Do You Make This Mistake In Marketing?

Once upon a time, in a galaxy far, far away, I knew a guy that ran an ad account for a real estate business.

It was doing very well. He was spending over £1000/day using Google AdWords and the ROAS was +/- 5.

Meaning: for every £1 they put in they were making £5 back.

That’s so good it should be illegal!

He was very pleased with himself. Like Icarus, he was flying high, enjoying his greatness, basking in the glow of his achievements.

And like Icarus… he was about to be humbled badly.

The Worst Business Mistake

One day he logged in and noticed his Google account was blocked and the ads were paused. He assumed there had been a mistake. Some hiccup somewhere. So he went for lunch and didn’t stress about it too much.

A few hours go by and it’s still blocked. So he gets in touch with customer services.

Turns out it’s impossible to talk to a human being. Even if you’re spending £30,000 per month you’re still considered to be a small fish. So he sent in ticket after ticket.

Three days go by and he finally gets an answer. Turns out his ad account got blocked because someone somewhere thought that the ads were “possibly misleading”.

Keep in mind, these are your regular boring real estate ads. There’s nothing particularly weird or off-putting about them. So he gets embroiled in a ton of discussions and in the meantime there are ZERO leads coming in.

Why?

Because he got too dependent on ONE source of leads. And that’s the worst possible thing you can ever do.

The Worst Number In Business

At first he blamed Google and Big Tech and a whole load of other things.

But then he told me…

This was ALL HIS FAULT.

This all happened because he got too dependent on ONE source.

And one is the worst number in business.

One key staff person.

One source of leads.

One big client.

What happens when your "ONE" is taken away? You’re dead in the water.

And that’s the nasty thing about business. Anything that CAN go wrong eventually DOES go wrong.

So he set out to fix the issue and vowed never to be in the same position ever again.

Making Your Marketing Hard To Kill

I make it a point to spot the “ones” in my business. Because every “one” is an attack vector. A vulnerability waiting to be exploited. A ticking time bomb… 

You get the picture.

And it’s even worse if you ignore a specific “one” because you’re convinced that:

“This one is different”.

Narrator’s voice: “This one wasn’t different…”

When it comes to marketing this means we always look to get an ad to work… and then we branch it out across many different platforms.

Meta ads working? Awesome.

- 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 dependable way to become “Hard To Kill” or “Hard To Cancel.”

Talk soon,

Pritesh Chauhan