Free resources from Actual Wizards.

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.

Ad strategies have been a prevalent societal force for centuries.

From the printing press to the internet, advertising has played an important role in how people communicate and consume information.

With the advent of digital marketing, however, the landscape of advertising has changed dramatically. No longer are advertisers limited to traditional channels like television, radio, and outdoor.

…and this is arguably marketing strategy’s greatest problem.

While we have come a long way from traditional advertising, the basic principles of advertising remain the same.

But where did it all begin?

Ad Strategies of Ancient Civilizations

Advertising has been traced back to ancient civilizations. In 4000 BCE, Indian rock paintings were used to communicate about political and religious events, and even lost items.

Additionally, outdoor billboards date back to ancient civilizations. In Pompeii, for example, stone walls were covered with commercial and political messages.

And while these ancient advertisements don’t look like the ads we see today, they did share some commonalities. Over time, however, the purpose of advertising had shifted from conveying information to persuasion. By the Middle Ages, for example, many manufacturers had trademarks, town criers, and sign boards.

The reason for this was that many people during this time could not read. To identify a particular product, symbols were commonly used. Similar to logos, these symbols helped people to identify a product or merchant without having to read the name. This would eventually become more popular some time after Johannes Gutenberg invented the printing press in 1439.

At Wizard of Ads®, we understand that to be effective, advertising must be new, interesting, and different. Utilizing ad strategies old and new, our experienced team of Wizards can help you create ad strategies that get results. 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 at Wizard of Ads™ today to get started.

Ad Wizards of 16th – 18th centuries

While advertising can be traced back to Egyptian hieroglyphs, modern advertising’s early beginning showed up in newspapers and magazines in the 16th century.

In fact, Gazettes, the first recorded instance of what we would call “advertising” today, dates back to 1563.

Gazettes, or small, printed newsletters, contained information on upcoming events or announcements and were circulated throughout a town or city. While they were not explicitly created to market or sell products, they did serve to promote available goods or services.

Gazettes were also used to spread news of new inventions and discoveries.

It wasn’t until the 17th century, however, that advertising took a more modern flair. This was primarily due to the increase in literacy rates and the development of printing technologies. The Daily Courant, published in London in 1702, is often considered to be the first newspaper to include advertisements. Though, earlier advances in printing allowed retailers and manufacturers to print what we know today as flyers, business cards, and brochures.

Advertising usage expanded rapidly during the 18th century due to the popularity of newspapers and colored illustrations. By the late 18th century, print advertisements promoted various goods and services, from books to medicines to fashion.

With the rise of print advertising, however, came some drawbacks. One of the earliest criticisms of advertising was that it was often misleading. This was especially true for so-called medical ads that promised miracle cures for all sorts of ailments.

This, however, would not be the last time concerns about advertising ethics would arise.

Ad Wizards of the 1900’s

In the 1900’s, ad wizards from all over the globe began to form ad strategies that are still used today. From the creative minds of early ad writers like Helen Lansdowne Resor and Albert Lasker, ad strategies began to form.

In fact, Helen Lansdowne Resor is often credited with being the first female copywriter. Her ads for Woodbury Soap became one of the first to utilize sex appeal in advertising.

Similarly, Albert Lasker is considered the father of modern advertising. He is responsible for many firsts in advertising, including the use of psychological appeals and celebrity endorsements.

Ad strategies using sex appeal and psychology would continue to flourish in the hands of other copywriters throughout the 1900’s. Advertisements would also feature other strategies such as nudity, logic, and fear in order to sell their products.

Advertising became even more prevalent with the advent of radio, television, and the internet.

Radio, TV, and Early Internet Ad Wizards

In the early 1920’s, the invention of radio broadcasting gave advertisers another avenue to reach consumers. This new medium allowed for ads to be heard by a mass audience all at once, however, it didn’t last.

With the Great Depression in 1929, advertising budgets were slashed, and many agencies went out of business. It was not until the end of the 1930’s that radio advertising saw a renaissance.

By the 1950’s, television had become the dominant advertising medium. In fact, by 1955, over half of all American households had a television. This gave advertisers a whole new way to reach consumers and sell their products, primarily through networks such as MTV.

However, television was not the only medium that would drastically change advertising. In the 1980’s, the advent of the internet changed everything once again. For the first time, advertisers had a way to reach consumers all over the world with just a few clicks. And as we all know, the internet is where businesses unknowingly waste most of their advertising budgets today.

Channels such as email, online banners, and pop-ups allowed companies to bypass traditional advertising channels and directly target consumers at an enormous cost. This gave rise to a new era of marketing known as digital marketing.

The same nonsense that the Yellow Pages told us about “targeted advertising” is the same snake oil being peddled by digital advertisers today.

Wizards of Today and Their Work (Ad Strategies)

Today, great ad strategies have become more sophisticated and intelligent than ever. Utilizing the massive leverage of mass media marketing to the validation of competency using search engine optimization; businesses now have many techniques to reach their audiences for different reasons. This new landscape is challenging to navigate, but there are specific ad strategies that are effective, depending on what you sell.

Ad wizards of today, however, don’t rely on a single tool or technique. Instead, they use a combination of different tactics to build effective ad strategies.

But what exactly are these ad strategies? And how can businesses use them to their advantage?

Ad Strategies Ad Writers use Today

Modern ad strategies are not very different from the ads of yesterday. Today’s ads are carefully thought out to fit the most popular channels that we have at our disposal.

The fact is, the principles of communication haven’t changed. While communication channels come and go, rise and fall in popularity, the human brain stays relatively consistent.

That why the best ad strategies start with telling a story about people and the problems they overcome, like they have for a millenia.

And while weak ad strategies are focused on targeting audiences, spreading their boring message so thinly that no one even remembers them, today’s ad wizards are telling delicious stories to a small group of people repeatedly, creating loyal fans.

Despite ongoing creativity and innovation, you will find the tried and true ad strategies that ad writers at Wizard of Ads® use today still outperform trendy tactics because human psychology doesn’t change.

Here are some of the most common ad strategies:

Empathy Strategy

The empathy strategy is specifically used to help people understand the experiences and perspectives of others. In other words, it’s meant to foster understanding and communication. This strategy can be used in several ways, but one popular method is for non-profit organizations. When people can see and feel the reality of others, it’s easier for them to connect and empathize. This can lead to donations or other support for the cause.

The key to using this strategy (and any strategy) is to be authentic. Don’t try to force people to see things from your perspective. Instead, let them come to their own conclusions by sharing stories and experiences that are relatable.

Competence Strategy

The competence strategy persuades the target audience using a credible sources including testimonials and reviews. This strategy is effective in that it overcomes resistance by building authority. Oftentimes, brands such as Nike will use celebrities to sell their product. This is because the target audience perceives the celebrity as someone with high status and authority.

The testimonial and review strategy can also feature regular people that have used the product and had a positive experience. This is effective in creating social proof and making the target audience more likely to purchase and believe the product. Advertisements that lack credibility are often ignored or disbelieved by the audience. Thus, the testimonial and review strategy is a great way to make an advertisement more believable and trustworthy.

Transformation Strategy

The transformation strategy is a simple and effective way to show consumers that your product or service will improve their lives. This is often done by depicting a negative before image followed by a glowing after image. This strategy is often used in weight loss and beauty advertising but can be applied to many products and services.

This strategy works because it taps into our natural desire for a quick fix or easy solution. If done tastefully, this strategy can be a great way to show customers the value of your product in a relatable way. Depending on what you sell, this strategy can be considered controversial if  manipulative in nature.

When using the transformation strategy in your marketing, be sure to avoid any offensive or crass imagery. Instead, focus on showing the positive transformation your product or service can provide for your target audience.

Authority Strategy

The authority strategy serves as a reminder to consumers that you and your solution can help them. In other words, it states, “If you have this problem, here’s what you can do about it. If you’d rather it go away, I can do it for you.”

There are a few different ways to structure an authority strategy; however, many include a simple call to action to make the problem go away. Furthermore, many authority strategies will also use celebrity endorsements for added social proof.

While you’re creating your authority strategy, keep in mind that you need to be careful not to come across as needy. Instead, focus on how your solution will help consumers get back to everyday life again.

Demonstration Strategy

The demonstration strategy explicitly shows the benefit of your product or service through a demonstration. In other words, the strategy is to show, not tell.

The best demonstrations focus on solving a specific problem for the customer or target audience. When done well, a demonstration is incredibly persuasive, especially if the person is experiencing the problem.

It must be your goal to help the customer understand the value of your thing clearly. Thus, the demonstration should be direct, simple, and to the point.

Comparison Strategy

The comparison strategy works to compare your product or service with a competitor’s offering. The goal is to show how your product or service is superior to the competitor.

This is oftentimes done by directly comparing features and benefits or discussing the overall advantages of your product or service. When using this strategy, it’s important to be honest about the capabilities of both your product and the competitor’s. You don’t want to oversell your product or make false claims about the competition.

Furthermore, it is extremely important to avoid coming across as arrogant or belittling towards the competition. This will only make you look bad and damage your own reputation. Instead, focus on promoting the positive aspects of your product or service respectfully.

While this strategy is wrought with danger, it is especially powerful when done correctly. By speaking about your distinctive differences that competitors would be afraid to take on themselves, you can quickly become top of mind when buyers need your thing.

Vulnerability Strategy

The vulnerability strategy is used to reverse the argument of a preconceived negative attribute. The purpose of this strategy is to turn a potential weakness into an advantage or opportunity. This can be achieved by simply re-wording the original claim or describing the situation more positively.

For example, suppose an individual is trying to sell a product that is not the newest model. In that case, they might use the vulnerability strategy by stressing that the product is vintage or affordable.

This strategy can also be used in its opposing form, in which the proposed positive turns negative. This is particularly useful for small companies competing against giants in their industry.

In any case, this strategy aims to increase the audience’s perception of the situation, making it more favorable to them. Thus, you can increase the chances that your audience will see things from your perspective.

“The most fascinating characters in any story are the ones with flaws.” – Ryan Chute

Traditional Ads of Today

Throughout the history of advertising, many different techniques have been used to grab (and keep) attention and sell products. Today, traditional and digital media must be combined to deliver messages in creative, attention-grabbing ways that convert.

And while modern technology has changed the advertising landscape, traditional techniques are more valuable than ever. Thus, it’s important to understand both traditional and modern advertising strategies to best connect with your target audience.

The history of advertising, however, is much more extensive than most people realize. With the overload of advertising that people experience daily, it can be challenging to break through the noise. Due to this, many businesses are turning to professional agencies to assist with creating and placing their ads.

At Wizard of Ads®, we use traditional and modern storytelling techniques that’s proven to be highly effective in today’s market. Whether you’re a small business or a large corporation, our ad wizards can help you generate industry-specific advertising that sells. To learn more about how we can help your business break through the noise, book a call with Ryan Chute today.

Your sales pitch is ineffective and your content is not persuasive. In other words, your customer is not impressed. Your offering, however, is groundbreaking. Everyone who sees your solution is wowed by your creativity, your innovation, and your value. So how do you get your foot in the door? The answer is simple: ethos, pathos & logos. Ethos, pathos & logos are essential elements of persuasion. From television ads to public speeches, understanding how these elements work can help you be a more effective communicator. But why are ethos, pathos & logos vital for your business? As a business owner, communication is paramount to your business's success. In fact, effective communication is often what separates successful businesses from unsuccessful ones. Regardless of your profession, understanding how to use these elements can make you a more persuasive communicator. The fact is, humans are complicated creatures, and we don't always respond to advertising in the ways that marketers expect. From weak arguments to emotional manipulation, there are several ways that persuasive ads can fail. Fortunately, understanding how to use ethos, pathos & logos effectively in your advertising can help you avoid many common mistakes.

Role of Rhetoric in Advertising

As defined by the ancient Greek philosopher Aristotle, rhetoric is the art of persuading an audience through effective communication. From politicians and lawyers to advertisers and educators, rhetoric is a critical tool for anyone who wants to influence others. And while it can be used for good or evil, the power of rhetoric should not be underestimated. Divided into three main branches (ethos, patho & logos), rhetoric can be used in various ways to persuade an audience. To be successful, however, rhetoric must consider the audience, the speaker, and the purpose of the communication. Using ethos, pathos & logos, rhetoric is used to appeal to the consumer's sense of credibility, emotions or logic. Unfortunately, rhetoric is not always used for good. In fact, it can be used to manipulate an audience and achieve selfish goals. Thus, it's important to be aware of the different ways rhetoric can be used, and to use it responsibly. Wizard of Ads® houses the strategies and methods to help you improve your persuasion skills, regardless of your industry. To learn how we can help you develop impactful, non-manipulative content, book a call today.

The Rhetorical Triangle

The rhetorical triangle is a three-sided figure that represents the relationship between the speaker, the audience and the message. The triangle is a valuable tool for understanding and analyzing the different elements of a conversation. For example, if you're presenting to your client, they’re the audience, you’re the speaker, and your presentation is the message. The rhetorical triangle can help you analyze the different elements of your communication and understand how they interact with each other. It can also help you understand how to create an effective communication strategy. Using ethos, pathos & logos, the speaker can effectively communicate with their audience with credibility, emotional and logical appeal. But it's not just about using these elements in isolation. The speaker needs to use them in a way that is appropriate for the situation and the audience. So how do these three categories in persuasive advertising work?

The 3 Musketeers Of Persuasive Ads

Each of these rhetorical strategies has the potential to be effective in its own right. When they are combined, however, the results are far more powerful. Used for business content or sales pitches, ethos, pathos & logos make the difference between boring and engaging content. To create the most effective content possible, here's a quick overview of how each element works:

Ethos

Ethos, the appeal to ethics, is a way of convincing someone of the reliability of the person making the argument. In other words, ethos is all about convincing your audience that you're someone worth listening to. If you can establish yourself as an expert on the topic or as someone with a reputation for being trustworthy, your audience is more likely to be receptive to your argument. Many advertisers do this through celebrity endorsements. If you’re not a celebrity, however, there are many other ways to establish ethos. One is to point out your credentials or qualifications. Let your audience know if you're an expert on the topic or have done extensive research. This will help to build trust and credibility. Another way to establish ethos is through your tone and delivery. If you come across as confident and sincere, your audience is more likely to trust what you have to say. Finally, you can also try to establish common ground with your audience. If you can find a way to connect with them on a personal level, they'll be more likely to trust your argument. Establishing ethos is an integral part of any argument. By taking the time to build trust and credibility with your audience, you'll be more likely to win consumers.

Pathos

Pathos, the second mode of persuasion, appeals to your audience's emotions. This is often done using stories or examples that evoke an emotional response. For example, if you're trying to convince a consumer to purchase your product or service, you might tell them a story. This story can be about how it helped someone in a similar situation. Furthermore, you can also use pathos to create a sense of urgency or excitement about your argument. This is done by appealing to the audience's desire for change or their fear of missing out on something great. When used effectively, pathos can be a powerful tool for persuasion. However, it's essential to use this mode of persuasion sparingly and only when appropriate for the situation. Otherwise, you run the risk of coming across as manipulative or insincere. By effectively implementing pathos into your argument, you can more effectively connect with your audience and persuade them to see things from your perspective.

Logos

Logos, the final mode of persuasion, appeals to the audience's sense of logic and reason. This could involve using data, statistics, or other evidence to support your claims. According to Aristotle, logos is often thought of as the most objective and practical mode of persuasion. This is because it relies on facts and evidence to make its case. When used effectively, logos is a powerful tool for convincing your audience that your argument is valid and worth considering. If you're trying to convince your audience of something using logos, it's important to ensure that your evidence is strong. You'll also want to be careful not to over-rely on logos, as this can make your argument seem impersonal. Using logos alongside another mode of persuasion, such as pathos or ethos, can help create a more well-rounded argument. When used effectively, logos can be a powerful tool for convincing your audience that your argument is worth considering. From getting to know your customer to crafting powerful arguments, a lot goes into generating persuasive content. By implementing all three rhetorical devices into your argument, you can create a well-rounded and persuasive case. However, this can be a timely and challenging task for business owners. At Wizard of Ads®, we have the knowledge and experience to craft powerful and compelling content to grow and scale your business. Our team of experts can help you design and implement a rhetorical content strategy that will engage and convert your audience. To learn more about how we can help you close more deals and grow your business, book a call with us today.

Are you running direct response ads? No? Well, you should and I'll explain why below. Whenever you do advertising for your business, you should have one goal in mind: conversions. This includes all the people who need your thing today, and all those who will eventually need your thing, someday. You want to elicit responses and prompt your market to take action on your offer, whatever it is. However, how many times have you run an advertising campaign only to receive a few clicks and one depressing lead? Chances are, the principles of direct response marketing don't emanate in your advertisements. In direct response advertising, the entire point is to get potential customers to respond to your ad immediately. This means including a call-to-action (CTA) that's impossible to say no to with an offer that's too good to refuse. The truth is that you can riddle your advertising with as many CTAs as you want. However, this will not necessarily translate into conversions. Crafting direct response ads is both an art and a science. The art comes from direct response copywriting which is the use of persuasive, powerful words and mind-blowing angles. Conversely, It is a science because you need to know the intricacies of human psychology and neuroscience to actually persuade people. Unless you have both in your direct response ads, you're bound to a result of poor engagement and measly returns. You can't afford that as a growing business in the residential home service industry. Wizard of Ads™ is here to prevent that from happening. Here, we'll share with you everything there is to know about writing direct response ads. Keep reading.

What are Direct Response Ads?

Direct response ads are a form of advertising that aims to elicit a quick, specific response or action from users. Take note of the keyword "specific". By publishing direct response ads, you want readers, viewers, or listeners to take the action that you want, immediately. This could be to purchase your products, book a call, or sign up for a service, etc. That said, direct response marketing is the polar opposite of traditional marketing. The normative system of marketing focuses on building relationships and establishing brand recognition. In direct response marketing, businesses focus on driving conversions through ads to acquire customers, generate sales and a quick ROI. The key is in the immediacy of the response. Ads are direct, to the point and focused on a specific CTA. Nonetheless, I believe that striking the right balance between direct response marketing and traditional marketing is key. In their groundbreaking book, the Long and the Short of It, Binet and Field teach us you must invest 60% to 70% of the budget on branded endeavors and 30% to 40% of the budget to entice the “today” sale. Allow me to explain. Say, you bagged an HVAC installation gig through your direct response ads. Anyone who had their HVAC installed will have the unit maintained and repaired eventually. You want to be the business that gets both the installation and maintenance service. Only a healthy mix of direct response and traditional marketing will enable you to do this. Why ?Because you didn't skedaddle after you got their coveted yes. You built a long-lasting relationship that got them committed and invested in your business. In other words, you can't have one or the other. This is especially true in a tightly competitive landscape like the residential home services industry. Your lifeblood is your club memberships, and only both traditional and direct response marketing can give you that. If you're struggling to craft killer direct response ads for your business, Ryan Chute from Wizard of Ads® can help. Book a call.

Recruitment Ads

To some degree, recruitment ads are a form of direct-response ads. No other comes close to explaining their similarities than Roy H. Williams, in one of his Monday morning memos. In April 2018, Roy published a 60-second recruitment ad from Morris-Jenkins Plumbing and Air Conditioning from Charlotte, NC. The ad reached a staggering 19 percent of the entire Charlotte population in a span of three days. Listeners heard it an average of 6.3 times and cost only seven-tenths of a penny for every repetition per person. These are incredible feats and all, but the most important component of the ad is their wonderful copy. I won't mention it here so as to avoid plagiarism. My point is that Roy H. Williams hit the trifecta that broke the science of direct response ads. The advertising message he crafted had these three elements: remarkability, credibility, and urgency. We'll dig deeper into why these characteristics are important in a bit. Here are the tidbits that made the recruitment ad a head-turner:

1. "Would you like to make one hundred thousand dollars a year?" This a truly remarkable message, considering the median salary of plumbers in 2021 was $59,880. Plumbers get immediately hooked when they hear these numbers.
2. "You hear Morris-Jenkins on TV and radio all the time." Everyone in Charlotte knows who Morris-Jenkins is very well and they have a wonderful reputation. This line reminded listeners who was talking. Morris-Jenkins’ immense credibility wiped away the skepticism that plumbers may have from the previous promise.
3. "Be at Morris-Jenkins this Saturday at 8 a.m. for a confidential interview." While their CTA is not to be at Morris-Jenkins within five minutes, they still displayed a sense of urgency. The interview was one-time. If a plumber missed their chance, they'll have to wait for another announcement.

Now then, what's with these three elements? Let's discover below.

Remarkable, Credible, and Urgent Ads

Again, direct response advertising is anchored on offering immediate specific actions. This is a quality absent from non-direct response advertising. "If that's the case," says plumber Joe, "let's just add a CTA button in all our advertisements." A respectable attempt, but a heartbreaking one when he realizes his ads yield little to no conversions. His strategy overlooked one problem: what makes him think his ads are persuasive enough to actually drive that action? Remember that sales happen when an alignment of principles occurs. Similarly, you can only persuade someone when you know what makes them tick and attack from that angle. It is basic science, and it tells us there are three things: remarkability, credibility, and urgency. These three are the combined secret sauce of successful direct response ads. Let's explore them further below.

Remarkable

Let me ask you something. Which is the more interesting news?

1. "Elon Musk spotted driving around town with the newest unreleased Tesla model."
2. "Elon Musk's newest unreleased Tesla model was stolen."

Okay, I agree, it sounds harsh but anyone would probably say B, right? But why? Because it's more remarkable. It tickles the right spot and piques our interest better. After all, so what if he drives around town with a new Tesla concept model? That's normal and quite frankly, no fun. You only truly access the realm of remarkability when your ads go against the grain. Adding a story that shatters the system and a fact that breaks the status quo is what people want. Saying that plumbers can earn $100 thousand is interesting, and truth be told, mouth-watering, especially for plumbers who earn half. What remarkable value do you offer that makes you stand 600 ft. above your competition? Do you have a perfectly fair competitive advantage that elevates you above the Sea of Sameness? That's your “remarkable.”

Credible

Another pillar in the success of direct response ads is their sense of credibility, particularly, of the one speaking. In the case of Morris-Jenkins, their many successful services and commercials have cemented them atop the industry. One mention of their brand name and every plumber is all ears. Here's the thing. For businesses that are only starting out, your credibility may be nowhere to be found. Does that mean you can't produce successful direct response ads without being a household name? No, not at all. However, you do need something to show for when people begin wondering about your credibility. This could include but is not limited to:

• A website with an appealing user interface and a smooth user experience
• An optimized local listing in Google Business Profile
• Optimized, authoritative, and value-dense content throughout your website
• Good and positive reviews
• An active social media page
• Desirable company culture and work ethics

With these elements, your business can rival even more popular brands in the direct response marketing scene.

Urgent

Finally, what makes direct response an action-driven approach is the pinch of urgency garnished throughout the ad. In Roy H. Williams' ads, he indicated a clear time, date, and place for the plumber and HVAC tech interview. Naturally, anyone who missed the date loses their spot among the Morris-Jenkins ranks. That's the sense of urgency the ad creates. With a desirable offer, you reclaim the power of decision-making away from your customers. You back them into a corner where their only choice is to take action now or miss the chance forever. One of the biggest drivers of urgency is having a sale. While I'm not all for lowering prices, I do believe in its power when done strategically. In the residential home service industry, you could try a limited-time offer for your club membership. Of course, list down the advantages of your value proposition.

What if a Direct Response Ad is Not Working?

The success of direct response ads is anchored on the presence of those three elements. Conversely, the absence of either one or two means your ad may flop.

1. If the ad is not remarkable or does not have a remarkable offer, people will not talk about it.
2. If the ad or you are not credible, your words, like static noise, will go over your listeners.
3. If the ad is not urgent, people take away the purchasing power from your business. They will decide when they want to buy. Sooner or later, they'll forget they ever came across your ad.

Direct Response Marketing vs Customer Bonding

Direct response marketing is distinct compared to customer bonding. When you bond with someone, you aim to build bridges and break barriers with someone. You're not after a quick buck. You want to be friends with them. You can only do this through constant association, hence the term "customer bonding." Customer bonding can be done in a variety of ways like through content or newsletters. They're not after your customer's cash, rather they simply want to introduce your company to prospects. Messaging that bonds with customers are the building blocks that make your direct response ads successful. You want to focus more on customer bonding ads, content, emails and social media posts than exploit direct response ads. As Roy H. Williams puts it:

"Customer bonding ads build long-term reputation and relationship. Direct-response ads erode it."

In other words, use direct response ads sparingly in your business and focus more on customer bonding fronts. Newsflash, Ryan Chute of Wizard of Ads® can do both for your company. If you need an advertising expert to make your ads for you, book a call.