Scale In Any Market, Season, Or Economy?

Scale In Any Market, Season, Or Economy?

On a call the other day someone was telling me their lead quality and show percentage are tanking.

Supposedly it’s happening industry-wide.

Election season, financial crisis, something going on in the news.

If you talk to any setter, closer, founder, owner…

The people who run into troubled water.. the people whose numbers go down…

They always have a reason.

Here’s how many of them come up with that reason:

They look around, inside of Facebook groups, masterminds they’re in, friends and peer groups, and they say..

“Is anyone else dealing with this?”

.. People reply “Yeah I’m dealing with it too!”

and the conclusion is made: “Oh it’s industry-wide.”

The thing is, when we’re in masterminds, groups, and programs together.. Everyone’s getting the exact same advice from the same 2-3 people, reading the same books, doing the same things.

So of course you’re getting the same results.

But over the last 10 years I’ve seen it happen many times, where everybody thinks their low show percentage, or low close percentage, or bad quality, or high cost per call… is an industry-wide thing because other people they know are dealing with that problem.

But then I look at a handful of clients who have the exact opposite results.

And the thing is, if you can look at top competitors, direct and indirect..

• Direct is they sell the exact same thing (or very similar) to the same people as you.

• Indirect is they sell to the same people, and maybe solve some of the same pain points, but it’s a different product & different solution.

.. If you study those companies and they are still operating in that industry, still crushing, still way out selling you.

Then the problem is not the environment, the news, the economy…

The problem is in the discrepancy between you and that business.

For example, show percentage.

One of the big things that impact show rate is lead quality.

What impacts lead quality is how the AI thinks you're doing in comparison to other advertisers.

So if it thinks you're doing a good job and giving users a great experience compared to other advertisers, it will serve you more buyers.

It will deliver your ads to higher-qualified leads.

And this is regardless of how you're targeting.

Because we've all run ads to super-targeted audiences, and still not had great results.

So it's not targeting.

It's first, the discrepancy between us and our competitors.

• how much better are their ads

• how much more testing do they do

• how much better are they in text

• how much better are their dm conversations

• how much better are their triagers & closers

• how much tighter are their processes

And then second, there's how we advertise.

Are we putting 10% of the budget into testing? And are we testing in a way that's not throwing spaghetti against the wall?

Are we testing very few unknowns with lots of control variables?

And this is what it comes down to.

None of these things are new and shiny.

None of them are seasonal or stop working during certain events.

They’re fundamental truths of advertising & scaling a business in any market, season, or economy.

Regardless of what is going on in the market or industry, realize you are in control of your results. This is the #1 thing that will move the ball forward.

Until next time,

- Lance C. Greenberg