Speed is always king
Why wait for perfect when “good enough” is ready? Launch your ad now, gather real market feedback, and refine on the go because in marketing, speed always wins.
You know what beats the perfect ad campaign?
One that’s already running.
We were about a month away from Underdog B2B Con, when we were finalizing the first video ad. A lot of edits were still going about.
Another error. Another typo. Another scene cut to keep things snappy.
Every minute spent on more edits and “corrections” is a minute the ad isn’t live.
Finally I said, enough. This is good enough, let’s launch it.
It wasn’t perfect. There were parts of the video that weren’t focused correctly. See for yourself below:
Within hours of launching the ad, my wife somehow caught the ad on Facebook. Then she said, “The beginning feels draggy…”
Dang. That’s some market feedback!
I went back to the team, and we trimmed off another 22 seconds from the intro. We then ran the shortened video ad with the original cut.
Surprise, surprise!
The trimmed version became our best performing ad creative, driving multiple ticket sales with each purchase:
We could have spent days, weeks, months.. perfecting the video ad.
Or we could just let the market decide.
I’ve seen it happen more times than I can count.
- Brand A: “Let’s wait for the full funnel build. We need the perfect creative. The copy feels a bit off. Let’s do more market research.”
- Brand B: “We’re not 100% ready. Hmmm.. Let’s launch. Get some data. OK lets go!”
Guess who wins?
Not the brand chasing for pixel perfect. But the brand who started early and got all the insights and data, early.
Speed is king.
Getting a headstart advantage can mean everything in the world of marketing. Meanwhile, your competitors are still stuck in planning and perfection hell.
Just launch your marketing. Ignore opinions. Because everyone is wrong until proven right by the market.
Get behind-the-scenes marketing to Underdog E-Commerce Con 2.0
I’ve always shared lessons we’ve learned about marketing and building stuff, in hopes that it’ll help you. For Underdog E-Commerce Con 2.0 on 25th July, I’m planning to do something special.
The next 20 people who buy a ticket to Underdog E-Commerce Con 2.0 will get a special 1-hour Zoom call with me, where I’ll share our marketing strategy – ad media buying, video creation, scripting and speaker/sponsor selection process with you.
Cool deal?