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Stronger Ads: Are They More Harmful Than Good?

Ryan Chute
Ryan Chute
October 6, 2022
Stronger Ads: Are They More Harmful Than Good?

When it comes to advertisements, the term "strong ad" is often used to describe a highly effective ad. But are strong ads more harmful than good if they start generating complaints? Does advertising help or harm us in general if we have a few unhappy people in the audience? That is the topic up for debate in this article. There are pros and cons to both sides of the argument. Some people believe that a strong ad does more harm than good because it is likely persuasive. Advertising makes us buy things we don't need. Others argue that the best ads are helpful because they inform us about unknown pain points we we might be interested in solving. Let's explore the idea that strong ads are more harmful than good. One reason why this might be true is that great ads are very persuasive. They use emotional appeals and sometimes fearmongering techniques to get us to buy stuff. This can be harmful because we might buy things that we don't need or aren't good for us. For example, beer and Axe body spray commercials promise men that we will transform into a more desirable mate. Another reason why strong ads might be harmful is that they can suggest that we have less freedom of choice. If you buy a product because of a persuasive ad, you may not be making a choice you’re thrilled with. We might even be manipulated into purchasing something we wouldn't have chosen if we had been thinking more rationally. It's essential to be aware of ads' techniques to be persuasive. That way, we can make more informed choices about how we present our products and services more persuasively. So, what do you think? Are strong ads doing more harm than good? Let's take a closer look at this marketing and advertising debate.

Emotional Impact of Ads

Emotional Impact of Ads

As I said earlier, some people believe that strong ads can have an adverse emotional impact on viewers. Ads that are designed to be persuasive can sometimes be manipulative. The worst ads can make us feel bad about ourselves if we don't buy the solution that is being advertised. Popular ads for diet products can make viewers feel insecure of their weight, even when they feel good about themselves. An ad campaign for luxury items can people feel like they need to spend more money than they actually have. These are a couple of advertisement examples of harmful advertisements. Others argue that emotional ads can be positive because they can make us feel good about ourselves. For example, successful ads for a new car might make us feel successful and confident. Famous ads for a new piece of jewelry might make us feel happy and stylish. So, what do you think?Is advertising good or bad? Is advertising helpful or harmful? Do unethical ads make us buy things we don't need? Or do great ads reflect our own hidden feelings and desires?Regardless, if you're asking yourself these questions, you probably need help with crafting the best ads for your business. I can help you strategize. If you're in the home services industry, book a call with Ryan Chute of Wizard of Ads™ today.

Strong Ads = Complaints

I'm not here to expose a big secret. We all know that stronger ads mean faster growth. However, as we become more aware, we complain more. Just think about the last time you saw an ad and said, "That's sexist!", or, "That's blasphemy!"In some cases, these complaints are warranted. In other cases, people are just looking for something to be offended by. The thing is, when we're offended by an ad, we're still engaging with it. That's what the advertiser wants. They want us to talk about their product, even in a negative light.

“The optimal number of complaints for a great ad is not zero.” - Mick Torbay, Wizard of Ads® Partner

We know that when we get a complaint that we are making people feel something. Well crafted ads that instigate emotions are sure to put someone in a tizzy. What we know is that for ever one complaint, there are at least other 100 people who loved it. So, are strong ads more harmful than good? It depends on how you look at it. On the one hand, they can be seen as a necessary evil. On the other hand, they can be viewed as a potential danger to society. It really depends on who wrote your ad, in many cases. If you don’t understand what you’re doing, you risk burning all the boats behind you. It's up to each of us to decide which side we fall on. So, should we avoid strong ads? Not if you want to get noticed, you don’t. However, we should be aware of the potential consequences. Be strategic in your approach.

Advertising Complaints

"Most ads aren't written to persuade. They're written not to offend." — Roy H. Williams

Put on the TV and watch your favorite late-night talk show host or comedian. Let's pretend you can conceive of every other person's perception. Chances are, you could be offended by most of the funny things coming from these TV personalities'. Now, imagine that you could rewrite the jokes to avoid offending ANYONE. Would they be as funny? Probably not. Why? Because to make someone laugh, you have to push the boundaries. You have to take risks. The same is true for advertising. The best ads are often offensive ads (to someone). The ones that take risks and push boundaries are the ones that get noticed. But, of course, not everyone is going to like them. In fact, some people are bound to be offended by them. Do you want your ads to be altogether agreeable? Then you're welcoming blandness into your life and your customers' lives.

"Congratulations. Now you've got ads that sound exactly like everyone else's."

— Roy H. Williams

Now, here's a list of common complaints your customers might have for you:

"I'm sick of hearing your ads."

This is what your customer means: "It makes me mad that I can't ignore you."This level of awareness is what you want. You want to be top of mind when they're finally ready to buy. You want them to think, "Oh, I should call that company."

"Advertising is the price you pay for having an unremarkable product or service." — Jeff Bezos

"Your ads don't sound professional. They're not polished and smooth."

What your customer means is: "It makes me mad that your ads don’t sound like ads."You want your ads to stand out, be noticeable, and be remembered. You want them to be the ads that people talk about.

"Advertising is the art of convincing people to spend money they don't have for something they don't need." — Will Rogers

"I'm offended by your ads, and I'll never do business with you."

This is what your customer means: "Complaining is what I do to make me feel important."You want your ads to be noticed and to provoke a reaction, even if that reaction is adverse. Getting attention is the first step to getting customers.

"Good advertising does not just circulate information. It penetrates the public mind with desires and belief." — Leo Burnett

PepsiCo's Little Chihuahua

PepsiCo's "Yo Quiero Taco Bell" little chihuahua is a prime example of a paradoxical ad. Those ads that are entertaining as far as entertaining goes, but harmful to sales and profit. The company spent a couple hundred million dollars to promote the dog. As for taco sales? They didn't increase a penny. America was entertained, but extra profit didn't land in PepsiCo's coffers. In fact, it was quite the opposite. The company took a beating in the stock market and had to let go of thousands of employees during that campaign. Yes, the little chihuahua was entertaining, but he didn't sell any tacos. In fact, he cost PepsiCo dearly in terms of sales and profit. The same can be said for many ads created solely for entertainment value. They may get attention but don't necessarily translate into sales or profit. So while they may be suitable for a laugh, they're not necessarily good for business.

The True Measure of Successful Ads

"It doesn't matter what you consider to be a success. It only matters that you have an objective way of measuring it (and, in the process, the effectiveness of your advertising)."

— Roy H. Williams

What is an effective way of measuring it for you?Would you rather people love your ads? Or do you want them to buy your product to produce profits? You can't have both. You're selling a product or service to make money. That's the sole purpose of advertising– to increase sales and, as a result, profits. What was the point if your ad is entertaining and loved by everyone but doesn't sell anything?Some people would argue that if an ad goes viral, it must be effective. (Like the Taco Bell dog commercial.) Is it really effective, though, if it doesn't sell anything? We can all think of ads that were entertaining but didn't sell the product. The key is to have an objective way to measure success. You need to know how many people saw your ad. You also need to know how many people bought your product as a result of seeing your ad. Otherwise, you're just guessing.

The Problem Most Big Ad Agencies Face

The Problem Most Big Ad Agencies Face

"The problem big agencies face is that they're never able to sit across the table from someone with unconditional authority to say 'absolutely yes.' When creative people know they must gain a group's approval, they will instinctively play it safe. And [they will] give the group what they want, rather than what they need." — Roy H. Williams

If you're not measuring the results of your advertising, then you're essentially guessing. Moreover, if you're relying on a big ad agency to do your advertising for you, then you're at their mercy. You cannot necessarily trust they have your best interests in mind or they're even capable of delivering results. Big ad agencies are often more interested in selling you their services than in helping you grow your business. They're also more concerned with winning awards than generating leads and sales. As a result, they may produce flashy and attention-grabbing ads but fail to help you achieve your objectives. What's more, big agencies typically work on a retainer basis. This means they're paid whether or not their campaigns are successful. In other words, there's no incentive for them to produce results. Rather, working with a smaller agency or a freelancer makes you likelier to get more personal attention and better results. The reason is simple: their livelihood depends on it. Of course, there are exceptions to every rule. Some big agencies produce great work; some small shops don't. But in general, you're more likely to get what you need from a smaller operation. When it comes to choosing an agency, size isn't everything. However, it's worth considering when making your decision.**What's the solution, then?**The solution is to clearly understand what you want to achieve with your advertising and then measure the results. If you're not getting the desired results, change your approach. There's no magic bullet when it comes to advertising. If you do not see the desired results, it's time to try something different. What do you think? Are strong ads more harmful than good? Or are they necessary to cut through the noise and get noticed?If you're unsure, let's talk about it. If you're in the home services industry, book a free call today to strategize with Ryan Chute of Wizard of Ads™.

(Online)
(Offline)
(Strong Ads)
Ryan Chute
Ryan Chute

"My milkshake brings all the boys to the yard, And they're like, it's better than yours, Damn right it's better than yours, I can teach you, but I have to charge." -Kelis Yeah. This is what I do for Home Service Companies.

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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, manager, 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 health...so 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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