How to find what's broken in your promotion, without improving the ad again

01·Where you are now

You changed the headline, the picture and the audience, and now you're about to improve the ad for the fifth time.

Could it be that what's hurting you is the belief that “the words or the pictures are all that are of importance”? As long as you think that way, all the effort goes into a layer that is only one part out of five, and advertising brings low returns or little interest.

And it costs you money. A campaign like that dead-ends all the time and becomes too expensive, because you pay several times over for every customer, and buy each one again every time.

As long as the part that's broken in your promotion stays as it is, the campaign keeps dead-ending, even after the next ad fix. I stood there too, with a Facebook ad for a sales page and 2 sales.

02·Who's talking to you: Axel Jedlitschka

In the end, a system served the marketing, not an ad

In March 2021 I bought a marketing course and started marketing someone else's digital product. I ran a Facebook ad for a sales page, and I made 2 sales from it. It wasn't stable, because I was at the start of my path as a freelancer, and I left with what I learned there: writing copy, marketing, and the principles of marketing and distribution.

Later, at a company that sold business consulting services, I built a system for analysing a business forecast, and it served the company's marketing and sales very well. That's where I understood that I'm really good at the admin work of a business, and that I have knowledge every business needs. I'm not against ads. I'm against the belief that “the words or the pictures are all that are of importance”.

Axel Jedlitschka

04·There is a way

The five basics

Improving the ad touches only two of the five basics that successful promotion rests on: accumulating the identities of people, and offering them something they will buy. The other three are not marketing at all: something worth offering, consistent execution, and delivering what was offered. “All five must exist for promotion to be successful”, so when one of the three is broken, improving the ad doesn't fix it.

1. 01A score for each basic.Give each of the five basics in your business a score from 1 to 5, three seconds each.
2. 02The lowest is the work.The basic with the lowest score is what needs work, even if it isn't the one you wanted.
3. 03Five questions, in writing.Answer five questions in writing, and the one whose answer is vaguest is this month's work.

A campaign that looked excellent, was written properly and was aimed at the right people, and brought in nothing, did not fail because of what was in it. It failed because of what was not underneath it.

What you get

What is promised, and what is not

There is no purchase and no payment here, so there is nothing to cancel. You can withdraw your consent to marketing messages at any time.

Questions?

Before you download