Help! My F*cking Ads Aren’t Working: How to Fix a Campaign Gone Awry…

Transcript: Help! My F*cking Ads Aren’t Working: How to Fix a Campaign Gone Awry…

00:00 This cracks me up. “Help, my … ads aren’t working.” What am I gonna do? What should I be doing? I’m so frustrated. This happens all the time. Um, when people are first time advertisers, first to paid traffic … I should say new to paid traffic … you’re not used to what I call “new advertisers’ flu.” Which is you work really hard and you put together all this, all this content, your messaging, your product, you, you put together, you know, a funnel, and you’re ready to go out there and start filling up your calendar with tons of appointments and make millions of dollars. It never happens that way.

00:28 And it shouldn’t happen that way. Why? Because you wanna start slow, to mitigate risk. So, what I’m gonna do is show you exactly where you should be focusing your time, how to truly know whether or not a campaign is working, what you should do if a campaign is not working, what you should do during launching a new campaign, so you don’t make the deadly mistake that I see a lot of entrepreneurs do, which is to kill something that would’ve been ultimately beneficial and life changing to you or your business.

00:55 Okay? So the first step is, I’m gonna give you five simple steps that you should be doing, and also some important things to avoid. Some not to dos, okay?

01:04 The first thing is, is to pay attention to the metrics. The reason why, whether we’re working with coaching clients, or agency clients … building it for you, done for you … the reason we front load all the research, all the foundational work, and the metrics … And this is what I recommend that you do. When you’re really clear on the criteria of who you can help, who’s likely to get success, who you cannot work with, based on hard metrics, all the emotional stuff goes away. And when you’re advertising for yourself, it’s the same thing.

01:34 So when we use we use this metrics multiplier, there’s only a couple numbers we need. What’s the customer worth to you? What’s a strategy session, or a sales engagement, or lead, or opportunity worth to you? What is a lead worth to your business? Everything else, um, paints a picture of what the ROIs are gonna be like in the campaign, predictively. Meaning, if you don’t have clients yet, you have to look at what you’re paying for strategy sessions, and how many you’re getting. If you don’t have strategy sessions yet, you have to look at leads that you’re getting, and what you’re paying for leads, and your conversion rate. And if you don’t have leads yet, you have to look at things like the click-through rate of your ad, how people are engaging with your ad, the relevancy score.

So the first thing is, take the emotion out of it.

02:11 You know, we … I had a email from a brand new client that was advertising for a few days, and they said, “I feel like my leads are going down the toilet. My, my ad spend’s going down the toilet.” And I was thinking, “Okay well maybe … Let’s look at it. Let’s be objective and look at the numbers.” And this is someone who was getting a lead conversion rate of 11% of their leads were turning into appointments. Which is fantastic. Their appointment to them was worth almost $600. They were paying under a $100 for an appointment. Fantastic.

02:40 So you have to remove the emotion. Let me tell you why. Otherwise you w- would be wasting money. So, you should start slow with a new campaign. You should be careful. You should only spend a smaller budget in the beginning to test the waters. But you have to understand, that means that it’s going to take longer, right? You either have time or money. Which do you want to spend the most of every day?

03:02 If you have a lot of money, what I would do … I don’t have a lot of money, but I’m saying if I had the money to spend on ads, ’cause I’ve proven that the funnel works, um, I’ll go and spend three or $4000 dollars a day on a whole bunch of different concepts or ads, or even funnel assets, and see which one works. ‘Cause I can do that. I, uh, you can hire someone else to do it if you have money.

03:20 If you have time, you have to be careful with your money and spend your time on the content, and follow up content, and maybe some outreach, which I’ll talk about next. So, we start slow on purpose. I want you to write this down: the 1% Rule. It’s a rule that we use to determine th- the viability of a funnel. And here’s how it works. If the worst case scenario happened and you only converted 1% of your, of your prospects into customers, what would the ROI be? I want you to think about that.

And folks … this is why I’m gonna talk about this in a second … we tell you to charge more so you can actually help people, and the funnel works.

03:48 You’re never gonna go and lower your prices, or do a low end product. Okay? That’s the first thing people do is, “Maybe I should just do a little m- a course for 500 bucks.” Instead of really changing peoples’ lives for 5000 bucks. It’s actually harder to charge less. You have to be a better marketer to charge less ’cause you have to be able to pay incremental- uh, incrementally less for a lead. You have to be doing split testing, and multi-variant testing, and be a way better marketer. It’s way harder to have someone stick with you on a 50 or 60 minute webinar, and sell them remotely, than it is to get on the phone with them and build rapport and actually enroll them. Okay? I’ll talk about that in a minute.

04:28 But the big picture is, know your numbers and know where you should be pacing, um, uh, placing your time. In most cases, the advice is do nothing. Like, if you don’t have several hundred leads, and you don’t have a really good feel on the percentage of those leads that are booking on your calendar … which only needs to be 5% … uh, then the answer is to do nothing. So, you know, you can only look at …

This is actually correlated to tip number two is, know where you should be spending your time when it comes to troubleshooting.

04:51 Look, you can only solve for the metric that you have. In other words, if you don’t have an ROI to measure ’cause you haven’t closed any new deals, then you have to look at how many appointments you’re getting and what you’re paying for an appointment. And if it meets the criteria, if you’re willing to pay $250 for a strategy session, or $100 for a strategy session, or whatever, if that’s what the cost you’re willing to pay is ’cause you’ve done the math, then let it ride. ‘Kay?

05:24 And solve for where you are in the funnel, okay? So if I don’t have any appointments yet, then I’m going to look at lead metrics. What am I paying per lead, based on what I’m willing to pay? What’s my conversion rate? And if that looks good, I’m gonna leave it alone. If I don’t have leads yet, I’m gonna reverse engineer it and look at ad metrics like click-through rates, relevance, uh, and frequency. Okay? So you have to know where to spend your time.

05:45 Um, this c- correlates into tip number three. This is really, really important. So remember the 1% Rule, um, don’t get emotional, look at the metrics only. If you’re hitting your target metrics, there’s usually nothing wrong. There’s plenty of other stuff you can be doing, which I’ll talk about in tips number four and five.

06:02 So number two, know where to troubleshoot. Number three is focus on conversations over conversions. Everyone talks about making money online and conversion rates, and everything, but w- w- … Our business changed, and we changed our mantra, our focus to: the purpose of marketing is not to generate a conversion, it’s to generate a conversation.

06:21 So, you can’t sit back and wait for your dinner to knock on your door. You have to get your snow boots on, go out into the woods, and if you’re hungry enough, you have to go take down a deer, or some tofu if you’re a vegetarian. You have to go get it. ‘Kay? So what does that mean? It means, focus on the conversation. We see people say, “Hey I, I got 200 leads, and, and, um, a few appointments. Nobody signed up. The leads aren’t good.” Or whatever.

Well how do you know that? Talk to ’em. Pick up the phone. Send an email.

06:48 So, pick up the phone. People say, “I don’t have their phone number.” Well, this is why we do this. Request their phone number in the lead form. People, then your, then the experts would say, “Well you’re gonna pay more for a lead if you ask for their phone number.” Great. Pay more for the right leads. Weed out the ones that aren’t qualified. The ones that aren’t serious, the ones that aren’t willing to give you their information, you don’t want to talk to. But ask for their phone number.

07:14 And now I have … So this client had 54 leads. I’m like, “Great. Guess what? You have 54 people to call.” You can say, “Hey I noticed you got my cheat sheet, um, on X, Y, and Z currency. I just want to touch base and see if you had any questions about it, and introduce myself. I really appreciate it.” Imagine how they would freak out. No one’s really that caring.

07:33 Is that scalable? It doesn’t matter. You’re not here to scale. You’re here to launch and prove that you have a scalable business. It’s not time to scale. Call people. Remember, you have time or money. If you have a ton of money, you can spend it on testing the ads, and afford to pay for the, for the information. If you have more time than money, go get the information. No one lacks resources, they only lack resourcefulness. Pick up the phone and call ’em.

07:56 What if you sent those 54 or 504 people and email? “Hey just curious, um, what, what’s your relationship status”, if you’re a relationship coach.

08:04 Oh, if you’re an advertising agency, “Hey just curious. Um, how many leads are you getting your business right now? And, and where are they coming from? We’re just doing a quick survey. I’m just curious.”

08:14 Oh, are you a life coach or a business coach? You know, “What’s your biggest frustration right now with diet?”

08:18 Um, “Hey I’m creating some new content. I’d like to know, um, you know, what you’d like to learn about. Just respond in one or two words, the topic, uh, and I’d be really appreciate it. Thanks.”

08:27 “Hey I noticed you’re in Cleveland. Um, I grew up in Cleveland too. By the way, what type of coaching you doing right now?”

08:33 Start a conversation via email, via Messenger, via the phone. Um, every lead is worth something, unless you don’t do anything with them and engage them. ‘Kay?

08:44 Tip number four, supplement with outreach. This is really important. Um, you know, I look at our model that we use here. We call this the Launch Map. We use this for coaches, agencies, and consultants. And it basically has all of their foundational framework they have to do. It’s basically you’re whole business plan in a box.

09:01 It’s like, what numbers do you have to hit, which I’m saying, pay attention to these, not emotion. What problem do you solve? What friction or struggles prevent that client from solving that problem? Why it matters to them. How important is it for them to solve it? And then what is your message? What segment of the market are you gonna serve? Who do you accept? Who do you reject? Then we productize your, um, your knowledge, your program, your services, with our signature solution. Um, super, super important.

09:27 But then we look at the actual process, the client acquisition process. We run an ad to an opt-in, where we give e- either an image of your whole signature solution, or a piece of it. You do an authority amplifier, where you give ’em a quick promise. You talk about those three struggles, you talk about the steps that you and your clients, and successful avatar on the planet uses. And you have a call to action, if they want to get clear on how this applies to their life or business, get in your calendar.

Well, guess what? If some people don’t convert, and if you can’t make this work with paid traffic, then that ties into step four.

09:52 Supplement with outreach. So s- let’s just say you can’t afford 50 or $100 a day in ads. Great. Are there forums that your avatar hangs out on? Facebook groups, LinkedIn groups, you know, Meet Ups. Your avatar’s out there. What would happen if you asked these same questions to the public. Like, you have to burn the ships, okay? You have to burn the ships. This is my burning the ship image.

10:24 Um, super important. You can’t just sit here and wait. There, it’s, it’s resourcefulness. Like, if I had to get 10 clients to feed my child this week, I could. So could you. If you had to, you could. You just have to believe it. Why? Because I can go on Facebook groups, LinkedIn groups, “Hey quick question. What’s your biggest frustration right now being a single parent? Being, a, a local lawyer? What’s your, what’s your biggest frustration with your diet right now?” And health groups, moms groups. Whoever your avatar is.

10:52 All the people that answer a poll, you direct message them and say, “Hey thanks for responding.” I build rapport. “I noticed you’re also in Minneapolis. Um, X, Y, and Z. By the way, what type of coaching you doing?” Y- You’re just staring that conversation. You don’t need paid traffic. If you can only afford a little bit of paid traffic, then you have more time. Go out and do outreach.

11:10 Is it not scalable? It is scalable because proof of concept, getting this right, getting clients, getting appointments, is what you’re trying to prove. Then you can scale it. Then you can have someone else do the outreach. You can hire an agency to do it. You can hire a sales team to call all of your leads.

11:23 But you need to block and tackle, and be a guerrilla marketer and get the F off your butt, and stop waiting, and saying something’s broken. ‘Cause there’s nothing broken. For most people, um, the numbers are already there. And if not, it takes small tweaks to move mountains. Go out there and bridge the gap with your own efforts. Supplement with outreach.

11:43 Tip number five. Super important. This fifth tip is super, super important. Is that, the ROI in almost every successful, um, coaching or agency funnel, comes in the follow up. That’s why part of what we do with our clients, is we don’t just say, “Okay. Cool. Let’s just keep running traffic. And I’m wasting all the leads. You know, we got 1% or two or 3% of the convert. Let’s just waste the rest.”

No. We take every single step of your signature solution, and we look at the top search queries that people are, are, are using to solve those micro-problems.

12:08 So basically, you solve one big problem for people, that’s made up of nine smaller problems you solve, you reverse engineer that. And what question are people asking online, in groups, or in, in search queries like Quora, and, and book reviews on Amazon, um, and, on Google AdWords? Like, what are people asking about for each of these steps?

12:35 Then we create content that does what? Every week we create one, two, three, four, five pieces of content. But even if you did one a week, “Hey one of the top questions I get is about lead magnets. What’s the, what’s the best type of lead magnet for a local business? Cool. Let’s me, let me answer it.”

12:49 Um, here’s the, you know, “What’s the best type of ad, video ads or image ads for Facebook for c- c- consultants?” Whatever.

12:56 Here’s, here’s … “I’m gonna solve this in one minute, and here’s the three struggles people have. Here’s the steps we use. Here’s where it lives in the greater system. And if you want help, get in our calendar.”

13:05 So this signature solution series is where all the ROI happens. So if your ads aren’t working, and, or you’re waiting to see how your ads are working, there’s a ton of stuff you can do. That’s step five. Go create that content. Imagine in 12 weeks from now when every new person that enters into your system here, your process, is gonna get 12 weeks worth of content. Do you think they’re more likely to buy and have more trust, and lower buying resistance, and get in your calendar? Of course. So every piece of content you create has value. It’s an asset if you do it the right way, if y- if you provide context to go with your content.

13:39 So let me talk about some critical don’t dos. And then, um, hopefully this is helpful and you can just chill out and understand that you’re on the right path. So, for the do dos. Do do. Uh, I said do do.

Number one, pay attention to the metrics, remove the emotion.

13:51 Remember the 1% Rule. We’re starting slow on purpose to mitigate risk, but in many cases, doing nothing is the answer. If you don’t have enough metrics to know how many strategy session you get out out of 500 leads or how many you’re closing out of 20 strategy session, wait. It’s probably working better than you think. It just needs more time because the opposite is to spend a whole bunch of money, and that’s when you’re risking it. So, you know, be patient.

14:18 Number two, know where to troubleshoot. Which part of the funnel should you be looking at? Um, is it not getting enough, you’re not closing enough appointments, and, uh, and, uh, clients? You’re not getting enough leads onto your calendar? Um, or you’re not advertising to the right audience and getting the right ad metrics. Right? You’re not converting enough leads, traffic in the leads. Know where to troubleshoot. In many cases, it’s nowhere. But if, if there is something wrong, that’s gonna be one thing at a time. The one metric that’s not working for you, reverse engineering.

14:48 Number three, focus on a conversation not a conversion. The purpose of marketing as we see it, is to generate a conversation, not a conversion. Focus on that. Call them. Email them. Ask them questions. Re-target them with questions, with value.

15:04 Number four, supplement with outreach. Um, cool. Not enough stuff coming in? Go out and hunt. Y- You know, setting bear traps in your driveway is not, not working for ya? Go out there with a bow and arrow and make it happen. ‘Kay? Uh, forums, groups. If you know who your avatar is, the second thing you need to know is what watering hole are they gathering at? Go there and start a conversation where they are.

15:28 Number five, focus on the follow up content. That’s super, super critical. Mission critical.

Couple quick don’ts. Really important. Do not lower your price.

15:33 Um, here’s why. We had a conversation in our Elite Mastermind. One person said, “I ran my funnel for a few weeks, this happened.” ‘No other person said, “Me too.” They both said, “You know what we’re going to do, is just sell something really cheap instead.” That’s a mistake for many, many reasons. But the most important reason has nothing to do with my opinion. It’s fact. The numbers don’t work in your favor.

16:00 I want you to write this down. W- You got the five tips, you got the 1% Rule, write this down: the lower the price of your product, the better you have to be at marketing, the more skill it takes. Why? Well because if you’re selling a product for $5000 and that means you’re willing to pay $200 for a strategy session, um, and you’re willing to pay $12 for a lead. If you’re selling a product for $500, then you’re only willing to pay $20 for a strategy session, and like $2 for a lead. It doesn’t work. Or $1.20 for a lead.

16:32 The numbers don’t work out. There’s more friction. Um, so along with the 1% Rule, there’s also the 3% Rule, which is just that, roughly 3% of your traffic converts. I mean, sometimes it’s 1%, or 5%. But it takes, um, almost the same energy and effort to sell somebody a $100 product, as it does a $1000 dollar product, as it does a $5000 product.

16:55 In other words, you don’t get 50 time the conversion if you sell something for a dollar, than if you do for $5000. It’s usually a couple percentage points. Right? So people that are driving traffic right to sales [inaudible 00:17:06] to sell low end products and cheap WSO stuff, you know, they’re like, “Oh I’m getting a eight, 10, 12% conversion rate.” People that are selling three to $5000 coaching programs, “Oh I’m getting three to 5% conversion rate.”

17:17 Well, guess what? Do the math and look at the numbers. It’s harder to sell a low end product. If you can’t master a few basic things, you’re not gonna master some technical things. Like, you’re tryna do a webinar instead, and you’re tryna drive people to some pre-webinar content, you’re tryna get ’em to s- t- to show up, you’re tryna get ’em to stay for an hour, then you’re tryna get them to spend money without actually talking to anybody, that’s way harder.

17:41 And you also don’t help them as much, which is the social proof thing. Like, go work with one or two people one-on-one first, get your system down, create a case study around that. That case study will be worth six or seven figures to you because you charge people enough to work with them, and help them get results. So the less people pay, the less committed they are, the less help you can afford to give them. So it’s a race to the bottom, to lower your prices.

18:05 A lot of people look at what we’ve done. They’re like, “But you have this lower end product that sells, and the higher end products.” Yeah. We got the high end product, right, for two years. And then we added the lower end product much later. You have to do the right things in the right order.

18:18 Um, the biggest final not to do, the don’t of this, is don’t forget your “why.” This is really important. You’re tryna learn a skillset here, that once you get it right, you can feed yourself, your, your employees, your family, their families, your clients. Um, like, it’s like the Terminator analogy. I say like, if you drop me off … this will be very ugly … but if you drop me off naked in the middle of Detroit, and I have to go get my motorcycle, and my jacket, I can go do that.

18:51 Like, in other words, it feels good to know that no matter what happens in the economy, or in the digital landscape, those core principles that I’ve taken the time to learn, I have that resourcefulness. I have the ability to go an generate a business quickly that can generate clients. Okay?

19:07 So it should be hard, ‘kay? We’re tryna make it really simple. We’re not tryna make it really easy. There’s a huge difference, ‘kay? Easy is a measure of effort, and simplicity is a measure of complexity. So simple is in the opposite of, of complex. So these are the simple principles, these nine steps you have to get right. But it’s not gonna be easy. You’re gonna have to remake a video, or make a whole bunch of content, or be uncomfortable calling leads, or whatever.

19:34 But if you want it bad enough, and you’re focused on the “why”, the worst thing you can do is quit and get emotional, and take all the time and effort you’re putting into something, and you’re getting 90% across the finish line, and you’re like, “No. Maybe I’ll try a different thing.” Don’t do that. *Trust the process – Trust the metrics – Trust yourself* And pretty soon, when you start closing deals, you’re gonna look back and feel like a fool.

19:54 Um, if you’re closed deals and been through this process, help other people in the comments. Please, just help people understand that everyone has an imposter syndrome, and that fear, and that doubt, and that intolerance for risk. And sometimes you don’t have the, the money, but you have the resources and you have the time.

20:10 So stay the course. Cheers. Make it happen, folks.