Once upon a time, in a galaxy far, far away, a friend of mine ran ads for their real estate business. They were doing incredibly well. Spending over $300 a day using Google AdWords, and the ROAS (Return on Ad Spend) was about 5.
Meaning: for every $1 they put in, they were making $5 back!
That’s so good it should be illegal.
My friend was flying high, enjoying their success, basking in the glow of their achievements.
And like Icarus… they were about to be humbled badly.
The Worst Business Mistake
One day, they logged in and noticed their Google ad account was blocked, and the ads were paused. They figured it was just a mistake—a hiccup somewhere. They took a break, not stressing about it too much.
A few hours passed, and the account was still blocked. So, they got in touch with customer service.
Turns out it’s nearly impossible to talk to a human being—even when you’re spending $30,000 a month. So they sent in ticket after ticket.
Three days later, they finally got a response. The account was blocked because someone somewhere decided the ads were “possibly misleading.”
Keep in mind, these were standard real estate ads—nothing misleading or offputting about them. But the real problem was that there were ZERO leads coming in for their business.
Why?
Because they had become too dependent on ONE source of leads. And that’s the worst mistake you can make in business.
The Worst Number in Business
At first, they blamed Google, Big Tech, and everything else.
Then they realized something.
It was THEIR FAULT.
The mistake was relying too much on ONE source. One is the worst number in business.
One key staff person.
One source of leads.
One big client.
And what happens when your “one” is taken away? You’re dead in the water.
That’s the hard truth in business: anything that CAN go wrong eventually DOES go wrong.
My friend set out to fix that issue, vowing never to rely on just one source of anything again.
Making Your Marketing Hard to Kill
They started looking for all the “ones” in their business. Because every “one” is a vulnerability, a potential disaster waiting to happen. And the worst thing you can do is ignore that “one,” thinking, “This one is different.”
Narrator voice: “This one wasn’t different.”
In marketing, this means always getting one ad to work—and then expanding it across multiple platforms.
Meta ads working? Awesome.
Let’s look at Youtube.
And Google.
And offline.
And direct mail.
And cold email.
And autoresponder marketing.
And affiliate marketing.
And referral marketing.
And anything else we can think of.
This is the only reliable way to make your business “Hard to Kill” or “Hard to Cancel.”
Talk soon,
Youri