Just a few years ago, I ran an ad account for a new business I had started on the side. It was doing very well. We were spending over $100/day using Facebook ads, when Meta wasn’t a thing yet, and the ROAS was +/- 5.
Meaning: for every $1 that was put in I was making $5 back!
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That’s so good it should be illegal and punished with federal prison.
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I was very pleased with myself.
Like Icarus, I was flying high, enjoying my greatness, basking in the glow of my achievements.
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And like Icarus… I was about to be humbled badly.
The Worst Business Mistake I Had Overlooked
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One day I log in and I notice my Facebook account is blocked and the ads are paused.
I assumed there had been a mistake. Some hiccup somewhere in their systems.
Went for lunch, didn’t stress about it too much.
Few hours go by and it’s still blocked. So I get in touch with customer support.
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Turns out Facebook customer support is more of a myth, and it’s impossible to talk to a human being.
Even if you spend $50,000/month you’re still considered a small fish to them.
So I send in ticket after ticket after ticket.
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Three days go by and I finally get an answer:
Turns out my ad account got blocked because somewhere someone thought that the ads were ‘possibly misleading’.
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Keep in mind, these were the most simplest of ads you could’ve ever seen.
There was nothing particularly weird or off putting about them.
So I get into a ton of discussions, but in the meantime there are ZERO leads coming in.
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Why?
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Because I got dependent on ONE source of leads.
And that’s the dumbest possible thing you can ever do.
The Worst Number In Business
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At first I blamed Google and the entire Tech industry and a whole lot of other things.
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Then it hit me.
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This was ALL MY FAULT.
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I failed miserably because I got too dependent on ONE source.
And ONE…. Is the worst number in business.
One source of leads.
One big client.⠀
One key staff person.
And what happens when you’re ONE is taken away?
Everything starts crumbling in front of your eyes, and you think to yourself:“How did I not see this coming?”
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And that’s the nasty thing about business and life in general.
Everything that CAN go wrong, eventually, WILL go wrong.
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So I went out of my way to fix the problem, and I decided to never let it happen again.
Making Your Marketing Hard To Kill
I made it a habit to spot the “ones” in my business every once in a while.
Because every ‘one’ is an angle from which your business can be attacked form.
A vulnerability waiting to be exploited. A ticking bomb. You get the point.
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And it’s even worse if you ignore a specific ‘one’ because you’ve convinced yourself that “this one is different”.
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Spoiler alert: “this one wasn’t different.”
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When it comes to marketing this means that after we get an ad to work… We then branch it out across as many different platforms as possible.
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Meta ads working? Awesome.
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Let’s try YouTube out.
And Google.
And offline.
And direct mail.
And billboards.
And autoresponder marketing.
And cold email.
And affiliate marketing.
And referral marketing.
And anything else we can think of.
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This is the only way for your business to become ‘Hard to Kill’ or ‘Hard to Cancel’.
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Talk soon,
Tony
P.S. Want to know how I would implement this specifically for your business?
Get in touch with my 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 here.
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