26d • GET
Forget Ads. This is what REALLY gets people buying.
I read this article recently that summarized said: "most small businesses never get a return on ad spend with Meta ads."
That's sobering if you're trying to make money online using ads.
But I don't think that paints the entire picture. Here's what I mean...
In this post I'll be covering 3 things:
- Why Meta ads won't work.
- What "ads not working" immediately tells me about your marketing.
- How you can GET customers without giving all your money to Zuckerberg.
- Why ads (especially Meta) don't work...
Imagine you're driving down the highway...
Jamming out. Cruisin' at 60 MPH.
You see a billboard. How long do you have to read it on average?
2 seconds? 4 seconds?
The average time is 6 seconds.
The average view time on your Meta ad?
1.5 Seconds.
You've got 1.5 seconds to catch the attention of someone who's already distracted.
Unlike that billboard though its likely the last chance that ad has for that someone to see it.
Does that mean meta ads don't work ever at all? No, and that's leads me to my next insight:
2. What "ads not working" immediately tells me about your marketing.
There are a few different things it tells me:
- Your creative is likely untested.
- Your message isn't clear.
- You're spending ad dollars on a cold market
- You need more proof.
a) Your creative is untested.
Back to those 1.5 seconds...
Ads are expensive. Paying to test the creative is even more expensive.
Especially when you can test it for free organically.
Fix: Use organic to test. Only pay to boost ads that are converting to sales. (Not views and likes. SALES.)
If your content doesn't stop people from scrolling
Paying Meta doesn't somehow make it stop the scroll better.
b) You're message isn't clear.
Your message (the WHO, PAIN, HOW, and 2 PROBLEMS of what you're selling) isn't clear enough yet.
Getting CLEAR on this was is easily the biggest reason we grew from $2,000 to $25k/mo in 13 months.
My very first move when I came in was to get super clear on WHO we were for.
Our WHO?
👉 Plus-sized women who finally wanted to feel confident in their clothes.
Our tag line said it all:
"Curvy. Confident. Chic."
We catered to plus-sized professionals in their late 20's to early 40's.
We weren't selling clothes.
We were selling confidence.
Riddle me this: How much easier would it be for YOU to write a post talking to our WHO vs the average boutique "selling cute clothes?"
Fix: Get clear on WHO you're for.
This is why the GET workbook starts with helping you define your WHO. Everything else hinges on this one move. (Download it FREE in the "Classroom" tab)
c) You're spending ad dollars on cold traffic.
Meta can work. If the audience is warm. What does that mean?
They've seen your stuff!
They watched your videos on insta.
They visited your site.
They follow your emails.
They added your stuff to their cart.
Fix: Run retargeting ads.
Now you're not paying to make them aware of you.
You're paying to remind them they already know you.
d) You need more proof.
I got scammed out of $25 dollars once buying a "phone gimble" from a Facebook ad.
It mostly looked legit and I said I'll give it a shot...
Long story short. I never got the gimble.
Now, I'll need a lot of proof before buying from a Meta ad.
Most people are no different.
But you're new. Don't have a lot of reviews, testimonials, etc.
Fix...
3. How you can GET customers without giving all your money to Zuckerberg.
I realize what I'm about to say isn't sexy, but I'm not here to give you fluff or sell a course.
So here it is:
👉 The fastest way to gain Proof is from your local community.
It's so much easier to get someone to believe you are legit if they are...
holding your product...
in their hands...
talking to you.
We started locally. We rented space from another local boutique.
They didn't sell plus-sized clothes. Needed to cover the cost.
We needed traffic and trust.
Then we started doing Facebook live sales from our real store.
A customer could google us. See the actual store from our lives on our Google page.
By the the time we transitioned from a physical store to online only we had a mountain of testimonies and a following of women on our lives.
The potential customer's question went from:
"Are you legit?"
to
"Will this fit?"
What this all means for you:
Test your creative.
Know your WHO.
Get local proof.
See you successful soon.
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Forget Ads. This is what REALLY gets people buying.
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