signal vs noise

Jim Hamilton
December 16, 2024

True story:

I’ve worked with a bunch of clients who’ve built large social media followings over the years.

Anywhere from 20k all the way up to 1M+.

In fact, one client just cracked a million followers on IG the other day.

Pretty wild.

It’s hard not to be impressed when you see those numbers.

But followers don’t equal dollars.

And as your social media following gets bigger and bigger…

It gets harder to separate the signal from the noise.

Because statistically speaking, the majority of those folks will never buy anything.

Yet creators will use their audience’s feedback (via likes, comments, shares, etc) to guide their content, marketing & offer strategy.

Which can throw them off course in the pursuit of actual profits.

Candidly, I’ve had a similar experience from running lead gen ads.

Leading with a freebie attracts a lot of people who will never buy anything.

And then complain about price anytime you do try to sell something.

It’s frustrating AF lol

Now, this doesn’t mean lead gen funnels don’t work.

In fact, basically all of the agency clients I write for are running webinar funnels.

So it’s all lead gen on the front end.

And some of them are making outrageous amounts of money.

Not to mention my previous lead gen funnel still converted at breakeven on cold traffic because of my Thank You Page offer.

Which meant I was growing my list for free.

But nevertheless, over the course of this year, I’ve found myself wanting to do everything I can to hone in on the signal.

Aka the buyers in my audience.

These are the folks whose feedback I prize when it comes to content, marketing & offers.

Hence why I’ve shifted to running purchase campaigns on the front end…

So the only people joining my newsletter are buyers.

The downstream impact on my emails has been killer so far.

And on top of honing on what my VIPs really want…

I’m also beginning to hone in on how to help you duplicate this strategy for yourself…