FB Ads and Paid Traffic Campaigns with Stacy Reed

FB Ads and Paid Traffic Campaigns

In this episode I sit down with Facebook Ads expert Stacy Reed, to chat about the marketing foundation you need to have when it comes time to scale your business with Facebook ads and paid traffic campaigns.

She clearly breaks down a process that often overwhelms entrepreneurs into a step-by-step strategy that makes it easy for business owners at all levels to understand. She shares her top tips and actionable steps that you can use right away!

Listen to the Episode

Podcast: Play in new window | Download

Meet Stacy Reed

Stacy is obsessed with elevating eCommerce brands to new heights with strategic marketing. Stacy has generated over $150 Million running paid social advertising campaigns at Zappos for some of the largest shoe and apparel brands in the world.

She uses her 11 years of marketing experience to amplify brands as the CEO of her consulting agency Stacy Zeal & Co.

When she isn’t speaking or consulting, she is practicing yoga and inspiring others to live their best lives out loud.

Connect with Stacy here:

Episode Transcript

Welcome, everyone. Today, I am here with Stacey Reed, who is a Facebook Ads expert and strategist.

(0:52 – 2:19)
She is obsessed with elevating brands to new heights with strategic marketing. She has generated over $150 million dollars running paid social ad campaigns for Zappos and some of the largest shoe and apparel brands in the world. She uses her 11 years of marketing experience to amplify brands as the CEO of her consulting agency, Stacey Ziel & Co.

And when she’s not speaking or consulting, she’s practicing yoga and inspiring others to live their best lives out loud. Welcome, Stacey. Thank you so much.

I’m excited to be here. I’m excited because this is our first episode talking about paid traffic and ads. And I think this is one of those things that people either jump into too soon and don’t see results and get frustrated, or they avoid it because they’re intimidated and they don’t understand it.

So I’d love to kind of pull back the curtain and understand what do we need to know about ads before we get started? What’s the best way to use them and how to leverage them to grow your business? How’s that sound? That sounds awesome. I love answering those questions. Perfect.

So let’s start with you and how you came to be a Facebook ads expert and strategist. And what did your path look like? Yeah, my path is definitely, I’m very multi-passionate. So my path has a lot of different bumps in it.

But one thing that has been consistent is marketing. I’ve been in marketing for 11 years. I went to school for marketing, did internships and stuff for marketing.

(2:20 – 2:39)
And really just at that time, social media for business was just becoming a thing. I remember having the best internship I ever had. The director, she was just like, can you figure out Facebook for business? Can you figure out Twitter for business? Because businesses are now using them for marketing and you’re the designated millennial.

(2:40 – 4:09)
And so you figure this out. And so I’m like, okay, sure. And so from there, I remember setting up our first Facebook account.

I remember setting up our first Twitter accounts and that kind of thing. And from there, social media marketing has just stuck with me. And so in a lot of the different roles that I’ve had, whether in corporate or freelancing and helping clients, I’ve always helped them in some kind of way with their social media and figuring out ways to use social media to connect to different areas of their business.

I remember when I was helping my clients with their social media channels and I realized they don’t have a website. We don’t have anywhere to send these people to check out your offers and buy your book or do whatever. And so I taught myself how to build websites because I was like, you need a website.

And so I’ve always had that mind of like, everything needs to connect and everything needs to come together with your marketing so that you can get to the next level. It’s not just one strategy or one thing. And so fast forward through a career of also being a yoga teacher, also being a makeup artist and exploring my interests.

I ended up taking a step back to just say like, what do I want my life to look like? What do I want to do in my life? And I have these kind of foundational moments in my life, at least like once a year where I have to ask myself, like, what do you want? Are you on the path that you want to continue to stay on?

And so before I got to, when I started applying for jobs, I was like, I want to be really intentional. And I said, I want to have a big brand on my resume. I want to work as part of a big marketing team so I can really understand, you know, and take my skills to the next level.

(4:10 – 4:23)
And what I realized is that when you ask and when you put it out to the universe, the universe sends it back to you tenfold. And so what happened is that I ended up working at Zappos. And at Zappos, I was the paid social advertising senior coordinator, long title.

(4:24 – 4:42)
But really what I did was run all of the paid social at Zappos. And so that includes things like Facebook ads, Instagram ads, but then also Pinterest ads, Snapchat ads, TikTok ads, all of the different ways that you can use social media for advertising is what I got immersed into when I got to Zappos. And I did that for four years.

(4:42 – 5:31)
I generated over $150 million, working for like big brands like Ugg and Crocs and Nike and running these campaigns and really figuring out like, what does it take to actually sell product and to actually sell your services or to really market and advertise on a social platform?

Because there is that crossover between it being an advertising platform, but also being a social platform. And so you have to keep those things in mind when you are creating campaigns and marketing for it. And so now that I just left Zappos about two months ago, as we’re recording this in April of 2022.

And so now I’m officially on my own. I am the CEO of Stacey’s Zealand Co. And I really help clients with understanding how they can use marketing, strategic marketing, as well as Facebook ads to really take their business to the next level.

(5:32 – 6:36)
And so that’s how I got into it. It really started with organic social media and really fully understanding that and understanding really the different fundamentals of marketing. Like when I started out my career, like I was reading books on the foundations of marketing, not just back then you really had to be a generalist.

You had to be like, I remember being a digital marketing person. Now it’s like you are a social media person or you’re an ads person or you’re all of these different specializations, which is awesome. But back then you really had to be a jack of all trades.

And so that’s really how I got to where I am now. I love that you were the designated millennial. Is that an official title? Do they call you that like to your face or is it like just by default, they just kind of look around and say, okay, you’re the one, you’re our young person.

Like you’re in the age group that understands quote unquote understands this social media. So guess what? You’re it. That’s literally how it happened.

And I was, I have been called the designated millennial before. Like I, my, and the first job in that internship, I was, she didn’t call me a designated millennial. I feel like we were similar in age, but she was definitely a little bit older than me.

(6:36 – 7:03)
But recently, like in my, um, when I worked at, when I was, I lived in Las Vegas for a while. And when I was working on the, when I was living in Las Vegas, I worked for this company called Freus and it was the largest transportation provider in Las Vegas. So like taxis, limos, shuttles, and I did marketing there.

And I was literally called the designated millennial specifically. And the, and they, and the way that that came up in this position was that Uber and Lyft were just coming to Las Vegas. And they were just like, I don’t understand why people would want to get in a car with a stranger.

(7:04 – 8:33)
Can you figure this out? So literally part of my job was spying on Uber, spying on Lyft, figuring out like, what are they doing in our market and saying like, how can we compete? And so I brought in, you know, we, we ended up bringing, I’m working with this app called curb, which is essentially like an Uber or Lyft, but it’s connected with taxi cabs.

That company since, you know, has still gone under because it really was just like, you know, people trying to put a band-aid solution on, on, on a bigger problem, a bigger transportation company problem. But yeah, I had been called the designated millennial before.

I feel like I’m always the youngest person whenever I, in any of my corporate jobs or other than Zappos, there was like, you know, a bunch of us that were similar age, younger, my boss was actually even younger than me. And so outside of that, I was, I’ve always been the youngest person. So one thing that you mentioned that I thought was really important to bring up is that, you know, your, your marketing doesn’t exist in a silo, right? So you took a holistic approach.

So if you’re running an ad or you’re driving traffic, like where are the other places? What are we driving it to? Where are your messages living? Where does your content live? So like the website, the ads, all of these different pieces, your social media presence, all kind of have to work together and be cohesive, right?

To kind of, you know, if somebody’s over here, you’re going to send them to the website. They’re on the website, we’re going to send them to the, you know, the, into the funnel. And so everything kind of has to be cohesive and have this, have that matching or aligned messaging.

(8:33 – 9:29)
Yeah. Yeah. I mean, it really is just, as you were saying, like things, marketing is not a silo.

Marketing needs to all work together. And that’s, at least when they all work together, that’s when you get the best results. And so when I look at, you know, the really foundations of what people need is you need a magnetic message.

You need a message that’s going to pull people in. So you need to understand who your customers are. You need to have a funnel or some kind of customer journey that people go on because everybody goes, they have to know, like, and trust you.

And then they have to go through some kind of, what I like to describe a funnel is more so just like, how do I, how does someone go from, I have no idea who you are to please take my money. Every customer, every client is going to go on that path. It’s going to be shorter or longer for some people.

Other people may need different touch points, but really there is some kind of journey. Someone has to go on to get to know you in order before they, before they pay you anything. And so your job as the business owner and as the marketer is to really understand what is that path.

(9:30 – 10:14)
And then you need an amplification strategy, which Facebook ads are an amplifier. They amplify a message. They amplify a customer journey.

So you don’t, a lot of people try to like to start there. And so they’re sent there, they’re trying to run ads and they’re sending people to a landing page that they haven’t tested. They’re sending people to a webinar that doesn’t convert or has not converted before.

And they have a lead magnet or lead generator that has a welcome series that’s broken. It’s not fully actually built out and actually converting customers and actually doing its job. And so if you think about all of their different ways that you can market your business, really what I like to tell people is that you need to have an overall cohesive strategy and a plan that outlines your messaging, that outlines your funnels, and then breaks down your amplification strategy so that everything is working together.

(10:14 – 12:28)
So that your email and your Facebook ads are working together to promote the same message and to talk to the same people. You’re just talking to them differently on each channel because people need to see things multiple times before they take action. And for each person, it’s different.

Someone, you may see a product or a service and say like, Oh my goodness, I see this. I want to buy this right now. Someone else may say like, Oh, I saw this.

This looks interesting to me. Let me go to the site. Let me check out the reviews or let me go check out this person’s testimonials.

Let me actually attend this person’s webinar. Let me download this, this, this, um, this lead magnet, and then I’m ready to buy, or then I’m ready to take that step to book a call with you or something like that. So understanding what those things are and what those different touch points are and how you can bring them together to then make your ad, make, make it so that your Facebook ads are not doing all the heavy lifting because that gets expensive when your Facebook ads are doing all the heavy lifting.

But if you have a system and a cohesive strategy that works, um, that you can use your Facebook, and then you can send your Facebook traffic there, it just gives you better results in the long run. That just like laid out everything that everybody needs to know about paid traffic, like high level about paid traffic. So that was gorgeous.

I just love that you just wrapped all that you made my life really easy. I just going through it end to end. And here’s, here’s why we do this.

And like you said, marketing doesn’t exist in a silo, right? What I mean by that is you can’t have messaging in one place. It doesn’t match some place else, right? It all has to work together because people are going to bounce around and see you in different places, which one builds up that no like trust, and also reinforces the message that they need to hear based on where they are in the journey. So you really need to be crystal clear in each point specifically about where they’re seeing it, right? Because you mentioned the social, being on social media and advertising, there’s overlap, but those are two different things.

So you have to walk that fine line very carefully of how you’re connecting with people on social as you’re advertising to them. Like, are they there to buy things? No, they’re not, but you’re there to be catching their attention while they’re doing something else. So there, there is a strategy to advertising within social, which might be different from advertising in magazines or on billboards or commercials, right? So it’s a very nuanced approach that you need to take as what it sounds like you’re saying.

(12:29 – 15:54)
Yeah, that’s exactly what I’m saying. You know, people don’t get on Instagram or Facebook to buy things. You know, they buy things on there.

Yes, but they’re not, they’re not getting on Facebook to say like, Oh, let me go, you know, get on Facebook and hopefully I see an ad for, you know, a health coach, right? They’re not looking for getting on there to look for these things. They’re getting on there to be social. They’re getting on there to be entertained or educated in some kind of way.

And so when you think about advertising, advertising, the job of advertising is to get someone to take action off the platform. Like we want someone to get off of Facebook. We want to get them off of Instagram.

If you’re thinking about your social presence, your main social presence is really to keep people on the platform is to keep them engaged, to get them to follow you, you know, to get feedback and get comments and all that kind of stuff. And that stuff is very valuable. And you should be using all of that to help you to understand your messaging and understand what’s working.

But when you take it to advertising, you have to take it a step further and understand that the goal is to get someone to take action and to leave what they were doing, to stop being social on Facebook and to actually go to your website and take a look at your landing page and sign up for your league magnet or sign up for your webinar and go through your flow. That is the goal. And so it has to be actionable.

It has to spark curiosity enough to get people to actually pay attention for one, because that’s the other thing that’s different about social is that it moves so fast and there’s always new content in your feet that you have to catch people’s attention. You have to stand out and have to catch people’s attention enough to get them to spring them into action, rather than just getting their attention to watch your video and then keep moving. For example, with YouTube or something like that, it’s very much a consumption platform where you’re like, I’m getting on YouTube to find an answer to a question I have.

On social, you’re getting on there to be social. And so if I want you to do something as the advertiser, if I want to get in front of you, I have to make it compelling enough to make you want to go to my site and to take the action that I want you to take. Exactly.

And that takes a special type of skill, which you have. So let’s figure out how we can share this with the audience and enough to kind of get them out of either confusion or overwhelm or intimidation. Also understand when is it time to use paid advertising, right? Because it’s not the thing you start with, and it’s not something you do without any kind of strategy.

There’s a specific place in your marketing journey to add paid advertising and paid traffic. So talk to us a little bit about organic versus paid and the value of each one to a business. Yeah, that’s such a great question.

So organic marketing is the foundation. If you’re thinking about like a house, if you’re thinking about the foundation of your business, the foundation of your marketing, organic marketing is the foundation. So you have to have that right.

You have to have that solid and you have to have it working before you even start to jump into this pay to play world. Because one, you want to make sure that, again, your ads are not doing all the heavy lifting. You want to make sure that your email marketing funnels are actually converting and that they’re working.

You want to make sure that you’re emailing your list weekly, just because someone sees your ad doesn’t mean they’re going to buy it right away. But they may download your freebie and then they may not be ready to buy it. They may need to be on your list for a little while or a couple of weeks or a couple of months even to actually really get to know you.

And so you want to make sure that you’re already sending your weekly emails. You already had that on a cadence and it’s already a part of your business because it doesn’t stop. That’s the thing I think people don’t understand is that organic marketing is something you will always have to do.

(15:54 – 16:13)
You will always have to invest in making sure your SEO is right, making sure that your emails are going out, making sure that you’re creating content weekly, whether that’s a podcast or videos or going live or whatever that is. All of that stuff needs to continue to happen. And all of that stuff then helps to inform your page strategy.

(16:14 – 17:12)
And so there are differences. Again, with organic marketing is more so focused on nurturing people and getting them to warming them up to us, getting them to know us and trust. Our paid advertising is more so about springing people into immediate action, right? Like we don’t want them to just see the ad and not take action for 30 days, right? We want someone to see our ad, click on that thing and sign up for our lead magnet or sign up for our webinar or come to our event or all that kind of stuff.

We want them to take immediate action. Organic marketing, it’s definitely a slower process, but it’s a valuable process because people need that. People need to get to know you.

And so it’s for me, when I talk to work with my clients and when I’m advising people, it’s really about like, how do you use organic marketing as the floor as the foundation and then use paid social and paid advertising to then scale and get to the next level. So you have to have something that’s already working before you decide to go into a page strategy. And that’s why that organic marketing is so important.

(17:12 – 18:49)
And you need data to get to that page strategy. Like I don’t do anything without data. And so organic marketing gives you data to be able to make informed decisions.

You’re not just going to sit there and just, you know, make up a lead magnet that you’ve never tested before, right? Like and just run ads to it. When you don’t know if that funnel converts, you don’t know if that, if it even works. Like, you know, I had someone who I was doing an audit for and I signed up for their, you know, workflow to look at it.

And they’re one of the emails in there, the link in their email did work. Simple things like that, right? These are things that you have to make sure are working. So that way when you do send an influx of traffic, because that’s really what paid social is.

It’s an, it can give you an influx of traffic. And so you want to make sure that everything is already locked tight and solid before you decide to send any traffic there. And so that’s one of the things I would say about that is just really just making sure that like organic marketing is not optional.

It’s not something that you will eventually say like, Oh, I don’t need to do organic marketing anymore. Like, no, you need to just as a business owner, keep in mind that you will always have to do organic marketing. And it’s very valuable and it creates connections with people.

It builds community, like organic marketing builds community better than paid advertising ever can. So if you want to think about, you know, those different things, like, I can, you know, have some ads to go to my Facebook group, are they going to have the same relationship with me? Whereas if I’m having a conversation with them and then I invite them into my group, and then they start to feel more of an emotional connection to me, because we’ve had a conversation or they’ve seen me speak live and they’ve actually been, you know, warmed up. So all of this stuff is important.

All of this stuff needs to work together. And you just really need to make sure that your organic marketing is the foundation. And then you start to scale up with your paid advertising once you have the data to back it up.

(18:50 – 25:35)
Maybe that’s where people kind of go down, go down a path, right? Because they start to do organic marketing and it can be, it can be a slog, right? If you don’t already have a big audience, if you don’t already have a lot of Facebook, you know, contacts or anything like this, your organic marketing is going to feel like you’re talking to the void. It might feel like you’re, it’s going nowhere. It’s not doing anything.

And so they say, oh, okay, well, why don’t I just pay people and drive traffic to this? But what you’re, what you’re recommending is a data-driven approach to, to growing the business and really having the numbers behind, do things convert, do things work? Is this what my audience is asking for? Is this what they want? And when I say, is this what my audience wants? They’re telling me that with their dollars, not just with their, with their clicks and their likes, because clicks and likes don’t pay the mortgage, right? So if you can tell you all day long, they want, they want you to build this thing, or they really would love for you to create this. But if they’re not willing to pull out, you know, their wallet and say, yes, that’s what I want, take my money, you know, at the end of that journey, then you don’t really have any kind of conversion that’s, meaningful to your business. So, so we’re starting with that, with that information, and then we’re amplifying it with advertising and, and, you know, the Facebook ads to bring in the crowds to a foundation that’s already solid.

Yeah. We’re not, we’re not starting with a cracked foundation. We know what already works.

We just want to, we just want more of it. Yeah. Yeah.

I mean, how frustrating is it if you see an ad, you sign up for something and the link is broken or, oh, the download didn’t come through. Oh, that, those kinds of things start to hurt that know like a trust factor, right? Like if I sign up for a freebie and I give you my email address and I don’t get it, that creates an unwow. Like what I, when I worked at Zappos, we all, it was always about wowing customers.

Like we want to make sure our people are well taken care of. And that’s something that I take into my business and work with my clients on. So it’s like, if things, if I’m giving, if I’ve decided, yes, I’m going to give you my email address, because really like, you know, now we, we understand that our email addresses are like a currency, you know, we used to be in a place where people would just give their email addresses.

But now we know if I give you my email address, that means that you’re going to be emailing me something else, right? That means I’m on your list. That means you’re going to be marketing to me. You’re going to be selling to me.

And so people know that, right? People know that now. And so in order for me to give you my email address, I have to be getting something in it in return. I have to be getting something valuable.

And if I say, Oh yes, I want this valuable thing that I think will really, really help my business or help, or help my life. And I sign up for it from an ad and I don’t get it. It’s like, Oh, moving on, you know, I’m going to, you know, continue to look for my solution.

And the other thing is like, when you don’t have the data, it’s like, well, what are you putting, what messages are you highlighting in your ads? That’s the other thing is like, cause a lot of people are just like, Oh, buy this, sign up for this. But that doesn’t make, that doesn’t compel people into action, right? People are not buying things. They don’t buy Pepsi just because it’s Pepsi anymore.

You know, we used to be in a day of Coke versus Pepsi and people just, people were, you know, people need more Coca-Cola or they put Pepsi, right? And it’s whoever had the loudest voice, you know, in your area and they had the biggest presence one. But nowadays we want to know like, what does Pepsi stand for, right? Like what, what do they support? Like what are the messages? What are the ingredients in this bottle, you know, in, in this soda, right? Like, you know, how is this going to affect my health? Like what, what kind of causes are they supporting? So people are more informed consumers now. They know that they see an ad.

If I see an ad on Facebook, I know it’s an ad, right? You don’t need to hide and say like, Oh, let me use learn more as a call to action. When I really want people to sign up for something where I really want people to buy something because I want to see less sales. Like it’s an ad.

We know it’s an ad. It’s your, your job is to sell to me, right? Like, you know, it’s okay. But when you, but when you connect with people and you take the messages that you get from your data, right? Like, when you really understand who your customers are and you know what their pain points are, you know what transformations they want to receive, you know, why they shop with you or why they come to you.

Those are the things that you put in your ads. And that’s how you, that’s how you connect with people in a social way on a social platform and then compel them to take action is really connecting with them in your creative and your copy and making sure that they fully understand that you know who they are and you can solve their problem. So if you don’t have any data, what exactly are you putting in your ads? You’re just telling people to say bye, bye, bye, because this is what I want people to do.

I want people to buy this thing. But if you take time to figure out like, what is the journey that people have to go on to buy my course or to sign up for my services, what, you know, what messages really brought my best customers in, you know, when you take the time to understand that information, it really just helps you to, it really informs the strategy that you’re putting together for your advertising. It really informs the creative and the landing pages that you’re using and all that kind of stuff.

So strategy has to come first. Execution has to come second. Okay, you just touched on something that is so important.

And that is that consumers now are not just looking to buy a thing to solve a problem. But they’re also buying products from brands that stand for the same things that they do your mission and your the approach that you’re taking to creating your product is so much more important now to customers than it used to be. And one thing you mentioned earlier is like, you know, in your ad and things aren’t working, links are broken, people will call you out.

They’ll comment on your ad to they’ll be like, I see I signed up and I didn’t get it. Or I got this and the link was broken in the email. So you, you definitely have to test all that stuff out.

No joke, because you will get called out in the comments and I don’t, it’s not going to look good. That’s going to impact your conversion, no doubt, especially now the customers are just they’re not joking around with they see a brand, they want to know, you know, who’s behind this brand? What do they stand for? What’s their mission? How do they create their product? Are they ethical? This is black owned business because I really want to put my money behind, you know, historically marginalized populations, I really want to support brands that have been kind of, you know, stifled in the past. So I really want to, I’m really conscious of where I’m spending my money.

And this is, like you said, information that needs to be part of your creative and part of your copy, and just part of your brand in general. So I think that’s really important to keep in mind as you’re, like you said, creating this strategy, which always comes first, and then the implementation and execution is second. That’s spot on.

You know, it’s all spot on for sure. Well, I’m just loving this so much. Do you ever just feel like you hear so many people talking about stuff and it’s not meaty? I don’t need, I hate to use that term.

I’m a vegetarian, but I like it’s just like, like so important, the things that are really drive sales, which are, you know, trusting a brand and we talk about no no like and trust. What does that even mean? And how do you even do that? That’s such a nebulous term that people just say, Oh, if I just keep showing up, people will trust me. It’s like, no, no, you have to actually stand for something.

(25:35 – 29:58)
You have to show people who you are, and then you’re ethical and you are authentic. And it’s so it’s building your brand is just as important as building your product. Yeah, yeah, it really is.

And like leaning into your brand that like your brand is what what makes you different, right? Like you could be saying the same message as another person or another coach. But the way that you say it and the approach that you have is different. And that’s something I’ve had to learn, just even myself, when I have just decided to really kind of step out on my own and, you know, try to really just amplify my voice in this in the marketing and advertising industry, I had to realize that, you know, people, some people were saying the same things that I’m saying, like, you know, they say, you know, the foundations of marketing, but a lot of people don’t write a lot of people don’t talk strategy.

And that’s one of the things I had to realize, like, I didn’t realize that if people weren’t talking about strategy, and because that strategy is my bread and butter, that’s for me, everything comes back to a strategy. For me, when I was at Zappos, we always had a strategy for everything. There was no like, we’re just winging it, there’s no we have debt, we don’t have any data points that we’re not using from, we’re just like, oh, you know, let’s get this croc and let’s just try it and see what happens.

Like, we had, you know, we launched a, you know, Clutus Croc exclusive is one of the last biggest campaigns I worked on when I was before I left. And although it was an exclusive launch, and it was a new product, we weren’t shooting from the from the dark, right? We had data, we were testing, we had plenty of data testing how to sell crocs. And so we take all that data and put it into our strategy to dictate, what does the creative look like? What does the copy look like? What landing? What does the landing page look like? You know, how is it laid out? Like what, you know, all of that stuff, you know, you use all any data that you have in your business is so important, you know, so important to look at.

And either whether you’re using it for an amplification strategy, like Facebook ads, or you’re using it for, you know, for email marketing or anything like that, like, you have data in your business, you just have to be able to be intentional with looking at it and understanding what it means, like being looking at your Facebook comments, like, what do people say? What language do they use when they talk to you about your services? That’s the copy that you should be using. Those are the things that you should be using in your ads, right? Like, your ads are not about you. They’re about the customer and they’re about your cut and your client, right? And so a lot of times people recreate ads that are about themselves.

They’re about my business and how I can help you in the solutions that I provide. But what you fail to do and why it doesn’t resonate and why it’s not hitting is because the person that is consuming that message is thinking about their problem. They’re thinking about their transformation.

They’re thinking about the solution that they want, right? They’re not thinking about the solution that you can provide. And so the way that you connect with them is to make sure that, you know, you lead with empathy leading with a, you know, a video ad, for example, where you’re connecting with someone in that first two seconds to catch their attention. And the way you catch people’s attention is by talking about them, not talking about you.

You know, you talk about what problems they’re having and what issues they’re experiencing currently, and that catches their attention. And then you start to take them on a journey where you’re like, huh, you know, this is, I understand where you’re feeling. I understand the pain points.

This is a transformation you want. And then you start to talk about yourself. Like don’t talk about yourself first.

Don’t tell you to talk about yourself second. You know, you want to talk about them for the good chunk of that ad is all about them and connecting with them and making sure that they fully understand who you are and what you stand for and your approach to, you know, to getting them to the solution and the approach that you had to get into solution. It’s not your course, right? People are not buying your course.

They’re not buying your service. They’re buying a solution, right? They’re buying a transformation. They’re buying the fact that you’re saying that you can help me in 30 days and where I’ll feel, you know, super confident, right? They’re buying the confidence.

They’re not buying the actual program that you’re putting them through. And so when you think about that in your marketing, your advertising, and any of the messages that you’re putting out, like talk about their problem, their transformation, and then present your solution as a way to get them to the next step, to get them to where they want to be and to get them to that transformation, not as like, oh, hey, you should buy it because it’s awesome and it has all these features and you’ll get, you know, you know, we will be able to meet once a month and we’ll be like, nobody cares. I don’t care how often we meet if you get me a solution, right? Like I’m going to, I’m buying into your process, you know? And so in doing that, I have to buy into you and I have to buy into your brand.

And so you want to make sure that whatever, you know, your brand is authentically you. And that’s the way that you stand out, right? Being yourself, like I tell my clients are like, Oh, you know, so many people talk about money mindset and all that kind of stuff. And I’m like, well, nobody talks about it the way that you talk about it.