(Paid Advertising)

Top 6 Advertising Trends To Watch in 2022

Ryan Chute
Ryan Chute
February 11, 2022
Top 6 Advertising Trends To Watch in 2022

Evolution and change are perpetual parts of our existence, so it would be naive not to expect that to emerge within all aspects of our lives— including the wondrous world of marketing and advertising. Since the start of the pandemic, you can probably guess that much like how our quality of life has taken a hit, the marketing and advertising realm has taken a bit of a hit as well. However, as we learn to adapt and improve from the past (after all, it’s in our nature), new and exciting innovations in marketing begin to emerge from the ashes. In 2022, the future of digital marketing is showing a lot of promise. There was a time when artificial intelligence and data-driven marketing seemed like a far-fetched idea, but now, we are seeing it become more and more of a trend amongst companies both large and small. But what do even the richest companies worry about? Becoming irrelevant. Trends are trending for a reason— they deliver results and change perspectives. The last thing you want to do is fall behind and become dust in the wind. Therefore, if you want to remain a solid competitor in your industry, we recommend you keep an eye out for these latest and greatest marketing and advertising trends.

Top Digital Marketing Trends for 2022

In this ever-changing competitive digital marketing industry, it’s important for your business to not only survive but to thrive. Here’s our exclusive inside scoop of 2022’s top new marketing trends and how they can be an essential asset to your business.

Personalized Marketing

Whether it’s a surprise to you or not, consumers love personalization. A study from SmarterHQ shows that 72 percent of consumers act on marketing when it’s customized to their personal interests. The biggest and most successful companies utilize the intelligence of algorithms to customize the user experience. They do this by filtering out irrelevant products and information and instead market what is most interesting and valuable to them. Take Netflix for example. They tailor movies and television shows to each individual user profile to increase the likelihood of them watching something on their platform. It elevates the customer experience and keeps them coming back for more.

AI Content Optimization

We are living in a world where Artificial Intelligence is changing everything from how we communicate with one another to what products become popular. A PwC survey found that there was a 52 percent acceleration rate to AI adoption plans across 1,000 different U. S. companies. Recently, chatbots, search engines and content creation have especially increased in popularity since the start of the COVID-19 pandemic and don’t seem to be going anywhere anytime soon. There are many reasons why AI has become such a massive marketing trend. They can analyze search patterns and customer behavior as well as gather data from social media channels and blogs so businesses can assess how their customers come across their products and services. One of the best examples of a company utilizing AI extremely well is Google. Their AI functions to provide the most accurate search results which provide their users with the best content to find the information they need. At Wizard of Ads®, we can help you find the best AI software for your business and so much more. Contact us today and we’ll help make your marketing and advertising fresh and influential.

Voice Search

Voice search has increasingly grown in popularity through recent years. Products like Alexa, Siri and Google Assistant are examples of successful ways for companies to implement voice search. Google Assistant alone has one million actions and Alexa has more than 100,000 skills, giving users a vast variety of tools and resources. It’s no wonder why customers of all demographics are making voice search part of their home. If you are still wondering if voice search is worth utilizing in your business, know that voice-based searches take up 20 percent of all internet searches, 58 percent of consumers use it to find local business information and about one billion voice searches take place on a monthly basis. Keep in mind, this is just the beginning of what you can get out of voice search as companies are working to produce audio content to gain brand awareness and ad implementation is next. For instance, Alexa answers your question and then follows with an advertisement. Essentially, voice search is going to become an even more popular platform for companies to promote their brand and gain traction on potential customers. So, it would be wise of you to follow suit.

Predictive Analytics

Predictive Analytics

Much like how it sounds, predictive analytics is a way to identify patterns and predict future results by using data mining and predictive modeling techniques. Take Amazon Assistant for instance. This Chrome extension allows customers to receive recommendations on products even when they aren’t using Amazon. It simply pops up when they are browsing elsewhere on the web. Predictive analytics has shown great potential as it has become more intelligent over the years and is being used across a variety of industries. With that being said, it’s in the perfect position to become one of the most popular marketing methods in the coming years.

Green Marketing

If you are looking for a way to be more sustainable as a business and attract more like-minded customers, green marketing is for you. Also named “eco-marketing,” green marketing is the process of augmenting and advertising your products or services based on how environmentally sustainable they are. This attracts people who are environmentally conscious and builds credibility and authenticity with your brand, which can be hard to achieve. Many companies are shifting towards manufacturing methods that are more sustainable. A few examples of how they are doing this are:

  • Using recycled or recyclable materials to make their products.
  • Restrictions on how much packaging is being used.
  • Using renewable energy or materials.
  • Developing products that are repairable so they aren’t just thrown away.

Who wouldn’t favor a company that cares about the planet over one that isn’t as thoughtful about how their products are made and their impact on the environment? With green marketing, you’ll attract new, younger markets and be sure to gain a strong competitive advantage.

Influencer Marketing

We see it everywhere on social media these days and for good reason. Hiring influencers to promote your product or service is the new effective way to market your business as it boosts brand awareness and lures in a more specific target audience. Influencers are people who have a large audience on social media and it is usually determined based on how many followers or subscribers they have. They can be found on various platforms such as Instagram, Twitter, YouTube, podcasts and more. Consumers tend to trust influencers over celebrities or other marketing/advertising methods because they are more relatable as they are usually regular, everyday people and because they share the same values and interests as them (hence why they followed them in the first place). This is an excellent way for businesses to market to their ideal, target audience and fit into specific niches that would otherwise be more difficult to reach. It’s been a popular marketing method for a while but is expected to grow even more in the next few years.

Top 7 Digital Advertising Trends for 2022

Now that we’ve covered what marketing trends you should look out for in 2022, let’s now teleport into the world of advertising and learn about what 2022 trends you should consider using for your business.

Shorter HD Videos

1. Shorter HD Videos

As the world has become more and more reliant on technology, our attention spans have become smaller and smaller. Instant gratification is in style, and it will likely stay that way. This is why shorter HD videos have become one of the newest trends in advertising. Not only that, companies are catering their video ads to be more user-friendly for mobile phones as (shocker) we’re all addicted. In the U. S. alone, mobile video spending is estimated to hit $53.9 billion by the year 2025 and you can expect the majority of that to be spent on shorter HD video ads. Surveys have concluded that about 25 percent of adults close out video ads after ten seconds, and more than half close after 20 seconds. I’m sure I am not the only one who clicks the “skip” button on those pesky YouTube ads, right? With nearly 100 percent of today's video marketers pledging to use video strategies this year, it’s no wonder why this advertising strategy has become so popular.

2. Podcast Series

Podcasts have grown exponentially over recent years having a whopping 116 million monthly listeners in the U. S. in 2021. Therefore, it has become a breeding ground for sponsorships and advertising since companies have caught onto this new and trending media platform. If you’ve listened to a podcast before, I’m sure you’re familiar with the famous line, “and now a word from our sponsors…” This is the type of advertising many successful businesses are utilizing today, and many more are following suit. Additionally, based on the Super Listeners 2021 report, podcast ads have a high retention rate with 86 percent of listeners saying they remember hearing the ad. They also score high in engagement with 76 percent saying they’ve either visited the company website, made a purchase or subscribed after hearing the ad.

3. Automated Program Advertising

Circling back to the amazing benefits of AI, automated program advertising has become an increasingly popular tool in our current advertising industry. It has significantly improved the efficiency in how we analyze data today. Studies have shown that marketers are wasting about five hours and 36 minutes of their time improving their data processes but fail to see any success. However, with AI you can enhance how you optimize your impressions, bid levels, targeting and click-through rates. Utilizing AI’s automated programmatic advertising features will allow you to discover data patterns and help you determine what will generate the best performance within seconds. This is a huge upgrade from having to spend days or weeks doing the same on your own.

Online Game Streamings Ads

4. Online Game Streamings Ads

Mobile gaming has steadily increased in popularity, with downloads increasing by 45 percent in 2020. In fact, about 70 percent would rather exclusively play their mobile games than use any social media app or watch any television show. With mobile gamers being so invested, it makes sense why businesses have taken advantage— and studies show that gamers don’t really mind! Over 70 percent of gamers prefer to watch video ads as their preferred way to “pay” for their game content. What do we mean by “pay?” Well, many game ads offer rewards that you can cash into whatever game you are playing, all because you’ve watched their entire advertisement. These awards can be converted into currency, stamina etc. Typically, mobile game ads can take up the entire screen or are displayed as banner ads. Whichever method you choose, it will make a huge difference in brand awareness.

5. Pseudo-Influencer Ads

We’ve talked about the power influencers have on your marketing and advertising, but what about making your employees your influencers? Pseudo-influencer ads offer a cost-effective alternative to paying for a famous social media influencer. Not only that, they can provide your target audience with more knowledge and insight on your company, its brand and the products and services you have to offer. Additionally, allowing your employees to take over your social media accounts will enhance your authenticity as a brand. It will make your brand feel more personable and trustworthy because if even your employees are raving about your products, why wouldn’t they be intrigued? Having pseudo-influencer ads will also provide a platform for customers to ask common questions and get answers from someone who knows the most. Research has shown that customers spend about 37 percent more money on a brand that is referred by employee advocates. That is enough proof to tell you the power of human connection.

6. Amazon

At this point, we are all aware of the goliath that Amazon has become in the e-commerce industry, and it’s basically impossible to compete. So, you know the saying: if you can’t beat ‘em, join ‘em! Overall, more than 75 percent of e-commerce ads are bought on Amazon, resulting in the company accruing more than $7 billion in revenue. Businesses are buying advertisements on Amazon not only because it’s the worlds leading e-commerce company but also because the cost of ads runs surprisingly cheap compared to other sites. Additionally, they consistently provide better SEO ads and an increased ROI for many e-commerce businesses. Therefore, it’s clear why so many businesses are gravitating towards advertising on amazon.

Marketing and Advertising for the Modern World

We know that changing and adapting to new ideas and methods in your marketing and advertising isn’t easy. It can be challenging and exhausting to keep up with as the modern world is always rapidly changing. However, to prevent yourself from falling behind, we strongly encourage you to implement most of these trends that have proven to be successful from small businesses and large corporations alike. But you don’t have to take it all on alone. At Wizard of Ads®, we take pride in helping businesses within a variety of diverse industries put the magic in their advertising and marketing strategies. Contact us today and we’ll make certain your business gets off the ground and keeps flying high towards an endless sky of optimal success.

(Best Books for Writers)
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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