Mission To the Moon Marketing System Stage 1

MERCURY: Marketing That Pays Its Own Way

It's all about the first $1.00

If you're like most business owners, professionals, or consultants you run some ads and hope for the best whenever you need new customers, patients, or clients.

And chances are if you've tried to generate new business in the last 12 months, your results were not just less than less than you had hoped, they were probably awful.

That's OK though. Because - those awful results - were not your fault. And you should know, "Moon Shot" marketing campaigns are no longer possible.

Thanks to privacy initiatives, the world of digital marketing has changed. The third-party data we used to access to place our marketing messages directly in front of our ideal prospect is gone. Forever.

MERCURY is the first step in affordably building a new marketing campaign without all the risks inherent with "shooting for the moon" right out of the gate.

The goal of MERCURY is to create a marketing system for your business that covers all the costs of the marketing - PLUS $1.00.

Spend $10 on marketing, bring in $11
Spend $100 on marketing, bring in $101
Spend $1000 on marketing, bring in $1001

In the example above, let's assume you invest $20 per day in Google Ads. Most business owners would let the ad run for a month (maybe 2), they they'd decide if the $600 Google Ad "won" or "failed". Sadly, this kind of all-or-nothing / set-it-and-forget-it thinking will usually lead to most Google Ad campaigns becoming abject failures.

Instead, let's use approach NASA used to get to the moon. The first objective was to get a man into orbit and return him safely to Earth. Each launch was an experiment to see if they could beat the previous flight.

The first flights began in 1959 and were unmanned to test the various systems and prove that an astronaut could survive the ordeal. The first "manned" flight wasn't until 1961 and the first orbital flight was in 1962. The key takeaway was that 3 of the flights (thankfully unmanned) were failures.

So what does this have to do with a marketing campaign?

Simply: Successful marketing is not a "one shot" event. It is a series of test, each built upon the preceding to get to the goal - creating a campaign that covers all the costs PLUS $1.00.

In the ajoining image, you see a Google Ad that drives to a Sales Opt-In Page. But, what you see in the image does not represent one Google Ad, it represents several - often dozens - of Google Ads. Each competing with the others to determine which ads perform, and which fail. After a set period of time (days, not weeks or months), the failing ads are replaced and new ads compete with the winners.

"Little hinges swing Big doors"

It is CRITICAL to understand that small increases at the front of a campaign translate into HUGE increases at the end. For example, if your Google Ads initially get a 3% "click thru rate" and by split testing we can increase to 4% rate, it translates to a 33% increase in sales! And this is just at the first step. When you are optimizing every step, you create the conditions for your marketing to become self-funding very quickly.

Getting That First $1 Of Profit Is the First Step To Building a Marketing Campaign That Is Predictable And Profitable.