Advertising
One puts you in front of people who were not looking. The other puts you in front of people already typing what you sell. They need different money, different creative and different expectations, and most wasted budget comes from treating them as one thing.
Nobody opens Facebook to buy a caravan. They open it after dinner. So the ad has to earn a stop, and the only things that do that are a specific item, a real price, and a reason it matters to somebody in their situation.
Somebody typing “caravans for sale blenheim” has already decided. There is no persuading left to do, only being there and being the obvious answer. That makes each click dearer and each click far more likely to be worth it.
The search moment
This is the only moment where a buyer tells you exactly what they want, in their own words. The listing that wins it is the one that repeats their sentence back and then answers the two questions that would otherwise make them keep scrolling.
Fourteen units on the yard today, priced and photographed. WOF and gas certs current. Open Saturday mornings. Message us and we will send the full spec.
Browse caravan dealers across New Zealand. Find contact details, opening hours and reviews for businesses in your area.
Demonstration. Both listings were written for this page. Neither has run.
The work is not in launching a campaign. Anybody can launch a campaign in twenty minutes. The work is in the fortnight afterwards, when you find out which half of it is wasted.
Tracking on the site, so a lead can be traced back to the ad that produced it. Without this every later decision is a guess dressed up as a strategy, and you end up turning off the campaign that was working because it looked expensive.
One ad tells you nothing. Three or four, differing in one thing each, tell you what your buyers actually respond to, and that knowledge outlives the campaign.
The hardest and most valuable habit. Most accounts have money going into something that stopped working weeks ago, because nobody was looking and nothing forced the issue.
That is what the Acquisition Review answers. It looks at what you already have before anybody suggests spending anything.
Part of C.E.A Smith
C.E.A Smith is Richard Smith, working from Blenheim, Marlborough, New Zealand. Each part of the business has its own home so you get the specialist, not a menu.