So before you drop any money and run ads do a deep dive and assessment on these three step first.
Because, sending traffic is the last and most expensive step of them all.
1) Your offer
Remove the grab ‘em by the credit card landing page, delete the thumb-stopping image, erase the suck’em in copy, and what remains is your offer.
Your offer is the ‘thing’ people buy to do a ‘job’.
For example, a pencil does the ‘job’ of writing on paper, petrol does the ‘job’ of moving your car, or a coaching program does the ‘job’ of removing self-limiting beliefs.
If your offer is not compelling, solves a vague problem, or worse no problem at all, and does not resonate with your audience then you lose. Goose eggs, fold your poker hand, flushed money down the drain, wasted effort.
However, the scapegoat in your mini pyramid ponzi scheme? You guessed it – Facebook Ads.
And the usual refrain ensues ‘Facebook Ads don’t work’, ‘ads are a scam’, ’put in €10 and got nothing out – a waste’.
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2) Landing Page
Let us pull the string along to step 2.
Your audience clicks on your ad – arrives on your landing page, reads your super juicy completing offer for an eBook, a webinar, course, or €999 coaching program.
Immediately they hit the back button, Crtl-W / Command-W and are gone. Wait. What, Just. Happened.
Eugene Schwartz in his book Breakthrough Advertising written in 1966, discussed the 5 stages of the buyers’ journey.
- Completely-Unaware: No knowledge of problem or anything perhaps, his own identity or opinion
- Problem-Aware: Prospect senses he has a problem, but doesn’t know there’s a solution.
- Solution-Aware: Prospect knows the result he wants, but not that your product provides it.
- Product-Aware: Prospect knows what you sell, but isn’t sure it’s right for him.
- The Most Aware: Prospect knows your product, and only needs to know “the deal.”
The key to effective landing page is to match your page with awareness stage of your audience. Or people hit the back button.
And when the back button is pressed? The scapegoat is, you guessed it – Facebook Ads – and the usual refrain ensues ‘Facebook Ads don’t work’, ‘ads are a scam’, ’put in €10 and got nothing out – a waste’ of time and effort.
Choose wisely – hot, warm, or cold audience?
You decide which audience, you are in control. Choose to wide an audience and nothing happens, choose to narrow and little happens.
- Give a discount to a cold audience and it fails – they are not ready to buy.
- Give a free consultation to a warm audience and it fails – not ready to test a solution provider.
- Send a hot audience to ‘do you have this generic problem’ blog post and it fails – as they are ready to buy.
The scapegoat? You guessed it – Facebook Ads – again the usual refrain ensues ‘Facebook Ads don’t work’, ‘ads are a scam’, ’put in €10 and got nothing out – a waste’.
The wrong audience to the wrong landing page, with the wrong offer and you get ‘crickets’. The scapegoat? Facebook ads.
The one thing Facebook Ads do Fix?
The one thing Facebook Ads do fix is traffic. Yep, traffic and as much as you can handle.
Put your euros pounds, dollars into the Facebook slot machine and out comes traffic.
Traffic is what Facebook Ads fix.
More traffic will never fix a bad offer, a poor landing page, or ill-defined audiences.
Facebook Ads fixes traffic. And little else. Fix the other three first – then send traffic.
P.S. Want help figuring out which step to fix in your funnel? Book a free strategy session and we will figure it out, fast.