(Paid Advertising)

Journalism and Great Ads

Ryan Chute
Ryan Chute
November 1, 2022
Journalism and Great Ads

Let's face it, people who spoil the end of books for others are awful. Sure, subtle signs suggested Snape was a good guy, but still, it was a pretty big deal when it was revealed. And don't even get me started on the ending of Game of Thrones... Whatever the case, it's likely that once you've been spoiled, there's no going back. The fun is gone. The sense of wonder is extinguished. The chapter closes. Like your favorite book, great ads are meant to be savored. And just like books, ads can be ruined by spoilers too. This time, however, it's not a well-meaning friend who accidentally spoils the ending. It's the advertiser themselves. In the digital age, it's too easy for an advertiser to blend in amongst the crowd. I mean, how often do you see or hear an ad and think, "Oh wow, that was really clever" ?More often than not, like the rest of the internet, you're trying to figure out how to skip it. Why? Marketers too often give away the end of their ads before viewers have a chance to enjoy the journey.*spoiler* This does not make for good advertising. Marketers must be as creative as possible to cut through the noise of predictable ads. They need to create ads that tell a story, engage the viewer, and, ultimately, leave a lasting impression. What's the best way to do this? I’ll let you in on a little secret, very few ad writers have figured it out. We, however, have the answer.

The Importance of Opening Statements

Every great story – and every great ad – begins with a statement that triggers more questions than it answers. Do you remember the first time you watched the trailer for your favorite movie? You didn't know how it ended, but you couldn't wait to find out. So, you bought a ticket. The same should be true of your ads. As an ad writer, you must allow viewers to enjoy the journey before giving away the ending. To do this, start with a statement that triggers more questions than it answers. "I do not like to turn right when leaving my neighborhood…""I was an 8-year-old boy finding the wrench for my father…""You are sitting in a dimly lit restaurant when you hear an alarming noise…"_Like myself, you're probably thinking, "Why doesn't he or she like to turn right? Why is he finding the wrench? What noise?" Great! You're engaged. You want to know more. This is your movie trailer moment. Now, it's time to sell all the tickets. At Wizard of Ads®, we understand the psychology of marketing and how to influence consumer behavior. We also know that for your ads to be effective, they need to engage and speak directly to your market. With our experienced team of storytellers, we can write the script, produce the trailer and sell out the theater. Book a call with Ryan Chute of Wizard of Ads® today to get started on your next marketing masterpiece.

The Narrative Arc

The Narrative Arc

In every great story, there's a beginning, a middle and an end. Your business story is no different. After you've drawn your audience in with a strong hook, you need to keep them engaged with compelling content. The narrative arc of your story should take your audience on a journey. And along the way, they should come to know, like, and trust you and your business. It's important, however, that your narrative arc does not lose momentum. To keep your audience engaged, you must maintain a sense of wonder, curiosity, and suspense...You are sitting in a dimly lit restaurant when you hear a strange noise. The walls are covered with jagged shards of golden light. You then hear another strange noise. The jagged shards of light are missing. Murmurs of wonder flood the restaurant. The jagged shards appear again, dancing in unison to music that only they can hear. And again, they are gone. The crowd applauds the unexpected delight. Smiles are beaming, teeth are bright. More jagged shards and golden light. No one notices the man sitting at the table in the middle of the room, staring at his folded tablecloth, lost in thought. A woman then emerges from the shadows behind him. Startled, he looks up, and drops to one knee. The golden shards of light dance fast and bright across his face and hers. And they kiss. And the candlelit restaurant explodes in cheer. A tiny box now sits empty on the table. Flickering Firelight™ diamonds, available exclusively at Morgan Jewelers. Using various storytelling tactics, you can implement descriptive language to transport a reader into another world. And while your reader may not be interested in your product or service, imagination will likely keep them reading. But why would someone show interest in an ad that is irrelevant to them? Throughout history, humans have been known for their ability to solve problems. When an ad begins with a sentence that poses a question, we feel compelled to find the answer. So why must we always feel compelled to provide the answers? You may be surprised to know that people actually enjoy feeling like they’ve solved a problem on their own. Imagination is a powerful tool when it comes to problem solving. As adults, we must not forget the importance of imagination.

The 5 W’s of Journalism and Great Ads

Remember when you first learned how to write a narrative in elementary school? Maybe you were writing about your day or your summer plans. Whatever the case, you were likely taught to always answer the 5 W's: who, what, when, where and why. But as you've probably noticed, real life isn't always so cut and dry. Sometimes the best stories are the ones that defy easy explanation. The reason most people hate advertising is because people don't want to be sold to. Journalists, in particular, are why most people hate advertising. Unlike newspapers and magazines, ads don't have to answer the 5 W's. In fact, the best ads don't even try. Ad writers must leave some things unanswered. It's these unanswered questions that make readers want to know more and, eventually, buy what you're selling. Refer to the following ad: Guidomeyer’s Furniture is having a sale! This week, Guidomeyer’s is having a saleat 1715 Barkmaster Avenue! Save! Save!Save up to 50% this week at Guidomeyer’s annual clearance sale! Guidomeyer’s has been serving the needs of Pottersville for 71 years,so come to Guidomeyer’s and shopfor your furniture! We have recliners, coffee tables, end tables, nightstands, TV traysand financing will be available! Guidomeyer’s Annual Clearance Sale! This week! 1715 Barkmaster! Hurry, hurry, hurry before all the good stuff is gone!Guidomeyer’s!_Were you engaged by their obvious selling tactics?Probably not. But I bet you could point out the 5 W’s. To create an effective ad, you must not spoil your punchline. People are naturally curious beings, and we have a natural inclination to want to know what we don’t know. The same goes for your readers. Make them curious about what happens after every phrase, sentence and paragraph. Only then should you allude to the product or service you're trying to sell.

Holding Your Listener_s ATTENTION

Holding Your Listener's ATTENTION

So how do you hold your listener's attention? You guessed it: Curiosity. When you arouse someone's curiosity, they want to know more. Think about the last time you overheard someone talking about something they were passionate about or a secret. Chances are, they had you curious about what they were saying. You wanted to know more. To generate an effective ad, it is vital to maintain your readers attention throughout the entire process. How do you do that? Here are five important techniques:

  1. Open with a statement that triggers questions.- Spark curiosity about what the 5W's are.
  2. Introduce the narrative arc (the plot) quickly.- Embark on a journey with your audience. Let them explore it on their own.
  3. Never be afraid to surprise your reader. Be unpredictable.- Predictable ads are boring ads. Do not be afraid to take them somewhere unexpected.
  4. Lead your listener to a conclusion. Allow them to discover it.- Let your audience figure out the mystery for themselves. Lead them to your product or service in a way that feels rewarding.
  5. Leave out irrelevant or predictable information. Consumers hate ads that sound like ads.- The path to failure lies in ads that sound like ads. The best ads are those that offer insight and value.

From a young age, children are encouraged never to leave a question unanswered. Imagination, however, often requires that we do. Implementing these five techniques will help you create content that keeps your audience engaged. Only then will you be able to implement rhythm to make your message dance off the tongue.

Musical Writer’s POETIC Meter

Poetry is all about using language to create rhythm. Often, this rhythm is created through the use of meter, which is the pattern of stressed and unstressed syllables. There are many different types of meter, but one of the most common is the anapestic tetrameter, which is often used in children's poetry. Coined by Dr. Seuss, anapestic tetrameter consists of four feet, each containing two unstressed syllables followed by a stressed syllable. For reference, here is an example:_pum-pum-PUM-pum-pum-PUM-pum-pum-PUM-pum-pum-PUM_While that may just look like a jumble of syllables, when you read it out loud, you can start to feel the rhythm. Consider the following example from Dr. Seuss himself:

"You will come to a place where the streets are not marked.

Some windows are lighted. But mostly they're darked.

A place you could sprain both your elbow and chin!

Do you dare to stay out? Do you dare to go in?

How much can you lose? How much can you win?

And IF you go in, should you turn left or right...

or right-and-three-quarters? Or, maybe, not quite?

Or go around back and sneak in from behind?

Simple it's not, I'm afraid you will find,

for a mind-maker-upper to make up his mind.."

Like any successful poem, meter must be used skillfully to create a pleasing and compelling work of art. In fact, some of the greatest novelists, such as Ernest Hemmingway, have employed such devices in their writing. For example, the opening lines of A Farewell to Arms are rife with iambic pentameter. The use of meter can add a great deal of musicality and rhythm to a poem or an ad. It can also create a sense of urgency or foreboding, depending on the effect the advertiser hopes to achieve. My advice? Don't read ad copy to learn about writing successful ads. Read poetry, short stories, or even novels.

The Pulitzer and Nobel prizes in Literature

The Pulitzer and Nobel prizes in Literature

Among the things that I enjoy most about literature is the variety of forms and meters that writers use. Playing with words allows writers to create something beautiful and complex out of a simple idea. This, however, is not limited to storytellers. All writers, even beginners, can learn to use meter to create stunning effects in their writing. After all, meter is not just for poets! Ernest Hemmingway, for example, is known for his use of rhythmic, staccato prose. This style of writing is evident in his novel, A Farewell to Arms. Here is a short passage from the novel: "Troops went by the house and down the road and the dust they raised powdered the leaves of the trees.” Inspired by Bach, Hemmingway's heavy use of “and” breaks free from traditional rules to create a more lyrical, musical prose. This creates a more intimate connection between the reader and the story, as if it's being told to us directly. By choosing to break free from traditional writing rules, Hemingway explores different ways of conveying emotion and experience through language. After all, he didn't win a Nobel Peace Prize by sticking to what "works." So how can you use Hemmingway’s Nobel Prize-winning techniques in your own writing? Read more poetry, break the rules and become a storyteller.

Are you a Journalist, or an Ad Writer of Great Ads?

People who spoil the end of books for others are the worst kind of people. From a young age, we learn to read for pleasure, lose ourselves in other worlds and empathize with characters. Great ads should give your readers a similar experience. Whether you are a journalist or an ad writer, your job is to tell a story. And just like any good story, your ad must break free from the noise. Today, various brands are implementing the use of storytelling to deliver their message in a more creative way. Advertising using storytelling is a great way to make your ad more memorable and effective, regardless of the medium. At Wizard of Ads®, we believe that effective advertising always comes down to a great story. Backed by expertise and experience, our team is dedicated to helping brands create unforgettable advertising experiences. If you're looking for a team to help capture attention without spoiling the ending, book a call with Ryan Chute today.

(Great Ads)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

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

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

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

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

Marketing cannot fix a failing business.

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

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

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

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

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

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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