Every Tuesday, my son and I have a ritual; we go out for pizzas. It’s our one takeaway treat of the week, and honestly, it’s the perfect way to break the monotony of the early workweek.
Back in the day, my wife and I used to make it a full evening out. We’d go for wood-fired pizzas, paired with a couple of ice-cold beers and a glass (or two) of cab-sav. It was a vibe, but as you can imagine, it quickly added up. So, we simplified; just the pizzas.
And let me tell you, simplicity can be a beautiful thing.
The place we go to has this killer deal: buy any three pizzas and get the cheapest one free.
I’m a sucker for a good deal. Plus, after four years of showing up almost every week, the staff know me by name. It’s like walking into Cheers; a place where everybody knows your name.
The Parallel Between Pizza Night and Marketing
This Tuesday, while we waited for our pizzas, my mind wandered to a project I’ve been working on: a marketing automation system for our business.
It’s a full sequence survey that leads to a personalized digital strategy, complete with a pricing report based on the survey answers, followed by a call.
This isn’t my first rodeo with automation. Years ago, we set up a survey on our website, and one of the resulting sales was worth $32 000. So I know these systems can be wildly profitable.
I originally estimated it would take me three hours to set up.
Spoiler alert: it’s taken 12 hours so far, and I’m still not done. You know how it is—only after you finish do you truly figure out the most efficient way you should have done it.
Next on the list: finalizing the ads and setting up campaigns.
Breaking Down the Numbers
Here’s the plan:
- Campaign size: 5 to 10 ad sets.
- Ad variations per set: 3 static ads with 2 text options.
- Total ads: ~60, targeting specific audience segments.
- Starting budget: $50 per day for lead generation alone.
That’s just the short-term play. The long game will roll out over 60 to 90 days, targeting the other 97% of the market, those who aren’t ready to buy today.
Did you know only 3% of your market is actively looking to buy right now? The rest, the 97%, is where the long-term campaigns shine. They take time, strategy, and patience, but the payoff can be exponential.
The Lesson? Stick With It.
Here’s what I’ve learned: Everything worthwhile, whether it’s building a marketing campaign or advertising campaing, takes longer than expected, costs more than budgeted, and is harder than planned.
But here’s the trick: if you expect it to be tough, you’ll stick with it. Too many people give up because they assumed it would be easy. Success is a choice, and persistence is the secret ingredient.
This was the topic of conversation between me and my son while waiting for our pizzas. It’s a lesson worth remembering. Good pizza is worth waiting for. And something, great results also take time.
What’s Next?
Next week, I’ll be sharing something I’ve been working on for a while; something that could help if you’re feeling stuck in your business and ready to break through to the next level. Stay tuned; it might just be what you need.