Dear Training Company Owner
As you know, if you want to grow your business. You need to grow your email database. Because the bigger your email database, the bigger audience you have to sell to, the more money you will make.
Where do you currently get 80% or more of your leads?
Am I right?
Facebook gives you instant access to a global audience. And Facebook makes it easy for you to switch on and off the lead generation tap.
Facebook also makes it easy for you to "Sponsor Their Christmas Party". They empty your bank account and don't have much to show for it.
I started advertising on Facebook back in 2005. Then it was cheap and easy to run ads. When I say cheap, I mean 20p or less clicks! Today you can't get clicks for under £1.00 and in many markets clicks for under £2.00 are disappearing.
So in the dark ages of 2005, if you didn't know what you were doing, you didn't lose your shirt.
Today the Facebook advertising landscape has completely changed. Today it's a complicated and competitive war zone.
Today, if you don't know what you are doing... Facebook empty your wallet faster than you can say Coronavirus.
Does that mean you shouldn't advertise on Facebook?
It means that to advertise on Facebook you have to know what you are doing. You have to let the results tell you what's working and what you need to kill.
In this blog, I'm going to share with you the hard-won secrets that I've learned in the last 12 months... running ads for clients and myself... with an ad spend of over £40,000.
The first success secret you need to know is...
If you get those 2 things right... then you will win.
How do you know if you get them right?
Because the results will tell you.
So, what do I mean by...
Campaign Management is doing all the things so that the Facebook Algorithm can do its job. This includes...
This blog is not going to talk about Campaign Management because Ad Creative has the biggest impact on success.
The one thing you must remember before you touch your keyboard is...
We don't go on Facebook to read ads. We go on Facebook to see what our friends and family are up to. We go on Facebook to see life's highlight reel.
This is where you get to see good news about your friends and family.
And the adverts are just something you need to scroll past while you enjoy your escape time.
The only people that go on Facebook to see the ads are crazy copywriters and marketers like myself. Which I'm sure are not your target audience.
The first thing your ad has to do is stop the scroll.
To do that you need to...
What type of pictures do your friends post of Facebook?
Holiday pictures. Or pictures of them away for the weekend having a great time.
So if your picture looks like an ad...
It's easy to scroll past.
If you want your ad to stop the scroll then you need to post a "holiday" type picture. This could be a picture of you and your family. This could be a picture of you in an interesting location.
The point is that it's a real picture of you. The more interesting the picture. The more you will stop the scroll.
Here's a picture that worked great for me for months.
This is a picture of me on holiday.
It's not the type of picture that I expected to work because I'm not looking at the camera. I'm not dressed for business.
That's why it works so well. It blends in to stand out.
How do I know it worked so well? Because the results proved that it stopped the scroll better than anything else. The results proved that the same ad copy with a different picture got HALF the opt-ins. And there was 1035 words of copy. So to say I was shocked at the difference the picture made is an understatement.
So, go back through your holiday pictures and see what you can find. I'm sure you'll find some nuggets of gold in there.
You've now got a business excuse to visit some interesting places. After all... you need interesting pictures to promote your business.
Once you've got a picture that stops the scroll. It's time to focus on the words in your ad. So, what do you say to blend in to stand out... and... persuade people to read your ad?
Once you've stopped the scroll. You can't immediately ask someone to take action. If you do, then your ad reads like an ad. And this violates the most important principle... Nobody Wants To Read Your Sh!t / Ad.
So what do you do instead?
You still need to Blend In To Stand Out.
In other words, you've got to make your post look like someone your friends would write.
You've got to tell a story. A story that is exciting and believable.
This is the most important thing that I've learned from reading Breakthrough Advertising by Eugene Schwartz. A book that I recommend every business owner read. A second had copy will set you back anywhere from £300 to £1,200 depending on the condition.
So... the most important lesson I learned from Breakthrough Advertising is that your headline must be immediately believable.
It goes without saying that it must be true.
It must be immediately believable by your prospect.
It is true that you can buy a house for free. I've done it and I'd love to tell you the story another day. This is an amazing story. Once that should pull in the right audience. And... it will fail!
Because it is not immediately believable.
If you start your ad like that then you will get a lot of spam comments on your ad.
Even if the rest of your ad copy shows the exact steps you took to achieve that amazing result. The immediate reaction is that your promise is too good to be true.
My own marketing story is too good to be true and I got loads of spam comments when using it in a Facebook Ad headline. I wanted to show people how I made £672,989 in 9 days!
This is the truth of what happened.
It is not immediately believable. So I got a ton of spam complaints. And I was walking too fine a line with Facebook compliance.
So how do you get around this problem?
How do you pull someone into your ad with breathless excitement... without making a promise that is too good to be true?
One way is to...
You can say that these 3 things (that the reader believes are the solution) used to work... but they don't any more. Because...
That pulls your reader into your story and your advert because they want to know Why those things don't work any more... and What they should do instead.
If you've been in the game for 10 years or more then this gives you the perfect opportunity to prove your expertise. This gives you the perfect opportunity to stand out from your competitors with your track record.
So your Facebook ad copy needs to do 5 things before you talk about your system and your offer...
How do you do all that without the information sounding like a textbook?
You wrap it in a story.
This is how you can build trust and rapport and establish yourself as an expert without bragging.
You share your struggles and victories that led you to where you are today. When you share how you felt while enduring failure. You show the reader that you are just like them. The only difference is that you didn't quit.
When you share why you didn't quit despite your setbacks. The reader can see that they can do it too.
Your story also builds the need for your system. Because your system shows the reader how they can avoid a decade of pain.
Once you have earned the reader's trust. You need to...
Your mechanism is the system that you use to get stunning results.
When I say tease the mechanism what I mean is...
Do NOT tell the reader how to use your system.
Because that's the reason why they will opt-in to your email database. They will happily give you their email address in exchange for your ebook or video series if it shows them how to use your system. The system that will help them get fast results and avoid a decade of pain.
The reason why you can't give everything away in your ad is the truth...
It will make the ad far too long.
If you're thinking that's a lot to cover in a Facebook Ad then you are right. Most of my Facebook ads are between 700 and 1,500 words.
If you're thinking that no one will read that much copy...
The truth is that the people that want your help are the people that will read that much copy.
If you're looking for someone that really wants to change their life and will invest in your course to do so. Then it's worth putting a few hurdles in their way. The first hurdle is that they will give your ad more than a passing glance.
If they read 700 words or more then they know why they should trust you and how you can help them.
Which means they will read your next email. Which is what you need to build a relationship with them. Which is what you need to make the sale.
There's one final thing to say about Facebook Ad copy...
At the end of the day, you are running Facebook Ads to grow your email database and grow your business.
So, don't let your ego get in the way of the results you want.
There's only one thing that proves the quality of your copy and that is results. If you are not getting the results you want then write new copy or change the picture. I've got double the response from an ad just by changing the picture.
You've got to find the winning creative. That means words and pictures. The results will prove what is working. If that means you have to kill your darlings then so be it.
Your ad serves your market. Not your ego. The results prove if your ad serves your market.
So don't be afraid to write 10 different ads. You test them and see what works. Then move forward with real-world feedback.
You now know the only 2 things that affect the success of your Facebook ads.
And you know that the ad creative has the biggest impact on success.
You know that the biggest driver of creative success is To Blend In To Stand Out.
So before you run your next ad. Ask yourself if it looks interesting or valuable or if it looks like an ad. If it looks like an ad then change it before you waste any money.
If you've found this useful then please leave a comment below.
If this can help a training company owner that you know then please share it with them.
Until next time...
P.S. If you'd like to learn more my simple system to turn email databases into 6-figure campaigns. Then you need to read my book How To Turn Expertise Into Cash.
To download your free copy. Click the link below.
To download your free copy. Click the link below.
I'm a copywriter and marketing consultant that turns an email database into a 6-figure income... without a sales team.
Filling "discovery" events with Facebook and YouTube ads and external databases is hard and expensive.
60% of registrants do not attend.
Only 20% of attendees buy.
So, 92% of "discovery" event leads do not buy.
What do you currently do with this 92 % of your leads?
Do you have a nurturing system in place to earn their trust and convert them into customers?
Do they lie dormant?
I can turn these dormant leads into high-ticket workshop and online course sales without a sales team.
In fact, turning your dormant leads into sales won't need any time or resource from your team. And it will only need 6 hours of your time, or the course creators time.
How is that possible?
The short answer is that I've got a simple system to turn dormant leads into customers. I do this by combining Upfront Value, Storytelling, Social Proof and an Irresistible Offer.
This system has 12 days of upfront value. Followed by 11 days of sales. Then the shopping cart closes and the offer disappears.
I've used this simple system to turn dormant leads into £100,000 plus in many different industries.
My most successful campaign made £672,989.
I use this system as a consultant to create 6-figure campaigns.
And I teach this system to trainers and mentors that want to turn their email database into a 6-figure income without a sales team.