(Paid Advertising)

Ad Copy: The Mechanics of Miraculous Ad Writing

Ryan Chute
Ryan Chute
February 23, 2022
Ad Copy: The Mechanics of Miraculous Ad Writing

“When his ad writer is a poet, the business owner will be a king.” – The Wizard of Ads® business owners, we all want to be the king of the castle. We desire, more than anything as professionals, to be at the top of the mountain within our industry kingdom. But that mountain can be a tough one to climb. In fact, there can be a variety of obstacles in our marketing and advertising wake that can be as ugly as ghouls and goblins. So, how do we persevere? How do we create advertising miracles? It’s simple: through the power of words. Words outwit even the biggest, scariest monsters. Words will win the hearts of your kingdom— as long as you use them wisely. In this article, we’ll teach you how the very mechanics of miraculous ad writing, so you too can wield the power of words and become the ruler of your industry kingdom.

What is Ad Copy?

Ad copy is short for advertising copywriting. It’s the ad message, the sales pitch, the powerful words that will convince your prospect to purchase your product or service. Ad copy is all of the creative, persuasive and poetic writing used for everything from television commercials to social media posts with the end goal of converting a lead into a customer. Many businesses hire advertising or marketing agencies to write ad copy where creative teams work on ad copy and concepts, graphic artists design ad layouts, account planners conduct consumer research and media managers negotiate ad schedules.

What is the Purpose of Ad Copy? How Does it Work?

As we’ve touched on earlier, ad copywriting is designed to engage and persuade your target audience to take action. Whether that involves purchasing your products or services, subscribing to their email newsletter, joining a membership etc. When you have miraculous ad copy, it should put a kind of spell on your audience. It should make them feel as if they are invited to a secret club, one that they want to be part of. If you’re in need of spellbinding ad copywriting, contact Wizard of Ad®. Our talented team of advertising and copywriting experts has been transforming dreamers into millionaires for over 20 years.

How Do You Write a “Miraculous” Ad Copy

How Do You Write “Miraculous” Ad Copy?

To write not just good ad copy, but creative ad copy that bewitches your audience into joining your kingdom, there are important mechanisms involved. So, without further ado, here are the 10 mechanics of miraculous ad writing from The Wizard himself.

1. Be Clear with Your Goals

To write great ad copy, you first need to be clear with your goals. What are you ultimately trying to achieve with your ad? What is the key benefit you want your ad to communicate? For example, if you are selling a product that will make people's cars go faster, your ad should center around its speed. Once you are clear about your goals and the message you want to communicate, you’ll have the foundation to write copy that not only appeals to your audience but drives them to take action because they know exactly what you’re giving them.

2. Deliver a Clear Message

No one likes to waste their time reading a message that could easily be short and to the point. Your audience doesn’t have time to read a long obscure advertisement. They want to find out the value almost immediately. If they don’t, they will lose interest and leave. So do yourself a favor and make your ad copy as specific and easy for your audience as possible. It also helps to be prepared with answers for common questions or objections upfront. Powerful statistics and facts are always great ways to boost your credibility as well. Consumers love getting the wow factor as it stirs up excitement and inspiration.

3. Target Your Audience

Without knowing who your target audience is, you won’t be able to write ads that have a clear message for generating leads. To find out what your target audience is, ask yourself these questions:

  • What kind of people want/need your product?
  • Where do they spend their time on social media?
  • What type of content gets them to engage with a brand or product?
  • How much are they willing to spend on your particular service/product?

You can also turn to your existing customers and find out why they have chosen your product over your competitors. Essentially, the more you know about the pain point you are solving for them, the better. This will help you understand who needs what you have to offer and target your ads to those specific people.

Target Your Customer’s Pain Points

4. Target Your Customer’s Pain Points

Now that you have a clear goal, message and target audience, it’s time to pin down what your customer’s pain points are. How does your product or service solve your target audience’s problem or give them value? If your ad doesn't clearly state how what you're selling solves customers' problems, then prospects won't understand why they should buy from you. If this happens, there's no reason for them to engage with you further which means sales opportunities are lost. This is why writing compelling ad copy is so important. Think about what keywords or phrases will attract your target market’s attention and include them in ad copy whenever possible.

5. Optimize Headlines and Subheaders

Another excellent practice in writing miraculous ad copy is to optimize your headlines and subheaders. These are what truly convince your reader to either keep reading or take their attention elsewhere, so choose your words wisely. Include your keywords in your headlines and subheaders. Like ad copy, headlines and subheaders work best when they're packed with industry-related terms. For instance, "Get more leads from Google Ads!" might not be the most creative ad copy example of a headline ever written, but it's a clear and concise message that tells readers exactly what they can expect from clicking on the ad. The same is true of ad text: readers value honesty and transparency far above flowery language or weasel words like "industry experts swear by", which add nothing of substance to ad text (and will weaken your ad's CTR.)

6. Utilize the Emotional Anchor

When it comes to buying products, people don't usually buy on logic. In actuality, they buy from an emotional response. Therefore, it is vitally important that you write ad copy that stirs up emotion in your target audience. You can do this by appealing to their emotional needs of acceptance, status, appealing to the ego etc. Heres' an example of ad copy that uses the technique of appealing to your audience's emotions: "Do you struggle with acne? If so, you NEED our brand new acne cream!" This ad copy appeals to a sense of fear by insinuating that not using this product could result in bad skin. It also uses words like "need" and "struggle", which creates the sense that something must be done about it immediately.

7. Keep it Personalized

Your readers want to feel seen and heard, and the best way to do that is by personalizing your ads. A study by Epsilon has shown that 80 percent of consumers will be driven to purchase when brands offer personalized content. To create personalized ads, speak to your reader as if they were right in front of you, using “you,” “your” and “you’re” as much as possible. Avoid writing in the first and third person as this will make it feel less personal and interesting to them. They want to know what your product can do for them, so have it come across that way. You can write in a more casual tone to accomplish this as well. This will make them feel like they are talking to a friend rather than getting a pushy sales pitch that has jargon they don’t understand. It is also important to consider where your audience comes across your ad. For instance, if you are posting your ad online, cater it to online readers. Online readers tend to scan to find information, so make your copy more readable by inputting subheaders and bullet points. Write between 40 and 60 words per paragraph so the text isn’t blocky and intimidating to read. And for the language, write the same way your customers would talk so they can resonate with your brand better.

Maintain Credibility

8. Maintain Credibility

Credible ad copy delivers on what they promise. If you can’t realistically deliver, then you shouldn’t write it in your ad copy. More likely than not, your reader will be able to tell, and you can expect them to look elsewhere for what they need. So, be sure to clearly communicate the results they can expect from using your product or service. If you really want to convince them, add testimonials if possible. Just be sure the testimonials come off as authentic by showing a picture of the customer’s face or providing their name next to their quote. The more personal, the better.

9. Create a Sense of Urgency

To write ad copy that delivers results, you have to create a sense of urgency so your prospects will take immediate action. To do that, you'll need to convince them that they'll regret it if they don't. You can give them a deadline or find a way to communicate the exclusivity or scarcity of what you have to offer. Language like “limited time only!” or “exclusive offer” are great examples that have consistently shown great results. This will drive your readers to make an impulsive decision to buy as it plays on people's fear of loss or missing out on something in high demand.

10. Use an Appropriate Call-to-Action (CTA)

The call-to-action (CTA) of your ad copy is the final piece to your miraculous ad copy puzzle. It is the key channel in which the sales funnel for your prospect begins. This is why you must have a strong CTA if you want to generate more leads and conversions. A powerful CTA should be both clear and concise, as well as give an impression of what customers can expect once they click through. Begin your CTA with a verb. This is usually the main action that you want them to take. For example, “Sign up for our FREE webinar today!” clearly communicates what they want the reader to do. Your CTA can be a text link, or you can make it more visually appealing by incorporating it into a button or graphic. As long as it stays true and consistent with your brand, you can't go wrong.

Conclusion

As you can see, miraculous ad writing doesn’t have to be a strenuous battle for the throne. As long as you stay true to your brand mission, have a clear and compelling message and communicate that message in a personable and engaging way to your target audience, there is no stopping you. However, no advertising warrior becomes a king overnight; they often need the wisdom and guidance of somebody who knows all the hidden secrets to success— a wizard, perhaps? At Wizard of Ads®, we create ads for our clients that bewitch their target audiences. Whether it’s Facebook ad copy, google ad copy, PPC ad copy or Google ads copy, our formula for writing miraculous ads has been perfected from years of experience in the field and has proven to stand the test of time. Contact us today and we’ll create ad copy that turns you into a top competitor in your industry. Our team of advertising masters would be happy to help you generate leads and higher conversions for the highest profitable growth.

(Online)
(Offline)
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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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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