Why Most (Paid) Advertising Doesn't Work. EP #315 - Den Lennie

Hey guys, it's Dan Lenny here and today I want to talk about pay per click advertising. A lot of businesses when they're starting out think that you should do some paid advertising. And they'll often try some Facebook or try some Google and very quickly realize it doesn't work. And the reason it doesn't work is because there's a lot more to advertising than simply paying the platform to amplify your content. So today I'm going to give you an excerpt on a coaching call in our free support group Scale youe Video Business, where I was talking about the power of pay per click advertising, but also the pitfalls and I think you'll find it really useful so you get some perspective on why most advertising doesn't work. The reason that most people find pay per click doesn't work is because they've got shit offers. Yeah. And all advertising does is amplify the message you have. And what a lot of businesses make the mistake of going, I'll get this agency, I'll do pay per click. And they send the traffic to their homepage, which is badly written, doesn't have a clear target market. And when you try and market to everyone, you end up talking to no one. And the only way advertising works is if you're crystal clear on who your target market is. The pain points, the problems, intimately. I'm talking deep diving on avatars that can be 10 or 15 pages long and all the work goes and to fully understand who your client is, what their needs are. And then if you can create a piece of content. In VBA Elite, we call it a high value content offer. It's a piece of content that is super valuable, genuinely valuable to your target market. It's always a problem and you, and you put your paid traffic to that so that when you someone's searching for video production in a particular place, it stands out as a purple cow. If you just go and Google Video Production Brighton, Video Production London, Video Production Essex, I guarantee there'll be 15 websites that are all identical. Saying we're really passionate, we really care about storytelling, we've got awards, blah blah, blah, blah, blah. It's boring. If you put yourself in the shoes of a prospect who's looking to solve a problem, it's overwhelming. It's like got all these production companies that are all baffling on about how creative they are. But all I want is to speak to someone who understands that I'm trying to solve a problem. And so that's why paid advertising generally doesn't work. For a lot of businesses. And it's no one's fault. No one's told you, no one teaches you how to do this stuff. Don't feel too bad. If you tried some paid advertising, it didn't work. It's really good because it's sold to us as the kind of the magic bullet, the magic pill. Just some money into Google or Facebook and they'll send lots of traffic to your website. But it's such a complex system as well. It's like saying to a client, can you go and color grade this piece of work that I've shot on four different formats. Here's the keys to DaVinci Resolve. Off you go. Sure you can watch some YouTube videos and get it up and running, but to understand how color interacts with each other, if there's a hue or a cast in a shadow, where's it coming from? That's 20 years of lighting experience. So it's the same with advertising. It's made to be very accessible and it's just pay advertising and you'll get leads. But it doesn't really work as well as that. It's hard. And here's the thing about running a business right, it takes 10 times the effort you think it's going to take to get the result you want. And what we typically do is give up when it gets too hard. Like we just go, ah, it's just tried it once, didn't work, move on to something else, let's try something else. It's not me, it's a thing. There's a lot. And as we go through these month surgeries it might become apparent that I'm a pretty straight talking truth teller. I won't. I'll be really upfront with you. Right. We've created this front end program for one reason is to attract people in that a certain percentage of you at some point might decide you want to do more training with us. So it's a very transparent front end marketing offer. But what we're doing is giving away what you'd agree, some really good content for free without any expectation in return. And the idea of that is that you get to know and trust us a bit more and if the pain gets enough, you might go, hey Dan, can we have a chat about up level and it's sure, but you've got to take your clients on a similar journey. People who don't know you, who are aware of you but maybe haven't worked with you, how can you. And I'm not suggesting you have to create a free group like this. But you know, what kind of marketing can you create that helps build trust? And the easiest way to build trust is to give value. So I hope you found that helpful. Now, if you'd like to get involved and maybe come and be part of this free community, you can do so by clicking the link below. It's completely free to join, or if you want to, you can watch our free training.

You've been listening to the Video Business Accelerator Podcast with your host, Dan Lenny. If you are a video business owner who is tired of going it alone and would benefit from mentorship, support, and weekly accountability, then mouse over to www.videobusinessaccelerator.com to learn more about how the Accelerator program can help you today. Don't forget to subscribe and rate the show over on itunes, and we'd really appreciate you taking a few minutes to leave a.