How to Measure the Effectiveness of TV & Radio Advertising

Brandon Welch 0:00
Immense amount of what human beings decide to do happens in the unconscious mind. The things that motivate us are things that we don’t produce in the logical, deductive left side of our brain. Format. We make emotional decisions based on what we know, we trust, we like. We make large amounts of commitment to brands and companies and people who we feel are already familiar and otherwise emotionally connected to us. Yeah, that is the magic of a well produced broadcast campaign.

Welcome to the Maven Marketing Podcast. Today is Maven Monday. I’m your host, Brandon Welch, and I’m here with Caleb, the coach, AG, coach, the coach. Caleb just finished his first season as a football Yeah. Flag, flag, flag

Caleb Agee 0:51
football, flag

Brandon Welch 0:52
football coaching. What is one takeaway you can give us from that experience?

Caleb Agee 0:57
I didn’t know you’re going to do this. One takeaway from the flag football experience, you can always learn a different way to exercise your leadership.

Brandon Welch 1:07
Ooh, leadership shows up in many yes areas,

Caleb Agee 1:10
and with nine and 10 year old boys, they need a lot of leadership. They sure do, and it’s a very different version of it. So speaking

Brandon Welch 1:18
of leadership, let’s talk to some leaders about marketing. Let’s do it. Love it. This is the place where we answer your real life marketing questions so you can eliminate waste in advertising, grow your business and achieve the big dream. Today we’re going to talk about something that most business owners struggle with, at least at some point, TV and radio campaign performance. Yeah,

Caleb Agee 1:40
everybody wants to know. You know, when you put marketing dollars in, you want to know that it’s going to return. I mean, it’s any investment in business or in life, you want to know that it’s going to come back around. So,

Brandon Welch 1:51
yeah. So what happens is, most, most TV and radio conversations are started by people who sell TV and radio. Um, I’m talking specifically for my businesses that are probably sub $5 million who have grown organically through their community and just doing the right things as a business. But when you want to increase past a certain market share, when you want to increase past your certain circle and the circles that your employees and maybe your church and your community and just being visible in your town happens, you’re going to have to turn up a bigger megaphone. You’re going to have to appeal to people who wouldn’t encounter you otherwise. And so that is what we call tomorrow marketing, yeah, we go beyond our inside circle, and we reach a lot of people at once through what we call broadcast, yes, TV and radio, to this point in time, like TV and radio, as of now, are still the most efficient ways to reach large, large, large groups of people. There are much better ways to target people and do things like yeah, social media targeting Google. We talk a lot about those, but broadcast, to this day, even if you’re going to people still listen to radio and still watch TV, the answer is yes, by the 10s of 1000s, and there’s an episode we’re going to do on ratings data and all that, and how you know that. But large, massive groups of people, still, the best way to reach them is through TV and radio in most markets, yeah, and for most demographics, a

Caleb Agee 3:14
lot of people would call this we call it tomorrow, marketing tomorrow, customer bonding, right? We’re connecting with those tomorrow customers. A lot of people would call it branding or it branding, or maybe trying to create top of mind awareness right when they don’t need me today, but someday they will, and I hope that I come to mind when they need me. And so we always call it. This is our insider language. You’re part of mavens, you’re part of this insider language. But we, we are talking about tomorrow customers, and we want to make sure that we think about them not as today customers, which is a very different measurement, a different mindset. We want to make sure that we measure them more in months and years, instead of in days and weeks. Yes, and that that’s what we’re talking about today, is the seven clues along the way to know whether or not your TV and radio campaigns are really working. Because,

Brandon Welch 4:05
frankly, on the beginning of a campaign, if you’ve got a good campaign that is going to work, it feels the exact same as a campaign that is not going to work. Yeah. And so most, most well meaning broadcast sales folks will to get the sale. They will agree with whatever your logic is to measure this, and they’ll say, yeah, yeah, it’s gonna be great. I’ve got businesses that grow all the time. And they’ll say, Cool, well, I will see how many calls I get, and we’ll try it for three months. And they go, cool. Sign, the sign, the piece of paper. Then they take the contract back to the station and they throw it to an overworked production guy, and they say, make an ad. And here’s how many years they’ve been in business, and here’s their trucks, and here’s the location. And go out and shoot an ad or come to the studio and record. Studio and record an ad, and then you get three months ago by and he goes, Well, I haven’t heard anybody call. I haven’t heard anybody say they saw my ad. And it’s like that is where most people, a have the wrong strategy and message in place to begin with, but B make a premature decision off of. Uh, data that is, frankly, not reliable to predict what is going to happen in the future of the campaign. Yes. So yes, a big problem is that people pull the plug too short, but it’s because they have nothing else to go off of, other than they say, Hey, Caleb, did you see my ad years on TV? How did you how did you hear about this? That’s it, right there. And there are a bunch of reasons why that is actually neurologically, psychologically, statistically, not a safe measurement. And just to put a bow on that, most people, neuroscientists agree, cannot tell you 90% of what has happened to them in the last 24

Caleb Agee 5:38
hours, just any you can think about yourself. I the O’Reilly auto parts is here in town, I promise you, I choose O’Reilly’s over the other auto parts stores in our city because of the commercials they ran when I was a child. Yes, I haven’t heard an O’Reilly’s ad. Oh and oh sing it O’Reilly’s auto parts. So wow, Andy’s frozen custard, they still have equity in my brain because of the tomorrow marketing they did, writing in the back seat of your mom 20 and 30 years ago to me. And so if you think about if you try to make me a linear equation, it’s just not going to work.

Brandon Welch 6:16
Can you imagine if McDonald said, How did you hear about us today? Now I actually did the advertising placement for McDonald’s for a while. On the inside, I was the guy who accepted the orders and put them in and working with their media buyers, their goal is for you to hear a breakfast commercial while you fall asleep, see one when you wake up. Here, hear it on the radio and drive by a billboard, all before you get to your office to work, yeah. And if they were sitting there going, how did you hear about us? Why did you buy this egg McMuffin today? How did you hear about us? And it’s like nobody would say, Well, I saw your billboard and I heard your ad last time as I was falling asleep. It happens in the subconscious. Okay, yeah. And so we’re not trying to make an ambiguous thing even more ambiguous, but we are trying to create context that immense amount of what human beings decide to do happens in the unconscious mind. The things that motivate us are things that we don’t produce in the logical, deductive left side of our brain. Format. We make emotional decisions based on what we know, we trust, we like we make large amounts of commitment to brands and companies and people who we feel are already familiar and otherwise emotionally connected to us. Yeah, that is the magic of a well produced broadcast campaign. Yes, you are preceding your interaction with him in a physical level and in a logical level with a very unlogical, emotional, unconscious impression. And so to the people and to the bookkeepers and to the accountants and to the very intelligent, smart business owners who go, I have to have something to go off of this is a problem. I have a conversation I’ve had for years. Oh, yeah. And so there are what we call clues along the way there. There are signs that something is increasing and it is not going to come in the form of somebody going I saw your TV ad, and I was waiting to see an ad for a mechanic so that I could decide to get my oil change today. It’s like, no or not, what happened or

Caleb Agee 8:23
even, and people do these, it’s fine, but even putting a tracking number on your TV ad, qualifying just those, just the people that called on that number, yes, those are not all the results of your TV ad. They think, think about your customer journey. When you buy something. You see the TV ad, you hear it on the radio. You see a billboard. You google it. You do maybe you do research. Maybe you end up hitting a Google ad. Maybe you hit their website directly. Maybe you search for their name, or maybe you don’t. There is, there are 100,000 different customer paths that all these different people can take to get to you. And if you try to just say a to b, and that’s all they did. You’re missing out. And we’re looking for this, this beautiful, like cumulative picture, yes, of how they’re getting to you. Yes.

Brandon Welch 9:09
So do just a little bit of math. We do a lot in the window, roofing, HVAC, space. I’m just going to pull one of them out of the out of thin air. About 3% of single family homes get their windows replaced per year. Okay, do the math, 3% this year, 3% next year, 3% the next year. It takes about 30 years, 33 years for that equation to complete itself before every home has got new windows until they need them again, right? 33 years, about as long as people in this room have been alive, right? 33 years means that there’s 3% per year in the market. If I take 3% per year per market, and I divide that by 12 months of the year, point 03, divided by 12, equals one quarter of 1% per. Month of the market that could even give a flying flip about Windows, one quarter 1% so if you jump on the TV and all you’re talking about is Windows, we need Windows call now for my windows. If every person in the entire DMA was sitting there watching your commercial, one quarter of 1% would even have reason to pick up the phone. We’re talking

Caleb Agee 10:18
about four months to get 1% of the population to even get to even need what you’re selling now,

Brandon Welch 10:26
let me take it even further. The Super Bowl doesn’t even get half of the audience to watch at the same time. Super Bowl the biggest TV event of any year, right? The biggest daily television programs may have, may have, like on the largest, most aggressive scale, 10% of the entire population watching. So do that. You’ve got one quarter of, one quarter of, one quarter of percent who could even give a flying flip. And then you have to assume they were thinking about that with the over 5000 thoughts they have. Actually we see like 60,000 thoughts a day. So divide that by 24 and it would be 1000s of thoughts per hour, and then you were one of the ones. You the stars aligned, and it was the time for them to think about Windows and call you. And so the math and the human behavior of expecting direct response from broadcast can happen. The stars can align, and we have clients every day that have as their ads run, the phone calls come in. That can happen, yes, and it happens more when you have a shorter buying window, when you have things like food, or when you have things like entertainment, things that I think about more often than I think about roofs and windows, for example. But even at that rate, there is a much, much, much, much bigger connection and payoff that I can have with a broadcast campaign. And as that ramps up, we start to see clues that don’t present in Yes, it was a linear I saw your ad and I called you, but there are seven things that we want to talk to you about that you can be looking at because you’re going, Hey, I’ve been doing this a few months, and I’m not feeling the action or, man, I tried that. Usually I tried that, and it didn’t work. And so assuming that you have a good strategy, a good positioning of your product, and most importantly, you have a message that is capable of making people think and feel good about you. And that is a very big if, it’s a very big if, right, yeah, and that’s where you want to hire a writer that can do that for you, yes, or an agency that can do that for you that has a track record of doing that for you. Assuming those things are true. Here are the seven clues you will see along the way to know I’m onto something, and big things are about to happen. Because for most categories, 12 to 18 months in is where you start to go. Holy smokes. It’s working now. Things

Caleb Agee 12:41
are happening.

Brandon Welch 12:42
Yes, yep, our buddy Greg out in Carolina. Oh

Caleb Agee 12:45
yeah. We were talking to him in December, and I think he was like, you know, December slow for for his business season, home improvement. But he’s like, Man, this is a lot of money. I’ve been doing it for. He started at the beginning of second quarter, like March or April. He’d been doing it roughly nine months, nine months. And he’s like, Man, I know I’m up. It’s, it’s going up. It’s, it’s tough. This is a big investment. I’m gonna pony back up again for next year. Let’s go and so he’s like, but it’s really got to work. We’re like, trust us, it’s going to he is looking at in he’s, he’s on, what, 14th, 15th month running TV, and he’s 50% up this year. It was year over year. He was

Brandon Welch 13:24
planting those seeds all along. And yes, his campaign reaches about 60 to 80,000 people a week, and has been winning them over all along. Right? By the way, we’re gonna put a link to Greg’s ads in here so you can see the campaign He’s been running. Yeah, that’d be fun. Hey, the camera guy’s gonna make that happen for you. Yeah, for you. And it’s that, it’s that 12 to 18 month mark. It’s not that your ads suddenly started working. It’s that people suddenly started buying what you have been slowly ramping them up to all along. Yeah, you think about that

Caleb Agee 13:53
one quarter of 1% you’re stacking that, and then it’s half of 1% 75% of 1% right? 1% okay, now I’ve got 2% yes, 4% 10% of the of the audience I’ve been talking to has come across the need for what I’m selling that stacks up. And you you’ve invested in them,

Brandon Welch 14:10
yes. And so with that math, just think about a well done TV and radio campaign, which the next episode we’re going to do is how to buy TV and radio that’s coming out next week. Megan is going to join us and we’re going to do that. Okay, assuming you’ve done this right, which essentially you want to reach the same people over and over and over and over again. But at the end of one year, you have had, if you do that the way we recommend to do that, you have had in the neighborhood of 50 to 100 times the average person in your audience has been exposed to some what of your message in a broadcast format, this magic moment works around, let’s just go back to the Windows or home improvement example in the spring is when a lot of people decide to take action on those things. When I wake up and I go, okay, maybe you got your tax return. Or maybe it’s just time to do it. Or maybe. Washing the house, and you finally decide, Okay, I better do something about these dadgum windows or roofs or decks or whatever. Who do you think has a better chance of winning Greg, who you have seen along with his wife, along with a funny feel good message over 50 times in the last year you’ve been exposed to him and your subconscious. Do you think he pops off the search engine page as the guy you want to go with? Or do you think some random company who has some random ad and some random landing, random landing page that says Contact Us is going to win? Yeah,

Caleb Agee 15:33
it’s gonna be Greg all day long.

Brandon Welch 15:34
So you guys understand what we’re going through. It’s it’s the exact same thing that happens when you get a referral from a friend, a referral from a friend always equals a better result. They’ll trust you more, they’ll buy they’ll spend a little bit more money. They’re going to ignore competitors. And you’re building that familiar friend inside. In this case,

Caleb Agee 15:51
the friend is you. We’ve built this up really good. When you ready

Brandon Welch 15:55
just claim the heck out. It’s so big. Once you’re doing those things, once you know you’ve got the right schedule and you’ve got the right message in place. Here are the seven things you’re going to see ramping up to that big moment where you go, Holy smokes. I’m glad it’s

Caleb Agee 16:06
working. Yeah. Clue number one increased Direct Website Traffic and brand searches. So this is people literally typing Frank and maven.com into the URL bar and going directly to your website? Yes, by the way, you can go to Frank and maven.com right now and subscribe to our weekly emails.

Brandon Welch 16:26
Maven Monday, there’s a lot more extra goodies in there for you. And frankly, like

Caleb Agee 16:30
how I’d plug that right there. So

Brandon Welch 16:31
you did so, so instead of going show me ad agencies near me, yeah, they go, I’ve heard about that, Frank and Maven. I’m going straight there. By the way, this is happening to us in real time because of this podcast. This is our tomorrow market. This is our tomorrow market. If you didn’t know, yeah, you’re being tomorrow marketed.

Caleb Agee 16:46
Yeah, hope you like it. Hey there, hey there. Friend, hope, um, hope we become more friends. So, yeah, um, but, but then brand searches, you can track, uh, obviously you can drag, track direct traffic, just in your Google Analytics. So you can say it’s literally a category in acquisition direct. Yes, you’ll watch that go up over time, and that’s that’s a really powerful thing. But the second one, you can either go to your Google ads campaign, look at your maybe your branded keywords, or you can go to Google their Webmaster Tools, or this, or the Search Console, and if you look at those, it’ll show you the volume of people searching for Frank, Maven, Frank and Maven, you know, and you’re looking for that, that kind of term show showing up and increasing over time. So

Brandon Welch 17:30
you’ll you’ll also know it, because your phone will start ringing and people will be like, not that I just saw your TV ad or radio ad or whatever. People will talk to you as if they already know who you are, and you will feel that in the quality of your conversations, but they went to you. And let’s go to the second clue. So you’ll see in analytics, direct traffic increasing is a really good sign. We usually like frankly, we see that within three to six months in most categories. Yeah,

Caleb Agee 17:57
that’s assuming you’re saying your web address on the ad, yeah. I think that’s a given. But

Brandon Welch 18:03
called call to action counts. But even in ads where we don’t do that, it

Caleb Agee 18:09
would be that would be more brand search. They’d be searching call your name, yeah.

Brandon Welch 18:12
Brandon search is looking for your names. Yep. Clue number two, decreased

Caleb Agee 18:16
lead cost. So

Brandon Welch 18:20
most people who are just getting into the broadcast idea have built their business on relational relationships and buying some sort of leads, whether that’s through Google or whether that’s through a directory or things like Angie’s List or home advisor, or any of The number of lead generation services you could have. And so the problem is, when you’re showing up only there in a stranger, somebody who doesn’t have the benefit of driving by you every day, seeing your trucks or knowing you otherwise, you look the same as all other literally dozens, if not hundreds, of options on that search result page. Yep. And so therefore they click you at the same rate they would click anybody else. They call you at the same rate they would call anybody else, and they trust you at the same rate they would trust anybody else. What happens when your name is the thing they recognize on that page is they click you more often than they would click somebody else. That’s right, they trust you more often and call you more often than they would somebody else. Yep, which means you’re getting more return on your investment from those transactional based ads than you would normally, because you’re getting more action for the same amount of money spent. Yep, and it represents itself in decreased lead cost. Yeah, we’ll have

Caleb Agee 19:35
the same we have several clients that are in the same industry, the same business in the different cities across the country, and there is a direct correlation and difference to between. We’ll just go Google ads. Yes, we can run the exact same campaign, the same strategy, the same keywords in two places. Let’s say for a roofer, one is hard. Run TV ads, or has just in the first six months, and the other has been doing it for 1015, years, yes, or third, or third,

Brandon Welch 20:08
five to six years? Is

Caleb Agee 20:10
it five to six? Okay, you

Brandon Welch 20:11
think of the one thing? I think so, yeah. So we literally have two markets next to each other, similar sized markets. We copy pasted the search engine, uh, ad strategy setup, yeah. Literally the same, same language on landing pages, both very good men, both running very good companies, everything is virtually the same. One’s getting a $27 cost per lead right now. The other one is paying $313 cost per lead. I

Caleb Agee 20:32
promise you, every roofer in America would murder somebody would give their left arm for Yeah. What’s the most extreme thing we can think of? Yeah, for $27 leads you that makes hay all day long, kiss a rattlesnake. For that kind of you could be the worst salesman in the world and make money off $27 you really could. And so we see decreased lead cost over time. And actually we watch it just trend down and down and down. And that actually leads us to clue number three, which is higher conversion rates on your website. Yes. So all of those things go together, right? We’re thinking they go to the search engine. They search for roofer near me. Okay, they didn’t have a preference to you. Maybe as much because they search for roofer. They didn’t think of your name, but then they see your name on the page. So I like that guy. I like them.

Brandon Welch 21:23
I’m gonna suddenly your name recalls all the feelings that that you hopefully have built. I have heard

Caleb Agee 21:27
about them. They’re a good company. That’s kind of how you think about it. They click on that, and then they go to your website, your conversion rates on that off of those clicks, because you paid as soon as they clicked on Google, you paid when they click, and your conversion rate goes up over time, because they already trust you. And so the big thing we want to make sure, you know, is that we want to make sure there’s a thread between your campaign and your website, your landing page, because it needs to use the same I would a big cheat is, if it’s visual, if it’s TV, use your characters, use your people. And the shirts show their faces, show their the visuals, the graphics that you have flying across. But then also use language from your scripts. Yes, we talk about like these brand phrases that you have this consistency. And they come and they say, Ah, this is the same place. I thought it was.

Brandon Welch 22:23
We were just talking about Greg. His is beautiful windows, it won’t break the bank. What do you think the very first thing you see on his website, beautiful windows that won’t break the bank, right? Yeah, that catch phrase or that brand voice, very high up on language. Same pictures, same obviously, same colors. Hopefully, that’s a no brainer. You are also wanting to add a supplement to the thing you promised. So, like, we talk a lot about the D guarantee, we have for a character of ours in Kentucky, what? And they talk about the D guarantee, but it’s like, when you get to the website, we have the full D guarantee. This is what D guarantees you, right? Yep. So all of those things connect it, and you’re gonna see literally, I think we talked about this a couple episodes ago, but which, here’s some literal numbers for you. Most home improvement people come to us with a two to 3% conversion rate, which is average for a home improvement website after a year, it’s usually five to 6% because of the campaign increases we’ve done. But we have people who’ve been doing this for five years, literally in the 1520 and I can think of one that’s 25% conversion rate right now.

Caleb Agee 23:30
Our $27 lead roofer, that’s

Brandon Welch 23:32
the client. Yeah, yes,

Caleb Agee 23:33
yeah, amazing. Just

Brandon Welch 23:36
to read that back to you before broadcast, one out of 50 people were turning into a lead on your website after a matured broadcast campaign, one out of four are turning into a lead opportunity for you.

Caleb Agee 23:48
That’s fantastic. So we’re gonna take that one step further, and we’re gonna go with Clue Number four is higher and easier sales closing ratios, so we’re going past the lead, right? We’ve just, we’ve we’ve talked about decreased lead cost and the conversion rate, which attributes to a decreased lead cost, right? They trust you. They but then that goes past just marketing, and it goes into your sales conversation, yes, and you’ll notice that your close rates go up and up and up. I have I can

Brandon Welch 24:23
think of one company who, before they did what we’re talking about, this is three years ago, their their combined close sales ratio was like 30 to 35% okay? Their lowest guy in the totem pole was probably closing at 20% their highest guy was like 45 which is actually really good, yeah. And the blended was 30 something, right? Yep, got average today, after doing the things we’re talking about here, it is a combined 55% with their highest guy in the 60s, their lowest guy somewhere in the 40s, and the middle guys even about to be 50. Come on, let’s get it and and what’s happening is the. Guys are going to the front door and they’re open and going, Oh, and the sales guy, the younger sales guy, is not the guy who’s been on TV, sure, owners, usually they’re on the TV, but they’re like, Oh, I thought Mike was going to show up. Where’s Joey, right? And and then they’re repeating, did you bring that thing you talked about on TV? We have a campaign we’re about to produce for an electrician that I’m just bonkers excited about, but we’re doing this thing that I guarantee you, within months, people are going to start repeating, yes, and he’s going to point and do this thing. They’re going to be like, can you do the thing? And that happens with with campaigns we produce over time. And so what does that what does that mean? They know you, trust you, and they’re just looking to verify when you get in the door, exactly, versus the other goober that just came in and did his dog and pony for you. Yeah,

Caleb Agee 25:46
you’ve already built the relationship, that’s right, and the sale is so much easier at that point. You’re a

Brandon Welch 25:51
trusted friend, and all they’re doing is saying, yes, yeah. Clue Number

Caleb Agee 25:55
Five, more repeat and referral business, you can see how this all trickles out. We’re kind of going yes in linear order, right? Yeah, you’ve got more sales. You’re closing better now those people that you’ve already worked with, we call them your yesterday customers. Yes, they are coming back for more, or they’re telling their friends about you because they believe in you. And remember, this is because you’re doing broadcast media. They are seeing you still on TV. When they’re sitting on their couch at night, they’re watching you, and they’re like, that’s great. And then when a friend is like, I need a new electrician, they’re like, You should call so and so, but you’re

Brandon Welch 26:32
just keeping gas in that tank. Yeah, it’s like, when you, when you meet somebody and you like them, you do business with them, and then you, once a year you get their Christmas card. You think, oh, man, I like, I like that, Caleb, right, yeah. And so do the Christmas card, by all means. But even better, if every other morning they’re still seeing you, and you’re reminding of that positive impression, you’re refilling that tank. And next time somebody at their office or at their church or whatever is going, Gosh, golly, I need some windows. Instead of them going, Ah, I already did that, they’re gonna walk out of their way and go, no, no, you got

Caleb Agee 27:00
to call Caleb. You need some windows. You need some windows. Yeah, we

Brandon Welch 27:04
literally see this is funny because sometimes we have to remind people. They’re like, Well, I had some increase in business this year, but a lot of it came from referral. And we’re like, yeah, yep. And double and triple the referral amount of customers, just by your past customers being in this large envelope of the broadcast. Yep. So it’s

Caleb Agee 27:23
great clue. See that Clue Number six is your competitors chasing you. Now, this one ticks off some business owners, and it makes us smile every time you know you’re doing something great when you have copycats. 100% you know you’re you’re making waves when somebody tries to do what you’re doing. And a lot of times this look like this. Looks like your competitors showing up in the same show air time as you you’re like, why are you in? Why are Why are you in here? I’m, this is my show. I have the 6p news. No, actually, you don’t own it, but hopefully they’re doing a worse job with their messaging, and you’ve been there way longer, so you’re building that trust 100%

Brandon Welch 28:07
I saw this when I was actually at the TV station. I would do a good job for somebody, and then, literally, like, 678, months later, they would be hearing about this. No Name company. The competitors would start hearing about it. Well, what about it. Well, what about this company? They start showing up and they competing against them, and so now they’re seeing their ads, and they’re calling asking for one of us salespeople to go out there. We’ve actually even seen it in our agency, where a competitor that of a company we’ve built up, they don’t know that we’re the people that did that, but they call us randomly and ask us if we can do the same thing. Yeah, but you’re who will hear it first is your sales guys. They’ll, they’ll see your competitors start to chase your offers. Or you’ll, you’ll hear, Oh, yeah, I can do that too. You’ll hear a lot of well, they called me back and said they’d beat your offer. You’ll hear more of that. And while that is a cantankerous thing to be involved in, to start a war, yeah, you’re just being you, man, yeah, you’re just putting your honest, beautiful company out there trying to do good things for good people. Yeah, and that’s going to agitate people who are just doing average things.

Caleb Agee 29:16
You’re not trying to throw a hand grenade in the 6p news and hope that it causes somebody to get upset or change. No, you’re there for 52 weeks this year. And guess what? Next year you’ll be there for 52 more weeks. Yep, that’s all the weeks, by the way.

Brandon Welch 29:32
I don’t know for Christmas, that’s even Chris,

Caleb Agee 29:34
even Fourth of July. 4 of July, for sure, not Mother’s Day. Okay, all right, so competitors are chasing you can follow that conversation back to their building and know that they are hearing about you. Yes, and that’s causing causing some problems, and that’s great. Nate

Brandon Welch 29:52
cue the drum roll effects, or Clue Number seven.

Caleb Agee 29:58
Clue number seven, yeah. There’s a Clue Number seven, faster growth rate annually, you are going to grow faster than you were before.

Brandon Welch 30:08
You are going to, all of a sudden, look back and go, Why did I grow 25% and when the last three years, I’ve been growing eight to 12% possibly the year after that. And we have a client that’s on par with this, you’re going to get back to that 60 to 70% growth rate that you had when you very first started your

Caleb Agee 30:29
business. Yeah, unusual to grow by 50 or more percent in your after your fifth year in business. Yes, very unusual. But we see it so often. We just talked about Greg seeing it. He’s well into his, yeah, I don’t know, seven, eight years into business, and he is seeing a 50% growth year. And Greg’s not slacking. He hasn’t been slacking for seven years. He’s been crushing it for seven years, and he’s still seeing 50% it’s

Brandon Welch 30:54
it’s very easy to double the size of a half million dollar business, it’s five times harder to double the size of a million dollar business, and it’s like eight to 10 times harder to double the size of a $2 million business. Yeah. And so commitment to that tomorrow customer, commitment to large audiences of people, commitment to talking to them in a relevant, entertaining, positive way that makes you a trusted provider long before the sale is the secret to faster growth rate annually. You go outside your circle, you go outside the average amount of people that interact with you, and you start pulling more people in. And that is the magic of broadcast, TV and radio. These seven clues are the ones that are going to tell you it’s working and you’ve got good things coming. But at the end of your first year, you’re going to feel like, okay, that was worth it. Any of your second year, you’re going to be like, holy smokes. I wish it would have done that sooner. Done that sooner. Years four and five, you’re taking over your market. Yeah, one of our roofing clients who mentioned there was literally in the bottom 10% of his market when he started doing this stuff, and this is a huge, massive investment for him, this was scary. He’s like, if this doesn’t work, I’m about to sell my house. That was literally his words to me. He is now about to take over the biggest roofer in his area. He’s easily number two and knocking on number one, and it took that number one, like, 30 years to get to number one, and he’s done this in like five or six.

Caleb Agee 32:17
That’s crazy. So

Brandon Welch 32:18
that is what we have for you today. Yeah, commit to large audiences. Commit to your tomorrow, customer. Don’t bore them with silly ads. Inspire them and make them like you with wonderful ads. And along the way of you spending this money and wondering when’s it gonna pay off, you’re gonna see these seven clues. You’re gonna no good things are coming. And you better plan the party. You better plan the big vacation. You better plan the big bonuses for your people, because they’re gonna happen. That’s right, and you heard about it here. That’s right. Click, like, click, subscribe, forward it to a friend who needs to hear this. We’ll be back here every Monday answering your real life marketing questions, because marketers who can’t teach you why

Caleb Agee 32:57
are just a fancy lie. Have a great week.