The event was a smashing success. The room bulged with over 50 people. These Wizard of Ads partners trained on:
Jeff Sexton started out the day in rousing fashion. His presentation covered examples of specific commercials and ad campaigns. He talked about what they did well, what worked, and what didn’t work.
Peter Nevland – Supercharging Your Writing for Business or Fun
Adam Donmoyer – Where’s the Beef? Making Ads Powerful.
Adam focused on getting to the heart of your advertising message. Are you using adspeak like everyone else in your market. “We won’t be undersold”, “fast, friendly service” or other cliches. These are so overused nobody believes them. Plus there’s no risk involved in these so how can customers believe them? The ‘beef’ in your ads is a guarantee like “We’ll be there within the hour we said we would or you don’t pay a dime”. That’s a strong precise promise, shows a clear benefit, and tells what bad thing will happen to the business if they don’t fulfill. He also talked about using Music and the Music of Language to Make Your Advertising Campaign Successful
Chuck McKay taught A.P.E…the Advertising Performance Equation. It was a no-nonsense presentation going through the numbers of what factors make an advertising campaign successful. And if those factors are below the line then your radio ad campaign is losing money.
Jingles – mid-event saw a 30 year jingle writing expert and musician give tips and tactics on how he creates memorable effective jingles. Ray guided the interaction between the jingle expert and 1 of his clients. Mortgage broker Nick Flanagan used a jingle to get his phone ringing off the hook.
Before the jingle Nick got between 3 and 4 phone calls per day. He had been working strictly on a referral only basis. His business was good but he reached a plateau.
After the jingle Nick’s phone was blowing up with over 26 phone calls everyday. He had to hire out a phone answering company. He also had to put other scaling factors into play to grow his business. This is a high-quality problem you can have when you work with the Wizard of Ads Group.
Mike Slover gave an entertaining presentation about factors in creating your ad campaign.
Dave Young gave a presentation which solves a big problem most small business owners have…blogging. Local business owners know they should be blogging but the excuse of “I don’t have time” often stops them dead in their tracks.
Dave created a simple solution where they can get on a phone call with a radio personality, be interviewed about their business, talk about top questions customers ask, and have blog post content created and posted.
Monica Ballard discussed the high wire act of ad writing. She has experience working with Cirque du Soleil and brought the tactics that made Cirque such a success and bridged those into advertising. She took the fundamental factors from Cirque and applied them to writing highly profitable and compelling ads.
Adrian Van Zelfden is a local Austin CPA and talked about how to grow your business. There are 4 main factors which are:
1) average ticket per customer
2) how many times a customer buys per year
3) how many new customers you can get
4) how much new advertising you can do.
Ray Seggern, the Wizard ringmaster and host of the Marketing MasterClass event, spoke about the placebo effect and Henry Ford effect. He gave examples on how you can take tactics that are successful in one industry and bring them over to your industry and advertising campaigns for increased profits.
The event attendees were happy with what they learned and got a chance to network with each other at the end of the event. The Q&A session in the small groups was very enlightening.
If you weren’t fortunate enough to be there live, stay tuned. Because of the success of this Austin event the Wizard of Ads Group plans to host more of these live training Marketing MasterClass events on the unique and creativity inducing campus of the Wizard Academy.
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