There was a time, in a parallel earth, far away, I ran an ad account for an Insurance Broker. It was doing very well. We were spending over $500/day using Google AdWords and the ROAS was +/- 4.
Meaning: for every $1 that was put in we were making $4 back!
Forget about buying a Microsoft stock before the booming, forget buying Bitcoin in 2012, such ROI should be illegal.
At some point I felt like a superhero, enjoying such great achievement, basking in the glow of my achievements.
And like a superhero… I was about to be humbled badly.
Arguably The Worst Business Mistake
I do check up regularly on the ad accounts I manage, twice per day, sometimes it gets up to five times per day.
One day I log in and I got flashed by the big red warning banner “Ad account blocked”, that automatically pauses the ad. I assumed there had been a mistake. Some hiccup somewhere. Went for lunch, didn’t stress about it too much.
Few hours go by and I got an email saying: “Ad account remains blocked”. This is outrageous, I got in touch with customer service.
Turns out it’s impossible to talk to a human being. Even if you spend $30,000/month you’re still considered to be a small fish. So I send in ticket after ticket.
Four days go by and I finally get an answer. Turns out my ad account got blocked because someone somewhere thought that the ads were ‘possible misleading’.
Keep in mind these are Insurance ads. There’s nothing particularly weird or off-putting about them. So we got that discussion up, back and forth, trying to prove innocence.
What’s bad about this?
In the meantime there are ZERO leads coming in. My client bombarded me asking me what is going on, how can such thing happen, who is the one causing all this…
Why?
Because I got dependent on ONE source of leads. And that’s the dumbest possible thing you can ever do.
This Is Not A Joke. The Worst Number In Business
At first I blamed Google and Big Tech and a whole lot of other things.
Then it hit me.
This was ALL MY FAULT.
I failed miserably because I got too dependent on ONE source. One is the worst number in business.
One key staff person.
One source of leads.
One big client.
And what happens when you’re ONE is taken away? You’re dead in the water.
And that’s the nasty thing about business. Everything that CAN go wrong eventually DOES go wrong.
So I set out to fix this issue and vowed to never get in that position ever again.
If I Have To Make My Marketing Hard To Kill I’d Do This.
I make it a point to spot the “ones” in my business. Because every ‘one’ is an attack vector. A vulnerability waiting to be exploited. Ticking time bombs. You get the picture.
And it’s even worse if you ignore a specific ‘one’ because you’ve convinced yourself that “this one is different”.
Narrator voice: “this one wasn’t different.”
When it comes to marketing this means we’re always looking to get an ad to work… and then we branch it out across many different platforms.
Meta ads working? Awesome.
Let’s look at Youtube.
And Google.
And offline.
And direct mail.
And cold email.
And autoresponder marketing.
And affiliate marketing.
And referral marketing.
And anything else we can think of.
This is the only dependable way to become ‘Hard to Kill’ or ‘Hard to Cancel’.
Simply the finest,
Anthony
P.S. Curious about how I’d make your marketing hard to cancel? Do this:
Get in touch with our agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.
Sounds good? Then fill out this form: Free Marketing Analysis In Lebanon | BST Marketing
Leave a Reply