Do You Make This Marketing Mistake?

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

Meaning, for every $1 that was put in they were making $5 back!

It was so good that it should’ve been illegal.

I was very pleased with myself. Like Icarus, I was flying high, basking of my achievements.

And like Icarus… I was hit hard by a reality check.

The Worst Business Mistake

One day I logged in and I notice the Google account was blocked and the ads are paused. There must’ve been a mistake, a hiccup somewhere. Left my computer, didn’t stress about it too much.

Few hours go by and it’s still blocked. I tried calling customer service…

Turns out, it’s impossible to talk to a human being…

Even if you spend $30,000/month you’re still considered a used napkin. So I sent 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 ‘possibly misleading’.

Keep in mind, these are regular real estate ads. There’s nothing particularly weird or off putting about them. So meanwhile, while trying to explain what’s going on, 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

I first blammed Google and slimy Big Tech for this mishap.

But then it hit me.

This was MY FAULT.

I failed because I got dependent on ONE source. One is the worst number in business.

One key staff person. He moves on, you screwed yourself.

One source of leads. Source gets cuts off? You played yourself.

One big client. They drop you for any reason? Bye bye cash flow.

Just like that you’re dead in the water. That’s the nasty thing about business. Everything that CAN go wrong WILL go wrong.

Making Your Marketing Hard To Kill

I make it a mission to spot the “ones” in my business. Because every ‘one’ is an attack angle. A chink in my armor waiting to be exploited. A Ticking time bomb.

It’s even worse if you ignore a specific ‘one’ because you’ve tricked yourself into thinking “this one is different”.

Narrator voice: “this is where he f*cked up.”

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 autoresponders

And affiliate marketing.

And referral marketing.

And anything else we can think of.

This is the only dependable way to become ‘Hard to Kill’. Too many heads to cut off.

Happy hunting,

-Jason Anderson