The 3 Pillars of Profit are Ezra’s approach to audience segmentation.

Segmentation is the process of dividing customers into groups based on common characteristics. This allows you to market to each group effectively and appropriately.

The 3 Pillars of Profit are:

1. Awareness (brand new customers)
2. Retargeting (retarget people who have shown interest in your brand)
3. Loyalty (rewards like deals and promotions for customers)

Why aren’t we starting with awareness and getting new customers?!

It’s tempting, but it’s the number one mistake new Facebook Ad users make. If you start by simply guessing who your audience might be, you’re going to spending a lot of money taking shots in the dark. And remember, only a small fraction of people who visit your store actually ever buy.

By starting with your retargeting and loyalty campaigns, you’re building a sales funnel that captures all those eventual visitors, whether or not they purchased from you. This way, every time you spend money in your awareness campaign, you’ll know that the visitor you created will continue to get exposure to your brand, long after they visited your site.

Starting with retargeting and loyalty might not be as exciting as getting new customers, but if you’re serious about building your business for long-term success, it’s the best place to start!

✅ Watch and discover why you’ll focus on Pillar 2 and 3 in this course.