Genius Paid Ad Strategy That No One Is Telling You About

Episode 141

Join Darrell Evans as he sits in the guest seat on the Nine-Five Podcast with Nick Nalbach and dives into the ad strategy that no one is talking about. 

What would you do for your client if you only got paid when the client got a result? Or maybe you are like the vast majority of people who spend a lot of money on ads, and they just aren’t working for you. You’re in luck!

Here are three reasons why you should listen to the complete episode:

1. You will learn more about how Darrell uses digital marketing to serve his audience and clients.
2. Darrell shares lessons you can take from corporate jobs and how you can apply them to your business. 
3. Find out what Darrell’s ad strategy is and why it wins all the time, consistently.
   
   

Episode Highlights

How Darrell helps businesses

• • Darrell’s agency’s emphasis is all-around on lead generation and sales revenue.
  • The work they do is built around the middle of the sales funnel to the bottom of the funnel.
  • He helps in the three areas of growing a business.

What kind of businesses does Darrell’s agency help

• • His agency does not have a threshold.
  • He typically works with small to midsize companies that have gotten off the ground and hit the half-a-million to a-million mark.
  • His agency is not a vendor and does not work with large marketing teams that need to outsource one-off tasks. 

Life before becoming an entrepreneur

• • Darrell Evans started as a fry cook at Taco Bell at 16 years old.
  • He played football and baseball through high school and worked part-time.
  • His coworkers and upper management recognized his hard work and continued to promote him. 
  • He was then promoted to general manager a couple of years after starting.

Getting the entrepreneurial bug

• • In high school, Darrell began selling Now and Laters with my friends. 
  • They bought the product in bulk and sold them at a lower rate than their school’s Snack Shack.
  • After going to college, while still working for Taco Bell, Darrell started a business out of the trunk of his car.
  • He took advantage of his location and sold sportswear hats and t-shirts out of the trunk of his car at the Swap Meet.

Realizing Corporate America wasn’t for him

• • He became mindful of how he was work ethic at Taco Bell.
  • He realized he cared more about the business than they cared about him, his team, and his staff.
  • He had to fight for simple accommodations even though they were making the company money.
  • Darrell Evans learned more in that time window, which helped him become a better entrepreneur.

Takeaways from Corporate America

• • Transitioning from being a doer of all things to a coach and a leader when you get promoted.
  • You then have to inspire and empower the execution of tasks.
  • The metrics-driven mindset that he has about growth in marketing today came from his experience at Taco Bell. 

Getting into Lead Generation and Sales

• • In the beginning, Darrell got involved in real estate.
  • Darrell worked with a top-producing agent and learned about direct response marketing.
  • Direct response marketing is when you’re producing an advertisement tailored to a particular target audience. 
  • In 2005, Darrell co-owned a mortgage company, and they started buying leads from lead-generating companies online.
  • Darrell started using email marketing and YouTube to answer FAQs and communicate with his audience.

Darrell’s Strategy

• • He pulls out the individual items people are looking for and goes two layers deeper to target people who will buy.
  • The objective is for the target buyer to stop, hit like, comment, share, or watch a video. Then they’re in his retargeting sequence.
  • Darrell and his team use buyer psychology and meet people where they are.

What Darrell Evans tells professional service providers

• • Tell your audience what they need to do so they don’t need to hire you.
  • A vast majority of people are not DIYers. 
  • It benefits you to tell them how to fix their problems without your help.
  • Building trust, and the minute they trust you, they’ll do business with you.
  • Darrell believes that if you want to leverage and scale, you must get this online thing knocked out.

The best exercise you can do 

• • Identify what is keeping your client up at night.
  • The goal is to come up with 10-20 things related to your product or service that could keep your client up at night. 
  • Identify what they would type into Google at 11 p.m.
  • Darrell’s content mechanism and cadence are primarily around safety and affordability.
    
    

3 Powerful Quotes from this Episode

12:10 – “If you prosper where you’re planted, good things will happen.“

26:28 – “If you’re an entrepreneur today, think back to what you saw, and look at it from a different lens and apply that.”

51:56 – “There are five stages of awareness in the buyer’s journey, and many want to sell people who are ready to buy. I spend time on all five parts of the spectrum, which is why we win, all the time, consistently.“

Connect with Nick Nalbach

Instagram

Website

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Thanks for listening,

Darrell