Do You Make This Mistake In Marketing?

Once upon a time, in a galaxy far, far away, I ran an ad account for a real estate business. It was doing very well. We were spending over $1000/day using Google AdWords and the ROAS was +/- 5.

⠀Meaning: for every $1 that was put in we were making $5 back.⠀That’s so good it should be illegal.⠀I was so pleased with myself. Like Icarus I was flying high, enjoying my greatness, basking in the glow of my achievements.⠀And like Icarus I was about to be humbled badly.⠀

The Worst Business Mistake⠀

One day I log in and I notice my Google account is blocked and the ads are paused. I assumed there has been a mistake. Some hiccup somewhere. Went for lunch, didn’t stress out about it too much.⠀Few hours go by and it’s still blocked. So I get in touch with customer service.⠀Turns out it’s impossible to talk to a human being. Even if you spend $30,000/month you’re still considered to be a small fish. So I send in ticket after ticket.⠀Three days go by and I finally get an answer. Turns out my ad account got blocked because someone somewhere thought that the ads were ‘possible misleading’.⠀Keep in mind, these are regular real estate ads. There’s nothing particularly weird or offputting about them. So I get embroiled into a ton of discussions and in the meantime there are ZERO leads coming in.⠀Why?⠀Because I got dependant on ONE source of leads. And that’s the dumbest possible thing you can ever do.⠀

The Worst Number In Business⠀

At first I blamed Google and Big Tech and a whole lot of other things.⠀Then it hit me.⠀This was ALL MY FAULT.⠀I failed miserably because I got too dependant on ONE source. One is the worst number in business.⠀One key staff person.One source of leads.One big client.⠀And what happens when you’re ONE is taken away? You’re dead in the water.⠀And that’s the nasty thing about business. Everything that CAN go wrong eventually DOES go wrong.⠀So I set out to fix this issue and vowed to never get in that position ever again.⠀

Making Your Marketing Hard To Kill⠀

I make it a point to spot the ones in my business and the businesses of the people I help out. Ones are attack vectors. Vulnerabilities. Especially if you think they’re not.⠀When it comes to marketing this means we’re always looking 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’.