The Reason Your Ads are Not Working

TLRD; Poor Offer.

Let me expand that a little: Your offer is not attractive to your target audience, and you are not confident your offer will sell.

You are not confident your offer will sell

When you are not confident your offer will sell, you play it safe by investing little money and time into promoting your offer.

How can you get confident that your offer will sell? By selling.

Selling is the best way to get to know your ideal customer.

Selling is the best way to get to know what your product has to offer.

If you know your product and the ideal customers for your product, wouldn’t you be confident about what you offer?

But I’m too busy operating the business to spend time selling?

Then don’t just advertise. Also manage your leads.

How do you do that?

Start by setting up this simple lead management process:

1. Track how people interact with your ads
2. Track the number of leads generated from ads
3. Create a simple sales pipeline
   1. New lead
   2. Contacted the lead
   3. Lead is warm
   4. Lead is scheduled
   5. Lead became a Customer
4. Track conversions from ads

This is simple? Sounds damn complex already.

Then automate it with software.

Look up the many lead management tools out there, see which one works for you.

OnePageCRM is one of the simplest I’ve seen.

For a simple but slightly more sophisticated automation (i.e. call recording, email sequences, and more), you may want to look into salesmate.io.

How to hone you offer

Armed with the right selling tools, you are ready to begin selling and honing your offer.

Start listening intently to every objection.

The objections will fall into the following categories:

• Time it takes for the customer get the benefits of your product or service
• Effort they have to put on their own to get the benefits from your product or service
• Whether it’s worth looking at other options

Translate that into your offer.

This is what it would sound like for someone in IT Support:

• Time: Start a remote session now
• Effort: Show us the issue. We solve it for you. We solve it right the first time. We solve it quickly.
• Options
  • Call the hardware or software manufacturer
    • Deal with someone from a foreign country
    • Deal with canned responses
    • Spend time “waiting for the next available representative”
  • Call the next ad to see if they are cheaper
    • I don’t have time for that

The impact of a great offer on advertising

Your offer will get more amazing each time you overcome objections.

This translates to more closed sales.

So now you think of advertising not just as a cost, but as an opportunity to:

• Get to know you product
• Get to know you customer
• Craft better offers
• Get more sales
• Grow your business

Advertising helps you diagnose your business

Your business is not growing? Advertise to sell more.

Your sales are not closing? Advertise better offers.

Having a hard time coming up with a good offer? Advertise to get to know your lead’s objections.

Poor lead quality? Advertise to different audiences to find product fit.