\n<\/p>\n
Nuance.<\/em><\/strong><\/p>\n Nuance is what you know because of the things you saw before.<\/p>\n You can\u2019t have it without time.<\/p>\n I\u2019m convinced nuance is also a feeder for\u00a0intuition<\/strong>.<\/p>\n Take for example what happened recently with my LinkedIn ad campaigns\u2026<\/p>\n There is a targeting setting I turned on earlier this year after a LinkedIn consultant we hired made me aware of it.<\/p>\n The consultant used this setting in the campaigns they ran for us for a couple of months, all of which failed.<\/p>\n I turned the setting on for the rest of my campaigns as well.<\/p>\n Why? It made sense to do so.<\/p>\n The setting narrowed the targeting down to business leaders\/owners (CXOs), our target market.<\/p>\n Over the months since then, my LinkedIn campaigns, which previously brought in some results, were trending towards zero.<\/p>\n No matter what I did \u2013 changing the budget, upping the bid price per click, testing new ad media \u2013 nothing worked.<\/p>\n I thought it must be market conditions, competition, the economy, etc.<\/p>\n As I was reviewing our campaigns for my co-founder I saw that setting again.<\/p>\n That night as I went to bed, my brain went to that setting.<\/p>\n I realized even though it was meant to give us more of the right people, it may be having the\u00a0opposite<\/em>\u00a0impact.<\/p>\n It could be reducing our overall audience size and forcing us to spend a higher bid price on a more premium group.<\/p>\n By removing the condition we will get more overall eyeballs to our ads at a lower bid cost.<\/p>\n Even though that means more of the wrong people see it, it also put us up in front of more of the right people.<\/p>\n That was my theory at least.<\/p>\n Last week I removed the condition. Nothing else was changed.<\/p>\n Within 48 hours we had 4 booked calls and one immediate sale, all after months of nothing from LinkedIn.<\/p>\n If I hadn\u2019t spent the last two years inside the LinkedIn ad manager, I wouldn\u2019t ever have had this counter-intuitive conclusion.<\/p>\n I wouldn\u2019t had the nuance to see it as a possible cause.<\/p>\n I had to connect the dots, consider previous results, understand how a change in targeting, no matter how well intentioned, can impact audience scope.<\/p>\n With pay per click campaigns you can\u2019t just trust audience criteria on face value.<\/p>\n I\u2019ve learned this because every week I change settings, tweak campaigns, turn something on or off, even if I am doing what on the face of it seems logically wrong based on how a function is supposed to work.<\/p>\n Then I wait and see what the actual results are.<\/p>\n It\u2019s not an exact science, but you certainly start to see patterns and trends over time \u2014 even instant impact sometimes.<\/p>\n Nuance is a valuable resource, especially because it takes time to create and often only applies to a very narrow field.<\/p>\n It can\u2019t easily be replicated and can solve very specialized problems.<\/p>\n It can be enough of an advantage to build an entire business around it.<\/p>\n The caveat is that nuance only comes from\u00a0repeated focus in one area.<\/strong><\/p>\n If you keep changing industries or business ideas, give up, lose interest and restart with something else, you keep resetting your nuance meter.<\/p>\n As entrepreneurs we often underestimate switching cost.<\/p>\n Sometimes the better answer is to just keep going and build on what you know until it becomes a nuanced skillset.<\/p>\n It may not seem like the right choice when nothing is working.<\/p>\n If you keep experimenting, keep notching up micro-improvements, one day you can wake up with the result you want and a valuable skill.<\/p>\n I never would have seen myself as an \u2018ad manager\u2019 kind of person.<\/p>\n I saw myself as a writer, a content creator. I build audiences organically.<\/p>\n Then with a new business, I realized that paid ads were likely the best path forward.<\/p>\n Over several years I tested all the leading ad platforms (Google, YouTube, Facebook, Instagram, LinkedIn, Twitter\/X).<\/p>\n Google and LinkedIn ads are largely responsible for my company blasting through the $100,000\/month<\/strong> revenue level back in 2023.<\/p>\n I wouldn\u2019t label myself an expert by any means, but now I feel very comfortable logging into any of these ad platforms, setting up campaigns, and incrementally improving them.<\/p>\n This gives me a massive edge.<\/p>\n As Alex Harmozi<\/strong> says, learn how to generate leads and you are set for life.<\/p>\n Every day I spend more time inside my ad dashboards. I\u2019m adding experience and building up my ability to see the nuance in our campaigns.<\/p>\n I can tap into this skill as the marketing lead for our company and any future marketing campaigns I\u2019m a part of.<\/p>\n It also helps me grow our marketing team. I can assess new hires coming from a place of knowledge. I can appreciate and understand when someone else brings their own nuance to our marketing campaigns.<\/p>\n All of this leads to more growth over time.<\/p>\n You can gain this advantage too, if you stay on track and build upon what\u2019s come before in your company.<\/p>\n Focus on what is working. Do more, learn more, gain insight, and nuance will be the natural outcome.<\/p>\n Keep growing.<\/p>\n Yaro<\/p>\n \n\t\t\t<\/div>\n