---
title: The Last Thing You Should Do Your Ad
description: When it comes to advertising best practices, copywriting still matters says advertising and branding expert Jeff Sexton, Wizard of Ads partner.
image: https://thesaleswhisperer.com/hubfs/The%20Last%20Thing%20You%20Should%20Do%20In%20Advertisement%20%20Jeff%20Sexton.png
---
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Jun 13, 2025
# The Last Thing You Should Do Your Ad
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
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## Opinion drools and testing rules
***[\[ LISTEN NOW ON APPLE PODCASTS \]](https://itunes.apple.com/us/podcast/the-sales-whisperer-wes-schaeffer-hosts-the-sales-podcast/id655310847?mt=2)***
## [Advertising Tips](https://thesaleswhisperer.com/daily) you'll learn in [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)...
- The [written word](https://thesaleswhisperer.com/blog/copywriting-101/) still matters in your [Marketing](https://thesaleswhisperer.com/blog/is-marketing-an-expense-or-an-investment)
- Even in video, the best videos are written first
- Think in terms of scenes
- Do the research to understand your customers
- Interview your customers
- Ally and Gargano
> The last thing we do is write the ads."
[](https://thesaleswhisperer.com/blog/jeff-sexton)
- "[The Book of Gossage](https://amzn.to/2tDJ72S)"
- When in doubt, [hire the better writer](https://thesaleswhisperer.com/about-wes-schaeffer-the-copywriter/)
- "Email is the red-headed stepchild of online marketing. But it's hard, thankless work."
- Dan Kennedy reminds us to crunch the numbers to determine which medium to use to get your word out
- ***"Opinion drools and testing rules."***
- To use a mass audience it must have mass-appeal
- An appreciable size of your audience must need what you sell within a few years
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLLT5q7sruuuWS7%2BBtHk9teYLW5SaMmjkfJ5xP9Ow29uVqAIgGrO3QT1NpPeLp0z%2BwFJcVAFt61RF5RI6YipTvfz%2FLnrFQISYVYy8Zh7vx%2BR3gFt4uFprEWKyunHUwmsrIE3JHofGkTIDom8%2BBasHyjzxAGD5biX3I0NQaTWJ5oCrRCKzhnty9ejaM560BNuovkkq7I4330R8FT93%2BD%2FMrS1gw%3D%3D&webInteractiveContentId=190434884110&portalId=443614)
- You want to reach the average listener three times in a week, for 52 weeks
- Salespeople only speak to people when they want to buy something so your prospects view your message with suspicion
- When you are running [branding campaigns](https://thesaleswhisperer.com/blog/henry-kaminski) you can reach people when their guards are down
- It's "the sleeper effect"
- Your conscience bias discounts the message but it works on you over time
- Bob Lutz hired a marketing firm, Ammirati & Puris, for BMW to create "The ultimate driving machine"
- If you're really local look at Cable TV for advertising on certain zip codes
- The best advertising is an intrusive location
- Pick a good client who is good at what they do and runs a tight ship
- Build your campaign around a promise they can keep and is baked into how they do things
- There are no rational business owners
- [Sales training](https://thesaleswhisperer.com/) for non-sales professionals
- Clerks
- Medical practice front desk staff
- Traffic is expensive so get your conversions down before you throw more traffic at your offer
- How the curse of knowledge is hurting your sales
- Buy one of the Wizard of Ads books
- [Magical Worlds of the Wizard of Ads: Tools and Techniques for Profitable Persuasion](https://amzn.to/2MWPveo)
- [Secret Formulas of the Wizard of Ads: Turning Paupers into Princes and Lead into Gold](https://amzn.to/2MYgmqt)
- [The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires](https://amzn.to/2IqlLTG)
- Schedule time to do customer research
- Interviews
- Speaking to your staff
- Dig into online forums
- Buy the Ally & Gargano book and study it
- Hire Jeff
- Go run a test. Re-think your messaging.
**Related Articles:**
- [Ben Settle: Rebel, Copywriter, Introvert, Entrepreneur Shows How To Sell More By Email](https://thesaleswhisperer.com/blog/copywriter-ben-settle-teaches-selling-by-email)
- [Dean Rotbart: Get More Press With Less Stress (For Free)](https://thesaleswhisperer.com/blog/dean-rotbart/)
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLICjeqvN8r9L15wsP59P9sOtNSriN%2FsYpCjbG64zxqRGaZA8NlOOqG67aO2UDB7zUTpdDoOVcW8SWzmUBXUO79V3jZWp6P8WzY8jZq%2B79Q33V8056lJaEA31UYYIASj6ekVG70t1al2q378IkjkLkgbOvuuB2iY5DO%2Bp7XXAZwwSRQKt%2BRrh57Jn5uWksCspKhKaueTssqIXvZBcpAsQIya&webInteractiveContentId=185369604869&portalId=443614)
### Links Mentioned In [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)
- Visit Jeff Sexton's home on the web
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLIJHvLSihbbgSkLJh0V7kUDxvkYgwpwPVEWp0wFI7k5%2B3uC2whvA9P%2F09RGSrIr%2Be4ZiqCCtE%2BhhLlG88FQUr03h0q413kIX3xkwVMd3wrAqipGqs7%2BUlE2sUT8MapKZa7x%2BmtcITwM5viWsKuV%2BJUWUL5asoxdSWY%2Flk1wkbJdw9j247owewp6NblLqyCGQ8FMYmEYLGmim9nct7ICB3UW&webInteractiveContentId=184500196010&portalId=443614)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## Related posts
[](https://thesaleswhisperer.com/blog/david-ogilvy-confessions)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast), [Sales Training](https://thesaleswhisperer.com/blog/topic/sales-training)
## [David Ogilvy 'Confessions' Book Review On The Sales Podcast](https://thesaleswhisperer.com/blog/david-ogilvy-confessions)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jun 28, 2021
Once You Befriend This 100-Year-Old Trend, All of Your Marketing Woes Will End
[Read more](https://thesaleswhisperer.com/blog/david-ogilvy-confessions)
[](https://thesaleswhisperer.com/blog/how-to-sort-through-lead-generation-companies)
[custom AI solution development](https://thesaleswhisperer.com/blog/topic/custom-ai-solution-development), [Sales Training](https://thesaleswhisperer.com/blog/topic/sales-training), [ROI of AI](https://thesaleswhisperer.com/blog/topic/roi-of-ai)
## [How to Sort Through Lead Generation Companies So You Can Make Sales](https://thesaleswhisperer.com/blog/how-to-sort-through-lead-generation-companies)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jun 13, 2025
"All inbound marketing/lead generation/marketing automation/all-in-one companies are not the same?"...
[Read more](https://thesaleswhisperer.com/blog/how-to-sort-through-lead-generation-companies)
[](https://thesaleswhisperer.com/blog/set-yourself-free-better-inbound-marketing)
[custom AI solution development](https://thesaleswhisperer.com/blog/topic/custom-ai-solution-development), [Sales Training](https://thesaleswhisperer.com/blog/topic/sales-training), [ROI of AI](https://thesaleswhisperer.com/blog/topic/roi-of-ai)
## [Set Yourself Free (With Better Inbound Marketing)](https://thesaleswhisperer.com/blog/set-yourself-free-better-inbound-marketing)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jun 13, 2025
Superior Marketing Will Set Your Business Free In the book of John we are told that the truth will...
[Read more](https://thesaleswhisperer.com/blog/set-yourself-free-better-inbound-marketing)
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