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Effective Ad Strategy: A Bait Fish Love

Ryan Chute
Ryan Chute
October 12, 2022
Effective Ad Strategy: A Bait Fish Love

Ad strategy vs ad copy, which of the two is better?Many business owners seek out the ancient wonders of advertising for a variety of reasons:

  1. To tell people about their thing.
  2. To rekindle the dying flame of a formerly glorious product or service.
  3. To tell people about themselves.

When it comes to advertising, business owners often place more emphasis on their ad copy. In their minds, they believe that if people only understood them and their solutions a little better, sales would come rushing in. A noble thought. The truth is: how to market and advertise your business has more to do with ad strategy than ad copy. Let's take a look at a generic hypothetical figment of my imagination, called Plumber Joe. Plumber Joe is notoriously known for his sewer repair and replacement services. For any sewer problems in your community, you can trust him to get it fixed and running perfectly. However, he fixed the problem with a rather traditional approach. He digs your soil up, creates trenches, goes directly to the leak and then repairs it. In a competitive industry where most sewer fixes are done in a trenchless method, Joe is a bit held back. People don't like any mess, yet Joe the Plumber still dig anyway. When his sales calls began declining, he came to advertising to be his magic pill. The ad copy? Superb, unrivaled, unequivocal. The results? Still measly and uninspiring? Why? We've been preconditioned to believe that advertising is focused more on ad writing than ad strategy. That's not the case. In the words of Roy H. Williams:

"Advertising will only accelerate what was going to happen anyway."

People will keep on coming back for a solution they like, advertising only widens the reach and hastens the process. That said, our focus should be on ad strategy versus ad copy, and I will explain this further here. Keep reading.

Ad Strategy vs Ad Writing

Ad Strategy vs Ad Writing

Before we go any deeper into the topic, let's first define and differentiate ad strategy vs ad writing.

Ad Strategy

The strength of your advertising techniques relies on the power of your ad strategy. But what is advertising strategy? Ad strategy is your action plan in going about your advertising - whatever purpose you dedicate your advertising efforts for. Think of it as the blueprint that guides the construction of a wonderful building. Your advertising strategy covers everything from the central core of your messaging to your advertising channels. A few examples of advertising strategies include inbound marketing, outbound marketing, relational and transactional marketing. Ad strategy focuses less on the types of advertising strategies. Strategizing is more about deciding on how and why you will make the point you are intending to make in your ads.

Ad Writing

Ad writing, on the other hand, is the process of crafting your killer ad copy. This usually contains the headlines and content that appear in your ad. A good ad writing strategy incorporates elements of advertising strategy. For example, you want your ads to reflect your branding, objectives, and tone. Normally, good ad copy should persuade and influence your target audience into taking your desired action. Instead of dealing with what point you’re trying to make as with ad strategy, ad writing focuses on two things:

  1. Taking an unexpected approach to the subject matter.
  2. Using the least amount of sticky words or phrases to get your message remembered.

Picking up from our analogy earlier, think of ad writing as the materials you will use for the building. There's just one problem. Even if you use the sturdiest, most premium materials available, you won’t produce a world-class building without the blueprint. Like putting make-up on a pig, pretty ad writing will never mask an ugly solution. Ad writing only focuses on a single area within your entire ad strategy. Whereas ad strategy is more holistic as it considers not only the advertising per se, but also your solution. By that, I mean how your solution fits the public's perception and meets their felt needs. Ad strategy definitely takes precedence when we're talking about ad effectiveness. You could have the best ad copy in the world. However, if you're not using the right advertising strategy, getting the results you want is a long shot. For your business, you don't want ad writers who will produce ads that satisfy you. You want to pair a desirable solution with impeccable ad writing that satisfies your audience. Ad strategy does just that. Ryan Chute of Wizard of Ads® is the Master Strategist who can give your business the holistic advertising it needs. Book a call.

Bad Strategy Happens

Bad Strategy Happens

Okay, so strategic advertising is what it takes to persuade people to engage with you. However, not every ad strategy is effective. Even with a blueprint, a bad strategy will yield the same result as not having one at all. What is a bad ad strategy? A bad ad strategy is one that doesn't take your audience into consideration. It's like giving bait that fishes don't like. Naturally, little to no consumers will be interested in what you have to offer. Why? Because they're not at the forefront of your mind when you crafted the advertisement or worse, developed the solution. Bad strategy = little engagement, mediocre sales and poor public perception Here's an example of a bad ad strategy in action: Every entrepreneur is prone to wishful thinking. It is often the belief that advertising is the missing link between their solution and endless sales. Let’s envision an entrepreneur that seeks a platform, for example, a radio, to deliver their message. Long story short, they found a popular radio station that had good frequency, a loyal following and great ad writers. A trifecta that most businesses would like. The business owner assumes (not presumes) that a radio schedule could make the difference he wants for his business. So he spends to have his commercial featured in prime time.

Many heard the message, many may have liked the message but only a handful bought. Do you want to know why? Because that's not how advertising works. As entrepreneurs, it pays to ask yourself before jumping on the advertising train: "why is my solution not selling?" This should give you a general idea of what you’re doing wrong. Look inward, because audiences will buy whether you advertise or not when they need your products and services. Remember that most advertisers (except Wizard of Ads™) will accommodate whatever reason you have for advertising. They'll be agreeable and give you empty promises that you want to hear just to score a gig. That’s not what you need. You want advertisers who will question your motives. You want copy writers who understand how to speak to the buyers underlying felt needs. You want creatives who understand how to trigger your prospects pain and pleasure points. Experts that will help you develop the ad strategy that will actually give you the results you need to accelerate growth. Advertising on a reputable network, using a popular platform or partnering with a famous personality are all potential tactics. But none of them matter without the right message and distribution strategy. Remember:

"The media doesn’t make the ad work. The ad makes the media work." - Roy H. Williams

Excellent Copy. Miraculous Copy. World-class Copy.

Advertising is powerful. The best ad writers can concoct messages that turn skeptics into raving fans. There's no doubt in my mind that world-class copy can produce favorable results. The only question is: can you keep your promises? To overpromise, then underdeliver with a mediocre product or service is unsustainable. Don't get me wrong. I'm not here to discourage you or insinuate you have poor solutions. However, if you've tried advertising many times over and continue to fail, maybe your solutions need a makeover. In the worst-case scenario, you don't even manage to produce a sale — even with impeccable ad copy. "But why?" you ask yourself, scratching your head. Indeed, a great piece of excellent, miraculous, or world-class ad copy can turn heads and earn accolades. However, if your fundamental ad strategy is riddled with flaws, you are:

  1. Answering a question no one is asking.
  2. Trying to talk to too many people with not enough frequency.

The only merit you get for the ad copy is a bunch of commendations and comments. Not sales. In other words, the ad had a minimal or negative impact on your business. You thought, if only people understood the nitty-gritty of your product, they'll buy. Sadly you thought wrong, and people still don't want what you offer.

“84% of buyers do not want to see under the hood of your products and services.” – Ryan Chute

That's the pitfall that most business owners suffer from. Ad copy about you, your business, and your products and services will not get people to buy from you.

The Real Problem

The Real Problem

Have you ever wondered what makes Christmas presents extra exciting? First, kids anticipate something they really like to be inside those gifts. Second, the gift wrap adds an extra layer of mystery and intrigue that gets their dopamine squirting. But what happens when they unwrap the present only to find gifts they never wanted in the first place? You get sighs of disappointment, aching hearts, and children who will cry themselves to sleep. The same principle applies in advertising. Your ad copy is the gift wrap and your solution is the gift. The ad strategy is the entire thought process involved when deliberately crafting your solution. Are your customers getting what they asked for (and more), or do you leave their home in disappointment? The real problem is no one wants the gift they didn’t ask for. In the words of Roy H. Williams, it's a loser, a dog, and a mistake. When entrepreneurs give in to their wishful thinking and false preconception of advertising, they walk into this trap.

“Your closing rate is determined by how closely your advertising and buying experience match.” – Ryan Chute

Solving this problem requires an honest evaluation of yourself and your customers. Is there really a market demand for my solutions? Am I selling what people are asking for? Or, am I just selling a solution I think people want in hopes that it will create demand? Selling just ain’t all about you.

Fish with Bait That You Know The Fish Really Love

In the world of ad strategy, your business is one of two things:

  1. An independent entity that performs advertising on its own.
  2. A company that seeks the help of professional ad experts to craft the ads for them.

If you happen to fall into the first category, recalibrate your solutions. Maybe you could add extras that amp up your offer. I call this your perfectly fair competitive advantage. What can you offer to boost your product or service's overall value? When you already have solutions that the public likes, your ad copy follows. That's what "fishing with bait fish love" means. That's the right ad strategy for your business's advertising endeavors. For companies in the second category, your business will rely heavily on the quality of ad experts you hire. Yes, the quality of the ad experts you work with, not only the ads they make. Here's a tip: You want ad writers that dig deep into your core beliefs. One that questions your existing tactics and provides valuable insight that can improve your ad strategy. The best ad experts are those that tell you what the public already wants, so you can recalibrate accordingly. When you give people what they want, you are already a forerunner. Ads only speed the process up and expand your reach.

The Danger of Self Diagnosis

Here are some words of caution for business owners who handle their own advertising accounts. Self-diagnosis will more often than not be inaccurate because of bias. Prescribing a form of treatment to a self-diagnosis can hurt you more than it helps. That's where seeking external support for your advertising efforts comes in. In the medical field, if doctors allowed patients to self-diagnose and self-treat, they would be charged with malpractice. The same goes for ad strategy, in my humble opinion. Ad experts work with businesses to fully develop the best ad strategy. Your ad copy is the treatment and crafting effective advertisements is the easy part. However, the diagnosis is where it gets tricky. Many diseases share the same symptoms. Getting to the bottom of the disease is more than glancing at the symptoms and immediately prescribing a cure. In the same way, you want ad experts or diagnosticians to accurately examine the flaws in your ad strategy. Creating a strategy is a cold, objective and suspicious process because we're looking at all angles. This is a fact, and your business will need scientific objectivity to get to the root of the problem. Not all advertising experts will do this, because they're satisfied with your self-diagnosis. That's not who we are. Wizard of Ads™ is committed to helping you craft disruptive ads and ad strategy that help you become a household name. If that's what you want, all it takes is booking a free call with Ryan Chute, of Wizard of Ads®.

(Online)
(Offline)
(Ad Strategy)
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 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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