Free resources from Actual Wizards.

Podcasts are all the rage these days. From true crime to politics to pop culture, there's a podcast for everyone. With almost half of the American population listening to podcasts, it's no wonder businesses are starting to take notice. So, what does this mean for radio ads? Are they a thing of the past? Not at all! Radio ads are a great way to reach your target audience. In fact, in 2020, 83 percent of Americans listened to the radio every week. Despite its reputation as an old-fashioned medium, radio is still exponentially more powerful in today's media than most other mediums. What's more, radio ads are still utilized today by most of the biggest brands in the world. There is a reason for that. So while the podcasting boom might have you thinking that radio is dead, it's actually very much alive and well. And if you're looking to pick a fight about the effectiveness of radio advertising leading into 2023, game on.

So, Nobody Listens to the Radio Anymore?

Radio and podcasts alike are both excellent mediums for delivering content. They're both relatively cheap to produce and can be easily consumed by listeners. That being said, there is a critical difference between the two. Radio is a passive medium, meaning that listeners can consume it without putting in much effort. Podcasts, on the other hand, are active. Podcast listeners have to choose to listen to a podcast, while radio listeners don't have much of a choice. In other words, radio has a much broader reach. But that doesn't mean podcasts can't be effective. Both mediums can be used to great effect; it just depends on what you're trying to achieve. Whatever the case, do not let the rise of podcasts or poorly conducted surveys dissuade you from using radio ads. At Wizard of Ads®, our expert team understands how to create and buy effective radio ads that work like a charm. We've helped businesses of all sizes create successful radio campaigns, and we can do the same for you. To learn more about how we can help, book a call with Ryan Chute of Wizard of Ads® today!

The Margin of Error-Prof. Gelman

Why should you trust my judgment? After all, I am one person fighting against the hundreds of marketing “strategists” who say that radio is dying (or dead). The truth is, you don't have to listen to me. However you shouldn't listen to the person trying to sell you their thing, despite your best interest. Andrew Gelman, a statistics and political science professor at Columbia University, argues that the margin of error is misunderstood. What the margin of error does tell us, Gelman argues, is how much uncertainty there is in our estimate. The larger the margin of error, the greater the uncertainty. Gelman goes on to say that the margin of error should be taken into account when interpreting polls and surveys. He argues that it's important to remember that the margin of error doesn't tell us anything about the likelihood that the true value falls within the confidence interval. When looking at polls and surveys, it's important to remember that the margin of error exists and take it into account when interpreting the results. That being said, well conceived radio ads purchased with the correct frequency and reach are considerably more effective than other channels. Luckily, Nielson, an American information, data and market measurement firm, provides accurate insight regarding the matter at hand.

What Nielsen’s Case Study Shows

Nielsen has found that people tend to provide inaccurate information about their media consumption habits. In fact, their research suggests that people over-report the amount of time they spend listening to the radio. That's why the company uses "portable people meters" to track the listening habits of a representative sample of Americans. For example, in San Francisco, Nielsen measures the listening habits of 2,400 adults. This data is then used to generate estimates for the entire population of the city. And what does this data show? Radio is very much alive.

Why Do Radio Ads Still Work Today? Even in the Age of Podcasts?

In the age of digital media, it may seem counterintuitive to advertise on the radio. But despite the rise of streaming services and podcasts, radio advertising is still going strong. Why is radio so resilient in the face of new technologies? Part of the answer has to do with the fact that radio is still one of the most popular forms of media. This is because radio also has some unique advantages as an advertising platform. Here are a few reasons why radio advertising is still an effective way to reach your target audience:

More affordable than any other broadcast-type mediums

One of the reasons why radio is so popular is that it is one of the most affordable mediums available. This means that businesses of all sizes can afford to run ads on the radio. So, how much does it cost to advertise on radio? Radio advertising rates are usually based on the number of listeners that a station has. The rates can also vary depending on the time of day that the ad is played. Choosing the right time slot is important in order to reach the largest number of listeners. However, overall, radio advertising is still cheaper than other types of mediums, such as television or print. This is generally a small price to pay for such a powerful marketing tool.

Broader Audience Reach

Another great thing about radio advertising is that it allows businesses to reach a broader audience. This is because radio stations are typically played in various locations, such as in cars, homes and workplaces. Thus, businesses can find and contact potential customers no matter their location. Additionally, radio advertising is not limited to one geographic location like some other types of marketing, such as television or print. This makes it an ideal marketing tool for businesses that want to reach customers in multiple areas. Remember, the more locations a business can reach, the more potential customers it can connect with.

Higher ROI According to a Case Study by Neilsen

Since its inception, Nielsen has conducted dozens of sales-effect studies quantifying radio's sales growth and advertising return. But does post-pandemic consumer behavior spell the end of this powerful marketing medium? Nielson's case study, conducted with a national office supplies retailer, suggests that radio's influence is as strong as ever. Maybe even stronger. Using their portable people meter, Nielson found the AM/FM radio campaign drove a +23 percent sales increase in households with children. In addition, the study concluded a 6 percent customer growth, 11 percent sales lift, and 21 percent increase in category spending. While other marketing channels are important, radio's unique mix of reach, frequency and targeting ability continues to deliver results. How? The power of repetition.

The Repetition Effect on the Subconscious mind

The Repetition Effect is a psychological phenomenon where individuals are more likely to remember something if it's repeated multiple times. This effect occurs because repetition aids in the formation of long-term memories. When we hear something multiple times, the information is transferred from our short-term to long-term memory. This is why radio can be such an effective marketing tool. The repetition of the ad will help to ensure that listeners remember the product or service being advertised. Interestingly, the Repetition Effect also works on a subconscious level. Even if we are not consciously paying attention to an ad, our brain will still process the information. So, even if we are only half-listening to the radio while driving, we may still be influenced by the ads that we hear. Of course, the effectiveness of radio ads also depends on the quality of the ad itself. Overtime, your numbers will indicate whether or not your ad is working. If you don't see an uptick in business after running your ad, it may be time to revise the content.

Numbers Don’t Lie

Whether you own a small business or a large corporation, numbers will always be an important indicator of success. When it comes to radio ads, the power of numbers shouldn’t be underestimated. Like podcasts, radio ads are extremely effective in reaching and influencing listeners. And while you may be opposed to running ads on the radio because they’re "outdated", you're making a big mistake. At Wizard of Ads®, we’ve seen firsthand how effective radio ads can be. Dedicated to your short and long-term success, our team is passionate about developing ads that get results. If you’re looking for a team that understands radio ads and media buying, look no further. Book a call with Ryan Chute of Wizard of Ads™ today to learn more.

Hey, you. Yeah, you. Could you grab me a Kleenex? My allergies are acting up. Thanks. Excuse me for one moment.—-------------------------Now, you may be thinking, "What kind of introduction is that?" or "Why do I need to know about this person's allergies? "But bear with me. I promise it'll all make sense in a minute. You see, when I asked for a Kleenex, you probably didn't think twice about it. You probably thought of the rectangular tissue boxes you buy during allergy season. That's because Kleenex is a household name. Over time, Kleenex has become so synonymous with tissues that we often use it as a generic term. Like Band-aid or Scotch Tape, Kleenex has become part of our everyday vernacular. In other words, although there are plenty of other great brands, we consider certain brands the best in their class. While Band-aids, Kleenex, and Scotch Tape are household products, the same principle applies to any product or service. Think about fast food, for example. When you hear the word McDonald's, what comes to mind? Chances are, you think of a few things: convenience, low prices, and (undeniably) consistent food. McDonald's, of course, is one of many fast-food chains that offer these services. The same goes for cars, beauty products, or any other product or service. As a result of their excellent reputations, people tend to think first of some brands and models. And while your small business might not have the marketing budget of Kleenex, you can still learn from their success. With the right marketing strategies at your disposal, you, too, could become a household name. And we are ready to help.

What Makes a Brand a Household Name?

A household name is a brand widely recognized and remembered by the general public. In other words, they have successfully established themselves as a reliable source for whatever product or service they offer. So, what is the secret sauce of a household name? A brand becomes a household name after successfully establishing itself as a trusted and recognizable entity. This means having a clear and consistent message across all channels. It also means ensuring that the branding is visible and memorable. Repeated advertising is one of the most effective ways to achieve this goal. It is also essential to have a product or service that people can trust. This means providing quality items or services that meet customer expectations. People who are happy with their purchase are more likely to return and recommend the company to others. A household name cannot be built without a loyal customer base. The best way to do this is by creating a reputation for being trusted and responsive to customer needs. This means creating repeat customers who will continue to do business with the company for many years. At Wizard of Ads™, we build household names through resilient advertising that stands the test of time. With the help of our expert copywriters, we can help you create ads that resonate with your audience for good. To learn more about how you can become a household name, book a call with Ryan Chute of Wizard of Ads® today.

“Linear, no-threshold thinking.”

Have you ever wondered why some brands become household names while others disappear into obscurity? It all comes down to how they think about advertising. Linear, no-threshold thinking assumes that every statistic is scalable. For example, if a product has a 97 percent satisfaction rate, it must sell like hotcakes, right? Wrong. In the real world, statistics like these are often meaningless. The problem with linear thinking is that it doesn't consider the human element. More is needed to have a great product. It would be best if you also had a great ad strategy that resonates with your target audience. Think about it this way: your audience won't know about your product or service if they don't see your ads. Now for those of you who are thinking, “My brand is well-known, so I don’t need to worry about this,” think again. If you already have a prominent brand, congratulations! But don't stop there. Minimizing your marketing dollars can be the difference between a successful company and one that scrapes by.

Continuous Advertising of Household Brands

Even the most prominent household brand names need to advertise continuously to stay top-of-mind with consumers. After all, there are always new products and services competing for attention. That's why you see Pepsi ads on TV, billboards, and just about everywhere else you look. They want to ensure that you think of them when you're thirsty. The same is true for other brands like Tide, Nike, Ford, Amazon, Apple, and more. Advertising keeps them at the top of consumers' minds, so they're the first choice when it's time to buy. Don't believe me? Let's allude to 2010 when Pepsi canceled all its television and Superbowl advertising to focus on social media marketing. While they gained many new followers, Pepsi's market share dropped by 5 percent in the following year. It doesn't seem like a lot. That 5 percent drop in market share equated to a loss between 50 and 100 million dollars. What's more, Pepsi dropped from the second best-selling soft drink in the USA to third. Here is what American entrepreneur Bob Hoffman had to say about their decision: “What we often confuse is the use of digital media with its power as a marketing or advertising entity. The fact that more people are using online for news is not de facto proof that it’s a good advertising medium. Let me give you an example of that: the old-fashioned telephone. Everyone in the world had a telephone. It was a hugely popular means of communication. That didn’t make it a good advertising medium. It was a lousy advertising medium.” Like the telephone, the popularity of online media doesn’t make it a suitable advertising medium. Plenty of other mediums are better suited for advertising, such as television, radio, and print media. Ad writers, however, are drawn to online media because it’s measurable. They don’t care that 65% of internet traffic is bots and all sorts of people click on their ads that aren’t leads. They’re just super happy to see all those ‘impressions’. This is particularly true of social media, constantly evolving and introducing new features. But why is offline media still so damn effective for advertising, despite the allure of online media? Although frustrating, there are reasons household names like McDonald's, Pepsi, Apple, Amazon, Facebook, and Nike continue to advertise offline. It works. And for considerably less than your digital spend.

Why Are Advertisers Frustrated With Their TV and Radio Campaigns?

There are several reasons why advertisers are frustrated with their TV and radio campaigns. While these offline mediums can reach a large audience, they supply minimal measurable results in terms of customer engagement. Moreover, viewers and listeners typically have no way to interact with the ad beyond simply watching or listening. However, television and radio campaigns have repetition with the listeners that, when done correctly, is highly effective. In other words, when we hear a great message multiple times in a set period, the message will start to make its way from short-term memory to long-term memory. This is because hearing something new, interesting, and different repeatedly creates an anchor between the sound and long-term retention in our brains. Remember the jingle you used to sing as a kid for your favorite cereal brand? Your ABCs. The Friends or Seinfeld intro music. Are you loving it? Just do it. That's the awesome power of sound at work! It is common to see marketers generate long-term success regarding television and radio advertisements. Even if the listener doesn’t require your product or service, repeating your message will position you for future sales.

The Secret Sauce: Crossing the Repetition Threshold in Ads

Of course, only some ad mediums are equally effective at reaching the repetition threshold. While digital media is a terrific source for fulfilling demand (lead gen), radio and television ads create specific demand for your brand. An advertiser needs to understand the importance of generating demand for their brand. This ensures that customers always think about them first even when they aren't actively searching for the thing they sell. That is the key to becoming a household name. Think about it like this: Done correctly, TV and Radio win the heart’s preference, then patiently wait for the customer to be ready to buy. Digital media waits for the customer to be actively looking to buy, then tries to win their preference. While having a robust digital presence is important, mass media advertising is the best way to create demand. Through effective repetition, TV and radio can actually achieve household name status.

Repetition in Credibility

Credibility is critical when it comes to effective advertising. To achieve brand credibility, businesses need to have a consistent brand presence. This can be achieved through repetition in TV and/or radio advertising. Businesses can build trust with their audience by having a consistent brand presence. This trust is essential to convert leads into customers. Think about it – if you saw an ad for a new product once, would you believe it? If you noticed that ad multiple times, you would think that the product must be popular. You may try it out. The same principle applies to your business. If you want people to trust your brand, you need to be visible and consistent. As you can imagine, this is easy. Consistent branding takes a lot of time and effort to achieve. But, like our favorite global brands, business success and growth is worth it.

Repetition in Brand Familiarization

Familiarity is another critical factor when it comes to building a solid brand. People are more likely to trust and purchase products from brands that they recognize. Remember when I asked for a Kleenex? Through strategic advertising and repetition, Kleenex has become a generic term for facial tissue. I don’t think twice about asking for a Kleenex because the brand is so familiar. This is why repetition is so important – the more we see or hear an ad, the more familiar it becomes. The consistency of your brand can be the make-or-break factor in whether or not people purchase your product. Why? Because when people see or hear your brand name multiple times, it starts to become more familiar to them. In other words, if your competitor is running TV, radio, and online ads effectively, chances are your audience will prefer them if you're not present offline. Depending on the size of the corporation, that alone can result in millions of dollars in costs.

Repetition in First Thought

First thoughts matter – especially when it comes to your brand. Again, repetition plays a role here. The more times we see or hear something, the more likely it is to be our first thought regarding that subject. This is a great marketing tactic from a long-term standpoint. By promoting your name and messages, your business will remain top-of-mind when potential customers are ready to buy. And once your company becomes a household name, it becomes that much easier to keep selling. Unlike Pepsi, however, do not stop once you reach household name status. While household brand names like Pepsi can recover from multi-million dollar losses, the same cannot be said for small businesses. In fact, the reason so many small businesses fail today is due to their inability to keep up with the ever-changing landscape of marketing and advertising. As a business professional myself, let me offer you some helpful advice: Remember what got you to the top in the first place – great products or services, competitive pricing, and good marketing. When you want to break through to the next level in your business, you’re going to nee to level up your brand message and media buy.

A Lesson from Pepsi

Pepsi has been one of the most successful soda brands for many years. They have achieved this level of success in part due to their aggressive marketing campaigns. Pepsi spends billions of dollars annually to ensure that its name is constantly in the public eye. And it has paid off – Pepsi is now one of the most recognizable brands in the world. Pepsi’s successes and failures can teach us a lot about the power of marketing. If a company is willing to invest heavily in marketing, it can become a household name and reap the rewards for years. However, if a company’s marketing strategy is unsuccessful, it can waste billions of dollars with little to show for it. The takeaway for businesses is that marketing is essential to success but must be approached carefully. In addition to digital marketing, traditional media still plays a crucial role. Like Pepsi, both must be managed to generate business growth and success. Marketing, however, takes a significant amount of time that business owners may not have. At Wizard of Ads™, we know the power of marketing and how to harness it for your business' success. Our commitment to short and long-term success will ensure your business's growth for years to come. Are you ready to become a household name? Book a call with Ryan Chute of Wizard of Ads® today to get started.

Let's talk about ad analysis. "Why should I care? I'm the business owner. I’ll leave that to my marketing department." Any home service business, whether you sell HVAC or do plumbing, relies on some form of advertising. Agree? Writing ad copy is more than just promoting your brand. Advertisements have been etched deeply in the culture of society that we've become numb to it. Now, do you want ads that become your market's passing whim or ads that actually shatter the Sea of Sameness? Exactly. That's why ad analysis is essential, to know which works and which doesn't. Ad analysis is a powerful tool to improve your advertising messages and put you at the top. Otherwise, stop wondering why your ads have a negative ROI. Ad analysis is your friend, and it can boost your revenue when implemented correctly. You want that, right? If that's your stand, keep reading.

Saliency (Relevance of an Ad Copy)

In the world of ad analysis, saliency refers to how relevant or appealing an ad is to its intended audience. Writing ad copy is not as easy as it seems. It should be framed from the angle of what your audiences want to hear, not what you want to say. To this end, advertisers often use various tactics, this includes:

• Targeting specific demographics
• Incorporating popular cultural references
• Using persuasive language
• Employing attention-grabbing imagery

All of these techniques are used to increase the saliency of their ads. However, advertisers need to strike a balance. This means using these tactics while ensuring the relevance of the ad with the solution being promoted. Now that we’ve established what saliency is, the deeper question we must answer is: why is learning it important? The answer is simple. Whenever you publish ads, your focus should be making a mark on your audience. This is where ad analysis comes in. If your ads only become static in the background, then you're wasting valuable money. Capturing a space in your customer's long-term memory takes both saliency and repetition. In other words, your need to publish relevant ads that reach your target market repeatedly. That's what Wizard of Ads® aims to bring to the table. When you work with us, you can expect salient advertising that speaks the language of your target audience. If that's what you want, book a call and we'll get you started.

A Dollar A Person A Year

So salience and repetition are the two ingredients you need for successful ads. By success, we mean, the ads actually sink into the psyche and subconscious of your audience. It's easy to wrap our heads around the salience part because that’s the exact reason for ad analysis. But how many repetitions exactly does it take to get a message across? Through his extensive experience in radio advertising, Roy H. Williams has an answer for that. He argues, the entire process takes a person about three times, within seven nights, every seven nights, for a year. That's equivalent to 156 times in 52 weeks. You’re probably thinking about the towering costs to cover your market, but Roy’s computation might surprise you. According to him, it would only cost a dollar per person, per year. Of course, there's a catch. Roy H. Williams emphasizes that the ads have to be well-crafted and audience-focused in order for them to work effectively. This is where ad analysis becomes even more relevant. Analyzing the performance of your ads helps you align the message with your audience. Here are 5 aspects you must keep in mind:

1. You will target the same person 156 times for a year UNLESS the impact quotient of your ads is exemplary. This means that your ads exceed the relevance and credibility of your competitor's ads. Why? Because...
2. Increasing the saliency of your advertisements reduces the number of repetitions it takes to sink in. A healthy dose of ad analysis to see what works and what doesn't help in this regard.
3. Count every person you reach. As residential home service providers, you don't need a tightly targeted demographic. Keep in mind that all households and businesses experience household breakdowns ever so often. That’s why targeting a wide range of people is better – like casting a net for a huge number of fish.
4. This "one dollar one person one year" guideline will be rejected by most advertising professionals. They will crunch the numbers for its absurdity, without considering that it's possible depending on the ad. Ad analysis enables campaigns to become successful – reaching a wide audience and generating sales leads.
5. In TV or radio advertising, never purchase a broad rotator (6 am to 11 pm). In Roy H. Williams' experience, you'll only reach 1/3 or 1/4 of the people you were promised.

A dollar a person a year is not a scientifically proven guideline for sure. However, it's the product of the experience of a radio ad-smith. Certainly, it will be different in the case of Facebook advertising or even PPC ads. The point is that salient ads have the capacity to penetrate your market's psyche with less cost. Ad analysis does that. So, next time you're planning a marketing campaign, consider doing ad analysis. Admittedly, it may not be glamorous or shiny. However, it's a reliable, tried-and-true method to ensure the success of your ad campaign, especially amidst today's number of ads.

How Many Times a Day Do We See TV Ads?

Did you know that most people will have viewed two million TV commercials in a lifetime? That's a lot, those same ads will keep on playing for eternity even when you switch the TV off. Advertisements plague our entire existence. From TV cereals to billboards down to food wrappers, our world is surrounded by ads. Red Crow Marketing says the average American adult is exposed to around 4,000-10,000 advertisements per day. This includes not only TV ads, but also ads on websites, social media, billboards, and so much more. With all those ads constantly bombarding us, standing out and making an impact on viewers is nearly impossible. In fact, among those digits, people only "notice" less than a hundred ads a week. Take note of the keyword: notice. Not remember, not recall, only notice. Only a tiny fraction of these will be remembered in a week. For people in the advertising industry, this is a constant struggle. After all, what sort of ROI do you expect to receive without any sort of impact on the viewer? Advertisements are meant to grab attention, and yet we often don't even notice them. How can an ad stand out in a sea of five thousand others? Improve your advertising through ad analysis. This can help advertisers understand how their ads are being perceived and improve their saliency in a crowded marketplace. Now let's get down to business, how should we analyze ads?

Some Useful Questions When Analyzing Ads

Advertisements are infused into every aspect of our lives. We're so used to advertising that it's no longer viewed today as a means to an end (purchase). Ads are no longer branches of entertainment, rather, we have reached a point where ads became white noise. Ads attempt to become a projection of how our lives ‘should be’. For instance:

• Sexy people in ads represent our sexiness
• Laughing people in ads represent our happiness
• Successful people in ads represent our success

In other words, ads hope to be a seductive mirror for people to view and interpret reality. Ads are a false misrepresentation of our ideal selves. As emphasized by Naomi Klein, a cultural critic: Powerful and influential brands attempt to develop relationships with consumers through advertising. A connection that resonates completely with people's sense of self to the extent of slavery for these brands. Advertising, therefore, is no longer a means to an end but a powerful force that molds our sense of self. That's why having a critical eye is necessary. In our topic’s context, your advertising should be impactful enough that you become the most desired brand in the industry. Pour in as much salience, reliability, and credibility all at once that your ads become irresistible. When people encounter a home service need, you become their gold standard. If your ads are not yet at that level, ad analysis could help. Here are some questions to ask when analyzing your ads:

• Who appears in the ad?

Do you feature a celebrity or the business owner? Featuring well-known personalities that are relevant to your business creates a powerful ripple effect. If unfamiliar, that's okay. Consider also the expressions of the people featured in the ad. Are they smiling, laughing, or expressionless? These dispositions can convey various emotions and either make or break your advertising.

• What is the setting of the ad?

The scene and other peripheral elements must all be coherent with the ad being presented. For instance, fantastical music won't work for a rather somber-themed ad.

• Who is the audience for the ad?

Targeting is always important for business owners because it helps trim down advertising costs and limit the scope to relevant people. However, this is NOT AS IMPORTANT for residential home services.

Why? Because no one has any idea when an AC or a drain pipe will break. Targeting limits your scope to a specific audience. Every other people within your service area may encounter those same problems.

• How language and conversation are used in the ad?

The language used should match the audience being targeted. Advertisements for luxury services like pools or exterior design often use sophisticated and elegant language.

Moreover, is your ads hitting the right spot in your customer's pain and pleasure points? Are your words addressing their underlying felt needs? Consider all of these.

• How is pathos (emotions and desires) used in the ad?

Here's a secret. Every buying decision is made from the part of the brain that exclusively feels and has no faculty for words. Pulling the right emotional levers can get you a sale. Just don’t stray too far from your message and ensure those emotions play significant parts in the ad.

• Is there race, ethnicity, gender, class, and sexuality presented in the ad?

These are powerful elements to insert in advertisements but their relevance should be carefully considered. The last thing your want is to look like a business that virtue signals audiences. It's the message that counts, these are only peripherals you can use to reinforce that message.

Ad analysis is all about refining your advertisements to significantly spike their impact quotient. Salient ads are your best weapons if you want to drive sales and build a strong brand image. While you may not achieve "a dollar a person a year" in advertising, you make sure it's dang near close. The more salient the ads, the less you have to pay before it sinks in. The question is: are you up for analyzing your ads? If not, Wizard of Ads® can help you. We have been a part of refining the ad campaigns of countless residential home service businesses. That means we can also make sure your ads check out. Conversely, if you're entirely dissatisfied with your ads, our team is able to write your killer salient ads for you. All it takes is booking a call.

What do Sir Isaac Newton, Bhaskara of India, and Claude Hopkins have in common? You might be surprised but their principles relate to scientific advertisements. Hear me out. This will come full circle. It's no secret that writing crafty, persuasive, and killer ads are a product of eloquence, tasteful articulation and wit. In other words, it's an art. However, very few people have considered ads to be a product of science too. When you close your eyes to the existence of scientific advertising, you lose half the impact. The truth of the matter is that advertising is scientific as much as it is artistic. This article will explore everything there is to know about scientific advertisements through the lenses of some of the most renowned scientists and thought leaders.

The “Reason-why” Approach to Advertising

While not a scientist by designation, the foremost personality in producing scientific advertisements is Claude Hopkins. His most important book, "Scientific Advertising," was published in 1923 but the contents resound up to today's advertising landscape. For beginners and students of advertising and marketing, this 20th-century book is a must-read. In Scientific Advertising by Claude Hopkins, he stresses that advertising is governed by "laws." He argued that these laws are “immutable” or fixed, similar to those of scientific principles like gravity. In other words, the laws that govern advertising back then are the same laws that govern advertising today. To that end, many of today's advertising experts still look to Hopkins' wisdom in their advertising endeavors.

"Hopkins was a good advertiser who became great by blending science and art." – Neil O'Keefe

Aside from teaching vital advertising aspects like headlines, psychology, and strategy, he also introduced an ageless approach to scientific advertising. He called this the “Reason-why" approach. Like the appropriately called tactic, there is also a reason why he called it the “Reason-why”. In the Scientific Advertising book, he describes the reality of customers in one sentence:“ Those who are entitled to any seeming advantage will go a long way not to lose that advantage. ”Only one thought pervades consumers' minds whenever they encounter a new advertisement for a product or service: **“What's in it for me?”**While they have problems that need solving, consumers are not only looking to satisfy their underlying felt needs – money, energy, and time. Underneath their search for the best solutions, they are ultimately seeking the best possible advantage. You only satisfy this requirement for advantage when your products or services meet their pain and pleasure points. This means, giving them an advantage in terms of the 3 positive motivators – identity, purpose, and adventure. It also means giving them an advantage in terms of the 3 negative antimotivators – fear, shame, and guilt. What exactly are the advantages? These are also called the benefits of the benefits, or what deeper gratification customers get when purchasing your solution. For example, let's look at Brian Scudamore's impressive Wow 1 Day Painting business. Naturally, the benefit of hiring his services is that your home's paint job gets finished in one day! But the advantages, or the deeper benefits, may be some of these:

• Having a beautiful place to call home (Identity)
• Looking good to visitors (removing shame)
• Getting that pesky job off the honey-do list (removing guilt)

Advantages make customers imagine what it feels like to have your solution. With advantages, your audience sees that your benefits extend beyond your product and impact the vital aspects that motivate their actions. Here's the rub: advantages are often the hidden and unspoken elements of your solutions. That's why you need to point out and articulate the advantages to be most persuasive. Listing the features or benefits of a solution in your advertising will never persuade. Because they don't answer what your customers are truly looking for – the advantage. If you don’t believe me, try this scientific advertising experiment.

1. Advertise your products or services by listing all the features that your solutions offer.
2. Advertise your solutions based on their benefits.
3. Advertise your solutions based on their advantages.

I’m telling you, the majority of your highest value engagements will come from option three. This first segment of scientific advertising aims to tell you one thing. Unless your advertiser waves the advantages of your solutions, you’re not getting the most ROI for ads. Advantages should be the focus, and Wizard of Ads® can capitalize on your advantages to give you the best ads. If you’re tired of weak and ineffective ads, book a call.

The Impact

Now let's head on to another prominent scientific personality and discover how his concepts relate to scientific advertisements. All the credit for the correlation of his principles to ads goes to Roy H. Williams. Sir Isaac Newton is one of the most popular scientific personalities to have ever graced the earth. If you remember science class, he is the mastermind behind the telescope, theory of gravity, and other scientific principles. Among them, a famous discovery of his is the Three Laws of Motion. Let's see how these laws relate to scientific advertisements. First Law of Motion: _An object at rest will remain at rest unless a force acts on it. What does this tell us?Understanding its relationship with ads requires us to view his concepts from the lens of advertising and business. In this case: Let's consider the "object" to be your "solution." Unless you use "force" (or "advertise") there will be no apparent change in your products and services. This means that they shall remain idle, no one will know about them, and no person will ever buy them. Conversely, whenever you advertise, you slowly bring your solutions closer to your target audience. The question is, _how strong are your ads? This brings us to the next law. Second Law of Motion: _Force is the product and is calculated by multiplying mass and acceleration. His second law explains how strong a.k.a. impactful your advertising endeavors are. Allow me to explain. It's no secret that any type, form, or level of force that hits a surface creates an impact. So, in a way, force and impact are identical. How? Force corresponds to impact because all forms of impact are products of force. In a Monday Morning Memo, Roy H. Williams explains the correlation between impact and ads, through the lens of force. Let's look at these equations: Force = Mass x Acceleration a.k.a. Impact of your ads = Size of the idea x The speed of successful transmission(Successful transmission is the speed by which you successfully transferred the thought from your mind to your customer.)Given the above equation, your advertisements create more a powerful impact on consumers when:

• The ad introduces a new or a big idea that blows the mind of customers
• The ad is concise and salient enough to be clearly and quickly understood by your audience

That's the secret sauce in creating powerful and impactful ads. However, there's a grave caveat. We learn this in Newton's third law. Third Law of Motion: For every action or force, there is an equal but opposite reaction. Roy H. Williams argues that this law directly affects the force of an ad's impact. How? For every impactful ad that you create and publish, there will be an equal force that battles against it. Imagine bouncing a basketball off the floor. The first bounce would be the strongest, but as it continues to bounce, the force gradually decreases. This same concept applies to advertising. The faster and more impactful an ad offer produces big results, the less well it works over time. Everyone knows this. For example, use scarcity or limited offers as an angle to gain sales quickly. You can be certain that after several times of using this technique, it will no longer work. Or introduce a new idea in your ads, but rehash that same idea several times in succeeding ads. I'm sure those latter ads won't bring the same impact as the initial one.

"When things become old, predictable, and the-same-as-before, people turn their attention elsewhere." — Roy H. Williams

Isaac Newton's Laws of Motion teaches us that we must always produce easily understandable, concise, and impactful ads. These are the most effective forms of scientific advertisements. However, he also reminds us that when we're creating ads, we must always look for:

• Fresh angles
• New takes
• Unheard-of strategies
• Unexpected twists

Why? Because this will keep our audience constantly engaged and asking for more. There's just one problem. Not many people, let alone business owners, know about artistic and scientific advertisements. Ads have always been a combination of the two, not entirely scientific. However, many systems-focused entrepreneurs and ad specialists think that it's a science in all respects. What this means is they think what works now will work still tomorrow. To be completely honest, some principles of advertising are evergreen. But you can't implement the same ideas, prose, juxtapositions, foils, and words expecting the same results. They will inevitably have diminished value afterward. These system-driven entrepreneurs will ask agencies to give them fast-acting, reliable ads that drive sales opportunities and revenue. Unsuspecting and often advertising rookies will gladly nod, agree, and comply with the absurd request. Quite possibly, in their minds, they can use the same formula as before and think they’ll replicate the previous wins. Wrong. Wrong. Wrong. You can't always use the same ads that worked before, because they will work less. Worse, they will cease working at all. This scenario reminded Roy H. Williams of the concept of a perpetual motion machine.

The Quest for a Perpetual Motion Machine

Let's take a step back from England (Isaac Newton's domain) and head to India. Did you know that the very first documented perpetual motion claim was from Bhāskara II in the 12th century? He designed Bhāskara's Wheel. This is a hypothetical perpetual motion machine that is said to continue spinning indefinitely without any external source of energy. However, there's a catch: perpetual motion machines violate Newton’s first law of thermodynamics. Science itself proves that perpetual motion machines will work. Still, many attempted to follow the design Bhāskara II made. Naturally, none ever worked. Despite Newton's theory disproving the possibility of perpetual motion, many mathematicians believed they could make it work. In the words of Henry Dircks:"The history of perpetual motion is a history of the fool-hardiness of either half-learned or totally ignorant persons.” Many young advertising professionals fit that description. They think there's a formula for advertisement that stands perpetually true through the years. However, that is never the case. Ads evolve. The more you use an ad, the less impactful it becomes. Reusing the same ads is like creating a perpetual motion machine– it is bound to fail. Evolve your ads by introducing new ideas, using new words, and adding more value overall that makes them more impactful. Not all advertising agency knows this. The Wizard of Ads® knows this and we provide revolutionary and ever-evolving advertisements. Book a call.

Lesson on the Physics of Advertising

Let's head back to England and talk about Newton's first law of thermodynamics. This is also known as the law of conservation of energy. This popular law introduces concepts that also explain scientific advertisements. This law states that energy can neither be created nor destroyed. Instead, energy can only be transformed from one form to another. The best example, as used by Roy H. Williams, is gasoline. The chemicals found in gasoline are convertible to other forms of energy like kinetic, heat, light, and even percussive energy. However, when this chemical energy is expended via the process, the gasoline is gone. In other words, you cannot burn the same gasoline twice. No matter how much gasoline you add, if you burn them once, they are consumed. Let's explore this concept more in the texts below:

The “Buying Energy”

While we're on the topic of gasoline, take some time to understand these concepts. Think of gasoline as "buying energy" or the enthusiasm that a consumer has about your product. Examples of buying energy include your goodwill, reputation, share-of-mind, and word-of-mouth. Trust me, this will make more sense momentarily. All your buying energy can be stored in a customer's mind via three pathways:

Performance

Whenever your products and services deliver or perform exceedingly above what the customer expects, you store buying energy. You keep on filling up the tank in your customers' minds that your solutions are worth it. However, once you fall short of their expectations, that gasoline is burned.

Referrals

Think of referrals as word-of-mouth marketing or those positive online reviews you see online. When there are good reviews and positive word-of-mouth surrounding your business, you increase the buying energy of potential customers. However, when those reviews or referrals are negative, that gasoline burns.

Advertising

Whenever you tell stories in your advertising, you are building relationships with people. Those stories are meant to resonate and relate with your audience, and this fills up their buying energy tank. However, when you use urgency and scarcity in your advertising, you force customers to act fast. Limited-time bargains push customers to act in a "now or never" manner and this burns their gasoline quicker. Remember, gasoline never burns twice. In the context of advertising, when you already used a fast-acting, urgent, scarcity message in your ads, it won't work again. Why? Because you already burned that gasoline. Their buying energy is transferred to the universe. That is precisely why a fast-acting ad that produces big results will work lesser the second time around.

"Shout 'wolf' too often and the villagers no longer come running. Your gasoline has all been burned."

– Roy H. Williams

Flaming up an innocent parcel of land doesn't sit well with me. The better advertising strategy is to be a farmer.

The Science of Advertising is Like Farming

Roy H. Williams managed to summarize this in a single sentence:

"You cannot harvest what was never planted."

The same goes with advertising and we'll explain why below:

Planting

Every good thing, even in business, comes when you plant a seed. Advertising in a manner that tells a story or builds rapport with customers is like planting seeds in their minds. Planting a seed is likened to when a customer first gains awareness of your business. They learn that you and your solutions exist.

Nurturing

But planting a seed is not the endpoint within a plant's life cycle. As you continue building relationships with customers through advertising, the seed germinates and grows into a seedling. Every story you share and every touchpoint in your business are like ameliorants and elements that strengthen the seedling’s growth. In other words, you are nurturing the plant.

Harvest Time

In the end, the seedling grows into a wonderful fruit-bearing plant until such time that it's ripe for harvest. When you take care of the seedling before you aim for the harvest, you reap bountifully. That's the difference between using fast-acting and conversion-driven advertisements right off the bat. Think of it this way. Jewelers know that Christmas, Valentine's, and Mother's Days are peak seasons for jewelry. However, there is not one jeweler that knows when a couple gets engaged. They don't know when a couple celebrates their anniversary. They have no idea when a mother celebrates her birthday. Roy H. Williams argues that's where the big money is found. It’s the same for plumbers, HVAC, or roofers. You have no idea when breakdowns, repairs, replacements, or maintenance requests will occur. All you know is how to do it when the time comes. When you keep nurturing that seed and building relationships with customers, they'll know who to trust when the time comes. That's where you'll find the BIG money.

Scientific Advertising Turns Brands Into Household Names

Scientific advertisements are full of important lessons. From the realm of physics to chemistry, all the way to biology, these are lessons that our advertising Wizards learn. When you implement scientific advertising into your business, you know which ads work and which ads you must focus on. Aiming for a fast-acting harvest may be good in the short term. However, if you want a long-lasting impact on your customers, nurture that seed. That's how you become a household brand.**The question is: are you up for that or do you prefer the unpredictable world of lead generation?**If you want to break barriers and build relationships with your customers, we're the people to call. Wizard of Ads® can help you make your business the household name it is meant to be. Book a call.

Change drives how the world works. It is the currency of progress, defeat, success, and disaster. It is the purpose behind every great story ever told and the engine of evolution. And yet, for all its importance, change is something that we often resist. The future is an unknown quantity. In fact, we often guess wrong about what it holds. “Futuristic ads,” for example, have a long history of failing to accurately depict the future of ad writing. Since the early 16th century, advertising has been the driving force behind the way we live and think. It shapes our desires and tells us what we should strive to acquire. We see it everywhere, yet we seldom stop to think about what futuristic ads will look like. If you’re thinking about the Jetsons, unfortunately, you are wrong. The digital age has only made advertising more intrusive and more pervasive. We are bombarded with ads on a daily basis, to the point where we no longer even notice them. And yet, advertisers continue to work tirelessly to come up with new and creative ways to stand out. Gone are the days when a simple ad in the newspaper was enough to sell a product. For ad writers, the game is changing. The modern consumer is too savvy and media-literate. No longer can they rely on the same old tricks to get our attention. So what does the future of advertising really look like?One thing is for sure: the game has changed, and it's only going to get more challenging from here.

Buddhist Concept of Impermanence

Impermanence is one of the essential doctrines and fundamental ideas of Buddhism. The doctrine of impermanence teaches us that nothing in this world is permanent or fixed. Everything is always in a state of change, including our bodies, minds, and the environment around us. Our minds, however, tend to seek out permanent existence because it feels more stable and secure. This creates a sense of unease and anxiety because we are constantly reminded that everything is temporary. The doctrine of impermanence can help us to let go of this attachment and live in the present moment. When we accept that nothing is permanent, we can start to move through life with more ease and flexibility. We can also be more open to change and less attached to our possessions, achievements, and skills. In our consumer-driven society, advertising has traditionally created a sense of dissatisfaction with what we have to sell more. This advertising technique, however, has shifted in recent years. At Wizard of Ads®, we've long recognized the importance of impermanence in human behavior and its power to create opportunities. Driven by our understanding of this fundamental truth, our Wizards implement marketing strategies designed to turn impermanence into an advantage. If you're looking to create more agile and adaptable ads, book a call with Ryan Chute of Wizard of Ads® today.

Paradigm Shift is Coming

After nearly 15 years of low-interest rates and cheap corporate debt, the global market is undergoing a fundamental shift. Inflation and recession fears are on the rise, and central banks are starting to tighten monetary policy. This has led to increased volatility in financial markets and a new era of uncertainty for businesses. In such an environment, it is more important than ever for businesses to be agile and adaptable. Traditional advertising strategies are no longer effective, and companies must find new ways to reach their target audiences. Change is not always positive, but it is always inevitable. The businesses that survive and thrive in the new economy will be those that can adapt to change and embrace it. Ad writers, however, will have to work harder than ever to produce effective advertising in an environment of change.

3 Reasons Why Successful Advertising is a Game of Masters in the Future

Advertising today is a lot different than it was just a decade ago. The internet-driven revolution has left companies with an ever-changing learning curve. As we move into the future, advertising will only become more complex. From economic changes to cultural shifts, futuristic ads won't look how we expect. No longer will a mediocre ad be enough to succeed. Here are three reasons why advertising will be a game of masters in the future:

1. New technologies are making it harder for local advertisers to reach people

The growing number of technologies creates a challenge for local advertisers to reach potential customers. The problem arises because ad blockers and the increased use of mobile devices make it difficult to deliver untargeted ads. Normally, this wouldn't be a problem. However, the previously low cost of repetition is no longer an option digitally. In fact, advertising on digital platforms is more expensive than ever. Alongside intentional branding, relevance, and impact, ad writers must also consider how to make a lasting impression with little repetition. Consequently, ad writers need to be more strategic in their approach to reach potential customers effectively. Frequency alone is not enough to sustain mediocre ad messages. In the new world of advertising, quality messaging is critical.

2. The number of people reached by your advertising will decline, and the cost of that advertising is rising

Due to the ongoing economic situation, many companies feel forced to cut advertising budgets. At the same time, the cost of digital advertising has risen sharply. Consequently, the number of people reached by advertising will decline. This is especially true for businesses that rely heavily on digital advertising. To stay competitive, ad writers must thoughtfully construct each ad to ensure it's as effective as possible. Other considerations, such as the channel, target audience, and offer, should be considered to create successful ad campaigns. Businesses that fail to appeal to the modern consumer will find themselves at a disadvantage and ultimately suffer the consequences.

3. Customers have become immune to the traditional language of advertising

Despite its recurrent use, the doctrine of impermanence applies not only to physical objects but to ad strategies as well. In a rapidly developing world, what was effective yesterday may not work today. Advertisers who don't change with the times risk being left behind. With the advent of digital media, businesses have far fewer opportunities to reach their target audiences than ever before. They are competing for attention against an ever-growing number of other businesses online, abandoning mass media channels that continue to deliver more listeners by multiples. In order to be successful, advertisers must adapt their strategies to the ever-changing landscape. Only by embracing impermanence can businesses hope to stay relevant in a consistently dynamic world. In fact, just like businesses, ad writers will either rise or fall based on their ability to adapt to change. The new paradigm shift from traditional advertising to digital media has been confusing for businesses and consumers alike. Digital media, however, must be approached with a different mindset in order to be effective. Advertisers who don't understand this new landscape will find themselves and their messages lost in the shuffle. In other words, advertising requires more than writing a few clever headlines and placing them where people will see them. Modern day ads demand a deep understanding of how humans interact with technology, economic trends, and social media. Only by constantly evolving and adapting to these changes will advertisers remain ahead of the curve and deliver effective campaigns. At Wizard of Ads®, we've been at the forefront of the ever-changing advertising landscape and can help navigate it. Our team of experts has years of experience in delivering successful, timeless campaigns that get results. Alongside our digital marketing strategies, we offer a comprehensive suite of advertising services to reach your target audience effectively both online and offline. The game has changed. We're ready to play. Are you? To learn more about how we can help you stay ahead of the ever-changing curve, book a call with Ryan Chute of Wizard of Ads® today.

Have you ever considered 'ad relevance' first before you published an ad? If not, you should. You want to increase the relevance of your ads if you dread a lack of engagement and mediocre conversions. Allow me to explain. For business owners, ads are like a double-edged sword. Why? Because entrepreneurs like us publish ads regularly, but we're also oftentimes at the receiving end of advertisements. There's just one problem. People and business owners alike lack the core understanding of what makes ads work. They don't know which ads are blunt to not affect people and which are sharp enough to penetrate people's interests. Enter: Ad relevance. Relevance is the key factor in determining whether or not your ad will captivate its audience and ultimately drive conversions. The question is, what exactly is ad relevance and how do we increase it in our advertising? You'll discover the answer here today. Keep on reading.

What Makes an Ad Relevant?

Before clarifying what makes an ad relevant, it would be best to first answer ‘what does relevant mean?’Google says it's the quality or state of being closely connected, appropriate or pertinent. Ad relevance combines advertising and relevance into a single idea, converging their definitions. That means ad relevance is the appropriateness and pertinence of ads to the needs of the audience they are targeting. Simply put, the higher the ad relevance, the more likely it is to capture the attention and interest of users. Results-wise, this translates to better click-through rates, higher engagements and increased conversions. Now, what makes an ad relevant? All advertisements are an explicit proclamation of a company's products and services. But ad relevance goes beyond that. It is not enough to simply advertise what you have to offer. Relevant ads answer the implicit and often unspoken questions that customers have when seeing your ads: "Will this product help me?" "Why should I buy it?" "Will it make me happier?" "Will it make a difference or will it simply waste my time?” All of these are unspoken questions we ask every single day, and they all point to one thing: relevance. The same questions extend to your advertising endeavors. Expect your audience to ask the same thing every time they encounter your ads. Let’s take a look at Google and how it ranks ads and organic search results. Relevance is a key factor that determines an ad’s Google ranking, along with ad quality. Your ad or webpage is considered relevant when it matches the search intent of a user. In other words, when your results hit the bullseye of a query. In this case, your ads respond directly to a person's underlying felt needs. Unless your ads are relevant to customers’ needs and interests, they will not take the time to engage with them. Writing advertisements that ooze with ad relevance is not that simple. It takes a mixture of expertise, experience, research and a little bit of magic to come up with relevant ads. If you need some advertising wizardry to charm your audience's attention and drive them to action, we can help. Wizard of Ads® has committed to helping businesses concoct the perfect brew of relevance and credibility in their advertising. Interested? Book a call and let's get this magic show on the road.

No. 23 Station in a City of 23 Stations

Among all thought leaders in advertising, no one has ever come close to Roy H. Williams in advocating ad relevance more. In one of his Monday Morning Memos, he explained the tale of how his concept of ad relevance was birthed. Being a college dropout with no financial safety net, he worked two jobs to survive. Roy installed gutters during the day and was an advertising salesman at night. According to him, they were the number 23 station in a city with 23 radio stations. That's not exactly the ideal position in the rankings. In a city with 1.3 million people, Roy's radio station had a share of voice of 18 thousand people. They garnered only a measly 1.3 percent but in his mind, that was a lot of people. It all changed when one day, no ads were played on the station. This concern prompted Roy to ask his boss why that was the case.“You think you could sell some ads?” That’s what his boss asked him in response. Roy didn’t know that this magical question became the tipping point of his successful advertising career. The first thing he learned as a rookie advertiser? Advertising bore people out of their minds for the same reason we find everything else boring: lack of relevance. When ads gush in ad relevance, customers respond. Otherwise, you may be answering questions that no one in your market really asks. In practicing the art and science of producing relevant ads, Roy made as much as doctors did at the time. From $3.50 an hour to around $6 thousand a month, all because he found the secret behind ad relevance. It's not just his earnings that grew, rather, businesses he wrote ads for blew up and made fortunes. As people heard more about his feats, businesses went to the station seeking his wisdom. Not to inquire how many listeners they had. Entrepreneurs knew Roy’s ads worked, so they came bearing one question in mind: "How much does an ad space cost?" Right now, you're reading this article and I'm guessing one curiosity permeates your existence. “What is the secret behind a relevant ad?” That's what we'll tackle next.

The Secret To an Effectively Working Ad

First, you should know by now that you are a business because there's a problem you're trying to solve. For HVAC contractors, they intend to solve the need for cooling or heating in a household. Plumbers, on the other hand, will turn your leaky pipes and clogged drains into perfectly working water fixtures. There is always a problem. People encounter these problems every now and then. When they experience this problem and your relevant ad is playing on the radio or TV, you win the sale. So, always craft your ads from that perspective. Also bear in mind that there are layers on top of these immediate problems they’re experiencing. For one, customers also have underlying felt needs that fall into either money, energy, and time. Your customer's pain points and pleasure points will often be latched onto these three aspects. One common mistake I noticed that businesses use is rampant discounting of prices to win the public's interest. A noble gesture but a dumb approach. Thoughtless discounting is dangerous because it doesn't make your solution any better than others. If anything, it shows insecurity, unless you do it with a strategy in mind. In the words of Roy H. Williams: "A turd at 50% off is still a turd." To soothe customer pain points and satisfy their pleasure points, look into how you can meet their underlying felt needs. For instance:

• Money – demonstrate how much more value they will be getting from choosing your solutions
• Energy – articulate how much less of a hassle it is to work with your business
• Time – explain how you'll complete the service or deliver the product in the least time possible

When you hit the right notes, your ad relevance abounds and it becomes your sale to lose. Finally, great ad writers do not operate on the inside of your business. The only way they can leverage ad relevance is when they are external. Great ad writers co-exist with the people outside of your business. They have lived experiences of the same pain and are looking into what your business can offer as a remedy. Great ad writers don't advocate for your business, they advocate for people through your business. Hiring these ad writers gives your company the advantage it needs. Because when you know the word on the street, ad relevance becomes second nature.

Ad Relevance and the Current Business Climate

The current business climate is more competitive and aggressive than ever before. People are far keener on businesses they work with. Furthermore, businesses are stepping their game up when it comes to marketing and advertising. In other words, you don't exactly have your work cut out for you. Here's the thing. Ad relevance can ensure that your advertising endeavors stand out in a Sea of Sameness. We all know that, but there's just one problem.**World-class ads will never mask mediocre solutions.**In this current business climate, what you advertise should always coincide with what you actually have to offer. Otherwise, granted you may win the battle but ultimately lose the war. Why? Because even if your ad sells, you will produce an unsatisfied and angry mob that feels cheated by your services. Ad relevance matters, but this comes secondary to having relevant solutions in the first place. Roy H. Williams was once belligerently approached by an entrepreneur to write magic words to sell some bullshit offer. In response, per Roy’s story, he hocked a loogie and spat the wad of saliva on the man's shoes. Hypothetical or not, the man was rude so he returned the favor. But if we look closely, underneath the tense exchange, you can't just sell crap with good advertising. It will ruin your business and breed an angry mob. Again, relevant ad + relevant solution = gold. If you're looking for an expert to write advertisements gushing in ad relevance, I can help you out. Book a call with Ryan Chute from Wizard of Ads® and we'll get you hooked up.