The question that reveals everything

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You Need To Check This Before You Scale Another Q4 Ad

Your best-performing ad may be underperforming against the ads competing for your customer.

Q4 benchmarks change by category and month. Scale against the wrong one, and every extra dollar can widen your performance gap.

Billo analyzed 80,069 sales-objective Meta video ads across 14 categories and turned the findings into a free Q4 Performance Calculator.

• See how your results compare with the right category benchmark.
• Find the month when your category offers the biggest opportunity.
• Identify the performance gap to fix before increasing spend.

In under a minute, you get a sharper target and a clear priority for your next creative batch. That means faster decisions and more confidence behind the ads you choose to scale during the most competitive quarter.

Run the calculation before your next Q4 budget increase locks in an avoidable disadvantage.

📝 What Would Your Customers Do If Your Product Disappeared

Most brands can describe their customer by age, income, location, and a handful of interests. That still leaves a fairly important gap: why they buy. In this episode, consumer strategist Seth from Schaefer explains why motivations and behaviors tend to reveal more than demographics. His favorite customer interview question is a simple one: "If this product disappeared today, what would you do?"

Questions to Ask From There:

1️⃣ What Would You Buy Next
Understand what alternative your customer would actually reach for once your product is gone.

2️⃣ Where Would You Go To Find It
Discover which stores, sites, or channels genuinely matter to your audience.

3️⃣ What Would The Replacement Do Better
Uncover the gaps your current product may be leaving on the table.

4️⃣ What Would You Miss About The Original
Pinpoint the specific value that only your brand is delivering right now.

5️⃣ What Problem Would You Have Again
Reconnect with the core pain point your product solves for them.

The answers often reveal a much wider competitor set than the brands sitting beside you on the shelf. A protein bar may compete with a drive-thru breakfast or skipping breakfast altogether. A skincare product may compete with customers simply dropping that step from their routine.

Seth also shares a tougher test for product-market fit: customers panic when the product disappears. They search other stores, message the brand, stockpile it once it returns, or ask when they can buy it again.

The Takeaway
Your most attached customers, the ones with the highest order value and purchase frequency, hold the clearest answers about where to grow next. Study what they use your product for and why it has become so hard to replace. That insight can shape your positioning, your creative, and your next big move.

📞 Send a One-Page Proposal Minutes After Sales Calls

Looking to send a polished proposal right after every sales call without the manual work. This workflow from The Rundown shows you how to automatically draft and send a proposal using AI, and it works for any templated document or meeting type.

Steps to Automate Your Sales Proposals:

1️⃣ Build Your Templates
In any AI notes app, create a folder for meeting notes. Then build a one-page proposal template in Google Docs with placeholders for fields like prospect name.

2️⃣ Set Up Your Zap
Open a new Zap and tell Zapier Copilot to pull your notes after a sales call, have AI extract the info, fill your proposal template, and draft a prospect email.

3️⃣ Keep Drafts Safe
Ask Copilot to set the last step to draft in Gmail rather than send directly to the prospect, so you always stay in control before anything goes out.

4️⃣ Review Before Sending
Read the draft and proposal carefully before sending. In tests, one run left the AI's own editorial about the budget sitting in the proposal instead of a clean number.

The Takeaway
The above method shows how a well-built automation can turn scattered meeting notes into a polished, ready-to-send proposal within minutes. With the right guardrails in place, sales teams can move faster while still keeping a human eye on every deal before it goes out.

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