Free resources from Actual Wizards.

Remember when you used to daydream about what you wanted to be when you grew up? Maybe you wanted to be a doctor-delivering your knowledge to fight disease. Or, perhaps, you dreamed big. Maybe you wanted to be a rockstar-the next king of rock n' roll. Or maybe, just maybe, you wanted to be a writer. The job of an ad writer is to come up with creative ways to sell products and services. But let me tell you...it's fantastic. From the moment you wake up in the morning, your mind is racing with ideas. You think about the new ad campaign you're working on for your client and how you can make it better. You jot down a few notes, and then it's off to the races. You spend your day coming up with clever taglines, writing informative and persuasive copy, and designing eye-catching visuals. And when it's all done, you get to see your work come to life on TV, in magazine or online. It's a pretty great gig if you ask me. But it's not all fun and games. There's a lot of pressure that comes with being an ad writer. You're constantly trying to develop new ideas that will grab people's attention and get them to take action. And sometimes, it feels like the whole world is watching to see if you can deliver. But how do you get there in the first place? You actually may have experienced it yourself.

Becoming an Ad Writer

A writer is born the moment a pencil is forced on you in elementary school. And whether you like it or not, you will continue to be a writer for the rest of your life. Whether you're jotting down a grocery list or penning the next great American novel, you are using your writing skills. "But I'm not a good writer." Truthfully, no writer starts off great. In fact, most of us are pretty terrible when we first start. The reason most successful writers are successful is because they kept at it. Like any skill, the more you practice, the better you become. "I don't have time to write. "This is probably the most common excuse for not writing. We all have 24 hours in a day. If you want to be a writer, you'll make time to write. Why else would you be reading this article? "I don't know how." Learning how to write an ad is the first step toward becoming an ad writer. This, however, doesn't always require sitting in a classroom. In fact, reading your favorite book can be the best way to get started. Aside from providing great stories, books can also teach you a lot about how to craft an effective ad. For instance, you can learn about storytelling, tone, word choice, and more. Once you've learned what effective writing looks like, the next step is to start writing yourself. From short stories to full-blown campaigns, there's a lot you can do to get started. And, if you keep at it, you'll be well on your way to becoming a memorable ad writer. After all, what's an ad writer if they can't sell their product? At Wizard of Ads®, we use disruptive methods to build household name brands from the ground up. From start to finish, we employ an outside-the-box approach that's sure to capture your target audience's attention. If you're looking for ad writers who dream like rockstars and deliver like doctors, book a call with Ryan Chute of Wizard of Ads® today.

Methods of an Ad Writer

When it comes to writing ads, time is money. And while we're not doctors, we know a thing or two about memory. To effectively advertise your product or service, you need to tap into the collective memory of your target audience. What does that mean, exactly? You must create a memorable ad to ensure your target audience remembers your product or service. It's not enough to simply write an ad and hope people will remember it. In an age where people are bombarded with information, you must make your advertising stand out from the crowd. So how do you create a memorable ad? You make a lasting impression.

Working Memory

Working memory is the most common type of memory in the cognitive system. From remembering where you put your keys to recalling your grocery list, your working memory is constantly being taxed. Working memory, however, is temporary. The information is only stored for a short time before it is forgotten. When writing ads, your content must be memorable enough to stick in someone's working memory long enough to take action. That's why it's important to avoid creating an ad that blends in amongst the noise. If your ad looks and feels like every other ad out there, chances are people will quickly forget about it. Let's face it, sticky notes eventually unstick. To create an ad that will be remembered, you need to make it stand out. Thankfully, there are a few ways to do this.

Semantic Declarative Memory

Semantic declarative memory is a type of long-term memory that stores general knowledge. It allows you to remember that the capital of France is Paris or that a cat is an animal with fur. In other words, you don't need to consciously think about these things because they're already stored in your semantic memory. In fact, you may not even know where you learned this information in the first place; you just know it. To create an ad that will be remembered, you need to tap into this type of memory. Many ad writers use facts and figures to make their ads more memorable. For example, they might list the features of their product and the benefits it provides. Semantic declarative memory alone, however, may not be so helpful for making the sale. Who wants to invest in a product or service that is just a list of features and benefits? To create an ad that is truly memorable and effective, you need to connect with your audience. You need to create an ad that will be remembered for its content and the brand it is associated with. You need emotion.

Episodic Declarative Memory

Episodic declarative memory is another type of long-term memory that takes place in the brain. Unlike semantic declarative memory, however, episodic declarative memory is defined by emotion. In other words, it captures both the factual information of an event and the emotional connection to it. For example, if you remember your first date with your significant other, you rely on your episodic declarative memory. The same goes for remembering what you did on your birthday or the first time you met your best friend. This can be very powerful in advertising because it can create an emotional connection between the customer and the product. By forming a connection with the customer on an emotional level, you can create a more effective and persuasive message. Your short-term goal as an ad writer is to acquire this type of memory. Why? Because it is the most influential and important type of memory when it comes to persuasion. Your ultimate goal, however, is to turn long-term persuasion into action.

Procedural Memory

Procedural memory is a type of long-term memory that is responsible for remembering how to do things. It's the part of your brain that allows you to ride a bike, drive a car or cook your favorite recipe. In other words, this type of memory is often unconscious and automatic. You don't have to think about how to do these things; you just do them. As an ad writer, your long-term goal is to tap into this type of memory. You want your audience to remember your product or service in an unconscious and automatic way. With this, you must generate a compelling, creative message that impacts your audience logically and emotionally. Brands that can do this effectively are usually the ones that people remember and continue to use for years to come. But how do you create a message that will be remembered?

Reliability and Repetition

When it comes to creating a memorable message, there's no one-size-fits-all solution. From tapping into emotion to presenting the facts, there are various ways to make your message stand out. However, one thing all great messages have in common is the ability to connect with the audience personally. But how can you connect with someone you've never met? Salience and repetition.

Salience

The salience, or importance of your message, is what will make it stand out in the minds of your audience. This can be achieved in several ways, but the most effective method is to make your message as relevant as possible. How does your product or service benefit them? What need does it fill? Answering these questions will help you create a relevant and helpful message. As a result, it will be remembered more easily. In addition to making your message relevant, you can also increase its salience by making it novel or unexpected. This could involve using unexpected words, vibrant images, or unusually presenting your message. Whatever method you choose, the important thing is to ensure that your message stands out from the rest. Only then will it have a chance of being remembered.

Repetition

In addition to crafting a memorable message, you can also increase its chances of being remembered by repeating it. In fact, research has shown that repeated exposure to a message increases the likelihood that it will be remembered. If you want your message to stick, you must find ways to keep it in front of your audience. One way to do this is to use multiple channels to deliver your message. For example, if you primarily use email to communicate with your customers, try supplementing your messages with social media posts. In fact, you may even want to consider mailing out physical mailers. By delivering your message through multiple channels, you'll increase the likelihood that it will be seen and remembered. Remember, however, that time is money. In other words, the more you repeat your message, the more it will cost you. So, ensure you're strategic about the channels you use and the frequency with which you use them. After all, becoming a black belt ad writer isn't about writing more ads. It's about writing better ads.

Becoming a Black Belt Ad Writer

When you used to daydream about what you wanted to be when you grew up, you likely didn't think about the journey you'd take to get there. Like all children with big imaginations, you were focused on the destination. The fact of the matter is that the journey is just as important as the destination. In order to be a successful ad writer, you need to enjoy (or at least endure) the process. I think that it is inevitable that you will publish content that isn't at the top of your game from time to time. It might be this way for a month or even years. The worst thing you can do, however, is give up. In fact, a lot of ad writers give up at this stage. In order to be a successful ad writer, you need to, you guessed it, write. Write a story about your day. Write a blog post about your favorite vacation spot. Write an ad about the benefits of using your product or service. The point is you need to keep writing. The more you write, the better you'll get at it. And eventually, you'll start producing some truly remarkable, memorable copy that delivers success. After all, black belts in karate don't achieve their status by accident. It takes years of training and dedication to reach that level. So whether you want to be an ad writer, a rockstar or both, remember this one thing: Keep going. The fantastic world of an ad writer is one where creativity, practice, and innovation are key. So if you're ever feeling stuck, keep writing and see where the words take you. Who knows? You might just surprise yourself. At Wizard of Ads®, we understand the importance of memorable copy. That's why we've assembled a team of experienced ad writers equipped with the skills and knowledge necessary to produce groundbreaking content. Your journey to becoming a successful ad writer starts here. Book a call with Ryan Chute at Wizard at Ads® today!

Since the invention of the printing press in the 15th century, advertising has been an essential part of human communication. From vintage advertisements to modern-day digital marketing, advertising has evolved significantly. One thing, however, has remained constant: the need to stand out from the competition. In a world where we are bombarded with advertising messages, it can be challenging to cut through the noise. This is especially true for small businesses that may not have the budget to compete with more prominent brands. So, how can you make sure your advertising message has a person tune in? It may be time to go back to the basics.

Blast from the Past

When we think about advertising, we often think of flashy commercials and creative ad campaigns. However, some of the most effective advertising is quite simple. Vintage advertisements are a great example of this. Many of these ads were created before the era of digital marketing and social media. Yet, they are still remembered today. Why? Vintage ads often evoke a sense of nostalgia. Nostalgia is a powerful emotion that can positively associate with a product or brand. In other words, vintage ads may make you feel good about a product, even if you’ve never used it. Nostalgic advertising can remind us of a simpler time when life was less stressful and complicated. In addition, nostalgic ads can provoke feelings of comfort and safety. For these reasons, nostalgic advertising is often very effective. It’s no wonder many brands now use vintage-inspired advertising to promote their products. But how does this work? While we are in no way doctors, we do know a little something about psychology. And it turns out there’s a scientific reason why nostalgic ads are so effective.

What Triggers Nostalgia in the Brain?

Memory retrieval is the primary process that triggers nostalgia. Specifically, it involves recollecting positive or sentimental memories from the past. Specific cues in our environment can trigger this process. Depending on the context, these cues can include smells, sights, sounds, or even tastes. Once these cues are present, our brain's memory and reward centers are activated. These reactions in the brain lead to the feelings of happiness and comfort that we experience when we're feeling nostalgic. And it's these feelings that make nostalgic ads so compelling. So how can past nostalgia be utilized today? While nostalgia is often thought of as a sentimental longing for the past, it can also be a powerful tool for marketing. At Wizard of Ads®, we house the psychological marketing strategies you need to stop the scroll. If you're looking for nostalgic ads that will break through the noise, book a call with Ryan Chute today.

Powerful Elements in Vintage Ads that Still Works Today

While some aspects of advertising have changed dramatically over the years, the principles of persuasion remain the same. From nostalgic commercials to the classic vintage poster, specific marketing techniques continue to be effective today. Here are five powerful elements derived from vintage ads that you can use in your marketing today:

Feeling of Nostalgia

Nostalgia is a strong and effective emotion that can be used in your marketing content today. Creating feelings of happiness and comfort with nostalgia can help build a deeper connection between your brand and your audience. By using nostalgia in your marketing, you can tap into your audience’s memory retrieval system to create positive associations with your brand. If you want to tap into nostalgia, try using images or language that conveys nostalgic feelings. You can also try using classic marketing techniques, such as jingles and catchphrases, to trigger positive feelings in your audience.

Longer Ad Copy

Modern wisdom dictates that shorter ad copy is more effective than longer ad copy. However, longer ad copy can be more effective in certain situations. Giving your audience detailed information about the benefits of your product or service will help them make a purchase decision. In addition, you can provide detailed information about your product or service to build trust with your audience. If you use longer ad copy, ensure that your headlines and call to action are clear and concise. You don't want your audience to get lost in a sea of text.

Captivating Headlines and Slogans

Large, bolded headlines were once a must-have in advertising. In fact, it was not uncommon to see headlines that took up an entire page. While big, bold headlines are still effective today, you don't necessarily need to go to this extreme. Instead, focus on creating captivating headlines that make your audience want to read more. Your headlines should be clear, concise, and to the point. They should also be relevant to the rest of your ad copy. Try using powerful or uncommon language to spark interest to stop the scroll. Additionally, try to use an active voice and avoid industry jargon. The more exciting and attention-grabbing your headlines are, the more likely people are to keep reading. So, be more creative with your headlines and if you really want to make an impact, make it BIG.

Colorful and Bright Images

Much like the colorful, vintage posters we have come to love, modern-day ads should be eye-catching. And what better way to demand attention than with color? By using colorful, bright images in your ad content, you can draw people in and make your ad more memorable. In fact, specific colors can trigger emotions in people, so it's essential to choose your colors wisely. If you're unsure of what colors to include, consider using the colors of your company's logo or those associated with your brand. You can also experiment with different colors in your images to see what gets the best response from viewers. Remember, you want your advertisement to stand out from the rest, so don't be afraid to be creative!

Simple Concept

Simplicity is key when it comes to creating effective ad content. Much like the nostalgic advertisements of the past, your content should be easy to understand and digest. To do this, focus on creating a clear message free of industry jargon. Use short, concise sentences and avoid cramming too much information into one ad. Additionally, use strong visual elements to break up the text and grab attention. If you can clearly communicate your message, you'll be well on your way to creating effective and successful ads. Remember, sometimes less is more, so don't over-complicate your content.

Success of Vintage Advertisements Today

Today, various brands are implementing the use of vintage strategies to deliver their message in a more creative way. From large companies like Coca-Cola and McDonald's to small businesses, vintage advertisements can produce a significant effect. And, because we live in a time where trends come back around, vintage ads are becoming more popular and effective. Let's bring back the good ol’ days, shall we? At Wizard of Ads®, we understand the importance of ad creativity. That's why our team specializes in helping businesses create innovative advertising campaigns to stop the scroll. Our ad wizards use psychological marketing strategies to produce attention-grabbing vintage ads that stand out from the rest. If you're looking to create a vintage ad campaign that will make a BIG impact, book a call with Ryan Chute today.

In one of Roy H. Williams' older Monday Morning Memos, he made a comparison I could never forget. According to him, in many ways, advertising life is very similar to professional sports. How? The worlds of advertising and professional sports are both highly competitive and often cut-throat. New players are constantly entering the field, looking to grab the top spot. And just like in professional sports, advertising also has its own version of superstar athletes. Trust me, the hidden truth behind professional sports and advertising is graver than you might think. While riddled with "injustice" all over, the point of this article is not to throw flak against both industries. Instead, we aim to uncover the grand illusion hailing over advertising through the lens of competitive sports. In this article, let's take a look at one of the sporting world's highest-paid superstars, Cristiano Ronaldo. More importantly, we'll discover how your business could dominate your industry when you work with the Christiano Ronaldos of advertising. Be patient, all these things will come full circle. You'll see. Keep reading.

Christiano Ronaldo’s Numbers

Did you know that in 2021, Ronaldo made $120 million? That's a massive chunk of cash, enough to survive a couple of lifetimes for the average North American. There's just one caveat: not all pro athletes make that kind of money. In reality, only the top 10 percent of superstar athletes share 90 percent of all money paid to athletes. Those B-class and regular team filler athletes share the remaining 10 percent amongst themselves. Even if you double the money these people receive and cut it back from superstars, they'll barely feel the difference. That's the harsh reality, but not for Ronaldo. He has a staggering $120 million in his name which equates to $462 thousand a day. That's roughly $57,700 per hour. Whereas, according to Roy H. Williams, the average soccer player makes only $80/hour which equates to $160 thousand per year. Worse, their playing time spans 3 years only, on average._Yes, yes, it's sad but how is this relevant to advertising?_The better question is, what makes Ronaldo different from other players?Well, he's been the face of some of the most popular ads in existence. Getting him on your advertisement results in a significant spike in sales and orders. That's why he has tons of money, because he brings in loads of cash to businesses that he works with. Well, this is the comparison Williams made.

‍Advertisers are no different from professional athletes. Advertising experts who have made the most famous advertising campaigns tread the same route. They start with one or two good ads and then expand their repertoire by adding more creative and innovative ideas. From there, they build on their successes to create even better advertising campaigns that become household names. Williams added: "Everyone gets to play on game day, but only the best get paid on payday. "There are many senior advertising experts around, but not all advertisements turn into a success and rake in the green. There are many factors at play, agreed. However, the advertising industry is always looking for that one big idea to take its campaigns to the high heavens. Sure, Ronaldo may play better than your average professional soccer player. However, is he really 750 times better? Because that’s what his money suggests. Not necessarily, but plaster any other player's name on your brand and you'll hear crickets from a mile away. In the same way, hiring an industry-tested, genuine expert, with countless successful portfolios under their belt makes the difference. It's not that these advertising experts are 750 times better. Heck, they probably even use the same set of words and language as your regular ad specialist. The difference is Superstar Advertisers use angles, employ foils, juxtapositions, and craft better messaging that resonates with your market. That's the difference. That's our difference as the Wizards of Ads. If you're looking for that advertisement that brings in the money for your residential home service business, trust the pros. Book a call with Ryan Chute of Wizard of Ads® and let's make that killer ad a reality.

The Grand Illusion in Advertising

Now that's out of the way, let's press on and look at advertising's grandest illusion. Business owners like yourself are predisposed to think that as long as you advertise, sales will eventually come in. That's not even partly true. In fact, even the best advertising examples fail to champion businesses into sales bliss. Entrepreneurs live in the grand illusion of advertising. Twelve different aspects pervade this phantom and I'll break down each of them below.

1. Investing money ≠ gaining sales

You could've guessed this one. Advertising isn't a magic wand you can wave around and watch customers materialize out of nowhere. Even if you had an advertising budget the size of Cristiano Ronaldo's salary, there's no guarantee it would be effective. Advertising is one of the most important – and complex – aspects of any business. It involves several processes:

• Understanding your target audience
• Coming up with a unique selling proposition
• Finding the right channels to reach those customers; the most important yet
• Working with the right advertising expert

You can spend a fortune on self-proclaimed experts in company advertisements only to gain mediocre and depressing results. It takes a truly experienced advertising wizard to take your marketing to the next level. Additionally, your set of advertisements is but one spoke in the wheel of your entire marketing strategy. A real marketer can help you perfect all fronts of your business and put it in the best position for sales to happen.

2. Three people are the principal culprits behind this illusion

When you think about it, three people perpetuate the scheme that spending on advertising equates to success.

• First, the advertising salespeople. They have a knack for saying they have the right people you can target. According to them, the people you need for your business are within reach.
• Second, the advertising agencies. These people overly rely on data and consumer targeting to get the job done. Many advertising agencies believe that they have the means always to find your customers wherever they hide. The worst of these hapless culprits? Digital marketers.
• Finally, the hope-filled advertisers. Hope is a good tool, but hope in itself is not a strategy. This is where hope-filled advertisers fall short. They say the secret behind advertising success is reaching the right people, and that's what they'll do.

Don't get me wrong, I'm not saying these are unreliable entities for your advertising endeavors. I'm saying they don't hit the right mark in producing advertising campaigns that make you a household name. Always remember that it's never been the medium, and it never will be. In the words of Roy H. Williams: "The media doesn’t make the ad work. The ad makes the media work."(I'll explain this in the next point)

3. Reality: Message > Media

Advertisements don't fail because they are reaching the wrong audience. It goes back to the fundamental truth that no man is an island. The wrong audience has friends, family, a barber, or a neighbor that may be the right audience. These are called “influencers.” Influencers are people that will share your good news and evangelize your ad to the right audience. It’s never been about targeting. The deeper truth is that thousands of ads fail because they are saying the wrong stuff in their advertising. Your message is far more important than the media you use to deliver them. When advertisers don't speak to the dog in the language of the dog, about things the dogs like, businesses only get bitten in the butt. Your message will always be more important. The best ad people know how to articulate your message that persuades and compels audiences to buy your solutions. That's irrespective of the media you use.

4. Truth: Targeting is a big buzzword built on a lie

Most advertisers want to enclose your business in a vacuum. What does this mean? You're only advertising to people who have an interest in what you're selling, right? That's the idea behind ad targeting – and it's a load of doo-doo. Let me explain. Residential home services are not an "interest". What you sell are externally triggered grudge purchases. This means that people buy your services because they have to. "My AC broke" "My heater's not working" "My toilet won't flush" Whatever it is, it happens at the most unexpected of times and nobody anticipates it. Targeting limits your options to who has the problem at the given moment. Whereas when you reach out to the influencers, you expand your reach to people who may just experience the problem.

5. More Good News

In this day and age, advertising has become more refined than a shotgun approach. We now have the capability to target very specific audiences with our message. For example, Facebook allows advertisers to target people by interests, demographics, behaviors and even custom audiences. The problem with this highly targeted approach is that it limits your reach. The better approach is untargeted media which reaches all potential influencers. Ever wonder why most major brands (toothpaste and soap) don't use targeted advertising? They go for reach because they want their product to be top of mind when anybody needs it. It’s the same for the residential home service industry.

6. Bad News: We are desensitized by advertisements

Some experts say we are now so desensitized to advertising that it no longer works the way it used to. We've become immune to the hard sell. The constant barrage of marketing messages has made people more skeptical than ever before. Today, we encounter about 5 thousand ads on a daily basis and this causes us to block them out. The good news is that advertising isn't dead, it just needs to be approached in a different way. Instead of trying to pitch something like a bullet serve, advertising should bank on effective messaging. For example, on top of promoting conversions, you can also craft a message that forges relationships.

7. The opening line is as important as the body

When crafting ads, you should consider creating an opening line that pierces through the Sea of Sameness. This can be done by using humor, shock value, or even just creating something that makes people think. Your advertising should make people stop and think about what you're saying. It should be interesting enough to make them want to learn more about your product or service. If your advertising is just a bunch of noise, people will tune it out and you'll be wasting your money. Think about the last time you saw an ad that made you stop and think. What was it about the ad that caught your attention? Was it the music? The images? The copy? I bet you it's the headline that began the umph and the copy followed through.… and speaking of follow through.

8. Hang on to their attention

Your headline is only a single piece of the entire puzzle. If your headline is a head-turner but the body disappoints, you might as well not make the ad at all. Make sure every element of your ad is working together to create a cohesive whole. The colors, the images, the copy, and the headline should all be working together to deliver a clear message. The key to dispelling the myth called ‘attention span’ is to leave out the boring bits.

9. Don’t produce ads that feel like ads

This is easier said than done, but it’s important nonetheless. People don’t like to be sold to, which is what makes advertising so difficult. No one wants to be bombarded with ads, especially when they’re just trying to relax and scroll through their feed. The key is to produce ads that feel organic and natural. The best way to do this is to create ads that tell a story or evoke an emotional response. If you can do this, then you’re on the right track. After producing a copy, re-read, and put yourself in the position of your audience. Will they stop to read or listen? Or will they be itching to press "skip ad"? If the latter, cut out the parts that make your ads feel like an ad.

10. You have a brief moment to capture their attention

People love to keep their attention on themselves. If you don’t captivate your audience the moment they first encounter your ad, you’ve already failed. They will tune out your advertising like it never exists. Make that intro a banger!

11. You don't have to be significantly better than competitors

Here's the thing. Like Christiano Ronaldo's case, he isn't 750x better than other professional soccer players as his earnings suggest. Yes, he is better than them but not overwhelmingly better. After all, other players also score against him. The point is that you just have to figure out how to be distinctively better than your competition. Being distinctive means getting noticed in a crowd of competitors that all look the same to the average joe. This is a holistic idea that covers your solutions, your advertising, and everything in between. Being distinctive (not different) is the big secret to standing 600 ft. above your competitors, winning the time and attention of a too-busy public.

12. Finally, to become Ronaldo, you need Ronaldo

As mentioned in the first point, even if you blow a thousand bucks on advertising, returns are not assured. You need the Ronaldos of advertising to produce top-notch money-raking ads that make your business the Ronaldo in your category. That's the secret. Master and overcome the hurdles behind these 12 things and you will be an unbeatable advertising colossus.

20,000 Years of Advertising

This segment is taken directly from Roy H. Williams' realization before he entered the advertising realm. According to him, Roy managed to gather 20,000 years-worth of advertising knowledge. No, not through research, but through interviews. At the age of 19, he sought businesses and asked several questions that gave him thousand-years' worth of answers. Here are the questions:

• What advertising did you do that really worked and was effective in gaining sales?
• Have you done an advertisement that you genuinely thought was a brilliant idea but miserably failed?

Only two questions. Ask them to one thousand business owners with 20-year-old businesses and you’ll gain the same knowledge. Roy acquired collective experience equivalent to thousands of years because their stories reveal millions of dollars spent on advertising. He got them all for free. You can then use their information to find a specific pattern. This will enable you to see what worked and what didn't. Try it.

Other Kind of Advertising

In today's data-driven era, people have been obsessed with modern solutions like data. While there's nothing inherently wrong with it, advertisers lost sight of what's truly important. Our data worship has led advertisers to obsess with targeting audiences without consideration about the message we're giving them. Think about it. All of the ads you see are targeted based on your interests. Do you find yourself clicking through and buying into every ad you encounter? Exactly! Now, why do you think so? It's because they may have targeted the "right people" but the message doesn’t come across. Some of the most effective advertising campaigns of all time have been those that tugged at our heartstrings. They made us laugh, cry or simply feel something. It's these ads that make the difference. Our data worship is anchored to our deterministic nature, or in the words of Amos Tversky: “Man is a deterministic device thrown into a probabilistic universe.” Data doesn't determine reality. Reality is an independent concept that no one can put their finger on. In other words, even with all the data in the world, you can only suspect what will happen. However, you will never really know for sure unless it actually happens. That’s what probabilistic means. Let's look at two types of ads.

Deterministic

These ads are based on data like recent searches, demographic, and buying history. They are tailored to a specific audience and reach the so-called "right" people. Deterministic advertisers believe that when you present an ad to the right audience, it will work. They confined people into a set of numbers in a data set. They think that when the advertisement meets the correct parameters, sales happen. That's hardly the case.

Probabilistic

Alternatively, probabilistic ads focus on reaching as many people as possible and letting the ad do its job. It's not about targeting the "right" people, it's about reaching a wide range of people. Then letting the advertisement come through via its messaging. Consider Old Spice's advertisements. They didn’t target men. They reached everyone and appealed to women. The women could then persuade their partners to buy the deodorant because of the ad, or simply pick it up at the grocery store themselves. Would these advertisements have worked the same if only the guys were targeted? No. No, they would not. People say probabilistic advertisers use a shotgun while deterministic advertisers use a sniper. That's not true. The better analogy is that deterministic ones use a fishing rod while probabilistic advertisers cast a net. “The more ground you cover, the more people you win over. ”If you want effective advertising that reaches both your audience and influencers, Wizard of Ads® has you covered. It begins with booking a call with Ryan Chute, the Christiano Ronaldo of Marketing Strategy.

Ten different factors will determine how quickly your ads pay off.

1. Do your ads capture attention or are they easy to ignore?
2. Do your ads speak to a felt need, or are you answering a question no one was asking?
3. Are you a known, trusted, and respected seller?
4. Is the brand you sell known, trusted, and respected?
5. What percentage of the public will ever – in their lifetime ­– purchase a product or service in your category?
6. How often does the average person need to buy what you sell?
7. Does your ad make the customer feel any urgency due to low price or limited availability?
8. What percentage of the public knows your name and what you sell?
9. In your category, what name will customers typically think of first and feel the best about?
10. What percentage of the public considers you to be their preferred provider?

Your answers to questions 5 & 6 indicate your product purchase cycle. Here are those questions again:

• “5. What percentage of the public will ever – in their lifetime ­– purchase a product or service in your category?”
• “6. How often does the average person need to buy what you sell?”

Generally speaking, the longer your product purchase cycle, the longer it will take before your mass-media ads deliver a positive R. O. I. Online ads, however, work immediately. But will the customer type your name into the search block? If they do, you have already won the heart of that customer. They have chosen you as their preferred provider. This means you will enjoy an extremely low cost-per-click with a high conversion rate. But if they type the name of your competitor into the search block, then it will be your competitor that enjoys an extremely low cost-per-click and a high conversion rate. The starting pistol fires the moment a customer types your category into the search block instead of your name or the name of a competitor. Their computer screen overflows with the names of companies making them offers. If they see a name they recognize, the footrace is over in moments. But if no name is recognized, the names of several runners will be clicked. Every runner will pay a high cost-per-click due to gambling on an “unbranded” keyword. But only one runner will take home the prize money. Costs-per-click have never been higher. Mass media costs have never been lower. If you sell a product or a service with a long purchase cycle, the bad news about mass media is that it will take 3 to 6 months of weekly advertising before you begin to gain any real momentum. The good news is that the longer you use mass media, the better it works.1This is how you make your name the one that customers type into the search block.

I believe:

1. Every advertiser should have a website.
2. Every advertiser should be willing to pay for 100% of the clicks when a customer types their name into the search block
3. Organic results are no longer enough.
4. You’ve got to pay the price for your name to be seen.
5. Your cost-per-click is extremely low when your name is typed into the search block.
6. (I’ll tell you about #6 in a minute.)

Ten years ago,**Inc.**magazine published an article by Jeff Haden titled, “How Google is Killing Organic Search.” “If your business depends on customers finding you in search results, you’re in trouble–and it’s likely to get worse. If case you haven’t noticed, pay-per-click ads are slowly taking over Google’s search engine results. That should come as no surprise since approximately 97% of Google’s revenues are generated by its core business, search engine advertising; Google is understandably protecting and extending its revenue turf…If you’re a business that depends on organic, unpaid search results to drive traffic, you’ve undoubtedly seen a steady decline in visitors and sales.”

• The cost-per-click is extremely high when you compete for unbranded “category” keywords such as “air conditioning repair.”

A Tale of Two A/C Companies

“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness… In one city, a**$40,000,000 company is spending only $240,000 per year on Google ads because they became a household word by spending $461,000 per year on radio ads. Total ad spend: $681,000 per year. In another city, a$15,000,000company is spending $700,000 per year on Google ads because they thought mass media was too expensive. Both cities are among the 25 largest in America, but neither city is in the top 10.”The story you have read is true. The $40,000,000 company with the lower ad budget began 10 years ago. The $15,000,000**company with the higher ad budget began 20 years ago. I’ve known the first company since it was born. I’ve known the second company for about 2 months. Things are about to change dramatically for the second company.1When you use mass media 52 weeks a year, the growth of your business in year 2 will usually be twice the growth of year one. The growth in year 3 will be about triple the growth of year one. Keep in mind that we are measuring growth in dollars, not in percentages, and the competitive environment and the economic environment remain unchanged. Anything can happen in year 4. Some business owners launch a moon shot, while others begin to realize they are running a business bigger than the length of their own shadow… They’re not tall enough to ride this ride.

Ad messages come in all shapes and sizes. Some are decent ads that resonate with an audience in a way that isn’t forceful or plain weird. They’re suitable and aligned with the market. However, other ads are different. Some should never have seen the light of day or the glow of the market. They are bad advertisements, whether the creators realize it or not.

I think you know the ad messages I’m talking about, too.

The ads are framed as creative advertising but are little more than weak attempts to grasp an audience’s attention. These ad messages leave a bad or bizarre impression after vanishing from your line of sight.

They’re lousy, and they should have never, never, never met the stamp of approval.

If you’re in business advertising and a few of those old advertisements roll out against your will, stick around. We’ll discuss the worst types of ad messages around today. That way, you can avoid letting them slip past you in the future. With any luck, we’ll slowly convince everyone to do away with these messages in advertising.

First, we have to discuss why these ad messages are so bad.

Ethics in Ads

What is the purpose of advertising? You could say that advertising has many different purposes. You can use advertising to educate your audience, persuade them to take action, or remind them of your value. Really, though, the purpose of advertising is to draw attention to your brand.

That’s why so many businesses value it.

Advertising is an essential weapon. But, as brands wield advertising to fight against their competitors, many feel the sheath of ethics weighing them down. And to gain the upper hand, they may toss ethics off to the side and start making false claims to their audience.

That’s when we start to notice the worst ad messages pop up.

With the ethical lines brushed away by competition, brands will use harmful advertising as long as it generates the most impressions. They want to be attention-grabbing and memorable, even if it’s a bad memory. From the head honcho board room standpoint, it may be fine. However, on the ground floor, a blind man could spot the harmful effects of unethical advertising.

With false claims piling up, audiences will lose faith and interest in a brand. Conversely, ethical advertising allows your brand to connect with people on a real level without stepping over a line.

You don’t have to make alarming or false claims.

Simply avoid misrepresentation and adhere to social norms. Your audience will see you as a trustworthy business, and that will take you further without upsetting anyone. Check out this great article from Forrester about the benefits of ethical marketing.

Never Say These Things in Your Ad Messages

If you retain nothing else, retain this list of 10 things you should never say in your ad messages. If any of these things appear in your advertising, you’ll have nothing but distrust between you and your audience. Ensure you don’t miss anything. You can grab a pencil and paper if that’s what it takes.

As we go through the list, try to remember advertisements with these things. If that fails, just turn on the TV and wait. You’ll more than likely come across an advertisement that is dooming its business right in front of you.

Promises

Do not promise everything you’ll deliver. It doesn’t matter if you’re 100 percent sure that you can deliver everything. Don’t promise. Always intentionally leave something out. That extra thing will become the wow factor of your offer. The consumer will think, “Wow, that’s so nice of them! I can’t believe they gave me this bonus.” Meanwhile, you planned to deliver it all along.

What should you leave out of your ad?

It’s up to you. However, be mindful when selecting what to leave out of your ad message. You don’t want it to be the biggest part of your offer. Choose something that says, “We care about you.”

Sentences with the word “Imagine…”

If you want to take your audience on a riveting adventure of imagination and storytelling, that’s awesome. But do not start your sentence with “Imagine…” That immediately informs the reader what is about to happen. No matter how you spin or mangle words from that point on, there’s no surprise on the horizon.

Instead, drop your audience into the deep end right away. “Falling from a helicopter, you crash into the deep blue ocean and must…” “*BOOM* There’s a massive ripple through the air. You turn around to see an alien spaceship… ”

You get the point. Be exciting and original. Everyone has seen “Imagine…” a thousand and one times. You need something different to stand out. Leave that word at home and think of something really captivating.

Your name

Don’t use your name in an ad more often than you would in a normal conversation. It’s tempting to cram your name in your ad messages as often as possible, but that’s nothing but AdSpeak Definition of adspeak, wrong with politics and government.—).

Marketers used that method way back in the day because the average person saw only a few ads daily. They had to bulldoze their brand name in their audience’s mind. But if you try that now, ads will seem like they stepped out of a time machine fresh from the 1940s. Keep things natural.

Unpleasant mental image

Fear-based marketing is powerful, but it often backfires. You can easily capture someone’s attention with it. However, that person will associate your brand with that unpleasant mental image you gave them. If that happens, they’ll likely avoid your brand going forward and it will be a hard fight to change that first impression.

Challenges from smaller competitors

It’s tempting to cast a light on your smaller competitors to explain how your brand and business are better. However, that will work against you and elevate the audience’s perception of your competitors. They have to think there’s a reason you mentioned them. On the flip side, if your larger competitors mention you, embrace it and get ready for a lot of attention.

Exceptional service

Go ahead. Brag about your exceptional service until the sun sets. Most people will never believe you. And those who believe your claim will demand unrealistic service from you 24/7, no matter what. Either way, you lose. Instead, use your ads to highlight objective truths about your service.

The recession

It’s tempting to connect with your audience and sympathize with their situation by mentioning the recession (or inflation). Unfortunately, that will remind your audience that it’s a terrible time to spend money. It won’t really matter how badly they want your thing.

Unsubstantiated claims with no evidence

Your audience wants cold, hard facts and undeniable proof that your service or product will function as intended. Anything else is just white noise. People hear enough bold claims and outright lies in their day-to-day lives. Don’t force them to hear more of those from you.

“If you can’t prove it, or everyone else would quickly say, ‘me too!’, don’t waste your time saying it.” – Ryan Chute

Humor that doesn’t reinforce the principal point of your ad

Do you want to make some jokes and laugh with your audience? Okay, ask yourself this: does the humor force you to recall the central ad message or not? If yes, that’s great. That humor is completely welcome in advertising and will help people remember you.

However, if the humor is baseless and doesn’t help someone remember your central message, forget about it.

You can be as funny as you want, but if people don’t remember your ad, they won’t buy from you.

Saying things in the usual way

Nowadays, people see an insane amount of advertisements. It’s everywhere we look. It doesn’t matter if we’re in the airport bathroom. Or looking up in the air as a small plane with a banner passes by. We’re going to see advertisements.

At this point, that’s just another suppository of life.

Among all of those advertisements, which do you think will stand out to a passerby? Do you think the same old boring facts and tactics will keep working? No?

What about a unique advertisement that embodies a brand and captures attention with interesting words? In my heart you already chose this option.

Being interesting is the only way to stand out in this modern-day Sea of Sameness that is advertising. Keep this in mind, Pontiac.

Let us help you ensure your ads walk the ethical line perfectly— without going over. Contact Wizard of Ads™ today to speak with an ad expert. We’d love to help you get your advertisements seen and heard by the perfect audience.

Since the early days of print advertising, marketers have been looking for new ways to reach consumers and get attention. From persuasive visuals to catchy headlines, there's no shortage of ways to make an ad stand out. But what about ads that don't even show up on the page? Subliminal ads are a form of marketing that uses subtle, often unnoticed cues to influence the consumer's behavior or opinion. This type of advertising can take many forms, from visual cues that are flashed on the screen to audio messages. And while subliminal advertising is often associated with unethical or manipulative marketing practices, it may actually influence consumer behavior. In fact, various studies have shown that subliminal messages can affect everything from food choices to political opinions. So how do these hidden messages work? And are they really as effective as some people claim? Let's take a closer look.

Embedded Codes

One of the most common ways that subliminal messages are delivered is through "embedded codes." This is when a message is subliminally embedded in another message. The idea is that the subconscious mind will pick up on the message even if the conscious mind does not. And if you're thinking that you would never fall for something like that, you might be surprised. In fact, there are various studies that suggest embedded codes can be quite effective. Here are a few examples:

The Da Vinci Code

The Da Vinci Code, written by Dan Brown, is a novel that follows a symbologist as he solves a mystery. And while the book is full of puzzles and codes, there’s one code that is not so easy to spot. Throughout the book, there are various subliminal messages in reference to the Catholic church and Catholicism. And while many readers may not pick up on these messages, they may affect how they perceive Catholicism. In fact, the church has even denounced the book, saying that it is full of lies and malicious code. This, however, wouldn't be the only time that subliminal messages have been used in literature.

The Shakespeare Code

The Shakespeare Code by Virginia Wilson is a book that also uses subliminal messages to communicate with the reader. In this case, various hidden messages are used to question the true author of Shakespeare's works. This resulted in a lot of controversy when the book was first released, with many people accusing Wilson of blasphemy. While some may argue that these hidden messages add another layer of depth, others may find them manipulative and intrusive. Due to its controversy, however, the book gained a great deal of popularity. At Wizard of Ads®, we generate disruptive ads that stop the scroll without the controversy. Using psychological techniques, we plant a seed in the prospect’s mind that will grow and take hold. If you're looking for distinctive, disruptive ads that will break through the noise, we've got you covered. Book a call with Ryan Chute today to get started.

Miguel de Cervantes and his Copy of Forbidden New Testament

Miguel de Cervantes' Don Quixote de La Mancha is widely regarded as one of the greatest novels ever written. In this novel, however, the Spanish author included various references to a "forbidden" book known as the New Testament. At the time, possession of the New Testament was punishable by death in Spain. And while Cervantes was well aware of this, he still included several references throughout his novel. In fact, some believe that Cervantes was using the New Testament as a way to Criticize the Spanish Inquisition. While the novel has been banned in several countries over the years, it is still widely read and studied. Could this be due in part to the subliminal messages contained within it? Many would argue that the messages in the book are anything but subliminal. In fact, they are quite blatant. Each reader, however, is likely to have a different interpretation of the messages, making them subliminal nonetheless.

Subliminal Ads and their Subliminal Messages?

Subliminal ads are not limited to print media. They can be found in all forms of advertising, including television, radio, and the internet. In fact, David Ogilivy, a very successful advertising executive, was a big proponent of subliminal techniques. He believed that by embedding messages in ads, he could influence people's buying decisions without them even realizing it. And while there is no solid evidence that subliminal messages actually work, that hasn't stopped companies from using them. In fact, some of the most famous subliminal ads are still in use today.

Coca-Cola

Coca-Cola is a company that's been using subliminal messages in its advertising for years. One of their most popular subliminal ads, however, was the product itself. The shape of the Coca-Cola bottle closely resembles the female body. Many believe that this was intentional, as the company wanted to suggest that their product is desirable subconsciously. Coca-Cola, however, isn't the only company that's been using sex appeal to sell their product. In fact, it's a tactic that's been used by companies for years.

SFX Magazine

Similar to Coca-Cola, SFX magazine strategically uses sex appeal in its ads to draw in readers. In fact, subliminal messages are present on every cover. This is because SFX magazine strategically places images near the "F" to make it read as "sex." Not all subliminal ads are as overt as SFX magazines. In some cases, logos can be designed in a way that subconsciously suggests something about the product.

FedEx

FedEx, an American multinational delivery services company, uses a subliminal message in its logo. If you look closely, you'll see that the space between the "E" and the "X" forms an arrow. This was intentional, and it's meant to symbolize speed and accuracy, which are essential to their brand. And while you may not have noticed it before, you can't unsee it once you see it.

Tostitos

Like FedEx, Tostitos, a popular brand of tortilla chips, also uses a subliminal message in its logo. The two "T"s in the middle of the logo resemble two figures who are sharing a bowl of chips. This is meant to convey the idea of sharing, which is often associated with eating chips. And while these are just two examples, various brands use subliminal messages in their logos and design. Some of them even use multiple subliminal messages.

Disney

The Disney franchise is known for its use of various subliminal messages. In fact, many avid Disney fans ensure to always be on the lookout for them. Hidden Mickeys are one of Disney's most commonly known subliminal messages. A Hidden Mickey is an image of Mickey Mouse that has been cleverly placed into a Disney film or theme park. For example, The Pirates of the Caribbean ad uses a skull and crossbones to form a silhouette of Mickey Mouse. Other Hidden Mickeys, such as the aerial view of Walt Disney World's solar farm, have also been found. While some argue that Hidden Mickeys are placed for fun, others believe they serve to market their products subconsciously. One thing is for sure; if you weren't thinking about Mickey Mouse before, you certainly are now! In an age of information overload, it's no wonder advertisers use subliminal techniques to grab our attention. From hidden images to subliminal messages, these ads are designed to bypass our conscious minds and go straight to the subconscious. So, how can you grasp attention amidst all this noise? At Wizard of Ads®, we understand the power of subliminal techniques and we use them to help our clients stand out from the crowd. If you're looking for a way to capture attention without the controversy, book a call with Ryan Chute today.