(Paid Advertising)

10 Useful Tips for Advertisers (And For Small Business Owners, Too!)

Ryan Chute
Ryan Chute
August 30, 2022
10 Useful Tips for Advertisers (And For Small Business Owners, Too!)

There are so many advertising tips for small business owners. You could fill a library with all the books, articles, blog posts, and ad campaigns written on business marketing or advertising techniques. As a busy small business owner, you don't have time to read through all that material. Thankfully, I've done the work for you and compiled a list of the 10 most useful top business tips for advertisers.

Advertising is an Effective Way to Communicate with Your Customers

Should we communicate with others in the most effective way, or should we take their preferred method of communication into account? The four pillars in the Palace of Temperaments are:

  • Courage (Lion)
  • Heart (Tin Man)
  • Home (Dorothy)
  • Intellect (Scarecrow)

Points of connection between strong communication and each of these four pillars exist. The person in need of understanding your logic values intellect. The person in need of perceiving your motives values feelings. The person who needs to know it has been tested values stability. The person who needs to hear you speak of action values courage. Wise people speak to these four people each time they attempt to persuade them. Make a point of including something for each of them in your presentation. That is known as "inclusive communication by design." Most of us attempt to persuade others as though everyone makes decisions according to the same criteria we use. (They don't.) A Scarecrow, a Tin Man, a Dorothy and a Lion exist in every crowd. You must tailor your communication to each individual, speaking in their preferred language. All four preference types hold importance, so make sure your voice reflects that.

"We see the quartet from Oz everywhere we look.

Jefferson is the intellectual Scarecrow of Rushmore.

Lincoln is its big-hearted Tin Man.

Washington is America's great stone Dorothy.

Roosevelt is our reckless rock Lion."

— Roy H. Williams, Wizard of Ads™

Do you speak the language your customers speak? If not, we can help untangle your tongue to ensure the message you want is received. If you're in the home services industry and need help with your marketing strategy, book a call with Wizard of Ads®.

The Dos and Don_ts in Advertising

The Dos and Don'ts in Advertising

There are Dos and Don'ts in advertising tips, and it pays to know them. For example: DO use strong verbs that create mental pictures. Don't use jargon or technical terms.DO focus on the customer's needs, not your company's features. Don't make false claims or promises. Here are a few other advertising tips and tricks on things to do and things you should avoid.

Things To Do

  • Familiarize yourself with the government's marketing and advertising rules and regulations.
  • If you advertise a promotion, product, or service, fully disclose all pertinent details.
  • Use illustrations that are the same as the products you sell.
  • Charge the lowest of two or more prices that appear on a product.
  • Ensure you have reasonable quantities of products you advertise at a bargain price.
  • Disclose all details required by the Competition Act before potential participants are entered when holding a contest.
  • Only use the words "sale" or "special" when significantly reducing the product's price.
  • Ensure your sales staff are familiar with these "Do's and Don'ts." Your business can be held responsible for representations made by employees.

Things You Should Avoid

  • Don't confuse "regular price" or "ordinary price" with "manufacturer's suggested list price." They are not the same.
  • Avoid using "regular price" or "ordinary price" in an advertisement. Only use it if the product has been sold at that price for a substantial period or at a considerable product volume.
  • Don't run a "sale" for an extended period or repeat it weekly.
  • Avoid making any claims about a product or service unless you can prove them, even if you think they are accurate.
  • Don't increase the price of a product or service to cover the cost of a free product or service.
  • Avoid fine print disclaimers. If you use them, make sure the message of the ad and the disclaimer are not misleading.
  • Don't sell a product above the price you advertise it.
  • Avoid using terms or phrases in an advertisement that are not meaningful and clear to the ordinary person.
  • Remember not to delay the distribution of prizes when running a contest.

10 Useful Advertising Tips

Advertising is a critical part of any marketing or type of business strategy, but it can be challenging to get right. Here are 10 advertising tips that will help you create compelling, successful ads:

1. Keep Your Ad Copy Clear and Concise

The most important thing to remember when writing ad copy is to keep it clear and concise. People have short attention spans, so you must ensure your message gets across quickly and effectively.

2. Use Strong Calls to Action

Your ad should always have a solid call to action that tells the reader what they need to do next. Without a call to action, your ad will be ineffective.

3. Use Persuasive Language

When writing your ad copy, use persuasive language to convince the reader to take action. Use words like "free," "now," and "limited time only" to create a sense of urgency sparingly. Don’t use them if they’re fake.

4. Highlight Your Unique Selling Proposition

What makes your product or service unique? Ensure this is clear in your ad copy so potential customers know why they should choose you over the competition.

5. Target Your Audience

Knowing your target audience before you write your ad copy is essential. Once you know who you're trying to reach, you can tailor your language and message to appeal to them.

6. Use Images and Videos

Including images and videos in your ads can effectively get people's attention. People are more likely to notice and remember an ad that includes visuals.

7. Use Strong Headlines

Your headline is one of the most vital parts of an ad, so make sure it's catchy and to the point. A strong headline will make people want to read more.

8. Say Something New, Interesting, and Different

People have a spot in the brain that doesn’t allow the predictable in. Ads must be entertaining, edutaining, or endearing to gain access to the brain.

9. Test Different Versions Online

Don't be afraid to experiment with different ad versions before settling on one. Try out other headlines, images, and copy to see what works best.

10. Answer the Damn Phone

The number one thing you can do to increase revenue is to get better at answering the phone. Research from dataturk.ai shows that most residential home service companies fail to answer up to 30% of their incoming calls. Remember, your CSR cannot pick up a call when they are already handling a call.

Bad Ads Waddle Like a Porcupine and Make Lots of Little Points

A couple of days ago, while reviewing some new ads, I realized many of them had much in common with porcupines. No, they weren't prickly (at least not to the touch), but they were covered with so many little points that it was hard to know where to begin. Porcupines make terrible ads for two reasons:

  1. They're full of sharp points that can hurt you.
  2. There are so many of them that it's hard to know which one to pay attention to.

As for advertising tips: Don't write advertisements like porcupines.

Good Ads Charge Like a Rhinoceros and Make a Single Point Powerfully

Rhinoceroses are big, strong, and to the point. They're also not afraid to charge, which is what you want your ad to do. You want your ad to make a single, powerful point that will grab attention and not let go. You want to do it memorably and make people want to take action. Trying to make a bunch of little points in your ad is like trying to pet a porcupine: it will end in pain. So make your ads like rhinos: imposing, powerful, and focused on one big point.

Ad Budgets are Like That, Too

Continuing the conversation on advertising tips… Your advertising budget is like your waistline: you want to keep it trim. When it comes to advertising, many small business owners think they have to say many different things to a lot of different people. But that is expensive, and it doesn't usually work very well. What works for those big guys, those Fortune 500 companies, isn't what will work for you. Advertising in a trade magazine is much more effective than advertising in a general interest magazine. What you want to do instead is focus your ad budget on a few key places where you know you can reach your target market. For example, if you sell HVAC products. The same is true for online advertising. You want to focus your efforts on the websites and online directories that are most likely to be visited by people interested in what you offer.

The Most Dangerous of These Fortune 500 Concepts is the Idea of an, Omnichannel Media Mix.

The Most Dangerous of These Fortune 500 Concepts is the Idea of an, "Omnichannel Media Mix."

Fortune 500 companies aren't run the same way as small businesses, and they're certainly not marketed the same way. One of the most significant differences is that these large companies have huge advertising budgets. These budgets allow them to place ads in a wide variety of media outlets. That is known as an, "omnichannel media mix," which small businesses can't afford to do. The problem with this approach is that it fails to optimize repetition. You might get lucky, but you'll be wasting your money more often than not. A better approach is to focus your ad budget on a few key places. These few key places are where you know you can reach your target market at the correct frequency. For example, let's say you sell landscaping services. Some good places to advertise would be:

  • On the radio.
  • On aggregator websites like Angi and Home Advisor.
  • On Google.

Don't beat yourself up if you think you're missing the places your audience is. Just remember that repetition is essential. Ask yourself this question: Would you rather reach 100 percent of your audience and persuade them 10 percent of the way? Or would you sooner convince 10 percent of them 100% of the way?

"Advertiser, you can't afford to reach everyone. You've got to choose who to lose. Don't be a porcupine. Be a rhino." — Roy H. Williams

If You Sell a Product or a Service That Most People Will Need Sooner-or-Later and You Suspect You've Been Sprinkling Your Ad Budget "a Little Bit Here and a Little Bit There."

Do you sell a product or service that most people will eventually need? If your ad budget has been going towards "here and there," this is for you. If you're a home services business like plumbing, people will need your service eventually. That's great news for you because it means potential customers. The problem is that when people only need your product every few years, they will not remember who you are when they finally need it. So how do you stay top of mind? Spend 60 to 70 percent of your ad budget on mass media. The remaining 30 to 40 percent should go online to lead generation. Choose which mass media you want your ad budget broadcasted to. Television, radio, and outdoor (billboards) are the three main types. It's hard to go wrong with television newscasts or local radio ads.

"Wait a Minute," You Say, "You Told Me to be a Rhino and Not to Sprinkle My Budget?"

"Out of my budget, you suggest I allocate 30 to 40 percent online? What's up with that?" You say. Here's the thing: You need to spend most of your advertising dollars on mass media and an online presence. It's where people go to research your product or service before they purchase. It's also where they will go to find your contact information and directions to your business. If you don't have a website, you need to get one. If you have a website, make sure it is mobile-friendly, and your contact information is easy to find. You should also be active on social media and consider running ads on Google and Bing. These are all relatively expensive ways to connect with potential customers. Tell them the right story and be where your customers are when they go looking for you.

There are Instances – Particularly in the Home Services Categories – When it Makes Sense to Use Geotargeting.

We often underappreciate the value of time and energy as part of a buyer's decision making criteria. That makes some old-school techniques work like a charm – like door hangers, lawn signs, and slipping flyers under windshield wipers. Roy calls this "shoe leather on the sidewalk." Today, you can also geotarget neighborhoods online. Geofencing allows you to target people who enter and exit a particular area down to 1 mile.

"But What if I Sell a Product or a Service That Only a Tiny Percent of the Population Will Ever Want or Need?"

If you sell a product or service that only a tiny percentage of the population will ever want or need, it can still be adequate to use geographic targeting. You can target a tiny geographic area, like a single city or even a neighborhood. Or you can target a particular type of customer, like businesses in a specific industry or households. The key is ensuring that your product or service is the best possible solution for the people you're targeting. Local advertisers investing in mass media are spending around 6 to 12 percent of their total revenue on advertising.

Surprise is the Foundation of Delight.

Surprise is the Foundation of Delight

In your ads, there are several things you need to do for your customers. In your ads,

  1. You must avoid predictability. Don’t say what your customers expect.
  2. Your customers won't believe unsubstantiated claims.
  3. Your customers will ignore you if you speak about anything other than their underlying felt needs.
  4. You can gain your customer's attention when you say something new, interesting, and different.
  5. Your customers will like and trust you when you talk about what you believe in.

When You Win the Heart, the Mind Will Follow

"The intellectual mind will always create logic to justify what the emotional heart has already decided." — Roy H. Williams

The advertiser's task is to first focus on creating an emotional connection with the audience and only then worry about logical arguments and supporting data. That is not to say that ads should be devoid of logic or facts. Instead, the focus should be on building an emotional connection first and backing it up with logic and facts.

Repetition is The Key

The last of these advertising tips focuses on repetition. Repetition helps embed the message in people's minds, making them more likely to remember your brand. Ads need to be repeated for people to remember them. That is why advertising campaigns typically consist of multiple ads that are aired or published over time. Remember these advertising tips the next time you consider crafting ads. Speaking of repetition, I'm only going to ask you this one more time, I promise. (At least in this article.) Are you a home services business that needs help creating a low-cost marketing strategy? Book a call with Ryan Chute of Wizard of Ads® today.

(Advertising Tips)
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 Services work with?

Wizard of Ads® for Services work with healthy and growing businesses 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.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service 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 Services 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 services who sell goods with a long purchase cycle.

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 Services pricing model is based solely on the top line 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 Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services 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 Services?

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

  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 Services 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 Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services 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 Services. 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 Services, 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 Services, 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?

Offline, the Wizard of Ads® for Services 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.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

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., Furniture, Automotive, 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?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services 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 Services 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 Services owns copyrights 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 Services 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 Services racks 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 services 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 hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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