New intel on who be buyin’
2:37pm
East of the Mississippi
There’s an old Hollywood line from William Goldman, screenwriter for The Princess Bride and my grandma’s favorite movie, Misery.
The quote:
“Nobody knows anything.”
In Hollywood, nobody knows if a movie will succeed or fail.
It’s the same in marketing.
Sure, you have ideas and guideposts from history that say “this is likely to work…” or “that’s a terrible idea…”
But in reality, you don’t know which ad will resonate. Or which hook will hold someone’s attention.
So in marketing, as in life, it’s always good to test assumptions.
Which is why I was surprised with a recent Facebook Ad result that has me rethinking everything.
See, common Facebook Marketing Guru wisdom says:
“Target U.S. buyers because they have the money.”
But recently a client opened theri Facebook Ads to the entire English-speaking world…
Which not only brought ad costs down (because everyone’s targeting the U.S. buyers)…
But also doubled ROAS (return on ad spend).
Am I telling you to do the same?
Absolutely not.
But I am telling you that your assumptions might not be accurate.
History tells us what once worked.
It’s a guidepost.
Testing is how we find out what works today.
And, of course, what works today is just tomorrow’s historical guidepost.
Love you,
Jeffrey
PS. What surprising findings have you stumbled across in the last few months?
Write back and let me know.