📺 New ad market projected to 2X

Happy Wednesday! May the Fourth be with you. The original Star Wars movie, A New Hope, was released almost 45 years ago on May 25, 1977, and grossed $775.8 million on a budget of $11 million. Now there’s an ROI to make the even world’s best media buyers blush.

Here’s what’s happening…


Making the Rounds

  • Elon’s Twitter endgame could be another I.P.O. As he seeks out more investment to avoid putting up so much of his own money in the deal to buy Twitter, Elon’s been telling investors he could take the company public again within as little as three years, according to the WSJ. Sounds bold, but we know better than to bet against him.

  • Advertisers spent 57% more on streaming ads in 2021. The Connected TV market is projected to double in size from 2020 to 2022. And Netflix hasn’t even launched their ad-supported tier yet.

  • EU says Apple violated its antitrust laws. Limiting the iPhone’s touchless payment system to only support Apple’s service was a no-no, Axios reports. The newly agreed-upon Digital Markets Act could force Apple to allow people to download apps via 3rd-party platforms in Europe. Not exactly what they want to hear from the world’s second largest economy, we’re guessing.

Working With Clients

What to Do When a New Client Questions the Strategy

Kidding.

While you may want to Force choke a client on occasion…

(we’ve all been there)

Truth is, client success can be boiled down to one thing:

Learning how to manage expectations.

It’s the bedrock that long-lasting relationships are built on.

Here are some tips to help you to do it better:

  • Be transparent about the process
  • Offer multiple options or strategies
  • Set deadlines with wiggle room
  • Overcommunicate
  • Avoid getting carried away with too much excitement or enthusiasm 

And if a client is eager to pursue their own strategy instead of the one you’ve suggested…

Make the potential risks clear.

Explain that it’s your job as the expert to speak up.

Then establish clear criteria to determine whether the strategy is successful or not.

If it pans out, they’ll appreciate you pushing forward despite disagreeing.

And if it doesn’t, they’ll respect your judgment for being right.

Win-win.


Working For Yourself

The Force is Strong With This One

Spoiler alert: sitting for 5+ hours a day isn’t good for you.

According to Stanford neurobiologist Dr. Andrew Huberman, sitting for 5 hours or more per day is enough to erase the benefits of doing 180 minutes of cardio per week.

Fortunately, you can use a standing desk to avoid sitting for so long…

But one thing you can’t avoid?

Typing and mousing all day long.

That’s why it’s so important to have a daily strength and stretching routine for your hands and wrists.

Luckily, our friends at GMB have got us covered with this excellent tutorial on how to keep your wrists healthy and injury free.


From The Paid Ads Gig

Avoid Making This Retargeting Mistake

Retargeting is a key part of any paid ads strategy.

Even in a post-iOS 14 world.

But there’s one common mistake we see advertisers make with their retargeting strategy:

Not retargeting people to a different offer.

If someone sees your ad, clicks on it, hits your lander, but doesn’t opt-in or buy…

Retargeting them with same offer again and again amounts to saying:

Hey, I know you decided you didn’t want this the first time you saw it… but how about now??”

Can this approach produce *some* results?

Yes.

But as a skilled media buyer, you can do better…

By retargeting them to a different offer (and ideally, one that lowers the commitment.)

For example:

  • Retargeting ecom buyers with a free + shipping offer
  • Retargeting info product buyers with a quickstart guide
  • Retargeting SaaS buyers with free 7-day trial
  • Retargeting coaching clients with a low-ticket group challenge

Presenting them with a new offer creates a “reason why” for your ad…

And increases the chance they’ll take action.


Quote of the Day

“Either you run the day or the day runs you.”

Jim Rohn