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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.

Credible ads are essential to building a reliable and trustworthy empire. Presenting just the facts, however, doesn't always provide the creative punch that consumers remember. Relevance supplies the perfect amount of desire that drives a person to want what you're offering without being pushy. And then, BOOM! You've persuaded your customer base to buy and come back for more. But how do you achieve truly explosive advertising? The answer is quite simple: matches and gunpowder.

Relevance and Credibility

Have you ever heard an argument that presented all the facts but didn't care? It's because the person making the argument didn't know how to make you care. In other words, good marketing requires more than just presenting the facts. You must engage your audience's emotions in order to get them to take action. Think about the last time you made a major purchase. Whether it was a car, a house, or even a pair of shoes, you didn't just buy them because they met your practical needs. You also bought it because you liked it. To truly persuade someone, you need the matches and the gunpowder. Luckily, we have the two ingredients you need to make your writing and advertising explosive.

Relevance

Relevance houses the ability to target an audience with laser precision. In the digital age, this is especially important as internet users are bombarded with content from all sorts of sources. Thus, if your content isn't relevant to your target audience, it's likely that they'll tune it out. That's why, when creating content, it's essential to have a clear understanding of who your target audience is. From identifying their needs to understanding their pain points, this knowledge will help you create content relevant and engaging. Once you've nailed down your target audience, only then can you form a content strategy that will resonate with them.

Credibility

Your content must be trustworthy if you want to build a relationship with your audience. After all, why would they want to listen to you if they don't think you know what you're talking about? To be seen as an authoritative figure in your industry, always ensure that your content is well-researched and trustworthy. This will make your content credible and give your audience peace of mind knowing that you're not just making things up. At Wizard of Ads™, we carry the matches and gunpowder to start fires that burn brighter, hotter, and longer. But it’s up to you whether you light the match. If you're looking for explosive ads that demand positive attention and results, we've got you covered. ‍

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Book a call with Ryan Chute of Wizard of Ads® today.

Ad Writers that Understand Relevance

The truth is, ad writers that understand relevance produce more effective ads. The problem, however, is that writers who understand relevance are generally allergic to credibility. In other words, they present emotional arguments that lack strong evidence. This can be incredibly damaging to your brand. After all, emotional manipulation can only take you so far. At some point, you need to offer credible, concrete evidence to back up your claims. Otherwise, you risk coming across as inauthentic, which is something no brand can afford. There are, however, a few things you learn from over-relevant copy. Here are a few key takeaways:

How do you make ads more relevant?

Get to know your audience. By considering who your target audience is, you can better understand what they want and need from you. This will help you to produce emotionally relevant content that speaks to them on a personal level. Some ways to research your audience include:

• Asking them directly through surveys or polls.
• Studying your customer base and target market pain points and pleasure points.
• Analyzing your website traffic and user behavior.

And more! Through your research, you can begin to understand what kind of messaging will resonate the most with your audience. You can also discover what channels they prefer to use to consume content. Once you have a deeper understanding of your audience, you can start creating content that is more relevant to them. This however, will only be effective if you present the facts.

Ad Writers that Understand Credibility

It's not easy to write credible ads. After all, with all the content that's out there, it can be hard to trust anything that we see or read. Ad writers that understand credibility, however, have it down to a science. So much so that writers who understand credibility seem allergic to emotional relevance. Remember when you tuned out that argument that presented all the facts but still didn't care? That's because credibility is only relevant when it's backed by an emotional investment. And despite our rational nature, we are emotional creatures. There are, however, a few things you learn from factual copy. Here are a few key takeaways:

How do you show credibility in advertising?

Bring in or become an expert. If you want people to believe what you're saying and take you seriously, you need to back up your claims. One way to do this is by becoming an expert on the topic at hand. Showing that you have in-depth knowledge and understanding will go a long way in convincing others that you're credible. If you're not an expert, you can still build credibility by bringing in someone who is. Having a well-respected individual vouch for you can help people see that you're worth listening to. This can be done through customer testimonials, celebrity endorsements or even quotes from experts in your industry. No matter what route you take, remember that credibility is built over time. Credibility, however, can be irrelevant without sparking an emotional response.

Relevance with Credibility

Advertisements that combine relevance with credibility have the ability to change the world. In other words, ads that are believable and relevant have the power to enact change on a much larger scale. If you can combine both in your advertising, you will be far more successful than those who rely on outdated methods of persuasion. Combining the two, however, can be difficult. In fact, it can take a considerable amount of time. But it's worth it. Advertising that is emotional and trustworthy will always be a powerful means for brands to connect with consumers personally. But how do you show relevance and credibility in advertising?

The Matches And Gunpowder of Advertising

The answer is simple: be authentic, be relevant and be human. While you are crafting your next ad campaign, ask yourself: "Does what I’m about to say have relevance?"

• Will it speak to the hearts of my audience?
• Will they be moved?

And then ask: "Is my message credible?"

• Are my promises supported by evidence without loopholes?
• Will the audience have confidence in what I’m saying?

By asking yourself the questions above, you can craft relevant and credible ads – the match and gunpowder of successful advertising. Ad copy can quickly become irrelevant and dull if you're not careful. As such, it's essential to be aware of the principles of persuasion if you want your ad to be successful. At Wizard of Ads®, we house the strategies and experience you need to fire up your audience. We understand how to tap into the emotions and logical reasoning that persuade and lead people to take action. To learn more about how we can help you build your empire and close more deals, book a call with us today.

Ad strategy vs ad copy, which of the two is better?Many business owners seek out the ancient wonders of advertising for a variety of reasons:

1. To tell people about their thing.
2. To rekindle the dying flame of a formerly glorious product or service.
3. To tell people about themselves.

When it comes to advertising, business owners often place more emphasis on their ad copy. In their minds, they believe that if people only understood them and their solutions a little better, sales would come rushing in. A noble thought. The truth is: how to market and advertise your business has more to do with ad strategy than ad copy. Let's take a look at a generic hypothetical figment of my imagination, called Plumber Joe. Plumber Joe is notoriously known for his sewer repair and replacement services. For any sewer problems in your community, you can trust him to get it fixed and running perfectly. However, he fixed the problem with a rather traditional approach. He digs your soil up, creates trenches, goes directly to the leak and then repairs it. In a competitive industry where most sewer fixes are done in a trenchless method, Joe is a bit held back. People don't like any mess, yet Joe the Plumber still dig anyway. When his sales calls began declining, he came to advertising to be his magic pill. The ad copy? Superb, unrivaled, unequivocal. The results? Still measly and uninspiring? Why? We've been preconditioned to believe that advertising is focused more on ad writing than ad strategy. That's not the case. In the words of Roy H. Williams:

"Advertising will only accelerate what was going to happen anyway."

People will keep on coming back for a solution they like, advertising only widens the reach and hastens the process. That said, our focus should be on ad strategy versus ad copy, and I will explain this further here. Keep reading.

Ad Strategy vs Ad Writing

Before we go any deeper into the topic, let's first define and differentiate ad strategy vs ad writing.

Ad Strategy

The strength of your advertising techniques relies on the power of your ad strategy. But what is advertising strategy? Ad strategy is your action plan in going about your advertising - whatever purpose you dedicate your advertising efforts for. Think of it as the blueprint that guides the construction of a wonderful building. Your advertising strategy covers everything from the central core of your messaging to your advertising channels. A few examples of advertising strategies include inbound marketing, outbound marketing, relational and transactional marketing. Ad strategy focuses less on the types of advertising strategies. Strategizing is more about deciding on how and why you will make the point you are intending to make in your ads.

Ad Writing

Ad writing, on the other hand, is the process of crafting your killer ad copy. This usually contains the headlines and content that appear in your ad. A good ad writing strategy incorporates elements of advertising strategy. For example, you want your ads to reflect your branding, objectives, and tone. Normally, good ad copy should persuade and influence your target audience into taking your desired action. Instead of dealing with what point you’re trying to make as with ad strategy, ad writing focuses on two things:

1. Taking an unexpected approach to the subject matter.
2. Using the least amount of sticky words or phrases to get your message remembered.

Picking up from our analogy earlier, think of ad writing as the materials you will use for the building. There's just one problem. Even if you use the sturdiest, most premium materials available, you won’t produce a world-class building without the blueprint. Like putting make-up on a pig, pretty ad writing will never mask an ugly solution. Ad writing only focuses on a single area within your entire ad strategy. Whereas ad strategy is more holistic as it considers not only the advertising per se, but also your solution. By that, I mean how your solution fits the public's perception and meets their felt needs. Ad strategy definitely takes precedence when we're talking about ad effectiveness. You could have the best ad copy in the world. However, if you're not using the right advertising strategy, getting the results you want is a long shot. For your business, you don't want ad writers who will produce ads that satisfy you. You want to pair a desirable solution with impeccable ad writing that satisfies your audience. Ad strategy does just that. Ryan Chute of Wizard of Ads® is the Master Strategist who can give your business the holistic advertising it needs. Book a call.

Bad Strategy Happens

Okay, so strategic advertising is what it takes to persuade people to engage with you. However, not every ad strategy is effective. Even with a blueprint, a bad strategy will yield the same result as not having one at all. What is a bad ad strategy? A bad ad strategy is one that doesn't take your audience into consideration. It's like giving bait that fishes don't like. Naturally, little to no consumers will be interested in what you have to offer. Why? Because they're not at the forefront of your mind when you crafted the advertisement or worse, developed the solution. Bad strategy = little engagement, mediocre sales and poor public perception Here's an example of a bad ad strategy in action: Every entrepreneur is prone to wishful thinking. It is often the belief that advertising is the missing link between their solution and endless sales. Let’s envision an entrepreneur that seeks a platform, for example, a radio, to deliver their message. Long story short, they found a popular radio station that had good frequency, a loyal following and great ad writers. A trifecta that most businesses would like. The business owner assumes (not presumes) that a radio schedule could make the difference he wants for his business. So he spends to have his commercial featured in prime time.

Many heard the message, many may have liked the message but only a handful bought. Do you want to know why? Because that's not how advertising works. As entrepreneurs, it pays to ask yourself before jumping on the advertising train: "why is my solution not selling?" This should give you a general idea of what you’re doing wrong. Look inward, because audiences will buy whether you advertise or not when they need your products and services. Remember that most advertisers (except Wizard of Ads™) will accommodate whatever reason you have for advertising. They'll be agreeable and give you empty promises that you want to hear just to score a gig. That’s not what you need. You want advertisers who will question your motives. You want copy writers who understand how to speak to the buyers underlying felt needs. You want creatives who understand how to trigger your prospects pain and pleasure points. Experts that will help you develop the ad strategy that will actually give you the results you need to accelerate growth. Advertising on a reputable network, using a popular platform or partnering with a famous personality are all potential tactics. But none of them matter without the right message and distribution strategy. Remember:

"The media doesn’t make the ad work. The ad makes the media work." - Roy H. Williams

Excellent Copy. Miraculous Copy. World-class Copy.

Advertising is powerful. The best ad writers can concoct messages that turn skeptics into raving fans. There's no doubt in my mind that world-class copy can produce favorable results. The only question is: can you keep your promises? To overpromise, then underdeliver with a mediocre product or service is unsustainable. Don't get me wrong. I'm not here to discourage you or insinuate you have poor solutions. However, if you've tried advertising many times over and continue to fail, maybe your solutions need a makeover. In the worst-case scenario, you don't even manage to produce a sale — even with impeccable ad copy. "But why?" you ask yourself, scratching your head. Indeed, a great piece of excellent, miraculous, or world-class ad copy can turn heads and earn accolades. However, if your fundamental ad strategy is riddled with flaws, you are:

1. Answering a question no one is asking.
2. Trying to talk to too many people with not enough frequency.

The only merit you get for the ad copy is a bunch of commendations and comments. Not sales. In other words, the ad had a minimal or negative impact on your business. You thought, if only people understood the nitty-gritty of your product, they'll buy. Sadly you thought wrong, and people still don't want what you offer.

“84% of buyers do not want to see under the hood of your products and services.” – Ryan Chute

That's the pitfall that most business owners suffer from. Ad copy about you, your business, and your products and services will not get people to buy from you.

The Real Problem

Have you ever wondered what makes Christmas presents extra exciting? First, kids anticipate something they really like to be inside those gifts. Second, the gift wrap adds an extra layer of mystery and intrigue that gets their dopamine squirting. But what happens when they unwrap the present only to find gifts they never wanted in the first place? You get sighs of disappointment, aching hearts, and children who will cry themselves to sleep. The same principle applies in advertising. Your ad copy is the gift wrap and your solution is the gift. The ad strategy is the entire thought process involved when deliberately crafting your solution. Are your customers getting what they asked for (and more), or do you leave their home in disappointment? The real problem is no one wants the gift they didn’t ask for. In the words of Roy H. Williams, it's a loser, a dog, and a mistake. When entrepreneurs give in to their wishful thinking and false preconception of advertising, they walk into this trap.

“Your closing rate is determined by how closely your advertising and buying experience match.” – Ryan Chute

Solving this problem requires an honest evaluation of yourself and your customers. Is there really a market demand for my solutions? Am I selling what people are asking for? Or, am I just selling a solution I think people want in hopes that it will create demand? Selling just ain’t all about you.

Fish with Bait That You Know The Fish Really Love

In the world of ad strategy, your business is one of two things:

1. An independent entity that performs advertising on its own.
2. A company that seeks the help of professional ad experts to craft the ads for them.

If you happen to fall into the first category, recalibrate your solutions. Maybe you could add extras that amp up your offer. I call this your perfectly fair competitive advantage. What can you offer to boost your product or service's overall value? When you already have solutions that the public likes, your ad copy follows. That's what "fishing with bait fish love" means. That's the right ad strategy for your business's advertising endeavors. For companies in the second category, your business will rely heavily on the quality of ad experts you hire. Yes, the quality of the ad experts you work with, not only the ads they make. Here's a tip: You want ad writers that dig deep into your core beliefs. One that questions your existing tactics and provides valuable insight that can improve your ad strategy. The best ad experts are those that tell you what the public already wants, so you can recalibrate accordingly. When you give people what they want, you are already a forerunner. Ads only speed the process up and expand your reach.

The Danger of Self Diagnosis

Here are some words of caution for business owners who handle their own advertising accounts. Self-diagnosis will more often than not be inaccurate because of bias. Prescribing a form of treatment to a self-diagnosis can hurt you more than it helps. That's where seeking external support for your advertising efforts comes in. In the medical field, if doctors allowed patients to self-diagnose and self-treat, they would be charged with malpractice. The same goes for ad strategy, in my humble opinion. Ad experts work with businesses to fully develop the best ad strategy. Your ad copy is the treatment and crafting effective advertisements is the easy part. However, the diagnosis is where it gets tricky. Many diseases share the same symptoms. Getting to the bottom of the disease is more than glancing at the symptoms and immediately prescribing a cure. In the same way, you want ad experts or diagnosticians to accurately examine the flaws in your ad strategy. Creating a strategy is a cold, objective and suspicious process because we're looking at all angles. This is a fact, and your business will need scientific objectivity to get to the root of the problem. Not all advertising experts will do this, because they're satisfied with your self-diagnosis. That's not who we are. Wizard of Ads™ is committed to helping you craft disruptive ads and ad strategy that help you become a household name. If that's what you want, all it takes is booking a free call with Ryan Chute, of Wizard of Ads®.

Let's face it, common ads are easy to ignore. Whether we're flipping through a magazine or scrolling our feed, we've seen the same product placement, celebrity endorsements, and call-to-actions. In other words, we have become adept at ignoring the noise. It's time to start thinking outside of the box. From using creative visuals to crafting a unique message, there is a multitude of ways to make your ad unpredictable. Unfortunately, being unpredictable is not as easy as it sounds. Finding what works best for your brand takes time, effort, and a lot of trial and error. So? How can you skip the bore of generating common ads? The story of Wizard of Ads™ very own Kyle Caldwell is a great place to start.

Neighborhood in Need

Kyle Caldwell's Neighbor in Need is a non-profit organization that aims to help the low-income elderly population. Designed to repair the homes of elderly residents in the East Lake area of Atlanta, Georgia, Neighbor in Need has gained a vast amount of popularity. One of the main ways they were able to gain popularity was by avoiding common and predictable ads. In other words, Neighbor in Need has found success by breaking the mold of what is typically seen in advertisements. Instead of showcasing elderly people unable to help themselves, they feature volunteers helping those in need. This change in perspective allows viewers to feel good about themselves and encourages them to get involved with the organization. Furthermore, it builds a sense of community and creates a need for the organization that wasn't there before. At Wizard of Ads™, we help people win in a trustworthy and grateful manner. Always thinking outside of the box, we house the collaborative environment you need for new perspectives and groundbreaking creativity. If you're looking for unpredictable ads that demand positive attention and results, we've got you covered. Book a call with Ryan Chute of Wizard of Ads®, to see what we can do for you.

A Predictable Ad is a Boring Ad

But hey, what's so wrong with sticking to what works? It doesn't work anymore. The problem with predictable, common ads is that they are boring. And when people are bored, they tune out, stop paying attention, and don't remember your brand. What's more, the online world has made it easy for people to avoid ads altogether. Tools such as ad blockers are now used by about 40 percent of internet users. In other words, we are no longer in the age of print media. As technology adapts, so must your marketing strategy. That means creating ads that are unexpected, out-of-the-box and attention-grabbing.

The Problem with Traditional Wisdom

Traditional wisdom has always been a valuable commodity in the age of information overload. The problem with traditional wisdom, however, is that it's familiar. We've heard it all before, and it's expected. As a result, traditional wisdom can often be taken for granted and even ignored. In new-age advertising, shock value is often key. The best ads are the ones that make us do a double take, that make us question what we thought we knew. So, while traditional wisdom has its place, it's important to challenge its tradition. After all, progress always comes from those who are brave enough to think outside the box.

What Are the Most Common Ads That People Hate?

The fact of the matter is: people hate ads that are predictable. Why? Because they no longer get successful results. In fact, I have a friend who was building a condo tower in a town with a population of about 100 thousand people. To market his condos, he hired a world-famous company to manage the sale of the residential units in his building. During their planning, they presented him with a "tried-and-true marketing plan. "My friend, however, had a different idea. He wanted to do something that would get people talking. He wanted to do something that would make people sit up and take notice. He wanted to do a radio ad. The traditional marketers looked at him like he was crazy. They told him that radio was a dying medium. Nobody listens to it anymore. He would be wasting money if he spent a single dime on radio advertising. But my friend is no fool. In fact, after 14 days of his radio ad running, he had over 1400 registrations for his condo. What's more, the aired radio ad was the first of four powerful, unexpected ads. Thus, traditional wisdom is often wrong. And in this case, my friend exceeded his goals with less money and time.

Outside of the Box Thinking

Like my friends, marketers and consumers need to start thinking outside the box to stay ahead of the curve. So what is outside of the box thinking? At its core, outside of the box thinking is a way of looking at things from a different perspective. The outside the box thinker is a creative thinker who unconventionally approaches problems and brings new ideas to the table. This type of thinking has led to some of the most world-changing inventions, from the light bulb to the internet. And while you may think you aren't creative enough, we all have the ability to think outside of the box. So how can you get started? Here are some tips:

1. Put things in your ads that are new, surprising, and different.

From unconventional imagery to shocking copy, anything that makes your ad stand out from others will help you get noticed. And while there is a thin line between unconventional and offensive, be creative. Pushing the envelope will make your ad more memorable, which is what you want and need to be successful.

1. Take a risk with your marketing.

Playing it safe with your marketing is a surefire way to stay stuck in neutral. If you want to move your business forward, you need to take some risks. That means trying new things and stepping outside of your comfort zone.

And although there is always a chance your risk can fail, the potential rewards are worth it. After all, what's the worst that can happen? Learning from your mistakes is how you become better and reach new levels of success.

1. Quit thinking that the secret of success is to – quote – "reach the right people."

The truth is, people talk. In other words, don't think that the key to success is to get your message in front of the right people. Instead, focus on creating something worth talking about.

When you have something truly remarkable, people will naturally want to share it with others. This is how word-of-mouth marketing works. And it's still one of the most powerful forms of marketing today.

1. Slap the shit out of anyone who says to you, "No one listens to the radio anymore."

All jokes aside, radio is still one of the most powerful marketing tools available. Thus, if you have a great message, don't be afraid to try it on different platforms. You never know where your ideal customer might be listening.

No matter how creative you are, creating unconventional ads still requires time, expertise, and practice. At Wizard of Ads®, we house the unconventional creativity you need to take your business to the next level. Whether you're a small business or a large corporation, our storytellers are here to help you create advertising that sells. Book a call with Ryan Chute today to put the shock value back in your advertising.