Why I thought I needed to build an agency and what I’ve actually decided to do instead

I've been running ads for about six years now really. And over that time, I've done quite a few various niches. I've worked with real estate people, and I really niched into the coaching and courses space and that's who I've been working with predominantly over the years. Other lead gen, haven't really ever got into e-commerce, but as I've gone along, I've really got entrenched with things.

So with one of my clients, they're my favoritest clients, favoritest people, and we generated a million dollars in the first nine months. It was intense, really, really busy timeframe and I was running the ads. And then I was also building the funnels as well, and also doing some of the email management and just really doing all that back online marketing stuff. So I was working with them in-house, full-time, doing all this stuff.

And this is where after some time and just realizing that working with one client all the time, while it was great, absolutely loved it, I also wanted to expand a bit. I wanted to get other clients on board and I thought I wanted to build an agency, one, because I got to the stage where I thought, “I don't want to do all this myself. I'm exhausted. I'm actually feeling somewhat burnt out.” So I thought an agency is the key so someone else can run all the ads. Someone else can do this. I can just go off here and be the business owner.

Now, when I was doing all the learning to run an agency, I remember in one of the trainings that the person said, “You're not here to be Jon Loomer. You're here to be a business owner.” Now if you don't know who Jon Loomer is, he's a Facebook ad expert. And I remember at the time thinking, “But I want to be Jon Loomer.” I wanted to have that in-depth knowledge of ads, to know the strategies, to know the reasons why in the background, like why the data points might do this, or why the algorithms might work in a certain way. I wanted to have that kind of expert knowledge.

So for me, taking my hands off the wheel and getting other people to run ads, one, that was a challenge for me honestly. I can say that. And also you really need to make sure you have some great systems in place. So that, and this is what I've seen a lot of things happen with ad managers who try to make that transition to become an agency owner, is as they try to get other people on board and they don't have the systems, they don't have the strategies that they want people to implement. So while they've had their head knowledge of how to run ads and campaigns, they've outsourced, they've white labeled, they've got other contractors on board who do things their own way, which doesn't always work for you. It doesn't always work for your client. And then what else happens is they're busy. They've got their own client base as well, and when things get a bit busy and crazy, you know that it's most likely they're going to focus on their clients rather than your clients. You'll get a bit less attention there.

So rather than being an ad manager, you actually become a personnel manager. You're managing the people in the team, and then it's quite often two steps forward and then three steps back as you try to then also get a business manager on board to manage the sales, an account manager as well. So you end up going from an ads manager to a personnel manager and managing all these other aspects.

How to run facebook ads for clients

Now that is great. That works for a lot of people. Hats off, kudos to you, but not all of us are designed to be personnel managers. Not all of us are designed to manage big teams of 20 or whatever it may be. So for me, and actually for a lot of ad managers that I have spoken with over the years who've also had the same thought that, “Okay, I need to run an agency,” and they want to start going down that trail and they've got all these lead gen campaigns going out there and they're taking call after call like seven calls a day and it's all these unqualified leads. And then they need to … Then they hire people and then they need to keep up with this lead flow.

It does work for many people, but works for people, but not all of us are designed that way. And for me, particularly with my background of working in-house, working full-time for clients, and then knowing the intricacies, having that attention to detail, that was something that honestly, a bit of a fault probably, I couldn't let go. So whenever I would have a client come on board, I wouldn't just be looking at the ads. I would be going, “Okay, let's look at your whole funnel. What's going on with the email campaigns? What's the open rates like over here? What's your webinar like over here? What's your sales process like?” So looking at all of those elements, really partnering with that client to help them to make sure everything's running as effectively as possible because it's … Wall ads are bringing people in. It's not just the one and only way to make the sales. If the back end's broken, then you can bring in all the leads in the world, but they're not going to convert.

So having that intimate experience working with my clients, that was something that I really wanted to keep hold of, but I also know how important it is not to be a one-man band, that you do actually want to have a team. So therefore, what I've actually done is really condensed things so that I only have maybe one or two contractors and I have a limited number of people who come on board as clients, rather than keeping taking more and more on and then we scale up a bit. Inevitably we'll lose clients. It's the name of the game. It does happen for whatever reason. It's this ebb and flow all the time and then managing your staff to come and go with you, and it can be such a challenge to try and step out of that role, especially with an agency that where people have heard that you're great at running Facebook ads and they want to deal with you and to step out and have other people managing all that for you.

So that's why I made the decision to step back and work intimately with some clients. And when you do that, that's when you really specialize in, and that's where there's that exclusivity, that I only work with five or six clients at a time. And therefore, it's a privilege to be able to work with me, and this is what I'm saying to you as well. If you are wanting to just have a limited number of clients, and if you wanted to charge well for your services, that it's an exclusive opportunity for people to work with you, then that may be a much better model rather than trying to build an agency and get lead after lead after lead that you have to continue to fulfill on, that you have to continue to make sure that you've got team members who are on board and who are able to fulfill.

And because also contractors can cost a lot of money and that's where you need to step back and consider: does it serve me better to charge $2000 for a client or $3000 for a client and then a percentage of ad spend or a certain price per lead, whatever it might be? Is it better to charge that, and I do it myself, with just one person supporting me? So I just have five clients paying 3000 a month, making 15 grand or having 10 or 20 clients on board where I need to therefore have an ad manager, an account manager? Is there someone who's doing the business sales? How much are you going to be bringing in for yourself when you need to have all that additional support?

And that's where things can really add up and you have to be very careful. If you've got a background with HR management, then this could be your zone of genius. That's for sure. But if you are someone who loves working with people, you love running Facebook ads, perhaps all you need is to have one, maybe two people who support you in getting all the deliverables together, who you can train with your systems to be able to create the ads and the ad shells, because that can be such a time consuming process and leaves you up for a bit more strategy, client communication, because it's that relationship with your client, which is golden, and just work with a lean mean profit making machine could be the better way. And for me, that's the way that I've chosen. I always had my foot in two doors. Do I want to build up an agency? Do I want to get something big going, or do I want to work more intimately with clients and have a small boutique agency?

And finally, I let go of the resistance and I went, “Okay. It's okay for me to have this small team. It's okay. I don't need to have this big agency. I don't need business developers, ad account managers, ad managers,” and all the other bits and pieces that go along with it. Copywriters on hand, graphic designers on hand. I've decided I found people who can do the copywriting, who can do the graphic design. I found people who can support me as we run Facebook ads for clients and it's been a much more enjoyable agency model in working in that boutique style, working where it is just me. I'm working exclusively with a small number of clients and therefore it is a premium. And that's where I encourage you to maybe consider as well.

And I know that when you're starting out, many ad managers may think, “Oh, I could never charge that much.” Once you get into it, once you get a bit more experience, once you get some great results for your clients and then that word of mouth is going around, that is golden as well. Word of mouth referrals as well. And therefore, there is no reason why you can't get to a point where you are charging a good premium for your ad management services. Because remember, you are a rainmaker. You are helping people to generate revenue for their business and you're partnering with them in that.

So that was why I said bye-bye to the traditional agency model and I'm embracing my little boutique style, where I work exclusively with a small number of clients and I just have a very, very tight niche, one or two people on board to help with all of that as well. So I hope that has helped alleviate some questions that you may have, some struggles that you may have about what you need to do or what you should do. It's your business, your decisions, you create the business that you like, that you want so that you can create the lifestyle that you want.

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First steps to becoming a Six Figure Ad Manager

There's been a few things that I've learned along the way in my six years of running ads and these are some main points that are going to help you. If you're just starting out, or maybe you've been doing ads for a while, but you feel like things are still all over the place and maybe you haven't even cracked that six figure a year mark as an ad manager, here's some things that you can do to help you get there.

Now making six figures a year is not a huge ask as an ad manager. That's just five clients at $2,000 per month. That's $10,000 per month, 12 months in the year, $120,000. It is totally doable. And as an ad manager, with any type of experience, you should be charging $2,000 per month as a minimum. If you've got more experience, more results from clients, more positive ROIs, you should be charging $3,000 a month. And then also add on a percentage of ad spend as well if they're spending over a certain amount. Because think about it; if you're managing $50,000 a month in ad spend, for example, your client's making $100,000 a month in ad spend, you're getting paid 2000 or $3,000 a month, there's a lot of room for you to charge a whole lot more, because of the work that you're doing, getting those kind of results. So $2,000 a month, five clients, 10 grand a month, easy.

Some of the first steps that you should be looking at to be able to get to those results, if you're not there already, or if you are, or how you can streamline things is to one, identify who you serve. Maybe at the moment, you're all over the place. You're serving lots of various people and it's taking up a lot of time because you ‘ve got to create custom strategies for each one, and you're redoing things each time you're talking to someone new, or you're doing a new strategy call and you've got to do a whole new strategy.

Know who you serve and dial into that particular niche. So for me, working with our coaches and digital courses, webinars are often an essential part of that whole Facebook ad sales funnel. So we know what we're doing when it comes to running webinar funnels, our lead gen strategies, or audience building strategies through to the webinar, retargeting from the webinar, and then what open and close cart ads we're wanting after people have watched the webinar or not watched the webinar. So know who you serve.

And then you can focus down into having a streamlined process. Now I know a lot of people will say, there's no cookie cutter templates and rah, rah, rah, and bag, all of that, but essentially there are. There are strategies that work. All it takes often is just changing the creative around, changing the messaging around so that you're making it obvious it's going to be unique for each one of your clients. It's going to be about their product and their service. But instead of having a carrot, carousel ad or static image ad, you may have video in there. And then you may find that, “Oh okay, this is working well, so let's do a retargeting audience of this.”

There will always be the little nuances that will come along the way as you see how ads are performing, but basically when you start out, you will start out with a template, a cookie cutter template that after consulting when your client comes on board, how you may nuance it a bit, but basically it's there. And then you'll be going through that. Because if we all didn't have our cookie cutter templates, it would be a nightmare trying to manage multiple clients.

How to run facebook ads for clients

There are guidelines, there are workbooks, there's our procedures that we have systems in place, which is number two, to manage those clients. But back to number one; who you serve. Now while there could be various people who you serve, come back to it as thinking just lead gen. Do you do lead gen for … and this is where you can have various options as to who you serve, like orthodontists, chiropractors, builders, medispas, plastic surgeons. I'm going with those ones because they're lead gen that are higher ticket values. Or for coaches working with coaches, who have a higher ticket offer. Those businesses that have a higher lifetime value for their customer, they're often great ones to be starting at because they will see the value in paying someone $2,000 a month to bring in 10 new clients whose lifetime value is going to be $20,000. So $200,000 right there and they paid you $2,000 a month. See how that's so achievable? So looking for those businesses that have that higher lifetime value is one way to help identify who you serve.

Systems is number two, having those systems in place. I touched on that just before, but having systems for onboarding. Systems for taking those discovery calls or those interviews with potential clients. Systems for, like I said, onboarding. What happens when somebody comes on board, instead of being all scrambled and all over the place. Daily routines of like, okay, between nine and 10:00 this is when we check all the ad accounts. Tuesdays is when we do our weekly reporting. On the seventh of the month, we do our monthly reporting for the end of the month. And then having those systems for like how the reports are generated, what information is being gathered. That's going to really serve you well, having those systems in place to be able to have those five clients on board and manage them with ease, rather than being scrambled and all over the place and ad hoc. Believe me, I've been there, I've done that. Systems save your sanity. They really do. So systems to help you get to be a six figure ad manager.

Next one is strategy, which we've touched on already. You will basically have a template for a strategy. This really helps when you do come in and focus on a niche of who you're serving, whether it's going to be lead gen, whether it's going to be coaches or consultants, which is typically who I'm talking to, but if you're e-com then good luck to you there. That's awesome as well. You'll obviously get some strategies together for that.

Basically you will have predetermined strategies of what to do for a webinar funnel, what to do for a launch campaign for a high ticket coach, what to do for a challenge funnel, for example, we've run a few of those in the past where there'll be a five day challenge, what to do for a messenger bot sequence, getting those strategies in play. You might do a new one for a client every now and then absolutely, but then systematize that strategy, so that when you've got another client coming on board, or who is on board and they want to try something, you go, “Yep,” we know exactly what to do. You've got that system down in play and you just tweak it to suit the individual customer. So having those preset strategies that you know work, you just need to change up the offer and the message.

The fourth thing is, as we mentioned, knowing who you serve, so getting into those niches. For example, service providers, or orthodontists or chiropractors or those plastic surgeons and such. So having your niche, but then add diversity to it with the sub-niche. That's something that we've seen in particular with the coronavirus issue and industries just shutting down overnight. I know people who had all clients that were in the hospitality niche, all gone overnight. Clients who had gym clients, all overnight shut down. Have diversity in your niche.

For example, your niche is lead gen. You can do lead gen till the cows come home. You can do lead gen for beauty spas. You can do lead gen for gyms. You could do lead gen for service providers. You could do lead gen for … what is it? Did I say orthodontists already? You could be a lead gen specialist, but then have some diversity by going to a few different sectors in case some sectors have some issues that they may not perform so well or may not perform so well at certain times of the year, you've got other clients in other sub niches in that lead gen.

Diversity in your sub-niches is so important in case for example, there would be a particular niche that sort of has a bit of a lull at some time of the year, you don't want to have five clients all going through the same kind of lull. So having that diversity in lead gen, for example, or whatever niche that you may be in would be very wise so that you're not all banked on one kind of particular niche. We can do lead gen, but do lead gen across a few different sub-niches, which is going to be a lot better for your business and a lot more stable.

The fifth thing to help you to get to five figures is to get support. As I've said in other episodes, you can't do it all yourself. So whether that's support is, first of all, outsourcing; just getting a copywriter to do something, graphic designer to do the artwork. What I love is getting a VA on board, showing them how to do some Facebook ads, how to do some account management, how to just get the weekly or daily stats so that they can compile the reports. Even if it's five or 10 hours a week, that's going to be great support for you to be able to just have some more head space, to manage the strategies a bit more, to communicate with your clients and continue to build up that relationship with them. And then maybe it can open up the door for like maybe a sixth client or whatever it may be so that you can make that little bit extra. If you take on board a sixth client paying $2,000 or so a month that can very well take care of your VA.

You certainly don't want to be the lone ranger. You don't want to be the only one that's responsible with these eyes on these campaigns. I've done that before. I know it's very lonely. It's a great thing just to have someone else, an outsider who's able to help you out do some of the administrative tasks that you shouldn't be doing, and so you can focus on those higher levels, more money generating, or just going out and enjoying a coffee with some friends. You don't want to be tied to the computer all day and night managing ad accounts. Get someone aboard who can support you. That'll go a long way to saving your sanity and having a very enjoyable business and lifestyle making six figures per year as an ad manager, without a university degree, without a big student loan, without all the rest of it. The world's your oyster when it comes to learning these new skills.

It really is!

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Three discoveries that I’ve made while generating Seven Figures running Facebook Ads for clients

Now I've always joked that one day I'd write a book that would be my five year journey to making a million dollars overnight because that's so often what we see. We often see these quick wins, amazing results that have happened in this super crazy short timeframe. But what they don't often tell us is that all these things that have been leading up to this point, all the audience building, all the learning, all the systems and testing that's been going on in the background or in the lead up to this, it's quite often not an overnight success, even with one of my clients.

So we generated a million dollars in nine months for a startup. There was a lot of background where they'd already done a lot of learning, creating courses, creating training, starting to get some webinars out, learning all the processes themselves that helps them get too that point. So before I even dive into those three things are, if you're an ad manager and you're seeing all these crazy results and you go, “Ah, why can't I get there yet? Or why haven't I achieved these results?” Don't fret. Don't fret. Because there's all this other stuff that quite often you're not told so as long as you're a diligent ad manager who is doing the best you can for your clients and that is so much further ahead than what I see a lot of the time so kudos to you.

So three discoveries I've made as I've generated seven figures as an ad manager for clients is number one, communication is key, right? As I've onboarded clients, as we've gone through the process of launching campaigns and then flopping, launching campaigns, and then flopping, launching campaigns and then working and all the nuances, especially when we talk about coaching or online courses. There are so many moving pieces. So communication is essential and communication as you onboard a client is paramount. As you start this new client relationship, it's really important that you set it off on a firm foundation. So what I like to do when a client comes on board, I will communicate every day for the first 12, 14 days. Even if there's not much going on behind the background, if we're just looking at audience building and doing some audience research, I would just touch base with them and say, “Hey, continuing on with our audience research, finding some good interests that we're going to be targeting. I'm very excited about the opportunities here.”

So that they know that they're just not another number into your client roster. So that they know that you are proactive, that you are continuing to keep the conversation open and that they know that you have their back. That's often a comment that I get from my clients as I do onboard them. They say, “Wow, I haven't experienced this level of communication before. I haven't experienced this level of attention before. Thank you. This is amazing. It doesn't take much. We have a Slack workspace for each of our clients and so therefore, what I would just do is they'll have their own workspace and then I just drop a little comment in there each day. Super valuable, goes a long way and just helps to establish that relationship on a good foundation.

And then therefore, continuing that conversation and rather than having reactive conversations, have proactive conversations so that if you're running same campaigns and as Facebook ads go up and down all the time, if they've gone down for a couple of days, reach out and let your client know, “Hey, just letting you know that, yeah, results haven't been quite so good in the last 48 hours. This is what we're doing as a workaround. We're testing some new copy. We're just rolling, turning on some previous ads that may have performed well, or we're just waiting another day to see if they turn around.” So having proactive communication as well is going to go a long way to those times where things do maybe go down and they'll stay down for a little while. Your client knows that you've got their back, that you are doing all that you can to turn things around and that together, you can work together to help them get the results that they're wanting to achieve.

How to run facebook ads for clients

Because as the ads manager, yes, you are responsible for getting the ads out. You're responsible for the return on ad spend, but it's also the client as the business owner, whose business it is that you're increasing the revenue of, to have an invested interest and to help you with messaging, help you with copy, help you with any step of the way. If there's things that you say, “Actually, we've been testing this and this ad copy is working better than ad copy B where we're talking about these pain points so perhaps this could be a good move,” and that's where the client can come back and provide some further resources for you to help that along the way. So communication provides that team effort between yourself and your client to get the best results all around.

So number two, second, discovery that I've made as I've been working for the last five or six years running ads for clients is you don't need to know everything. A lot of people who do start out as an ad manager, and I've seen this as I've worked with probably a few hundred ad managers by now who have suddenly, or maybe not so suddenly, but they've learned how to run Facebook ads, right? But then they also think they need to do everything else. They think they need to be a funnel builder. They think they need to be a copywriter. They think they may need to be an email specialist. Hello, that's been me. Yes, talking to myself here. And while it is great and somewhat essential to have a knowledge of all these areas, you don't have to do it all yourself. This is where there are other people where it's their zone of genius and quite often, when you outsource it to someone else who is their zone of genius, you'll get better results. And your whole lifestyle and your whole business will probably be a lot more enjoyable for you.

There's nothing worse than when you're trying to manage all these ad accounts, you're looking at the data, you're looking at what things need to be optimized, you're thinking it needs some new ad copy and it is due for a new ad copy as well, then you've got to see it. And writing good ad copy doesn't generally happen in just 30 minutes. It requires some planning out. You need to know who the avatar is. You need to look at what their pain points are. You need to do some research, have a look at what was working with the ads previously, have a look at what's happening with emails, have a look at what's happening with the webinar. So it requires some research as to which angle to take for your new ad copy. So while it is great and essential, I believe, for ad managers to have a knowledge of this and a knowledge of the messaging that is in all the ads and how to position it accordingly, you don't have to do it all. And when you do it all, it's probably not the best use of your time.

So instead of having to hire a full-time copywriter, for example, for ad copy, there are plenty of services that are great services out there these days that provide that copywriting service. So what you just do when you take a client onboard is you add that into the cost of your service. So say that you would anticipate six pieces of ad copy each month. you'll have a couple of your top of funnel. You might have a couple of the bottom of funnel and you'll have long form and short form as well so we'll just say six. If you can get six pieces of copy written each month for your client, and it's about 40 or $50. For your ad copy. So let's just say it's $40, that's $240 a month for copywriting services. Super affordable.

And when you look at your time, right? If you were to be writing this ad copy yourself, you should be charging or consider in your mind that your hourly rate is probably about $40 or $50 an hour. It's going to take you a lot longer than an hour to write that copy. So that's what I mean where it may not be the best use of your time. You could spend five hours writing that copy and therefore, if your hourly rate is $50, that is $250 of your time has been spent writing that copy.

Whereas outsourcing it to someone paying $40, $50, and that's their zone of genius. You're more likely to get better results from that rather than you trying to piece it all together. While I do believe that you do need to have a knowledge of copywriting and what makes good copy, you don't always have to do it yourself. So take that into consideration. With all the tasks that you do, you don't have to do it all yourself.

And number three, the third thing I've discovered running all these Facebook ads for clients is people are always looking for the latest tip, trick or hack. To try and improve their campaigns. Now, while there can be some strategies, for sure, like different retargeting strategies using a Messenger option. So people are opting in by a Messenger rather than a lead form. There are a few things like that that can help improve conversions. But the end of the day, it's the offer and the messaging that really matters. If you don't have a great offer, if the messaging is all for your audience, they're not going to convert and whatever tip, trick, or hack that you look for, and you try and implement, you could just be spinning your wheels.

And I'll say this to ad managers that I'm working with all the time is that they'll do a funnel. They'll get a funnel all in place. They'll have the ads. It's running to a webinar. And then things aren't converting as they expect so they want to do a whole other funnel. I'm going to do this instead and du du du. One, they haven't given it enough time or two, they haven't really explored the messaging and the offer. And that no matter what other funnel that they're going to build, it's just not going to fly either because those core things are not solid. So before you go building funnel after funnel and looking for the latest strategy or the latest hack or the latest tip, whenever I say, “Here's the latest tips and tricks.”

I go, “Ugh. Ugh. This doesn't zipper.” So you don't need the latest tips and tricks. You just need to make sure that the offer that your client has come forward with, you want it to be validated in that you want… Ideally, they've been selling it before they've even come to you for Facebook ads so they know that people want this offer and then that the messaging is dialed in and that might take a little bit as you go to various audiences, different avatars that may take a bit of work and that's part of the process with Facebook ads and we play for the long game. No overnight successes, though they can come in and the sales can come in pretty quickly.
That's awesome. But generally, there's a bit of work to be done to make sure that it's a sustainable long-term business.

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This has been a long time coming…

As I've been sitting and I've been thinking and I've been trying to focus on what many business owners actually also struggle with and that is identifying their ideal avatar.

Now, over the years I have been overwhelmed like a lot of us. We're often too close, we can't see the woods for the trees as to who it is that we actually serve. So, I just want to take a bit of a step back and explain who it is that I serve and how I've identified that finally after all these years of having my feet in a few camps. Now you see back in 2015 I had a vision of what my business at the time Goldilocks Academy, as you can see here's why with the girly golden hair, what it was going to be all about. And my vision was to help people across the world to be able to use Facebook to transform their lives and create a business and a lifestyle that they loved rather than endured.

Now at the time I was fairly new to Facebook. You see I had just had a company, it was a drop shipping business and we were doing some things on Facebook and it was doing really well. However, it was like my heart wasn't in that business where my heart was actually figuring out this Facebook stuff. So, I didn't exactly know what it was going to look like but I just knew that the possibilities that Facebook brings to people whether it's going to be service providers or business owners is unparalleled. It opens up a whole world of opportunities. So, I didn't know what it looked like.

So anyway, I commenced on my journey, learned how to run Facebook ads and just became a Facebook ad strategist without a marketing degree, without any kind of marketing or advertising background. I loved strategy and I loved getting into the nitty gritties and the details I guess that's come because of my private investigator background leaving no stone unturned, looking at all the angles, trying to figure things out. So, I became an ad strategist and I ran ads for people. So, I've worked extensively and intensively with a lot of coaches and digital course creators and have helped them generate a lot of money. I have probably, well I have spent over a million dollars in ads and would have generated close to $10 million back. I don't know, I haven't exactly kept close tabs on all those kinds of numbers. But I do know yes it's been over a million dollars in ad spend and it's been profitable ad spend over the years.

How to run facebook ads for clients

So, as I've worked closely with these business owners and these course creators I have also worked with ad managers and the service providers, people who are running ads and learning to run ads in these niches. So, as I've done trainings and also I've put information and content out there it's a bit of a mix for both. So if you're running ads for coaches or digital courses I would put out information that would be beneficial to you. But for me I really needed to dial down, I really needed to look at who my ideal client is and make that messaging very specific to them. Because talking to a coach about running their own Facebook ads is one thing, talking to an ad manager, an ad strategist who is running ads for a client is very different. Because there's all the other struggles and elements that go along with being a service provider running Facebook ads.

So, over time and over a lot of soul seeking and thinking about who it is that I serve and if I'm going into the business opportunity of running Facebook ads do I really want to have all that onslaught of issues with Facebook shutting things down because they don't like business opportunities all the time. So, after all of that I have decided that my key avatar, the main person who I want to serve, that vision from 2015 of who I'm wanting to help to build a business and a lifestyle that they love rather than endure. Is for those people who want to learn how to run Facebook ads and provide that as a service to coaches, consultants, and other businesses and companies who are looking for lead gen and brand awareness strategies. That is the audience that I serve.

So, while I put information out that's going to be teaching about Facebook ads, about strategies, about Facebook ads it's going to be applicable to people who are DIY'ing their own ads no doubt about it. But the core audience, the people that I'm wanting to talk to, that I'm wanting to help are these ad managers or their virtual assistants. And they're wanting to level up, they want to increase their skill so they can charge more than $15 an hour, that they can go onto retainers that are $2,000, $3,000 a month plus a percentage of ad spend or plus a certain amount for each lead that they generate so they could be earning $10,000 a month. That's what I want to do, I want to help these people to get the strategies and systems, avoid the pitfalls and the mistakes that I have made along the way, notice red flags, know how to identify people who may not be the best fit and why it's a good idea to say, “No,” rather just accept anybody as a client.

So, this is the new and improved Online Confidential. This is who I'm going to be talking to. So if you are a coach or if you are someone who is doing their own ads feel free you are still welcome here for sure. I'm going to still be bringing you lots of tips and things that you're going to find very useful as you run your own Facebook ads. But, for those people who are wanting to either learn Facebook ads, to incorporate it as part of the services that they provide, or to focus on that exclusively, to become an ad manager and then an ad strategist and the nuances between the two this is the place for you. Also, if you work on a team and you're learning ads or they're looking for their own in house ad support this is a place for you as well. I'm going to be helping you to create those strategies, get the systems in place so that you can run Facebook ads in a very streamlined approach but allowing for all the nuances that come along the way.

So lastly, I just want to say thank you for if you've been around with me for a while and you've been part of the journey so far thank you. Thank you for putting up with me. So I've put out random messages all over the place and I'm excited about where the future's going to go. I'm excited to hold hands with a lot of ad managers to help them or to a lot of VA's or a lot of people who are just going to be starting out on this journey of Facebook ads like I did six years ago. I am really excited to partner with you and help you and give you the information that you need so that you can create a business and a lifestyle that you love rather than what you have to endure. You create your own destiny. So, thanks again for being here. Stay tuned, there's going to be a lot of great stuff coming your way.

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Three Red Flags to look for when it comes to interviewing potential clients

I want you to understand and appreciate the value that you have as an ad manager, as someone who's running campaigns, for people that you are a Rainmaker, that you are a revenue generator for their business, and it's not a matter of them interviewing you and asking you for testimonials and asking you for these case studies and proof of your examples and such that may be part of it.

You certainly want to be showing them results. If you have them to be able to say, yep, this is what we've been able to do for other clients. That's fine. However, most importantly, I want you to come from it from a mindset that you're interviewing this client, this potential client, to make sure that they may be a good fit for you and your business.

Right? So three red flags to look for that would be indicators that they may not be a good idea for you and your business. They may not be the best fit and to say, no, it's okay to say no. When you do say no, something else will come along. And you'll likely be very thankful that you did. There is nothing worse than taking a client on board.

We kind of had a bit of a gut check. You had that feeling of like, maybe I shouldn't take this one on board, but you do anyway. It's more often than not just fraught with issues after that. Okay. And you're going, I should've listened to my gut instincts. So the first red flag is on the discovery call. Are they at home on their computer at a place that is, you know, set aside because this time was allocated.

Like typically when I would send out an email saying, Hey, thanks for booking a call. This is what's going to happen. So please make sure your computer, because chances are, we're going to look at your ad account and share your screen. So I want them at home. I want them to be focused and just be talking to me at that time, not be multitasking and doing other things.
Now I've had calls with clients who have been out driving around, walking around on their way to somewhere else. And those calls I terminate pretty quickly, like I'll say, Oh, okay. So are you home now? Is it still convenient? Is it a good time to call?

Well, actually, I'm just going to pick up my son from school and it's like, why did you even book this time? If this is what you typically have to do at this time of day? Um, or how did you book this time? So if it's not convenient, if they are out multitasking on the road, walking around or something else is going on, like for example, you know, the plumber was you know, therefore one person that I was talking to and it was a mess, it kept going, Oh, I've just got to go in and say, Oh, he's asking this duh duh, it was just terrible. What you need to do? Is that okay? Okay. So this may not be a good time for you.

Well, how about we reschedule to a time that would be more convenient that is showing that you're taking leadership that it's not acceptable to really be, you know, multitasking while we're supposed to be having a serious conversation about the possibility of us running your ads for you. And you know, if you are really invested in serious and learning, and if we are going to be a good fit, then you would be focused on this because it's not a quick fix.

You're looking for a long term partnership, so to speak with this potential client. So it's not something that you want to be, they want to be multitasking. We'll be walking around. So do yourself a favor, right? And say, look, it's. Yeah, it's probably not a good time now. So let's circle back. Let's find another time.

I'll send you another calendar link so let's cancel, today's call find another time that suits you and let's go from there. Okay. Now you may even discover it in that short timeframe. If you do actually want to work with this person or not, if they are going, Oh, no, no, it's fine. It's fine. Stand up for yourself.

Say, well, actually, no, it's not fine. It's not the best use of my time. We really need to get in and have a look at your ads manager or, you know, be focused. I've got some questions for you to really see if we're going to be a good fit. So really need to have your undivided attention for this call.

Okay. So I'll send you the calendar link. So if they're multitasking, if they're not at home, but they're not focused or in their vehicle that's one red flag to me that saying that they're not respecting my time enough to be able to commit and just put this time aside and focus on just talking to me. That’s red flag number one!

How to run facebook ads for clients

Number two is if, if you're on the call, everything's going well, they've got their time set aside. They're at home, they're on their computer. And they're telling you then about, they've had three ad managers in the last four months and the last ones didn't do any good. And I could see that things weren't performing even before, you know, in week three, the things were going downhill. I would have red flags with all of that.

They've got a consistent history of going from ad manager, ad manager to ad manager, and then blaming all these ad managers. I would be asking, why is it the ad managers or is it actually the offer?

Is it actually what's going on with the client themselves? Are they not getting things through to the ad manager in time? Maybe they've got so many other businesses on the go, perhaps. And they just threw things at the end manager and expected them to wave their magic ROI wand and get everything to work.

So that would be red flag, number two, numerous ad managers complaining about ad managers, not working out and not knowing what they're doing. That would be a red flag. That would certainly be a client that would be one that I might do an audit for to check out their ad account and see if there are some major issues going on there too.
But to probably with that kind of attitude it's probably not something that I want to be welcoming into my world.

Red flag Number three, how soon do we get results? When can I expect my first sale? How fast are we going to be getting my money back? Again, that's a red flag. I would be concerned that this person maybe doesn't have the budget needed to be playing the long game and to be doing some testing with Facebook ads testing and investing their money to find out what works and what doesn't work so that you can then scale up and have a sustainable business.

Chances are, they may have a new Amex and they want to just put the billing all on the Amex so that the ad spend will go on there. Your management fee will all go up on there as well. But there's that pressure that we need sales and we need sales fast. That's not ideal. That's not the kind of pressure that you want to have.

And that's where a lot of other ad agencies may not have that because they've got networks of people who have plenty of budget and they've been spending money on other marketing efforts, and then they go, yeah, let's put some money into Facebook ads. Here you go, go do this.

That's a lot less stressful rather than working with someone who is just starting out, may not even have an offer validated. They've just gone and done some course that's teaching them how to be a coach to coach coaches. And they're just starting out with their ads, starting out this whole new business. They know they need to do ads. They're overwhelmed. They want someone else to do it, but they don't really have the budget for it.

One because I got to be paying for their ad spend as well as your management fee. Which adds up, especially if you're charging $2000, $3,000 a month for your management fee. Plus they want to be spending at least a hundred dollars a day on their ads. So that's $6,000 a month!

That's a fair chunk for someone who is just starting out. So rather than have that pressure of taking them on board, other things that you could do for them could be to possibly provide some sort of consulting service, where you can meet for an hour a week, check their ads, point them in the right direction. You could also have a bit of a next level also provide a box service. So on voxer, you have your one hour a week, and then there can be some other meetings during the week, or just by sending messages on voxer where they can ask you questions and you'll say, yes, that CPMs too high try a new audience. So some consulting is some way that you could help them out. In the meantime, to help them get some results with their Facebook ads.

Otherwise what it comes down to is that they might just have to roll their sleeves up, learn what they can to get started so that they don't have to pay the agency fee or your retainer.
They can put that money all into their ad spend so that they can get some results quicker and with a bit less pressure as well.

So they're the three red flags that I'm looking for as I'm talking to people, one, have they put aside the time of day for me, if not, then it's see you later. Let's reschedule if you like. And if you're lucky, okay, I'll accept you back. Number two is, have they gone through numerous ad managers and saying there's issues? And then number three if they're just starting out and they need to make or turnover a buck quickly, it's probably not ideal for you. It's going to cause you a lot of stress. So keep those things in mind next time when you're interviewing potential clients to see if they're a good fit for your business

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Online Businesses and Getting the Sales Basics Right

When you start your own online business or e-commerce venture, chances are you have some ideas in mind. The prospect of a less stressful work environment, or a workplace where you set direction and meet your goals, sounds incredible. And the prospect of being able to duck to the local coffee house for a mid-morning break without the eyes of your co-workers on you sounds pretty appealing too!

But the reality is that mastering the many facets of online business is hard. And after working with many entrepreneurs, I find the most common leak in the game of new business owners is understanding how to do online marketing effectively. So before we head off into the advanced strategies, what basics do you need to be able to execute time and time again?

Hammer Home the End Result

You only have a few words to make an impact before people scroll or click past. So, skip to the end of your message. Some of the most effective ad copy is framed around words like “by the end of this course/book you will be able to…”. This messaging works because in the mind of the user, it compares their current state with a more desirable future state.

How to run facebook ads for clients

Don’t Be Afraid of Small Markets

Typically when businesses want to grow, they target the largest, fattest markets. The typical thinking goes “If we convert just 1% of New York, or all females, or every professional, then we’ll have several million users”. This is true, but getting there is nigh on impossible. It is a much more effective strategy to target small, profitable niche markets first, then expand sideways into others once you have a clear product-market fit.

How to run facebook ads for clients

The best recent example of this strategy was Facebook. Facebook did not reach in excess of one billion global users overnight, or by targeting “the world” at large. It started in just one college campus, before months later expanding to a select few others. From there, it went to a broader group of colleges before word of mouth saw it become available among other groups. Each step was deliberate – by focusing hard on small subgroups, they discovered what features they wanted and were able to build them. Some of them, like the “like button”, the “relationship status”, and “events”, are still core features of the platform today.

Once you’ve mastered the basics, you can move to the hypertechnical- the specific tools and tactics to build on your solid foundation. As far as resources go, one of the standouts in the field is the Dot Com Secrets Book. The true advantage of this resource is that with my link, you can access it simply by covering the shipping cost. Check it out today and shortcut your journey to online marketing mastery.


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The Magic of Remarketing

I remember, years ago, a good friend of mine bought a new car. As she wasn’t particularly mechanically minded, one of the selling points was the color – a unique shade of orange that she liked to call “golden amber”. At least, she thought it was unique…

For months after she bought her new car, she saw the same (or very similar) colored vehicles everywhere. In addition to being heartbroken about her not-so-special purchase, she was very confused where all these other golden amber vehicles had suddenly come from. To this day, she remains convinced it was a Truman Show-style conspiracy.

Sadly, the reality is much less interesting. Those cars were always there; her purchase had simply made her more aware of them. This experience is actually common – it’s called the Baader-Meinhof phenomenon or frequency illusion.

Right now, you’re probably thinking ‘good story, but what’s it got to do with me?’

Marketing and the frequency illusion

Have you ever researched a potential purchase online, then had it pop up in your Facebook feed? This is most likely an example of a business using the frequency illusion in its marketing strategy.

How to run facebook ads for clients

The frequency illusion shows us that once potential customers are aware of a product or service, they are more receptive to future messaging about it. Accordingly, if you can identify potential customers who have previously interacted with your products/services/brand, and target them with follow up messaging, they are more likely to see – and respond – to it.

Many businesses are already practicing this approach, which is called remarketing (or retargeting).

How does a remarketing strategy work?

Remarketing capitalizes on the frequency illusion by building on a potential client’s awareness of products/services through follow up messaging and advertising. It also acknowledges that most customers do not purchase on their first contact with a business. In fact, they usually need to have several interactions before they ‘buy’.

A remarketing strategy generally involves three steps:

  • Create initial awareness: For the frequency illusion to work, a customer needs to be aware of your products/services/brand.
  • ‘Tag’ your potential customers: Once you get a customer to your website, you need to mark them, so that you can identify them later.
  • Target your advertising: When you know who’s previously visited your website, you can develop messaging to bring them back – and, hopefully, get them to buy!

While there are many tools designed to help you develop and implement a remarketing strategy, I recommend Connect Retarget. Not only is it easy to use (even if you’re not tech-savvy!), it uses advanced behavioral analysis to target only your most engaged – and highest quality – potential customers.

Source: https://socialcharlie—

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The Best Knowledge Sources for for Coaches, Consultants and Digital Course Creators

There’s an often-repeated saying that the jobs that our kids will have don’t exist yet. That can seem a little glib and far-fetched when you hear it out of context. That is until you realize that professional e-sports (video game) athlete, drone pilot and self-driving car engineer are not only jobs but among the highest paying ones in a growing economy. Ten years ago? Well, these jobs just didn’t exist. 20 years ago? They were hard even to imagine.

Similarly, “online coach” or “Facebook ad freelancer” were not jobs that anyone had heard of, much less knew how to do several years ago. But now, there are hundreds of experienced, motivated professionals doing just that.

The Education Gap

But almost every other profession in the world has a head start. University courses, formal education, and generations of professionals and companies have accumulated a wealth of knowledge in medicine, engineering, social sciences, and manual trades.

For online coaches, there is no college course or well-known building blocks to seek out to build knowledge. But that doesn’t mean that those sources aren’t out there.

Think Differently

There is more content being created today, by a wider variety of creators, than there ever has been. And the rise of the consumer internet and powerful platform business models means that those content creators can now reach those eager to learn, like you, without the need for a well-connected publishing agent or syndication deal.

So what are the main places that online coaches should look to build their base of knowledge and arm themselves with the best weapons to win on the business battlefield?

Top Tools

Podcasts – podcasts are having a seriously impressive growth phase. When they first were launched in earnest by Apple, they were seen as the boring cousin to the extensive library of music that you could access through iTunes. These days, iTunes is about to be folded into other Apple products, and podcasts are very much a growth industry.

Companies like Gimlet Media, Wondery, and Spotify are proving the success of the format, paying millions of dollars for the best content creators and hosts.

And among the huge variety of podcasts, there are some stellar ones for business builders and creative types. Discovering the type of podcast best suited to you can be done within the podcast player of your choice, with most grouping them by category or interest area. Some

good places to start are “How I Built This”, “Business Wars”, “TED Radio Hour”, “NPR – Planet Money” and “The Pitch”. Each of these tells rich, slickly produced stories, with plenty of inspiration and tales of caution that you can learn from.

Books – books are still the number one medium when it comes to transferring knowledge from a professional or experienced practitioner to someone who wants to learn. But online distribution means that finding an audience is now much simpler and that more “niche” thinkers can get their valuable ideas out there without a publishing company killing the book because they don’t think it can sell tens of millions of copies.

One of the best resources in this space for an audience like you is the Book, which is an absolute must-have for anyone who is building an online business. If you are interested in spending your time and money on Internet marketing and e-commerce strategies more effectively, then head over to the website now. The best part? All you need to do is pay for postage and handling, and your copy of the book will be on its way to your door.


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The Rule of 7 and Going Where the Fish Are

Hopefully, you are here because you were intrigued by the slightly strange article title. I’ll admit, when I was trying to think of a title that tied both of the ideas for building your sales that I wanted to talk about here together, I struggled.

So instead of coming up with a boring generic thing that covered both, I thought I’d go with the slightly unconventional option and explain why the “rule of 7” and “going where the fish are” are the two strategies you need to be using to get more sales.

The Rule of 7

Previously, researchers thought that we were rational beings who weighed up all of the options before making the best choice. But recently, it’s become more and more clear that’s not actually the case.

The modern world is confusing and filled with information. Some estimates say that we are required to make literally thousands of micro-decisions every day, from what we eat multiple times a day, to the route we are going to travel, to what work we are going to prioritize today. If you own and run your own online business or small business, then you probably have far more decisions per day than the average human!

That’s why repetition and “remarketing” matters. And that’s where the rule of 7 comes in. It’s estimated that buyers who don’t know about a new product or service need to hear about it or see it at least seven times before they take any further action on it. Don’t take it as a hard and fast prescription for success. The actual number might be six or eight. But the point is clear – once just ain’t enough.

Facts like this make it clear why “legacy” advertising formats like radio and out of home advertising (billboards and digital signage) are still so effective and growing, even though digital marketing has emerged as a dominant force in recent years. Simply putting an ad for a product on a morning radio show, and having a billboard for that product on a busy highway means that commuters in that area might be exposed to the advertising message for that product up to ten times in a week.

That’s one piece of the puzzle.

Going Where the Fish Are

Of course, digital allows you to take that billboard or radio message and “level it up”. When people who are interested in your product or service visit your website or click on one of your ads, they are showing what’s called “positive intent”. That means that they’ve shown some level of interest already.

That also means that they are further along the journey to becoming a customer than someone who passively views your Facebook ads without engaging with them.

So the simple question is this: who do you want to target? The large number of people who passively see your messages or the small number of people who’ve displayed positive intent? The answer, in a heartbeat, should be retargeting and remarketing to the small number of leads who’ve shown positive intent.

That’s what tools like Connect Retarget help you do. is a tool that has advanced behavior-based custom audience building, which retargets only your most engaged visitors. It lets you put your ads in front of those visitors multiple times, to get closer to that “rule of 7” while spending a fraction of what you would if you were to buy radio time or billboard space.

Put simply, it lets you “go to where the fish are” when you cast your marketing message into the world. And that is a recipe for much bigger “catches” and returns on investment when it comes to your marketing dollars.


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