In the past couple of weeks we've generated eleven new qualified applicants for a client using Meta ads.

The widget they sell is a six-figure solution, and their target market is $1m+ businesses.

When they came to us, they were only looking for 20 new clients before the end of the year.

Based on the current pace we'll hit that by September.

My spidey senses tell me we'll hit it in August.

I'd love to take all the credit here...

...But they have a spanking offer.

And Meta is now powered by AI alien technology allowing us to put ads in front of the right market.

Read: we can out ads in front of rich fuckers ready to spend.

Most businesses will never see numbers like the above.

Because they're stuck on referrals, and too chicken shit to do anything about it.

And referrals are a coward's strategy.

Here's why...

Most businesses start making sales because of the founder's network.

Most businesses fail to grow because they become over-reliant on the founder's network.

Most founders are smart enough to realise this, they see the stalling in the end-of-year accounts, and feel it in their pockets - so they start to research this thing called marketing.

Relying on your network at first is enough to get the business moving. Get some revenue. Make some hires. Find your feet.

And if they are half-decent they'll see gradual growth through referrals.

But this has a cap.

For some businesses it's £100k. For others, it's a few million.

But the cap is there.

The problem with staying here is simple.

Eventually your customers go elsewhere, stop referring, or maybe even go bust.

Most of which is not your fault.

But it is your responsibility to fix.

Upon deciding to shoulder said responsibility, business owners are met with one of three choices in the quest of more business.

—Start posting content to get inbound leads.

—Start reaching out to people to get outbound leads.

—Invest in paid ads.

But paying for marketing isn't feasible right now.

The margins are shrinking, the bank account wears thinner each day, and marketing gets labelled as a 'cost' which can't be justified.

However...

A small percentage are brave enough to try paid ads themselves with a small budget.

They fail. Then they might engage a cheap agency. They fail again.

At this point some mistakenly label paid marketing as a waste of time, effort, and money.

Regardless, they are now back where they started, and have to choose between outbound and content for inbound.

The choice any newly graduated business owner makes here is largely inconsequential.

The most important thing is they do something.

Because in the quest of making money... 10 times out of 10, any marketing is better than no marketing.

But again a cap is hit. The money is better, but growth has stalled.

So the outbound guys add in content.

And the content guys add in outbound.

(Paid ads are still forgotten at this point. Too hard. Too complex. Too many horror stories).

This time a bigger jump in growth occurs.

But this stage is the biggest stumbling block.

Why?

Because money is no longer tight. Typically they have freed up some time too. And they either retreat to their caves to pat themselves on their backs, or start posting pictures of watches whilst talking about the grind.

Both reactions cut a gaping wound into the business which, left untreated, will be fatal.

The correct reaction here is to push the pedal to the metal.

First port of call: tighten up both the outbound, and inbound systems. Hire, fire, and systemise.

Second: Hit the gas baby.

And the gasoline to a fruitful sales and marketing system?

...Paid ads.

Because at this point they know three of the four critical ingredients to making paid ads work.

Firstly, they know exactly who they are selling to beyond a beige demographic description. They know who pays best, on time, stays the longest, refers unprompted, and is a joy to work with -- this is their market.

Secondly, they know what to say to their market to get them moving. They know the pain points, what they want, what they don't want, how they impact their life, and have the evidence to back it up -- this is their messaging.

Thirdly, they know when their messaging hits their market the hardest. They know the life events, the triggers, the seasons, the weather, and whatever else indicates they'll be interested in their services -- this is their timing.

All that's missing is the right mechanism to reliably, routinely, and relentlessly put the message in front of the market at the right time.

This is where we come in and complete what I dub... The Fifteen Word Marketing Plan™.

Put simply... The right message, to the right market, using the right mechanism, at the right time.

We review your market, your message, your triggers, and build you a 24/7 marketing & sales mechanism.

One that allows you to reliably, predictably, and relentlessly scale.

That's exactly what we did for the client at the top of this letter.

Anywhoo.

I'm off to finish up the latest batch of ads for another client.

If you want your business to be next, we have space for six clients, in the next six weeks.

​Apply here.​

Stay levelling up,

Connor Benham

—CWB

P.S. The astute amongst you will notice I've made a slight tweak to The Fifteen Word Marketing Plan™.

It used to read...

The right message, to the right market, at the right time, over the right medium

I've changed it to...

The right message, to the right market, at the right time, <u>using the right mechanism</u>

Mechanism just fits better.

The shit we build for clients has far too many moving parts to just refer to it as a medium.

So mechanism it is.

​Apply here.​