Most marketing fails for a simple reason: companies guess what customers want instead of testing it.
In this episode, Robert Brill, founder of Brill Media, explains how precision marketing replaces assumptions with data through control-and-variable testing. Rather than spending tens of thousands on unproven ideas, Robert’s team runs small, disciplined sprint tests to uncover the exact language, problems, and solutions customers respond to—then scales only what works.
Robert walks through real campaign results, including how reframing ads around customer-authored problem language dropped cost per lead from $120–$150 down to $20, and in some cases as low as $10–$11. He explains why “marketing speak” consistently underperforms, and how sourcing language from sales calls and Reddit threads leads to higher click-through rates and lower acquisition costs.
The conversation also explores how platforms like Meta actually work behind the scenes. Robert breaks down why broad targeting (age, gender, location) outperforms granular interest targeting, how machine learning routes ads based on real-time intent, and why advertising functions as a live focus group.
Beyond campaigns, Robert shares a hard-earned lesson from scaling Brill Media too fast—how the absence of SOPs nearly derailed the business, and why documented systems became the foundation for sustainable growth.
This episode is a practical guide for leaders who want predictable marketing results without guesswork.
