What I’m revealing to you in this post generated $675 ticket sales for an event with 44 buyers while spending only $128.73 in 5-days to offer a 3-day mastery program at $2500.
- 425 visited the our sales page,
- 5.8 out of 100 bought (5% conversion)
- Generated $6.76 for every $1 spent on advertising (600% ROI)
- Total buyers for the event: 44 pax
- Duration: 5 days
- Total sales opportunity: $36,666 – $110,000
Most people think that increasing sales is a complex giant burden of thousands of possible tactics and strategies they need to do for growing their sales figures. Truth is you don’t need to run around like a chicken without head – you just need to focus on three areas in your business right now.
There’s no fanciful ways to grow your sales using Facebook, just 3 ways.
- Capture solution-seekers from time-wasters, called clicks (this post)
- Convert seekers into takers, called leads
- Convince takers become customers, called sales
The beauty of this concept is that it can be applied to any business, in any industry, offering any type of product or service. If you spend some time to review your marketing and business activities and focus in the right categories your sales figures will boost.
Assuming you are currently getting this numbers right now
- Clicks: 1000
- Leads: 100
- Sales: 2
To double your sales, we can either get more people to visit your offer on your website, or we convert more leads into paying customers, or we can do both; getting more clicks AND leads.
This post is designed to help you overcome part 1, to get more “clicks” visiting your sales offer and help you find more potential buyers with your Facebook Advertising.
The 7 steps overview(recipe):
- A clear offer (Knowing the dish)
- Identify Audience (Choosing Chicken)
- Targeting (Finding chicken)
- Bridge (seasoning chicken)
- Magnet (marinating chicken)
- Trial offer (preheating oven)
- Core Offer (cooking chicken)
1. A clear offer (knowing the dish)
Before even cooking the dish, it starts with knowing what dish you actually want to whip up for the meal. Offer is absolute. Your success on your campaign highly depends on your offer. I don’t mean selling something that retails for $80 at $7. I don’t mean the “sales promotion” offer. It’s creating a really compelling offer that’s solving the biggest pain for your audiences. People don’t want to buy into your features and products, they want to buy out of their current pain. So you need to figure out what might be the biggest problem your customers are experiencing in their daily lives. And show him how you help him get out of it. The amount of sales you can generate on your Facebook highly hinges on having a clearly articulated well designed offer, not really on the hyped up ” turning website into sales machine” copywriting silver bullet – the confused mind don’t act.
Offer creation guidlines:
- Clear, Concise, Easy
- Tangible Outcome
- Results driven
Example from my own offer: “I’ll buy you 60 mins of my time to show you how I can help you double your business in 90 days or less at no charge, absolutely free (I’ll even give you the blueprint we created on the call). If you find that I wasted your time, I’ll take out $50 from my own pocket to compensate you (PS. I never had anyone telling me I wasted their time yet)”
A recent casestudy: Sien Diin was like any other average photographer in business. The only way he knew would work for his business is:
listing himself and his business on Google Adwords,
pay $10 per click for bidding to rank at the top of google search engine
Send a lot of quotation to everyone who contacted you,
…And finally start the price war to see who can afford to go cheapest to win the customers, ending up at the bottom of the barrel with no profit margin and dying off from the industry
Not only he got his first qualified live meet up with a buyer generated from Facebook, he also managed to sell his most expensive packages on the spot to a someone who had never heard of him before prior to their meetup. When we first got started, Sien Diin wanted to sell a total of over 10 types of offers because he can do almost everything and serve everyone! From child birth to degree graduations…
What most small businesses failed to realize is this: when you try and speak to everyone you speak to no one. The first I did together with him is to identify who is his ideal dream clients and who does he really want to serve? Who are those that he’s willing to sacrifice his sleep over for just so he can deliver the best results for them? What are their personality, their aspirations, their desires, their pain, their fears?
Once we’ve locked on the targets and have a clear/concise offer, we begin assembling the part 2 of 3 process by identifying, “What is the most common problem happening in your business and marketplace?”
The biggest challenge he was experience is the price war in the competitive industry. It doesn’t help with a market that customers treat them like commodity, hopped onto google and start sending out contact form like crazy and only contacted the top 3-5 cheapest quote photographers. The belief in Sien Diin’s head was if he didn’t give the cheapest quote – he’ll never get a potential buyer to even consider meeting up.
After our consult together, he agreed to stop sending quotes whenever he receives a new request, and never show his price until certain parameters have been met according to the checklist I gave him.
Once he put the process into place, he attracted the ideal customer he wants to sell his high end premium package to, with the exact budget he’s looking for, for a pre-wedding shoot – and he made the sale at the first meet up. No lengthly quotation and fighting with other competitors. The couples his process so much they don’t want to waste time with other photographers.
Like a sniper – One Shot, One Kill.
Completely debunking the myth about the need to quote insanely cheap prices to everyone who contacted him in order to land a meeting. The truth is if you’re going to spend time with people who’s out on a price hunt, they’d still ask for 50% discount for a $1 item. So if they’re not willing to meet you up to see the amount of value you can put on the table, would it matter even if you give the lowest quotation ever?
Part 3 of 3 is to tackle the problems head on. The power of understanding your marketplace pulse and your audience is mission critical. Customers don’t care what you know until they know how much you cared. Why would most couples actually set out on a price hunt in the first place? The answer: They have a budget to be met.
They are worried that they overspend, and even overcharged for inferior quality. So rather than trying to be conservative with his advertising, we openly called out to couples who’ve had a budget of $4000 or less and created this advertising message for his potential buyers:
The result is receiving this message from him:
2. Identify Audience (choosing chicken)
If you are given a chance to open up a restaurant and sell any food you want, would you consider the most impactful factor on your profits would be 1 of this 3 conditions?
- Chef cooking skills
Like most people, those are what we think is the most definitive factors for a business. But you can have all 3 but with a STARVING CROWD even if you sell instant noodles you will make truck loads of money. This is so important I wrote a separate post in detail on this topic and going deep into choosing a starving crowd audience for your sales offer (The Diamond Way: Become A Highly Paid Expert)
Picking a right audience to sell is more important than what you actually sell.
3. Targeting (finding chicken)
There’s 3 types of targeting
- Geographic (Where?)
- Demographic (What?)
- Psychographic (Who? Why? How?)
Have you noticed that most of the time, when you bought something … it was because you could already envision yourself using the product and/or service? If you’re buying a property, that’s because you can already see yourself and your family living in it, if you’re buying into partnership, you already saw yourself in a profitable business…The secret to success is not telling the world how good you are, but how good you are in showing people how successful they can be. The more you could do that, the more successful your campaigns will be….and if you can make them see that they can become successful with what you have, then the more they want it to happen for those they care and loved as well. It’s call future-pacing and it’s powerful.
This is what make(or break) any campaign’s success. A large part to a successful campaign is the amount of time/effort put into finding out where our ideal paying clients is(or will be) on Facebook, what makes them tick, how do we capture their attention, how can we make them take action, how can we make them buy now. It is the most important process of any campaign to maximize the full leverage on your advertising dollars.
You can have the most beautiful rod and best tasting bait…but if you’re trying to reel in a tuna on the padi field: you’ll never find them!
Facebook is like the “Bruce Lee” of laser targeting. It’s fast, it’s precise – and it is (really) powerful. I like to start our campaign directed at mega influencers of the industry to test out the resonance of their fans with our message, we monitor them and we scale them up when we find a winner (never depend on intuition when approaching paid advertising).
There’s 3 key ingredients that directly contributes to the success of your ads. These 3 areas of psychological targeting is designed your advertising on Facebook to get the most out of every advertising dollar you spend. Most people fail on their advertising because they’re focusing on Geographical and Demographics, and not spending enough time on the psychographic profile of their audience.
What you’re about to learn next helped us put together a room of highly affluent property investors in Singapore who can afford real estate houses $1M and above internationally.
Does your message strike a chord of resonance with the audience you are reaching out to? Consider why Mcdonald’s, despite every health controversial news against them, still continue to generate profits in the millions(billions)…Because they’re more than just a “fast-food restaurant”
- …they’re “where friends meet, gather and have fun”
- …they’re “where families enjoy a Sunday big breakfast together”
- …they’re “where joy of children get their toys come from”
- …they’re “where troublesome meals become simple”
Have you ever seen any of their ads trying to say “where million-dollar contracting deals were signed?” Probably never. What do you think will happen if they were to do that? They might probably received social media bashing up down left right center. Why? Because that’s not what people can resonate with.
Some other great examples are like UOB’s recent campaign: “Our Values Defines Us” (…makes me wanna be their customer already!) Their message is striking a chord and saying: “Come be our customers, we know you are a man of values, and we honor your beliefs.” What is the core message in your business that your dream clients will resonate with?
When writing messages:
- Address your visitor’s pain(or aspiration gain): People in pain are actively seeking a painkiller. When a new advertising land on your prospect timeline, and they see you as the Panadol for their headache, you got their attention immediately. Most people have no idea what they want, but extremely clear what they don’t want. The fastest way to capture their attention on Facebook is enter the pre-existing conversation already living in their head they’re bringing around everyday.
- Avoid “tricking” prospects into reading your ad: A message like “FREE MONEY WITHOUT WORKING” might get you grab attention, but in the long run your audiences will be disappointed and actually pissed off when they read on and find out you’re trying
- Always speak to your prospect’s interests and desires: Instead of bragging about you, make it about the reader. Tell them what you can do for them, how you can change their life, make things easier or better, speed up their process, move into their dream home earlier, spend more time with their family, achieve financial freedom faster etc.
Writing your Facebook advertising is not only putting together a bunch of words and hoping that users convert to become your customers. Years ago all you need to do is SHOUT “all you need is this push button system!” and you’ll probably profit a million bucks by the end of the same weekend. Not today.
Copy & paste my personal templates to help you get another 10 – 50 customers calling you – Grab them while it’s free right now!
The writing checklist that helped us create successful campaigns:
- Speaks a mood/emotion
- Tells a story;
- Triggers possibility,
- Frame the sale
Today the average consumers are seeing over 30,000 of commercial messages every single day, as compared to just 3,000 in 1995! They’ve been exposed to too many of such hyped up promises that they simple don’t believe much of it anymore. In order for your Facebook advertising to stand out, you need to show a solid promise with a solid hook. Just like you don’t put a fishing bait that looks like plastic…on a thread of sewing string… and telling the world you’re a fishing champion with this set-up. If you can do that, consumers will give you their attention and you won’t be another “seen that before” offer in your marketplace.
Social proof of results is extremely important. We’ve already entered the age of scepticism and it’s no wonder why – today people can fire up their photoshop and make you look like the last Hollywood actress you fell in love with. Everyone can go google on you and your business to see what others are saying (about you and your business). What you may be missing out is they are also trying to establish the claims you’ve made in your advertising and sales copy. In your Facebook advertising, it’s important you make it a standard operation to back up every proof of every claim you make. (like what I did with this post right at the beginning)
Have you seen those ads with tight red borders trying so hard to capture the attention of browsers, sometimes even with a bikini picture? (We covered my preference of video advertising here: 3 Videos + 2 Web Pages = $5500 Sales)
I highly advise against this with your advertising. It’s so mission critical that deserves a repeat: NEVER PUT RED BORDERS ON YOUR ADS! It attracts the wrong kind of clicks, the wrong kind of crowds, waste your ad budget, waste your time, energy effort – and a complete waste of precious marketing dollars…and a total irritant to people’s browsing pleasure. You might hear about how some would argue, “Facebook is interruption marketing” – I agree, until they say “you have to do whatever it takes in order to grab your prospects attention – to which I disagree.
You might be wondering, Isn’t a click…just a click? While you may get more clicks on the front, they almost never convert on the backend at all. Every click that comes through has different perception in their mind about you, your offer, and your business.
For example, if some-one told you,
- “he’s a scammer, don’t listen to him!!!!!!”
- “he’s a extraordinary guy, he’s a man of value, you HAVE to listen what he has to say.”
One makes you listen attentively…take notes, and get prepared to receive value;
…while another makes you hold up your guard at all times – always ready to reject for what’s about to come. Knowing this… now which mentality would you want your customers to be in as they enter before they are exposed to your offer?
It’s call “pre-framing” a click – and its extremely important you get the right click so you can get them to invest with you in the next 18 months.
6-part image checklist to almost guarantee results on your advertising:
- Showcase a human being (relatable)
- Display some form of emotion
- Out of ordinary (weird/unique but stay relevant)
- Stands Out (like red on black background)
- Speaks to their end desired result (freedom on beach)
- Relevant to your audience (women feet for feetcare products)
Once you have the Message & Medium dialled in, the final step is actually reaching out to the market you’ve selected. Here’s how you can never run out of targeting options for you to target:
- How do they consume information?
- TV shows
- Who are they already following?
- Industry leaders
- Topic leaders
- Thought leaders
- What groups are they in?
- Alumni Groups
- What tools are they using?
- What do they spend their money on?
- Club Membership
- Organic food
- Direct selling
- Real estate
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