The secret is to integrate your ads in a consistent and pervasive marketing strategy that guides your customers from an initial conversation all the way to buying your product or service.
This strategy will
- create the desire for the solution that you are providing by hitting mental triggers
- eliminate any possible objections
- avoid confusing your audience by aligning your ad copy with all other messaging (from emails to regular social media posts)
- Prepare your audience in a way that when you finally make the offer, it’s a no brainer for them to get it
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3 Big Take Aways
- Aligning your messaging for the biggest impact (emails, social media posts & ads)
- Creating desire BEFORE you are making the offer
- How to guide your audience all the way to a buying decision
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Melissa: Okay, Sarah had a question: “I usually run challenges to open my membership too, but I wanna run better ads to attract more participants. Can you advise the type of ads that are best for this, please? In as in, should it bring as it should it be long form copy?”
So Sarah, do you wanna hop on the mic?
Sarah: Yes. I I'm dipping my toe into Facebook ads. I'm a newbie to it. I did do pulse five day challenge and I found it really, really helpful at the time I joined a couple of other programs that I was overwhelmed with so much information that I just didn't feel ready.
So next time you, I that's why I'm here. So I just wanted to ask, I'm not quite sure with the ads, how much information I should put on them to get people to the challenge so that I can then try and get them into my membership. Any advice straight from your receipt?
Paul: So anybody else been doing challenges? Or’ve been doing Facebook ads that they want to contribute.
Doreen: No, Because you know, I'll give an opinion. Are those good or bad? Sorry. Okay. All right. So let me just, Paul teaches like no other in his Adaptive Class and how to look at your Facebook advertising. And I have just completed it and think about Facebook ads so much differently because there's psychology, that's bought into it.
There's methodology, there's, you know, almost like cycle planning of, you know, moving from cold to warm, to hot. There's a lot of pieces that, you know, in, in one call would be hard to afford. And so it's really terrific to have walked through and taken in everything throughout the class. So, so when you do have time,this lesson.
Sarah: Thank you.
Paul: Wow. Should we pay you? Oh my gosh.. Thank you.
Doreen: I am not an affiliate.
Paul: Thank you. Thank you. I'm gonna, I'm going to try to simplify this, but for all of us, I just want you to keep in mind though, is that we see everybody, even though we hear information from all the influencers and everything, they give us the whole entire thing. Like the entire course.
A lot of us are ready for everything right now. And we shouldn't do everything right now. And some of the people that we follow when we get information from like behind the scenes, like, you know, we're a lot of times just one person. And then these people that just whip things out and say things.
They have like 20 people on staff and it's like reasonably, some of us just can't pull off and do you know all these things that you see externally a lot of times. So just give yourself permission and grace that the whole goal is like to wherever you were last time to at least do incremental improvements.
Where a lot of us freeze up and we get overwhelmed is when we try to do everything all in one shot and then everything collapses or we get totally paralyzed. So we get overwhelmed and we get, you know, so I just give yourself permission to like, I'm going to go through just a couple general thoughts that I think will help you and also everybody in general, it doesn't matter if it's a challenge launch or if it's a regular, like any type of variation.
A challenge. How I look at a challenge is just the vehicle. It's the destination, taking a stranger into getting excited and anticipating what we're giving them in, moving them into an informed buying decision by the end. So that's the destination.
So it doesn't matter if it's a webinar, a video series, you know, training classes like whatever your vehicle is, that doesn't matter as much. So, so you have this window of time, which is the challenge part itself. Okay.
So depending on how many days that is, you have a choice. But what I want you to think about is your ads during the consumption time. Let's just say it's a, let's just make this easy for this purpose. It's a three day challenge, okay? That your ads should mimic what your actual content is and also your organic. So your messaging and your email, and then your posts should echo what your content is covering, should echo what your ads are saying. Cause you're trying to get consumption inside of this. Okay.
So day one, day, two day three. We want people to consume. Cause the more they consume, the more indoctrinated they are, where it creates confusion is when you have an ad saying one thing and your emails are saying another thing. And then your content you're delivering is a different thing.
By the time you get to the end of the week, that's like a matrix of stuff. Like that's just gonna overwhelm and confuse people. So you just want to make sure that whatever ad you're running at the moment that you're in, it's echoing what you're saying organically, and also an email very, very important.
So you have the actual, you know, we look at this as the prelaunch, you know, and you'll get this through anybody's program that talks about launches. Then you have your open cart. Okay? So your open cart period, however long that is that as a different series of ads and you need to look at those differently. Okay? And you do have the ability to create these ads in advance.
So you're not up at three o'clock in the morning, stressing out to get things done. You can preschedule these ads, you can actually do that. Okay. Now what I would naturally do is in my open cart, my audience is going to be all the people that did things over here, because I want people that are indoctrinated that actually went through the challenge.So I want my audience for my open cart to be all these people.
Here's the interesting thing. This is about 10% of your overall budget because not, you're not advertising to the earth. You're advertising to these people that went through your thing. There's only hundreds or a couple of thousand people in that. Does that make sense? Like there's not thousands of thousands and tens of thousands or millions of people.
There's less people. So about 10% of your ad budget, you can actually spend over here and open cart. So these need to be their own ads though. So you need to have: “Hey, we're open.”
You need to have ads in here that actually covered different logical and emotional triggers. You could have case studies in here, testimonials, you can have an FAQ, like here's the frequently asked questions like in basically what doing is you're handling objections. Okay.
And then your, your day before and your last day are all about scarcity and urgency. Your ads as well as your organic as well as your email is about: “Hey, tomorrow, we're closing. We're not going to be open for another, you know, year or the price is going up or the bonuses are disappearing.”
Like there's gotta be a cost of not taking action. Okay? But these are technically different ads. So you have the middle period, but then you have the day before and the day of, and then you have, we just opened cart type ads. Now some people overlap these two periods where they allow people to still consume the challenge while they're in open cart,
Now where a lot of people mess up, they don't think about is the runway before the pre pre launch in this job of the ads over here, as well as organic is to create interest in desire for, and here's the difference:
the 10 days before, about 10 days is getting people in here this other time, which could be upwards to like a month is creating the conversation around what your challenge is about. Because before we tell people to come into our challenge, we should go into our world and create a conversation about whatever our problem that we solve is about.
Now, hopefully your membership course whatever your offer is, you need to make sure that the people going through this challenge will greatly desire. They need to have the solution. So much so they would come on a zoom call, months in advance and say, I'm going to buy your thing. The next time it opens up, which is you, Sarah.
Does that make sense? Does that make sense? Cause if it's perfectly in line, it's a no brainer create tension because people need it. They want it because you set them up.
Now your ads inside here and this also for the challenge itself is really the main two things is to deliver on the promise that you made, like whatever, the transformation inside of this challenge. But you have to understand as your ads, as well as your content that you deliver here has to create desire. They want more from you. They want deeper. They want access. They want, before you even give them the offer, you're creating desire for your thing.
You're also eliminating objections here. Before you open the cart, you do this in your delivery of your content. You also do it in your ads in advance. Because if you can eliminate objections, people are gonna say no brainer. I'm already ready.
Whereas have you been on sales calls? Have you been on webinars, seriously, like all of us,you've been on webinars that are really, really good. Right? And you've heard some, or you saw people straight up say, would you just shut up and give me the link to the cart. I want to give you my money. I just want to give you my money. Can you stop teaching?
Can you stop training? I just want to pay you now and this before they opened the cart, right? I want you to think about that. That's not by accident that's because we are actually hitting certain mental triggers to create desire before you make the offer. And part of creating desire is to eliminate the limiting beliefs and objections of people before you make the offer.
So in your presentation, whatever your vehicle is, webinar, video training series challenge. But what I want you to understand is you reinforce this, you echo this with ads because your organic, your email, like not everybody's opening the emails, right? Or people can get down to that third paragraph so you can handle their objection.
They might not get that far. That organic posts that we all make. And we built, we spent time and money and energy and effort. And we built up a following on Facebook or on Instagram or wherever. And then like nobody sees our posts and we're frustrated. Well, if you spent that month ahead of time creating the conversation, this could have been Facebook lives. This could have been, you know, different posts on your IG accounts or whatever. So what are your doing is while you create the conversation, you're also creating an audience. You're creating an audience that is interested in the solution that you provide here because you've helped them identify they have a problem
Each and every one of you have bought most likely a $2,000 course or $3,000 course problem that you did not know. You had two weeks before that person launched just own it, just own it. So I just need to understand, like we're all willing participants here that we are taking people through a very quick, a launch is helping somebody go through with momentum.
I very quick event based scarcity, urgency based moment. This is very much modeled off of infomercials and model off of timeshare sales and things like that of the past that's this is not new. All this stuff that's being done to us these days is not new. The human psychology has been the same forever.
So what you have to understand though, is that we, a lot of us that aren't marketers. We act as if like our marketing is a surprise birthday party. And we just want to come out today and tell our potential buyers: “Surprise buy my thing. Cart closes tomorrow, come on in, come on in. Buy buy.”
And they're like, Whoa, Who are you ready for this? You know? So we do the exact opposite because why?
Because we don't want to be like those people. We don't want to be salesy. We don't want to be, you know, cause we have these negative things that a lot of times we it's attached to all that. But we act the same way though. Internally, if somebody just jumped up on us and said, buy this thing, we're like,
Oh, we don't trust you. If somebody approached you in a parking lot with a big van, you'd be like, Oh, get away. I'm going to get you. I'm going to get her robbed. They're gonna get kidnapped. You know? And it's like, Oh no, I got these speakers. So I'll trust these speakers. I don't know anything about you. I'm not going to buy that furniture on the back of your van. Like, who are you?
So what you want to do is with your ads is make sure whatever you naturally would say on that day, organically in your email, your ad is saying the exact same thing. Cause you're trying to amplify the message through your ads and guide people through the decision, but also understand the ads just help you guide people through.
So you want to look at pre-prelaunch, how do you get people interested in the conversation in advance and then from the people that are engaged in the conversations. When you go into that 10 days period, you then can retarget people that have interacted in your Instagram account recently that I've interacted in your Facebook page recently that have done a video view recently that have went onto that blog or that, that a lead magnet recently inside that window where you started that conversation and then you can retarget them.
So when you're inside of that period, you spend 60% pre-prelaunch and in your prelaunch about 30% of your ad spend, you typically would spend in there just retargeting getting people through, getting them indoctrinated, getting basically owning their newsfeed.
So by the time you give the offer, it's a no brainer. They're so indoctrinated with you. They want to sign up.
Sarah: That's way more than I, I, I sort of was expecting.
Paul: Okay, sorry.
Melissa: But you don't have to do it all. You don't have to do it all right this second. Like Paul said: start with little pieces and build from there. And then you were saying where you can do the ads ahead of time. Like that'll definitely save a lot of that stress and overwhelm too, so yeah.
Sarah: Yeah. Good.
Melissa: Awesome. Welcome