- There are three things that you need to know
if you wanna create effective, high converting,
and profitable Facebook ads.
First, you need to nail message market match.
Get this wrong and it doesn't matter how smart
or funny or creative your ads are.
They're not gonna work.
Next is something called the 40/40/20 rule.
Every great direct response marketer
and advertising legend lives and dies by this rule.
But don't worry if you've never heard of it before,
most people haven't, and I'm gonna walk you
through exactly how to use this with your Facebook ads.
And third, you need to use something
called the marketing rule of seven,
and not just with your Facebook ads either,
but with all of your advertising and marketing
and everything you do from this day forward.
Use it and profit.
Don't use it and don't profit.
That is a terrible catchphrase.
So let me show you how it's done,
starting with the ever important message market match.
Wanna know the single biggest reason
that most Facebook ads don't work?
Ugh, I can't see you right now,
but I'm going to assume you're nodding your head yes.
Well, my friend, the biggest reason
that most Facebook ads don't work is not
because they chose the wrong campaign objective
or wrong placement or wrong budget
or anything related to the actual setup
of the Facebook ad campaign.
Nope, the reason that most ads don't work is
because they're saying the wrong things to the wrong people.
Or in other words,
the offer that they're making
is either unrelated or unappealing.
An unrelated message means that they're making an offer
that people just don't really care about.
Trying to sell something in a way that just doesn't resonate
with the pains and problems and fears
and frustrations of the market.
This is often the result
of spending too much time on the features
and the actual tangible things
that they're going to be getting
rather than on the benefits and the outcomes
and all of the results
and how their life's going to be better
after they make a purchase.
An unappealing message is simply a message
that's packaged wrong.
Or in other words, it's boring.
It doesn't do anything to try to catch someone's attention,
so they don't stop to read it.
And if they do stop well, they just don't care.
What's that sound?
Oh, that's the sound of your ad dollars
getting flushed down the toilet.
And so money is wasted putting these boring
and uninteresting and irrelevant messages
in front of people
and then wondering why nobody's buying.
Sounds harsh, I know.
I don't like to be the bad guy here.
But fortunately, there is a solution
that comes in the form of message market match.
And message market match is exactly what it sounds like.
It means matching your message to your market.
But obviously there's a little more to it than that.
Essentially, message market match,
also commonly known as message to market match,
is really just a way of making sure
that you've done your homework
and you've researched your target audience.
You've figured out what their pains and their problems
and their fears and their frustrations are,
and how whatever it is that you're selling
is well positioned to help solve that for them.
Get it right and people buy.
Get it wrong and they don't buy.
And this is one of my favorite things about marketing
and about advertising,
and that it's a literal case study of human behavior.
After all, people can say all of the things
about how they think they are
or how they would like to be
but at the end of the day, money talks.
And what people choose to buy
and how they spend their time are two
of the most powerful indicators
that really show what someone values.
So if your ads aren't working
and people aren't clicking on them
or signing up or buying or anything like that,
well, it's simply because they don't see the value
in what you're offering.
So it's your job as the marketer, as the advertiser
to try to show them that value.
And the best way to do this
isn't by shoving it down their throats,
but rather to show them
that you understand where they're coming from,
you understand their problems,
and you possibly have a solution they may be interested in.
I wish I could remember who told me this quote
so I could give them due credit,
but one of my favorite sayings is that,
"Customers don't buy when they understand;
they buy when they feel understood."
Okay, next, I'm gonna give you the secret sauce
and those special ingredients
that really separates the amateurs from the pros
when it comes to creating high converting
and profitable Facebook ads.
But, first, a real quick message
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Okay, next, the 40/40/20 rule.
The 40/40/20 rule shows the breakdown
of the three main elements
that are responsible for your ad's success:
40% to your market, 40% to your offer, and 20% to your copy.
So let me unpack those for you now.
40% of the success of your advertising campaign
is going to come down to your market,
your understanding of them,
and your ability to identify and locate them,
and make sure that you're putting the right message directly
in front of them.
Fortunately, Facebook's targeting options
are pretty amazing, so the ability to find them
and get right in front of them is, well, easier than ever.
As for coming up with the right message,
the right hook, the right angle,
and the right irresistible offer
and how those all fit together,
well, that's where you're gonna need
to do a little bit of heavy lifting.
The next 40% of this equation comes down to your offer.
So what are you offering?
And is it irresistible enough to get them to pay attention?
Is it relevant enough that they're going to be interested
and wanna click, wanna read mark, ultimately wanna buy?
And the last 20% is your copy and your creative.
This is essentially the words that you use, the images,
the video if you're running a video ad,
all of the design and the way that you structure things
as well as the words that you say.
As a general rule, the more competitive your market is,
the more persuasive and influential
and more heavy-hitting your copy's going to need to be.
The 40/40/20 rule is incredibly powerful
because, like all things in marketing,
it gets to the root of what's really important,
which is your customers, their problems,
and your solutions to those problems.
And way too many advertisers get this completely backwards,
spending way too much time
on fancy words and pretty pictures
rather than getting to the core of their audience's pains
and how they're able to best serve them.
There's even some situations
and with certain target markets
where an overly produced ad
or an overly polished message actually turns people off
and has the complete opposite effect
and will lose to an ad
that looks like it was made in MS Paint from 1985.
That's some quality design work right there.
But there is another thing you can do, no, must do
if you wanna turn your campaigns into real winners,
and that is to leverage the power
of the marketing rule of seven.
First, some history.
The marketing rule of seven was first introduced
by the movie industry back in the 1930s
when studio bosses discovered
that it took around seven touch points, or interactions,
with a potential customer
in order to get them to see a movie.
This then became kind of a rule in marketing
that if you wanted a product or service
or business to succeed,
you needed to make sure
that your prospect heard your advertising message
at least seven times
before expecting them to take any kind of action.
And I like this rule for two reasons.
First, because it resets someone's expectations
when it comes to advertising.
After all, one of the most frustrating,
albeit completely understandable, parts of advertising
is when I hear a newbie advertiser complain
about the results they're getting, or rather,
the lack of results they're getting from their campaigns.
But more often than not and upon closer inspection,
it's usually because they've only been running these ads
for a couple days or only spent a few dollars on them.
Now, do you know whose fault this is?
I'll tell you.
It's all those internet marketing hucksters
from the early 2000s who oversold people
on these get-rich-quick schemes
and how they could make $1 million overnight
with no work required.
But that's not a real thing.
In the real world, think of one other investment
where you could put in $1 and get back 10
or 100, or 1,000, or more.
I mean, people would look at you like you're crazy,
but with advertising, these are possible,
not right away, not for everyone, but they do happen.
But when you're first getting started,
a little bit of patience
and a little bit of understanding
and maybe even a little bit of humility
are gonna go a long way.
Because advertising is a skill, skill that can be learned,
but a skill that's going to take a little bit of training
and a little bit of time.
Now don't get me wrong,
the purpose of advertising,
of running ads is 100% to make money.
Otherwise, why are you doing this?
But it's also important to approach this
with a little bit of sensibility and common sense.
Those are probably the same things.
The second reason
that I like the marketing rule of seven so much
is because it gives me a benchmark
and kind of a guide that I can shoot for and plan for
and bake right into my marketing strategy.
This is why the best way to do Facebook advertising today
is to run your ads and then follow up and follow up
and follow up and follow up.
Follow up, follow up, and follow up.
Follow up, follow up, and follow up,
but do it in a way that doesn't break the bank.
And fortunately, you can do it now easier than ever before.
The first way is my absolute favorite
which is to run a Facebook ad
that takes someone off Facebook
and puts them onto your email list
where you can follow up with them again and again forever.
The next way is still good though,
and it involves running a Facebook ad
and then creating a custom audience based
on how somebody engaged or interacted with your previous ad.
For example, you could create a video ad
and then create a couple of custom audiences based
on people that watch 25% or 50%
or 75% of the aforementioned ad.
You can then follow up with those people through a second ad
which is going to be more cost-effective
'cause you're gonna be advertising to a smaller audience.
Not to mention a smaller audience means more opportunities
at repetitions and touch points
and building a deeper and more human connection.
But to show up in front of them even more, and for free,
you definitely wanna be taking advantage
of all of the other tools that Facebook gives you access to.
And this is why the next thing you're gonna wanna do
is check out the video that I've got linked up right here
on Facebook marketing strategy.
So make sure to check it out now,
and I'll see you in the next episode.
But for them to refer you,
they need to know what you do.
After all, people can't buy from you
if they don't know that you exist,
or, in this case, people can't buy from you
if they do know you exist
but don't know that you have a business.