(Paid Advertising)

Truth in Advertising: The True Story

Want to convey your truth in advertising in the most compelling way possible? Learn the trade secrets in this Wizard of Ads™ article!

Ryan Chute
Ryan Chute
February 8, 2023
Truth in Advertising: The True Story

With the rise of digital media and a greater focus on uninspired factual ads, people rarely observe false advertising. Every consumer today is all about the truth. After all, a good bit of Google research can tell much about the truth in advertising. As such, sensible consumers can smell false ads that aim to deceive them from a mile away.

We can never contend the importance of truth in advertising. That's not up for debate.

However, the truth is not necessarily believable, interesting, or relevant simply because they are true. You must always wrap the truth in advertising under a compelling narrative. The strength of fact-based ads depends on how stimulating and persuasive you craft your advertisements. 

Come to think of it. Why do advertisers use testimonials? Even when some of them are not entirely true, testimonials can sway the hearts of listeners. Which, in some way, adds more heft compared to bombarding consumers with dry statistics and data.

To uphold your truth in advertising, you must work with storytelling professionals who can effectively convey your story. This requires someone with fundamental knowledge of narratives and antenarratives. Lucky for you, we're the experts at it, and we'll give you a comprehensive guide in this article.

If you're interested to learn more about it, keep reading.

The Three Different People

Dean Rotbart, author and host of Monday Morning Radio, described people as having three personas:

  • The first is the person you see whenever you look in the mirror. According to him, this is the person you believe yourself to be.
  • The second persona is the person others perceive when they look at you. This is the person that others believe you to be.
  • The third person is the real, genuine and unadulterated you. It is the rough average of what you see personally and what others see in you.

Here's the caveat: all of these things represent the truth.

What you believe yourself to be is your version of reality. Similarly, others see you as the person they believe you to be. However, given the nuances and differences in perceptual reality, neither persona captures the entire truth.

Now, how is this information relevant?

Here's the catch: everyone is deceived by their delusions. But there's a way to twist people's perceptual reality in your favor. The secret? Stories— the interesting ones.

Know something, sugar? Stories only happen to people who can tell them.” —Allan Gurganus

The truth happens to everyone, but only storytellers can transform truth into stories. Whatever rhythm, style, prose or narration storytellers use becomes attached to the truth. In the same way, the truth in advertising takes its conversion strength from the narrative behind it.

All businesses possess a set of truths that form the foundation of their business. This same truth reflects in their story— the brand image, public communication and advertising. However, even staggering statistics and incredible facts lose their value when paired with poor storytelling. In other words, the truth and how you deliver them influence their overall impact.

If you want your ads to supercharge your truth in advertising, give it a good story. Or better yet, trust us to write those compelling truth-driven narratives for you. Book a call to learn more about how we can help tell your truth— in the most compelling way possible.

Antenarrative vs. Narrative

Talking about the three personas sets a precedent for fully understanding storytelling and the truth in advertising.

Everyone has heard of the term "narrative" before. It is typically used to refer to a coherent story with a beginning, middle and end. We often see narratives in movies, books, and other forms of media. A storyteller creates them in retrospect, arranging the scenes artfully and integrating them into an appropriate setting.

On the other hand, antenarratives may be a new concept to many readers and business owners. Antenarratives are people's unedited, incoherent, logic-lacking, chaotic and disconnected lived experiences. They are the unadulterated puzzle pieces that serve as building blocks before a story can happen. In other words, they are the way things happen.

A skillful arrangement of antenarratives, paired with perfect execution, results in a story that sparkles with fairy dust. Conversely, if the storyteller organizes predictably, the story will reek of a dog's breakfast. Punchlines are funny because they are strategically placed antenarratives that break a story's monotony and chronology.

"Antenarrative happens to everyone. But stories only happen to people who can tell them." —Roy H. Williams

Quentin Tarantino is one of the best storytellers and movie directors. His movies are composed of scattered bits and pieces of open-ended antenarratives that stand alone. However, he always finds a way to sew each scene together to create one cohesive piece. As such, it's impossible to predict the conclusion of his films, and they leave audiences wowing at the end.

The main keyword behind the strength of a narrative is retrospect. Specifically, a retrospective few of all antenarratives happened during those lived experiences. Through a retrospective view, people can recall past events and eliminate irrelevant antenarratives that do not support the story.

Like people, businesses go through their own lived experiences. The sum of all these antenarratives creates the truth of the brand. As a result, they reflect on a company's core values, guiding principles, company culture and even advertising.

However, not all antenarratives become part of that truth. When it comes to truth in advertising, you want to keep the best antenarratives that make your company look good. You won't create ads that deliberately incriminate your business, making audiences second-guess working with your company.

Pulitzer Winning Books and their Narratives and Antenarratives

Narratives are polished and varnished versions of antenarratives. Think of a research paper that's undergone many revisions before being the perfect rendition, ready for publication. However, some finely crafted fiction yet rough-hewn antenarratives make it to the big leagues.

Below, we'll look at two Pulitzer-awarded books that perfectly represent the use of narratives and antenarratives.

The Old Man and the Sea

"The Old Man and the Sea" is a classic novel by Ernest Hemingway. It features the epic struggle between about an aging fisherman and the greatest catch of his life. For 84 days, the Cuban fisherman called Santiago sets out to sea only to return empty-handed. Conspicuously unlucky, even his most trusted apprentice, Manolin, left his boat for others.

However, the intensity of the narrative began rising on the 85th day. Santiago went beyond the island's coast, trying his luck against the aggressive gulf stream. Finally, his bait catches a big fish that he knew was a marlin. The man tries to hook the fish back but struggles and the fish begins pulling the boat instead.

The majority of the narrative revolved around this push-pull dynamic. But during these moments, we explored countless antennaratives beyond Santiago's lived experiences.

For instance, Hemingway detailed Santiago's physical suffering and exhaustion. We also had the chance to enter Santiago's perceptual reality and existential thoughts. Finally killing the marlin, we are greeted with Santiago's battle against mako sharks and losing fish's meat to the predators.

The story takes an odd turn when an exhausted, empty-handed Santiago returns and goes into a deep sleep. During this, tourists and fishermen gathered to adore the carcass of the biggest fish they'd ever seen. Finally, the story closes with Manolin bringing Santiago coffee and talking about baseball.

Did you notice the roller coaster ride of antenarratives throughout the story? Despite these seemingly bizarre and disconnected details, Hemingway managed to piece them together into a perfect narrative. This complete narrative is now Santiago's story, and with Hemingway's perfect delivery, it also became everyone's truth.

The truth in advertising follows the same principle. How people view your brand's truth depends on how you effectively piece your antenarratives together. Some antenarratives will never make it in the final cut of your advertisements, and that's okay.

Why?

Because ad writers never let the truth stand in the way of a good story.

Let's look at another antenarrative-powered publication.

Founding Brothers

"Founding Brothers" is the brainchild of award-winning author Joseph Ellis wherein he explored the people that built America. In his landmark history work, he explored how deeply flawed individuals confronted the challenges to set the nation's course.

Ask anyone outside the US, and they'll describe America as the land of the free. Others may even add that success and wealth are achievable through hard work and determination. Despite the country still being rife with inequality and bureaucracy, to some degree, foreign people's perceptions have some merit.

However, that was never always the case.

The United States of America was more a fragile hope than a reality in the 18th century. While we view the founding fathers as great people, as we should, they are not free from flaws. History books tell the tale of their bravery in breaking free from Britain's grasp. But books will only delve into important antenarratives like their clashing personalities, troubles among the ranks and character flaws.

Hamilton, Burr, Jefferson, Franklin, Washington, Adams and Madison were never perfect. And these shortcomings would have cost this landmass to remain an extension of England. But despite these challenges, America rose from the ashes of a shattered dream. "Founding Brothers" brings reveals the vital issues and personalities of America's Founding Fathers.

Here's the thing: they never thought after three centuries, people would refer to them as the Founding Fathers. 

These antenarratives are omitted from history books and class lectures because they give America a bad name. The course of time could have gone differently considering their demeanors, dispositions and differences.

What matters is they signed the Declaration of Independence, right? That seems to be the problem.

"But you and I live under the curse of post facto knowledge." —Roy H. Williams

Antenarratives are the building blocks that form the truth— the story. However, our post facto or after-the-fact knowledge urges us to challenge the very foundations of the story— the antenarratives. That's why businesses integrate as many facts, statistics, data and truth in advertising. But that's where problems occur.

Post facto knowledge is always troublesome, especially when crafting ads, and Roy H. Williams has a comprehensive explanation as to why:

  • Facts are not necessarily believable just because they are true.
  • Facts are not necessarily interesting just because they are true.
  • Facts are not necessarily relevant just because they are true.

You can't just throw in antenarratives and expect people to chew them up like a well seasoned, medium-rare steak. Wrapping those facts in a compelling narrative upsurge the impact and relevance of your ads.

Let me repeat what I said earlier: never let the truth stand in the way of a good story.

Ad Writers and the Truth Within Stories

Even the most popular brands use crafty narratives to convey their truth in advertising. Let's look at the antenarratives of some famous brands:

Harley Davidson's "American by Birth. Rebel by Choice" slogan

Japanese manufacturers have always taken the lead in motorcycle and car technologies for many years. Harley Davidson's marketing slogan is built around the central idea of giving American customers a sense of freedom. It is a freeing statement that breaks motorcycle enthusiasts from the shackles of superior Japanese engineering.

Harley-Davidson is an American brand, hence, American by Birth. Harley has also been associated with a rebellious spirit and a strong sense of independence throughout its history. Whether riding their iconic motorcycles or rocking the brand's famous logo, people always embody this bold, unyielding attitude. 

Their target is people who value the prestige of owning one of Harley's badass gas-guzzling bikes. Millennials who firmly stand against vehicles for their environmental impact will never understand the art of riding Harleys. That's why Harley riders are rebels by choice.

Willie G. Davidson once said, "motorcycles have always been dramatic. They are not for everybody and never will be. This is a product that people can take to an extreme as a means of self-expression."

Capturing this essence in marketing messages has allowed Harley to remain one of the most recognizable brands in America.

Volkswagen's "Think Small" advertising campaign

Volkswagen was not too popular post the second world war. After Hitler's fiasco, redeeming Germany from shame and economic downfall was far from easy. At the time, the United States became the world's consumer superpower. The car industry was also growing in their favor, where muscle cars and sedans began booming.

Fifteen years after world war II, Volkswagen found itself in a bubble. They developed a two-door, odd-looking, rear-engine mini economy car called the Beetle. It was unique, but the looks didn't match consumer preferences at the time. Not to mention, VW manufactured the Beetle in a plant that the Nazis built in Wolfsburg, Germany.

However, Volkswagen's Think Small ad campaign turned Beetle into a global sensation.

How? Simple. Volkswagen conveyed the truth in advertising, but only the truth that mattered.

Allow me to retort.

Their Think Small campaign centered on a series of antenarratives that explained the advantages of owning a Beetle. Paired with great graphic design, Ad Age ranked the ad series as the best ad campaign of the 20th century. Here are some examples:

  • They wrote "Think small" on a page featuring a plain white background and a small image of the Volkswagen Beetle.
  • "And if you run out of gas, it's easy to push."
  • "It makes your house look bigger."
  • "We do ours. You do yours." They showcased a factory-produced Beetle on the right pane and a colorfully painted Beetle on the left. This ad ushered in a new wave of marketing called the "creative revolution."
  • "They said it couldn't be done. It couldn't." In this campaign, we see the legendary basketball center Wilt Chamberlain beside the small Beetle. Volkswagen said the Beetle is not for the 7'1" but can fit up to 6'7" people with generous headspace.

In their ad campaign, Volkswagen shared many facts, a.k.a. antenarratives,, which brought the Beetle its well-deserved glory. However, they omitted some antenarratives that would have cost them their game. Some people would feel sore knowing it was manufactured in a Nazi-built plant in Germany. So they did the right thing, omitting a fact and highlighting other facts that make their brand look good.

Don't mistake me. It's not about deception, false advertising or lying to your target audience about defects or product flaws. That is plain wrong. After all, Harley-Davidson and Volkswagen never lied in their ads.

You're simply focusing on the antenarratives that perfect the narrative of your advertisements. In other words, you're telling a TRUE story that best serves your clients while also serving your business.

That is how you use truth in advertising.

Again, never let the truth stand in the way of a good story.

At Wizard of Ads®, we're all about conveying the truths that matter. If you want people to know your brand's truth, we can do it for you in the most compelling way possible.

Book a call with Ryan Chute, and let's reveal your truth in advertising.

(Advertising)
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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deserve this)