(Paid Advertising)

Disruptive Ads: Creatively Disruptive, Our Brand of Crazy

Ryan Chute
Ryan Chute
December 1, 2022
Disruptive Ads: Creatively Disruptive, Our Brand of Crazy

With the influx of content flooding the internet, creativity is a must to stand out from the crowd. Creative disruption is taking a traditional approach and turning it on its head. Think wild, unexpected ideas that are not just entertaining but eye-catching, thought-provoking, and different. Disruptive advertising puts you in the driver's seat for getting noticed in an increasingly noisy market. By perfecting this creative, you can engage passive viewers and convert them into active participants. But what does it mean to be creative? What if you aren't blessed with the creative gene? In any case, it's good to know that disruptive advertising can be simple. In its simplest form, it's just about asking the right questions. Whether you reframe your audience's perspective through storytelling or provoke a reaction with bold visuals, creating dialogue is vital. By taking risks and pushing boundaries, you can ensure that your message stands out in an increasingly crowded marketplace. So why not give it a try? Here are some tips to help you get started:

Disruptive Ad - John 3:16

Whether you are a Christain, a sports fan, or both, you likely have heard of John 3:16. As it turns out, this famous bible verse has been used to create a genuinely disruptive ad. Rollen Stewart, also known as Rock'n Rollen, was an evangelist who attended many professional sports events around the country. In the mid-1970s, he began to display signs with John 3:16 printed on them. This raised awareness of the bible verse and uniquely captured people's attention. Not to mention that aside from the cost of the sporting event, it cost him nothing to share this message. Unfortunately, Rollen's efforts to grab the attention of the masses with his John 3:16 signs were short-lived. The events following his fame lead many to believe he is not a Christian. In fact, due to his childhood traumatic events, he was considered an attention seeker.

In the early 1990s, Rollen was found setting off stink bombs around LA and sending threatening letters signed “the Antichrist.” Later, in 1992, he was arrested for holding three people at gunpoint and demanding a 3-hour televised press conference. It is unclear whether Rollen's criminal activity was an act of rebellion against Christianity or a plea for help. Either way, his stunt with John 3:16 remains one of the most famous forms of disruptive advertising today. Brands globally have adopted a similar approach without criminal offense. The key to success with disruptive advertising lies in understanding your target audience and what will make them pay attention.

It's not about being outrageous for shock value; it's about creating something meaningful that stands out from everyday noise. By challenging the norms, disrupting advertising can be used as a powerful tool to draw attention and create conversation. And if done correctly, you can do more than just draw attention. At Wizard of Ads®, we have mastered the art of disruptive advertising to create campaigns that drive results. By breaking conventions and challenging the status quo, we achieve client objectives while creating something worth discussing. Say goodbye to boring advertising that gets lost in the noise. With disruptive advertising, you can make a statement that will be remembered and talked about for years. Ready to create an ad campaign that disrupts conventions and drives results? Book a call with Ryan Chute of Wizard of Ads® today.

Taking Advantage of Disruptive Advertising

Taking Advantage of Disruptive Advertising

Thanks to people like Rollen Stewart and the internet, disruptive advertising is more important than ever. Why? Well, the why comes from consumers having an endless number of choices. A lot of noise and competition can make it difficult to stand out. That’s why it’s crucial to create an ad campaign that breaks through the clutter. Your marketing campaign must capture your target audience's attention and encourage them to take action. But how can you create an ad campaign that disrupts conventions and drives results? Here are a few tips to get you started:

Thinking like a Customer

Throughout my career, I have encouraged business owners to take a walk in their customer’s shoes. Why? They are the ones who determine the success and the ones who will ultimately buy your products. It’s essential to get inside their heads and understand what makes them tick. By understanding what motivates them and drives their behavior, you can craft a campaign that resonates with them emotionally. So, to begin building an effective ad campaign, start by asking yourself the following questions: Who is your audience? What are their needs and wants? How do they feel about your industry or sector when interacting with it? When you find the answers to these questions, you’ll be on your way to delivering disruptive marketing that resonates.

Keep Updated on Emerging Trends

It's no secret that technology and consumer preferences are constantly changing. To stay ahead of the curve, you must research and keep up with industry news regularly. This means staying in tune with trends such as the latest technology, popular solutions, and more. You have a lot on your plate. Let me suggest some terrific resources to help you stay on top of the latest industry trends.

Social media

Social media is your friend. You can use Facebook, Twitter, Reddit and other platforms to stay clued into the conversations that matter. Plus, you can join relevant groups in your industry and follow influencers who may have an edge on what’s hot.

Industry News

Many professionals are sharing their insights on the web in various forms. If you are still getting into social media, look into industry publications, newsletters, and magazines. Sign up for a few subscriptions to stay ahead of the curve. By keeping your ear to the ground, you can quickly capitalize on any emerging trends your target audience is interested in. This will also come in handy while deciding where to advertise your disruptive campaign.

Understanding Your Target Market and Customers

Understanding Your Target Market and Customers

While disruptive advertising can sometimes be controversial, it is essential to understand how your message will be received. Take the time to research your target audience and learn what kinds of messages will resonate with them. Do they prefer humor, or are they more serious? What is their age range? Will they even understand the message? Knowing the answers to these questions can help you craft a compelling message that your market will welcome. Because while advertising has evolved, one thing that has yet to change is the need to understand your target audience.

Utilize Marketing Tools

To be frank, we are lucky to have all-powerful tools such as the internet and CRM systems. Using these tools, you can reach your target market quickly and easily. You can also track your campaigns to determine which messages resonate with your audience and which ones need to be reworked. This will help you refine your message and ensure maximum reach–without wasting time or money. If you ignore these tools, chances are your precious marketing budget will be spent in vain. Therefore, your message will go unread and have no impact.

Experiment with Different Tactics

Being tactical in your marketing efforts is another way to ensure business success. And luckily for you, there are several different tactics that you can use to reach your target audience. Here are some of the most effective:

Guerrilla Marketing

Guerrilla marketing is about experimenting with different tactics to find what works best for you. It often uses unconventional methods, such as street stunts or social media campaigns, to grab attention. And because it’s unexpected, it can effectively get people to notice.

Experiential Marketing

Another great marketing tactic for disruptive marketing is experiential marketing. This involves creating unique experiences such as pop-ups or flash mobs. Experiential marketing is also a great way to involve your customers in your product. By directly engaging with consumers, it can create a powerful connection that resonates and is memorable.

Digital Marketing

Finally, digital marketing, such as email campaigns, social media ads and SEO, can help you reach your target audience. However, beware that digital marketing comes with much higher competition than other marketing methods. To stand out from the competition, you must understand your target market and keep up with the latest trends. You can effectively build lasting relationships with your market by leveraging a combination of guerrilla, experiential and digital marketing techniques.

Be Consistent

Consistency is key when it comes to marketing in two ways. First, your message should remain consistent. You don’t want to be sending mixed signals to your audience. A strong, unified message will help you build brand recognition and trust. Second, you need to be consistent in terms of the frequency of your campaigns. Customers are more likely to remember a brand if they see it often enough. Make sure your campaigns are running regularly and don’t be afraid to mix things up a bit. By following a consistent approach, you can build a strong relationship with your audience and keep them engaged. You’ll also be able to measure the success of each campaign so you know what works and what doesn’t.

Track the Results of Your Experiments

By tracking metrics like engagement, conversion rates and sales data, you can determine which parts of your campaign were successful. Additionally, you'll be able to identify any areas that need to be improved, allowing you to develop more effective strategies. You can use data analysis tools like Google Analytics or create a spreadsheet to begin tracking your results. This will help you make the necessary adjustments to ensure that your disruptive marketing efforts are successful. In conclusion, with creativity and careful tracking of your results, you'll be one step closer to market disruption. And, if you're lucky, your campaigns will be the ones that set the trends for others to follow.

The Beauty and the Best of Disruptive Ads

Standing out from your competition is a rewarding task. Who doesn't love a bit of recognition when their campaigns are noticed? But with all this talk about disruptive advertising, what makes disruptive ads so appealing? Here are the two key elements that make up a genuinely successful disruptive ad campaign:

The Emotional Connection

The Emotional Connection

Remember when you used to turn on the television, only to be left in a pool of tears by the ASPCA commercial? That’s the power of emotion in action. Creating an ad that’s connected to people’s emotions and tapping into their needs automatically becomes more appealing. Think about it, when's the last time you did something that made you feel great? Chances are, it connected to your emotions and gave you a sense of satisfaction. The same goes for disruptive advertising. Now, that doesn’t mean you have to make people cry. It’s about connecting with people emotionally and providing them with engagement and fulfillment. It's this emotional connection that makes disruptive advertising so powerful. It's not just about getting people to buy your product or service but getting them invested long-term. By tapping into the emotional power of disruption, you can create ads that inspire and engage your customers emotionally.

The Engagement

While emotional connection can be a one-time thing, disruptive advertising is created to make lasting impressions. You can establish an ongoing relationship by creating advertisements encouraging customers to interact with your company. In other words, brand loyalty is a phenomenon. If you can create content that resonates with people deeply, it will lead to repeat purchases. Customers will become engaged by creating advertisements that challenge the status quo rather than just listing features and benefits.

Guilty But Unashamed: The Boy Who Shouted, “The King is Naked!"

The Emperor's New Clothes, by Hans Christian Andersen, is a timeless tale that emphasizes the importance of disruptive advertising. The story is about two weavers who promise the emperor clothes that are invisible to those who are not intelligent. The weavers, however, have deceived the emperor. Of course, no such suit exists, but all of the emperor’s advisors pretend they can see the claim. That is, until one young boy shouts, “The King is naked!” This brave act of defiance is an excellent example of how one can take action in the face of conformity. In other words, it takes courage and boldness to tell the truth. People are afraid of change or doing something different from everyone else. In advertising, however, you must be brave enough to stand out from the crowd and disrupt the status quo. By being disruptive, you can capture people’s attention and make them stop and pay attention to your message. I think that’s worth the risk. Sometimes, it just takes one bold statement to set the wheels of change.

So like that boy and the most significant advertisers of our history, be brave. Don’t let fear stand in your way of creating something powerful and memorable. Be bold, take a stand against conformity, break the rules and create something iconic. That is how you can make your mark on this world. Of course, no one expects you to do this alone. Luckily, that's where we come in. At Wizard of Ads®, we generate disruptive branding backed by data and insights. We don't just stick with the status quo; we push boundaries and strive for greatness in our projects. We have an incredible team with decades of experience ready to get the wheels of change in motion. Together, we can make something special happen. And as long as you’re willing to learn and take risks, we can help you achieve your version of greatness. So what are you waiting for? Book a call with Ryan Chute today to start your journey to disruptive success!

(Online)
(Offline)
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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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