(Paid Advertising)

The Wizards of Commercial Ads

Ryan Chute
Ryan Chute
February 28, 2022
The Wizards of Commercial Ads

There is a lot of art and strategy that goes into making a successful commercial. Some of the greatest commercial ads can make viewers laugh, think or even feel emotional. They are often designed to be memorable and evoke an immediate reaction in order to get people to talk about them. Commercials are crafted by a team of wizards who use their creative skills to commercialize a product or service. They often have to think outside the box and come up with ideas that will grab people's attention and achieve the most desirable results. Commercials can be a great way to get your message out there, but you'll only achieve the brand recognition you desire when they are done well. Even the biggest brands out there have failed to create effective commercials from time to time. So, it's important to know what makes a commercial great and how you can make your own stand out from the rest. In this article, we'll go over the psychology of commercial advertising, the power of emotional branding and share some of the top-selling commercials for inspiration.

How Does Advertising Affect Our Brain?

The average American sees around 10,000 ads per day. Now I don't know about you, but that is a lot of ads. With this alarming statistic, it would be silly to not believe that they have an effect on our thoughts- consciously and subconsciously. Commercial advertisements are specifically designed to evoke an emotional reaction from us. They want us to feel happy, excited or even validated by the product they are selling. When we have these types of reactions, our brain releases dopamine- a chemical that makes us feel good. This is why commercial ads are so addictive — we get a little dopamine hit every time we see one. Over time, this can create subconscious associations between our emotions and the product we are viewing. For example, if we see a commercial for a car that makes us feel happy, we might start to associate that feeling with the car. This can then lead us to want the car more, even if we didn't initially have an interest in it. A brand that does this really well is Coca-Cola. The company has been using emotional marketing for decades, and most of us have subconscious associations between the brand and happiness, refreshment, summertime and good times. So, how does all of this affect our brain?Well, commercial ads can actually change the way our brain works. They can increase our heart rate and blood pressure, make us feel more energetic or optimistic and even make us crave the product they are selling. When this happens, that is how you know marketers have done their job well. If you are looking to achieve this with your commercial ads and maximize your sales, we at Wizard of Ads® can help.

How “Emotional Branding” Always Capture an Audience

How Does “Emotional Branding” Always Capture Audiences?

Emotional branding is a technique used in commercial advertising to capture the audience's attention and create an emotional response. This type of branding is often very successful, as it can evoke strong feelings in consumers and persuade them to buy a product. In fact, 90 percent of purchasing decisions are said to be based on emotions; and another study has found that ads that evoke positive emotions are twice as likely to be remembered as those that don't. This is why emotional branding is so important for businesses — by creating an emotional connection with consumers, they are much more likely to buy a product or service. There are many different ways to create an emotional response in consumers. Some common techniques include using storytelling, evoking positive feelings and targeting universal emotions. By using an effective mix of these tactics, businesses can create a powerful emotional connection with their target audience. To ensure your commercial ad is effective, it's also important to understand what emotions people are likely to respond to. Some common emotions that are targeted in advertising include happiness, love, joy, excitement, nostalgia and comfort. It's also important to create a connection with the audience by using relatable stories or images.

Top 10 Successful Commercial Ads of All Time and the Wizards Behind It

Now that you know how advertising affects our brains and how emotional branding drives us to make a purchase, let’s highlight the top 10 best commercials of all time. Here, we’ve gathered both old commercials and new and provide a break down of their significance and the wizards behind them that made it happen.

Sylvester DaCunha - Amul

One classic ad campaign that was particularly successful was the "Utterly Butterly Delicious" campaign by Amul. This campaign was successful because it was a funny ad and a catchy slogan to resonate with consumers and convey its message. The blue-haired Amul girl became a familiar and much-loved character in Indian households, and the ads were so successful that they even spawned a TV show. The wizard behind this masterful campaign was no other than Sylvester DaCunha. His main idea for the ad was to get people excited about the dairy product and make people smile. The commercial was aired during the 1966 Cricket World Cup, when India won against England. DaCunha’s marketing strategy proved that commercial ads don't have to be boring or dry — they can be funny and engaging while still getting their message across. So if you're looking to create a commercial ad campaign that will be successful, make sure it is humorous, relatable and engaging. And most importantly, make sure it is utterly butterly delicious.

Mohamed Rizwan - Nike Da da ding Campaign

Nike is a global powerhouse when it comes to commercial advertising. Much like Amul, it has done extremely well in India. Especially with its ‘Da Da Ding’ campaign. This commercial campaign was very successful because it associated the brand with female empowerment, patriotism and nationalism. It played on the emotions of the people, making them feel proud to be wearing a Nike product. The commercial showed India’s greatest female athletes doing well in international competitions, and ended with the tagline, ‘Da Da Ding. India Ka Game Changer’. This campaign resonated with the target audience and increased sales for Nike in India, and not only that, the commercial became famous in other countries as well. The creative director and commercial wizard, Mohamad Rizwan deserves all the credit for this commercial. His vision for the campaign was to show India’s rise in the world, through the lens of sport. He managed to tap into the Indian psyche and create a commercial that made people feel good about their country and themselves.

Lowe Lintas - Flying Machine

Lowe Lintas - Flying Machine

Fastrack, a brand of watches, produced a commercial ad in 2014 called "Flying Machine". The commercial was successful because it played on the emotions of the viewers. It showed a young man achieving his dream of becoming an airline pilot, and as a result, made many people want to buy a Fastrack watch. The commercial was well-made and well-scripted, and it successfully achieved its goal of increasing sales for the brand. The fantastic wizard behind the operation, Lowe Lintas created the campaign intending to inspire the nation's youth to pursue their dreams and become the best that they can be. The commercial is a great example of how commercial ads can be used to inspire people and change their lives for the better. It is also a perfect example of how brands can use storytelling to connect with their target audience. Thanks to the "Flying Machine" commercial, Fastrack watches became one of the most popular watches in India.

Ogilvy & Mather - Cadbury Dairy Milk

Another food ad that made an impact was Cadbury's Dairy Milk "Kiss Me" campaign. The commercial was very successful because it successfully played on the emotions of viewers. It showed a couple in a passionate embrace, and when the woman offered the man a piece of Dairy Milk chocolate, he turned away and kissed her instead. Commercial wizards, Ogilvy & Mather claimed that the idea behind the commercial was to show how passionate Dairy Milk fans are about the chocolate. This commercial was so sensational because it showed genuine affection between the couple, which is something that viewers could relate to. Additionally, the slogan "Kiss Me" was very catchy and encouraged viewers to buy the product.

Leo Burnett - John West Salmon - Bear Fight

One of the funniest ads to date is John West Salmon's "Bear Fight." The commercial is a mockumentary that follows two bears as they prepare for their big fight. It starts with the bears in their natural habitat and then cuts to them in a boxing ring, fighting for the salmon. The commercial was so successful that it won an award at the Cannes Lions International Festival of Creativity. What made the commercial so funny was its clever use of irony. The commercial is about two bears fighting for salmon, but at the end of the commercial, it's revealed that John West is the one who benefits from their fight. This makes the commercial not only funny but also clever, as it subverts our expectations. Leo Burnett, the clever wizard behind this commercial wanted to create an ad that would stand out from the rest and he most definitely succeeded.

Weiden & Kennedy - Old Spice - The Man Your Man Could Smell Like

One of the more recently successful tv commercials was no other than Old Spice's "The Man Your Man Could Smell Like." The commercial ad became so successful that it led to Old Spice creating a full-scale marketing campaign around it. So why was this commercial so successful? There are a few reasons. For one, it is very clever and funny. It takes something that is typically seen as "feminine" (smelling nice) and flips it on its head by making it into something "masculine." Additionally, the commercial is high-energy and visually stimulating. It features actor Isaiah Mustafa doing all sorts of crazy things while he delivers his colorful lines. This grabs people's attention and keeps them engaged. The collaboration of two talented wizards, Weiden and Kennedy aimed to redefine the Old Spice brand by targeting a younger, more active male demographic. It is a great example of how a well-executed ad campaign can help to revitalize a brand.

Ogilvy & Mather - Thai Life Insurance - Unsung Hero

The popular ad, "Unsung Hero" by Thai Life Insurance became famous for effectively pulling on the heartstrings of its viewers. The commercial tells the story of a man who quietly performs good deeds. His family and community never know about his good deeds, but one day he dies and they find out. The commercial concludes with the tagline: "When he needed us, we were there. Now it's our turn to be there for him." This campaign was so successful because it resonated with people on a personal level. Everyone has a loved one who has done something selfless for them, and the commercial tapped into that emotion. This is creative wizards, Ogilvy & Mather's second feature in our article, and for good reason. They succeeded with their intention to tug at heartstrings and make people feel something. And when it comes to commercial ads, that's what it's all about.

Ridley Scott - Apple

Ridley Scott - Apple - 1984 Superbowl

Superbowl commercials are a chance for brands to really show everything they've got, and Apple's 1984 Superbowl ad certainly made a touchdown. This 80s commercial was inspired by George Orwell's "1984" and depicted a young woman being freed from the bonds of a totalitarian society by an Apple computer. It was aired only once, but its legacy has lived on. So why was this commercial so successful? Some say it's because it taps into our fear of government control, while others say it's because it portrays Apple as a brand that stands for freedom and creativity. The best way to find out is to ask the Wizard himself who created the ad, Ridley Scott. He said, "I wanted to show that the Orwellian world wasn't some far-fetched thing. It was happening right then and there, in the U. S. We were becoming a captive society."However you look at it, the commercial was definitely ahead of its time and is still considered one of the best Superbowl ads ever made.

Budweiser - Puppy Love

Another good ad that certainly topped the charts was Budweiser's "Puppy Love" Superbowl ad. This commercial was so successful because it tugged at the heartstrings of viewers. It showed a Clydesdale horse being raised by a family of puppies, and then when the horse was all grown up, it came back to visit its puppy friends. This commercial was very emotional and heartwarming, and people loved it. The agrarian and pastoral overtones in the commercial also likely contributed to its success, as these evoke a sense of simplicity and nostalgia in viewers. In a world that is increasingly complex and fast-paced, commercials like Budweiser's "Puppy Love" provide a much-needed respite. Budweiser scored big with this commercial, as it has been claimed the most successful Superbowl ad of all time.

Wrigleys - Sarah and Juan - "Can't Help Falling in Love With You" Commercial

A great ad example that was successful at emotionally triggering its audience was Wrigley's Sarh and Juan "Can't Help Falling in Love With You" commercial. Elvis Presley's hit song was used in the commercial and it quickly became one of the most popular ads of all time. One reason why this commercial was so successful is that it played off of people's emotions. The commercial showed different couples who were madly in love and it ended with the slogan "Can't help falling in love with Wrigley's." This commercial was successful at making people feel happy and nostalgic for their loved ones. It also made them want to buy Wrigley's gum to experience that same happiness. Consequently, this commercial generated a lot of revenue for Wrigley's and got over 2.5 million views on YouTube.

Become A Wizard of Commercial Ads

The wizards of commercial ads are the people who make sure that the commercials they create are effective at catching people's attention in a moving and influential way. They are the ones who make sure that the commercial is memorable and leaves a lasting impression on its audience. However, creating a compelling commercial isn't easy. They cost a lot of money to make and it's a process that takes a lot of time and effort. But it doesn't have to, not with Wizard of Ads at your side. At Wizard of Ads®, we can do all the fancy spellwork for you so you can focus more on your business and satisfying your customers and less on your advertising. Contact us today to learn more about what other wonderful tricks we have under our sleeve.

(Lead Gen)
(Commercial Ads)
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

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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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