The Most Valuable Marketing Tool You Possess

Email concept with laptop ang girl hands

How to grow your business’s email list.

The No. 1 asset in your marketing toolbox is your email list, not your website or Facebook page.

According to a study by eMarketer, 69.7 percent of Internet users prefer to receive communications from businesses via email. And they buy from offers in email. I’ve seen effective emails conservatively generate between $2 and $5 per month per subscriber. This means that an engaged list of only 1,000 people could be worth between $24,000 and $60,000 annually.

We’re not talking about buying lists of email addresses and cold-emailing that list. We’re talking about building your own list of leads and customers. These are people who have given you permission to email them with updates, promotions and other interesting information from time to time.

Many business owners tend to put too much attention, time and money into their website and social media presence without a thought of how to use these tools to increase the number of email subscribers on their list and, ultimately, number of customers.

How Do I Build My List?

Building an email list may sound like a daunting task, but it’s not. You just have to get started. Nobody with a 100,000-person subscriber list started with 100,000 people.

First, make sure you have a service that allows you to manage your list and send messages to large numbers of people. Some will allow you to start with a free account and upgrade as you need more functionality and as your list grows. You have several options: MailChimp, emfluence, Constant Contact, InfusionSoft and more.

Some people spend months looking for the perfect mail application for their business. Those are months wasted in not building a list. Pick an email client and move forward.

Start by adding customers that have given you permission to communicate via email to a list. These are the people who are most likely to buy from you again and refer others to your business.

Add a Subscription Form to Your Website

Next, focus on your website. You probably already have traffic coming to your website, and this is the best place for you to start finding subscribers.

Set a goal of how many email subscribers you want to add to your list. To determine a number that is reasonable, look at your website traffic and make a conservative estimate that 2 percent of your traffic will convert to being subscribers if you just have a simple form that says “Subscribe to Receive Updates.”

So, if you have 100 visitors to your site a day, two people will opt in to your list with even a simple addition like this.

Install an Exit Pop-Up

An exit pop-up appears when somebody is already getting ready to leave a page or your website. (As soon as visitors mouse over their browser’s address bar or navigation bars, the pop-up will appear.) Visitors have looked at something on your page, and hopefully found something interesting or appealing. Now is your time to attempt to capture their email without interrupting them.

A properly done exit pop-up has conversion rates that typically range between 5 percent and 30 percent depending on the value you provide in the pop-up.

You need to figure out something you can give them in return for their email address.  Preferably, this needs to be something you can email to them. Videos, guides, product discounts and free consultations are just a handful of examples of what you can offer.

To set up an exit pop-up, check out tools like LeadPages that allow you to quickly and easily install these on your site, or talk to your Web developer.

Add Subscribe Links Strategically

If your website has a blog, consider putting a subscription link at the bottom of your blog posts. For example, your call to action may be “Like what you’ve read? Subscribe to have articles like these delivered directly to your inbox weekly.”

Although there are certainly better calls to action and more to offer, this is a place to start.

Get Started

The important thing is that you start and refine over time. If you make your plan too complex, you will never execute.

To increase the numbers on your list, you can either increase your website’s traffic or increase your conversion rate. Increasing your traffic is the more difficult route. The better option is to work to increase your conversion rate.

Over the next seven days, I challenge you to maintain an intense focus on building your email list. Put in the foundation above and watch your business grow.

This article was originally published on at

Failure is not Fatal. What Happens When Your Crowdfunding Campaign Fails?


Don’t consider a failed crowdfunding campaign fatal.

Trust me when I say that a filed campaign is not fatal.  There are many stories of failed campaigns that ended up in success.

For example, the first campaign for Ryan Grepper and Coolest resulted in failure to reach his $125,000 goal.  Six months later, the second Coolest campaign raised more than $13 million out of Grepper’s $50,000 goal from over 62,000 backers, beating the previous Kickstarter record set by Pebble smart watch in 2012.

If you were to look at the two Coolest campaigns, they don’t look much different.

So, how did Grepper go from a failed campaign to the biggest success on Kickstarter to date?  He made several small changes that made a major impact…roughly a $13 million impact!

So many variables exist in a campaign that it’s hard to put a finger on any single thing that might of gone wrong the first time around with your campaign.

But, now that you have a campaign under your belt, you have something very important.  You now have the attention of a group of people who backed your campaign and want it to be successful.  You also have data and information you can use to make your next campaign an overwhelming success.

Below are seven areas you need to review after a failed campaign.

1.  Revisit the Product Itself

The first thing you need to look at is your product itself.

Sometimes the product is just not a good product.  Sometimes, the product is not exactly what people were looking for.  Sometimes the benefits of the product were not conveyed in a way that potential backers would have a clear picture as to how the product could benefit them.

Now that you have an audience of people, it’s time to ask them what might have gone wrong and what they think you can do better the next time around.

You can find out a lot of information by surveying your backers.  Through the use of campaign updates in either Kickstarter or Indiegogo, you can solicit feedback from your backers.

If you have an email list, you can send emails requesting feedback, or surveys through tools like Survey Monkey.  You can start asking questions on social media that may lead you to the potential problem.

The key here is to ask open questions to get honest feedback.

In Grepper’s case, the prototype he featured on Kickstarter didn’t have all of the features promised.  Without all the features, it was difficult for people to make the leap to envision what could be.  Plus, it took away a lot of credibility with the prototype not fully developed.

When he launched the second campaign, he had a full prototype.  People were able to see exactly what they were getting.

It’s tough to get funding without being able to demonstrate a full prototype for potential backers.  Make sure your prototype is to a point where potential backers can see what the product is going to do rather than imagine what it might be like.  It’s hard to make the leap to what your product could be.  Having a fully functioning prototype substantially boosts your credibility and your backing.

2.  Make Sure Your Video is Short and Focused on Benefits

If you look at videos of failed campaigns, the videos either focus too much on the inventor or founder’s story and the idea or the videos are vague.  Failed campaign videos also leave out product demonstrations.  I’ve also seen videos that were vague commercials about what they were doing.  These tend to fail miserably.  The story of the inventor or founder and the story of the idea is important, but it should be brief in relation to the benefits of the product.

If you analyze Kickstarter videos of successful campaigns, you will notice that the videos are more focused on the benefits to the end user, not focused on the founder and the idea.

To showcase these benefits, successful videos give a full product demonstration within the video.  Think back to infomercials, and how the product is demonstrated.  They take the product to the extreme, showing just how amazing it is.  Infomercial guys show their product removing wine stains from white linen shirts within seconds.  They have even been known to blend bowling balls in supercharged blenders.  Many of these demonstrations show the power of the product in a way that is more extreme than everyday use.  The thought then becomes “Well, if it can blend a bowling ball, it can probably handle whatever I put in there!”  Your video doesn’t have to be cheesy, but it should dramatically demonstrate how your product works and give people a reason to back your campaign.

I also find that you should focus on what I call use cases.  Your product can likely be used by people with different interests for various uses.  For example, when Pebble watch came out, without use cases nobody knew exactly how you could use it no matter how great of a product it was.  But, when you see that it can measure yardage to the pin for a golfer, golfers suddenly saw the value in the product.  When runners saw that it could display their time, pace, and mileage directly on the watch for them to easily see, it has more value to runners.

When you showcase specific features that might entice a certain audience, make sure you are speaking directly that audience.  Don’t assume they can make the leap and imagine how the product might work for them.  Show them exactly how your project benefits them.

3.  How Large Was Your Audience When You Started

So much of the success of a campaign happens before a campaign is launched.  I teach that successful campaigns have audiences built that are interested in backing your campaign long before they are launched.

You need to build a social media following, and most importantly, an email list of people who are interested in your campaign.  You need to reach out to influencers and have them promote your project to their list to tap into their audience in an effective way.

Failed campaigns go buy email lists or try to build a large audience of people who are widely uninterested on the cheap, expecting people to naturally love what they are doing and hand over their money.  This doesn’t happen.

If your campaign was not successful, your true audience of interested backers may not have been large enough.  Only a fraction of your social media followers and email list will back your campaign.

Look at the number of people from your social media following and email list that actually backed your campaign.  The number of people divided by the number of people on your list is called your conversion rate.  Take your conversion rate, and back into the number of people you need on your list at that same conversion rate to reach your goal.  That is your new goal for the size of your audience.

4.  How Engaged Was Your Audience During the Campaign?

Not only do you need a large audience, but you need them to be engaged.  If you collect email addresses and never send an email leading up to your launch, them you let them know your project is live out of the blue, you will get very little engagement.  Not only do you want people to be aware of your campaign and on your list, it’s critical that you engage your audience to get them excited about your campaign.

If you’ve done a great job engaging your audience leading up to the campaign, but didn’t get the backing you thought you would, it may be that your product or pricing didn’t line up with the expectations of your audience.  If this is the case, you need to survey your audience to find out what the issue might be.  You are likely to receive excellent information that you can use to tweak your product for  your next campaign.

When you launch your project the second time around, you will have a larger, more engage group of supporters that will not only back your campaign, but promote your campaign for you.  This multiplier effect helps you get early momentum, which will ultimately lead to a successful campaign.

Engaging your audience can dramatically increase your conversion rate from your audience, resulting in a successful campaign with a smaller audience.

5.  Was Your Initial Goal Too High?

One change that can significantly change the trajectory of your campaign is the campaign goal.  I’ve written about the importance of the size of your goal previously, and I can’t stress that enough.

With the Coolest campaign, his initial goal for the failed campaign was $125,000.  The second time around, his goal was $50,000.  He achieved the $50,000 goal in the first day, largely through his initial audience.  Once the campaign reached 100% of the funding needed, it took off and grew exponentially.

Smaller goals allow you to fund your campaign quickly.  I recommend attempting to fund your campaign within the first 48 hours.  From there, your campaign is an attractive story for media and influencers and boosts your credibility with potential backers.

Consider lowering your goal in order to raise more in funding.

6.  The Timing of Your Campaign Matters

When Coolest launched the first time, the project was launched in December, thinking that people were in the buying mood around the holiday season.

Launching in December is a common mistake.  I have never recommended launching in December.  Holiday shoppers are shopping for products as gifts that can be given now, not in the coming months.

December is typically the worst month to launch a campaign for a consumer product.  If you are launching a campaign with the idea of capturing holiday shoppers, the campaign needs to be launched in October with delivery of the product in November or early December.

Even if December was a good time for campaigns, it was not a good time to launch a campaign for a cooler designed for the summer.  People are not thinking about coolers in December.  Coolest relaunched in June of 2012 when people are thinking about coolers.

I recommend to launch in months where your product makes sense.  If you are launching a seasonal product, find a time to launch that makes the most sense.  Don’t rush into a campaign when the timing isn’t right.

7.  How Well Did You Market Your Campaign

Launching a project on Kickstart isn’t enough.  Many failed campaigns did not marketing their project throughout the duration of the campaign.  You can’t expect everyone to love what you are doing and back your project.  Your campaign is the ultimate direct marketing and sales test for your project.

Focus your marketing on sales channels that are getting the most traction.  When you first launch a campaign, you want to blanket social media channels, blogs, and email with news of your campaign.  As you move along, you will find that one or two channels are producing the most backers.

I personally find that campaigns marketing on Facebook are the most successful.  If you need to focus your marketing on one channel, my bet would be on Facebook.

Treat your campaign like a full time job for 30 days, and spend at least 80% of your time on marketing.  You will see the results if you do.

And Finally…

A failed campaign is not fatal.  If your campaign failed, you can fold up and move on, or you can look at data, get feedback, learn from your mistakes, and build a bigger and better campaign.

If you can put the pain of failure aside, you may realize that this is a great opportunity.  If you’ve had a failed campaign, my hope is that your campaign will be the next Coolest.

Take a look at the seven factors above.  You may only be a few feet away from striking gold.

A New Way to Look at Challenges


No matter what we do, life is full of challenges. We all know this, and yet we would prefer that things be easy and smooth.

This is especially true in my own life. If I’m being honest with myself I would prefer that things be easy and I not have to deal with challenges.

When things don’t go our way (surprise!) we get frustrated, or at least I do.

I read something last night about the concept of Mini Successes that helped reshape my frame of mind regarding challenges.

These Mini Successes are things we often overlook.

A Mini Success is pretty simple.  Every time we fail, or hit a road block, or face some challenge, we have the opportunity to get back up and do it better.

We often miss out on these opportunities because we view them as a setback.  We get frustrated.  Sometimes we quit.  When we look at these challenges as pain, we miss the lesson we learn.

Solving problems and overcoming these challenges provides us with the opportunity to learn what to do differently and to move forward.

When you think about it, this looks a lot like growth.

We learn we can move through obstacles.

My challenge to all of us, especially myself, is that we learn to change our mindset about challenges, roadblocks, setbacks, and failures. Your mindset determines whether they are setbacks or will take you to the next level of success.

We face challenges every day. Let’s frame our mind to make them opportunities for success.

Focus on the Inputs


As entrepreneurs, we have to be mentally strong. I believe that mental strength and mindset are what set successful entrepreneurs a part from the rest.

If you let your emotions get to you, you’ll crack as an entrepreneur.

There are days where I just want to quit. Then, there are days I’m on top of the world.

When your job is to create results, there are definitely ups and downs. The frustrating part is that, as an entrepreneur you can do something that causes great results. Then, the very next day, you can do the same thing and get a greatly varied result.

One thing I’ve learned is that we can only control the inputs, not the outputs. Results are necessary, but if we focus too much on the output, we will drive ourselves crazy.

We have to know what inputs are most likely to create the desired outcome and stick with them. If we lose faith, we may start putting in the wrong inputs and things feel like the are spiraling out of control.

Know what works, trust in yourself and trust the process, and persevere with the right inputs.

What do you think? Do you have anything to add?

Direct Versus Indirect Offers


In the last step, you probably noticed that I talked about direct and indirect offers.

I want to take a second to talk about the difference between direct and indirect offers. This is important to know and understand as you setup your offers. lead magnets, and ads.

Direct Offers

Most of us are used to direct offers in advertising. A gym promotes a $1 enrollment fee. A dentist office promotes a $19 initial exam that includes exams, x-rays, and a cleaning.

These are direct offers as the offers are designed for you to take an action, which is to make a phone call to schedule an appointment or buy something within a close proximity of time to seeing that ad.

A direct offer is generally more intimidating than an indirect offer. With a direct offer, you are asking that person to pick up the phone and make an appointment with a person or a business that they don’t know. In order to do this, there typically has to be great value given in an advertisement to get somebody to take this action.

You will hear people talk about how these offers are no longer effective, but they are wrong, at least for a lot of businesses. Direct offers work for certain services and certain industries to certain demographics. If you are looking to reach seniors, direct offers work much better than indirect offers. If you are looking to reach millennials, your offer will either not be noticed or will be laughed at.

There are also personalities who want to make a decision quickly. They don’t want all of the information. They don’t want to fret over making the best decision. They want to make a good, yet quick, decision that will help them solve their problem.

In Facebook marketing, there are times to use direct offers. Direct offers can be used to sell services and products, but you have to carefully watch your conversion numbers to make sure you are making a profit from your conversion ads.

Indirect Offers

But, because of how most people behave on Facebook, and because we are trying to build an email list, we are focusing more on indirect offers. An indirect offer is where we are giving something of value in return for contact information typically. In return for receiving something, the potential customer or client is willing to allow you to send them additional information and additional offers. At some point, this potential customer may turn into an actual customer.

Indirect offers are typically less intimidating. With an indirect offer, you are giving something that is both relevant and valuable in order to gain trust and credibility with the prospective customer. There is an exchange of value. You provide them with information that solves their problem, or maybe a significant discount that they can use within a certain timeframe, to make a purchase.

A great example of indirect offers that you see in television commercials, and one of the first forms of indirect offers as far as I’m aware, are for reverse mortgage companies. Instead of asking somebody to make an appointment with a broker or representative that they do not know, the offer is to call a phone number to receive an information packet by mail. It’s extremely impersonal. They call and leave a message with their contact information, and a couple of weeks later a packet arrives by mail. They can also go online and fill out a form with their information to receive the packet via email or mail. The prospective customer doesn’t have to talk to another person. They don’t have to make an appointment. They receive information that they can read on their own terms to help them make a decision.

Response levels initially on indirect offers are higher than direct offers. With indirect offers, there has to be a follow up to have people take action. You can reach out to them by phone, mail, or email depending on how that person prefers to be contacted. Very few people will take action on their own without a follow up.

My recommendation is that you focus on indirect offers for the purpose of building your email list. Your initial goal is to convert somebody to an email address. Making an appointment isn’t necessarily the best way to do that.

With an indirect offer, you are adding three steps to the sales process: 1) giving something of value, 2) gathering an emails address and 3) follow up.

These extra steps create a true marketing funnel.

If you are ready to take your Facebook advertising to a whole new level, check out this course I put together.  Get 90% off through April 24, 2015!

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What the Heck is a Lead Magnet?


In order to collect email addresses, you want to create a lead magnet. A lead magnet is something of value that you exchange in return for something like an email address, to attract your ideal target marketing. Generally, a lead magnet is something that offers a solution to a problem.

The first step in developing a lead magnet is to define a problem that your market has. One way to do this is to look for other lead magnets that are being offered to your market and put your own spin on it. The better way is to ask. Spend some time asking your target audience what they struggle with, what they want to know or learn about, and what you can do to help them. You will be amazed, because they will give you the answer, and it typically doesn’t take that long for you to key in on the problem.

A lead magnet works because you are able to give them something before you ever ask for money. You are building value and, hopefully, building a relationship of trust with your prospects.

The lead magnet attracts your ideal prospect to you and allows you to create a lead. It allows you to capture an email list. Building an email list is the backbone of building a sustainable business. With an email list, you have a pipeline of potential buyers at all times. You are constantly adding to your email list as well.

Lead magnets come in all forms. Here are a few examples to choose from:

Free in-person consultation

Free phone consultation


Video training


Free report

Contest entry


Depending on your audience, these will convert at different levels. In my experience, webinars and video training convert well because they seem to carry the most value to a prospective customer.

Free phone consultations work sometimes, but these are much more similar to direct offers than indirect offers because it is requiring somebody to step out of their comfort zone a little more than they are potentially willing.

I would rather provide something they can watch or read before offering an consultation and then

In-Person Consultation or Phone Consultation

If you are providing a service, you may want to advertise on Facebook that you offer a free, in-person or phone consultations. This strategy gives you the ability to add value in person and then make an offer for a sale of your services.

In my opinion, you may have a lower initial conversion rate from your Facebook ad because this is a direct offer, but it’s definitely worth testing. You will want to track the cost to convert somebody into an in-person consultation and then convert that lead into a sale. The highest likelihood of converting somebody into a sale is when you are in person.

I also recommend offering a free in-person consultation as a second step in the process. You could offer a free video or downloadable guide. The offer at the end of the video, guide, and in subsequent email follow up could be to make a free appointment. From there, you can meet and propose a sale of services. This allows you a little time to build trust with a giveaway. Again, the data will tell.


A live webinar through something like Google Hangouts gives you the ability to build rapport live, or even through a recorded session. Your attendees can hear your voice and see you over the camera. This is a great way to scale and create versions. It is much more scalable than in-personal consultations. If you are selling information or even services, you can make your offer at the end of the webinar and track your conversions.

I like webinars more than in-person consultations because it is impersonal and takes away the intimidation in registering for a webinar.

For most product based businesses, webinars don’t work that well unless your audience would actually attend a webinar for whatever reason. If you are selling a product to distributors and they need to know the features and benefits of a product, then this may work. If you are selling a higher priced item and want to show people the case studies, etc., this may work. But, a lot of the times, this can be accomplished just as easily in a video, and your likelihood of somebody downloading or watching a video is much better than somebody joining a webinar.

A webinar is best for topics where people want to learn something that they can take and use themselves.


Videos are great lead magnets but not always as effective as webinars fell more personal and typically performed live. A quick video showing a solution to a specific problem can work well, but a video series tends to work better. If you are going to offer videos as lead magnets, I recommend sending several videos over the course of a few days to build value into the video series. Otherwise, somebody may feel like they can search on YouTube and find the same information.

Audio Recording

Depending on your target audience, you could send somebody an audio recording. I find that audio recordings don’t convert as well as webinars and videos into leads, and they don’t always convert into sales. Ultimately, you are trying to sell. My recommendation is to spend the time on the webinar instead of the audio recording. You will likely yield better conversions to leads and leads to sales.

Free Reports and eBooks

I like free reports and eBooks because they are fairly simple to create and convert well. It is extremely impersonal, but it allows you to present your expertise and credibility in written format. Free reports and eBooks are great tools to use as an initial lead magnet that can lead to another free offer or small offer that leads to a bigger sale. With reports and eBooks, you can generally set it and forget it. You can easily automate the process and track results.


If you are selling physical products, a coupon works really well. The coupon could be for something free with a first order, a percentage or dollar discount off a first order, free shipping, or a bonus item with an order. When I run coupons, my goal is to generate leads and convert those leads into buyers. It is both a lead generation and customer acquisition strategy.

Develop Your Lead Magnet

Start making a list of lead magnets you can create. Start with finding one problem that you can solve for your target market and create a lead magnet surrounding that solves that problem.

If you scroll through your feed long enough, you will start seeing ads for lead magnets from webinars, to eBooks to coupons. To see the lead magnets that are working, look for comments where somebody is mentioning somebody else’s name along with the number of likes and shares. The more comments, likes and shares, the more engagement they are likely receiving on that lead magnet.

This is a great place to start with creation of your lead magnet. Look at what’s working for others in your industry and put your own personal spin on the lead magnet.

If you are ready to take your Facebook advertising to a whole new level, check out this course I put together.  Get 90% off through April 24, 2015!

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What Are You Selling?


You need to know what you are selling at the end of the funnel. Your entire funnel is based on what you are selling.

No matter what you are selling, your funnel has to be compelling throughout and ultimately convert into sales.

You may sell multiple products or services. When you set up a marketing funnel, pick one. Picking one product or service to sell provides clarity to your buyer and keeps the process we are talking about consistent. Once you gain their email address, you can market other products and services to them down the road. But, for now, focus on just one.

Whether you are selling a physical product like socks, a service like accounting services, a membership for a gym, or an information product, this process I’m describing works.

If you are just starting out and don’t have a product or service yet that you are selling, this is the time to create your product or service.

First, start with your customers and your target market. What do they want?

Start by asking your target market what problems they have and what they solutions they are looking for that they can’t find. Your target market will tell you exactly what they want.

To get some more ideas, head out and start looking at what your competitors are selling. Look at their product positioning, sales copy, and pricing.

You will want different sales funnels for each different offer so that your funnel is consistent and seamless throughout.

You want to develop your sales proposition first so that you can maintain consistency in your funnel from your ad to the landing page to the thank you page to the email follow up to your sales page to your website. The look and feel should be similar. You should use the same, high converting images and colors in each. You need to use similar copy to keep it consistent. When your funnel is consistent and flows well from ad to offer, your prospect feels safer than if there was inconsistency in your branding.

All of the components of your funnel work together to build social proof, trust, and validation. When you have your funnel dialed in, you are able to increase conversions and lower acquisition costs.

One thing to note is that your sales page will actually be presented through email after you have acquired their email. To start, I don’t recommend driving traffic directly from Facebook to your sales page. You are likely to see very low conversion rates, if you convert anyone at all!

Also, like I said earlier, I’m going to assume this is a great product or a great service. If it isn’t great, nothing contained in this book will help. So focus on making it great.

If you are ready to take your Facebook advertising to a whole new level, check out this course I put together.  Get 90% off through April 24, 2015!

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Define Your Target Audience: Everyone is Not Your Customer


Let’s start with the end in mind, the end customer that is. Who are you trying to reach, and why? Who is your ideal customer and client? What are their problems? What solutions are they looking for to solve their problems?

In order to craft great products and great lead magnet offers, you need to understand who you are trying to reach, and you need to define this target in detail.

What makes Facebook so powerful is the ability to define your audience. You can narrowly target exactly who you want to work with and who will most benefit from your product or service.

“Everyone” is not your target market. This is something that so many entrepreneurs struggle with. They want to market to everyone because you never know who you might miss! The problem is that you might be attracting somebody that is less than an ideal client or customer.

Think about your own newsfeed in Facebook. If you scroll through your feed and see an ad that is clearly not targeted toward you, it’s pretty annoying, right? For me, since I have some understanding of how that happens, it actually makes me think that they were extremely lazy in their efforts.

But, you also probably see articles and blog posts that pop up in your newsfeed that you want to read. Sometimes it’s magic that the right headline pops up about something you want to read about at that moment. Many of those articles or boosted or run as ads to get you to read them. You want to read them because they are of interest to you. That’s the power of defining your audience.

You also need to define your audiences based on different buying behaviors and needs. For example, with Sock 101, when we first started, we sold only men’s socks. So, you may think that our audience would be mainly men. You would be wrong. Our sales statistics showed that about 40% of our customers were men and 60% were women. Why in the world was this happening? Well, women make 80% or more of the purchased of fashion for men. Women give a lot of clothing as gifts to men. Men still purchased for themselves and as gifts for others. So, we had an audience of men who were generally into fashion and an audience of women who were looking for gifts for men. We created offers and messaging for each different audience and narrowly defined the audience.

The key here is relevancy. You want to provide something of relevance to your audience and each segment of your audience.

I get hit with ads all the time for Facebook marketing, and it’s pretty clear why! It’s great because I get to see what others are doing and producing for their audience. I also get great information and it helps me learn more from others. I enjoy getting these ads and want more because of their relevancy.

If you can get to the point where your audience actually WANTS to see your ad, you’re on to something. This comes from narrowly defining your audience and audience segments so you can create offers that are relevant.

Later, we will talk about building audiences in Facebook in detail. For now, focus on defining your audience and audience segments to determine what they want and what you can create that they will connect with and ultimately buy. Focus on solving one problem for your audience or audience segments.

If you are ready to take your Facebook advertising to a whole new level, check out this course I put together.  Get 90% off through April 24, 2015!

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15 Steps to a Successful Facebook Ads Campaign


Like I said previously, one of the best Facebook strategies you can use to build your business is the lead generation strategy.

When most people start with Facebook ads, they start by putting status updates on Facebook and boosting them. They are absolutely shocked when they don’t get results. Again, you can put out ads for somebody to buy a product, but they’re not there to shop and they don’t know you. You won’t see great results. You can run ads all day long, but if they don’t produce results, they are completely worthless.

The best return on your investment comes with you put all of your focus on simple Facebook marketing funnels that generates leads. With the lead generation strategy, you are looking to build the number of likes on your Facebook business page. You then want to convert those likes into email addresses.

To do this, you will run ads that drive traffic to a landing page to give something away, which is called a lead magnet. An email address is entered into the landing page and stored in your email platform.

And you’re done.

Just kidding. Even though the strategy looks pretty simple, it’s actually very detailed!

If you are looking to launch a Facebook campaign quickly that is effective, here’s an overview of the steps in the Facebook lead generation strategy. It’s divided in two parts: 1) Pre-Facebook setup and 2) Facebook setup.

I will go through each of these in detail in their own posts. If you don’t know what some of this means, don’t worry as it will be covered ad naseum. Please use this list just to get the process in your head for now and to refer back to and as a checklist when creating your campaigns.

Part 1: Pre-Facebook

Before you setup Facebook, you need to do the following:

1. Define your target audience.

2. Develop an offer that solves a problem for your target audience at a price point that will sell and have an ROI that will justify paying for advertising.

3. Create an offer page to sell your offer.

4. Set up an email client such as MailChimp or AWeber.

5. Create a lead magnet that solves a problem for your target audience. Create multiple lead magnets for testing.

6. Create a landing page and thank you page that is seamless with your offer and gives ONE call to action. Create one landing page per lead magnet.

Part 2: Facebook

Once you have set up the above, you can start with your Facebook advertising.

1. Set up a personal account if you do not already have a personal Facebook account.

2. Set up your business page and optimize your page.

3. Set up your ad account.

4. Run a page promotion ad.

5. Create conversion tracking pixels and load into your thank you page.

6. Create ads with killer headlines, copy, and images that drive traffic to your landing page or pages. Test multiple versions of your ads.

7. Review your reports to know what’s working and what’s not.

8. Tweak your offers, lead magnets, landing pages, and ads to optimize your funnel!

9. Make money!

Now that you have the overview, let’s go through this in detail!

If you are ready to take your Facebook advertising to a whole new level, check out this course I put together.  Get 90% off through April 24, 2015!

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Key to Facebook Ads Success: Marketing Funnels


The key to your success will be in creating marketing funnels, and tracking the success of your marketing funnels from offer to purchase.

As I’ve worked with my own businesses over the years and in consulting for other businesses, my focus is on setting up a marketing funnel that works in that particular business, for the target audience, and in that industry.  I like to model my funnels off of what others are doing.  I recommend going onto your Facebook feed and start finding offers and marketing funnels.  Look for both direct offers and indirect offers then start following the process.  This is one of the best ways I’ve learned how others do this, and you can do the same thing.

For now, I’m going to generally talk about the concept of the Facebook marketing funnel.

The top of the funnel is your offer.  The bottom of your funnel is a sale.

With a direct offer, your funnel is very short and stubby.  There are no steps in the middle between the offer and the sale, unless you have a process where you are using a small offer to convert to a larger product or service.

My focus here will be on talking about the indirect offer funnel, since it is more in depth.

With an indirect offer, your funnel looks much more like a funnel.

A Facebook marketing funnel starts with your lead magnet which enters prospects or leads into the top of your funnel.  They exchange information with you in return for your lead magnet.  The value of your lead magnet must be much greater than the value of the contact information and potential time that will be spent reading your emails later in order for somebody to download your lead magnet.

From there, your Facebook funnel follows up and continues to add value to your lead and eventually convert them into a buyer.

If you are ready to take your Facebook advertising to a whole new level, check out this course I put together.  Get 90% off through April 24, 2015!

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