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Advertising
Advertising History 101
From ancient Egypt's papyrus scrolls to the TikTok ads we see today, the history of advertising is as long and varied as the products and services that have been advertised. Some of the earliest known examples of advertising are found in China, where wall posters were used to advertise everything from tea to footbinding. In ancient Greece and Rome, tavern owners hung signs advertising their wares, and in medieval Europe, towns were filled with signs advertising inns, blacksmiths and other businesses. All the major advertising mediums that we use today have their roots in older, more traditional forms of advertising. Now, advertising is more ubiquitous than ever, with companies spending billions of dollars each year to reach consumers through TV, radio, print, digital, and outdoor advertising. And while the world of advertising has changed dramatically over the years, one thing remains the same: the goal of advertising is to sell products and services to consumers. In this article, we will time travel through advertising history— from ads in the 1800s, 1900s advertisements and even more modern ads today and explore some of the most iconic advertisers that paved the way for the industry as we know it today.
Who Really Started Advertising?
Although the record of the first written ad can be traced as far back as the Egyptians, the term "advertising" was coined from a pamphlet published in Venice in 1566 by Andrea Alciato. However, advertising history as we know it today didn't start to take off until the late 19th century with the advent of new technologies like mass printing and photography. Not long after that, advertising became a full-fledged industry in its own right. In its early days, the purpose of advertising was mostly to promote things like books, medicines and other products that were sold directly to consumers. But as businesses started to sell more and more products and services, they began using advertising to reach a wider audience. By the early 20th century, advertising had become an important part of the American economy. And it has only grown in importance since then. Today, modern advertising is a multi-billion dollar industry that touches nearly every aspect of our lives. So who really started advertising? It's hard to say for sure. But we do know that advertising has been around for centuries. And it's only going to become more and more prevalent in the years to come. At Wizard of Ads®, we know everything there is to know about advertising. And we can help you create advertising that works for your business. Contact us today to learn more!
What Was the Very First Advertisement?
As we mentioned, the Egyptians were the first to use advertising, way back in 2000 BCE. This form of advertising took the form of papyrus scrolls that were posted in public places like temples, containing information about goods and services that were available, as well as prices. But in regards to digital advertising, we’ll share with you the first historical advertisements that were ever made through video, radio, and online platforms.
Radio ad - WEAF
The first radio advertising spot aired on August 28, 1922 on station WEAF in New York City. The advertising campaign was for the Queensboro Realty Company and advertised apartments for rent in the Queensboro area of New York City. The advertisement aired during a broadcast of a Harvard-Yale football game. This particular broadcast was picked for the advertising spot because it was believed that potential renters would be interested in the game and would be more likely to remember the advertisement. The Queensboro Realty Company was so pleased with the results of the ad that they continued to air spots on WEAF throughout the year. In fact, radio advertising became so popular that by 1926, nearly 60 percent of all advertising revenue in the United States came from radio ads. This historic moment marked the beginning of a new era in advertising, as businesses could now reach a mass audience with their message via the airwaves. Radio advertising quickly became popular, and by 1925 over 5,000 commercial radio stations were broadcasting across the United States. Radio advertising continued to grow in popularity throughout the years and is still used today as a popular advertising medium. It is estimated that over $17 billion is spent on radio advertising each year in the United States alone.
Video ad - Bulova
In 1941, Bulova aired the first television commercial in America. The ad featured a simple, yet powerful message: "America runs on Bulova time." The commercial was an instant success and helped to establish Bulova as a household name. The company was founded in 1875 by Joseph Bulova, and it wasn't long before they were making a name for themselves in the world of advertising. One of their first big advertising campaigns was in 1926 when they ran a series of ads in the New York Times that featured a picture of the world's tallest building at the time, the Empire State Building. The ads were so successful that they helped put Bulova on the map as one of the leading watch brands in the world. Today, Bulova is still known for its innovative advertising campaigns. The company has produced commercials that feature some of the most iconic figures in American history, including John F. Kennedy and Muhammad Ali. Bulova's advertising has helped to shape the way we think about time, and its products are some of the most sought-after in the world.
Online ad - AT&T
It is widely accepted that the first online ad was placed in 1994 by AT&T on HotWired.com, which was then a popular website for tech-savvy individuals. The ad was a simple banner that read "Have you ever clicked your mouse right here?" with a button that said, "You will." When clicked, the button took users to a page that offered more information on AT&T's long-distance services. While this ad may seem primitive by today's standards, it was a groundbreaking moment in advertising history. It proved that advertising could be effective on the internet, and opened the door for the billions of online ads that are now served every day. AT&T was not the only company to experiment with online advertising in the early days of the internet. In 1996, Microsoft launched its own advertising platform, called MSN AdCenter. This platform allowed advertisers to place text-based ads on Microsoft's popular MSN portal.
Famous People in Advertising History
Advertising history is full of famous people who have made a significant impact on the industry. Here are just a few of the most famous names in advertising history.
Johannes Gutenberg
Johannes Gutenberg is considered by many to be the “Father of Advertising.” He invented the printing press in the 15th century, which made it possible to mass-produce printed materials. This was a major breakthrough for advertising, as it allowed businesses to reach a much wider audience with their messages. Gutenberg's invention had a profound impact on advertising and society as a whole. It ushered in a new era of mass communication and helped to spread ideas and information more quickly and efficiently than ever before. Advertising became an important tool for businesses to promote their products and services, and it continues to play a vital role in today's economy.
Phineas Taylor Barnum
Phineas Taylor Barnum (1810-1891) was an American showman, businessman and politician who founded the Barnum & Bailey Circus. He is also known for popularizing the phrase "the Greatest Show on Earth." Born in Bethel, Connecticut, Barnum began his career as a showman in 1835, when he purchased Scudder's American Museum in New York City. The museum featured curiosities, scientific oddities, and wax figures. In 1841, Barnum partnered with James Anthony Bailey to create "The Greatest Show on Earth," which toured the United States and Europe. The circus featured acrobats, animals, clowns, and other performers. In 1888, Barnum merged his circus with Bailey's, creating the "Barnum & Bailey Circus."
Mary Wells Lawrence
Mary Wells Lawrence, born in 1928 is one of the most important people in advertising history. She was the first female advertising executive and played a major role in shaping advertising as we know it today. Lawrence got her start in advertising when she was just out of college. She landed a job at J. Walter Thompson, one of the largest advertising agencies at the time. There, she worked on accounts for some of the biggest names in business, including Procter & Gamble and General Foods. In 1966, Lawrence left J. Walter Thompson to start her own advertising agency, Wells Rich Greene. The agency quickly made a name for itself with its creative and innovative approach to advertising. Some of its most famous campaigns included the "I Love New York" tourism campaign and the "Plop, plop, fizz, fizz, oh what a relief it is" jingle for Alka-Seltzer.
David Ogilvy
David Ogilvy (1911-1999) was a British-born advertising executive who, like Gutenberg is often referred to as the "Father of Advertising." He is credited with helping to create some of the most iconic and successful advertising campaigns in history. His advertising agency, Ogilvy & Mather, is one of the largest and most successful in the world. Ogilvy's advertising philosophy was based on the belief that advertising should be creative and persuasive, but also honest and informative. He believed that ads should be designed to appeal to the intellect as well as emotions. Ogilvy's campaigns were often controversial and pushed the boundaries of what was acceptable at the time. However, his techniques proved to be highly effective and his campaigns are still studied and used by advertising professionals today.
Ethan Zuckerman
Ethan Zuckerman, born in 1973, is an advertising executive, best known for his work with the advertising company, Crispin Porter + Bogusky. Some of Zuckerman's most famous campaigns include the Truth advertising campaign against smoking and the Burger King "Subservient Chicken" campaign. Zuckerman has also been involved in several controversies, such as the use of sex in advertising, and the manipulation of user data by advertising companies. Despite these controversies, Zuckerman is considered one of the most successful advertising executives of his generation due to his creativity and the way he took risks with his campaigns.
Tiger Savage
Much like her name, Tiger Savage is a fierce leading female in the world of advertising today. She was born in 1968 and became an advertising creative director responsible for the global advertising campaigns of many major brands. Her work has been recognized by some of the most prestigious advertising awards shows, including the Cannes Lions, Clio Awards and The One Show. Born in France, Savage moved to New York City in her twenties to pursue a career in advertising. She began her career as an art director at Saatchi & Saatchi, where she worked on campaigns for Toyota, Procter & Gamble and Pepsi. She later became a creative director at Ogilvy & Mather, where she oversaw campaigns for IBM, American Express, and Mattel. Savage is currently the Chief Creative Officer at TBWA\Chiat\Day New York. Under her leadership, the agency has created award-winning campaigns for Apple, Nissan, Gatorade and Absolut.
Timeline of Online Advertising
- 1970s – 1980s
The first online advertisements are created and are primarily used for commercial purposes, such as advertising products and services. These ads are usually text-based and static, with little to no visuals and did not allow for interactivity or animation. In 1971, one of the most prevalent ads airs called “I’d like to buy the world a Coke” and is considered one of the first global advertising campaigns. By the late 1970s, online advertising starts to take off as more businesses begin to see the potential of advertising to a wider audience via the internet. In the 80s, online advertising grows more sophisticated with the introduction of graphics and animation. This allows businesses to better capture the attention of users and convey their message more effectively.
- 1990s – 2000s
The advertising industry begins to move online as new technologies emerge. The first banner ad appears on HotWired.com in 1994, and the first text ad appears on Craigslist in 1995. In 1996, Google launches its first advertising program, AdWords. With website usage becoming more of a commodity, pop-up ads also become popular and are used extensively by advertising companies. This causes many internet users to install pop-up blockers. Google AdWords is introduced, changing the landscape of online advertising and companies like Prodigy, HotWired and Global Network Navigator start offering advertising on their sites. By the end of the 90s, a new form of advertising known as “banner ad blindness” emerges where users begin to ignore banner ads that are placed on websites. This leads to marketers finding new ways to reach their target audiences, such as through search engine marketing (SEM) and search engine optimization (SEO).
- 2000s – 2010s
The advertising industry continues to grow and evolve with the rise of digital media. Some of the most popular online advertising formats include banner ads, rich media ads and video ads. Websites like AOL, Microsoft, Yahoo!, Google, Facebook begin to emerge as advertising powerhouses. They allow for targeted advertising based on user data and browsing habits. Social media advertising becomes popular with the rise of platforms such as Facebook and Twitter. Advertisers can target users based on interests, demographics and even location. This era of advertising is marked by the rise of data-driven marketing. Advertisers can now collect vast amounts of data on users to better target their advertising.
- 2020 – present
The advertising industry is in a state of change and flux. Online advertising is becoming more sophisticated, with new technologies and platforms emerging all the time. These new technologies consist of things like programmatic advertising, native advertising and big data. The industry is also starting to see consolidation, with the major players in online advertising becoming increasingly dominant. This is resulting in a more complex and opaque ecosystem, which is challenging for marketers and advertisers alike. At the same time, traditional advertising formats like TV, radio, and print are more important than ever to companies as the digital space becomes more and more cluttered, regulated, and expensive. . This means that digital advertising agencies and marketers cannot expect to retain 100% of the advertising budget as traditional formats and principles see a renossance. Marketers need to be constantly on the lookout for new trends and developments to keep ahead of the curve. Social media channels such as Facebook, Twitter, and LinkedIn have also become major advertising platforms in recent years. And with the rise of mobile devices, advertising is increasingly being delivered to consumers through apps and other mobile channels. So what's the takeaway from all of this? Advertising history is fascinating, and it reflects the state of technological advancement at the time. The one thing that remains the same, is the psychology of people. Advertisers have had thousands of years of tests and experiments to figure out what makes people buy. It’s these principles that allow us to appeal to the hearts and minds of your audiance, not the media or technology you choose to use. “It’s the message that makes the media work, not the media that makes the message work.” - Roy H. Williams It also shows how we've evolved as a culture and how advertising has shaped that evolution. But most importantly, if you want to make advertising history with your ads, it certainly helps to know who's paved the way to get us to where we are today. At Wizard of Ads®, we can help you make your ads as legendary as the pioneers we mentioned in this article. Our team knows how to target any market to get the leads you need to scale your business faster than ever before. Contact us today and let us show you what we can do!
Advertising
What Constitutes Memorable Ads?
Learn about the key elements of memorable ads like humor, catchy slogans, celebrity endorsements, and unique approaches to create impactful ads that leave a lasting impression.
I'm sure there's an advertisement out there that no matter how hard you try, you cannot erase from your mind. If I were a bettin' man, it's more than one. Now ask yourself, why have you remembered it all of this time? What about it was particularly catchy or memorable? Did it have an impact on you that was difficult to shake? Whatever the reason, memorable ads are often the ones that stand out the most. They manage to create an impression that is hard to forget, and as a result, they tend to be more successful. They might be funny, shocking, or memorable for some other reason, but what makes them truly memorable is their ability to stand out from the pack. In a world where we are constantly bombarded with advertising, it's more important than ever to create an ad that will be remembered. In this article, we'll take a look at what makes an ad memorable and share some of the most memorable ads of all time to give you just the inspiration you need.
Why Do People Remember Ads?
People remember memorable ads. Advertisers use different techniques to make their ads memorable, such as using catchy jingles and slogans or using memorable visuals. Sometimes, an ad will be memorable simply because it is funny or outrageous. But what really determines if an ad is memorable is the human brain. Our brains are hardwired to remember things that are catchy, unusual, or stand out from the crowd. That's why advertisers spend so much time and money trying to make their ads memorable. If they can create a jingle that gets stuck in our heads or come up with a memorable visual, they know we're more likely to remember their product the next time we're in the store. This can lead to increased brand awareness and even increased sales. So, if you want your brand to be successful, it's important to create memorable ads that make an impact. Need help enhancing your ad campaign? At Wizard of Ads®, we specialize in creating memorable, effective ads that will help you stand out from the competition. Contact us today to learn more!
What Makes an Ad Memorable?
Many factors make an ad memorable, but here are the most important qualities to incorporate in creating the best advertisements that will effectively stand out from the competition.
Humorous
Humorous ads are memorable because they are simply funny. People remember them because they make them laugh, and that’s why humorous ads always make their mark. When you incorporate humor into your ad, you are telling your audience that you understand them and that you are not taking things too seriously. This sets the tone for a more lighthearted, relaxed relationship between your company and your potential customers. Humor is also memorable because it stands out from the rest of the advertising noise. Most ads are very serious and try to convince people to buy something. A funny ad is a refreshing change of pace, and it’s something that people are likely to remember.
Sticky Jingle/Slogan/Tagline
When your ad has a sticky jingle, slogan, or tagline, the higher the chances it will have with sticking with your audience. Jingles are memorable because they are short, have a memorable melody, and are easy to sing along to. A great slogan can sum up what your company is all about in a few words, while a memorable tagline usually captures the essence of the product or service you're advertising. Creating a jingle, slogan, or tagline for your ads can be difficult, but it's worth taking the time to do it right. Utilize keywords that are relevant to your product or service, and make sure they are memorable and easy to remember.
Celebrity Endorsement
Celebrity endorsements can help an ad stand out, and they can also make it more relatable. After all, if a celebrity uses a product, that must mean it's good, right? Having celebrities in your ad makes your product more aspirational. People want to be like celebrities, and so if they see a celebrity using your product, they'll be more likely to want to use it too. But beware — a celebrity endorsement can also backfire. If the celebrity isn't well-liked, or if their personal life is in disarray, that can reflect poorly on your product. Make sure you do your research before you commit to a celebrity endorsement!
Education-Driven
Some memorable ads tend to be those that are education-driven. In other words, they teach us something new or provide information that we can use in our lives. When people learn something new from an ad, it boosts their chances of remembering the ad because the human brain is wired to remember useful information. The trick is to offer something of value that we can take away and use. Whether it is a new perspective or just an entertaining way of conveying a message, education-driven ads can stand out from the rest. For this reason, many advertisers focus on creating ads that can teach people about a new product or service. By doing so, they not only help to educate consumers but also create a memorable advertising experience.
Unique
People naturally tend to remember things that they've never seen before. If you saw an elephant in your kitchen, you'll most likely never forget it. It's unique to your experience, which is why making your ad unique will make it ever the more memorable to your potential customers. Unique ads are powerful because they not only stand out from the rest of the competition but also create an emotional response. Whether it's awe, laughter, or simply intrigue, unique ads are those that can't be forgotten.
Examples of Memorable Ads
Now that we know what it takes to make an ad memorable, let’s go through some of the most popular advertisements that have been released to this day. Whether it's classic ads from old commercials to newer, more famous ads, we’ve got an assortment that will guarantee you an influx of inspiration.
Red Bull’s “Stratos” Jump (2012)
Red Bull’s “Stratos” Jump is certainly an ad that brings the wow factor. In October 2012, stuntman Felix Baumgartner completed a jump from the edge of space, breaking several records in the process. The jump was sponsored by Red Bull, and the resulting ad was watched by millions of people online. The jump was an incredible feat, so it’s no wonder that the ad has reached so much success. The ad has kept a home in many people's minds because the stunt was extreme and it was memorable for its death-defying nature.
Chrysler’s “Halftime In America” (2012)
Chrysler’s “Halftime In America” is another ad that is one to be remembered. The ad was aired during the Super Bowl and featured Clint Eastwood talking about how the country had faced tough times but had managed to come back stronger. The ad was very popular and was praised for its patriotic message. What makes it so memorable is for one, it featured legendary actor, Clint Eastwood, and secondly, it came at a time when the country was facing tough economic times. The ad was a feel-good moment for many viewers and served as a reminder that America is a resilient country.
Oreo's “Dunk In The Dark” (2013)
Oreo's "Dunk In The Dark" is a prime example of how you can create one of the best marketing campaigns when you take a situation and turn it into advertising gold. The ad was displayed when the 2013 SuperBowl experienced a black-out which delayed the game. The ad read, "You can still dunk in the dark." People remember this ad because it was clever, timely, and relevant to the situation. It also had a great Call-To-Action that urged viewers to go buy Oreos. This ad showed how Oreo was able to capitalize on the unexpected situation and turn it into a marketing success. Oreo has shown that they are not afraid to take risks and this memorable ad is a perfect example of their creativity.
Sony Bravia “Colour Like No Other”(2006)
There are a lot of memorable ads out there, but one that really stands out is Sony Bravia's "Colour Like No Other" ad from 2006. This good ad features a massive amount of colorful bouncy balls bouncing down a city street, and it's quite eye-catching. It's memorable because it's so different from the standard car or food ads that you see everywhere. Plus, the combination of the colorful bouncy balls and the pleasant, calming song provide positive stimulation that makes you feel good. This ad is a great example of how memorable ads don't necessarily have to be complicated or expensive to produce; sometimes, simplicity is key.
Sprite’s “Sun Fizz” Campaign (the 1990s)
Sprite’s Sun Fizz campaign is one of the best commercials in regard to its memorability. In the commercial, there's a mom in the kitchen about to serve up some Sun Fizz to her kids, and before she can, the Sun Fizz "mascot" pops on the screen and starts talking about the benefits of Sun Fizz. Suddenly, the family starts screaming and running out of the kitchen- terrified of the little sun-shaped mascot. The commercial is essentially a parody of the common advertising tactics and gimmicks that are used to sell products. By making fun of these tactics, Sprite can create an ad that stands out and is memorable for all the right reasons. It’s time to stop wasting your time and effort on lackluster ads that no one remembers. After reading this article, you now have the knowledge, resources, and tools you need to create legendary ads that will be remembered for a lifetime. But let’s keep it real, not everyone has the time to create memorable ads all by themselves. At Wizard of Ads®, we can help you create ads that are impossible to forget. Contact us today to learn more!
Advertising
David Ogilvy's Secrets of Good Ads
There are a lot of factors that go into creating successful advertisements, and what works for one product or service might not work for another.
“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” ― David Ogilvy on Advertising Good ads are all about creating a message that is interesting and informative enough to get people to take notice of your product. It is not about being creative for the sake of being creative, but rather about creating a piece that will persuade people to buy what you are selling. Ogilvy's quote is a good reminder that advertising should be seen as a tool to sell, not as an art form. It is important to focus on creating ads that are effective and will actually lead to sales, rather than simply admiring their creativity. So, what makes a good advertising campaign? Let's take you on an insightful journey on advertising mastery through the genius mind of David Ogilvy.
Who is David Ogilvy?
David Ogilvy is a name that is synonymous with good advertising. He was one of the pioneers of the industry, and his work has been studied and admired by many. Ogilvy was born in Scotland in 1911. After studying at Oxford, he started his advertising career in London. He quickly rose through the ranks, and by 1948 he had founded his own agency, which would go on to become one of the most successful in the world. Ogilvy was known for his attention to detail and his insistence on creating good ads. He believed that good advertising should be based on good research, and that it should be tailored to the specific audience it is targeting. Ogilvy's work has been praised by many, including:
- "The Father of Advertising."
- "The most sought-after wizard in the business."
- "One of the greatest copywriters who ever lived."
- "A genius at understanding human nature."
Ogilvy died in 1999, but his legacy lives on. His work is still studied and admired by many in the advertising industry. Thanks to his innovative thinking and creative genius, David Ogilvy is considered one of the most influential advertising figures of all time.
What Makes Good Advertising?
What makes good advertising? This is a question that has been asked since the dawn of marketing and one that doesn't have a clear answer. There are a lot of factors that go into creating successful advertisements, and what works for one product or service might not work for another. But some general principles can help create good ads, no matter what you're selling. Some things to keep in mind when creating good advertising include understanding your audience, using creative visuals and having a clear call to action. You also want to make sure your ad stands out from the rest and is memorable. If you can keep these things in mind, you'll be well on your way to creating good ads that will help promote your product or service. However, if you'd rather not have to do it on your own, contact us at Wizard of Ads®. We've helped a wide variety of businesses with their advertising needs, and we can do the same for you.
David Ogilvy’s Best Advertising Secrets
David Ogilvy is known to have created some of the best ads of all time. He was a master at creating good ads that people would remember. Here are some of his best advertising secrets.
Do the Research
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” When it comes to advertising good research is essential. Without it, you may end up producing ads that don’t resonate with your target audience or that are ineffective in achieving your goals. David Ogilvy knew this well, and he was a big advocate of doing research before creating any ad. So how does Ogilvy recommend doing your research? First, he suggests starting with your target audience. You need to understand who they are, what their needs and wants are and how they think. Only then can you create an ad that will speak to them on a personal level. Second, he recommends testing different ideas and approaches. Trying out different headlines, images and copy can help you see what works best with your audience. And finally, once you have a good idea of what works, don’t be afraid to stick with it and refine it further. Ogilvy’s research-based approach to advertising has proven to be highly effective, and it’s something that all good advertisers should keep in mind.
Value the Headlines
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” This is one of the most important aspects of good advertising and yet it is often overlooked. The headline is the first and sometimes only chance to make the right impression. After all, what’s the point in spending all that time and money on the rest of the ad if no one even reads the headline? Headlines need to be attention-grabbing and relevant to the product or service being advertised. They should also be clear and concise. Long, rambling headlines are a sure way to lose potential customers. Some tips for writing good headlines:
- Make sure your headline accurately reflects the content of your ad.
- Use strong, active verbs.
- Use numbers and statistics.
- Be creative. Try to stand out from the rest.
- Use keyword stuffing sparingly, if at all.
With so much competition out there, it’s important to make sure your ad stands out from the rest. A good headline is a great way to do that.
Power of Images
“Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.” While many different elements go into creating a good ad, one of the most important is the use of images. Images are a powerful tool that can help to grab attention, convey a message and create an emotional connection. When used effectively, images can be a key part of creating a successful ad campaign. So how do we make sure we hit the mark? There are a few things to keep in mind when selecting or creating images for ads. First, the image should be relevant to the product or service being offered. It should also be visually appealing and help to create a positive impression of the brand. In addition, it’s important to make sure that the image is used in the right context. For example, an image that might work well for a luxury car ad may not be appropriate for a budget-friendly car rental company. When creating or selecting images for ads, it’s important to keep these things in mind and to make sure that each image is high quality and will resonate with your target audience.
Test Your Digital Ads
_“The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers and pretest your advertising, you will do well in the marketplace.” Advertising is a tricky business- get it right and your product will be flying off the shelves, get it wrong and you'll be stuck with a dud. The key to success is testing, testing, and more testing. Make sure to test your digital ads before you launch them to the public. See if they are effective in catching people's attention and interest. Try different versions of the ad and see which one performs the best. You can test your ads by doing research online, asking people on the street or in shops what they think of your ad, or even running a focus group. By testing your ads, you can be sure that you're putting your best foot forward and giving your product the best chance of success. So don't skimp on the testing- it could be the difference between success and failure.
Know Your Product
_“You know you can't bore people into buying your product, you can only interest them into buying it.” If you want to create good ads, it is essential that you first take the time to get to know your product. Only then will you be able to craft messages and visuals that accurately reflect what your product has to offer, and interest potential customers enough to make them want to buy it. Think about what makes your product unique and appealing, and use that information to create ads that will grab attention and convert leads. Keep in mind that the best ads are those that are both informative and interesting, so make sure to strike the right balance between the two. With a little effort, you can create ads that will help you sell more of your products and boost your bottom line. For example, when selling an air filtration system for your HVAC unit, you can speak about the importance of clean air, or you can speak about the convenience of only changing out the filter every 6 to 12 months. While a very small percentage of people can relate to (and need) clean ER air, nearly the entire planet can relate to procrastination, forgetting, and not wanting to spend unnecessary money for the preventable failure of their HVAC system due to suffocation.
Build Your Brand Personality
“You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.” This is one of the most important aspects of good advertising and it is something that David Ogilvy's ads did very well. To create good ads, you need to understand how to build a brand personality. Ogilvy believed that three things go into creating a brand personality:
- The first is the product itself. The products you sell should have a certain look and feel that fits with the rest of your branding. For example, if you are selling luxury items, your products should look and feel luxurious.
- The second is the way you present your company to the world. This includes everything from your logo and website design to the way your employees interact with your customers. Every touchpoint should reflect your brand personality.
- The third is the way your customers talk about you. Your customers will be your best ambassadors, so make sure they are promoting your brand in a way that fits with your personality.
Be Consistent
_“Every advertisement, every radio program, every TV commercial is not a one-time shot, but a long-term investment in the total personality of their brands. They have presented a consistent image to the world, and grown rich in the process.” No one has ever said that good advertising is easy, and it’s definitely no secret that successful brands put in a lot of hard work to maintain a consistent image across all channels. So how did David Ogilvy keep his ads consistent? He always kept the same team of copywriters and art directors. This ensured that his ads had a similar “voice” and style, even as they evolved over time. The Wizard of Ads™ follows the same philosophy, but also create advertising like sitcoms. When your ads progress, so do the little storylines, having your audience "tuning in" to hear what will happen next. A great ad campaign will run for years, and be designed to handle depth and even a little character development. This is what has your audience bonding with you before they even realize they need your products and services. This has you winning the game before the game has even begun.
Hire the Best People
_“Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.” This is the advice that advertising legend David Ogilvy gave to his clients, and it’s as good today as it was then. The best way to create good ads is to hire good people. But what exactly makes a good advertiser? Many qualities make a good advertiser, but some of the most important are creativity, curiosity and a willingness to take risks. Good advertisers are always looking for new and better ways to reach their target audiences, and they’re not afraid to try something new if they think it has the potential to be successful. If you want to create good ads, hire good people. Look for those who have the potential to be great, and give them the freedom to be creative. You may be surprised by the results. So, what are you waiting for? Start creating the best advertisements. Not only will your target audience enjoy them, but they will drive them to take action. Remember to keep the Ogilvy quotes in mind, and always think about how you can apply them specifically to your own business. Don't have time to DIY? No problem! Wizard of Ads® has some of the best creative writers in North America today. We offer advertising services to businesses big and small in a variety of industries. Contact us today and let us show you how we can make your brand a household name.
Advertising
Ad Writing: The Most Irresistible Word Is "You"
For many, ad writing can be intimidating. There are so many elements that go into good ad copy — from the creativity needed to come up with an attention-grabbing headline, to the knowledge of how to target your audience and craft a message that speaks to them. Achieving this part is half the battle, so how do we follow these strategies and get the results we want? When writing ads, your target audience needs to feel like they are at the center of your world. You must know who they are, what they want and how to speak their language. And the best fool-proof way to do that is by using the word "you." In this article, we will show you how to write compelling ads that your target audience can't resist — from the basics of ad writing to the very principles that make "you" a moneymaking word in advertising.
How do you Write an Ad?
Ad writing is different than any other type of writing. You have to be able to capture the reader's attention and convey a message in a short amount of time. To do this, you need to understand your audience and what they are looking for. Ad copywriting should be clear, concise and persuasive. It should also be free of any grammar or punctuation errors. The most integral part of ad writing is the headline. The headline is what grabs the reader's attention and urges them to read more. Then there are subheadlines, which elaborate on the main points of the ad. You also have the slogan, which is a short, catchy phrase that sums up the ad's message; the body copy, where you will deliver your persuasive message; and finally, the call-to-action, which gives the reader an action of to do next. Ad writing is a skill that takes practice to perfect, and it's important to remember to keep your audience in mind. Write ad copy that speaks to them directly and tells them what they want to hear. However, writing ads can take up a lot of time and effort. At Wizard of Ads®, we can take on any and all of your advertising needs. We create ad campaigns that drive results, so you can focus on running your business. Contact us today to learn more!
What are the Key Components of an Ad?
An ad is made up of a few key components that work together to create a persuasive message. Here are some of the biggest key components of an ad that you should include in order to build a successful ad campaign.
Headline
The headline is one of the most important components in an advertising copy, as it is the first thing that people will see. It is crucial to ensure the headline is catchy and interesting to grab people's attention. The headline should also accurately reflect what the ad is about so that people know what they're getting themselves into. For example, a headline for an ad for a new car might be "Introducing the newest addition to our line-up: the 2017 Ford Mustang!" The ad writing for this headline is enticing and tells you exactly what the ad is about — a Ford Mustang. If the headline was something like "Looking for a new car? Look no further!", it would not be as accurate and would not reflect what the ad is selling. The reader would likely be misled and think that the ad is for a general car search, rather than a specific model. The headline is therefore an important part of an ad because it sets the tone and informs the reader of what to expect.
Sub-Headlines
Sub-headlines are the area of text that appears directly below the headline on an ad. They are there to draw attention to the most important points of the ad and can influence whether or not someone decides to read it. Good sub-headlines will:
- Be relevant to the main headline: They should reinforce what the headline is saying and add additional information that will help persuade the reader.
- Expand on the main message: They should provide more information about what the ad is offering and why it is beneficial.
- Be interesting: They should be able to stand on their own and be something that would make someone want to read more.
- Highlight key benefits: They should focus on the most important selling points and make it easy for people to see why they should be interested.
- Contain important keywords: Including the right keywords in your sub-headlines can help improve your ad’s search engine ranking.
By using sub-headlines, you can make your ad writing more effective and increase the chances that people will take notice.
Slogan
Slogans are short, catchy phrases that serve as a call to action or summarize the main message of an ad. Slogans should be memorable and often used in marketing campaigns to create brand awareness or drive sales. Some famous ad copy examples of slogans include:
- Just Do It (Nike)
- Think Different (Apple)
- I'm Lovin' It (McDonald's)
- Melts in Your Mouth, Not in Your Hands (M&M's)
Slogans are effective because they are concise and easy to remember. They can also be powerful tools for creating an emotional connection with consumers. When choosing a slogan for your ad, it is important to consider what you want your ad writing to achieve. Do you want to increase brand awareness? Drive sales? Create an emotional connection? Once you know what you want your ad to do, you can craft a slogan that will help you achieve those goals.
Body
The body is responsible for delivering the message and convincing the reader to take action. This is where you include your persuasive arguments, statistics and testimonials. It's also important to make sure your body is well-written and error-free, as it can make or break an ad. To write great ad copy for the body of your ad, start by brainstorming what you want to say. Once you have a solid idea of your message, start drafting your ad copy using the following tips:
- Keep it short and concise: You only have a few seconds to capture your reader's attention, so make sure your ad copy is easy to read and understand.
- Use strong verbs: When writing ad copy, use powerful verbs to create an emotional connection with your reader. For example, "save," "enjoy," or "experience."
- Use numbers and statistics: Numbers and statistics can be very persuasive, so be sure to include them in your ad copy if possible.
- Use testimonials: Testimonials from real people are incredibly powerful and can be very convincing. If you have any testimonials from satisfied customers, be sure to include them in your ad copy.
- Highlight the benefits: When writing ad copy, always focus on the value of your product or service rather than the features. Your readers will care more about how your offer can improve their lives than the technical details.
Visuals/Graphics
Including visuals and graphics in an ad is one of the greatest ways to ensure that it will be effective. Visuals and graphics help to convey the message of the ad by providing a visual representation of the information being advertised. They can help to grab attention, communicate complex ideas and make the ad more memorable. Visuals and graphics must be well-designed and correctly implemented to entice an audience, otherwise, they can detract from the ad's effectiveness. To implement eye-catching visuals and graphics in your ads, consider using images, infographics, videos and other multimedia. Be sure to choose something relevant to your product or service that will resonate with your target audience. Keep in mind the overall tone of the ad and make sure that the visuals support it. If you're not confident in your ability to create effective visuals yourself, consider hiring a professional designer to help you out. By including visuals in your ad, you can greatly improve its chances of success.
Lay-out
Ad layouts are important for a couple of reasons. For one, they help to ensure that the ad looks professional and appealing. Additionally, ad layouts can be used to strategically place key components of the ad, such as the headline and call to action, to maximize their impact. There are a few key components that all ads should have. The headline is one of the top key components of an ad, as it is what will catch people's attention and convince them to read further. The call-to-action is also critical, as it tells people what you want them to do after reading the ad. Finally, you'll also want to include some branding or contact information so people know who created the ad and how they can get in touch. With a flawless ad layout, you can create an ad that's both visually appealing and persuasive.
Why “You” is the Most Irresistible Word
As someone who works in or around marketing and advertising, you may have been told at one point or another that mentioning the name of the company at least seven times in your ad is the best way to reach customers. However, the word that’s the most irresistible in the English language only has three letters, and that powerful word is “you.” When your audience sees or hears the word “you,” they become immediately engaged. It puts your ad in the present tense, with the viewer as the main subject and protagonist. It will encourage the viewer to imagine their lives with your product or service, and that’s a powerful motivator. To make the most of this strategy, you need to ensure that every time you mention “you,” it’s accompanied by some sort of benefit. Whether that’s a lower price, a new feature or simply the peace of mind that comes with using a well-established brand, your ad needs to offer something that resonates with viewers on a personal level. Using the word "you" in your ad copy is an excellent way to create a personal connection with potential customers. By putting the viewer at the center of the ad, you encourage them to imagine how your product or service can improve their lives. Although crafting the perfect ad can be difficult, it’s well worth the effort. When you partner with an experienced and talented team of ad wizards, you can bypass all of that trial and error and create ads that are sure to grab attention and convert leads into customers. At Wizard of Ads®, we are just the ad sorcerers you are looking for. If you’re ready to take your advertising to the next level, contact us today!
Marketing
How Google PPC Inflation Has Made It No Longer Affordable To Do Lead Gen
You’ve been watching it happen, but like the first few months before Covid-19 exploded in early 2020, you’re still not convinced this is something to be worried about. It is. It is serious, and it is having a huge impact on your bottom line. Either by making your prices out of reach for more people or in the added advertising spend in a desperate bid to snag just one more lead, no matter what the quality or cost. And you know from experience that spending the money on PPC ads doesn’t always translate into the volume of appointments you need to generate the revenue that’s needed to pay for the spend. But you still spend the money, wringing your hands and staring at the ceiling for yet another sleepless night as you try to figure out how to make ends meet. In this article, I’m going to tell you how to do it with a far less risky strategy, though contrary to the convincing slurry of nonsense PPC people have been spinning for years. But first, let’s take a look at how things have come to pass. Your cost-per-click (CPC) is the result of an auction algorithm. Your position on the search feed is based on multiple variables to determine where your ads are placed, and how much you pay. These include factors such as your website’s quality score, your competitive landscape, your specific bidding strategy, and targeting.
YOUR WEBSITE’S QUALITY SCORE
Your website’s quality score has a huge impact on your CPC. Your website’s quality score is Google’s way of deciding who has the most relevant content based on the search query. Google will give preferential treatment to ads that it determines are most relevant. When the content on your landing page is more relevant than your competition, your ad has the opportunity to hold a superior position on the search feed. If the ad itself is poorly written or targets the wrong intended audience your click-trough-rate (CTR) will take a nosedive. The Google algorithm will take this as a signal your ads are not relevant enough, and they will start charging you more to appear in the same position.
YOUR COMPETITIVE LANDSCAPE
Google Ads is first and foremost, an auction. For the most part, it behaves like an auction. The more parties who enter into the auction, the higher bids are likely to get. Not only are there a lot more competitors trying to eat your breakfast, but Google has also made changes to how people view the search content. Gone are the right sidebar ads in the coveted “above the fold” position, but now everything above the fold is likely to be a PPC Ad instead of your organic website.
Even after a first scroll, your prospect is likely to just see more ads…
And on mobile, it is just more of the same.
By combining less ad space with larger ads and more competitors, Google is able to charge significantly more for you to stay at the top of the page.
YOUR BIDDING STRATEGY
Probably the most diabolical of all the changes we’ve seen from Google is the shift away from “exact match” keywords to “close variants”. This expanded the “targeting” to show searches that are slight deviations from your keyword. Then Google Ads further diluted your “exact match” keywords to include searches that “share the same meaning” including implied words, synonyms, and paraphrasing. Why does this matter? If you intended to “target” a specific prospect looking for your goods, now all of the sudden you are showing up and potentially paying too much for broad keyword queries. This shoots up your CPC on non-related click-throughs, and worse yet, drives down your website’s quality score on those people who didn’t what your thing in the first place. But Google didn’t stop there. If you use one of the most common bidding strategies, Enhanced CPC, you’ve given Google’s algorithm the freedom to increase your bids when it sees an opportunity to “improve” your conversion rate. While originally tempered to a modest 30% bid increase, in 2017, Google raised its authority to increase your bid structure to whatever its AI feels prudent. And here you are thinking you were the boss. HA! Does this smell anything like Skynet? Anyone? I’ll be back.
So now if Google believes your “enhanced” CPC keywords could perform better with, say, a 75% bid increase – it will make the change automatically. Yooooooooouuuuuuurrrr welcome.
YOUR TARGETING
Google describes the zero moment of truth as the moment in time when a small segment of the 7% of your market needs your thing right now. Some of those 7% already have a service provider. Others can’t (or won’t) buy your thing. With the remaining segment holding the banner of “The Undecided”. Not too promising-sounding, is it? Roughly 50% of these people will be transactional-minded and since all things are essentially equal online, the cheap option is the only option. The other 50% of The Undecided are looking for the right place to buy from. The one that will provide quick and competent service at the right price. They are open to paying a bit of a premium for competence and convenience, but they are nobody’s fool. Since they have no affinity toward your brand, they still expect the lowest price. 70% of customers who are acquired through unbranded PPC remain casual or disengaged to your long-term sales efforts to convert them into a loyal customer.
This is the issue you face day in and day out when you are not a household name.
Targeting is yet another way to reduce the number of people who are likely to see your ad, let alone click through. When you eliminate demographic, psychographic, or even geographic factors, you are reducing the one and only chance you have of getting in front of the next big sale. All in a bid to keep your advertising budget in line from a company that is doing everything in its power to force you to spend more.
OTHER NEFARIOUS PLOTS
Everything discussed thus far is how Google is costing you money, but they aren’t your only nemesis. Your competitors are gunning for you too, and not just the guy down the street, but the multinational aggregators (like Yelp), your own suppliers, and manufacturers, and of course the endless stream of grifters looking to make the quick buck on the short con. From clicking on your ads and bouncing off your website, to more devious strategies like destroying your Local Service Ads (LSA) and Google Business Profile (formerly GMB) by putting in fictitious requests, everyone, it seems, are working as hard to succeed, as they are to see you fail. Lead gen companies (eg. Angie’s List, Home Advisor, and Yelp) are paying anything to capture your lead before you do, then selling that same lead back to you at a king’s ransom, along with 5 - 7 of your competitors. All while your suppliers and manufacturers are bidding up your keywords in an effort to “help” you get the sale based on their brand recognition, like somehow that’s supposed to make any sense to you. Finally, your ads often rely on cookies. Not the delicious kind, but the ones that tell you ad campaigns who to target. With more and more privacy legislation coming down the pipe every day, there will come a time that targeting aside from geography will no longer be an option. Even today, with the greater percentage of the planet using an iPhone, VPNs, and Incognito windows, targeting tactics are quickly receding into a bygone era.
SO WHAT CAN YOU DO TO SAVE MONEY?
Nothing. There is nothing you can do to save money in advertising. Saving money in advertising is like stopping your clock to save time. It just ain’t gonna work.
Yeah but, I can blah blah blah…
This is triage. _“You haven’t even heard what I was going to sa…”_Bup bup bup. It’s triage. You are bleeding out money. If you don’t stop the bleeding, your business will die.
- Tightening your targeting will have you show up to fewer and fewer potential buyers.
- Lowering your bids will lower your ability to show up where the prospect is looking.
- Capping your ad budget will lower your quality score.
- Creating demand is not a thing. You aren’t selling Viagra or ice cream.
- Being a conscientious objector is not an option.
There are, however, a number of ways you can redirect your money. Over time, through a prudent commitment to a single marketing strategy, your marketing budget will continue to represent a lower percentage of your topline revenue. Here are the 3 things you can do right now to spend your marketing money more wisely:
- Change your mindset from lead gen to digital presence.
- Improve your website’s quality score.
- Fix your damn call center.
- Target with the right message in mass media to become a household name.
But wait, there's four....
LEAD GENERATION VS. DIGITAL PRESENCE
Lead generation is the practice of offering a product or service that is more valuable than it’s cost in your prospects’ time, energy, or money. The epic failure that was Groupon is the quintessential example of lead generation at its worst. Lead generation erodes your company’s profitability, reputation, and has no ability to be recalled when it matters most in the heart and mind of your customer. Lead generation only attracts buzzards looking to feed on your carcass, licking the remnant proteins from your bones. Lead generation is an expensive red herring built on a foundation of false hope for both you and your customer. You believe you are attracting a person who might actually give a damn about you (spoiler alert, they don’t). Your prospect believes that your cheapy cheapy offer is indicative of your entire pricing model. When you’re “found out” you’re branded as a deceitful master bait and switcher. Next, you get kicked square between the reviews. That is, unless you really are the cheapest Charlie in town.Digital presence means showing up where the customer is looking when they are ready to buy your thing or use your service. Digital presence is about being hyper-specific in your ad copy to the longtail keyword query expertly targeting those in the market this very moment. Digital presence is about buying your own name, yes, but also buying those precious earworms that you’ve been embedding into their reticular activator (remember center) for months on mass media and social media. Digital presence is about showing up consistently and contributing something valid, relevant, and salient to the conversation. Digital presence means recognizing what to abandon, and what to keep online so that you maintain the integrity of what your brand stands for, and stands against. When you shift away from desperately grasping for any lead with a pulse, and instead, calmly sit under a tree of well-chosen keywords, presenting yourself in the very best light with each impression, you will attract your ideal customer avatar. Not everyone will be drawn to your company, and that’s okay, for the ones who do come calling will bring with them good tidings and a willingness to work with you today and every other day to come. Build your empire with these people. They are your people.
WEBSITE QUALITY
Your website is the lynchpin of your marketing strategy. It is arguably the most important tool in your toolbox for bridging the gap between your brand message and your client acquisition. Investing in your website is a wise decision, but that doesn’t mean you need to spend a lot of money on pretty.
Invest in the message.
Does your website message match your advertising message? Do you present things in an interesting and entertaining way? Do you make it easy to book an appointment? Do you oversimplify the navigation, flow, and intuitiveness? Keyword stacking and backlinking to link farms are old news. People will stay on your website if you have something entertaining, engaging, or useful to say. People will call your company if it feels right based on the things you’ve put out into the universe that they can pass judgment on. People want to deal with people. Warm, kind, and compassionate people. Competent, courteous, and proactive people. People are looking for signs of convenience. Of safety. Of value. People buy from people they know, like, and trust. People do not want to be sold. Say something interesting that matters, and leave out the unsubstantiated claims, salesy talk, and boring bits.
YOUR CALL CENTER
The biggest issue I see in the residential home service companies I serve is the call center. Using a brilliant tool from dataturk.ai, I am able to see precisely what is happening with the calls. In over 90% of cases, home service companies are losing hundreds and thousands of calls. From straight hang-ups, to abandoned calls, to calls identified incorrectly as “not a lead”, the call center is the number one opportunity for instant growth. Unfortunately, only 1 in 10 owners knows where to look for the correct numbers on their inbound calls, and even they don’t go looking too often, if at all. Deploying DataTurk into my client’s businesses has been an unadulterated gamechanger in capturing the calls that are already calling in.
THE NEW WAY TO TARGET
“All of this has happened before, and it will all happen again.”― J. M. Barrie , Peter Pan
I first heard this quote on the 2004 adaptation of Battlestar Galactica, and it has haunted me since. The new ways of connecting are cheap knock-offs of the old ways. There are really no new ways to connect with each other, just new devices...delivery methods. When the shortcuts no longer connect, new shortcuts are created. But the road less traveled. This is the way to their heart. And only through the heart can you reach the mind. So, what is that road for advertising? Words. More specifically, the right words. Placed carefully together in delicious little morsels that your people salivate to devour. Sure, there will be some rapscallions looking for a free meal. That will never change. But there’s enough to go around for all of your invited guests. Feed their imaginations. Feed their soul. Take them on your journey. Show them who you are. Why they should pay attention to you. Why they should care. When you do, the ones who believe in you will follow. And the ones loitering about for a free lunch will move on to the next.
Target with your words.
Find a place where you can tell as many people as you can afford to tell and share your message as frequently as needed to get inside their heads. Then simply be where they go when looking for your thing. Your people will be drawn to you like a moth to a flame. Stepping into your gravity well. These are your people. Treat them well. Treat them so damn well that they go out and tell. Tell others about you…why you. Then do it again and again and again. In new and interesting ways. In video clips. In ads. In person. On blogs. Bring something fresh, and surprising, and delightful to the table. Be generous. Be kind. Be grateful. Be trustworthy. Help people win, and they will always make sure you win as well. No longer is there an efficiency of waiting for a customer to need your thing and you pay the HIGHEST bid to be on the top of the page. You will BLEED out money with this strategy, and in no way will you be guaranteed to get the lead even if they do click. You can absolutely make money generating overpriced leads at low margins. You can absolutely make sales, but don’t fool yourself into believing you are creating loyal, long-term customers.
The landscape has shifted significantly in the past 2 years, and flat plains you so casually walked across are now the Rockies. You’re going to have to change your shoes.
Jake Sorofman and Andrew Frank of Havard Business Review say, "This data can play a leading role in developing your strategy and bringing precision to execution, but it does nothing — absolutely nothing — to stir motivation and create the desire that makes cash registers ring. This data is important, but it’s content that makes the emotional connection". Wizard of Ads® are not going to help you "target" better. We are going to help you develop the very best content. And there's no one better equipped to conjure up a spellbinding message than a Wizard.
Advertising
The Seven Laws of the Advertising Universe
Explore seductive marketing strategies and the Seven Laws of the Advertising Universe with Wizard of Ads. Enhance your advertising prowess and achieve marketing success.
In your advertising, you must choose between boredom, shouting and seduction. Which do you choose? When it comes to crafting creative and effective advertisements, you’re definitely not going to want a bored audience. And you’re also definitely not going to want to shout at them. Have you ever tried to seduce your prospective customers? Do you ever rely on alluring ads? What’s irresistible about your product or service? What does your audience want? There are many questions that you can ask yourself as you try to hone your marketing messages, but here’s the first one to answer: what would seduce your audience into wanting, needing your company? Even though effective marketing requires math (statistics), science (computer science and digital technology) and social science (psychology), it’s not enough. You need art, flair. You need a voice that’s unique to your brand, and you need to use a tone that will allow your audience to feel a connection with your company. Seduction is an art, and we want you to be able to use it to your advantage–ethically of course. Before we can get into the more artistic or intangible aspects of successful marketing, let’s look at what the scripture says. Our marketing scripture, that is. According to us at the Wizards of Ads, there are laws that govern the advertising universe. At the front of The Wizard of Ads, Turning Words in the Magic and Dreamers into Millionaires, there’s a page that stands alone, and its header reads:
The Seven Laws of the Advertising Universe
(Whence Cometh the Power of Ads to Work Magic)
Or, in other words, there are seven laws that govern the advertising world, and they will bring your ads a magic power. Let’s get into them.
Do You Know The Seven Laws of the Advertising Universe?
Once you have a firm grasp on these seven laws, you’ll have a strong foundation in the basics of advertising to build on. And if you have a hard time understanding how to implement these laws into your own marketing campaigns, then you can rely on us. At Wizard of Ads, we’re committed to guiding you toward all of your advertising and marketing goals. Click here to learn more!
1. An Energy of Words
“An Energy of Words has existed since the day He said, ‘Let there be light.’ Learn how to use this energy. You are created in His image. ”If you’re going to create powerful ads, then you need to have a profound respect for the power of your words. What you say matters, and what you mean matters even more. When someone is creating an ad, the messaging they put out there can really influence viewers. That power needs to be used for good, and it can’t be harnessed effectively if it isn’t first revered. When your ads are moving people, they need to be moving them in the right direction, otherwise it’s unethical. And we mean the right direction for them. And for you, too. We start with this rule first because the power of what follows is great–and we want to ensure you understand that you need to use that power for good. By understanding your audience, you’ll be able to use your words with a stronger effect. You’ll also come to learn what they want and what they need. Serve your customers. It will always work out for you best that way in the end.
2. Masses of People
“Masses of People are predictable, though an individual person is not. The exception does not disprove the rule.” For the most part, it’s going to be more effective to target many people at once with your marketing, rather than individuals. It’s important to note that masses are made up of individuals, but they have common mindsets, goals and more. For ads to work well, then you need to have enough predictive power over your viewers. How are they going to react to this ad? What will they feel when they see this image? If you try to make those assumptions about one person, you’ll either be right or wrong. There isn’t much room between those two options. Hit, or miss. When you try to make those same predictions about a group of people, though, you might be right about some of them. You can be mostly right–meaning the assumption is right for more than half of those people, for example. You don’t have to simply hit or miss. You can hit the mark for a bunch of people, drawing in potential customers. Also, when your ads are effective, why wouldn’t you want more people to see them? Of course it’s not wise to indiscriminately target enormous masses of people with generic ads. That’s not what we’re saying. Instead, we’re saying to choose groups large enough to increase your likelihood of getting through to most people.
3. Intellect and Emotion
“Intellect and Emotion are partners who do not speak the same language. The intellect finds logic to justify what the emotions have decided. Win the hearts of the people, their minds will follow. ”It’s true that the mind tends to follow the heart, rather than the heart following the mind. People very frequently will feel something and then determine their thoughts about it after. Our feelings are more abstract, so we often let them determine themselves. This applies to ads because people often try to convince their audience of something. That their product is the best. That their solution will definitely work! And those things may be true, and you might even be able to convince your audience of them. However, it’s not going to be the most effective way to approach your marketing. If you can tap into the feelings of your prospective customers, then you can see what they feel. You can win their hearts that way, and when they feel trust and connection with your brand, the sales will follow.
4. Time and Money
“Time and Money are two sides of a single coin. No person gives you his money until he has first given you his time. Win the time of the people, their money will follow. ”When consumers consider purchases, they spend time considering what they want, what they need and how they feel. The longer they spend with one company, product, service or solution, the more they’ll be ready to trade their money. It’s easier to justify a purchase having felt like you’ve done your due diligence, isn’t it? We often think to ourselves that our time is easier to give away, so we spend our time as a consumer more readily than our money. And then it feels easier to let the money follow, too. So focus on gathering time from your audience. By captivating their attention, you’ll be able to get that time from them. And then, with that increased feeling of trust and sense of buy-in…they’ll be ready to buy!
5. Sight and Sound
“Sight and Sound function differently in the mind, with sound being the surer investment. Win the ears of the people, their eyes will follow.” When you hear a noise, do you look to figure out exactly what it is? When you see something, do you listen to figure out exactly what it is? Sounds tend to invoke our sense of curiosity, thus directing our eyes. With your advertisements, you can use this same principle. When we say to win the ears of the people, if you can do so literally, then go for it. But for text based ads, it might be more complicated. The point is rather to have your audience metaphorically hear your messaging to get their interest and attention. That gets more eyes on your products, which will lead to more sales.
6. Opportunity and Security
“Opportunity and Security are inversely proportionate. As one increases, the other must decrease. High returns are gained from low-risk strategies only through the passage of time. He who will cheat time must embrace the risk of failure.” If you’re an entrepreneur, you already have firsthand experience with and knowledge of this principle. And it’s true in marketing, too. The riskier you are with your ads–the edgier you make them–the more your possible reward increases too. Don’t abandon your sense of what risks are worth what rewards, but if you want to find success, you need to be willing to push the envelope. People respond well to content that is new, fresh, exciting, invigorating, controversial and more. While staying true to your company’s mission and code of ethics, see how you can invite in more opportunities without lowering your security too much. It can be a hard balance to find, but it’s very fruitful and rewarding when done well.
7. Engage the Imagination
“Engage the Imagination, then take it where you will. Where the mind has repeatedly journeyed, the body will surely follow. People go only to places they have already been in their minds.” If you first engage the imagination of your viewers, your ads will have a much more powerful effect. Someone’s imagination is much more capable of steering them or influencing them than what you come up with for them. As with reading a book versus watching a movie, getting to picture something for yourself can be so much more interesting. By using this same principle in your marketing, you can encourage people to imagine things for themselves. Asking questions is a great and simple way to quickly engage someone’s imagination. Invoke your audience’s sense of wonder, and try to see what you can get them to imagine before you try to tell them too much.
How Can You Become a Successful Advertiser?
In addition to utilizing the above rules, we have some tips to point you in the right direction as you craft your marketing materials. Here are seven of our tips to becoming a successful advertiser.
Investigate
You need to know a lot before you can start on your ads. Investigation and research are two essential stepping stones on the path to effective ads, so what are you waiting for? Figure out who you’re targeting, why you’re targeting them and how you can help them. What are their pain points? What do they feel, or think? Why haven’t they been able to solve the problem for themselves? What are your competitors trying to do? What’s working, or not working, for them? There are essentially endless possibilities of topics to investigate or questions to find answers for. Get started now, because it’s step number one.
Decide on the Ideal Spot
Now that you know who you’re targeting and why, you can make your next determination. Where is the ideal spot to target them? Where should your ads, marketing campaigns and content live? If you want your advertising efforts to bear fruit, then choose spots where many of your ideal customers spend a lot of time. Sometimes, marketing is a numbers game. That means you have to take a bunch of shots to make a bunch of shots, but we want you to do so as strategically as you can. When you can generate a lot of good leads, by picking the ideal spots, then your sales will skyrocket.
Make a Design That Stands Out
If it doesn’t stand out, it will be forgotten. It might not even get recognized in the first place. Wouldn’t it be a shame if your advertisements were so boring that no one even paid attention to them, that they couldn’t even have a chance to be forgotten? That sounds pretty dismal to us, so we suggest you make your designs stand out. You don’t have to use bright colors and loud words, but you do need to be unique enough to stand apart from the rest. There’s lots of noise out there, and you need to be heard. But sometimes whispers are heard the loudest, so don’t forget that there are many different ways to get recognized.
Create a Lasting Impression
When your audience is loyal, your sales figures will be stronger and steadier. For scalable, sustainable growth, your marketing campaigns need to play the long game a bit. Establish trust, build a relationship and create a lasting impression on your viewers. Over time, the money will flow in as a result.
Personalize It
People like to feel special. The easiest way to make your customers feel special is to personalize your ads or communication with them. Using their name is the simplest route to take, and using it in emails is probably the easiest application. Try it, and track your click rates or conversions to sales. It’s a simple way to boost your email series.
Don’t Oversell Yourself
If you oversell yourself, then you’re guaranteed to only get one sale, maximum, from that client. They’ll know you bent the truth, or exaggerated, and your relationship will be irrevocably shattered. They won’t trust you, your brand, company or product. Trust is hard to build, and easy to break. Overselling yourself is sure to break any trust that you were able to foster. And don’t undersell yourself, either, or you might not get the sale in the first place.
Make it Known
Get the word out. Let everyone hear about your product, service or solution. Make it known what you stand for, how you help people and what sets you apart. Don’t be shy about it, either. People like upfront and authentic communication, so just make it known what you want and how you can help your customers! And if any of this sounds daunting to you, then don’t go it alone. With the experience we have behind us at Wizard of Ads, you can rely on our expertise to guide you along the way to finding the most effective and magical advertisements for your business success. Click here to contact us!
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Why Wizard of Ads®?
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
What Do The Wizard of Ads® Actually Do?
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
What can I expect working with The Wizard of Ads®?
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
What Does A Brand-Foward Strategy Do?
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
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