Are Wrong Leads Showing Up to Your Sales Calls? Here’s the Messaging Fix

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Your calendar is full, so why is nobody showing up, and why are the wrong people booking? Most media buyers blame targeting. We see it differently. You can't fix who shows up by changing who sees the ad. You fix it by changing what they see.

In this episode, I walk through a premium executive coaching client who came to Tier 11 with exactly that problem. Every ad said the same thing, so Meta found one type of buyer and stalled.

We built nine fundamentally different message lanes with our messaging engine and aligned the setter team to every promise. Show rates jumped from 50% to 81%, and cost per lead fell 48%. I also explain why we cut $20K of LinkedIn spend and how they kept revenue nearly flat on $137,000 less ad spend.

In this episode:

- How to fix show rates and lead quality with creative diversification

- Why Meta treats 30 variations of one claim as one ad

- Building nine message lanes with the messaging engine

- Why generic ad copy never gets the booked call

- Which market subsets to target, and which to ignore

- Matching your setters’ script to the promise in the ad

- How to cut cost per lead without raising budget