The job of a Wizard of Ads writer is to extract true stories from clients, and then tell those stories in such a way that causes the public to immediately think of that person – and feel good about them – when they need what that person sells. These customer-bonding ads don’t seek to sell the product directly. Instead, they bond the hearts of the public to the client. A reader, listener, or viewer reads, hears, or sees this series of ads and thinks, “Wow! You, too? I thought I was the only one.”
Customer-bonding is a long-term strategy that always works, and it is cumulative; meaning it works better and better the longer you continue it, but it requires an ongoing series of bonding ads (mingled with ads for sales activation) that air 52 weeks per year, forever. Customer-bonding isn’t a gimmick. It is a lifestyle.
Michael (Mick) Torbay is one of the greatest writers of customer-bonding ads that has ever lived. This radio ad (below) is making its public debut today – January 29, 2024 – in Detroit.