The Secret Sauce of A Household Name

With the right marketing strategies, you can also achieve household name status.

Ryan Chute
Ryan Chute
November 8, 2022
The Secret Sauce of A Household Name

Hey, you. Yeah, you. Could you grab me a Kleenex? My allergies are acting up. Thanks. Excuse me for one moment.—-------------------------Now, you may be thinking, "What kind of introduction is that?" or "Why do I need to know about this person's allergies? "But bear with me. I promise it'll all make sense in a minute. You see, when I asked for a Kleenex, you probably didn't think twice about it. You probably thought of the rectangular tissue boxes you buy during allergy season. That's because Kleenex is a household name. Over time, Kleenex has become so synonymous with tissues that we often use it as a generic term. Like Band-aid or Scotch Tape, Kleenex has become part of our everyday vernacular. In other words, although there are plenty of other great brands, we consider certain brands the best in their class. While Band-aids, Kleenex, and Scotch Tape are household products, the same principle applies to any product or service. Think about fast food, for example. When you hear the word McDonald's, what comes to mind? Chances are, you think of a few things: convenience, low prices, and (undeniably) consistent food. McDonald's, of course, is one of many fast-food chains that offer these services. The same goes for cars, beauty products, or any other product or service. As a result of their excellent reputations, people tend to think first of some brands and models. And while your small business might not have the marketing budget of Kleenex, you can still learn from their success. With the right marketing strategies at your disposal, you, too, could become a household name. And we are ready to help.

What Makes a Brand a Household Name_

What Makes a Brand a Household Name?

A household name is a brand widely recognized and remembered by the general public. In other words, they have successfully established themselves as a reliable source for whatever product or service they offer. So, what is the secret sauce of a household name? A brand becomes a household name after successfully establishing itself as a trusted and recognizable entity. This means having a clear and consistent message across all channels. It also means ensuring that the branding is visible and memorable. Repeated advertising is one of the most effective ways to achieve this goal. It is also essential to have a product or service that people can trust. This means providing quality items or services that meet customer expectations. People who are happy with their purchase are more likely to return and recommend the company to others. A household name cannot be built without a loyal customer base. The best way to do this is by creating a reputation for being trusted and responsive to customer needs. This means creating repeat customers who will continue to do business with the company for many years. At Wizard of Ads™, we build household names through resilient advertising that stands the test of time. With the help of our expert copywriters, we can help you create ads that resonate with your audience for good. To learn more about how you can become a household name, book a call with Ryan Chute of Wizard of Ads® today.

“Linear, no-threshold thinking.”

Have you ever wondered why some brands become household names while others disappear into obscurity? It all comes down to how they think about advertising. Linear, no-threshold thinking assumes that every statistic is scalable. For example, if a product has a 97 percent satisfaction rate, it must sell like hotcakes, right? Wrong. In the real world, statistics like these are often meaningless. The problem with linear thinking is that it doesn't consider the human element. More is needed to have a great product. It would be best if you also had a great ad strategy that resonates with your target audience. Think about it this way: your audience won't know about your product or service if they don't see your ads. Now for those of you who are thinking, “My brand is well-known, so I don’t need to worry about this,” think again. If you already have a prominent brand, congratulations! But don't stop there. Minimizing your marketing dollars can be the difference between a successful company and one that scrapes by.

Continuous Advertising of Household Brands

Continuous Advertising of Household Brands

Even the most prominent household brand names need to advertise continuously to stay top-of-mind with consumers. After all, there are always new products and services competing for attention. That's why you see Pepsi ads on TV, billboards, and just about everywhere else you look. They want to ensure that you think of them when you're thirsty. The same is true for other brands like Tide, Nike, Ford, Amazon, Apple, and more. Advertising keeps them at the top of consumers' minds, so they're the first choice when it's time to buy. Don't believe me? Let's allude to 2010 when Pepsi canceled all its television and Superbowl advertising to focus on social media marketing. While they gained many new followers, Pepsi's market share dropped by 5 percent in the following year. It doesn't seem like a lot. That 5 percent drop in market share equated to a loss between 50 and 100 million dollars. What's more, Pepsi dropped from the second best-selling soft drink in the USA to third. Here is what American entrepreneur Bob Hoffman had to say about their decision: “What we often confuse is the use of digital media with its power as a marketing or advertising entity. The fact that more people are using online for news is not de facto proof that it’s a good advertising medium. Let me give you an example of that: the old-fashioned telephone. Everyone in the world had a telephone. It was a hugely popular means of communication. That didn’t make it a good advertising medium. It was a lousy advertising medium.” Like the telephone, the popularity of online media doesn’t make it a suitable advertising medium. Plenty of other mediums are better suited for advertising, such as television, radio, and print media. Ad writers, however, are drawn to online media because it’s measurable. They don’t care that 65% of internet traffic is bots and all sorts of people click on their ads that aren’t leads. They’re just super happy to see all those ‘impressions’. This is particularly true of social media, constantly evolving and introducing new features. But why is offline media still so damn effective for advertising, despite the allure of online media? Although frustrating, there are reasons household names like McDonald's, Pepsi, Apple, Amazon, Facebook, and Nike continue to advertise offline. It works. And for considerably less than your digital spend.

Why Are Advertisers Frustrated With Their TV and Radio Campaigns?

There are several reasons why advertisers are frustrated with their TV and radio campaigns. While these offline mediums can reach a large audience, they supply minimal measurable results in terms of customer engagement. Moreover, viewers and listeners typically have no way to interact with the ad beyond simply watching or listening. However, television and radio campaigns have repetition with the listeners that, when done correctly, is highly effective. In other words, when we hear a great message multiple times in a set period, the message will start to make its way from short-term memory to long-term memory. This is because hearing something new, interesting, and different repeatedly creates an anchor between the sound and long-term retention in our brains. Remember the jingle you used to sing as a kid for your favorite cereal brand? Your ABCs. The Friends or Seinfeld intro music. Are you loving it? Just do it. That's the awesome power of sound at work! It is common to see marketers generate long-term success regarding television and radio advertisements. Even if the listener doesn’t require your product or service, repeating your message will position you for future sales.

The Secret Sauce_ Crossing the Repetition Threshold in Ads

The Secret Sauce: Crossing the Repetition Threshold in Ads

Of course, only some ad mediums are equally effective at reaching the repetition threshold. While digital media is a terrific source for fulfilling demand (lead gen), radio and television ads create specific demand for your brand. An advertiser needs to understand the importance of generating demand for their brand. This ensures that customers always think about them first even when they aren't actively searching for the thing they sell. That is the key to becoming a household name. Think about it like this: Done correctly, TV and Radio win the heart’s preference, then patiently wait for the customer to be ready to buy. Digital media waits for the customer to be actively looking to buy, then tries to win their preference. While having a robust digital presence is important, mass media advertising is the best way to create demand. Through effective repetition, TV and radio can actually achieve household name status.

Repetition in Credibility

Credibility is critical when it comes to effective advertising. To achieve brand credibility, businesses need to have a consistent brand presence. This can be achieved through repetition in TV and/or radio advertising. Businesses can build trust with their audience by having a consistent brand presence. This trust is essential to convert leads into customers. Think about it – if you saw an ad for a new product once, would you believe it? If you noticed that ad multiple times, you would think that the product must be popular. You may try it out. The same principle applies to your business. If you want people to trust your brand, you need to be visible and consistent. As you can imagine, this is easy. Consistent branding takes a lot of time and effort to achieve. But, like our favorite global brands, business success and growth is worth it.

Repetition in Brand Familiarization

Familiarity is another critical factor when it comes to building a solid brand. People are more likely to trust and purchase products from brands that they recognize. Remember when I asked for a Kleenex? Through strategic advertising and repetition, Kleenex has become a generic term for facial tissue. I don’t think twice about asking for a Kleenex because the brand is so familiar. This is why repetition is so important – the more we see or hear an ad, the more familiar it becomes. The consistency of your brand can be the make-or-break factor in whether or not people purchase your product. Why? Because when people see or hear your brand name multiple times, it starts to become more familiar to them. In other words, if your competitor is running TV, radio, and online ads effectively, chances are your audience will prefer them if you're not present offline. Depending on the size of the corporation, that alone can result in millions of dollars in costs.

Repetition in First Thought

First thoughts matter – especially when it comes to your brand. Again, repetition plays a role here. The more times we see or hear something, the more likely it is to be our first thought regarding that subject. This is a great marketing tactic from a long-term standpoint. By promoting your name and messages, your business will remain top-of-mind when potential customers are ready to buy. And once your company becomes a household name, it becomes that much easier to keep selling. Unlike Pepsi, however, do not stop once you reach household name status. While household brand names like Pepsi can recover from multi-million dollar losses, the same cannot be said for small businesses. In fact, the reason so many small businesses fail today is due to their inability to keep up with the ever-changing landscape of marketing and advertising. As a business professional myself, let me offer you some helpful advice: Remember what got you to the top in the first place – great products or services, competitive pricing, and good marketing. When you want to break through to the next level in your business, you’re going to nee to level up your brand message and media buy.

A Lesson from Pepsi

Pepsi has been one of the most successful soda brands for many years. They have achieved this level of success in part due to their aggressive marketing campaigns. Pepsi spends billions of dollars annually to ensure that its name is constantly in the public eye. And it has paid off – Pepsi is now one of the most recognizable brands in the world. Pepsi’s successes and failures can teach us a lot about the power of marketing. If a company is willing to invest heavily in marketing, it can become a household name and reap the rewards for years. However, if a company’s marketing strategy is unsuccessful, it can waste billions of dollars with little to show for it. The takeaway for businesses is that marketing is essential to success but must be approached carefully. In addition to digital marketing, traditional media still plays a crucial role. Like Pepsi, both must be managed to generate business growth and success. Marketing, however, takes a significant amount of time that business owners may not have. At Wizard of Ads™, we know the power of marketing and how to harness it for your business' success. Our commitment to short and long-term success will ensure your business's growth for years to come. Are you ready to become a household name? Book a call with Ryan Chute of Wizard of Ads® today to get started.

(Brand Guide)
(Brand Recognition)
(Brand Identity)
(Advertising Methods)
(Brand Storytelling)
Ryan Chute
Ryan Chute

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

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Frequently asked questions

Questions? We’ve got answers.

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

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

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

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

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

Marketing cannot fix a failing business.

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

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

How does the Wizard of Ads® for Contractors charge?

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

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

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

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

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

This is the perfect pricing model for Residential Home Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

There are also three market sizes to consider.

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

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

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

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

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

Are production costs included in your fees?

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

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

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

How long before a brand-forward strategy starts working?

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

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

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

How long before we’re live?

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

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

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

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

Are you exclusive?

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

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

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

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

Do you do digital marketing?

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

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

Do you do jingles?

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

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

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

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

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

Who owns the copyrights?

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

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

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

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

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

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

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

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

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

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