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The Seven Laws of the Advertising Universe

Ryan Chute
Ryan Chute
March 21, 2022
The Seven Laws of the Advertising Universe

In your advertising, you must choose between boredom, shouting and seduction. Which do you choose?When it comes to crafting creative and effective advertisements, you’re definitely not going to want a bored audience. And you’re also definitely not going to want to shout at them. Have you ever tried to seduce your prospective customers? Do you ever rely on alluring ads? What’s irresistible about your product or service? What does your audience want?There are many questions that you can ask yourself as you try to hone your marketing messages, but here’s the first one to answer: what would seduce your audience into wanting, needing your company?Even though effective marketing requires math (statistics), science (computer science and digital technology) and social science (psychology), it’s not enough. You need art, flair. You need a voice that’s unique to your brand, and you need to use a tone that will allow your audience to feel a connection with your company. Seduction is an art, and we want you to be able to use it to your advantage–ethically of course. Before we can get into the more artistic or intangible aspects of successful marketing, let’s look at what the scripture says. Our marketing scripture, that is. According to us at the Wizards of Ads, there are laws that govern the advertising universe. At the front of The Wizard of Ads, Turning Words in the Magic and Dreamers into Millionaires, there’s a page that stands alone, and its header reads:

The Seven Laws

of the Advertising Universe

(Whence Cometh the Power of Ads to Work Magic)

Or, in other words, there are seven laws that govern the advertising world, and they will bring your ads a magic power. Let’s get into them.

Do You Know The Seven Laws of the Advertising Universe?

Once you have a firm grasp on these seven laws, you’ll have a strong foundation in the basics of advertising to build on. And if you have a hard time understanding how to implement these laws into your own marketing campaigns, then you can rely on us. At Wizard of Ads, we’re committed to guiding you toward all of your advertising and marketing goals. Click here to learn more!

An Energy of Words

1. An Energy of Words

An Energy of Words has existed since the day He said, ‘Let there be light.’ Learn how to use this energy. You are created in His image.”If you’re going to create powerful ads, then you need to have a profound respect for the power of your words. What you say matters, and what you mean matters even more. When someone is creating an ad, the messaging they put out there can really influence viewers. That power needs to be used for good, and it can’t be harnessed effectively if it isn’t first revered. When your ads are moving people, they need to be moving them in the right direction, otherwise it’s unethical. And we mean the right direction for them. And for you, too. We start with this rule first because the power of what follows is great–and we want to ensure you understand that you need to use that power for good. By understanding your audience, you’ll be able to use your words with a stronger effect. You’ll also come to learn what they want and what they need. Serve your customers. It will always work out for you best that way in the end.

2. Masses of People

Masses of People are predictable, though an individual person is not. The exception does not disprove the rule.” For the most part, it’s going to be more effective to target many people at once with your marketing, rather than individuals. It’s important to note that masses are made up of individuals, but they have common mindsets, goals and more. For ads to work well, then you need to have enough predictive power over your viewers. How are they going to react to this ad? What will they feel when they see this image? If you try to make those assumptions about one person, you’ll either be right or wrong. There isn’t much room between those two options. Hit, or miss. When you try to make those same predictions about a group of people, though, you might be right about some of them. You can be mostly right–meaning the assumption is right for more than half of those people, for example. You don’t have to simply hit or miss. You can hit the mark for a bunch of people, drawing in potential customers. Also, when your ads are effective, why wouldn’t you want more people to see them? Of course it’s not wise to indiscriminately target enormous masses of people with generic ads. That’s not what we’re saying. Instead, we’re saying to choose groups large enough to increase your likelihood of getting through to most people.

3. Intellect and Emotion

Intellect and Emotion are partners who do not speak the same language. The intellect finds logic to justify what the emotions have decided. Win the hearts of the people, their minds will follow.”It’s true that the mind tends to follow the heart, rather than the heart following the mind. People very frequently will feel something and then determine their thoughts about it after. Our feelings are more abstract, so we often let them determine themselves. This applies to ads because people often try to convince their audience of something. That their product is the best. That their solution will definitely work! And those things may be true, and you might even be able to convince your audience of them. However, it’s not going to be the most effective way to approach your marketing. If you can tap into the feelings of your prospective customers, then you can see what they feel. You can win their hearts that way, and when they feel trust and connection with your brand, the sales will follow.

4. Time and Money

Time and Money are two sides of a single coin. No person gives you his money until he has first given you his time. Win the time of the people, their money will follow.”When consumers consider purchases, they spend time considering what they want, what they need and how they feel. The longer they spend with one company, product, service or solution, the more they’ll be ready to trade their money. It’s easier to justify a purchase having felt like you’ve done your due diligence, isn’t it? We often think to ourselves that our time is easier to give away, so we spend our time as a consumer more readily than our money. And then it feels easier to let the money follow, too. So focus on gathering time from your audience. By captivating their attention, you’ll be able to get that time from them. And then, with that increased feeling of trust and sense of buy-in…they’ll be ready to buy!

5. Sight and Sound

Sight and Sound function differently in the mind, with sound being the surer investment. Win the ears of the people, their eyes will follow.” When you hear a noise, do you look to figure out exactly what it is? When you see something, do you listen to figure out exactly what it is? Sounds tend to invoke our sense of curiosity, thus directing our eyes. With your advertisements, you can use this same principle. When we say to win the ears of the people, if you can do so literally, then go for it. But for text based ads, it might be more complicated. The point is rather to have your audience metaphorically hear your messaging to get their interest and attention. That gets more eyes on your products, which will lead to more sales.

Opportunity and Security

6. Opportunity and Security

Opportunity and Security are inversely proportionate. As one increases, the other must decrease. High returns are gained from low-risk strategies only through the passage of time. He who will cheat time must embrace the risk of failure.” If you’re an entrepreneur, you already have firsthand experience with and knowledge of this principle. And it’s true in marketing, too. The riskier you are with your ads–the edgier you make them–the more your possible reward increases too. Don’t abandon your sense of what risks are worth what rewards, but if you want to find success, you need to be willing to push the envelope. People respond well to content that is new, fresh, exciting, invigorating, controversial and more. While staying true to your company’s mission and code of ethics, see how you can invite in more opportunities without lowering your security too much. It can be a hard balance to find, but it’s very fruitful and rewarding when done well.

7. Engage the Imagination

Engage the Imagination, then take it where you will. Where the mind has repeatedly journeyed, the body will surely follow. People go only to places they have already been in their minds.” If you first engage the imagination of your viewers, your ads will have a much more powerful effect. Someone’s imagination is much more capable of steering them or influencing them than what you come up with for them. As with reading a book versus watching a movie, getting to picture something for yourself can be so much more interesting. By using this same principle in your marketing, you can encourage people to imagine things for themselves. Asking questions is a great and simple way to quickly engage someone’s imagination. Invoke your audience’s sense of wonder, and try to see what you can get them to imagine before you try to tell them too much.

How Can You Become a Successful Advertiser?

In addition to utilizing the above rules, we have some tips to point you in the right direction as you craft your marketing materials. Here are seven of our tips to becoming a successful advertiser.

Investigate

You need to know a lot before you can start on your ads. Investigation and research are two essential stepping stones on the path to effective ads, so what are you waiting for? Figure out who you’re targeting, why you’re targeting them and how you can help them. What are their pain points? What do they feel, or think? Why haven’t they been able to solve the problem for themselves? What are your competitors trying to do? What’s working, or not working, for them? There are essentially endless possibilities of topics to investigate or questions to find answers for. Get started now, because it’s step number one.

Decide on the Ideal Spot

Now that you know who you’re targeting and why, you can make your next determination. Where is the ideal spot to target them? Where should your ads, marketing campaigns and content live? If you want your advertising efforts to bear fruit, then choose spots where many of your ideal customers spend a lot of time. Sometimes, marketing is a numbers game. That means you have to take a bunch of shots to make a bunch of shots, but we want you to do so as strategically as you can. When you can generate a lot of good leads, by picking the ideal spots, then your sales will skyrocket.

Make a Design That Stands Out

If it doesn’t stand out, it will be forgotten. It might not even get recognized in the first place. Wouldn’t it be a shame if your advertisements were so boring that no one even paid attention to them, that they couldn’t even have a chance to be forgotten? That sounds pretty dismal to us, so we suggest you make your designs stand out. You don’t have to use bright colors and loud words, but you do need to be unique enough to stand apart from the rest. There’s lots of noise out there, and you need to be heard. But sometimes whispers are heard the loudest, so don’t forget that there are many different ways to get recognized.

Create a Lasting Impression

When your audience is loyal, your sales figures will be stronger and steadier. For scalable, sustainable growth, your marketing campaigns need to play the long game a bit. Establish trust, build a relationship and create a lasting impression on your viewers. Over time, the money will flow in as a result.

Personalize it

Personalize It

People like to feel special. The easiest way to make your customers feel special is to personalize your ads or communication with them. Using their name is the simplest route to take, and using it in emails is probably the easiest application. Try it, and track your click rates or conversions to sales. It’s a simple way to boost your email series.

Don’t Oversell Yourself

If you oversell yourself, then you’re guaranteed to only get one sale, maximum, from that client. They’ll know you bent the truth, or exaggerated, and your relationship will be irrevocably shattered. They won’t trust you, your brand, company or product. Trust is hard to build, and easy to break. Overselling yourself is sure to break any trust that you were able to foster. And don’t undersell yourself, either, or you might not get the sale in the first place.

Make it Known

Get the word out. Let everyone hear about your product, service or solution. Make it known what you stand for, how you help people and what sets you apart. Don’t be shy about it, either. People like upfront and authentic communication, so just make it known what you want and how you can help your customers! And if any of this sounds daunting to you, then don’t go it alone. With the experience we have behind us at Wizard of Ads, you can rely on our expertise to guide you along the way to finding the most effective and magical advertisements for your business success. Click here to contact us!

(Online)
(Offline)
(Advertising)
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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