Why some content and ads get loads of views, but don’t get any leads.

So last week I spoke with a business that does drive cleaning, and in the 10 million views he got on one of their videos, he didn’t get a single sale from it.

Why?

Customer Intention.

You see, when people watch those videos, they’re not watching it because they want it, they’re watching it because it’s entertainment of some form.

Perhaps they’re exhausted after a long day and just scrolling through Instagram, and they sit and zone out while watching it.

Great, you’ve got the views, but you haven’t got the buyer intention.

Even if the person wanted their driveway cleaned, the chances that this video is local to their area are pretty unusual, because it’s just viral content.

So you’ve lost both ways

Most are watching for entertainment purposes only
Even if they did want it, chances are they’re not local.

Now compare this with say a Meta ad (Insta and FB).

The ad is designed within a radius of where the service is.

And the advert is designed for BUYERS / not ENTERTAINMENT.

We may not even use a video on that advert, because it will be watched for the wrong reasons.

Getting 10 million views is great for your ego, but your ego can’t pay the mortgage with those views.

You need clients, and most people forget about buyer intention, or don’t know how to write properly for it.

This is why so many ads fail when they’re done by the business owner, you can’t just chuck an ad out and think it’s going to get you what you want, because it doesn’t work like that.

If it did, it would be easy. But it’s not.

It’s hard. There’s both a science and an art form to it, along with a big dollop of human psychology.