How to target your dream customers with paid ads

In this video, I'm going to show you how you can target and find your dream customers inside of your Facebook ads. And this is going to be applicable to Facebook, YouTube, as well as Google, probably TikTok and some other platforms as well, because it really comes down to copywriting. So I'll go back and forth between this camera, and I'm drawing some stuff down on my iPad, so I'll make sure to kind of bring that up full screen so you guys can see it. But I think the biggest thing that I hear from a lot of people is They complain about bad lead quality coming in through their advertising. They complain about if they do come in and maybe they're okay quality, how can I get them better? And especially with sales teams, they'll always usually complain about something, which is fine. There's usually a good reason for that. But how can you do the best possible job that you can at finding and attracting those like perfect dream customers through your Facebook ads? Let's talk about that really quickly and I'll show you kind of what this looks like. So dream customers really does not— it's what is helping you attract those dream customers and what is helping you push away the bad people is really how I think about it.

So let's say in green, right, you've got your like perfect client over here and then in red over here you've got like not a fit. There's going to be things that you can do to help for each one of these things. And in the middle here is going to help you kind of get the result that you're looking for, right? Which is going to be a perfect client, like a well, well-qualified client, right? Through your advertising and through your marketing, there's going to be different things that can pull people towards you and things that you should be doing to push people away. And that's really how I would see it, is with the perfect people You want to pull them in, and with the people that aren't a fit, you want to push them away. And what are the best ways to do that?

Even if you told Facebook, hey, I want to target these people that are interested in these specific softwares that only business owners would be interested in, right? And I really want to make sure I target the top 10% income zip codes. People will do that all the time, and you'll still end up with no sales and really bad leads. Why is that? Well, it's probably coming back to one of two things.

The perfect client is gonna come to you because you have a good offer, and the people that are not a fit are once again gonna get pushed away based on your offer and your offer positioning.

So if you can position your offer in the best way possible to make sure that you're only speaking to the person that's a perfect fit, you're gonna have a lot better success.

Same goes with the copy. And that's where a lot of this is gonna come down to, is your copywriting needs to pull people in that want what you have to offer, and it needs to push people away as well. A really good example of this, and I'll actually go over here real quick, a really good example of this is in your copywriting, whoops, what you can do, is you can be as blunt as calling 'em out, right? This is for blank, right? This is not for blank. Just these simple callouts. It may seem super easy, it may not seem like anything fancy, but by putting these things in your copy, you can really have a big impact on the kind of person that's gonna be clicking on your ad. The other thing is really gonna come down to your offer, and more likely than not is how you present the offer inside of your paid ads, right?

And that's gonna come down to the copy, the creative, what you're saying in the creative, what you're saying in the copy, all that good stuff. So if you can present your offer in the best way possible to attract the right people, that's really what's gonna help. Here's how I like to think about it is if you were invited to speak on a stage and say you work with, like me for example, I work with lots of coaches and consultants. But say I was invited to speak on a stage in front of a ton of chiropractors, right? They're all chiropractors. None of them are coaches and consultants.

Well, more—

and there was a million of them. Say there was a million chiropractors on that stage, right? That's a lot. Even though none of them necessarily are gonna be coaches and consultants, I know that they're gonna know someone that is, or there could be some coaches or consultants that snuck in. And maybe that was too specific of an example, but maybe Tony Robbins, for example, right? Or if I wanted to speak on stage at a I don't know, a huge car convention. I know that the bulk of that audience is going to be people that are interested in cars or interested in Tony Robbins. Maybe they don't have a business, but based on my language and how I call out people, the people that are business owners inside that car meet, or that maybe are business owners at that Tony Robbins event, will raise their hand, self-select, and come to me. Just like the people that are not business owners should just not raise their hand, not self-select, and not come to me. So that's why it's so important in your copy, in your creative, to get those dream customers. Make sure that you're calling out the people.

I said it a ton of times, call out the right people, push away the people that are not a fit for you.

And let me give you a really, really simple framework to kind of make that happen.

So first things first, what I'd recommend doing is on all of your landing pages to basically have this 3-step kind of outline here. And I would always recommend having a how does this work, right? So, and I didn't do that really great, but that's fine. How does this work? This is something that I think everyone should have on their landing page, as well as maybe even in their ad copy. Like, how does this thing actually work? What is the next steps? Because that's really what people think, right?

If You've done the good enough job in your ad copy, in your creative to draw them in. The next thing they're thinking is, all right, well, how do I get started? Like, how does this work?

Lay out a plan for them. This is one of the most foolproof ways I've seen to get like the best of the best leads that you possibly can into your world just by giving them a roadmap.

It's kind of like if you go to a theme park and the wait time is posted and it says 30 minutes, you'll probably be more prone to go in there and wait if you can tolerate 30 minutes. Versus if there's no wait time at all, it just says, hey, we don't know how long the wait is, you just got to come in. You may or may not want to ride that ride because you don't know how long the wait is.

Drawing out a map for people is very, very powerful. So what I usually like to do is say something like, okay, step 1, watch training.

Say you're booking people for a sales call in this example, right?

Step 2, Reserve a call. And then step 3, be like, start executing, right? And you could maybe put like some small, like pieces of copy in each one of these if you'd like to, just to kind of give a little bit more detail. But having this both on your ads and on your landing page is super, super important. So even if you structure your ad copy alone, Kind of like this, where you have a hook, where you have the body— whoops— body or story, where you have like the value stack. Then I'd recommend saying the how does this work, so kind of like a roadmap. And then you could have some kind of call to action.

If you structure your ad copy like this, cuz this is where a lot of the good stuff happens. The targeting is super cool inside of different ad platforms. It's really cool to be able to make awesome creatives that stop the scroll. And the creative should almost do something very similar, is it should give them a clear, concise, transparent what's next steps once I click on this ad.

That's where you're gonna get the best of the best kind of people. But you wanna make sure you buffer in all these things.

Whoops.

You wanna make sure you buffer in all these things like story, ad copy, sorry, story, hook, and the value stack built around this roadmap.

If you just come out the gate and give 'em the roadmap, they're gonna be like, okay, like I don't, why should I trust this roadmap?

And that's gonna be something else too. I think you could totally add in here. Get rid of these for a second. You should totally add somewhere in this copy some kind of results or testimonials.

If you want to get better people into your world, stuff like trying to get a ton of video views and retargeting them can work. It's super valuable. Stuff like putting in the top income zip codes and putting in certain interests and targeting Facebook groups can be very useful. But at the end of the day, the ad itself is the most powerful thing. It's, it's the basics, right? And trying to really master those basics is what's going to allow you to ascend and get to that next level and get the most qualified people in your ads that you possibly can. And this has been something that's just working, worked time and time again for myself and a lot of my partners.

So I know this is a little bit of a quicker video, but if you want to get more dream customers, the bottom line is first off, make sure that you, if you want someone that's a fit, make sure you're pulling them in, you have a compelling offer and your copy is speaking to them. If you want to get rid of these people that are not a fit, your copy should do the exact same thing. Your offer and copy should push them away and make sure that they don't continue on to the next step. Easy ways to do that copy, just say, hey, this is for blah, blah, blah. Blank. This is not for blank. And make sure that your offer is very, very compelling across the board.

That's a, that's a big part of it. And how you present your offer is just as important about the offer itself. And then finally, a little bit more of a tactical one on your landing pages and on your copy. If you just added this one thing, I bet your leads would be a lot more qualified and maybe even more ready to buy. When you give them a game plan, give them a map and give them a you know, time that they have to wait kind of a thing. So they know exactly what to expect. And like I said, I like doing this on the landing page.

I think it's great to do this in the copy.

I think even on like the creatives.

So I'll just chicken scratch a creative real quick and then I think we'll be good. So you had your creative here. Say it's like a little image of like people. I don't know. And there's like a headline and then there's like something going on over here. Let's say this is your creative. Right below that creative, you could just have your main headline and then the button where they click learn more. I think right at the top of this creative or right at the bottom, even in the corner, give, hey, step 1, and this is really small now, but step 1, step 2, step 3.

It doesn't have to be the main point, but it can be something really, really valuable. That you put in front of them. So I hope this was helpful. Implement this into your ads. The, um, you know, the media buying side of it is very important, but a lot of it has to do with the marketing, the angle, how you're presenting things in the ads. Don't get so hooked up on the audience and the technicality. And like I said, the media buying side of it, make sure you're also showing love to the marketing side. If you have any questions, let me know and check the description below because there's a free cheat sheet that gives you full breakdowns of all the important KPIs that you could care about and that you should care about. In your marketing and how to influence them. Check the description and you can get access to that. I'll see you in the next video.