There is an odd belief out there in that some think if you have the ‘Perfect’ advertisement it will work 100% and people on their first exposure will say ‘Yes’ I am in!
While I think getting your message perfect, driving conversions and forever tweaking your wording is critical – in my years of marketing, I think I have very rarely seen an advertisement *just work* the first time someone sees it.
Using a very modern example being Facebook – it’s exactly the same thing. You don’t just put your advertisement up one and do a ‘Boosted Post’ – it takes many posts over a period of time to make an impression, get traction and eventually convert into leads and then some measurable form of sales.
This has been exactly the case for my own business too on Facebook, Email Marketing, LinkedIn and even meeting people in networking events (which I used to do lots of when I first started) – just doing it ‘once’ rarely works.
When people hire my for example or say sign up to my Online Mentoring Course ‘The Awesome Marketing Vault’, people usually hear about me from many multiple angles until they consider taking some form of action. They may see me lots on Facebook, see a Live Webinar, Attend that, get an Email from me and then one day – it gets them over the line into reaching out and making contact.
My point being in this case is that it wasn’t just some ‘great advertisement’ that worked. It was a range of hits from different media that over time converted this fine person into an awesome lead (and then a client).
I think it’s good to be aware of this reality in the marketing of our own businesses from several viewpoints. Firstly, it gives us a ‘realistic’ expectation of success. Secondly, it makes us think for the long term. Finally – it makes us realize that we need a great message to be put out there over and over again until people convert.
My advice and thinking? Your marketing will take multiple hits from multiple angles for it to work. Keep that in mind, keep pumping your compelling message out and enjoy the success to gradually come in.
Love your work, thanks for the read and Stay Awesome!