(Paid Advertising)

Reality Hook: A Handy Tool for an Ad Writer

Creating real ads is the secret to building credibility and trustworthiness among your customers. Discover what real ads are all about in this article!

Ryan Chute
Ryan Chute
January 31, 2023
Reality Hook: A Handy Tool for an Ad Writer

Advertisements are a creative sneak peek at what customers can experience when they buy your services. That's why mass personalization is essential. You want as many customers to relate to your ads as possible.

But what separates the best ads from mediocre advertisements is the use of "reality hooks." These attention-grabbing narratives connect the ads' abstract perceptual reality to objective reality.

A reality hook differentiates between "real ads" and purely fantastical anti-realist advertisements.

Reality hooks are an invaluable tool for ad writers, helping them craft compelling and engaging ads that connect with real-world audiences. These statements or concepts ground the abstract ideas introduced in your advertisements to real-life experiences. As a result, ads become more relatable and personally relevant to potential customers.

Make your ads more appealing to customers by incorporating some reality hooks.

The question is: what exactly are reality hooks, and how do they work? 

Here, we’ll explore reality hooks, real ads, and four unique ways to infuse reality hooks in your advertising. Keep reading.

The Realist Narrative in Advertising

Before anything else, let me clarify something.

When I talk about real ads, I refer to advertisements that utilize reality hooks or follow realist narratives.

The realist narrative in advertising is the idea that ads are grounded in real-world experiences. In other words, they introduce a real-life feeling or portray a scenario that could occur in real life. 

While advertisements are imaginative works of art, realist narratives bring ads to life as audiences may personally relate to them.

Using reality hooks is one way to incorporate this approach into your marketing strategies and advertising endeavors. Reality hooks connect the world of abstract imagination to concrete facts. For example, social proof and testimonials are reality hooks that make commercials more realistic and relatable to viewers.

Look at Health Service Executive's "I wish I were an actor" quit-smoking campaign. The 30-second ad follows the real life of Gerry Collins, an actual lung cancer-diagnosed patient due to smoking. As Gerry talks about death looming over smokers, we get a glimpse of the reality that smokers face everyday.

That's what real ads are — advertisements that utilize reality to hook you with abstract ideas.

Meanwhile, the opposites of real ads are fantastical advertisements that follow anti-realist narratives. Unlike the former, outlandish ads are often hyperbolic and create silly or improbable expectations for their target audience. Most of the time, anti-realist ads focus on providing the following:

  • Comedic relief
  • Unrealistic expectations
  • Absurd presentations

One example of an anti-realist narrative commercial is Skittles' "Touch the Rainbow" campaign. A disturbed man named Tim is cursed with the Midas touch, wherein everything he touches turns into Skittles. That context, in itself, already screams unrealistic, but the entertainment value overshadows this aspect.

Despite their difference, both fantastical and real ads effectively get viewers' attention in their rights. However, real ads are more impactful as they resonate and emotionally connect with your target audience.

If you're looking for ad experts who can bring sprinkle reality hooks into your advertisements, look no further. Wizard of Ads® is every residential home service business’s dream when crafting real ads that convert. We can do the same for you.

Book a call with Ryan Chute from Wizard of Ads™ to learn more.

The Real Life of Leonardo da Vinci

The Real Life of Leonardo da Vinci

Let's explore reality hooks better by revisiting one of the world's greatest polymaths of all time — Leonardo da Vinci. In his Monday Morning Memo, Roy Williams did a great job explaining how da Vinci's life ties into reality hooks.

Here’s a quick test: try to Google Leonardo da Vinci. I’m certain that search engines will describe him as many different things. 

Being a renowned painter, sculptor, musician, engineer, architect, inventor, cartographer, and writer are only some of his greatest feats. Looking at his track record, we realize that Leonardo da Vinci is an unrealistically talented person and a larger-than-life idea. 

"Is achieving these sorts of feats even normal for a human mortal?" one might even ask.

However, everything changes when you visit or see a photograph of his place of death in Château du Clos Lucé. You realize that, like everyone else, da Vinci is just a man. 

This realization grounds your originally grandiose perception of Leonardo da Vinci. He is no longer the god among men but becomes an actual human being that lives, ages, and dies.

Reality hooks used in real ads follow that same pattern.

Advertisements often promise people many great superficial things that seem unbelievable. Reality hooks make those promises and claims more realistic. Like realizing da Vinci is simply another human being, reality hooks make ads more relatable and appealing to human nature

Think of commercials as presentations of our abstract and creative imagination. Reality hooks are the points of contact that link that abstract world to the concrete fact.

These points of contact matter very much in creating real ads. 


Allow me to explain.

Look at every popular collector of historical artifacts, archaeological fossils, and classical paintings. They seem odd in our eyes, but we can never question their passion.

You can get a Mona Lisa replica for several dollars, but it has no value compared to the actual painting. The reason is simple: Leonardo da Vinci personally painted, touched, handled and carried the Mona Lisa painting. In other words, he has a real point of contact with the piece of art compared to replicas.

This point of contact is what gives the art value. Similarly, the point of contact that links abstract advertisements to reality is what makes ads compelling and persuasive.

"An original work of art gives you a point of contact with the artist. A historical artifact gives you a point of contact with a specific moment in time. Understand this, and you understand the heart of every collector."— Roy H. Williams

A “Reality Hook”

Some ads and commercials live rent-free in our subconscious. They may be too entertaining and funny that we can't scratch them off our thoughts. Other ads, however, had a touch of realism that appealed to our humanity, and they evoked an emotional connection.

That's the power of reality hooks. Stories and descriptions become much more believable when you provide realistic and relatable context.

More often than not, reality hooks found in real ads make them more compelling, engaging, persuasive, and influential. They draw viewers by creating a sense of emotional connection and authenticity. By tugging the right emotional triggers, you elicit desirable responses and nudge prospects into taking your intended action.

Whether highlighting real-world testimonials, relatable scenarios, or other relevant experiences, reality hooks are essential for real ads. To create compelling ads that resonate with your audience, the secret is incorporating reality hooks into your messaging.

Below, we'll explore four unique ways to create reality hooks in your advertisements.

4 Ways to Create Reality Hooks

Creating effective ads goes beyond paying close attention to your customer's unique preferences and needs. You must also connect emotionally with your audience and persuade them to take action through a creative presentation. Incorporating reality hooks help create compelling and believable ads that resonate with your target audience.

If you're looking to craft real ads that connect with your market, consider incorporating these four strategies:

Connect to your customers real-life experience

Connect to your customer's real-life experience

Every customer is different, as in they have their unique preferences and needs. It's unlikely you sell a one-size-fits-all solution that fits everyone’s needs perfectly. That is precisely the reason why businesses create buyer personas. This enables them to sell solutions and create ads focusing on the underlying felt needs of individualized personas.

The ideal buyer persona is the archetype of customers you are trying to reach. You created this persona by using various relevant information pooled together, including:

  • The real-life experiences of your target market
  • Their pain points (or primary sources of fears, shame, and guilt)
  • Their pleasure points (or desire for identity, purpose, and adventure)
  • Their value proposition equation (money, energy, and time)
  • Their underlying felt needs of surviving or thriving. 

All of the information above influences your average customer's buying decisions. The only difference is that each element's degree of importance varies from one customer to another. Incorporating them in your advertisement increases the likelihood of emotionally connecting to your target market.

For example, homeowners with faulty heating systems have experienced days of being heavily wrapped in sheets to survive the winter. This is a real-life experience and pain point that homeowners face.

Infusing your ads with this information allows you to connect with your customers on a deeper level. More importantly, it gives you more leverage to offer real solutions to their real problems. 

The secret is highlighting the common experiences of customers within your market and then introducing your solutions. You can execute this in one of two ways:

  1. Your solutions are the saving grace that takes customer pain points away
  2. Your solutions are the bridge to realizing customers’ innermost pleasure points

Make use of highly vivid descriptors

Do you know why oftentimes readers hate film adaptations of books? 

Movies often fail to capture the real essence of what was  originally written. Despite the technological advancements in CGI and other cinematic editing software, films still comparatively fall short. A valid argument, but not precisely correct.

The real reason is that movies kill our imagination. Films serve the cinematic experience on a silver platter, leaving no room for people to create their own interpretations.

Our human brain is highly imaginative and playful. You need to stimulate the part of the brain that imagines in order to capture its full attention. Using specific and highly vivid descriptors helps in this regard.

With the rise of digital and online marketing, it can be easy to overlook the importance of imagination in ads. However, failing to tap into your audience's imagination limits the potential of ads to connect with customers emotionally.

By using vivid and evocative language, advertisers can conjure up mental images in the minds of their audience. Real ads use words and phrases that appeal directly to our senses of sight, sound, smell, taste, and touch. This helps people form clear pictures in their minds, making the essence of your message clearer and better understood.

Include details that add credibility

Credibility is essential for any successful ad campaign. Without credibility, it can be difficult for customers to trust your brand's claims and promises.

To build credibility, it is important to incorporate details that customers can independently confirm. These bits lend credibility to areas in your ads that are difficult to verify. 

For example, testimonials are one effective way to add credibility to your advertisements. 

Real-life accounts from customers and clients help validate the claims made by your brand. They give potential buyers greater confidence in your product or service. Moreover, when buyers seek real-life feedback, they can serve as social proof, further building legitimacy.

To ensure that testimonials are credible and impactful, choose real customers who have actual experience with your company. They have more to say about your brand and will be more believable than paid actors or influencers.

You may also incorporate real data into your ads and support your claims with expert opinions or reputable research studies. This will help build trust with your audience and improve the effectiveness of your marketing efforts.

Credibility and legitimacy is one primary element that separates real ads from comedic, fantastical ads. Only by ensuring that your ads feel authentic to listeners will they trust your brand and consider your solutions.

Of course, ads have limited power in pushing buyers to purchase your solution. Often, prospects will visit your website and other platforms to do more research and continue the conversation.

With that in mind, make sure to include real reviews on your website and social media platforms. Additionally, maintain a consistent and authentic voice throughout your business touchpoints. Doing so will further build your image as a credible and trustworthy service provider.

Logical sense

"People are quick to believe things that seem correct, even when those things are not true."— Roy H. Williams

The last thing you want is to deceive customers with your advertising. Saying plain wrong things and outright lies is sure to flush your entire operations down the drain.

As advertisers, it is crucial to use logic and reason to justify your claims about your products or services. Ensuring that your real ads are logical, you strike a chord in your customers' innate desire for accuracy and truth.

Common logical tactics such as confirmation bias and argument from authority are effective ways to spruce up your real ads. However, caution is required when using these persuasive techniques, as the wrong approach may undermine your credibility.

For instance, one way to use the argument from authority is by using influencer marketing. Popular personalities boost the relevance and credibility of your ads. However, hiring the wrong influencer can damage your reputation more than it helps.

One example I vividly recall is a tools company hiring a chic and glamorous teenage actress as their brand ambassador. No person would look at the ad and say, "this child actress uses these pliers, so I'll buy them too." In other words, it doesn't make any sense.

Your ads should be logical if you want them to follow a realist narrative. Otherwise, sensible customers will see through your deception and distrust your brand.

To create effective ads that truly engage your audience, always use logical sense as your guiding principle. With well-crafted arguments, you can create real ads that accurately explain why your product is the best choice around.

The Handy Tool for an Ad Writer

The Handy Tool for an Ad Writer

"Reality hooks are the hammer, screwdriver, pliers and duct tape of an ad writer. You can use them to fix practically anything." — Roy H. Williams

Sometimes, a dose of reality is all it takes to make your ads persuasive, compelling, believable and influential. Instead of remaining abstract ideas, using reality hooks connects the conceptual realm to real-world experiences, feelings, or beliefs.

Whether telling people about your solution's advantages or inspiring them to take action, real ads feel genuine, authentic, and direct.

Of course, that's not to say real ads are better than fantastical and purely comedic ads. Both can be powerful tools in their respective rights. The greater knowledge is knowing which of the two is more effective in your ad campaign.

That's where Wizard of Ads® comes in.

We can help you strategize an ad campaign consistent with your brand voice and speaks directly to your target market. Moreover, we can craft the killer ads you need to put your business at the forefront of your audience's minds. Book a call.

(Advertising Tips)
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.

Ready to transform your world?

(do it - you
deserve this)