Don’t Run Ads Until You’ve Done This
You spent four thousand dollars on ads last quarter and you can't point to one job that came from them.
The posts are going out, the ads are running, and the budget’s leaving on schedule. The leads are still thin, though, and the good ones are rarer than they should be.
If that’s the pattern, it’s worth knowing it’s one of the most common ones we see, especially among trades, construction, and professional services businesses around Perth. The work is good, and the marketing is moving. The results just don’t match the effort.
Marketing Does The Asking
Think of marketing the way you’d think of asking someone on a date. It’s the part that puts you in front of people and invites them to act. Branding is the reason they say yes when you do.
Where it goes wrong is that owners spend almost everything on the asking and never build the reason. So the marketing keeps doing its job, putting you in front of the right people, and those people keep saying no, because nothing underneath the ask gives them a reason to choose you over the three other tabs they’ve got open.
Same Ad, Two Very Different Results
Picture two businesses running the same ad, to the same audience, on the same budget. One gets a steady stream of warm enquiries, and the other gets a handful of price-shoppers and a spend they can’t justify. The difference isn’t the ad. It’s what happens in the second after someone sees it, when they look you up and either find a clear, recognisable business or a blank they have to fill in themselves.
The first business built the reason first, so the ad only has to do the last little nudge. The second is starting from zero every time, asking a stranger to trust them and act in the same breath. The few who do enquire have nothing to judge them on except price, so price is what they ask about.
The instinct when leads come in cold is to spend more, post more, or change the targeting, and none of that seals the actual leak. The asking is simply doing twice the work it should. Get the brand right first, and the same marketing starts to land, because the ask finally has something behind it.
Marketing Asks. Brand Gives Them A Reason To Say Yes
If your marketing is doing plenty of asking and still getting no, our free guide, How To Win More Clients Without Spending More On Advertising, shows you why and how to win the right work without spending more to be seen.
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About DSP
Design Studio Perth is an integrated branding and graphic design agency based in Perth, Western Australia.
Our team is made up of dedicated professionals who work closely with each client to develop unique and compelling brands that resonate with their target audience.
Our team is made up of dedicated professionals who work closely with each client to develop unique and compelling brands that resonate with their target audience.
