In this live YouTube session, Hernán Vazquez discusses why digital marketing should be approached as a long‑term investment rather than a quick‑cash scheme. He explains that while many advertisers expect immediate returns, the most profitable businesses understand that brand building, list growth, and goodwill accrue over months and years. Vazquez illustrates his points with a personal anecdote about a fitness influencer’s Instagram ad that ran for weeks, showing that ad longevity signals effectiveness. He stresses the technical need for video ads to work without sound—adding captions and on‑screen text—to capture viewers who autoplay silently, noting that captions can create a hypnotic, engaging effect. The core of his strategy is the necessity of multiple touchpoints: prospects need repeated exposure before they consider a purchase. Consequently, he advocates launching retargeting campaigns the moment a cold campaign starts, using testimonials and social proof as logical “ammunition” to complement the emotional hook of the ad. Throughout, he promotes his book Perpetual Profits and its accompanying members area, encouraging viewers to purchase for deeper guidance. The session ends with a call to action for likes, shares, and comments.
Chapters
All right, what's up, y'all? Good morning, happy Sunday. Good morning or good evening depending when you're watching this video or where you're in the world, because we have a lot of people from Australia, I think, and we have a lot of people from the other side of the world, which is pretty cool. So let me share this with the Facebook folks. So we're live on YouTube, I think so. We're live on YouTube and now You should be going live on Facebook. If you're enjoying these live streams, um, there's this little button somewhere, you'll need to find it, um, that will allow you to kind of subscribe or get notified every time I go live. So let me share this in the group because people seem to be liking these posts on the group. So let's do that, and I hope you guys can see me all right, you guys can hear me all right. Okay, so should be good. All right, we should be good to go. All right, how are you guys? Happy Sunday. Uh, today is the 27th of, um, January. It's noon, uh, actually it's 2 minutes past noon, and it's really hot and humid here in Buenos Aires where I'm at right now. But it doesn't matter because I'm inside, I'm with the AC, and I don't give a damn. I'm just kidding, I was outside, I was cooking myself. Anyways, let's talk a little bit about timelines when it comes to marketing, all right? Because a lot of the clients that come to me, or the people that come to me, they come with this specific question in mind, like, how long should I wait before I get my money back from my advertising and marketing? And the reality is that there's this tendency of trying to make money almost immediately when it comes to digital marketing, when it comes to advertising. And the reality is that that's fine because you're putting money out there in the marketplace and then sometimes it works, most often than not it doesn't work, but people are expecting to make money right there and then immediately. And most people that realize this type of stuff are the ones that are making the big bucks, right? The, the people that realize that marketing is a long-term play, they make the big bucks. Okay, let me say that again. The people that realize that marketing is a long-term play— because with marketing and advertising you can build your brand, you can build goodwill, you can build your list, you can all get money, but the real money's on the long play— when they realize that That's where the, you know, the companies can grow pretty much forever. And let me tell you an example. Before I tell you that example, I wanted to invite you guys to get a copy of my new book. We had a lot of new buyers, so thank you guys for getting a copy of your book. You can get it at perpetualprofits.net. We have a lot of new testimonials, which is really exciting. So thank you guys for the support. Thank you guys for all the comments. You guys have been also giving me feedback on how to make it better. And the reality is that whenever you get the book you get access to a members area that it's pretty cool because I keep on updating it with new material and whatnot. So that— and you get that as a bonus for getting the book. So there's a lot of little bonuses, unannounced bonuses and whatnot. So if you're into that type of stuff and if you're into making more money for your company, go ahead and get a copy at perpetualprofits.net. So let me tell you guys a little story and, you know, something funny that happened. I think it was this week I've been seeing this ad from some sort of— I think it's some sort of fitness guy, right? He's ripped, he's huge, and he's always with his shirt off, and he's making ads on Instagram. And this ad has been running for quite a while, and whenever you see an ad that has been running for quite a while, it's one of the things that will tell you that that ad has been working really well. Okay, so you might see an ad that has been running for, I don't know, months, and that means that that ad is really effective. That's why they keep on running it. So that's one of the things that you want to pay attention to. But in any case, this guy has been running ads and targeting me for whatever reason. I do work out, but I'm not a fitness, you know, freak or whatever. And, um, and you know, the funny story is that I've been seeing this ad come up on my timeline on Instagram specifically for a long time, like for a couple weeks. And at some point I decided to watch it with video— with audio. You know how they autoplay? Most video ads will autoplay without sound and you need to tap on it or click on it to actually activate the sound. And I decided to activate the sound and the guy was talking about how, you know, his programs help people and whatnot and download free stuff, blah blah blah. But I say, all right, so this guy, he had a funny accent like I do and And he was saying, you know, he was saying something and I was thinking, this guy's from Australia, you know? This guy is from Australia based on his accent. But that was not the thing. The thing is that it took me 3 weeks or 4 weeks to actually tap on the video to listen what the guy had to say. So there are a couple of things that we need to understand out of this. So number one is that you clearly need to make your video ads for Instagram and Facebook to work without audio, and you can do that really easily. Easily if you make a video ad to add captions to it, or, you know, adding headlines and text to it and whatnot. Because the reality is that, you know, you need to make them work without sound, because a lot of people who watch them will actually watch the video without the sound. On Facebook— on YouTube, for example, right now you have the opportunity, or they're rolling out this feature where you can actually watch the video from the YouTube screen without having to tap in the video and whatnot, and they will play without sound. You know, if you would need— if you want to play it, you need to tap on the video, it will take you to the video page, and then it will play with sound. So number 1 is that make your videos with— make it work, make them work without sound. Okay, so again, add captions to a video, that works really well. And also, I think I have the theory that captions They have this hypnotic effect on people, you know, because you're expecting for the next line and then the next line and then the next line, right? You're expecting it to come and it keeps you hooked up for longer to a video, okay? And the more you get people hooked up on a video, the higher the engagement rate, blah blah blah. So I think captions work really well because of that, and they work because you have no sound. But besides that, the main point that I want— that I'm trying to make is this one. People will still need a lot of touching points before they even consider your brand. So they might see you around, and this is where most advertising campaigns fail, right? They launch something for, let's say, 30 days, and people don't buy, and they say, well, Facebook ads don't work, or my stuff don't work, I need to go back and rework on stuff. And while that might be the case for your specific, you know, thing that you're trying to do, people still need a lot of touching points to even consider making business with you and doing business with you. Okay, so that is something that you really need to understand. Not— it's just not because somebody opts in becomes your best friend instantly, right? Not because somebody opts in becomes somebody that you can immediately pitch to. So that's why I really like to put out these lives and deliver value, because, you know, Like, the reality is that people will start to know you after, let's say, 5 or 7 touching points. They will start to know you. That doesn't mean that they will buy from you. They will start to know you. And then some— like, and this is for the vast majority of folks out there. Like, the vast majority of folks out there, they will not buy from your landing page. They will not buy on your webinar. That's why retargeting is so important, right? And giving them extra ammunition for them to buy. Because at the end of the day, we're we're doing here with advertising is we're trying to tap into emotions, and that's fine, but once we hook them up with emotions, we need to give them ammunition so that they can justify that with logic, okay? So if you have a lot of testimonials, that's ammunition for them to say, oh well, if a lot of people got results, I might have results. That's something that we are now using the logic to respond to something that has been emotional, you know? So if you have ammunition, if you have testimonials, if you have social proof, if you have like actual proof that your stuff works, if you have other people talking about how good you are, blah, blah, blah, that's all ammunition that we need to give people once they have engaged with you. That's why I'm so adamant with retargeting right off the bat. Like people will ask me, when do I start retargeting? I tell them immediately. Like the minute you start a cold campaign, you start a retargeting campaign. Maybe at a low budget, but you start it anyways. Because the minute you start getting people going through your funnel, you want to retarget them. All right, so this is the mentality that you need to have. It took me 3 weeks, 4 weeks to start considering this guy and to stop scrolling mindlessly, mindlessly scrolling through Instagram and actually hear what this guy has to say. And you need to have that in mind whenever it comes to, you know, advertising and even for the Facebook ads, because we're in a really distracting environment whenever we're presenting, you know, somebody with an offer from Facebook. Okay, so have that in mind. That is one of the things that I explain in my book, and you can get it at perpetualprofits.net. If you go to perpetualprofits.net, you will be able to get a book— my book, rather, not a book, but the book Perpetual Profits— and that you will get a lot of value out of it. I hope so. And then there's also additional stuff that you can add to your purchase. They're there to increase the value that I give you, you know, as a customer. So let's see if we have any questions, any comments. Hope you guys are having an amazing Sunday. We don't, that's fine. It's real early. On some places in the world, it's real late too. But, um, all right guys, so if you really find this helpful and valuable, please like it, share it, comment, whatever you have to do. You know, I really appreciate all of you guys, all of your support. And I hope that you guys have an amazing Sunday, uh, and I'll see you guys tomorrow, I guess. So thank you guys for spending some time with me today. I'll see you guys later. Bye-bye.
