🤖🚀 This was a painful oversight...

Read time: 4 mins…

Welcome back folks 🫡

This week’s Hyper Growth Blueprint covers:

• 🤯 Why I was in a studio in Shoreditch…

• 🔉 2 Conversations I had last week…

• 🚀 Demand Generation vs Demand Capture

• 📊 Building a Diversified Traffic Portfolio

• 🤖 Mega-Prompt of the Week

Let’s go… 👇

I spent last Saturday in a studio in Shoreditch, appearing on a new podcast that’s launching.

I was fortunate enough to be their inaugural guest.

Over the course of 67 minutes or so we explored a whole bunch of stuff.

✅ The story of BOTTERS.
✅ The epic stuff that went wrong
✅ The future of running ads
✅ Landing page frameworks
✅ Building teams & culture
✅ British drinking culture

…and loads more.

(If you’re interested - I’ll share the link when it goes live 😎)

Last week I had two conversations with two separate businesses about this topic.

The first one was with a new client we just started with.

They rolled into January and are massively down already y-o-y in terms of revenue.

They have a dependency on Google ads for their traffic…

…and it's taken a big hit.

It’s was a painful & costly oversight.

The second was with a prospect who wants to get to £10m this year.

They have always spent a fairly limited amount across Facebook & Google.

Their Google always has a higher ROAS...

…so they were asking why they can't just allocate all their spend there?

The answers to these predicaments involves TWO pieces of useful marketing theory & fundamentals which I felt compelled to share with you…

#1 Demand Generation vs Demand Capture

Success advertising at scale relies on this synergistic relationship.

Demand Generation = when you can shove your ads in front of people’s faces.

E.g. Facebook Ads, instagram Ad, TikTok, Billboard, TV, Direct Mail

Demand Capture = when we appear when people are directly & intently searching for us.

E.g. Google Ads, Bing Ads, SEO, Direct Website

Demand Capture will ALWAYS have a higher conversion rate & be more profitable...

Why?

Because it's capturing the people are literally searching for & ready to buy your stuff.

The problem here is one of scale.

There are only ever so many people searching for your stuff at any one time.

Which is why we have to also invest in Demand Generation.

Demand Generation shows our stuff to brand new people.

This means they are less likely to buy initially compared to those searching for us.

So if you measure it purely on ROI & profitability...

...it will look nowhere near as good as Demand Capture.

BUT what it is doing is making people aware of you.

Educating them.

Bringing them into your world.

Where a few of them will probably convert straight away…

...but a big chunk will start searching for you.

And as a result... they will get caught up by your Demand Capture campaigns!

It's an important synergistic relationship where one fuels another.

Point #2 Building a Diversified Traffic Portfolio

I've been investing & following the financial markets for many years now.

One thing I learnt (painfully) was the importance of diversity.

When building a portfolio you want to spread your investments across multiple opportunities to reduce the risk.

I.e. so if one crashes & burns... you only lose a small %.

I bring these same principles to our clients.

As a business you want a diverse source of traffic.

This is so one day, when you INEVITABLY have a bad week/month/year with one...

...you're not completely screwed by having a sole dependency.

It's important to note - whilst I believe in having a diversified portfolio - I do not believe in spreading yourself too thin.

We choose the channels that we are most confident in & then focus all our attention there.

One of our clients has built a multi 8-figure business using just:

1. Facebook Ads
2. Google Ads
3. Direct Mail

So you probably don’t need to be trying to advertise across 10+ different places just to try & break through 7 figures…

… just sayin’ 😉.

Armed with these two fundamental insights, I hope you’re able to get out there and market more creatively & profitably.

That’s all for this week - I hope you found it useful.

Take it easy,

Elliott ✌🏼

P.S. I share more stuff like this on LinkedIn.

Feel free to connect with me here if you want.

Mega-Prompt of the Week 🤖

Optimise your Prompts for Better Outputs

When it comes to using AI… the quality of your inputs determines the quality of your outputs.

Feed this prompt one of your existing prompts & it will return you a new & improved version optimised to give you a better output.

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