I changed my mind.

There was a big lesson I learned in marketing in the last couple of years.

And it’s that you shouldn’t write off channels too quickly.

I talk to a lot of CEOs and marketing managers working with top brands…

… And all of them experience this:

“I cut off this campaign and we haven’t touched it since because it didn’t work.”

I used to be the same.

Until this happened…

When I was scaling my agency, I used to hate cold outreach.

It was something that just didn’t work for me.

When I first started the agency, no matter how many cold DMs I sent, the results were always disappointing.

And I hated every second of it.

A year later, I tried again.

This time, I hired a cold email guy to do it for me.

Same story.

Low appointment booking rates. Most of the responses were negative.

It felt like a big waste of time and money.

Meanwhile, that was when my personal brand was thriving.

I was getting inbound leads left and right.

The best part was that people came to me.

On the sales calls, I barely needed to do any convincing.

So I preached the message that personal branding was superior.

And cold outreach wasn’t effective for acquisition.

But then, I changed my mind forever…

A few months ago, an agency approached me, offering to handle our cold outreach.

I was skeptical at first… because of bad experiences I had in the past.

But the guy seemed like he knew what he was doing.

The case studies look legit too.

So I gave it a try.

And we’re now printing with cold outreach.

Qualified leads. Consistent results. Huge potential for scale.

Something I used to hate so much has now become one of my best acquisition channels.

That’s when I realized…

It wasn’t that cold outreach doesn’t work.

I didn’t have the skill for it.

The cold email guy I previously worked with specialized in SaaS, not eCom—two completely different markets.

When I work with an expert who knows what he’s doing, there’s no reason for it to not work.

It was a skill issue, not a platform issue.

It’s funny because the lesson that took me so long to realize is the same lesson I’ve been telling eCom brands for years.

Many eCom brands talk about how Google Ads doesn’t work for them.

But here’s the harsh truth…

If you’re not profitable with Google Ads, you just lack the skills to make it work.

And to be honest, it’s not your fault.

Building an eCom brand is a lot of work. 

I know that from my own experience.

I owned and operated my brands too, so I understand what goes into building a DTC company.

Mastering Google Ads, with its complexity and steep learning curve, isn’t easy, especially when your time is already stretched thin.

But the truth is…

Google Ads work.

And I believe it will work for you too.

You just need the right skill for it.

Anyway, if you want to make Google Ads work for you…

An easy (and free) way is our YT channel.

Every week, we publish a video about the exact Google Ads strategies we used to scale our clients’.

And here’s a video I think every brand running Google Ads should watch:

What we learned after running 2340 Google Ads campaigns

Hope that helps.

I’ll see you in the next one.

Jackson,

CEO and Founder of Echelonn.

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.