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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.

With the influx of content flooding the internet, creativity is a must to stand out from the crowd. Creative disruption is taking a traditional approach and turning it on its head. Think wild, unexpected ideas that are not just entertaining but eye-catching, thought-provoking, and different. Disruptive advertising puts you in the driver's seat for getting noticed in an increasingly noisy market. By perfecting this creative, you can engage passive viewers and convert them into active participants. But what does it mean to be creative? What if you aren't blessed with the creative gene? In any case, it's good to know that disruptive advertising can be simple. In its simplest form, it's just about asking the right questions. Whether you reframe your audience's perspective through storytelling or provoke a reaction with bold visuals, creating dialogue is vital. By taking risks and pushing boundaries, you can ensure that your message stands out in an increasingly crowded marketplace. So why not give it a try? Here are some tips to help you get started:

Disruptive Ad - John 3:16

Whether you are a Christain, a sports fan, or both, you likely have heard of John 3:16. As it turns out, this famous bible verse has been used to create a genuinely disruptive ad. Rollen Stewart, also known as Rock'n Rollen, was an evangelist who attended many professional sports events around the country. In the mid-1970s, he began to display signs with John 3:16 printed on them. This raised awareness of the bible verse and uniquely captured people's attention. Not to mention that aside from the cost of the sporting event, it cost him nothing to share this message. Unfortunately, Rollen's efforts to grab the attention of the masses with his John 3:16 signs were short-lived. The events following his fame lead many to believe he is not a Christian. In fact, due to his childhood traumatic events, he was considered an attention seeker. In the early 1990s, Rollen was found setting off stink bombs around LA and sending threatening letters signed “the Antichrist.” Later, in 1992, he was arrested for holding three people at gunpoint and demanding a 3-hour televised press conference. It is unclear whether Rollen's criminal activity was an act of rebellion against Christianity or a plea for help. Either way, his stunt with John 3:16 remains one of the most famous forms of disruptive advertising today. Brands globally have adopted a similar approach without criminal offense. The key to success with disruptive advertising lies in understanding your target audience and what will make them pay attention. It's not about being outrageous for shock value; it's about creating something meaningful that stands out from everyday noise. By challenging the norms, disrupting advertising can be used as a powerful tool to draw attention and create conversation. And if done correctly, you can do more than just draw attention. At Wizard of Ads®, we have mastered the art of disruptive advertising to create campaigns that drive results. By breaking conventions and challenging the status quo, we achieve client objectives while creating something worth discussing. Say goodbye to boring advertising that gets lost in the noise. With disruptive advertising, you can make a statement that will be remembered and talked about for years. Ready to create an ad campaign that disrupts conventions and drives results? Book a call with Ryan Chute of Wizard of Ads® today.

Taking Advantage of Disruptive Advertising

Thanks to people like Rollen Stewart and the internet, disruptive advertising is more important than ever. Why? Well, the why comes from consumers having an endless number of choices. A lot of noise and competition can make it difficult to stand out. That’s why it’s crucial to create an ad campaign that breaks through the clutter. Your marketing campaign must capture your target audience's attention and encourage them to take action. But how can you create an ad campaign that disrupts conventions and drives results? Here are a few tips to get you started:

Thinking like a Customer

Throughout my career, I have encouraged business owners to take a walk in their customer’s shoes. Why? They are the ones who determine the success and the ones who will ultimately buy your products. It’s essential to get inside their heads and understand what makes them tick. By understanding what motivates them and drives their behavior, you can craft a campaign that resonates with them emotionally. So, to begin building an effective ad campaign, start by asking yourself the following questions: Who is your audience? What are their needs and wants? How do they feel about your industry or sector when interacting with it? When you find the answers to these questions, you’ll be on your way to delivering disruptive marketing that resonates.

Keep Updated on Emerging Trends

It's no secret that technology and consumer preferences are constantly changing. To stay ahead of the curve, you must research and keep up with industry news regularly. This means staying in tune with trends such as the latest technology, popular solutions, and more. You have a lot on your plate. Let me suggest some terrific resources to help you stay on top of the latest industry trends.

Social media

Social media is your friend. You can use Facebook, Twitter, Reddit and other platforms to stay clued into the conversations that matter. Plus, you can join relevant groups in your industry and follow influencers who may have an edge on what’s hot.

Industry News

Many professionals are sharing their insights on the web in various forms. If you are still getting into social media, look into industry publications, newsletters, and magazines. Sign up for a few subscriptions to stay ahead of the curve. By keeping your ear to the ground, you can quickly capitalize on any emerging trends your target audience is interested in. This will also come in handy while deciding where to advertise your disruptive campaign.

Understanding Your Target Market and Customers

While disruptive advertising can sometimes be controversial, it is essential to understand how your message will be received. Take the time to research your target audience and learn what kinds of messages will resonate with them. Do they prefer humor, or are they more serious? What is their age range? Will they even understand the message? Knowing the answers to these questions can help you craft a compelling message that your market will welcome. Because while advertising has evolved, one thing that has yet to change is the need to understand your target audience.

Utilize Marketing Tools

To be frank, we are lucky to have all-powerful tools such as the internet and CRM systems. Using these tools, you can reach your target market quickly and easily. You can also track your campaigns to determine which messages resonate with your audience and which ones need to be reworked. This will help you refine your message and ensure maximum reach–without wasting time or money. If you ignore these tools, chances are your precious marketing budget will be spent in vain. Therefore, your message will go unread and have no impact.

Experiment with Different Tactics

Being tactical in your marketing efforts is another way to ensure business success. And luckily for you, there are several different tactics that you can use to reach your target audience. Here are some of the most effective:

Guerrilla Marketing

Guerrilla marketing is about experimenting with different tactics to find what works best for you. It often uses unconventional methods, such as street stunts or social media campaigns, to grab attention. And because it’s unexpected, it can effectively get people to notice.

Experiential Marketing

Another great marketing tactic for disruptive marketing is experiential marketing. This involves creating unique experiences such as pop-ups or flash mobs. Experiential marketing is also a great way to involve your customers in your product. By directly engaging with consumers, it can create a powerful connection that resonates and is memorable.

Digital Marketing

Finally, digital marketing, such as email campaigns, social media ads and SEO, can help you reach your target audience. However, beware that digital marketing comes with much higher competition than other marketing methods. To stand out from the competition, you must understand your target market and keep up with the latest trends. You can effectively build lasting relationships with your market by leveraging a combination of guerrilla, experiential and digital marketing techniques.

Be Consistent

Consistency is key when it comes to marketing in two ways. First, your message should remain consistent. You don’t want to be sending mixed signals to your audience. A strong, unified message will help you build brand recognition and trust. Second, you need to be consistent in terms of the frequency of your campaigns. Customers are more likely to remember a brand if they see it often enough. Make sure your campaigns are running regularly and don’t be afraid to mix things up a bit. By following a consistent approach, you can build a strong relationship with your audience and keep them engaged. You’ll also be able to measure the success of each campaign so you know what works and what doesn’t.

Track the Results of Your Experiments

By tracking metrics like engagement, conversion rates and sales data, you can determine which parts of your campaign were successful. Additionally, you'll be able to identify any areas that need to be improved, allowing you to develop more effective strategies. You can use data analysis tools like Google Analytics or create a spreadsheet to begin tracking your results. This will help you make the necessary adjustments to ensure that your disruptive marketing efforts are successful. In conclusion, with creativity and careful tracking of your results, you'll be one step closer to market disruption. And, if you're lucky, your campaigns will be the ones that set the trends for others to follow.

The Beauty and the Best of Disruptive Ads

Standing out from your competition is a rewarding task. Who doesn't love a bit of recognition when their campaigns are noticed? But with all this talk about disruptive advertising, what makes disruptive ads so appealing? Here are the two key elements that make up a genuinely successful disruptive ad campaign:

The Emotional Connection

Remember when you used to turn on the television, only to be left in a pool of tears by the ASPCA commercial? That’s the power of emotion in action. Creating an ad that’s connected to people’s emotions and tapping into their needs automatically becomes more appealing. Think about it, when's the last time you did something that made you feel great? Chances are, it connected to your emotions and gave you a sense of satisfaction. The same goes for disruptive advertising. Now, that doesn’t mean you have to make people cry. It’s about connecting with people emotionally and providing them with engagement and fulfillment. It's this emotional connection that makes disruptive advertising so powerful. It's not just about getting people to buy your product or service but getting them invested long-term. By tapping into the emotional power of disruption, you can create ads that inspire and engage your customers emotionally.

The Engagement

While emotional connection can be a one-time thing, disruptive advertising is created to make lasting impressions. You can establish an ongoing relationship by creating advertisements encouraging customers to interact with your company. In other words, brand loyalty is a phenomenon. If you can create content that resonates with people deeply, it will lead to repeat purchases. Customers will become engaged by creating advertisements that challenge the status quo rather than just listing features and benefits.

Guilty But Unashamed: The Boy Who Shouted, “The King is Naked!"

The Emperor's New Clothes, by Hans Christian Andersen, is a timeless tale that emphasizes the importance of disruptive advertising. The story is about two weavers who promise the emperor clothes that are invisible to those who are not intelligent. The weavers, however, have deceived the emperor. Of course, no such suit exists, but all of the emperor’s advisors pretend they can see the claim. That is, until one young boy shouts, “The King is naked!” This brave act of defiance is an excellent example of how one can take action in the face of conformity. In other words, it takes courage and boldness to tell the truth. People are afraid of change or doing something different from everyone else. In advertising, however, you must be brave enough to stand out from the crowd and disrupt the status quo. By being disruptive, you can capture people’s attention and make them stop and pay attention to your message. I think that’s worth the risk. Sometimes, it just takes one bold statement to set the wheels of change. So like that boy and the most significant advertisers of our history, be brave. Don’t let fear stand in your way of creating something powerful and memorable. Be bold, take a stand against conformity, break the rules and create something iconic. That is how you can make your mark on this world. Of course, no one expects you to do this alone. Luckily, that's where we come in. At Wizard of Ads®, we generate disruptive branding backed by data and insights. We don't just stick with the status quo; we push boundaries and strive for greatness in our projects. We have an incredible team with decades of experience ready to get the wheels of change in motion. Together, we can make something special happen. And as long as you’re willing to learn and take risks, we can help you achieve your version of greatness. So what are you waiting for? Book a call with Ryan Chute today to start your journey to disruptive success!

In a world filled with countless ads competing for attention, it's no surprise that many admen are turning to fraud. From empty promises to outright scams, ad fraud is creating a huge problem for brands and advertisers. And it's only getting worse. In fact, in 2019, about 20 percent of ad impressions served programmatically in the United States were fraudulent. And that number is only expected to grow. False advertising can take many forms, from bots that click on ads, to false traffic generated by hijacked apps. Ad fraud can also include redirects and malware-infected ad networks that siphon off money without delivering any real results. That being said, brands must be proactive in their efforts to protect themselves and their brand from fraud. If not, the costs of ad fraud can add up quickly, resulting in revenue loss, damaged reputation, and decreased trust. But what is false advertising really? And what are its consequences? Here is a quick breakdown of ad fraud and how brands can guard against it.

How Much Is the Cost of Ad Fraud?

There is no doubt that the cost associated with ad fraud is no small change. According to the Statistica Research Department, ad fraud costs in the United States are believed to reach 81 billion dollars. Unfortunately, this cost isn't just limited to the United States. In fact, because ad fraud is most prevalent on smart devices, false advertising has a global reach. However, money is not the only cost associated with ad fraud. Brands can also suffer reputational damage, as well as lost trust and loyalty from customers. In other words, rebuilding customer relationships after being a victim of ad fraud is no small task. In fact, it can be more difficult to do than building them in the first place. In light of these facts, what should you do with them? While digital media fosters an incredible opportunity for businesses to grow, it also puts your brand at risk of ad fraud. That being said, when choosing a marketing partner, you should ensure they have a reputation for security and trust. At Wizard of Ads®, our team takes the security of our clients very seriously. Built on trust and transparency, we use factual data and validated information to win your customers’ confidence and drive sales. Your business deserves the peace of mind of knowing that you are working with an experienced team that understands trust. To learn more about how we can protect your brand, and increase your ROI, book a call with Ryan Chute.

The Big Short: “Figures don’t lie”

As far as fraudulent activity is concerned, this is not our first time facing this issue. In fact, in 2008, when the United States was hit with a subprime mortgage crisis, many people suffered significantly. After the stock market plunged dramatically, investors and consumers were left in a state of panic and seeking answers. The question is, how does all of this relate to protecting your brand? Let's quickly allude to "The Big Short" - a movie that details the events that led up to the mortgage crisis. "The Big Short", directed by Adam McKay, follows a group of investors who replay the events of the mortgage crisis. In this movie, the characters are portrayed as financial geniuses who have a knack for understanding the economy. One scene in particular, however, can closely relate to the unregulated world of online marketing. In this scene, Mark Baum and Vinnie Daniel visit Georgia Hale, an employee of the ratings agency Standard and Poor’s. Vinny opens by questioning why the ratings agencies haven’t downgraded subprime bonds since the underlying loans are clearly deteriorating Georgia responds, "Well, the delinquency rates do have people worried but they’re actually within our models." Mark and Vinnie proceed to ask Georgia if they've looked at the loan-level data. Georgia annoyingly responds, "Excuse me, sir. What do you think we do here all day?" To clarify the situation, Mark asks Georgia to recall a time when the banks didn't receive the Triple-A percentage they wanted. In response, Georgia replies, "If we don’t give them the ratings, they’ll go to Moody’s, right down the block. If we don’t work with them, they’ll go to our competitors. It’s not our fault. It’s simply the way the world works. "Vinnie and Mark are left speechless as both of them recognize the greed, shadiness of the situation. Utilizing this scene, we can confidently conclude that like the unregulated world of subprime loans, ad fraud cannot be regulated. Thus, we must work to become more aware of the situation and recognize the attributes of fraudulent marketing. We must also ensure that all ad spend is being used efficiently and effectively.

What Is Ad Fraud?

Beginning in the mid to late 20th century, fraudulent marketing practices became more prevalent as digital advertising platforms emerged. In fact, in 1970, Campbell's soup was approached by the FTC for deceptive advertising practices. The FTC, however, did not have the tools nor staff to regulate the growing digital ad market. As a result, fraudulent marketing practices continued to grow in prevalence over the years. To better regulate the market, the National Advertising Review Board (NARB) was created in 1971. The NARB is a self-regulating body that works to ensure that all marketing campaigns comply with the FTC's guidelines. They review ads and remove any false or misleading claims, as well as any other violations of FTC regulations. In spite of the NARB's efforts, however, it wasn't enough to prevent marketing fraud on its own. In the late 20th century, ad fraud started to become a major problem. This was due to the rapid growth of digital advertising and fraudsters' ability to exploit its global nature. This made consumers weary of the truthfulness of advertisements and put brands’ credibility at risk. From half-truths to blatant lies, fraudsters were taking advantage of the lack of oversight in digital marketing. To combat this, consumers can bring legal action regarding false advertising under the Lanham Act. This act states that any "unfair or deceptive acts of commerce" are unlawful. If the false advertising is being perpetuated, those who are affected may sue for an injunction or monetary damages. Alongside the Lanham Act, several states enforce the Uniform Deceptive Trade Practices Act. This act creates a standard by which states enforce false advertising laws. The Act applies to all goods and services, including digital marketing. In order to protect consumers from false advertising, digital marketers must be aware of all relevant laws and regulations. This includes developing a better understanding of the FTC’s endorsement and testimonial guidelines, and the provisions of the Lanham Act. Additionally, it is crucial to note that while these acts are in place, not all fraudulent ads are found guilty. In fact, if the false claims are not damaging to consumers or competitors, they may escape legal consequences. Thus, it is important to take necessary precautions when promoting or purchasing a product or service online. It's also crucial to understand just how much of the internet is fake.

How Much of the Internet Is Fake?

To answer the question above, I want to first establish what we mean by "fake." The internet is a vast platform composed of billions of websites and pages, some of which contain false information. However, what about the engagement itself? Sites like YouTube, Twitter, and Instagram have been known to use bots to simulate engagement on their platforms. These bots can be used to generate "likes" and comments. The purpose of these is to falsely inflate the number of followers or engagement around a page or video. This can lead to consumers being misled by seemingly high engagement when in reality, the level of interest is low. That said, how much of the internet is fake? In general, it has been found that less than 60 percent of web traffic is generated by humans. So what does that mean for metrics? Unfortunately, this means that many of the metrics used to measure engagement are less reliable than we think. From fake people and businesses to fake content and clicks, the prevalence of fake interactions can be incredibly damaging. In fact, some of our most beloved social media platforms are rife with false information and false metrics. Facebook, for example, has been accused of covering up significant overstatements of user engagement on the platform. In fact, in October, small advertisers filed suit against the social-media giant. The company was accused of covering up significant overstatements of its watch time. According to Facebook, the user engagement metrics were overstated by 60 to 80 percent. The plaintiffs, however, suggest that it was more. The problem with user engagement metrics is that they can be manipulated by bots and fake accounts. And this isn't just limited to Facebook. Twitter, Instagram, and other social networks have also been impacted by false accounts and metrics. In fact, even the cell towers that measure mobile engagement miscalculate the amount of traffic they generate. So how do we prevent user engagement metrics from being manipulated? The first step is to be extremely diligent when it comes to reviewing accounts and metrics. Next, you must accept that the media supply chain, in itself, is fraudulent.

A Fraudulent Media Supply Chain

Whether you're a business owner, an adman, or a consumer, you have been subject to fraudulent media supply chain manipulations. To prevent these manipulations, brands, consumers, and admen must first accept and understand the reality of the situation. In fact, Marc Pritchard, CEO of Procter and Gamble and world-renowned marketer, has a few choice words regarding the issue. “We have a media supply chain that is murky at best and fraudulent at worst. We need to clean it up and invest the time and money that we save into better advertising to drive growth…”To further discuss his point, Pritchard criticized the industry for its lack of transparency, and the need to fix it. “Adopt one viewability standard. Implement accredited third-party measurement verification. Get transparent agency contracts and prevent ad fraud. Yet, for many reasons, we haven’t taken enough action to make a difference.” To close, Pritchard stressed the disgust and frustration of the consumers, admen, and brands in the industry's current state. “We’ve come to our senses. We realized there is no sustainable advantage in a complicated, non-transparent, inefficient, and fraudulent media supply chain.” That said, like in The Big Short, Pritchard identified the industry’s current “big short” and called for urgent action. What is the action that Pritchard is calling for, you may ask? Certainly, we can't all just log off our computers and stop using the Internet. Instead, we, as a collective group of industry stakeholders, must be proactive in spending our ad dollars responsibly. The question is, how would this work in practice?

Online Marketing vs TV Ads vs Radio Ads

To some of you, it may seem like the answer is obvious- quit digital/online marketing. However, I am not suggesting you cut digital ads. In fact, online marketing has generated immense value for businesses over the past two decades. Rather, I am suggesting that we need to be more mindful of where our ad spend is going. Are you receiving qualified, profitable leads from your marketing efforts? Do the costs of running these ads outweigh potential profits? Is digital marketing really better than offline advertising such as TV ads and radio ads? These are all valid questions that need to be answered before making an informed decision. And for those of you who think traditional marketing is dead, you may want to think again. In fact, in 2020, studies suggest that 83 percent of Americans listened to the radio every week. And if you still don't believe me, consider this: adults watch TV between 13 to 23 times longer In fact 2C TV advertising displays, as on their mobile devices.) than PC and mobile. Not to mention the significant decrease in bots and fraudulent activity. So while digital marketing is an effective way of reaching consumers, offline advertising still has a lot to offer. There's a reason why large, successful companies still opt for offline marketing. It's because it works. Not to mention the fact that many offline methods have lower costs compared to digital campaigns. So the next time your metrics start to drop, don't forget the tried and true methods of offline marketing. You might be surprised at what it can do for your business. And if you're looking for a data-driven, trustworthy partner to help you get started, look no further. At Wizard of Ads®, we specialize in offline and online marketing, including radio, television, and digital media. Backed by knowledge and experience, we have the expertise to help you propel your business forward. With our data-driven approach and decisive analysis, you can count on us to deliver results quickly and effectively. We know that the needs and requirements of businesses can vary drastically. That's why we tailor our campaigns to meet your specific needs and goals. Whatever your marketing needs may be, our team of ad wizards are eager to help you reach your objectives. No longer do you need to worry about wasting time and resources on ineffective marketing methods. Book a call with Ryan Chute today to get the help you need in taking your business to the next level.

Why do advertisers use vivid imagery and sensory vocabulary in their ads? Simple. Because businesses want to associate their products with positive emotions and experiences in the consumer's mind. As a result, whenever customers come across those products in real life, they will recall the feelings behind those ads. This process is called classical conditioning. Classical conditioning is a form of learning introduced by Ivan Pavlov in his famous psychological experiment. In Pavlov's dog experiment, he trained dogs to express a conditioned response using a conditioned stimulus. In the same manner, your goal in your advertising is to get people craving, longing and itching for your solutions. That’s possible when you drizzle a dose of classical conditioning in your advertising. There's just one problem: it takes more than flowery words and cognitively stimulating imagery to get there. Here, we'll discover how you could integrate classical conditioning in your ads to make your market respond in your favor. Keep reading.

Pavlov’s Dog and the Birth of Classical Conditioning

Pavlov's dog experiment ultimately paved the way for understanding how canine learning works. While your target market is not dogs, classical conditioning is applicable and relevant to humans. Specifically, classical conditioning is a powerful agent in the world of advertising. Before connecting the dots between classical conditioning and advertising, let's first learn about Pavlov's dog. Ivan Pavlov, a Russian Psychologist and behavioral scientist, had the inkling that salivating is natural among dogs. It is not a learned behavior but an unconditioned response to an unconditioned stimulus — food. When dogs see food, they naturally salivate in anticipation of eating. However, before going over the experiment, he realized something else. The salivation process occurs not when the food is available but even before the food’s in sight. Dogs begin to salivate as soon as they hear the footsteps of the assistant that serves the food. This incident triggered Pavlov's interest in neutral stimuli. For some reason, Pavlov was interested in eliciting a response among dogs using a conditioned stimulus. That means getting the dogs to subconsciously react (salivate) to an action that is not associated with food.

As a result, he conducted an experiment where he played with a metronome before giving the dogs their food. Over time, the clicking sounds of the metronome caused salivation even in the absence of food. In other words, Pavlov's dog theory figured out how to induce a conditioned response to a conditioned stimulus. This type of learned behavior is called classical conditioning. Now, how does this relate to advertising?In business and advertising, entrepreneurs want to elicit a conditioned response from their market. To some, that response might induce a strong brand awareness.

On the other hand, other visionaries want to get the target audience to buy their products. Use classical conditioning techniques to control how customers react to your products and services. In advertising, your advertisement is the conditioned stimulus, while how your customers feel is the conditioned response. The goal is to emotionally connect with your customers through the ads for customers to respond desirably. You leverage the value of your solutions when you associate them with pleasurable experiences and desirable qualities in your advertising. In other words, speak to the dog in the language of the dog — that's how classical conditioning works in advertisements. More importantly, that is how you get customers to drool over your products and services. Here's the rub: we can do that for you. At Wizard of Ads®, we always make sure to infuse the Pavlovian theory into the advertising strategies of our clients. Classical conditioning is a powerful weapon when harnessed correctly, and we like your business to wield it victoriously. Book a call with Ryan Chute of Wizard of Ads® today, and we'll arm your business with the Excalibur of classical conditioning.

Classical Conditioning Daily

Marketing and advertising are not the only aspects where classical conditioning is relevant. Classical conditioning is actually more common than we can ever imagine. In fact, most people are not aware, but classical conditioning is pulling the strings behind their lives. Creepy, isn't it? Do not worry. While the dog bell experiment may be relevant to people, classical conditioning is not a negative principle. Below, we'll look at the most common classical conditioning examples that people experience daily:

Hotdog stand

Have you ever walked by a hotdog stand and suddenly felt hungry, even though you weren't feeling it before? Eventually, it became your daily habit to walk by the stand and grab yourself a hotdog. This is classical conditioning at work. As the hotdogs’ smell wafts through the air, your brain associates it with the positive experience of eating delicious food. The unconditioned stimulus is smelling the scent and seeing the sizzle of the hotdog, while the unconditioned response is hunger. Sooner or later, just the smell or sight of cooking hotdog alone triggers your cravings and makes you feel hungry.

PTSD trigger

While classical conditioning can be associated with everyday responses, a negative stimulus can also trigger this behavioral learning. One example is the development of PTSD or post-traumatic stress disorder. In the face of a traumatic event, the unconditioned response may be an adrenaline rush to panic and go hysterical. This is a common problem among vets who have experienced the horrors of war. Worse, it may lead to flashbacks, nightmares, and anxiety. As a result, conditioned stimuli like fireworks or loud banging noises may trigger PTSD symptoms and intense feelings of fear. This is the foundation behind fear-based marketing. Companies exploit classical conditioning by adding negative stimuli alongside their products. This includes showing gruesome images, negative imagery, or fear-inducing words. Consumers associate this inherent fear with the product and feel a sense of urgency to buy it to escape harm.

Toy advertisement/Window display

Another example of classical conditioning in advertising can be seen in toy advertisements or window displays. Think about a toy store with a display featuring the latest and greatest action figure or doll. The display is often surrounded by bright lights and flashy signs, creating a positive association with the product. You'll see kids with wide-open eyes drooling over the displayed toys. But what if the store decided to change the display and make it more subdued? Perhaps even adding an unpleasant scent to the mix? The product may elicit a different positive response from customers. This is the work of classical conditioning. The toy acts as the unconditioned stimulus because it naturally evokes a positive response. Conversely, the flashy lights and pleasant smells are conditioned stimuli that reinforce children's affinity to the display. That's why toy ads feature kids playing with toys, buzzing and booming sounds, and colorful and vivid lights.

The coffee aroma in an open café

The smell of freshly brewed coffee wafting through the air can act as a conditioned stimulus in classical conditioning. Imagine customers having positive experiences (such as enjoying a delicious cup of coffee) in the presence of the coffee's aroma. People may begin to associate the scent with pleasure and satisfaction. In this way, the smell of coffee can serve as an effective advertising tool for cafes. Enticing to the senses, customers will come inside and potentially make a purchase. However, there's a caveat. It is important to note that classical conditioning only works if the unconditioned stimulus remains positive. In this case, the actual taste and enjoyment of the coffee stay delicious as can be. If the coffee starts to disappoint customers, the pleasant aroma may no longer be enough to draw them in. Let's step back into Pavlov's dog bell experiment again. If Pavlov stopped giving dogs food at the sound of the metronome, the dogs would eventually stop salivating. It's the meat paste that dogs want, not the bell that rings along with it. Consistently give your customers meat paste, and they'll salivate all the same with your advertising efforts.

Product jingle/Theme song

Have you ever found yourself singing along to a commercial jingle or humming the theme song of your favorite show? What did it make you feel? If it was an 80s theme song, you felt nostalgic and wanted to watch the show again. On the other hand, singing along to memorable product jingles help greatly in brand recall. Like Pavlov's classical conditioning story, we have learned to associate certain sounds with products or shows. For instance, don't you crave a Big Mac whenever you hear McDonald's classic "I'm lovin' it" outro song? Or perhaps, Coca-Cola's "Taste the Feeling" jingle makes you want to reach for a cold can of Coke. That's classical conditioning at work. Repetitive exposure to branding elements like jingles and theme songs can condition consumers to associate those sounds with brands. This elicits a desirable internal reaction, if not outward, among the people listening to those branding elements. The thing is: it's not just jingles and theme songs that induce those actions. After all, not every business has a jingle, but what gives their ads the kick of classical conditioning? Below, we'll delve into how classical conditioning can be used in your residential home services ads.

Pavlov's Dog and Home Service Ads

Let's all agree people begrudge all types of residential home service purchases – roofing, HVAC, plumbing, masonry, lawn care, etc. All home services are on the, "I haven’t budgeted for you" list for your customers. It's the thought of calling your business up for a service people don't want to deal with. Sadly, many customers are naturally inclined to think that home service contractors are ripping them off. Your quote (any quote) leaves a bitter taste in their mind when they see the bottom line. It is because you are selling an externally triggered grudge purchase. Let’s break this down:

• "Externally triggered," meaning the purchase decision is motivated by an external event – something broke. This forces them to make a buy in response to a NEED, not a WANT.
• "Grudge purchase" because people love gratification. When they’re forced to buy something, this depletes their happiness with a negative situation. Now they have to spend money they don’t want to, take time away from their already busy schedules, and cope with the anxiety, frustration, and stress of the situation.

Your goal as a business is to bring calm back to your customer's life. To transform their buying decisions from negative resonance to positive resonance — that's where classical conditioning comes in. That's what you're selling when advertising AC unit diagnosis, plumbing repair, and roof replacement. How exactly do you make your advertisements positive in your customers' mind? Simple. Speak to the dog in the language of the dog. What does the dog like to hear?

Speak music in their ears

The key to successfully pulling off classical conditioning is to tell your target market what they want to hear. That is a partial list of your product features and benefits. Even if you repeatedly tell them how cold their AC is or how durable your plumbing pipes are, it won't work. Customers want you to meet them in their perceptual reality — the only reality that matters for businesses. Their perceptual reality hides in the advantages of your products, not in the benefits or features. Your target market will listen to your offer when you articulate the advantage they'll get from your solutions. For instance, imagine an air-conditioning unit:

• Feature: High-quality refrigerant inside indoor coils
• Benefit: Works faster in making the room cold
• Advantage: They don't have to wait before the cool breeze kisses them

Use vivid imagery and powerful sensory words

Advertising is more than speaking about the advantages that make your solution 600 ft above the competition. You need to articulate your advertisements to get the message across creatively. Poor advertisements get lost in the gray; your goal is to rise above obscurity and connect with customers emotionally. In this case, instead of boasting about how cold your air-conditioning unit is, say it creatively. For example, saying, "our cold AC is the coolest there is!" doesn't give off the factor that makes people imagine. Instead, you could say, "the refreshing kiss of cold air will cool the sweat on your brow." The point is to make people cognitively experience those advantages through vividly imaginative words.

Give them an offer they cannot resist

Like Pavlov's dog experiment, the metronome would eventually cease making dogs salivate if the meat paste no longer comes with it. In advertising, you must pair your desirable, creative, and vivid advertising with an offer that's truthfully worth having. Give them an offer they can't refuse, and they'll say yes every time. The key here is to create a perfectly fair competitive advantage. That means you must make an offer that outstrips your competitors. Speak about the value and benefit of having your product. What do you offer that others will not or cannot? Be bold and overarching while remaining realistic. Look at those small pizza businesses that give their products for free if delivery exceeds their promised time. That's a perfectly fair competitive advantage. A perceptually high-risk, high-reward offer that makes it hard to say "no" to. For example:

• A 50-year non-prorated warranty for the roof you install.
• Always on-schedule visits or the service call is free.
• One-year no-risk service warranty if your HVAC unit breaks after repair.

Whatever it is, customers should feel like they're getting more from you than you from them. That's the secret to creating an irresistible offer. Getting ahead in your advertising is all about classical conditioning. When you condition them to look at your business in a positive light, you win the business. So, are you ready to condition your market's mind? If yes, and you need help, we can support you. Wizard of Ads® has been the number one partner of residential home service businesses in their advertising and marketing endeavors. Our team will ensure that all your ads and business touchpoints are geared toward classical conditioning. Book a call with Ryan Chute, and let's speak to the dogs in their woof-woof language.