🤖🚀 Heads up... avoid this DEADLY trap!

Read time: 4 mins…

Welcome back folks 🫡

This week’s Hyper Growth Blueprint covers:

• 🥐 A lesson from a croissant

• 🧨 How to avoid the deadly Performance Paradox

• 🤖 Mega-Prompt of the Week

Let’s go… 👇

One thing to know about me is I love croissants.

My weekend ritual involves getting up early & procuring one of these fine baked goods.

I also recently moved to a slightly different area…

…and as a result had to locate the best croissants available there.

Fortunately this was really easy…

Out of the 5 coffee shops in the same half-mile radius…

…four were quiet and one was always really busy.

Guess why?

Four did average croissants.

One did unbelievably amazing croissants.

The best marketing you can have sometimes is just a f***in’ awesome product.

So good that people tell their friends and always come back.

I’ve been reminded recently of how wild ad tracking is…

Being a self-proclaimed die-hard performance marketer I always focused ruthlessly on the things I could see actually driving good performance.

I still believe this to be true for 80% of your marketing…

…however, I’m here today to encourage you to also invest in marketing that you can’t directly track the results of.

Let me explain…👇

When we’re running ads, it’s easy to think this is what happens…

• They see our ad, maybe twice before clicking

• Land on our page, read it

• Click the button and convert

Boom! Simple eh?

Well… what if I told you this is brutally simplistic model that in most cases is a flat out LIE.

This is NOT what happens.

We were at Google HQ the other week and they told us in a recent study the average person sees 10,000 ads every 24 hours.

TEN THOUSAND!!!!

They also released a study where they found the 7-11-4 theory.

This is the idea a consumer needs:

• 7 hours of content

• Across 11 different touchpoints

• Across 4 different mediums

Before they are ready to purchase.

The implications of this?

Here’s what actually happens when you get new customers…

There’s a complex journey of dozens of touchpoints that help each other out.

It’s just that one of your ad platforms claims the final touch - and that’s where you see the conversions tracked.

This leads to the Performance Paradox.

This is where you turn off marketing channels that look like they are not working…

…only to find they were playing a key supporting role in driving conversions across your other channels.

I’ve seen it before where people have turned off their Meta Ads because they looked like they were ‘bad’.

Only to find their Google Ads performance fall off a cliff 3 months later.

How to overcome the Performance Paradox

Spend 80% of your budget on your Performance channels.

Spend 20% of your budget on other marketing channels

Whether it’s:

• Facebook

• Instagram

• Google

• YouTube

• LinkedIn

• Direct Mail

• Radio

• Spotify

• X

• TV

• Pinterest

• Snapchat

These can all create thousands of touchpoints for your business every single week which invariably will help drive new customers.

P.S. Whenever you’re ready, there’s three ways I can help:

• Watch this free video I made: CEO Day in the Life: Planning an Office Move.

• Check out my other free newsletter on how I optimise my health, energy, and productivity as an Entrepreneur.

• Stuck with your ads? CPA too high? Book a 1-1 call and we’ll diagnose the issue for you 🙂 

Mega-Prompt of the Week 🤖

The YouTube Video SEO Optimiser

I've recently started posting some videos to my YouTube channel.

As a result, I went down a rabbit hole of YouTube SEO.

Use this prompt to optimise your YouTube videos titles, descriptions, tags & hashtags to improve its visibility.

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