Episode #2: How To Build A Brand That Others Know, Love and Trust with Ryan Chute
Change Your Filter with Tall Paul
Key Insights
1. If you are a startup with limited resources, go to the Wizard Academy and check out the Magical Worlds & the 12 Languages class
2. Stay curious and be willing to change your opinion on things. Marketing is ridiculously complex when you really learn the nuances of it, and most of what people know is not serving
them the way it needs to achieve meaningful growth.
3. Club memberships are key. Proactive, preventive scheduled maintenance is the key to long-term success. Club membership is going to be the cornerstone of your long-term success.
Grow membership – grow your business exponentially. These people are paying you to take themselves off the market.
4. Above all, stay grateful. None of us have made it to where we are today without help from others. Revel in gratitude and be happy forever.
You know those guys who stay back in the shadows, doing amazing things, but you never really know who they are? One such person is Ryan Chute and the Wizard Of Ads family. Ryan and his team have no desire to be famous, yet odds are, you’ve definitely seen their media advertisements more than a few times.
Ryan works on the fundamental principle that clients (not the media company behind the client) should always be the start of the show! Ryan believes that great ads are about customers, their story, and building a brand behind them.
Who is Ryan Chute?
A high school dropout, Ryan was raised in Nova Scotia, Canada. He was convinced at a young age that he was lazy and a “stupid neanderthal.” Yet, he still achieved his GED and eventually joined the Canadian military where he was privileged to be selected as a marksman.
This experience changed Ryan’s self-image in a very positive way. He quickly realized that he was a highly intelligent & skilled individual. For the first time in his life, he had received recognition as a top performer. This situation was instrumental in helping Ryan understand his strong, yet untapped, potential.
Transitioning into the Auto Industry
Feeling an urge to make more money, Ryan decided to leave the military, head back to his hometown, and work in his family’s furniture stores. While doing this, he took the opportunity to attend courses at the local University.
Ryan excelled in his University studies, making the Dean’s List and the Honor Roll consistently. After graduation, he felt the need to escape his local bastille.
Ryan moved out west to Alberta, Maine for the high opportunity, lower taxes, and like-minded individuals. While out there, he truly found himself, and soon decided it was time to get into another industry: the automotive business.
Advancing within the auto industry, Ryan soon became a sales trainer and had the opportunity to travel all around the world. He traveled across 4 continents, and 8 countries, becoming the #1 top-ranked Sales Trainer in the world for the auto industry. Having so much success – his company put him in charge of the entire Pacific Rim.
While managing the Pacific Rim, Ryan yearned to do even more! He had been paying attention to the Monday Morning Memo where Roy, the founder & genius behind Wizard of Ads, was posting engaging content that caught Ryan’s eye. Ryan quickly found himself obsessed with Roy’s teachings.
Through this obsession, Ryan noticed that Roy was planning on taking a step back from Wizard of Ads, and decided that this was his moment to get involved. He took “The Magical World” class, and it completely changed everything that he learned and thought to be right about sales. Ryan found himself astounded at how misinformed he was about communication & persuasion. Ryan knew he had to be a part of this.
You’re a Wizard, Harry!
While continuously taking classes at the Wizard Academy, Ryan met a colleague that informed him about the partnership program. Ryan sent an email to Roy asking to have a chat, in hopes he could one day become a partner with Wizard of Ads. Ryan and Roy ended up talking for hours, and Roy invited Ryan to become a partner on that very call.
Ryan was then pulled into the partner network, where Roy took him under his wing and taught him how to persuade people in a genuine and honest way that actually converts. Through Roy’s in-depth studies, he was able to show Ryan all of the neuro and psychological aspects that come into play within media strategy. Ryan had the ability to learn how large the impact emotion has on the attention and recall mechanisms in the brain.
After learning all of Roy’s genius strategies, it was time for Roy to apply all that he learned and build a book of business. Ryan wanted to deliver world-class buying experiences and really harp on the operational aspects of media strategy. He did not want to be a marketer and start writing ads, copy, etc. What he wanted to do, was be the lead strategist, figure out who the geniuses of the other skills were, and bring them in.
Branding is Key
While working with Wizard of Ads, Ryan made it a point to sell in only the most ethical ways. He goes off of the practice that it is not about spending more, it’s about spending what is necessary to get the job done. The key to accomplishing this: branding.
Through countless research, experience, and testing, Ryan now knows that creating a brand behind your message is the key to everything. Branding is not easy and is a long-term play.
If you buy media that does not strategically align with your brand, you are going to spend a heap of money without having the ability to sink into the long-term memory of your target market. You can spend all the money in the world on an ad campaign, but if the message is not consistent with the brand, you will waste tons of money.
For Ryan, brand identity is broken up into 3 major categories:
- Brand story
- Brand image
- Brand presence
How Online Content is Changing
Being in the industry for so long, Ryan has started to notice a lot of changes that are happening in digital that will make you cognizant of how important the principles of branding are.
Everyone needs PPC, lead gen, and a digital presence that is relevant to their industry’s keywords. But, marketers are losing more and more control of that as digital platforms are starting to make major changes to lookalike targeting, ad copy, retargeting, control testing abilities control over ad copy, inflation, and so much more.
In addition to that, sponsored and paid placements are starting to become more and more relevant, pushing out organic posts. The way the industry is headed, SEO and organic search are not the big wins in the future.
Onsite SEO & keyword ranking is still critical, but there are other aspects that come on top of that first before you have the ability to generate a lead. You want to build a brand that has people coming into your ecosystem, rather than continually trying to pull them in.
Final Tips
- If you are a startup with limited resources, go to the wizard academy and check out the Magical Worlds & the 12 Languages class
- Stay curious and be willing to change your opinion on things. Marketing is ridiculously complex when you really learn the nuances of it, and most of what people know is not serving them the way it needs to achieve meaningful growth.
- Club memberships are key. Proactive, preventive scheduled maintenance is the key to long-term success. Club membership is going to be the cornerstone of your long-term success. Grow membership – grow your business exponentially. These people are paying you to take themselves off the market.
- Above all, stay grateful. None of us have made it to where we are today without help from others. Revel in gratitude and be happy forever.
If you are interested in learning more, or just connecting with Ryan, feel free to shoot him an email at: [email protected]
Be sure to listen to this full episode, streaming now on all podcasting platforms.
DOWNLOAD THE FREE 2024 HVAC INDUSTRY REPORT
Learn more about what’s going on in the HVAC industry and what it means to your business. Included is a list of tools to help you monitor and stand out from your competitors.
Episode #2: How To Build A Brand That Others Know, Love and Trust with Ryan Chute
Change Your Filter with Tall Paul
Key Insights
1. If you are a startup with limited resources, go to the Wizard Academy and check out the Magical Worlds & the 12 Languages class
2. Stay curious and be willing to change your opinion on things. Marketing is ridiculously complex when you really learn the nuances of it, and most of what people know is not serving
them the way it needs to achieve meaningful growth.
3. Club memberships are key. Proactive, preventive scheduled maintenance is the key to long-term success. Club membership is going to be the cornerstone of your long-term success.
Grow membership – grow your business exponentially. These people are paying you to take themselves off the market.
4. Above all, stay grateful. None of us have made it to where we are today without help from others. Revel in gratitude and be happy forever.
You know those guys who stay back in the shadows, doing amazing things, but you never really know who they are? One such person is Ryan Chute and the Wizard Of Ads family. Ryan and his team have no desire to be famous, yet odds are, you’ve definitely seen their media advertisements more than a few times.
Ryan works on the fundamental principle that clients (not the media company behind the client) should always be the start of the show! Ryan believes that great ads are about customers, their story, and building a brand behind them.
Who is Ryan Chute?
A high school dropout, Ryan was raised in Nova Scotia, Canada. He was convinced at a young age that he was lazy and a “stupid neanderthal.” Yet, he still achieved his GED and eventually joined the Canadian military where he was privileged to be selected as a marksman.
This experience changed Ryan’s self-image in a very positive way. He quickly realized that he was a highly intelligent & skilled individual. For the first time in his life, he had received recognition as a top performer. This situation was instrumental in helping Ryan understand his strong, yet untapped, potential.
Transitioning into the Auto Industry
Feeling an urge to make more money, Ryan decided to leave the military, head back to his hometown, and work in his family’s furniture stores. While doing this, he took the opportunity to attend courses at the local University.
Ryan excelled in his University studies, making the Dean’s List and the Honor Roll consistently. After graduation, he felt the need to escape his local bastille.
Ryan moved out west to Alberta, Maine for the high opportunity, lower taxes, and like-minded individuals. While out there, he truly found himself, and soon decided it was time to get into another industry: the automotive business.
Advancing within the auto industry, Ryan soon became a sales trainer and had the opportunity to travel all around the world. He traveled across 4 continents, and 8 countries, becoming the #1 top-ranked Sales Trainer in the world for the auto industry. Having so much success – his company put him in charge of the entire Pacific Rim.
While managing the Pacific Rim, Ryan yearned to do even more! He had been paying attention to the Monday Morning Memo where Roy, the founder & genius behind Wizard of Ads, was posting engaging content that caught Ryan’s eye. Ryan quickly found himself obsessed with Roy’s teachings.
Through this obsession, Ryan noticed that Roy was planning on taking a step back from Wizard of Ads, and decided that this was his moment to get involved. He took “The Magical World” class, and it completely changed everything that he learned and thought to be right about sales. Ryan found himself astounded at how misinformed he was about communication & persuasion. Ryan knew he had to be a part of this.
You’re a Wizard, Harry!
While continuously taking classes at the Wizard Academy, Ryan met a colleague that informed him about the partnership program. Ryan sent an email to Roy asking to have a chat, in hopes he could one day become a partner with Wizard of Ads. Ryan and Roy ended up talking for hours, and Roy invited Ryan to become a partner on that very call.
Ryan was then pulled into the partner network, where Roy took him under his wing and taught him how to persuade people in a genuine and honest way that actually converts. Through Roy’s in-depth studies, he was able to show Ryan all of the neuro and psychological aspects that come into play within media strategy. Ryan had the ability to learn how large the impact emotion has on the attention and recall mechanisms in the brain.
After learning all of Roy’s genius strategies, it was time for Roy to apply all that he learned and build a book of business. Ryan wanted to deliver world-class buying experiences and really harp on the operational aspects of media strategy. He did not want to be a marketer and start writing ads, copy, etc. What he wanted to do, was be the lead strategist, figure out who the geniuses of the other skills were, and bring them in.
Branding is Key
While working with Wizard of Ads, Ryan made it a point to sell in only the most ethical ways. He goes off of the practice that it is not about spending more, it’s about spending what is necessary to get the job done. The key to accomplishing this: branding.
Through countless research, experience, and testing, Ryan now knows that creating a brand behind your message is the key to everything. Branding is not easy and is a long-term play.
If you buy media that does not strategically align with your brand, you are going to spend a heap of money without having the ability to sink into the long-term memory of your target market. You can spend all the money in the world on an ad campaign, but if the message is not consistent with the brand, you will waste tons of money.
For Ryan, brand identity is broken up into 3 major categories:
- Brand story
- Brand image
- Brand presence
How Online Content is Changing
Being in the industry for so long, Ryan has started to notice a lot of changes that are happening in digital that will make you cognizant of how important the principles of branding are.
Everyone needs PPC, lead gen, and a digital presence that is relevant to their industry’s keywords. But, marketers are losing more and more control of that as digital platforms are starting to make major changes to lookalike targeting, ad copy, retargeting, control testing abilities control over ad copy, inflation, and so much more.
In addition to that, sponsored and paid placements are starting to become more and more relevant, pushing out organic posts. The way the industry is headed, SEO and organic search are not the big wins in the future.
Onsite SEO & keyword ranking is still critical, but there are other aspects that come on top of that first before you have the ability to generate a lead. You want to build a brand that has people coming into your ecosystem, rather than continually trying to pull them in.
Final Tips
- If you are a startup with limited resources, go to the wizard academy and check out the Magical Worlds & the 12 Languages class
- Stay curious and be willing to change your opinion on things. Marketing is ridiculously complex when you really learn the nuances of it, and most of what people know is not serving them the way it needs to achieve meaningful growth.
- Club memberships are key. Proactive, preventive scheduled maintenance is the key to long-term success. Club membership is going to be the cornerstone of your long-term success. Grow membership – grow your business exponentially. These people are paying you to take themselves off the market.
- Above all, stay grateful. None of us have made it to where we are today without help from others. Revel in gratitude and be happy forever.
If you are interested in learning more, or just connecting with Ryan, feel free to shoot him an email at: [email protected]
Be sure to listen to this full episode, streaming now on all podcasting platforms.
TRUSTED BY HUNDREDS OF CONTRACTORS
“It’s really easy to set up. I had an online store and was selling products within 48 hours of talking to these guys.”
Jeff K, Ductworks Heating & Air Conditioning“The Contractor Commerce team has been easy to work with and has even customized a few things to fit the needs of my business!”
Chris H, Dick Hill and Sons Heating and Cooling“We have several subscription customers already. This just means recurring revenue for us with no additional overhead or managing.”
Jason C, Advent Air Conditioning
Industry-Leading Contractors Use Contractor Commerce
“The fact is, consumers would rather shop online than in person. If you don’t build an e-commerce presence, you won’t have the opportunity. Now is the time.”
Lou Hobaica, Hobaica Services“It was scary-easy to get set up. It’s plug and play. I drive people to the site, and I collect on the backend. Contractor Commerce takes the order, processes the order, and ships it…any HVAC company would be crazy not to start an online store with Contractor Commerce.”
Bob Reilly, Courtney's Heating & Cooling“Working with the Contractor Commerce team is simple. It’s great. They’re understanding, and they will do anything possible in their power to accommodate your needs. It’s an added service for us…it’s good for our customers”
Jeremy Shellabarger, Airtron Heating & Air Conditioning“Having our website store powered by Contractor Commerce gives us a unique competitive advantage in our market. Our friends in the industry look at our website and say, ‘Wow! That’s super cool. I don’t know why my company isn’t doing this.”
Lizeth Melisa, Comfort Pro“Having an online store from Contractor Commerce is great for our customers! It is convenient and easy for customers to order filters. It saves time when they can go right to the website, place their order and have the filter delivered within a couple of days. Plus, the Contractor Commerce team is great to work with. They are very responsive and helpful and I know they really care about my success!”
Karen B, Liberty Comfort Systems“It’s really easy to set up. I had an online store and was selling products within 48 hours of talking to these guys.”
Jeff K, Ductworks Heating & Air Conditioning“The Contractor Commerce team has been easy to work with and has even customized a few things to fit the needs of my business!”
Chris H, Dick Hill and Sons Heating and Cooling“We have several subscription customers already. This just means recurring revenue for us with no additional overhead or managing.”
Jason C, Advent Air Conditioning