Are you sitting comfortably --- Once upon a time, I ran an ad account for a finance business. It was doing very well. We were spending over £200/day using Meta and the return on ad spend was through the roof.
It was so good, it felt illegal.
I was chuffed with myself. Like Icarus, I was flying high, enjoying my greatness, basking in the glow of money flowing into the business.
And like Icarus… I was about to be grounded...badly.
The Most Brutal Business Mistake
One day I sat down at my favourite cafe of mine, logged into Meta and noticed my Facebook account was blocked and the ads were on hold.
I assumed there had been a mistake.
Some bug in the campaign somewhere. Went for lunch, and didn’t stress about it too much. 😋
A few hours go by and it’s still blocked. So I get in touch with customer service.
Turns out it’s almost impossible to talk to a human being. Even if you spend £6k+/month with them, you’re still considered a small fry.
So I started to feel a bit disgruntled, sending in ticket after ticket.
Three days go by and I finally get an answer. Turns out my ad account got blocked because someone somewhere (not even sure if it was a bot) thought that the ads were ‘misleading’. ⛔⛔⛔
These were regular ads, nothing particularly weird about them, nothing offensive. So I get embroiled in a tonne of appeals with the team at Mets --- and in the meantime, ZERO new leads are coming into the business...
Why?
Because the life of the business relied on only ONE source of leads. And that’s the dumbest possible thing you can ever do.
The Worst Number In Business
At first, I blamed Meta and their algorithms...along with a whole load of other things...
...Then it hit me.
This was all MY FAULT.
I failed brutally because I was too dependent and too complacent with ONE source of leads.
One key marketing agent.
One source of leads.
One big client.
And what happens when you’re ONE is taken away? You’re left dead in the water.
And that’s the harsh reality of business. Everything that CAN go wrong eventually DOES go wrong.
So I set out to fix this issue and vowed to never let myself or my close network get into that position ever again.
Making Your Marketing Bulletproof
I make it a mission of mine to spot the “ones” in my business. Because every ‘one’ is a crack in my armour.
A vulnerability waiting to be exploited.
A ticking time bomb.
---You get the picture.
And it’s even worse if you ignore a specific ‘one’ because you’ve convinced yourself that “this one is different”.
Narrator voice: “This one wasn’t different.” 🤣
When it comes to marketing this means we’re always looking to get an ad to work… and then branching it out across as many platforms as makes sense.
Meta ads are working for you? Awesome.
Let’s look at YouTube.
And Google.
And offline.
And direct mail.
And cold email.
And autoresponders.
And affiliates.
And referrals.
And anything else we can think of....
This is the only dependable way to become ‘Hard to Kill’ or ‘Hard to Cancel’ --- Absolutely BULLETPROOF
Speak soon,
Thomas P.S. Want to see if I can find any cracks in your business's armour?
Get in touch with our agency today, after filling out the form, one of my team will be in touch to see if we're a good fit to work together. Ff you don’t want to work together that’s fine too. No hard-selling, no pressure, no annoying sales tactics.
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