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The #1 Best Way To Win The SEO Game Against Aggregators And The Competition

Figuring out how to elevate your SEO is the same as figuring out how to be relevant, trustworthy, and different than your competition.

Johnny Molson
Johnny Molson
March 28, 2021
The #1 Best Way To Win The SEO Game Against Aggregators And The Competition

Feel like you’re swimming in internet acronyms? Search Engine Optimization, or SEO, is the foundation of how you get found online. It’s also a tar pit of details that can get so overwhelming you wonder if it’s even worth it. On today’s Wizard’s Roundtable, Vi Wickam and Gary Bernier join me to help you understand the very basic of basics of SEO. Don’t know where to start? Start here

Runtime approx 20 mins

Transcription:

JOHNNY: Search Engine Optimization, that seems to be a pretty self-explanatory word. You’re trying to optimize your website so that the Search Engine Google can find you and know what’s on your site. But as is the case with so many things in internet advertising, that’s a lot easier said than done. So to help us through that, we’ve got a couple of our digital experts with us today on the Wizard’s Roundtable. In Loveland, Colorado is Vi Wickam. He is going to talk about the kind of content that you need on your website in order to help optimize it. In Toronto is Gary Bernier. He’s going to give you some Dos, Don’ts, and maybe even a couple of quick tips to help you through this as well. I’m Johnny Molson in Springfield, Illinois. These are the conversations we’re having with each other and conversations we’re having with our clients. Conversations normally you’d only hear if you were sitting around the Wizard’s Roundtable. Now I have to apologize in advance. I was having some trouble with my microphone while we were recording this interview. But you know what, you don’t need to hear from me, you need to hear from Vi Wickam right now, who’s going to tell us… What exactly is it that we’re trying to optimize?VI: What we’re optimizing is, we want to answer the questions that are being asked on the internet. And we want to show up when somebody’s searching for that question to be answered. So, for instance, I might ask, Who is Gary Bernier? Yay. And if Gary doesn’t have a page that talks about, about Gary, you know, it’s highly likely that somebody else might, and it might not be the answer that he wants to be shown. You know, so the idea is, if, if an if a question is being asked on the internet, and I am a relevant source to that, to answer that question, I want to be the one answering that question. Yes. So there are elements of relevance. So how relevant is the content that I’m writing? And there are elements of authority? So how authoritative am I as an answer of that question? And those are the two major elements that Google’s looking for? When it comes to answering that question.JOHNNY: So let’s take that kind of one by one. Gary, how does a business know what questions are being asked in order to answer them?GARY: That Johnny is the $10 million question right there? Yeah. Because you have to put your customer hat on. And you have to see the world from the perspective of the customer, which we define as being outside the bottle. So you can read the label. And where most customers find themselves is inside the bottle, staring at the back of the label. There that is the biggest challenge is often the businesses answering a question nobody is asking because they’re going at it from their perspective, not from the customer’s perspective. Now. Here’s the dark side of Google. They also sell advertising. Oh, so the best answer to the question is at the top of the search engine results, kind of, but there’s also this thing that Google’s created in the mix called featured snippets, which is a piece of content that they’ve decided has the authority and the relevance to answer the question is asked. So that is one place that if you’ve search engine optimized your content you can show up for. So to answer your question directly, Johnny, the featured snippets give you good ideas of the questions customers are asking about your service.JOHNNY: Okay, that’s, that’s an interesting insight there and that we’ve all seen those things that that seemed to get highlighted first. How can one dig for what my clients my customers are asking any recommendations you give clients by?VI: Yeah, absolutely. So there are a number of tools out there. My favorite quick reference tool is called Google Trends. And you can find it google.com slash trends. And it doesn’t work for what’s called a longtail keyword. So a longtail keyword would be something like you know, Loveland, Colorado podiatrists, but I could search the keyword podiatrists and I could compare it to foot doctor and I could see which one of those is searched on more frequently. So it doesn’t tell you who’s searching but it’ll tell you how frequently they’re being searched and how, what the trends are. In this search, so what Gary said about putting on your customer hat, that really is the first thing if I’m looking for computer repair, you know, my computer’s broken? Am I looking for computer service? Or am I looking for computer repair? You know, if I’m a customer, and I want somebody who’s going to fix my computer, I’m going to be looking for laptop repair. I’m not looking for a computer services company, you know, because that’s, that’s industry-speak, that’s like, Oh, yes, I want an IT service company. No, who cares about that if my computer breaks, I’m looking for computer repair.JOHNNY: What does it mean to be an authority?VI: Being an authority means that Google recognizes you as authority? authority. So it doesn’t matter how smart I am, or how good I am within my field unless people are referencing me online, as far as Google goes. So Google’s recognition of authority is a separate thing from actual authority in the real world. So right, I could have a Ph. D. in neuroscience. And unless I’ve written a lot of content that people have referenced and linked to Google doesn’t recognize me as an authority.JOHNNY: So explain the process for Gary to become an authority? What does one have to do?GARY: Since a lot of our customers use mass media, whether that’s a combination of radio and television, Google actually treats those broadcast centers as authoritative sources. So if you can get those guys to link to your website as part of your advertising package, you have increased the authority of your site, by association with them.JOHNNY: You’re saying if I can get my media provider to link to my website, that that’s going to help?VI: Absolutely,GARY: Yes. Because they provide the news. And in Google’s eyes, credible news, and that is an authoritative source. Google, again, back to the Prime Directive, we want to answer the question as asked. They look at those guys as putting out to the world on a daily basis the best answer to what’s going on in the world, which we call news. And so that makes them by default, an authoritative source. So as a business owner, I need to really think about content.JOHNNY: Okay, and then what constitutes content?VI: Content is multiple things, but the content that Google reads the best is text. So it’s articles that are written in a way that is well written in human-readable format, as well as computer reading, readable format. So when you’re writing, what I would call content marketing, which is really the direction that SEO has gone today, so content marketing is a buzzword. And what it means is writing answers to people’s questions in a way that’s well presented and that’s well written. And it’s done so in a way that both Google can read it well, and a human can read it well. So that’s the trick, if I write just for Google, a human is likely to come along and read it and say, “This is a bunch of gobbledygook. I don’t care. You know, next.”JOHNNY: So gone are the days when you would try to keyword pack your webpage by saying in Loveland, Colorado, AC repair is done by this Loveland, Colorado company. And you can kind of sense it, Google is really into the that user experience of “Did I did I get the information that I was looking for, that the user was looking for?” So with that in mind, you need to create some stuff that is usable to the user but is also recognizable by the search engines. So Gary, where do things like keywords come into play there?GARY: Well, Vi opened the door when he said that it has to be machine-readable, as well as human-readable and join us on it. So yes, the keyword phrase, like you said, AC repair leveling has to be embedded in the content in a particular way to make a computer-readable to give you a chance of showing up in the search engine rankings. Because if that’s not done, you don’t even stand a chance. So to Vi’s point, you need a certain amount of content, the keywords need to be placed in the content a certain way that’s that that should be open to that technique. Yeah. That just gets you in the game. But here’s the challenge Johnny that a lot of businesses have is the question The consumer might be asking is not something the business wants to answer. So how do I repair? How do I know whether I need to hire a technician to repair my AC? So are they going to provide how-to information? So one of the top searches, especially on YouTube, is by open the door number one reason people are going to YouTube today is, how do I fix this? How do I deal with this? How do I work this? So lots of how-to questions are being driven through YouTube, for example, and then maybe content that the consumer wants, but the business is uncomfortable providing because they’re like, but that’s what I do. And they haven’t yet grappled with the fact that the person that solved it for themselves wasn’t gonna pick up the phone and hire them in the first place.JOHNNY: That’s a really interesting balancing act there. You want to provide the content that the user wants, but you don’t want to give away the store? How do you weigh those two? How should a business weigh those two, I guess is the question.GARY: If you do give how-to information, the ones that can do it for themselves do it for themselves, and they’re happy to get the answer for you. So device boy earlier, now you started coming up 40 on that, which means your site rates up higher, that’s the second part of it is if they get stuck partway through the How to or find it’s too big of a thing for them to get into. You’re already associated in their mind with being able to solve the problem. The famous words of anybody that works with their hands. I wish they hadn’t been tinkered with it first, they made my job harder. job harder means I get to build more. Yeah, I don’t see a problem. No.JOHNNY: So content obviously being a big factor in SEO, what other things do businesses maybe miss for the SEO for their website?VI: I think it’s being remarkable. So if you want to establish authority, you have to get people to link to you. So that is in Google’s eyes, what authority is inbound links from other people’s websites to my site. And if I want people to link to me, I can’t be like boring and pedestrian and be saying the same things that everybody else in my interest industry is saying. I have to be remarkable. People have to remark about me because I’m doing something different. I’m saying something different. I’m doing something in a different way. That’s interesting. That’s something you know, bold, courageous, etc. to cause them to want to remark.JOHNNY: Anything you’re thinking of, Gary, that businesses often miss with SEO?GARY: Yeah, a couple of things. First one, often they try to optimize the long pages. So we try to optimize their homepage, for example. And that is not the page you want to optimize. We want to let the other pages be optimized and pull people into the site. So focusing on the wrong thing there. When it comes to content, Vi mentioned the content pile. If you’re already competing in a messy content space, where there’s already a lot of content around those keywords, you’re going to need that angle, something that sets you apart. But the other thing that I think the business owner underestimates is, they may have been told that SEO is free. SEO is not free, it takes time, which we know can either be time or money to produce this content. And you need to publish that content on a schedule in order to feed the algorithm in a predictable way because it likes that. And so there are people like that. Yeah, and your consumer likes that. Like whether you’re publishing the Monday Morning Memo and it goes out at the same time every day that predictability makes it very easy for Google the combined sweep up the new keywords and digested added to the pile. So all of this is to get you an impression, which may result in a click. I would say this is not a quick fix. The other thing is that SEO gets sold as a quick fix-all. Just do some SEO optimization in your business and you’ll get a bunch more leads. It’s like, “No, I’m giving you an opportunity to get a bunch more leads.” Right? Well, there’s got to be a good reason for somebody to pick your business out of the pile.VI: Absolutely. I think that clients or businesses also miss who they’re talking to, and what they should be talking about. Too often I’ve had clients who are like, “Hey, I want you to create pages that talk about how awesome I am and how everybody should pick me because I’m the awesomest person in my business space. And they should just know that like everything I do is better because I’m the most awesome.”JOHNNY: I think that’s a great slogan, though (laughter).VI: But they forget that what the customer wants is, how are you going to take care of me? And how are you answering the questions that I have? And that being of service to the customer is ultimately what makes SEO work. That’s what makes content marketing work, is I am looking at the world through an empathetic lens through the eyes of my customer, and answering the questions that they are asking in a way that’s supporting and caring for them.GARY: The other I’m gonna say trick these days Johnny is Google My Business. Very useful. Every business should have a Google My Business account. And for our Home Services, clients that take pictures of water heaters and whatever, they should upload some of that those photos into their Google My Business because Google My Business reads the data that’s inside the photograph. So when you do Water Heater Repair near me, if there’s a photo that’s been taken, very close to your geo coordinates attached to a business, you’re setting yourself up that way.JOHNNY: And now, none of these things by themselves seem like they’re going to change the world. But when you stack them and do a little more, a little more, a little more. So I guess the but it can also feel very overwhelming for business. But that’s absolutely it. That’s the challenge for the business owner. So I’m a business owner, looking at this overwhelming list of things that I need to do, where the hell do I start?VI: So you start by having a website that is fundamentally sound. If you look at the Internet, the website is your home. The social media is the coffee shop where you go meet people. Your Google My Business is your address book, your phone book where people can find you. But you’ve got to have a fundamentally sound website that can convert those visitors into customers. Because if you don’t have a website that can convert a visitor into a customer, I don’t care how much traffic you have, it doesn’t matter because none of those people are going to become your customer.JOHNNY: So here if there’s step one for businesses, let’s look at the website and make sure that it is capable of doing what I need it to do. Is that fair to say?VI: Correct. That is that’s the foundational element that you must have when I have a customer who comes to me and says, “Hey, I want you to manage Google AdWords.” I first look at their website and I decide is this a website that needs changes to be made to it before I can convert those visitors into customers? Because the last thing I want them to do is to light their money on fire by putting it into the Google machine without a website that is fundamentally sound.JOHNNY: So Gary, how do I know if I have a fundamentally sound website? Every time we peel back a piece of the onion, there’s another layer under there.GARY: Great question, Johnny. And it’s actually a simple answer today. Pull up your website on yourself. Ask yourself these three questions. How easy is it for me to click and call the business from the website? How easy is for me to find the address and the hours of operations, whether they’re open or closed or whatever? So that basic simple information should be easily accessible on page one. And the third question is, do you do what I’m looking for? So above the fold, it has to say you’re solving the problem that I’m looking for. Otherwise, I’m just going to bounce and go to the next thing. Because if I’ve gotten to the website, the most important question it answers is, yes, you can solve my problem.JOHNNY: Search Engine Optimization, one of the many layers that go into making your website usable and findable. And if you have any other questions, please leave them in the comments below. And remember that Wizards Roundtable is also a podcast. You can hear the audio version of this anytime. Just subscribe to Wizard’s Roundtable wherever it is you get podcasts. And if you have any other questions you are welcome to email us.

(Branding)
(Online)
(Offline)
(Online Advertising)
Johnny Molson
Johnny Molson

I take complicated, knotted-up marketing strategies and make them clear and understandable. I want people to know what you stand for, why you're special, and never forget you.

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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, 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.

Ready to transform your world?

(do it - you
deserve this)