(Paid Advertising)

Four Kinds of Ads and the "Gold Seal Ad"

Ryan Chute
Ryan Chute
August 10, 2022
Four Kinds of Ads and the "Gold Seal Ad"

**What are ads?**An ad is another word for advertising. Just like there are many types of marketing and types of media, there are also many advertising techniques. There are four main kinds of ads: franchise, category-specific, product-specific, and store-specific. Each of these types of advertising has unique benefits and drawbacks, so choosing the right one for your business is helpful. Franchise ads are how to promote your business to a broad audience. They are often placed in high-traffic areas like bus stops or subway stations. However, franchise ads can be expensive, so you'll need to ensure you have the budget for this type of advertising. Category-specific ads are a good option if you want to target a specific group of people. For example, if you sell home services, you could place an ad in the home improvement section of your local newspaper, on Google Local Service Ads. However, category-specific ads can be more expensive than franchise ads. Product-specific ads are an excellent way to promote a specific product or service.

For example, if you sell air filters, you could place an ad in the local ValPak coupon service. Product-specific ads can be more expensive than franchise ads, but they will allow you to target a specific group of consumers. Store-specific ads are how to promote your business to a specific group of people. Store-specific ads can be more expensive than franchise ads, but they will allow you to target a particular group of consumers. For example, if you have a store in a mall, you could place an ad in the store directory. After learning about the different kinds of ads, it is time to decide which one is right for you. If you are not sure, you can always consult with a professional marketing firm, like The Wizard of Ads®. They will be able to suggest which type of advertising will work best for your business. Or, read this article on the different kinds of ads and how to choose the right one for your residential home services business.

Great Ads vs. Bad Ads

Great Ads vs. Bad Ads

There's a difference between GREAT ads that don’t try to be everything like BAD ads do. Product-specific and store-specific ads are popular ads because they're most likely to result in a purchase.Category-specific ads are bad because they can alienate potential customers who don't fit into that category. Bad ads are generic and bland. They try to be everything to everyone and usually don't work well. If you want your ad to be successful, make sure it's a great ad! What makes a GREAT ad?

  • Information that is relevant and useful: The best advertisements are the ones that provide information that is relevant and useful to the reader. Ads that are full of fluff or empty promises are quickly forgotten, but ads that offer something of value tend to stick in people's minds.
  • A strong call-to-action: A great ad should have a strong call-to-action that tells the reader what they need to do next. Whether "click here to learn more" or "call now for a free consultation," make sure your ad includes a clear CTA.
  • Eye-catching visuals: Ads with eye-catching visuals are more likely to grab attention and get noticed. If your ad is dull or unappealing, people will scroll right past it.

The bottom line is that there's no one-size-fits-all solution for advertising. But by keeping these four tips in mind, you can create an ad that's more likely to get noticed—and generate results for your business. How do you choose the right ad for your business? If you're unsure, start by considering what makes your product or service unique. What sets it apart from the competition? Once you know that, you can create an ad targeting your audience. And if you're still unsure, there's always the option of hiring a professional marketing agency to help you make the perfect ad campaign. Ready for those results? If you're a residential home services business owner, book a call with Wizard of Ads®’s Ryan Chute today.

These are the Four Kinds of Ads

As I mentioned earlier, there are four kinds of ads to discuss in this article: Franchise, category-specific, product-specific, and store-specific ads. I will briefly review each type below and discuss the "gold seal ad" in more detail.

Franchise ads

Franchise ads are a type of business advertising typically used by businesses with multiple locations. Franchise ads generally are placed in newspapers or on websites with a lot of ads catering to a specific industry or market. These ads usually feature the company's logo, contact information, and a brief description of its services. In the words of Roy H. Williams, these ads “create the master brand.” These ads attract enough customers to the store due to its ability to afford a high-quality ad campaign. Often, this strategy succeeds.

Category-specific ads

Category-specific ads are another type of offline or online advertising geared towards businesses selling products in a specific category. For example, if you own a landscaping company, you may want to place ads in magazines that focus on gardening or landscaping. These ads usually include the company's logo, contact information, and a brief description of its products or services. In the words of Roy H. Williams, "Category-specific' institutional' advertisements are useless." They are written so vaguely that they apply to all advertisers. Roy H. Williams also says a rendition of the quote, “Ads don’t work well for anyone if they fit everyone.” These were called institutional ads in the past, and they’re not recommended.

Product-specific ads

Product-specific ads are yet another type of offline or online ads geared towards businesses selling a particular product. For example, if you sell HVAC equipment, you may want to place ads in magazines that focus on home improvement. These ads usually include the company's logo, contact information, and a brief product description. You may want to consider whether it takes a manufacturer's 50 cents to run product-specific ads. These ads benefit retailers who sell the product. It's about the product.

"If you’re paying half the cost, make at least half the message about you." — Roy H. Williams

Store-specific ads

Store-specific ads are designed for businesses that have brick-and-mortar locations. These offline or digital ads usually include the company's logo, contact information, and a brief description of its products or services. According to Roy H. Williams, such kinds of ads require, “Expert ad writers conduct in-depth, detailed research.”An example of this kind of ad for a Garage Door company looks something like this:" Joe's Garage Doors1234 Main StreetAnytown, USA(555) 555-1212 Did you know your Garage Door is the most vulnerable area of your home? A failing garage door exposes your family to break-ins, acts of God, and noisy disruptions. Hi, I’m Joe. Come by our showroom today and see our vast selection of Security Certified Garage Doors™. Keep your family safe, today."

Story of Heisenberg_s Jewelers

Story of Heisenberg's Jewelers

Then, there's the Gold Seal Ad. The story below of Heisenberg's Jewelers is true and a slightly-changed rendition from mondaymorningmemo.com. The only information changed by Roy H. Williams is some critical information, such as the name of the store, town, and vegetable. The story is about Heisenberg Jewelers, a 105-year-old business that had been recently renovated with new white carpeting, a large chandelier, and wooden paneling. Roy H. Williams compares the jewelry store to the Sistene Chapel, despite the town being designated with a low level of residents and the world’s turnip capital. He says it’s intimidating, with many of the town’s farmers feeling improperly clothed for the store. When he arrives, his client tells him who they believe their customers are.

They say they cater to 40-year-old rich women. Upscale, well-dressed, always buys the best kind of customer is who Roy is told to target. All of this was happening in October, right before what would be Heisenberg’s last Christmas season if the store didn’t turn around its sales by January. Roy told them he can’t just create 40-year-old rich women out of thin air. He must write ads for men, too. Here is the Heisenberg radio ad created by Roy that saved the jeweler: “Some of you will be fortunate enough to discover under your Christmas tree a small package with a gold seal that says 'Heisenberg's.' Now you and I both know there's jewelry in the box. But the man who put it there for you is trying desperately to tell you that you are more precious than diamonds, more valuable than gold, and very, very special. You see, he could have gone to a department store and bought department store jewelry or picked up something at the mall like all the other husbands. But the men who come to Heisenberg's aren't trying to get off cheap or easy. Men who come to Heisenberg's believe their wives deserve the best. And whether they spend 99 dollars or 99 hundred, the message is the same: Men who come to Heisenberg's are still very much in love… We just thought you should know.'"

The Wizard of Ads and the "Gold Seal Ad"

The Wizard of Ads®, Roy H. Williams, explains why his "Gold Seal Ad" worked for Heisenberg's Jewelers, even though some believed the contrary: He said the ad gave the audience what they already knew about Heisenberg’s Jewelers… Except it made them feel different about it. What they basically said was:_“If your husband voluntarily comes to this scarily expensive store, he must really love you.”During December, men rushed into Heisenberg’s, waving wads of cash at the register. They shouted, “Make sure that damn gold sticker is on the box!” Heisenberg’s raked in the bacon. And it got the Wizard of Ads® noticed. A jeweler from Connecticut called him about a little over a year later. He angrily asked him why his radio ads that he ran over Christmas didn’t work at all. Roy quickly figured out that his Turnip Valley client had given this guy a copy of his ‘simple gold seal’ advertisement as if it were a miracle cure.“ ‘That ad didn't fail,' I said to the man. ‘Your town's scary expensive jeweler found it highly effective. Christmas was fantastic for him. You are to thank for that. Your town's residents just knew that your store wasn't the one described in the advertisement.’ ”The moral of the story is? The best ad is the one that's right for your business, not the one that's right for your ego. Heisenberg’s gold seal campaign wouldn’t have worked without its reputation for being expensive and intimidating. That’s because it was specific to this store. No matter the delivery, the message would work.

“It was the message – not the media – that delivered our miracle.” – Roy H. Williams

What Kind of Ads Are You Running_

What Kind of Ads Are You Running?

"Franchise ads are for team players who want to help build a strong collective brand. Product-specific ads are for special promotions. Store-specific ads are for local branding. Category-specific 'institutional' ads are a waste of money.

What kind of ads do you run?"– Roy H. Williams

If you're not sure what kind of ad is right for your business, try asking yourself these four questions:

  • What are you selling? If you're selling a product or service, you'll want to focus on creating ads that highlight the features and benefits of what you're offering. You'll want to ensure your ads are targeted to the right audience, so think about your ideal customer and what they're looking for. For example, if you're selling a new kind of widget, your ad might focus on how much easier it is to use than other widgets on the market.
  • Who are you selling it to? That is where targeting comes in. You'll want to ensure your ads reach the right people, so think about your ideal customer and what they're looking for. For example, if you're selling garage door openers, your ad might be more effective if it's targeting homeowners in a suburban area rather than apartment dwellers in a city.
  • What's your budget? You'll need to set a budget for your ad campaign, so think about how much you're willing to spend. Remember that you don't necessarily need to spend a lot to get results - sometimes, a well-targeted ad on a smaller scale can be just as effective as a larger one.
  • What's your goal? What do you hope your ad will achieve? Are you looking to increase brand awareness, generate leads, or make sales? Once you know your goal, you can tailor your ad campaign to suit it.

Answering these questions can help you determine which type of advertisement will be most effective for your business. If it doesn't, and you're a residential home services business owner, book a call with Ryan Chute of Wizard of Ads®. I will surely help.

(Kinds Of Ads)
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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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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