Question 1

What makes Chuck's marketing approach different from other agencies?

Accepted Answer

I balance direct response tools to reach 'today shoppers' with brand building for 'tomorrow shoppers.' That provides immediate cash flow for payroll and other expenses, while building your reputation for customers who don't yet need what you sell. When they do recognize that need they already like and trust your company.

Question 2

What is Chuck's process for developing a marketing strategy?

Accepted Answer

The process requires more attention to different steps, depending on the client, the customers, and the competition. It generally works like this: 1) Discover the Business - I start by listening and dig into the owner's goals, profit drivers, customer base, and local competition. 2) Research the Market - I gather facts about customer habits, media consumption, and competitor moves. 3) Shape the Story - I craft a core message that captures the company's personality and values. 4) Build the Plan - I design a media mix that balances today's direct-response needs with tomorrow's brand building. 5) Launch, Measure, Adjust - Campaigns go live with clear metrics, and we watch results, fine-tune placements, and keep improving.

Question 3

How much should I expect to invest in marketing with Chuck?

Accepted Answer

It's much easier to grow a tiny company than a larger one. My fees are based on the amount of time and effort I expect to invest in your success. There are two stages: First, the research and creation of the marketing plan costs 1 percent of your gross sales. If your sales last year were $2 million, your marketing plan will require a one time investment of $20,000. If you choose to execute the plan on your own, our relationship is over at this point. But most clients want help in executing the plan. I charge another 1 percent per year, divided by 12 monthly payments. In this example, $1,667 per month. That number will adjust annually by the same percentage your top line sales have grown.

Question 4

How much should I spend on marketing?

Accepted Answer

A common benchmark is 5-10% of gross revenue, but it depends on your growth goals, market competition, and business maturity. Newer businesses often need to invest 10-15% to gain traction. Established businesses with strong brands can sometimes maintain dominance with 3-5%. The better question: What's the ROI? If you spend $10,000 on marketing and it generates $50,000 in gross profit, that's a smart investment regardless of percentage.

Question 5

How long does it take to see results from Chuck's marketing strategies?

Accepted Answer

Timeline depends on the tactics: Brand building (mass media) takes 6-12 months minimum to build awareness. Direct response tactics (Google Ads, direct mail, targeted digital) can generate leads within days or weeks. SEO takes 3-6 months. Most of my clients see measurable growth within the first quarter, with compounding results over time.

Question 6

How long before I see results?

Accepted Answer

Depends on the marketing channel: Google Ads/PPC - Immediate (within days); Local SEO - 3-6 months for meaningful results; Social media - 2-4 months for organic reach; Brand building/mass media - 6-12 months before major impact. Anyone promising overnight success is selling snake oil.

Question 7

Do I need a big budget to compete?

Accepted Answer

No. You need a smart budget. I've helped small businesses with $20K/year budgets outperform competitors spending 5x more. Strategy beats spending. Smaller businesses often win by: Dominating one channel instead of spreading thin, Having a better message that actually resonates, Targeting a specific niche instead of everyone, Being consistent instead of sporadic. Big budgets help. But clarity, consistency, and creativity matter more.

Question 8

What's the difference between marketing and advertising?

Accepted Answer

Marketing is everything you do to attract, convert, and retain customers: strategy, branding, pricing, customer service, advertising, etc. Advertising is just one tactic within marketing—paying for message placement in media. Most businesses need both strategic marketing and tactical advertising.

Question 9

Should I hire an agency or do it myself?

Accepted Answer

Hire help if: You don't know where to start, You've tried and it's not working, You're too busy running your business, You need expertise you don't have (SEO, media buying, copywriting). DIY if: You have the time and skill, Your budget is under $10K/year, You're willing to learn through trial and error. Hybrid approach (what I often recommend): Hire a strategist (like me) to build the plan, then execute parts yourself with guidance.

Question 10

What's the difference between SEO and Google Ads?

Accepted Answer

SEO = Optimizing to rank in organic (free) search results. Takes time to build, but results last. Google Ads = Paying for top placement. Works immediately, stops when you stop paying. You need both. SEO is like owning real estate. Google Ads is like renting. Own what you can, rent what you must.

Question 11

Is social media marketing worth it for my business?

Accepted Answer

Depends on your business. Social works well for: B2C with visual products (retail, restaurants, salons), Businesses targeting younger demographics, Building community and engagement, Customer service and reputation management. Social is harder for: Emergency services (nobody scrolls Instagram when their AC breaks), B2B with long sales cycles, Businesses serving older demographics. I help you figure out if social should be 5% of your budget or 50%.

Question 12

Does radio advertising still work?

Accepted Answer

Absolutely—when done right. Radio builds brand awareness and top-of-mind recall better than almost any medium. It reaches people in their cars (high dwell time), during their routines, in emotional/receptive states. What doesn't work: boring, generic radio ads that nobody remembers. What does work: Strategic storytelling that makes people care about your business.

Question 13

Should I still use direct mail?

Accepted Answer

Yes, especially if your competitors have abandoned it. Why direct mail still works: Less competition in mailboxes than in inboxes, Tangible (people can hold it, stick it on the fridge), Higher engagement rates than email for certain demographics, Great for local targeting. It works best when: Paired with digital follow-up, Sent repeatedly (not just once), Designed to stand out (not look like junk mail), Targeted to the right audience.

Question 14

What is brand building and do I need it?

Accepted Answer

Brand building is making your business memorable enough that customers think of you first—before they ever search Google. You need it if: You're tired of competing on price, You want customers to seek you out by name, You plan to be in business for 10+ years, You want to charge premium prices, You're in a commoditized industry. You might not need it if: You're just starting and need cash flow now, You have a truly unique product/service nobody else offers, You're planning to sell the business in 1-2 years.

Question 15

What types of businesses does Chuck work with?

Accepted Answer

I cheat. I work with owner-operated businesses that are operationally excellent, have perfected customer service systems, and given enough time would be successful without my help. I make that success happen much more quickly. I have worked with plumbers, healthcare providers, automotive repair, air conditioning repair, real estate, restaurants, roofing, pest control, hair salons, dance studios, and computer repair. The key requirement is that the business owner is actively involved and prepared for significant growth.

Question 16

What industries do you specialize in?

Accepted Answer

I work primarily with: Home services (HVAC, plumbing, electrical, roofing), Retail (jewelers, furniture, specialty), Professional services (attorneys, accountants, consultants), Healthcare (dentists, chiropractors, medical practices), Contractors and tradespeople. I prefer working with family-owned businesses in mid-sized markets—businesses with strong values who want to dominate their local area, not chase venture capital or franchising.

Question 17

Do you work with businesses outside Noblesville?

Accepted Answer

Absolutely. While I'm based in Noblesville and love serving local businesses, my partners and I work with clients across the United States and internationally. Last year my partners and I placed over $200 million in advertising for family-owned businesses everywhere from Fargo, ND to Mineral Wells, TX, to Richmond, VA.

Question 18

Do you require contracts?

Accepted Answer

For the first 12 months, yes—because that's the time needed to remove all doubt that our strategy is working. After that our agreement automatically converts to month-to-month. I want clients who want to be here, not clients locked into contracts they resent.

Question 19

What if I already have a marketing person or agency?

Accepted Answer

I can work as: Your primary marketing strategist (replacing what you have), A specialist in one area (like SEO or brand building) while your team handles other channels, A consultant who guides your internal team, or A second opinion / fractional CMO. Let's talk about what you need.

Question 20

What if I've tried marketing before and it didn't work?

Accepted Answer

Most failed marketing comes down to: Wrong message (didn't resonate with customers), Wrong media (reached the wrong audience), Wrong timing (didn't run long enough or consistently), Wrong expectations (expected immediate results from brand building). I'll diagnose what went wrong and fix it. Sometimes the tactic was right, but execution was off. Sometimes you were sold something you didn't need.

Question 21

How do I know if we're a good fit?

Accepted Answer

We're a good fit if: You're willing to invest in long-term growth (not just quick fixes), You value strategy over tactics, You're open to trying new approaches, You're prepared to commit to at least 12 months, Your business operations and customer service are solid. We're NOT a good fit if: You want to micromanage every detail, You're looking for the cheapest option, You expect overnight results, You're not willing to invest at least $20K in the initial strategy.

Question 22

What's the first step?

Accepted Answer

Call me at 304-208-7654 or email ChuckMcKay@WizardofAds.com. We'll schedule a free consultation where I'll learn about your business, your goals, and your challenges. If I think I can help you, I'll tell you. If I don't think we're a good fit, I'll tell you that too—and point you in a better direction.

Question 23

What happens during the initial consultation?

Accepted Answer

I'll ask about: Your business model and revenue, Your current marketing efforts, Your biggest challenges and goals, Your ideal customer, Your local competition. You'll get: My honest assessment of your situation, Ideas on where I see opportunities, A sense of whether we'd work well together. No pressure. No sales pitch. Just a conversation.

Question 24

How do I know if my business is ready for Chuck's marketing approach?

Accepted Answer

Your business is ready if: You have a solid product/service that customers love, Your operations can handle more customers, You're willing to invest in growth, You're prepared for a 12-month commitment, You're open to strategic guidance. You're NOT ready if: Your customer service is inconsistent, You can't handle more volume, You're looking for a magic bullet, You're not willing to invest in strategy.

Chuck McKay's Books

Each of Chuck McKay's books delivers actionable insights from decades of real-world marketing experience.

The Personality Prescription for Contractors

The Referred Customer

Fishing for Customers

Mastering the World of Marketing

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Start with the Books

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