(Marketing Strategy)

Lead Generation vs. Digital Presence

Ryan Chute
Ryan Chute
May 10, 2022
Lead Generation vs. Digital Presence

Building a stable, sustainable, and ever-growing flow of leads requires a strong digital footprint. Your digital presence is made up of two key components: branding and lead gen. To have a digital presence that is void of quality brand elements creates a foundation of bricks without the mortar. Companies that rely solely on generating leads without the substance, depth, and value that the right brand message provides will only pander to the least desirable kinds of prospects, the transactional shopper. Sure, you’ll attract the odd relational buyer who hasn’t yet found their forever provider, but do you want to be a blind squirrel searching for nuts, or a fat squirrel with a tree full of nuts? It really ends up being a choice between quality and quantity. Done right, with a willingness to take a little bit longer upfront to bake the strategy all the way through, you can have a quantity of quality. Based on the fundamentals of neuroscience, psychology, and consumer behavior, it is impossible for lead generation to grow your business beyond the natural 7% of demand in any given marketplace at any given time. Lead generation is designed to be forgettable, and the brain is designed to forget the unmemorable and infrequent. This is why having a balanced and consistent digital presence paired with a branding strategy is essential for stable, sustainable growth. If you had to choose between 2 opportunities, one being a prospect who is inclined to close on the first sit at a higher average sale and profit, and the other one was not, the choice really does make itself. This is the fundamental difference between only running a lead gen strategy and having a healthy digital presence paired with a powerful brand identity. Lead gen makes you a slave to Google Ad placement auction system and the negative impacts of seasonality. Make no mistake, lead gen is essential to your business success, but not the way you are thinking about it today. In this article, we'll take a look at the difference between digital presence and lead generation. This will give you a better understanding of how you can navigate the online environment and build a strong tribe of leads that convert to high-quality appointments.

Digital Presence

Digital presence is a term used to describe an organization's total online digital footprint. Your digital presence includes your website, your social media profiles, landing pages, directories, backlinks from other websites, and other digital assets that are discoverable online. You can have a healthy digital presence that helps generate leads or you can have a toxic digital presence that repels potential customers. Whatever digital real estate you choose to erect should be protected and maintained. That means deleting abandoned Twitter accounts, ancient YouTube pages, updating the social media buttons on your website, and everything in between (like that dusty old blog you haven’t posted to in 8 years). Several factors impact digital presence, including things like the quality and consistency of digital content, Google and Yelp reviews, social media engagement, and digital interactions with your brand. Ultimately, having a strong digital presence is key to building trust and credibility online, so it is important to be thoughtful about how you use digital tools and platforms. At Wizard of Ads®, we are always exploring new ways to help our clients build a strong online presence. If you are interested in learning more about elevating your brand to thrive, book a call with us today!

The Elements of Digital Presence

The Essential Elements of Digital Presence

There are a few key elements that make up a strong digital presence. Here are some of the most important ones to keep in mind when increasing online visibility and reach. Having a strong digital presence is all about creating and publishing valuable content that shows your prospects that you’re the right choice over your competitors. While your competition is posting boring content that no one in their right mind would ever read, view, or share, your content is entertaining, edutaining, and endearing.

  • Website: A website is the cornerstone of your digital presence foundation. It’s where people learn the essentials of your business and convert into appointments. When a cornerstone is set incorrectly on a building, the entire building is compromised. The same is true for your website in relation to your digital presence.
  • Blogging: Publishing regular blog posts that focus on relevant topics to your target audience can increase brand awareness and credibility. When the message avoids selling and focuses on edutainment, it will add to your positive digital presence. Blogs are the primary tool for SEO, which is a game your residential home service business is not likely to win on the big play. Therefore, if you’re going to invest time and money into blog content, don’t ignore SEO, but focus your efforts on human optimization first, and backfill it with search engine optimization.
  • Email Marketing: Email marketing is a great way to keep in touch with your audience and nurture leads. A well-crafted email campaign is an effective way to increase your online presence and drive traffic to your website and social media channels. The best email campaigns focus more on developing the relationship, and less time sticking your hand out like a teenager looking for his unearned allowance.
  • Social Media: Social media is a powerful tool to increase your digital presence and, more importantly, your presence in the heart and mind of your prospects. When you abandon the notion of selling on social media and focus on delivering value in the form of entertaining shareworthy content, edutainment, and encouragement to others, you will have more people willing and actively paying attention to you when you do have something valid to sell.
  • Reviews: Reviews establish trust where trust otherwise does not exist. Prospects discover and disqualify companies that have a low star rating. Pairing a high star rating with a high volume of reviews acts as an indicator that you are a relevant business. Protect your online reputation with your life. Your lifestyle depends on it.
  • Directories: Directories are typically not a primary source of leads, rather an effective way of driving up the number of backlinks to your website. The more backlinks you have, especially from websites that Google deems as highly credible, the better you rank in the Google algorithm. This means better positioning of your ads. The first and most critical directory is your Google Business Profile (GBP) formerly known as Google My Business (GMB).
  • Paid Advertising: Paid advertising is a necessary evil in every marketing strategy. PPC and LSA ensure that you show up where your prospects are looking when it comes to the zero moment of truth. This is the moment that a prospect needs and looks for your service. In a digital presence strategy, the three key areas that you need to pay to show up include your brand, your competitor’s brand, and keywords that suggest an action for consuming your service, or what the Wizard’s call the ‘Near Zero’.

Lead Generation

Most people believe that lead generation is the process of bringing in potential customers or clients through digital channels. It is not. If we can agree that the buyer’s purchase process begins with Attention, leading to Interest, and then to a Decision, then lead generation is about employing tactics that motivate the Action to click on your company over others (A. I. D. A.). Digital Presence includes the elements that generate interest that lead to a decision that your company is the right choice. Great branding is what captures the attention of a too-busy public before they need the thing you sell. The exclusive goal of lead generation is to convert leads into prospects, which are people who need your thing but have yet to make a purchase. This is why leaning on lead generation to capture attention and create interest that leads to a decision to choose your company over others is a fool’s errand. You will be a slave to natural demand cycles and Google advertising auction prices which is neither consistent, reliable, or affordable. There are several ways to go about generating leads, and the best approach will vary depending on your market demand, competition, visibility, and yes, your digital presence.


Essential Lead Generation Tactics

You have a bevy of lead generation tactics at your disposal. This is the obsession of most digital marketing companies, regardless of the quality of the lead that is generated. New tactics are invented every day, but you’ll find that quality digital marketers will stay focused on the most tried and tested platforms to protect the limited budget available to the majority of residential home service companies. There are plenty of tactics that you can use to generate leads for your business. The key is to focus on the quality, not just the quantity of leads you receive. Otherwise, you risk overspending on low-quality leads that do not convert into an abundance of appointments that convert on the first sit at a higher average sale and profit (C. A. P.).

  • Paid Advertising: When paired with a solid branding strategy, PPC costs per acquisition will continue to lower as direct and organic searches increase. It is essential that you show up where your prospects are looking. Be sure your branded PPC campaigns are robust, including misspellings, brandable chunks of your offline messaging, taglines, and other embedded codes that your branding strategy has employed.
  • Google LSA: Local Service Ads offer additional credibility and top-of-page presence. LSA currently produces leads that convert at an 8:1 ROI and an average of a 60% conversion to appointments. If you want to send your limited supply of skilled Techs to a appointment, LSA is a proven winner for high C. A. P. opportunities.
  • Email marketing: It is incredibly easy to break the trust and engagement of your clientele with a poorly designed email campaign filled with transactional offers and too high a frequency. When delicately designed to sneak in a soft call to action (CTA) amongst some super helpful, entertaining content, your conversions increase as more people remain willing to open and read your content.
  • Landing pages: Creating targeted landing pages with relevant, persuasive information and a strong call-to-action is becoming the standard in paid advertising. As business owners are afforded less and less control over the copy, targeting, and costs, the content on the other side of the click must be powerful, specific, and valuable. An extension of your website, all paid advertising must be conversion-rate optimized (CRO) for maximum results.
  • Text messaging: Our phones are computers, and one of the highest open rates comes from SMS text messages. Don’t take your copy lightly, though. Because of its unbridled access into your prospect’s pocket, your message must be on point and to the point. Forget about your immediate, short-term needs, and focus on delivering big value in 160 characters or less.
  • OTT and Targeted Cable: Over the top are ads that play on streaming services, including Hulu, Prime, and in some cases targeted zip codes on cable. While extremely difficult to buy efficiently with the proper frequency and reach, a well-crafted media buy on these media with the proper frequency and message can be deadly. Business owners are best advised to hire a professional media buyer to navigate these buys, or risk spending far too much money on the incorrect reach and frequency for the investment.

Lead Generation Tactics To Avoid

While some lead gen tactics will continue to serve you well, others are nothing more than a stinky red herring. These tactics are not generating a conversion to an appointment. These tactics are just creating price sensitivity, unrealistic expectations, and low margins. Do these media work? Of course. For the right products and services. Just not the products and services that a typical residential home service provider offers.

  • Coupons: Coupons are the crutch of ineffective and fearful digital marketers. They will very convincingly tell you that coupons generated an abundance of leads when in actuality, the only reason the coupon was the natural path of the customer was that it simply existed. Any customer, including Jeff Bezos and Elon Musk would use a coupon if you offered it to them. Don’t be seduced by the deception of the desperate looking for your approval.
  • Social media marketing: Utilizing social media platforms to sell your products and services is risky business. People go on social media to be entertained and edutained. Social media is an excellent medium for small impulse buys, but rarely a place to generate high C. A. P. customers. Nurture high C. A. P. prospects, absolutely. The question you’ve got to ask yourself is, do I want to be the cool kid that captures the attention and interest of potential buyers with highly shareable content, or do I want to be the lurky sales guy who's only trying to sell stuff? Deliver value; keep it social. If you’re going to go for a sales pitch, do it infrequently in an entertaining manner with a low-priced, impulse buy.
  • Display Advertising: Display ads are the pre-roll ads that you see in the middle of Facebook content, YouTube videos, and in between rounds on your free online games. These ads are notoriously inexpensive with monstrous impressions, but incredibly low conversions. In very limited applications (like branded recruitment) there are opportunities that make display ads a great option, but rarely will you convert a lead for an externally triggered, grudge purchase.
  • Digital Radio and Podcasts: There are a number of great ways to leverage digital radio and podcasts for internally triggered impulse purchases. It is nearly impossible to leverage these media for externally triggered grudge purchases due to a lack of effective frequency and reach. The data clearly supports traditional offline mass media still currently delivers a superior frequency and reach, which means more people hear your message enough times to remember you.
digital presence

Lead Generation vs. Digital Presence

Lead generation is a small subset of your online presence. It is an essential component of your marketing strategy to get the lead over the curb and call you for an appointment. Lead gen is not, and will never be a comprehensive marketing strategy, albeit the one that most new home service companies have to start with to generate the revenue needed to support a comprehensive marketing strategy that includes branding. Branding creates attention, interest, and the decision that you are their service provider of choice. Lead generation tactics have the lead convert into a prospect. Your online scheduler or CSRs are the ones who convert the prospects into appointments. Investing in a comprehensive, single, unified marketing strategy will help you attract high C. A. P. prospects leveraging a powerful message that takes up quality real estate online and in the buyer’s mind. Whatever you choose to invest your time, energy, and money into, be ready, able, and willing to maintain a consistent and engaging presence. If you cannot be consistent, don’t do it. Delete it. A message that delivers 100% of your leads to you 10% of the way is far worst than a strong message that delivers 10% of the leads to you 100% of the way. Your online reputation is everything. Be prepared to defend it with everything you’ve got. This includes creating content that is entertaining, edutaining, and endearing. Yes, even residential home service companies. Great content is about your customers and their lives. Terrible content is about you and your company. Very little selling is done online with externally triggered grudge purchases. Spend your time providing value that your prospects are inclined to find valuable and share. This often means saying considerably different things than you would say if you were on an appointment. Your website is the lynchpin to everything you do online. While many digital marketers will try to justify why you need to have a monstrous website, what you really need is a highly intuitive, simple website that does nothing but converts leads into appointments at the highest conversion rate possible. Do not get ‘sold’ on a bloated SEO strategy that you have no chance of winning against the aggregators in your marketplace. There are far better places to redistribute your marketing dollars to reach more prospects, more often. Digital presence is important for all businesses, but for small businesses, it is especially important for generating leads. A strong digital presence will help you attract more visitors to your website, and it will also make it easier to convert those visitors into leads. When it comes to lead generation, it's important to remember that you need to focus on quality over quantity — after all, it's better to have fewer high C. A. P. leads than a large number of low C. A. P. leads. Combined with a branding strategy, you’ll see your volume of high C. A. P. leads rise exponentially. You can generate high C. A. P. leads by creating content that is relevant and useful to your target audience. Paired with an expert-level branding campaign and a solid digital presence, you will soon see your cost per lead drop and your profitability rise. At Wizard of Ads®, we use the latest methods for improving your digital presence and lead generation. We help you target those high C. A. P. leads who are actively in the market for your thing, and more importantly, those who are not in the market right now for your thing but will someday need your thing. With the right message, frequency, and reach, we make your brand a household name. Book a call with us today to get started!

(Lead Gen)
(Lead Generation)
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.

Ready to transform your world?

(do it - you
deserve this)