(Paid Advertising)

13 Ways to Give Your Online Presence Some Spark

Ryan Chute
Ryan Chute
April 19, 2022
13 Ways to Give Your Online Presence Some Spark

Establishing an online presence can seem like a daunting task. The world of digital instant gratification often seems to work for just a select few. Algorithms seem like impossible codes to crack and keep up with. But there are several ways to spruce up your digital presence, and some hacks are easier than you think. Maintaining a presence online can be extremely beneficial. Though it may seem like a lot of work at first, it’s well worth becoming familiar with.

Do You Have an Online Presence?

What exactly is an online presence? Think of it as the digital elements of your brand that introduces your audience to your business, beliefs, and philosophies. Whether you’re a fan of the written word or let your pictures speak for you, there’s something for everyone. What you share with the world is completely up to you. Now, if you’re just getting your feet wet when it comes to social media, it’s important to know your options. Here are the major online sites and apps you can use to increase your web presence:

  • Instagram: The hub of digital instant gratification, Instagram focuses on images, and is making a serious push toward video in 2022.
  • Facebook: A digital community where you can find everyone you know. A common spot for family, friends, and funnies, Facebook is a place to entertain, edutain, and endear your brand with your audience.
  • Email: A digital letter and powerful marketing tool when used to bring attention to your beliefs, values, various content, and value-stacked offers.
  • Websites: The ultimate digital “real estate”, your website serves as the lynchpin to all things that represent your brand
  • Blogs: Sharing what you know with the world matters. What matters most is sharing things that others want to read and share.
  • Twitter: Express yourself in 280 characters or less. If you like to carry on a conversation, Twitter is the place to talk it up.
  • TikTok: A strong up-and-comer, TikTok has taken the world by storm with its shortcut content and video format. With shorter attention spans and the hunger for dynamic media, TikTok isn’t going anywhere.
  • YouTube: Having most recently moved to the #3 largest search engine in the world, YouTube is a deep and relevant depository for how-to videos, entertainment, and edutainment. YouTube shorts capitalizes on the shortcut 1080x1920 px videoes popularized on TikTok and Instagram Reels.

Feeling overwhelmed? Enlist the help of marketing experts to help your brand establish an online presence. Contact Wizard of Ads® today!

What Impact Does an Online Presence Have on Business

What Impact Does Online Presence Have on Business?

While creating a digital presence for yourself can be gratifying, it can also positively impact your business. For instance, building your online presence for your business increases online visibility and reach. Before the digital age, businesses gained exposure by word of mouth and the Yellow Pages. No longer do you need to rely on telephone books or the paperboy to get the word out. With the internet at your fingertips, connecting with your target audience is easier than ever. No matter where you are in the world, people can view your website or social media profiles. Being present online also increases brand credibility. Customers are more likely to trust a brand that has an online presence than one without it. It shows the willingness to connect with your audience where they hang out the most—online. Even if you own a single brick-and-mortar location, social media can help increase your brand reach. In addition, an online business presence allows you to be available 24/7. Your website and social media are available to view at any time day or night. Imagine a small business with a single store and no website. Obviously, their customers wouldn’t be able to get in touch with them outside of operating hours. Having a small business online presence eliminates the gap between them and their customers. So even if you’re not available, people can still learn about your business and what you have to offer. This also increases the accessibility customers have to your brand. Our expert marketing team at Wizard of Ads™ has the strategies you need to build exposure for your business. If you’re ready to boost your brand’s online presence, contact us today!

How to Boost Your Online Presence and Create Some Spark

It’s no secret that creating a digital presence consists of a lot of moving parts. Now that you’ve identified the different mediums of the digital world, it’s time to take it a step further. Sustaining a powerful digital empire isn’t a one-and-done process. Remember: consistency is key. We’ve comprised a list of the top thirteen ways critical to improving online presence.

Create and Grow Your Email List

Email marketing is grossly underrated. Many businesses today have found success in creating and growing their email list. So what exactly makes it beneficial? First of all, creating an email list helps you personally connect with your audience. Offering free information in the form of an ebook, or lead magnet gives customers an incentive to provide their email. Once you have your customer’s email, you can send emails periodically to nurture the relationship with your customers. This method is also effective after a customer makes a purchase. Email marketing is also cost-effective. It doesn’t cost a penny to use tools like Gmail to connect with your audience. Emails can also increase website traffic. Include links with a call to action in every email that points your audience to your business site. This will help you maximize the effectiveness of this strategy.

Create a CRO Website

Creating a Conversion Rate Optimized (CRO) website is another great way to improve your online presence. With different web builders like Squarespace and Shopify, there’s sure to be an option that fits your business needs. Customers will be able to learn more about your company and what you have to offer beyond office hours. A website can also lead to increased sales. Imagine having international customers who would love to buy from you. If you don’t have a website they can visit, you’re losing out on money. Plus, a business website builds trust with your customers. Showing that you’re a professional business with a well-designed website can go a long way in establishing your brand. Creating a business website has numerous benefits and can help you reach your target audience in a variety of ways. If you’re not already utilizing this powerful marketing tool, now is the time to get started!

Implement OnOff-page SEO

Implement On/Off-page SEO

Maximizing your business reach doesn’t just stop at a website and emails. Gaining organic traffic to your website is another battle entirely. SEO is the best way to achieve fresh eyes on your website and content. SEO, or search engine optimization, is a strategy that uses keywords with a high search volume to draw traffic to your site. It’s important to research the best keywords to use against your competitors and implement them throughout your website. The goal is to find keywords with a low competition rating, giving you the chance to rank high on Google. There are two methods for using SEO: on-page and off-page. On-Page SEO includes:

  • Meta Titles and Descriptions
  • Alt text for website photos
  • Title tags
  • Internal links

Off-Page SEO includes:

  • Domain ranking
  • Backlinks from local domains and high domain ranking sites
  • Local SEO keywords
  • Pay-per-click

Using this strategy to implement both on and off-page SEO will give your business a high boost in traffic.

Create Excellent Customer Experience

Creating an excellent customer experience is essential in your business. If you take the time to give your customers a great experience, they’re likely to come back. Not only will they come back, but they’ll also tell their friends about your business. Establishing your business online is one of the most important ways to give your customers a great experience. It helps you can reach more people and give them the information they need. You can also use online tools to track customer satisfaction and find out what needs improvement. By taking the time to give your customers a great experience, you’ll build loyalty and goodwill. Your customers will appreciate your effort, and you’ll see the results in repeat business and referrals.

Post Blogs Regularly

Blogs are another great way to increase your credibility. Posting frequent informational content specific to your niche will classify you as an expert from the customer's perspective. This will also make potential customers more likely to do business with you. SEO is another big benefit of blogging. By including keywords throughout your blog posts, you can increase your rankings on search engine results pages. This means more people will be able to find your website, which can lead to increased traffic and potential customers. Blogging also creates brand awareness. Create different types of content and a combination of short and long posts to include something for everyone. Overall, blogging is essential to reaching new audiences through SEO.

Update Your Content

Updating your online content is essential. As the years go on, your brand is sure to evolve. It’s important to update your content to match your brand mission. You should also update your content based on what matters most to your target audience. Your content should serve the purpose of answering their questions and solving their problems. Additionally, you should keep your content fresh. Search engines like Google favor fresh, relevant content. Regularly update your website content to gain more organic traffic. Finally, updating your content helps build trust with your audience. When people see that you’re constantly creating new content, they’ll know that you’re an authority in your industry. They’ll be more likely to do business with you as a result.

Boost Your Social Media Presence

Social Media is another powerful tool your business can benefit from. Although it may seem difficult, social media can be the strategy that propels your business forward. Let’s explore a few ways social media can improve your online presence. Digital word of mouth creates social proof and builds trust with potential customers. A strong social media presence increases engagement. Additionally, use social media to improve content SEO. Include keywords links to improve your site’s ranking. This will make your business more visible when potential customers are searching for products or services like yours. Lastly, social media helps you connect with potential customers and create meaningful relationships. By responding to customer messages, you're able to bridge the gap between you and your customer.

Test Strategies and Analyze Results

Testing and analyzing marketing strategies are critical to helping your business succeed online. What works for someone else may not work for you. Test out different strategies and analyze the results. First, decide the strategy you want to use. For example, you could decide whether eight hashtags in an Instagram post are more effective than twelve. The next step would be to create posts for both options. It’s important to use the same metrics when creating either post. This way, you’re able to more accurately analyze the results of each post type. Remember, strategies don’t always take off right away. It’s crucial to keep testing and optimizing what works best for your business. This way, you’ll eventually be able to yield the desired results. It may be a good idea to have a goal in mind. Are you looking to increase sales? Do you want more website traffic? Having a clear intention in mind for every piece of content you share online will allow you to measure what matters.

Humanize Your Brand (Brand Personification)

Humanize Your Brand (Brand Personification)

Humanizing your brand allows your customers to connect with you on a personal level. There are numerous ways to personify your brand. For example, is your brand down-to-earth, with a brand voice that doesn’t take anything too seriously? Do you want to be known as reliable and trustworthy, focusing on delivering great results for your customers? This is the time to think about what you want your brand to be known for. Whether it’s a specific phrase or a signature logo, this is what will set you apart from competitors.

Study Your Competitors

Studying your competitors is another perfect strategy to use to elevate your brand’s online presence. Stay ahead of the curve and on top of the latest trends in your industry. This will put you above your competitors who are not making an effort online. Furthermore, by keeping up with your competitor’s strategies, you can learn what is and is not working for them. Then, adapt those lessons to improve your own online marketing strategy. It’s still important to continue testing and analyzing your results. However, gaining inspiration from competitors will give you new strategies to explore. By understanding your competitors’ digital marketing campaigns, you can avoid making similar mistakes and further improve your brand’s online presence.

Find Your Target Audience

Finding your target audience is absolutely critical if you want to build a digital presence. Imagine a bicycle company that only markets to motorcycle enthusiasts. It’s safe to assume that they don’t make any sales, right? As you can see, marketing to the correct audience directly affects your results. The same goes for businesses that don’t market themselves to their target audience. There are a few key ways to find your target audience. First, look at your current customer base. Who are they? What do they do? Why do they buy from you? This information can be extremely valuable in finding more customers like them. Next, use online tools like Google AdWords and Facebook Insights. These allow you to see who is searching for terms related to your business, and what demographics they fall into. Last but not least, ask around! Talk to friends, family, and other business owners. See who they think would be interested in your product or service. Once you identify your target audience, make a point to address what matters to them in your content. Addressing their pain points and how your business is the obvious solution is the perfect way to gain potential customers.

Develop Relationships and Expand Your Network

Expanding your network by becoming familiar with other business owners will help your business grow. You'll have access to new potential customers, and you can learn from the successes and failures of others. Additionally, growing your network will help you keep up with trends in your industry, giving you a competitive edge. Finally, developing relationships with other business owners can provide invaluable resources and support during difficult times. When done correctly, expanding your business network can be highly beneficial for your company. By becoming familiar with other business owners, you open yourself up to new insights. Taking the time to grow your business network is well worth the effort.

Embrace Process Automation

Automation when it comes to your online business presence helps you save time. Automated processes help you manage your website and track inventory without having to be online all the time. Automation can also help improve your customer service by providing them with quick responses to their inquiries and concerns. Email autoresponders are great if you send a weekly newsletter to your customers. By batching the content and scheduling them, you save time throughout the week for other tasks. Finally, automating your business processes can help improve your bottom line by reducing operational costs. Improving your online presence can do wonders for your business. Taking the necessary steps to add some spark will create brand credibility. Social media increases your brand reach no matter where you are. Take the leap into the digital world with your brand and contact Wizard of Ads® today!

(Online)
(Offline)
(Online Presence)
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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