(Marketing Strategy)

How To Be More Visible (on Google)

Ryan Chute
Ryan Chute
May 11, 2022
How To Be More Visible (on Google)

For many businesses, getting to the top of Google's search results is much like climbing the treacherous slopes of the Himalayas: not everyone makes it to the top. And the ones that didn't make it (R. I. P.) mind as well be invisible to any of the potential customers who use Google to find businesses like theirs — more than 8.5 billion people But how many is that, Internet Live Stats 2022).). So, how can you ensure that your business website reaches the peak position on Google's search engine results pages (SERPs)?As hard as a trek it can be, there are strategies and techniques out there that will appease the Google Gods. From link building and optimizing your website for mobile to using social media, there are a variety of ways that you can improve your Google domain ranking. At the core of it all is your website. Your website needs to be keyword-optimized. This means including the keywords you want to rank for throughout your site's text, titles, tags, and descriptions. It also means regularly updating your website’s content to keep up with Google's ever-changing algorithms. But of course, there's a lot more to mastering the big climb to the top of Google search. In this article, we'll explore some of the most effective strategies and techniques for improving your rankings and getting more visibility online.

How to Google Better?

If you want to improve your chances of appearing higher in Google search results, the main objective is to gain visibility. There are a variety of ways to do this, but the most powerful method is to optimize your website content using SEO (search engine optimization). Here are some Google SEO best practices to improve your ranking:

Aligning Your Content with “User Search Intent”

Aligning Your Content with “User Search Intent”

Google’s algorithm is designed to provide users with the most relevant search results for their query, so it's important to frame your content in a way that resonates with what your target audience is looking for. You can do this by including relevant keywords, using natural language and phrasing, and tailoring your content to the specific search terms people are using. For example, if you run a plumbing company, you might use keywords like “best plumbers near me” and “best plumbing repairs” At Wizard of Ads®, we help business owners in residential home services rank at the top of Google so they can get better leads and better customers. If you are interested in learning how to do better on Google, book a call with us today to learn more!

Conduct Better Keyword Research

To create content that ranks well in Google search, you need to start with better keyword research. Keyword research is the process of finding and analyzing terms related to your topic that people are actually searching for on Google. You can use a tool like Google Keyword Planner to find popular keywords related to your topic, and then use those keywords throughout your website and in your blog posts to improve your chances of ranking high in Google searches.

Get Other People Talking About You

The Google Gods see your website as more relevant when other websites point to your website. This is known as backlinking. This is why many digital marketers use online directories to increase your domain rank. The more backlinks, the more relevant. Not all backlinks are created equal though. If the site that is backlinking to you is known to Google as a bad apple, it will actually hurt your rank. Backlinks from website with high domain ranks, like news websites or government websites, will improve your rank. Google also likes it when you show up on credible local websites link other local businesses, little league teams, and the local Chamber of Commerce.

Test Your Article Title

Once you have your keywords and content fully written, it's a good idea to test the article title before publishing. This can help you ensure that your title accurately reflects the content of the post, while also encouraging clicks from potential readers. One way to do this is by doing an EMV test. EMV stands for emotion, marketing value, and volume, and it's a quick way to gauge the potential success of your title. A great tool is Coschedule’s Headline Analyser. To conduct an EMV Google test, use the keywords you've selected and see how well they perform when used in different types of titles. For example, a title that uses your keyword along with a question mark or exclamation point might perform better than one that simply states your keyword.

Optimize Your Meta Description

Once you've chosen your title, it's time to optimize your meta description. This is a brief summary of the post that will show up under the URL when someone does a Google search. To write a meta description that engages your audience, try using some of your keywords in this section as well. You should also keep it short and sweet — Google only displays the first 156 characters of your meta description, so make sure that what you write is both interesting and concise. The ultimate goal of the meta description is to encompass what value your content is going to provide and give them a reason why they should click on it.

Use H1, H2, H3 Tags Strategically

H1 tags are used to denote the main headline of your content and typically include one or two keywords that you want Google to rank for. H2 and H3 tags should be used for subheadings within your article, highlighting other important keywords and phrases. By using these tags strategically, you can help Google better understand what your post is about and rank it higher in the search results.

Alt Text Images

Including alt text for images is another great way to add keywords to your site and boost your ranking. While it's important not to overdo it with keyword stuffing, adding a few relevant keywords in the alt text of your images can help google understand what they are and rank them higher as a result. Be sure that your text is specific to the image, and not just a generic description. For instance, it wouldn't make sense to choose words like "purple" and "apple" as your alt text, but phrases like "vintage apple print shirt", or "purple boho maxi dress" would be much more effective.

Utilize Internal Linking

Another way to optimize your site is to use internal linking. This simply means that you link from one page of your website to another, which tells Google that these pages are related and helps keep users on your site longer. You can do this manually by adding links throughout the content of your site, or you could also set up automated internal links by using a plugin like SmartCrawl.

Enhance the User Experience (UX)

An excellent user experience is an integral part of SEO, as it helps to keep users on your site for longer and encourages them to share your content. After all, what’s the point of ranking high on Google if no one wants to stay on your site? There are a few different things you can do to enhance the user experience, such as:

  • Use short, concise sentences and easy-to-understand language.
  • Use bullet points where possible to improve readability.
  • Include images, infographics, videos, etc. that add value to your content and keep readers engaged.
  • Make it mobile-friendly.
  • Be sure that all links on your site are working properly and lead visitors to the appropriate destination.

Always Create Quality Content

Creating quality content is the key to ranking high on Google, as it helps to engage and capture the attention of your target audience. To create great trending content, you need to be able to answer common questions that your target readers are likely to search for. You clicked on this very article, for instance, to get answers to questions like "how to improve readability on google", "best practices for optimizing your site", or "ways to create engaging content". By addressing these questions directly in your content, you provide value to your readers and boost visibility.

Google Search Tips and Tricks

Google Search Tips and Tricks

To be a Google guru, you should also learn the various tips and tricks that can be used when people start typing away in the infamous search bar. Here are some techniques that if you didn't know already, now you do!

The use of phrases in quotes (“”):

If you want to Google an exact phrase or set of words, then you should put them in quotation marks. For example, if you are looking for information on your favorite play, then you should Google "Romeo and Juliet".

The use of the asterisk (*):

Another handy google trick is the use of the asterisk. This can be used to replace other words or letters in your search query, allowing you to refine your results more effectively. For example, if you are looking for information on a certain type of animal, you could Google "wild *" and it will return results for wild cats, wild dogs, and other animals.

The use of the minus sign (-):

If you want to exclude a certain word from your Google search, then you can use the minus sign. For example, if you are looking for information on cats but don't want results about big cats, then you could Google "cats -big". This would return results about regular cats, but not big cats.

The use of “inurl:”

These Google search operators allow you to focus your results on specific websites or specific sections of websites. For example, if you wanted to google results only from Wikipedia, then you could use "inurl: wiki". Similarly, if you were looking for information about a certain topic but wanted to limit your results only to blogs, then you could use "site:blog".

The use of “vs”:

This Google operator can be helpful when you're trying to compare two things. For example, if you wanted to compare the search results for "apple" and "orange", then you could google "apple vs orange.”

The use of “DEFINE:”

If you're not quite sure of the exact meaning of a word or phrase and want to google the definition, then you can use google operators by prefixing your search term with "define:". For example, if you wanted to google the definition of "keyword", then you would simply google “define: keyword”.

The use of “~” operator:

If you want Google to include results that are similar to your search term, then you can use the "~" operator. For instance, if you google “motherhood ~pregnancy,” Google will return results that are similar to the term "motherhood", but also include results related to pregnancy. Google is a powerful tool for searching online content and finding information quickly and easily. Keep these search tools in mind when optimizing your keywords to make the most of your searches!

Google’s Easter Eggs

Google is well-known for its search engine, but did you know that the company also has a few tricks up its sleeve? Here are some of the most entertaining Google Easter Eggs that you can try out for yourself:

Type “tilt” to tilt your screen

This simple hack lets you see your screen from a different angle, which can be fun for exploring new perspectives or just for goofing around.

Search for Atari Breakout in Google Images

This classic video game from the 80s has become a popular internet meme, and you can easily play it directly on Google Images. Just search for “Atari Breakout” in the images section, and get ready to have some fun!

Use Google Lens to search images with an image

Google Lens is a powerful visual search tool that allows you to find similar images or learn more about the objects in your photos. Simply take a picture of an object and use Google Lens to explore all of its uses — it’s the perfect way to discover new and interesting things!

Google voice search “flip a coin”

Tired of having to manually flip a coin when you need to make a decision? With Google voice search, you can simply use your voice to “flip a coin” and get an instant result! Just say “OK Google, flip a coin” or “Hey Google, what’s heads or tails? These are just a few of the many Google trends that are both fun and useful, and most likely, your target audience will use these tools as well. Therefore, getting familiar with them will give you an edge over your competition.

Google-friendliness is the Key

Google-friendliness is the Key

You can be the most prepared hiker out there with the most extravagant hiking gear, but to get to the top of Mount Google, these things are nothing without the map that brings you to your peak potential. The same principle goes for google-friendliness. You can have the perfect website, but if no one knows how to find it, then it does you no good. This is why google-friendliness is key. Google-friendliness simply means optimizing your website to rank highly in google search results. By using the right keywords, creating high-quality content that is engaging and relevant to your audience, and building up a solid backlink profile, you can make your website more google-friendly and improve your chances of ranking highly in Google searches. While there is no surefire way to guarantee a top spot on Google, following these best practices can help increase visibility, and bring more traffic to your website. At Wizard of Ads®, we can brew up the elixir that takes you to the top — without all the hurdles, cliffs, and blasted snowstorms. Book a call with us today to watch your brand climb up Google’s ranks!

(Online)
(Offline)
(Lead Generation)
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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