If you guessed “FREE” you’ve been
reading too many sales letters.

Intent is the most powerful word in advertising …
It is what makes retargeting work so well …
It is what makes your lookalike audiences work as well …

The copywriting legend, Gary Halbert, knew this … In his famous “Boron Letters” he wrote a story about owning a hamburger stand. Stating that when asked what advantage would you want people to often say: “better hamburgers” or “cheaper prices” …

Noooo! …
The right answer is ALWAYS a starving crowd …
Aka INTENT!

 

Intent

Interest-based advertising (FB) is good. I’m not knocking it. There is a level of intent to Marketing weight loss programs to women age 45+ who like Kohls. But contrast that to the intent level of someone reading an article about “weight loss” or even higher searching the phrase “lose weight for a wedding”.  As they say … “There’s levels to this son!” If you want to have the MOST EFFECTIVE Advertising, simply increase the level of intent of the people you are advertising too …

For example, some of you know the story of how to turn $60 into 6 figures (Do you?) … Let’s say you were selling a simple software tutorial video course for $35. It was about a software called Joomla which was like WordPress. Today young whippersnappers would target people who like WordPress or even Joomla with FB ads to sell that same product …

What you SHOULD know though, is that people who are reading the Joomla forum were highly likely to be currently building or planning a Joomla website. And they desperately needed a tutorial because it was not very easy to set up. So if you spend $2/day on one very simple ad in that forum through Google Display Network (just saying), that said, “Learn Joomla The Easy Way with video tutorials” …

Despite a pathetic ad budget, the level of intent for the audience these ads were shown too would be very high, that the ultra basic text ad would work like a charm! You also probably would have sold 4 copies your first month and almost had a 300% ROAS with your first ever paid traffic campaign … Just saying …

… All because of intent …

 

It’s not about FB vs Google. It’s all about using whatever network, whatever placement, whatever medium that has the highest intent for buying what you are selling. Don’t be the sucker who thinks it’s about cheaper clicks or better ads or a slicker funnel.

Play the game, don’t let the game play you …