Rob Drummond

Author Archives: Rob Drummond

April 22, 2019

How to better understand your customers (feat. Luke Szyrmer)

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All the profits in your business come from one single source: your customers. No matter how much you know about marketing, you HAVE to understand your customers and what makes them tick.
 
Luke Szyrmer learned all this the hard way. After seeing multiple of his own start-up enterprises fail, he decided to collaborate with his market instead.
 
The end result was a tool called the Hero Canvas. By following Luke’s advice, you’ll learn what REALLY matters to your customers. You’ll know what content they want the most… because they’ll have told you. You’ll create a visual map of the content you need to develop for your marketing maze.
 
Hero Canvas
 
 
We KNOW we need to be speaking to customers regularly, but the real question is HOW? Listen now to learn more.
 
Luke’s website is www.launchtomorrow.com.
 
Luke’s free Hero Canvas training (mentioned in the podcast) is at https://launchtomorrow.thinkific.com.

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Facebook Conversion Tracking Explained

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In this episode Rob and Jonathan discuss common Facebook conversion tracking misunderstandings, mistakes and omissions. If you’re spending decent money on Facebook ads, this is a topic you need to get to grips with. Listen now to learn:
  • The essentials of Facebook conversion tracking
  • The relationship between the global site pixel, custom conversions, and custom events
  • What goes in under the hood
  • Why tracking can fail
  • Why the number of ‘leads’ Facebook is reporting might not reflect your true number of leads
  • The difference between events and conversions
  • Why these problems are nothing new!

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April 5, 2019

The 80/20 Principle of Ad Testing

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The ‘80/20’ or Pareto principle is an established mathematical fact. Everything in the world that can be impacted by positive or negative feedback loops is impacted by this… including your ads.

A small number of your ads will drive the most profit…

While a small number of ads will cost you large amounts of money.

Most of the time this effect is hidden. In this episode we explain how this works, why it is so important, and how to leverage the 80/20 effect in your paid ads strategy. Listen now to learn:

  • What craters on the moon have to do with the success (and failure) of your ads
  • What Jeff Bezos, Bill Gates and Waffen Buffet also have to do with the success of your ads
  • Why ‘80’ and ‘20’ is misleading
  • Why you need to be testing more ads… and expecting most of them to fail

For more on the 80/20 curve we recommend Perry Marshall’s book 80/20 Sales and Marketing.

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