Sharpen Your Axe
The key to running successful ads quicker.
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Almost every company I know at some point tries to scale through paid advertising channels.
It makes sense, it feels like a shortcut to acquire customers quickly. Just throw some money at the problem and it will solve itself.
And that may work at first but companies usually will then hit an efficiency problem. The cost per conversion to a lead is too high or the conversion from lead to customer is too low and suddenly the model is upside down. The cost to acquire a customer is not scaleable and they walk away.
The easiest way to avoid that problem comes down to 1 simple thing and unfortunately most marketers don’t do it. That thing: test your messaging before you launch.
Before you launch a single ad - you should test your messaging:
To see if it resonates.
To see if people understand what it is you are even offering.
To understand what problems your prospects actually care about.
To see if the imagery grabs people’s attention.
To see if the landing page resonates.
A lot of folks mistakingly think that the testing phase is done through the ads. That is a super expensive and inefficient way to go about doing it. You could roll through 3 months of ad spend before you get answers to those questions. And the answers don’t tell you what about it works or doesn’t. You have to try and interpret data to get to the conclusions.
Instead test your messaging prior to launching. You can then edit the ads before you actually launch and be 3 months ahead of the curve.
There are lots of platforms out there for you to test including UserTesting, Survicate and others. But hands down my favorite is Wynter. You can run a test directly to a panel of your audience for under $1,000 and get the results in just 3 days.
Sharpen your axe before you try to start cutting down the tree. You will save yourself lots of money and time.
Hope that helps some of you.
Thanks for reading!
This Week’s Sponsor: FastSpring
More Revenue; Fewer Problems
It doesn’t matter what kind of software you sell — one-time purchases, recurrent payments, or SaaS subscriptions of any kind — FastSpring’s global platform delivers industry-best acceptance rates for purchases from customers around the world.
Well said!
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