Why Your Ads Stopped Working

Some of my best work happens where most people wouldn’t dare go.

I just spent five days in a secret location with my family and our dogs. There are beautiful lakes, tall, wise trees, wildlife everywhere, and trails for miles in the tranquil forest.

The cabins sit on big drop-offs where you can see into the woods and across the lake. The moon was full, and the coyotes howl at night.

Despite this sounding like some kind of getaway, it’s actually where I do my best work and I go to places like this alot.

It’s where I help clients put out fires and increase scale the fastest.

It’s not a popular touristy place.

It’s deep in the woods where there’s nothing, which probably discourages people from going.

I love going places and doing things other people can’t, won’t, and don’t.

I love creating space and helping my clients make their lives more spacious and prosperous.

I receive of texts and voice notes daily from business owners and their teams.

I spend hours reading, researching, digging, and writing. 

The places I go, the things I focus on, and the work I do are not very sexy, but they create an unfair advantage.

The most difficult things to sell are “improvement” and “prevention” for a reason.

They’re not sexy. They’re not thrilling.

So, don’t try to sell them!

But, invest in them because that’s what my highest-earning clients do.

I get them focused on improving their funnel, ads, sales team, marketing, and bottleneck (or disaster) prevention.

I even push them to do this with their marriage and children at home.

Why do you think divorce is up?

Well, it’s the same reason why 65.3% of businesses fail in their first 10 years (According to 2024 data from the U.S. Bureau of Labor Statistics).

Everyone wants “NEW” instead of improvement.

Hey, why do the work to improve in your marriage when you can just replace your spouse? It’s a “grass is always greener on the other side” mentality. Newbies, consumers, and the uncommitted are always focused on “brand new.” 

They seek that back-against-the-wall moment when all the chips are on the table, and they have to take a giant leap of faith in a new thing.

It’s sexy and exciting.

But after some time, it becomes a self-fulfilling prophecy of sabotage, gambling, and wasting time.

The destined-to-fail run for the hills to chase the new thing when they get an optimization, improvement, and prevention plan. If you’re doing this, it’s only a matter of time before you manufacture the next downturn in your company so you can chase the next shiny object.

If you’re new to my world, I’ve helped 100’s of businesses with their traffic strategy, and there’s nothing new under the sun. It's mostly a bunch of old things made to look new to sell. And nothing is “good” or “bad” regarding marketing and sales. There are just the top companies advertising and selling; there’s everyone else, and then there are the distinct differences between the two. 

There are layers to this as well. 

In the heat of competition during Q3 and on an election year (at the time of writing this) and any other worldly event, your best ads might be less than mediocre. Your best sales rep might be a C player at best. 

Move like the masses, and you’ll fight for scraps..

Dominating with great ads is a 90% research game. A sales team that trains constantly will close prospects before your competitors do, and they will collect more cash.

Improvement, optimization, prevention, research, and repetition of the most essential things are the most deserted places you can visit, especially when times are good and things are easy.

It’s not what they buy into or invest in..

It’s the hardest thing to sell or motivate the mediocre to do. 

Most of your competitors will not be there..

Do the unsexy.

Go to the deserted place the mediocre can’t, won’t, and don’t go.

I’ll see you there.

– Lance C. Greenberg