I told him this would happen.
But, 30 days later, he had forgotten.
A friend referred him to us – he had a new business in the health niche, and he wasn’t really sure how to focus his energies to meet his growth goals.
We met up at a local cafe here in Nashville, and he told me a little about how he got started, where he wanted to go, and the frustrations he was experiencing.
Unlike so many would-be health gurus, this guy was fully credentialed and really knew his stuff. I instantly liked him and respected his dedication to helping others live healthy lives.
So, we put a plan together.
He got busy creating a valuable resource his potential clients would love.
I set up the infrastructure.
We took an ad live and watched as his opt-ins immediately shot up.
He was happy, I was happy.
Then, the inevitable decline.
Since humans love novelty, a brand new add initially attracts a bunch of attention.
But after a few days or weeks, people start having “ad fatigue.” They ignore your ad and it sails right past them.
We had a regularly scheduled meeting to discuss the plan forward.
He was acting like something was wrong. I had to set him straight.
“This is normal. It happens to the best of ads.”
Ad fatigue. The law of diminishing returns?
What to do about it?
Simple – rotate new ideas, offers, and ads in and out.
The cool thing about this is that once you build up a collection of ads and offers, you can keep mixing them up over time, and eventually your old ads will be like new again.
We put up a new ad, and up it spiked. More opt-ins. A very happy fitness expert.
But, again, the inevitable decline.
Response rates decreased until we weren’t getting many new leads off of the ad that had previously been crushing it.
So, again, we just switched that ad out with another new one.
Up the leads went again.
Finally, this client understood. So we simply started juggling the ads and as soon as one started dropping off, we were ready with another one.
A sustainable marketing program was born.
More people found out about the client. His business grew.
Ad fatigue is a real phenomenon. If you notice your old promotions growing stale, that’s no problem at all – get them in a rotation with a few other ads and offers, and watch your results return to greater heights.