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Today we're kicking off a new mini-series called the SLO Funnel Fix. I'm going to walk you through building small, smart sales campaigns that can actually pay for themselves.

And just to be clear from the jump: we're not talking about the low cost awareness ads that I'm always harping on—the $5 a day brand awareness that anyone can start with. This is specifically about sales campaigns designed to sell something, and what you need in place before you spend any money on them.

The Big Mistake I See All the Time
people launching sales ads hoping they'll fix everything magically. They think, "If I run ads to whatever I just created, people will buy."

But unfortunately, ads don't fix a weak offer. They just amplify what's already there.

So if your offer isn't clear, or your price doesn't make sense, your value isn't proven, or your checkout is confusing, whatever the case may be, ads will just show the world the confusion faster.

I've Been There Too 

If this sounds familiar, you're not alone. I've been there. I once launched an offer that felt solid in my head because I thought it was great. I didn't test it. And it was easy for me to blame the ads when really it was the offer, because I hadn't even tried to sell it organically or test it.

What Does It Actually Mean to Be Ad Ready?
Let's go over it with a few points:

• ✓ You've sold the offer already - Even if it's just a few times without ads. Maybe to your mailing list or organically, someone in one of your masterminds or groups.
• ✓ You know exactly who you help and the problem that you're solving - This clarity is non-negotiable.
• ✓ Your landing page or checkout link works - Everything works and it converts.
• ✓ You've done the math - Which means you know how much you could actually spend on ads because you know how much each customer is worth, what their monetary value is throughout the year. You know that number.

If you could check most of these off, you're probably ready to layer in some paid sales ads. 

And if not? That's okay. It just means you're in the offer validation phase and you're right where I'm always talking, those low cost brand awareness ads. 

And that's what you should be doing in my opinion.

What Happens When You Skip Being Ready?

Well, when people skip being ready:

• They don't get what they want, they don't sell anything
• They blame the algorithm instead of the strategy
• They lose money

So the bottom line is running a sales campaign before your offer is proven? 

It's like turning up the volume on a song that you haven't finished writing. It just gets louder, not better.

Here's the Good News
Getting ad ready doesn't take months. It just takes clarity.

Take Ad Readiness Quiz and get the clarity if it's time to spend money on ads, or if you have a bit of readiness work to do. 

Coming up next week: What is an SLO Funnel?

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