Social media is a double-edged sword. On one hand, it provides unprecedented access to a global audience. On the other, it’s a fiercely competitive landscape where only the savviest advertisers live.

Frustration

One late night, while browsing Facebook, I came across an advertisement in the same niche as my business. This ad was a powerhouse, generating sales 20 times higher than mine. The gap between our results was infuriating. I had a store in the same niche, running similar ads with comparable engagement rates and views, yet their success overlooked mine. 

Out of sheer frustration (and maybe jealousy), I decided to pull an all-nighter to study their strategy. What were they doing right that I was missing?

The Key Discovery

Hours of analysis led to me finding a fundamental flaw in my approach: I was making it unnecessarily hard for customers to purchase from me. Why would any business make it difficult for customers to buy from them? The reality is, many of us do this without even realizing it.

The successful ad I studied had one crucial advantage: it simplified the process of saying ‘yes.’ Their call to action was crystal clear and required minimal effort from the customer. Instead of directing customers to a profile link or a multi-step process, they provided straightforward instructions: “Click more and send us an email to receive your free e-book.” See how simple it is?

This level of simplicity meant that even a toddler with access to a bank account could complete the transaction.

Implementing the Changes

I changed my call to action from "Link in bio" to "Click this button to book now." This minor tweak had a massive impact. Customers no longer needed to navigate through my profile to find the promised link. Suddenly, it became extremely easy for leads to raise their hands and say, "Yes, me please!"