Strategy Jumping

"This isn't working any more. I'm going to try XYZ instead."

I try not to think about how often this thought has crossed my mind over the years.

I call it strategy jumping.

Here's how it works, using Facebook Ads as an example, but it could apply to any area of your author business:

1. You find a strategy that someone swears by

2. You follow it to a tee

3. It works for a few weeks, or a few months

4. It stops working, suddenly or gradually

5. You start searching for another strategy

6. Repeat steps 1-5 again, and again

From personal experience, I can tell you this is a vicious cycle that is hard to escape.

If I've had a rough few days with our Facebook Ads, boy oh boy, have I been tempted to strategy jump.

But I've resisted, because I know it's not the answer.

The Facebook Ads strategy I'm using now and have been since the beginning of 2023, has outperformed every other strategy I've ever tested (and I've tested a lot).

It's also the strategy most aligned with how Facebook Ads was designed to work in the first place.

And, it is the only strategy that keeps things:

– Lean

– Simple

– Scalable

On top of that, it allows for time to be spent on the most critical part of running Facebook Ads...

The Creative

So, next time you have a rough few days with your Facebook Ads...

I implore you to stay the course.

If you're following my strategy, here's what I recommend if your results take a nose-dive:

1. Reduce your budget by 10% - 20% per day

2. Spend time researching other Ads

3. Test new concepts and ideas

4. Find a winning Ad

5. Start scaling up

It doesn't need to be any more complicated than that.

Simplicity is how you scale.

Ok, it's the start of another week, I have new Ads to test, a direct sales course to build (join the waitlist here), and 3 kids to juggle. Here goes...

To Your Success
– Matt