How to Sell Software to Business Owners in Africa

Paid ads are useful when you already know what you are asking people to do. They become expensive when they are used to discover the basics of your offer, audience, and sales process at the same time.

Before you open Ads Manager, make sure a real person can understand your offer in less than a minute.

Check these four things

First, check the offer. Is the result clear? Is the price easy to find? Second, check the audience. Can you describe who needs this now? Third, check the page. Does it answer the main questions and work well on a phone? Finally, check follow-up. What happens when someone clicks but is not ready to buy?

Start small and learn

A small test is not a failure. It is a way to learn which message and audience deserve more attention. Change one important thing at a time, track leads and sales—not only clicks—and write down what you learn after each test.