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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.

Let's face it, people who spoil the end of books for others are awful. Sure, subtle signs suggested Snape was a good guy, but still, it was a pretty big deal when it was revealed. And don't even get me started on the ending of Game of Thrones... Whatever the case, it's likely that once you've been spoiled, there's no going back. The fun is gone. The sense of wonder is extinguished. The chapter closes. Like your favorite book, great ads are meant to be savored. And just like books, ads can be ruined by spoilers too. This time, however, it's not a well-meaning friend who accidentally spoils the ending. It's the advertiser themselves. In the digital age, it's too easy for an advertiser to blend in amongst the crowd. I mean, how often do you see or hear an ad and think, "Oh wow, that was really clever" ?More often than not, like the rest of the internet, you're trying to figure out how to skip it. Why? Marketers too often give away the end of their ads before viewers have a chance to enjoy the journey.*spoiler* This does not make for good advertising. Marketers must be as creative as possible to cut through the noise of predictable ads. They need to create ads that tell a story, engage the viewer, and, ultimately, leave a lasting impression. What's the best way to do this? I’ll let you in on a little secret, very few ad writers have figured it out. We, however, have the answer.

The Importance of Opening Statements

Every great story – and every great ad – begins with a statement that triggers more questions than it answers. Do you remember the first time you watched the trailer for your favorite movie? You didn't know how it ended, but you couldn't wait to find out. So, you bought a ticket. The same should be true of your ads. As an ad writer, you must allow viewers to enjoy the journey before giving away the ending. To do this, start with a statement that triggers more questions than it answers. "I do not like to turn right when leaving my neighborhood…""I was an 8-year-old boy finding the wrench for my father…""You are sitting in a dimly lit restaurant when you hear an alarming noise…"_Like myself, you're probably thinking, "Why doesn't he or she like to turn right? Why is he finding the wrench? What noise?" Great! You're engaged. You want to know more. This is your movie trailer moment. Now, it's time to sell all the tickets. At Wizard of Ads®, we understand the psychology of marketing and how to influence consumer behavior. We also know that for your ads to be effective, they need to engage and speak directly to your market. With our experienced team of storytellers, we can write the script, produce the trailer and sell out the theater. Book a call with Ryan Chute of Wizard of Ads® today to get started on your next marketing masterpiece.

The Narrative Arc

In every great story, there's a beginning, a middle and an end. Your business story is no different. After you've drawn your audience in with a strong hook, you need to keep them engaged with compelling content. The narrative arc of your story should take your audience on a journey. And along the way, they should come to know, like, and trust you and your business. It's important, however, that your narrative arc does not lose momentum. To keep your audience engaged, you must maintain a sense of wonder, curiosity, and suspense...You are sitting in a dimly lit restaurant when you hear a strange noise. The walls are covered with jagged shards of golden light. You then hear another strange noise. The jagged shards of light are missing. Murmurs of wonder flood the restaurant. The jagged shards appear again, dancing in unison to music that only they can hear. And again, they are gone. The crowd applauds the unexpected delight. Smiles are beaming, teeth are bright. More jagged shards and golden light. No one notices the man sitting at the table in the middle of the room, staring at his folded tablecloth, lost in thought. A woman then emerges from the shadows behind him. Startled, he looks up, and drops to one knee. The golden shards of light dance fast and bright across his face and hers. And they kiss. And the candlelit restaurant explodes in cheer. A tiny box now sits empty on the table. Flickering Firelight™ diamonds, available exclusively at Morgan Jewelers. Using various storytelling tactics, you can implement descriptive language to transport a reader into another world. And while your reader may not be interested in your product or service, imagination will likely keep them reading. But why would someone show interest in an ad that is irrelevant to them? Throughout history, humans have been known for their ability to solve problems. When an ad begins with a sentence that poses a question, we feel compelled to find the answer. So why must we always feel compelled to provide the answers? You may be surprised to know that people actually enjoy feeling like they’ve solved a problem on their own. Imagination is a powerful tool when it comes to problem solving. As adults, we must not forget the importance of imagination.

The 5 W’s of Journalism and Great Ads

Remember when you first learned how to write a narrative in elementary school? Maybe you were writing about your day or your summer plans. Whatever the case, you were likely taught to always answer the 5 W's: who, what, when, where and why. But as you've probably noticed, real life isn't always so cut and dry. Sometimes the best stories are the ones that defy easy explanation. The reason most people hate advertising is because people don't want to be sold to. Journalists, in particular, are why most people hate advertising. Unlike newspapers and magazines, ads don't have to answer the 5 W's. In fact, the best ads don't even try. Ad writers must leave some things unanswered. It's these unanswered questions that make readers want to know more and, eventually, buy what you're selling. Refer to the following ad: Guidomeyer’s Furniture is having a sale! This week, Guidomeyer’s is having a saleat 1715 Barkmaster Avenue! Save! Save! Save up to 50% this week at Guidomeyer’s annual clearance sale! Guidomeyer’s has been serving the needs of Pottersville for 71 years,so come to Guidomeyer’s and shop for your furniture! We have recliners, coffee tables, end tables, nightstands, TV traysand financing will be available! Guidomeyer’s Annual Clearance Sale! This week! 1715 Barkmaster! Hurry, hurry, hurry before all the good stuff is gone!Guidomeyer’s!_Were you engaged by their obvious selling tactics? Probably not. But I bet you could point out the 5 W’s. To create an effective ad, you must not spoil your punchline. People are naturally curious beings, and we have a natural inclination to want to know what we don’t know. The same goes for your readers. Make them curious about what happens after every phrase, sentence and paragraph. Only then should you allude to the product or service you're trying to sell.

Holding Your Listener's ATTENTION

So how do you hold your listener's attention? You guessed it: Curiosity. When you arouse someone's curiosity, they want to know more. Think about the last time you overheard someone talking about something they were passionate about or a secret. Chances are, they had you curious about what they were saying. You wanted to know more. To generate an effective ad, it is vital to maintain your readers attention throughout the entire process. How do you do that? Here are five important techniques:

1. Open with a statement that triggers questions.- Spark curiosity about what the 5W's are.
2. Introduce the narrative arc (the plot) quickly.- Embark on a journey with your audience. Let them explore it on their own.
3. Never be afraid to surprise your reader. Be unpredictable.- Predictable ads are boring ads. Do not be afraid to take them somewhere unexpected.
4. Lead your listener to a conclusion. Allow them to discover it.- Let your audience figure out the mystery for themselves. Lead them to your product or service in a way that feels rewarding.
5. Leave out irrelevant or predictable information. Consumers hate ads that sound like ads.- The path to failure lies in ads that sound like ads. The best ads are those that offer insight and value.

From a young age, children are encouraged never to leave a question unanswered. Imagination, however, often requires that we do. Implementing these five techniques will help you create content that keeps your audience engaged. Only then will you be able to implement rhythm to make your message dance off the tongue.

Musical Writer’s POETIC Meter

Poetry is all about using language to create rhythm. Often, this rhythm is created through the use of meter, which is the pattern of stressed and unstressed syllables. There are many different types of meter, but one of the most common is the anapestic tetrameter, which is often used in children's poetry. Coined by Dr. Seuss, anapestic tetrameter consists of four feet, each containing two unstressed syllables followed by a stressed syllable. For reference, here is an example:_pum-pum-PUM-pum-pum-PUM-pum-pum-PUM-pum-pum-PUM. While that may just look like a jumble of syllables, when you read it out loud, you can start to feel the rhythm. Consider the following example from Dr. Seuss himself:

"You will come to a place where the streets are not marked.

Some windows are lighted. But mostly they're darked.

A place you could sprain both your elbow and chin!

Do you dare to stay out? Do you dare to go in?

How much can you lose? How much can you win?

And IF you go in, should you turn left or right...

or right-and-three-quarters? Or, maybe, not quite?

Or go around back and sneak in from behind?

Simple it's not, I'm afraid you will find,

for a mind-maker-upper to make up his mind.."

Like any successful poem, meter must be used skillfully to create a pleasing and compelling work of art. In fact, some of the greatest novelists, such as Ernest Hemmingway, have employed such devices in their writing. For example, the opening lines of A Farewell to Arms are rife with iambic pentameter. The use of meter can add a great deal of musicality and rhythm to a poem or an ad. It can also create a sense of urgency or foreboding, depending on the effect the advertiser hopes to achieve. My advice? Don't read ad copy to learn about writing successful ads. Read poetry, short stories, or even novels.

The Pulitzer and Nobel prizes in Literature

Among the things that I enjoy most about literature is the variety of forms and meters that writers use. Playing with words allows writers to create something beautiful and complex out of a simple idea. This, however, is not limited to storytellers. All writers, even beginners, can learn to use meter to create stunning effects in their writing. After all, meter is not just for poets! Ernest Hemmingway, for example, is known for his use of rhythmic, staccato prose. This style of writing is evident in his novel, A Farewell to Arms. Here is a short passage from the novel: "Troops went by the house and down the road and the dust they raised powdered the leaves of the trees.” Inspired by Bach, Hemmingway's heavy use of “and” breaks free from traditional rules to create a more lyrical, musical prose. This creates a more intimate connection between the reader and the story, as if it's being told to us directly. By choosing to break free from traditional writing rules, Hemingway explores different ways of conveying emotion and experience through language. After all, he didn't win a Nobel Peace Prize by sticking to what "works." So how can you use Hemmingway’s Nobel Prize-winning techniques in your own writing? Read more poetry, break the rules and become a storyteller.

Are you a Journalist, or an Ad Writer of Great Ads?

People who spoil the end of books for others are the worst kind of people. From a young age, we learn to read for pleasure, lose ourselves in other worlds and empathize with characters. Great ads should give your readers a similar experience. Whether you are a journalist or an ad writer, your job is to tell a story. And just like any good story, your ad must break free from the noise. Today, various brands are implementing the use of storytelling to deliver their message in a more creative way. Advertising using storytelling is a great way to make your ad more memorable and effective, regardless of the medium. At Wizard of Ads®, we believe that effective advertising always comes down to a great story. Backed by expertise and experience, our team is dedicated to helping brands create unforgettable advertising experiences. If you're looking for a team to help capture attention without spoiling the ending, book a call with Ryan Chute today.

It's time to reinvent the way we advertise. Traditional ads are out, and non-traditional ads are in. There is no doubt in my mind that advertising has radically transformed since the 80s coming into the 21st century. However, today's traditional advertising has watered down the true essence of ads. Traditional ad-think, or the way professionals assume ads work, has embraced an era of data-centric and media-focused advertising.**That's never how advertising should work.**Customers are more than a checklist of demographics and interests. They are human beings with unique values, beliefs, and emotions. The only way to truly connect with your customers is to speak to them on a personal level. Non-traditional advertising tactics tap into this potential. Non-traditional ads speak to what customers care about and how to say it meaningfully through relevant media channels. Without non-traditional marketing strategies, your message can easily get lost in the noise of traditional, mass-produced marketing. So what does non-traditional advertising look like? If you want to learn more about non-traditional ads, keep reading and I'll tell you everything you should know.

Our Assumption of Ads

Before we even begin to dissect non-traditional ads and advertising, let's first define traditional advertising. When people refer to "traditional advertising," they generally talk about advertising through obsolete or bygone mediums. This includes television, radio, newspapers, and billboards to reach your customers. However, this is not exactly an accurate definition of traditional advertising because it violates what "tradition" means. Traditions are customs or beliefs transferred from generation to generation, and these traditions change with time. Your tradition now is not the same tradition as a decade ago. So, in reality, traditional advertising is simply the norm or the conventional practice employed by advertisers in today's era. Conventional advertising tactics suggest that the medium is the message and data drives every decision. This means that advertisers are more focused on where their ads will be seen and who will see them. In stark contrast to ads' definition, which is to communicate a message to the right audience and make an impact. As Roy H. Williams puts it:

"[Today’s] ads are written under the assumption that we can get people to care about things they don’t care about. But this approach rarely succeeds."

Non-traditional advertising, on the other hand, is named as such because they deviate from the current norm. It is not just about utilizing unconventional mediums like guerilla marketing or viral videos. It's about breaking away from the typical selling approach and speaking to your customers on a personal level. Non-traditional ads put emphasis on identifying what truly matters to the target audience. This is then pursued by delivering the ad with powerful messaging through psychologically impactful channels. That’s the basic difference between traditional and non-traditional ads. If you want non-traditional ads to lead your advertising campaigns, the Wizard of Ads™ can craft those for you. Book a call with Ryan Chute of Wizard of Ads® and get ready for an upsurge in customer calls. Keep on reading and we’ll further dissect the contrast between traditional and non-traditional ad-think below.

What Traditional Ad-think Says?

In this digital era, access to information is more available than ever before. Visiting websites, for example, leaves cookies on our browsers that track our online behavior. The data obtained is then used by businesses to present us with targeted ads. Traditional or conventional advertising is all about the numbers game. Creating ads and targeting a specific audience is based on their demographics, media usage and past purchase behavior. The idea is respectable but the execution is weak, and I'll explain why below. Traditional ad-think boxes advertising into three categories:

Target the Right People

Ad targeting is one of the foundations of traditional advertising. It's a technique where advertisers reach their target audiences using their demographics, psychographics, online behavior and buying habits. Targeting works under the impression that the more specific the targeting, the higher the chance of ad campaign success. After all, since these targets have previous engagements in your industry, they are likely more interested, right? They generally should be, but targeting alone is not enough to convert prospects to customers. First, targeting limits your scope to a few people, when you could create broader connections with a more general audience. More importantly, your advertisement also needs a powerful message, if you want the best results and returns.

Leverage the Right Media

With advertisers' reliance on data for their traditional advertising endeavors, it's not surprising that they nitpick their preferred media outlets. They compete for attention on channels where the competition is and focus on where their target audience likely consumes content. Non-traditional advertising takes a different approach. Instead of focusing on the medium itself, non-traditional ads focus on what customers really care about. Regardless of the media, the right message will resonate with people who are genuinely in need of your solutions.

Use Creativity in Delivering Your Message

People get bombarded with up to 5 thousand ads per day. The more we encounter ads, the more desensitized we get and the less information retained from each ad. With that in mind, creativity became a powerful tool in giving ads a fresh and memorable spin. Advertisements now bank on great use of media and visual impact to make sure the ads stand out. There's nothing inherently wrong with that. However, attaining a competitive edge today has transitioned from who offers the best advantage to who leverages the best media. Unfortunately, good editing and visual impact are more often used to compensate for a lack of value and a mediocre message. These three are the common pitfalls of traditional advertising. Focusing on them will not yield you the results you’re looking for. Alternatively, non-traditional ads might just do the trick.

What Non-Traditional Ad-think Really is Saying

All three aspects above help ensure that the "right" people are sought for advertisements. Sadly, they still all fail in the most important element of an ad: the message. Non-traditional advertising focuses on that front. It's about understanding the customer and delivering a clear, meaningful and relevant value proposition for them. That is where non-traditional ads stand out. Here are what non-traditional ad-think believes in:

The Message Above All Else

More than the medium, above all those incredible graphics, your ad's message will always prevail. You can spend a fortune running tastefully produced ads on Facebook and still fail miserably if the message is subpar. Non-traditional ads put the message front and center, with the medium and other peripherals being secondary. Winning the ad race means appealing to a customer's underlying felt needs, which are money, energy, and time. You take the focus away from the product features or benefits, or the company behind it. Non-traditional ads articulate the advantages that customers could get with your solution. Regardless of what media you use, as long as the ad is relevant to your audience, it will garner sales. As Roy once said: "The media doesn’t make the ad work. The ad makes the media work."

Clarity > Creativity

Creativity will always be secondary to clarity. A non-traditional ad should be clear, to the point, and leave no room for misinterpretation. It should contain a significant call to action, one that urges customers to take immediate action. Non-traditional advertising is about making an emotional connection with the customer and speaking their language, literally. Your goal is not to sound like a word virtuoso, even if that sounds nice. The aim is to talk in an interesting manner while perfectly articulating the advantages of having your solutions. Skip the cute and clever. Stick to the strategically entertaining.

Deliver Your Message by Offering the Best Psychological Environment

Advertising is a mind game. You want to plant seeds into your consumers' minds and have them bloom into a desire for your solutions. It's not just about getting their attention, but rather making them remember you when they are ready to make a purchase. While data and media can play an influential role, non-traditional advertising emphasizes the importance of truly understanding your target audience. You want to reframe your message in an angle that targets their pain and pleasure points. That's the only way your message resonates with them in a meaningful way. This means going beyond just demographics and delving deeper into psychographics– exploring their values, lifestyles, and attitudes. This can go in two ways:

• Find their deepest pain points and soothe them, or
• Identify their pleasure points and satisfy them.

Speak to What Customers Already Care About

At the end of the day, you can have an ad that boasts creativity and packs a powerful message yet still fails. Why? Because advertisements work best when customers already care about what you have to say. Unless that's the case, you're just adding to the noise. The good news with residential home services is that everyone will need them, one way or another. Identifying their unmet desires is also straightforward. Always frame your angle on how you can satisfy these unmet desires. Take the attention away from your business and towards your audience. That's how non-traditional ads work because traditionally, businesses like to talk more about themselves in their advertising. If you want to craft the perfect non-traditional ads for your residential home service business, we got you covered. Wizard of Ads™ can help produce the perfect customer-centric ad campaigns for your business. Book a call with Ryan Chute from Wizard of Ads® to learn more.

Advertising is art with ulterior motives. It is used to make consumers believe that one brand is better than another. In advertising, symbolism is a popular way to convey such messages. Advertising indirectly sets a lot of cultural norms. In order to relate, it plays on a variety of common beliefs. So, how are symbols used in advertising? In this article, we'll explore how symbolism is used in advertising and some of the most common symbols seen in ads today. Read on to find out!

Symbolic Thought

Symbolic thought is the use of symbols to represent ideas or concepts. This can be done in a number of ways, but some of the most common methods are through similes, metaphors, and music. Similes are when two unlike things are directly compared to each other using the words "like" or "as." For example, an ad might say, "X product is like a breath of fresh air." Metaphors are when a direct comparison is made between two things without using the words "like" or "as." For example, an ad might say, "X product is the best thing on the market." Music is also often used as a symbol in advertising to create an emotional response in the viewer. Advertisers may use music to convey a particular emotion they want viewers to feel when they think of their product. For example, a sad song used to compell audiences to donate to a charity. Similes, metaphors, and music are used in advertising symbolism because they create an emotional response in the viewer and make the product being advertised more relatable. By understanding how symbolic thought is used in advertising, we can better understand the messages advertisers are trying to communicate. Are you looking for ways to make your advertising more impactful, more meaningful? Look no further than Wizards of Ads®. Book a call today to get started.

Roles of Symbolism

When it comes to advertising, symbolism plays a significant role in conveying messages to viewers. Symbolism is often used to create an emotional response or make a connection between the product being advertised and the viewer. Let's take a look at some ways how symbols are used in advertising.

Branding

We see symbols everywhere — on the street, in commercials. Heck, even the words in this article are symbols. You can see why are they so important in marketing. Simply put, branding is one role of symbolism in marketing. A brand is a set of associated and aligned symbols that identify a product or company and differentiate it from its competitors. These symbols can take many forms, including logos, colors, and packaging. By creating a distinctive brand identity, companies can make their products more recognizable and memorable to consumers. In addition to branding, symbols can also be used to communicate messages about a product or company. For example, luxury brands often use gold and silver colors to convey a sense of wealth and sophistication. Similarly, green and blue are often used to communicate environmental friendliness. Companies can effectively communicate their desired messages by carefully selecting the correct symbols for consumers. Symbols play an important role in marketing because they help create solid brands and communicate key messages about products and companies. When used effectively, they can be powerful tools for driving consumer behavior.

Artistic Expressions

As we have seen, artistic expressions play an important role in marketing. In particular, they can create solid brands and communicate key messages about products and companies. When used effectively, artistic expression can be a powerful tool for driving consumer behavior. There are many ways to use artistic expression in marketing. For example, you can use color symbolism to convey your desired message about your product or company. You can also use shapes and patterns to create a visual identity for your brand. Additionally, you can use music and sound to connect with consumers on an emotional level. The sky is the limit regarding using artistic expression in marketing. So get creative and see what works best for your business!

Social Connections

Symbolism is used in advertising to create an emotional connection with the consumer. This can be done using symbols representing positive concepts, such as family (identity), success (purpose), or pride (adventure). Alternatively, advertisers can use characters that evoke negative emotions, such as fear, shame, or guilt. Either way, the goal is to tap into the customer's subconscious and create a connection between the product and the desired emotion. One of the most effective ways to use symbolism in marketing is to create ads that feature people from different walks of life interacting with each other. This ad shows consumers that your product or service can be enjoyed by anyone, regardless of their background. Additionally, symbolism is used to create social connections between people who share similar values. For instance, events like concerts or festivals can be sponsored by companies to promote their brand while also providing attendees with a sense of community.

Events

Events are a powerful form of symbolism because they allow companies to tap into people's emotions when they're experiencing something together. When used correctly, events can create a memorable connection between a product or service and the consumer. By now, you should have a good understanding of how symbolism works in advertising and marketing. As you can see, it's a highly effective way to connect with consumers on an emotional level and create lasting memories. So, next time you're planning your marketing strategy, be sure to keep symbolism in mind! It could be the key to unlocking your campaign's full potential.

Superstitions and Buying Habits

Superstitions (luck and so forth) are surprisingly significant driving factors in consumers' buying habits. The belief that a symbol has the power to enact change is called superstition. A study done in 2016 by the Journal of Consumer Research found that people are more likely to buy a product if they feel it will bring them good luck. So, how can you use this information to your advantage? If you're selling a product that could be considered a "good luck charm." For items like a four-leaf clover keychain or a rabbit's foot, display it prominently in your store or online shop. Superstitions can also be used in marketing campaigns and advertisements. For example, you could release an ad campaign around the following idea: Get [your services] before your luck runs out! Friday the thirteenth is just a few days away! You might wish to consider strategies for using superstitions and other symbols in advertising. Especially when you find out that on this day, business revenue is lost by $800 million to $900 million. Just remember, there is a fine line between fear-based marketing and leveraging superstitions. When you see a black cat in your path, do you automatically think it's bad luck? When you come across a ladybug, do you consider it a sign of good fortune? Symbols play an essential role in our lives. They are often used to convey messages without the use of words. In many cultures, certain symbols are thought to hold magical powers. While some might dismiss the idea of superstitions and lucky charms, there is no denying that they can impact behavior. A study by researchers at the University of Chicago found that people who considered themselves superstitious were more likely to take action to avoid bad luck.

The Message of the Symbols

We live in a world full of symbols. From religious and political symbols to the symbology of artifacts and even words, they are everywhere. Advertising and marketing are not exempt. Symbols convey meaningful messages in advertising and marketing. For example, think of the Nike swoosh. It's a simple symbol, but it conveys athleticism, determination, and motivation. Or consider the Mercedes-Benz logo. The three-pointed star is a symbol of quality and luxury. In both cases, the messages conveyed by the signs are strong and clear. But sometimes, the messages conveyed by symbols in advertising and marketing are more subtle. They are used to describe statements about lifestyle, status, or even values. Consider a car advertisement with a family standing beside their new car, the sun setting behind them. While some messages conveyed by the symbols are more insidious, they are no less powerful. So, what messages are hidden in the symbols of advertising and marketing? Only time will tell. For a chance to guidance in advertising and marketing and growth in your business, Wizards of Ads® has you covered. Book a call today to get started.