Meditations on How to
Grow a Business
“If a tree falls in the forest but no one is there to hear it,
does it make a sound?” – Unknown
Familiar with this thought experiment?
Let’s apply it to business.
If you have a product or service to sell but no one to show it to, do you really have a business?
The answer, of course, is no.
Businesses need something to sell AND people to show it to.
People who have the potential to ascend from total strangers into paying customers.
Because no matter how great a particular product or service may be…
Without a steady stream of traffic, products and services are simply floating out there in the digital ether…
Waiting to be seen.
There are two main categories of traffic:
Organic traffic comes from things like search engines, social media, blogs and guest articles, podcasts, word of mouth, etc.
These are people who stumble across a person or business organically.
(Without seeing a paid ad.)
Most experts agree that organic traffic is higher-quality than paid traffic. HubSpot’s co-founder suggests traffic from organic search is up to 5.66X better than paid search.
So we can safely assume that organic visitors are generally more likely to engage with a business than visitors from paid.
Engaging could mean…
- Signing up for an email newsletter
- Booking a phone consultation
- Activating a free trial
- Or buying a product
Sounds good, right?
Here’s the catch…
You can’t control the flow of organic traffic.
None of these traffic channels (SEO, guest posts, social media) can guarantee a certain number of clicks or views.
Plus, most of them take months or even years before they amount to anything significant.
With that said, focusing on organic traffic is usually the smart play for businesses that are just starting out.
The ramp time is much longer…
But making calculated decisions like this are a key part of growing a business.
Now what about businesses who are past the start-up stage?
Who already have a proven funnel or offer?
That’s where paid traffic comes in.
Paid Traffic = Force Multiplier
Paid traffic gives a business the means to control the flow of traffic into the funnel.
It’s an accelerant.
A force multiplier.
The gasoline you’d be looking for if you wanted to go from crackling campfire to roaring bonfire.
It provides the business with a predictable way to drive as much traffic as needed (or as their budget allows).
It’s an audience on demand, available to anyone 24/7.
Just like you can turn on the tap and have hot water rushing through your faucet in seconds…
So too can you “turn on” the paid traffic faucet and have leads and customers flowing through your funnel.
But, to be clear…
Paid traffic is NOT for everyone.
Because the aim is not just to pay for clicks and views…
It’s to buy conversions.
When a customer is worth $100, but can be “bought” with $50 in paid traffic, there’s no need to take out a loan or seek funding to grow the business.
Instead, it becomes 100% customer-funded.
Profits are simply reinvested in paid traffic to produce even more profits.
With that said, without an offer that’s been proven to convert strangers into customers…
Or at the very least, the budget (and intestinal fortitude) necessary to refine an unproven offer and iterate the way to success…
Staying away from paid traffic is advised.
However, for those who do have the offer(s) and budget needed to solve the paid traffic equation…
It is the ultimate recipe for rapid business growth.
And for the growth-oriented business owner, there’s no shortage of paid traffic platforms to choose from.
- Google Search
- Google Display
However, not all these platforms are made equal.
Each has their strengths and weaknesses.
Each has their loyal advertisers.
And here at Ad Writing Secrets, we’re no different.
When it comes to paid traffic, we favor one platform above all others.
And that’s Facebook.
Let me explain…
Why Facebook is the #1 Platform For Driving
Traffic That Converts
There are a few reasons we love Facebook as an advertising platform.
1. Massive user base (2.7 billion)
2. Countless targeting options (like layered interests and lookalike audiences)
3. Potential for ads to go viral (amplifying social proof & delivering free ad impressions)
But there’s one key factor that sets Facebook apart from the field.
The ability to run long-form ads.
You see, when you can “pre-frame” your prospects through a persuasive 300-word ad…
The difference in downstream results is massive.
People who clickthrough are much more qualified…
And convert at a much higher rate than almost any other cold traffic source.
The more you can pre-frame and pre-qualify your traffic, the higher quality it will be.
Plain and simple.
That’s why our mission is to help copywriters, media buyers, and business owners write better ads.
So they can reach more people, increase their impact and income, and drive profitable long-term growth.
Because a single cold ad that converts can transform a business.
We’re honored to have you with us.