(Paid Advertising)

Persuasive Advertising: How To Do It Right

Ryan Chute
Ryan Chute
February 8, 2022
Persuasive Advertising: How To Do It Right

Whether you realize it or not, we are all continuously being persuaded through the advertising that emerges throughout our day-to-day lives. Say you’re out running errands and you see an ad for a seasonal Starbucks coffee— suddenly, you imagine the warm, decadent taste… it brings comfort and peace. Next thing you know, whether it’s the same day or a week later, you find yourself standing in line at a Starbucks looking to try that new delicious seasonal flavor. That right there is an example of effective persuasive advertising. Persuasive advertising is essential in any marketing campaign; and when executed in the right way, it can bewitch consumers’ thoughts and feelings towards buying your product or service. Creating effective persuasive ads isn’t as easy as one might think. Many big companies often miss the mark with their advertising, and it, unfortunately, loses them a lot of time and money. Take Pepsi as an advertisement example: remember that cringe-worthy 2017 Superbowl commercial with Kendall Jenner? The underlining message of “drinking Pepsi will solve all of America’s problems” is a true example of persuasive advertising that was totally ignorant to the current political climate at the time. Keep in mind, negative retaliation like this is rare, but what is arguably even worse, is when your ad is forgotten altogether. So how do we avoid that? How do you get people to do what you want them to do? Well, you’re in luck as this article contains advice from renowned advertisement sorcerers that will be able to break it all down for you.

What Is Persuasive Advertising?

Persuasive advertising essentially leverages the emotional needs and desires of the consumer and convinces them to purchase your products or services— it’s basically advertising that has a sprinkle of enchanting fairy dust on top. With this form of advertising, you must focus on quantifying the value of your product or service and effectively delivering that message to your target audience. Otherwise, they won’t understand or be aware of the value it brings to their lives.

How Does It Work

How Does It Work?

To be able to use persuasive advertising, you’ll first need to understand how to properly execute an ad that enchants the masses. Think of it like casting a spell on someone— make them come to the realization that your product will improve their quality of life in some way. There are many persuasive techniques in advertising, but we will share with you the ones that we’ve seen provide the greatest results.

  • Carrot and Stick

A horse (your customer) will walk towards a carrot (your product) if it is dangled in front of him. Horses love carrots, so make sure your audience loves your product too.

Donkeys (your customer) will avoid a stick (customer pain point) if it is brought to their attention. Donkeys hate sticks, so keep them aware of what could happen if they don’t buy your product.

  • Scarcity Principle

Everyone loves to feel elite when they own a product that has exclusivity. Remind your target audience that everyone wants your product and that it’s going fast. This will give a sense of urgency to your customers that will drive them to buy.

  • Use Second Person

When you use the pronouns “you” or “your,” you’ll be able to better engage your audience because it will feel more like you are talking to them specifically. People want to feel like they are cared for as an individual, so using this tactic will feel more personal and persuade them into a sale.

  • Give Your Audience Control

Everyone wants to feel like they have a sense of control over their lives. So when you give your audience a choice between two products or services rather than one, they won’t feel like they are being forced into buying and are more likely to make a purchase.

When you can understand and properly execute these methods, you’ll see an overall increase in engagement that will boost both your lead generation and conversions. If you think these techniques are good, wait till you see what other words of “wizdom” Wizard of Ads has in store. Contact us to start the extraordinary evolution of your business’ advertising today!

Is Persuasion in Advertising Good or Bad?

The word “persuasion” alone can bring about both positive and negative connotations. Some can see it as a form of manipulation and while this can be true in some cases, it’s ultimately up to you to be sure you use your persuasive advertising with integrity, not dishonesty. As long as you are being honest about the value your product promises to your customers, there’s no need to worry if you’re abusing the sacred power of persuasive advertising. When you are genuine, intuitive to the needs of your audience and deliver on your promise, nothing but good karma will come your way. As a business owner, you should always consider this within every aspect of marketing that you do.

6 Principles of Persuasion According to Dr. Cialdini

Let’s introduce you to Dr. Cialdini, one of the most noteworthy names regarding the art of persuasion. Dr. Cialdini is the author of “Influence: The Psychology of Persuasion” where he compiles a list of the six principles of persuasion based on a collection of findings in Psychology research. The book was written over 30 years ago, but his scientifically proven techniques are still being used by marketers and business owners today. His methods have been able to significantly boost company conversion rates across a wide range of industries– and why wouldn’t they? When you can master the art of persuasion, you’ll have complete control over your audiences’ actions and its outcome: increased conversion rates and exponential revenue growth. If you want to wield the power of persuasion, then look no further. We’ve got every detail of Dr. Cialdini’s six principles of persuasion right here.

Reciprocity: When you give a little, you get a little

Those who give to others are more likely to receive something in return. Kind acts of service make people feel special and cared for, which in turn gives them a sense of indebtedness towards you. This is a perfect way to set up a potential customer to gladly carry out a specific request that you may have of them— whether it is to write a review, buy a new featured product or post about you on social media. Psychologically, we humans are wired this way, so use it to your advantage! To get the most success out of this tactic, here are three key factors you’ll need to consider:

  1. Offer something first so they feel indebted to you.
  2. Offer something exclusive so they feel special.
  3. Personalize the offer so they feel connected to you.
Commitment They will then feel compelled to stick to the decision they have already made

Commitment: Compell them to stick to the decision they have already made

When most of us make any kind of commitment, we are more likely going to stick to that commitment than not out of pure convenience. But how do we get our prospects to make that final commitment? When you can offer a sense of consistency to your target audience, they will feel a sense of urgency to commit to your product because it is from a company that they can trust. This promotes customer loyalty and leaves you with less time spent on persuading your prospects and more time connecting them to the solutions that you can provide them. To get the most out of this principle, be sure to follow these three guidelines:

  1. Request small actions from customers first as they are easier to achieve.
  2. Encourage your customers to make public commitments so are less likely to back out.
  3. Offer your customers rewards for fulfilling your action requests.

Social Proof: Things that are popular or endorsed by people we trust are more likely to gain our trust

We see it everywhere now in this new age of social media influencers, and that is exactly what they do: influence. They influence consumers to buy your product with the appeal that they are a relatable person you can trust or hold in high regard. And that is essentially what social proof is. Your target audience has a higher chance of purchasing your product if the people in their social circle, whether online or in-person are raving about it. It’s like word-of-mouth advertising but with a modern twist. The social proof technique in persuasive advertising has been increasingly successful over the years because it simply works. Whether your influencers are experts, peers, celebrities, groups or existing customers, it will do you good to have some backup to build credibility within your brand.

Principles of Liking: Requests from people we like are more likely to be honored

Are more likely to believe in someone that we like or someone that we don’t like? The answer is obvious, right? That is what the principles of liking are based on. Your target audience will hold credibility in the people that they favor as they align with their values in one way or another. Therefore, when your product or service is broadcasted from a more popular individual, the likelihood of it being purchased goes way up. Now, when we say popular, we’re not limiting to just bloggers, celebrities or social media influencers. It could simply just be the peers of your prospects as well. Here are some key factors that make the liking principle so effective:

  • Visual appeal: An attractive and well-designed brand or product will be a magnet to your target audience.
  • Form relationships: Prioritize engaging your audience and having conversations with them. This will build a relationship with your customers that holds value and credibility.
  • Relatability: When you can connect to your audience like a peer and not a company just trying to get money from them, it builds a level of trust, comfort and familiarity.
  • Brand Association: Encourage your audience to connect certain ideas and values with your brand. This will instill your brand in their minds when they are constantly reminded of what you stand for.
Principle of Authority We pay attention to people who appear to be experts in their fields

Principle of Authority: We pay attention to people who appear to be experts in their fields

How often would you say you do your own research on a product or service that doesn’t involve another expert's opinion? I bet it’s not very often. As consumers, we tend to turn to the experts in their given field for direction when looking to purchase a product. It provides us kind of safety blanket and is awfully more convenient and time-saving to do so. You see this a lot in content creating that includes the phrases “experts say,” “research shows,” or “scientifically proven.” This establishes a level of credibility that is unmatched because it’s all just in the facts.

Principle of Scarcity: When you believe there is a scarcity of something, you desire it even more

Another large contributing factor to utilize in persuasive advertising is the principle of scarcity. This essentially means that our minds tend to convince us that something hard to obtain is usually better than something easily available. Therefore, when we establish scarcity with our product or service, it increases its value, its demand and its exclusivity— and as human beings, we all want to be invited to the “cool kids table. ”So how do you make your product “cool” and develop that sense of urgency within your prospects? By using tactical, promotional vocabulary in your advertising. Some examples of the language you can use to effectively trigger your customers’ sense of urgency are “Limited supply!”, “Limited time only!”, “One-of-a-kind Special!” or “Exclusive offer!” Implementing these kinds of phrases will be sure to drive your customers to make a quick decision to purchase.

Build Ads with Empathy

It’s not enough to just have a great product, you also need the right marketing strategy in place that will reach your target audience and make them want what you’re offering. The best way to do this is by following Dr. Cialdini’s six principles of persuasion to create powerfully persuasive advertisements. That way, your ads are built with empathy for customers rather than solely focusing on selling something. That means knowing who they are, where they spend their time online, what messages resonate most deeply with them and so forth— all while delivering the value and credibility they yearn for to keep them coming back. Although, accomplishing all of this isn’t easy to do alone. That’s where we come in. At Wizard of Ads®, we help out clients create ads that are new, persuasive and engaging. We know you are great at what you do, and so are we. Contact us today and we’ll help you take your business to the next level. We have an elite team that provides the perfect storm of higher quality leads that generate more sales for the highest profitable growth.

(Persuasive Advertising)
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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