Imagine the perfect ad campaign that makes a ROAS of 5, 10 or even 20.
For every £1 you spend, you make £5 or more.
Sounds illgal, right?
Sounds like the best thing since… ever!
Here’s The Problem
Take this ‘magic’ ad campaign and… poof!
It’s gone.
All the profit. Disappeared.
It could be that the ad crashed, it got blocked or a million and one other things. And while you spent your time in a tailspin, there’s not a single lead being generated! Your entire marketing infrastructure has collapsed in 30 seconds.
Why?
Because you were dependent on ONE source of leads. And that’s the worst thing since… ever!
The Loneliest Number
They say ‘one’ is the loneliest number.
Wanna know why?
Because it will destroy your business.
Relying on one source of anything is the key to your own demise. Imagine a city with:
One ambulance.
One shop.
One computer.
It simply wouldn’t work. So why would one source of leads work for a business?
What happens when your ‘one’ gets taken away?
That’s the thing with business – everything that CAN go wrong, WILL go wrong.
“If you fail to plan, you are planning to fail” – BF. He was right.
So, how DO you plan ahead and fix this issue?
Make Your Marketing Invincible
I make sure I spot the ‘ones’ in my business. Every ‘one’ is an Achilles heel waiting to get hit by an arrow. A ticking time bomb. You get the picture.
Please, don’t fall victim to confirmation bias. Don’t convince yourself that a specific ‘one’ is okay because “this one is different”.
“this one wasn’t different…”
With marketing, we’re always looking for more results. We never stop looking for leads. And we’re always looking out for ‘ones’.
Successful meta ads? Great.
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 way to heal that Achilles heel.
Talk soon,
Joe.
