Sales Funnel Optimization: The Myths and Facts

Ryan Chute

July 5, 2022

Sales Funnel Optimization: The Myths and Facts

"Erroneous preconceptions are the dangerous downside of myths. But heroes are their dangerous upside. Larger than life, highly exaggerated, and always positioned in the most favorable light, a hero is a beautiful lie."

– Roy H. Williams

A hero is idealized and admired for courage, outstanding achievements, or noble qualities. We all have our heroes. And we tend to put them on a pedestal, where they often belong. The same goes for myths. A myth is a widely accepted false belief. Myths are dangerous because they often lead us astray, preventing us from seeing the truth. The word myth comes from the Greek word mythos, which means story or tale. A myth is a module of a culture, a system of beliefs shared by a group. There is a magic behind myths – they have a way of taking on a life of their own. Sales funnel optimization is no different. Many myths about it can lead you astray if you believe them. However, just because you hear something repeated often doesn’t make it true. When it comes to business, many myths can hold you back if you believe them. The next time you hear someone say one of these things, you can be the voice of reason and set the record straight. But many myths can motivate you and inspire you to take action and achieve your goals if you understand the truth behind them. The most prevalent myth in heating and air conditioning is that a toaster would be the ideal home warming present.

The fact is, a furnace would be the best home warming present. When it comes to business, there are a lot of myths floating around, passing off as facts. Like, for example, you might believe coffee ground can be flushed down the sink drain. The fact is, your creating a coffee puck that will eventually need to be cleared. And lubing it up with bacon grease ain’t the answer. Am I right?!When it comes to marketing, there is a lot of myths and facts about sales funnels. These nifty tools are awesome for creating an ultra focused message and call to action (CTA). Essentially, if you want a person who is interested in your thing to do one thing, you use a sales funnel. There are many myths surrounding sales funnel optimization too. If you don't know, sales funnel optimization is the process of continually improving your conversion funnel to boost conversions and improve ROI. It's a key part of any successful marketing strategy, yet many misconceptions cloud your success. Sales funnel optimization is a significant yet misunderstood area of online conversions.

Understanding the myths and facts about sales funnels and optimization techniques can boost your conversion rate and sales. You could also use a click funnel. A click funnel is a strategy used to increase the number of conversions by making changes to the design and content of your sales funnel. For example, if you write a sales blog on your website, you could use a click funnel to increase the number of people who subscribe to your blog. You can also use a sales funnel to increase the number of people who buy your product. If you have an eCommerce store, you can use it to do just that. The goal of optimizing your sales funnel is to increase your conversion rate. That is the percentage of people who make the decision to take the desired action, such as booking an appointment with an online scheduler or picking up the phone to book an appointment. Many factors affect your conversion rate, so it's important to continually experiment, test, and refine different elements of your funnel. Find what works best for your business and optimize it. Sales funnel optimization is an essential part of any growth strategy. However, there are many myths to debunk. So let’s go bunking.

This Ain’t Your Average Funnel Anymore

Sales funnels take many shapes. The traditional sales funnel definition is linear, with a consistent journey from customer awareness to purchase. In the early days, a person might call up an HVAC company after seeing a yellow pages ad. Then, they'd receive a series of follow-up calls and postcards in the mail in ongoing efforts to get them as a loyal customer. The flow of a sales funnel follows the same tenants as any sales model.

Attention: The first of the traditional sales funnel stages is attention, or when people become aware of your product or service. It's essential to ensure they clearly understand what you're offering and why it's valuable or beneficial to them.
Interest: Just because someone knows your plumbing company exists, doesn’t mean they care. Interest occurs in most home service companies with an externally triggerted event, like a leak. You win the game if you capture a buyers attention before they need your service.
Decision: Marketers think you need to create desire for your product or service, creating elaborate campaigns that are cute and clever. The reality if that if your in the third phase and just starting to generate desire, you’ve lost. At this point, your marketing efforts need to focus on getting the prospect to make the decision to choose you.
Action: This is the final stage of the sales funnel, where people pick up the phone to book an appointment or fill out an online form. This phase has to have zero friction to finalize the conversion. This means a human picks up your phone and books the appointment or an online scheduler gives them instant gratification of a verified appointment.

While the traditional linear sales funnel doesn't work as well as more dynamic, non-linear sales funnel, the tenants of buyer behavior stay the same. The key is to speak to the actual felt needs of the buyer’s pain and pleasure points. We don’t want to overwhelm or bore the prospect or they will drop out of the funnel entirely. Today’s sales funnel is non-linear and much more complex. With the advent of the digital marketing landscape, businesses now have many more touch points with potential customers. Prospects can enter a sales funnel at any stage in their journey. For example, someone might see a Facebook ad for a new air conditioning unit and click through to learn more. Then they might visit the company's website and read some blog posts before finally making a purchase. Or, someone might Google search for air conditioners and click on a paid ad that takes them directly to a product page. In this case, they bypassed the whole top of the funnel entirely. Just remember, the less time they have going through your funnels, the less invested they are in you other than providing the cheapest price. The modern sales funnel is more like a web, with many different paths leading to the purchase. Because there are so many possible paths a customer can take, it's vital to map out your own unique funnel and optimize each step for maximum conversion rate. The key is to provide enough information and choices at each stage of the funnel so that people can make an informed decision without being overwhelmed. How's your sales funnel looking? Is it optimized for conversion? If not, what can you change to improve it? Want to book a call with Wizard of Ads®, yet? We'll help you configure your sales funnel so your conversion rate soars.

9 Myths & Facts about Sales Funnel Optimization

Many myths exist surrounding sales funnel optimization. Here are 9 of the most common myths, along with the facts that debunk them.

Myth #1: It’s Costly

Optimizing your sales funnel doesn’t have to be a costly process. In fact, you can often do it for free using tools that are already at your disposal. Here are a couple of sales funnel examples. 1) If you’re using Google Analytics, you can use the data you already have to identify areas of improvement, or 2) if you’re using a CRM, utilize its built-in reporting functionality to spot trends and areas for improvement.

Myth #2: You Have to Know How to Write Code or Build Websites

You don’t need to be a coder or web developer to optimize your sales funnel. While some tools may require some coding knowledge, like setting up tracking pixels, there are plenty of options that don’t require any coding whatsoever. For example, if you want to add a popup to your website, there are now numerous plugins and tools that allow you to do this without having to write a single line of code. Many online resources can help you if you need to code something yourself. If you’re not sure where to start, a quick Google search will almost certainly turn up what you’re looking for. For example, going back to that popup site... You could use a tool like Poptin, which provides an easy-to-use editor to create popups and other kinds of lead capture forms. Or, you could code the popup yourself using HTML, CSS, and JavaScript. If you decide to go the coding route, plenty of resources online can help you. For example, w3schools.com is a great place to learn about HTML, CSS, and JavaScript. Once you have the basics down, you can start creating your own custom popups and forms. If you need a sales funnel, there is likely a online software solution that will work for you. Clickfunnels, LeadPages, Hubspot, and Keap are popular solutions that require little to no knowledge of coding.

Myth #3: You Can Only Use Paid Traffic to Sales Funnels

You can absolutely use paid traffic to drive people to your sales funnel, but you don’t have to. In fact, there are many ways to generate traffic for your funnel without spending a dime. For example, you can use SEO or content marketing to attract organic traffic. Or you can leverage social media platforms and email marketing to reach potential customers. The key is to experiment and find what works best for your business. There’s no one-size-fits-all solution when it comes to generating traffic.

Myth #4: All Sales Funnel Optimization Works

Just because a certain optimization worked for one person doesn’t mean it will work for you. And even if optimization does work, there’s no guarantee that it will continue to work after some time. That's why testing and experimenting with different optimizations, such as website optimization, is vital to see what works best for your particular situation. What worked yesterday might not work today, so it’s essential to keep up with the latest trends and changes.

Myth #5: You Can Set Your Sales Funnel Up and Forget It

Your sales funnel is never done and will always need to be tested, tweaked, and optimized as time goes on. As your business changes and grows, so too will your sales funnels. What worked last month may not work this month, so it’s crucial to keep track of what works and what doesn't and adjust accordingly. The best way to do this is to set up a tracking system so you can see which steps in your funnel lose people This will tell you what changes you need to make to keep them taking actions. A/B testing is a great way to see what works and what doesn’t. Only change one thing at a time and seeing how it affects your conversion rate. If it goes up, great! If not, try something else.

Myth #6: Instant Results

When you first start optimizing your funnel, you probably won’t see results overnight. It can take weeks or even months to really see your changes take effect. Patience is key with sales funnel optimization– don’t expect miracles overnight. Sales funnel optimization is a process that takes time to see results. Be patient, keep track of your data, and don’t give up!

Myth #7: Leads Are Your Only Goal

Many businesses focus solely on lead generation, but that’s not the only goal of a sales funnel. Yes, generating leads is crucial, but if those leads never convert into customers, what’s the point?

Your ultimate goal should be to generate more customers, not just more leads.- Ryan Chute

A lead is someone who has shown interest in your product or service but hasn’t committed to buying anything. A customer is someone who has made a purchase. Would you rather have 100 leads or 10 customers? Don’t get so caught up in generating leads that you forget your ultimate goal – acquiring more customers.

Myth #8: Sales Funnels Are Only Applicable to Online Businesses

A common misconception is that sales funnels are only applicable to online businesses. Businesses of all types use them – even residential home service companies. If you have a physical product or service to sell, you can use a funnel to increase your sales and conversions. For example, you're a landscaping company, and you want to book appointment for aerating services. You can use a sales funnel to drive leads to your landing page, convert them into appointments, and then sell them into customers. Sales funnels are not just for online businesses. Any type of business uses them to increase sales and conversions.

Myth #9: The Longer the Sales Funnel, the Better

While having a well-thought-out sales funnel is vital, you don’t want to make it so complex that potential customers get discouraged, lost, or bored. The key is to convert them saying the absolute least amount of information. Make your sales funnel comprehensive enough potential customers have all information they need to take action. Period. Full stop. Anything more and you lost them with the boring bits.

Sales Funnel Myths: Debunked

If you keep these myths in mind, you’ll be on the right track to optimizing your funnel and making more sales. Don’t let the myths about sales funnels stop you from using them to grow your business. Use them to your advantage and watch your business take off!Do you need help with your sales funnel? How about your sales funnel optimization? What’s your sales funnel optimization strategy looking like?Wizard of Ads™ is here to serve. Book a call.

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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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