- So Jay P. , what do you think costs less and gets more sales,
Facebook ads or mailers?
- Well, it depends for who. For commercial photographers, for portrait photographers,
for videographers? It depends on who.
- It's less for all of them and more effective for all of them.
I can't wait to tell you.
- [Jay P. ] Before we begin, we want to thank Squarespace for not only believing
in your career by sponsoring these business videos, but also for creating a
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♪[music]♪
Hi, this is Jay P. Morgan.
- And I'm Adelaide Lawren. And today we are comparing Facebook ads to mailers,
which costs less and which is more effective. So, I went online and I looked
at sending a thousand people mailers through USPS. So, for a thousand people it
cost $170, which is 17 cents per person to mail. And then I just went onto an
online printer and I found I could print a thousand postcards for $50. So now we're
at $220 to mail it out to a neighborhood of about a thousand people. So I just want
to point out some really important things about this. The first one is everyone in
that neighborhood isn't in your target audience.
- A lot of them aren't in your target audience. That's just a blitz--
- Yeah.
- --kind of. But when you say your neighborhood--
- Let's say you're doing a... - Photographers are
gonna buy a list like from the Workbook or something and become
more focused on art directors or, but-- - But, like, let's say--
- --if you do portrait work. - --near a school or...
- Yeah. - I'm saying
for portrait work, you would send it out. Another way that
photographers use mailers is they leave it in, like, a store that's relevant to the
people that they shoot with. Or they can go and buy a list and, again, that costs
you money. Now for Facebook ads, what you do is you choose your demographic, you
choose people who live in a certain area and are engaged, and you look at things
like that. So if you're doing weddings, that works really well.
You can target people whose kids go to certain schools or moms who are part of
certain organizations, so you know they're moms and how many kids they have. You can
target these people. You can target business owners, you can find art
directors and we can target their profiles with Facebook.
But how much does that cost you?
- I'll tell you an experience we had. We targeted a company that we wanted to
respond to us at The Slanted Lens, and so we targeted every person who worked at
that company on their Facebook. We found their Facebook, we did a profile, sent ads
out to every one of those people. After just a week or two they're going,
"You guys are everywhere." - Yeah.
- No, we're not everywhere. We were just on their, 30 people, and it cost us, no
it wasn't 30 people, it was less than 30 people. It cost us less than $30. So...
- Yes.
- Very effective to get a very targeted market.
- Yes. So for $220 that you could have spent on mailers, if you spend $220 on
Facebook, what we like to do is we like to get the adspend really low by making it
specific. And this is something that we teach you in the TSL Business Coaching
class. So if you do that, you're going to get 5 to 10 cents per engagement.
So, with that $220, you're reaching 2200 people to 4400 people and they are
in your target audience and it's happening right now.
It is cool. It's awesome. And then, what we're also going to
teach you is how to blog in a way that the people in your target audience are going
to want to go to your website. We're going to show you how to get offers out to them
that they'll want to take advantage of. This is a very exciting way right now that
you can grow your business for way less. Especially if you're targeting art
directors. You can be doing, or even certain businesses, like, say you're going
after bakeries, you're going after something like that, you're spending $5 a
month to go after them.
- It's definitely worth the experiment to go after and see if you can find these
people this way. I mean, it really is worth the money 'cause this money, the
investment is so low. It's a great way to kind of test and say, "Well, are these
people going to respond?" or, "Is that person gonna respond?"
- And...
- It's really worth it, worth the time. Learning how to do it is a little bit of a
learning curve and we're going to teach you in The Slanted Lense Business class
exactly how to target the people, how to set the Facebook ads up, and how to be
able to get a return on that.
- Yeah. And I like what you said about, you know, you start getting an ad out to
them 'cause something we like to do is once we find an ad that's really working,
say you're spending $4 to make a $400 sale, then we're going to say, "Okay,
you know, put a lot of money into that because you're gonna get a lot of $400--
- It's a great return. - --sales from $4--"
- Yeah.
- --and that's something that you can do. So, sign up for the Business Coaching
class. It's starting September 3rd. Reserve your spot today.
- At theslantedlens.com.