The amount of ‘Facebook ad gurus’ popping up online is crazy.
Every day I see multiple posts, ads, and offers from ad agencies making pretty lofty claims.
They know the secret hack that will explode your campaign
They are so good they’ll guarantee results or work for free
You know the types, I’m sure.
And for every ‘comment below to get my secret Facebook formula’ post, there are loads of hungry business owners speaking up, looking for that one ultimate hack.
It seems that everyone thinks that running Facebook ads is the holy grail that will unlock riches and success beyond their wildest dreams…
Even in my network of business owners, one of the #1 themes I hear is ‘I need to get Facebook ads running.’
They’re making a critical error in their thinking.
Because while Facebook ads CAN be hugely beneficial for fuelling your business with fresh leads… it can also be a surefire way to flush thousands of $ down the toilet.
The difference between a wildly successful campaign, and one that does a painful belly-flop, doesn’t actually have much to do with the mechanics of how you set up your ad sets, audiences, etc.
The #1 thing that will make or break ANY marketing campaign is this:
Your positioning, your offer, and your messaging.
That is -
How you’ve positioned yourself in your market.
Are you a ‘me too’ operator, running your business the same way as your competition? Or do you have a finely honed USP (unique selling proposition) that makes you stand out?
Businesses need a clearly defined ‘edge’ in their market, such as unique expertise or a superior methodology that’s aligned with their avatar’s hot buttons.
How ‘sticky’ your offer is.
Your offer is not ‘get on a free discovery session’ - that’s your mechanism for delivering your offer. The offer itself is more than just your product or service itself.
It is the hook that entices people to buy.
It is a combination of your product or service, in addition to some juicy incentives across the scope of price, availability, delivery, bonuses, optional features, guarantees, exclusivity, and so on.
The right offer is simple and powerful - it ‘sticks’ in your target market’s brain.
How you communicate the above to your target market
This is where a little finesse comes into play.
Communication isn’t just about shouting a few words into a crowd and expecting them to understand exactly what you mean.
Develop a communication strategy that speaks your market’s language and hits their hot buttons. Consider where they are in the buying cycle, and adjust your messaging for each stage. Then, define where your audience hangs out, and how they like to be approached before launching your campaign.
Getting this stuff right is the biggest factor in any business’ success.
But it takes a lot of ‘unsexy’ work. That is, lots of time defining your avatar, your market, and your offer.
Most business owners hate this stuff.
Practically everyone I work with resists working on their avatar and offer at the beginning.
They say ‘I know who my market is’, or they expect their avatar to jump with joy over an offer that isn’t special and is highly forgettable.
And then they drop a few grand on a Facebook ad campaign that totally sinks.
I don’t want you to do that.
Instead, do the work to:
- Position your business as the hands-down best choice for your target market
- Combine the right elements in an offer that blows your competition away
- Use the right messaging to communicate these things to your target market.
Get these lined up right, and a 5-year-old could set up your campaign and it will still be a raging success. No fancy Facebook ad hacks required.
If you’d like my help defining these for your business, hit reply and let me know.