May 2, 2019

When marketing is a waste of time

My work is really about finding and educating potential customers. Which is fine, if you already have a flow of leads.

Once you have leads coming in, you can and should build out remarketing campaigns, email sequences, direct mail sequences and so on. Especially if you’re selling something expensive.

But if you DON’T already have leads coming in, this is not the place to start…

Most likely, you need to narrow down on a group of people who have money and a particular problem. And you need to get a working lead generation offer in front of them.

Otherwise, working on your email sequences and remarketing ads is like colouring in the leaves on a tree, without first putting the tree trunk in place. Or at best, having a fuzzy unclear trunk.

You don’t even need to develop your lead generation offer very much to begin with. Creating a good opt-in incentive is a lot of work, but you should only do the work once somebody has raised their hand and requested it.

As soon as that happens you have work to do.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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