Eric Deeran argues that ads targeting only ready-to-buy prospects fail to scale. By instead reaching "unaware" prospects who don't yet know they have a problem, you can tap into 10-20× more of your market. When your hot audience runs out, costs spike and you're forced to shift anyway.
Most of your ads can't scale because you're only talking to people who are at the bottom of the funnel. And so most people make ads like, we'll guarantee you this amount of money in this amount of days or you don't pay. And all of those are great and they work for people who are red hot and ready to buy right now. But what they don't work for is people who are more unaware. And when you can crack unaware marketing and you can talk to people who are not yet aware of the solution and you can take them through that entire process, you open yourself up to a much larger, larger market. Of people that you can actually advertise to. And so for instance, an example of like a guarantee ad would be, you know, we'll guarantee you this many clients or you don't pay. And an example of like an unaware ad would be, hey, if you want to get more clients and you're not sure how to go about that yet, then, you know, and then you can go into the rest of the ad. And so when you have more of an unaware script, you can reach 10 to 20 times more people in your TAM. And you can convert them through that process. And don't get me wrong, guarantee ads are great for taking people who are already ready to buy and just getting them to buy. But at the end of the day, if you run out of people in that market or you start to see your cost per lead or cost per call just spike aggressively up, it's typically because you've kind of run out of people in that pool. And so you need to focus on getting more unaware people and basically making messaging that can speak to people who are unaware and then bringing them through that process in your funnel, in your case studies, in your sales call. Because you can capture a much larger portion of the market from there.
