Small Things Result In Big Changes

A few weeks back my wife, Jessie, decided to join a gym. Which was great, except she started pestering me to join too.

I hate gyms. There was never any chance I was going to join.  She kept at me, though. So I had to do something to get her off my back.

I went for a run.

The last time I went for a run would have been at least two years ago. I don’t enjoy it.

I’d prefer to poke myself in the eye. Or walk across broken glass.

One positive that made the run sort of bearable was that we live close to the beach. 

You jog about a kilometre to the end of our road. Then continue along a winding sandy track through the dunes. And end up standing on a clifftop overlooking the ocean.

It’s magic. Best of all, it’s always deserted.

Over the last couple of weeks, I was running some Facebook Ads for an offer I’m promoting in a niche I’m in. I had a problem.

When I first launched the ads, I hit the jackpot.

Straight out of the gates I was getting people opting into a lead magnet for around $0.50 a piece.

The ad copy was working, the audience I was targeting was perfect.

I was making a profit of roughly $0.50 per $1 spent within seven days of acquiring the new subscribers.

Great! I was able to get a lead without needing to dip into my own pockets to pay for them. Time to scale the campaign, I thought.

Which is where I ran into my problem.

I had been targeting lookalike audiences that were working well. When I started scaling the campaign, I had to look at expanding the audience.

The original audience was starting to burn out.

So I created another lookalike audience based on people who were purchasing what I was selling.

I thought it would be an ideal audience.

It wasn’t.

I spent $50 over a couple of days and only got one lead.

The only change I had made between the original and the new ad was the audience. The ad copy was exactly the same.

If I hadn’t already gotten the results with the first ad, I would otherwise have thought “…back to the drawing board, I’ll change what we are selling and rework everything.”

Instead, I spent about fifteen minutes creating a few new audiences to target.

I launched a new campaign. Same ad. Different audience.

The result?

Subscribers for $0.38 a piece. Similar profits per lead to the original audience.

When I was reviewing these results today, it made me think. I had changed something tiny, yet, its impact was massive.

This is what got me thinking about Jessie pushing me to go to the gym.

Even though I hate running, I now jog every day. I love stumbling through the dunes hearing the waves break against the rocks.

By that time I’m generally gasping for air, my legs feeling like jelly. But I push on. I know what’s on the other side of the dunes.

Once I get to the edge of the clifftop, I stop to rest for a while.

I’m usually stuffed by the time I get there. But I get to switch off and soak it all in. I appreciate my life for a while.

The act of running is horrendous to me, even now.

I hate it and at the same time I love it.

If I never caved to Jessie and went for a run, I wouldn’t be taking the time out to soak in what’s around me.

I made one small change (or Jessie did, at least). Now I get to appreciate it every day.

It’s like what happened with the Facebook campaign. If I had thrown in the towel instead of persevering, I would have missed out on a significant opportunity.

If something isn’t working for you, don’t abandon it immediately. There is a chance that you’re only a small change away from things being completely different.

Spend some extra effort trying to turn what isn’t working around before you give up totally.

Do it quickly, though. No need to dwell. And if your result doesn’t change, move on.

P.S. I’ve not shared the full results of the Facebook campaign here. I don’t publicly do that. I do share behind closed doors, though. In the monthly Fast Growth Insights Report.

Jake Hower

CEO of Fast Growth. Jake works with businesses to increase leads from online channels. Backed by data, not guesswork. For behind-the-scenes insights into what's working (and what's not), check out the monthly Fast Growth Marketing Insights Report