One day, I called my business partner in a panic:
“I think ad costs are about get really expensive! this could ruin us!” - His reply made me look at this problem in a totally different way:
(You know it’s urgent if I use the phone!
Yes, I tell people to use the phone to get ahead faster in business, but I’m guilty of relying on Messenger too much…sometimes easier to give advice than take it ha)
(I can’t even remember what I’d heard about ads that spooked me, but I was panicked lol)
He hit me with a line which was one of the best pieces of advice I’ve ever heard:
“If you have good brand awareness, you never need to worry about ad costs”
Like many things our agency does, it’s about looking at things differently.
My biz partner laid out the important of building an audience first with content, before you make the first ad.
Or as Mark Lack (who has made millions from running ads) once said “Don’t run ads, run content as ads”.
Newer entrepreneurs tend to think “$1 must mean at least $1 out or we’re out!”
It makes “sense”…but it’s a terrible strategy in practice.
When you say “$1 in needs to be $1 out” what you’re saying is:
“I know clients have never heard of us, probably don’t trust us,
And know very little about what we do or sell, but I want them to give us their money RIGHT AWAY”
One of the worst things you can do when hiring an ads agency is to say:
“Can we give you a little amount, like $1k or $2k, if it works we’ll give you more”
Greedy ad agencies will generally take that money and blame your product when it doesn’t sell…
…Most of them are so desperate to get their retainer that if it’s easier to close by asking you to spend less on ads, they’ll do it.
A *FAR* better strategy is to build awareness of your brand BEFORE YOU EVER RUN AN AD
We think we’ve cracked this by building our clients’ social media channels with viral content related to your niche
They see your brand over and over and over as the content is that good
Then when you make an offer?
They are FAR more likely to buy, buy again, and far less likely to refund.
If you learn only one thing about ads, this is it!
People get lost in “the colour tone of the ad”, “technical targeting experiments” etc etc
An audience that knows who you are + interesting creative/headline on an offer that converts with your organic (free) audience = Likely success
People who say “ads don’t work” tend to be testing a new product on a new audience.
2 unknowns that could’ve been fixed by running content and seeing what resonates with your audience first.
Once you have the audience, good title/creative, and an offer that converts…
(As an agency owner, I shouldn’t tell you the next part but I always like to tell my audience how to do what I do themselves until they can afford me to do it for them)
…Facebook’s A.I. is so good at this point, you can just turn that on and it will do a lot of the initial targeting for you.
But if you want us to do it for you 😈 reply to this email or email me. to see how my agency can get you cheaper ad costs (guaranteed or your money back)
My new book launches soon!
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