Frequently Asked Questions

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.

The process requires more attention to different steps, depending on the client, the customers, and the competition. It generally works like this:

This process reflects my belief that good advertising is both art and engineering—grounded in research, fueled by creativity, and focused on measurable growth. Learn more about my marketing strategy services.

It's much easier to grow a tiny company than a larger one. As you might expect, my fees are based on the amount of time and effort I expect to invest in your success.

There are two stages of us working together. First, the research and creation of the marketing plan. You will pay 1 percent of your gross sales for this initial work. 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. Sales are up 20 percent? My fee increases by 20 percent also. But you're paying it with profits you've already earned.

Questions? Call my direct number: 304-208-7654.

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. Read our complete Marketing Cost Guide.

This answer depends on the purchase cycle for what you sell. We can get responses fairly quickly for a restaurant because dining out may happen several times a week. Refrigerators typically last 10-15 years. As you might imagine it will take longer to persuade customers to buy a new refrigerator.

Most clients begin to see increased phone calls and inquiries within 30-60 days.

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.

No—you need a smart budget. I've seen businesses with $3,000/month outperform competitors spending $15,000 because they had better strategy, better messaging, and better media selection.

Creativity and positioning beat budget every time.

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.

Do it yourself if:

• You have the time (10-20 hours/week minimum)
• You have the skills (or are willing to learn)
• You enjoy marketing
• Your time isn't better spent serving customers

Hire help if:

• Marketing isn't your strength
• You need results faster
• Your time is worth more elsewhere
• You want strategic guidance, not just execution

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.

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%. Learn about my social media strategy services.

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. See my ad copywriting services.

Yes! Direct mail is experiencing a renaissance because:

• Email inboxes are overwhelmed
• Digital ad fatigue is real
• Physical mail gets attention (novelty)
• It's targetable (you control who gets it)
• It has staying power (sits on the counter for days)

Response rates for direct mail are actually rising while digital response rates decline.

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

Discover my brand building services.

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. Learn more about my experience.

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. Learn about the Wizards of Ads partnership.

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. View all service areas.

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.

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
• A second opinion / fractional CMO

Let's talk about what you need. Contact me.

Good—you've learned what doesn't work. Most marketing failures come from:

• Wrong message (generic, boring, me-too positioning)
• Wrong medium (advertising where your customers aren't)
• Wrong timing (gave up too soon or ran sporadically)
• Wrong measurement (tracked vanity metrics instead of revenue)

We'll figure out what went wrong and fix it.

Ideal clients:

• Are coachable (willing to try new approaches)
• Value long-term growth over quick fixes
• Provide excellent service (I can't market a bad product)
• Are honest and transparent
• Make decisions reasonably quickly

Not-ideal clients:

• Want to micromanage every detail
• Expect magic bullets or overnight success
• Aren't willing to invest adequately
• Treat vendors like vendors instead of partners

Schedule a free consultation. We'll discuss:

• Where your business is now
• Where you want to be
• What's standing in the way
• Whether I can help (and if I can't, I'll tell you who can)

No pressure. No hard sell. Just honest conversation.

Schedule a Free Consultation or call 317-316-0645.