You’re losing thousands of euros every single month by letting potential customers slip out of your hand without even knowing it.

Ever had the experience where some product just keeps chasing you?

You checkout a certain type of lawnmower or power drill and before you 

know it your Internet feed gets haunted for a full week, showing you the same ads everywhere you go?

I’m pretty sure I already know the answer. 

That’s called ‘Retargeting’. And let me tell you, in my opinion, it’s a shame that it’s used in such a sloppy way…

If you use retargeting the right way, hell it’ll make you a ton of money. The return on investment with retargeting is not just good… It’s like bringing an old Opel Corsa to the mechanic and getting a brand new Rolls Royce back.

Allright, let me straight dive into this and tell you how the idea of retargeting works.

First you need to understand something about your customers that most businesses have no idea about.

There’s always a lead up time. 

A period where your prospects weigh their options. ⠀ 

A fancy term for this is a ‘customer journey’. (I always thought that was a bit pretentious, but let’s just roll with it for now). ⠀ 

Why Should  You Care About This ‘Customer Journey’ Stuff? ⠀ 

Here’s the rough process for almost every product or service: ⠀ 

• Prospect becomes aware of problem or need. 

• Prospect decides to do something about it. 

• Prospect looks up possible options and solutions. 

• Prospects picks an option and checks out different suppliers.

•  Prospects buys from a supplier. ⠀ 

Now, this is pretty straightforward, right?

In the ideal case you want to catch the prospect in phase 3. The phase where they’re looking for a solution, for someone that can fix their problem.

I mean think about it, they’re looking for a solution and BOOM, there you are. At the right place and the right time.

As always, let’s start with good news: If you make marketing the right way that’s what will happen. You catch them exactly where you want to have them. No doubt about that.

BUT…

As you might now, there is also bad news.

The problem is the average attention span of a prospect is horrendous and the chances of them remembering you later on after they click away are dreadful.

And you know yourself, life goes by quick.

You want to do something and your wife calls you, your kids do something and you need to help. Or you might sit in traffic and need to continue driving.

And then? What happens 90% of the time?

They forget about it.

And probably never see you again.

I can GUARANTEE you, that you lose at least 78% of prospects because of exactly what I just said.

And we don’t want that right? I mean it’s good money that we leave on the table just like that.

And what if you could ensure that everyone who showed interest in your ad sees the ad over and over again for weeks? 

Clearly, the chance of them ending up buying is pretty damn high right? 

Sounds good so far right? Then let’s get to the hot sauce now…

What To Do Next

Instead of showing people the same picture and the same ad over and over and over again we’re going to do something else. ⠀ 

We’re going to show them new information and content they haven’t seen before. Maybe we record three, four, five videos, each highlighting something crucial that your future client needs to know. 

Useful info that actually helps them. ⠀ 

And then we retarget the people that saw our ads before, showing them new information, helping them out long before money changes hands.

Exploiting The Reciprocity Reflex (in a good way) ⠀ 

Why would we do that? Let me tell you why.

If someone helps you out without asking you something in return… What’s your first reaction? 

For most people two things pop up. Why is this person helping me? What is he trying to get? ⠀ 

Which makes total sense. 

But once you ascertain that he’s not about to ask you for something in return, something else kicks in. ⠀ 

This person did me a favor. I now ‘owe him’. ⠀ 

Doesn’t mean he can call you and ask you to bail him out of jail. 

Doesn’t mean you’re gonna schlep around moving boxes with him when he changes homes. ⠀ 

But there is something in your mind that says: ‘this person did something for us.

Reciprocity is built into our psyche. And we can use it (in a good way) when we do our marketing. 

The trick is to help people out by actually helping them. Wild. I know.

But it works. And it makes selling so much easier.

Get this right and you won’t have to “hard close” anyone. 

By the time they talk to you they already think highly of you.

Because you were there for them when they needed you most. ⠀ 

We’ll talk about this principle more in the future. For now, try and experiment with retargeting and see how it works out for you. 

Think about how you could implement this in your business.

Talk soon,

Maurice

P.S. Curious about how I’d handle the retargeting part of your advertising?

Do this: Get in touch with me today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call. ⠀ 

No cost, no obligation. If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics. ⠀

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