We were lucky to catch up with Adam Wills recently and have shared our conversation below.

Alright, Adam thanks for taking the time to share your stories and insights with us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard.

I work with clients in the public safety industry, where word-of-mouth marketing plays a significant role and brand messaging is crucial. Many marketing agencies struggle to serve this industry because they lack the background to develop marketing collateral that truly resonates with the target audience. However, my experience as a career law enforcement officer uniquely positions me to help my clients achieve the success they desire.

Furthermore, when companies collaborate with a marketing agency, they often get overwhelmed with a barrage of metrics aimed at measuring marketing effectiveness. In contrast, I follow a simple methodology called the Rule of 26, which I outline in my book, “The Rule of 26 for Public Safety Brands.” This approach involves tracking just three key metrics on a monthly basis: the number of unique website visitors, the conversion rate of that traffic, and the average revenue per customer.

The Rule of 26 can be summarized as follows: “If you can increase each metric by a mere 26%, you will double top-line revenue every time.” It’s a straightforward mathematical equation. By implementing this strategy, I guide my clients towards a more profitable business, eliminating confusion about which efforts yield the greatest impact.

Adam, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Unbeknownst to me, my journey into marketing began as a young teenager in the mid-90s when I taught myself website development from scratch on my Grandpa’s computer after school. Although web design remained a side interest over the years, it didn’t take center stage because everything changed in 2005 when I had the opportunity to accompany the local police department on a ride-along in my hometown. That experience ignited a passion within me, and I knew right then and there that law enforcement was my calling.

For 15 years, I dedicated myself to a career in law enforcement, engaging in a variety of assignments such as gang investigations, narcotics, K9 operations, and even serving as a Task Force Officer with the US Marshals Service Violent Offender Task Force, pursuing fugitives across the nation. Among these experiences, one aspect I found particularly fulfilling was the art of interviewing suspects, or as it’s commonly known, interrogation.

Contrary to its portrayal in the media, interrogation is primarily a rapport-building process, establishing trust with the suspect to elicit honest information. In my study of this art, I delved into Narrative Transportation Theory, which posits that the human mind best comprehends and communicates information through narratives or stories. I became captivated by the psychology behind decision-making and how it is emotionally influenced when we are faced with challenges.

As my law enforcement career drew to a close in 2019, I made the decision to retire. During the preceding years, my passion for website development had been rekindled, leading me to freelance in building websites for businesses. However, a transformative moment occurred when someone shared a profoundly impactful book with me – “Building a StoryBrand” by Donald Miller. Miller’s book revealed that the human brain is wired for storytelling, and by crafting marketing messages that adhere to a narrative framework, we can authentically influence prospects to choose our services or products. I immediately recognized this approach as an application of Narrative Transportation Theory, and my excitement knew no bounds. I even exclaimed aloud, “I know this stuff!”

It wasn’t just that I possessed knowledge about the topic; it was the fact that I had gained practical expertise leveraging it in a completely different field, setting me apart from most marketers. I quickly traveled to Nashville to receive direct training from Donald Miller himself, becoming one of the original StoryBrand Certified Marketing Experts in 2020.

The rest, as they say, is history. Over the past few years, I have collaborated with numerous brands, implementing this powerful marketing strategy. However, it became clear to me that I possessed a unique advantage in the public safety industry. Combining my career experience with the ability to leverage narrative transportation theory, I found myself in a niche market with untapped potential for improving marketing strategies.

What’s been the most effective strategy for growing your clientele?

Becoming a published author has undoubtedly proven to be the most impactful way of connecting with my ideal clients. When you publish a book, it sends a powerful message to your prospects: “I possess extensive knowledge and expertise on this subject, which I’ve encapsulated within these pages.” This sets you apart from the rest.

Although I primarily read non-fiction books, I must admit that my attention span can be rather short, causing me to abandon a book before reaching the end. However, if your goal is to attract clients through your book, it is crucial to ensure that they remain captivated until the very last page. You must make certain that they come to the realization that they crave more.

In my own quest for an exceptional read, I stumbled upon “The 100-Page Book” by Mike Capuzzi. In this remarkable piece, the author introduces a concept that he calls a “Shook” – or a short, helpful book. It follows a direct response marketing format and provides readers with enough information to ignite their enthusiasm about the knowledge you have to offer, while leaving them yearning for more. And the best part is, it can be devoured in just about two hours.

I adopted this methodology when crafting my own book, which ended up being around 100 pages in length. While you can purchase the book on Amazon, the true power of authorship lies in gifting your book to those individuals who perfectly align with your ideal client profile. I accomplish this through direct outreach and by offering a free plus shipping book funnel on my website.

Have any books or other resources had a big impact on you?

The two books that have most significantly impacted me from a leadership standpoint are “Extreme Ownership” by Jocko Willink and “Leadership Not by the Book” by David Green, who most people would recognize as the CEO of Hobby Lobby.

One of the key lessons in “Extreme Ownership” that profoundly impacted me in my law enforcement career and after is the concept of extreme ownership, which involves owning up to every aspect of one’s life and taking complete control over it. This includes accepting responsibility for both successes and failures, regardless of external circumstances or other people’s actions. By doing so, individuals can gain more control over their lives and become more effective leaders.

In “Leadership Not by the Book,” the author emphasizes the crucial role of self-awareness in effective leadership. Green encourages leaders to continuously reflect on their strengths, weaknesses, values, and goals, enabling them to lead their teams more effectively. Furthermore, he highlights the importance of empathy and emotional intelligence in fostering strong relationships with team members.

Contact Info:

• Website: https://adamwills.marketing/
• Instagram: https://www.instagram.com/wills.adam/
• Linkedin: https://www.linkedin.com/in/the-adam-wills/
• Other: Free Book Website: https://ruleof26publicsafety.com/