SALES ASSET CAMPAIGN · FOR BUSINESSES WHOSE OFFER IS BETTER THAN THEIR CAMPAIGNS
Valuable work does not sell itself, and neither does a boosted post. The Sales Asset Campaign puts one clear argument in front of the right buyers on Meta and LinkedIn, sends them to a page that finishes the sale, and tells you what happened.
Turn attention into enquiries.
Core R4,950 · Pro R9,950 · Platinum R12,950/month · Ad spend paid by you, directly to the platforms · Everything we build is 100% yours.
15 applications · in 7 days, from one 30-second ad
2 a month → 40+ a week · consumer enquiries
Under R5,000 · ad spend to a signed distributor
01 · SOUND FAMILIAR?
People look. Nobody calls. And you can’t tell why.
The report says thousands of people saw it. Your bank balance says none of them bought.
You phone a new lead. “Sorry, I didn’t sign up for anything.”
A competitor you know isn’t as good fills their intake in a week. Yours starts Monday, and it’s half full.
Your partner asks what the last round of ads brought in. You don’t have an answer.
And the one good enquiry? It waited two days for a reply. By then it was someone else’s client.
You’re not bad at marketing.
You’ve been running ads without an argument.
The boost button is the easiest thing on your page to press. The report counts reach and likes, because that’s what it can count. And most of the help you can buy sells more of the same. Nobody’s job was to decide what your ads should say, or to tell you what happened after. You weren’t doing it wrong. You were sold activity.
02 · WHY THE ADS DIDN’T WORK
Attention arrives.
Nothing joins it to the sale.
You’ve done the sensible things. Boosted the posts that did well. Posted more often. Made a better video. Tried a lead form. Paid someone to run the ads. Asked AI to write them. Each one changed one piece. None of them joined the pieces up.
Every sale needs three things joined up: an argument (why buy this, from you, now), the assets that carry it, and an audience that sees it. You’ve been paying for the audience. Here’s where it leaks:
01
The ad has no argument.
It says who you are, not why the buyer should act.
04
Nothing is measured.
So you can’t tell which part broke, and next month you start again.
02
The ad and the page don’t match.
People click on one promise and land on another. So they leave.
03
Strangers are asked to fill in a form.
The form catches the curious. The serious ones want to read first.
That’s the Disconnected Sale.
In a campaign, it looks like a loop.
More reach won’t fix a page that can’t finish the sale.
A form shown to strangers fills up with people who only meant to read more.
An enquiry that waits a day isn’t the same lead it was an hour ago.
03 · WHAT WE CHANGED
We learned this with our own money.
of home page visitors left
form leads only meant to read more
In 2021 we ran our own ads, the usual way. We sent people to our pages, and 87% of those who landed on our home page left. Our lead form brought in about two names a day. Roughly nine in ten were people who’d only meant to read more.
We were 'marketing' but not generating leads and sales.
So we changed the order. Cold traffic now goes to a page that makes the argument. Forms are only shown to people who’ve already watched or visited. Every campaign we build now starts from that lesson.
Before you spend another rand on reach, answer three questions:
01
What’s the one thing your buyer needs to believe?
02
Does your page say it in the first line?
03
What happens in the first hour after someone enquires?
MOST CAMPAIGN HELP ASKS
“What’s your budget?”
“Who’s your target audience?”
“How many posts a month?”
Reports reach and clicks
WE ASK
“What’s one new customer worth to you?”
“What does your buyer need to believe?”
“Does your page finish the argument?”
Reports enquiries, cost per enquiry, and what they became
Boosting a post is a hope.
A campaign is a plan.
The platforms now choose much of your audience for you. What your ad says helps decide who sees it. A vague ad finds vague people.
That’s why FireWerks is a Sales Asset Studio, not an ad agency. An agency buys you attention. We build what the attention lands on, and make sure it ends in a conversation.
04 · THE SALES ASSET CAMPAIGN
Turn attention into enquiries.
One clear argument in front of the right buyers, sent somewhere that finishes the sale, and measured against numbers we agree before launch.
01
the argument
Brief
One call, one page: who your buyer is, the one thing they need to believe, the action we want, where the budget goes, and the two or three numbers we’ll read at the end. We check your page before we build, with up to three specific fixes. Nothing is designed until you sign it off.
02
the assets
Build
Static ads, a short animated ad and videos that all carry the same argument, sized for Meta and LinkedIn.
03
the audience
Launch
Set up in your own Meta and LinkedIn accounts. Strangers go to your page. Only people who’ve already watched or visited are asked to fill in a form. Before launch, you get one page on what week one and week three should look like, and what we won’t touch. We check everything at 72 hours.
04
the answer
Readout
One page: what you spent, what came in, the cost per enquiry, what you tell us those enquiries became, and the one next step.
YES
THE READOUT
Every campaign should end with an answer.
Win or miss, you’ll know why. This is what the end of every campaign looks like.
What if it doesn’t work? Then you’ll know which link broke, in writing, and what to fix. That’s more than your last campaign gave you.
05 · PROOF
Built backwards from one action.
Not from reach.
The budget is rarely the constraint. The argument is.
ONE SHARP AD
15
applications in 7 days
PIRTEK AFRICA
Distributors used to be found by flying sales teams across the continent. We mapped the ideal distributor, built one 30-second ad for a precisely targeted LinkedIn audience, and the applications came to Pirtek. Three in 24 hours. Fifteen in a week. A distributor signed in four weeks, on under R5,000 of ad spend.
Read the case study
THE FULL CAMPAIGN
40+
consumer enquiries a week
NOWATECH
A recycled-plastic decking brand with no reviews, no installers and no proof. Separate campaigns for consumers, installers and distributors, each built from what that buyer needed to see, on R250 a day. Consumer enquiries went from two a month to more than 40 a week.
WHAT COMPOUNDS
12
months
NOWATECH, A YEAR ON
Installer leads from one a month to 20 a week, and a national network of 44. Distributor leads from one a quarter to ten a week, and eight distributors. Twelve months after launch, a strategic partner asked for exclusive rights.
“He maximises exposure across multiple channels, amplifying ideas to achieve deserved visibility and impact.”
John McFadyen · Agile Centre
“Daryn has had a meaningful impact on my professional goals and significantly increased interest in my products and services.”
Dr Joanna Płaskonka · Yarn Agile
“Daryn has been an invaluable part of our online marketing and social media strategy. His creativity, consistency, and attention to detail have significantly improved our online presence and engagement. He is reliable, proactive, and always delivers high-quality content.”
Gillian Hattingh · Pirtek
The Sales Asset Campaign is new. The method isn’t. Nobody honest can promise you leads. We control the argument, the assets and the set-up. You control the budget, the offer and how fast you reply. And at the end, you’ll know which part worked.
06 · CHOOSE YOUR CAMPAIGN
You’ve already done the hard part.
You built an offer people buy, and a page that explains it. Now choose how far the campaign goes.
IN EVERY CAMPAIGN
The brief before the build
Your page checked before any traffic
Meta and LinkedIn, in your own accounts
Strangers to your page, forms only for warm audiences
What to expect, in writing, before launch
100% yours
CORE
One offer, promoted.
For one offer with a page that explains it, and a date coming up.
3 static ads · 1 short animated ad · 3 × 60-second videos · launch check at 72 hours · readout at day 30
R4,950
once-off
Bring us your campaign: Core
PRO
Your business, and up to three offers.
For several services, and a market that doesn’t know you well enough to enquire yet. First the right people get to know your business. Then the ones who paid attention see each offer, how it works and who it’s worked for.
29 sales assets across two stages · a lead form and a same-day first reply for every offer · stage-switch check at week 3 · readout at day 60
R9,950
once-off
Bring us your campaign: Pro
PLATINUM
Your campaigns, run and improved every month.
After your first readout, or if your campaigns are already running and nobody’s improving them.
A monthly review call · 8 new ads a month · up to 3 live campaigns · weekly optimisation · one test always running · a monthly report, and a quarterly learning report that becomes your playbook
R12,950
a month · 3-month minimum
Talk to us about Platinum
NOT YET?
No page that sells yet?
A campaign would send people somewhere that loses them. Start with the Sales Asset Bundle: it builds the page that finishes the argument.
See the Bundle
Core and Pro: 50% to start, 50% before launch. Ad spend is separate and paid by you, directly to Meta and LinkedIn. We’ll recommend the amount in your brief.
What’s one new customer worth to you? Put that number next to R4,950.
Before you book
Can you guarantee leads?
What if it doesn’t work?
Why is ad spend extra? How much should I spend?
Why not just boost posts myself?
Are you an ad agency?
Do you post on our social media?
Is this Core or Pro?
I don’t have a good landing page.
Will you keep changing things after launch?
How long until it’s live?
Whose accounts are they?
What happens after the readout?
Who owns what you build?
Ad
Page
Conversation
New enquiry
Just now
07 · YOUR NEXT STEP
Your next campaign can end with an answer.
Bring us your last one.
Every month you boost and hope is another month of reach reports and no answer. And your intake, your launch or your quarter is already on the calendar.
Imagine day two: an enquiry from exactly the kind of client you built the offer for. Imagine day thirty: one page that tells you what you spent, what came in, and what to do next.
Book a short call. Bring your last campaign, or the one you’re planning. We’ll open it together, show you where it broke, and tell you which campaign fits, or whether you need us at all.
The loop sends you back to the start. A line keeps going: every campaign starts where the last one ended.
Valuable work does not sell itself. So let’s build what does.