Someone in our meeting casually said, "Damn, rats are gonna have a rough year in 2026."

And that one sentence cut our client's cost per lead from $60 to $16.

Sounds ridiculous, right? But here's what happened: we were running ads for a Chinese metaphysics coach in Singapore. The numbers were getting worse. We were stuck in spreadsheets, testing memes, pulling our hair out. Then someone mentioned their zodiac forecast for 2026, and suddenly everyone got curious about their own signs.

That's when we realised: our audience was already wondering what the new year meant for them. We didn't have to manufacture interest. We just had to show up with the answer.

In this episode, you'll learn:

1. Why calling out specific identity groups (like zodiac signs) makes ads almost impossible to ignore
2. How to "enter existing conversations" so you're capturing demand instead of creating it
3. The shortcut to instant trust that most marketers completely overlook
4. Why the best ad ideas are often hiding in plain sight — and how to spot them

This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that specialises in partnering with coaches to scale their businesses with Webinars and Seminars. The agency's strength lies in high ticket digital marketing strategies, employing a proprietary blend of story ads, lead generation tactics, and battle-tested sales funnels to achieve better branding for coaches and greater returns on ad dollars.

With over 1.5+ million high quality leads generated in a decade, Terence and his team of digital marketers draw from their extensive experience and the insights of leading business founders with the aim of creating the best podcast for entrepreneurs and coaches!

Download Terence's book, Lead Surge for free here: www.leadsurgebook.com

Find out more about Terence's marketing agency Radical Marketing here: www.radical-marketing.com