(Paid Advertising)

How Do You Grab Attention in Ads?

Ryan Chute
Ryan Chute
March 18, 2022
How Do You Grab Attention in Ads?

Words are the essence of communication. Without attention-grabbing words, you risk clarity. This can lead to a campaign that falls short of the conversions you're aiming for. When you understand which words are most powerful, you can better appeal to your target audience and get them interested in your thing. Some words pique curiosity, while others repel or repulse. A tiny change in how you say something can have profound effects on the listener. That's why it's important to consider not just what you say, but how you say it.

The Importance of Attention-Grabbing Words Today

It can be difficult to stay focused in a fast-paced digital world. With so much sensory stimulation, it can be hard to decide which products will provide us with the greatest value. Every day, we take in countless ads. These ads are displayed through various sounds, words, and visuals. However, most of them simply fade into the background and just add to the noise. Attention spans are shorter than ever — with the average attention span only being eight seconds. To be successful with your marketing, an ad must stand out and capture attention. It can no longer rely solely on its message; it also needs to be creative and attention-grabbing. This means having attention-grabbing words that immediately make the reader want to find out more. They create curiosity, stimulate interest and offer value to consumers. When done well, you will not only have the reader hooked on your content but also significantly increase your profits. At Wizard of Ads®, we can ensure that you make it to the finish line. We help residential home service businesses and retailers come up with powerful and emotional words for their advertisements — and we can do the same for you. Contact us today to see your ads come to life!

What Particular Words Grab an Audience Attention?

Many words are powerful in the marketing world, but some perform better than others. Here, we’ve provided you with what we consider to be the best words to use for grabbing an audience’s attention. Enjoy!

Immediately

"Immediately" is our first attention-grabbing word, and for good reason. When you use urgency, you're telling your audience that they need to pay attention now and that what you have to say is important. "Immediately" is a versatile word. It can be used to stoke the feeling of urgency, as in "immediately available!" or "immediate satisfaction!" It can also be used to start off a persuasive message, as in "we need your help immediately." No matter how you use it, it's sure to get your message across and inspire immediate action.

Renewed

"Renewed" is an attention-grabbing word because it implies that something was once old and tired, but has now been brought back to life. This can be a very appealing message for consumers who are looking for ways to improve their lives. Renewed products often promise to be better than the original version, which can be very enticing for buyers. When used in advertising, renewed can mean that a product has been improved in some way, or that it is now available at a lower price. It can be a very effective way to wow an audience and them interested in a product.

Instantly

Instantly

Similar to immediately, the word "instantly" is a great word to use when you want to emphasize how quickly something happens. Whether it's a product that delivers fast results or a service that's available right away, using the word "instantly" communicates that there's no waiting involved. This conveys a sense of convenience which is especially appealing when people are looking for products or services where they need the results fast.

Invigorated

"Invigorated" is a powerful word that can convey a lot of meaning. By using invigorated in ads, businesses hope to get people's attention and persuade them to buy their products by making them feel excited and energetic. Invigorated can also be used to describe how a product makes you feel, such as an invigorating shampoo that gives you a boost of energy. Through positive connotations and associations, businesses hope that potential customers will be more likely to purchase their products. After all, who doesn't want to feel invigorated?

Relevant

The word "Relevant" is a strong, attention-grabbing word that is often used in headlines and advertising slogans. This word is used in aims to get people interested in a product by communicating its importance or usefulness. It also tells your audience that your product is new and popular, which can entice them to learn more about it. Relevancy is an important factor for many consumers, so using this word in your advertising can help you stand out from the competition.

New

Everyone likes something new, that is why it’s is an attention-grabbing word. It promises something different, something that is not the same as everything else out there. “New” is a word that grabs attention and makes people want to learn more about what they are selling. It is a way to create interest and excitement around your product. It’s also a word that can be used to describe change, which is another thing that people are often drawn to. Whether it is a new product or simply a new version of an existing one, people love change and are always looking for something new.

Now

The word "now" implies that whatever is being offered is a limited-time offer. This creates a sense of urgency and encourages people to act quickly. For example, a store might advertise a flash sale with the phrase "act now!" to encourage customers to make purchases quickly. The word "now" is also used to highlight how current and up-to-date a product or service is. This is especially common in technology-related advertising. By using "now" in an advertising campaign, businesses can create a sense of excitement and encourage people to buy their products or services.

Best

When it comes to advertising, "best" is definitely an attention-grabbing word. After all, who doesn't want the best? But why is "best" so effective in advertising? For one, people are always looking for ways to improve their lives. They want the best products and services that will make their lives easier and better. So when they see an advertisement for something that is labeled as the best, they are naturally going to be interested.

Easy

Using the word "easy" in your ad can be extremely effective at getting attention. This is because people tend to associate the word with being able to get what they want quickly and easily. And when it comes to getting what you want, nothing is more motivating than speed and convenience. So if you want to grab attention quickly, using the word "easy" in your ad is a great way to do it. Just make sure that the rest of your ad backs up that promise!

Get

Used as attention grabbers, words like "get" in advertising can be very effective in motivating potential customers to take action. When people see or hear this word, it automatically tells them that they are getting some kind of value from your product. It can also be used to create a sense of urgency, which can help get people to act now instead of later.

Words that Creates Curiosity to Audience

Words that Creates Curiosity in Audiences

Yes, there are specific attention-grabbing words, but there are also evocative words that stimulate curiosity in your audience. Here’s a list of good words to use to do just that.

Unlock

When audiences see or hear the word "unlock," it automatically tells them that your product can give them access to their desires. Whether it be a new level in a video game, the ability to use a phone with any carrier, or getting a sneak peek of the newest season of their favorite show, audiences know that when they see or hear the word "unlock," they're curious about what it could mean for them. Overall, it's an excellent way to capture attention and get people interested in your product.

Secrets

Everyone likes to be let in on a secret, which is why the word "secret" is so attention-grabbing. It drives curiosity in an audience, making them want to know what the secret is. Secrets are often thought of as being juicy pieces of information that not many people know about, and this makes them all the more tantalizing. Companies use this sense of curiosity to their advantage as consumers become intrigued enough to learn more about what the company has to offer. Therefore, becoming potential customers.

Amazing

Amazing

The word "amazing" can be an incredibly effective marketing tool. Your audience will naturally associate the word with your product, essentially telling them that your product is amazing. People love to experience amazing things, so using the word in your marketing can help to create a strong connection between your product and your audience.

Revealing

Although it may be surprising, the word "revealing" is commonly used in advertising to stimulate curiosity. This is because it is an attention-grabbing word that can create a sense of anticipation in the viewer. For instance, if your ad says "revealing the secret to weight loss," people will be intrigued and want to find out more. This is because the human brain is hardwired to seek out new information, and revealing is a word that implies something new and exciting. By creating this sense of curiosity, you can encourage your audience to take action and learn more about what you have to offer.

Mouth-Watering

When you hear that something is "mouth-watering," are you grossed out? Or are you suddenly very hungry? When people see or hear this word, it's plain and simple: they want to know what it what your product tastes like. Say you own a pizza shop, and you want to increase sales. You might make a sign that says "Our pizza is mouth-watering!" This attention-grabbing word will make passersby curious about what your pizza tastes like, and may drive them into your shop to find out.

Stunning

The word "stunning," is a word that is used to describe something visually appealing or extremely impressive. It can be used to describe how someone would look after using a product, such as how their hair would be "stunning" after using a shampoo. This can stir up the desire for them to want to feel good about themselves and purchase the product. Or it can be used to describe the reaction of an audience to a presentation or new idea, such as how "stunning" it was for them to see the new product. This usage of the word leaves people curious about what exactly happened that was so stunning. It draws attention and curiosity in an audience and can leave them eager to find out more.

Remarkable

"Remarkable" is an effective and creative word to use in your advertisements. It brings about a certain curiosity about the product or service and what makes it so "remarkable." This can prompt them to learn more about what you're offering, which is the goal of any advertisement. By using this attention-grabbing word, you can reel in potential customers and give your business the boost it needs.

Baffled

If you want to choose an interesting word that turns heads, use "baffled." This word is certainly attention-grabbing and curiosity-inducing. For example, you can sell something as mundane as a broom and advertise it by saying "baffled customers can't figure out how this broom sweeps so clean!" In other words, you're piquing people's curiosity by using an unexpected word. And that's the key to effective advertising — using words that grab attention and make people want to learn more.

Mind-blowing

The word "mind-blowing" is an extreme word that really packs a punch. When used in advertising, it can be very effective in getting people to take notice of what you are selling. Compare these two ads for example:

"A revolutionary new toothbrush that cleans your teeth in just 10 seconds!"

vs.

"The mind-blowing new toothbrush that cleans your teeth in just 10 seconds!"

The second ad is more likely to get attention because of the use of the word "mind-blowing." By using this word, you are implying that the product is so good that it is worth taking a closer look at.

Two Words of Caution

The use of attention-grabbing words is a compelling notion, but it's important to use them in moderation and associated with a specific claim. For example, overusing words that stir up urgency is helpful in capturing the attention of people who need your thing now, but become quite forgettable for people who are not in the market. When writing good ad copy, be sure you understand what message you are trying to portray and the action you're hoping your audience to take. When making a claim using these attention-grabbing words, be sure you are specific. For example, "Get up to 25% off all watches*" is far less powerful a message than, "Get $250 off a Rolex watch". Or, "We have the best air filters in Orange County", versus, "The best air filter for Orange County is the Cooty Blaster 6000 because of its 125-micron mesh that filters out airborne ash common to our area".

Conclusion

As you can see, the options are plentiful when it comes to the power of captivating advertising words. There are so many to choose from, so it can be difficult to know which ones are the best fit for your brand and the message you are trying to convey. But don't worry, at Wizard of Ads® we have a team of experts who will take care of all that for you. Contact us today to discover the most attention-grabbing words for your campaign!

(Online)
(Offline)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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