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The definition of showmanship is the art and science of persuasion. It’s the ability to capture an audience’s attention and hold it captive while delivering a message. It’s a skill that you can apply in many different ways, from marketing and advertising to customer service and user experience.

Storytelling is one of the oldest and most effective forms of showmanship. By sharing stories, we can connect with others on a deeper level, create shared experiences, transfer information across generations, and build relationships. It could be a personal story about our lives or a brand story about how our products or services were used to defeat demons. Regardless, knowing how to tell a story has the power to engage and inspire people like nothing else.

There are certain elements that all significant types of stories have in common. They have a beginning, middle, and end. They have conflict and resolution. They have characters, the people that we can relate to and root for. Most importantly, they have a moral we can take away with us and subscribe to.

When creating a story, it’s essential to keep these elements of storytelling in mind. But it’s also important to remember that the best stories are those that are personal and authentic. The more real and relatable your story is, the more impact it will have on your audience.

So how can you tell a great story? Here are a few tips:

Storytelling & Showmanship

“Storytelling is a form of selling. It allows us to use the old and familiar as metaphors to help us determine the right course of action when facing the new and different. Choose the story, and you control the metaphor.”

— Roy H. Williams

If storytelling is a form of selling, showmanship is the art of persuasion. It’s about creating an experience that is so compelling and immersive that your audience cannot help but be drawn in.

“Showmanship and storytelling don’t change objective reality, but they do change perceptual reality.”

— Roy H. Williams

Whether it’s a performance, a presentation, or just a conversation, showmanship and storytelling are about creating an experience. One that will stay with your audience long after the event is over.

Storytelling

Storytelling is the ancient art of using narratives to share experiences and traditions. It is a way of communication used since the dawn of humankind.

You can use storytelling for entertainment, edutainment, or persuasion. You see it with the magician, for example, when they give you the slow reveals. First, it’s the bunny rabbit out of the hat, and then it’s the beautiful assistant disappearing. And, finally, it’s the man behind the curtain who is really running the show.

What has happened here is that the magician has taken you on a journey. He made a creative experience for you that is memorable and meaningful. In other words, he has used his storytelling skills to create a lasting memory and impart knowledge or wisdom along the way.

That is what all great storytellers do. They take their audience on a journey, creating memories and experiences that are both enjoyable and enlightening.

The best stories are those that are rich in detail and sensory description. They transport us to another time and place and make us feel like we are part of the action.

Great storytellers are also master showmen. They know how to capture our attention and hold our interest. They know how to use humor, drama, and suspense to keep us engaged.

In recent years, storytelling has become increasingly popular as a marketing tool. Use marketing storytelling to connect with the customer experience on a deeper level and create an emotional connection. Wizard of Ads® has been developing this craft for over 35 years.

Use a marketing story to sell products and services, too. You can use storytelling in advertising to promote a brand or company or to raise awareness about an injustice in your industry you have chosen to correct.

However, stories are not just for marketers. Anyone who wants to communicate more effectively and connect with their audience on a deeper level can use a storytelling campaign.

Showmanship

Showmanship is the art of putting on a show. It’s about creating an experience that is entertaining and memorable. Showmanship can make even the most ordinary products and ideas seem exciting when done well. The zest and pizzazz can take a presentation from good to great.

Returning to the magician example: Showmanship is also about the man behind the curtain. It’s the art of creating the illusion. A good magician makes it look like he is doing the impossible and takes the ordinary and makes it extraordinary.

Like stories, showmanship can be used to sell products, promote ideas, or entertain an audience. And like stories, not everyone is a natural-born showman. But with a bit of practice, anyone can learn how to add a little extra flair to their presentations.

So how do you add showmanship to your storytelling? Here are a few tips:

• Be passionate about your story. If you’re not excited about it, your audience won’t be either.
• Use props and visuals to help bring your story to life.
• Use your voice and body language to add drama and interest.
• Do the unexpected. Delight comes from surprise. An unexpected twist or ending.
• Practice, practice, practice! The more you do it, the better you’ll become at adding that extra spark to your stories.

You can use showmanship in sales and marketing and in any situation where you want to capture attention and make a lasting impression.

If you aren’t a showman or a storyteller, you’re still in good company. Wizard of Ads® can help you create the brand or marketing story you need to drive your user experience. Book a call.

How Memories and Experiences are Created

A good story can make or break a product. It’s what sells the customer experience, and it’s what customers remember long after they’ve used your product.

That’s why storytelling in advertising and marketing is so important. A well-told story can make your product more relatable, human, and memorable.

It can also help you stand out from the competition. Your storytelling campaign will make your product different in a world where everyone is selling the same thing.

So how do you create a good story?

You could tell a story about how one of your customers had an impossible to find leak, only for you to use your special techniques to discover and fix the problem quickly. You could tell a story about how ridiculously salesy your competitors can be and how you send out your real Techs, not salespeople, to solve the problem the right way. Or you could tell the story about your JetBlaster 2000 blower door tester that helped Mrs. Customer reduce the size of her new system with proper insulation.

Be creative, be unique, and be memorable. Make sure it’s new, interesting, and different no matter what story you tell. Your customers will remember you for it. Marketing storytelling will have you standing 600 ft above your competition in no time.

As the great Roy H. Williams said, “Showmanship and Storytelling Don’t Change Objective Reality – They Change Perceptual Reality”.

The Proceedings of the National Academy of Sciences recently published a wine study. Researchers from the California Institute of Technology and Stanford’s business school found the pleasure we get from wine is proportional to its price.

“The story you tell about the wine affects how it tastes.”

— Roy H. Williams

The quote means that the more expensive the wine, the more we enjoy it – not because it’s necessarily better quality, but because our expectations are higher. We’re telling ourselves a story about how great it will be, and that story affects our perception.

Whisk(e)y Sommelier

An excellent example of the wine explanation above is the [whiskey sommelier](https://thewhiskeyjug.com/whiskey/what-is-a-whiskey-sommelier/#:~:text=In short%2C a Whiskey Sommelier, any other reputable industry association.) marketing designation created by The Wizard Academy. Our whiskey sommelier courses are run by the same magic that makes people believe cheap wine is fancy.

I don’t claim to have any whiskey knowledge. In fact, none of the Wizards involved in The Whiskey Marketing School are in the whiskey industry. Yet our courses allow people to receive a level five whiskey sommelier with two years of classes. What would typically take many more years and much more experience can be learned in a short period by those with the aptitude for it.

Why?

We make the whiskey course seem more expensive by charging more. Our clients want to feel like they’re getting something valuable, so we give them a story to make them remember the experience.

The key is understanding how memories and experiences are created. It’s not just about the whiskey. It’s about the stories we tell ourselves and others about the whiskey. It’s about showmanship. It’s about making people believe they’re experiencing something special, even if it’s just a $20 bottle of bourbon.

What’s important is not what actually happened but what we remember happening. Our memories are shaped more by our expectations than by physical reality.

To learn more about how memories and experiences are created, check out our courses at The Whiskey Marketing School. We can teach you how to be a master storyteller and showman and create unforgettable experiences for your customers or clients.

Angel Skating™

Angel Skating™ is an organization whose mission is to popularize artistic roller skating through showmanship and storytelling. The goal is to teach skaters to use their art to the best of their abilities, to be in the Olympics of roller skating.

It was founded by Wizard of Ads™ Australia director Craig Arthur. His daughter was in the sport, and he thought it wasn’t packaged or promoted appropriately worldwide, which is why he founded the organization.

Showmanship and Storytelling– Packaging and Promotion

“_Packaging and promoting are just different names for showmanship and storytelling.

Angel Skating™ was born before the sun went down. An official logo, a cartoon character mascot, a series of domain names and the rules of advancement through a series of “elegance levels” were all agreed upon within 36 hours. It took all a Tour of Scotland and a comical comment from Indiana Beagle.

Showmanship and storytelling– packaging and promotion– are what_ whiskey tasting and roller skating have in common with what you _do.

And now you know what_ we _do._”

– Roy H. Williams

Now that you know what we do, do you need help with what you do? Particularly with your marketing or branding strategy for your home services business? Then book a call with Ryan Chute of Wizard of Ads® today.

Three 12 languages of the mind stand out as particularly important for creative expression. These are the languages for radiance, shape, and proximity. Radiance is the language of energy. Light and dark, contrast and shadow. Bright or dull. It is what gives a thought its depth and dimensionality. Shape is the language of form and structure, of lines and curves. It is what provides an impression with its contours and boundaries, its mass and its depth. Proximity is the language of closeness and distance, near and far. It is what gives a thought its perspective and scale. We’ve grown apart. How do I bring you back? These three languages work together to create the illusion of space and depth, width, and height on a three-dimensional surface. They are what give a painting its three-dimensionality. For example, pay attention to how the artist uses light when looking at a painting. Notice how the artist uses contrast and shadow to create a sense of depth. Look at the shapes and forms in the painting, and see how they interact with each other. And finally, notice the placement of objects. Ask yourself, How are they arranged with each other? That will give you a good understanding of how the artist has used the languages of radiance, shape, and proximity to create a three-dimensional effect. Ready to delve into more of the 12 languages of the mind? This article, part two, will encompass how to utilize radiance, shape, and proximity in your marketing strategy.

The Main Value of Creative Expression

“As we fall ever deeper into creative thought, we float weightlessly in a silent world underwater where time stands still and everything is beautiful.

But it is dangerous to go swimming alone. Be sure someone who loves you ties a rope to your leg so they can haul you up when you’ve been under too long.”

— Roy H. Williams

As suggested by the Wizard of Ads® in the quote above, the primary value of creative expression is it allows us to explore the depths of our imagination. It is a form of escapism that can be both therapeutic and exhilarating. When we get lost in ways to be creative or creative thought, we are free to play and experiment without judgment or consequence. We can explore new ideas and perspectives that may be outside of our everyday reality. This thinking can lead to innovation and breakthroughs in our personal and professional lives. At the same time, it is essential to remember that the mind is not always a reliable narrator. Our biases and individual experiences often color our thoughts and perceptions. As such, taking everything we think and feel with a grain of salt is vital. Your mind is an incredible tool, but it is only one part of who you are. You must also pay attention to your heart and body to ensure you live in alignment with your true self. These are 12 ways to communicate that elevate your creative expressions, whatever they may be:

• Acting.
• Creative art drawings.
• Engineering.
• Filmmaking.
• Interior decorating.
• Inventing.
• Landscaping.
• Making music.
• Painting.
• Persuading.
• Photography.
• Sculpting.
• Selling.
• Singing.
• Speaking.
• Writing.
• Or [insert another creative expression art here].

Each of us has our unique way of expressing ourselves creatively. We can break down each creative expression into these 12 languages. You want to elevate your creativity for nothing else but your company’s sake. Why? Creativity is what differentiates your company from the competition. It’s what makes you unique. When you’re conscious of the 12 languages of the mind, you can start to see how each one manifests in your creative expression. For example, if acting is your thing, you might be particularly good at persuading people. Or, if you’re a painter, you might have an excellent eye for color and proximity. Each of these 12 languages has its own unique set of attributes. When you understand how they work together, you can start to elevate your creative expression– no matter what it may be. If you’re unsure where to start, Wizard of Ads® can guide you. We help home service industry businesses like yours increase their bottom line by using the power of being creative in marketing. Book a call.

12 Languages of the Mind - Radiance, Shape, and Proximity

Together, radiance, shape, and proximity make up the three essential aspects of creative expression in the 12 languages of mind. And, when used correctly, they can seriously elevate your communication influence quotient.

Radiance

Radiance is the language of attraction and repulsion. Positive radiance is what pulls people in and makes them want to know more. Negative radiance happens when something does look or feel right. Radiance is energy. Roy H. Williams says, “outward radiance is energy expanding. Inward radiance is energy contracting. Hot and cold. Love and indifference. Dark and light.” It’s often the first language people think of when they think of creativity. After all, what’s more attractive than a bright, shiny, new idea? Negative radiance is present when we are having bad thoughts. What’s more repulsive than that sleazy salesperson desperately trying to make a questionable sale. But radiance isn’t just about being new or different. It’s also about having a positive or negative emotional impact. For example, when you see a beautiful sunset, the radiance takes your breath away. The same is true for your beautiful garden work or that enticing, newly-renovated kitchen you created. Radiance is also the language of passion. When you’re passionate about something, it shows in your face, voice, and body language. It’s no wonder that advertisers often use images of radiant people to sell their products. They know that we draw to radiance like moths to a flame. Radiance is what makes something worth paying attention to. Bright colors, neon signs, shiny banners, optimistic jackpot sounds. Radiance is often the starting point for creating something memorable. That means it’s essential you expertly avoid negative radiance at all costs.

Shape

Shape is the language of form. It’s how we give something physical condition and make it tangible. Think about a sphere and a pyramid. A sphere is smooth, soft, and curvy. A pyramid is sharp, linear, and pointy. Like phonemes, shape lends itself to a more masculine or feminine disposition. The difference in shape affects how we experience them. A sphere is smooth, free of edges or hard lines. A pyrimid is angular, specific, and directional. When choosing the right shapes for your business, you want to consider how you want to be perceived. Who are you hoping to attract? What message are you trying to convey? Shape in conjunction with proximity will affect how we perceive size. Our brain automatically adjusts the size of something based on its shape, and double so when linked with something else in proximity. In studying visual illusions, when you see a long, thin object, your brain will estimate it to be larger than it actually is. But when you view something short and wide, your brain will evaluate it as tinier than it actually is. This practice comes into play regularly when designing truck wraps and billboards effectively. We use shape to compare our physicality. A tall and thin mascot will look different than a short and stocky mascot. The way we dress also affects our shape. Wearing a baggy uniform will make us look more loose and casual, while fitted uniforms will make us look more precise and composed. Shape is also how we organize information. We use it to create structure and hierarchy. For example, we put all the nuts in one bin and all the bolts in another. And when we want to emphasize something, we give the shape more mass. We make it bigger bolder, or brighter — or, we simply bring it closer in proximity.

Proximity

Proximity is a language of one thing to another. It’s how we show relationships between things in space. When something is close to us, it will appear larger than when it sits further away. When two objects are in proximity to each other, we can force perspective, creating unexpected relationships. Our brain uses proximity to help us understand space and distance. When we see two objects close together, our brain automatically assumes they’re close to each other. When we see two things far apart, our brain automatically thinks they’re further away from each other than they actually are. You can use proximity to create a sense of depth. When we see an object in the distance, our brain automatically assumes it’s further away from us than it actually is. That is why objects appear smaller than they appear in our rearview mirror. You can also create depth by using different levels of proximity. For example, if we see a row of books on a shelf, the ones closest to us will appear bigger than those that are further away from us. That is because our brain automatically assumes that the closer objects are closer to us than the objects further away. We also use proximity to create a sense of order. Things that are close together are usually more important than things that are far apart. That is why we tend to group items. For example, we might group all the books on a shelf by genre or author. You can also use proximity to create comedy in our copywriting. When we tell a story with an ending that is juxtaposed to the story, we create an unpredictable, yet congruent connection.

What is a Work of Human Creative Expression?

In short, a work of human creative expression is any piece of art or communication created by a person. That can include a painting, a song, or even a blog post. There are no strict rules about what constitutes a work of human creative expression. It can be anything the creator feels expresses their ideas, emotions, or thoughts meaningfully. Use radiance, shape, and proximity to define your forms of expression in the residential home services industry. Whether installing new HVAC equipment or repiping a home’s plumbing, you can use these three concepts to help you create memorable and meaningful work. Using unique and meaningful language combinations will set you apart from the competition. Use these three concepts to help craft a brand your audience will remember long after you finish the job. If you are stuck in the creative process, take a step back and analyze your work from any of the 12 languages of the mind. Or book a call with Ryan Chute from Wizard of Ads® today.

Did you know there are multiple communication languages of the mind? According to a heavily researched theory by Wizard of Ads™, Roy H. Williams, there are 12 different types of languages. Each one of these languages is responsible for a different type of thought or analysis. For example, we process analytical thought in the language of numbers and philosophical thought in the language of symbols. Signal contradiction and signal reinforcement are two other important considerations when exploring the 12 languages of the mind. Signal contradiction is responsible for processing information against our beliefs or expectations. On the other hand, signal reinforcement is responsible for processing information that confirms our beliefs or expectations. Understanding the 12 different languages of the mind can help us better understand how people think and process information. Armed with this knowledge, you can create more persuasive communication. It will also help us learn new information more effectively. Some languages are more complex than others, but they all play an essential role in how we think and communicate. They also help us see the world from a uniquely new perspective and improve our influence with others. Each language has its unique rules and syntax to follow to communicate effectively. In this series of four articles, we'll explore the 12 languages of the mind in more detail. This article, in particular, will focus on the language of numbers, colors, and phonemes.

Perception and Comprehension

You can think of the 12 different types of communication languages as 12 ways to influence effective communication. Each of these languages is a single, separate communication channel in mind. Every idea elevates your creative expression. Whether that creative expression is wrapping a truck or selling an air conditioning repair or replacement. The 12 languages will make you better at communicating what you do. And when you interchange all 12 ideas in different combinations, the result are both powerful and elegant. How is your company communicating? As you read the next 4 articles, try to hear the 12 different communication languages in use in your marketing strategy. Alternatively, it may be an opportunity to consult with Wizard of Ads®. We specialize in creating communication strategies that are memorable, persuasive, and get results. Book a call.

Definition of Terms

Before we get into the nitty-gritty of the first three languages, it's pertinent for us to explain the definition of perception and communication. Why? We often use the language of numbers, colors, and phonemes in perceptive communication. I'll elaborate further on this later, but for now, let's focus on the definition of these two key terms:

• Perception

According to the great Roy H. Williams, Perception is the _"conscious awareness of a sensation and interpretation of sensations." In other words, it's what we focus on while looking at stuff. It's the ability to see, hear, smell, taste, and feel sensations and interpret them as if they mean something. We use our senses to perceive the world around us. How we interpret these sensations allows us to make sense of the world and communicate with others. Our sense organs (eyes, ears, nose, mouth, and skin) create sensations when stimulated by external stimuli (light, sound waves, smells, tastes, and textures). These stimuli convert into electrical impulses that travel to our brain, which interprets them. Our brain constantly processes this information and predicts what will happen next. This ability to make sense of the world around us allows us to interact with others and communicate. It's also what enables us to understand and use language. The interpretation of sensation is not always accurate, however. Our brain can sometimes trick us into perceiving things that are not really there or believing something that isn't true. That is why we should question everything we think we know and be open to new ideas.

• Communication

Roy H. Williams says great communication is, “a successful transfer of perceptions to another person." That means communication is not just about sharing information but ensuring the person understands the content and intent. It can be challenging to communicate effectively, especially when conveying something abstract or complex. That is why it's crucial to use clear and concise language and provide examples whenever possible. There are many different ways to communicate, including verbal (spoken), nonverbal (body language), and written communication. Each has its strengths and weaknesses, so choosing the correct form of communication for the situation is critical. Verbal communication is often considered the most effective but can also be the least reliable. That’s because words can be misinterpreted, misheard, misunderstood, or forgotten. It's crucial to choose your words carefully when verbally communicating. This ensures that the person on the receiving end understands what you're saying and why you’re saying it.

“People don’t buy what you do, they buy why you do it.” — Simon Sinek

Body language is another form of communication that can be very effective. It can include facial expressions, gestures, posture, and even how we dress. Like verbal communication, people can easily misinterpret body language. It's essential to know the different ways people communicate nonverbally without assuming the interpretation is completely correct. Experts often consider written communication as the most reliable form because it leaves a paper trail. It can be helpful when you need to remember something or when you want to make sure that your meaning is clear. However, you can also misinterpret the intent, emotion, and scope of written communication, therefore carefully choosing your words is critical.

There are various ways to communicate, and the best way is often a combination of the 12 languages. When communicating effectively, it's essential to be aware of the different ways people communicate. Use the best form to get your message across effectively.

The 12 Languages of the Mind

There are 12 communication languages, known as the 12 Languages of the Mind. They are:

1. Numbers
2. Colors
3. Phonemes
4. Radiance
5. Shape
6. Proximity
7. Motion
8. Taste
9. Smell
10. Feel
11. Symbol
12. Music

Some of these languages are more complex than others. For example, numbers and colors are a complex system of symbols that we use to communicate basic information. On the other hand, taste is a more simple system of perceptions that we use to communicate the language of flavor. Each language has its distinctive relevance and importance. Numbers, for instance, are a fundamental component of our mathematical system and allow us to communicate quantitative information. Colors are a vital part of our visual system and help us to identify objects. Phonemes are the basic units of spoken language and allow us to communicate with others using words. The importance of every language varies from individual to individual. Some people may place greater importance on numbers and colors, while others may rely on spoken and body language. It is important to remember that there is no right or wrong answer regarding the importance of each language. All languages have a positive and negative resonance. We call negative languages shadow languages. This forms the basis for opposites and duality. For every up there is a down. For every dark, there is a light. For every right there is a wrong. For you to be right, doesn’t mean that the contrary to your position is wrong. For example, what is better, justice or mercy? What about freedom or responsibility? Let’s explore this more with numbers, colors, and phonemes.

Numbers

When we think in numbers, we are using a mathematical thought process. People often use this language to solve problems or understand complex concepts. We use numbers to count, add, subtract, multiply, and divide. We can also use numbers to represent relationships between things. For example, as an HVAC business owner, your Technicians use meters to determine (and prove) the equipment is within manufacturer’s specifications, and prices to represent the value of investing in your goods and services. To use numbers effectively, we need to understand what they mean. We also need to be able to do essential mathematical operations and basic arithmetic. When we use numbers to understand concepts, we use a process called mathematical reasoning. This type of reasoning allows us to see relationships between things that we might not be able to see just by looking at them. For example, say your Painter is looking at a paint bucket and then the wall, trying to determine how much paint will be needed on the wall. He is using mathematical reasoning. He is looking for the relationship between the two objects to help his calculate the solution. This type of language is also helpful when we need to make comparisons. For instance, we might say that, "the wallpaper is half as thick as cardboard" or that, "a penny is 5 times less than a nickel." Comparison is a function of the language of numbers, even when abstract, like, “she is better than me”. We also often think in numbers when we are trying to remember something specific. Say, if we need to place a phone number, we might say it repeatedly until it’s etched in our noggins. Or, if we are trying to remember how many days it is until our vacation, we might count down the days on our fingers. Thinking in numbers can also be helpful when solving math problems or other issues requiring us to use our logic and reasoning skills. To illustrate, we often do some mental computations when figuring out how much ROI we should get from a purchase. Numbers are particularly persuasive, even when they aren’t accurate, like 87% of statistics. People rely on numbers as they believe they are finite and true. There is a significant amount of psychological tactics that can be employed in your business to leverage the numbers to close the sale.

Colors

When we think in colors, we are using a visual thought process. Artists, designers, and people who work with color imply this language daily. We often think about how colors make us feel when we use color language. For example, the color red might make us feel excitement, energy, or passion, while the color blue might make us feel serenity or trust.

Thinking in colors can also be helpful when we need to remember something. For example, if we need to remember to buy milk at the store, we might think of the color white. Or if we need to remember to turn off the lights before we leave the house, we might think of the color black. When we add white to color, we have a tint. When we add black to a color, we have a shade. When we add black and white to a color, we have a tone. A hue is a color to which no black or white has been added. Notice how this correlates with the positive and negative resonance I spoke about earlier? Colors have complimentary and contrasting colors. This means certain colors work well together and “look right” together. Others will be a stark contrast to each other, creating visual dissonance. Depending on what you are attempting to achieve, you choice of color combinations will make your piece blend in or POP! Use the wrong combination of colors, tones, shades, and tints, and you have visual chaos that makes you look like an amateur. You can use colors in marketing and advertising to motivate people. For example, many fast food restaurants use the color red in their logos and marketing materials because studies have shown that the color red can increase appetite. Want to choose the best colors for your business? Start with the most famous paintings that speak to your imagination. Look for the predominant colors and their pairings in that painting. You have the basis for a great colors scheme for your company. You can also create an aesthetic of glamour and legacy with the absence of color. For example, the most famous photos in history are black and white. Monet is most famous for his expert use of shadow. Not black. But shadow. Extraordinary. As an HVAC company, you can use the colors of your products and services to offer different benefits to customers. For example, Goettl uses a patented red screw to button up HVAC systems that they work on that are missing screws. Not only is it a colorful representation of their deep attention to detail, it is symbolic of their duty of care. Done well, color helps people associate your brand image. Customers will better connect certain colors with your business if you use consistent colors for your branding and messaging. There are many ways you can use colors to your advantage. For a business owner, the best way is to infiltrate your customers' visual thought process through your marketing endeavors. Find the perfect colors to represent your brand image and then use them repeatedly on your messaging. If you associate your branding image with everyday colors, tapping into your prospect’s virtual thought process becomes more accessible. This enables you to become the frontrunner in your client’s minds for a home service whenever they see the colors.

Phonemes

Phonemes are the smallest units of words. The english language is made up of just 44 phonemes. When we think of phonemes, we are thinking about how words sound. People who work with language daily understand phonemes deeply, such as linguists, translators, and Wizard of Ads™ Partners. Phoemes have a masculine and feminine nature. For example, moon, or luna, are perceived as feminine, while attack or fizzle have a sharpness to them, making them masculine. The feminine is considered to hold a positive resonance, the masculine being the shadow language. In marketing and advertising, phonemes affect your brand identity. If you were to choose a word that has masculine sounds, like Takita, you would conjur up hard, straight lines and points. If you were to instead brand using the name Nolooma, you would paint a softer, curvier, and more feminine image. So, what do you want your brand to subconsciously say? Who are you looking to attract? What message are you trying to instill? Speaking of spots, do you need help leaving your customers with a spot-on marketing strategy, one that incorporates these 12 languages of the mind? Then book a call with Ryan Chute from Wizard of Ads® today.

“It flashed a sparkle of water as if to say goodbye and then the river curled away to go searching for the sea.” – Roy H. Williams

When it comes to shopping, we can generally think of two different types of shoppers: transactional vs. relational. (I know what you are thinking… What the hell does this have to do with the quote? Give me a second.)

Transactional shoppers are focused on the purchase itself. Like the river in Roy H. Williams’ quote, the transactional relationship focuses on the destination, not the journey. (See, I told you it makes sense.)

On the other hand, relational buyers are more interested in the experience of shopping and building a relationship with the brands they buy from. They are interested in the relationship between the sparkle of water that said goodbye and then curled away to meet the ocean.

Relational buyers take the time to dive deep and discover the hidden gems that transactional shoppers might miss. They want to know why the river originally went to the ocean and what kind of journey it took to get there. They are interested in learning about the different things the river has seen and experienced along the way.

The transactional shopper focuses on getting from point A to point B as quickly and efficiently as possible. The relational buyer is more interested in savoring the experience and building a relationship with the brands with which they have a buying relationship.

So, which type of customer are you?

Like most people, you are probably a mix of transactional and relational instead of transactional vs. relational.

2 Modes of Shopping

Each person has a relational and transactional shopping mode. You can only know the right thing to say when determining their shopper type. You and all other shoppers are totally transactional in specific service and product categories and, in others, really relational.

For example, when your HVAC system fails and the temperature in your home rises to an unbearable level, you want the problem fixed as quickly as possible. In this case, you are primarily concerned with results and price. You are not interested in building a relationship with the repairman. Your desire is for him to do his job and leave.

On the other hand, when you are looking for someone to design your home’s landscape, you want to find someone who will help you realize your vision. You want to know that this person understands that vision for your property and will work diligently to get it right the first time. In this case, price is certainly a consideration, but it takes a backseat to finding someone with whom you can establish a good working relationship.

Both modes of shopping are perfectly valid; it just depends on what you are looking for. Regarding transactional vs. relational shoppers, each personality type has a preference.

Transactional Shoppers

Transactional shoppers are all about the purchase. They want to get in, get what they need, and get out. They are price-conscious and not looking to establish a long-term relationship with the vendor. They measure your value by how cheap you are.

Transactional shoppers:

• Focus on today’s transaction only, giving little to no thought to the possibility of a future purchase.
• Only fear paying too much. Transactional shoppers look for price despite value.
• Rely heavily on the comparing-and-negotiating process, shopping at several sources before deciding to purchase.
• Do their research so they will not rely on an expert’s help.
• Consumer Reports is published primarily for them.
• Do not consider their shopping time as part of the purchase price.
• Transactional shoppers embrace the process.

Transactional marketing programs focus on immediate purchases, coupons, and discounts. Since shoppers in a transactional sales mode will shop all over town negotiating, often merchants wrongfully conclude most shoppers are always transactional. Truthfully, though, customers make more purchases quietly in relational mode.

Relational Buyers

On the other hand, relational buyers want to build a rapport with the vendor. They are looking for someone with whom they can establish a long-term relationship. They are often willing to pay a little more for the convenience and peace of mind of knowing their vendors well.

Relational buyers:

• Consider today’s transaction as one of many future buys. They look less for the product and more for the store to purchase it.
• They most fear making the wrong choice. Relational buyers purchase as soon as they have confidence in your empathy and competence. Your team must give them the confidence they seek.
• Do not enjoy nickel and diming. They understand the service you get at a discount is not the same service they get at full price.
• Look externally for an expert they can trust.
• Consider their time and energy as part of the purchase price.
• Very often become repeat customers once they are confident they found the right place to purchase from.

Relationship psychology says people are likelier to do business with those they know, like, and trust. Therefore, relationship marketing programs should focus on cultivating long-term customer relationships rather than simply encouraging one-time transactions. Building these lasting relationships means businesses must provide more than just good products and services. They need to create an emotional connection with their customers.

Some examples of relationship marketing include:

– Offering loyalty programs or rewards for repeat business.

– Hosting customer appreciation events.

– Sending personalized communications (e.g., birthday cards, holiday greetings).

– Asking for customer feedback and acting on it.

– Providing superior customer service.

Regardless of whether or not your customers are [transactional vs. relational](https://wizardofads.com.au/transactional-vs-relational-shoppers#:~:text=Consequently%2C Transactional shoppers represent lower,sales%2C and higher profit margins.), you want to book a call with Wizard of Ads™. We will help you understand your customers’ needs and develop a marketing strategy that will help you grow your business.

Transactional vs. Relational Case Study

Here is an easy peasy Transactional vs. Relational Case Study to analyze:

There are 10 shoppers in total: five transactional and five relational. All shoppers have the $100 recommended retail price, and they all want to purchase the same product.

Let’s start with the five transactional shoppers:

T1: Visits 3 stores. Spends $70.

T2: Visits 2 stores. Spends $80.

T3: Visits 5 stores. Spends $60.

T4: Visits 3 stores. Spends $70.

T5: Visits 5 stores. Spends $60.

Total: 18 store visits. Spends $340.

Transactional shoppers look around all over town at multiple stores before deciding to slurge. Each asks several questions at each of these stores and then leaves. Each transactional shopper returns to only one store to buy an item, leaving a score of salespeople frustrated without a sale.

Here are the five relational buyers:

R1: Visits one store. Spends $100.

R2: Visits one store. Spends $100.

R3: Visits one store. Spends $100.

R4: Visits one store. Spends $90.

R5: Visits one store. Spends $90.

Total: 5 store visits. Spends $500.

Meanwhile, the five relational buyers visit their favorite stores, buy things, and go home. They account for five store visits and purchases and zero upset salespeople.

Did you know that most companies spend retail ad dollars targeting the transactional mindset? Did you know half your prospects are relational buyers? So, why did your salesperson make it about price?

Transactional shoppers share a more significant percentage of all appointments than gross profits or actual sales. These shoppers care about the lowest price and will traverse many businesses to find it.

Business owners, keep this in mind: Transactional shoppers illustrate lower average sales and closing ratios, and smaller profit margins. Relational buyers depict a smaller share of selling time. Regardless, they have a larger share of sales and higher average sales, closing ratios, and profit margins.

Why do you spend 80% of your time for 20% of your lowest margin sales? Wouldn’t you rather spend 20% of your time generating 80% of your revenue? Think how much more time you’d have to close more relational buyers! Now that is exponential, profitable growth.

Indeed, relational buyers seem a more viable option to businesses in the transactional vs. relational debate.

Bottom Line– There is No “Perfect Ad”

The bottom line is that not everyone is going to like you, and that’s okay.

There will always be transactional vs. relational mindsets who engage your company. If you want more of the relational buyers, you need to speak the relational buyer’s language.

Is Your Company Transactional or Relational?

“Changing your ads so that they speak to a different shopper is easy. But changing the essence of your customer’s experience (selection, prices, sales staff) is not.”

– Roy H. Williams

Transactional vs. relational: Which is your residential home services company?

If you are not sure, here are some key questions to ask yourself:

• Do you see customers as one-time transactional shoppers or long-term relational buyers?
• What is your company culture like? Is it built on a foundation of trust and transparency, or is it more transactional?
• Do you focus more on the sale than on the customer experience?
• How do you measure success– by the number of sales or customer satisfaction levels?
• Are your advertising messages focused on selling a product or service, or are they designed to bond with potential customers?
• Do your team members view customer interactions as opportunities to build rapport and relationships? Or are they focused primarily on completing the transaction?

If you answered transactional to most of these questions, then your company is likely transactional. That means you see customers as one-time shoppers only interested in the product or services sold. Your focus is on making the sale rather than building long-term relationships with customers. (I am sorry to say, but your strategy kind of sucks.)

On the other hand, if you answered relational to most of these questions, then your company is likely relational. That means you see customers as people with whom you can build long-term relationships. Your focus is on creating rapport and developing relationships rather than making the sale. (I have to say, that is a much better strategy.)

Why is that the case?

Transactional companies tend to have high customer turnover rates. They are always looking for new customers because their old customers keep leaving. On the other hand, relational companies have much lower customer turnover rates. Their customers are loyal because they feel valued and appreciated. They know that the company cares about them as people, not just potential sales.

Build a successful business by focusing on developing relationships with your customers. It is the key to long-term success. The psychology of relationships is complex, but you can follow these basic principles to get started.

If you belong to the residential home services industry, transactional vs. relational, your customers will stay content with Wizard of Ads® aid. We build our business on relationships. Book a call with Ryan Chute today.

Ah... affinity groups. We all have them. We are a part of many, whether we realize it or not. From the clothes we wear to the music we listen to, down to the teams we support, and the products we buy — they're everywhere. They account for our needs and wants and reflect our values and lifestyles. Amazon affinity groups are just one type I can mention. It has 13 employee affinity groups but they are becoming increasingly popular (and resourceful) as a marketing tool as well. The affinity groups membership program allows employees who identify with a certain group to connect and engage with each other. The benefits are two-fold: First, Amazon employees get to connect with like-minded people. And second, companies can use affinity groups as a way to target marketing initiatives. When done right, affinity groups can create a strong sense of community and loyalty among employees and customers alike. Businesses, in general, have long understood the power of affinity marketing. It's one of the smartest things you can do to reach your target market. So, what exactly is an affinity group? And how can you use affinity marketing to grow your business? Keep reading to find out...

What is an Affinity Group?

When it comes to marketing, targeting affinity groups is one of the smartest things you can do. As I just mentioned, Amazon knows this well. It's evidenced by its successful Amazon Prime program. What then are affinity groups? Affinity groups are simply groups of people or a customer base who share common interests or characteristics. That could be something as general as being a member of a particular generation (like Millennials). Or it could be something more specific, like being cat lovers or avid gamers. The key to successful affinity marketing is understanding the consumer needs of your target group. Then, discover the best way to reach them through an effective marketing distribution channel. Value-added services are also vital, as they give people another reason to join and stay with your program. Promotional materials, customer service, and loyalty rewards are all examples of value-added services that can keep affinity group members returning for more. If you're thinking of starting affinity partnerships or an affinity marketing program, doing your research ensures you're targeting the right audience. Once you have a solid understanding of your target market, you can start planning your marketing strategy and working on ways to add value for your members. With a little effort, you can create a successful affinity marketing program that will help you build long-term relationships with your members. Psst... Hey there... Are you interested in establishing an affinity marketing program for your home services company? Wizard of Ads® would be elated to strategize a successful program that meets your business's and customers' needs. Book a call today!

Find Your Tribe

“Identify a tribe. Develop the tribe. Market to the tribe.” – Ryan Deiss

In a Wizard Academy class he taught, Ryan Deiss had that to say about affinity groups. What exactly does he mean? Affinity groups have an affinity for, or an attraction to, something specific. And that something is almost always a value or belief system. To identify an affinity group, look for people sharing common values or beliefs. Value + Belief = Affinity Group It could be as broad as all Republicans or all birdwatchers. It could be as specific as Harley-Davidson riders or Christian home school mothers who love to cook. The point is, the more specific you can be, the better. The narrower you can cast your net, the more you’ll catch of the type of fish you’re fishing for.

The Law of Attraction

The Law of Attraction states that like attracts like. In other words, you attract people who hold the same rsonance as you. That's why it’s super important to be clear about who you are. The universe will match your frequency and deliver people who are a vibrational match. You can relate the law of attraction to affinity groups. When you’re clear about your needs and wants, you’ll attract others who are also clear about their needs and wants. That creates a powerful force of attraction. For example, if you're a plumber, you can attract people who appreciate how you approach plumbing challenges. If you're a roofing company that places repairs ahead of replacements, you'll attract people who want the right roofing solution, not just the cheapest roof. The better you deliver your message, the easier it will be to attract the right people. When it comes to marketing, businesses use all sorts of affinity strategies and tactics to reach their target audiences. At the end of the day, one important rule all businesses should live by is knowing your audience. Your audience is the group of people, or affinity group, who are most likely to buy your product or service. To be successful, you need to understand what they want and how to reach them. Affinity groups are attracted to each other because they share common values and beliefs. For example, Harley-Davidson riders share values including freedom, independence, and self-reliance. They also share beliefs such as a love of the open road and a passion for motorcycles. These values and beliefs attract Harley-Davidson riders to each other. They also attract other people who share these values and beliefs. People who don’t share these values and beliefs are less likely to be attracted to Harley-Davidson riders. And that’s okay! The goal is not to attract everyone. The goal is to attract people who share your values and beliefs. When you know your values and beliefs, you can start to look for others who share them. That's the beginning of finding your affinity group. Affinity groups can be large or small, formal or informal, online or offline.

What Really Matters Is…

“Tell me what a person admires, and I’ll tell you everything about them that matters.”– Maggie Tufu

In other words, to know a person’s values and beliefs, look at what they admire. For example, someone admiring professional athletes is likely to value health, fitness, and competition. Someone who admires artists probably values creativity and self-expression. Knowing what a person values can help you start understanding their behavior. When you know their behavior, you can begin to predict it. That's the key to marketing to any group of people. You need to understand their values and beliefs so that you can speak their language and appeal to their needs. Magicians, for example, are some of the best marketers in the world. They know how to read people and understand what they want. And they use this knowledge to give people exactly what they desire. To be a successful marketer, you must learn to do the same. You must understand your audience's values and beliefs to appeal to their needs.

Who Controls the Gateways?

Data miners. Data miners are the people who collect, analyze, and sell data. They have become some of the most powerful people in the world because they control the gateways that allow us to access the internet. Data miners use this power to segment the information that we see online. They do this by tailoring ads and content to appeal to our desires. For example, Mark Zuckerberg made billions by allowing advertisers to reach affinity groups on Facebook. This process of data mining and tailoring content is called microtargeting. Microtargeting is a powerful tool used for good or evil. On the one hand, microtargeting is used to sell products and services we actually want and need. On the other hand, microtargeting is used to manipulate our emotions and get us to believe things that aren't true. Remember, you are the product. That's why everything you find on the web is free to you. You're not paying for it with money, you're paying for it with your data. And that data is priceless. It's valuable to companies because it allows them to micro-target us with ads. And it's worthwhile to bad actors because it allows them to manipulate us. So, how can we protect ourselves from microtargeting?

• Be aware of it.
• Make sure you get your information from reliable sources.
• Think critically about the things you see on the internet.

Just because something appears on our screen doesn't mean it's true. We have to be careful not to believe everything we read. Also, remember that affinity groups can be useful. They can help us connect with like-minded people and learn about new things. But we should be careful not to let them become echo chambers. We need to make sure we hear a variety of perspectives so that we can make informed decisions. We want to make sure we belong to the right affinity group. Do you know your target audience? Do you know their affinity group? Do you understand their needs and wants? If not, Wizard of Ads® can direct you to the right resources. Book a call.

As a business owner, you're always looking for ways to improve your advertising and marketing techniques. To this end, one important distinction you should clearly specify is between relational and transactional ads. Relational advertising, as the name suggests, focuses on being relatable with a customer's sentiment, while transactional ads lean towards cheapest price and lowest barrier to entry. While both marketing approaches have their merits, what you ultimately choose will depend on your business goals. Do you want a quick sale or do you prefer building a solid customer base you can retarget for future transactions? Relational ads are more effective in the long run, especially for businesses in the residential home services industry, but that doesn’t suggest you should abandon transactional ads. This is because customers are more likely to hire your services again if they feel like you care about them as people, not just as a potential revenue source. In this article, we'll explore everything you need to know about transactional and relational advertising: from its origins, and history, then down to their perfect combination to ensure steady year-over-year growth. Let's dig in.

Hippocrates on Information-Gathering and Decision-Making

Hippocrates believed that the body was primarily made up of humors or bodily fluids, which are blood, phlegm, yellow bile, and black bile. According to his teachings, how humans gather information or make decisions are dictated by the imbalances of the four humors. The excess or lack thereof of each bodily fluid influences the expression of our humanistic moods, emotions, personalities, and behaviors, including people's susceptibility to diseases. Throughout history, many academics like Empedocles, Alcmaeon, and Galen, and also screenwriters like Shakespeare have all built on the belief that Hippocrates originally theorized. These personalities have all been instrumental in affirming, codifying, honoring, and personifying Hippocrates' four temperaments, which are now known as:

• Sanguine
• Choleric
• Melancholic
• Phlegmatic

You might be thinking, "what does this have to do with my business?" Well, you may not know this but business has more to do with psychology than anything else. Remember that securing a sale demands an alignment of beliefs between you and your customers. That’s why knowing your audience’s temperaments should be a part of your marketing approach. A clear understanding of your prospect's personalities, respective preferences, and approaches to decision-making will ultimately help you influence their behavior and guide them to your desired outcome. This enables you to frame your campaigns in a relational advertising tone, helping you connect with prospects on a deeper level which builds a long-lasting relationship with customers.

Shakespeare and the Full Range of Human Behaviors

Among all playwrights of old, only Shakespeare came close to expressing the full range of human behaviors in his plays. Literature has never produced a character as rich and humanly recognizable as those created by William Shakespeare. He accomplished this feat by following and abiding by Hippocrates' theory and beliefs on the four temperaments. It's truly mind-boggling how Shakespeare understood human personality better than the rest of us considering his only basis was Hippocrates' teachings. Shakespeare wove these temperaments into his plays in order to create characters that people from all walks of life could identify with. In doing so, he has given us a timeless gift that will continue to entertain audiences for generations to come. Despite the theory of bodily humors heavily being discarded in the scientific community nowadays, there's wisdom in Shakespeare's example: For business owners, the four temperaments enable us to recognize our customer’s respective stories and craft a better and more personal experience through relational advertising that speaks to our prospect’s felt needs. The four temperaments sanguine, choleric, melancholic, and phlegmatic are each expressed through different characteristics. For example, cholerics are known to value results over relationships, but they are also open to building professional ties if businesses can provide the results they want. As a residential home service business, you can connect with choleric people by stressing the importance of quality workmanship and speedy results in your advertising. Sanguines, on the other hand, are people-oriented and love to socialize. They’re often drawn to businesses that offer a personal touch and relational customer service. As a business owner, you can appeal to sanguine prospects by highlighting your company’s friendly atmosphere and commitment to great customer service. The point is, while relational advertising may seem like a new concept, it is actually based on an age-old idea. By understanding the 4 temperaments, you can create ads that resonate with your target audience on a deeper level, increasing the chances that they will take action. Want to link your way of thinking to your customer’s mindset? Book a call with Ryan Chute of Wizard of Ads® and he’ll Professor X your way into your prospect’s psyche.

The 4 Basic Temperaments in Every Form of Storytelling

Since the imbalances of the bodily humors produced the 4 temperaments we all know and love, Hippocrates stressed that the balance and good mix of these humors defined good health and the ideal personality. This concept of complementary relationship among the four humors, and in turn the four temperaments, have been the explanation why Shakespeare's plays were the best and the golden standard of the world's most renowned TV shows. Shakespeare's Henry IV is described by some as the greatest literature of all time and the masterpiece of historical drama. It is also known to be the closest to the ideal humoral balance. The reason being each of the four main characters represented a specific temperament. King Henry IV himself exhibited melancholic qualities, Prince Hal had sanguine, Sir Harry Hotspur was choleric, and Sir John Falstaff showed phlegmatic qualities. In today's media, we see the same pattern among characters: Star Trek

• Sanguine: Captain Kirk
• Choleric: Spock
• Melancholic: Scotty
• Phlegmatic: Bones

Friends

• Sanguine: Phoebe and Joey
• Choleric: Monica
• Melancholic: Ross
• Phlegmatic: Rachel and Chandler

Seinfeld

• Sanguine: Kramer
• Choleric: Elaine
• Melancholic: George
• Phlegmatic: Jerry

Sex and The City

• Sanguine: Samantha
• Choleric: Miranda
• Melancholic: Charlotte
• Phlegmatic: Carrie

Schitt’s Creek

• Sanguine: Moira
• Choleric: Johnny
• Melancholic: David
• Phlegmatic: Alexis

Game of Thrones

• Sanguine: Arya
• Choleric: Sansa
• Melancholic: Jon
• Phlegmatic: Bran

This ethereal combination of the four temperaments is the cornerstone of a good novel, a hit TV show, and effective relational advertising — basically every type of long-term entertainment. Why? Because the interweaving of the four temperament's inevitable conflicts and persisting need for one another is the quality that keeps the storyline intriguing and interesting for audiences. Needless to say, if you want to build long-term relationships with your clients, craft relational advertisements that speak, complement, harmonize, augment, and enhance their temperament’s language. Sprinkle in the trifecta of a killer value proposition — meets their felt needs, caresses their pleasure points, and soothes their pain points — you successfully align their beliefs to yours.

The Perfect Combination of Ads for a Consistent Year-over-year Growth

As the world of advertising rapidly changes, so do the marketing techniques that companies use to reach and engage their target audiences. In order to stay ahead of the curve, it’s important to understand the different types of ads and how they can be used complementarily to create a successful ad campaign. For starters, relational advertising is a form of relationship marketing where your focus is on bonding with your customers. This sets the stage for your client's long-term brand loyalty and satisfaction. Transactional ads, on the other hand, are designed to generate a sale today. They establish a traditional relationship between brands and customers where the focus is simply selling a product or service. In other words, you're not in it for the long haul, you only want a quick buck (buyer’s perception). That's not to say transactional marketing isn't a good tactic. The strategy leans toward selling efficiency and increased volume in point-of-sale transactions which is the foremost priority of buy-and-sell businesses. However, for industries like the residential home service where customer retention and client membership are the lifeblood of your business, you need to establish a solid rapport with customers to thrive in the biz. While both types of ads have their place in a well-rounded marketing strategy, relational ads are often more effective in driving consistent year-over-year growth. That’s because they create an emotional connection with the customer that goes beyond the transaction. Think about it: when was the last time you repeatedly bought a product because you had a “transactional” relationship with a company? Probably never. While you’ve presumably made multiple purchases from businesses with whom you have a relational connection. Still, what are relationships if you don't get your customers moving to where your blow the wind? Relational advertising is meant to bond with customers, but the transactional ad is what activates the sale. Formulating a balanced recipe is what you need to do when crafting a killer ad campaign. Thankfully, we have the formula served on a silver platter for you, which is:*drumroll*

• 2/3 Relational customer-bonding ads
• 1/3 Transactional sales-activation ads

Every marketing campaign you develop must have this magical combination. After all, asking a big favor from a person whom you've built a meaningful relationship with is FAR easier than asking the same from a stranger. The key here is making the whole process holistic. Your relational advertising techniques must be supplemented by other touchpoints within your business like customer service. Here's an example: An HVAC contractor can produce relational ads that focus on the buying experience, customer satisfaction, and righting industry wrongs, while preserving the temperament-fit style and tone. Then, when the shoulder season rolls around and you’re scrambling to fill the appointment board, the business can switch to transactional ads that offer a value-add for scheduling an appointment or tune-up within the next 24 hours. The relational ads create top-of-mind awareness, build credibility, and establish the company as a trusted source for HVAC services. The transactional ads will then provide concrete, tangible reasons to choose your particular company over others. Of course, your ad campaigns will be unique to your residential home service business, but the general principle remains the same: 2/3 relational ads + 1/3 transactional ads = 1 successful marketing strategy. If you need professional guidance in concocting the perfect ad campaign, Ryan Chute from Wizard of Ads® is the expert who can blend your marketing strategy into a juicy beverage that hits the spot. Book a call.