Charley and James will go into the aspects you need to consider for an effective paid marketing campaign.
They’ll talk about aligning your paid advertising strategy to your type of business and the stage it’s at.
And Charley will share some specific ad tactics he uses for his clients.
Table of contents
1. Why you shouldn’t just model the big names
2. The type of business is important
3. When the targeting is off…
4. The types of categories Charley deals with
5. Can you be a supplier to competing clients?
6. What stage of business are you at?
7. Do these “helpful” people really help?
8. How much trust does it take to buy?
9. Preparation versus implementation
10. A common agency pattern
11. What Charley brings to the table
12. Is your business built for that strategy?
13. You’ve got the foundation laid – what’s next?
14. The strategies Charley advocates
15. Wrapping it up
Why you shouldn’t just model the big names
A common marketing error observed by Charley is the direct copying or modeling of strategies used by big industry names. Established figures like Frank Kern have many admirers of their marketing style. But people overlook the years of trust and rapport these industry leaders have built, which allow them privileges Johnny-come-latelys might not enjoy.
James underscores this fact, that what works for seasoned businesses might not be effective for newcomers. He points to his own need to collaborate with experts like Charley to address areas he’s not currently engaged in, such as paid traffic. It’s important, he believes, to recognize one’s limits and areas of expertise.
There are tools now available that let users view other people’s campaigns, making it tempting to assume a successful ad for one brand would work for another. James uses the analogy of running billboards like Coca-Cola, something that works for the beverage conglomerate because of the brand’s longstanding success.
The type of business is important
The aforementioned tools can be incredibly beneficial if used correctly. When businesses, such as mortgage brokers, research strategies from competitors similar in nature and location, they can gain valuable insights to form a powerful strategy.
Different businesses, however, require different advertising strategies. A tactic that works for a high-ticket coach might not be suitable for a trade business or an e-commerce platform.
For instance, emergency services like plumbing thrive on immediate search results, while an ad agency or a high-ticket course model would need a more nuanced approach.
Misunderstandings arise quickly when companies apply the wrong strategies, leading them to believe that advertising doesn’t work for them, when they simply haven’t found the correct strategy tailored for their specific business type.
When the targeting is off…
James touches on the challenges of targeting in advertising, observing how agencies might use a one-size-fits-all approach, ignoring specific audience nuances.
After receiving an ad geared toward tradespeople, James speculates if such imprecise targeting stems from generalizing interest patterns, such as tradespeople frequently owning four-wheel drives in certain regions (he was, at the time, himself looking at four-wheel-drives online.)
Charley says that broad targeting might sometimes be intentional. While some ads might miss the mark, the returns from those that do connect can be high enough to justify the approach. However, Charley stresses the importance of ad creatives effectively filtering audiences, so those who aren’t the target don’t waste their time or the advertiser’s resources.
The types of categories Charley deals with
Over Charley’s 10-year experience in the advertising industry, he has observed a shift towards specialization. Recognizing the importance of excelling within a niche, he admires ad agencies that focus exclusively on trades, acknowledging that such specialized agencies are better equipped to deliver results for those specific sectors than he would be.
James likes Charley’s transparency, noting that many agencies might not admit such limitations out of pride. Charley believes in only taking on clients when confident about delivering excellent results. He stresses the pitfalls agencies face when they venture into areas where other agencies have deep specialization – broad approaches often lead to subpar outcomes.
As far as his expertise, Charley has chosen to focus on video ads, and identifies two business categories he primarily serves. The first is the finance sector, including mortgage brokers, financial planners, and buyer’s agents. Charley’s comprehensive understanding of this industry allows him to craft campaigns that foster trust, a critical element given the stakes involved in financial decisions.
The second category is the expert B2B education space, particularly course creators and high-ticket service providers. Charley underscores the trust-building tactics required for selling high-priced courses or services, which differ greatly from those for trades. He advises businesses to engage with specialized ad agencies to capitalize on the nuances of their industry.
Can you be a supplier to competing clients?
Both James and Charley know there is potential conflict of interest when an ad agency works for competing clients within the same market.
Charley emphasizes the importance of avoiding these conflicts in the advertising industry. He has found that, while working with multiple clients in the same field, it is possible to segregate them based on territories or market sizes to avoid overlapping interests. He cites an example of working with a mortgage broker exclusively in Queensland and generating leads for others in different territories, such as the US.
James compares the situation to a freeway with multiple lanes, emphasizing the importance of keeping different client campaigns distinct yet moving towards their individual objectives. Conflicts rarely arise in James’s experience, but when they do, it’s essential to be transparent and ensure clients are separated, especially if they have competitive tensions. Emotions and competitiveness can make situations tricky, so it’s important to be aware of any potential friction between clients.
What stage of business are you at?
Charley emphasizes the importance of aligning business strategy with both the type and stage of business one is in. As touched on before, an e-commerce business would require a different approach than a lead generation or trade business. Furthermore, startups with limited budgets should have a different strategy compared to major corporations like Coca-Cola. Especially for small businesses, being selective in their strategy is crucial, as they can’t afford too much waste and might not have the resources of bigger businesses to re-nurture leads or cover losses.
James uses a casino analogy to describe how some people approach business strategies. They gamble whatever they have on an ad campaign, hoping for a significant return. If they lose, they may blame the platform or external factors, rather than acknowledge the inherent risks or their lack of strategic planning.
Do these “helpful” people really help?
Charley and James discuss the role of platforms like Facebook (now Meta) in assisting users with their advertising campaigns.
Like James, Charley likens many marketers to gamblers, throwing various strategies out there and hoping something sticks.
James adds that platforms like Facebook benefit when users spend more – as in a casino, the house always wins. He mentions that Facebook reps often contact him, offering assistance, which he suspects is a way to entice users to spend more – again, like casinos, offering perks to big spenders.
Charley warns that while Facebook’s team may offer technical assistance, they often lack expertise in broader business strategy, particularly post-click conversion. He describes them as “platform technicians” rather than strategy experts. They may suggest tactics to lower lead costs, but may not have visibility on which campaigns are the most profitable. So it’s essential to discern their advice carefully, understanding that their primary goal is to increase platform spending.
How much trust does it take to buy?
Charley talks about the importance of trust in the buying process, particularly when selling high-ticket items or services.
Again, for brands or individuals with established reputations, like Tony Robbins or Frank Kern, direct offers might work. But for those without a well-known brand, they need to understand how much trust and proof are required before someone decides to purchase.
Using a high-ticket coaching program as an example, Charley explains that while the seller may view another $5,000 sale as routine, for the buyer, it’s a significant commitment. To make such buyers more comfortable, Charley suggests incorporating more testimonials and proof into marketing campaigns. Demonstrating results and showcasing respected individuals who trust the product or service can help build confidence in potential buyers. The goal is to reduce friction in the buying process by enhancing trust.
Preparation versus implementation
Charley speaks of the balance between preparation and implementation when working on marketing campaigns. Drawing from his experience, he says that while clients might expect a straightforward promotional strategy, he focuses on building trust within the target market first.
Depending on the niche, he specializes in specific types of campaigns, understanding from experience which strategies are most effective for various sectors.
James adds that when a client chooses to work with someone like Charley, they are tapping into a wealth of research, development, and past ad spending. This extensive experience and past investment allow the client to start from a more advanced point, reducing the risk of initial failures.
This, says Charley, underscores the value of hiring the right agency, to leverage an accumulated experience from working with past clients. James, for instance, has extensive experience working with numerous agency owners and coaches over 15 years, many of whom have achieved significant success in their respective fields.
A common agency pattern
James has observed a recurring pattern among small-scale operators who discover a knack for advertisements. Initially, they offer their services at low prices but gradually raise their rates as demand increases. As the need for a team emerges, they face various challenges, from management issues to unforeseen complications like client bans on platforms like Facebook. These difficulties often lead to the agencies partnering with others who have complementary skills, undergoing multiple rebuild cycles, or occasionally growing large enough to sell their venture and achieve their personal dreams.
An intriguing trend both Charley and James have seen is with ad professionals, particularly copywriters who transition into advertising: a significant number are guitar enthusiasts. This crossover between creativity in campaigns and musical leaning seems common in the industry, with many prominent figures in the field also being guitar players.
What Charley brings to the table
Charley, says James, is someone who effectively combines creativity with a systematic approach, having both competitive spirit and maturity beyond his years.
Charley’s diverse background, which includes running a recruitment firm, an ad agency, and having experience in memberships, has contributed to his current successful agency direction. He seems to have a particular strategic knack for sectors like finance, B2B, educators, and course providers, which interests James in Charley’s potential strategies for newcomers to his agency.
However, before delving into those strategies, Charley has an additional point he’d like to address.
Is your business built for that strategy?
Charley says it’s important for a business’s strategy to align with its infrastructure. For instance, a business that collaborates with an agency specializing in video content should be willing to produce videos. Alternatively, if a strategy requires a sales team, the business should either already possess one or be willing to hire.
Mismatched strategies and business structures often lead to inefficiencies or missed opportunities.
James shares his personal experience, highlighting the significance of choice and outcome in lifestyle design. For James, surfing daily is a priority, and he intentionally decides against having a sales team or sub-coaches, even if it means leaving millions of dollars untapped. Likewise, every entrepreneur must determine which strategies align with their values and lifestyle choices.
Both Charley and James stress the idea that financial gain isn’t the sole metric for success. One might accumulate wealth, but if it comes at the cost of forsaking daily joys or passions, it may not be worth the trade-off. James particularly emphasizes the value of time – accumulating wealth, at the expense of missing a decade of cherished activities, such as surfing, is not a trade he’s willing to make.
The foundation’s laid – what’s next?
So far, Charley and James have established that strategy alignment is key when considering business growth. It is essential to choose a strategy that matches the nature, stage, and infrastructure of your business, as well as your personal business aspirations. The best strategies not only cater to these foundational aspects but also align with the overarching goals of the enterprise.
Charley emphasizes the need to be clear about goals when approaching an agency. Whether it’s achieving massive volumes of leads or converting subscribers into paying clients, the chosen strategy must be conducive to the desired outcome. By aligning strategies with results, businesses can establish successful and long-term relationships with their chosen agencies.
As an agency owner, Charley has become more discerning about the clients he takes on, prioritizing those that fit his agency’s criteria. Recognizing the importance of synergy between agency and client, Charley believes in being upfront about potential misalignments. This transparency ensures that businesses can either find another, right partner or make the necessary adjustments to become a suitable match for the agency, leading to better outcomes in advertising.
The strategies Charley advocates
James would like some clarity on Charley’s strategic approach for businesses in the financial sector.
Charley obliges, delving into his preferred strategies.
Firstly, he suggests a review strategy, employing video ads and Video Sales Letters (VSL) to encourage potential clients to evaluate their current investments. This taps into a prevalent sentiment of doubt and uncertainty due to recent global shifts. Video, in particular, boosts trust, while VSLs allow for a persuasive narrative, especially when convincing someone of the necessity for a financial review.
Furthermore, Charley has seen the efficacy of newsletter strategies within the finance sector. This involves nurturing potential leads over time, noting that leads who engage with a business for longer often turn out to be better clients. James agrees, highlighting the leads that seem more familiar with his content before seeking his assistance, and emphasizing the importance of consistency in marketing.
In terms of finance-specific tactics, Charley emphasizes the power of remarketing and providing proofs of success to build trust. However, he also notes the nature of the finance industry where once a problem, like a mortgage issue, is solved, the client typically disengages, deeming certain content strategies less effective.
Conversely, in the B2B sector, especially with educational content or expert advice, followers tend to engage more consistently and over a longer duration.
Lastly, for the expert and educational space, Charley recommends a heavier emphasis on content and brand promotion, converting leads via email lists or sales teams. Interestingly, both James and Charley have seen the persistent effectiveness of email marketing, despite periodic doubts about its continued relevance.
Wrapping it up
As the conversation wraps, James reiterates the importance of having a tailored business strategy that’s aligned with the current stage of one’s business and the resources available. He stresses the need for working with knowledgeable consultants and setting clear objectives, while being wary of platform-specific advice that might not see the bigger picture.
A future episode could revolve around common queries and reviews Charley encounters in his profession. And if you’re interested in Charley’s help with your marketing campaign, you’ll find him at ValherMedia.com.
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