PageView
(Marketing)

How Digital Marketers Continue To Dupe You And Make You Feel Like A Fool

The quest to answer the question – which of my ads is working – is noble. It is not easy. It is elusive and requires wisdom, not...

Steve Semple
Steve Semple
March 28, 2021
How Digital Marketers Continue To Dupe You And Make You Feel Like A Fool
There is a famous quote from John Wanamaker,
Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.

That statement has driven businesses on a quest to determine “what is working.”  It is the right quest.  But the answer to that question was first twisted by the yellow pages.  Remember them. Enter the yellow pages. They figured how to sell the answer to The Wanamaker Question. Put a different phone number in the yellow pages ad and when people call that number – BOOM – you know the ad is working.  Brilliant – for yellow pages.  Here is what the yellow demons of advertising knew.  They knew this made them look good.  Here is how.  Remember back to the days of yellow pages.  Did you ever do this?What was the name of the HVAC company again?  It was Joe something. Grab the yellow page, flip to Heating and Air Conditioning, look up Joe – there it is – Joe and Sons Heating and Air. You then dial the magic Wanamaker number and BOOM – the yellow demon jumps up and rings the leads bell– ding, ding, ding —- I got you a lead.  Reward me. I win the Wanamaker trophy. I know, I know, the Wanamaker Trophy is a golf trophy, but I couldn't resist.

What yellow pages data actually tells the business is that yellow pages was the LAST point of contact.  What yellow pages wanted you to believe is that it was the ONLY point of contact. The only influence.

But here is the real question, what made the consumer lookup Joe in the yellow pages in the first place? Was the consumer trolling the yellow pages? Or was it something else? The data does not answer that question. The data does not actually tell us if the yellow pages advertising created a lead. What it did do was make yellow pages look really good. And that is what yellow pages wanted. So, you would pay your bill. Next, enter the evil genius of measuring using phone numbers – the phone companies. Sure, we can sell you 80 phone numbers so that you can track calls. Just pay the bill. Enough said. Lastly, technology monsters manned by programming geeks realized they could sell software if it could help answer the Wanamaker question. Yes, we can track all 80 phone numbers and put it in a report. This way you know what ads are working. But you actually don’t. All you know is the last point of contact. For example. The radio ad with a different phone number. Does the consumer remember the phone number or do they go to your website and look it up? Here is a clue. I bet the calls from your website phone number rose around the time you had an increase in direct traffic to the website around the time you started a radio ad. Hmmm…. Coincidence?

Listen to the story the data is telling.

The truly sophisticated companies know this. The ads that get attention, the ads that hold attention, and the ads that convert people to a customer are often different. And guess what. Without getting attention and holding attention there is no opportunity to convert. But which one gets the trophy – you got it. But which is working? Answer – all of it. It is all important. The quest to answer the question – which of my ads is working – is noble. It is not easy. It is elusive and requires wisdom.

Not 80 different phone numbers.
(Digital Playbook)
(Google Ads)
(Google Search)
(Tactics)
(Ad Spend)
Steve Semple
Steve Semple

Stephen always sees the world through the eyes of your customers. His Four Strategic Marketing Decisions give you a lens to filter all marketing opportunities. Stephen's articles highlight the impact of marketing on your Home Service business.

Share this:
Previous
subscribe for free stuff

Secret Formulas Periodical.

Rare, bizarre, and unexpected tools, tactics, and techniques for profitable persuasion beamed directly to your pocket periodically, without warning.

(No spam. No strings.
Let's grow your home
service business.)
Frequently asked questions

Questions? We’ve got answers.

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.

Ready to transform your world?

(do it - you
deserve this)