Jameson CampAdvising on AI and GTM | 2x Exits

How marketing ACTUALLY works #digitalmarketing #ecommerce #entrepreneur

10 May 2024 · 1 min

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0:45

In this short talk, the speaker debunks the common belief that a single ad click leads directly to a sale. He explains that most buyers first see an ad, ignore it, and later encounter the product again through word‑of‑mouth, Google searches, reviews, and additional ads before finally converting. Drawing on his experience running many internet businesses and an advisory service that has helped over 500 clients buy businesses, he emphasizes that successful selling requires a series of content pieces and trust‑building touchpoints. The key takeaway is that marketers should not be discouraged by low immediate conversion rates; instead, they should focus on creating repeated, varied content that nurtures the buyer over time.

Chapters

So what people think is that they see an ad, they click something, and then they buy it right there. But it's actually pretty different. More like you see an ad, you ignore it. You see an ad, you ignore it. You see an ad, you click it, decide not to buy. Then you go to dinner with a friend and you tell your friend you saw this product and you talk about it. So when you go home, you Google it and you click another review. Then you learn about it, then you think about it, and then you see another ad a week later and you end up clicking and buying it. I've run a lot of internet businesses and currently have an advisory where we help other people buy them. It takes a lot of content, takes a lot of this before someone says, I'm going to hire that firm. To help me buy a business. So we create lots of it, but it does convert. We've had over 500 clients. So if you're selling something, don't get discouraged that someone doesn't buy something on the first go-around. It takes a few pieces of content and a few different trust points before someone actually makes a purchase.