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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.

“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.

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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 an​​d 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?

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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:

1. Analyze current operations using modern tools to identify and address inefficiencies.
2. Foster a culture of continuous improvement, ensuring agility and adaptability.
3. 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.

Deep beneath the waves, the Nautilus, a marvel of underwater engineering, explores mysteries unknown to the surface world. Captain Nemo, its enigmatic leader, seeks skilled crew members as unique as his submarine.

Through the vast expanse of Facebook and YouTube, your recruitment beacon must shimmer through the oceanic depths. Here’s your guide to crafting a memorable sea shanty that beckons brave adventurers to the Nautilus.

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1. Culture: Showcasing the Heartbeat of the Nautilus

The Nautilus isn’t just a vessel; it's a sanctuary, a world apart. In your recruitment video, recreate the wonder of wandering its corridors, the camaraderie among the tight-knit crew, and the shared sense of purpose. Like the harmonious hum of the submarine’s engines, leave viewers feeling the distinct cadence of life aboard your Nautilus.

2. Community: Highlighting the Wonders Surrounding the Nautilus

Outside the submarine's portholes lie the mesmerizing wonders of the deep. Showcase this ever-changing community – the vibrant coral reefs, the haunting shipwrecks, and the luminescent creatures of the abyss. Give potential crew members a glimpse of the magnificent world they'd be exploring when working in your community.

3. Candidate: Describing the Ideal Explorer for the Nautilus

The Nautilus requires more than mere sailors; it needs explorers, thinkers, dreamers, and navigators. Paint a picture of this person in your recruitment video. Someone who's content with a dinghy might not fit the depths the Nautilus delves into. Ensure you’re calling to those who have the curiosity and courage to venture into the unknown. Surfers, drifters, and drowners need not apply.

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4. Compensation: Detailing the Riches of the Deep

Adventurers aboard the Nautilus don’t just seek traditional treasure. Their reward is the thrill of adventure. Yet, be transparent about the tangible benefits - the innovative technologies they’ll handle, the knowledge they'll gain, and the unparalleled experiences of the deep. After all, a journey aboard the Nautilus is a treasure in itself, but you risk a mutiny if you don't divvy up the bounty in a equitable way, too.

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5. Career Path: Charting the Deep Sea Expeditions

The crew aboard the Nautilus are always evolving, always learning. Show potential recruits the journey they’ll embark on. From mapping uncharted territories to studying unique marine life, the possibilities are endless. Through your recruitment video, promise them a voyage filled with continuous growth and wonder. After all, you can't have an adventure without facing down the occasional Kraken.

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6. Content Structure: Laying Out the Chronicles of the Nautilus

Your recruitment story should flow as seamlessly as the currents around the Nautilus. Ensure each segment transitions smoothly, offering viewers a well-orchestrated tour of life beneath the waves, including:

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1. The Opening Hook: Start with something tantalizing within the first few seconds.
2. Captivating Visuals: Use high-quality footage, graphics, and animations to keep the viewer engaged. Ensure the video reflects the quality and professionalism of your brand.
3. Optimal Duration: For Facebook, videos that are around 1-2 minutes tend to perform best. For YouTube, you can go a bit longer if the content is engaging. Always prioritize quality over quantity. The general rule of thumb is to leave out all the boring bits.
4. Mobile-Friendly: A significant portion of viewers will watch the video on their phones. Ensure it's optimized for mobile viewing: clear visuals, legible text, and good audio quality. Reels and TikTok formats are what all the cool kids are doing.
5. Engaging Music/Sound Effects: Use background music to set the mood. Use sound effects to tickle the imagination. Make sure it aligns with your company's brand and the message you're trying to convey.
6. Captions: Many people watch videos on social media with the sound off, especially on mobile devices. Including captions ensures that your message isn't missed.
7. Shareability: Create content that loved ones will share with your ideal candidate. This will increase your video's reach and bring in more prospective candidates because of the more universal appeal.

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Harnessing the Persistence of Captain Nemo

Just as Captain Nemo navigated the depths with unyielding determination, pursuing the heart of the ocean's mysteries, so must you delve deep into the realm of recruitment. A solitary video might skiff the surface, but a series of six will pierce the hearts.

Having captivated your audience initially, it's paramount to maintain their intrigue with a slew of retargeting videos. Remember, recruitment is akin to crafting the lore of the Nautilus; it requires persistent presence to etch a mark deep within the memories of the audience.

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Navigating the Depths

Captain Nemo, the Nautilus isn’t just a submarine; it’s a dream, a vision of freedom and exploration. As you beckon adventurers from platforms like Facebook and YouTube, let this guide shape your recruitment videos. Draw them into your world, and rally them to uncover the mysteries of the deep.

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Mastering the art of maximizing Click-Through Rate (CTR) is a quest every digital marketer embarks on. CTR is a critical component that influences not only your ad visibility but also how much you pay per click. It's a story of enticing people to step through the virtual door you've created for them. In this comprehensive guide, we'll unravel the secrets of achieving a high CTR and making the most out of your online marketing budget.

1. Captivating Ad Copy: A great ad starts with great copy. Use persuasive, relevant, and tantalizing language. Put yourself in your audience's shoes. What would tickle them pink? What would have them click?

2. Perfect Placement: Where your ad appears matters. Obviously, the higher up on the search engine results page (SERP) helps, but it also matters that you show up where your prospects are looking for your thing. That could mean more than just your brand name or a general description of your goods and services.

3. Understand Your Audience: The more you know about your audience, the better you can cater to them. Leverage demographic data, audience targeting, user behavior, and preferences to tailor your ads.

4. Mobile Optimization: Ensure that your ads and landing pages are mobile-friendly. More than half of users access the internet via their mobile devices. Inadvertently, many of these people oddly have fat thumbs.

5. Always be Testing: Regularly test different aspects of your ads — from the copy to the design to the placement — and optimize based on the results.

6. Effective Retargeting: If someone visited your site but didn't convert, retargeting is a great way to get another shot at closing the sale. Tailor these ads to address their unique needs and pain points. Tools like Hotjar and high quality, targeted copy are your friends here.

7. Landing Page Relevance: The journey shouldn't stop at the ad. Ensure your landing pages are relevant and offer a seamless transition from the ad.

8. Quality Score: Maintain a good Quality Score by ensuring relevance between your ads, keywords, and landing pages. A higher Quality Score will lead to lower costs and better ad positions.

9. Audience Segmentation: Segment your audience and tailor your ads to each segment's needs, preferences, and behaviors.

10. Diversify Your Ad Formats: Don't limit yourself to one ad format. Text, video, image, and rich media ads each offer unique advantages.

11. Personalization: Personalize your ads based on user data to make your audience feel understood and catered to.

12. Monitor and Adapt: Regularly review your ad performance and adjust your strategies based on what's working.

13. Visual Appeal: Attractive visuals draw users in and encourage them to click your ads. Pair powerful images with compelling ad copy.

14. Clear Call to Action (CTA): Every ad needs a compelling CTA. Make it clear what step you want potential customers to take next.

15. Understanding Metrics: Beyond CTR, understand and monitor metrics like conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS) to evaluate and improve your overall performance.

16. Case Studies: Use case studies on your website to provide proof of the effectiveness of your products or services, building trust and credibility.

17. Social Proof: Showcase testimonials, reviews, and endorsements on your landing pages to instill confidence with your potential customers.

18. Dynamic Keyword Insertion: Automatically update your ad text to match a searcher's query for more relevance and a better CTR, when it makes sense.

19. Competitor Analysis: Understand your competitors' ad tactics and competitive position for insights into what works in your industry and how you can stand out.

20. Budget Optimization: Allocate your budget strategically across different campaigns, platforms, and strategies for the best results. Focus on the campaigns that are giving you the best Return on Ad Spend (ROAS).

21. Endless Learning: Regularly update your skills and knowledge to stay on top of the latest best practices and strategies for improving CTR.

22. Engaging Ad Extensions: Provide expanded information to increase your screen real estate, and create more ways and reasons for people to choose your ads by using as many ad extensions as you can. FYI, properly constructed ad extensions also improve your Quality Score.

23. Harnessing the Power of AI: Utilize AI tools and platforms to write variations on your copy, optimize your ads and improve your CTR.

Maximizing CTR isn't just about implementing all these tactics at once. It's a process of ongoing testing, analysis, and optimization.

It's about finding the tactics that work best for your business and audience, and continually refining your approach based on the results. With the right mix of tactics, you can boost your CTR and get the most of your online marketing budget.

Good luck on your CTR optimization journey!

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