One of Cade and I’s favorite things that we get to do in this business is network with other marketing pros and just help each other find ways to grow our respective businesses. Getting a second perspective on things that we struggle with is one of the most sure-fire ways we’ve found to solve a problem we just can’t seem to fix

One friend of ours (shout out to Andrew @ No Luck Leads) is an absolute killer salesman. The type of guy to be able to sell sand in a desert.

On our call with him this week, we discussed our frustration that our only lead gen source was Upwork, and that we just couldn’t solve Meta ads for our own business. We’ve been working on going after the dental marketing niche because have killer case studies with several dental practices throughout the US, and know that if we can just get an owner to give us 15min of their time on a call, they’ll want to work with us.

So Andrew pops open his Meta ads account to show us what is working for him. Getting close to $150 per booked appointment, while we’ve spent $1000s and have yet to bring in a single call. One of the first things he says after showing us the results is “yeah, this full funnel campaign structure, I just did this because Cade recommended it…“

Do you know how frustrating it is to see another agency owner crushing it with a strategy of your own making, while your own campaigns struggle to do anything? It’s insanity

So we dove a little a deeper to see if we could figure out what exactly he was doing differently than us. Targeting, creative design, copy, you name it. While not perfectly identical, nothing really stood out to us.

We then took the next step in the customer journey and clicked on the ad, straight to his landing page. And boom, a form. That’s it. no video telling you how awesome he is. no testimonals. no strategy explanation. a form.

Meanwhile our page has a hero section, video testimonials, case studies, strategy explanations, etc. you name it we had it. We then had them fill out a form that took 2 min to complete to auto-generate a completely custom strategy that they could implement for their business (or that we could do for them).

What we had misunderstood about our audience is they don’t want to read through paragraphs explaining in-depth google & meta ads strategy (as thrilling as that sounds). They clicked on our ad because they recognized we could help them. And we were too focused on showing off rather than focusing on their specific needs

Meanwhile Andrew’s ask was simple. Tell me a few things about your business, and I’ll tell you if I can help.

Our focus was purely logical, showing numbers and strategy, while Andrew focused more on the desired outcome of the leads, to get help growing their business.

After going through it all, he summarized it pretty simply. We were too smart for our own good + we’re too focused on what we wanted to see, rather than what our customer needs to see.

I’m going to be honest, if I was a dentist (or any other type of business owner) and I saw my old landing page vs the new one we’ve set up, I would go with the old 100% of the time. Because not only does it look better, but it’s also so much more convincing. It shows all the reasons why we can be trusted. But most business owners just don’t have the time to become marketing experts then personally vet 20 different options before interviewing the 3-5 best like I would do.

They need help now, and who creates the least friction between where the business is right now and where they want to be will be who they sign up with, regardless of the countless hours I’ve sunk into the perfect landing page design.

Focusing on the customer,
Peterson