Stop-start marketing is rampant amongst business owners, and it's a problem. They run a campaign for a month. They stop for whatever reason. Then they spin up a new one a month later, and the cycle repeats.

Always starting from scratch. Never building momentum. Never finding the traction to scale.

Mix it together and you've got yourself a recipe for low-ROI marketing.

But if they knew the simple reason why their marketing never picks up speed - why they always stop, then start - they could fix it in a weekend.

No professional help. No goat sacrifices. No paying my (justifiably) exorbitant fees.

So let me tell you about an anonymous client to drive the point home.

Like every client ever, they got busy. This time, not for good reasons.

They started cancelling our calls.

Long story short: life got hard.

So they dropped their marketing to chase seemingly bigger fish.

(Hint: there is no bigger fish than your marketing.)

Once the storm settled, they booked a call with me. What followed was entirely predictable.

"Pipeline is dry. We've got fewer leads and fewer sales than a month ago. We need to spin up a campaign ASAP. What can we do? What ideas do you have, Connor?"

To which I replied...

"Have you been doing the basics of the strategy we built a few months back? You know - the outbound, the content, the spreadsheet that shows us what's working and what isn't?"

When they first came to me, they were getting decent results from posting content and reaching out to people - sporadically, and without much of a plan.

So we formalised it. We installed proven scripts. We leveraged AI where it made sense.

But all of that is useless if no one does the work.

And if you can't do the basics...

...what makes you think you'll pull off something grander?

Stop-start marketing happens because the owner bites off more than they can chew.

Making plans is easy. Making plans is fun.

But a plan you can't work - or pay someone to work - fails at first contact.

Sure - you might pull it off for a few days. But as soon as the motivation fades, you fall to the level of your systems and your team.

So it's far better to:

1) Start small. Something you can do for at least three months, even when you're slammed.

2) Pay someone else to do it.

Fail to do a thing consistently, and every time you start again - when the motivation hits once more - you start from scratch. You never gather enough data to draw a single useful conclusion.

This is why smart business owners come to us to keep their calendar fat.

These are rich fuckers who know they can't do everything themselves. They know the best talent seldom comes to work for them. And most of all - they just want the job done, and done well.

And when these clever sods work with us, we too start them on the ground floor.

They get the one thing every business needs, but few ever have.

A direct sales funnel. One that pushes qualified people to apply, and to book a call.

All fuelled by a bucket-load of ads on Facebook and Instagram.

(contrary to popular belief... your market is on these platforms.)

So if you're one of those clever sods, and you want us to run your ads...

...email me here:

connor@15words.co

Stay consistent,

Connor Benham

—CWB