Hello Tolulope,

In my last email I promised to answer some questions about remarketing. But before I do that, I want to quickly share something with you.

"Akin… how can I manage my time and have a balance?”

I get asked this question a lot. And I guess I get asked this question because people see me doing so many things at the same time.

They see me busy at the House of Representatives

- ⁠They see me consistently going to my constituency

- ⁠They see me investing in businesses

- ⁠They see me having fun

- ⁠They see me writing books

- ⁠They see me posting on Social Media (I post by myself)

- ⁠They see me writing articles, like I am doing right now.

So I guess it’s a fair question. How do I do it so well?

Do you want to hear the truth? The truth is that…

I Do NOT Do It Well!

And guess what? No human being does it well. It is PRACTICALLY IMPOSSIBLE to do so much so well.

Let me tell you the truth. Something has to suffer. Something has to give. What you need to do at different stages in your life is…

Determine The Things That Matter To You At Particular Points In Your Life And Give It Everything.

Let me explain with illustrations.

Assuming you are a student. There are few choices you may be facing.

• Your studies

• ⁠Dating

• ⁠Social life

• ⁠Cultism

• ⁠Side business/part-time job

• ⁠Fellowship with fellow religious people

And so on.

The truth of the matter is that you cannot be super in everything. You just need to pick one or two things that are most important to you and let the rest float.

So you can decide your studies and side business/part time job. Your day will be classes, reading and hustling. Your evenings will be spent on your hustle.

That means dating, social life, etc will no longer be a priority. You will stop giving it so much attention.

This will HAPPEN NATURALLY if you decide on those two things and you know why you are doing them.

It is not like you won’t ever date, or you won’t ever club. But your choices will always take priority and other things will suffer.

Let’s say you are dating and your boyfriend or girlfriend complains about not spending enough time together. Rather than cut your reading and hustling time to go to the cinemas, you should rather lose that relationship.

Many people try to do too many things perfectly so they spread their time evenly across many things. They will likely never excel in anything in particular. They will remain…

AVERAGE!!!

Don’t be like that. Be brutal in focusing and excelling in a few things. Let other things perish. Everyone will applaud you at the end of the day.

So why do people think I do so many things well? I think I have an idea.

You see, when you focus on one or two things, it is usually for a period. See the student example. Study hard till you graduate first class.

When you excel in one thing, it is on record that you are an expert. When you do it again, it goes on record again.

After many years, people will remember all these things but in reality, you are actually busy with just a few things at a time.

Currently, I do not run any business. I ran Nairabet for about 10 years and got well known. Today, people still regard me as an entrepreneur.

When I write books, I dedicate a few months to it and many other parts of my life suffer but now people just assume that I sit down everyday to write books.

Stop spreading your time too much. Accept that something has to suffer.

Your career, your finances, your relationships, your health, your relationship with God, your social life… Do not deceive yourself. You will be average in all if you decide to be perfect in all.

You can choose to be average or be great.

It’s really up to you.

Now to my earlier promise…

Q1: What is the best remarketing content?

Well, there is no best remarketing content. That is because you want to use a variety of content types in your remarketing campaign.

You advertised your product to someone and the person refused to buy, then you started retargeting them with ads or sending them emails containing the same direct sales ad they said NO to. How does that make any sense?

I’m not saying you should not advertise sales content to that same person again; I’m saying add other types of content too.

What happened to retargeting with a demo of the product? A unique feature? Testimonials and other third-party or user generated content? Valuable information you can tie back to the product? Entertainment you can tie back to the product? And so much more!

What you should remarket with more is useful, valuable content that ties back to your product or service.

The keyword is “more”. Not saying you should send other types of content.

Q2: What should be my remarketing schedule?

There is no single answer to this question; several experts would say different things. The best way to find out what works for you is to test things.

Generally though, for retargeting ads, you want them to start seeing your ads as soon as they exit the initial ad without taking action. And you want to follow them around for a few days to a few weeks.

Ideally you’d set up different retargeting ads — you can start with three — so that they aren’t seeing the same ads from you every time. And so that the platform can have enough ads to serve them.

As for email, you can do a follow-up series that is served daily for 3 to 7 days, depending on what you sell, then space it out from there however you like. Just make sure it’s not annoying.

Don’t send follow up emails daily for weeks straight. Let’s say you want to follow up for a month, they can get an email daily for 5 days then get the next after 3 days and then weekly from then on.

Like I said, it all depends on what you’re comfortable with.

Q3: What should I do with those who don’t buy after my remarketing campaign?

You have their contact already, so you can still reach out to them at any time in the future.

For retargeting ads on Meta, for example, you have just about 6 months (180 days) to keep someone’s identity in your retargeting list.

So once in a while you can serve them new ads with new angles. You never can tell what angle or hook would convert a prospect into a buyer, so you want to keep putting out different ones.

As for email, you have them for as long as they are still subscribed to you. You simply move them from the automated series to your broadcast list where they receive normal emails from you frequently— whether once weekly or more. You can tie your frequent emails back to what you’re selling.

Apart from that, you can do occasional email promotions where they get discounts on their purchase, maybe during holidays or special sales periods like Black Friday.

All these can definitely help you convert previously unconverted leads into buyers.

So many things to unpack and learn in this single email; I hope you find them useful. Most importantly, I hope you indeed take advantage of Remarketing to get more customers or clients for your business.

There’s no better way to grow a business than getting more sales.

Talk later,

LOVE YOU ALL FRIENDS..