(Marketing Strategy)

Origin Story: How Your Story Should’ve Successfully Been Told

Ryan Chute
Ryan Chute
August 3, 2022
Origin Story: How Your Story Should’ve Successfully Been Told

Almost every business has an advertising budget. And yet most ads don’t work. Why? They’re missing the key ingredient: a good origin story. What is the origin story? An origin story is the foundation of any good ad campaign. It’s the tale of how your brand came to be and why it exists. It’s the emotional center giving your customers a reason to care about your product or service. Most ads try to sell a product or service without regard for the customer’s emotional needs. But the best ads are relational ads, connecting with customers more profoundly by telling a compelling story that speaks to their hopes and dreams, chasing away their fears. By contrast, transactional ads tell customers what they need to know about a product or service. By their very nature, they won’t connect with prospects' emotions. On the other hand, origin stories focus on why the product or service exists in the first place.

They tap into the customer’s emotions by sharing a relatable story explaining how the product or service can improve their lives. This is how advertising works. Why does this matter? People don’t buy products or services. They buy better versions of themselves. Your job as a business owner is to show them how your product or service can help them become that better version. The best way to do that is by telling a compelling story that resonates with them emotionally. The problem is that most businesses focus on transactional advertising, which fails to connect with customers on an emotional level. As a result, their ads fall flat and fail to generate the desired results. If you want your ads to be more effective, you need to consider creating an origin story. By sharing a relatable story that explains how your product or service can make their life better, you’ll be able to connect with your target audience on a deeper level and increase the chances of them doing business with you.

2 Kinds of Advertising

2 Kinds of Advertising

As mentioned earlier, most ads you see daily are what we call transactional ads. These ads are designed to get customers to take a specific action now, like buy a product or sign up for a service. While transactional ads are important in the advertising mix, they are not able (by design) to connect with customers on an emotional level. As a result, these ads fall flat when attempting to build a household name. You can create an origin story by using relational ads. Relational ads increase the effectiveness of your marketing campaigns when attempting to bond with your prospective buyers today, in an effort to have them remember you when they eventually need your stuff. First, let’s understand the goals of each kind of customer ad campaign.

  • The goal of relational ads: Use relational ads to create a sense of identity among your customers. We aim to bond with your potential tribe, so speak the language of the tribe you want.

For example, we have an HVAC client who used to work for the big faceless HVAC corporations around town. He was fed up with how they treated every customer like a number and did as little as possible to get the job done. His relational ads all talk about how his customers can avoid being ffffranchised over by the big boys with his real tech doing real work.

  • The goal of transactional ads: They are the kind of ads that hopefully make the customer want to buy something from you immediately, without ruining your integrity.

Most companies resort to the worst kind of advertising, eagerly racing to zero profitability with discounts, bullshit coupons, fake rebates, and pseudo-sales. More often than not they are tied to a fake expiry date and run so frequently, that they simply train their customers to wait for a sale. Then they wonder why they get such crappy customers, make no profit, and pay too much for PPC.

This doesn’t mean transactional ads have to be lame. For example, let’s say you’re in the HVAC industry. You can post an ad during the shoulder season for same day service or the entire service call is free. Done ethically, you’ll have a few situations where you’ll pay the price of not having capacity, but it will consistently translate in to a fuller appointment board and a profitable repair when things are slower.

Persuasion doesn't have to be manipulative. In fact, it’s far more persuasive in the long run when it is done with integrity.

Transactional advertising will always look good in the short term. Over a decade of research has determined that it rarely works out for ambitious growing businesses in the long term.

This is how advertising works. You create ads with repeatable brandable chunks of content and place them where people will hear and see them at the right frequency. Then, you track how many people visit the ad and how many people respond to it. From there, you can adjust your strategy accordingly. Speaking of strategies, how is your marketing strategy looking? If you need any help, book a call with Ryan Chute of Wizard of Ads® today.

The 2 Kinds of Staying Power

The 2 Kinds of Staying Power

If your business has the longevity to create a relational advertisement, you should keep in mind where you came from. You’ll want us to write your origin story — your Genesis story. Staying power comes in two forms. First, there is the financial aspect, and the second is emotional.

Financial Staying Power

Financial staying power means you have the funds to sustain a branded ad campaign for an indefinite period of time. Be careful not to launch one too big that you cannot sustain it for a long period of time. It is essential that you are in it for the long haul. The point of relational ads is to create relationships, not just transactions. Relationships have always been built on trust, and trust takes time to develop BEFORE they ever call your business.

Emotional Staying Power

Emotional staying power means you have a story worth telling that people want to hear. If your business isn’t emotionally connected to its customers, then it won’t last long enough to sustain a relational advertising campaign. That moment five to six months into your ad campaign when you’re about to panic or abandon it is here. Before you make any moves, remember that relational ads are not about having the lowest price. Customers looking for that won’t stick around for loyalty’s sake but the price tag. Indeed, people won’t bond with your business as quickly as they would with another person. It takes liking, feeling good about, and thinking we know that company as we would a friend.

Great Examples of Origin Stories

The great Roy H. Williams gathered these great origin story examples. Here’s what we can surmise from them:

  • Your first ad isn't always your origin story.
  • You can already have name recognition and start an origin story. It is not uncommon for origin stories to be introduced after the business has become well-known, but has yet to build an emotional connection.
  • Your origin story’s power doesn’t depend on your business category.

Read the three stories below: Please note, these ads are copyright protected. Do not replicate these ads in part or whole.

The Jeweler

“My Dad was a house painter. He taught me to sand and scrape old paint until my fingers were aching and raw. But I wanted to make him proud, so I always worked hard. I’ll never forget the day we opened our brown bags at lunchtime and he said, “Son. I’m proud of how hard you work, but I hope that someday you’ll get a job where you can wear a tie.” To honor him, I opened a jewelry store. For my start-up, most of my dad's seven hundred dollars were taken out of his sock drawer. Although he never saw that store, he heard about it. Just before the doors opened, he passed away. Eventually, I realized what I had to do: Lose the tie... Be like your father, a regular guy. I turned a corner at that point. Since I was a student, I have shared this story with young entrepreneurs in high schools and colleges. Kesslers Diamonds will be located next to Rivertown Mall in Grandville. It's my pleasure to introduce myself as Richard Kessler. It was my hope to become your jeweler."

The Rock

"Tom Heflin worked as a railroad conductor. There was a sister in his wife's family. She had two young boys. They spent a few days with her in Winslow, Arizona one day. They went out into the desert to collect rocks with Tom. He grew up to become a pediatrician. Other than that, he just kept picking up rocks. It's never left me... I have no idea what got into me that day. Natural gemstones are the only things that make nature's beauty permanent and transferable. Ruby of blood-red color. The sapphires are piercing. Greener than the greenest grass are emeralds. Diamonds are perfectly colorless, clear, and pure rocks. That's awesome! I'm crazy. I can be called naive. It's not by chance that gemstones exist. God placed them here. He made them beautiful, rare, and hard-to-find in order to give them as symbolic gifts to those who are beautiful in our lives. My identity isn't a secret. For today, I'm done."

The Torch and The Gee Oh Ee, T-T-L

“I was a ten year-old boy holding a flashlight for my Dad while he worked on an air conditioner for a customer. His name was Duncan Goodrich. He didn’t talk much. But there’s a certain kind of magic that happens when a son holds a flashlight for his father. I held it steady and quiet and Dad talked to me while he worked. He said, “When a person needs help, you respond right away. Not when it’s convenient for you.” He said, “

Do the right thing at all times. Do what's right." He added, "The Goettl Iron Horse is a magnificent machine." "Nothing else comes close." That night, I held my dad's flashlight for the first time. In addition, my dad believed in Goettl air conditioners. I realized this at Dad's funeral a few months later. The company was sold to me, so I bought it. It's GotGee Oh Ee, T-T-L. It will keep you cool, but not to mention it's a bit difficult to pronounce. We will respond promptly and do what needs to be done... always. Gee Oh Ee, T-T-L.”

What Do These Stories Tell Us?

Search your heart and mind. Find your story of origin. Make yourself vulnerable.” — Roy H. Williams

Your origin story is the perfect way to start building that emotional connection. It’s the story of how your business came to be and why you do what you do. It’s the emotional core of your business, and it’s what will give you the staying power to sustain a long-term relational ad campaign. Think about it this way: when you meet someone new, what’s the first thing you ask them? “What’s your story?” It’s how we humans connect. We want to know where someone comes from, their experiences, and what motivates them. We can learn much from the stories above. Kessler's life was changed by $700 when he was so poor. According to Justice, gemstones serve a purpose. His father's memory drives Ken Goodrich's actions today.

Do You Have an Interesting Origin Story_

Do You Have an Interesting Origin Story?

Whether you’re an HVAC business owner, a plumber, or a garage door specialist, you have an origin story. It’s probably pretty interesting, too. Your customers and clients want to know where you came from. Why? It helps them understand your values and what motivates you. It also humanizes you and your business. Here are some questions to help you get started writing your origin story:

  • What motivated you to start your business? Finding out what drives you can help your customers understand your business’s mission.
  • How have you overcome adversity in your life? Everyone faces challenges, but how you’ve dealt with them can show your strength of character.
  • What lessons have you learned that you want to share with others? We all learn valuable lessons throughout our lives, and sharing them can help others facing similar challenges.

Your origin story is an opportunity to connect with your customers personally and show them that you’re just like them. Take the time to craft a compelling story that will resonate with your audience. If you need help crafting the perfect origin story to advertise your business, consider working with Wizard of Ads®. We’re branding brainiacs. We can help create your brand image, brand presence, or brand story. Most importantly, we can bring your origin story to life. Book a call with Ryan Chute today.

(Online)
(Offline)
(Origin Story)
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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