Should every business run Facebook Ads?
That’s not a Yes or No question, so before I dive into a longer explanation, can I please ask you some questions?
Where do you find new customers?
How many customers do you need, to build your dream business?
You see, if you need 5 regular customers for your business to give you the income and lifestyle that you want… then you should not run Facebook Ads.
There are far easier ways to win new business. Ways that will make you memorable, and make your perfect customer want to meet you.
If you need hundreds or thousands of customers for your business to give you the income and lifestyle that you want… then you should run Facebook Ads.
If you need a national or global audience to build your dream business… then you should run Facebook ads.
Running Facebook Ads is a bit like driving a car. You need to take lessons before you drive on your own or you will hurt yourself.
If you passed your drivers licence 20 years ago, you can easily step into a car today and safely drive. Nothing much has changed in 20 years, except that there is now a lot more traffic.
The Facebook Ads platform has changed completely in the last 5 years.
From 2013 to 2015 I ran a lot of Facebook ads for different clients and got great results for them.
In 2018, I started running Facebook ads for myself, and my results were disappointing. A more accurate description is terrible.
The Facebook advertising platform had changed, and I needed to change with it. So, I dived into education. First with online courses and then with a mentor.
In just one session with a mentor, my cost per lead dropped from £16 to £2.50 and ended up at £3.50 when I scaled the campaign.
For the last 6 months, I’ve invested a lot of time and money to master the Facebook ads platform. This journey has been a LOT harder than I thought.
The Facebook ads stupidity tax is now very high. This is good news for the informed business owner because the stupidity tax pushes the dabblers out.
The Facebook ads stupidity tax cuts the competition. This creates more opportunities for the informed business owner.
Over the next few weeks, I’m going to share with you what I’ve learned over the last 6 months of education and getting my hands cut at the coalface of real-world feedback.
Before I go any further, I need to say that this is not about Boosting Posts or getting more video views. When I’m talking about running Facebook ads, I mean getting people to opt-in for your ebook, or register for your webinar, or book a consultation call with you.
I’m talking about running ads to…
In the brave new Facebook ads world, control freak dinosaurs die.
In the brave new Facebook ads world, you simply tell Facebook who you are looking for and let them do the hard work of finding qualified customers.
So… the job of the skilled advertiser is to tell Facebook precisely who you are looking for.
As the business owner, before you dive into the Facebook Ads Manager, you MUST have a clear picture of your ideal customer, or you will get your hands severely cut by the coalface of real-world feedback.
Do you know who your ideal customer is?
If not, here are 2 powerful questions to get you started.
The most critical thing you need to know about your ideal customer is what do they want!
Why is this so important?
Because people buy what they want and not what they need.
Don’t believe me?
Just look at an alcoholic. An alcoholic knows he doesn’t need another drink. But he wants one badly. And he will beg, borrow and steal to get one.
That’s the power of want.
That’s also an extreme example so let’s take a look at something closer to home.
What do you buy that you want and don’t need?
For me, it's interesting shirts. I have more shirts than I can wear in a month, and if a beautiful shirt catches my eye, I'll happily buy it.
Because I want it. Because it makes me feel good about myself. Because I can.
We’ve all got areas in our life where we spend money freely and easily for irrational reasons.
We’ve also got voids in our life that fuel our wants. Which brings us nicely onto the second question…
Let’s just say that you want your business to give you a regular monthly “salary” of £10,000.
You’d like that salary without having to work an 80-hour week.
What is preventing you from getting what you want?
Is it a lack of customers?
Is it a lack of an automated funnel that brings you qualified customers on a daily basis?
This is what prevents most business owners from building their dream business. They have spent years learning how to deliver a superb service or create a stunning product.
The problem is that they don’t know how to sell it. They haven’t spent years getting good at this other skills you need to build a dream business.
I think the problems that stand between us all and what we want boils down to these 3 things:
Not knowing how to do something is the most common barrier to people getting what they want.
If you want to take better holiday pictures, you don’t only need a better camera. You need to learn about light and the rules of composition. After all, it’s not the camera that takes the picture. It’s the photographer.
If you want to build a property portfolio, you need to know what houses you should buy. You can have the money for a deposit sat in your savings account, and without knowing what house you should buy, you will never take action. Your dream of being a property investor will remain a dream.
What else stops people from getting what they want?
Time is the best excuse in the book. After all, we are all pushed for time.
If you want to build a property portfolio (without giving up your day job), then you need to look for properties in the evenings and weekends. You need to make a time sacrifice to get what you want.
What would grab your attention?
Someone or something that can help you get what you want with less of your time.
The final obstacle that stands between us and our desires is courage. To get what we want we often have to pass from the known to the unknown.
What carries us across the known: unknown threshold?
Let’s return to the property example. Once you’ve found the “perfect” property, you still have to put your money where your mouth is. You still have to write a big check to buy the house. You then have to do a lot of work before the house is ready to rent.
That is the moment where you stare into the void. That’s the moment when you need the courage to get what you want.
If you’re anything like me, you know those 3 obstacles well.
But what do they have to do with Facebook advertising?
You see, if you want Facebook Ads to give you qualified customers you need to know who you are looking for.
You then need to tell Facebook to find your ideal customer.
There are 2 things that Facebook needs to give you qualified customers:
You give Facebook good data when you set up tracking correctly. Correct tracking allows you to tell Facebook, find me people that register for my webinar or book a consultation call.
Without the correct tracking in place, the system falls apart… and you start burning money.
You can also give Facebook data in the form of a customer list. With your customer list, you can create what is called a Lookalike audience of your buyers.
If you've got enough customers, then you should give this to Facebook so they can find you other people that are like your buyers.
For Facebook to do a good job of finding people like your customers, you need to give Facebook a list of at least 1,000 customers. If you can't do that, then give Facebook your email list. If you've got less than 1,000 people on your email list, then don't create a Lookalike audience.
The other area where you can help Facebook find qualified customers is with Interest Targeting. Interest targeting tells Facebook to only show your ads to people with a specific interest, such as Entrepreneurship.
Facebook LOVES data. The more data you can give it the better results it will give you.
Similarly, the larger the target audience, the better Facebook can give you qualified customers.
Correct tracking and a large target audience. That’s where the first level of success lies.
As a business owner, the magic that you bring to Facebook Ads success is the quality of your ad.
In next weeks post, I'll share with you How to write a high performing ad.
Before you can write a high performing ad you need to know what your ideal customer wants… and what is preventing him from getting it.
Success with any form of sales or marketing promotion starts with knowing who your ideal customer is… what they want… and what is preventing them from getting it.
Write down 5 things your customers want. Really get clear on what they are. Don’t just say more money. You need to know how much money they want and how quickly.
Then write down the things that are preventing your customers from getting what they want. Get clear on the biggest obstacle in their way… and how you can remove this problem from their life faster than anyone else.
This is the foundation of promotional success in any medium.
If you've found this useful, then please leave a comment below.
If you know a business owner or service provider that is great at what they do and struggles to make a living, then please share this post with them.
Until next time…
P.S. if you'd like to build your dream business then you need a proven system to find your ideal customer, earn their trust, and make them feel good about buying.
After many, many failures, I’ve created a simple 5-step system to find people that need your help, to earn their trust, and to make them feel good about buying. This system made me £672,989 in just 9 days!
I’d like to give you a free ebook that reveals: how to use the simple 5-step system that made me £672,989 in just 9 days!
To download your free copy just click the link below:
To download your free copy just click the link below:
I’m a copywriter and business growth trainer, mentor and consultant.
For the last 5 years, I’ve helped authors, coaches, mentors, consultants, software developer and health professionals to sell products and services in industries as diverse as property, technology, finance, personal development, business opportunity, weight loss, and alternative health.
These products and services have ranged in price from £5 to £12,000. My most successful campaign made £672,989 in just 9 days. I took that result and transformed it into a simple repeatable system. A system that I teach to ambitious entrepreneurs that want to make money on demand without a sales team.
Why do I want to help other business owners? Because my marketing journey began when I lost my first business, a photography and graphic design studio. The pain of watching my business slowly die, and being powerless to do anything about it, motivated me to discover how promotional messages can make money on demand without a sales team.
Today my mission is to prevent every business owner from suffering through the same pain as I did. I’d like to take entrepreneurs on the joy ride that comes with having a proven system to make money on demand and to relax with the security of knowing where your next sale is coming from.