I spent the first decade of my career as the "PAID ADS GUY." When I started my first business, I didn’t know how to earn attention.
So I learned how to advertise. The algorithms were simpler back then and, believe it or not, you could build a multi-million dollar business empire using nothing but a couple of basic ads and some targeting.
But in 2023, as my companies started to get bigger, I felt a shift happening.
The old ways of acquiring clients (paid ads, small communities, ‘direct to sales’ copy, etc) were not yielding the same returns. It’s like everybody was trying to fight for the same attention in the same way and things were getting way more expensive.
This is called “market sophistication,” and it happens all the time. As a market sophisticates (not a real word, but stay with me), buying their attention gets more expensive. There is an algorithmic science behind this but we don’t have time to cover it in this letter.