Tanner SmithCEO Syndicate Marketing | Scaling 7, 8, & 9 figure businesses | Performance marketing for ecom, local, and info businesses

100 DAY AD SCHOOL DAY 23

15 Jul 2025 · 1 min

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In this lesson from the 100 Day Ad School series, the speaker uses a classroom scenario to illustrate what a marketing "lead" is compared to a sale. A student asks a classmate for her phone number, which is likened to a lead—someone who shows interest but hasn't become a customer. The speaker explains that leads are people who click an ad, fill a form, or provide an email, and that marketers should not expect to convert every prospect immediately. Instead, the goal is to capture attention, build trust, and nurture the relationship. The speaker emphasizes realistic expectations, noting that a 5% lead rate from 100 ad impressions is solid, and stresses the importance of follow‑up to turn leads into customers. The lesson concludes with a call to share the insight with those expecting commitment before any interaction.

Chapters

You're in class, the bell's about to ring. You've been sitting near the same girl for weeks, catching glances, sharing small talk. One day, as everyone's packing up, you lean over and say, "Hey, what's your number? We should study sometime." She gives it to you. That's not a relationship, it's not a date, but it's a start. That's what a lead is. It's not a sale, it's not a customer, it's someone who's open to hearing more. In marketing, that's a person who clicked your ad, filled out a form, or gave you their email. They didn't buy, but they didn't walk away either. And this is where most people get it twisted. You're not supposed to convert every stranger on sight. You're just trying to get their attention, build some trust, and then start a conversation. If 100 people see your ad, 5 becoming leads is actually solid. Most won't lean in, but the few that do, that's your chance to follow up and show them why you're the one worth sticking with. This was another lesson from 100 Day Ad School. Follow for more and send this to someone expecting commitment before they've even said hello.