(Paid Advertising)

The True Power of Brand Storytelling

Ryan Chute
Ryan Chute
April 22, 2022
The True Power of Brand Storytelling

Have you found your story? Your story is the most powerful device in your marketing arsenal. It's the thing that will make you stand out from your competitors and attract your ideal customers. Are you telling it well? Your story is the heart of your brand. It's what makes you unique and connects you with your customers on a deeper level. When you tap into the emotions of your customers, you create a connection that will last a lifetime. Are people entertained? The best way to connect with your customers is to entertain them. But you can't just tell any old company story-- it has to be a great story. It has to be something that people will want to share with their friends and family. How’s business? If you're not building a storybrand in your business, you're missing out on a powerful marketing tool. Story branding can help you connect with your customers, build loyalty, and increase sales. The true power of brand storytelling is that it can help you connect with your customers on a deeper level. It can help you build loyalty and trust. And, maybe most importantly, it can create more business. When you use brand storytelling, you're not just selling a product or service, you're selling an experience. You're creating a connection with your customers that goes beyond the transaction. People want to do business with companies they trust and feel good about. Brand storytelling can help you create that feeling.

Stories Explain How the World Works!

Stories Explain How the World Works!

Our world is already full of constant change and uncertainty. Stories can be a powerful tool for helping us make sense of our lives. They can provide meaning and understanding, comfort, and hope. Great stories can transcend time and place, connecting us to something larger than ourselves. They can inspire us to be better people and help us see the world in new and different ways. Brand storytelling is one of the most powerful tools available to businesses today. A well-written brand story can create an emotional connection between a company and its customers. One that goes far beyond simply selling products or services. However, poorly-done brand storytelling can seem inauthentic, contrived, or even manipulative. Your customers are calling, but they aren't sure how to address you. Luckily for you, creating a brand story that connects to your customers doesn't have to be difficult. Wizard of Ads® can help you create a brand story that works for you as your storybrand wordsmith. Book a call with us today.

Story Helps Shape and Define your Tribe

Your story is the foundation of your brand. It's what sets you apart from the competition and attracts your tribe. A great brand story template can inspire people to take action and become loyal customers or followers. A good story has the power to change lives. It can make people laugh, cry, think, feel, and even fall in love. A well-told story can build trust, create connection, and foster understanding. Whether you're a small business owner, a solopreneur, or a big corporation, your story is essential to your success.

How to Market Your Brand’s Story

In today's business world, the power of storytelling is more important than ever before. Companies need to find profound ways to connect with customers to stand out and be successful. And what better way to do that than through the use of stories? Storytelling is an incredibly effective marketing tool. When done correctly, it can help forge a connection between the brand and the customer. One that is difficult to achieve through other means. It can also help customers remember your brand and what it stands for long after they have made a purchase. If you're looking to harness the power of story brand marketing, you need to keep a few things in mind. First, it's vital to understand what makes a good story. Good brand story ideas are relatable, interesting, and memorable. It should also align with your brand's values and mission. Once you have an idea of what makes a good story, find ways to incorporate it into your marketing strategy. You can do this through various means, such as social media posts, blog articles, video content, and more. The key is to be creative and think outside the box. When it comes to brand storytelling, make sure that your stories are consistent with your overall brand image. Ensure that the characters, plot, and setting all fit within the world that you've created for your brand. It's also crucial to make sure that your stories are updated regularly to stay relevant to your audience. The best way to market your brand's story is through mass media, of course. It allows you to reach the largest audience quickly, easily, and affordably. The type of mass media you choose matters a lot, as some are passive while others are more intrusive. Depending on your market area, budget, and population, choose an economical mass media that reaches the most people you can afford at least 3 times a week per person. If you are unsure of how to do this calculation, give us a call. We have an algorithm for that. You can also share your stories with your followers on social media and get their feedback in real-time. Additionally, you can use social media to promote any new content or products that you're releasing. Another great way to market your brand's story is through video content. This could be in the form of a commercial, an explainer video, or even just a short clip that tells your brand's story. Video is a great way to engage with your audience. And to get your message across in a concise and visually appealing way.

Why Most Brands and their Ads Don’t Really Tell a Story_

Why Most Brands and Their Ads Don’t Really Tell a Story

In our fast-paced, constantly-connected world, it's more important than ever for brands to connect with consumers emotionally. And the best way to do that is by telling stories. Unfortunately, most brands and their ads don't really tell a story. Most ads might have a beginning, middle, and end. But they lack the emotion and connection truly great brand stories have. The reason for this is that most brands are focused on selling a product or service. Most brands don’t concern themselves with telling a compelling story that will resonate with consumers. But if you want your brand to stand out from the noise, you need to start thinking about storytelling. Most brands' ads also don't tell a story because they don't have a clear understanding of what it is. A great brand story is more than just a description of what you do or what you sell. It's about why you do it and how it makes a difference in people's lives. So, do you want to start using the power of brand storytelling? Then there are a few things to keep in mind: Know your audience. Your audience is the most important part of your story. Without them, your story doesn't exist. You need to understand who they are, what they care about, and what they're looking for. Only then can you start to craft a story that will resonate with them. Keep it simple. A great brand story is not complicated. It's easy to understand and easy to remember. The simpler, the better. Make it relatable. Your story should be something that your audience can relate to. It should be about their lives and experiences. Be authentic. Your story needs to be genuine and authentic. It should be true to who you are as a brand and what you stand for. Be consistent. Once you've found your story, stick to it. Consistency is key when it comes to branding and storytelling. Be patient. A great brand story doesn't happen overnight. It takes time to craft and perfect. Be patient and keep at it until you get it right.

Brand Storytelling: How Authentic is Your Story?

The authenticity of your brand story matters, too. After all, customers can spot a fake a mile away. To create a story that will resonate with your target audience, you need to be genuine. Every element of your story should be based on reality, from the characters to the plotline. Think about some of the most successful brands out there. What makes their stories so compelling? They're likely able to connect with their customers profoundly. They make people feel something, and that's what keeps them coming back for more. If you want your brand story to be truly effective, it must be authentic. Be real, be honest, and be true to your brand identity. Only then will you be able to create a story that resonates with your audience.

Storytelling is a Form of Selling

Storytelling is a Form of Selling

Brand storytelling connects you to your audience in an emotionally profound way. Connecting to your audience on a deeper level is crucial to your business. That’s because it helps you build trust and credibility. Building trust and credibility help you sell more products or services. In other words, storytelling is a form of selling. Think about it this way. When you hear a personal story from someone, you are likelier to trust and believe what they're saying. Especially if that someone was just trying to sell you something outright. Stories, particularly story brand scripts, create an emotional connection that is hard to come by otherwise. That's why brand storytelling is so powerful. When done well, it can help you build the know, like, and trust factor with your audience. And that is essential for any successful business. Put another way: “Storytelling … allows us to use the old and familiar as metaphors to help us determine the right course of action when facing the new and different. Choose the story and you control the metaphor. Control the metaphor and you strongly influence the conclusion that will be reached by the listener. An elegantly powerful salesperson leads you to believe you made the decision entirely on your own. This is the power of Once Upon a Time…” from The Monday Morning Memo.

How Do You Tell Your Story: A Fairy Tale or a Horror Story?

So, how do you tell your story? Is it a fairy tale or a horror story? The true power of brand storytelling is that it can be both. It all depends on how you use it. A fairy tale is a story that uses magical elements to bring the reader into a different world. In a fairy tale, your customer is the hero, overcoming all odds to achieve its goal by hiring you, the old wise man in the woods. A horror story uses suspense and fear to keep the reader on the edge of their seat. In a horror story, your customer’s pain points are the villain, terrorizing their lives until the evil is properly defeated. Which one will you choose? When you’re ready to shape your brand’s story, Wizard of Ads® can bring a pen to paper. Book a call with us to discuss the story you want your brand to tell.

(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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