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Classical Conditioning: Pavlov’s Dog in Advertising

Ryan Chute
Ryan Chute
November 21, 2022
Classical Conditioning: Pavlov’s Dog in Advertising

Why do advertisers use vivid imagery and sensory vocabulary in their ads? Simple. Because businesses want to associate their products with positive emotions and experiences in the consumer's mind. As a result, whenever customers come across those products in real life, they will recall the feelings behind those ads. This process is called classical conditioning. Classical conditioning is a form of learning introduced by Ivan Pavlov in his famous psychological experiment. In Pavlov's dog experiment, he trained dogs to express a conditioned response using a conditioned stimulus. In the same manner, your goal in your advertising is to get people craving, longing and itching for your solutions. That’s possible when you drizzle a dose of classical conditioning in your advertising. There's just one problem: it takes more than flowery words and cognitively stimulating imagery to get there. Here, we'll discover how you could integrate classical conditioning in your ads to make your market respond in your favor. Keep reading.

Pavlov’s Dog and the Birth of Classical Conditioning

Pavlov's dog experiment ultimately paved the way for understanding how canine learning works. While your target market is not dogs, classical conditioning is applicable and relevant to humans. Specifically, classical conditioning is a powerful agent in the world of advertising. Before connecting the dots between classical conditioning and advertising, let's first learn about Pavlov's dog. Ivan Pavlov, a Russian Psychologist and behavioral scientist, had the inkling that salivating is natural among dogs. It is not a learned behavior but an unconditioned response to an unconditioned stimulus — food. When dogs see food, they naturally salivate in anticipation of eating. However, before going over the experiment, he realized something else. The salivation process occurs not when the food is available but even before the food’s in sight. Dogs begin to salivate as soon as they hear the footsteps of the assistant that serves the food. This incident triggered Pavlov's interest in neutral stimuli. For some reason, Pavlov was interested in eliciting a response among dogs using a conditioned stimulus. That means getting the dogs to subconsciously react (salivate) to an action that is not associated with food.

As a result, he conducted an experiment where he played with a metronome before giving the dogs their food. Over time, the clicking sounds of the metronome caused salivation even in the absence of food. In other words, Pavlov's dog theory figured out how to induce a conditioned response to a conditioned stimulus. This type of learned behavior is called classical conditioning. Now, how does this relate to advertising?In business and advertising, entrepreneurs want to elicit a conditioned response from their market. To some, that response might induce a strong brand awareness.

On the other hand, other visionaries want to get the target audience to buy their products. Use classical conditioning techniques to control how customers react to your products and services. In advertising, your advertisement is the conditioned stimulus, while how your customers feel is the conditioned response. The goal is to emotionally connect with your customers through the ads for customers to respond desirably. You leverage the value of your solutions when you associate them with pleasurable experiences and desirable qualities in your advertising. In other words, speak to the dog in the language of the dog — that's how classical conditioning works in advertisements. More importantly, that is how you get customers to drool over your products and services. Here's the rub: we can do that for you. At Wizard of Ads®, we always make sure to infuse the Pavlovian theory into the advertising strategies of our clients. Classical conditioning is a powerful weapon when harnessed correctly, and we like your business to wield it victoriously. Book a call with Ryan Chute of Wizard of Ads® today, and we'll arm your business with the Excalibur of classical conditioning.

Classical Conditioning Daily

Classical Conditioning Daily

Marketing and advertising are not the only aspects where classical conditioning is relevant. Classical conditioning is actually more common than we can ever imagine. In fact, most people are not aware, but classical conditioning is pulling the strings behind their lives. Creepy, isn't it? Do not worry. While the dog bell experiment may be relevant to people, classical conditioning is not a negative principle. Below, we'll look at the most common classical conditioning examples that people experience daily:

Hotdog stand

Have you ever walked by a hotdog stand and suddenly felt hungry, even though you weren't feeling it before? Eventually, it became your daily habit to walk by the stand and grab yourself a hotdog. This is classical conditioning at work. As the hotdogs’ smell wafts through the air, your brain associates it with the positive experience of eating delicious food. The unconditioned stimulus is smelling the scent and seeing the sizzle of the hotdog, while the unconditioned response is hunger. Sooner or later, just the smell or sight of cooking hotdog alone triggers your cravings and makes you feel hungry.

PTSD trigger

While classical conditioning can be associated with everyday responses, a negative stimulus can also trigger this behavioral learning. One example is the development of PTSD or post-traumatic stress disorder. In the face of a traumatic event, the unconditioned response may be an adrenaline rush to panic and go hysterical. This is a common problem among vets who have experienced the horrors of war. Worse, it may lead to flashbacks, nightmares, and anxiety. As a result, conditioned stimuli like fireworks or loud banging noises may trigger PTSD symptoms and intense feelings of fear. This is the foundation behind fear-based marketing. Companies exploit classical conditioning by adding negative stimuli alongside their products. This includes showing gruesome images, negative imagery, or fear-inducing words. Consumers associate this inherent fear with the product and feel a sense of urgency to buy it to escape harm.

Toy advertisement/Window display

Another example of classical conditioning in advertising can be seen in toy advertisements or window displays. Think about a toy store with a display featuring the latest and greatest action figure or doll. The display is often surrounded by bright lights and flashy signs, creating a positive association with the product. You'll see kids with wide-open eyes drooling over the displayed toys. But what if the store decided to change the display and make it more subdued? Perhaps even adding an unpleasant scent to the mix? The product may elicit a different positive response from customers. This is the work of classical conditioning. The toy acts as the unconditioned stimulus because it naturally evokes a positive response. Conversely, the flashy lights and pleasant smells are conditioned stimuli that reinforce children's affinity to the display. That's why toy ads feature kids playing with toys, buzzing and booming sounds, and colorful and vivid lights.

The coffee aroma in an open café

The coffee aroma in an open café

The smell of freshly brewed coffee wafting through the air can act as a conditioned stimulus in classical conditioning. Imagine customers having positive experiences (such as enjoying a delicious cup of coffee) in the presence of the coffee's aroma. People may begin to associate the scent with pleasure and satisfaction. In this way, the smell of coffee can serve as an effective advertising tool for cafes. Enticing to the senses, customers will come inside and potentially make a purchase. However, there's a caveat. It is important to note that classical conditioning only works if the unconditioned stimulus remains positive. In this case, the actual taste and enjoyment of the coffee stay delicious as can be. If the coffee starts to disappoint customers, the pleasant aroma may no longer be enough to draw them in. Let's step back into Pavlov's dog bell experiment again. If Pavlov stopped giving dogs food at the sound of the metronome, the dogs would eventually stop salivating. It's the meat paste that dogs want, not the bell that rings along with it. Consistently give your customers meat paste, and they'll salivate all the same with your advertising efforts.

Product jingle/Theme song

Have you ever found yourself singing along to a commercial jingle or humming the theme song of your favorite show? What did it make you feel? If it was an 80s theme song, you felt nostalgic and wanted to watch the show again. On the other hand, singing along to memorable product jingles help greatly in brand recall. Like Pavlov's classical conditioning story, we have learned to associate certain sounds with products or shows. For instance, don't you crave a Big Mac whenever you hear McDonald's classic "I'm lovin' it" outro song? Or perhaps, Coca-Cola's "Taste the Feeling" jingle makes you want to reach for a cold can of Coke. That's classical conditioning at work. Repetitive exposure to branding elements like jingles and theme songs can condition consumers to associate those sounds with brands. This elicits a desirable internal reaction, if not outward, among the people listening to those branding elements. The thing is: it's not just jingles and theme songs that induce those actions. After all, not every business has a jingle, but what gives their ads the kick of classical conditioning? Below, we'll delve into how classical conditioning can be used in your residential home services ads.

Pavlov_s Dog and Home Service Ads

Pavlov's Dog and Home Service Ads

Let's all agree people begrudge all types of residential home service purchases – roofing, HVAC, plumbing, masonry, lawn care, etc. All home services are on the, "I haven’t budgeted for you" list for your customers. It's the thought of calling your business up for a service people don't want to deal with. Sadly, many customers are naturally inclined to think that home service contractors are ripping them off. Your quote (any quote) leaves a bitter taste in their mind when they see the bottom line. It is because you are selling an externally triggered grudge purchase. Let’s break this down:

  • "Externally triggered," meaning the purchase decision is motivated by an external event – something broke. This forces them to make a buy in response to a NEED, not a WANT.
  • "Grudge purchase" because people love gratification. When they’re forced to buy something, this depletes their happiness with a negative situation. Now they have to spend money they don’t want to, take time away from their already busy schedules, and cope with the anxiety, frustration, and stress of the situation.

Your goal as a business is to bring calm back to your customer's life. To transform their buying decisions from negative resonance to positive resonance — that's where classical conditioning comes in. That's what you're selling when advertising AC unit diagnosis, plumbing repair, and roof replacement. How exactly do you make your advertisements positive in your customers' mind? Simple. Speak to the dog in the language of the dog. What does the dog like to hear?

Speak music in their ears

The key to successfully pulling off classical conditioning is to tell your target market what they want to hear. That is a partial list of your product features and benefits. Even if you repeatedly tell them how cold their AC is or how durable your plumbing pipes are, it won't work. Customers want you to meet them in their perceptual reality — the only reality that matters for businesses. Their perceptual reality hides in the advantages of your products, not in the benefits or features. Your target market will listen to your offer when you articulate the advantage they'll get from your solutions. For instance, imagine an air-conditioning unit:

  • Feature: High-quality refrigerant inside indoor coils
  • Benefit: Works faster in making the room cold
  • Advantage: They don't have to wait before the cool breeze kisses them

Use vivid imagery and powerful sensory words

Advertising is more than speaking about the advantages that make your solution 600 ft above the competition. You need to articulate your advertisements to get the message across creatively. Poor advertisements get lost in the gray; your goal is to rise above obscurity and connect with customers emotionally. In this case, instead of boasting about how cold your air-conditioning unit is, say it creatively. For example, saying, "our cold AC is the coolest there is!" doesn't give off the factor that makes people imagine. Instead, you could say, "the refreshing kiss of cold air will cool the sweat on your brow." The point is to make people cognitively experience those advantages through vividly imaginative words.

Give them an offer they cannot resist

Like Pavlov's dog experiment, the metronome would eventually cease making dogs salivate if the meat paste no longer comes with it. In advertising, you must pair your desirable, creative, and vivid advertising with an offer that's truthfully worth having. Give them an offer they can't refuse, and they'll say yes every time. The key here is to create a perfectly fair competitive advantage. That means you must make an offer that outstrips your competitors. Speak about the value and benefit of having your product. What do you offer that others will not or cannot? Be bold and overarching while remaining realistic. Look at those small pizza businesses that give their products for free if delivery exceeds their promised time. That's a perfectly fair competitive advantage. A perceptually high-risk, high-reward offer that makes it hard to say "no" to. For example:

  • A 50-year non-prorated warranty for the roof you install.
  • Always on-schedule visits or the service call is free.
  • One-year no-risk service warranty if your HVAC unit breaks after repair.

Whatever it is, customers should feel like they're getting more from you than you from them. That's the secret to creating an irresistible offer. Getting ahead in your advertising is all about classical conditioning. When you condition them to look at your business in a positive light, you win the business. So, are you ready to condition your market's mind? If yes, and you need help, we can support you. Wizard of Ads® has been the number one partner of residential home service businesses in their advertising and marketing endeavors. Our team will ensure that all your ads and business touchpoints are geared toward classical conditioning. Book a call with Ryan Chute, and let's speak to the dogs in their woof-woof language.

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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 health...so 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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