Mel,
Ever wonder why your "targeted" marketing doesn't hit quite as hard as it should?
I just learned some disturbing things about marketing waste from my friend Ben Morris.
The obvious waste – like ads that don't convert – is just the tip of the iceberg.
Here's what's really happening to your marketing dollars:
Your "targeted" direct mail list? Up to 35% of those addresses are garbage. They're going to:
- People who moved years ago
- Missing suite numbers in high-rises
- Completely different people than your list claims
(And most list brokers are still charging you full price for these phantom addresses)
Your "local" Connected TV ads? They're probably running in the wrong city entirely. One marketer discovered their San Antonio ads were actually playing in San Angelo. Their Chicago ads? Playing in Detroit.
Even worse: Many of those premium CTV ad spots you're paying for are playing to empty rooms at 3 AM while smart TVs update their software.
You're literally advertising to machines.
And don't get me started on your Google Brand Protection...
Every time someone searches for your business name, your competitors can swoop in and poach your customers – unless you've properly protected your brand. Most businesses haven't, and it's bleeding them dry.
Here's the thing: These aren't exotic edge cases.
This is happening right now to businesses just like yours.
Next week, Ben is doing an exclusive webinar for my folks where he'll show you:
- How to spot these hidden money leaks
- The right way to validate your marketing lists
- How to ensure your ads actually reach living humans
- Simple ways to protect your brand from competitor poaching
Date: Tuesday, Feb. 11
Time: 3pm Eastern
Register Here
This isn't theoretical stuff. Ben's been helping several of my clients plug these leaks and the results are eye-opening. One client discovered they were wasting nearly a third of their marketing budget on phantom addresses alone.
Seize the day,
Perry Marshall
P.S. If you're spending any significant money on marketing, you can't afford to miss this. The waste compounds every month you let it continue.
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