Want to know how I added over six figures to the revenue for my done for you Facebook Ad Management Services?
Well, it was with a low-ticket offer or what we like to call a self-liquidating offer. It was part of an overall strategy that I have developed while running ads for clients in the coaching and digital course space. I bundled up my methodology, put it into a self-liquidating offer, and sold it for $27. I'm not even including the revenue that was generated from the sales of the product in the hundred thousand dollars.
This strategy also brought in some ideal clients who purchased this product and said, “Oh my, this is amazing! I love what you do. I have watched this training, and it is fabulous, but I don’t want to run ads. I want you to run them for me.”
I had people reaching out to me with a credit card in hand, ready to sign up for my done-for-you services without even selling to them. The selling had already taken place by them buying my self-liquidating offer. So they came on board as premium clients that I typically charge $4,000 per month, plus a percentage of ad spend.
When clients came on board, we managed their ads for some time and that brought in over a hundred thousand dollars. So it’s probably more like $130k or $140k. I haven't exactly kept tabs on it, but it's well over a hundred thousand dollars.
So why wouldn't an ad manager want to have their own SLO?
While you can run Facebook ads for clients, it's amazing to add additional revenue sources to your business, and having an SLO, you can run it on autopilot! You don't have to make discovery calls to make sales. You could be doing anything. You could be out having coffee with a friend and your phone dings because you've generated a sale.
And I tell you what, that is such a great feeling for a service provider to actually be able to enjoy that passive income. I wouldn't exactly say it's fully passive, right? There is still work to be done, but it's a great way to offset some lead generation costs. To get people to come into your sphere and know a bit about you, your systems, processes, what you do, and who you are. They then ascend to becoming your done-for-you clients.
So here's four reasons why I think all ad managers should have their own SLO.
Number #1 – Productize a piece of your service.
You have a very valuable skill set that so many businesses need and some of them may or may not be ready for your done-for-you services.
That's fine, but there will be those ones who are, and they come in after they experience your offer and experience your way of doing things. They love it and want to work with you.
So just productizing a part of it. Like my Client Attraction Code is part of an overall system, which I call the Social Charlie system, where we have all these top-of-funnels, and we keep our top-of-funnel nice and wide. We bring people in. Then we have this whole retargeting stack of three streams to capture people the whole way through to continue to nurture them and convert when they are ready to make that decision.
We can catch people when they are solution-aware and are looking for that solution. We can also draw in and nurture those people who are not at that stage, but we can build that awareness, affinity, and authority with them, so that when they are ready to purchase, we are the ones that are on their minds. That's the section of the audience that so many people miss.
Our Social Charlie system is this big, comprehensive system, and just a fraction of that is helping people to attract and build an audience. That's going to indoctrinate them into their way of doing things, nurture that relationship and have people ideally reaching out to them going, “I've seen you in my newsfeed. I love what you're doing. I'd like to know more about working with you.”
As an ad manager, there is a lot to running Facebook ads. So you could put a product together of some of the things that you've learned or that you’ve applied to your clients. It could be about audience research, pixel installing, or teaching about standard events, custom events, and custom conversions. With all these iOS changes that are going on these days, people need help with setting all that up as well. It could be on ad copy and creative. It could be looking at the data metrics, how to scale, or how to optimize. There's so many facets to Facebook ads that you could just zero in on one. That's going to talk to who your ideal client is, draw them out, and be attractive to them.
So productize a piece of your process. I always think it's a great idea for ad managers to be running their own ads. When you have an SLO, you put your ad spend behind it; you’re putting your money behind it. So now you're experiencing what it's like for your clients to be spending money on Facebook ads. This gives you a great opportunity to do some more testing that maybe you wouldn't be able to do on your clients.
Number #2 – Making money with an additional revenue stream for your business.
Normally you would be putting your content out there. You would be doing lead generation campaigns to get people to come in and book a call, and I've done all that. And man, I've had some calls that were not ideal clients. When putting your SLO out there, you're getting sales at any time. On a day off, while having a coffee or even making money while you sleep. Because it's out there generating revenue for you as well as paying for your ad spend.
Ideally, even if it doesn't cover it fully, at least it's going a long way to offsetting your ad spend.
And that's what an SLO is, a self-liquidating offer. Your lead generation campaigns are bringing people into your world to nurture them, ideally paying for itself.
Number #3 – Attracting those done-for-you clients by putting your content out there.
You can be hitting a pain point of an ideal client who's maybe doing their own ads and they've been doing it for a while. They feel stuck where they're at and would like to hand over their ads to someone else, but they don't know where to start. They see all these ad managers around and have heard all these horror stories.
How do I find a great ad manager? Well, they can buy your program and can see how you do things. They say, “Oh, I like the way they do this.” And then they reach out to you. By bringing in those done-for-you clients, it's a great way to be able to tap into that audience and bring in these qualified leads who have their credit cards in hand, and they're just ready to buy from you.
Number #4 – You can be building a list of buyers.
Rather than just building an email list where people are disinterested or not engaged, and they're not even opening their emails, you've got people paying to be on your list, and you are creating a great quality list. As an ad manager, you probably neglect having a list of your own because you're busy building up your clients' list.
However, this is a great way to help you build your own list and add people who have purchased so that you can offer an additional service. One offer could be done-for-you services. Another one could be that you hold a monthly workshop or every two months, every three months, whatever you can fit into your schedule. You could say, “Hey, I'm doing a workshop on …” (something else that's going to complement your existing SLO).
So, for example, if you did an SLO on audience targeting, you could be doing a workshop on optimizing your ads or reading the data. These are additional workshops you could be offering to these people, who've already shown enough interest in what you have to offer to purchase from you.
You might also offer some coaching spots. If people aren't at that stage of looking for an ad manager, they may be interested in some one-on-one coaching or office hours, as I like to call them. For example, you could have a group of people, and for two hours every week, you have your office hours. People can jump in, and you answer their questions. Or you can even do consulting, strategy sessions, or offering audits.
There are so many additional things that you can offer. It’s about bringing in a great quality audience with an SLO. So that's four reasons why I believe ad managers should have their own SLO. You can generate additional revenue, build a list of buyers, or have offers that you can sell to people along the way who maybe aren't ready for done-for-you services. Also, experimenting with ads with your own ad spend, which is a great thing for ad managers to do.
If you're interested in creating an SLO, my Self-Liquidating Offer Intensive covers all of this if you haven't run one already. This is an intensive training! We go through all the steps of what you need to do to create an SLO, what would be a good topic for an SLO, creating the sales pages, emails, and email sequences. We also cover using products such as Active Campaign (where there's all the sequences), and ThriveCart (which I’ve found to be a great payment gateway because you can track the individual purchases). So many other platforms do not allow you to do so, and that is a crucial part of it.
The Self-Liquidating Offer Intensive covers all of that for you. It gives you a system so that if you want to add it to your services, to offer clients, whether it's building out an SLO or just running the ads for an SLO, you'll find it all in this training.
Here’s the link to go learn more about the Self-Liquidating Offer Intensive. I hope it has inspired you to see that there are so many more opportunities for you rather than just running strict, done-for-you services and believing this is all you can do.
There's lots of opportunities because you have such valuable expertise.