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  1. Nobody knows you and they don’t care. Search for places of intent.
  2. People do not want to work hard for you

A great thing to keep in mind is that people do not know you or care about what you have going on. Especially when you are passionate about a project, it’s easy to create an echo chamber that consists of like-minded people whose similar opinions reverberate. If you’re like me and enjoy going through every comment left on your ads by interested users, you’re more likely to overrate the value and importance of your brand because all you see is the incessant chatter around your brand. You easily overlook the fact that for every user that talks about your brand, there are hundreds and thousands more who simply kept scrolling through their feed without a second thought.

This is why it is always best to search for places of intent. Places of intent are where your customers go when they are already in the mood to purchase. For example, if you are marketing an ice cream exposition in a major city, you can and should launch social media ads. But more than likely, people spending their time on social media are using those apps to catch up on news and check up on their friends, not to find out about an ice cream expo. A great place of intent would be a local email blast that gives suggestions of what people should do on the weekends. People who have signed up for this email blast read it with the intent of finding things to do in the city. Even one step further, that email blast did not just get sent to them; they asked for it. They intentionally submitted their emails to receive regular updates so you can assume that they already hold a great deal of intent.

K.I.S.S. (Keep it simple, stupid) is a great acronym to live your life by. It reminds you that the simpler, the better. Keep this in mind when you are setting up funnels and flows. Make it painstakingly easy for your leads to complete your funnel. A great way to do this is by building and then paring it down to the bare necessities. Build your complete funnel and then go back and remove as much fluff as possible. Do you ask for their first name and last name in separate fields on your landing page? Go back and make that one question. Is there an automated thank-you email that gets sent out, followed up by the first email in your drip campaign? Make them the same email. Ask yourself every step of the way: is this the easiest option for my lead? A great example of this can be Facebook’s lead generation ads. Lead generation applications do not take the lead off of Facebook to submit their information. Leads fill out the form right on Facebook with their mail and name fields auto-populated based off of their Facebook account.