2 builders who never spoke to each other · contested
Narrow the audience before you spend a dollar
The same platform produced opposite results for two founders launching at the same stage. One did the audience research first and turned eighty dollars of spend into a return of a hundred and seventy times in the first days. The other put roughly six hundred dollars behind the same platform and got nothing back, because the targeting options could not describe the profession he was selling to. Check that the platform can actually name your buyer before you fund the test.
Where this splits
One founder made eighty dollars of Facebook spend pay back a hundred and seventy times over after narrowing the audience with research, while another lost six hundred dollars because the platform could not target the profession at all.
1 claims against 1
Chantal Routhier
Research the audience first and a tiny budget pays
- 01Use research to narrow the audience before you spend on paid, because a tightly defined audience makes even a tiny test budget pay back.
Ads fail when the platform cannot name your buyer
Facebook ads are a poor first channel for a narrow professional audience, because the targeting options do not describe the job you are aiming at.
What it returned
- $80
Chantal Routhier, cofounder of Live Tree Work S, narrowed her target audience using these methods and saw a 170X return on $80 of Facebook ad spend in the first days of her launch.
- $600
Roughly $600 went into Facebook ads for Eventloot and returned nothing. Wedding planners could not be targeted properly and the conversion rate was terrible.
Sources
- Unlock the Power of Customer Insights with Clarity CallsChantal Routhier · customercamp.co · undated
- Eventloot: Failing to Listen Feedback Means $20,000 LossJustin Anyanwu · failory.com · Did you launch/publicize your product in any way? · undated · dissenting
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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