This ONE Difference Makes Cold Paid Ads Profitable for You at Scale

Earnings Disclaimer: You have a .1% probability of hitting million dollar months according to the US Bureau of Labor Statistics. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our ideas, information, programs or strategies. We don’t know you and, besides, your results in life are up to you. We’re here to help by giving you our greatest strategies to move you forward, faster. However, nothing on this page or any of our websites or emails is a promise or guarantee of future earnings. Any financial numbers referenced here, or on any of our sites or emails, are simply estimates or projections or past results, and should not be considered exact, actual or as a promise of potential earnings – all numbers are illustrative only.

Key Takeaways

• Mastering cold paid advertising is essential to scaling your business to million-dollar months.
• Organic growth is just the starting point; don’t get stuck there.
• Warm paid advertising is limited by your existing audience.
• Cold paid advertising unlocks an infinite audience, allowing for substantial scaling.
• Condensing your sales process is crucial in replicating organic success through paid ads.
• Aggressive nurturing strategies are necessary to convert cold leads into high-paying customers.
• Understanding and leveraging the customer path from unaware to sold is the game-changer.
• Avoid common pitfalls by not underestimating the power of nurture sequences and proper framing.
• Full video can be found here for this articles topic.

---

Introduction: The Path to Million-Dollar Months

Alright, ladies and gentlemen, welcome to the journey of scaling your business to million-dollar months. If you’re on this path, one thing is crucial to master: cold paid advertising.

Look at the biggest companies on Earth—take Apple, for example. I often hear people say things like, “Lamborghini doesn’t advertise.” Yeah, they do; you’re probably just too broke to get targeted by their ads. They advertise a lot—that’s how they generate a substantial quantity of their customers.

Sure, it’s a combination of a few things, and it typically starts with organic growth. But if you want to break through to the next level, you need to understand the power of cold paid advertising.

---

Why Organic Growth Isn’t Enough

Organic growth is not to be discounted by any means. It’s generally where you master hooks that start to attract the ideal audience you want to convert. You create content, understand the value of a nurture sequence, and find what specifically works to take somebody from:

• Unaware ➡️ Aware ➡️ Nurtured ➡️ Sold ➡️ Upsold

But here’s the catch: people who get stuck on organic often fail to transition into paid ads. They get comfortable and stop growing. They think organic is enough because it works extremely well and vouch for it like crazy. But there’s a ceiling to organic growth.

---

The Limitations of Warm Paid Advertising

After mastering organic, you might waterfall into warm paid advertising. Warm paid advertising is a great first step into the advertising world; however, it limits you to the audience you’ve already created organically. You’re essentially doing glorified retargeting.

Warm paid advertising is effective and definitely expands your overall revenue. I’ve had big clients with substantial organic followings—in the millions. Their total monthly impressions are in the tens to hundreds of millions. They can take all those eyeballs and put them into paid advertising campaigns.

But even then, they’re limited by their existing audience size. To truly scale, you need to break into cold paid advertising.

---

Breaking Through with Cold Paid Advertising

Cold paid advertising is where the real game-changer happens. Cold means people just don’t know who you are. It’s not hard; it is challenging but not impossible. Most people don’t get to this step because they get stuck along the way.

This section is intended to help you understand some cold paid advertising mastery lessons. I’m not going to make some audacious claim that you’ll walk away an expert, but you will get a ton of value and be aware of key lessons to implement when doing cold paid advertising.

---

Understanding the Customer Path

First, let’s understand what happens organically that makes people come through. We commonly hear business owners say things like:

• “People just show up ready to buy.”
• “They’re enthused about the brand.”
• “They know about the product already.”

Organic sales essentially turn your salespeople into cashiers. Leads come through so warm.

But what specifically did they do? What’s the customer path?

Without self-awareness around this specific characteristic, we lose a lot of value in being able to replicate the organic sales process via paid ads. We have to find those key videos or key moments—the content that takes someone and pushes them over the fence.

---

The Role of Key Content

Sometimes, it’s a single video that does the trick. For example, I was talking to a guy the other day who got to about $110k a month organically. He did this one podcast with a guy and published it on his YouTube channel. It was an hour and a half long, a thorough interview walking through his opportunity, articulating the details, flexing some case studies, and so on.

When you just look at that one key lesson he was organically aware of, you start to ask yourself: If I had to take that hour and a half video and get people who don’t know me that well to watch it, how would I do it?

---

Condensing Your Sales Timeline

Condensing the timeline is crucial. We can’t expect cold audiences to consume an hour and a half of content right off the bat. We have to find a way to get the messaging in that long video and condense it down or break it up.

When we try to replicate the organic sales process via paid ads, and we’re self-aware of the customer path, we have to feed people information in a way that enables them to make decisions quickly.

Here’s how you do it:

1. Direct Response Ad: Take the key message and condense it into a direct response ad, typically under 90 seconds.
   • Explain what you do.
   • Why it makes sense for them.
   • Handle common objections.
   • Provide a call to action.
2. Landing Page with VSL (Video Sales Letter): Once they click the ad, they land on a page with a VSL.
   • Ideally 10-15 minutes max.
   • Provide more detailed information.
   • Answer additional questions.
   • Reiterate the offer.
3. Nurture Sequence: Between the VSL and the sales call, aggressively nurture them.
   • Send multiple emails per day.
   • Retarget them with helpful content.
4. Sales Conversation: Finally, have the sales call where they are now well-informed and ready to buy.

---

The Missing Step: Aggressive Nurturing

This is where most businesses fail. They miss the nurture sequence between the VSL and the conversation. Organically, customers consume a lot of your content before they’re ready to buy. They don’t just go from seeing a TikTok or YouTube short to buying your product.

In paid ads, you have to replicate that process but in a shorter timeframe. You need to hammer them with content, answer their questions, handle objections, and set expectations—all before the sales call.

---

The Interest Level Spectrum

Understanding the interest level of your leads is crucial. Here’s the spectrum:

1. Need More Info: The lowest level; they need more information.
2. Curious: They are curious but not fully engaged.
3. General Interest: They are generally interested but not committed.
4. High Conviction: They are highly convinced but may have some reservations.
5. Sold: They are ready to buy.

Most paid leads are at the Curious or Need More Info stage when they book a call. Without aggressive nurturing, their interest level can drop before the call even happens.

---

Implementing the “Hammer Them” Strategy

During the framing window—the time between when someone schedules a call and the call actually happens—you need to be aggressive. Here’s how:

Email Strategy

• Send Six Emails Per Day: Yes, six. Don’t worry about overwhelming them; if they’re interested, they’ll appreciate the information.
  • Email Content Should Include:
    • Answering common questions.
    • Handling objections.
    • Setting expectations.
    • Providing testimonials and case studies.

Paid Retargeting Ads

• Create a Custom Audience: Target those who have scheduled a call or initiated a conversation.
• Content Library: Use as many pieces of helpful content as possible.
  • Aim for at least 50 pieces of content delivered within 72 hours.
  • Ensure they never see the same piece of content twice.
• Frequency: The goal is to get your frequency as high as possible within your nurture window.

Content Topics

• Questions and Answers: Address the most common queries.
• Objections Handling: Tackle any hesitations they might have.
• Expectations Setting: Outline what they can expect from your product or service.
• Testimonials and Case Studies: Provide social proof.
• Financial Considerations: Discuss financing options, ROI, and other monetary aspects.
• Timeline: Explain how long it takes to see results.

---

Example: The Tax Reduction Ad

Let me give you a real-life example. I was targeted by an ad that said, “Dubai has 0% corporate and personal taxes. You can move your United States entity into Dubai and lower your tax burden to zero.”

I booked a call, but the call was nine days away. In that time, they didn’t send me any informative content—just generic reminders. I did my own research and lost interest.

Had they implemented an aggressive nurturing strategy—sending me valuable information, handling my objections, and setting expectations—I might have shown up to the call ready to buy.

---

Common Pitfalls and How to Avoid Them

Pitfall 1: Not Nurturing Enough

• Solution: Implement the “Hammer Them” strategy. Be aggressive in nurturing leads between the ad and the sales conversation.

Pitfall 2: Assuming Leads Are Ready to Buy

• Solution: Understand that cold leads are not as informed as organic leads. They need more information and nurturing.

Pitfall 3: Lack of Self-Awareness

• Solution: Be self-aware of your customer path. Know what content they need and when they need it.

Pitfall 4: Not Adjusting Sales Approach

• Solution: Train your sales team to recognize where leads are coming from and adjust their approach accordingly.

---

Conclusion: Scaling Profitably with Cold Paid Ads

Mastering cold paid advertising is the key difference that makes paid ads profitable for you at scale. By understanding and replicating your organic sales process in a condensed timeline and aggressively nurturing your leads, you can turn cold traffic into sales and scale your business to million-dollar months.

Don’t get stuck on organic growth or limit yourself to warm audiences. Tap into the infinite possibilities that cold paid advertising offers. Remember, the biggest companies in the world are doing it, and so can you.

---

Ready to take your business to the next level? Master cold paid advertising, implement the “Hammer Them” strategy, and watch as you scale profitably like never before.

---

Stay tuned for more insights on scaling your business with paid advertising.

---

If you found this blog valuable, consider checking out my Inner Circle program or the Master Internet Marketing course.