You Can’t Take A Cold Lead Straight To Hot, So Stop Trying. And Do This Instead
I’m often asked why someone’s ads aren’t resulting in sales. Their cost per click and cost per acquisition isn’t sustainable and they want to know why.
Ever felt the same? I’ll explain the most common cause and what you can do about it.
Hint: There’s more consumer psychology to this lesson than boring technical jargon.
When I take a look at what’s going on there’s often a familiar story. It goes a little something like this:
AD -> Product Page or Home Page.
And that’s it. No real incentive to buy.
I mean, what do you expect to happen. It’s kinda like this…
If you owned a bricks and mortar store here’s a comparable.
- Customer walks in.
- Sales assistant says — ‘BUY THIS’.
But that would never happen I hear you say.
Correct! It wouldn’t.
So why is there any assumption the very same thing will work in the online space?
The moral of the lesson is ‘think deeper’ about your marketing psychology.
You’ll find ‘method’ after ‘method’ out there from gurus touting to have THE solution but you can’t shoehorn these straight into your business.
It just doesn’t work.
Marketing to the way your potential customers think is way more important than the technical aspects to growth.
Build out your system to suit your audience, not someone else’s.
What makes you unique?
Build a relationship based on value
Every business can do this, no matter what you sell. There’s always something customers want or can’t resist.
In the example we used above (Ad -> Product) there’s very little incentive.
You have to give value before you receive it.
So next time you’re running an ad to cold prospects think ‘What’s in it for them?’
And come up with an irresistible offer.
Something better than 10% off when you buy — that one is overused and un-compelling.
An offer that your perfect customer will jump at.
Try out three variations on the creatives and a similar number on the copy to see which one has the most success. You’ll know when you’ve hit the right message…
If you liked this article get my free masterclass training. You’ll learn 3 little known strategies to marketing your products and brand, without losing more money on ad spend.
