Pay Attention: Smart People are the Worst Explainers

Ryan Chute

August 19, 2022

Pay Attention: Smart People are the Worst Explainers

Do you believe you pay attention?Me too. Like me, you probably think you're pretty good at it. After all, you're reading this sentence, so you must pay attention, right?To my surprise, I don’t pay attention half as well as I perceived. Not really. I'll prove it to you. Let me ask you a question. What color is this text?If you're like most people, you probably didn't even notice the color of the text. You were too focused on the words to pay attention to something as trivial as the color. Plus, it’s not like it’s one of the colors that grab attention. But here's the thing: The color is essential. It's a big part of what makes this text readable. Without it, the words would be a jumble of shapes and lines. The color is also critical for another reason. It's an example of something that you're not paying attention to. You see, we humans don’t pay attention to things that don't stand out. We miss details, forget things, and often don't notice when something changes. That is called inattentional blindness, and it's a real thing. It's one of the reasons why intelligent people are often the worst explainers. Smart People are so used to seeing the world in a certain way that they don't even notice when things are different. They assume that everyone sees the world the same way they do. But we don't. We're all paying attention to different things, and we all have our own biases and blind spots. That's why it's so important to be aware of inattentional blindness. It's not just about being a better explainer; it's about being a better thinker. The next time you're trying to explain something, pay attention to what you're not seeing. It might be the key to understanding why your explanation isn't working.

How To Address Quick Questions

Imagine this scenario that provides a physical boundary for its participants. (This is a rendition of the Monday Morning Memo from Roy H. Williams):You go out the door. Someone’s forefinger raises and asks, "Quick question." They then tie you up for the next 30 minutes. Have you ever been caught in this way?You smile as you walk away from a quick question and say, "Walk with me," because you can't give everyone 30 minutes who raises a finger. The next time you're accosted, walk away and say, "Walk with me." The inquirer will almost certainly fall in step beside you. You've been "captured" if you stop walking. They capture your attention. A walking person is clearly on a journey, so, "Walk with me" implies that your chance to speak with them will be over once you reach their destination. To guarantee that quick questions stay short:

Shake their hand and say, "I'm delighted we had the opportunity to chat."
Vanish immediately.

We want to talk to residential home service contractors. Our marketing strategies can help you capture the right kinds of conversations conducive to your company's success. Book a call with Ryan Chute of Wizard of Ads®.

"The Bedrock of Leadership Excellence"

Tom Peters is (arguably) the king of business authors. He became so in 1982 after writing "In Search of Excellence," a book that sold 3 million copies in its first four years. Today, at 75, Tom Peters claims to be a terrible listener and "a serial interrupter." To assist him in staying engaged with the other person, he inscribes the word "LISTEN" on his palm before entering meetings. He explains, "The emphasis should be on what the other person is saying rather than coming up with a response." They notice it, according to him. According to Forbes.com's Roger Dooley, "Peters points to research that doctors typically listen to a patient described symptoms for 18 seconds before interrupting... Professionals who are intelligent and know what they're talking about are frequently the worst listeners."Good questions to ask someone or yourself if you think you might be a lousy listener:Do people often tell you that…...you interrupt them?...they feel like they can't get a word in edgewise when talking to you?...they feel like you're not listening to them, even when you are looking right at them?If you answered "yes" to any of the above questions, then there's a good chance that you could improve your listening skills. Here are some tips:

Try to limit distractions when talking to someone. That means putting away your phone and turning off the TV. Bring to your attention the other person.
Make eye contact with the person and maintain it throughout the conversation.
Listen to what the person is saying, and then paraphrase what you heard back to them to show that you were listening. That also allows you to make sure you understood what they said correctly.
Think of random questions to ask about what the person is saying. It shows that you are interested in the conversation and want to know more.

Getting attention is easy. Buffoons do it everyday. Retaining their interest is the real challenge. Knowing how to get someone's attention and then keepingit is very helpful in work and social settings. If you work on improving your listening skills, people will likely appreciate it and find it easier to talk to you.

"The Curse of Knowledge"

"I've noticed that people who are smart and know what they are talking about are also the worst explainers. That is due to a disease called 'the curse of knowledge' afflicting every expert."

— Roy H. Williams

The "curse of knowledge" is a term used in economics, psychology, and sociology to describe the difficulty that experts have in communicating with non-experts because they cannot remember what it was like not to know what they know. In other words, people who are experts in a specific subject matter find it difficult to put themselves in the shoes of someone who knows less than they do. As a result, they often make assumptions about what the other person knows and fail to provide sufficient explanation. This "curse of knowledge" can be a significant barrier to effective communication and collaboration. It's essential to be aware of this phenomenon so that you can take steps to avoid it.

"Which Means" Statements

One way to combat the "curse of knowledge" is by using "which means" statements. When discussing a topic we are well-versed in, we naturally believe that our audience is more familiar with the subject than they are. As a result, we incorrectly assume that they are "connecting the dots" when they are hardly following what we're saying. Adding the words "which implies..." to every statement of fact will help you become a more successful instructor. You may do it out loud or silently. Your audience will appreciate you, no matter what method you use to do it. Here's an example:

Gen Z was born between 1995 and 2015, which means:
They are between the ages of six and 27 right now.
The youngest millennial is now 27 years old, and each day, they grow a year older.
In approximately 25 years, the future will be firmly in Gen Z's hands.
77 percent of Gen Z prefer reading printed books, and 59 percent don't trust Facebook, which means:
Our current obsession with social media in it’s current iteration may become a passing fad.
There is an opportunity for a savvy entrepreneur to capitalize on book sales.
34 percent of Gen Z said they were permanently leaving social media, and 64 percent are taking a break because, "the platforms make them feel anxious or depressed," which means:
Social media's grip on our attention may be loosening.
There is a more than likely chance for face-to-face social interaction to enjoy a renaissance.
Gen Z holds their grandparents’ values, who were born in the 1960s and ‘70s.
Society's pendulum is swinging in the same path it has since 3,000 B. C.

"Non-Which Means" Statements

Now read each of these statements or facts without their meanings attached to them:

Gen Z was born between 1995 and 2015.
Seventy-seven percent of Gen Z prefer reading printed books, and 59 percent don't trust Facebook.
Thirty-four percent of Gen Z said they were permanently leaving social media, and 64 percent are taking a break because, "the platforms make them feel anxious or depressed."

Doesn't it feel distant, clunky, and flat when there's no interpretation offer?

Connecting the Dots

"Connect the dots for your audience. Watch them sit up and pay attention."

— Roy H. Williams

When you connect your audience’s dots, you give them the interpretive context they crave. You make statements or facts come alive by attaching their meanings to them. You could list these facts one after the other and move on with your presentation. But if you want to engage your audience, you must do more than regurgitate information. You need to make your points by attaching meaning to them. Are you in the home service industry? Do you need help making meaning to those pertinent points your customers need to know? It's time to book a call with Ryan Chute of Wizard of Ads®.

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Ryan Chute

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

Questions? We’ve got answers.

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

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

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

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

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

Marketing cannot fix a failing business.

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

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

How does the Wizard of Ads® for Contractors charge?

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

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

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

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

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

This is the perfect pricing model for Residential Home Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

There are also three market sizes to consider.

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

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

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

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

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

Are production costs included in your fees?

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

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

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

How long before a brand-forward strategy starts working?

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

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

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

How long before we’re live?

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

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

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

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

Are you exclusive?

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

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

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

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

Do you do digital marketing?

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

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

Do you do jingles?

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

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

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

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

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

Who owns the copyrights?

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

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

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

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

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

How do I measure brand results?

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

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

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

12 things you should know before signing up.

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

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