(Paid Advertising)

Category vs. Product vs. Client-focused Ads

Ryan Chute
Ryan Chute
September 28, 2022
Category vs. Product vs. Client-focused Ads

Whether category-focused, product-focused, or client-focused, all of your ads must have a focal point. Focused marketing ensures you understand your niche and the most effective way to reach them. After all, we want your business to succeed and not get trapped in the void businesses long since forgotten. Understanding focused marketing strategies, their uses, and which type best suits your niche will drastically improve your advertising game. Not sure what focused marketing strategies exist, how they differ, or what they could mean for your advertising approach? No worries. That’s why your friendly neighborhood Wizard of Ads® crew is here.

The Good and the Bad Ad

Before we sink too deep into focused marketing strategies, let’s step back and look at the meaning of advertising. Genuinely understanding the purpose of advertising is the difference between making good and bad ads.According to Roy H. Williams, “Bad ads waddle like a porcupine and make lots of little points. Good ads charge like a rhinoceros and make a single point powerfully.” Put another way, poor advertising has no end goal in mind. Poor advertising is clumsy, brushing into anything that crosses its path, but it lacks intent. It doesn’t know what it’s trying to promote or inspire your audience to do. It’s simply going along for the ride and enjoying each moment without a care in the world. On the flip side, effective advertising has a goal in mind. It aims to tell a story that promotes, persuades, and inspires your target audience to take action. Effective marketing works because it understands your customers' needs and sets your services/products as the solution to their needs. If your ad can do those three things consistently, you have an excellent ad on your hands. If your ad fails to do even one of these things, you’ve lost your intention, and the ad will fall flat. We’ll give you good and bad advertising examples to give you a more concrete idea of what works. Wait, what? We’re providing bad examples of ads? Yes, we are. Here at Wizards of AdsTM , we follow a philosophy of one bad, two good. For every two quality examples, we’ll give you one horrid example. This way, you can see both sides of the advertising coin. After all, we believe knowing what not to do is just as important as knowing what to do. Book a call with Wizard of Ads® to get started today!

3 Types of Ad Focus

3 Types of Ad Focus

We’re sure this goes without saying, but we’re going to say it anyway. Each ad type is designed to achieve a specific goal. If that goal aligns with your own goal, we highly recommend trying that approach for your next ad campaign.


Category-focused ads are geared towards the category your business falls into. If you sell skincare, category-focused ads stress that you sell skincare. Put another way, if you’re a dental practice, category-focused ads emphasize your company specializes in orthodontia. If you’re a restaurant…You get it. These ads aren’t designed to help you stand out from the crowd. They’re not intended to help anyone stand out. Instead, the only goal of this technique is to highlight the category your business falls into. Off the record? This is the least effective focused marketing strategy of the three we’re covering today. Yes, you will be given a lovely example of why later in the article.


Product-focused ads make your products and everything that makes them special the stars of the show. Translation: this advertising technique is great for bragging about your products. Going back to our earlier examples, let’s say you’re trying to promote your medical company. Product-focused ads allow you to stress what’s great about your products and why they’re better than the competition’s. Product-focused ads could highlight anything from the latest techniques your practice utilizes to less invasive ways to perform tests. Let’s say you’re promoting your cosmetics company. Product-focused ads could feature the ingredients used in your eyeshadow palettes or accentuate your humane makeup testing practices.


Client-focused or customer-focused ads are designed specifically with your target audience, or customers, in mind. Rather than focusing on you and your business, customer-focused ads underscore how you can best serve your clients. These ads address your clients' unmet needs and then explain how your services or products relate to this need. Let’s go back to your pretend medical company. Customer-focused ads could feature customers’ fear of needles. The ad could create empathy by relating the customer’s struggles to a new, painless method developed for others like them. What about your make-believe cosmetics company? Customer-focused ads could stress customers' difficulties in finding the best products for their skin type or tone. These concerns could be followed up by empathizing with these struggles and how they inspired this product’s creation. Understanding your customer’s needs, conveying your empathy, and bridging the gap between them is critical for this strategy to work.

Category-Focused Ad Example

Category-Focused Ad Example

The oh-so-talented Roy H. Williams briefly mentioned a category-focused advertisement script in an earlier blog post. He was very vocal about his distaste for the following ad. However, he didn’t explain why he detested the ad so much. Let us rectify that oversight. The ad in question: MALE: I used to hate going to the dentist, but then a friend told me about Dr. _________, ‘the gentle dentist with the healing touch. ’FEMALE ONE: I love Dr. __________. I wouldn’t go anywhere else. FEMALE TWO: So you recommend Dr. _____________?MALE: No question about it. FEMALE ONE: Absolutely! He’s ‘the gentle dentist with the healing touch. ’FEMALE TWO: I’ve had bad experiences at the dentist's office. Dentists scare me. FEMALE ONE: Not Dr. ______________! He (she) is truly concerned about his (her) patients. He (she) cares. And his (her) friendly staff will even fill out your insurance papers for you. FEMALE TWO: Does he (she) charge extra for that? MALE: No! It’s a free service that Dr.____________ extends to all his (her) patients. FEMALE ONE: I’d be willing to pay twice as much to go to Dr. ____________ because he (she) has the healing touch, but he (she) doesn’t charge a penny more than those other dentists! FEMALE TWO: I’m convinced! Do you have Dr.______________’s number handy? MALE: I have an appointment card here in my wallet. [short pause] Dr. ______________’s number is XXX-XXXX.FEMALE TWO: Was that XXX-XXXX?MALE: Yes, XXX-XXXX.ANNOUNCER: Dr. _________________ . The gentle dentist with a healing touch. Call today for your appointment. XXX-XXXXFEMALE ONE: XXX-XXXX. The gentle dentist…MALE:_…with the healing touch.” So, what about this category-focused ad made Roy H. Williams cringe? Do you want my guess? Well, I’d say this advertisement used many words to tell us a whole lot of nothing. We know there’s a gentle dentist with a healing touch and how to call them. Surely, that must count for something, right? No, my young padawan. Not it does. In addition to not telling us anything, this advertisement misses the mark at a fundamental level. Remember what makes a quality advertisement? It has to promote, persuade, and inspire. Did this ad promote Dr. Gentle Dentist? If name-dropping counts as promotion, then I’ll give you that one. Did this ad persuade you to book a call with Dr. Kind Hands? After reading this ad, you were inspired to face your fear of the dentist by booking with Dr. Healing Touch? Did it, Pinocchio? Hmm? I didn’t think so.

Product-Focused Ad Example

With each Fenty Skin addition comes a new product-focused ad describing what sets Rihanna’s products apart from other skincare brands. Sure, having a billionaire like Rihanna at the helm would instantly draw customers to the product. However, for product-focused ads to work, you need an exceptional product that delivers everything the ad promises. Rihanna has many exceptional products with ingredients to deliver everything her ads promise: “The Fat Water Hydrating Milky Toner Essence. You can feel that milky texture just locking all of the hydration in. You can see my skin plump up a little bit from the tamarind and hyaluronic acid. Another ingredient is niacinamide. This, over time, starts to reduce the look of dark spots. All of you who know(s) the struggle of dry skin: this is for us!” As you saw in the script, she focused on what makes her product unique: its ingredients and benefits. The product delivers as it has the ingredients needed to do everything she promised in the ad. She even dipped a toe into customer-focused advertising with her final shout-out.

Client-Focused Ad Example

Client-Focused Ad Example

Very few things scream customer-focused advertising more than having actual customers tell their stories in your ads. Jared, the Galleria of Jewelry, took this approach with their 2021 and 2022 campaigns. In the ad for the Pnina Tornai newest addition called One, we meet a woman and her husband, Chris.“Wife: Chris got me this ring, and in the back, he added that “love endures all things.” Right after we married, I got very sick, and hospitalized. He would come every day after work to help me walk again. And now I’m back. I walk, dance, and he’s still beside me. This was definitely a reminder…Chris: That love endures all.”Do you need a tissue after reading that? It’s okay– we definitely did. This ad works because we get a glimpse of the life of an average couple. They’re no different from you, me, or a complete stranger you’d pass along the street. We don’t know Chris and his wife personally, but you definitely feel invested in them. A newlywed wife becomes devastatingly ill. Her new husband works long shifts but never misses the chance to visit and help her regain her strength. Now that she’s better, the ring reminds him of his loyalty to and love for her. No one relates to the customer better than another customer. Hearing what the item means from another customer could make other customers yearn for a similar feeling. Jared should give a raise to whoever created such a simple, yet ingenious strategy. So, with all of these focused marketing strategies, which one do you think best suits your current needs? If you’re still unsure or want to learn more about focused marketing…Book a call with Wizard of Ads® to get started today!

(Product Focused)
(Inductive Reasoning)
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.

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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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