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Marketing
Are you making bad decisions about how to spend your marketing dollars?
If you are using faulty data, you’re making flawed decisions. Hopefully, we can agree on that.
We believe in never asking customers how they heard about us, like never and forever. Here are four reasons why you should never ask this question and use the data to decide how to spend your marketing dollars.
It’s a question about you, not them. Your marketing has worked if they’ve called, emailed, or shown up. They are communicating with your business. They’ve entered your sales process and want to know if you can help them, when you can help them, and how much it costs. How quickly are you answering these questions? Because this is what they care about at that moment. They do not care or have even given any thought to how they came in contact with your business and have a problem they want to solve. So don’t make the conversation about you or your marketing.
The second reason is that you put the customer on the spot with this question. The customer doesn’t want to look stupid and say, “I don’t know.” So they will give you an answer, because then maybe they can get their problem solved.
The third reason is that just by how you ask the question, you skew the results. Whether it’s online, on paper, or done verbally doesn’t matter. Just the way the options are presented skews the outcome. Because the quicker the customer can answer the question, the quicker they can solve their problem. For example, starting with the Internet will probably be your highest result because it’s a safe answer.
The fourth reason is something complicated called last-touch attribution, which is a fancy way of saying the last marketing contact before the customer engages with your business. If they heard a radio ad or saw a TV ad that directs them to your website, and you ask whether you heard about us on the Radio, TV, or Internet. What do you think the answer is going to be? Your offline advertising is doing its job of driving people to your website, but your survey data will never reflect that.
There’s an old computer database expression, “Garbage in, Garbage out.” Don’t get caught making decisions about what’s working based on Garbage data. You want to track direct and organic visits to your website. That is a leading indicator of whether your offline advertising is working. To trend this data, you need a Trailing 12 graph. See page 63 of Jim Canfield and Kraig Kramers book “CEO Tools 2.0” for more information on Trailing 12 charts. They remove seasonality and show you if you’re trending in the right direction.
The other leading indicators you should watch are raw inbound phone calls, chats, web forms, and visitors—all of your initial touch points. Trend the touch points at the beginning of the customer conversation. If those are trending up, your business will be growing. To learn more about how we can help you, book a call with Ryan Chute of Wizard of Ads® today.
Marketing
Advertising with Google Ads: 10 Lessons from David Ogilvy
David Ogilvy, the legendary advertising guru, left behind a treasure trove of marketing wisdom that continues to resonate today. His insights into understanding audiences, crafting compelling messages, and leveraging data-driven strategies are valuable for advertising with Google Ads. In this article, we will explore ten essential lessons from Ogilvy and how they can maximize the effectiveness of your Google Ads campaigns.
1. Know your audience:
The first lesson from Ogilvy is to understand your target audience. With Google Ads, you have access to a wealth of data that can help you find your ideal customers, their interests, and their online behaviors. Leverage this information to create ads that resonate with their needs, desires, and aspirations.
Unless you have some reason to be solemn and pretentious, write your copy in the colloquial language which your customers use in everyday conversation. – David Ogilvy
2. Put the customer at the center:
Ogilvy believed in putting the customer first, and the same principle applies to Google Ads. Craft your ads with the customer in mind, focusing on the benefits and value you offer. Make sure your ad copy and messaging discuss their pain points and offer solutions.
What you show is more important than what you say. – David Ogilvy
3. Compelling headlines:
In a sea of online content, attention-grabbing headlines are crucial. Ogilvy understood this well, and it holds true for Google Ads too. Create captivating headlines that make users want to click on your ads. Experiment with different variations and test their performance to find the most effective ones.
On average, five times as many people read the headline as read the body copy. If you haven’t done some selling in your headline, you have wasted 80 percent of your client’s money. – David Ogilvy
4. Harness the power of storytelling:
Storytelling is a potent tool in advertising, and Ogilvy recognized its impact. Use Google Ads to tell compelling stories about your brand, products, or services. Capture the audience’s imagination, evoke emotions, and create a connection that goes beyond a simple ad.
Long copy sells, as long as it’s good copy and it’s tailored for the right prospect. – David Ogilvy
5. Base decisions on research:
Ogilvy was a staunch advocate for research-driven marketing decisions, and this principle aligns with Google Ads. Use the platform’s analytical tools to gather data and insights. Test different ad variations, keywords, and targeting strategies. Let data guide your decisions to optimize campaign performance.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. – David Ogilvy
6. Develop a unique selling proposition (USP):
Standing out in a crowded digital landscape is essential, and Ogilvy emphasized the importance of a unique selling proposition (USP). Diagnose what sets your business apart and communicate it in your Google Ads. Highlight the benefits, features, or value that make you unique and compel users to choose your offering.
The most important decision is how to position your product. – David Ogilvy
7. Simplify your message:
Simplicity and clarity were central to Ogilvy’s philosophy. Apply this principle to your Google Ads. Craft concise, easy-to-understand messages that convey your value proposition. Avoid industry jargon or complex language that might confuse or alienate your audience.
It pays to boil down your strategy to one simple promise and go the whole hog in delivering that promise. – David Ogilvy
8. Embrace testing and experimentation:
Testing and experimentation are at the heart of Ogilvy’s approach, and Google Ads offers abundant opportunities for this. A/B test different ad elements, such as headlines, copy, images, and calls-to-action. Check and analyze the results to refine your campaigns and improve their effectiveness.
The most important word in the vocabulary of advertising is TEST. – David Ogilvy
9. Respect your audience’s intelligence:
Ogilvy believed in treating the audience with respect, and transparency and honesty were key. Apply the same principle to your Google Ads campaigns. Be truthful and avoid misleading or deceptive tactics. Build trust and credibility with your audience, fostering long-term relationships.
The consumer isn’t a moron; she is your wife. – David Ogilvy
10. Embrace continuous learning:
Ogilvy understood that learning and staying updated are vital for success in marketing. The same holds true for Google Ads. Stay abreast of the latest trends, features, and best practices. Attend webinars, read industry blogs, and engage in online communities to enhance your knowledge and optimize your campaigns.
The more our people learn, the more useful they can be to our clients. – David Ogilvy
Advertising with Google Ads provides an immense opportunity to reach and engage your target audience. By embracing the ten marketing lessons from David Ogilvy, you can create compelling ads, resonate with your audience, and achieve optimal results. Understanding your audience, putting the customer first, and employing data-driven strategies will help you stand out in the competitive digital landscape, building brand awareness, driving traffic, and generating conversions with Google Ads.
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.
Leadership
Derby Cars and Critics Both Race to the Bottom. But Your Leadership Must Not
Host successful events and build strong community ties. Learn about gracious customers, unavoidable critics, and the value of brand connections.
The sun is bouncing off the windows of downtown buildings. Your company’s banners are snapping in a light breeze. A massive crowd is barricaded behind supersized hay bales, forming a prickly necklace down a wide sloping avenue. The fans erupt in cheers, propelling every derby car on its gravity passage to the finish line.
Everyone is having a grand time and you did it.
Your business won approval from the city, recruited volunteers, encouraged employees, enlisted additional sponsors, procured prizes, and purchased advertising. You found vendors and filled quiet streets with crowds. Wow! Call it a success? You want to. But this one guy dropped a screaming F-bomb and launched a bird from his fist E-V-E-R-Y T-I-M-E your company truck and trailer drove by to gather racers and return them uphill to the starting line. He’s a downer. Time to engage.
“What’s the problem? Do you have a complaint? Please don’t swear around all these kids.”
“Don’t mess with my first amendment rights.”
“Ah, that’s not the issue here.”
“Hey man, **** you.”
Huh. Did this guy work for you once? An unhappy customer? Does he loathe gravity propulsion? You’re not trained for PSYCHO-analysis. Your arm hairs are dancing.
During the post-awards cleanup, a customer taps you on the shoulder, “Hey, just wanted to let you know, I really loved the day. Great fun. It’s times like this… you know, the community gathering here… it’s why we buy your tires and bring our cars to you. You do stuff like this. Thanks.”
Wow! You don’t hear that all the time. Okay, is that why you do it? There are lots of reasons really. You like doing it. It’s who you are. You’re a car guy. You like seeing adults having fun like kids. Yes, it’s a lot of work. Is it worth it? Does it help the bottom line? Is that customer a unicorn? Well… A LOT of people seemed to have a lot of fun.
Highlighting the pros/cons of organizing or even sponsoring events isn’t the purpose of this story. This is a true-story-people-lesson.
Certain people are fools. Many more are gracious.
A few even give you face-to-face five-star reviews. When you’re doing the right thing, you probably know it in your heart, your gut, your mind, and in the little hairs dancing on the back of your neck.
Forget the fools. Keep reaching for the stars.
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.
Storytelling
What Kids Can Teach You About Story Persuasion
Unlock the secrets of effective storytelling in parenting and advertising. Learn from Aristotle to Larry Gelbart and how to craft narratives that captivate and persuade without starting with a sales pitch.
“Mo-ooom, Jimmy hit me!”
“He hit me first!”
“Well, he called me a poopy-head”
As a parent, you’ve experienced this magical bit of storytelling.
And I’m only partially sarcastic in calling it “magical.”
‘Cause the magic comes from the lesson on storytelling.
On the Nature of Stories
Aristotle says that a story has a beginning, a middle, and an end.
But as comedian Larry Gelbart said, ‘So does a piece of shit!’
Without delving into what Aristotle meant, that description doesn’t do you much good.
So what Aristotle means is that a story isn’t a mere chronological retelling of events where this happens, then this happens, and then that happens, and so on in the manner of an itinerary.
No, no, no.
A proper story doesn’t have an arbitrary beginning. It has a determinative origin.
Nor does its middle just have a random series of events happening one after the other. It has a causally connected playing out of consequences and choices.
Finally, a story doesn’t have any old random endpoint. It has a meaningful conclusion.
And here’s the magic part: the meaning of the story is intimately connected to it’s beginning (and it’s end).
Your Kid’s Innate Storytelling Mastery
So when the first child cries out saying, “Mom, Jimmy hit me!” he’s telling a story.
A narrative wherein he’s the victim of unprovoked aggression by a predatory (and allegedly poopy-headed) Jimmy.
So what’s Jimmy to do in the face of that narrative?
He changes the beginning of the story.
And by changing the origin of the action, he changes the story’s meaning.
No longer a tale of unprovoked aggression, it becomes a saga of tit-for-tat justice.
Now Jimmy was the one subjected to an unprovoked strike, making him the victim, forced into deploying countervailing violence as self-defense.
So how does the first child respond?
He can’t let that counter-narrative stand, so he moves the beginning back even further.
By changing the origin to Jimmy’s provocation a la fighting words that challenged his sacred honor, thereby demanding an appropriate response, the narrative changes once more, back to his favor.
Look, there’s a REASON why for any and every conflict, we always want to know “who started it?”
Just as there’s a reason why the two parties involved will always argue over WHEN the conflict really began, trying to pin the blame of first offense on the other guy.
Because when and how the story begins determines the meaning of the tale.
Applying This to Your Ads
So what’s this gotta do with your ads?
If you don’t intentionally frame the beginning of the conversation with your audience, then the default origin becomes:
“Oh, great, here comes another loud-mouth jack-wad looking to sell me something.”
And that’s a poisonous narrative you just can’t let form in people’s heads.
So do what your kid would do!
Move the origin of your conversation backwards to where it’ll serve you rather than condemn you.
As in, “this whole story started LOOOONG before your ad hit the airwaves…”
It started when some defining life event sent you on a mission.
A mission that involved making the lives of customers better by _______
So you’re coming to the audience to share an experience, or perspective, or a funny and self-revealing story. Not to sell, but to bond.
For example, The Most Interesting Man (MIM) doesn’t start his story by pitching beer, for heaven’s sake!
It starts with legendary feats and mythical lore that has made him the most interesting man in the world. Some of which his ads tell you about.
It is only at the end that the MIM offers you his Wisdom to “prefer Dos Equis” as your beer of choice and “Stay Thirsty, my friends.”
Just imagine if he started with that advice instead of ending with it.
That makes for a much different — and far less persuasive — story.
It’s the same with you and your ads.
Don’t start your story with a pitch.
Start your story with an origin that’ll serve you and foster a narrative that’ll cause your competition to cry out to their mommies for relief.
If you aren’t a showman or a storyteller, you’re still in good company. Wizard of Ads® can help you create the brand or marketing story you need to drive your user experience. Book a call.
Entrepreneurship
Digital Data is Eating Business Owners Alive
Harness the power of data to grow your business! Turn digital insights into actionable strategies with expert tips on effective data management.
Data, data everywhere! It’s mind-blowing how much information we now handle in just one day, surpassing what people used to consume in their entire lifetimes. The digital revolution has unlocked a treasure trove of insights about our business, from online leads to call centers, team management, and productivity. We can gather mind-boggling levels of data if we roll up our sleeves and get into it. But the question is, just because we can measure it all, should we? And even if we should, is it the right approach to grow our business? These are the dilemmas inundating our inboxes, vying for our precious time as we strive to work both on and in our business.
Let’s take a brief trip down memory lane to the early days of the World Wide Web. Back then, hit trackers were all the rage. We humorously dubbed them “how idiots track success” because they revealed nothing about how to manage a business effectively.
In the late ’90s, I experimented on the WWW with hit counters. I waited for web server log analyzers to churn out reports that could shed some light on our website activity. Those early reports were basic, catering mostly to developers. But marketers came along, demanding more information. In 2001, I wrote an ebook with Jim Novo called “The Marketers Common Sense Guide to eMetrics.” We introduced the term “bounce rate,” now widely used in tools like Google Analytics…
Fast-forward to the present, and our digital tools are pouring out more data than we can comfortably handle. My brother Jeffrey and I have dedicated our careers to helping business owners and marketers make sense of this data overload. Tools like Google Analytics, Google Adwords, and Facebook Business Suite are essential for daily operations. But there’s a catch. The majority of businesses, big and small, lack the analytical prowess to turn this data into actionable insights to work on their business strategically.
Since Michael Gerber’s EMyth in 1986, business owners have sought guidance and tools to focus on their business’s growth. The difficulty is telling apart services and tools that give business data from those that only help with daily tasks.
Are you like the HVAC, plumbing, garage door and landscaping businesses, using great software, like ServiceTitan, who are struggling to have their data simply presented so they can make better decisions? Which services and tools allow you to work ON your business?
Operations
Revenue Blind Spots: The Importance of Everyday Improvements
Unlock growth by fixing internal issues and how plumbing services can thrive by addressing inefficiencies and leveraging data for sustainable success.
Consider a popular local plumbing service. They invest heavily in advertising to attract customers but overlook key internal issues. As Roy H. Williams, The Wizard of Ads, said, “advertising only accelerates the inevitable.” That is, operationally excellent companies will thrive while troubled ones only accelerate their troubles. Let’s examine that.
The plumbing business gets many calls and books numerous jobs, but occasionally they miss appointments. They mismanage their inventory of plumbing parts, which leads to unnecessary expenses. Despite increasing revenue from new leads, they receive one negative review for every five positive ones. The business celebrates the positive feedback, dismissing the negative reviews as sour grapes.
If you think of their plumbing operations as a bucket with small holes. They keep adding customers (water) but lose some due to operational mistakes. The owner focuses on the incoming leads and customers but fails to see the losses due to inefficiencies. Such oversights not only cost money but also frustrate staff and customers. We meet owners like this all the time, they complain about the high costs of marketing and expense of growth.
Data analysis is part of the solution. Modern businesses thrive on data. Without analyzing it, businesses miss out on improvement opportunities. Every dollar saved by refining internal processes is a dollar earned.
Resolving these issues makes the business become more resilient. With a robust system, they can cater to more customers effectively, ensuring growth without monetary losses.
Many business owners get caught up in daily operations, neglecting the need for introspection and improvement. Over time, the losses from these inefficiencies can surpass the profits from growth. A business with optimized operations appeals more to customers and investors, ensuring sustainable growth.
For sustainable growth, businesses should:
- Analyze current operations using modern tools to identify and address inefficiencies.
- Foster a culture of continuous improvement, ensuring agility and adaptability.
- Advertise effectively to showcase a well-run business, ensuring growth is met efficiently.
One recent client increased their sales by over 100% this past year by focusing mainly on internal optimization. This may not be everyone’s experience, but do you even know what kind of money your bucket is leaking?
Book a call with Ryan Chute of Wizard of Ads®, and let's create those mind-blowing ads.
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Frequently asked questions
Questions? We’ve got answers.
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.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
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.
What Do The Wizard of Ads® Actually Do?
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
What can I expect working with The Wizard of Ads®?
Transform Your Brand with Our Proven Process.
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.
What Does A Brand-Foward Strategy Do?
The Power of Strategic Marketing Investments
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.
Ready to transform your world?
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