PageView
(Storytelling)

Ugly Duckling Advertising — The Way “Normal” Businesses Get Rich

Most marketers offer one-size-fits-all advertising advice that simply won’t work for ugly duckling businesses.

Jeff Sexton
Jeff Sexton
March 26, 2021
Ugly Duckling Advertising — The Way “Normal” Businesses Get Rich
duck

What’s an ugly duckling business? It’s a business that is either:

  • Unsexy — it provides a service that no one is interested in until they need it, such as plumbing, roofing, transmission repair.

Or

  • Non-Purple-Cow-able — it’s in an industry where it’s impossible or illegal to claim superiority or uniqueness, such as lawyers, surgeons, insurance sales.

There’s nothing wrong with these businesses… except that 99.9% of marketers pretend like they don’t exist.

How Most Marketers Ignore Ugly Duckling Businesses

purple cow

Most marketers offer one-size-fits-all advertising advice that simply won’t work for ugly duckling businesses.

Think about the lawyer or a stock broker or insurance salesman who’s told he needs to advertise reasons why he’s unique and superior to his competitors.

Such claims are usually illegal to advertise.

The Bar Association or FTC or some other agency simply won’t allow claims like that on the air.

And when those claims aren’t illegal, they are all-but- impossible to credibly make.

When is the last time you came across a plumber who was truly unique or had a single, easily-explained advantage that made them better than other plumbers?

Then there’s the content marketing and social media “gurus.”

Businesses are supposed to get people interested in “content” on, say, transmission repair just out of passionate interest, the way an enthusiast might want to read articles or watch videos about wine or scotch or golfing.

Sound likely to happen?

It all leaves many owners feeling like their business is an “ugly duckling.” They’re not Apple, Tesla, Amazon, or Jack Daniels.

They’re not inherently sexy or interesting to talk about.

So now what?

The Secret to Turning Your Ugly Duckling Into an Advertising Swan

Here are the fundamental secrets for businesses like yours to create great advertising that’ll grow them to the size of giants.

First, while your business may not be inherently interesting to talk about, you are.

Any honest man endeavoring to make an honest living in this world absolutely will have stories to tell — and many of those stories are spellbindingly interesting.

mary poppins

Second, a spoonful entertainment will make the messaging go down.

You may not be able to get people to voluntarily inform themselves about your profession through content marketing, but you can broadcast ads that entertain people while also prejudicing them in your favor.

And that’s it.

Tell stories that interest people while slipping in enough messaging to help build familiarity and trust.

Why Being “The Honest Goods” Is Good Enough

At this point, the typically objection to this strategy goes something like:

honest goods
“But you haven’t sold people on WHY they should choose me. You haven’t convinced them I’m better. How can your plan differentiate me against my (lower priced) competitors?”

Answer: You don’t actually have to claim to be unique or better.

You just have to claim what I’d call the Boy Scout Benefits.

Claim and then — through your stories — show yourself to be: honest, dependable, helpful, trustworthy, loyal.

In other words, claim nothing more than to be the honest goods. The genuine article.

Because if people feel like they know who you are and have a gut feeling they can trust you…

…and they don’t know your competition or have any idea if they can trust them…

who do you think wins that sale?

Where You’ve Already Seen This Work

Just think about how often someone comes to you from the merest, most tangential of connections.

They’re friends with your sister or your cousin, or a buddy of yours goes to the same gym, or they see you at church.

And that merest puff of a connection is enough.

Why?

swan

Because SOME connection is better than NO connection.

Well, telling your stories on the radio is a way to leverage mass media to make hundreds of thousands of people feel as if they have a connection with you.

And a much stronger connection than whatever six- degrees-of-separation style coincidence that usually does the trick.

And that’s how ugly duckling businesses turn into advertising swans laying golden eggs all day long, year after year, for decades to come.

Got an ugly ducking business? Let us help with your advertising.

(Ad Message)
(Narrative)
(Business Advice)
(Core Values)
(Value Proposition)
Jeff Sexton
Jeff Sexton

Businesses either sell $5 haircuts, or fix $5 haircuts. I’m your guy if your company fixes $5 haircuts. Working together, we'll de-commodify your business, make pricing pressure a thing of the past, and grab the lion’s share of customers willing to pay a premium for your service or product.

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)