Taking Calculated Risks In Business

Example 1:
Every single time a person comes through Penji, we document where
they came from. We then ask questions about their company, what
they like, and most importantly why they chose Penji. We have
this documented and the importance of this is that because we
know our customers reasonings and logic behind why they chose
Penji, we can, in a way, use their words against future
customers.


One of the newest mantras we are working with in 2019 is that
Penji is simple, fast, and affordable. That didn’t just come over
night. That came from time and money well spent. So why is this
important. Well? We now know words that resonate with our
customer base and when we place ads or talk to prospects to sell
Penji to, we know the terminology to use that will allow them to
understand.


The risk here is that when we invest $10,000 in advertisements,
we need to make sure that we are right. Which leads me to example
number 2.


Example 2: We have had a ton of conversations about
advertisements. We’ve asked questions like:


Will they work?

Is our service a great fit for ads?

What do we say?

How can we get our point across?

How many times do they have to see our ads, before they
consider a purchase?

How can we say something in an ad and the prospect simply
gets it and then get involved within our sales funnel?



This is important stuff here. So here is the calculated risk that
we’ve taken to make sure that we benefit from a larger investment
in ads.


The appropriate teams meet to discuss ads. They talk about the ad
copy, the messaging, the targeting, and the creative that’s
needed for the ads.


We then take the ideas that pass through and create close to 15
different versions for each ad set. If need to know these terms,
drop a comment and I can expand on this strategy in more detail.


Those 15 different versions turn into close to 100 different ads.
We then incrementally spend our money to find that one ad. We
then take the winners and turn them into a full blown campaign.


This process takes time and you must be patience with the
results, but if you prepare enough. That calculate risk, also
guarantees you a victory.
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