(Marketing Strategy)

Success Formula: Why Most Businesses Got It Wrong

Ryan Chute
Ryan Chute
August 23, 2022
Success Formula: Why Most Businesses Got It Wrong

Most businesses have it wrong when it comes to what it takes to be successful. There's no one-size-fits-all success formula, but there are certain vital pillars that all businesses successfully have in common. By understanding and implementing these pillars of success, you can set your business up with tips to be successful in life.**What is success to you?**For some people, it may mean making a lot of money or having a high-powered job. But true success goes beyond just material wealth. If we correlate success with the 6 most significant positive motivators, then success means achieving:

  • Wealth
  • Rank
  • Accolades
  • Identity
  • Purpose
  • Adventure

There are countless success formula books and articles out there on the formula for success. But the truth is, no single success formula fits everyone. What works for one person may not work for another. However, there are certain key pillars that all successful businesses have in common. Understanding and implementing these pillars can set your business up for long-term, real success.

Formula of Success

Formula of Success

"If success were the result of a formula, we would achieve it more consistently."

— Roy H. Williams, the Wizard of Ads™

The thing is, there's no such thing as a success formula. But that doesn't stop people from trying to find one. In reality, success is the result of hard work, dedication and perseverance. It's about trial and error while constantly adapting to the ever-changing landscape. There are no shortcuts or quick fixes. Anyone who tells you otherwise is spining you a tale. The truth is, there is no single success formula that fits everyone. What works for one person may not work for another. However, certain key pillars are essential for any business to succeed. You need to focus on these key pillars if you want to achieve long-term success. Do you know them? If not, you can keep reading. Or you can book a call with Ryan Chute of Wizard of Ads®. We help businesses in the home services industry create their unique success formula.

The Post Hoc, Ergo Propter Hoc Fallacy

People often associate correlation without causation. Basically, this means we associate 2 things together, assuming that the fact that one thing occurring causes the other thing. The fancy Latin fallacy: post hoc, ergo propter hoc, which means, "after this, therefore resulting from it", is more often a red herring. For example, a statistics study will show you that the increase in ice cream sales is directly correlated to an increase in crime. While ice cream is particularly evil to the lactose intolerant, the actual cause for an increase in crime was actually the warmer weather. Every business is like a wee little baby. There are certain things that all babies need to thrive, like food, water, shelter, and sleep. If you want your business to succeed, you must ensure it has the critical ingredients for success, like the baby. The problem is that most companies are missing one or more of these vital ingredients. What are the critical ingredients for business success? You need to connect the dots before you can achieve success. That's what logic says, right? Success shouldn't follow cable TV ads, raising your prices, or handing coupons out at the front door. Because it did come after trying one of these things, logic likes us to assume that "if you connect these dots before your next attempt, success will surely follow." However, Roy says, "Success is not a dog that can be led about on a leash. "In fact, most businesses have it wrong. They think that if they do more of what made them successful in the past, they'll continue to be successful in the future. This is the fallacy I elude to. The problem is that the world changes too fast for that to be true. The business landscape is littered with companies that failed because they didn't change with the times. Take Blockbuster, for example. In 2000, they were worth $5 billion. But by 2010, they were bankrupt. The reason? They refused to change their business model to accommodate the new way people watched movies (streaming). On the other hand, companies like Netflix and Amazon saw the writing on the wall and changed their models accordingly. As a result, they're now worth billions. The moral of the story is to be successful. You have to be willing to change with the times. You can't just rely on what worked in the past; you must adapt and evolve. So, what does this have to do with the success formula Well, most businesses get their formulas for life wrong because they are unwilling to change it. They stick to the same old tips and tactics, even though they are likely not effective anymore.

Common Misdiagnosis of Success

Common Misdiagnosis of Success

"Another common misdiagnosis of success – and one that's much easier to explain – occurs when we judge results too quickly. We see the early stage of success and call it a failure. That is because when you're doing exactly the right thing, the results will often worsen before they get better." — Roy H. Williams

What Roy said is a critical point often misunderstood. Just because something isn't working right away doesn't mean it's a failure. It could just mean that you're on the right track, and the results will come eventually. There are some obstacles to success that you can't avoid. These include the three-body problem and the J-Curve.

The Three-Body Problem

The [three-body problem](é_and_the_Three-Body_Problem#:~:text=The three-body problem concerns, over long periods of time.) refers explicitly to the motion of three objects, such as the Sun, Earth and Moon, or a star and two planets. The problem is considered difficult because it is impossible to predict the future motion of the bodies without knowing their present positions and velocities. It was first studied by Isaac Newton, who showed that there are certain types of solutions (now known as periodic solutions) in which the bodies return to their original positions after a specific time. However, the general problem is still considered unsolvable, and even today, very few solutions are known. The three-body problem has applications in many areas of astronomy. That includes the stability of planetary orbits, the formation of stars and galaxies, and the dynamics of clusters of stars. It also has applications in more earthly pursuits, such as the movement of vehicles on a highway. Similarly, the things that create success can not be fully calculated in advance due to this problem. Trying to attract and hold your customer's attention is another excellent example of this.

The J-Curve

"The death of the seed precedes new life.

The cold of winter precedes the warmth of summer.

The dark of failure precedes the dawn of success.

It seems to be a reliable pattern."

— Roy H. Williams

The laws of duality are inescapable. As Roy's friend John Marklin wrote to him in a letter, he calls it the J-Curve: "Roy, In the grocery industry, which is the world in which I live, a key component… is the J-Curve. For example, I built a ground-up store four years ago and was told I would do ‘X’ in sales. For two years, I did 60 percent of X in sales. As I came out of the J-Curve, I gained momentum and hit the budgeted number in year three. J-Curves happen any time there is change, and sometimes they defy logic. For example, in one of my stores, my meat sales sucked. So I doubled the size of the meat case and added variety. The result was lower meat sales. It took about 30 days for people to accept the change. Once they did, they liked the added variety and selections. Slowly sales increased, and today they're at the desired level. Very few people speak of the J-Curve. If you wish to discuss more, I would love to do so while on campus on Valentine's weekend. Thank you. John Marklin "The front side of the J-Curve is the "little death," or the "chickening-out period." The backside of it is "hockey-stick growth. "Many companies have abandoned brilliant, hockey-stick growth ideas because they have chickened out. They’ve misinterpreted the early fall in sales, the J-Curve, as a failure. Sometimes, though, we can make a mistake, do the wrong thing, and our sales drop. The problem here is that this will also look like the J-Curve. How can companies know when to hang on and pull the plug? As Roy says, "The only solution I've ever heard of is to take a deep breath, close your eyes and click your heels together as you whisper again and again, 'The J-Curve is a bitch. The J-Curve is a bitch. The J-Curve is a bitch…'"

What's Holding Your Business's Success?

Often, people will tell me that their business is being held back and a lack of traffic is stunting growth. However, this problem can usually be linked back to something else that they haven't been able to see. More traffic is simply the result of another underlying issue.

4 Most Common Invisible Problems That Limit Your Growth

4 Most Common Invisible Problems That Limit Your Growth

When troubleshooting your business's growth, it's essential to take a step back and look at the big picture. Four primary issues prevent selling opportunities:

Your Ads Aren't Convincing

Need to improve your ads? Write better ones. It’s not WHAT you say, it’s HOW you say it. Do your advertisements speak to what customers truly care about, or do they merely talk about things they should be concerned about? You're undoubtedly a specialist in your field. You can't think like your consumer because you already know too much. When working with a professional ad writer, always be open to their questions, even if they feel bizarre to you. The answers to these odd questions often lead to your ads being successful, more RELEVANT, and super interesting. Naiveté is a positive attribute in the realm of advertising. The greatest ad writers are just as ignorant as the client.

Your Ads Aren't Reaching Your Prospects with Effective Repetition

One way to success and ensuring your target audience sees your ads is to focus your ad budget. Business owners utilize a wide range of advertising strategies because they "don't want to leave anyone out." As a consequence, they contact too many individuals with low repetition. Bill Bernbach says it best: "Would you rather reach 100 percent of the people and convince them 10 percent of the way, or 10 percent of the people and convince them 100 percent of the way? While amateur marketers are recommending you spread your message around, we are concentrating your message on as much of the population you can afford at a frequency that best suits how the brain retains and recalls information. Precise frequency with the right message is the secret sauce to becoming a household name.

You're Already Selling Everyone who Likes to Buy What You Sell in the Way You Like to Sell it

You're already appealing to everyone who likes to buy what you sell the way you want to sell it. To expand your business, begin selling a new category of customers or product/service. Although you know more potential customers for your product are out there, it's challenging to get them interested. The most successful businesses often complain the loudest about a lack of visitors since they aren't expanding at the same rate as they used to. If your business growth is stalling despite continued efforts, you may have become too focused on a narrow niche market. You will need to sell products (or customer avatars) you would have rather not, meaning that your definition of "your customer" may need to be broader. The specific profile of the customer you've been targeting doesn't have an infinite amount. For example, we regularly see companies targeting women 35 to 55 years old, sometimes in only affluent neighborhoods. When you expand your reach with the right message, targeting becomes more and more irrelevant.

Your Reputation has Slipped, or Your Product is No Longer in Demand

If your reputation has taken a hit or your product is no longer in demand, you need to reinvent yourself and become relevant to customers again. Would improved advertising have salvaged 8-track tapes, or was it a technology doomed to expire? The declining marriage rate in America mirrors the decreasing sales of engagement rings percentage-wise. Why are jewelers surprised by this? Online news aggregators that offer tailored story selections for each reader explain why newspaper readership is steadily declining. To many, this is no surprise. Now, how's your home services business looking? Are you feeling secure with your strategy? If you’re not running branded ads on mass media, your greatest problem is that most people don’t know who you even are. Wizard of Ads® can help. Book a call with Ryan Chute today.

(Success Formula)
Ryan Chute
Ryan Chute

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

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Frequently asked questions

Questions? We’ve got answers.

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

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

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

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

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

Marketing cannot fix a failing business.

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

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

How does the Wizard of Ads® for Contractors charge?

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

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

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

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

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

This is the perfect pricing model for Residential Home Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

There are also three market sizes to consider.

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

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

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

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

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

Are production costs included in your fees?

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

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

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

How long before a brand-forward strategy starts working?

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

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

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

How long before we’re live?

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

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

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

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

Are you exclusive?

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

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

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

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

Do you do digital marketing?

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

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

Do you do jingles?

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

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

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

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

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

Who owns the copyrights?

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

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

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

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

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

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

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

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

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

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