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(Marketing Strategy)

The Making of a Brand

Ryan Chute
Ryan Chute
April 11, 2022
The Making of a Brand

What do you think of when the word “brand” comes up? Walmart or Microsoft might pop in your mind. How they managed to keep the same throughout scaling to the size and success they have now. But are they the same? Microsoft is rethinking their brand and values, by including improvements like vowing to become carbon negative by 2030. Why do we care about this? Well, think about Walmart and its brands. Does it bring up any significant meaning to you other than convenience and low prices? Not really, and that’s because they don’t have a strong brand. Nike is also a great example of a brand with a story–or in their case, many stories. Their brand has upheld the “Just Do It” mantra for over 30 years. How did they accomplish this? We all know building an empire didn't come by just doing it…Yes, using this slogan as a motive behind their brand is one tactic, but their ideals to take their brand even further are definitely ones to note. Nike takes its slogan and company mission to its customers. Whether you’re a professional athlete working for the gold, or a youngster saving up for their first pair of Air Jordan’s. Nike makes their brand story about their people. And it’s been working well! Marketing tactics may have evolved, but branding follow the same age old principles that people have been using since the advent of the spoken word. Strong brand building requires telling a brand story–your story. One that embodies the values and history of your brand and you as a whole. A well-crafted brand story can help you connect with customers on an emotional level. **Creating an authentic brand story will set you apart from the competition.**If you’re interested in learning more about marketing and branding, then keep reading, it’s about to get good.

Branding is Not Informational It is Relational

What is a Brand?

A brand is a concept that may help people’s awareness or recognition of a particular company, product, service or individual. Some examples of brands–just for funsies–include the ones we’ve mentioned above. But there are brands like the caring Geico® gecko, all the way to Will Smith. Although, his brand might be subject to change given the recent additions to his brand’s history. When you build a brand, you need to be clear about your values and what you stand for. You need to create a strong identity that people can connect with. And you need to make sure your story is consistent across all channels – from your website and marketing materials to your social media presence and customer service. You might have already tried to build your brand story. Is it hitting the way you want? Have you introduced new information to your target audience that would change their mind about knowing, liking, or trusting you? Are a disproportuonately high number of people attracted to your brand? Do they stick around for more? When you’re ready to share and create your brand story, book a call with Wizard of Ads®. Our experts prioritize building a disruptive brand, one embodying your values, history and purpose. We can’t wait to hear your story.

Name Recognition Isn't Branding

The examples we’ve been delving on might be household names, at this point. But they started out as much more than the comply names that we’ve come to know. They’ve managed to do this by creating a brand essence, awareness and presence. One that maintains the brand image and story they base their company around. The definition of branding is often misunderstood. Many people think that branding is simply the process of creating a recognizable name for a product or company. While branding does involve developing a strong name, it's actually much more than that. **“Getting your name out” isn’t going to work if no one knows what mental image to put with it.**Branding is much more than recognizing the name of your brand, the colors, logo, and slogan. Marketing and branding are aiming to formulate the right complexities and mental images your customers experience. – Even when it’s just in their heads as they think of it. Think about the first brand that pops into your head– mine just happens to be Chips Ahoy chocolate chip cookies. But I want you to think of your own…

  • What do you see? I see the blue packaging and a giant glass of milk.
  • What do you hear? I hear the crinkling of the package plastic as the fresh-seal breaks open for the first time.
  • Are you smelling or tasting anything? I definitely am, the crispy and sweet chips being dunked into the milk to get just the right amount of sogginess. The smell of sugary sweet treats is faintly present.
  • How does this brand imagery make you feel? Why? I feel nostalgic because thinking of Chips Ahoy cookies brings up heartfelt memories of when my dad and I used to wake up in the middle of the night and sneak into the kitchen for some cookies and milk.
Branding is Not Informational It is Relational

Branding is Not Informational it’s Relational

Ever hear the saying “it’s all about who you know”? It definitely applies when learning how to create a successful business and brand. Don’t believe me? Think about your favorite product(s). Have you ever recommended it to friends or family you know would love or benefit from it? Did they end up getting and using the product(s)? I’d wager they did, or at the very least considered it. Isn’t the ultimate goal of branding to build and nurture relationships with current customers, and begin relationships with new ones? Well, if you didn’t think so, newsflash— because it is. When we form a relationship with a customer, we become who or what they think of when they need what our brand is selling. They hear one of their friends needs it too, then boom–another relationship and customer base is born. One of the most important aspects of branding is creating relationships with customers. Too often, companies focus on transactionally-based marketing and ads rather than establishing a connection with customers through relational marketing and ads. When you think about your favorite brands, what do they have in common? Chances are, they’ve all built strong relationships with their customers. They’ve created a connection that goes beyond just providing information. Instead, they’ve focused on providing a great experience and establishing trust. You might be surprised to know that anyone listening to the radio or watching a TV advertisement is an influencer of approximately 250 people. This is considered their Realm of Association. Having a good balance of both transactional and relational ads has been a successful solution to upholding the relationships my brand has built. The perfect ratio of translational to relational advertising should be followed in your marketing branding. Something like one-third of your advertising should be transactional and two-thirds should be relational. It’s been found that the most successful companies are those that first build their brand. Followed by offering specific incentives to their brand families over time. –All while nurturing the bonds that formed the relationship in the first place. If you want to create a successful brand, you need to focus on relationships. Building trust and providing a great experience are essential ingredients for your brand to succeed. Not relying on information and transactional advertising to do the work for you. If you couldn’t already surmise–it won’t.

What is Counter Branding?

Counter branding is a technique used by companies to build a brand that is in direct opposition to an existing one. It can be used as a way to stand out in a competitive market, or to target customers who are unhappy with a competitor's product or service. Counter branding can also be used to create a new identity for a company that is struggling to make an impression. Counter branding wasn’t as common as it is now, but is still just as trickly as its always been. There are several ways to go about creating a counter brand. The most common approach is to use the same logo, colors, and typeface as the competition, but to change the name and message to reflect the company's new values. Alternatively, companies can create an entirely new brand identity, complete with their own logo, colors, and typeface. Let’s solidify this concept with some examples. Since we’re wizards here, time-traveling back to the late 1060s will be no issue. As the clouds of smoke dissipate from our landing, let’s look back to how the 7-UP brand was swiftly overtaken by Cola. Cola changed the soft drink game from the typical fruity or root beer flavors to the “sweet, rich, brown” concoction we’ve all downed after our pizza binge. 7-up knew this new flavor of soft drink has changed the market forever, so they had to think quickly about what they can do to keep their 38-year brand–centered around lemon-lime soda–a success. Their solution? You guessed it–counter branding. 7-Up launched their “Uncola” counter-brand in 1967. Taking our example into account, below are the steps of counter-branding:

  • List features of competitor (master) brand. Cola’s “sweet, rich, brown” campaign and product brought a new and staple attribute to the soft drink industry. The competing brands were centered around fruit-flavored drinks (7-Up) and root beer.
  • Create a brand with the exact opposite attribute(s). 7-Up did this by changing the description and logo of their brand from a lemon-lime soft drink description and slogan “You Like It. It Likes You.” to “The Uncola: tart, crisp, clear.”
  • Refrain from naming the master brand or big competitor in your counter branding. It’s illegal– besides, the whole need for a counter brand is because of the master brand’s overdominance in the market. Everyone will already know the brand name.

Sounds simple enough, right? Well a lot of the time, counter-brands become quite complex. They succeed by becoming the South to the master brand’s North, the dark to their light. An equal and opposite brand that covers the gaps left in the customer’s mind. There are a lot of variables to take into account in this case. What better way to learn complex concepts than a quality example. Let’s take Walmart once again as our example of a monstrous and overpowering master brand. It’s become the go-to for everyday needs and even groceries. But how are other stores that offer the same things competing? First, we need to understand what makes their brand tick, breaking it down to its fundamentals in customer experience:

  • Atmosphere: busy, crowded and full of products, deals and life.
  • Colors & Lighting: white, blue, bright and industrial.
  • Auditory Signature: peoples’ indistinct chatter, echoing of the loudspeaker announcements, music from every moderately-popular era playing over the speakers.
  • Pace: fast, erratic, everyone seems to be in a rush.
  • Products: basic brand-name mass-produced products. Off-brand and value options. Have to be careful picking out the produce and meats.
  • Pricing & Promotions: gives great value on certain items. Does not offer any rewards programs or much promotional incentive.

Here’s what the counter-brand to Walmart would aim to include:

  • Atmosphere: more room to be less crowded, more orderly and logistically organized.
  • Colors & Lighting: cream or darker colors, red, lower and warmer lighting.
  • Auditory Signature: controlling the noise and echoing from the speakers to not seem like a warehouse. Playing less disruptive and distracting music.
  • Pace: slowed down, giving shoppers a more relaxed experience when walking through the aisles and taking in the products.
  • Products: having brand-name products available, but giving shoppers more unique and less generic options.
  • Pricing & Promotions: offer rewards programs for brand-name purchases and incentives.

Without naming the counter brand I was describing, see if you can figure it out for yourself. Our minds are complex creatures, and most will look for the opposite side of the coin. This is why counter branding remains an effective way to take back your brand’s success. If you’re in the market against a master brand.

Is Yours a Brand or a Bland

Are You Branded or Blanded?

I love my good friend, Dan Antonelli, for this. We’ve worked together on a ton a successful brands over the years. But building a successful brand comes with the need to understand the balance between branded and blanded. With anything great, there comes a need for balance. This holds true when curating your brand, too. Many so-called experts in marketing advise that your brand be “seamless” and “fully integrated.” Now, this may sound fabulous but in reality, those “experts” are wrong. Telling you to take any and all incongruent factors–what makes your brand unique– and throw them out the door. In short, be ready, willing, and able to leverage the unexpected if you every hope to stand 600 feet about the crowd. This is precisely why we love working with Dan and his team at KickCharge Creative so much. I’m here to tell you differently, as was Edgar Allan Poe–much before his brand became accepted by the people. – “ There is no exquisite beauty without some strangeness.” Poe’s strange brands history would be–and is–widely revered and accepted in today’s climate. We crave originality as consumers. We want what stands out! Though, the balance warning comes into play here. Including the unconventional in our brand storytelling should still remain on-brand. Yes, bring about the brand story ideas that make your brand and story special. But don’t make it so incongruent with your brand that it throws off the balance. Ensure you are driving the right audience to your products and mission. Are you worried? Don't be, just pay attention to what you’ve read thus far and take special note of these points:

  • Procedural Memory: accomplished through relevance and repetition, it’s the way your brand becomes automatically remembered.
  • Symbolic Thought: linking the unknown to the known to create a meaningful brand and brandstory.
  • Particle Conflict: adding an element that doesn't belong, but still fits. It’s a way to make your brand interesting.

By covering these areas when creating a brand story, you’re more likely to have a strong brand. Without considering all that goes into the brand build, you’ll surely end up with weak and puny little bland. But you should have figured out after reading this, that a lot more goes into building a successful brand. Much more than simply sprinkling your uniqueness throughout. So, if you need help in all that is marketing and branding, telling your brands history and creating your company’s success, then book a call with the brand masters themselves, Wizard of Ads®.

(Online)
(Offline)
(Branding)
(Brand Strategy)
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 health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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