Blog Post

In the business world, especially in competitive industries like financial protection (or insurance, as many know it), advertising is a powerful tool, but not a magical one. Today, we share the story of AB, an outstanding professional with over 10 years of experience in the sector, who sought our help to boost his business as an insurance broker. His case is a perfect example of why advertising requires patience, strategy, and, above all, persistence.

AB came to Ideas Fan with a clear goal: to recruit people for his sales force and, in this way, expand his reach and sales frequency. He knew that the topic of insurance often generates resistance among potential clients, which is why he preferred to refer to his industry as “financial protection.” A smart approach, no doubt, but one that alone would not be enough to guarantee immediate, let alone abundant, results.

We developed an action plan that included several stages, starting with the creation of a networking group on social media. With a very tight budget, we launched campaigns on Facebook, Instagram, and LinkedIn, organized a live podcast that reached over 2,000 people, and promoted the idea of a team where everyone would win.

However, by the third week, AB began to show discouragement. Although the metrics indicated that we were reaching a significant audience, he had not received “a single call.” His frustration led him to question whether it was worth continuing with the initial plan.

In response to his concerns and preferences, we adjusted the strategy. Instead of focusing on recruiting sellers, we concentrated on directly promoting wealth protection products, with AB as the success story backing the proposal. However, during the meeting to present the new approach, AB expressed doubts about whether the effort would be worth it. Ultimately, he decided not to continue.

This story is not just a case study but a source of valuable lessons for any professional or entrepreneur looking to grow through advertising. Here are the key takeaways:

No advertising effort guarantees instant sales. According to a Nielsen study, it takes at least 7 to 10 interactions with a brand before a potential customer decides to make a purchase. Advertising is not a switch that you turn on and off; it’s a process that requires time and repetition to reach the consumer’s “top of mind.” It’s a common mistake to think that any investment in advertising will automatically lead to quick sales. The truth is that no responsible professional can guarantee that a promotional effort will translate directly into immediate sales.

Advertising is not magic.

This brings us to the first big lesson: advertising is not magic. Despite all the efforts, the initial impact on sales was not immediate. Without an irresistible offer or a limited-time discount, it’s difficult for results to come right away. The perception of value and customer trust is built over time, not instantly.

AB expected results in weeks, but the reality is that building trust and brand recognition takes months, even years. A HubSpot report reveals that 63% of marketers consider generating traffic and leads their biggest challenge, precisely because it’s a gradual process.

Successful Advertising Is Based on Repetition

One of the most important aspects of marketing is repetition. Consistency is key. Effective advertising doesn’t happen overnight; the most impactful results are achieved through constant exposure of the brand and the message. Although AB’s advertising efforts didn’t yield the expected results in the first few weeks, repeating key messages over time would have been the key to establishing a reliable brand in the consumer’s mind.

The statistics are clear: a potential customer needs to see an ad at least 7 times before considering making a purchase. This means that even if you don’t see immediate results, consistent effort and message repetition are essential for achieving a lasting impact.

Marketing and advertising put your brand on the radar of customers, but the final sale depends on how those prospects are handled. If AB had received calls, his sales team would have been key to closing deals. Advertising opens doors, but customer service keeps them open.

Advertising Only Puts the Product in the Customer’s Mind

Advertising has an important purpose: to place the brand, product, or service in the minds of people. However, the responsibility of selling falls on the person who handles the prospects. Advertising opens the door, but the actual sale depends on how the customer perceives the seller, the quality of the service, and the relationship that is established. In AB’s case, although advertising didn’t generate immediate sales, the visibility of the product in the minds of potential customers is what allows for a successful conversion when the opportunity arises.

This is a critical aspect that many entrepreneurs forget: the sale is not the job of marketing, but of the seller who handles the prospect and guides them through their purchasing process.

Word of mouth is valuable, but insufficient. According to a WordStream study, companies that invest in digital advertising get 50% more leads at a 33% lower cost than those that don’t. If you don’t allocate a consistent budget to advertising, your growth will be slow and, in many cases, stagnant.

Advertising Without a Budget Is a Path to Drifting

One of the harshest realities of marketing is that if you don’t allocate a budget for advertising, your business will drift. Word of mouth generated by good service can be useful, but it’s slow growth. If you don’t maintain a constant presence in the customer’s mind, they can easily forget about your brand. In AB’s case, although his approach was genuine, the lack of a consistent advertising budget and the reliance on results coming without a committed marketing investment turned out to be factors that affected the continuity of the plan.

Word of mouth is valuable, but it’s also limited and susceptible to being forgotten. Consistent advertising is necessary to ensure your business grows sustainably.

One of the biggest mistakes was changing the strategy too soon. Message consistency is fundamental for building trust. A Lucidpress report indicates that brand consistency can increase revenue by up to 23%. AB abandoned the plan before it had time to mature.

AB started with a proactive attitude, but discouragement led him to give up. In marketing, mindset is as important as strategy. As Henry Ford said:

“Whether you think you can or you think you can’t, you’re right.”

AB’s story reminds us that success in advertising is not measured in days or weeks, but in months and years. Consistency, frequency, and message coherence are the pillars of any effective strategy. If you’re willing to invest time, resources, and patience, the results will come. But if you’re looking for magic, you’ll likely be left waiting.

Marketing and Patience, the Formula for Success
Marketing is not a tool that guarantees immediate results, but it is essential for long-term success. For entrepreneurs who expect advertising to bring quick results, it’s important to remember that the key lies in consistency and building a relationship with the customer that strengthens over time. AB’s business is a clear example that sales success doesn’t happen overnight.

If you want to grow steadily and sustainably, you must invest in marketing with a long-term focus. Remember that while marketing puts your message in the minds of customers, the real success in sales comes from how you connect with your audience and how you maintain your brand’s visibility through consistency.

The biggest lesson is clear: advertising is an investment that, while it doesn’t guarantee immediate results, is indispensable for continuous and progressive success.

At Ideas Fan, we believe in the power of well-executed advertising, but also in the importance of aligning expectations and maintaining a long-term mindset. Are you ready to build your path to success?

Do you have a similar story or need help with your marketing strategy? Leave us a comment or contact us! At Ideas Fan, we’re here to help you turn your ideas into results.