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the distinction is a funel one sentence in one sentence a website is a business card just saying here's all the stuff we do a funnel is a step-by-step process to bring someone from being a stranger to a customer

💨 tl;dr

There's a big need for approachable Facebook ad consultants. Many businesses overlook the power of paid ads, but a solid sales funnel and good copywriting can turn leads into customers. Use free content to build goodwill and test your messaging before launching ads. Keep email campaigns targeted and balance frequency to avoid unsubscribes.

💡 Key Ideas

• There’s a market gap for approachable, non-douchy ad consultants, particularly for Facebook ads.
• Many businesses underestimate the power of paid ads, seeing them negatively due to past experiences.
• A strong marketing funnel is crucial; understanding conversion rate optimization and return on ad spend (ROAS) is key.
• Effective sales funnels often involve a VSSL (video sales letter) format, starting with an enticing opt-in page.
• Free content (like training videos or downloadable books) can effectively capture leads and build goodwill.
• Testing messaging on platforms like Twitter and Instagram helps refine ad strategy before going live.
• Email segmentation and targeted campaigns enhance conversion rates while managing unsubscribes.
• Copywriting is vital; focus on how products/services elevate customer status and address pain points.
• Economic context influences marketing messaging—emphasize moving away from pain in tough times and towards pleasure in prosperous ones.
• A well-designed funnel turns strangers into customers, unlike a website which merely lists services.

🎓 Lessons Learnt

• Focus on Simple Ad Packages: Offering straightforward ad services can greatly benefit startups and non-tech-savvy clients looking to set up effective Facebook and Google ads.

• Get Rid of Distractions: Cut out excessive communication tools like Slack to avoid getting sidetracked from revenue-generating tasks.

• Paid Ads Are Essential: Many businesses underestimate the power of paid ads; they can drastically increase leads and revenue.

• Beware of Unreliable Ad Services: The market has many pricey and untrustworthy ad agencies; there's a demand for reliable, approachable consultants.

• Identify Market Gaps: There’s an opportunity for non-douchy, individual-run ad services; cater to specific niches instead of trying to serve everyone.

• Advisory Over Agency Work: Positioning yourself as an advisor rather than an agency can foster personal engagement and trust with clients.

• Fast Funnel Launch: Quickly launching your sales funnel helps identify issues and allows for rapid adjustments based on performance.

• Use Free Offers to Collect Emails: Offering something valuable for free can effectively build your email list for future marketing efforts.

• Balance Email Frequency: Find an optimal email frequency to maximize sales while minimizing unsubscribes; let uninterested subscribers opt-out.

• Prioritize Copywriting: Invest time in crafting compelling copy, as it significantly impacts conversion rates and effectiveness of marketing efforts.

• Build a Goodwill Bucket: Providing free content builds trust and increases conversion rates when transitioning to paid ads.

• Understand the Funnel vs. Website: Recognize that a funnel is a structured process for converting leads, while a website serves as a static business card.

• Practice Messaging Before Ads: Use organic content to refine your messaging before investing in paid ads; this ensures you understand your audience better.

• Leverage Existing Interest: Promote products or services you genuinely believe in to make creating ads feel more natural and effective.

• Focus on Increasing Perceived Status: Frame your offerings to enhance the customer’s status among peers, influencing their buying decisions positively.

🌚 Conclusion

Focus on simple ad packages and position yourself as an advisor to build trust. Quickly launch your sales funnel to identify issues and adjust. Remember, a funnel is about converting leads, while a website is just a business card. Craft compelling copy and leverage existing interest to boost perceived customer status.

In-Depth

All Key Ideas

Business Insights

• There's a massive empty space in the market for non-douchy companies that help others run Facebook ads.
• Simple Google ads are hard to set up, and providing basic packages can be game-changing for businesses.
• The tools a company uses can significantly influence its work culture and productivity.
• Switching from Slack to Basecamp was a deliberate move to promote project-focused work instead of just discussions.
• The speaker is rethinking their business from the ground up and planning a relaunch, which includes moving to a larger office space.

Challenges and Opportunities in Business Advertising

• Slack can become a distraction, leading to less productive work and wasted time on messaging instead of strategic tasks.
• Many businesses, both small and large, overlook the value of paid ads due to confusion or negative perceptions of ad services.
• There is a market gap for affordable, trustworthy ad consultants who can target specific verticals, like salons or female entrepreneurs.
• Running paid ads effectively can significantly contribute to business growth and lead generation.

Opportunities in Facebook Advertising

• There's a market gap for non-agency, approachable individuals or companies that help others run Facebook ads without the "douchy" vibe.
• Many businesses have hesitations about paid ads due to past negative experiences with agencies or scams.
• Being a Meta ads expert and advising clients on lead generation and funnel setup can be a lucrative opportunity without charging monthly fees.
• A potential business model could involve taking a percentage of revenue rather than a fixed fee, focusing on filling events like yoga retreats.

Insights on Advertising and Event Management

• Event owners dislike selling events and often need help with paid ads, creating an opportunity to partner with them for sales.
• Meta ads are effective for people over 40, contrary to the belief that they’re dead for the younger demographic.
• Many startups overlook the potential of paid ads, believing they can succeed without them, which can limit their growth.
• There's a misconception in Silicon Valley that not running ads is a status symbol, which does not apply to small businesses or specific niches like yoga retreats.

Advertising Insights for Small Businesses

• Ads are an easy way for small businesses to get clients through call bookings.
• Before using ads, it's crucial to have well-defined messaging, which can be developed through organic content.
• Testing messaging on platforms like Twitter and Instagram serves as training wheels before paid ads.
• The audience for events can vary widely in age, influencing the approach to marketing.
• There's a status symbol associated with not running ads, particularly for those with funding or a strong personal brand.
• Practicing writing and messaging on platforms like LinkedIn is beneficial before running ads.

Key Concepts in Sales and Marketing Funnels

• The importance of being able to drive traffic to sales without feeling helpless.
• The value of putting money into a marketing system that finds potential customers.
• The need to understand conversion rate optimization for effective sales funnels.
• The emphasis on return on ad spend (ROAS) and continuous tweaking of sales funnels.
• The process of funnel hacking as a learning method for creating effective funnels.
• Introduction of the VSSL (video sales letter) funnel and its components, starting with an opt-in page offering free content.

Facebook Ad Strategy

• The Facebook ad is focused on selling a one-hour free training, not the actual coaching services.
• The opt-in page is designed to capture email addresses by promoting the free training video.
• It's important to sell the idea of watching the video, as free content is widely available online.
• The opt-in page can feature lead magnets like downloadable content or physical books to entice sign-ups.
• The funnel is built using platforms like Framer for aesthetics or ClickFunnels for ease of use.
• The training video is based on the format from the book 'Expert Secrets' by Russell Brunson, leading to free call bookings.
• The calls are free, and the process has resulted in 16 to 20 call bookings per day since November 2020.
• The overall ad spend and revenue statistics demonstrate the funnel's financial performance, with significant revenue generated compared to ad costs.

Marketing Funnel Insights

• The return on investment on Facebook ads and Google ads was 38%, leading to 339 booked calls and 65 units sold.
• The funnel consists of Facebook and Google ads, an opt-in page, a video, and a Calendly for call bookings.
• The book funnel offers a free Kindle version or a physical copy to collect email addresses, even if it initially loses money.
• Leads from the book funnel are later used in campaigns like Black Friday for sales conversions.
• The company sends a high volume of emails during campaigns and manages unsubscribes as part of their strategy.
• They segment their email list to target specific cohorts rather than emailing everyone.
• The goal is to maximize sales while minimizing unsubscribes, accepting that some will opt out.

Marketing Concepts and Strategies

• The 'Goodwill bucket' concept refers to providing free content to build trust and improve conversion rates.
• Tracking conversions across platforms like LinkedIn and YouTube can be done with tools like Hyros, but it's not the main focus.
• Instead of obsessively tracking metrics, concentrate on overall growth and the ROI of Facebook ad spend.
• The idea of a 'shadow funnel' suggests that potential customers will search for your credibility online before entering your sales funnel.
• Copywriting is crucial for funnels, often requiring significant time and effort to get right.
• A key element in effective copy is emphasizing how a product or service can increase someone's status among peers.

Marketing Insights

• Helping people increase their status is about being more useful to others, not just material possessions.
• When writing copy, you can focus on moving people away from pain or towards pleasure, depending on the economic context.
• During tough economic times, marketing should emphasize moving away from pain; in prosperous times, it should highlight moving towards pleasure.
• Old school marketers and their techniques, such as those from Dan Kennedy, provide valuable copywriting insights that are often overlooked.
• A funnel is a step-by-step process that converts a stranger into a customer, whereas a website is just a business card listing services.

Listener's Concerns

• Full disclosure for the listeners I was texting you and you were not responding for weeks.
• I was traveling dude I was uh I was in your beautiful country getting my brain melted by so many different C things going on.
• I just miss you no response.
• At least any of the other people who are listening to this podcast who know me and have the same problem with me now don't feel like I'm just attacking them individually by not responding to stuff.

All Lessons Learnt

Business and Work Culture Insights

• Focus on Simple Ad Packages: There's a massive market for non-douchy companies that help others set up basic Facebook and Google ads. Offering straightforward packages can be a game changer for startups and events.
• Tools Shape Work Culture: The tools you use (like Slack vs. Basecamp) significantly influence your company's work culture. Switching to tools that promote project work over chatter can enhance productivity.
• Rethink Business from the Outside: When relaunching a business, it’s crucial to reevaluate both external and internal aspects simultaneously to ensure everything aligns and feels different.
• Prioritize In-Person Collaboration: Moving to a larger physical space can foster better in-person collaboration and teamwork, which is essential for a creative environment.
• Avoid Over-Communication Tools: Relying too heavily on communication platforms like Slack can lead to a chat-room culture. It's important to find a balance that encourages actual project work instead of just discussions.

Advertising and Business Growth Tips

• Get rid of distractions like Slack. It’s easy to get bogged down in responding to messages instead of focusing on tasks that generate real revenue.
• Paid ads are essential for business growth. Many businesses don't realize the value of paid ads, but they can significantly boost leads and revenue when used effectively.
• Beware of unreliable ad services. The market is filled with expensive agencies or untrustworthy individuals. There's a need for approachable, reliable ad consultants who can cater to specific niches.
• Target specific verticals with ad services. There’s a lot of opportunity in focusing on specific markets, like salons or female product owners, instead of trying to serve everyone broadly.

Marketing Strategies

• Avoid the Rich Person Image: Present yourself authentically and not as a wealthy individual, especially in markets like Europe, to attract clients more effectively.
• Identify Market Gaps: There's a notable lack of non-douchy, individual-run ad services; capitalize on this by helping others run Facebook ads without the typical agency feel.
• Focus on Revenue Sharing: Instead of charging a flat fee, consider taking a percentage of the revenue from the ads you help create; this aligns your success with your clients' success.
• Advisory Over Agency Work: Position yourself as an advisor rather than an agency; this allows for more personal engagement and can reduce the perception of being a scam.
• Target Specific Events: Look for local events with low attendance and offer to use Facebook ads to fill them, taking a cut of the ticket sales as your payment.
• Leverage Existing Interest: Work with products or services that you find interesting or believe in, as it makes creating ads more intuitive and effective.

Marketing Insights

• Focus on Event Owners: Reach out to event owners who struggle with selling and offer to help them with paid ads. They are passionate about their events but often dislike the sales aspect.
• Meta Ads Are Not Dead: Understand that Meta ads still work effectively for audiences over 40, despite the misconception they are only for younger demographics.
• Basic Ad Packages Can Be Game Changers: Providing simple packages for Meta and Google ads can significantly benefit businesses that are not tech-savvy or familiar with online advertising.
• Avoid Status Symbols in Small Business: Don't get caught up in Silicon Valley status symbols like not running ads; these can hinder success for small businesses that need practical marketing strategies.
• Don’t Overlook the Potential of Paid Ads: Many businesses could significantly increase their revenue by utilizing paid ads instead of boasting about thriving without them.

Advertising and Messaging Strategies

• Start with organic content before ads: It’s important to dial in your messaging through organic content on platforms like Twitter and Instagram before jumping into paid ads. This helps you understand what resonates with your audience.
• Ads can help generate client bookings: Running ads into a simple sales funnel can lead to call bookings, which directly translates to getting clients, especially for one-person shows or small teams.
• Practice messaging in a familiar environment: Using platforms like LinkedIn to practice messaging can be beneficial, particularly for those whose target audience frequents those spaces.
• Ads require a solid strategy: To create highly performing ads, you need a clear understanding of your messaging and what works on social media, indicating that preparation is key before investing in ads.
• Don’t be too proud to run ads: There’s a misconception that not running ads is a status symbol; however, ads can be a practical tool for growth, especially for those without significant funding or a large personal brand.

Sales Funnel Tips

• Put money into the machine: When you have a product to sell, it's crucial to have a system (like ads) that helps you find potential buyers instead of waiting passively for sales.
• Obsess about conversion: It's important to continually tweak and optimize all parts of your sales funnel, not just the landing page. This includes everything from sales calls to video content.
• Get the funnel out there quickly: Launch your funnel quickly to identify what's broken and what needs improvement. The initial version is likely to change significantly over time.
• Funnel hacking for learning: To understand funnels better, analyze successful examples by signing up and documenting each step. This practice can clarify the mechanics behind effective funnels.
• Specific examples aid learning: When learning a new concept, having a concrete example to reference can help solidify your understanding and application of the material.

Marketing Strategies

• Sell the thing that sells the thing: Focus your marketing efforts on promoting the immediate next step in your sales funnel, like an opt-in page for free training, rather than the final product.
• Create an enticing opt-in page: The opt-in page should clearly communicate the value of the free content, convincing users to exchange their email for something worthwhile.
• Use lead magnets effectively: Offer valuable resources (like PDFs or physical books) to capture attention and gather email addresses.
• Test different platforms for funnels: Utilize tools like Framer for aesthetically pleasing pages and ClickFunnels for quick testing, based on your needs and technical comfort.
• Structure video content based on proven formats: Leverage successful formats from books like 'Expert Secrets' to create engaging training videos that lead viewers to book a call with you.
• Focus on free calls for initial engagement: Offer free consultations to convert interested viewers into potential clients, even if it initially results in negative ROI.
• Track funnel performance and adjust: Monitor your ad spend and revenue closely to understand the effectiveness of your funnel and make data-driven decisions.

Email Marketing Strategies

• Optimize Call Bookings: Not everyone who books a call will show up, so expect no-shows and plan accordingly to manage time and resources effectively.
• Use Free Offers to Collect Emails: Offering something for free, like a Kindle version of a book, can effectively capture email addresses to build leads for future sales.
• Leverage Email Marketing: Use targeted email campaigns to re-engage leads who haven’t purchased yet, especially during key sales events like Black Friday.
• Balance Email Frequency and Unsubscribes: Test the frequency of emails to find a balance between maximizing sales and minimizing unsubscribes; it’s okay to let uninterested subscribers opt-out.
• Segment Your Email List: During campaigns, focus on specific segments of your email list rather than emailing everyone to improve relevance and engagement.

Marketing Strategies

• Build a Goodwill Bucket: Always provide free content as a way to build trust and goodwill with your audience, which can improve your conversion rates when they encounter your paid ads.
• Focus on P&L Over Tracking: Instead of getting bogged down in tracking every conversion source, just monitor your monthly profit and loss. Ensure your income exceeds expenses while keeping an eye on your Facebook ad ROI.
• Create a Shadow Funnel: Having a strong online presence with high-quality content (like YouTube videos) can make potential customers more comfortable entering your sales funnel.
• Prioritize Copywriting: Spend significant time on copywriting since it can drastically affect conversion rates; it’s one of the hardest yet most crucial parts of creating effective funnels.
• Increase Status in Copy: When writing copy, frame your product in a way that enhances the customer's status among peers, as this can significantly influence their buying decision.

Marketing Strategies

• Focus on increasing perceived status by being useful to others. This shifts the idea of status from material possessions to personal utility in different contexts.
• Use the pain-pleasure spectrum for copywriting. When stuck on what to write, frame your message around moving away from pain or towards pleasure based on the current economic climate.
• Old-school marketing techniques still hold value. Learning from classic marketers and their copywriting strategies can enhance modern marketing efforts.
• Understand the distinction between websites and funnels. A website is merely a business card, while a funnel is a step-by-step process designed to convert strangers into customers.

Lessons on Communication

• Communication is key.
• Everyone has busy periods.