Exposed The Biggest Marketing Lie of All Time

Kasim: 00:00:11

The biggest marketing lie of all time exposed.

Kasim: 00:00:14

I'd like to welcome you to my favorite soapbox.

Kasim: 00:00:16

Thank you for coming.

Kasim: 00:00:17

Take a seat, strap in.

Kasim: 00:00:18

We're gonna be here while first a question, not rhetorical.

Kasim: 00:00:20

I want you to answer this out loud.

Kasim: 00:00:22

I don't care if you're in a public place.

Kasim: 00:00:23

How many touches does it take before somebody is ready to buy?

Kasim: 00:00:28

Don't think, just answer.

Kasim: 00:00:29

You've all heard this, you've read it.

Kasim: 00:00:30

It's been in business books and books on psychology.

Kasim: 00:00:32

How many touches, how many touches does it take before somebody's ready to buy?

Kasim: 00:00:35

If you answered seven, you've given me the answer that I was expecting.

Kasim: 00:00:39

Take seven touches before somebody's ready to convert.

Kasim: 00:00:41

Here's what's really interesting, even though this has been cited hundreds

Kasim: 00:00:44

of thousands of times, including in Harvard Business School Studies, this

Kasim: 00:00:48

comes from a study done in the 1930s by movie studios trying to see how

Kasim: 00:00:52

many times somebody needs to see a poster before they'll go see a film.

Kasim: 00:00:55

So why on earth are we quoting a hundred year old data?

Kasim: 00:00:58

First of all, second.

Kasim: 00:00:59

How many touches do you think it really takes to get to somebody to buy?

Kasim: 00:01:01

If that's from the 1930s when people weren't being inundated with ads?

Kasim: 00:01:05

What is it today?

Kasim: 00:01:05

Again, not rhetorical, answer it out loud.

Kasim: 00:01:07

Go.

Kasim: 00:01:07

Even if you're a coffee shop, just gimme me a number.

Kasim: 00:01:09

How many touches do you think it takes to get somebody to

Kasim: 00:01:10

convert, to buy your product?

Kasim: 00:01:11

Whatever's you sell, you're like, I sell enterprise SAS products, or I

Kasim: 00:01:14

sell T Cozies to Pirates, whatever.

Kasim: 00:01:16

Now, obviously the answer depends on the complexity of the product.

Kasim: 00:01:19

Google did a study, multi-year, multi-variant, thousands of data points.

Kasim: 00:01:22

And what they found was it takes 20 touches to sell a

Kasim: 00:01:26

candy bar, 500 to sell a flight.

Kasim: 00:01:29

So that's our window between 20 and 500.

Kasim: 00:01:32

Now, ask yourself, how complex is my whatever it's I'm selling.

Kasim: 00:01:35

And if it's less complex than a candy bar, then it's less than 20.

Kasim: 00:01:37

If it's more complex than a candy bar, and I imagine it is, then it's more than 20.

Kasim: 00:01:40

Is it as complex as a flight?

Kasim: 00:01:42

Is it more complex?

Kasim: 00:01:43

Hiring a Google ads agency's way more complex than booking a flight, right?

Kasim: 00:01:47

500 touches just to book a flight, just to book a flight.

Kasim: 00:01:49

Now that means that you need to be in front of your prospects.

Kasim: 00:01:53

As much or more than 500 times.

Kasim: 00:01:58

Did anybody else just throw up in their mouth a little bit?

Kasim: 00:02:01

Hold on.

Kasim: 00:02:01

It gets worse.

Kasim: 00:02:02

The average fashion shopper views 32 pages in a single

Kasim: 00:02:07

session before making a purchase.

Kasim: 00:02:09

I'm gonna say it again.

Kasim: 00:02:10

The average fashion shopper views 32 pages in a single

Kasim: 00:02:13

session before making a purchase.

Kasim: 00:02:14

Now here's what's really interesting is those 32 pages.

Kasim: 00:02:17

Have been catalyzed by one touch point.

Kasim: 00:02:18

That's one ad.

Kasim: 00:02:19

Clicked on the ad, went to the pages, viewed 32 pages.

Kasim: 00:02:21

That only counts as one touch.

Kasim: 00:02:22

That means that we need marketing campaigns that support multi-touch,

Kasim: 00:02:25

multi-page engagements.

Kasim: 00:02:27

We have to actually give people the opportunity to

Kasim: 00:02:30

engage with us in dynamic ways.

Kasim: 00:02:31

This is why I hate squeeze pages so much because you can't push an

Kasim: 00:02:34

educated consumer to a squeeze page 500 times without pissing 'em off.

Kasim: 00:02:37

So what do we do?

Kasim: 00:02:38

What's the answer?

Kasim: 00:02:38

Where do we go from your cosm?

Kasim: 00:02:39

Don't depress me.

Kasim: 00:02:40

Gimme answers first.

Kasim: 00:02:41

Diverse ads.

Kasim: 00:02:42

Diverse, creative.

Kasim: 00:02:43

You need to have enough.

Kasim: 00:02:44

This is so funny too, 'cause I'm such a hypocrite.

Kasim: 00:02:45

'cause we run the same ads especially from a remarketing perspective.

Kasim: 00:02:48

So look at me, I got my face.

Kasim: 00:02:49

I mean, we've got a significant diversity in our YouTube channel, but some of

Kasim: 00:02:51

our ads are, you know, old, tired.

Kasim: 00:02:53

You have to have diversification in your, in your, ads and you're

Kasim: 00:02:56

creative because you need to be able to deliver ads to people so that they're

Kasim: 00:03:00

not gonna get sick of your message.

Kasim: 00:03:01

499 times into it.

Kasim: 00:03:02

You know who's really good at this is Geico.

Kasim: 00:03:04

If you one the gold Standard, Geico pumps out and Geico's ads.

Kasim: 00:03:06

I don't know why everybody's so obsessed with Geico's ad.

Kasim: 00:03:08

I never thought they were that good.

Kasim: 00:03:09

They're just diverse.

Kasim: 00:03:10

They're just really diverse.

Kasim: 00:03:11

And with Chatt P t and Mid Journey and all the ai, this is not hard.

Kasim: 00:03:15

Y'all, you can pump out an unbelievable amount of ads and just keep loading 'em up

Kasim: 00:03:18

into Google and Facebook and the machine learning is gonna take 'em and use 'em.

Kasim: 00:03:21

And incidentally the generative AI inside of Google is gonna

Kasim: 00:03:24

start doing this for you.

Kasim: 00:03:24

Diverse ads, diverse creatives, number one.

Kasim: 00:03:26

Number two, it's gonna be shocking coming from me.

Kasim: 00:03:29

Omni-channel remarketing.

Kasim: 00:03:30

Omni-channel remarketing.

Kasim: 00:03:32

You wanna be remarketing on every single available channel in existence.

Kasim: 00:03:35

Google, Facebook, Twitter to Outbrain, AdRoll, Pinterest, Reddit.

Kasim: 00:03:39

Six Flags.

Kasim: 00:03:40

I made that last one up.

Kasim: 00:03:41

You wanna remarket on everything you can remarket on, because remarketing

Kasim: 00:03:45

is generally very, very cheap or effectively free if you're only

Kasim: 00:03:47

paying when they click and it brings you closer to those 500 touches.

Kasim: 00:03:51

As a matter of fact, I think it's the only thing that would get you to 500 touches

Kasim: 00:03:54

without playing like insane batch and blast, you know, like radio, television,

Kasim: 00:03:57

newspaper style, batch, and blast.

Kasim: 00:03:58

Last definitely not least quality content.

Kasim: 00:04:01

If somebody's gonna view 32, what was it?

Kasim: 00:04:03

Lemme go back to my previous slide.

Kasim: 00:04:04

32 pages in a single session, you need to give them 32 pages worth of content.

Kasim: 00:04:08

Makes you wonder, did they view 32 pages because, or did they

Kasim: 00:04:10

stop at 32 'cause they were done?

Kasim: 00:04:12

Or did they stop at 32 because.

Kasim: 00:04:14

That's where the average store ran out of content.

Kasim: 00:04:16

You wanna make sure you have quality content again,

Kasim: 00:04:18

with the AI tools out there.

Kasim: 00:04:19

This isn't hard anymore.

Kasim: 00:04:20

As a matter of fact, I think this is the one way that small brands are gonna

Kasim: 00:04:23

be able to differentiate themselves from small or from big brands, which

Kasim: 00:04:26

is creating massively quality content, massively quality, massively quality, no

Kasim: 00:04:30

creating insanely high quality content.

Kasim: 00:04:32

On granular scales that big brands just never would, never would mess with.

Kasim: 00:04:35

So, to, just to recap diverse ads and creative, you're gonna be pummeling

Kasim: 00:04:38

people to get death with a message.

Kasim: 00:04:40

Make sure that you have diversity, especially at the top of the funnel,

Kasim: 00:04:43

especially at the top of the funnel.

Kasim: 00:04:45

With the omnichannel remarketing, less than 2% of your target is

Kasim: 00:04:48

going to click on any given ad.

Kasim: 00:04:50

And that's good by the way.

Kasim: 00:04:51

So get out in front of them.

Kasim: 00:04:52

Be a ubiquitous truth.

Kasim: 00:04:53

I call myself digital herpes.

Kasim: 00:04:55

People are like, dude, I can't get rid of you.

Kasim: 00:04:57

I see your ad everywhere.

Kasim: 00:04:57

I go and I go, I know I'm digital herpes.

Kasim: 00:04:59

You'll never be the same.

Kasim: 00:05:00

That's gross.

Kasim: 00:05:00

I'm sorry.

Kasim: 00:05:01

And then quality of content speaks for itself.

Kasim: 00:05:03

And you know, it's so funny how content is king.

Kasim: 00:05:04

Just the trope just keeps coming back.

Kasim: 00:05:06

I have got citations in the description of this video.

Kasim: 00:05:08

If you'd like to go track down some of the data that I cited

Kasim: 00:05:10

it's expertly researched by me and I shoot a video every day.

Kasim: 00:05:14

I'd love for you to watch more videos, so if you wanna do that,

Kasim: 00:05:17

you can subscribe, and if you don't, don't, I'll see you tomorrow.