What Are Your Ads Really Selling?

Your ads ought to be inviting listeners and viewers into a relationship with you.

Jeff Sexton

November 8, 2023

This is an astonishingly perceptive quote, and worth unpacking for anyone who operates and advertises a service business.

So let’s break it down Barney Style and see what we can learn.

Beckwith makes 2 incredibly important points:

Your ads aren’t (or shouldn’t be) selling expertise because:
Your expertise is largely assumed, and
Customers can’t intelligently evaluate your expertise, even if they had the desire and time to do so
Instead, your ads ought to sell customers on a relationship

It’s not uncommon for people within a profession to have a very definite sense of who really knows what they’re doing and who doesn’t among their colleagues and competitors.

And they lose sight of the fact that the average person has no idea about that and no legitimate way to judge who really knows their stuff.

In fact, they probably assume that if you do it for a living, you know what you’re doing.

So all they can really evaluate you on is reputation and intention.

What do other people say about you?

Better yet, what do other people like them say about you

And what is their sense of your real motivations and values?

In other words, they tend to evaluate you in exactly the same way that they’d evaluate a potential friend or romantic partner.

This is why I write so much about the advertising power of:

Gossip
Origin Stories
Para-Social Influence
Stories of scars, losses, and vulnerabilities
The power of felt connection

For maximum effectiveness, your ads ought to be inviting listeners and viewers into relationship with you.

Once you understand that, you’ll change the way you see your branding campaigns.

In fact, you’ll probably change who you want to create and manage your branding campaign.

And that’s a good thing.

If you need new branding guidance, book a call with no other than Wizard of Ads®. We'll help you figure out what new perspective on branding can work for your business.

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Jeff Sexton

Businesses either sell $5 haircuts, or fix $5 haircuts. I’m your guy if your company fixes $5 haircuts. Working together, we'll de-commodify your business, make pricing pressure a thing of the past, and grab the lion’s share of customers willing to pay a premium for your service or product.

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Why Wizard of Ads®?

Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:

Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.

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Wizard of Ads® offers services that start with understanding your marketing challenges.

We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.

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Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.

Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.

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Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.

While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.

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