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Advertising
Ethos, Pathos & Logos: 3 Musketeers Of Persuasive Ads
Your sales pitch is ineffective and your content is not persuasive. In other words, your customer is not impressed. Your offering, however, is groundbreaking. Everyone who sees your solution is wowed by your creativity, your innovation, and your value. So how do you get your foot in the door? The answer is simple: ethos, pathos & logos. Ethos, pathos & logos are essential elements of persuasion. From television ads to public speeches, understanding how these elements work can help you be a more effective communicator. But why are ethos, pathos & logos vital for your business? As a business owner, communication is paramount to your business's success. In fact, effective communication is often what separates successful businesses from unsuccessful ones. Regardless of your profession, understanding how to use these elements can make you a more persuasive communicator. The fact is, humans are complicated creatures, and we don't always respond to advertising in the ways that marketers expect. From weak arguments to emotional manipulation, there are several ways that persuasive ads can fail. Fortunately, understanding how to use ethos, pathos & logos effectively in your advertising can help you avoid many common mistakes.
Role of Rhetoric in Advertising
As defined by the ancient Greek philosopher Aristotle, rhetoric is the art of persuading an audience through effective communication. From politicians and lawyers to advertisers and educators, rhetoric is a critical tool for anyone who wants to influence others. And while it can be used for good or evil, the power of rhetoric should not be underestimated. Divided into three main branches (ethos, patho & logos), rhetoric can be used in various ways to persuade an audience. To be successful, however, rhetoric must consider the audience, the speaker, and the purpose of the communication. Using ethos, pathos & logos, rhetoric is used to appeal to the consumer's sense of credibility, emotions or logic. Unfortunately, rhetoric is not always used for good. In fact, it can be used to manipulate an audience and achieve selfish goals. Thus, it's important to be aware of the different ways rhetoric can be used, and to use it responsibly. Wizard of Ads® houses the strategies and methods to help you improve your persuasion skills, regardless of your industry. To learn how we can help you develop impactful, non-manipulative content, book a call today.
The Rhetorical Triangle
The rhetorical triangle is a three-sided figure that represents the relationship between the speaker, the audience and the message. The triangle is a valuable tool for understanding and analyzing the different elements of a conversation. For example, if you're presenting to your client, they’re the audience, you’re the speaker, and your presentation is the message. The rhetorical triangle can help you analyze the different elements of your communication and understand how they interact with each other. It can also help you understand how to create an effective communication strategy. Using ethos, pathos & logos, the speaker can effectively communicate with their audience with credibility, emotional and logical appeal. But it's not just about using these elements in isolation. The speaker needs to use them in a way that is appropriate for the situation and the audience. So how do these three categories in persuasive advertising work?
The 3 Musketeers Of Persuasive Ads
Each of these rhetorical strategies has the potential to be effective in its own right. When they are combined, however, the results are far more powerful. Used for business content or sales pitches, ethos, pathos & logos make the difference between boring and engaging content. To create the most effective content possible, here's a quick overview of how each element works:
Ethos
Ethos, the appeal to ethics, is a way of convincing someone of the reliability of the person making the argument. In other words, ethos is all about convincing your audience that you're someone worth listening to. If you can establish yourself as an expert on the topic or as someone with a reputation for being trustworthy, your audience is more likely to be receptive to your argument. Many advertisers do this through celebrity endorsements. If you’re not a celebrity, however, there are many other ways to establish ethos. One is to point out your credentials or qualifications. Let your audience know if you're an expert on the topic or have done extensive research. This will help to build trust and credibility. Another way to establish ethos is through your tone and delivery. If you come across as confident and sincere, your audience is more likely to trust what you have to say. Finally, you can also try to establish common ground with your audience. If you can find a way to connect with them on a personal level, they'll be more likely to trust your argument. Establishing ethos is an integral part of any argument. By taking the time to build trust and credibility with your audience, you'll be more likely to win consumers.
Pathos
Pathos, the second mode of persuasion, appeals to your audience's emotions. This is often done using stories or examples that evoke an emotional response. For example, if you're trying to convince a consumer to purchase your product or service, you might tell them a story. This story can be about how it helped someone in a similar situation. Furthermore, you can also use pathos to create a sense of urgency or excitement about your argument. This is done by appealing to the audience's desire for change or their fear of missing out on something great. When used effectively, pathos can be a powerful tool for persuasion. However, it's essential to use this mode of persuasion sparingly and only when appropriate for the situation. Otherwise, you run the risk of coming across as manipulative or insincere. By effectively implementing pathos into your argument, you can more effectively connect with your audience and persuade them to see things from your perspective.
Logos
Logos, the final mode of persuasion, appeals to the audience's sense of logic and reason. This could involve using data, statistics, or other evidence to support your claims. According to Aristotle, logos is often thought of as the most objective and practical mode of persuasion. This is because it relies on facts and evidence to make its case. When used effectively, logos is a powerful tool for convincing your audience that your argument is valid and worth considering. If you're trying to convince your audience of something using logos, it's important to ensure that your evidence is strong. You'll also want to be careful not to over-rely on logos, as this can make your argument seem impersonal. Using logos alongside another mode of persuasion, such as pathos or ethos, can help create a more well-rounded argument. When used effectively, logos can be a powerful tool for convincing your audience that your argument is worth considering. From getting to know your customer to crafting powerful arguments, a lot goes into generating persuasive content. By implementing all three rhetorical devices into your argument, you can create a well-rounded and persuasive case. However, this can be a timely and challenging task for business owners. At Wizard of Ads®, we have the knowledge and experience to craft powerful and compelling content to grow and scale your business. Our team of experts can help you design and implement a rhetorical content strategy that will engage and convert your audience. To learn more about how we can help you close more deals and grow your business, book a call with us today.
Advertising
What are Direct Response Ads? And Why Yours Aren't Working
Learn the essentials of direct response ads and how they can drive immediate actions from potential customers. Discover the art and science behind crafting compelling ads that boost conversions and elevate your business.
Are you running direct response ads? No? Well, you should and I'll explain why below. Whenever you do advertising for your business, you should have one goal in mind: conversions. This includes all the people who need your thing today, and all those who will eventually need your thing, someday. You want to elicit responses and prompt your market to take action on your offer, whatever it is. However, how many times have you run an advertising campaign only to receive a few clicks and one depressing lead? Chances are, the principles of direct response marketing don't emanate in your advertisements. In direct response advertising, the entire point is to get potential customers to respond to your ad immediately. This means including a call-to-action (CTA) that's impossible to say no to with an offer that's too good to refuse. The truth is that you can riddle your advertising with as many CTAs as you want. However, this will not necessarily translate into conversions. Crafting direct response ads is both an art and a science. The art comes from direct response copywriting which is the use of persuasive, powerful words and mind-blowing angles. Conversely, It is a science because you need to know the intricacies of human psychology and neuroscience to actually persuade people. Unless you have both in your direct response ads, you're bound to a result of poor engagement and measly returns. You can't afford that as a growing business in the residential home service industry. Wizard of Ads™ is here to prevent that from happening. Here, we'll share with you everything there is to know about writing direct response ads. Keep reading.
What are Direct Response Ads?
Direct response ads are a form of advertising that aims to elicit a quick, specific response or action from users. Take note of the keyword "specific". By publishing direct response ads, you want readers, viewers, or listeners to take the action that you want, immediately. This could be to purchase your products, book a call, or sign up for a service, etc. That said, direct response marketing is the polar opposite of traditional marketing. The normative system of marketing focuses on building relationships and establishing brand recognition. In direct response marketing, businesses focus on driving conversions through ads to acquire customers, generate sales and a quick ROI. The key is in the immediacy of the response. Ads are direct, to the point and focused on a specific CTA. Nonetheless, I believe that striking the right balance between direct response marketing and traditional marketing is key. In their groundbreaking book, the Long and the Short of It, Binet and Field teach us you must invest 60% to 70% of the budget on branded endeavors and 30% to 40% of the budget to entice the “today” sale. Allow me to explain. Say, you bagged an HVAC installation gig through your direct response ads. Anyone who had their HVAC installed will have the unit maintained and repaired eventually. You want to be the business that gets both the installation and maintenance service. Only a healthy mix of direct response and traditional marketing will enable you to do this. Why ?Because you didn't skedaddle after you got their coveted yes. You built a long-lasting relationship that got them committed and invested in your business. In other words, you can't have one or the other. This is especially true in a tightly competitive landscape like the residential home services industry. Your lifeblood is your club memberships, and only both traditional and direct response marketing can give you that. If you're struggling to craft killer direct response ads for your business, Ryan Chute from Wizard of Ads® can help. Book a call.
Recruitment Ads
To some degree, recruitment ads are a form of direct-response ads. No other comes close to explaining their similarities than Roy H. Williams, in one of his Monday morning memos. In April 2018, Roy published a 60-second recruitment ad from Morris-Jenkins Plumbing and Air Conditioning from Charlotte, NC. The ad reached a staggering 19 percent of the entire Charlotte population in a span of three days. Listeners heard it an average of 6.3 times and cost only seven-tenths of a penny for every repetition per person. These are incredible feats and all, but the most important component of the ad is their wonderful copy. I won't mention it here so as to avoid plagiarism. My point is that Roy H. Williams hit the trifecta that broke the science of direct response ads. The advertising message he crafted had these three elements: remarkability, credibility, and urgency. We'll dig deeper into why these characteristics are important in a bit. Here are the tidbits that made the recruitment ad a head-turner:
- "Would you like to make one hundred thousand dollars a year?" This a truly remarkable message, considering the median salary of plumbers in 2021 was $59,880. Plumbers get immediately hooked when they hear these numbers.
- "You hear Morris-Jenkins on TV and radio all the time." Everyone in Charlotte knows who Morris-Jenkins is very well and they have a wonderful reputation. This line reminded listeners who was talking. Morris-Jenkins’ immense credibility wiped away the skepticism that plumbers may have from the previous promise.
- "Be at Morris-Jenkins this Saturday at 8 a.m. for a confidential interview." While their CTA is not to be at Morris-Jenkins within five minutes, they still displayed a sense of urgency. The interview was one-time. If a plumber missed their chance, they'll have to wait for another announcement.
Now then, what's with these three elements? Let's discover below.
Remarkable, Credible, and Urgent Ads
Again, direct response advertising is anchored on offering immediate specific actions. This is a quality absent from non-direct response advertising. "If that's the case," says plumber Joe, "let's just add a CTA button in all our advertisements." A respectable attempt, but a heartbreaking one when he realizes his ads yield little to no conversions. His strategy overlooked one problem: what makes him think his ads are persuasive enough to actually drive that action? Remember that sales happen when an alignment of principles occurs. Similarly, you can only persuade someone when you know what makes them tick and attack from that angle. It is basic science, and it tells us there are three things: remarkability, credibility, and urgency. These three are the combined secret sauce of successful direct response ads. Let's explore them further below.
Remarkable
Let me ask you something. Which is the more interesting news?
- "Elon Musk spotted driving around town with the newest unreleased Tesla model."
- "Elon Musk's newest unreleased Tesla model was stolen."
Okay, I agree, it sounds harsh but anyone would probably say B, right? But why? Because it's more remarkable. It tickles the right spot and piques our interest better. After all, so what if he drives around town with a new Tesla concept model? That's normal and quite frankly, no fun. You only truly access the realm of remarkability when your ads go against the grain. Adding a story that shatters the system and a fact that breaks the status quo is what people want. Saying that plumbers can earn $100 thousand is interesting, and truth be told, mouth-watering, especially for plumbers who earn half. What remarkable value do you offer that makes you stand 600 ft. above your competition? Do you have a perfectly fair competitive advantage that elevates you above the Sea of Sameness? That's your “remarkable.”
Credible
Another pillar in the success of direct response ads is their sense of credibility, particularly, of the one speaking. In the case of Morris-Jenkins, their many successful services and commercials have cemented them atop the industry. One mention of their brand name and every plumber is all ears. Here's the thing. For businesses that are only starting out, your credibility may be nowhere to be found. Does that mean you can't produce successful direct response ads without being a household name? No, not at all. However, you do need something to show for when people begin wondering about your credibility. This could include but is not limited to:
- A website with an appealing user interface and a smooth user experience
- An optimized local listing in Google Business Profile
- Optimized, authoritative, and value-dense content throughout your website
- Good and positive reviews
- An active social media page
- Desirable company culture and work ethics
With these elements, your business can rival even more popular brands in the direct response marketing scene.
Urgent
Finally, what makes direct response an action-driven approach is the pinch of urgency garnished throughout the ad. In Roy H. Williams' ads, he indicated a clear time, date, and place for the plumber and HVAC tech interview. Naturally, anyone who missed the date loses their spot among the Morris-Jenkins ranks. That's the sense of urgency the ad creates. With a desirable offer, you reclaim the power of decision-making away from your customers. You back them into a corner where their only choice is to take action now or miss the chance forever. One of the biggest drivers of urgency is having a sale. While I'm not all for lowering prices, I do believe in its power when done strategically. In the residential home service industry, you could try a limited-time offer for your club membership. Of course, list down the advantages of your value proposition.
What if a Direct Response Ad is Not Working?
The success of direct response ads is anchored on the presence of those three elements. Conversely, the absence of either one or two means your ad may flop.
- If the ad is not remarkable or does not have a remarkable offer, people will not talk about it.
- If the ad or you are not credible, your words, like static noise, will go over your listeners.
- If the ad is not urgent, people take away the purchasing power from your business. They will decide when they want to buy. Sooner or later, they'll forget they ever came across your ad.
Direct Response Marketing vs Customer Bonding
Direct response marketing is distinct compared to customer bonding. When you bond with someone, you aim to build bridges and break barriers with someone. You're not after a quick buck. You want to be friends with them. You can only do this through constant association, hence the term "customer bonding." Customer bonding can be done in a variety of ways like through content or newsletters. They're not after your customer's cash, rather they simply want to introduce your company to prospects. Messaging that bonds with customers are the building blocks that make your direct response ads successful. You want to focus more on customer bonding ads, content, emails and social media posts than exploit direct response ads. As Roy H. Williams puts it:
"Customer bonding ads build long-term reputation and relationship. Direct-response ads erode it."
In other words, use direct response ads sparingly in your business and focus more on customer bonding fronts. Newsflash, Ryan Chute of Wizard of Ads® can do both for your company. If you need an advertising expert to make your ads for you, book a call.
Advertising
The Matches And Gunpowder of Advertising
Understand your audience to create emotionally impactful content that resonates with them on a personal level. Add fuel to your ads!
Credible ads are essential to building a reliable and trustworthy empire. Presenting just the facts, however, doesn't always provide the creative punch that consumers remember. Relevance supplies the perfect amount of desire that drives a person to want what you're offering without being pushy. And then, BOOM! You've persuaded your customer base to buy and come back for more. But how do you achieve truly explosive advertising? The answer is quite simple: matches and gunpowder.
Relevance and Credibility
Have you ever heard an argument that presented all the facts but didn't care? It's because the person making the argument didn't know how to make you care. In other words, good marketing requires more than just presenting the facts. You must engage your audience's emotions in order to get them to take action. Think about the last time you made a major purchase. Whether it was a car, a house, or even a pair of shoes, you didn't just buy them because they met your practical needs. You also bought it because you liked it. To truly persuade someone, you need the matches and the gunpowder. Luckily, we have the two ingredients you need to make your writing and advertising explosive.
Relevance
Relevance houses the ability to target an audience with laser precision. In the digital age, this is especially important as internet users are bombarded with content from all sorts of sources. Thus, if your content isn't relevant to your target audience, it's likely that they'll tune it out. That's why, when creating content, it's essential to have a clear understanding of who your target audience is. From identifying their needs to understanding their pain points, this knowledge will help you create content relevant and engaging. Once you've nailed down your target audience, only then can you form a content strategy that will resonate with them.
Credibility
Your content must be trustworthy if you want to build a relationship with your audience. After all, why would they want to listen to you if they don't think you know what you're talking about? To be seen as an authoritative figure in your industry, always ensure that your content is well-researched and trustworthy. This will make your content credible and give your audience peace of mind knowing that you're not just making things up. At Wizard of Ads™, we carry the matches and gunpowder to start fires that burn brighter, hotter, and longer. But it’s up to you whether you light the match. If you're looking for explosive ads that demand positive attention and results, we've got you covered.
Book a call with Ryan Chute of Wizard of Ads® today.
Ad Writers that Understand Relevance
The truth is, ad writers that understand relevance produce more effective ads. The problem, however, is that writers who understand relevance are generally allergic to credibility. In other words, they present emotional arguments that lack strong evidence. This can be incredibly damaging to your brand. After all, emotional manipulation can only take you so far. At some point, you need to offer credible, concrete evidence to back up your claims. Otherwise, you risk coming across as inauthentic, which is something no brand can afford. There are, however, a few things you learn from over-relevant copy. Here are a few key takeaways:
How do you make ads more relevant?
Get to know your audience. By considering who your target audience is, you can better understand what they want and need from you. This will help you to produce emotionally relevant content that speaks to them on a personal level. Some ways to research your audience include:
- Asking them directly through surveys or polls.
- Studying your customer base and target market pain points and pleasure points.
- Analyzing your website traffic and user behavior.
And more! Through your research, you can begin to understand what kind of messaging will resonate the most with your audience. You can also discover what channels they prefer to use to consume content. Once you have a deeper understanding of your audience, you can start creating content that is more relevant to them. This however, will only be effective if you present the facts.
Ad Writers that Understand Credibility
It's not easy to write credible ads. After all, with all the content that's out there, it can be hard to trust anything that we see or read. Ad writers that understand credibility, however, have it down to a science. So much so that writers who understand credibility seem allergic to emotional relevance. Remember when you tuned out that argument that presented all the facts but still didn't care? That's because credibility is only relevant when it's backed by an emotional investment. And despite our rational nature, we are emotional creatures. There are, however, a few things you learn from factual copy. Here are a few key takeaways:
How do you show credibility in advertising?
Bring in or become an expert. If you want people to believe what you're saying and take you seriously, you need to back up your claims. One way to do this is by becoming an expert on the topic at hand. Showing that you have in-depth knowledge and understanding will go a long way in convincing others that you're credible. If you're not an expert, you can still build credibility by bringing in someone who is. Having a well-respected individual vouch for you can help people see that you're worth listening to. This can be done through customer testimonials, celebrity endorsements or even quotes from experts in your industry. No matter what route you take, remember that credibility is built over time. Credibility, however, can be irrelevant without sparking an emotional response.
Relevance with Credibility
Advertisements that combine relevance with credibility have the ability to change the world. In other words, ads that are believable and relevant have the power to enact change on a much larger scale. If you can combine both in your advertising, you will be far more successful than those who rely on outdated methods of persuasion. Combining the two, however, can be difficult. In fact, it can take a considerable amount of time. But it's worth it. Advertising that is emotional and trustworthy will always be a powerful means for brands to connect with consumers personally. But how do you show relevance and credibility in advertising?
The Matches And Gunpowder of Advertising
The answer is simple: be authentic, be relevant and be human. While you are crafting your next ad campaign, ask yourself: "Does what I’m about to say have relevance?"
- Will it speak to the hearts of my audience?
- Will they be moved?
And then ask: "Is my message credible?"
- Are my promises supported by evidence without loopholes?
- Will the audience have confidence in what I’m saying?
By asking yourself the questions above, you can craft relevant and credible ads – the match and gunpowder of successful advertising. Ad copy can quickly become irrelevant and dull if you're not careful. As such, it's essential to be aware of the principles of persuasion if you want your ad to be successful. At Wizard of Ads®, we house the strategies and experience you need to fire up your audience. We understand how to tap into the emotions and logical reasoning that persuade and lead people to take action. To learn more about how we can help you build your empire and close more deals, book a call with us today.
Advertising
Effective Ad Strategy: A Bait Fish Love
Ad strategy vs ad copy, which of the two is better?Many business owners seek out the ancient wonders of advertising for a variety of reasons:
- To tell people about their thing.
- To rekindle the dying flame of a formerly glorious product or service.
- To tell people about themselves.
When it comes to advertising, business owners often place more emphasis on their ad copy. In their minds, they believe that if people only understood them and their solutions a little better, sales would come rushing in. A noble thought. The truth is: how to market and advertise your business has more to do with ad strategy than ad copy. Let's take a look at a generic hypothetical figment of my imagination, called Plumber Joe. Plumber Joe is notoriously known for his sewer repair and replacement services. For any sewer problems in your community, you can trust him to get it fixed and running perfectly. However, he fixed the problem with a rather traditional approach. He digs your soil up, creates trenches, goes directly to the leak and then repairs it. In a competitive industry where most sewer fixes are done in a trenchless method, Joe is a bit held back. People don't like any mess, yet Joe the Plumber still dig anyway. When his sales calls began declining, he came to advertising to be his magic pill. The ad copy? Superb, unrivaled, unequivocal. The results? Still measly and uninspiring? Why? We've been preconditioned to believe that advertising is focused more on ad writing than ad strategy. That's not the case. In the words of Roy H. Williams:
"Advertising will only accelerate what was going to happen anyway."
People will keep on coming back for a solution they like, advertising only widens the reach and hastens the process. That said, our focus should be on ad strategy versus ad copy, and I will explain this further here. Keep reading.
Ad Strategy vs Ad Writing
Before we go any deeper into the topic, let's first define and differentiate ad strategy vs ad writing.
Ad Strategy
The strength of your advertising techniques relies on the power of your ad strategy. But what is advertising strategy? Ad strategy is your action plan in going about your advertising - whatever purpose you dedicate your advertising efforts for. Think of it as the blueprint that guides the construction of a wonderful building. Your advertising strategy covers everything from the central core of your messaging to your advertising channels. A few examples of advertising strategies include inbound marketing, outbound marketing, relational and transactional marketing. Ad strategy focuses less on the types of advertising strategies. Strategizing is more about deciding on how and why you will make the point you are intending to make in your ads.
Ad Writing
Ad writing, on the other hand, is the process of crafting your killer ad copy. This usually contains the headlines and content that appear in your ad. A good ad writing strategy incorporates elements of advertising strategy. For example, you want your ads to reflect your branding, objectives, and tone. Normally, good ad copy should persuade and influence your target audience into taking your desired action. Instead of dealing with what point you’re trying to make as with ad strategy, ad writing focuses on two things:
- Taking an unexpected approach to the subject matter.
- Using the least amount of sticky words or phrases to get your message remembered.
Picking up from our analogy earlier, think of ad writing as the materials you will use for the building. There's just one problem. Even if you use the sturdiest, most premium materials available, you won’t produce a world-class building without the blueprint. Like putting make-up on a pig, pretty ad writing will never mask an ugly solution. Ad writing only focuses on a single area within your entire ad strategy. Whereas ad strategy is more holistic as it considers not only the advertising per se, but also your solution. By that, I mean how your solution fits the public's perception and meets their felt needs. Ad strategy definitely takes precedence when we're talking about ad effectiveness. You could have the best ad copy in the world. However, if you're not using the right advertising strategy, getting the results you want is a long shot. For your business, you don't want ad writers who will produce ads that satisfy you. You want to pair a desirable solution with impeccable ad writing that satisfies your audience. Ad strategy does just that. Ryan Chute of Wizard of Ads® is the Master Strategist who can give your business the holistic advertising it needs. Book a call.
Bad Strategy Happens
Okay, so strategic advertising is what it takes to persuade people to engage with you. However, not every ad strategy is effective. Even with a blueprint, a bad strategy will yield the same result as not having one at all. What is a bad ad strategy? A bad ad strategy is one that doesn't take your audience into consideration. It's like giving bait that fishes don't like. Naturally, little to no consumers will be interested in what you have to offer. Why? Because they're not at the forefront of your mind when you crafted the advertisement or worse, developed the solution. Bad strategy = little engagement, mediocre sales and poor public perception Here's an example of a bad ad strategy in action: Every entrepreneur is prone to wishful thinking. It is often the belief that advertising is the missing link between their solution and endless sales. Let’s envision an entrepreneur that seeks a platform, for example, a radio, to deliver their message. Long story short, they found a popular radio station that had good frequency, a loyal following and great ad writers. A trifecta that most businesses would like. The business owner assumes (not presumes) that a radio schedule could make the difference he wants for his business. So he spends to have his commercial featured in prime time.
Many heard the message, many may have liked the message but only a handful bought. Do you want to know why? Because that's not how advertising works. As entrepreneurs, it pays to ask yourself before jumping on the advertising train: "why is my solution not selling?" This should give you a general idea of what you’re doing wrong. Look inward, because audiences will buy whether you advertise or not when they need your products and services. Remember that most advertisers (except Wizard of Ads™) will accommodate whatever reason you have for advertising. They'll be agreeable and give you empty promises that you want to hear just to score a gig. That’s not what you need. You want advertisers who will question your motives. You want copy writers who understand how to speak to the buyers underlying felt needs. You want creatives who understand how to trigger your prospects pain and pleasure points. Experts that will help you develop the ad strategy that will actually give you the results you need to accelerate growth. Advertising on a reputable network, using a popular platform or partnering with a famous personality are all potential tactics. But none of them matter without the right message and distribution strategy. Remember:
"The media doesn’t make the ad work. The ad makes the media work." - Roy H. Williams
Excellent Copy. Miraculous Copy. World-class Copy.
Advertising is powerful. The best ad writers can concoct messages that turn skeptics into raving fans. There's no doubt in my mind that world-class copy can produce favorable results. The only question is: can you keep your promises? To overpromise, then underdeliver with a mediocre product or service is unsustainable. Don't get me wrong. I'm not here to discourage you or insinuate you have poor solutions. However, if you've tried advertising many times over and continue to fail, maybe your solutions need a makeover. In the worst-case scenario, you don't even manage to produce a sale — even with impeccable ad copy. "But why?" you ask yourself, scratching your head. Indeed, a great piece of excellent, miraculous, or world-class ad copy can turn heads and earn accolades. However, if your fundamental ad strategy is riddled with flaws, you are:
- Answering a question no one is asking.
- Trying to talk to too many people with not enough frequency.
The only merit you get for the ad copy is a bunch of commendations and comments. Not sales. In other words, the ad had a minimal or negative impact on your business. You thought, if only people understood the nitty-gritty of your product, they'll buy. Sadly you thought wrong, and people still don't want what you offer.
“84% of buyers do not want to see under the hood of your products and services.” – Ryan Chute
That's the pitfall that most business owners suffer from. Ad copy about you, your business, and your products and services will not get people to buy from you.
The Real Problem
Have you ever wondered what makes Christmas presents extra exciting? First, kids anticipate something they really like to be inside those gifts. Second, the gift wrap adds an extra layer of mystery and intrigue that gets their dopamine squirting. But what happens when they unwrap the present only to find gifts they never wanted in the first place? You get sighs of disappointment, aching hearts, and children who will cry themselves to sleep. The same principle applies in advertising. Your ad copy is the gift wrap and your solution is the gift. The ad strategy is the entire thought process involved when deliberately crafting your solution. Are your customers getting what they asked for (and more), or do you leave their home in disappointment? The real problem is no one wants the gift they didn’t ask for. In the words of Roy H. Williams, it's a loser, a dog, and a mistake. When entrepreneurs give in to their wishful thinking and false preconception of advertising, they walk into this trap.
“Your closing rate is determined by how closely your advertising and buying experience match.” – Ryan Chute
Solving this problem requires an honest evaluation of yourself and your customers. Is there really a market demand for my solutions? Am I selling what people are asking for? Or, am I just selling a solution I think people want in hopes that it will create demand? Selling just ain’t all about you.
Fish with Bait That You Know The Fish Really Love
In the world of ad strategy, your business is one of two things:
- An independent entity that performs advertising on its own.
- A company that seeks the help of professional ad experts to craft the ads for them.
If you happen to fall into the first category, recalibrate your solutions. Maybe you could add extras that amp up your offer. I call this your perfectly fair competitive advantage. What can you offer to boost your product or service's overall value? When you already have solutions that the public likes, your ad copy follows. That's what "fishing with bait fish love" means. That's the right ad strategy for your business's advertising endeavors. For companies in the second category, your business will rely heavily on the quality of ad experts you hire. Yes, the quality of the ad experts you work with, not only the ads they make. Here's a tip: You want ad writers that dig deep into your core beliefs. One that questions your existing tactics and provides valuable insight that can improve your ad strategy. The best ad experts are those that tell you what the public already wants, so you can recalibrate accordingly. When you give people what they want, you are already a forerunner. Ads only speed the process up and expand your reach.
The Danger of Self Diagnosis
Here are some words of caution for business owners who handle their own advertising accounts. Self-diagnosis will more often than not be inaccurate because of bias. Prescribing a form of treatment to a self-diagnosis can hurt you more than it helps. That's where seeking external support for your advertising efforts comes in. In the medical field, if doctors allowed patients to self-diagnose and self-treat, they would be charged with malpractice. The same goes for ad strategy, in my humble opinion. Ad experts work with businesses to fully develop the best ad strategy. Your ad copy is the treatment and crafting effective advertisements is the easy part. However, the diagnosis is where it gets tricky. Many diseases share the same symptoms. Getting to the bottom of the disease is more than glancing at the symptoms and immediately prescribing a cure. In the same way, you want ad experts or diagnosticians to accurately examine the flaws in your ad strategy. Creating a strategy is a cold, objective and suspicious process because we're looking at all angles. This is a fact, and your business will need scientific objectivity to get to the root of the problem. Not all advertising experts will do this, because they're satisfied with your self-diagnosis. That's not who we are. Wizard of Ads™ is committed to helping you craft disruptive ads and ad strategy that help you become a household name. If that's what you want, all it takes is booking a free call with Ryan Chute, of Wizard of Ads®.
Advertising
The Problem With Predictable, Common Ads
What are the most common ads that people hate?
Let's face it, common ads are easy to ignore. Whether we're flipping through a magazine or scrolling our feed, we've seen the same product placement, celebrity endorsements, and call-to-actions. In other words, we have become adept at ignoring the noise. It's time to start thinking outside of the box. From using creative visuals to crafting a unique message, there is a multitude of ways to make your ad unpredictable. Unfortunately, being unpredictable is not as easy as it sounds. Finding what works best for your brand takes time, effort, and a lot of trial and error. So? How can you skip the bore of generating common ads? The story of Wizard of Ads™ very own Kyle Caldwell is a great place to start.
Neighborhood in Need
Kyle Caldwell's Neighbor in Need is a non-profit organization that aims to help the low-income elderly population. Designed to repair the homes of elderly residents in the East Lake area of Atlanta, Georgia, Neighbor in Need has gained a vast amount of popularity. One of the main ways they were able to gain popularity was by avoiding common and predictable ads. In other words, Neighbor in Need has found success by breaking the mold of what is typically seen in advertisements. Instead of showcasing elderly people unable to help themselves, they feature volunteers helping those in need. This change in perspective allows viewers to feel good about themselves and encourages them to get involved with the organization. Furthermore, it builds a sense of community and creates a need for the organization that wasn't there before. At Wizard of Ads™, we help people win in a trustworthy and grateful manner. Always thinking outside of the box, we house the collaborative environment you need for new perspectives and groundbreaking creativity. If you're looking for unpredictable ads that demand positive attention and results, we've got you covered. Book a call with Ryan Chute of Wizard of Ads®, to see what we can do for you.
A Predictable Ad is a Boring Ad
But hey, what's so wrong with sticking to what works? It doesn't work anymore. The problem with predictable, common ads is that they are boring. And when people are bored, they tune out, stop paying attention, and don't remember your brand. What's more, the online world has made it easy for people to avoid ads altogether. Tools such as ad blockers are now used by about 40 percent of internet users. In other words, we are no longer in the age of print media. As technology adapts, so must your marketing strategy. That means creating ads that are unexpected, out-of-the-box and attention-grabbing.
The Problem with Traditional Wisdom
Traditional wisdom has always been a valuable commodity in the age of information overload. The problem with traditional wisdom, however, is that it's familiar. We've heard it all before, and it's expected. As a result, traditional wisdom can often be taken for granted and even ignored. In new-age advertising, shock value is often key. The best ads are the ones that make us do a double take, that make us question what we thought we knew. So, while traditional wisdom has its place, it's important to challenge its tradition. After all, progress always comes from those who are brave enough to think outside the box.
What Are the Most Common Ads That People Hate?
The fact of the matter is: people hate ads that are predictable. Why? Because they no longer get successful results. In fact, I have a friend who was building a condo tower in a town with a population of about 100 thousand people. To market his condos, he hired a world-famous company to manage the sale of the residential units in his building. During their planning, they presented him with a "tried-and-true marketing plan. "My friend, however, had a different idea. He wanted to do something that would get people talking. He wanted to do something that would make people sit up and take notice. He wanted to do a radio ad. The traditional marketers looked at him like he was crazy. They told him that radio was a dying medium. Nobody listens to it anymore. He would be wasting money if he spent a single dime on radio advertising. But my friend is no fool. In fact, after 14 days of his radio ad running, he had over 1400 registrations for his condo. What's more, the aired radio ad was the first of four powerful, unexpected ads. Thus, traditional wisdom is often wrong. And in this case, my friend exceeded his goals with less money and time.
Outside of the Box Thinking
Like my friends, marketers and consumers need to start thinking outside the box to stay ahead of the curve. So what is outside of the box thinking? At its core, outside of the box thinking is a way of looking at things from a different perspective. The outside the box thinker is a creative thinker who unconventionally approaches problems and brings new ideas to the table. This type of thinking has led to some of the most world-changing inventions, from the light bulb to the internet. And while you may think you aren't creative enough, we all have the ability to think outside of the box. So how can you get started? Here are some tips:
- Put things in your ads that are new, surprising, and different.
From unconventional imagery to shocking copy, anything that makes your ad stand out from others will help you get noticed. And while there is a thin line between unconventional and offensive, be creative. Pushing the envelope will make your ad more memorable, which is what you want and need to be successful.
- Take a risk with your marketing.
Playing it safe with your marketing is a surefire way to stay stuck in neutral. If you want to move your business forward, you need to take some risks. That means trying new things and stepping outside of your comfort zone.
And although there is always a chance your risk can fail, the potential rewards are worth it. After all, what's the worst that can happen? Learning from your mistakes is how you become better and reach new levels of success.
- Quit thinking that the secret of success is to – quote – "reach the right people."
The truth is, people talk. In other words, don't think that the key to success is to get your message in front of the right people. Instead, focus on creating something worth talking about.
When you have something truly remarkable, people will naturally want to share it with others. This is how word-of-mouth marketing works. And it's still one of the most powerful forms of marketing today.
- Slap the shit out of anyone who says to you, "No one listens to the radio anymore."
All jokes aside, radio is still one of the most powerful marketing tools available. Thus, if you have a great message, don't be afraid to try it on different platforms. You never know where your ideal customer might be listening.
No matter how creative you are, creating unconventional ads still requires time, expertise, and practice. At Wizard of Ads®, we house the unconventional creativity you need to take your business to the next level. Whether you're a small business or a large corporation, our storytellers are here to help you create advertising that sells. Book a call with Ryan Chute today to put the shock value back in your advertising.
Advertising
The Perfect Ad Campaign That Failed
Why do successful ad campaigns sometimes end up as failed advertisements?
What do you think are the worst advertisements of all time? Hmm... Perhaps a few advertisements come to mind. When we think about failed ads, our minds automatically jump to those botched, big-budget commercials, never to be seen again. Some bad advertising examples off the top are Kendall Jenner's Pepsi commercial and Sony's racist PSP ad. These are advertising mistakes and bad marketing campaigns from the get-go. However, the truth is even the most well-thought-out and perfectly executed ad campaign can flop. When a good ad campaign fails, it can take a serious toll on a company's bottom line. Every once in a while, you will encounter a business that crafts the perfect ad campaign but still ultimately fails. Failed ads are not necessarily the result of bad taste or poor writing. There are many factors at play resulting in failed advertising campaigns. You'll learn these factors here to help you avoid the same pitfall. We'll also revisit one of the perfect ad campaigns that failed, and you'll be surprised why. Keep reading.
The Marketing Myth
It's a common belief that advertising can make or break a business. After all, effective marketing helps create brand awareness and drive customers to purchase your solutions. While that's true, it tells only a smidge of the entire reality. Advertising, however, is not enough to bring a steady stream of traffic and sales to businesses. Roy H. Williams says the belief that advertising is enough to drive steady traffic is one of marketing's greatest myths. Some of the biggest failed ads are those that banked their advertising principles on this premise. Sadly, even if you hire the best ad writer or produce the most creative ad, sales are not assured. Relying simply on ads is one of a business's biggest advertising mistakes. Indeed, most ads that failed are a product of bad writing. However, other failed ads still hit the right notes regarding creatives, yet still fail altogether. Your ads, solutions, business culture, and market’s felt needs should perfectly align before you see the numbers. Otherwise, your efforts will only fall under history's advertising upsets, hurting your business. That is where Wizard of Ads™ comes in. We help residential home service businesses plan and develop killer advertising campaigns that won't turn into failed ads. If that's what your business needs, book a demo with Ryan Chute from Wizard of Ads®.
Why do Good Ad Campaigns Turn into Failed Ads?
We've all seen bad advertisements before– you know what I’m talking about. I mean those commercials that make us groan, scratch our heads or even change the channel from the cringe. Then we eventually learn that the brands behind those commercials fail to receive flak and online backlash. That’s a pretty understandable and valid public sentiment. However, have you ever wondered why some excellent ad campaigns fail? It's a question that has puzzled business owners for years. After all, if a campaign is creative, has strong messaging, and has a big budget, shouldn't it be a guaranteed success? The answer is no, and the reasons for these failed ads are also quite simple. Still, countless entrepreneurs overlook them. Let's explore the four reasons why good ad campaigns turn into failed ads, according to Roy H. Williams:
1. Too Little Repetition
Did you know that the average folk encounters 5,000 ads daily?
It’s no wonder we have become desensitized to adverts, often finding them annoying, intrusive, and invasive. For business owners, this is a problem. The more advertisements your audience sees daily, the less information they retain from each ad. That's why modern research suggests seeing an ad seven times before it registers with a user.
Some good ad campaigns turn into advertising upsets when there's too little repetition. This means your targeted audiences do not see or hear your ads frequently enough for them to sink in. In the sales process, customers need to be aware of your offer and familiarize themselves with it. This will require you to run your advertising repeatedly.
When you don't, any good campaign becomes failed ads, and there are only two reasons this could happen:
- Your advertising campaign was shorter than your buying cycle.
- Your advertising campaign did not reach the same audience frequently enough.
Ad frequency is vital for long-term retention, but relationships also take time. When you take the length of your buying cycle, your advertising campaign must be longer. Otherwise, you’ve convinced your buyer to buy your thing, but then stopped telling them to buy it from you. Congratulations to your competitors!
There's a caveat, though. An ad that offers an irresistible, offensively huge value with a limited-time offer skips this requirement. Why? Because the brain needs not retain a brand when the deal is over.
2. Deeply Entrenched Competitors
How often have you seen a good advertisement that didn't convince you to switch?
Even good advertising campaigns pale compared to deeply entrenched competitors who meet their audience's felt needs. Remember that advertisements are a promise of what's to come. However, when customers find their haven, why risk what they already have for another promise?
Normally, in cases such as this, the reason for your failed ads is beyond your control. Except if you are in the residential home service industry. Most home services operate locally, unlike digital businesses that only occupy online real estate. This means that you have complete control over whether you'll compete in a locality with a tight competition or not.
Publish ads in a heavily guarded fortress, and expect everyone to walk over it. Choose a spot where no competitors tread, and see your business soar to the high heavens.
3. Failing to Deliver
Both factors we previously mentioned look at failed ads from a pre-emptive perspective. In other words, they have already failed advertising campaigns before the sale. This third factor classifies unsuccessful advertisements reactively or after the sales happen.
Allow me to explain.
As I have mentioned earlier, advertisements are a promise of what is to come or what customers should expect. The stronger your messaging gets, and the bigger the stakes you make, the higher the expectation you set for customers.
Sometimes, the product or service you are offering cannot meet these high expectations. Businesses may massively overhype their value proposition to generate a buzz.
When people have been lied to, and the product is not as good as advertised, it leads to failed ads. Worse, you are losing out on potential repeat customers for your business.
How many disappointed customers does it take before everyone learns that you under-deliver on your promises?
4. Lack of Interest
Not every business model is commercially viable. Some businesses are easier to sell than others, and the likelihood of failed ads is little to none. Other types of business are just a hard sell for any market. Sometimes, even when they produce some of the most beautiful advertising, they still fail.
Mostly, that’s because they provide solutions to problems their target market does not face. In this case, the failure was not because of the ads but the business model. While residential home services usually do not fall in this category, there are instances when failed ads could occur. An example is when the offered value propositions don't fit a market's taste.
For example, let us look at a sewer repair contractor. Imagine the competitive landscape comprised of sewer companies that offer trenchless sewer line replacements. Any advertisement that offers traditional trenched approaches that excavate landscapes will be ultimately ignored.
Another instance is when you run ads that are out of season. For example, an HVAC contractor runs ads on heating repair or furnace installation during the summer. The campaign does not make any sense and will only result in failed ads.
AAirpass - American Airlines
It's a different story when household brands commit failed advertising campaigns. There are many cases of ads gone wrong in the trade history. However, one of the most interesting cases yet is AAirpass by American Airlines in the 1980s. Despite their reputation, failed ads still receive recognition, albeit in a negative light. AAirpass is one of the most notable failed ads in history. Here's the thing, it failed not because the advertising flopped. Instead, this advertising strategy succeeded so much that it cost the company millions of dollars. Because of a rough patch in the '80s, AA looked for quick ways to raise its capital. However, unlike other businesses that secure bank loans to keep their runway, AA decided to sell AAirpasses. This was a lifetime of first-class air travel in exchange for a flat rate of $250,000. The problem is that this strategy backfired as AA started losing millions yearly from the high volume AAirpass flights. Now, let's compare the campaign side by side with the four factors we've listed above:
- The AAirpass ad had more than enough repetition. Word got out quickly thanks to a household brand like American Airlines and their lucrative offer.
- The offer was so valuable that it won over the competitor's customers. After all, why pay a fee for every flight when you could limitlessly fly first-class for a large upfront sum?
- American Airlines delivered on its promises. The first few AAirpass holders were manageable to bear, but a surge of free first-class flights? That's too much to handle for any airline company.
- The interest was there. Obviously, everyone who could afford AAirpass was quick to get a hold of one. Who in the right mind would pass up such a lucrative opportunity of unlimited first-class flights?
American Airlines hit all the checkboxes that should make their ad successful. It was an exemption to the rule among all advertisements that flopped. The AAirpass sales gave them the quick money, attention, and sales they wanted, but it backfired miserably. Why? Because creative advertising and irresistible offers on their own are not enough to avoid failed ads. Producing advertisements comes with a lot of planning and strategizing on the backend. Otherwise, your ads could fall into the same pitfall as American Airlines. Therefore, trust advertising specialists who will help you produce good ad campaigns and strategize effectively. Ryan Chute from Wizard of Ads® happens to be a master advertising strategist. If you don't want failed ads, book a call.
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Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
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Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
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Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
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Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
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Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
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