October 18, 2019

Determine strategy before writing ads

I am forever losing my wallet. Not seriously losing it, like leaving it on a train, but losing it around the house. We’ll regularly be attempting to go out as a family while I frantically scramble around.

“You’ve got the bank app,” Linzi would say, exasperated. “Why don’t you just pay on your phone…

‘Pay on your phone?? What witchery is this?’ I replied in my head.

Anyway this week I did pay for something on my phone. Somewhat tentatively, in a Pret A Manger sandwich store. I didn’t have my wallet, so there was no other option.

I held my phone to the card reader, which beeped and went green…

Mind… blown.

You don’t even have to open the app. What an ingenious way to spend money even easier and faster!

“Okay Grandpa…” was Linzi’s sarcastic reply when I enthused about it later.

When you’re constructing a customer follow-up system, your first consideration is the nature of the communications problem you’re trying to solve.

For the phone banking app, the main problem was simply getting me to setup and use the thing. Once used, the product sells itself. It’s simpler and faster than finding my wallet. If you were constructing a remarketing system, you might say things like ‘dare to go shopping… without your purse?

Other products require more education, which changes the nature of the ads you might run. The common thread is that the product must be excellent, or else no amount of advertising can help.

The real question is: what steps in your sales process convert cold prospects into raving fans?

Answer that first. Then build the maze around your answers. There is no ‘one size fits all’ remarketing strategy.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.