Do you make this mistake in marketing?

Once upon a time, in a galaxy far, far away, I ran an ad account for a local small boxing gym. It was doing extremely well; we were spending $10 a day on Meta ads, and the ROAS was ±6.

This means that for every $1 we put in the ad, we were getting $6 back.

That's so good it should be illegal. LITERALLY.

I was so proud of myself. Like Icarus, I was flying high, enjoying my greatness, basking in the glow of my achievements.

And like Icarus… I was about to be humbled super badly.

The worst business mistake ever

One day, I logged into my Meta ads account I was using to run for the client, and I saw that the ads were paused. I was shocked. I was like, “Ain't no way, must have been some sort of mistake, surely?” I thought it was some glitch and went out to eat; didn’t think much of it.

I came back after the gym and realized it was still paused, so I contacted Meta customer service.

Turns out getting in contact with Meta customer service is like winning the lottery—it's literally and figuratively impossible, even if you're giving them money.

After a week, they eventually got back to me. Turns out my ads were “misleading.” Some nobody must have reported it, or someone in the Meta HQ, drinking their rainbow-colored coffee, thought, “This is misleading.”

Keep in mind these were regular ads about the boxing gym; nothing weird or off-putting about them at all. So after this, I looked into why this happened and how to undo it. In the meantime, all this time ZERO leads were coming in.

Why?

Because my dumbass (at that time) got dependent on one source of leads. That's the dumbest thing you can ever do.

The worst number in business

At first, I blamed Meta, then the internet, and the universe, and loads of other things.

Then it hit me like a truck.

This was ALL MY FAULT.

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

- One key staff member

- One source of leads 

- One big client

- One person with all the controls of the business

And what happens when your one pillar that’s holding the house is destroyed? The whole house is obliterated.

And that's the harsh reality of business. Everything that can go wrong eventually DOES go wrong.

So I (the marketing wizard) went out to fix that issue and made sure it never happened again.

Making your marketing hard to kill

I always make it a habit to spot the “ones” in my business. Because every “one” is an attack vector. A vulnerability waiting to be exploited. Like a ticking time bomb—you get me?

And it’s even worse when you convince yourself that this “one” is different.

Narrator voice: that “one” was not different.

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 autoresponder marketing.  

And affiliate marketing.  

And referral marketing.  

And anything else we can think of.

This is the only dependable way to become ‘hard to kill.’

Talk soon,

Mo

P.S. Want to know how I’d make sure your prospects are unable to stop consuming/buying your stuff through good advertising?

Get in touch with my agency today. If we’re a good fit, I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently, and discuss it with you in depth on a call.

No cost, no obligation.

If you want to work together, I’ll tell you exactly how that works. If you don’t want to work together, that’s fine too. No hard selling, no pressure, no annoying sales tactics.

Sounds good? Then email me at: mo@mazagency.co.uk