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Advertisements are a creative sneak peek at what customers can experience when they buy your services. That's why mass personalization is essential. You want as many customers to relate to your ads as possible.

But what separates the best ads from mediocre advertisements is the use of "reality hooks." These attention-grabbing narratives connect the ads' abstract perceptual reality to objective reality.

A reality hook differentiates between "real ads" and purely fantastical anti-realist advertisements.

Reality hooks are an invaluable tool for ad writers, helping them craft compelling and engaging ads that connect with real-world audiences. These statements or concepts ground the abstract ideas introduced in your advertisements to real-life experiences. As a result, ads become more relatable and personally relevant to potential customers.

Make your ads more appealing to customers by incorporating some reality hooks.

The question is: what exactly are reality hooks, and how do they work? 

Here, we’ll explore reality hooks, real ads, and four unique ways to infuse reality hooks in your advertising. Keep reading.

The Realist Narrative in Advertising

Before anything else, let me clarify something.

When I talk about real ads, I refer to advertisements that utilize reality hooks or follow realist narratives.

The realist narrative in advertising is the idea that ads are grounded in real-world experiences. In other words, they introduce a real-life feeling or portray a scenario that could occur in real life. 

While advertisements are imaginative works of art, realist narratives bring ads to life as audiences may personally relate to them.

Using reality hooks is one way to incorporate this approach into your marketing strategies and advertising endeavors. Reality hooks connect the world of abstract imagination to concrete facts. For example, social proof and testimonials are reality hooks that make commercials more realistic and relatable to viewers.

Look at Health Service Executive's "I wish I were an actor" quit-smoking campaign. The 30-second ad follows the real life of Gerry Collins, an actual lung cancer-diagnosed patient due to smoking. As Gerry talks about death looming over smokers, we get a glimpse of the reality that smokers face everyday.

That's what real ads are — advertisements that utilize reality to hook you with abstract ideas.

Meanwhile, the opposites of real ads are fantastical advertisements that follow anti-realist narratives. Unlike the former, outlandish ads are often hyperbolic and create silly or improbable expectations for their target audience. Most of the time, anti-realist ads focus on providing the following:

• Comedic relief
• Unrealistic expectations
• Absurd presentations

One example of an anti-realist narrative commercial is Skittles' "Touch the Rainbow" campaign. A disturbed man named Tim is cursed with the Midas touch, wherein everything he touches turns into Skittles. That context, in itself, already screams unrealistic, but the entertainment value overshadows this aspect.

Despite their difference, both fantastical and real ads effectively get viewers' attention in their rights. However, real ads are more impactful as they resonate and emotionally connect with your target audience.

If you're looking for ad experts who can bring sprinkle reality hooks into your advertisements, look no further. Wizard of Ads® is every residential home service business’s dream when crafting real ads that convert. We can do the same for you.

‍Book a call with Ryan Chute from Wizard of Ads® to learn more.

The Real Life of Leonardo da Vinci

Let's explore reality hooks better by revisiting one of the world's greatest polymaths of all time — Leonardo da Vinci. In his Monday Morning Memo, Roy Williams did a great job explaining how da Vinci's life ties into reality hooks.

Here’s a quick test: try to Google Leonardo da Vinci. I’m certain that search engines will describe him as many different things. 

Being a renowned painter, sculptor, musician, engineer, architect, inventor, cartographer, and writer are only some of his greatest feats. Looking at his track record, we realize that Leonardo da Vinci is an unrealistically talented person and a larger-than-life idea. 

"Is achieving these sorts of feats even normal for a human mortal?" one might even ask.

However, everything changes when you visit or see a photograph of his place of death in Château du Clos Lucé. You realize that, like everyone else, da Vinci is just a man. 

This realization grounds your originally grandiose perception of Leonardo da Vinci. He is no longer the god among men but becomes an actual human being that lives, ages, and dies.

Reality hooks used in real ads follow that same pattern.

Advertisements often promise people many great superficial things that seem unbelievable. Reality hooks make those promises and claims more realistic. Like realizing da Vinci is simply another human being, reality hooks make ads more relatable and appealing to human nature

Think of commercials as presentations of our abstract and creative imagination. Reality hooks are the points of contact that link that abstract world to the concrete fact.

These points of contact matter very much in creating real ads. 

Why?

Allow me to explain.

Look at every popular collector of historical artifacts, archaeological fossils, and classical paintings. They seem odd in our eyes, but we can never question their passion.

You can get a Mona Lisa replica for several dollars, but it has no value compared to the actual painting. The reason is simple: Leonardo da Vinci personally painted, touched, handled and carried the Mona Lisa painting. In other words, he has a real point of contact with the piece of art compared to replicas.

This point of contact is what gives the art value. Similarly, the point of contact that links abstract advertisements to reality is what makes ads compelling and persuasive.

"An original work of art gives you a point of contact with the artist. A historical artifact gives you a point of contact with a specific moment in time. Understand this, and you understand the heart of every collector."— Roy H. Williams

A “Reality Hook”

Some ads and commercials live rent-free in our subconscious. They may be too entertaining and funny that we can't scratch them off our thoughts. Other ads, however, had a touch of realism that appealed to our humanity, and they evoked an emotional connection.

That's the power of reality hooks. Stories and descriptions become much more believable when you provide realistic and relatable context.

More often than not, reality hooks found in real ads make them more compelling, engaging, persuasive, and influential. They draw viewers by creating a sense of emotional connection and authenticity. By tugging the right emotional triggers, you elicit desirable responses and nudge prospects into taking your intended action.

Whether highlighting real-world testimonials, relatable scenarios, or other relevant experiences, reality hooks are essential for real ads. To create compelling ads that resonate with your audience, the secret is incorporating reality hooks into your messaging.

Below, we'll explore four unique ways to create reality hooks in your advertisements.

4 Ways to Create Reality Hooks

Creating effective ads goes beyond paying close attention to your customer's unique preferences and needs. You must also connect emotionally with your audience and persuade them to take action through a creative presentation. Incorporating reality hooks help create compelling and believable ads that resonate with your target audience.

If you're looking to craft real ads that connect with your market, consider incorporating these four strategies:

Connect to your customer's real-life experience

Every customer is different, as in they have their unique preferences and needs. It's unlikely you sell a one-size-fits-all solution that fits everyone’s needs perfectly. That is precisely the reason why businesses create buyer personas. This enables them to sell solutions and create ads focusing on the underlying felt needs of individualized personas.

The ideal buyer persona is the archetype of customers you are trying to reach. You created this persona by using various relevant information pooled together, including:

• The real-life experiences of your target market
• Their pain points (or primary sources of fears, shame, and guilt)
• Their pleasure points (or desire for identity, purpose, and adventure)
• Their value proposition equation (money, energy, and time)
• Their underlying felt needs of surviving or thriving. 

All of the information above influences your average customer's buying decisions. The only difference is that each element's degree of importance varies from one customer to another. Incorporating them in your advertisement increases the likelihood of emotionally connecting to your target market.

For example, homeowners with faulty heating systems have experienced days of being heavily wrapped in sheets to survive the winter. This is a real-life experience and pain point that homeowners face.

Infusing your ads with this information allows you to connect with your customers on a deeper level. More importantly, it gives you more leverage to offer real solutions to their real problems. 

The secret is highlighting the common experiences of customers within your market and then introducing your solutions. You can execute this in one of two ways:

1. Your solutions are the saving grace that takes customer pain points away
2. Your solutions are the bridge to realizing customers’ innermost pleasure points

Make use of highly vivid descriptors

Do you know why oftentimes readers hate film adaptations of books? 

Movies often fail to capture the real essence of what was  originally written. Despite the technological advancements in CGI and other cinematic editing software, films still comparatively fall short. A valid argument, but not precisely correct.

The real reason is that movies kill our imagination. Films serve the cinematic experience on a silver platter, leaving no room for people to create their own interpretations.

Our human brain is highly imaginative and playful. You need to stimulate the part of the brain that imagines in order to capture its full attention. Using specific and highly vivid descriptors helps in this regard.

With the rise of digital and online marketing, it can be easy to overlook the importance of imagination in ads. However, failing to tap into your audience's imagination limits the potential of ads to connect with customers emotionally.

By using vivid and evocative language, advertisers can conjure up mental images in the minds of their audience. Real ads use words and phrases that appeal directly to our senses of sight, sound, smell, taste, and touch. This helps people form clear pictures in their minds, making the essence of your message clearer and better understood.

Include details that add credibility

Credibility is essential for any successful ad campaign. Without credibility, it can be difficult for customers to trust your brand's claims and promises.

To build credibility, it is important to incorporate details that customers can independently confirm. These bits lend credibility to areas in your ads that are difficult to verify. 

For example, testimonials are one effective way to add credibility to your advertisements. 

Real-life accounts from customers and clients help validate the claims made by your brand. They give potential buyers greater confidence in your product or service. Moreover, when buyers seek real-life feedback, they can serve as social proof, further building legitimacy.

To ensure that testimonials are credible and impactful, choose real customers who have actual experience with your company. They have more to say about your brand and will be more believable than paid actors or influencers.

You may also incorporate real data into your ads and support your claims with expert opinions or reputable research studies. This will help build trust with your audience and improve the effectiveness of your marketing efforts.

Credibility and legitimacy is one primary element that separates real ads from comedic, fantastical ads. Only by ensuring that your ads feel authentic to listeners will they trust your brand and consider your solutions.

Of course, ads have limited power in pushing buyers to purchase your solution. Often, prospects will visit your website and other platforms to do more research and continue the conversation.

With that in mind, make sure to include real reviews on your website and social media platforms. Additionally, maintain a consistent and authentic voice throughout your business touchpoints. Doing so will further build your image as a credible and trustworthy service provider.

Logical sense

"People are quick to believe things that seem correct, even when those things are not true."— Roy H. Williams

The last thing you want is to deceive customers with your advertising. Saying plain wrong things and outright lies is sure to flush your entire operations down the drain.

As advertisers, it is crucial to use logic and reason to justify your claims about your products or services. Ensuring that your real ads are logical, you strike a chord in your customers' innate desire for accuracy and truth.

Common logical tactics such as confirmation bias and argument from authority are effective ways to spruce up your real ads. However, caution is required when using these persuasive techniques, as the wrong approach may undermine your credibility.

For instance, one way to use the argument from authority is by using influencer marketing. Popular personalities boost the relevance and credibility of your ads. However, hiring the wrong influencer can damage your reputation more than it helps.

One example I vividly recall is a tools company hiring a chic and glamorous teenage actress as their brand ambassador. No person would look at the ad and say, "this child actress uses these pliers, so I'll buy them too." In other words, it doesn't make any sense.

Your ads should be logical if you want them to follow a realist narrative. Otherwise, sensible customers will see through your deception and distrust your brand.

To create effective ads that truly engage your audience, always use logical sense as your guiding principle. With well-crafted arguments, you can create real ads that accurately explain why your product is the best choice around.

The Handy Tool for an Ad Writer

"Reality hooks are the hammer, screwdriver, pliers and duct tape of an ad writer. You can use them to fix practically anything." — Roy H. Williams

Sometimes, a dose of reality is all it takes to make your ads persuasive, compelling, believable and influential. Instead of remaining abstract ideas, using reality hooks connects the conceptual realm to real-world experiences, feelings, or beliefs.

Whether telling people about your solution's advantages or inspiring them to take action, real ads feel genuine, authentic, and direct.

Of course, that's not to say real ads are better than fantastical and purely comedic ads. Both can be powerful tools in their respective rights. The greater knowledge is knowing which of the two is more effective in your ad campaign.

That's where Wizard of Ads® comes in.

We can help you strategize an ad campaign consistent with your brand voice and speaks directly to your target market. Moreover, we can craft the killer ads you need to put your business at the forefront of your audience's minds. Book a call.

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Regarding business, success is built on the foundation of positive communication.

Everyone plays a vital role in helping you reach your goals, from your marketing to your customer service staff.

But what happens when everyone isn’t on the same page?

Partition walls are invisible walls that separate departments, divisions, or teams within a business.

They're often built as a result of silo’d thinking, miscommunication, misinterpretations, and misunderstandings between different parts of the company.

Eventually, these walls can become entrenched in a company's culture, making communication and collaboration very difficult.

Sadly, this is a one-way ticket to financial mediocrity.

Partition walls lead to inefficient processes, decreased customer satisfaction, and a lack of iterative growth. All of which damage the bottom line.

Fortunately, an obsession to great communication will resolve the issue.

Now maybe you’re wondering why marketing should collaborate with customer service or the warehouse?

The answer is simple: to uphold your brand’s personality.

When people use the same language and share the same knowledge, the brand message remains consistent across all departments. The more consistent the shared language, the stronger the tribe. The stronger the tribe, the better the brand. This helps ensure that your customers will have a consistent experience with your company, regardless of which department they interact with.

But how can you break down the partition walls between departments and get them on the same page? And how can you identify where they are?

Depending on the size of your business, you may find that you have various partition walls between different departments. The most extensive wall, however, usually lies between your internal and external teams.

Internal Company Personality vs. External Company Personality

Before we discuss bridging the gap between departments, let me clarify that this is a normal problem.

In fact, almost every business has likely experienced some form of this disconnect at some point. This is because each department has its own set of goals, processes and procedures that drive the way they function.

Therefore, it's only natural for each team to feel isolated and, sometimes, even resistant to change. While this is a typical business concern, it remains to be a real problem that requires an immediate remedy. Otherwise, partition walls could escalate and decrease productivity and morale if not addressed quickly.

So how can we bridge the gap between departments?

By creating a single unified brand personality both internally and externally.

Internal Company Personality

Much like humans, companies can externally present themselves differently from their real, unadulterated internal company personality. We all know the internal conflict that transpires when people do not genuinely express their true selves. 

Your internal company personality is created through a series of company policies and discussions. The company’s internal management develops this personality. Employees and company personnel experience this internal personality. In other words, your internal personality reflects your culture.

As we all know, your culture is your brand — it’s who you truly are. And this internal personality is the entity that communicates with your consumers directly. Sales calls, customer service interactions, and other forms of direct communication fall under this external communication umbrella.

It's important to consider how your employees interact with customers and how they represent your brand during conversations. During these interactions, your internal company personality takes center stage and reveals itself in the way you present the company. This will play an important role in how your external marketing efforts are created.

Typically, this wouldn’t be a huge problem for businesses. The only time it does is when there’s a misalignment between your internal and external company personality.

Speaking of external personality, let’s take a look at it more closely…

External Company Personality

Unlike your internal company personality, a.k.a. your true self, the external company personality is a created persona. In other words, you can develop an external facade that deviates entirely from your genuine self. As mentioned previously, this presents a huge problem.

Your marketing team typically establishes your external company personality. They are responsible for how your company communicates with consumers indirectly.

What does that mean?

For instance, indirect communication covers communication materials like your ads, website, social media accounts, and email campaigns.

Your external company personality often reflects your desired public image. However, the desired (external personality) and the reality (internal personality) don’t often see eye to eye. This leads to an undesirable misalignment with severe repercussions.

In an ideal world, your external personality should align with the identity you've already established internally.

This, however, is only sometimes seamlessly achieved.

Having two separate forms of communication, internal and external, your messages can become disjointed. In other words, what your website and advertisement say deviates from how your personnel communicates with customers. Customers may receive different messages, leading to confusion and a lack of trust.

Therefore, you must create a consistent voice across all channels.

For example, your customer service emails and phone calls should reflect the same content as your company's website. Failure to bridge this leads to mixed messages, which may leave customers confused.

To establish a unified communications strategy, this split personality needs to be mended. This includes ensuring consistency across all channels and training customer service agents to use cohesive language.

Creating a unified communication approach can help close the gap between customers’ expectations and the service they receive. You may also find that your sales and customer loyalty increase with a united front.

At Wizard of Ads™, we can help you craft a unified messaging strategy to increase customer trust and satisfaction. From direct mail to digital campaigns, our tools ensure a consistent look, feel, and message across all marketing efforts.

We understand the importance of consistent messaging, especially when it comes to building customer relationships. To learn more about how we can help, book a call with Ryan Chute of Wizard of Ads® today! 

Ad Writers and the Split Personality They Create

Now that we’ve established where the divide is, you may wonder how it happened.

Unfortunately, your ad writers may be the culprit, especially when they need insight into the sales and customer service departments. Allow me to explain.

Your ad writers make up a majority of your external communication. They’re responsible for your ads, billboards, social media content, website copy, and other forms of readable material. 

However, we all know that one advertisement must gain the prowess to make a purchase decision. Therefore, when customers interact with ads first, they will want to learn more about the company through other marketing touchpoints.

During this scenario, prospects will expect the same level of communication as observed in the ads. For instance, they will visit your website to read some content or hit the inbox of your customer success agent. Any disconnect will seem off-putting, giving your company some “Business Personality Disorder” vibes.

With that said, ad writers must thoroughly understand the entire business culture and its language. Access to exclusive lines, brandable chunks, and the unique business personality will help align ads to the company’s culture. Failure to do so results in a seemingly split personality between the ad writer and your other marketing touchpoints.

To get your ad writers up to speed, consider opening the channels between each department. This will provide a better understanding of all the relevant business touchpoints and foster more effective communication as a whole.

Moreover, once the copy or ad is written, it is helpful to have the customer service department review the material. Doing so ensures that your team can continue the conversation with the customer and build upon your written message. 

Once the other relevant departments continue the conversation that the ad writer started, your sales will increase significantly.

However, this means that only some sales will close immediately.

In fact, it is common knowledge that buyers usually take multiple interactions before they are ready to make a purchase.

Therefore, your sales team must also prepare to continue the conversation.

The Partition Wall Between Ad Writing and Sales Training

When it comes to your business, your sales team is one of your most vital components.

Like your ad personnel, sales professionals can move people from interest to purchase. That said, it is of utmost importance that your ad writers and sales team work in tandem.

To accomplish this, ensure your sales team is trained and updated on all the latest campaigns, offers, and promotions. Doing so allows your sales team to build on the messaging established in your ads, resulting in higher close rates.

It is also crucial that your sales team reports back on their sales activities. This can help your advertising agents refine their messaging and better target future ads to match the customers' needs.

Now, I know that this may seem like a complex process. 

As an adman myself, being told to keep up with the sales team's activities can be challenging. But trust me when I say this is the key to successful lead generation and conversion.

By working together, you can ensure that your messaging stays on track and your customers receive a positive experience.

Story, Culture, and Experience According to Ray Seggern

Now that we've identified where the partition walls are located and the parties involved let's discuss how to bridge them.

Luckily, there are others on this topic.

Bestselling authors Jeffrey and Bryan Eisenberg have put together an “executive storyteller’s guide,” which contains techniques for breaking these walls. In fact, The Fortune 500 companies that were given advance copies and implemented the advice have responded with enthusiastic reviews.

The book describes how to use storytelling and data to create new opportunities, identify gaps and optimize sales and marketing.

It also offers techniques for building relationships, understanding customer needs, and creating a shared vision.

Another renowned marketer and content strategist, Ray Seggern, has also taken up the challenge of providing sound advice on this topic.

In fact, he suggests that there are three core pillars for successful marketing: Story, Culture, and Experience.

Seggern argues that you can create a powerful narrative that resonates with your customers by unifying these three pillars.

Now, you just can only lock your sales team and admin in a room once they formulate a cohesive personality.

Instead, Ray Suggern suggests the following workshop:

Culture 

Here’s the basic formula governing the three pillars: identity defines activity.

Your external actions will always be influenced, or at least be affected, by your internal personality. In this context, your company culture nudges business activities into action. 

Remember what we talked about regarding internal and external company personality? It always begins internally, and the external must follow through. Your culture comes first before the story and experience.

Your corporate culture will serve as the foundation when developing your narrative. Through sales training, you hone your company’s internal reality. Your sales and customer service teams typically perform this.

You can ensure that each interaction is cohesive by providing them with the proper tools and giving them clear direction. Failure to ensure that your message aligns with your culture can lead to a less-than-ideal close rate.

Furthermore, it can cause customers to perceive your brand and its values negatively. That said, your culture should be consistent and supportive of creating a positive customer experience.

Story

Now that your identity is in the right place, your story follows. Using the culture as the basis, the story becomes the foundation of your marketing strategy. It's how you convey to customers your culture— who you are, why they should trust you, & what makes you different.

Aside from staying true to the culture, the key to powerful storytelling is to adhere to client-centric storytelling. That means emphasizing your customer’s underlying felt needs, wants, preferences, and desires. By banking on what tugs the emotional triggers of your audience, you make your message more impactful.

But how do you know what customers want? Simple. Communication.

To craft this compelling story, advertising agents must communicate with your sales team to understand the needs of your audience. Doing this allows you to create a compelling account that resonates with your audience.

Once they clearly understand your market, your advertising team can create a narrative around your product. Ultimately, the goal is to communicate a compelling brand message that your internal teams can continue.

Experience

Have you ever felt high and dry? Being promised so many great things only to receive something dissatisfactory and mediocre. Heart-breaking, isn’t it?

Well, that’s what your customers experience when you over-promise and under-deliver. This is what experience aims to address.

Experience is the culmination of your story and culture. This pillar discusses your deliverables or what customers will experience when customers choose to trust your brand. Perfecting your experience means aligning how you deliver with everything you promised in your message. 

Failure to align your customer experience with your message can lead to customer confusion and dissatisfaction. In other words, you must deliver exactly what you promised. As a result, customers will become disengaged with your brand, leaving negative reviews and even defecting to competitors.

Overall, you must ensure your message, culture, and customer experience are working in harmony to create a successful sales pipeline. Only then will you build trust and credibility with customers, encouraging them to repurchase and even become full-fledged brand ambassadors.

Get Your Sales Training Aligned With Your Advertising

While it may seem overwhelming, customer experience is of utmost importance.

That said, aligning your sales training with your advertising is key to creating a consistent, engaging customer experience.

When done correctly, every department in your company will benefit. What's more, your customers will notice the difference.

Therefore, you must ensure that the advertising and sales teams are well-versed in each other's work, processes, goals and values.

By keeping everyone informed, you can create a unified approach when it comes to customer experience and sales.

Thus, everyone from your sales reps to your ad personnel will provide customers with the best service possible.

At Wizard of Ads®, our talented ad wizards specialize in creating cohesive ad campaigns that integrate with your brand.

Taking the time to understand your unique needs, we can tailor ads that resonate with your values, goals, and vision.

So when your customers interact with your brand, they’ll get the best experience possible.

Don't let the partition walls between departments keep you from creating great experiences for your customers. Book a call with Ryan Chute today to get started on your road to success!

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For the past few days, one particular question has been plaguing my existence: what if there was no advertising today? That's an oddball of a query, considering I'm a marketing strategist. However, there is no more relevant time than today to dissect this inquiry. Let’s think about it. Our entire lives are riddled with radio ads, TV ads, and social media ads. In fact, data tells us that we encounter 5,000 ads on a daily basis. In other words, 21st-century humans have been desensitized to advertising that they developed technologies like a YouTube ad blocker. If not, they simply cross their fingers and chant "no advertising, please" under their breath as they watch another video. People will do everything they can to get rid of ads.

• What if a swarm of rallyists piles up outside your business holding a "no advertising sign"?
• What if you have no advertising account or operate your business without a website?
• What if people succeed in their pleas for no advertising?

Will your business still survive? There's no question that advertising and marketing are two important pillars of your business. In this article, we'll explore what the business landscape will look like without them. Furthermore, we will answer the age-old wonderment of what it takes to produce ads that people want.

What if There Is No Advertising?

Today, many businesses rely heavily on advertising in order to reach and engage potential customers. Think of marketing and advertising as a pillar that keeps a household from falling apart. In a world with no advertising, many companies would be faced with a number of challenges. From struggling to reach their target audiences to promoting their products or services, businesses would be crippled. For starters, without advertising, it would be much more difficult for businesses to build brand awareness and recognition. This is especially problematic for residential home services. Business reach would be limited to their realm of association and community. Opportunities for expanding their service area and customer reach would be significantly more challenging. Without the ability to create compelling ads, businesses won't get their messages out and stand 600 ft above competitors.

Additionally, without advertising, competing based on price and quality will also be impossible. Ultimately, consumers wouldn't have any way of knowing about the options available in the market. It's sort of a double-edged sword — businesses and consumers will struggle in their own respective ways. However, it's a heavier burden on the commerce side. Drenching in my silent reverie, I realized that a no-advertising world is not just hard to imagine, it's actually impossible. Humans are social beings, and word-of-mouth marketing operates among social relationships. That, in itself, is a type of advertising which defeats the purpose of my existential query. As I dug deeper into my thoughts, I understood that imagining a world with no advertising is a problematic premise. After all, the motivation behind this inquiry is people becoming desensitized from the thousands of ads they encounter. Therefore, it's not the fault of advertising per se — the real culprit are the advertisements. Because why are some ads successful and others are not? That said, the better question to ask is: "how can I produce ads that people actually want to see?" People want no advertising because the majority of ads suck. If you want killer advertisements that will make people want to know more about your business, I'm your assassin. Book a call with Ryan Chute of Wizard of Ads®, and let's build your residential home service business through advertising.

Marketing Without Media

"It is your choice of message that targets the customer, not your choice of media. There are rare exceptions, of course. But not many."

—Roy H. Williams

I have always been a firm believer that it's your message that matters in advertising, not the media. As long as your message is on point, regardless of which channel you use to convey it, the ad will work. Whether that's radio ads or print ads, it will work as long as the message connects with your customers. However, that is not always the case, and I can name two scenarios when advertising was limited by the media. First, who remembers the ridiculous fiasco of 2004's Intellectual Property Protection bill? In 2004, people found a way to achieve no advertising through PVRs or personal video recorders like TiVo. This technology became a huge threat to advertisers at the time. Ad agencies were worried that ads would become irrelevant as people skipped through them during recorded streams.

Funny enough, the bill contained a provision to criminalize fast-forwarding through commercials. But why exactly do people do this? It's important to understand the core motivation behind people's actions before jumping to conclusions. First and foremost, it's the game or shows that people are after, not the ads. Second, if ads are one bit interesting, people would probably watch them. The problem is that companies threatened to stop buying TV spots if the issue persisted, and PVRs died thereafter. Second, just this year, TV ad spend significantly declined. We observed the last plummet in TV ads spent in July 2019 when COVID immobilized the market. However, that same level of decline was observed three years later during the same month (July 2022). Why? Simple. Because there was no Winter Olympics and NBA finals in July 2022. That means no one is actively watching TV— what good then does it do businesses to spend on commercial spots? What do these two scenarios tell us? First, you need good advertisements to captivate people and keep them glued to the screen. Second, you have to meet people where they already are, otherwise, ads fall on deaf ears. Converging these ideas, the perfect ad is a combination of relevant copy and effective media. Disregard one or the other, and expect low engagement, ROI and more people begging for no advertising.(P. S. Can you imagine advertising in the Yellow Pages in 2022? Again, effective media.)

The Future of Advertising

There is no world without advertising, that much truth is clear as day based on our earlier conversations. Looking ahead, advertising will remain as relevant in the future, if not more, as it is today. However, with the increasing importance of advertising, so will people develop technologies to get rid of ads. Change is the only thing that is constant in this world— that's true. From the marketing standpoint, ads have been going downhill ever since, and there is no way to stop them. You could, however, go against the tide and better yourself from the Sea of Sameness. Here's what Roy H. Williams perceives for the future, which I wholeheartedly agree on:

1. New technologies will make it harder for companies to reach people with their messaging.

You have Facebook, YouTube, Instagram, TikTok, and a long list of platforms that streamline the advertising process. But having more channels that enable businesses to advertise also amplifies the noise. More noise means more bullshit, and this translates to more people embracing the no advertising ideal. For your business, this means you'll need more effort to break through the pandemonium.

2. The cost of advertising will skyrocket.

Since people-reached and ROI through advertising will decline, the cost of advertising will skyrocket. That means more money for us and less for you, and that's not fair. At that time, well-constructed ad campaigns and tastefully written ads will be more valuable than ever before.

3. As a result, more customers will join the "no advertising" movement.

It's all a domino effect that falls in a circular motion. In the future, people will get sick of traditional advertising words and empty unsubstantiated promises.

With how things are, the future of advertising is grave for businesses that don't leverage impeccable ads today. While modern technology has given companies the power to reach millions, they waste it with poor advertising. If you truly want to etch your brand in your customer's procedural memory, invest in creating good ads. The key is to craft relevant and impactful messages delivered repeatedly through effective channels. We can do these for you.

Can Businesses Survive Without Advertising?

No advertising? Never. Unless you're satisfied with being a brick-and-mortar store having limited reach. For residential home services that want to make it to the big leagues, advertising matters — the good kind. If you're looking for advertising experts who can elevate your business from obscurity, that's us. For many years, Wizard of Ads® has helped residential home service companies scale through unrivaled advertising campaigns and tasteful advertisements. We can do the same for your business. The question is: are you up for it? If yes, book a call.

In a world filled with countless advertising messages, advertisers must comprehend neuroethics and its impact on advertising. Composed of 80 to 100 billion neurons, the human brain is an immensely complex organ. And while we're still learning how it works, we know that advertising messages can affect our brain's function. Neuroethics, or the study of the ethical implications of neuroscience, offers advertisers valuable insight into ethical marketing. Backed by a growing body of scientific research and renowned advertisers, neuroethics is becoming an increasingly important consideration for marketers. But what exactly is neuroethics and how does it relate to advertising? Let's take a closer look.

What is the Neuroethics of Advertising?

In its broadest sense, the neuroethics of advertising refers to the ethical implications of using neuroscience in marketing. In other words, it studies how advertisers can ethically use neuroscience to influence consumer behavior. This includes everything from using brain imaging to target consumers more effectively to psychological techniques to create more persuasive ads. When it comes to the neuroethics of advertising, however, there are some considerations that marketers need to consider. First, it is essential to consider consumer neuroscience and how it can be used to understand and influence consumer behavior.

What is Consumer Neuroscience?

Consumer neuroscience is the study of how our brains react to marketing stimuli. This includes everything from understanding how we process visual information to making decisions. Measured by tools including an EEG, fMRI, eye-tracking and more, consumer neuroscience seeks to understand how we respond to marketing. Marketers can then use this information to create more effective campaigns and better understand consumer behavior. Consumer neuroscience can also be used to study how we react to new products, media, and technology. By understanding how our brains process information, companies can create more user-friendly and appealing products. So far, consumer neuroscience research has yielded some interesting findings about how we make decisions. Luckily, Dr. Carl Marci, Chief Neuroscientist at Nielsen Consumer Neuroscience, has pioneered neuroscience through neuroethics research. At Wizard of Ads®, we utilize Marci’s research to create more effective campaigns and better understand consumer behavior. Backed by science and ethics, our ad Wizards can help you connect with your consumers on a deeper level. Book a call with Ryan Chute today to find out how we can help you increase your marketing effectiveness.

The Lessons for Advertisers

Regarding modern technology, advertisers have to work harder than ever to attract their target audience. And while there are plenty of different ways to advertise, not all methods are created equal. Thanks to neuroscience, some methods are proven to be more effective than others. Here are the five lessons for advertisers that we’ve learned from the science of persuasion with neuroethics examples:

Lesson 1 - Understand What is “Engagement”

Engagement measures how well someone is paying attention to what you’re saying or doing. And while it might seem like engagement is simply a numbers game, that’s not necessarily the case. We have so much activity in our brains that it's incredible we can concentrate on anything at all. For advertisers competing for consumers' attention, this can be a particularly challenging task. To understand how the brain engages with advertising, let’s look at the two different types of thinking:

1. Fast Thinking

Fast thinking, similar to autopilot, is when our brain is moving at a rapid pace. It is as if the information is being absorbed without being processed. This is the kind of attention we usually get when we’re scrolling through social media or watching television.

1. Slow Thinking

Slow thinking, similar to when the pilot takes over the controls from the autopilot, is when our brain is focused. This is the kind of attention we’re usually in when we’re reading a book or having a focused conversation. In terms of fast vs. slow thinking, our brain can only perform one or the other. That being said, research studies and focus groups meant to gather information in the past have employed slow-thinking methods. This has made many market researchers and data analysts slow to adapt to how people consume content. Luckily, neuroscience has begun to offer new insights into how the brain processes information and how we can utilize it.

Lesson 2 - The Bar is Higher Than Ever for Advertisers to Engage People

To paint a picture of the modern-day attention landscape, Nielsen Consumer Neuroscience conducted some groundbreaking research on the topic. In a series of studies, Nielsen Consumer Neuroscience measured the viewing behavior of two different groups: group 1 and group 2. For some context: group 1 was composed of one person sitting in a room with a television and nothing else. Group 2 was formed of two people sitting in a room with a television, smartphones, and other smart devices. According to their findings, group 2 paid far less attention to television than group 1. When multiple devices and people were present, the consumer’s attention to the television was nearly absent. This research has important implications for how advertisers and television should consider the modern consumer. In other words, advertisers must work harder than ever to engage the common consumer.

Lesson 3 - In Video Ads, Shorter is Better. Brand Early on and make it Big

Now that we understand how various media streams can affect attention spans let’s look at video advertising. When it comes to video advertising, the size of the screen plays an important role. In fact, according to Nielsen Consumer Neuroscience, smaller screen ads elicited a lower brain response than more prominent screen ads. Research shows that people pay less attention when ads are shown on a smaller screen, such as a smartphone. On the other hand, ads played on a larger screen, such as a television, had higher brain responses. Why is this? Advertisements today must engage the consumer, deliver a robust and emotional message, and strategically link imagery or associations to their brand. If one or more of those pieces are missing, the ad will likely be unsuccessful.

Lesson 4 - Small Changes Can Make a Huge Difference

You've probably heard the saying, “the devil is in the details." And this is true when it comes to advertising. Even something as small as changing when your business logo is displayed in an ad can have a significant impact. In fact, a video ad from pettheshelterpetproject.org reflects this perfectly. In the original ad, a dog was featured interacting with the camera and running back and forth across the screen. At the end of the ad, the logo and business message was displayed next to the dog. While this ad had excellent consumer engagement, the consumers were focused on the dog rather than the logo or message. To fix this, the team at pettheshelterpetproject.org decided to place their statement and logo when the dog was off-screen. Once the new commercial went out into the market, pettheshelterpetproject.org saw a 133% increase in website visits. In addition, there was also a 28% rise in pet finder database searches. Pettheshelterpetproject.org is a great example of how a minor change in your marketing strategy can make a big difference. That said, if you don't see the results you want from your current marketing efforts, consider making a small change.

Lesson 5 - Persuaders to Engagers

The final lesson about advertising is to refine what advertisers want to achieve. Traditionally, we aimed to persuade people to buy our products through knowledge, emotion or a mix of both. However, in the modern world, consumers are more likely to be turned off by cold-selling tactics than ever before. So, what do consumers want? If you ask consumers if they like advertising, the answer is often a resounding "no." However, if you ask them if they want to learn information about products they need, you may get another answer. What we are looking for is to create engagement with our audience. No longer can admen rely on cold strategies to achieve their objectives. The goal now is to become engagers, to get involved with our audience and create a connection. At Wizard of Ads®, our advertising approach is based on engagement principles. Using the advent of new technology, we can create more personalized and engaging ads than ever. Driven by data and insights, rest assured that your ads will reach the right people at the right time and place. For a more engaging way to advertise, book a call with Ryan Chute of Wizard of Ads® today.

Imagine…

It’s the early winter in your hometown, and you’ve woken up to find that your furnace has stopped working overnight.

As you layer up to brave the cold, you wonder, “Where can I find a reliable HVAC contractor?!”

You’d typically reach for your cell phone, Google the problem and find a nearby solution. However, before the internet, people relied on the Yellow Pages and White Pages to get help with their day-to-day needs.

So, you dust off the book, pull up a chair and begin flipping through the pages.

For decades, people used these directories to find local businesses like restaurants, household services and more. But as search engines like Google became increasingly popular for finding services, print directories disappeared from households almost overnight.

The good news is that you no longer need to dig through thick, dusty books for HVAC help. The internet provides plenty of helpful resources, from routine maintenance and emergency repairs to finding a local HVAC contractor.

But with the vast amount of online information, can the internet replace our once-valued print directories?

Can the internet offer the exposure businesses need to succeed?

The answer is yes. But since you’re inclined to trust your judgment, let’s discuss the benefits of marketing online.

The Days Before Search Engines

Imagine the internet being replaced with a large, dusty book with hundreds of pages of businesses in your area.

Not only would you have to thumb through all of the business, but each contractor’s information would also be limited.

That said, it’s safe to say that finding a reputable business of any kind used to be a complex process. Not to mention, after you found the business’s information,  you still had to call and set up an appointment.

Luckily, all of this has been made easier thanks to the invention of search engines. You can now type in your search term and get a list of businesses within seconds. You can also read reviews from other customers, get directions to the business and even book an appointment online.

With this modern convenience, consumers no longer have to spend hours on the phone calling around and making appointments.

And while the Yellow Pages holds a special place in our hearts, search engines have become all but indispensable.

However, with the influx of search engine users, businesses must work harder than ever to stand out.

At Wizard of Ads®, we specialize in creating disruptive brands that get noticed. Backed by our powerful data and expertise, we help businesses increase visibility, attract more leads, and ultimately drive sales.

We understand how important it is for businesses to get noticed in today’s crowded digital landscape. For that reason, we produce engaging offline content to attract consumer attention. From eye-catching billboards to radio ads, we develop campaigns that naturally drive traffic to your website.

Don’t let the competition get ahead – let us help you make your mark and grow your business! To learn more about how we can help you, book a call with Ryan Chute of Wizard of Ads® today.

So, What Happened To Yellow and White Pages?

Believe it or not, the Yellow Pages and White Pages are still around today in some capacity. However, despite their long history, Yellow and White Pages are essentially irrelevant.

The internet has taken over as the primary source for local information and businesses, eliminating the need for printed books. As a result, the amount of advertising in these directories has been steadily decreasing over time.

That, however, doesn’t mean that local businesses no longer have a place to market their services. In fact, the Internet has created many innovative marketing platforms for local businesses to use.

Search engine optimization, digital advertising, and social media are all powerful tools that businesses can use to connect with customers. By leveraging these techniques, local businesses can create an effective online presence and reach more people than ever before.

What’s more, they can also track their results in real time and adjust their marketing strategies accordingly. This makes it easier for them to understand how their advertising is performing so they can optimize it.

So, while the times may have changed, local businesses have more opportunities than ever to reach potential customers! In fact, keywords have become an excellent way for businesses to spread the word about their brand.

Branded Keywords Are the New White Pages

Branded keywords are the new White Pages for local businesses. Serving as a bridge to potential customers, these keywords allow businesses to advertise their services in a more direct manner.

For example, when someone searches for a business name, branded keywords allow it to appear instead of being obscured.

Additionally, they can also provide potential customers with more detailed information about their services, pricing and location. This means that consumers who are already looking for the services these businesses offer can find them more easily. With this increased visibility, their chances of reaching their target audience and making sales are significantly higher.

Unbranded Keywords Are the New Yellow Pages

Unbranded keywords are the new Yellow Pages for local businesses. Unbranded keywords are terms that a potential customer would use when searching for products and services online.

These words act as a gateway to finding the businesses offering the services they need in their areas. Small businesses use unbranded keywords to increase visibility and reach a wider audience.

Since unbranded keywords are not associated with a particular brand, small businesses can also compete more fairly. As a result, local businesses don’t need to spend a lot on branded advertising to be found online.

The Tortoise and The Hare

The Tortoise and The Hare, written by Aesop, is a timeless classic that teaches us an important lesson about perseverance.

The story follows a hare who, seeing himself as superior to the tortoise, challenges him to a race.

Despite his advantage, he underestimates the importance of hard work and becomes overconfident. Nevertheless, he stops to rest during the race, only to realize that his opponent has outrun him.

As a result, the tortoise ultimately wins the race, demonstrating the power of consistency and patience.

This story is a beautiful reminder to remain diligent in your efforts, no matter how small the progress may seem.

But how does a children’s story relate to marketing?

The hare, in this case, represents those who lack discipline in their work. They tend to be overly confident, believing that they can do anything without putting in the necessary effort.

The tortoise, however, is a reminder that hard work and persistence are the keys to success. That said, if you’re not diligently working towards your business goals, you’re likely to fall behind those who are.

And that, in itself, maybe just enough to cripple your business.

Become a Familiar Face – or a Familiar Voice

So what does it mean to become the tortoise of your industry?

You must be consistent no matter what medium you use to reach your customers and clients.

By consistently providing helpful content and engaging with your audience, your audience will become loyal to you.

This customer loyalty helps you become a familiar voice or face in your industry. As a result, people will begin to recognize your name and associate it with quality content and services.

When you maintain a consistent online presence, people will be more likely to share it with others.

So whether you’re on the yellow pages or the internet, remember to be persistent in your marketing efforts! Of course, we don’t expect you to do all this alone.

At Wizard of Ads®, our ad wizards specialize in helping you build your offline presence with more effective mediums.

Designed to draw your consumers to your online materials,  our campaigns give you the edge in a competitive market.

No longer worry about getting noticed or making sure your message reaches the right people. Our specialized team will ensure that your business stands out and reaches your target market.

To learn more about how we can maximize your marketing efforts, book a call with Ryan Chute today.

In today's rapidly changing digital world, brands face the challenge of staying relevant and competitive. But as much as businesses want to stay ahead of the curve, staying ordinary isn't going to cut it. Instead, disruptive brands are breaking the usual pattern and changing how business is done. These companies boldly challenge existing conventions, taking risks and pushing boundaries to stand out. Imagine taking a traditional approach and turning it on its head – this is the heart of disruptive brands. From innovative products and services to creating marketing strategies, these companies are transforming how their respective markets operate. Nevertheless, if you're not disrupting, you stay caught up. As such, disruptive brands are having a significant impact on the business world. They are reshaping how we think about industry standards, inspiring entrepreneurs, and pushing the status quo. So how can you become a disruptive brand? Here are some brands to look to for inspiration:

Brands of Yesterday

In the words of the late brand expert Wally Olins, brands were merely symbols of product consistency. In other words, branding used to be all about the product. In today's world, however, brands have evolved into something much more powerful that can influence people's feelings and thoughts. That said, brands must now strive to be more than just symbols on the outside of a product. Disruptive brands of the 21st century must be built upon community, values, and belonging. Businesses can create strong customer relationships and establish a distinct identity by investing in branding initiatives. From designing a logo to creating engaging content, businesses can leverage branding strategies to build long-term relationships with their customers. At Wizard of Ads®, we create disruptive brands by engaging customers emotionally. Backed by our data-driven approach, we develop unique branding campaigns that capture customer attention and make persistent connections. We understand that in today’s competitive market, businesses must deploy proactive strategies to remain ahead of their competitors. Book a call with Ryan Chute today to learn how our team can help build your brand.

What are Disruptive Brands?

Alongside offline marketing and branding techniques, disruptive companies offer customers a new level of engagement. They create innovative campaigns that challenge traditional assumptions and inspire customer loyalty through an emotional connection. By creating memorable experiences and connecting with customers, disruptive brands stand out from their competitors and build long-lasting relationships. So what does this mean for your business? Unless you disrupt the status quo, you risk becoming stagnant and irrelevant. That means you can still abandon traditional marketing and branding methods. For example, you can still use media outlets like TV, radio, and print to reach your target audience. However, you should also explore more innovative approaches to build customer relationships and give them something unique. This could include using interactive and personalized content, bold and daring visuals, and leveraging technology to capture customers' attention. These efforts will enable you to stand out from your competitors, create a lasting impression on consumers, and increase loyalty. If done correctly, you can start conversations with potential buyers and open up opportunities for new business. Ultimately, it's essential that you interpret the needs of your target audience and create content that resonates with them. With a combination of creative strategies, you can take control of the conversation and become an industry leader.

Disruptive Products and Companies

With all this talk about disruptive brands, you're probably wondering what it looks like to be disruptive. I mean, it's not like there's a magical formula for disruption. However, no matter what your product or service looks like, there are certain traits that disruptive companies and products share. Here are disruptive brands to look to for inspiration in 2023:

Sim Cards

The sim card, first developed in Germany in 1991, is a revolutionary product that has completely changed how people communicate. In fact, there are more sim cards on Earth than humans. And while sim cards have become a staple of everyday life, there was a time when the idea seemed outlandish. That said, in order to become a disruptive brand, you must be willing to take risks. Think about it, if sim cards had never been developed, the world of communication would look very different today. Nonetheless, don't be afraid to challenge the status quo. And if you're lucky, you may develop the next revolutionary product.

McDonald’s

Mcdonald's, also known as the fast food giant, has also mastered the art of disruption. In the 1950s, McDonald's introduced fast food to America and changed the restaurant industry forever. However, as the fast food giant grew, so did its innovative approaches. From the United States to China, McDonald's has rapidly adapted its menu and services to fit into the local culture. For example, the company introduced a Karubi Burger in Japan and a McSpicy Paneer in India. These strategic moves not only allowed McDonald's to survive the competition but also made the brand a global success. The most important lesson from McDonald's journey, however, is that they utilized the same branding despite their menu changes. This consistent branding allows their customers to easily recognize the company no matter what country they are in.

GAP

With customer experience on the rise as a differentiating factor between companies, GAP's logo change in 2010 sparked considerable debate. Unlike McDonald's, GAP didn’t introduce new items or services but instead introduced a new, unrecognizable logo. The goal was to make the logo look more modern and young, in order to better reflect its brand image. However, the move backfired immediately, with customers and the media taking to social media in droves to express their disapproval. GAP was quick to respond and revert back to its original logo. While the company may have lost money in the process, showing that they take customer feedback seriously drove consumer respect. That said, the incident serves as an important reminder that your consumers are in the driver's seat. If you aren't appealing to your target audience, there is no way to succeed in the long run.

Nike

Nike has been an industry leader in the realm of branding for years. Through cleverly designed advertisements, catchy slogans, and celebrity endorsements, the company has built a strong reputation for disruptive innovation. That was, until Nike’s 1985 release of their new Air Jordan sneakers. Although the shoes were a massive hit, they also sparked a debate about the NBA's uniform regulations. At the time, the league had a policy prohibiting players from wearing shoes that did not match their team's colors. That said, the NBA charged a $5000 fine every game that Michael Jordan was found wearing the Air Jordans. How did Nike react? hey paid the fine and encouraged Micheal Jordan to continue wearing the shoes. The move paid off in huge dividends for the company. In fact, the controversy surrounding the shoes made them even more desirable, and people were lining up to buy them. The lesson we can learn from Nike can be applied to everyone, whether you have thousands to spend or not. That said, don't be afraid to push the boundaries. You never know what kind of success you could find.

Uber

Uber is another company that has used a daring strategy to great success. In the face of existing taxi companies and regulations, Uber pushed ahead with its innovative ride-sharing platform. Combining transportation and technology, Uber offers customers a safe, convenient way to get around. It didn't take long for Uber's services to become popular, and it now operates in thousands of cities worldwide. Like Nike, one of the keys to Uber's success was that it wasn't afraid to challenge the status quo. Their willingness to put two industries together and develop a whole new business model has been extremely successful.

Credit Karma

Finally, Credit Karma, a financial technology company, is an excellent example of how a business can revolutionize an industry. Before Credit Karma's arrival, consumers had limited options when it came to understanding their credit scores. Falsely advertised as "free", many services charged hidden, recurring fees. Credit Karma challenged this by providing consumers with free access to their credit scores and valuable financial advice. They also made it much easier for consumers to compare different lenders, such as credit card companies and banks. This allowed for more transparent and competitive rates. Because of this, Credit Karma has become a trusted source worldwide for those who need help with their finances. As a result of their innovative approach and willingness to fix broken processes, they have become a leading financial institution.

What Makes a Company Stand-out From the Crowd?

Today, disruptive brands have a lot to offer consumers and the business landscape. From breaking the status quo to challenging existing conventions, companies that stand out from the crowd are doing something right. But how can you follow in their footsteps? What sets a successful brand apart from the rest? For starters, you must set yourself apart from what everybody else is doing, even if it is considered unconventional. Companies that offer unique products, experiences, or innovative services, often have a distinct edge. It’s also important to fully commit to sharing something that no one else can offer. If a company is passionate about its product or service, that enthusiasm will show. Finally, don't be afraid to take risks and be creative. Copying or imitating others will only make it harder for you to stand out. To truly succeed, a company must create something authentic, innovative, and inspiring. And we can help you do just that. At Wizard of Ads®, we help businesses create unique, customized marketing plans that help them stand out from the competition. Through ad and content marketing strategies, as well as data analysis and other methods, we help businesses reach their goals. So when you’re ready to take your business to the next level, we’re here to help. To learn more about your one-way ticket to industry disruption, book a call with Ryan Chute today. Together, we can turn your business into a force that stands out from the crowd.