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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.

What's the first step in creating a great ad campaign? Defining your core strategy. What is a core strategy in marketing? Your core business strategy is the one big idea that will be the golden thread that connects all your messaging and creativity. It's what will make your campaign unique, engaging, and effective. There are a few different ways to approach defining your core strategy. The Ogilvy & Mather advertising agency has a great framework called OGSM. This stands for Objective, Goals, Strategies, and Methods. An OGSM example for an HVAC company would be: Objective:

• To establish our brand as a household name in the next 12 months.

Goals:

• Increase topline revenue 100% in 12 months.
• Double number of branded trucks on the road in 12 months.
• Increase net EBITDA to 15% in 12 months with strategic price increases and targeting relational buyers using new branded strategies.

Strategies:

• Develop a powerful story that can be diced up strategically into all the different marketing channels.
• Align all marketing channels to deliver our single unified message, from branding to lead generation.
• Increase marketing budget to 10 percent of topline revenue to get our story out to as many people as we can afford to reach.

Methods:

• Increase marketing budget to 10 percent of topline revenue to get our story out to as many people as we can afford to reach.
• Measure total lead volume from all sources coming inbound.
• Measure direct and organic search results monthly.

Another popular framework is AIDA: Attention, Interest, Decision, Action. No matter what method you use to find your core strategy definition, the important thing is that you have one. A clear and concise core strategy will be the foundation for all your marketing initiatives. It will also help you stay focused on your ultimate goal. Now you know what a core marketing strategy is and why it's vital, it's time to start developing your own. Keep reading for some tips on how to do just that.

The Core

When you think of the core of something, what do you see? The center of the Earth? The heart of a black hole? For us, the core contains the essentials. It's the most basic constituent parts of a thing. And when we talk about strategy, the core is just as important. Your company's core strategy is the foundation for everything else you do – it's the cornerstone for your marketing mix, product development roadmap, and go-to-market plan. It answers the question: what are we trying to achieve? Yet, despite its importance, companies often skip this crucial step instead of jumping right into tactics. They develop ad campaigns or new product features without taking the time to define their overall objectives. As a result, they end up with many disconnected initiatives that don't add to a cohesive whole. A successful company starts with a clear understanding of its core strategy. From there, everything else falls into place. Think of it this way: What would be left if you were to take away everything from a company except for one thing? That one thing is the company's core strategy. It's what makes successful companies successful. To create a great ad campaign, you must start with a great core strategy. But what exactly is involved in the process of a core strategy? Let's take a look.

Planning

The agility to change your plans is the first step in creating a solid strategy. If you don't have a plan that can adapt and be strong, then your business won't have any roadmap to follow for growth. Did you know that only 23 percent of companies have a formal core planning strategies process? Companies must be proactive about their future and develop core business strategies that work from the top down. They also need to consider every level of an organization, data, and the company's overall vision. Companies also need to regularly assess their strategic governance plan to make sure it is still applicable and helpful in today's cutthroat marketplace.

Management

By studying Apple, it is helpful to assess how well other companies execute what is the core of strategic management. For example, when Apple faltered in the late 1990s, it focused on creating a stronger marketing strategy. After carefully examining their management team, they decided to streamline and stop using old strategies and products. What happened? Apple quickly regained success. They are a prime example of how being able to pivot lets a company create superior strategies that make things easier for everyone involved. At the same time, they offer the needed clarity and insights. A successful plan should link managers to employees and departments to each other while allowing for the free flow of information. Organizations use a simple, easy-to-understand strategy that allows communication across all channels. This enables them to stay agile and concentrate on execution rather than strategy implementation.

Implementation

The link between implementation and vision is clear. Assisting in defining end objectives means businesses should develop a comprehensive vision statement to help guide planning for implementation. Although end goals are essential, they should also expect flexibility throughout the journey. A dependable business strategy shouldn't simply rely on metrics like KPIs to make choices. It should have a comprehensive, continuously-evolving methodology. One that uses KPIs along with other factors such as competitor observation, internal professional expertise, and an updated company disciplines. With the proper agile strategic implementation, any business can flourish. Staying ahead of the curve means companies must be able to adapt their strategies as needed. That means being agile and ready to change course as necessary to achieve the desired outcome. By now, you've probably rounded up the basic requirements of a core strategy for your home services business. Does yours need a little tweaking? Then book a call with Ryan Chute of Wizard of Ads® today.

How Do You Refine Your Core Strategy?

"It's hard to tell a powerful story badly. But it's easy to tell a weak story well. I've never seen a business fail because they were 'reaching the wrong people.' But I've seen thousands fail because they were saying the wrong thing." — Roy H. Williams, The Wizard of Ads™

Most businesses fail not because they're reaching the wrong people but because they're saying the wrong thing. Create a compelling message that resonates with your target audience by understanding your ideal customer and their needs clearly. Once you know this, you can begin to craft a message that speaks directly to them and addresses their specific pain points. That is the first step in refining your core strategy. The next step is to make sure that your execution is flawless. Remember, having a great message is not enough. You must also ensure your other marketing, sales, and internal channels align with your overall strategy. Otherwise, you'll be wasting time and money on tactics that don't work. For example, if your employees don’t deliver on the promises made in your advertising, you will quickly get a bad reputation for inconsistency. If you can do these two things, you'll be well on creating a successful marketing strategy to help you grow your business.

Brilliant Execution of a Flawed Strategy vs. Flawed Execution of a Brilliant Strategy

There's an essential distinction between a flawed strategy executed flawlessly and a brilliant strategy executed poorly. The former will consistently outperform the latter. That's because a flawless execution can make up for many deficiencies in the underlying strategy. But no amount of execution can save a flawed strategy. That is why getting your marketing strategy right from the start is critical. Once you've settled on a direction, you must ensure you have the resources and expertise to execute it flawlessly. Otherwise, you'll never reach your full potential.

At the Brink of Disaster?

Is your business on the brink of disaster? Business owners wander near the brink when they:

• Fail to have an effective core strategy.
• Dismiss their competitors like they don't matter.
• Believe that "reaching the right people on PPC, SEO, and social media" is the secret to success.
• Worry about "increasing leads" more than delivering an excellent customer experience.

Business owners who assume that every successful business deserves to be successful amaze me. It's only a matter of time before a company with weak rivals succeeds, no matter how terrible their advertising or how frequently they let their clients down. The real challenge for business owners is when times get tough.

Have You Taken a Hard Look at Your Core Strategy Lately?

If your answer is "no," it's time to start. If you're unsure where to start with your core strategy, let us help. Your core strategy is the foundational engine that drives your business. It differentiates you from your competitors and gives you a sustainable competitive advantage. When I work with clients, we spend a lot of time on their core strategy, asking questions like:

• What do you believe in? What do you stand for? What do you stand against?
• What are your customers actually buying? Why should they care about you over your competition?
• What are you doing to demonstrate trust before they get to PPC and see you amongst all the others?
• What are you really good at? What do you suck at?

Once we have answers to these questions (and many more), everything else will fall into place. The right products and services become apparent, and the ideal target market becomes clear. The most effective marketing strategies reveal themselves. Are you in the home services industry? Are you unhappy with your current results? It's probably because your core strategy is out of alignment. I love helping businesses find their sweet spot! If you're unsure where to start, book a call with me, Ryan Chute of Wizard of Ads®.

Most businesses have it wrong when it comes to what it takes to be successful. There's no one-size-fits-all success formula, but there are certain vital pillars that all businesses successfully have in common. By understanding and implementing these pillars of success, you can set your business up with tips to be successful in life.**What is success to you?**For some people, it may mean making a lot of money or having a high-powered job. But true success goes beyond just material wealth. If we correlate success with the 6 most significant positive motivators, then success means achieving:

• Wealth
• Rank
• Accolades
• Identity
• Purpose
• Adventure

There are countless success formula books and articles out there on the formula for success. But the truth is, no single success formula fits everyone. What works for one person may not work for another. However, there are certain key pillars that all successful businesses have in common. Understanding and implementing these pillars can set your business up for long-term, real success.

Formula of Success

"If success were the result of a formula, we would achieve it more consistently."

— Roy H. Williams, the Wizard of Ads™

The thing is, there's no such thing as a success formula. But that doesn't stop people from trying to find one. In reality, success is the result of hard work, dedication and perseverance. It's about trial and error while constantly adapting to the ever-changing landscape. There are no shortcuts or quick fixes. Anyone who tells you otherwise is spining you a tale. The truth is, there is no single success formula that fits everyone. What works for one person may not work for another. However, certain key pillars are essential for any business to succeed. You need to focus on these key pillars if you want to achieve long-term success. Do you know them? If not, you can keep reading. Or you can book a call with Ryan Chute of Wizard of Ads®. We help businesses in the home services industry create their unique success formula.

The Post Hoc, Ergo Propter Hoc Fallacy

People often associate correlation without causation. Basically, this means we associate 2 things together, assuming that the fact that one thing occurring causes the other thing. The fancy Latin fallacy: post hoc, ergo propter hoc, which means, "after this, therefore resulting from it", is more often a red herring. For example, a statistics study will show you that the increase in ice cream sales is directly correlated to an increase in crime. While ice cream is particularly evil to the lactose intolerant, the actual cause for an increase in crime was actually the warmer weather. Every business is like a wee little baby. There are certain things that all babies need to thrive, like food, water, shelter, and sleep. If you want your business to succeed, you must ensure it has the critical ingredients for success, like the baby. The problem is that most companies are missing one or more of these vital ingredients. What are the critical ingredients for business success? You need to connect the dots before you can achieve success. That's what logic says, right? Success shouldn't follow cable TV ads, raising your prices, or handing coupons out at the front door. Because it did come after trying one of these things, logic likes us to assume that "if you connect these dots before your next attempt, success will surely follow." However, Roy says, "Success is not a dog that can be led about on a leash. "In fact, most businesses have it wrong. They think that if they do more of what made them successful in the past, they'll continue to be successful in the future. This is the fallacy I elude to. The problem is that the world changes too fast for that to be true. The business landscape is littered with companies that failed because they didn't change with the times. Take Blockbuster, for example. In 2000, they were worth $5 billion. But by 2010, they were bankrupt. The reason? They refused to change their business model to accommodate the new way people watched movies (streaming). On the other hand, companies like Netflix and Amazon saw the writing on the wall and changed their models accordingly. As a result, they're now worth billions. The moral of the story is to be successful. You have to be willing to change with the times. You can't just rely on what worked in the past; you must adapt and evolve. So, what does this have to do with the success formula Well, most businesses get their formulas for life wrong because they are unwilling to change it. They stick to the same old tips and tactics, even though they are likely not effective anymore.

Common Misdiagnosis of Success

"Another common misdiagnosis of success – and one that's much easier to explain – occurs when we judge results too quickly. We see the early stage of success and call it a failure. That is because when you're doing exactly the right thing, the results will often worsen before they get better." — Roy H. Williams

What Roy said is a critical point often misunderstood. Just because something isn't working right away doesn't mean it's a failure. It could just mean that you're on the right track, and the results will come eventually. There are some obstacles to success that you can't avoid. These include the three-body problem and the J-Curve.

The Three-Body Problem

The [three-body problem](https://en.wikipedia.org/wiki/Poincaré_and_the_Three-Body_Problem#:~:text=The three-body problem concerns, over long periods of time.) refers explicitly to the motion of three objects, such as the Sun, Earth and Moon, or a star and two planets. The problem is considered difficult because it is impossible to predict the future motion of the bodies without knowing their present positions and velocities. It was first studied by Isaac Newton, who showed that there are certain types of solutions (now known as periodic solutions) in which the bodies return to their original positions after a specific time. However, the general problem is still considered unsolvable, and even today, very few solutions are known. The three-body problem has applications in many areas of astronomy. That includes the stability of planetary orbits, the formation of stars and galaxies, and the dynamics of clusters of stars. It also has applications in more earthly pursuits, such as the movement of vehicles on a highway. Similarly, the things that create success can not be fully calculated in advance due to this problem. Trying to attract and hold your customer's attention is another excellent example of this.

The J-Curve

"The death of the seed precedes new life.

The cold of winter precedes the warmth of summer.

The dark of failure precedes the dawn of success.

It seems to be a reliable pattern."

— Roy H. Williams

The laws of duality are inescapable. As Roy's friend John Marklin wrote to him in a letter, he calls it the J-Curve: "Roy, In the grocery industry, which is the world in which I live, a key component… is the J-Curve. For example, I built a ground-up store four years ago and was told I would do ‘X’ in sales. For two years, I did 60 percent of X in sales. As I came out of the J-Curve, I gained momentum and hit the budgeted number in year three. J-Curves happen any time there is change, and sometimes they defy logic. For example, in one of my stores, my meat sales sucked. So I doubled the size of the meat case and added variety. The result was lower meat sales. It took about 30 days for people to accept the change. Once they did, they liked the added variety and selections. Slowly sales increased, and today they're at the desired level. Very few people speak of the J-Curve. If you wish to discuss more, I would love to do so while on campus on Valentine's weekend. Thank you. John Marklin "The front side of the J-Curve is the "little death," or the "chickening-out period." The backside of it is "hockey-stick growth. "Many companies have abandoned brilliant, hockey-stick growth ideas because they have chickened out. They’ve misinterpreted the early fall in sales, the J-Curve, as a failure. Sometimes, though, we can make a mistake, do the wrong thing, and our sales drop. The problem here is that this will also look like the J-Curve. How can companies know when to hang on and pull the plug? As Roy says, "The only solution I've ever heard of is to take a deep breath, close your eyes and click your heels together as you whisper again and again, 'The J-Curve is a bitch. The J-Curve is a bitch. The J-Curve is a bitch…'"

What's Holding Your Business's Success?

Often, people will tell me that their business is being held back and a lack of traffic is stunting growth. However, this problem can usually be linked back to something else that they haven't been able to see. More traffic is simply the result of another underlying issue.

4 Most Common Invisible Problems That Limit Your Growth

When troubleshooting your business's growth, it's essential to take a step back and look at the big picture. Four primary issues prevent selling opportunities:

Your Ads Aren't Convincing

Need to improve your ads? Write better ones. It’s not WHAT you say, it’s HOW you say it. Do your advertisements speak to what customers truly care about, or do they merely talk about things they should be concerned about? You're undoubtedly a specialist in your field. You can't think like your consumer because you already know too much. When working with a professional ad writer, always be open to their questions, even if they feel bizarre to you. The answers to these odd questions often lead to your ads being successful, more RELEVANT, and super interesting. Naiveté is a positive attribute in the realm of advertising. The greatest ad writers are just as ignorant as the client.

Your Ads Aren't Reaching Your Prospects with Effective Repetition

One way to success and ensuring your target audience sees your ads is to focus your ad budget. Business owners utilize a wide range of advertising strategies because they "don't want to leave anyone out." As a consequence, they contact too many individuals with low repetition. Bill Bernbach says it best: "Would you rather reach 100 percent of the people and convince them 10 percent of the way, or 10 percent of the people and convince them 100 percent of the way? While amateur marketers are recommending you spread your message around, we are concentrating your message on as much of the population you can afford at a frequency that best suits how the brain retains and recalls information. Precise frequency with the right message is the secret sauce to becoming a household name.

You're Already Selling Everyone who Likes to Buy What You Sell in the Way You Like to Sell it

You're already appealing to everyone who likes to buy what you sell the way you want to sell it. To expand your business, begin selling a new category of customers or product/service. Although you know more potential customers for your product are out there, it's challenging to get them interested. The most successful businesses often complain the loudest about a lack of visitors since they aren't expanding at the same rate as they used to. If your business growth is stalling despite continued efforts, you may have become too focused on a narrow niche market. You will need to sell products (or customer avatars) you would have rather not, meaning that your definition of "your customer" may need to be broader. The specific profile of the customer you've been targeting doesn't have an infinite amount. For example, we regularly see companies targeting women 35 to 55 years old, sometimes in only affluent neighborhoods. When you expand your reach with the right message, targeting becomes more and more irrelevant.

Your Reputation has Slipped, or Your Product is No Longer in Demand

If your reputation has taken a hit or your product is no longer in demand, you need to reinvent yourself and become relevant to customers again. Would improved advertising have salvaged 8-track tapes, or was it a technology doomed to expire? The declining marriage rate in America mirrors the decreasing sales of engagement rings percentage-wise. Why are jewelers surprised by this? Online news aggregators that offer tailored story selections for each reader explain why newspaper readership is steadily declining. To many, this is no surprise. Now, how's your home services business looking? Are you feeling secure with your strategy? If you’re not running branded ads on mass media, your greatest problem is that most people don’t know who you even are. Wizard of Ads® can help. Book a call with Ryan Chute today.

Do you believe you pay attention?Me too. Like me, you probably think you're pretty good at it. After all, you're reading this sentence, so you must pay attention, right?To my surprise, I don’t pay attention half as well as I perceived. Not really. I'll prove it to you. Let me ask you a question. What color is this text?If you're like most people, you probably didn't even notice the color of the text. You were too focused on the words to pay attention to something as trivial as the color. Plus, it’s not like it’s one of the colors that grab attention. But here's the thing: The color is essential. It's a big part of what makes this text readable. Without it, the words would be a jumble of shapes and lines. The color is also critical for another reason. It's an example of something that you're not paying attention to. You see, we humans don’t pay attention to things that don't stand out. We miss details, forget things, and often don't notice when something changes. That is called inattentional blindness, and it's a real thing. It's one of the reasons why intelligent people are often the worst explainers. Smart People are so used to seeing the world in a certain way that they don't even notice when things are different. They assume that everyone sees the world the same way they do. But we don't. We're all paying attention to different things, and we all have our own biases and blind spots. That's why it's so important to be aware of inattentional blindness. It's not just about being a better explainer; it's about being a better thinker. The next time you're trying to explain something, pay attention to what you're not seeing. It might be the key to understanding why your explanation isn't working.

How To Address Quick Questions

Imagine this scenario that provides a physical boundary for its participants. (This is a rendition of the Monday Morning Memo from Roy H. Williams):You go out the door. Someone’s forefinger raises and asks, "Quick question." They then tie you up for the next 30 minutes. Have you ever been caught in this way? You smile as you walk away from a quick question and say, "Walk with me," because you can't give everyone 30 minutes who raises a finger. The next time you're accosted, walk away and say, "Walk with me." The inquirer will almost certainly fall in step beside you. You've been "captured" if you stop walking. They capture your attention. A walking person is clearly on a journey, so, "Walk with me" implies that your chance to speak with them will be over once you reach their destination. To guarantee that quick questions stay short:

• Shake their hand and say, "I'm delighted we had the opportunity to chat."
• Vanish immediately.

We want to talk to residential home service contractors. Our marketing strategies can help you capture the right kinds of conversations conducive to your company's success. Book a call with Ryan Chute of Wizard of Ads®.

"The Bedrock of Leadership Excellence"

Tom Peters is (arguably) the king of business authors. He became so in 1982 after writing "In Search of Excellence," a book that sold 3 million copies in its first four years. Today, at 75, Tom Peters claims to be a terrible listener and "a serial interrupter." To assist him in staying engaged with the other person, he inscribes the word "LISTEN" on his palm before entering meetings. He explains, "The emphasis should be on what the other person is saying rather than coming up with a response." They notice it, according to him. According to Forbes.com's Roger Dooley, "Peters points to research that doctors typically listen to a patient described symptoms for 18 seconds before interrupting... Professionals who are intelligent and know what they're talking about are frequently the worst listeners."Good questions to ask someone or yourself if you think you might be a lousy listener: Do people often tell you that…...you interrupt them?...they feel like they can't get a word in edgewise when talking to you?...they feel like you're not listening to them, even when you are looking right at them?If you answered "yes" to any of the above questions, then there's a good chance that you could improve your listening skills. Here are some tips:

• Try to limit distractions when talking to someone. That means putting away your phone and turning off the TV. Bring to your attention the other person.
• Make eye contact with the person and maintain it throughout the conversation.
• Listen to what the person is saying, and then paraphrase what you heard back to them to show that you were listening. That also allows you to make sure you understood what they said correctly.
• Think of random questions to ask about what the person is saying. It shows that you are interested in the conversation and want to know more.

Getting attention is easy. Buffoons do it everyday. Retaining their interest is the real challenge. Knowing how to get someone's attention and then keeping it is very helpful in work and social settings. If you work on improving your listening skills, people will likely appreciate it and find it easier to talk to you.

"The Curse of Knowledge"

"I've noticed that people who are smart and know what they are talking about are also the worst explainers. That is due to a disease called 'the curse of knowledge' afflicting every expert."

— Roy H. Williams

The "curse of knowledge" is a term used in economics, psychology, and sociology to describe the difficulty that experts have in communicating with non-experts because they cannot remember what it was like not to know what they know. In other words, people who are experts in a specific subject matter find it difficult to put themselves in the shoes of someone who knows less than they do. As a result, they often make assumptions about what the other person knows and fail to provide sufficient explanation. This "curse of knowledge" can be a significant barrier to effective communication and collaboration. It's essential to be aware of this phenomenon so that you can take steps to avoid it.

"Which Means" Statements

One way to combat the "curse of knowledge" is by using "which means" statements. When discussing a topic we are well-versed in, we naturally believe that our audience is more familiar with the subject than they are. As a result, we incorrectly assume that they are "connecting the dots" when they are hardly following what we're saying. Adding the words "which implies..." to every statement of fact will help you become a more successful instructor. You may do it out loud or silently. Your audience will appreciate you, no matter what method you use to do it. Here's an example:

• Gen Z was born between 1995 and 2015, which means:
• They are between the ages of six and 27 right now.
• The youngest millennial is now 27 years old, and each day, they grow a year older.
• In approximately 25 years, the future will be firmly in Gen Z's hands.
• 77 percent of Gen Z prefer reading printed books, and 59 percent don't trust Facebook, which means:
• Our current obsession with social media in it’s current iteration may become a passing fad.
• There is an opportunity for a savvy entrepreneur to capitalize on book sales.
• 34 percent of Gen Z said they were permanently leaving social media, and 64 percent are taking a break because, "the platforms make them feel anxious or depressed," which means:
• Social media's grip on our attention may be loosening.
• There is a more than likely chance for face-to-face social interaction to enjoy a renaissance.
• Gen Z holds their grandparents’ values, who were born in the 1960s and ‘70s.
• Society's pendulum is swinging in the same path it has since 3,000 B. C.

"Non-Which Means" Statements

Now read each of these statements or facts without their meanings attached to them:

• Gen Z was born between 1995 and 2015.
• Seventy-seven percent of Gen Z prefer reading printed books, and 59 percent don't trust Facebook.
• Thirty-four percent of Gen Z said they were permanently leaving social media, and 64 percent are taking a break because, "the platforms make them feel anxious or depressed."

Doesn't it feel distant, clunky, and flat when there's no interpretation offer?

Connecting the Dots

"Connect the dots for your audience. Watch them sit up and pay attention."

— Roy H. Williams

When you connect your audience’s dots, you give them the interpretive context they crave. You make statements or facts come alive by attaching their meanings to them. You could list these facts one after the other and move on with your presentation. But if you want to engage your audience, you must do more than regurgitate information. You need to make your points by attaching meaning to them. Are you in the home service industry? Do you need help making meaning to those pertinent points your customers need to know? It's time to book a call with Ryan Chute of Wizard of Ads®.