The Worst Number In Business

Once upon a time, I worked with an energy drink company. Let’s call them Zestify. They were hungry to grow, so we poured everything into Google ads. And boy, did it work.

We were spending $1,000 a day on ads and raking in 5X the return. For every $1 spent, $5 came rolling back. Sweet, sweet profits.

I was the king of the mountain. The genius behind the machine. Life was good.

And then, just like that, everything came crashing down.

When Flying High Turns Into a Nosedive

One Monday morning, I logged into the ad account to check the numbers—and froze. The account was blocked. Ads were paused. Revenue? Dead in the water.

At first, I didn’t panic. Maybe it was a glitch. A quick fix. I’d have it sorted before lunch.

Spoiler alert: lunch came and went. So did dinner. By day three, I was sweating bullets, neck-deep in support tickets, trying to reach an actual human at Google.

The verdict? The ads were flagged for being “potentially misleading.” The same ads we’d run for months with zero issues. Ads about energy drinks. Nothing edgy or controversial.

But here’s the kicker: it didn’t matter. No ads meant no leads. No leads meant no sales.

And you know why this happened? Because Zestify was built on ONE source of traffic.

The Worst Number in Business: ONE

This was my wake-up call.

I realized I wasn’t just mad at Google. I was mad at me.

Why? Because I made the cardinal sin of business: I let myself get dependent on one thing.

One ad platform. One source of leads. One big client. One golden goose.

And when that “one” was taken away, everything fell apart.

Making Your Marketing Bulletproof

Here’s the harsh truth: everything that can go wrong, will go wrong.

That’s why every “one” in your business is a liability. A single point of failure waiting to explode.

But here’s the good news—you can fix it. And it starts by diversifying.

How to Be “Hard to Kill” (or Cancel)

If you’ve got one ad platform working, don’t stop there. Instead:

• Take that winning ad and launch it on Meta.

  
  

• Test it on YouTube.

  
  

• Explore direct mail campaigns.

  
  

• Add cold email outreach.

  
  

• Build referral programs and affiliate marketing strategies.

  
  

The goal? Build a system that works across platforms, audiences, and channels. You’re not just relying on one stream—you’ve got a river flowing in from all directions.

This is how you make your marketing untouchable.

Your Next Step

So, where’s the “one” in your business? Is it your lead generation? Your ad strategy? A big client that’s carrying the load?

Spot it. Fix it. Diversify it.

Because the only way to survive the chaos of business is to build something no one can take away.

P.S. Want to chat about how to make your business “hard to kill”? Let’s talk. I’ll personally help you audit your marketing strategy, find the vulnerabilities, and map out a plan to diversify.

No cost. No pressure. Just good strategy.

Click here to get started.

Talk soon,

Chris