(Paid Advertising)

Say It The "Non-Traditional" Way

Ryan Chute
Ryan Chute
October 31, 2022
Say It The "Non-Traditional" Way

It's time to reinvent the way we advertise. Traditional ads are out, and non-traditional ads are in. There is no doubt in my mind that advertising has radically transformed since the 80s coming into the 21st century. However, today's traditional advertising has watered down the true essence of ads. Traditional ad-think, or the way professionals assume ads work, has embraced an era of data-centric and media-focused advertising.**That's never how advertising should work.**Customers are more than a checklist of demographics and interests. They are human beings with unique values, beliefs, and emotions. The only way to truly connect with your customers is to speak to them on a personal level. Non-traditional advertising tactics tap into this potential. Non-traditional ads speak to what customers care about and how to say it meaningfully through relevant media channels. Without non-traditional marketing strategies, your message can easily get lost in the noise of traditional, mass-produced marketing. So what does non-traditional advertising look like? If you want to learn more about non-traditional ads, keep reading and I'll tell you everything you should know.

Our Assumption of Ads

Before we even begin to dissect non-traditional ads and advertising, let's first define traditional advertising. When people refer to "traditional advertising," they generally talk about advertising through obsolete or bygone mediums. This includes television, radio, newspapers, and billboards to reach your customers. However, this is not exactly an accurate definition of traditional advertising because it violates what "tradition" means. Traditions are customs or beliefs transferred from generation to generation, and these traditions change with time. Your tradition now is not the same tradition as a decade ago. So, in reality, traditional advertising is simply the norm or the conventional practice employed by advertisers in today's era. Conventional advertising tactics suggest that the medium is the message and data drives every decision. This means that advertisers are more focused on where their ads will be seen and who will see them. In stark contrast to ads' definition, which is to communicate a message to the right audience and make an impact. As Roy H. Williams puts it:

"[Today’s] ads are written under the assumption that we can get people to care about things they don’t care about. But this approach rarely succeeds."

Non-traditional advertising, on the other hand, is named as such because they deviate from the current norm. It is not just about utilizing unconventional mediums like guerilla marketing or viral videos. It's about breaking away from the typical selling approach and speaking to your customers on a personal level. Non-traditional ads put emphasis on identifying what truly matters to the target audience. This is then pursued by delivering the ad with powerful messaging through psychologically impactful channels. That’s the basic difference between traditional and non-traditional ads. If you want non-traditional ads to lead your advertising campaigns, the Wizard of Ads® can craft those for you. Book a call with Ryan Chute of Wizard of Ads® and get ready for an upsurge in customer calls. Keep on reading and we’ll further dissect the contrast between traditional and non-traditional ad-think below.

What Traditional Ad-think Says_

What Traditional Ad-think Says?

In this digital era, access to information is more available than ever before. Visiting websites, for example, leaves cookies on our browsers that track our online behavior. The data obtained is then used by businesses to present us with targeted ads. Traditional or conventional advertising is all about the numbers game. Creating ads and targeting a specific audience is based on their demographics, media usage and past purchase behavior. The idea is respectable but the execution is weak, and I'll explain why below. Traditional ad-think boxes advertising into three categories:

Target the Right People

Ad targeting is one of the foundations of traditional advertising. It's a technique where advertisers reach their target audiences using their demographics, psychographics, online behavior and buying habits. Targeting works under the impression that the more specific the targeting, the higher the chance of ad campaign success. After all, since these targets have previous engagements in your industry, they are likely more interested, right? They generally should be, but targeting alone is not enough to convert prospects to customers. First, targeting limits your scope to a few people, when you could create broader connections with a more general audience. More importantly, your advertisement also needs a powerful message, if you want the best results and returns.

Leverage the Right Media

With advertisers' reliance on data for their traditional advertising endeavors, it's not surprising that they nitpick their preferred media outlets. They compete for attention on channels where the competition is and focus on where their target audience likely consumes content. Non-traditional advertising takes a different approach. Instead of focusing on the medium itself, non-traditional ads focus on what customers really care about. Regardless of the media, the right message will resonate with people who are genuinely in need of your solutions.

Use creativity in delivering your message

Use Creativity in Delivering Your Message

People get bombarded with up to 5 thousand ads per day. The more we encounter ads, the more desensitized we get and the less information retained from each ad. With that in mind, creativity became a powerful tool in giving ads a fresh and memorable spin. Advertisements now bank on great use of media and visual impact to make sure the ads stand out. There's nothing inherently wrong with that. However, attaining a competitive edge today has transitioned from who offers the best advantage to who leverages the best media. Unfortunately, good editing and visual impact are more often used to compensate for a lack of value and a mediocre message. These three are the common pitfalls of traditional advertising. Focusing on them will not yield you the results you’re looking for. Alternatively, non-traditional ads might just do the trick.

What Non-Traditional Ad-think Really is Saying

All three aspects above help ensure that the "right" people are sought for advertisements. Sadly, they still all fail in the most important element of an ad: the message. Non-traditional advertising focuses on that front. It's about understanding the customer and delivering a clear, meaningful and relevant value proposition for them. That is where non-traditional ads stand out. Here are what non-traditional ad-think believes in:

The Message Above All Else

More than the medium, above all those incredible graphics, your ad's message will always prevail. You can spend a fortune running tastefully produced ads on Facebook and still fail miserably if the message is subpar. Non-traditional ads put the message front and center, with the medium and other peripherals being secondary. Winning the ad race means appealing to a customer's underlying felt needs, which are money, energy, and time. You take the focus away from the product features or benefits, or the company behind it. Non-traditional ads articulate the advantages that customers could get with your solution. Regardless of what media you use, as long as the ad is relevant to your audience, it will garner sales. As Roy once said: "The media doesn’t make the ad work. The ad makes the media work."

Clarity > Creativity

Creativity will always be secondary to clarity. A non-traditional ad should be clear, to the point, and leave no room for misinterpretation. It should contain a significant call to action, one that urges customers to take immediate action. Non-traditional advertising is about making an emotional connection with the customer and speaking their language, literally. Your goal is not to sound like a word virtuoso, even if that sounds nice. The aim is to talk in an interesting manner while perfectly articulating the advantages of having your solutions. Skip the cute and clever. Stick to the strategically entertaining.

Deliver your message by offering the best psychological environment

Deliver Your Message by Offering the Best Psychological Environment

Advertising is a mind game. You want to plant seeds into your consumers' minds and have them bloom into a desire for your solutions. It's not just about getting their attention, but rather making them remember you when they are ready to make a purchase. While data and media can play an influential role, non-traditional advertising emphasizes the importance of truly understanding your target audience. You want to reframe your message in an angle that targets their pain and pleasure points. That's the only way your message resonates with them in a meaningful way. This means going beyond just demographics and delving deeper into psychographics– exploring their values, lifestyles, and attitudes. This can go in two ways:

  • Find their deepest pain points and soothe them, or
  • Identify their pleasure points and satisfy them.

Speak to What Customers Already Care About

At the end of the day, you can have an ad that boasts creativity and packs a powerful message yet still fails. Why? Because advertisements work best when customers already care about what you have to say. Unless that's the case, you're just adding to the noise. The good news with residential home services is that everyone will need them, one way or another. Identifying their unmet desires is also straightforward. Always frame your angle on how you can satisfy these unmet desires. Take the attention away from your business and towards your audience. That's how non-traditional ads work because traditionally, businesses like to talk more about themselves in their advertising. If you want to craft the perfect non-traditional ads for your residential home service business, we got you covered. Wizard of Ads™ can help produce the perfect customer-centric ad campaigns for your business. Book a call with Ryan Chute from Wizard of Ads® to learn more.

(Online)
(Offline)
(Non Traditional Ads)
Ryan Chute
Ryan Chute

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

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Questions? We’ve got answers.

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

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

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

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

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

Marketing cannot fix a failing business.

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

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

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

How does the Wizard of Ads® for Services charge?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

There are also three market sizes to consider.

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

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

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

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

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

Are production costs included in your fees?

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

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

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

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

How long before a brand-forward strategy starts working?

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

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

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

How long before we’re live?

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

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

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

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

Are you exclusive?

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

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

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

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

Do you do digital marketing?

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

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

Do you do jingles?

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

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

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

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

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

Who owns the copyrights?

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

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

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

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

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

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

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

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

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

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