Remembering The Humorous Ads

Whether those are clever job ads or humorous print ads, a giggle is inevitable when the ad is funny. What makes it more intriguing as an ad?

Ryan Chute
Ryan Chute
November 10, 2022
Remembering The Humorous Ads

Humorous ads are taking over the advertising world for a good reason. Advertising with humor appeals to the general public more than any other type of advertising. What was the funniest ad campaign that you ever saw? I bet you could still recall why it was funny and probably even the advertised brand. Why is this? Why do those humorous car ads from Volkswagen stick to us like glue while the average car ad slides right off our memory? Whether those are clever job ads or humorous print ads, a giggle is inevitable when the ad is funny. What makes it more intriguing is that initial interest in the product is not needed to appreciate the ad's humor. What exactly makes humor so powerful in advertising? The answer lies in the psychology of humor (more on this later!). Humor generally improves mood and releases feel-good chemicals in the brain. This helps our brains relax and lowers defenses, allowing information to be more easily processed. If you're advertising endeavors fail to generate your desired engagement and revenue, you probably need humor ads. We're here to help you change that. In this article, we'll explore the science behind humor and examine how humorous ads play vital roles in consumer behavior. If you want to influence your market with humor and quips, keep reading.

The Science of Humor

Humans are naturally tense. Whether watching a movie, going to work, or scrolling through TikTok. Human biology is founded in the stress chemicals and hormones. That's why we're always seeking reward and avoiding punishment to relieve the tension. So when we come across humor, a release button is pushed. Have you ever noticed laughter resembles the high-pitched whistle of escaping steam in a pressure cooker? The higher the pressure, the more intense the laughter. When we release that tension through humor leaves us with a feeling of lightness and joy.

“A good ol’ belly laugh is as good as a cure.” – Ryan Chute

Let's look at the psychology of humor in everyday living. Imagine being a nervous wreck meeting your better half’s friends for the first time. The first meet-up is the litmus test to determine whether you pass the "friend test," everyone knows that. You're calculating every move and ensuring you don't overstep, offend, or make the atmosphere uncomfortable. You happen to have a few tricks up your sleeve and entertain the group; giggles fill the room. Until someone pulls a deck of cards out and starts doing magic tricks, suddenly the air is filled with laughter, the tension dissipates and you can relax. You slowly (but surely) integrate yourself into the pack — this is the power of humor. Now let's apply that same principle to advertising. When we see humorous ads that make us laugh, they grab our attention and stick in our memories. One more thing they do is create a positive association with the brand. Inc. says that advertising with a humor appeal had a more significant impact and attitude towards the brand. Humor is a powerful tool to enhance brand recall, evaluation and purchase intention. But why is this the case? When we laugh, our brains release dopamine, a feel-good chemical, causing us to associate the ad with positivity and joy. Humor activates the reward center in our brain, called the mesolimbic pathway. This part of our brain is also responsible for motivation, pleasure, and addiction.

Evolution of Laughter

Evolution of Laughter

Humor has been a widely studied topic in psychology. Some researchers even suggest that it evolved to bond and communicate with others. The act of laughter itself has changed human evolution. For example, a study in 2016 looked at the level of affiliation between pairs of people based on their laughter. Laughter samples were obtained from teams of college students (some are friends, and some are strangers). Audio snippets of the laughter were played to 24 diverse societies across six continents. Listeners were then asked whether the laughing pair was strangers or friends. The results were remarkable as people correctly guessed the relationship based on their laughter, around six out of 10 times. Acoustic characteristics of laughter can distinguish friends from strangers. Laughter can also be used to determine hierarchical relationships among social groups. In 2014, a group of researchers detected the hierarchical rank through the sound of laughter. They recorded spontaneous laughter from a fraternity and analyzed acoustic features such as pitch and duration. The results revealed that laughter from higher-ranking individuals is more dominant, while pledges have a more submissive tone. Another research on the evolution of laughter states that laughter can be traced back 10 – 16 million years. As suggested by The Conversation, laughter's principal function is to create and deepen social bonds. As our ancestors lived among complex social groups, the quality of their relationships became crucial to their survival. To cater to this need, humans evolved a 'cognitive strategy' to help forge sustainable alliances with others. This cognitive strategy could have been laughter. After all, we laugh far more often in the presence of others compared to when we are alone. Moreover, we laugh more comfortably when fully integrated into a social group. These studies suggest that humor has a vital social aspect and can convey social information about relationships. How does this relate to humorous ads? Humor in advertising can create a sense of affiliation and rapport between the brand and the consumer. Humorous advertisements make us feel a part of a social group— the brand and us. This often results in increased brand recall and positive attitudes toward the advertisement. Science itself points to the effectiveness of humor in advertising. If you don't use neuro puns in your advertisements, then it's high time you do so. Otherwise, you risk letting your ads drown out in the noise of today's advertising landscape. Laughter breaks that ceiling and puts your advertisements at the forefront of your prospects’ minds. Wizard of Ads™ can help you craft humorous ads that will leave a lasting impression on your audience. Book a call with Ryan Chute of Wizard of Ads® today to learn more.

What Makes People Remember Ads_

What Makes People Remember Ads?

Do you have ads you can't shake off your mind? It is safe to say that more than one ad comes to mind. No matter how much you try, they're engraved in your entire being. There are many reasons why some people may recall ads more than others. They may be humorous ads, or the advertisers use excellent graphics or a catchy jingle. Whatever it is, we can only draw one conclusion from this remembrance— the ad worked. Some advertisements fall into this category. However, how many of these ads do you recall? Our brains have developed an internal mechanism to block out information that doesn't seem necessary. Some advertisements fall into this category. With that in mind, creating memorable ads is now more critical. The only way to take a person's eyeballs and keep them focused on your ad is by grabbing their attention. To keep them glued to what you say, your ad must be catchy, memorable, and relevant.

Is Humor the Key to a Memorable Ad?

We all want memorable ads, but is humor the key to it? There's more to unique ads than only humor. In actuality, you can produce memorable ads in five different ways:

1. Sprinkle in some humor.

As a residential home service business owner, you should know that your audience doesn't like you. For real, because you're selling an externally triggered grudge purchase. This means people buy because they NEED your solutions, not because they want them.

Humor softens the cushion of your impact and calms the raging storm within your buyers. Plus, who doesn't like a funny ad? People fixate on humorous ads more than they do on serious ones.

2. Create a catchy jingle, slogan, or tagline.

Who doesn't even know the brands with taglines "I'm loving it" or "Just Do It"? Do you also groove to the smooth RnB when you hear "Nationwide is on your side" playing? A catchy slogan from a bakery in the Philippines says, "we don't just bake; we master bake."

These are all well and good, but they don't immediately disrupt the market at will. Catchy lines work better when you pair them with a brand with solid recall or recognition.

3. Get endorsed by a celebrity.

Celebrities have a strong pull on how popular an ad could be. They usually have captured audiences and followers that bring traction to their endorsements. However, the caveat is that the endorsement only works when they're relevant to the celebrity.

Would you hire a beauty icon to endorse a sewer repair service? Exactly.

4. Educational.

Education is another way to make your ads stand out and make a mark. It can sound different from Mrs. Norris' 4th-grade science class, but it should share new insights on the solution. The human brain is wired to recall useful information, so anything that piques our curiosity could be useful.

5. Unique.

Some of the most controversial ads have one thing in common: they are all unique.

Uniqueness is a quality no longer observed in today's advertising age. One popular brand that still abides by the same level of unique flair ever since is Old Spice. We can never get enough of how bizarre, odd, memorable, and effective their advertising is.

Among the list, humor takes the cake, especially in residential home services. Allow me to explain: First, being humorous does not require a strong brand recall or recognition as with catchy slogans, jingles, or taglines. That means you can make any uninterested audience laugh as long as you have fun ideas up your sleeve. Second, hiring a celebrity endorser is cheaper than publishing humorous ads. Next, educational ads are more challenging than quipping a funny one-liner or creating an entertaining punchline. Finally, all humorous ads are, in one way or another, unique. Why? Because they stick to people's minds more than other forms of advertising. Perhaps the more important question we should all ask is, "are humorous ads linked to your consumer's buying behavior?” We'll answer that question right below.

Humor and Consumer Behaviour

Recall that, as humans, we are always seeking ways to distract us from life's harshest realities. Advertisements can also be distracting as long as they're attention-grabbing and captivating. A humorous appeal in advertising does this and does it magnificently. Let me explain. Humans are naturally inclined to reminisce life's happiest moments— a.k.a. the highlights of our experiences. Bad and mediocre memories get plunged down our memory drain, while the best kinds are kept in our subconscious. That’s why we have a bias or tendency to seek things that feel good. You and I can both agree that laughing at humorous advertisements feels good. I would argue that you wouldn't mind binge-watching those ads that made you elicit a giggle.**When an ad makes us feel good, we also feel good about the brand behind that advertising.**Here's the rub: our buying behavior and decisions are also anchored on the brands that make us feel euphoric. Think about it, would you buy a seemingly superior ad with poor customer service? Or will you choose a relatively weaker brand with customer support that genuinely cares about its audience? We want brands that make us feel good, the same as advertising. Humorous ads give us that feeling, encouraging us to choose their brands. Why? Because all purchase decisions happen in the part of the brain that exclusively feels. This area has no faculty for words or logic.

Humor as a stimulus

Humor is an umbrella term that covers a bunch of ideas. It could mean a psychological state filled with amusement or the act of creating something funny. However, in the context of our discussion, we want to use humor as a stimulus. A weapon to feed people with and expect a positive reaction. Humor doesn't necessarily have to be a joke; it can also be funny imagery or a situation. It could even be anything else as long as it deviates from what we perceive as normal. The key is that it should elicit a positive emotional response from the consumer. The only way it does that is when the ad is relatable and relevant. Take note of the keyword: relevant.

Using a “Slice of Humor”

A 2022 study published in the Journal of Interactive Marketing brushed on the concept of a “slice of humor.” They found that using a slice of humor or humorous quips can nudge observers to support a certain brand. But there's a caveat: **the humor only works effectively when used in the appropriate context.**What does this tell us?In advertising, incorporating humor can positively impact consumer attitudes toward the brand and the memory of the ad. However, it is essential to note that not all humorous ads are successful. **Your humor must never overshadow the message of your advertisement.**While humor's influence on advertising is extensive, it could go overboard and water down your brand. The key is to strike the perfect balance. Be funny but maintain relevance to the solution for them to have a practical impact on consumers. You can do this by appropriating the humor with the solution being advertised. The memory of the humor must lead to brand recall and recognition; otherwise, why are you even advertising? Look at Morris-Jenkins' most popular commercial series: Bobby and Mr. Jenkins. The ad worked wonders because the humor seamlessly infused with what they were advertising. Plus, they balanced Bobby's Forrest Gump-esque idiot-savant disposition with a serious-yet-wise old sage, Mr. Jenkins. That's how you make humorous ads that work, and undoubtedly the duo is one reason for the brand's overpowering popularity.

Humor Energizes People in the Workplace

Humor Energizes People in the Workplace

The power of humor doesn't only impact your audience, but even your marketing team that works on your advertising. A study in 2014 found the energizing effect of humor in the workplace. The authors, Cheng and Wang, suggested that humorous ads energize employees' behavior, consequently impacting their performance. People who watched funny videos worked twice as long on tiring tasks than those who didn’t. What does this tell us? When your creative marketing department comes together for a humorous ad campaign, you can expect more engagement. They'll be more motivated and invested in the job, resulting in more humorous ideas and better advertisement. Think of humorous ads as the stone that hits two birds in one throw. The targeted audience benefits from the ads, and your business also reap those advantages.

How Do You Want Your Ads Remembered?

The question remains now: “how do you want your ads remembered?” Are you satisfied with boring ads that may be easily forgotten? Or do you want your humorous ads that stick to the minds of your target audience and get them to buy? It all depends on you. However, let me leave this final warning: humorous ads may only sometimes be successful. It takes careful planning, analysis, and execution to work in your favor. But when done right, humorous advertising can leave a lasting impact on consumers and bring in those coveted profits. Wizard of Ads™ can give you those funny ads that convert. Book a call with Ryan Chute of Wizard of Ads® today, and let's get to it.

(Humorous Ads)
(Ad Copy)
(Ad Strategy)
(Sales Strategy)
(Lead Generation)
(Marketing Psychology)
(Advertising Methods)
(Strong Ads)
(Ad Message)
Ryan Chute
Ryan Chute

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

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Frequently asked questions

Questions? We’ve got answers.

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

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

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

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

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

Marketing cannot fix a failing business.

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

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

How does the Wizard of Ads® for Contractors charge?

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

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

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

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

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

This is the perfect pricing model for Residential Home Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

There are also three market sizes to consider.

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

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

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

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

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

Are production costs included in your fees?

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

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

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

How long before a brand-forward strategy starts working?

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

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

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

How long before we’re live?

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

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

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

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

Are you exclusive?

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

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

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

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

Do you do digital marketing?

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

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

Do you do jingles?

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

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

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

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

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

Who owns the copyrights?

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

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

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

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

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

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

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

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

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

Ready to transform your world?

(do it - you
deserve this)