How To Waste $21,500

In 2022 I moved my family to Colombia.

I'll spare you the details but all in all, the tickets and expenses went up to $15,000.

Which was ok to me at the time.

I had my sights on a new big opportunity: this company had given me 50% of their shares to build their team up and business up.

And so I got to work.

Prepped up the ads.

I followed the traditional "direct response" advice the best I knew and got to work.

Then, one week later, the calendar was full of calls and we thought we were going to make it big.

Look at it:

Out of these calls we made a grand total of...

$0.

Nothing.

I was supposed to have an ROI on spending $15k to move my family down here.

Instead I was $6,500 DEEPER in the hole and a total $21,500 in debt.

It was terrible.

That's when I had to have a conversation with myself that there's two kinds of marketing that need to be done.

The right one depends on the stage of the business.

There's established brands and there's establishing brands.

Established brands are something like Coca Cola, Fedex and Apple. 

They're the ones that can get away with just one ad and off to the races... Because they're established.

If you're reading this that's probably not you.

And then there's establishing brands.

Brands that are on the journey to become a household name. Big industries. Small industries. 

There's a space in each.

Treating your brand like an established brand, like I did with the Colombian Brand, was a mistake because they didn't know who we were.

But it wouldn't have been a mistake if they did. 

Which is why step 1 wasn't to get sales.

It was instead to create curiosity with the Curiosity Paradox Formula and get people to LOOK in our direction first.

An example:

We used to have only 5 touchpoints before they bought...

And no one did.

When we moved it up to 25, all of which we work on with the Cash Architects, sales moved up from $0… To $100,000 cash collected in 30 days.

It was a humbling experience and one that required two things:

Understanding that different games require different plays. 

And that if I'm establishing my business then I need to play differently.

And understanding that Curiosity is king. 

And that if you can make people look, you can make them pay.

But you have to make them look first.

We work on the Model that makes people look at your brand so that when the time comes to buy, you won't have to deal with ghosts, "maybes" or stuff that slows down the business.

Kara.

PS - This month I am hosting a live workshop to help you build a team to book 1-2 appointments daily on autopilot. It’s $100 to attend. 
More info here:
https://casharchitects.com/outreach-automation