(Marketing Strategy)

The Art of Getting Noticed

Ryan Chute
Ryan Chute
October 3, 2022
The Art of Getting Noticed

Do businesses still need advertising? Of course. You cannot take advertising away from any industry. As a matter of fact, without any level of advertising, even sales from household brands will plummet. Now making an ad noticeable? That's the more interesting question. Every time you publish an ad, you have one singular goal in mind: to get noticed. Your advertising efforts are your one-way ticket to attracting attention and making a buzz. Getting your message across is key to getting noticed in a world full of digital noise and content overload. I repeat, it’s about delivering your message, never the medium. The truth is, noticeable ads will remain noticeable no matter the medium. Sadly, not every business owner thinks the same. Roy H. Williams has had his moments dealing with people who believe otherwise, like:_“I work in the furniture industry. Which media should I choose?”“My target audience is people who are afraid of the dentist. What’s a good mailing list company?”“TV ads work very well for my uncle in attracting new customers. He’s made a fortune off them. What's your opinion of TV?”“No one in my town listens to the radio anymore. Everyone has a smartphone.”“Advertising doesn't work for my kind of business.”_These are the kind of questions and statements that leave Roy dumbfounded. Crappy messaging emblazoned on a billboard will still add no sense of value to customers. They will walk past your invisible message without a second glance. To get noticed, you must master the art of crafting provocative, flabbergasting, and stupefying messages in your ads. We'll share that art with you today. Keep reading.

Importance of Relevance

Mastering the Art

We see thousands of commercials every single day. You hear ads over the radio. You read them every time you scroll on social media or those in-video YouTube ads we all hate. But every once in a while, you see that one ad that makes you go, "What the %*$# just happened?"Have you ever had that moment?Weird advertisements make you cringe, laugh, disgusted, surprised, and even question your existence. Yet no matter how dismayed you felt, you couldn't get enough. It’s as if you have tofinish the weird commercial; otherwise, the experience is incomplete. Throw in all the flak you could think of, but one common denominator binds them together: they get noticed. That's the kind of advertising you should aim for. There isn't a treasure trove of unusual advertisements scattered all over the internet because most people are not weird. Only a few of them still make appearances on TV. A considerable chunk gets banned. However, they won't fail to induce a good dose of chuckles after a rewatch. Weird adverts or odd-vertising, as I'd like to put it, are not the golden standard to get noticed. It’s not all about how your advertising team writes the ad. Understanding your audience is a significant part of mastering the art of getting noticed._What do they relate the most to? What sort of value are they looking for? What makes them tick? What infuriates them? What forces them to take action?_Advertising is never about what makes your business happy. It's always been about the audience. You will only master the art of getting noticed when you produce ads FOR audiences. Throw in your values and beliefs, then mix in their pain and pleasure points. Pour a sprinkle of humor, drama, or audacity. Then add a smidge of weirdness. That’s how you concoct a head-turner ad. Keep in mind, industries vary from one another. In the residential home services, you're selling externally triggered, grudge purchases. That means you’re selling solutions people are forced to buy, and this brands your business with a negative connotation from the outset. Comedy is one way to appease your customer's raging emotions, and sometimes that's what your ads need. If you’re looking for killer ads that give your business all the buzz, we got you fam. Book a call with Ryan Chute of Wizard of Ads™, and we’ll hook you up.

Importance of Relevance

Relevance is what determines whether an ad works or not.

Every media fails when it delivers a message no one cares about.”

— Roy H. Williams

Relevance has always been the foundation of effective communication. Say otherwise and suffer the roars of contempt from the advertising Gods. However, in this day and age, relevance doesn't seem to be as relevant. To be relevant is to appropriately connect with people within the right context. A relevant ad satisfies what audiences are searching for, not what you are selling. Every day, businesses answer unasked questions that nobody cares about in their well-intended and inoffensive ads. _How is this helpful? Is what you’re saying going to make a difference? Does it satisfy anyone's actual underlying felt needs? Will it make your prospect happy or waste their precious time?_These questions form the litmus test that examines the relevance of information. For your business to get noticed, you must put out relevant ads. But in the context of advertising, relevance has nothing to do with entertainment or artistic delivery. Being relevant is all about what your buyers actually value. Your set of solutions has a corresponding value, no matter what business you are in. Creating ads that get noticed means leveraging what your customers value. Your customers will only buy based on these motivators. In other words, a tastefully crafted comedy advertisement with lackluster value will still yield mediocre results. Whereas weird ads with great value? Those are the ads that get noticed. Let's look at an example:Old Spice - The Man Your Man Could Smell LikeOld Spice is known for the absurd ads that are densely packed with intrinsic value. Take "The Man Your Man Could Smell Like," for example. If there were a list of the weirdest Old Spice commercials, this would rank within the top three. Contrary to the deodorant company's market, this 30-second video ad targeted ladies. It featured a handsome man, Isaiah Mustafa, with an oddball sense of humor. The commercial was very effective in generating a lot of social media chatter. Dissecting the ad, you'll notice that underneath the banter and funny quips, Isaiah never stops talking about their value. The transforming landscapes, being on a yacht, pouring diamonds, and riding a horse were all Old Spice's essence metaphors. This ad etched Old Spice as the epitome of scented masculinity. Any woman who watches the ad will desire their partner to smell like a million dollars. Weird, quirky, smooth, fun, and relevant. Good advertising. All in all, this odd commercial is an excellent example of how to get noticed for all the right reasons.

Ads That Failed

You see countless ads per day. How many of those do you actually remember? Exactly. That's what North Americans experience each and every day. You see an ad, you forget the ad. This vicious cycle happens day in and day out. All those unremarkable ads drown in the Sea of Sameness, never to be recalled again. That's the reality, but you know what's worse? Your advertising efforts could be one of those ads that won't sink in and make their mark. For businesses like yours, you can't afford to waste resources on ads that don't generate strong retention and recall. Producing disruptive and attention-grabbing ads delivered at the correct frequency is the only solution when you want to get noticed. However, if you've run ads before that failed miserably, here are the potential reasons why:

1. The ad was so predictable that few people paid attention.

How would you feel if you sat through a movie that has already been spoiled to you? Predictable advertisements follow this same theme. They lack anticipation, surprise, and delight which puts your audiences on edge, looking forward to the punchline. In this case, your only solutions are to get a new ad writer or give the one you've got creative freedom. The best ads pack an unexpected twist that leaves audiences open-mouthed and in complete delight.

2. Prospective customers didn’t care.

This is where relevance comes in. You want ads to be relevant to your market; otherwise, what value are they even getting from you? If you are met with this problem, it's time to dump the irrelevant subject matter. Spruce up your value by discovering what people actually care about and then talk about that instead.

3. The ad’s message is relevant but unclear.

The thing about Old Spice is that their advertising is funny and relevant at the same time. Plus, they conveyed both fronts perfectly. You are doing something wrong when your creativity waters down and confuses your clarity. After all, what’s the point of being cute and clever if your prospect can’t remember the name of your business?Furthermore, tell your layout artist that the prettiest ad is rarely the most effective. You're running a business, not a fashion magazine. Ensure the creative team understands their continued employment depends on creating ads that sell the product.

4. Your ad campaign commitment is shorter than your product selling cycle.

This is a common rookie mistake that dooms many advertising campaigns. The sales cycle for some products or services can be measured in years, yet the ad campaign is only committed to three months. How effective can any ad campaign be in such a short time? It takes time to get noticed, then get remembered, and finally, get liked and trusted. You have to do all of this before they even need what you sell! Your only solution is to commit to an ad campaign longer than your product selling cycle.

5. Ads written from a different cultural perspective than the customer's own are not engaging.

It's crucial to get noticed for the right reasons. Tone deaf, culturally insensitive, or just plain irrelevant advertising will not get you noticed in a good way. Ensure your ad speaks to your target audience in a language and style they can identify with. To solve this, hire an ad writer who understands the cultural background they are trying to reach. This will add a more personal touch that takes your business closer to your market. Always remember that ads fail not because of the delivered medium. **Great advertisements always make the medium work when delivered at the correct frequency.**Here’s the bottom line from Roy H. Williams:“Ads that fail in one media would usually have failed in any other. The media is not the message. The message is the message. And the message is what matters most.”

Noticeable Ads

Noticeable Ads

Noticeable ads appeal to Broca’s Area, the same part of the brain that makes us notice and fixate on something. Think about it this way. What makes you look across a crowded club and see a person you'd like to interact with? There are probably a hundred people inside, but not everyone possesses the quality that makes your eyes linger. To get noticed, your ads need to stand out of the ordinary. They need the element that binds weird, ridiculous, and absurd ads together. If your advertising stands 600 ft. above the competition, only the blind won't see. Always remember that the more disruptive an ad, the higher traction it gets. However, the relevance must never get drowned out by the creativity.

What Makes Bizarre Ads Undeniably Noticeable?

If we try to break down every successful bizarre ad, we'll find four qualities that made them noticeable. We'll discuss them below:

  • Visually stimulating

You should design a good ad to get noticed and stop scrolling thumbs. It should be so visually appealing that people can't help but give it a second look.

Anyone who remembers the Squatty Potty understands what visual appeal looks like. Can you imagine showing a unicorn pooping rainbows to promote your bowel movement stimulating brand? Despite the rather distasteful concept, they pulled off a 3-minute ad that got eyes glued to the screen with their visual appeal.

“There is no such thing as an attention span.

All you have to do is leave out the boring parts.” - Roy H. Williams

  • Emotionally moving

Do you know the saying, "bad publicity is still publicity"? Well, that still applies to advertising. Ads that get noticed are effective in evoking audiences' emotions. The kind of emotion is irrelevant, so long as it gets under your skin.

When you portray experiences relatable to people or share values that align with them, you can nudge customers into buying. Do you know why?

The part of the brain that controls decisions has no faculty for words or logic. Because of that, you only need to tug the right emotional triggers to convince people to justify the buy with logic.

  • Punchy headlines

In terms of written advertisements, your headlines are your sales pitch to an indifferent crowd. Win the headline battle, and you have secured a click that will listen to what you have to say. Your headline is the hook to catch your fish.

A weak headline will kill your campaign even if you offer some of the best solutions paired with a killer advertising copy or a sensational offer. Don't skimp on the headline. It does 80% of the job for what comes next.

  • Sense of urgency

Ever notice how online ads have a call to action? This is because you want to inspire action from a sense of urgency in your audiences. Great advertisements without a sense of urgency will not activate people's impulse buying tendencies. That's not good business for you.

Whether that's limited inventory or an offer with an expiration date, urgency pushes people to act fast. Otherwise, you slice a thick amount of leverage from your solutions.

For example, look at one of the most recent controversial ads in the Philippines. It’s about a soda product called RC Cola, as observed below:

For context, the ad follows a student who goes home after being bullied and teased as ‘adopted.’ He goes home complaining to his mom and then exposes his back implanted with four drinking glasses. To appease her son's raging emotions, she takes her head off, revealing that she has a bottle of RC Cola for a head. The ad ends with the entire family drinking the soda from the son's back. The advertisement obviously checked all the boxes that make weird ads, well, weird. Visually stimulating, also a check, the editing was spot on for a commercial. Emotionally evoking, agreed, the acting was convincing. Bizzare, very– in fact, I'm still not sure what the advertisement suggests. While seemingly the perfect ad for getting noticed, one element they lacked is relevance. Your relevance is the value you're trying to convey and convince audiences to choose. Despite artistic efforts, RC Cola failed to explain its relevance over other popular brands. That's where the problem begins. You create a popular buzzing ad but lacked the punchline to make it a head-turner. In the end, all RC Cola had was hype and nothing more. As Roy H. Williams puts it:

  • Delivering a pointless message in a powerful manner results in hype.
  • Delivering a powerful message in a pointless fashion is the result of weak creative.
  • Delivering a powerful message in a powerful style is the ad that gets noticed.

You have an eye-catchy ad, but how are sales? Again, relevance is the lynchpin. When RC Cola evolves this ad into speaking emotionally to the underdog and builds a tribe of raving fans, they will have turned the corner on cute and clever, joining the titans of industry.

Why Showing Reactions and Facial Expressions is Powerful for Ads

All the ads are geared to an audience's rational or emotional sensibilities. On the whole, emotional ads achieve more success than rational ads. You're more likely to get noticed when your ads bank on pure emotions than if it was purely informational. Adding in a sprinkle of sentimentality propels an ad even further. Feelings of pride, love, happiness, loneliness, sadness, nostalgia, and friendships are all great emotional value boosters. Showing facial expressions and reactions in ads is a powerful weapon. It's one of the quickest ways to get noticed. A person's face is an emotional center; by using it in ads, we get a quick connection to the feelings being conveyed. In contrast, bland emotional portrayal compromises the messaging of an advertisement. Look at those ads with silent laughter. A part of us feel uplifted and light when we see people smiling. This emotional connection translates into advertising. Look at those ads with silent laughter.

Are Your Ads Capturing the Attention of Your Target Audience_

Are Your Ads Capturing the Attention of Your Target Audience?

Advertising is a tricky business. It's an art and a science that takes years to master. The most important thing is to get noticed by the right people in the right way. Ads can fail for many reasons, but they're often not relevant to their audience or don't stand out. If you're looking for relevant, weird, disruptive, and funny ads that will make your audience say yes, we can help. Book a call with Ryan Chute of Wizard of Ads™, and let's create those mind-blowing ads.

(Get Noticed)
Ryan Chute
Ryan Chute

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

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Frequently asked questions

Questions? We’ve got answers.

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

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

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

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

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

Marketing cannot fix a failing business.

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

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

How does the Wizard of Ads® for Contractors charge?

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

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

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

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

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

This is the perfect pricing model for Residential Home Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

There are also three market sizes to consider.

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

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

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

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

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

Are production costs included in your fees?

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

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

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

How long before a brand-forward strategy starts working?

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

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

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

How long before we’re live?

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

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

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

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

Are you exclusive?

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

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

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

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

Do you do digital marketing?

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

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

Do you do jingles?

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

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

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

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

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

Who owns the copyrights?

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

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

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

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

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

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

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

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

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

Ready to transform your world?

(do it - you
deserve this)