(Paid Advertising)

The Science Behind Successful Advertising

Ryan Chute
Ryan Chute
November 4, 2022
The Science Behind Successful Advertising

What do Sir Isaac Newton, Bhaskara of India, and Claude Hopkins have in common? You might be surprised but their principles relate to scientific advertisements. Hear me out. This will come full circle. It's no secret that writing crafty, persuasive, and killer ads are a product of eloquence, tasteful articulation and wit. In other words, it's an art. However, very few people have considered ads to be a product of science too. When you close your eyes to the existence of scientific advertising, you lose half the impact. The truth of the matter is that advertising is scientific as much as it is artistic. This article will explore everything there is to know about scientific advertisements through the lense of some of the most renowned scientists and thought leaders.

The “Reason-why” Approach to Advertising

While not a scientist by designation, the foremost personality in producing scientific advertisements is Claude Hopkins. His most important book, "Scientific Advertising," was published in 1923 but the contents resound up to today's advertising landscape. For beginners and students of advertising and marketing, this 20th-century book is a must-read. In Scientific Advertising by Claude Hopkins, he stresses that advertising is governed by "laws." He argued that these laws are “immutable” or fixed, similar to those of scientific principles like gravity. In other words, the laws that govern advertising back then are the same laws that govern advertising today. To that end, many of today's advertising experts still look to Hopkins' wisdom in their advertising endeavors.

"Hopkins was a good advertiser who became great by blending science and art." – Neil O'Keefe

Aside from teaching vital advertising aspects like headlines, psychology, and strategy, he also introduced an ageless approach to scientific advertising. He called this the “Reason-why" approach. Like the appropriately called tactic, there is also a reason why he called it the “Reason-why”. In the Scientific Advertising book, he describes the reality of customers in one sentence: “Those who are entitled to any seeming advantage will go a long way not to lose that advantage. ”Only one thought pervades consumers' minds whenever they encounter a new advertisement for a product or service: **“What's in it for me?”**While they have problems that need solving, consumers are not only looking to satisfy their underlying felt needs – money, energy, and time. Underneath their search for the best solutions, they are ultimately seeking the best possible advantage. You only satisfy this requirement for advantage when your products or services meet their pain and pleasure points. This means, giving them an advantage in terms of the 3 positive motivators – identity, purpose, and adventure. It also means giving them an advantage in terms of the 3 negative antimotivators – fear, shame, and guilt. What exactly are the advantages? These are also called the benefits of the benefits, or what deeper gratification customers get when purchasing your solution. For example, let's look at Brian Scudamore's impressive Wow 1 Day Painting business. Naturally, the benefit of hiring his services is that your home's paint job gets finished in one day! But the advantages, or the deeper benefits, may be some of these:

  • Having a beautiful place to call home (Identity)
  • Looking good to visitors (removing shame)
  • Getting that pesky job off the honey-do list (removing guilt)

Advantages make customers imagine what it feels like to have your solution. With advantages, your audience sees that your benefits extend beyond your product and impact the vital aspects that motivate their actions. Here's the rub: advantages are often the hidden and unspoken elements of your solutions. That's why you need to point out and articulate the advantages to be most persuasive. Listing the features or benefits of a solution in your advertising will never persuade. Because they don't answer what your customers are truly looking for – the advantage. If you don’t believe me, try this scientific advertising experiment.

  1. Advertise your products or services by listing all the features that your solutions offer.
  2. Advertise your solutions based on their benefits.
  3. Advertise your solutions based on their advantages.

I’m telling you, the majority of your highest value engagements will come from option three. This first segment of scientific advertising aims to tell you one thing. Unless your advertiser waves the advantages of your solutions, you’re not getting the most ROI for ads. Advantages should be the focus, and Wizard of Ads® can capitalize on your advantages to give you the best ads. If you’re tired of weak and ineffective ads, book a call.

The Impact

The Impact

Now let's head on to another prominent scientific personality and discover how his concepts relate to scientific advertisements. All the credit for the correlation of his principles to ads goes to Roy H. Williams. Sir Isaac Newton is one of the most popular scientific personalities to have ever graced the earth. If you remember science class, he is the mastermind behind the telescope, theory of gravity, and other scientific principles. Among them, a famous discovery of his is the Three Laws of Motion. Let's see how these laws relate to scientific advertisements. First Law of Motion: _An object at rest will remain at rest unless a force acts on it. What does this tell us? Understanding its relationship with ads requires us to view his concepts from the lens of advertising and business. In this case: Let's consider the "object" to be your "solution." Unless you use "force" (or "advertise") there will be no apparent change in your products and services. This means that they shall remain idle, no one will know about them, and no person will ever buy them. Conversely, whenever you advertise, you slowly bring your solutions closer to your target audience. The question is, _how strong are your ads?_This brings us to the next law. Second Law of Motion: _Force is the product and is calculated by multiplying mass and acceleration. His second law explains how strong a.k.a. impactful your advertising endeavors are. Allow me to explain. It's no secret that any type, form, or level of force that hits a surface creates an impact. So, in a way, force and impact are identical. How? Force corresponds to impact because all forms of impact are products of force. In a Monday Morning Memo, Roy H. Williams explains the correlation between impact and ads, through the lens of force. Let's look at these equations: Force = Mass x Acceleration a.k.a. Impact of your ads = Size of the idea x The speed of successful transmission(Successful transmission is the speed by which you successfully transferred the thought from your mind to your customer.)Given the above equation, your advertisements create more a powerful impact on consumers when:

  • The ad introduces a new or a big idea that blows the mind of customers
  • The ad is concise and salient enough to be clearly and quickly understood by your audience

That's the secret sauce in creating powerful and impactful ads. However, there's a grave caveat. We learn this in Newton's third law. Third Law of Motion: For every action or force, there is an equal but opposite reaction. Roy H. Williams argues that this law directly affects the force of an ad's impact. How? For every impactful ad that you create and publish, there will be an equal force that battles against it. Imagine bouncing a basketball off the floor. The first bounce would be the strongest, but as it continues to bounce, the force gradually decreases. This same concept applies to advertising. The faster and more impactful an ad offer produces big results, the less well it works over time. Everyone knows this. For example, use scarcity or limited offers as an angle to gain sales quickly. You can be certain that after several times of using this technique, it will no longer work. Or introduce a new idea in your ads, but rehash that same idea several times in succeeding ads. I'm sure those latter ads won't bring the same impact as the initial one.

"When things become old, predictable, and the-same-as-before, people turn their attention elsewhere." — Roy H. Williams

Isaac Newton's Laws of Motion teaches us that we must always produce easily understandable, concise, and impactful ads. These are the most effective forms of scientific advertisements. However, he also reminds us that when we're creating ads, we must always look for:

  • Fresh angles
  • New takes
  • Unheard-of strategies
  • Unexpected twists

Why? Because this will keep our audience constantly engaged and asking for more. There's just one problem. Not many people, let alone business owners, know about artistic and scientific advertisements. Ads have always been a combination of the two, not entirely scientific. However, many systems-focused entrepreneurs and ad specialists think that it's a science in all respects. What this means is they think what works now will work still tomorrow. To be completely honest, some principles of advertising are evergreen. But you can't implement the same ideas, prose, juxtapositions, foils, and words expecting the same results. They will inevitably have diminished value afterward. These system-driven entrepreneurs will ask agencies to give them fast-acting, reliable ads that drive sales opportunities and revenue. Unsuspecting and often advertising rookies will gladly nod, agree, and comply with the absurd request. Quite possibly, in their minds, they can use the same formula as before and think they’ll replicate the previous wins. Wrong. Wrong. Wrong. You can't always use the same ads that worked before, because they will work less. Worse, they will cease working at all. This scenario reminded Roy H. Williams of the concept of a perpetual motion machine.

The Quest for a Perpetual Motion Machine

The Quest for a Perpetual Motion Machine

Let's take a step back from England (Isaac Newton's domain) and head to India. Did you know that the very first documented perpetual motion claim was from Bhāskara II in the 12th century? He designed Bhāskara's Wheel. This is a hypothetical perpetual motion machine that is said to continue spinning indefinitely without any external source of energy. However, there's a catch: perpetual motion machines violate Newton’s first law of thermodynamics. Science itself proves that perpetual motion machines will work. Still, many attempted to follow the design Bhāskara II made. Naturally, none ever worked. Despite Newton's theory disproving the possibility of perpetual motion, many mathematicians believed they could make it work. In the words of Henry Dircks: "The history of perpetual motion is a history of the fool-hardiness of either half-learned or totally ignorant persons.” Many young advertising professionals fit that description. They think there's a formula for advertisement that stands perpetually true through the years. However, that is never the case. Ads evolve. The more you use an ad, the less impactful it becomes. Reusing the same ads is like creating a perpetual motion machine– it is bound to fail. Evolve your ads by introducing new ideas, using new words, and adding more value overall that makes them more impactful. Not all advertising agency knows this. The Wizard of Ads® knows this and we provide revolutionary and ever-evolving advertisements. Book a call.

Lesson on the Physics of Advertising

Let's head back to England and talk about Newton's first law of thermodynamics. This is also known as the law of conservation of energy. This popular law introduces concepts that also explain scientific advertisements. This law states that energy can neither be created nor destroyed. Instead, energy can only be transformed from one form to another. The best example, as used by Roy H. Williams, is gasoline. The chemicals found in gasoline are convertible to other forms of energy like kinetic, heat, light, and even percussive energy. However, when this chemical energy is expended via the process, the gasoline is gone. In other words, you cannot burn the same gasoline twice. No matter how much gasoline you add, if you burn them once, they are consumed. Let's explore this concept more in the texts below:

The “Buying Energy”

While we're on the topic of gasoline, take some time to understand these concepts. Think of gasoline as "buying energy" or the enthusiasm that a consumer has about your product. Examples of buying energy include your goodwill, reputation, share-of-mind, and word-of-mouth. Trust me, this will make more sense momentarily. All your buying energy can be stored in a customer's mind via three pathways:

Performance

Whenever your products and services deliver or perform exceedingly above what the customer expects, you store buying energy. You keep on filling up the tank in your customers' minds that your solutions are worth it. However, once you fall short of their expectations, that gasoline is burned.

Referrals

Think of referrals as word-of-mouth marketing or those positive online reviews you see online. When there are good reviews and positive word-of-mouth surrounding your business, you increase the buying energy of potential customers. However, when those reviews or referrals are negative, that gasoline burns.

Advertising

Whenever you tell stories in your advertising, you are building relationships with people. Those stories are meant to resonate and relate with your audience, and this fills up their buying energy tank. However, when you use urgency and scarcity in your advertising, you force customers to act fast. Limited-time bargains push customers to act in a "now or never" manner and this burns their gasoline quicker. Remember, gasoline never burns twice. In the context of advertising, when you already used a fast-acting, urgent, scarcity message in your ads, it won't work again. Why? Because you already burned that gasoline. Their buying energy is transferred to the universe. That is precisely why a fast-acting ad that produces big results will work lesser the second time around.

"Shout 'wolf' too often and the villagers no longer come running. Your gasoline has all been burned."

– Roy H. Williams

Flaming up an innocent parcel of land doesn't sit well with me. The better advertising strategy is to be a farmer.

The Science of Advertising is Like Farming

The Science of Advertising is Like Farming

Roy H. Williams managed to summarize this in a single sentence:

"You cannot harvest what was never planted."

The same goes with advertising and we'll explain why below:

Planting

Every good thing, even in business, comes when you plant a seed. Advertising in a manner that tells a story or builds rapport with customers is like planting seeds in their minds. Planting a seed is likened to when a customer first gains awareness of your business. They learn that you and your solutions exist.

Nurturing

But planting a seed is not the endpoint within a plant's life cycle. As you continue building relationships with customers through advertising, the seed germinates and grows into a seedling. Every story you share and every touchpoint in your business are like ameliorants and elements that strengthen the seedling’s growth. In other words, you are nurturing the plant.

Harvest Time

In the end, the seedling grows into a wonderful fruit-bearing plant until such time that it's ripe for harvest. When you take care of the seedling before you aim for the harvest, you reap bountifully. That's the difference between using fast-acting and conversion-driven advertisements right off the bat. Think of it this way. Jewelers know that Christmas, Valentine's, and Mother's Days are peak seasons for jewelry. However, there is not one jeweler that knows when a couple gets engaged. They don't know when a couple celebrates their anniversary. They have no idea when a mother celebrates her birthday. Roy H. Williams argues that's where the big money is found. It’s the same for plumbers, HVAC, or roofers. You have no idea when breakdowns, repairs, replacements, or maintenance requests will occur. All you know is how to do it when the time comes. When you keep nurturing that seed and building relationships with customers, they'll know who to trust when the time comes. That's where you'll find the BIG money.

Scientific Advertising Turns Brands Into Household Names

Scientific advertisements are full of important lessons. From the realm of physics to chemistry, all the way to biology, these are lessons that our advertising Wizards learn. When you implement scientific advertising into your business, you know which ads work and which ads you must focus on. Aiming for a fast-acting harvest may be good in the short term. However, if you want a long-lasting impact on your customers, nurture that seed. That's how you become a household brand.**The question is: are you up for that or do you prefer the unpredictable world of lead generation?**If you want to break barriers and build relationships with your customers, we're the people to call. Wizard of Ads® can help you make your business the household name it is meant to be. Book a call.

(Online)
(Offline)
(Scientific Advertisements)
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)