Episode Details

I've been having some intense conversations lately with a client in the software space, and it reminded me of a trap so many founders and entrepreneurs fall into: the Reach Trap.

As a sales coach and business development consultant, I live in a world governed by revenue and conversion. But too often, I see marketing professionals high-fiving each other because they got 5 million impressions on a campaign that didn't bring in a single kobo.

Let me be clear: If your advertising campaign didn't yield revenue, it wasn't a "successful" campaign! It was a waste of money.

To make sure your next campaign actually puts money in the bank, keep these three things in mind:

 Targeting is Everything: If you're selling human hair but your ads are reaching middle-aged bald men like me, you've failed. Use demographics and psychographics to find the right people, not just the most people.

 Speak Human, Not "Specialist": Get rid of the jargon. Your customers don't care about your "code base" or "back-end." Speak in words ordinary people understand.

 Balance Awareness with Action: Reach and awareness are fine for brand building, but if you need traction or money now, you need a performance-based campaign with a clear Call to Action.

Remember: Awareness is just a number. Revenue is the goal.

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I want to hear about your progress! Give me a call or text (check the intro/ outro for my number) and let’s get your product live!

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