Free resources from Actual Wizards.

What is inductive reasoning vs. deductive reasoning? In marketing and advertising, some of the best minds use inductive reasoning to create incredible campaigns. Looking at successful campaigns, they can analyze what made them work so well and apply those principles to new projects. This reasoning has led to some of the most creative and effective advertising ever crafted. While deductive reasoning relies on facts and figures, the inductive reasoning definition uses patterns and trends to generate creative solutions. That makes it an essential tool for anyone in the advertising industry. By understanding how inductive works, you can learn to come up with better ideas for your next campaign.

What are Deductive and Inductive Reasoning?

You, me, and your customer claim we use deductive reasoning, but it simply isn't true. The basis of the deductive reasoning scientific method requires us to work diligently to disprove what we believe. Does anyone do that? Not usually. Instead of using deductive reasoning, we use inductive. We seek out information that confirms our values, beliefs, instincts, and preferences have been correct. Our confirmation bias kicks in, assuring us that contradictory information is not correct when confronted with it. We dismiss it with a mental finger-flick. For example, let's flick away this contradictory information. I am an ad writer: confirmation bias, inductive reasoning, and magical thinking sparkle at my fingertips. My job is to speak to what is already within you. You have more than enough information. Let me agree with what you already believe. Google and Facebook's algorithms will show us content that only reaffirms our existing opinions instead of expanding our horizons. We deem disagreeable people to be imbeciles, and anyone who disagrees is either uninformed or misinformed.

The Nonexperts

"Hoare writes with the license of the nonexpert; you can feel the delight he takes in being unbound by anything but his enthusiasms." — John Williams

In this quote, John Williams describes Philip Hoare. Yet Williams could have been describing me. I am a nonexpert; I can come to my own conclusions. You are a nonexpert, too. So is your customer. The people we're trying to influence are, by and large, nonexperts. They haven't been trained in the nuances of our product or service. They don't have the years of experience that gives them a deep understanding of the things we take for granted. We have to speak the customers' language, not ours. We have to make it easy for them to understand what we're offering and why it's valuable. That is why, when we're trying to sell them something, we must remember that they don't know what we know. Need help in your quest? We've got it in the can. Book a call with Ryan Chute of Wizard of Ads®.

Inductive vs. Deductive Reasoning

The vast majority of people reason inductively. They arrive at their conclusions using their experiences, world views, and observations to generalize. Deductive reasoning is different. When you use deductive reasoning, you start with a generalization. You then use that generalization to come to a particular conclusion. The difference between inductive and deductive reasoning is pretty simple when you think about it in those terms. With deductive reasoning, you go from broad to specific. In other words, with inductive, you go from the particular to general. Here are examples of inductive and deductive reasoning: Inductive Thinking: All of the dogs I have seen are friendly. Therefore, all dogs must be friendly. Deductive Reasoning: All dogs are animals. Animals are breathing creatures. Thus, all dogs are breathing creatures. Inductive vs. Deductive Reasoning: Which is better?

‍Inductive reasoning is the way to go if you want to come to a conclusion based on perceived evidence. Deductive reasoning can only conclude if your premises are true. As you can see, both types of reasoning start with a premise (or multiple premises). But deductive reasoning arrives at its conclusion using logic, while inductive does not. It relies on observation and experience instead. Most people use both types of reasoning but tend to favor one over the other. You can see this in the way that people argue. Some people will start with a specific example and then try to generalize from that example. Other people will begin with a generalization and then try to apply it to a particular situation. The difference between these two reasoning styles is critical, but it's also crucial to remember that they aren’t mutually exclusive. Deductive reasoning is used to arrive at a specific conclusion, and inductive is used to generalize.

So, what does all of this have to do with advertising? Well, the best advertisers use both types of reasoning. They don't just rely on one or the other. They use deductive reasoning to develop a specific message they want to communicate. They use inductive reasoning to create a general strategy that will resonate with their target audience. The best ads are those that can strike a balance between these deductive vs. inductive reasoning. They can take a specific message and make it resonate with a broad audience. They can do this by using the fingertips of an ad genius. Ad geniuses are those who can think distictively. They devise creative solutions to problems others have never even considered. They do this by using inductive reasoning. Ad geniuses use inductive reasoning to come up with their best ads. They start with a specific message that they want to communicate. Then they use inductive reasoning to figure out how to make that message resonate with a broad audience. The best ads are the ones that make us think, "Why didn't I think of that?" Usually, the answer is that the person who came up with the ad was using inductive reasoning. So, next time you're stuck on how to communicate a message, try using inductive reasoning. It might help you devise a solution that others have never even considered.

Deductive Logical Arguments Examples

Here are a couple of deductive reasoning examples:

• "All spiders have eight legs. A tarantula is a spider. Therefore, tarantulas have eight legs." For your deductive reasoning to be logical, your premise must be right. You assume that the statements "All spiders have eight legs" and "a tarantula is a spider" are true. Therefore, your reasoning is objective and true. In deductive reasoning, if something is true in a general class of things, it is also true for all class members.
• "All dogs like to chase cats. My dog is a dog. Therefore, my dog likes to chase cats." That is another sound argument using deductive logic. The hypothesis is true (all dogs like chasing cats), and the given information is true (my dog is a dog). Therefore, it stands to reason that the conclusion is also true (my dog likes to chase cats).

Inductive Logical Arguments Examples

Here are a couple of inductive reasoning examples:

• You have a coin bag. You pull three coins from it, each one being a penny. Your inductive logic proposes that all of the coins in the bag are pennies. Initially, you observe each coin taken from the bag was a penny. Your observation is right. However, your inductive reasoning does not mean what you’ve decided will be true.
• Penguins are birds. Penguins can't fly. Therefore, all birds can't fly. If you believe this, your reasoning is not logical in this case.

The Sparkle at the Fingertips of Every Evil Genius

At the fingertips of every evil genius sparkles confirmation bias, inductive reasoning, and magical thinking. Please do not think of me as an evil genius, for I am the genius that agrees with you. Explaining magical thinking can get kind of messy. Kurt Andersen does his best to below:

"Americans have always been magical thinkers and passionate believers in the untrue."

— Kurt Andersen

Andersen explains America's origins, dating back to when the Puritans in New England wanted to create a Christian utopia. They waited for what they believed was the imminent second coming of Christ and the End of Days. People were convinced in the south that this place they had never been, Virginia, was full of gold. They believed they could pluck it from the dirt there. For 20 years, the Puritans stayed there, looking and hoping for gold before finally facing the facts. They finally accepted they weren't going to get rich overnight. After that, Andersen says, there were centuries of "buyer beware" charlatanism and medical quackery. There was also an increase in exotic, extravagant, and implausible cults and religions. Blend and amp up all those things together to get the 1960s. That was a time when people were entitled to their own truth and reality. The next generation welcomed the internet. Whether true, nutty, or magical, the internet gave those realities their own kind of media infrastructure.

The Basis of all Successful Advertising

"A wonderful story is dazzling and attractive, regardless of whether or not it is true. This is the basis of all successful advertising." — Roy H. Williams

John Williams' book review column is titled "Books of the Times." That's the column where he left the quote below as a recommendation of Philip Hoare's new book. Williams is the book reviewer for The New York Times. So, when he recommends a book, you can take it to the bank that it's worth reading. The book's title is "Albert and the Whale: Albrecht Dürer and How Art Imagines Our World." It is about the life and work of Albrecht Dürer, one of the most influential artists of the Northern Renaissance. Dürer was born in Nuremberg, Germany, in 1471. He died in 1528. During his lifetime, Dürer traveled to Italy, where he was greatly influenced by the art he saw there. He also made several trips to the Holy Land. These experiences helped him to develop a unique style that combined elements of both Italian and German art. His prints were trendy in his day and continue to be highly prized by collectors today. Many of his paintings are also highly regarded, although few of them have survived. Dürer was a master of various media, including woodcuts, etchings, and watercolors. Perhaps he is best known for his woodcuts, which are used to illustrate books and other publications. He also created several famous portraits, including one of Martin Luther. His art is notable for its realism and use of light and shadow to create a sense of depth. His work often depicted religious subjects, but he also did many secular works. Dürer was an extremely talented artist, and his work profoundly impacted the development of art in Europe. His legacy continues to be felt today, as his work is still highly respected by artists and art lovers.

Perhaps more important than the book's content was the review Williams left of its author: "Hoare writes with the license of the nonexpert; you can feel the delight he takes in being unbound by anything but his enthusiasms." — John Williams

In other words, Hoare was not an academic. Still, he had a profound love for the subject matter and could communicate that passion in his writing. That is something that all great writers share, regardless of their field of expertise. The lesson here is that you don't need to be an expert to write compelling content. You just need to have a genuine passion for your topic and the ability to communicate that passion to readers. Who knows? Your work could have a significant impact on the way people think about your chosen topic. If you're passionate about something, don't let a lack of formal training stop you from sharing what you know. Are you in the home services industry? Do you need help with your marketing strategy? Book a call with Ryan Chute of Wizard of Ads® today.

Different people have different definitions of culture. To some, culture is about the arts or belonging to a particular ethnic group. Others see the definition of culture as a set of shared beliefs and values. Either way, culture shapes how we see the world and our place in it. No matter your definition of culture, you will find some common themes in all cultures. These include a shared language, religion (beliefs), food, music, dance, art, etc. Culture is also about how we interact with each other. It dictates how we dress, greet each other, and behave in social situations. When you think about it, culture is everything around us. It's the way we live our lives, and it's something that we all have in common. The definition of culture is such a vital part of our lives. Still, it's also something that can be very difficult to define. That is because the agreed-upon definition of culture is constantly changing. What was considered part of culture 10 years ago might not be considered part of that culture today. That can make it difficult to really pin down what culture is. However, we can make some generalizations about culture.

Mainly, your organization's culture is the values, beliefs, and behaviors shared by the people working there. Knowing how to improve organizational culture is something that can be very difficult. That is because it's based on the shared values and beliefs of the people who work there at the time they were defined. As people come and go, grow and expand, so does your culture. If you want to change your organization's culture, you must first change how the people in your organization think about culture. You must also change how they feel about it. It can be challenging, but it's important to remember that culture constantly evolves (and devolves). Something considered part of your organization's culture 10 years ago won’t necessarily still be considered part of that culture today. It's essential to keep this in mind as you work to cultivate your definition of culture. Culture is constantly changing, and it's up to the leaders to help shape it, nudge it, and influence it in the direction you want it to go.

Assessing Your Organization's Culture

Here are some questions for you to begin assessing your organization's culture:

• Is the leadership team working as a cohesive unit to achieve common goals? Or are they a group of individuals working alone in the same department?
• Do teams effectively celebrate success and work to improve as the company grows?
• Do employees and managers understand and accept responsibility for the value they create together?
• Do employees understand how their role's growth and development occur in the organization?
• Do employees believe they have the support, autonomy, and opportunity to take care of customers?
• Are actions and behaviors acknowledged, recognized, and rewarded?
• Do employees communicate and support one another openly and willingly?

Answering these questions will give you a good indication of whether your organization has a culture that is conducive to innovation. If not, don't despair – there are always ways to improve organizational culture. Need help with creating the ideal culture for your company? Book a call with Wizard of Ads®. We are marketing strategists who help businesses in the home services industry.

A Happy and Healthy Corporate Culture

"I've noticed the easiest companies to skyrocket are those with a healthy and happy corporate culture." — Roy H. Williams

What comes to mind when you hear the term "corporate culture?" Do you think of an employee group passionate about work and enjoy coming into the office daily? Or, do you think of a group of employees who are stressed out and dread going to work each day? If you want your company to be successful, it's crucial to have a corporate culture that is healthy and happy. It only makes sense. Having researched culture for over a decade now, I would add two things to this. When a culture is operating with a thriving mindset, there is a greater sense of confidence. They resonate a positive energy that is both attractive and persuasive. Furthermore, a culture is shaped by what the leaders tolerates. If you hope to have a successful culture, you need to be prepared as leaders to protect and defend the happy, healthy, wealthy culture with your life.

“The CORE Purpose of all outrageously successful leaders is that they protect and defend a happy, healthy, wealthy culture with their lives.” — Ryan Chute

Different Definitions of Culture

Let's talk about culture. What is it? The Merriam-Webster dictionary definition of culture is "the customary beliefs and social forms of a racial, religious or social group. It’s also the material traits of said group." But, culture means different things to different people. For some, culture is about the music they listen to, food, or the language they speak. For others, culture is about their values and traditions. And still, for others, culture is about how they dress or behave in certain situations. So, when we're talking about culture, what exactly are we talking about?

Definition #1

The first definition of culture starts in biology. A petri dish is an apparatus used to study bacteria, other microorganisms, and tissue cells. It can be either transparent or translucent. In biology, a culture is a population of cells or multicellular organisms in which members of the same species maintain close physical association and cooperate in various ways. Do you want to create a culture of success? Follow these steps. Step One: Environment To cultivate bacteria, you need the right environment. That means providing the correct temperature, humidity, and type of airflow. You also need to ensure the surface on which you are growing the culture is clean and free of contaminants. Step Two: Nutrients Bacteria need food to grow. This food is called "culture media." There are many different types of culture media, each designed for producing different types of bacteria. The most common type of cultural media is agar, a gelatinous substance that bacteria can feed on. Step Three: Time Bacteria proliferate, so you don't need to wait long for a culture to develop. However, different types of bacteria have different growth rates. For example, some bacteria double in as little as 20 minutes, while others may take several hours.

Definition #2

The second definition of culture is all about the arts. A cultured person has a deep appreciation for the arts and humanities. They are knowledgeable in many fields, have a great sense of refinement, and engage in intelligent conversations about various topics. Cultivating a culture or an appreciation for the arts can be done in many different ways. One way is to make a concerted effort to visit art galleries, museums, and historical sites. Another way is to seek opportunities to attend live performances, such as concerts, theatre productions and dance recitals. Reading books, watching films, and listening to music are excellent ways to learn more about the arts. You can also expand your cultural horizons.

No matter how it is pursued, cultivating a love for the arts is a rewarding endeavor. It can enrich your life in many different ways. People knowledgeable about the arts tend to be more well-rounded and open-minded. They also often have a greater appreciation for the beauty of the world around them. In addition, those who appreciate the arts are typically more creative and expressive individuals. Pursuing an interest in the arts can also help people to better understand and connect with other cultures. Imagine you're attending a local art show or listening to a new album by a foreign artist. Remember that you're engaging in an activity that has the power to change your perspective and improve your life. Embrace the arts and let them enrich your world.

Definition #3

As one of Roy's friends, Susan Ryan, said, "Culture eats strategy for lunch." That explains the third definition of culture pretty clearly. She means that culture is more important than any strategic plan or goal. Organizations must first understand their culture before they can change it. Culture To change its culture, an organization must first understand the definition of culture. Only then can it begin cultivating a culture in the workplace. It must also be willing to embrace change.

Definition #4

Your company's culture is expressed as the spirit of the group. If you want a strong culture, you need strong values. You also need to reward and celebrate employee practices and behaviors. Otherwise, you're simply putting on a show or perpetuating a farce. As you can see, culture means different things to different people. There is no right or wrong answer. The important thing is taking the time to understand the definition of culture and how each applies to your organization. Only then can you begin to change your culture for the better.

"Anyone can copy your strategy, but no one can copy your culture."

— Roy H. Williams

Branding and Culture

"Branding is nothing more than corporate culture made known." — Roy H. Williams

A company's culture and values are the foundation of its brand. The definition of culture describes how the company does business. It's also how it treats its employees and customers and what kind of products or services it produces. A company's values are reflected in its brand promise, which is the essence of what the company stands for. A company's culture should align with its brand promise; otherwise, the brand will be perceived as inauthentic. To build a strong brand, you must first know how to cultivate a culture or how to improve our culture. If you need help pursuing strong, ideal company culture, book a call with Ryan Chute of Wizard of Ads®. We help businesses in the home services industry with their marketing strategy.

“Culture doesn’t eat strategy for lunch. Culture IS the strategy.” – Ryan Chute

"Ask the wrong question, and you will get the wrong answer." — Roy H. Williams

As a business, one of the most important questions you can ask yourself is, "Who is my customer?" Knowing the answer to, “who is your customer”, is essential to understanding how to sell them your product or service. There are a few different ways to define your customer. The first step is to define your target market. You can do it by looking at age, gender, location, and interests. Once you have a general idea of your target market, start narrowing down your search for who the customer is. One way you can do this is to bring in buyer personas. Buyer personas are based on actual research and data and are fictional figurines of your ideal customers. Use buyer personas to determine your customers’ wants and to help you understand them better. Who is your customer? Look at your competition. See who they target and what kind of clients and customers they attract. That can give you some insights into who your customers might be. Finally, you can also use surveys and customer feedback to get a better understanding of who is your customer. Ask them questions about their needs and wants and see what they say. This information can be invaluable in helping you determine who is your customer. Remember, understanding who is your customer and knowing your customer is essential to selling them your product or service. Take time to do the research, and you'll be able to target your marketing efforts better and attract possible clients. If you can do this, you'll be well on your way to building a successful customer intelligence strategy.

Definition of Customer

Your main customer is the person that buys your product or service. When defining your customer, this one is pretty straightforward and one that most businesses use. However, you need to go beyond this simple definition to craft a top-notch customer intelligence strategy. You must understand what motivates your customers or clients and what they want from a product or service. Clients are motivated by their underlying felt needs. People are further motivated to remove pain and pursue pleasure. These are known as pain and pleasure points. Knowing what motivates your customers can help you create a customer intelligence strategy that resonates with them profoundly. It can also help you identify opportunities to improve your product or service. Understand what motivates your customers and what they're looking for deep down. Then you can start creating products and services that appeal to them. That will help you increase your sales and grow your business. Read that again. What is that? That is Wizard of Ads®. Ryan Chute is a marketing strategist in the home services industry. When you're ready to talk business, book a call.

An Imaginary Customer

Ask any businessperson, "Who is your customer? "They often believe, usually with great clarity, a singular customer profile they've conjured up. It is the person they think about when making business decisions. Often, this person resembles the business owner with shocking similarity. "He’s a 50 year old homeowner with a stay at home wife looking to spend as little money as possible on stuff they don’t want to have to pay for. "The problem with this line of thinking is that it leads to all kinds of weak business choices. It teaches you to think about your products and services in terms of how they appeal to one specific customer. Instead, they should be thinking of how their products and services benefit the broadest range of people possible. We don’t ask business owners, "Who is your customer”? The question should focus on the plural of "customer." It doesn't, though. That's because you're not asking the right question. Ask the businessperson, "Who are your customers?" and you start to get to the right answers. Now the business owner is forced to think about their entire customer base. They must think of them as a group of individuals with specific wants and needs. And that's how it should be! Your customers are not all the same. They have different desires, different budgets, and different levels of knowledge about your product or service. It's your job to determine how to appeal to all of them.

The Average Customer

Now I'm sure you're about to tell me that that 25-year-old single mother is just the average customer. That's not true, either. Your average customer is the composite of all your different customers. In other words, she's an imaginary person who represents your customer base's characteristics.

Dr. Neil Postman

New York University's Dr. Neil Postman wrote this paraphrased piece on the existing biases relating to the questions we ask. "We must keep in mind the story of the statistician. He drowned while trying to wade across a river with an average depth of four feet. That is to say; our culture reveres statistics. And we can never be sure what nonsense will lodge in people's heads. Even the most straightforward question, the question is not, and never can be unbiased. The structure of any question is as devoid of neutrality as its content. The form of a question may ease our way or pose obstacles. Or, when even slightly altered, it may generate antithetical answers. That was in the case of the two priests. Being unsure if it was permissible to smoke and pray simultaneously, they wrote to the Pope for a definitive answer. One priest asked, 'Is it permissible to smoke while praying?' He was told it is not since prayer should focus one's full attention. The other priest asked if it was permissible to pray while smoking. And he was told that it is since it is always proper to pray. "What Dr. Postman means is that the way we frame our questions will determine the answers we get. The message: be careful how you phrase your questions, because that will determine the outcome. When it comes to marketing research, one of the most important questions you can ask is not, "Who is your customer"? Rather, it is, “who are your customers”? It may seem like a subtle difference, but the answer will be fundamentally different. Depending on the response, it will lead to either more of the wrong customers or not enough customers in general. Did you define your customer too narrowly? Then you may be missing out on potential customers who could benefit from your stuff. For example, you sell plumbing repairs to older homeowners. You miss out on younger buyers that live in apartments who will eventually own a home. Did you define your customer too broadly? While this can become an issue with expensive digital marketing, it isn’t a thing with mass media marketing.

“I’ve never met a business owner whose advertising failed because they were reaching the wrong people.” — Roy H. Williams

The best thing you can do when you define your customer is to target them with brilliant copy. Start with universal truths speaking to their underlying felt needs, then narrow it down by speaking to their pain and pleasure points. For example, if you sell lawn care products, a good starting point would be to market to all homeowners in your city. From there, you can narrow it down further. Target homeowners with your copy by speaking about how you save them money, energy, and time. Then speak to them about how their lawn will be admired by all, allowing them to win best lawn in the HOA annual content. Then tell them how you remove the shame of an unkempt lawn, and the guilt of an ever growing honey-do list. The more specific you can be when defining your customer, the easier it will be to market to them.

Loftus & Palmer Experiment

In his 1999 book, "Essentials of Human Memory", Dr. Alan Baddeley reports the Loftus & Palmer experiment. In the experiment, two groups watch two cars collide in a video. Group one was asked, "How fast were the cars going when they smashed into each other?" The answers averaged 40.8 miles per hour (MPH), and the viewers also said they saw broken glass. Group two was asked, "How fast were the cars going when they made contact?" The answers for this group averaged 31.8 MPH, and they did not remember the broken glass.

"Control the question, and you control the mental image it conjures."

— Roy H. Williams

Fishing with a Hook vs. Fishing with a Net

"Proponents of hyper-targeting are quick to say, 'You're using the shotgun approach. I believe in putting the customer in the crosshairs of a rifle.'

But we're not hunting just one customer, are we? Hyper-targeters believe in fishing with a hook. But for best results, I suggest you find a net."

— Roy H. Williams

When putting together your marketing strategy, it's important to consider who your customer is. It seems like a simple concept, but it's one that often gets overcooked. If you don't know who your customer is, you won't be able to market to them effectively. There are two main approaches to marketing: hyper-targeting and mass marketing. Hyper-targeting is when you focus on a particular group of people. You might target people based on age, gender, location, interests or other factors. The idea is by targeting a specific group, you'll be able to reach them more efficiently with your marketing message. On the other hand, mass marketing is trying to reach as many people as you’re able to with your message. It is done through advertising channels such as TV, radio, and billboards. Even if only a tiny percentage of people are interested in what you're selling, it's still far more efficient with the right frequency and message. So which approach should you take? The research tells us that 60% to 70% of your marketing should be focused on telling a compelling story to as many people as you can afford to reach at the right frequency. The remaining 30% to 40% should be spent on sales activation lead generation in the places the majority of your customers are looking for your services. If you are looking for long-term growth and exponential profitable growth, stirring emotions and engaging them when they are not interested in your services is essential. The fundamental dynamics of emotion are built into our emotion, and hyper-targeting simply doesn’t reach the volume of people you need to grow your business. The most important thing is to ensure you're reaching out to your target customer in the most effective way possible. This means you need to get your frequency correct with a powerful message. By understanding who your customer is and tailoring your marketing approach accordingly, you'll be well on your way to exponential success.

Target Customers According to Buying Motives

So, do you really want your business to grow? Then don't target age, education, income, or gender. This is the magic trick, the big reveal: Look at buying motives. Stop asking, "Who is my customer"? Start asking, "Why does my customer buy my product? What do we do for them emotionally"? You could flip a coin or take Roy's advice: "I suggest you find a net." That's the secret sauce to writing awesome ad copy for customers. That's the question that lands the wide net you've been casting. Chances are you're in the home services industry and need help with your brand-building marketing strategy. Great. You're in the right place. Book a call with Ryan Chute of Wizard of Ads® today.

“A brand without trust is just a product.” — David Ogilvy

And products always become commoditized that are easily replaced.

There are so many advertising tips for small business owners. You could fill a library with all the books, articles, blog posts, and ad campaigns written on business marketing or advertising techniques. As a busy small business owner, you don't have time to read through all that material. Thankfully, I've done the work for you and compiled a list of the 10 most useful top business tips for advertisers.

Advertising is an Effective Way to Communicate with Your Customers

Should we communicate with others in the most effective way, or should we take their preferred method of communication into account? The four pillars in the Palace of Temperaments are:

• Courage (Lion)
• Heart (Tin Man)
• Home (Dorothy)
• Intellect (Scarecrow)

Points of connection between strong communication and each of these four pillars exist. The person in need of understanding your logic values intellect. The person in need of perceiving your motives values feelings. The person who needs to know it has been tested values stability. The person who needs to hear you speak of action values courage. Wise people speak to these four people each time they attempt to persuade them. Make a point of including something for each of them in your presentation. That is known as "inclusive communication by design." Most of us attempt to persuade others as though everyone makes decisions according to the same criteria we use. (They don't.) A Scarecrow, a Tin Man, a Dorothy and a Lion exist in every crowd. You must tailor your communication to each individual, speaking in their preferred language. All four preference types hold importance, so make sure your voice reflects that.

"We see the quartet from Oz everywhere we look.

Jefferson is the intellectual Scarecrow of Rushmore.

Lincoln is its big-hearted Tin Man.

Washington is America's great stone Dorothy.

Roosevelt is our reckless rock Lion."

— Roy H. Williams, Wizard of Ads™

Do you speak the language your customers speak? If not, we can help untangle your tongue to ensure the message you want is received. If you're in the home services industry and need help with your marketing strategy, book a call with Wizard of Ads®.

The Dos and Don'ts in Advertising

There are Dos and Don'ts in advertising tips, and it pays to know them. For example: DO use strong verbs that create mental pictures. Don't use jargon or technical terms.DO focus on the customer's needs, not your company's features. Don't make false claims or promises. Here are a few other advertising tips and tricks on things to do and things you should avoid.

Things To Do

• Familiarize yourself with the government's marketing and advertising rules and regulations.
• If you advertise a promotion, product, or service, fully disclose all pertinent details.
• Use illustrations that are the same as the products you sell.
• Charge the lowest of two or more prices that appear on a product.
• Ensure you have reasonable quantities of products you advertise at a bargain price.
• Disclose all details required by the Competition Act before potential participants are entered when holding a contest.
• Only use the words "sale" or "special" when significantly reducing the product's price.
• Ensure your sales staff are familiar with these "Do's and Don'ts." Your business can be held responsible for representations made by employees.

Things You Should Avoid

• Don't confuse "regular price" or "ordinary price" with "manufacturer's suggested list price." They are not the same.
• Avoid using "regular price" or "ordinary price" in an advertisement. Only use it if the product has been sold at that price for a substantial period or at a considerable product volume.
• Don't run a "sale" for an extended period or repeat it weekly.
• Avoid making any claims about a product or service unless you can prove them, even if you think they are accurate.
• Don't increase the price of a product or service to cover the cost of a free product or service.
• Avoid fine print disclaimers. If you use them, make sure the message of the ad and the disclaimer are not misleading.
• Don't sell a product above the price you advertise it.
• Avoid using terms or phrases in an advertisement that are not meaningful and clear to the ordinary person.
• Remember not to delay the distribution of prizes when running a contest.

10 Useful Advertising Tips

Advertising is a critical part of any marketing or type of business strategy, but it can be challenging to get right. Here are 10 advertising tips that will help you create compelling, successful ads:

1. Keep Your Ad Copy Clear and Concise

The most important thing to remember when writing ad copy is to keep it clear and concise. People have short attention spans, so you must ensure your message gets across quickly and effectively.

2. Use Strong Calls to Action

Your ad should always have a solid call to action that tells the reader what they need to do next. Without a call to action, your ad will be ineffective.

3. Use Persuasive Language

When writing your ad copy, use persuasive language to convince the reader to take action. Use words like "free," "now," and "limited time only" to create a sense of urgency sparingly. Don’t use them if they’re fake.

4. Highlight Your Unique Selling Proposition

What makes your product or service unique? Ensure this is clear in your ad copy so potential customers know why they should choose you over the competition.

5. Target Your Audience

Knowing your target audience before you write your ad copy is essential. Once you know who you're trying to reach, you can tailor your language and message to appeal to them.

6. Use Images and Videos

Including images and videos in your ads can effectively get people's attention. People are more likely to notice and remember an ad that includes visuals.

7. Use Strong Headlines

Your headline is one of the most vital parts of an ad, so make sure it's catchy and to the point. A strong headline will make people want to read more.

8. Say Something New, Interesting, and Different

People have a spot in the brain that doesn’t allow the predictable in. Ads must be entertaining, edutaining, or endearing to gain access to the brain.

9. Test Different Versions Online

Don't be afraid to experiment with different ad versions before settling on one. Try out other headlines, images, and copy to see what works best.

10. Answer the Damn Phone

The number one thing you can do to increase revenue is to get better at answering the phone. Research from dataturk.ai shows that most residential home service companies fail to answer up to 30% of their incoming calls. Remember, your CSR cannot pick up a call when they are already handling a call.

Bad Ads Waddle Like a Porcupine and Make Lots of Little Points

A couple of days ago, while reviewing some new ads, I realized many of them had much in common with porcupines. No, they weren't prickly (at least not to the touch), but they were covered with so many little points that it was hard to know where to begin. Porcupines make terrible ads for two reasons:

1. They're full of sharp points that can hurt you.
2. There are so many of them that it's hard to know which one to pay attention to.

As for advertising tips: Don't write advertisements like porcupines.

Good Ads Charge Like a Rhinoceros and Make a Single Point Powerfully

Rhinoceroses are big, strong, and to the point. They're also not afraid to charge, which is what you want your ad to do. You want your ad to make a single, powerful point that will grab attention and not let go. You want to do it memorably and make people want to take action. Trying to make a bunch of little points in your ad is like trying to pet a porcupine: it will end in pain. So make your ads like rhinos: imposing, powerful, and focused on one big point.

Ad Budgets are Like That, Too

Continuing the conversation on advertising tips… Your advertising budget is like your waistline: you want to keep it trim. When it comes to advertising, many small business owners think they have to say many different things to a lot of different people. But that is expensive, and it doesn't usually work very well. What works for those big guys, those Fortune 500 companies, isn't what will work for you. Advertising in a trade magazine is much more effective than advertising in a general interest magazine. What you want to do instead is focus your ad budget on a few key places where you know you can reach your target market. For example, if you sell HVAC products. The same is true for online advertising. You want to focus your efforts on the websites and online directories that are most likely to be visited by people interested in what you offer.

The Most Dangerous of These Fortune 500 Concepts is the Idea of an, "Omnichannel Media Mix."

Fortune 500 companies aren't run the same way as small businesses, and they're certainly not marketed the same way. One of the most significant differences is that these large companies have huge advertising budgets. These budgets allow them to place ads in a wide variety of media outlets. That is known as an, "omnichannel media mix," which small businesses can't afford to do. The problem with this approach is that it fails to optimize repetition. You might get lucky, but you'll be wasting your money more often than not. A better approach is to focus your ad budget on a few key places. These few key places are where you know you can reach your target market at the correct frequency. For example, let's say you sell landscaping services. Some good places to advertise would be:

• On the radio.
• On aggregator websites like Angi and Home Advisor.
• On Google.

Don't beat yourself up if you think you're missing the places your audience is. Just remember that repetition is essential. Ask yourself this question: Would you rather reach 100 percent of your audience and persuade them 10 percent of the way? Or would you sooner convince 10 percent of them 100% of the way?

"Advertiser, you can't afford to reach everyone. You've got to choose who to lose. Don't be a porcupine. Be a rhino." — Roy H. Williams

If You Sell a Product or a Service That Most People Will Need Sooner-or-Later and You Suspect You've Been Sprinkling Your Ad Budget "a Little Bit Here and a Little Bit There."

Do you sell a product or service that most people will eventually need? If your ad budget has been going towards "here and there," this is for you. If you're a home services business like plumbing, people will need your service eventually. That's great news for you because it means potential customers. The problem is that when people only need your product every few years, they will not remember who you are when they finally need it. So how do you stay top of mind? Spend 60 to 70 percent of your ad budget on mass media. The remaining 30 to 40 percent should go online to lead generation. Choose which mass media you want your ad budget broadcasted to. Television, radio, and outdoor (billboards) are the three main types. It's hard to go wrong with television newscasts or local radio ads.

"Wait a Minute," You Say, "You Told Me to be a Rhino and Not to Sprinkle My Budget?"

"Out of my budget, you suggest I allocate 30 to 40 percent online? What's up with that?" You say. Here's the thing: You need to spend most of your advertising dollars on mass media and an online presence. It's where people go to research your product or service before they purchase. It's also where they will go to find your contact information and directions to your business. If you don't have a website, you need to get one. If you have a website, make sure it is mobile-friendly, and your contact information is easy to find. You should also be active on social media and consider running ads on Google and Bing. These are all relatively expensive ways to connect with potential customers. Tell them the right story and be where your customers are when they go looking for you.

There are Instances – Particularly in the Home Services Categories – When it Makes Sense to Use Geotargeting.

We often underappreciate the value of time and energy as part of a buyer's decision making criteria. That makes some old-school techniques work like a charm – like door hangers, lawn signs, and slipping flyers under windshield wipers. Roy calls this "shoe leather on the sidewalk." Today, you can also geotarget neighborhoods online. Geofencing allows you to target people who enter and exit a particular area down to 1 mile.

"But What if I Sell a Product or a Service That Only a Tiny Percent of the Population Will Ever Want or Need?"

If you sell a product or service that only a tiny percentage of the population will ever want or need, it can still be adequate to use geographic targeting. You can target a tiny geographic area, like a single city or even a neighborhood. Or you can target a particular type of customer, like businesses in a specific industry or households. The key is ensuring that your product or service is the best possible solution for the people you're targeting. Local advertisers investing in mass media are spending around 6 to 12 percent of their total revenue on advertising.

Surprise is the Foundation of Delight

In your ads, there are several things you need to do for your customers. In your ads,

1. You must avoid predictability. Don’t say what your customers expect.
2. Your customers won't believe unsubstantiated claims.
3. Your customers will ignore you if you speak about anything other than their underlying felt needs.
4. You can gain your customer's attention when you say something new, interesting, and different.
5. Your customers will like and trust you when you talk about what you believe in.

When You Win the Heart, the Mind Will Follow

"The intellectual mind will always create logic to justify what the emotional heart has already decided." — Roy H. Williams

The advertiser's task is to first focus on creating an emotional connection with the audience and only then worry about logical arguments and supporting data. That is not to say that ads should be devoid of logic or facts. Instead, the focus should be on building an emotional connection first and backing it up with logic and facts.

Repetition is The Key

The last of these advertising tips focuses on repetition. Repetition helps embed the message in people's minds, making them more likely to remember your brand. Ads need to be repeated for people to remember them. That is why advertising campaigns typically consist of multiple ads that are aired or published over time. Remember these advertising tips the next time you consider crafting ads. Speaking of repetition, I'm only going to ask you this one more time, I promise. (At least in this article.) Are you a home services business that needs help creating a low-cost marketing strategy? Book a call with Ryan Chute of Wizard of Ads® today.

Niche ideas. Niche products. Niche market. They're everywhere you look in the business world today. Marketers have discovered that it's easier to target a small, specific group of consumers with a product or service that appeals directly to them rather than trying to sell a one-size-fits-all solution to everyone. This focus on narrow markets is called "niche marketing." It can be an extremely effective way to grow your business.

What is niche marketing, exactly, and how can you tell if it's right for your company?

The meaning of niche marketing refers to the process of targeting a specific group of people with services or products to sell that meet their specific niche or unique needs. To be successful, you need to have a deep understanding of the needs and wants of your target market and then create a product or service that meets those needs. There are a few key factors to consider when deciding if niche marketing is right for your business:

1. The size of your target market: Niche markets are usually small, specific groups of people. If your target market is too large, you may have trouble reaching everyone with your message.
2. The competition: Niche markets often have less competition than broader markets. It can give you a competitive advantage and make it easier to get noticed by your target audience.
3. Your resources: The niche industry can be resource-intensive, as you'll need to create custom content and build relationships with influencers in your target market. Make sure you have the time and resources to commit to a niche marketing strategy before you start.

Not all Niches are Created Equal

"Think too deeply about customer profiling, and you'll soon fall into niche marketing. And the problem with niches is they're not created equal." — Roy H. Williams, The Wizard of Ads™

When it comes to niches, there are many different ways to slice and dice them. And not all niches are created equal. Some niches are more profitable than others, while some are more competitive than others. Some niches require more resources to get started than others, too. Before you dive into niche marketing, it's crucial to do your research and make sure you're targeting a profitable, competitive, and resource-friendly niche. Otherwise, you could find yourself spinning your wheels without seeing any results. Are you in the home services industry? Do you know how to find your niche? Do you need help with developing or maintaining your niche marketing strategy? Wizard of Ads® has the answers you're seeking. Book a call with Ryan Chute today.

The Book of Reis and Trout

Niches were popularized in the 1981 book "Positioning: The Battle for Your Mind" by Reis and Trout. According to the book, we should consider our competitors' strengths and branding before deciding how we want to be seen by customers. Though some only read it as such, the book is much more than a marketing guidebook. It's not about marketing at all. It is about positioning your product, service, or company in the customer's mind so they will think of you first when they need what you sell. Niche marketing is a form of marketing that focuses on a specific target market or demographic. Niches are often small but can also be significant. They can be defined by geographic location, demographics, type of product, and many other factors. The key to successful niche marketing is to find a group of people who are underserved by the current market and create a unique offering that meets their needs. You can do this by catering to a specific demographic, developing a new product or service, or creating a new brand image.

The Seductive Logic of Niche Marketing

"Tragically, the seductive logic of niche marketing makes perfect sense even when it does not apply." — Roy H. Williams

Niche marketing is all the rage these days – with good reason. When done correctly, niche marketing can be effective in reaching a specific target market and building a loyal customer following. However, there is a downside to niche marketing– and that is, it can be effortless to fall into the trap of only catering to a small group of people and ignoring the needs of the larger market. Roy H. Williams, the founder of The Wizard of Ads™, calls this "the seductive logic of niche marketing. "The seductive logic of niche marketing is that it makes perfect sense when you are first starting. After all, when you are just starting a business, you can't possibly be all things to all people. It is much easier (and cheaper) to focus your efforts on a small group of people with specific needs that you can fill. The problem with this approach is that it can be very easy to get comfortable in your niche and forget about the larger market. It is especially true if you are successful in your niche. Why bother reaching out to the larger market when you already have a loyal following of customers? The answer is that catering only to a small group of people is not sustainable in the long run. Eventually, you will reach a point where your niche market becomes saturated, and you will need to look for new customers outside your niche. That's why it's essential to keep an eye on the larger market and ensure you are still appealing to a broader audience. It may seem like more work in the short term, but it will pay off in the long run.

A Classic Example

Here's a classic example of this seductive logic from Roy: A dentist from a small town reached out to Roy for help. He was tired of seeing six or seven patients daily who only required thousand-dollar dental work. Instead, he wanted to focus on one or two patients daily who would require significantly more expensive treatments, between 10 and 30 thousand dollars each. "And make sure all of them have the money. Many people need that much dental work, but most don't have the money," the dentist said. Roy feared for the dentist. To pursue this would leave him very disappointed in the results. People in wealthy towns with good dental hygiene will not be his primary customers. He chose a target market that was much too small.

2 Known Strategies for a Smaller Target Market

"Considering a niche? Do the math. Be detached and objective. This isn't a time for wishful thinking." — Roy H. Williams

If your market isn't big enough for niche marketing, here are two known strategies for a smaller target market:

1. Positioning: Positioning is about creating a unique selling proposition (USP) for your product or service. It sets you apart from the competition and makes you the only logical choice for your target market. For example, say you're in the HVAC industry. You could position yourself as the only company that offers green solutions or the only company that offers 24/7 services.

• It thwarts your competitor's advantages.
• Being unaware of what your competitors are doing is like driving with your eyes closed. To succeed, you need to understand the realities of the marketplace and recognize the position that your competitors occupy in your customers' minds.

2. Persona-Based Ad Writing: This writing style taps into personality type and hooks a larger-than-average portion of readers, even when those readers are selected at random.

• It's designed around the customer's preferred approach to purchasing.
• Persona-based ad writing focuses on your consumer's personality rather than their demographic profile. What personalities are your advertisements currently intended for?

Have You Found Your Niche?

Niche marketing can be quite valuable for some small businesses. It allows you to focus your resources on a specific group of consumers more likely to purchase your product or services. When done correctly, it can be an extremely effective way to grow your business. If you're thinking about starting a niche marketing campaign, the first step is to identify your target market and determine if it will be lucrative. Once you've done that, you can develop a marketing strategy that will appeal to them. If you're a home services business owner in need of niche marketing, you could always book a call with Ryan Chute of Wizard of Ads®. We know how to market a product. We can help you slide into the niche marketing strategy you've been pining for.

"If you want to be successful, you must think outside the box."

"The key to a successful business is always to be innovating."

"The most successful companies are the ones that can adapt to change."

These are all phrases and steps to success you might hear thrown around in business circles or Fortune magazine, and for a good reason. They contain a lot of truth. If you want success for your company, if the business is booming, you have to be a business owner willing to think differently than the competition. First order of business: Always be on the lookout for new opportunities, and be prepared to change course when necessary. What makes a successful company? Is it the product they're selling? The way they market themselves? The people they hire? While all of these things play a role, there's one ingredient that all successful companies have in common: innovation. Innovation is what allows businesses to succeed where others have failed. It enables them to create new products and services that customers love successfully. And it allows them to stay ahead of the curve when times are tough. When you're thinking of how to start a business, it's essential to keep innovation in mind. It's the key to success for any company, no matter what industry they're in. Keep reading to learn what makes successful companies prosper.

What Does A Successful Company Look Like?

How do you define success? For some, it may mean making a lot of money. Others may define it as being happy and fulfilled in their work. No matter what your definition, there are certain qualities that all successful companies share. In the HVAC industry, a successful company might look like one that's always on the cutting edge of new technology. They might be the first to offer a new type of energy-efficient furnace or air conditioner. Or they might be known for their excellent customer service and fair prices. Are you ready for your business to scream success? Start with overhauling your marketing strategy. If you're in the home services industry, book a call with Ryan Chute of Wizard of Ads® today.

Asking 1000 People

If you were to ask 1000 people which habit is shared among 93 percent of successful companies, what do you think they would say? Roy H. Williams, founder of the Wizard of Ads™, didn't get to ask 1000 people. He did ask Google, though, which is sort of like asking the whole world. The results?

"'Successful companies focus on what they do best.'

'They invest in their people.'

'They're passionate.'

'They anticipate the future and stay ahead of the curve.'

'They never quit learning.'

'They have discipline and a financial roadmap.'

'Blah, blah, blah.'"

— Roy H. Williams

Basically, the world told Roy a long list of characteristics relating to their values and beliefs. It wasn't focused on the facts.

A Book Review

In his review of "The Origin and Evolution of New Businesses," Eric Barker of Time magazine said this.

"In other words, successful companies don't succeed because they have the right strategy at the beginning. But rather, because they have money left over after the original strategy fails so that they can pivot and try another approach." — Eric Barker, Time magazine book review

It's an interesting perspective and one worth considering. The world is constantly changing and evolving, and so are the businesses within it. What works today may not work tomorrow, and vice versa. The key is to have the flexibility to adapt and change as needed. Successful companies are those that can pivot when their original strategy fails. They have the financial cushion to try new things and experiment until they find something that works. Mary Whaley said of the book that the winners in business "survive and prosper because of an ongoing ability to adapt to opportunities and problems, are subjected to many detours, and stumble often along the way. "So if you're ever feeling stuck in a rut, remember that it's always possible to change course and try something new. You never know what might be the next big thing.

The Ability To Improvise

"Successful companies can improvise. Unsuccessful companies blindly 'stick to the plan.'"

— Roy H. Williams

The key to success for any company is the ability to improvise. A successful company can adapt on the fly and change its plan as needed. They don't blindly stick to the plan for success but are always looking for ways to improve it. This flexibility is what makes companies successful and allows them to keep growing. Entrepreneurs need to be aware of this quality to create a successful business. It's not enough to have great products with high-profit margins. You also need to market effectively, manage your finances well, and constantly innovate for your business to know how to run a successful business. These are just some of the qualities of a good company. So why do some businesses succeed while others fail? It all comes down to the individuals running the show. They have the vision, the passion, and the determination set up for success no matter what. A good team of leaders will always find a way to navigate difficult times and emerge victorious. If you want a successful business, start by building a solid team of leaders who share your passion for success. With their help, you can overcome any obstacle and achieve great things.

Adapting

Businesses gain a significant advantage over their rivals by being more capable to adapt to the current economic circumstances. Companies must constantly adapt to stay ahead of the competition and thrive. That can be anything from using big data to improve customer service to implementing evolved concepts in communication. Of course, adapting comes with its own risks. There is always the potential to move in the wrong direction and the business to lose money. However, companies must take these calculated risks to stay ahead of the curve.

Perpetual Innovation

Being continuously innovative is a strong character trait for success. Innovation is making iterative improvements to your products and services, but it also means innovating your businesses systems and processes. Many companies become bogged down in their ways, only making changes when they are absolutely forced to. This means they are constantly playing catch-up with their more nimble competitors. To disregard innovation is to choose to lose sales and employees to businesses that look and feel more relevant and healthy. Instead of seeing change as a threat, companies need to embrace it and continually innovate. That means anything from developing new products and services, to finding new marketing and selling strategies for customers. By constantly pushing boundaries, businesses will stay ahead of the competition.

Lamp Unto My Feet

"Your word is a lamp unto my feet, a light unto my path." — Psalm 119

Roy H. Williams reflects on a time when he was a boy, and his teacher told him how a foot lamp only provides enough light to see the next step. It reminds us to take one step at a time, even in our business endeavors.

"And when something unexpected appears in the light, always be ready to improvise."

— Roy H. Williams

Do You Have Something in Common with Successful Companies?

What do successful companies have in common? There are several key traits that many of the most successful businesses share, but the one we mentioned the most in this post is the ability to adapt. One of the greatest innovations I discovered was from a study of thousands of successful companies. Since the onset of the first Industrial Revolution, powerful people have manipulated their power and and authority in a bid to control their workers. In modern business, successful companies have adapted from the old ways with new outlooks on how to increase productivity and morale. All hugely successful companies have abandoned old philosophies on leadership and management and embraced a workplace culture that helps people win in a trustworthy and grateful manner. This innovation has vastly accelerated their success, making room for exponential, profitable growth. Innovation is key to success for businesses in every industry. It allows companies to create new products or services, leveraging innovative systems and processes that customers appreciate and buy. Innovation is a significant differentiator between successful and unsuccessful businesses. If you want your company to be successful, thank about how you need to adapt to the world around you. That means thinking outside the box and being willing to take risks. It also means looking inside yourself and figuring out your responsibility to make it happen. Always look for ways to improve your products or services, too. Encourage your employees to be creative and develop new ideas. When you show your willingness and commitment to innovation and change, you make way for your team to as well.

“Everyone things of changing the world, but no one thinks of changing himself.” — Leo Tolstoy

Book a call with Ryan Chute of Wizard of Ads® today. We are more than happy to show you the most innovative ideas we have experienced with our vast network of clients and experts.