Today I want to talk about an ad that made me laugh and stuck with me for a very long time. If you’re familiar with Sam Ovens, the owner of Consulting.com, you’ll know that he helps people become consultants. When we dig into his ads, we can see that he references a lot of famous, successful people, which is a good way of giving your ads more authority. But there was one ad in particular that especially drew my attention. There is something to be said about swimming upstream in marketing. What do I mean by upstream? Essentially what it is (and what Sam is doing) is it’s saying something totally different from the rest of the marketplace.
In the ad pictured above, Sam is calling anyone who uses a chatbot, a funnel, or any of these other marketing tools, an “idiot wasting their time and money. Ironically he’s running this ad to his very own funnel on his website, but the funniest part is that he’s saying the opposite of everyone else, myself included. Everyone is saying “go get this free chatbot, or “go get this free funnel in their messaging, while Sam is saying that all these people are idiots.
So how can we apply this to our own marketing? Well, let’s say that we’re going after dentists. We know that everyone in the marketplace is always saying to “get more leads, get more leads, but what would be more advantageous to say would be something like: 3 Things You Can Do To Increase Your Sales Process Off Your Current Existing Business… Why You Don’t Need Facebook Leads To Scale Your Business… etc. Look at the polarized version of what everyone is saying and go the opposite direction. While it might make you seem a little arrogant in some instances, it’s a super sticky way of staying in your target markets head. I mean look at me, making a video about Sam’s ad because of the effect it had on me. I thought it was hilarious.
Something to think about for you and your agency: how can you sell leads, when everyone else is trying to do the same thing? Easy. Go beyond what they actually want. What if you could help them with their existing leads? You could send someone a million leads and if they can’t close any of those leads, they’re useless; maybe your opt-in is a sales script for their staff. If you can fix a problem in their business they’re going to be a better client because they’re going to be making money from you before they even really start working with you. It’s all about the value first, getting into the clients head and selling them what they want, but giving them what they really need.
That’s exactly what Sam Ovens is doing here. He’s saying, look you guys are doing this, but you don’t need to be. He’s got his audience chosen perfectly, and he’s picked a polarizing point of view so that you are more likely to check out his work and click on his ads.
When everyone is saying one thing, swim upstream. You can find other problems within their business, solve them, and then sell them that. When everyone’s advertising them the end solution, you start down a little bit further and really add value to them as they come into your world and then you sell them your Facebook Management, or whatever else you want to sell them.