Lead Generation: The Who, What, Why, and How

Ryan Chute

June 10, 2022

Lead Generation: The Who, What, Why, and How

Lead generation isn't just about getting as many leads as possible, it's about making sure that your leads are coming to you for the right reasons. The best leads know, like, and trust you BEFORE they need your thing. They come to you because they believe you deliver competent convenience at a reasonable premium. These are often busy families who don’t have the time to fuss over multiple bids and second-rate service. They believe if a deal seems too good to be true, it usually is. They shy away from the suspiciously cheap and are drawn to the reassuringly expensive. They buy the $50+ bottles of wine and always look to make the right selection, not the cheap selection. These are Relational Buyers. Low quality leads come for the cheap prices. They also go for the cheap prices. They do not have a preferred service provider and they do not value the service you provide in general. They are unlikely to become a loyal, long-term client, and would sell their mother for a wooden nickel. These are Transactional Shoppers. Today’s close rate determines tomorrow’s sales leads. The relationship you have with your customers is so integral to exponential lead generation. A high-quality lead is a High CAP customer. These are the customers who close on the first sit, at a higher average sale and profit (High CAP). You have to nurture your lead before you can even think about closing the sale, and good advertising is the introduction to your brand integrity. Your CSRs, Techs, and Salespeople continue the conversation. If you hope to keep up the relationship, you have to deliver on the promises you make in your advertising. So, what are the best lead generation strategies that you can implement right now to start seeing more of those High CAP customers come your way?In this article, we'll go over the whos, whats, whys, and hows of lead acquisition so you attract better leads using the best lead generation techniques to start propelling your business forward.

The What

So, what is lead generation, and what types of lead generation processes are there?

Lead Generation

If you look up "lead generation" online, you'll probably get a definition that says it's "the process of identifying potential customers and convincing them to become your prospects through digital channels."Quite frankly, this isn't true. Most of us can agree that the buyer's journey starts when we grab their Attention. This will then lead to Interest, which ultimately leads to a Decision (sometimes incorrectly known as desire). So, if this is the case, lead generation really can be defined as a process that employs tactics that motivate Action. The action to click to your company's website over any of your competitors, and pick up the phone or fill out the online scheduler (A. I. D. A.).The ultimate goal of lead generation is to convert leads into prospects. These are the people who need what you're offering but have yet to make a purchase. And if you rely exclusively on lead gen for A. I. D. A., you're running a fool's errand. Why? Because you'll end up being a slave to the neither consistent, reliable, nor affordable natural demand cycles and Google Ad auction prices. A. I. D. A. is a team sport, and your branding efforts are the real ringer. Of course, there are several ways to approach generating leads, and your approach all depends on your competition, market demand, visibility, and digital presence.

Inbound Lead Generation

Inbound lead generation is a process where businesses can attract prospects through various means, such as PPC, SEO content, lead magnets, tripwires, funnels, phone numbers, and online schedulers. The aim is to then convert these leads into appointments. To be effective, inbound lead generation must be part of a broader inbound marketing strategy. This strategy should focus on creating valuable content that can be consumed by your target audience. The goal is to build trust and credibility with potential customers so that they are more likely to do business with you BEFORE they need to do business with you. This is where a solid brand strategy comes in. Think about it like a black hole. Your lead gen devices, like PPC ads, online schedulers, and trackable phone numbers are the event horizon. The gravitational pull of the black hole starts well before you hit the event horizon though. The better your branded ads, relational-friendly calls to action, and google reviews collectively, the stronger the gravitational pull to your business.

Outbound Lead Generation

Outbound lead generation are advertising tactics that focus on generating new leads through methods such as cold calling, door knocking, or email blasting. This approach differs from inbound lead generation, which involves attracting potential customers to your business through content marketing, social media engagement, and other online activities. Ever play Hungry Hungry Hippos? Outbound marketing is a mad clamor to reach out and scoop up as many marbles as you can before they’re all gone from the other hippos pounding the same playing board. This is outbound marketing. While there are pros and cons to both outbound and inbound lead generation strategies, many businesses find that outbound lead generation can be more effective at driving sales and increasing revenue in the short term. This is because outbound lead generation allows you to proactively reach out to potential customers, rather than waiting for them to come to you. This means that you can target your marketing efforts more specifically and generate leads that are more likely to convert into customers. Done too often to your existing clientele, and you’ll lose the opportunity all together. Be a farmer, not a miner. Are you seeking new ways to get more leads for your business? At Wizard of Ads®, we specialize in helping residential home service businesses build brilliant, disruptive brands with a story that has your target audience willingly step into your gravity well. If you want to learn more about how we help you generate High CAP leads and grow your business, book a call with us today!

The Who

Who out there needs lead generation? Everyone. Everyone needs lead generation. This isn’t the Field of Dreams. If you build it, they will NOT come. You need to go get them.

At any given time, 7% of your trade area is in need of your products and services. That doesn’t suggest you have access to all 7% of these prospects, however. Some of the 7% are already spoken for with a preferred provider, and some won’t be interested in your premium price model, no matter how good a sales team. And some will not be able to afford your solutions. Whatever leads are left over are, “The Undecided”. Not a name that generally evokes confidence, the undecided are willing to give you a try, but don’t think you’re friends. Now if leads come to you through a visceral response to your well-crafted branded advertising, you are no longer talking to the available, undecided leads. You are actually talking to all 68% of potential buyers that are able and willing to buy. Congratulations! You have won the game of lead gen before the game has even begun.

The Why

We have a lot of clients that do not need us to generate them more leads. They are booked out 2 to 4 weeks. They are inundated with business, but they are hungry for quality over quantity. They are hungry for higher-intent leads. They want more of the High CAP leads. And they even crave the high quality candidates needed to deliver an a world-class buying experience.

Improves Lead Quality

Lead quality is an important factor for businesses looking to succeed in today's marketplace. When you only have so many skilled Techs, it is more important than ever to send them to as many high-intent opportunities that you can. By focusing on lead generation strategies that attract High CAP prospects, businesses increase their one sit conversions at a higher average sale and profit. Whether you are just starting out or looking to level up your business, lead generation is an essential activity for growing your revenue.

Attracts Top Candidates

The number one greatest challenge for any growing residential home service business is that of capacity. When the volume of leads exceeds the number of hours you have to run the calls, you end up wasting lead generation dollars on lost opportunities. This is a tough pill for all ambitious leaders. When you attract top quality leads, you can attract top quality candidates who are looking to maximize their results too. Top candidates expect top shelf leads. The GlenGarry leads, if you know what I’m saying.

Ability to Target The Right Customers

One of the biggest mistakes businesses make with lead generation is chasing quantity over quality. Anyone can generate loads of leads for you, but what good is a lead that only costs you money? If the epic failure, Groupon, taught us anything, it was that there is no value in attracting a bunch of ungrateful, disloyal, and cheap customers to your business only to bleed you dry. Your lead gen strategy should be designed and catered to the types of people who are most likely to buy from you, stay with you, and recommend you. Look, any idiot can get you a lead by lowering your price. Literally, you can do that yourself. You don’t need to pay a digital marketer to lose you money on overpriced PPC campaigns that are designed for you to spend more, therefore, paying your digital marketer more.

Helping People Win

You cannot help people win, yourself, your employees, and your prospects, until you convert a lead into an appointment that can be run. Lead generation is a critical process for both buyers and sellers, as it allows you to close a deal or deliver a world-class buying experience to nurture future opportunity. Today’s closing rate produces tomorrow’s sales opportunities. It is your duty to not only get more people to experience your service, it’s your duty to close the deal.

Big Data - A Valuable Asset

Big data tells a story that steers marketing decisions. Knowing who is converting into a prospect based on what you put into the universe will allow you to modify your strategy to maximize results. I’m not talking about the deeply flawed ROI by lead source information. I’m talking about geographic, demographic, and psychographic information at the lead generation level, and more specific data for those that finance with you, including birthdays, personal information, and job data. Remember, big data is called big data for a reason. When you try to extrapolate a conclusion from too small a sample size, you make bad decisions. Assuming causation without appropriate correlation is a crime.

The How

How does a residential home service company generate more of the good leads? The first thing to do is abandon the tactics that attract low quality leads. Discounts, coupons, sales, and promotions are a red herring that are not helping you grow or profit. The next thing is to do more in your marketing than just lead generation. If nobody knows who you are or worse yet, they know your name and don’t have a trigger to pick you from a list of usual suspects, you will lose.

Companies That Reap the Benefits of Lead Generation…

Generate high-quality traffic

Going after high-quality over quantity means attracting a few less (approximately 16% less) leads by saying the right things before the zero-moment of truth. When undecided, they will be more likely to pick you out from the crowd as a best case scenario.

Generate more high-quality traffic

As you continue brand advertising and align it with your PPC and website copy, you will start to see a rise in higher quality leads. More people will connect with your brand, not just recognize it. The more you reach the mass market with the right message at the right frequency, the more direct and organic search is going to increase.

Bypassing PPC costs altogether is arguably the best valued lead generation, so make sure your website is optimized for conversions.

Boost lead conversion

Once you have an effective lead capture system in place, you can use conversion optimization tactics to boost the number of leads that actually convert into paying customers.

This might also involve optimizing your website for higher conversion rates, developing targeted email marketing campaigns, or using retargeting ads to bring visitors back to your site who didn’t convert the first time. Paired with an effective ongoing brand campaign, and you can nurture the relationship with your most loyal customers.

Increase ROI

High quality leads that are captured and converted through any of these methods will be great sales opportunities. Be sure that your techs and salespeople understand they are talking to relational buyers, not transactional shoppers. Have them assume the sale on every sales call, and be sure they have persistence through resistance to close those deals today.

Running a High CAP Lead Generation Campaign

Running lead generation is essential in every marketing strategy. Who you chose to attract and who you choose to lose matters. A lot. When you try speaking to everyone, you end up speaking to no one. Before beginning your next campaign, put some key pieces of information in place — specifically what you want to say, but more importantly, how you want to say it. Understanding your ideal customer’s felt needs, the gaps in your competitive landscape, and what you’re team is really great al delivering consistently, make you an anomaly. And that’s worth paying attention to. The biggest question you’ve got to ask yourself is why? Why do I demand more leads over less, high quality leads that my team can spend more time with and close at a higher average sale and profit on day one? Why do I allow digital marketers to charge me a percentage of my spend? Why do I want any lead over high intent leads? Why don’t I tell a better brand story and work hard at delivering a better buying experience? Here are some tips for elevating on your next campaign:

Determine your goals: What are you hoping to achieve with your lead generation campaign? Do you want to focus on increasing traffic, boosting conversions, sustaining customer retention, or appealing to High CAP customers? With a well-executed lead generation campaign, you can achieve all your goals.
Understand your target audience: Who are you trying to reach with your campaign? What are their felt needs and pain points, and how can you offer a solution? Researching this information will help you create more effective messaging for your campaign and pull at the heartstrings of your prospects.
Create content: Whether it’s an email or landing page, you want to ensure that your content is compelling and quickly communicates the benefits of your product. Appeal to your audience’s values by creating compelling copy that speaks to their inner truths. Craft a meaningful headline, and include visuals that align with your brand identity.
Make an offer that includes a call to action (CTA): Your offer should be something that doesn’t break the integrity of your brand identity. We call these Relational-Friendly Transactional Offers (RFTOs). It should act as a filter to appeal to your ideal client, and repel the cheapy cheapy customers.
Promote content: The more salient your content, the more your target audience will connect with you. Once you have a message that connects, share it everywhere you can. There are several tactics that you can use, including paid advertising, social media marketing, and email campaigns.
Create and optimize a funnel: Successful lead generation campaigns may require a well-crafted funnel that starts with attracting prospects and ends with converting them into customers. You’ll need to measure your results at each stage so you can optimize your campaigns along the way.
Test lead gen campaigns (A/B test): Measuring your campaign results will allow you to determine which campaigns are performing well and which can be improved. A/B testing is used to maximize the efficacy of campaigns, and should be part of every strategy.
Lead scoring: Once you’ve attracted a sizeable pool of prospects, it’s time to prioritize them by assigning lead scores. Lead scoring bases the value of a prospect on their likelihood to convert into paying customers and provides you with insights into which campaigns are performing the best. This is how you will know what leads are Low CAP and which leads are High CAP. Trace them back to your original ad set and you will know what works best to attract the High CAP customers.
Lead nurturing: After dialing in your High CAP prospects it’s time to nurture your relationship with them. Lead nurturing is the process of working at the relationship with something other than salesy stuff. It can take many forms, but some common tactics include email marketing drip campaigns, gifts, and thank you cards.

From start to finish, you can monitor and optimize your campaigns to ensure they’re as effective as possible. Knowing how to get High CAP leads is ideal for every business, but it can be tough to know where to go next sometimes. At Wizard of Ads®, we help residential home service companies generate leads that become loyal customers. With 35 years of experience, and a disproportionately high success rate, we can help you create and implement a marketing strategy that targets the right people. Book a call with us today to learn more about our lead generation services and how we can help you grow your business.

(Online)

(Offline)

(Lead Gen)

(Lead Generation)

Ryan Chute

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

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.

Under $3.6 million in revenue
Between $3.6 and $10 million in revenue
Between $10 and $20 million in revenue
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.

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.
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.
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.
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.
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.
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.
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.
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%.
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.
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.
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.
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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