertising is a form of advertising that uses paper flyers and posters to promote a product or service. It is one of the oldest advertising methods, dating back to the 1700s. Surprisingly, print advertising has proven to have several advantages over other advertising methods, such as TV, radio and online advertising.

  • Affordability: Print advertising is often more affordable than other advertising methods.
  • Reach: Print advertising can reach a large audience, both locally and nationally.
  • Tangibility: People can touch, feel and physically see the ad in front of them. This means they can put it on their fridge or somewhere else safe as a reminder to buy it.
  • Longevity: Print advertising can have a long shelf life, potentially reaching consumers weeks or even months after it is published.
Guerrilla Advertising

Guerrilla Advertising

Guerrilla advertising is a form of advertising that uses unconventional methods to get the attention of consumers. These methods can include anything from street art to guerrilla marketing stunts. One of the main benefits of guerrilla advertising is that it is often inexpensive. This makes it a great option for small businesses or startups that are working with a limited budget. Guerrilla advertising can also be very effective in getting the attention of consumers. It can help businesses stand out from their competitors and generate buzz around their product or service. There are several different guerrilla advertising methods that businesses can use. Some of the most popular techniques include street art, flash mobs and viral marketing.

Out-of-Home (OOH) Advertising

Out-of-home advertising is a form of advertising that is not based on the internet or television. Out-of-home advertising includes advertising that is seen in public places, such as on billboards, posters and buses. This marketing technique can be a very effective way to reach consumers. One reason for this is that out-of-home advertising is very visible. It can be seen by a large number of people, which means that it can reach a lot of people quickly. With out-of-home advertising, you can also strategically place your ad in a place where it is likely to be seen by your target audience. For example, you could place a poster advertising your business in a busy shopping district. This would allow you to reach people who are already interested in buying products or services like yours.

Product Placement Advertising

Product placement advertising is when a company pays to have its product featured in a movie, TV show or other forms of media. It can be as simple as a character drinking a certain brand of soda or using a specific type of shampoo. Product placement advertising offers several benefits for companies:

  • It builds brand awareness: When a product is seen in a popular TV show or movie, more people are likely to remember it. This increased exposure can lead to more sales and increased profits.
  • It creates positive associations with the company’s products: If people see their favorite characters using a particular product, they may be more likely to want to try it themselves.
  • It’s an effective way to target specific audiences: Product placement advertising can be used to target specific audiences, such as young people or women.

What Should You Write in Your Small Business or Start-up Ads?

Whether you are a small business owner or are building your own business from the ground up, advertising is essential to your success. But what should you write in your ads? And how can you make sure they will be effective? There are a few key things to keep in mind when advertising your small business or startup. First and foremost, it's important to understand the psychology of advertising. People are more likely to respond to ads that appeal to their emotions, so consider using emotionally charged language in your ads. You'll get the best results when you can identify what your customers' needs, interests and values are. This is where targeting your audience accurately comes into play. To target your audience, make sure you know who your ideal customer is, and design and write your ad around their needs and interests. You can do this by using specific keywords and phrases that are likely to appeal to them. Creating strong headlines and images that focus on the benefits of using your product or service is also a great approach. When doing this effectively, you will not only create an ad that is both eye-catching and persuasive but also draw in potential customers who are searching for those specific solutions. Ultimately, it's important to be creative and think outside the box when writing your ads. The more attention-grabbing and unique they are, the more likely people are to take notice. So get started today and see how your business can benefit from effective advertising! As you can see, there are many different advertising methods to choose from when running a small business or startup. It’s important to find the right methods that fit your brand and have a solid strategy in place to reach your target audience. However, getting started can be half the battle. If you need help getting started, don’t hesitate to contact Wizard of Ads today! We’d be more than happy to assist you in finding the highest performing advertising methods for your business to give you a leg up on the competition.

(Advertising Methods)
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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Frequently asked questions

Questions? We’ve got answers.

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.

Ready to transform your world?

(do it - you
deserve this)