(Paid Advertising)

David Ogilvy's Secrets of Good Ads

Ryan Chute
Ryan Chute
March 24, 2022
David Ogilvy's Secrets of Good Ads

“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” ― David Ogilvy on Advertising Good ads are all about creating a message that is interesting and informative enough to get people to take notice of your product. It is not about being creative for the sake of being creative, but rather about creating a piece that will persuade people to buy what you are selling. Ogilvy's quote is a good reminder that advertising should be seen as a tool to sell, not as an art form. It is important to focus on creating ads that are effective and will actually lead to sales, rather than simply admiring their creativity. So, what makes a good advertising campaign? Let's take you on an insightful journey on advertising mastery through the genius mind of David Ogilvy.

Who is David Ogilvy?

David Ogilvy is a name that is synonymous with good advertising. He was one of the pioneers of the industry, and his work has been studied and admired by many. Ogilvy was born in Scotland in 1911. After studying at Oxford, he started his advertising career in London. He quickly rose through the ranks, and by 1948 he had founded his own agency, which would go on to become one of the most successful in the world. Ogilvy was known for his attention to detail and his insistence on creating good ads. He believed that good advertising should be based on good research, and that it should be tailored to the specific audience it is targeting. Ogilvy's work has been praised by many, including:

  • "The Father of Advertising."
  • "The most sought-after wizard in the business."
  • "One of the greatest copywriters who ever lived."
  • "A genius at understanding human nature."

Ogilvy died in 1999, but his legacy lives on. His work is still studied and admired by many in the advertising industry. Thanks to his innovative thinking and creative genius, David Ogilvy is considered one of the most influential advertising figures of all time.

What Makes Good Advertising?

What makes good advertising? This is a question that has been asked since the dawn of marketing and one that doesn't have a clear answer. There are a lot of factors that go into creating successful advertisements, and what works for one product or service might not work for another. But some general principles can help create good ads, no matter what you're selling. Some things to keep in mind when creating good advertising include understanding your audience, using creative visuals and having a clear call to action. You also want to make sure your ad stands out from the rest and is memorable. If you can keep these things in mind, you'll be well on your way to creating good ads that will help promote your product or service. However, if you'd rather not have to do it on your own, contact us at Wizard of Ads®. We've helped a wide variety of businesses with their advertising needs, and we can do the same for you.

David Ogilvy’s Best Advertising Secrets

David Ogilvy’s Best Advertising Secrets

David Ogilvy is known to have created some of the best ads of all time. He was a master at creating good ads that people would remember. Here are some of his best advertising secrets.

Do the Research

_“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” When it comes to advertising good research is essential. Without it, you may end up producing ads that don’t resonate with your target audience or that are ineffective in achieving your goals. David Ogilvy knew this well, and he was a big advocate of doing research before creating any ad. So how does Ogilvy recommend doing your research? First, he suggests starting with your target audience. You need to understand who they are, what their needs and wants are and how they think. Only then can you create an ad that will speak to them on a personal level. Second, he recommends testing different ideas and approaches. Trying out different headlines, images and copy can help you see what works best with your audience. And finally, once you have a good idea of what works, don’t be afraid to stick with it and refine it further. Ogilvy’s research-based approach to advertising has proven to be highly effective, and it’s something that all good advertisers should keep in mind.

Value the Headlines

Value the Headlines

_“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” This is one of the most important aspects of good advertising and yet it is often overlooked. The headline is the first and sometimes only chance to make the right impression. After all, what’s the point in spending all that time and money on the rest of the ad if no one even reads the headline? Headlines need to be attention-grabbing and relevant to the product or service being advertised. They should also be clear and concise. Long, rambling headlines are a sure way to lose potential customers. Some tips for writing good headlines:

  • Make sure your headline accurately reflects the content of your ad.
  • Use strong, active verbs.
  • Use numbers and statistics.
  • Be creative. Try to stand out from the rest.
  • Use keyword stuffing sparingly, if at all.

With so much competition out there, it’s important to make sure your ad stands out from the rest. A good headline is a great way to do that.

Power of Images

_“Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.” While many different elements go into creating a good ad, one of the most important is the use of images. Images are a powerful tool that can help to grab attention, convey a message and create an emotional connection. When used effectively, images can be a key part of creating a successful ad campaign. So how do we make sure we hit the mark? There are a few things to keep in mind when selecting or creating images for ads. First, the image should be relevant to the product or service being offered. It should also be visually appealing and help to create a positive impression of the brand. In addition, it’s important to make sure that the image is used in the right context. For example, an image that might work well for a luxury car ad may not be appropriate for a budget-friendly car rental company. When creating or selecting images for ads, it’s important to keep these things in mind and to make sure that each image is high quality and will resonate with your target audience.

Test Your Digital Ads

_“The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers and pretest your advertising, you will do well in the marketplace.” Advertising is a tricky business- get it right and your product will be flying off the shelves, get it wrong and you'll be stuck with a dud. The key to success is testing, testing, and more testing. Make sure to test your digital ads before you launch them to the public. See if they are effective in catching people's attention and interest. Try different versions of the ad and see which one performs the best. You can test your ads by doing research online, asking people on the street or in shops what they think of your ad, or even running a focus group. By testing your ads, you can be sure that you're putting your best foot forward and giving your product the best chance of success. So don't skimp on the testing- it could be the difference between success and failure.

Know Your Product

Know Your Product

_“You know you can't bore people into buying your product, you can only interest them into buying it.” If you want to create good ads, it is essential that you first take the time to get to know your product. Only then will you be able to craft messages and visuals that accurately reflect what your product has to offer, and interest potential customers enough to make them want to buy it. Think about what makes your product unique and appealing, and use that information to create ads that will grab attention and convert leads. Keep in mind that the best ads are those that are both informative and interesting, so make sure to strike the right balance between the two. With a little effort, you can create ads that will help you sell more of your products and boost your bottom line. For example, when selling an air filtration system for your HVAC unit, you can speak about the importance of clean air, or you can speak about the convenience of only changing out the filter every 6 to 12 months. While a very small percentage of people can relate to (and need) cleanER air, nearly the entire planet can relate to procrastination, forgetting, and not wanting to spend unnecessary money for the preventable failure of their HVAC system due to suffocation.

Build Your Brand Personality

“You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.” This is one of the most important aspects of good advertising and it is something that David Ogilvy's ads did very well. To create good ads, you need to understand how to build a brand personality. Ogilvy believed that three things go into creating a brand personality:

  1. The first is the product itself. The products you sell should have a certain look and feel that fits with the rest of your branding. For example, if you are selling luxury items, your products should look and feel luxurious.
  2. The second is the way you present your company to the world. This includes everything from your logo and website design to the way your employees interact with your customers. Every touchpoint should reflect your brand personality.
  3. The third is the way your customers talk about you. Your customers will be your best ambassadors, so make sure they are promoting your brand in a way that fits with your personality.

Be Consistent

_“Every advertisement, every radio program, every TV commercial is not a one-time shot, but a long-term investment in the total personality of their brands. They have presented a consistent image to the world, and grown rich in the process.” No one has ever said that good advertising is easy, and it’s definitely no secret that successful brands put in a lot of hard work to maintain a consistent image across all channels. So how did David Ogilvy keep his ads consistent? He always kept the same team of copywriters and art directors. This ensured that his ads had a similar “voice” and style, even as they evolved over time. The Wizard of Ads™ follows the same philosophy, but also create advertising like sitcoms. When your ads progress, so do the little storylines, having your audience "tuning in" to hear what will happen next. A great ad campaign will run for years, and be designed to handle depth and even a little character development. This is what has your audience bonding with you before they even realize they need your products and services. This has you winning the game before the game has even begun.

Hire the Best People

_“Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.” This is the advice that advertising legend David Ogilvy gave to his clients, and it’s as good today as it was then. The best way to create good ads is to hire good people. But what exactly makes a good advertiser? Many qualities make a good advertiser, but some of the most important are creativity, curiosity and a willingness to take risks. Good advertisers are always looking for new and better ways to reach their target audiences, and they’re not afraid to try something new if they think it has the potential to be successful. If you want to create good ads, hire good people. Look for those who have the potential to be great, and give them the freedom to be creative. You may be surprised by the results. So, what are you waiting for? Start creating the best advertisements. Not only will your target audience enjoy them, but they will drive them to take action. Remember to keep the Ogilvy quotes in mind, and always think about how you can apply them specifically to your own business. Don't have time to DIY? No problem! Wizard of Ads® has some of the best creative writers in North America today. We offer advertising services to businesses big and small in a variety of industries. Contact us today and let us show you how we can make your brand a household name.

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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