(Paid Advertising)

The Advertising Techniques Commonly Used by Ad Wizards

Ryan Chute
Ryan Chute
March 10, 2022
The Advertising Techniques Commonly Used by Ad Wizards

The greatest, most masterful ads out there are ads that make us feel, that make us think and that make us act. They're the ads that stay with us long after we've seen them, that lodge in our brains and influence our decisions. There's no one secret to creating a great ad; it takes a combination of effective advertising strategies and an understanding of your audience. However, if you want to create an ad that truly stands out from the rest, you'll need to take inspiration and guidance from the ad wizards themselves. In this article, we will go over how to make an advertisement appealing and the most commonly used visual advertising techniques by ad wizards today. Ready to create ad wizardry? Let's get started!

What Makes an Advertisement Appealing?

Several advertising techniques can make an advertisement more appealing to consumers. Some of the most common techniques include using attractive visuals, using celebrities or other famous people, using humor and using slogans or catchphrases. Creating a visual that is likely to capture the viewer's attention is one of the most important factors in making an advertisement appealing. This can be done by using bright colors, interesting graphics or attractive models or celebrities. You can also use humor to make an ad stand out. Humor can be a very effective tool for getting people to notice an ad, and it can also help create a positive impression of the product or service being advertised. Finally, many ads use catchy slogans or catchphrases to create a memorable impression. Slogans and catchphrases can help people remember the ad long after they see it, and they can also be used to communicate the benefits of the product or service. Could your business use a little extra help in creating appealing ads? At Wizard of Ads®, we have the greatest and most effective advertising methods in our spellbook. Contact us today to get captivating ads that will bewitch your audience and increase profits.

13 Commonly Used Visual Advertising Techniques by Ad Wizards

Now that you’ve got a better understanding of what makes an advertisement appealing, let’s break down the most commonly used visual ad techniques by ad wizards.

The Bribe Advertising Technique

The bribe ad technique is a type of advertising tactic that offers a free product or service to the consumer to get them to buy the product or service. A great example of this is free shipping ads. These ads offer free shipping on orders over a certain amount in order to get the consumer to buy more products. This advertising technique is effective because it offers a benefit to the consumer that they cannot refuse. By offering a free product or service, the advertiser is making it easier for the consumer to decide to buy their product or service. This makes it more likely that the consumer will purchase the product or service and therefore increase sales for the advertiser.

The Color Psychology Technique

The Color Psychology Technique

The Color Psychology Technique is popular because it uses colors to influence people’s emotions and persuade them to take action. This technique works because different colors can evoke different emotions in people, and by using the right color, an advertiser can encourage people to feel a certain way about their product or service. Take the bright and positive colors of AirBnB ads for instance. AirBnB is a company that provides short-term lodging, and their advertising strategy focuses on making people feel happy and relaxed. The use of colors like yellow and orange in their ads create a warm and inviting atmosphere, which encourages people to consider staying at an AirBnB.

The Rule of Thirds Technique

The Rule of Thirds Technique is an effective advertising strategy because it drives people to take action. It is most commonly used in print ads, as it can make the ad more visually appealing and help grab people's attention. To use this method of advertising, you divide an image into nine equal parts, with two horizontal lines and two vertical lines. The four points where the lines intersect are considered important, and the main focus of the image should be placed there. A helpful example of this is the Montblanc watch ad with Nicholas Cage. In this ad, Cage is positioned at one of the four intersections of the lines, and his eyes are looking towards the other three. This creates a sense of movement and encourages people to look at the ad further. As a result, the Rule of Thirds is often used in advertising to create more visually appealing images.

The Focal Point Technique

Similar to the rule of thirds, the focal point technique is used to focus the viewer's attention on a specific area or point in an ad. This visual technique can be used to highlight a product or service or to create a sense of urgency. An example of the focal point technique in action is IBM's "Pinpoint More Oil" print ad. In this ad, the focal point is a red oil rig at the top of two upward-pointing fingertips. The fingers and oil rig draw the viewer's attention to the slogan at the top of the print, "Now Data Helps Pinpoint More Oil" and urges them to visit the website for more information. Using The Focal Point Technique can help control where your viewer's eyes go when they see your ad as well as leave a lasting impression on your audience.

The Direct Gaze Technique

The direct gaze technique is a very effective advertising technique that is sure to grabs the audience's attention. This technique involves looking directly into the viewer's eyes and using strong eye contact to create a connection. Perfume, make-up and lipstick ads are great examples of this technique in action. Direct gaze is often used to create an emotional connection with the viewer, and to make them feel like the advertiser is speaking directly to them. It can be a very powerful way to get your message across and can be very persuasive. If you're looking to create an impactful advertising campaign, consider using the direct gaze technique. It's a great way to command attention and connect deeper with your audience.

The Body LanguageGesture Technique

The Body Language Technique

The Body Language Technique can be used to create powerful emotional responses in consumers. This method is effective because it uses subconscious cues to influence people's emotions and behaviors. For instance, Mars Nut Bar's "Happy Face" ad is a great example of how the body language technique can be used to create a positive emotional response in consumers. By using a happy face as the ad's focal point, Mars was able to create an association between their product and happiness, which made people more likely to buy their product. When used correctly, the body language technique can be a very powerful advertising tool. It's a great way to evoke positive emotions in consumers and make them more likely to buy your product.

The Repetition Ad Technique

The Repetition Ad Technique is an advertising technique that focuses on building brand recognition. You can do this by having repetitive brand names, logos, CTA’s, etc. This will help your customers remember your product or service and increase the chances of them returning in the future. Additionally, including keywords in your advertising can help you to rank higher in search engine results pages, which can bring more traffic to your site. By using the repetition ad technique along with keyword optimization, you can create a successful advertising campaign that will help you to achieve your business goals.

The Anthropomorphism Ad Technique

Anthropomorphism involves giving human characteristics to non-human things, such as animals or objects. This can make ads more relatable and interesting to consumers, and therefore more persuasive. There are many different types of anthropomorphism, including emotional anthropomorphism, where animals or objects are given human emotions, and symbolic anthropomorphism, where animals or objects are given human traits or characteristics. Anthropomorphism is often used in advertising to create a sense of familiarity between the consumer and the product. For example, by giving a dog human emotions, the ad can create the impression that the dog is happy and loving the product.

The Bandwagon Advertising Technique

The bandwagon advertising technique involves creating a sense of urgency or excitement around a product or service to ultimately persuade people to buy it. It often uses phrases such as "everyone's doing it", "you don't want to be left behind" or "this is the next big thing." This avant-garde advertising technique can be particularly effective when it comes to new technologies or products. People may be hesitant to try something new, but the bandwagon advertising technique can convince them that they need to buy into the trend in order not to miss out. This is why you often see this type of advertising for new cryptocurrencies or mobile apps.

The Storytelling Ads

Storytelling advertising is a technique that involves sharing your brand history or story with consumers to create an emotional connection. This can be a very effective way to connect with people and make them more likely to consider your product or service. When people feel a personal connection to a brand, they are more likely to trust it and be influenced by its advertising. If you want to use storytelling advertising, there are a few things you need to keep in mind:

  • First, make sure your story is interesting and engaging. Share the history of your brand or the story of how it came to be, people love a good story!
  • Second, the story needs to be relevant to your product or service. The story should highlight the benefits of using your product or service.
  • And finally, make sure that the story is told clearly and concisely. People's attention spans are short, so make that time count.
InfluencerCelebrity Testimonial Ads

Influencer/Celebrity Testimonial Ads

Influencer or celebrity testimonial ads are advertisements that use celebrities or influencers to endorse the product or service. Whether they are niche, micro-influencers or the biggest A-list celebrities, using a credible spokesperson can add trust and legitimacy to your advertising message. Celebrities and influencers have a large social media following, so their endorsement can reach a lot of people. Additionally, if they are seen using or positively endorsing the product, it can create social proof and increase the likelihood of someone buying it. This media technique is great for building trust, and if used correctly, it can be can generate an influx of profits.

The Emotional Appeal Ads

Advertisements that have an emotional appeal are, as the name suggests, used to evoke an emotional response from viewers. This type of advertising is effective because emotions often override rational thoughts, causing people to be more likely to impulsively buy a product or service. Some common emotional tactics used in advertising include fear, pity and love. One example of an emotional appeal ad is the "Dawn" commercial from Procter & Gamble. In this commercial, a woman is shown going through the stages of her life, starting with her as a young girl and ending with her as a grandmother. The tagline at the end of the commercial reads "Dawn: A movement for mothers who do it all." This ad uses the emotion of love to sell their dishwashing detergent. It plays on the viewer's emotions by showing them a montage of a woman's life and how Dawn was there for her every step of the way.

The Before and After Ad Technique

The before and after ad technique involves comparing the current state of something to its past state. This technique can be used to show how a product or service has changed someone's life for the better. Before and after ads can quickly show the difference that a product or service can make. They can also be emotional, showing how a person has gone from being unhappy to being happy. For instance, if you are a personal trainer, you can show a before and after photo of someone who was very overweight and unhealthy to someone who is now in great shape. By using before and after ads, companies can show potential customers the results that they could achieve by using their products or services. As business owners and marketers, we all want to create ads that make our competition green with envy. To become a wizard at your craft, start by using one or more of the techniques we’ve talked about in this article. But remember, it takes practice to perfect these skills and it doesn’t simply happen overnight. At Wizard of Ads®, we help businesses create ads that turn them into top competitors within their industries— and we can do the same for you. Contact us to become an ad wizard today!

(Online)
(Offline)
(Branding)
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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