(Paid Advertising)

Black Friday Ads: Turning Dust Into Gold

Ryan Chute
Ryan Chute
November 15, 2022
Black Friday Ads: Turning Dust Into Gold

As the holiday season approaches, many of us begin to feel the annual pressure of holiday shopping. Whether searching for the perfect gift or trying to stay within a budget, holiday shopping can be stressful. Thankfully, Black Friday sales offer some respite from the holiday spending frenzy. For those of us who love a good bargain, Black Friday is a holiday in itself. We scour the Black Friday ads, make our lists and plan our route to ensure we hit the best sales. The anticipation of Black Friday makes even the most diehard shoppers a little giddy. And when the big day arrives, it's a mad dash to find what you’re looking for at an “unbeatable” price. For business owners, Black Friday is a huge opportunity to bring in a lot of revenue. Businesses can draw in huge crowds of shoppers using bold, enticing doorbuster ads. Whether you love or hate it, Black Friday is a big part of the holiday shopping season. Seasoned businesses such as Best Buy, Walmart, and Target have perfected the art of the Black Friday sale. What's the secret to their success? Let's begin by looking at the origin of our beloved Thanksgiving weekend.

How “Black Friday” Got Its Name

"Black Friday" was first used in the 1960s to describe Philadelphia's heavy traffic and congestion after Thanksgiving. During that time, police officers used the term to describe the chaos of large crowds of shoppers and sports fans. Many traffic jams, accidents, shoplifting, and other issues gave the name Black Friday a negative connotation. To bring positive attention to the day, retailers attempted to use "Big Friday" to describe the annual shopping day. However, it wasn't until the mid-1980s that retailers fully embraced the name Black Friday. Embracing the name and its chaotic nature, retailers began using it as an opportunity to advertise discounts and doorbuster deals.

Black Friday and the Wall Street

Black Friday and the Wall Street

You may be mistaken if you think Black Friday is only renowned for its shopping deals and chaotic past. The term “Black Friday” also has a storied history on Wall Street. While the day after Thanksgiving is one of the busiest days for retailers, it's also a big day for stocks. In 1869, two financiers, Jay Gould and Jim Fisk, tried to corner the gold market to increase prices significantly. As part of their plan, the two men purchased as much metal as they could at the New York Gold Exchange. In an intervening move, President Ulysses S. Grant caused their plan to crumble on Friday, September 24. In an instant, the stock market plummeted, causing thousands of Americans to declare bankruptcy. This event also became known as "Black Friday." Today, Black Friday is considered one of the busiest shopping days of the year. And as the holidays continue to grow closer, many retailers are already fueling the hype around their Black Friday deals. If you're not as prepared, that's okay! You've come to the right place. At Wizard of Ads®, we've helped clients create successful Black Friday ads to drive traffic and sales. Backed by years of experience in the home services industry, we know what it takes to create ads that work. To get the most out of Black Friday this year, book a call with Ryan Chute of Wizard of Ads® today.

Small Business Saturday

Now, if you think that your small business can't possibly compete with big box stores on Black Friday, you're wrong. While Target Ads and Walmart Black Friday deals seem to get the attention, Small Business Saturday is designed for you. Founded by American Express in 2010, Small Business Saturday has become an annual tradition for many shoppers to support small businesses. Designed to encourage holiday shoppers to patronize small businesses, Small Business Saturday is a great way to join the fun. In fact, last year, American Express reported that consumers spent an estimated $23.3 billion at small businesses on Small Business Saturday. That's a lot of dough! What's more, cardholders can be rewarded with cashback while shopping at small businesses with American Express. Recognized nationwide, Small Business Saturday offers the perfect opportunity to let your community know why small businesses matter. Advertising your small business throughout the holiday weekend is a brilliant marketing move to increase foot traffic and sales. And if you have extra time, don't forget to support other small businesses by shopping at them too!

Is Thanksgiving on a Thursday?

Historically established in 1621, the Pilgrims first celebrated Thanksgiving after their first harvest. The feast lasted three days and was attended by 90 Native Americans and 53 Pilgrims. Since then, the holiday has evolved quite a bit. In fact, George Washington was the first president to declare Thanksgiving a national holiday in 1789. At the time, it was celebrated on November 26th. This date, however, was later changed to the fourth Thursday of November by Abraham Lincoln in 1863. Interestingly enough, Thanksgiving was almost not celebrated in 1939. Due to the Great Depression, Franklin Roosevelt moved the holiday up a week to boost retail sales and the economy. This was dubbed "Franksgiving" and wasn't very popular. Because of this, in 1941, congress passed a law that solidified the fourth Thursday of November as the official holiday. But why is the history of Thanksgiving so important? The timeline of Thanksgiving and holiday shopping has changed a lot over the years. In fact, there is controversy over when Christmas shopping should begin, as some feel it takes away from Thanksgiving. In years past, stores would even open their doors on Thanksgiving Day. This would allow shoppers to get a head start on their Christmas shopping. Recently, however, many stores have begun to close on Thanksgiving Day to allow employees to spend time with their families. As a business owner, it is crucial to be aware of the changing landscape of holiday shopping. By understanding the history of Thanksgiving and holiday shopping, you can make informed decisions about your holiday deals and operations.

Turning Dust Into Gold

Turning Dust Into Gold

When it comes to Black Friday, consumers nationwide flock to stores hoping to find the best deals on holiday gifts. But why do we all fall subject to the frenzy? A large part of it has to do with the way stores market Black Friday deals. Using psychological tactics, retailers make the common belief that we cannot miss out on these fantastic opportunities. But what are we really missing out on? To get rid of this inventory, stores deeply discount these items to provide the illusion of a great deal. But is it really a great deal? To the ordinary consumer, yes. This is crucial to business owners because it helps them unload inventory that would have otherwise gone to waste. So how can you turn dust into gold this holiday season? Here are six psychological tricks expert marketers use to get us to open our wallets on Black Friday:

The “Shopping Momentum” phenomenon

During Black Friday sales, shoppers are in a frenzy – and you can get caught up in the momentum. When we buy a discounted item, we are more likely to continue spending, even if we don’t need it. It’s the same reason why casinos are designed the way they are – to keep you gambling. The reason this momentum works is that it creates a sense of convenience. When we are in the buying mindset, we are more likely to say yes to things we wouldn’t usually buy. This is because they are in front of us and are easy to add to our cart. For shoppers, this can quickly add up to hundreds of dollars on unneeded items. For business owners, however, this can be a goldmine. Thus, when crafting your Black Friday ads for 2022, don't be afraid to leave some items off the sale. The shopping momentum will likely make the sale for you.

“The love for coupons”

Let's face it. Everyone likes saving money. While some people are more frugal than others, there is a general sense of appreciation that comes with a deal. This is especially true when it comes to big-ticket items. Black Friday is the perfect time to offer coupons and discounts on your products and services. Not only will this entice people to buy from you, but it will also psychologically make consumers purchase more. This is because people feel like they are getting a good deal and want to take advantage of savings. If you want to make the most of Black Friday, consider offering coupons and discounts on your products and services. This will not only help you boost sales, but it will also make consumers feel good about their purchases. Win-win!

“The “Fear” of missing out”

Fear of missing out, or FOMO, is a powerful emotion that can drive people to make snap decisions. FOMO will be in full effect on Black Friday as people scramble to get their hands on the best deals. For example, Best Buy Black Friday ads always feature doorbusters – deeply discounted items that are available for a limited time. Using words that create a sense of urgency, like “doorbuster” or “limited time only,” effectively creates the feeling of FOMO. FOMO can be a powerful motivator for people to buy when coupled with a great deal. Think about it – if you see a fantastic deal on something you want, you’re more likely to buy it then, especially if everyone else is after the same thing. That’s why it’s so important for retailers to use language that will trigger FOMO in their customers. Even if you own a service-based business, use words and phrases that create a sense of urgency. With a bit of speed and some fantastic deals, you can create Black Friday ads that will drive huge profits.

“Stress reliever”

Your customers are going to be under a lot of pressure during the holidays. They’re trying to find the perfect gifts for their loved ones, deal with family drama, and stay within their budget. Black Friday shopping provides a much-needed outlet for all of that stress. After all, who doesn’t love shopping for good deals? To ensure that you add to the holiday cheer, make sure your Black Friday ads are clear and concise. Your customers should be able to easily see what deals you’re offering and how they can take advantage of them. If your ad is confusing or overwhelming, they will likely click away and find something else. To sound more enticing, you may even choose to market as a “one-stop shop” for Black Friday shopping. For example, Target's 2022 Black Friday ad features the tagline “Finish your list for less.” This tells shoppers about their deals and promises an easy and convenient experience. Avoid being too “sales-y” in your language, as this can turn people off. Instead, focus on how your products or services can benefit the shopper and make their life easier. Your goal is to get them excited about what you have to offer without coming across as pushy. Once you've created a stress-free atmosphere, then you can start pushing the sales.

“Buy-one-get-one offer (BOGO)”

“Buy-one-get-one offer (BOGO)”

Buy-one-get-one offers are a great way to get people to buy more than they originally intended. With these deals, shoppers feel like they're getting tremendous value, making them more likely to purchase. Other taglines you can use for these offers include: “Two for the price of one!” “One for you and one for a friend!” “Get double the savings!” And more! Using these types of deals can increase your sales and boost your bottom line. You can also make holiday shopping easier for your customers, which they'll appreciate. I mean, who doesn't love “free” stuff? Again, this can apply to home services such as HVAC, plumbing or even electrical. For example, you could offer a BOGO deal for furnace tune-ups, heating and cooling systems, and more. This would be a great way to get new customers in the door and make them aware of your services. Additionally, it would demonstrate your generosity and care about their needs, two things that are sure to win them over.

“Diderot Effect”

In psychology, the Diderot Effect refers to the need to buy more items to match a new item we purchase. For example, let's say you buy a new pair of shoes. Once you have them, you may feel the need to buy a new shirt and pants to go with them. And then, once you have those items, you may need to buy a new bag and jacket. And so on. Named after 18th-century French philosopher Denis Diderot, the Diderot Effect can have many positive and negative uses. For business owners, the Diderot Effect can be a great way to market products to consumers. And, of course, retailers use the Diderot Effect to get us to spend more money during sales like Black Friday. So, how can you utilize the Diderot Effect to your advantage? If you want to increase your bottom line, consider complementary advertising products alongside your main product. For example, if you're selling a new winter coat, advertise gloves, hats, and scarves along with it. For service-based businesses, offer your clients additional services that complement what they're already paying for. By offering complementary products and services, you can increase the amount each customer spends with you, boosting your bottom line. This works especially alongside BOGO offers, doorbusters, and other sales strategies that are popular during Black Friday shopping. At Wizard of Ads®, we house the strategies any business needs to increase its bottom line this holiday season. Equipped with knowledge and experience, we'll put your business on the right path for Black Friday success. Are you ready to make the most of your Black Friday? Book a call with Ryan Chute of Wizard of Ads® today to get started!

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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