I just lost... and you did too!

In partnership with

I just lost The Game.

And, if you're playing it, then I just made you lose it too. Sorry!

In case you're not familiar with it, The Game is a simple yet paradoxical mind game, the exact origins of which are shrouded in mystery.

Some say it began in London in the 1990s, whilst others claim to have traced its origins back to 1970s Cambridge.

As I was first introduced to The Game by a barrister friend who studied at Cambridge, I'm going with the latter theory.

The rules of The Game are simple yet infuriating.

Rule number 1: everyone is playing

That's right. The moment you first learn about The Game, you're playing it.

And yes, that includes you.

There's no opting out. Ever.

Rule number 2: Forgetting is winning

The objective of The Game is to completely forget that you're playing it.

Rule number 3: Remembering is losing

The moment you think about The Game and remember you're playing it, you've lost.

Rule number 4: Spread the word

Once The Game pops into your head and you lose, you must announce your loss with the words "I just lost The Game"

This is usually said out loud, but you can also post it on social media (or maybe send an email to your entire list 😉).

Your announcement makes everyone else around you remember The Game and the fact that they are playing it.

So they lose as well.

Just like you did (if you were already playing) at the start of this email.

Usually a half hour grace period then follows where no-one can lose, which gives everyone a chance to forget about The Game again.

It also provides an opportunity to explain The Game to any confused non-players….

…who then become players too.

I did warn you it was simple but infuriating! 😀

Anyway, now that you understand The Game (and are possibly one of its newest players), I've got a question for you….

What lesson can The Game teach us which will improve your online marketing and lead generation?

Well, just as announcing the fact that you've lost The Game reminds everyone else that they're playing, there's a digital marketing strategy you can use to do the same thing.

A strategy that will ensure your business and your services stay at the forefront of a potential client's mind – even if they've temporarily forgotten about you.

Think of it this way.

Have you ever found yourself sidetracked in a bookshop?

One moment, you're reading the blurb of a thriller novel, and then, suddenly, a colourful cookbook catches your eye.

But imagine if that thriller could gently tap you on the shoulder later on, reminding you of the suspense you left behind.

That's essentially what retargeting campaigns do.

Here's how it works…

When someone visits your website, a small piece of code (called a tracking pixel) notes their visit and adds them to a custom audience. Then, over the following days and weeks, you can show them targeted ads when they're browsing other websites or scrolling through social media.

You can set up retargeting campaigns on platforms like Google Ads, Facebook, Instagram, LinkedIn – wherever your potential clients spend their time online.

And here's why this strategy is so powerful for solo business owners:

The numbers don't lie. Most people need to see your brand 7+ times before they're ready to buy. Retargeted visitors typically convert 2-3 times better than cold traffic because they already know who you are.

It's cost-effective. Retargeting campaigns usually cost significantly less than trying to attract brand new prospects because you're marketing to warm audiences.

It works for different scenarios. Whether someone downloaded your free guide but didn't book a consultation, attended your webinar but didn't buy your course, or simply browsed your services page – you can create different campaigns for different behaviours.

For example, if you're a consultant, you might retarget people who visited your "Work With Me" page with testimonials from happy clients. Or if you're a coach, you could show case studies to people who downloaded your free resource but haven't booked a discovery call yet.

The key is to be tasteful about it. Set frequency caps so you're not bombarding people with ads, and make sure your retargeting messages feel helpful rather than stalky.

Even if your website doesn't get massive traffic yet, you can start building these audiences now. Start with a small daily budget (even £5-10 per day) and grow from there.

The beauty of retargeting, when it's done correctly, is that it feels like a friendly nudge rather than a hard sell – you're simply saying, "Hey, remember that service you were interested in? It's still here, waiting for you."

And whether you're a consultant, coach, freelancer, or running any other type of solo business, this strategy can be incredibly powerful for staying top-of-mind with potential clients who showed initial interest but didn't quite take action.

Good luck in The Game!

All the best,
David.

PS – while the primary aim of retargeting campaigns is to get potential customers to revisit your site, they also serve a more subtle, yet equally powerful purpose.

It's about establishing trust.

You see, repeated exposure to your brand or message fosters familiarity. And with familiarity, comes trust.

Think of The Game.

The more you hear "I lost The Game," the more you're drawn into its community of players, even if it's just in jest.

Similarly, the more your potential clients see your brand, the closer they feel to it.

So, not only do retargeting campaigns serve as gentle nudges to complete a desired action, they silently weave a bond of trust between you and your audience.

Worth the investment, wouldn't you say?

Kickstart your holiday campaigns

CTV should be central to any growth marketer’s Q4 strategy. And with Roku Ads Manager, launching high-performing holiday campaigns is simple and effective.

With our intuitive interface, you can set up A/B tests to dial in the most effective messages and offers, then drive direct on-screen purchases via the remote with shoppable Action Ads that integrate with your Shopify store for a seamless checkout experience.

Don’t wait to get started. Streaming on Roku picks up sharply in early October. By launching your campaign now, you can capture early shopping demand and be top of mind as the seasonal spirit kicks in.

Get a $500 ad credit when you spend your first $500 today with code: ROKUADS500. Terms apply.

Holiday performance starts now.