(Paid Advertising)

Out of Style Ads

Ryan Chute
Ryan Chute
February 18, 2022
Out of Style Ads

It's 2022 and the world of advertising is evolving and transforming at a rapid speed. As we shift from traditional advertising to digital, we are finding new ways to advertise and are developing new ideas that have never been done before. Whether it’s targeted ads while playing a mobile phone game or a podcaster giving a shout-out to their sponsor, we see advertising in all realms of the digital universe— and it’s only going to expand from here. As marketers and advertisers, the possibility of having “out of style” ads may sound like your worst nightmare, but what does out of style actually mean? Is it really a bad thing?We’re going to challenge that very concept right here in this article and go over the biggest advertising trends to look out for in 2022.

What Do “Out of Style” Ads Mean?

When we think of “style” we think of a thing or idea that is popular and aesthetically pleasing to the masses. After all, we human beings at our core naturally just want to feel like we fit in and are accepted within our community. We would rather hear someone tell us that our red boots are stylish than tell us they are weird or different— it’s just the way it is. Even so, do you think the most successful entrepreneurs and brands got to where they are today from staying in style? No. They broke the mold and paved a new path to their success; and eventually, everyone got on board. See, “style” is the unmistakable mark of a follower, and those who are boundby it are fated to be eternally average. Followers have a continual fear of breaking theunwritten rules, but they are unwritten because they can always be challenged. So do we think having “out of style” ads is a bad thing? Absolutely not. It means you are owning your creativity and individuality to trailblaze your way to success, rather than just being the average follower. Yes, having out of style ads will always stir up snickers and criticism from somebody somewhere, but remember, that person is only average.

Why Being Confident of Your Own Products is Vital to Every Business_

Why is Being Confident in Your Products Vital to Every Business?

As a business owner, you must be confident in your brand, what it stands for and the products you sell. If you aren’t confident, it will show in every facet of your marketing and advertising and get buried under the brands that break the mold. For instance, business owners rarely speak on behalf of their own company as it is deemed to break an unwritten rule and an out of style advertising tactic. Yet, some of the most successful brands have done this such as KFC’s Harland Sanders, Chrysler’s Lee Iacocca and Men’s Wearhouse’s George Zimmer. These business owners rejected the idea of being average and gave out of style ads a chance and it provided outstanding results. How about you? Do you have what it takes to look the world in the eye and tell your brand’s story with confidence? Or do you fear what people might think? At Wizard of Ads®, we can help you build the confidence you need to make your brand both innovative and successful. Contact us today to learn how to create out of style ad campaigns that will break the mold of your industry.

What is the Out-Of-Home (OOH) Style of Advertising?

Out-of-home advertising (OOH) is the marketing of brands or products through billboards, signs, placards placed in public transit vehicles/stations/ferry docks, etc. The main goal is to advertise a brand/product to the target audience members who are out of their homes and happen to pass by or stop for a moment near the sign or poster installed at sites such as bus stations, ferry terminals and train stations.

Advantages of OOH

OOH advertising is an effective way of promoting your product as it can reach the consumer when they're on the go and able to take notice. Research has shown that 69 percent of consumers took some type of action after seeing an OOH ad whether it was visiting the business in person, searching for an advertiser online or posting about them on social media. Other great advantages of OOH include:

  • It’s cost-effective: OOH advertising is one of the most affordable ways to advertise in the industry. Even the highest exposure areas are cheaper than digital advertising prices.
  • It generates an immediate impact: When your target audience is in the market for a product or service of yours and sees your ad while they are out and about, they are more likely to take an immediate action than when they are in the comfort of their home.
  • It incentivizes impulse buying: OOH ads are placed particularly in places where someone will impulsively buy your product— i.e. when there’s a tired driver on the highway, they will see signs for restaurants and hotels that will give them the impulse to buy.

Disadvantages of OOH

Just as out-of-home advertising comes with its various advantages, it comes with its disadvantages as well.

  • Success isn’t guaranteed: With OOH advertising there’s no guarantee that someone will be interested or even notice your ad if it’s not strategically placed.
  • The ads aren’t targeted: OOH ads are displayed to the general public, so instead of it targeting a specific audience, it targets everyone which can make lead generation more difficult.
  • It’s harder for consumers to remember contact information: When people are out and about, they might not have time to write or type down your ad contact information. Instead, they might make a mental note that they will likely forget.

What are the New Ads Trends of 2022?

To be a trailblazer in the advertising industry, you still need to be aware of what is currently trending and use that information as inspiration or a point of reference to create an even better idea. Here are the Top Ads Trends for 2022.

Artificial Intelligence (AI) Advertising

Artificial Intelligence (AI) Advertising

Artificial Intelligence is changing everything from how we communicate with one another to what products we find are most efficient in our daily lives. The global AI market has been predicted to snowball into a $190.61 billion market value by 2025 with a forecasted annual growth rate of 33.2 percent between 2020 and 2027. There’s a multitude of reasons why AI has become such a top dog in the advertising game. They are able to process extremely large data sets which allow them to target customers in ways that no other "traditional" marketing strategy can do. It’s more accurate than any human could ever be, yet still maintains the ability to customize itself for each customer or user based on their prior preferences. This is why AI has been such an effective machine; it can find patterns within inconceivably large amounts of data.

Personalized Content Ads

Personalized content advertising is the method of creating ads tailored to individual consumers based on their online activity and interests. You can personalize them through Google ads, Facebook ads, Bing ads, Gmail ads and more. The emergence of personalized content ads is naturally a result of the increasing number of mobile users and marketers' efforts to enhance web experiences for target audiences to increase engagement and customer loyalty. In fact, it is becoming more difficult than ever before for marketers to create custom content that will attract people's attention and stand out from the crowd. This is why they are constantly looking for new ways to find buyers in this "content jungle" by setting their sights on personalization tools such as machine learning, data mining, predictive analytics and contextual targeting.

Micro-Influencer Advertising

Micro-influencers are people with a large following on social media that monetize their popularity by providing brands advertising services under a contract. This is a form of advertising that has been trending recently and working well for brands because of the more relatable and social influence these micro-influencers have on their followers. Micro-Influencers have an engagement rate as high as eight percent. A survey from Linqia showed that 48 percent of marketers said influencer marketing is one of their top three growth strategies. Not only that, 58 percent indicated they plan to increase spending in influencer marketing over the next 12 months.

Instagram Reels and Tiktok Ads

The way we digest media has completely changed and has become more bite-sized than ever over recent years. A great example of this is Instagram Reels and Tiktok. Instagram Reels and Tiktok ads are short video advertisements that can be anywhere between 15 seconds and three minutes long and play automatically when viewers scroll through their feed. These site’s algorithms are like your best friend to ensure your ads are going to your niche target audience. Many brands are using Instagram Reels and Tiktok web advertising for not only running ads on their own products but also for products of other brands that they collaborate with.

Personalized SMS Ad

Personalized SMS Ads

Personalized SMS advertising is a relatively new trend in online marketing, but it has been fairly successful. In fact, according to Savio's SMS Trend Report, over 60 percent of marketers have tried personalized SMS advertising and 79 percent of them believe it is a very effective way to reach customers. This method of advertising has risen in popularity due to its highly interactive nature and effectiveness at reaching hard-to-reach audiences who have little to no interest in traditional advertising methods. The whole idea behind personalized SMS advertising is that a business or brand can create a database of their customers' cell phone numbers and then send them custom-tailored text messages that include promotional information related specifically to their purchase habits.

Games and Apps Ads

More and more people are putting down the console and playing games on their mobile phones. This offers up a whole new platform for businesses to advertise their products and services with mobile gaming ads. In 2015 alone, revenue from mobile games topped $25 billion. In fact, one in every three minutes spent on a smartphone app relates to a game. With mobile gamers becoming one of the top new target customers, it’s no wonder why businesses have capitalized on pushing banner ads and video ads through this channel. Studies have shown that more than 70 percent of gamers actually prefer watching video ads because they are set up with the incentive of more game points or other kinds of rewards to redeem for your game. Now that you have discovered the magnificent hidden power that out of style ads can bring forth to your business, it’s brand and your target market, you have all the tools and resources you need to not be an average follower, but an advertising trailblazer. Be sure to use the top 2022 advertising trends as your foundation in creating a newer, better way of advertising that paves a new and lucrative path for your business. At Wizard of Ads®, we are right here to help you every step of the way. We have helped countless clients create engaging ads that are both innovative and legendary. Contact us today to learn more about what we can do for you and your business.

(Out Of Style Ads)
Ryan Chute
Ryan Chute

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

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Frequently asked questions

Questions? We’ve got answers.

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

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

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

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

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

Marketing cannot fix a failing business.

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

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

How does the Wizard of Ads® for Contractors charge?

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

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

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

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

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

This is the perfect pricing model for Residential Home Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

There are also three market sizes to consider.

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

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

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

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

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

Are production costs included in your fees?

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

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

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

How long before a brand-forward strategy starts working?

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

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

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

How long before we’re live?

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

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

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

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

Are you exclusive?

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

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

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

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

Do you do digital marketing?

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

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

Do you do jingles?

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

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

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

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

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

Who owns the copyrights?

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

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

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

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

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

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

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

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

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

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