228: My Million Dollar Facebook Ads Strategy - #GrowYourLife

Hey, what's up, everybody? Thanks for listening to the Grow youw Life podcast. My name is Jeremiah Krakowski, and on this podcast I help coaches, mentors, trainers, and business owners scale their business and make more money. Now, today, I want to talk about how to make your Facebook ads work. I did a presentation this weekend on this. I'm going to summarize it for you. I think that this is important for me to talk about. You can listen to this real quickly wherever you're at, and it's going to help you. Right now, we're sitting on the couch here in my living room. We just closed on a house this past week. Super exciting. We'll be moving at the end of the month. Very excited for that. But what I want is I want to see you making more money with your Facebook ads. And so here's the biggest thing that stops people with their Facebook ads is two things. They over complicate the ads manager itself and they don't understand what actually makes the ads work to produce results. Okay, so first off, prior to 2018, when Mark Zuckerberg appeared in Congress, they made him. They didn't make him, but they did make him. Like they. They pretty much forced his hand to change how ads were done. Prior to that, like, anybody could basically put up an ad and get a ton of sales right away. It was. It was freaky how easy it was to get sales prior to 2018. And then that all changed. And then Covid happened. And this is why specifically, if you're a mentor, if you're a trainer, Covid happened. Everybody popped on the scene with their own course, coaching program, mentorship, online marketing, the great resignation, all of that. So lots of competition that really hasn't died down a whole lot. It's just sort of ebb and flowed since COVID I think that a lot of the people who started around Covid, if they haven't gotten success now, they might have like a second wave of it, since we have some economic hardship going on. By the way, economic hardship inspires a lot of mentors and coaches to pop on the scene. Economic prosperity reduces the amount of them because a lot of people can go get jobs elsewhere. So it's interesting dynamic there. But with Facebook ads, iOS 14 happened in 2020, and that took away a lot of our targeting options. And so here's what a lot of people don't get about targeting their ads is the sales copy on the landing page and then particularly video ads. More than anything else. I've triple and quadruple and whatever is Oople above quadruple tested this again and again and again. And video ads are, bar none, the best way to attract the right people to you. The lead cost from a video ad, the cost of your ads results is a little higher with a video ad, but the quality of the response is exponentially greater in our experience. And so what you say in the video ad, what you write in the ad, and then what you write on the landing page where people are signing up. And particularly if you're a mentor, trainer, coach, you need to have people signing up on your email list, you need to put out free offers. Or at the most, if you're marketing with ads like $7, $17 at the most, maybe $27 offers, because beyond that, I would market to people. The more expensive stuff that are already on your list are already following you at that point. Okay, so that's one thing to keep in mind is that when you're marketing your ads, you want to offer free stuff to people on the ads and then use that to attract the right clients to you. Your sales copy itself and the words you say in the video ad and the words on the ad, that's actually what determines your targeting. And that's changed in the last five, six years. Completely changed. And so what we do is like you only want to be worried about broad targeting and detailed targeting for like 30 days once you launch an offer. Because beyond that, you want to dial in what's called a lookalike audience. So a lookalike audience is an artificial intelligence AI audience that is based off of the actions and the intent that people take on the algorithm. Again, listen, if this sounds confusing, I kind of just threw at you the entire strategy of how we run Facebook ads. So I get it might be a lot. Let's break it down piece by piece here over the next maybe 10 minutes and let me explain it to you. It's essentially two pieces you got to understand. And that's what I broke down in my training this, this past weekend. This is sort of like a summarized version of what I broke down because I'm not using it to sell you on anything. Plug though, you know, if you want to join some of our free trainings, we are hosting a five day intensive here coming up. If you're not in our accelerator, would love to have you join our accelerator when we open the doors to that, our coaching program to help mentors get more clients in their business. Okay. The two parts of Facebook ads, Number one, the ads manager, targeting, building your look alike audiences. Okay, this part is Actually way simpler than 99.9% of people make it. Most people over complicate this side of things. Sales copy is the part where you actually want to put most of your energy and effort. And what's cool is now we use AI to do this part of things, which is awesome. But most people neglect actually doing this part right. And when they do it, they miss out on a lot of stuff. If you watch back through my podcast episode the last two, three months, a lot of times, if I'm talking about sales copy, if I'm talking about messaging, I'm going to be talking about, you got to get very specific. You have to make bold promises. You have to be willing to put your, your reputation on the line and, and go out there and promise results to people, because that's really the only thing that's actually going to get people to take action with your ads. Otherwise they're just going to ignore you because it's not important enough to them to actually make the time to prioritize even listening to you at that point. Unless you are bold with the promise that you're making people. And you want to make sure that you're making promises specifically to people that are going to get a result with you, that's number one. But also just as importantly, are going to be a buyer. They're going to spend money with you. Not everybody is a potential buyer. So understand that, that with not everybody being a potential buyer, that's okay. Because if we look at the real world around us, like not everybody's gonna purchase every product they see, okay? We're getting inundated all the time with products and services and messaging and things like that. But just look at your own purchasing habits. You buy products that, because you fit into a certain demographic and psychological graphic, like how you think about the world, your worldview, your beliefs, and you buy certain products and services because they fit into that for the life that you want to live. There's people that, you know, could benefit from the products you use every single day, the services you use every single day, but they just don't. They either go with the cheaper option, an inferior option, or just a different option. You know, we got Android and iPhone, so you got to realize that, like, not everybody's going to be a buyer of yours. Even if your product could help everybody. Could everybody benefit from. From an iPhone? Of course. Could everybody benefit from the features of an Android that make it better than an iPhone? Of course. But they're split like not everybody has, but both you get it. So you got to understand, like, that's how consumer behavior is. You're not going to change that when it comes to your mentoring. So what we want to do is we want to lean into consumer behavior of who is going to be a buyer and who's going to actually get results with us to create case studies. Because you're not going to convince somebody who's not a good fit for working with you. And a good fit is defined by a lot of things. Again, you know, a Android phone user might be a good fit for an iPhone user, but like, they're like oil and water together. They're different types of people. So like, like think about that. Like, no, but like, you would really benefit from this Android. You're not gonna convince that Apple user to change their mind and to suddenly become this better fit for you. Right? Does that make sense? Okay, so that's where a lot of people, when it comes to their mentoring, when it comes to their coaching, when it comes to their advertising, they're literally trying to do that. The exact thing that I've just talked about. Like they're trying to convince an Apple user to use Android and they're like, but you could really benefit from it. So, so like understand that it's way better worth your energy to just focus on those people that love you already, that are resonating with you, that super are looking for, they're searching for, they've been praying for the thing that you've offered and lean in with those people instead of trying to convince anybody that they should work with you. That needs convincing. It's just not worth your time or energy. And it's not a way to build a business trying to convince people. Like, it's just not. Okay, so that's the first side of it. Then what you want to do is you want to be able to target those people with your sales copy. So the copy that you write needs to focus in on the people that are a good fit that will actually end up buying something from you. And you're essentially going to leave out the group of people that probably isn't a good fit with you overall. So that's fine. That's great. That's what is going to make more money when it comes to the ads manager side of things. If you don't have an email list already, if you don't have a bunch of followers, if you don't have engagement on your social media, you start with broad targeting and we can ask chat GPT real simply. You know, you could take your sales letter or your offer and say, okay, what's a group of people that I could target with this offer? Type it in and it'll give you some options that you could target. This is where people get it wrong, though. Okay, hear me out. They end up spending most of their time trying to dial in that targeting. Then they're using that targeting for their offers when they need to. As soon as they get like 200 video views, 200 people visiting their landing page, 200 people that are leads on their email list, you need to pivot away from detail targeting and go to lookalike audience targeting to where the. The people are tracked who actually took action with you. And then you build a bucket that's called a lookalike audience. And a lookalike audience is an artificial intelligence audience of people that are most similar to those that already took an action with you. So automatically the detail targeting is terrible. Now, on Facebook, it really is. We start with a broad range. ChatGPT can give you some great ideas as to who that is to target. The prompt I use is, you're a face. I would. I would type this into chat GPT. You are a Facebook ads expert who understands detail targeting. I'm wanting to promote this offer. And then I would paste your whole landing page in there, or at least the top part of it. Give me 20 options to try out for the detailed targeting in the Facebook ads manager. And then you ask ChatGPT to give you that. Only use that in the beginning when you don't have people on your email list, when you don't have any engagement on your social media. If you have engagement on your social media over the last six months, I would use that as a lookalike audience because you can go into the ads manager, put those people into a bucket, and turn it into a lookalike, and then target those people with your offers. And then start to build better lookalikes that stack on top of each other based on the action that people take. It's kind of like a pyramid. It's like a reverse funnel. Okay, so, like, the quality goes up the higher the funnel goes. So if they're a lead, that's a better quality than somebody who just engages with your content because they gave you their name and email address. If somebody buys from you, that's a better quality than somebody who just gave you their name and email address. And so we build our lookalike audiences based off of these levels of intent and action that people take. And so then the goal is, all we do is we just send Our ads to the lookalike audience. I literally only send my ads to one lookalike audience for the last six months to build our whole business. We did the same thing with Rick Pino. We've done the same thing for my mom. One lookalike audience based off of people that are actually buying our programs. And then that lookalike audience contains about 10 to 15 million people that we market our offers to. So we're lasered in with our targeting because of the lookalike audience. And you can have confidence in that. The way you build a good lookalike audience is with your sales copy. So the algorithm decides who to show your ad to based off of the words that are in your ad and the words that are on your landing page. And so we use ChatGPT to put those words together very simply, very easily. One of my favorite prompts is this. You could take your sales letter and then this is the prompt that we'll use. Convert the above to PAS copy and then convert that to four Facebook ads. And I will literally use that as our Facebook ads copy. If you get my chat GPT prompt document, it's over at my website as a whole bunch of prompts on it that you can use for your ads. The words that you put on your landing page, the words that you put in your offer. Getting specific to a very specific type of person at a very specific stage in their life journey with a very specific desired outcome, and qualifying them as not being a certain group of people that is disqualified or not a good fit or not ultimately a buyer of yours. Laser targeting in with the words that you use on your sales copy. The robot algorithm and the AI Facebook actually has this meta AI department. And they read what's on the ad, they read the text in your ad, they read the words you say in your video ads. This is why graphic ads do not convert as well as video ads. As far as the quality of people that you're getting ever, they just don't. You gotta be doing video ads. We have a chat GPT prompt to help you make video ads. So the the algorithm will read what you said in the video ad, it'll read your ad copy, and it'll read the text on your offer landing page that you're actually sending people to. And then that will decide who they show your offer to, who they show your ad to. So your targeting is actually decided by the copy that you write now. So we create these look alike audiences of people that are taking action and then we dial our copy in around the very specific person who's most likely to buy from us. And that brings our ads cost down exponentially, grows our sales. And that's exactly how in the last 12 months my wife and I have made a million dollars. And in our business, that's how we were able to help Rick Pino make a million a month in his business. It's how we help my mom make over $20 million a year in her businesses and get a 36x return initially and even an 80 and sometimes 100x return on the back end. Those numbers are not exaggerated, by the way, when you follow this system of advertising, when you follow what we teach you about sales copy about offers for Your mentorship business, 80 to 100 times your ad spend is not unreasonable overall. Okay, and so this, this works. Where people get stuck is they overcomplicate the technical aspects of their funnel. Don't do that. They get stuck because they're, they, they pre record all of the content that they're going to sell. Don't do that. Pre sell it. Get some people in front of you. Let the Q and A and the feedback dictate what you're going to market to people. People get all stuck on the tech aspects of the ads manager. Don't do that. You could also hire somebody over at onlinejobs PH or Fiverr to help you set up your pixel on the technical aspects. What's most important is putting an offer out there to get people to sign up on your email list. And the best version of those offers that we found is, is live trainings such as Zoom webinars. We host Zoom webinars a couple times a month and then five day intensives, or some people call them challenges, where you do a five days in a row and you, you, you literally provide a ton of value during your webinar, a ton of value during your five day deal, and then that's where you can sell people on your program. And when you do this, the profit margins are crazy. The profit margins are incredible. The community you build is incredible. Okay, so it's all about dialing in that language. One of the last keys I'm going to give you as to how we dial that language in is the feedback loop. So whenever we host a live event, whenever we host a webinar, whenever we host a five day intensive, whenever we host a challenge like that, we have people join a Facebook group and there's questions in the group that we ask them. And this is actually one of the most important parts of our entire business. It's also, one of the number one areas I see people not doing is ask questions. And the questions are, what are you struggling with in your business? What would you like to learn from us? And then people tell you in their own words what they're dealing with. We're able to then feed that into the AI. We're able to feed their exact words into Chat gbt and it helps us dial in our offers to laser in on the exact people that are a good fit with us. And then when you do a, like a live Q A or a VIP Q A after your webinar, that's why we do those. Take the transcript of that, filter that into Chat GPT, pull out the different nuances, ask it, what are the pain points of the people from this transcript? What are their biggest struggles? What are their sacred cows that they're trying to avoid? What are some areas of personal development that would help them describe psychologically what their biggest hindrances and blocks are? These are prompts that I asked ChatGPT all the time and it helps me understand who I'm actually talking to. It's helped me become a better coach, it's helped me become a better mentor. It's helped me, if you've listened to this podcast over the years, really like get better at how I teach overall. And so I'd love for you to join us. If you're a mentor, if you're a coach, if you're a trainer and you want to make some money and you want help in your business, our accelerator is where you get to work with me, get my mind on your business to help you grow. And so get on the waiting list for the accelerator. Join us for one of our live events, whether it be one of our five day events. I'm telling you, people tell us our five day intensive is worth what they've paid $10,000 for before. And I love that. Join us for one of our, our Saturday webinars that we do. People tell us that those Saturday trainings are as, are, as, are as good as full courses that they've invested in. And so like, I'm actually very proud of that fact that we deliver so much value to people that people are getting results that they're seeing that they're their changes in their business. And, and, and I want you to be one of the next people that makes a ton of money in your business as well. All right? So stay connected with us, share this podcast with some people and we'll talk soon. Grow your life.