Make Your Facebook Ads More Profitable (ft. Leslie Clark)

Brandon Welch 0:00
You’re going to have to have a learning period in Facebook, in all advertising, right? Any direct response. Stop trying to think you can just get in for a little money and see if it works, and then add money to it. I love to be able to tell people that, but I’ve learned that’s the fastest way to waste money. Is to have that mentality.

Welcome to the Maven Marketing Podcast. Today is Maven Monday. I’m your host, Brandon Welch and I am joined for the first time ever by Leslie Joe Clark, the chief writer here at Frank and Maven. And today we’re going to bring you an episode on the five secrets to more profitable Facebook ads. We spend millions of dollars on Facebook ads, and Leslie is behind the architecture of most of those, and we are making people all kinds of crazy money. We’re going to teach you how to do the same. Yeah. But first, I’m obliged to tell you that this is the place where we answer your real life marketing questions. You can eliminate waste in advertising, grow your business and achieve the big dream, and the big dream always has something to do with getting more customers, right? Yeah, yeah. More people giving you more money, more

Leslie Clark 1:08
people giving you more money, and Facebook is just the place to get it done.

Brandon Welch 1:11
Leslie has been with Frank and Maven for five years, and she thought she came in the door as a video person, and she wrote us a thank you letter, and we’re like, holy smokes. She’s not a video person. She’s a she’s a writer, right? She’s a brilliant video person, but we don’t let her do that because she she makes magic Nate the camera. Guy makes magic behind the camera, and she makes magic behind the keyboard and the pin. So absolutely, there’s a lot to cover.

Leslie Clark 1:36
So that actually kind of kind of ties into the theme today. Came in as a writer, and I am qualified to be talking about this today, because some of the main points to make your Facebook ads more profitable are all centered around writing,

Brandon Welch 1:51
which is how you got your job, which is how you keep getting like, massive, like amounts of money, oh yeah, thrown at you and by the customers, the products you sell. So lots to cover. We’re going to jump right in. You’re going to hear a lot more from Leslie. We can I just tell you, we struggled on this episode. Is there so much to say? And we determine, like, Leslie’s probably going to be here once a month for a while, because we’ve gone through a lot of the strategy stuff with ads. We’ve gone through, like how to make the right media decisions, and really, like the hardest thing to teach. And I’ve been writing a book on this for like, over a year now, and I’m just it’s a struggle. It’s the hardest thing to write about is how to write. Yeah, teaching.

Leslie Clark 2:33
It’s hard for a writer to teach how to write, because it really is. There’s an intuitive magic to it, but there are formulas to follow and ways to make writing, yes, make magic happen on purpose,

Brandon Welch 2:44
essentially, yeah. So we’re gonna deconstruct some of Leslie’s magic and some of the magic behind the campaigns that are working here. Yeah. And it all starts with the number one tactic, which is don’t inform entertain. Do not inform entertain. We have forgotten that our job as ad writers is not to inform. That’s the job of the reporter. That’s the job of the blog writer. Yeah, I think something

Leslie Clark 3:04
really important to remember is that when you’re trying to be profitable on Facebook, you have to consider why people are on Facebook. And there’s not a single person in the world that is scrolling Facebook to buy something or to learn about something, to get more information. No, you’re on Facebook to see your friends photos and learn DIY projects and recipes, and you’re there for fun. You’re there to unwind and decompress. And

Brandon Welch 3:28
yes, we talk, think it’s chapter four. We talk about the educate the public myth, and I don’t know how many, over the years, how many companies or how many clients have been sitting in front of well, people, more people buy if they were just educated about the products. And I gotta educate the public. No, you don’t. You have to first entertain the public, yeah, and you have to first make the public like you, and then you might someday get the chance to entertain them, but only when they’re ready. And so Facebook is a platform where they’re not necessarily ready, ready to buy, but Facebook is pretty darn good at finding out who is close to or maybe opening to buy. And it’s just these words that you’re going to use the entertainment factor is going to bring them a little step closer. Yeah, so entertaining. What are some ways you’ve seen us do this?

Leslie Clark 4:08
So I’ve seen us do this. It’s intuitive for us now, but I’ve seen us write ads selling cars that actually don’t say the word car anywhere in them, anywhere

Brandon Welch 4:20
in them? Yeah. Okay. Probably my favorite example, we have a car dealer. Now, everybody like can predict a car ad when it comes across and you see the dealership. Damon, you go, I’m not buying a car, and I don’t even like car dealers. And so what do we do with our guy? We’re putting dreams in driveways, dreams and driveways. That’s entertaining, right? That’s more entertaining than saying, you know, 2.99% financing, or we’ve got the best deal guarantee, or we’ve taken the same car dealer. We took his shirt off, put him in a vest and put him out in the front of his dealership, riding a steer, yeah, yeah, and just the city boy on a, on a, literally a bull, like a 2000 pound animal, yeah, swinging a rope around. Doing funny things like saying Yeehaw, right? And do you think somebody might stop to see some goofball on a bull? Love you Corey, but that’s the magic behind same guy. They had a they had a jack, like a sky Jack, one of those little things you change lights out. They had that in their showroom. And we were like, Let’s just see what kind of funny stuff we get them to say. And the ad doesn’t start with, Hey, if you’re looking to buy a

Leslie Clark 5:23
car, come up to experience. Come on down to James. Yeah, he just

Brandon Welch 5:27
sits there, and he goes up and down and up, and he’s kind of wobbling on the thing. And that’s the video of the ad, right? We’re entertaining. We’re not informing, yeah,

Leslie Clark 5:35
the most important principle to remember here, when you’re entertaining instead of informing, is hide what your ad is about. Don’t put what you’re selling anywhere in the top fold. I don’t want that in your subject line. I don’t want that in the first, first sentence that I read, yeah, not in the picture. I want that a little bit buried in there. I want to hook some attention before we pivot around to what it

Brandon Welch 5:56
is easily called this first tactic, just be unpredictable, because, um, while TV and radio, you at least have, you know, 15 to 30 seconds you’re gonna subject somebody to your ad before they either turn away or decide to listen this. You are one inch, one half a thumb away from getting like out of their life, right? So stop the scroll. Put yourself on a bull. Put yourself in a sky Jack. We have a we have some guys in Iowa, and we built an ad for them. And this, this probably the most disruptive ad we’ve ever ran. And the ad starts with, all, right, Iowa, hide your willy, because it’s about to be chilly. And we lead into talking about how it’s going to be winter, and how they sell windows, by the way, and it’s going to be, you know, cold, and ends up talking about Willie, which is actually a dog, and add ins, or your willy won’t ever be chilly again, right? And so just, it’s not that you have to be overly funny or, well, you don’t just have to be funny. You have to do smiles, fists or tears, right? So you either have to make them laugh, cry or get angry, all of those things. Do it in a way that disrupts what your what they’re probably thinking about you, right? Did another ad in Georgia. We were trying to talk about window energy efficiency. We didn’t say, you know, you can reduce your home’s energy consumption by 23% we didn’t say that. We fired up, we ripped open a leaf blower, put some flour on the inside of a window. We just started the ad cold like that, and people are going, what is this guy doing? And it’s the most unpredictable thing. They’ve never seen that, nor will they ever see that in AD again, right? Entertain, don’t inform. Entertain, don’t inform. So second tactic is make the customer the star, not your product star. If you catch yourself writing benefits or features to your product, you’ve probably already gone off the rails, right? Yeah, yep. And this happens. This happens to Leslie every day. Happens to me every day. We even get in this mode and like, Oh man, I got a backup. Yeah, sometimes you have to write through them. Sometimes you start

Leslie Clark 8:03
thinking about all the reasons that your product is great, and they could be 100% true, but the reality is, you haven’t given your customer the clear path for how it’s great for them. Yes, that’s great, but how is it great for me? Very,

Brandon Welch 8:16
very often it’s just replacing the word we do this with you’ll get this. Yes, that’s that’s like, baseline, like, that’s you. Anybody could do that? Anybody could go and find all the places they have we or us or I in their ad and say you yours and your people. And implied, like, directive, second person is what you’re looking at. But even deeper than that, so you’re going to replace the word we with you or your right. You can actually tell a story and put your customer and an experience that is in line with what kind of their imagination has given them, but nobody’s spoken to life, and so when you pull this thing that’s deeply inside their heart out into the real world, then you’ve really got a bond. You have spoken something to existence that only they knew existed for them. And then they’re like, you’re magic, because you have in my mind, exactly so. But the the first thing is to go, just have the gut reaction when I start informing or when I start talking about my products. I back up and I say, How can I switch this to be about them? What are they seeing? I brought an example of this. Can I

Leslie Clark 9:29
read it? Beautiful example. Please read it.

Brandon Welch 9:31
We looked at, gosh, we looked at probably 100 before we put this episode together. And everybody was like, Yeah, this is the one. So okay, I’m gonna demonstrate how you can do this for even the most boring or undesirable products. So if you’re thinking, Gosh, I sell, you know, like, trash service, or, how am I gonna do this? Or I sell, like, you know, roofs, how am I gonna do this? Or boring legal services, I promise you you can do it. And if you can sell this product. Which is a rusted old boat. I think you can do it with anything. And so I’m just going to read the ad to you. But it was a 19 7016 foot V bottom boat, and we sold this boat on Facebook marketplace, actually, from for my father in law, right here it goes make the customer the star tuck back in a cove, putting the sneak on a small mouth. Life stops for those holy moments when it’s just you and God’s country. This is the virtuous vessel that will take you there without question every time, 16 foot of marine grade aluminum is your steady seat atop the liquid sky. Exactly zero fish will judge you for the size of this boat, and neither will your buddies when you’re slaying them left and right. And unlike those other poor bastards flying across the lake, this boat will leave you in complete solitude. Since rolling off the line in 1970 it’s never taken more than a crank or two to be headed off merrily, merrily, merrily, to the life of your dreams, those heavenly honey holes brimming with beautiful bass. And you know what else? You won’t have a stupid boat payment to worry about or some high tech hogwash, fish finder, GPS satellite mumbo jumbo to piss you off, when all you really need to be do doing is getting that line in the lake. Oh yeah, 9.8 purring. Evan rood ponies won’t get you anywhere fast, especially not home to your wife and the rest of your problems, and that’s exactly why this is the boat for you. So what are you waiting for? Toss a box of frosty Bush lights in the back of your truck and come tow this baby away into the sun on second thought, skip the store. You’ve worked hard enough for 600 bucks. I’ll throw in the beer for free, ice cold. Call Terry for a private showing, and maybe even a bush on the house. And

Leslie Clark 11:44
all of a sudden, every middle aged man with a beard that has ever caught a fish is in line. Even the guys with $30,000

Brandon Welch 11:50
$50,000 boats are reading this, going it reminded them of who they were, right, right over the why they wanted a boat in the first place. Now, few key things we did there. First of all, what would the average boat ad sound like selling a

Leslie Clark 12:06
the average ad would sound like it’s this many feet long, and it’s made of this material, and it might have this fish finder feature, and

comes with a set of wheels, comes

Brandon Welch 12:18
with a set of wheels, and there’d be like, you know, 600 OBO, yeah, 600 OBO. Speaking of OBO, within hours of posting this ad on Facebook marketplace, where there are not dozens but hundreds of other boats that are old and undesirable, we literally had four or five offers for this, and we ended up selling it for closer to $1,000 more. We had double fighting listed for guys. It is a 1970 boat, right? 600 bucks, right? We sold it, I think for like, 950 or something like that. And yes, I know you’re selling something different than boats, but what did I do here? We took, we took what was not interesting, which is a 1970 boat with an evergreen boater, like every boat made in 1970 and since. And we we buried that, we just threw it out. We said, what’s actually gonna be happening in this boat? Why would somebody buy it? And it’s like, well, person buying a $600 boat probably can’t afford the $20,000 boat well, and we listed everything out about them. They don’t want a boat payment. They don’t care about technology, or if they do, they can’t afford it, they’re probably just wanting a few more afternoons away for the from their wife. Love you wives, but yeah, it’s just a stereotypical thing, right? And so that’s what we buried in this ad. We told them a story about them and what was going to happen to them, what was going to happen for them. And, you know, beer drinking, taking a buddy out, catching big fish, that’s the dream. And the Maven method we talk about, our process for writing, is always, who are we talking to, which is what I just did, yeah, needs

Leslie Clark 13:52
pains, hopes, fears, yep, tell me what it doesn’t have about they want. Tell me what they need. Tell me what hurts them. Yep,

Brandon Welch 13:58
who we talking to? Needs pains, hope, spheres. How can our product satisfy that? And oh my gosh, we talked about how a 1970 boat is exactly the one you need to make

Leslie Clark 14:08
the customer the star. This absolutely does it. I hear how it’s gonna fit perfectly into my life, and all of a sudden, tell a story. I want that boat

Brandon Welch 14:15
Absolutely. Yeah, so. And you might even get more than you were asking for. Like, it makes people endure to that product. Did the same thing. We’ve done the same thing to old cars and things like that. We’ve written a lot of ads like that over the years. Make your customer the star. Wanna talk about tactic number three? I

Leslie Clark 14:32
wanna talk about tactic number three. Oh my goodness. This one is super important as well. Tactic number three is to make sure that the next step of your ad is in line with the first thing that they read. Couple different ways to make this happen. We’re talking about landing pages or Facebook forms,

Brandon Welch 14:51
or the way you answer the phone, even, the way you answer the phone, even, yeah,

Leslie Clark 14:54
I want, I want that language to be consistent, and I want the person when they get to. Into step number two, it needs to acknowledge what you first promised. If you first promised me a free consultation, when I click to that next step, it should speak to my free consultation. But what do most people do? I see a lot of people repeat their ad in the next step. That’s one way that they do it. Or they just say, Click,

Brandon Welch 15:20
yeah, take it to the homepage, and it’s like, oh, well, welcome to you know our law firm, and here’s all the things that we do. And it’s like, I You promised a free consultation, and by the time I’ve spent more than three seconds looking for that button, I’m frustrated. I’m gone, yes, not only did I not did I not sign up? You didn’t validate my pain. I probably got frustrated. I had a negative impression with you, and I’ll probably go with a competitor next. Yeah, we have a ton of people that talk about like a special offer, and we always want to make sure we probably put for as much work as this ad is, we probably put even more work into the landing page, because the closer you get to that finish line, the more delicate is, and you do not want to screw it up. Can’t lose them. Yeah, you’ve paid all the money. You’ve got them all the way there. It’s almost like a fish that comes up to the bait, and they’ve, you know, got their, you know, took a little teeth into it, and then you just, and then you ganked it away too fast, right? You’ve got to set that hook with them. So I would just go through all of your ads and say, is what I promised. Am I validating that again on the landing page, or did I take them to some, you know, left field? Yeah, you’d be surprised how many times people just don’t even, they just, they just assume call like they don’t even ask for a right call to action. So it’s got to be alignment. And I would say over half the ads that we inherit that people are going this stuff doesn’t broken. That’s where it’s broken. Yeah? It’s not even that I went and wrote a, you know, home run ad, even though Leslie could do that for you, right? It’s just that we fixed. The next step was a little bit off, yeah, yeah. Anything else you want to add? There? Clarity?

Leslie Clark 17:01
Yeah. Just give me the stepping stones. Show me the path directly across the water. Don’t presume I know. Tell me exactly what’s gonna tell me exactly what’s gonna happen next. If you’re asking me to book an appointment, tell

Brandon Welch 17:15
me. Tell me it’s gonna take. Yeah, tell

Leslie Clark 17:17
me how long the appointments gonna take. Tell me how early I should show up. Yeah, tell me if you’re gonna text me and let me know when I’m supposed to be there. Give me all those little baby steps that are gonna tell

Brandon Welch 17:25
me what I’m gonna have at the end of having done that step. Yes, that’s even that’s yeah, I could make a whole nother tip out of that is validate what they’re already thinking they need. So, yeah, cool, number four,

Target, in and around your prospect, tell us the difference in targeting, in targeting.

Leslie Clark 17:46
So targeting in your customer, there’s a couple obvious ways on Facebook to target. You can target by demographic, which is age and sex and race, the like makeup of the income, yeah, yeah. And then there’s location targeting. So that’s my geographic area that I live in. You can target a radius around Springfield, Missouri, or your business’s address,

Brandon Welch 18:10
right? So X amount of you know, this county, this mile radius from this address, whatever. Those two things are pretty obvious, like most people in digital marketing understand, oh, I can go target this to somebody demographic. Facebook does something that’s even cooler and kind of allows us to find people that may be outside of or more likely to buy based on based on interest. Their interest, which Facebook has a creepy way of knowing everything you’re interested in, they know things you’re interested in are going to be interested in, but you didn’t even quite know

Leslie Clark 18:41
yet, right? Yeah, they do it all based on what pages you like and what people you follow, and, yes, what websites you visited. And so,

Brandon Welch 18:49
for example, I’m an aviator, right? And Facebook obviously knows that, and now I’m into helicopters and airplanes and stuff. Part of the way they know that is because of the pages I follow. Part of the way they know that is, even if I don’t follow the page, I stop and like content that has the words related to that, or scarily, they even know the content of the video. And they can analyze that. They know things I’ve posted about. They can analyze what my pictures are about. And so of course, I get all the helicopter and airplane stuff, but what do I get around that? Watches, knives, flashlights, things that aren’t specifically for, like, just aviators, but aviators tend to like them, right? Yeah. And so that knife company or that watch company, they know that, and so they’re not just saying target people who have pilot in or, you know, pilot as an occupation, they’re going or a demographic, right? They’re going no people we know, mountain climbers and people interested in, you know, back woods, flying, world travel, world travel. Yeah, those are interests that are in line with our customer. And so if you’re selling,

Leslie Clark 19:54
let’s call it a roof. I mean, I think that’s an easy example. If I’m trying to target someone to buy a new roof, I’m. Are interested in home improvement, people DIY projects and, you know, people that own houses. Let’s

Brandon Welch 20:07
go, let’s go a little step further. Yeah, would I be more likely to own my house if I drive Alexis or a Kia? Alexis easy. It’s it’s in line with a higher household income. Somebody’s probably gonna have the money to do that. Think about other brands that they would like, Kitchenaid, HGTV, yeah, you have to be a little bit cynical and maybe a little bit stereotypical. We’re not trying to be mean or leave anybody out, but just saying, what are the what’s the statistical likelihood? Maybe I can think of a couple roofing clients that we should be targeting, people with higher end luxury cars, right? What

Leslie Clark 20:42
happens here when you niche down on interest based targeting is that you’re finding a more qualified lead. Yes, from Facebook, you want people that are most likely to buy your product, and the better you can profile them, the better you can put together what your target really is.

Brandon Welch 20:56
Facebook’s always betting on the chance of reaching the right person because it wants to serve you, right? Yeah. So if I say, okay, most homeowners are 35 these days or older, Facebook goes, cool. I’ll show it to all 35 year olds. And, you know, in this area, yeah, in this area. But if I say 35 and owns a boat, and you’re going, why does it care if I own a boat? Because if very few people that rent have the credit to own boats, so I know they’re gonna be homeowners. Maybe I catch the ambitious 27 year old who bought his first house at two.

Leslie Clark 21:25
Yeah. The cool thing is, you can stack interest too, like, just because you find one doesn’t mean that’s the only one you’re locked into. So what happens is, everyone who I think that you’re exactly right, anyone who would own a boat would likely own their their own house, yes, but then you can say, also, give me people who drive A Lexus, yes, or, you know,

Brandon Welch 21:43
and Facebook’s gonna show it first to the people that meet all three requirements, yeah. Or more or more often I should say it’s gonna like, it’s gonna favor that person versus just the age. So the around your target is just draw some Venn diagrams. And we actually provide for this in the Maven method. We actually, when we say, Who are we talking to? It’s not just we a 35 year old female. We say, No, what’s

Leslie Clark 22:06
her name? What she looks how many kids does she have on? What

Brandon Welch 22:10
books does she read? Yeah, right. What would she rather be doing with her time? Who has, who has power over her? Like, is she, you know, a business based woman name, or give her a hobby, like, what is she doing on the weekends? And when you do that a it informs like, you’ll just put this person in your mind. You’ll naturally write to them better write better ads, yeah. But it opens up, oh, well, gosh, I’ve written about this person. I’m pretty sure that all the people in this neighborhood that I want to target, they probably have, you know, Lexus, Audi, BMW, or, you know, yeah, Ford, in their, in their, in their garage, right? So add those layers of targeting, and it’s just going to allow the Facebook, you know, creepy tech, to find them better. Yeah, anything else you want to add

Leslie Clark 23:01
about that? What do you lead? No, I think that covers it. Don’t be afraid of Facebook targeting. Lean into it. Yeah, profitable. Lean into

Brandon Welch 23:07
add more. So there’s, there’s two rules. There’s like, you can, you can set up Facebook targeting where they have to meet all the requirements. And I probably would do that way less time than I would say any one of these requirements. So stack them on top of each other, versus saying they have to have a Lexus and a boat. Yes, say Alexis or boat, or if they have both, great, right? Cool. Last one,

Leslie Clark 23:31
give the algorithm enough time and budget

Brandon Welch 23:34
to perform the million dollar question. How much do I have to spend on this? Right?

Leslie Clark 23:40
Tell us more gotta spend enough to do what you need to do. So Facebook has what they call a learning period. This is when you’ll hear people talk about the algorithm learning what your ad is doing out in the world of Facebook not optimized. Yeah, yeah. It’s not optimized. Bunch of big words attached to that. But really, what Facebook is looking for is 50 optimizations within a seven day period. And optimizations are really just your campaign goal that could be. My goal is to get more clicks to my website. My goal is to collect the leads on Facebook. Facebook has a number of different goals. Video plays. There’s

Brandon Welch 24:15
the one that probably matters the most to our audience is leads, right? Is lead generation,

Leslie Clark 24:20
yeah. So in this case, we would want 50 leads in a matter of seven days in order for Facebook to reward us and get us out of the learning period, to really optimize our campaign. So

Brandon Welch 24:30
somebody in the other than is going, well, how many is then? What’s my budget? Need to be some ranges. What are you seeing right now in like ranges of cost per lead. So then we’re going to give you the math formula to literally break this down to what you put this down to what you probably need to be spending

Leslie Clark 24:44
to get the best. Yeah, the reality is that your cost per lead is really dependent on what you’re willing to pay for your opportunity, for your customer. Okay,

Brandon Welch 24:52
give us some categories,

Leslie Clark 24:53
some categories from medical I’m seeing leads between on the low end, probably 20. On the high end, probably 50. Be any fun product, any, like, elective fun product. You can probably get leads under 10 bucks. Yeah, you have good written

Brandon Welch 25:08
possibly e com sales, right? Yeah, yeah. Like, literally, every $10 you spend, you’re getting a sale. Or somebody saying, I’d like to talk to you more, yeah,

Leslie Clark 25:15
give me some other categories,

Brandon Welch 25:17
legal, I think we’re in the 20s, 30s there. Yeah, legals

Leslie Clark 25:20
are, legal is a little bit higher too. I would say like, 30 to 40 is pretty safe for what I’m seeing for legal home improvement.

Brandon Welch 25:28
I’m gonna say 30 to 60, right? Yeah, that’s an average. There’s some that are a little higher than that. But in that, what? What that? Just to break that down, that’s not saying Facebook’s going, yep, give me $60 and I’ll give you a lead. It’s saying on the law of averages, I have to spend $60 before enough people will see it, respond to it, and then, you know, become that contact that I want to follow up with. So let’s just say it’s 50 it’s a pretty good average. You know, most people, I think selling products that have a, you know, two or $3,000 value, would be willing to spend $50 for the opportunity to talk to somebody, right? So if I know that my goal cost per lead is $50 and I know that I have to have 50 leads in a week, 50 conversion actions in a week, to get that algorithm out of learning mode, so that we’re and what happens when it’s out of learning mode is, Facebook’s no longer just showing it to like all the random people in your target they’re saying, Okay, we found we found out that, you know, women 34 to 38 with golden retrievers are more likely to respond. And it’s not that they tell you that information. They just they have a cent to chase after they get that many conversions in seven days period. Yeah. So back to the math. I know I need 50 events. I know they’re going to be at least $50 a piece, or they’re going to be max $50 a piece, because that’s what my tolerance is. Yeah, that equals 50 times 50 is 2500 that I’m going to have to spend in seven days time. So I divide it by seven and I set my daily budget. That comes out to about $350

Yeah, so Facebook

can be very efficient for the results it delivers. But on the grand scheme of like, spending less money, another

Leslie Clark 27:10
important thing to note there is just because your your weekly budget might be $350 daily, daily, yeah, that can be toned down once you get out of learning it can Yeah, yes.

Brandon Welch 27:20
But, and if you, if it’s in learning mode, you’re actually better to pour gas

Leslie Clark 27:25
on that, yeah, crucial to get out of learning mode if you want profitable ads. So you kind of

Brandon Welch 27:29
have to have an abundance mentality here and go, Okay, I know, like, just expect you’re going to have to have a learning period in Facebook and all advertising, right? Any direct response, like, stop trying to think you can just get in for a little money and see if it works and add money to it. I love to be able to tell people that, but I’ve learned that’s the fastest way to waste money. Is to have that mentality. So I’d rather see you save up the money and have a good, you know, buffer budget to enter and say, I’m going to spend 20 grand before I abandon this, because I’m just going to keep tweaking it, making it better.

Leslie Clark 28:00
Yeah, Facebook is facebook makes it really easy to waste money, too. So you have to be a good guard of what you’ve got going on and have some strategy and tactics behind you, or

Brandon Welch 28:09
have a team that knows what they’re doing. And I hesitate to say this, because I think some CEOs should, if they’re passionate about it, they should sink their teeth into all the marketing stuff. And I think that if you want, if you have any interest in learning it whatsoever, you should

also you probably don’t have enough time to justify what you’d be giving up to do something else more profitable in your business, like you need to be running your business. So maybe you have a good marketing department, and they need to hear, you know, some of these episodes or tips, but spend money in training, spend money in there, in the research part of that, and make sure you’re spending enough to get at least 50 conversions in a seven day window. And what that does, it’s going to pour the gas on the fire, and Facebook’s going to get a lot more efficient than it is. So if you’ve been struggling, if you’ve been going ad, tried some of that Facebook, and it didn’t, didn’t work, didn’t, didn’t work. It’s probably, probably one or a combination of these things would get you back to that, because we spend lots of money, and we we are not loyal to Facebook or meta or Google or any one, TV, radio, Billboard medium at all. We do it all. And I can tell you that there’s a lot of money to be made for the local business. Like, and that’s kind of a new thought. Like, Facebook used to be thought of as this free social media tool. I’m over generalizing that people know that by now. Like,

Leslie Clark 29:30
yeah, you don’t know that every day on Facebook, yeah, yes, but

Brandon Welch 29:35
it’s become a real local business, viable tool for for generating appointments and in sales. So you want to go back through the top five, yeah, I do secrets we’re getting for getting more profit out of your Facebook ads. Yeah. Number one,

Leslie Clark 29:51
don’t inform. Entertain. Number two,

Brandon Welch 29:54
make your customer the star, not your product. Number

Leslie Clark 29:57
three, make sure your landing page leads. To the logical next step,

Brandon Welch 30:01
and speaks to the same part of the ad, the alignment, yep, number three target in and around your prospect, and then

Leslie Clark 30:08
number four or number five. Pardon, give the algorithm enough time and budget to optimize

Brandon Welch 30:16
guys. Put that into play. You’re going to see better results. And if you have a campaign that’s not performing, we want to do a free analysis of that for you. Love to take a peek at your campaign. Not not because we’re trying to earn you as a client or anything. We just we love to help. That’s what this podcast is all about. We are here to help entrepreneurs confidently grow without wasting money on advertising. We absolutely get so mad when people are wasting money, and that goes for you too. So if we can help you, get a little more, yeah, or a little less, send

Leslie Clark 30:44
us your questions. What would they do that? Is it Maven? Maven Monday? What

Brandon Welch 30:50
is it Maven Monday at Frankandmaven.com Cool. We’ll get back to Maven feature question here on the show. With that, we will be back here every Monday answering your real life marketing questions, because marketers who can’t teach you why are

Leslie Clark 31:04
just a fancy lie.

Brandon Welch 31:05
Have a great week.