Stop chasing quick wins.
If you’re always running on activation (e.g. 20% off, seasonal promos, “get your free quote” ads), then you’ve been working on half a system, and it won’t hold forever. Trust me.
So how do you build future demand for your business?
Introducing the long and the short.
Short-term is sales activation. It’s the activity focused on capturing demand that already exists:
- Lead gen ads
- High-intent search
- Retargeting
- Promotions
This is the work that helps someone who’s already close to buying take the final step. It’s how you harvest demand.
Long-term is brand building. It’s the activity that shapes how people think and feel about you long before they’re ready to buy:
- Consistent creative
- Memorable messaging
- Emotional connection
- A distinctive, recognisable story
This is the work that builds familiarity and trust over time. It’s how you create demand.
Your Black Friday ads might have smashed it, but that momentum won’t carry you consistently.
When you’re working with only 5–10 percent of buyers who are ready now, leaning on them too hard backfires. Costs climb. Conversions fall. Performance plateaus.
That’s why you need the full system. Performance gets you the next month. Brand builds the next few years. One’s a quick hit. The other’s how you scale.
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This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.
