(Paid Advertising)

Advertising Words: Turning Words into Magic

Ryan Chute
Ryan Chute
March 14, 2022
Advertising Words: Turning Words into Magic

Today, there are so many brands out there trying to sell their products and services in hopes that consumers make a purchase. Have you ever wondered why you choose certain products over others? What makes you decide one product is better than the other? Sometimes it isn't even about what the product even is- it's about the words that are used to sell them. For instance, you're more likely to buy a vacuum cleaner if the advertising says it's "powerful." But what does that even mean? Advertising is an interesting and unique form of communication. It's not just about letting people know about a product or service- it's about getting them to want it, too. Advertisers use certain words and phrases to help our brains make those quick purchasing decisions. There are tons of variables to what makes someone buy a product, but one thing is for certain - words sell. In this article, we will go over both the advertising words and marketing words brands use to increase sales and grow profits.

Magical Words in Ads that Attracts Customers

In the world of advertising, words are everything. The right word can make or break an advertising campaign, so it's important to choose wisely. There are a plethora of influential words that are used to attract customers, but we will share the ones we've found are most effective here.

Free

Probably the biggest no-brainer out of the bunch, the word "free" is an advertising classic for a reason. "You can't go wrong with giving something away for free," said David Ogilvy, one of the most influential advertising executives of the 20th century. Whether it's a free sample, a buy-one-get-one deal, or just a straight-up giveaway, using the powerful business word "free" is a guaranteed way to get people's attention. And when it comes to advertising, attention is everything. So if you're looking to attract customers and get them interested in what you're selling, don't be afraid to use the word "free." It might just be the most effective advertising tool in your arsenal.

Get

A more ambiguous selling word, but still significantly powerful, is "get." It implies that the person or thing being referred to is getting something they want or need. This makes it an ideal word for advertising, as it can be used to tap into customers' desires and convince them to buy a product or service. Additionally, "get" is often used as a command, which makes it feel more urgent and persuasive. When used in advertising, "get" can be very effective in motivating people to take action. For example, a company advertising a new car might use the slogan "Get the car you've always wanted." This tells potential customers that they can finally have the car they've been dreaming of, and encourages them to take action.

Guaranteed

When advertising to customers, the word "guarantee" is often used. By promising that the product or service will meet the customer's needs, businesses can create a sense of trust and credibility. In turn, this can lead to more sales and repeat customers. Some marketing sentences using the advertising word, "guarantee" include "satisfaction guaranteed" or "money-back guaranteed." By using these advertising words, businesses can show potential customers that they are confident in their product or service. This can be a powerful way to attract new business and build customer loyalty. Are you a business owner or marketer trying to increase your lead gen and boost sales? Contact Wizard of Sales® today. We will help you create advertising words that sell.

Trial

The advertising word "trial" holds a very specific meaning to consumers. It implies that the product or service being offered is new and innovative and that the company is offering a free sample to introduce it to potential customers. Phrases like, "start your free trial today!" or "This trial ends soon!" are very common in advertising, and they work because they tap into the human desire to take advantage of opportunities.

Limited

Another brand word that stirs up urgency is "limited." When a customer sees that an item is in short supply, they know that if they don't buy it now, they may never get the chance again. This creates a sense of urgency and encourages people to take action. You can use this to your advantage when advertising your products. For example, if you're running a sale, say "limited time only" to create a sense of urgency in your customers' minds. They'll be more likely to buy from you before the sale ends. You can also use the limited stock tactic on items that are in high demand. If you have a popular product that's always selling out, tell your customers that it's in limited supply. This will make them want it even more and encourage them to buy it before it's gone.

Save

Save

Everyone loves the word "save." It has a positive connotation and customers are naturally drawn to advertising that contains this promotion word. Customers are instinctively drawn to advertisements that promise savings and are more likely to take action if they believe they're getting a good deal. Businesses can use this to their advantage by incorporating the word "save" into their advertising campaigns. This will create a sense of urgency and encourage customers to act quickly.

Exclusive

When consumers hear or see the advertising word "exclusive," they know that they are getting access to something that not everyone else has. This feeling of exclusivity can be a powerful motivator, especially when it comes to luxury items or experiences. This encourages consumers to purchase before it's too late. They tap into our natural desire to belong and be part of something special. We want to feel like we are part of an elite group, and the word “exclusive” makes us feel just that.

Because

It may not seem like a word worth mentioning, but the word "because" has a lot of influence on consumers. When people see the word "because" in advertising, it subconsciously triggers them to think about the reason why the product is being promoted. And when customers are curious about a product, they're more likely to be persuaded to buy it. For example, take a look at this sales phrase for a new car: "Because you're worth it. "The word "because" immediately makes the viewer think about why they're worth buying this car. It could be because they're a great driver, or because they need a car that's good for the environment. Whatever the reason, using "because" in advertising makes customers feel like you understand them and their needs. And when customers feel understood, they're more likely to trust your brand.

Best

"Best" is an advertising word that is not only positive but also confident. Some examples of "best" in a sentence are:

  • "This is the best product I've ever used."
  • "I'm the best at what I do."
  • "This is the best offer you'll ever get."

It's a word that makes people feel good about what they're buying, and it's a word that can increase sales. Advertising using the word "best" can help you boost your business and reach your goals.

Proven

If you really want to gain your customers' confidence in their buying decision, use the advertising word, "proven." This is a word that tells your customers that you have the experience and results to back up your claims. For instance, if you are advertising a weight loss product, using the word "proven" will show your customers that you have evidence that your product actually works. By using this word, you are increasing the chances that your customers will make a purchase from you.

Healthy

The word "healthy" has a lot of advertising power. Everyone wants to be healthy, which makes it a word that can be used in a variety of ways to attract customers. For example, if you are trying to sell a hair product, using the word "healthy" in your advertising can be very effective. People want to have healthy hair, and by using this word in your advertising, you can tap into that desire.

Easy

None of us like to work tooth and nail to solve our pain points or get what we want. We all want the easy way out and that is what advertising words like "easy" seek to exploit. According to a study by Carnegie Mellon University, the word "easy" increases advertising effectiveness by up to 44 percent. The study found that people are more likely to be attracted to ads that use the word "easy", even if they are not fully aware of it. Think of Cover Girl's slogan, "Easy, breezy, beautiful." It's hard to resist that kind of advertising!

Magical Marketing Words That Make Prospective Customer Feel Safe To Engage

Magical Marketing Words That Make Prospective Customers Feel Safe To Engage

Now that we’ve gone over all the magical advertisement words, let’s get into the fantastic marketing words for brands that make prospective customers feel safe to engage.

Certified

As a brand, you want your prospects to feel confident when purchasing your product, and the advertising word "certified" will do just that. Certified advertising is a powerful marketing tool that can be used to increase sales and build customer trust. When customers see the word "certified" they know that your product has been thoroughly tested and is backed by a trustworthy company. This peace of mind can be the difference between a sale and no sale, so make sure to take advantage of this advertising technique.

Authentic

Using the word "authentic" in your marketing is another effective way to have your products flying off the shelf. People want to make sure that they're getting the real deal, and using a word like "authentic" reassures them that your products are just that. It's also a great advertising word because it has such a positive connotation. When people see or hear the word "authentic," they automatically think of high-quality products.

No Strings Attached

When consumers see the phrase, "no strings attached," they are more likely to be interested in the product or service being offered. Many consumers are afraid of making a big commitment, and this phrase reassures them that they can back out of the deal at any time without any consequences. This phrase is often used in advertising to make people feel safe about engaging with the product or service. By using these advertising words, the advertiser is telling the customer that there are no hidden catches and that they can disengage from the deal without any penalty.

Secure

The word "secure" makes customers feel just that- secure. When a customer feels secure, they're more likely to take the plunge and buy whatever it is that's being offered. This is why using "secure" in your marketing can be so effective- it makes people feel safe and confident in what they're doing. An example of this in action would be a company advertising its online security features. By using the word "secure," they're telling potential customers that their personal information will be protected.

Backed

When marketing your product, it is important to establish your credibility. Using the word "backed" is great with this. You can use the word "backed" in a sentence to state that the professionals in your field are supporting your product. For example, "Our product is backed by the best in the business." This will help to reassure any potential customers that you are a credible source. Including advertising words like "backed" will help to increase your product's visibility and appeal. Ultimately, this will lead to more sales and success for your business.

Lifetime

Lifetime

People want products that last. The word "lifetime" insinuates that the product will last as long as you need it to. It's an advertising word that makes people feel safe and confident in their purchases. When people feel this way, they're more likely to buy. Lifetime products are ones that you can rely on. They might be a little more expensive than the alternatives, but they'll last longer and perform better. That makes them worth the investment for consumers.

Tested

There are specific types of products that need the reassurance of the word "tested." Take skincare products, for instance. Customers want to know that the ingredients in the product have been tested and are safe for them to use. Often, advertising words like "dermatologist tested" are used to give the customer this peace of mind. Other products that should use the word "tested" in their marketing include medications, beauty products and food items. In each of these cases, it is important to the customer that the product has been vetted for safety and effectiveness before they buy.

No-Obligation

Similar to "no strings attached," the word "no obligation" is effective in advertising because it makes people feel like they can engage without any commitment or risk. When used in marketing, "no obligation" often means that the customer is not obligated to buy anything and can walk away at any time. This creates a sense of safety and freedom for the customer as well as gives them the feeling that they're in control and can choose what's best for them.

Money back

Consumers are more willing to buy something if they know they can get their money back if it doesn't work out. That's why the word "money back" it's the perfect way to reassure customers that they won't be wasting their money if they don't like the product. Some catchy marketing phrases using this word are "money back guarantee," or "100% money back satisfaction." When advertising something with a money back policy, make sure to be clear about the conditions under which someone can get their money back. This will help avoid any disappointed customers who thought they could return anything they didn't like.

Protected

Our last of the marketing and advertising words on this list is the word "protected." This is an effective word to use in advertising and marketing because it makes prospective customers feel like what they're buying has protection in case it gets damaged or lost. It's a word that can put people's minds at ease and feel assured that they are protected in case anything goes wrong, which is exactly why it drives more purchases. To create an ad that will boost sales and conversion rates, it’s important to use the right words. These advertising words are powerful and can help your customers feel confident in their purchase decision. At Wizard of Ads®, we know how to wield the power of these magical words so your ad stands out from the competition. Contact us today to get started!

(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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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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