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Learn These New Words and Be Ahead of the Pack

Ryan Chute
Ryan Chute
August 5, 2022
Learn These New Words and Be Ahead of the Pack

We all want to be ahead of the game. That can be that one office dude who wants to be the star amongst his ‘Realm of Association’ or peers. Or that can be you, against your competitors in the residential home service industry. However, not all people realize that 'getting ahead' means introducing new ideas to a sometimes stagnant plan. This applies to your business. If you want to conquer your industry, you need people attention so they can actually see what makes you different. _What's that new, interesting, or different variable you're adding to the equation? Why should customers want to try your solution? The answer? New words. That's right, new words. When you use words that pique people's curiosity, you become the person that 'has something to say.' People gravitate towards you for a drizzle of your new wisdom. Customers see you as the business like no other. After all, you say things that others don't. You probably know things that most don’t, especially being an expert in your industry. That's the wonder of spearheading new ideas. By introducing new ideas, you help attract and keep people's attention, cementing your brand into a household name. You rise above the Sea of Sameness. You stand 600 ft. above your competition. Keep reading if you want to learn what they are.

Old vs New

The concept of old vs new ideas came from one of the greatest business and communication minds of the century, Roy H. Williams. In one of his Monday Morning Memos, he said: "Old ideas are carried by old words. New ideas are carried by new words. Old words keep you inside the box. New words help you escape it. "That's how the world operates. All obsolete ideas are defined by the words of their time. In 380 B. C. a Greek astronomer called Eudoxus said the earth was the nucleus of the solar system. It's the center of the entire cosmos and everything revolves around the earth. His concept introduced the first geocentric model of the universe. The thing is, we've seen one too many technological advancements throughout this lifetime. Everyone knows the planets don't revolve around the earth. Now then, how many more people do you hear using the term geocentric, today?**Exactly.**Introducing new ideas doesn't mean making up ‘alternative facts’. New ideas are based on actual real facts. It does mean using new words to tickle peoples’ inquisitive nature. For a business, if you want to introduce compelling ideas about old things, you need to describe them with equally fresh and unique words. That's how you brand your business as revolutionary. You become a trendsetter, and once people start noticing your novel ideas, you evolve into the game-changer. Let’s be honest, innovations in the home services industry might not come by very often. You need a means to set a unique angle, even if the products and services you’re selling aren’t new. This can be done by using new words to portray your services as something no one’s experienced before. Everybody wants to get ahead. If you want to make your business the household name in the residential home service industry, you'll need new ideas. Wizard of Ads® partners are a veritable fishbowl of new, interesting, and different ideas. Book a call.

Remain Inside the Box and Fall Behind the Pack

Remain Inside the Box and Fall Behind the Pack

Let's take a quick look at two marketing campaigns from two different roofing contractors. Roofing contractor 1 says: "We have a new metal shingle that not only looks like highend slate, but weighs four fifths less than slate. This will allow you to install your new roof in one day on your existing truss system without even having to remove the asphalt underneath. While it costs 50% more than asphalt up front, it is half as much as slate, and comes with a non-prorated 50 year warranty. This makes it cheaper than both asphalt and slate in both total cost and cost of ownership because you’ll have to buy 4 asphalt roofs and make numerous repairs to slate in the same time period. Not only will you have the nicest looking house in the neighborhood, this roof will add a one-for-one return on investment to your home, creating instant equity. What asphalt roof will do that?” Roofing contractor 2 says: "For all your roofing needs, our team of reliable and fast-acting workers are here to help. We have convenient hours, offer free estimates, and financing options. We only install 25 year shingles to give you peace of mind. Whatever roofing solution you may require, your roofing wish is our command." Both roofing companies offer value, but who would a customer rather choose?Introducing novel ideas like the "metal shingles that look like slate" already gets the first business ahead. New ideas like this make people wonder what you're selling. It keeps customers on the edge of their seats. It creates the illusion and pre-conception that a business's set of services is one-of-a-kind and no other companies offer it. That's the power of new ideas. It creates an unrelenting brand that automatically sets you ahead of your competition. Even if customers don’t do intensive research, they already have a perceptual reality that you’re the solution to hire. Let's face it, all businesses nowadays use the same words to describe ideas. Like target customers, demographics, gross impressions, and unique selling propositions. If you want to remain boxed and compete with other businesses within the same enclosure, be my guest. Use the same terms. Don't differentiate yourself. However, if you want to escape the box and explore uncharted territory, learn new words.

Learn the New Words

Learn the New Words

The only question that matters now is, do you want to keep up with the times or do you want to get ahead of the curve?Here are the new ideas you may want to get behind and use for your branding:

Felt need

These are the desires in the heart of customers. They are deemed necessary by customers to correct any deficiency they perceive in us. Everyone has respective needs, but felt needs are universal. They are often these three things: money, energy and time. When your customer's have their felt needs MET, you are actually selling ‘happy’.

Relevance

Relevance is more than the pertinence of a business to employees, customers, and stakeholders. It is also the degree a business or solution addresses a client's felt need. In other words, a rendered service is relevant if it meets or exceeds your customer's underlying felt need (money, energy, and time). In short, it matters if you solve their perceived problem.

Credibility

Credibility is the degree to which a message is believed. It is a measure of how trustworthy you are as a business and how reliable your services are to your marketplace. You attain credibility by under promising and over delivering, exceeding your customer's expectations. No amount of new ideas will cover up a substandard service for long.

Impact quotient

Impact quotient is the combination of relevance and credibility. The more relevant and credible your business is, the more you become the frontrunner for a service. Your impact quotient will go up with the right combination of new words. This is what we call the stickiness of words.

“It’s not what you say, it’s how you say it.” — Roy H. Williams

Competitive environment

Yopur competitive environment is the objective assessment of two key things:

  1. Your specific market conditions
  2. Your standing in the market relative to your competition

In other words, it's the strengths, weaknesses, opportunities, and threats of your company compared to the strengths, weaknesses, opportunities, and threats of your competitors. This includes your reputation, product or service lines, and brand awareness.

Limiting Factor

These are the elements or aspects of your business that holds you back. Derived from Liebig's law of the minimum. It says, your overall productivity is not measured by the abundant elements but by your most limiting resource. Where are your bottlenecks, breakpoints, and blind spots?

Unleveraged Asset

It's the ace you have up your sleeve that you’ve yet to play. Something that, when used effectively, will give you a significant competitive advantage. This is one of the most powerful tricks you can play to move to first place.

Core Competence

Your CORE Competence is what you do consistently well. This is what you are known for. Very often companies make the mistake of diversifying their offering so much that their impact quotient drops. Sometimes it’s because they are confusing their prospects. Sometimes it’s because they come across as generalists, not specialists. Southwest Airlines stay focused on regional flights with no seat assignments or food service. Just fast, easy service. That’s their CORE Competence. What’s yours?

Market Potential

The total dollars that are up for grabs in your industry or business category. This is the amount of money you and your business rivals are competing over. One way to measure this is through your [NAICS code](https://www.census.gov/naics/#:~:text=The%20North%20American%20Industry%20Classification,to%20the%20U. S.%20business%20economy.). NAICS or North American Industry Classification System is a six-digit numerical code that classifies businesses by industry. This code reveals the size of your potential market.

Share of Voice

Share of voice is the percentage of all business advertising in the category. It's the clout that a business or an advertiser has on the public. Location visibility, word-of-mouth, signage and impact on the industry, are included in this metric. When you can boost your share of voice in your market to the correct frequency, you will stand a greater chance of going from name recognition to a household name.

Share of Mind

The percentage of how much business owns the mind of the general populace. In other words, the mental real estate a business has in the target audiences mind. A higher share of mind means a higher conversion possibility with every published ad. It is measured by the equation: Share of mind = Share of voice x impact quotient

Share of Market

Share of market is how much an advertiser or a business owns from the total business in a category. Basically, the percentage of how many dollars you siphon from the market potential. Once you have total market potential dollars for your industry, take your topline revenue for the same reporting period and divide it into the market number to calculate your market share. Share of market = Your revenue / Market potential revenue

Authenticity

Authenticity is the measure of your overall realness. It's about how your prospects perceive you, based on who you say you are or what you say your business is paired with reviews and personal experience. The more authentic you are, the more trustworthy you appear in the eyes of your potential buyers.

Transparency

Transparency is a measure of truth. It's about a business showing their flaws along side their strengths. It's the admission of a downside rather than concealing or ignoring it. For businesses, being transparent and admitting their flaws and the flaws of their industry boosts credibility.

Personal Experience Factor

The personal experience factor is the buzz made by past customers regarding their experience with your business. Here's the challenge: If your buying experience doesn't align with the declared authenticity you present in your marketing, you lose credibility. You need the word on the street to coincide with your messaging. Do what you say you’re going to do, and then a little bit more.

Ad-speak

Ad-speak is yesterday's advertising style. Ad speak includes unsubstantiated claims, generalities, education, and facts about your business. Ad speak is what makes ads sound like ads — and be ignored. They don't hold any weight, making them impressively easy to ignore and forget. These can be marketing cliché’s and generic phrases. For example, saying, “we're different” or, “the ones you can trust”, sound untrustworthy.

Curse of Knowledge

Those with the Curse of Knowledge know too much to make their communication as effective as it could be. These are the blinders that come with gaining expertise. Often those cursed are very intelligent, with an unwillingness to accept new, interesting, and different information. We see many business owners who have adopted obsolete strategies that no longer work that are predisposed to stick with what they know. It's about sticking with the status quo and being blindsided in the face of innovation or proven, yet ignored principles for shiny new tactics.

Brandable chunks

These are the vivid and recurring lines used by the Wizard of Ads™ for businesses that help define the brand. Taglines and slogans are acceptable in some situations, but brandable chucks ad further context and strategy. Brandable chunks allow your business do have a more dynamic narrative than being limited to one slogan.

Black Words

Black words are those empty words that don't contribute to a colorful and desirable mental perception. Every word that a marketer or business publishes should inform a customer's ideal perceptual reality. Businesses should remove black words from advertisements to make their concepts shine more brightly.

The 4 Keys to a Rainbow Future

The 4 Keys to a Rainbow Future

If you want to be the leader in your industry, you only need 4 things. Everything else stems from those qualities. Here are the 4 keys to your rainbow future:

  1. Remain relevant — Have the business and solutions that meet your audiences' felt needs,
  2. Protect your credibility — Be the symbol of trustworthiness and reliability in your industry.
  3. Speak to actual felt needs — Your advertising strategies must speak directly to your audience's felt needs. They must soothe their pain points and caress their pleasure points.
  4. Do what you say you will do — Authenticity is key. Make every effort to prove that your business is what you say it is. Overdeliver. Exceed expectations.

Everything written above is anchored on good business and marketing. Make sure you're equipped with the skills and experience to etch your business as the front runner in your industry. Wizard of Ads® can produce the new ideas to make that a reality. Book a call.

(Online)
(Offline)
(New Ideas)
(Origin Story)
Ryan Chute
Ryan Chute

"My milkshake brings all the boys to the yard, And they're like, it's better than yours, Damn right it's better than yours, I can teach you, but I have to charge." -Kelis Yeah. This is what I do for Home Service Companies.

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Frequently asked questions

Questions? We’ve got answers.

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

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

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

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

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

Marketing cannot fix a failing business.

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

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

How does the Wizard of Ads® for Contractors charge?

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

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

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

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

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

This is the perfect pricing model for Residential Home Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

There are also three market sizes to consider.

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

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

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

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

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

Are production costs included in your fees?

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

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

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

How long before a brand-forward strategy starts working?

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

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

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

How long before we’re live?

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

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

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

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

Are you exclusive?

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

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

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

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

Do you do digital marketing?

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

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

Do you do jingles?

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

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

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

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

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

Who owns the copyrights?

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

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

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

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

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

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

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

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

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

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