Unlocking The Science Of Advertising: Tips For Small Businesses

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

In this episode, Brad Friedman and Skip Wilson talk about the fact there is actually science behind advertising and the many benefits of a fractional CMO.

Skip Wilson's journey in advertising began at the age of 16 as a copywriter. He was trying to impress a girl, so he started looking for writing jobs. Over the years, he ventured into web design and entrepreneurship, ultimately founding his own web design business. His career took an exciting turn when he joined CNN Special Project while in college and worked on the iReport team, honing his prowess in digital media and building new platforms.

Skip's talents and vision led him to Clear Channel Radio, where he played a pivotal role in establishing and expanding the digital division. His dedication and expertise propelled him to the position of Vice President of Digital Media for iHeartMedia where he worked for over a decade.

Eventually, Skip decided to embark on a new venture, creating DRAFT Media Partners, an advertising execution company that now serves over a hundred clients across four locations. As a bestselling author and the host of “The Advertising Podcast,” Skip Wilson continues to make his mark in the advertising world. In 2023 his company won “Most Intuitive Software Developer” at the Innovation in Business MarTech Awards, and this year they won the top spot as “Best Marketing Software Developer” at that same award show.

Marketing and digital advertising professionals looking to get real, predictable results and improve their business operations will benefit from Skip's expertise and practical insights.

In this Episode:

• Skip talks about the pros and cons of having a fractional CMO.
• Skip says fractional CMOs make that type of internal help available to more companies.
• Skip believes one of the benefits of a fractional CMO is that the business owner is getting an unbiased opinion.
• Skip says there is actually a science of advertising.
• Skip compares your advertising strategy to dieting and exercise.

Quotes from this Episode:
“Your typical fractional CMO is going to give you the same type of thing as an internal CMO.” – Skip Wilson
“Advertising is getting a specific message to a specific audience to achieve some sort of specific singular result.” – Skip Wilson
“You can just do a quick Google search of what should a click through rate be in your industry? What should a conversion? What should a landing page be converting at?.” – Skip Wilson
“I think the biggest problem when I see business owners doing their own ads, is a reliance on the ad to sell. And no ad could ever sell.” – Skip Wilson
“There's nothing worse than not having solid follow up strategies or not asking for the appointment.” – Skip Wilson

Resources:

Skip Wilson:
LinkedIn: Skip Wilson
LinkedIn: DRAFT Advertising Technology
Facebook: DRAFT Advertising Technology
X: DRAFT Advertising Technology
Instagram: DRAFT Advertising Technology
YouTube: DRAFT Advertising Technology
Website: DRAFT Media Partners

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Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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