Bad Leads Are A Trust Problem

24 Oct 2026 · 1 min

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In this short monologue, Eric Deeran contends that low‑quality or unresponsive leads are not a problem of ad targeting or volume but a symptom of insufficient trust and value offered to prospects before they opt in. He explains that without trust, prospects are unlikely to share sensitive business information, answer calls, or provide accurate data, resulting in “trash” or spam leads. Deeran argues that the solution lies in building trust—by delivering meaningful value early in the funnel—rather than simply creating more or different advertisements.

Chapters

And I think a lot of people complain sometimes when they're like, oh, you know, I'm getting trash leads, or it's fake information, or, you know, the people I'm getting are— they're not answering the phone. All of that to me is a symptom of not giving them enough value before they opt in. Because if you don't give them enough value, what makes you think they're going to give you their real information, their monthly revenue, sensitive details about their business? Like, they don't trust you yet. And because they don't trust you, they're not going to give you the info. And because they don't trust you, they're not going to answer the phone. And because they don't trust you, you're getting spam leads. And so it should be solving for how do I get people to trust me more and not solving for how do I make more ads or different ads.