Audience Advantage ™

Hey, guys. Welcome to module 6 in the paid ads advantage. We are on the audience advantage today. So my promise to you is we're going to set up six audiences. Once they're ready, you're going to dominate middle of funnel and bottom of funnel, and you're going to get warm leads and we're going to turn them into hot buyers. But there's a few contextual pieces in terms of stories that I need to teach you and tell you before we get into this. So I've been reading a book, I've read it a couple of times called the Hawk Method. It's a marketing book and there was a cmo, so a chief marketing officer that came into a big Fortune 500. And what you don't want to do when things are going well is essentially with it, okay? And that's what this chief marketing officer did in terms of their marketing strategy. So they looked at the data and they said it's really cheap to get our warm audiences and turn them into buyers. Which, you know, logically everyone would look at a KPI sheet and say, yes, that's true. So they cut all other advertising, they cut cold, they cut newspaper, they cut all the top of funnel stuff. And they just started making offers to warm funnel, warm audiences in their middle and bottom of funnel because that's the cheapest way to do it and create customers and create more money in the company. Which, you know, logically, me telling you that you guys are like, oh, I could fully agree with that. But what happens when your warm audience runs out and they've bought your stuff? You have no more people to sell to and your company will tank. We see this all the time in success school. A lot of people come into the program, they have no audience, they have a good launch and then crickets because they don't have budget or they don't have ads or they don't have ways of bringing new people into your audience? That is the key, guys. So we can do warm and we can do cold. That's great. Don't just focus on one or the other because we need both. We need to be bringing people into the funnel as well as selling them stuff. I've got another story which I'll go into in a middle in a minute, but I just wanted to explain that one. Do not make that mistake. So we're going to talk about warm and cold audiences here. And what I mean is like this incredibly drawn graphic that I have right here. You can see we've got cold on the left, warm on the Right. If we've got a scale of 1 to 10, the people that are more likely to buy are going to be on the warmer side. But that doesn't mean, with the Fortune 500 story that I just told you, that we don't want to target people on the left, okay? Because they're more unlikely buyers. People that you're going to sell on the left are going to be problem aware and that you're going to build a lot of trust with them very quickly. Okay? People on this side may be more solution aware oriented, but they're going to have higher trust scores because they're going to be within your audience for a long time. People that have great brands and high trust scores do well and they create better and bigger warm audiences. And an example of this is we have a lot of people in success school who are like, organic only people. They're like, never use paid ads. Paid ads. Paid ads, like the worst thing ever. Okay? Which is complete bullshit. If you guys are on this call or you're watching this program right now, you will know that paid ads are amazing. But the issue is, and why they have this mind frame is because they've been doing Instagram or social media and they've built such a warm audience that know like and trust them that they think there's no way I could get this with paid ads because they don't understand how paid ad actually work. We are just essentially doing what we're doing on organic, but we're just amplifying what we're doing. But the issue is when you don't bring people back into this and you don't bring people from outside, because organic really works. Like, you go viral or you get heaps of followers or, you know, you grow for a little bit and then you don't. And you're not adding anyone else into the funnel. The issue is when you're not adding anyone else to the funnel, your business stalls. Okay? This is the issue with this. And I think a lot of the times people don't understand paid ads properly and they think that you're just speaking to a bunch of strangers at all times. People that don't know you, don't like you, and it's a complete waste of money. That's the issue. So we want to transverse people from cold to warm, or cold to sold, or however you want to, you know, label that in your head. But the way we do that is with the seven hour rule, or we keep serving them ads that they eventually start to know like and trust us. So If I were to kind of rate this, 0 would be an unlikely buyer. 3 would be someone that's problem aware. We've got 5 in the middle. And then we have people that listen to our podcast, YouTube, they're on an email list. They're probably like an eight or nine. Okay, the goal here, guys, is we want to take someone from cold to warm. And how we do that is we have top of funnel content, we have Instagram content, we have, we're getting on podcasts, we're doing that type of stuff. And that's how we traverse people along the spectrum. So you guys need to understand that our warm are more likely to buy, but without cold, we're not going to have warm. And eventually we're going to run out of people to sell stuff to. Yes, you can repackage your program, yes, you can change the name of your program, yes, you can come up with more offers. But the easiest thing to do is just to advertise top of funnel and bring people in and then turn them into warm. Okay, in success school, we have one program. We've had that for 18 months now. Yes, we have startup school, but we don't market it. And every single month we fill our funnel and we turn people from cold to warm. And it's not rocket science. And how we do it, we run ads, we do top of funnel. We bring people in, we nurture them, we get them on our email list, we get them on our podcast or listen to our podcast. We get them on YouTube. That is the way to do this. Guys. If you don't have those assets right now, think about getting them for long term. Because podcast in 20, 25, 6, 7 is going to be the way forward. A long form. Because people want to know, like and trust you. We need to turn them to warm. Without that, you won't have a business. All right, next up, we have frequency. So this is the dreaded number that you'll get on Ads Manager. Everyone says it's a dreaded number. I don't think it's dreaded number, it's just a number. So this one here, so 1.0. This kind of says that everyone in this group of audience has seen this ad one time, whoever they've shown it to. And then once it gets up, it basically means everyone in that audience has seen that ad multiple times. Okay, so two, three, whatever that is. The problem is, is when a lot of people have seen the same ad over and over, they just get a little bit blind to it. So they've seen it over and over. Imagine you're seeing the same type of video reel, same type of content all the time. You just get a little bit blind to it. All. That creator that you follow, and they're doing these crazy like dance and reels all the time and they're moving around and eventually you don't even think about what they're actually saying or doing in the content because you just focused on them dancing and doing crazy stuff. Okay, Same kind of thing happens. That's why you need a very creative quite often. So when we shoot a video for a campaign, I'll do like 3, 4, 5 different versions of that video. It's not same same. I'm always changing it up. So even if you see my organic content on Instagram, Monday's podcast clip, Tuesdays, I mean, some crazy location, doing a video, same same. But I'm just changing the location so they don't get blind to the frequency of what I'm doing. Wednesday, what do I do on Wednesdays? We do like professional clips with Bernard so they look super high quality. Always different. Thursday, I'll do talking Real Friday will be an animation video. Every single one of these videos is different because I'm not trying to do same same. So people get blind to the content that I'm producing. So a big thing that happened in 2024 was the, the podcast reel. You know, everyone did them like we did them. But the problem with the podcast reel is people got blind to them because everyone else was doing them. So you want to vary your frequency, you want to vary the same sameness of your content and the way it looks because people will just get blind and immune to it. And that's the problem with marketing and sales and advertising and everything in the middle is like it's constantly improving. So you've kind of always got to be on this. You've got to be creating new creatives hooks copy, you got to be leveling up. It's got to be looking better at all times. That's why this is kind of like a full time job. And the more you get into marketing and ads, the more you realize that 80% of your business is basically marketing and sales. Okay? And that's the unfortunate truth of it. And that's why obviously doing this course with me is, is great for you down the track. Last story before I get into actual audiences. That's super simple. But is the fish pond analogy a lot of the same same? And I've told you the story and in three different ways, so you really get it. So Imagine I'm a fisherman and I'm going fishing in, in the same pond and the pond is 10 by 10 meters and I'm going fishing and I'm using the same bait, the same tackle, the same setup every single time. What's going to happen if I keep hitting the same pond over and over with the same stuff? My results are going to get worse, okay? I'm going to catch less fish. This is what's happening with your audience right now, okay? You're going out there, you're saying the same stuff over and over and over and you're expecting the same results. But what happens is you catch all the fish, you eat all the f. There's less fish in the pond, there's less to reap, reproduce, because you're not replenishing the pond with more fish or you're not using different bait, tackle, lure, all that type of stuff. Okay? So there's two ways you can do this. You can make your pond bigger by adding more people into your audience with top of funnel content, or we can change the offers. And then the offers is what I mean by the bait, lure and the tackle. Okay? You got one of the two. And where this goes wrong, and I've hammered this home, is you've got this Instagram audience or Facebook or tick tock or LinkedIn or whatever it is, and you hammering them over and over and over with the same stuff and they're just getting blind to it. Or you've sold all of the buyers within that audience. The statistics or metrics on this is about 3, 3 to 4%. 3% if you're epic, 4% if you like world class at marketing, 1% if you're. Okay, you have that many buyers within an audience subset. So let's say you have 100 people on your email list. If you can get three of them to buy your thing, you're a fucking world class marketer or advertiser. If you can get one, you're pretty good. If you get none, you need some work. But that's kind of all there is in a subset of a hundred is about 3% always that you can sell. And if you only got 100 people on your list, you're pretty screwed to grow a business. So you need to grow the list. And how do we do that? Pay that. I have hit this home over and over again. So what you guys are going to do, we're going to set up your warm stack. Okay, so we've got Instagram followers, Facebook followers, website visitors, email list, client list, and video viewers. So I'm going to show you guys how to do that. And then I'm going to talk about exclusions. So you just go over into the audiences tab here. And then we're going to create new audience and then we're going to go to a custom audience. All right, so you can do website next. And then you need to have your pixel set up on your website. And then what we're going to do is we are going to retarget 90 days so you can do website videos. 90 days. Name it. Website videos, visitors videos, 90 days. And then set that up really simple. So we can go back here, we're gonna do Instagram followers, Facebook followers, website videos, and email list. I like to do two with the email list. So you go create audience, custom audience, customer list. And you want to set one up as your entire email list. And you need to update this regularly, like monthly. And then you want to set one up as client list. Okay. So you've got all your clients and then you've got your customers. So it's really important with your client list that we exclude them from your marketing as they're already a buyer. Okay. You're wasting money on them. Okay, so customer list, email list two that you want to pop in here. And then we want to have the Facebook followers, Instagram followers, client list, and then video viewers. So video viewers a little different. So you go custom audience, video next. So engagement type at least 25%. I like to go 180 days for this. You want to click select videos. I like to select double. So personal. So anyway, find your page and then what you'll do in here is you will click on these to add them all. You can add as many as you want, but you want to constantly update this like at least monthly as well, because we're getting a ton of new video viewers and we want to add them into our warm stack. Okay, so what I'm going to do here is while we're on this, I'm going to go into mine. I'm going to update this. So edit, edit videos. I'm on my Facebook page here. So I've got this one, this one, this one, this one. Thousands of views on these. And then number two. Yeah, so you've got all these. So you can see they're all getting added on here. And then pause this, I'll add the rest. So I went through, added a bunch, update my audience. And that is going to make this audience quite a bit bigger. So we need to set all of those up, you'll have something like this. So video views, clients and email exclusions, Instagram followers, Facebook followers, all the ones that I said there. So let's talk exclusions. So in my ads, especially middle of funnel, so once I already have someone's name, email number, I'll be excluding them from our lists. That means I'm not going to retarget them, they're not going to see my ads, and I'm not wasting money on them. Client list and email list, and then I use them in targeting for bottom of funnel. Okay? So when I'm running an offer, I will target specifically those people. So at the end of this, guys, we need these six audiences set up. I really need you to understand the Fortune 500 story, the warm and cold, the differences, and then the fish pond story about going to fish in the same pond over and over. Okay? Very important when it comes to paid ads, that we're not targeting the same people over and over and over. And wondering why our business isn't growing. Because you're not growing your audience.