Profitable Facebook® Ads – 6 Top Tips for Success

Profitable Facebook® Ads - 6 Top Tips for Success

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If you’re an online course creator or a membership site owner, who is 

  1. Launching your first Facebook® Ad Campaign, 
  2. Optimizing an existing Facebook® Ad Campaign
  3. Wants to scale a successful Facebook® Ad Campaign, 

Then read on because this post is for you.

Today I am going to share 6 top tips from the trenches that will set you up for Facebook® Ad success. 

Leverage the Power of Lookalike & Retargeting Audiences 

Let’s start with Lookalike and Retargeting audiences. People are always excited and eager to get cold interest and behaviour based to convert. 

However, if you want to build profitable Facebook® Ad campaigns your audience arsenal will have to include Lookalike and Retargeting audiences. 

Suitably sized lookalike and retargeting audiences will almost always outperform cold interest and behaviour based audiences. Yes, the recent Apple iOS 14.5 update is having an impact on our ability to build these audiences but contrary to popular belief, it is not destroying Facebook® ads. 

There is a lot of misunderstanding about iOS 14.5 and the impact it is having. In April 2021 Apple released an update to its mobile operating system which powers all iPhones and iPads. Once installed it upgraded the software of the device to version iOS 14.5.

One of the features of this update was to block tracking pixels, including the Facebook Pixel, from reporting on the actions that iPhone and iPad users took on 3rd party sites (ie your website).

This specifically prevents Facebook from adding people with the iOS14.5 update installed to a custom audience for you to retarget with specific ads at a later stage, however, all is not lost.

The fact is it’s not blocking Facebook® from tracking who’s taking those actions, it is only blocking the reporting of these actions. Facebook® still knows who is taking the actions on your website based on the pixel. It still knows who those people are. So your lookalike audiences are not going to be impacted in the same way as your standard retargeting audiences. 

In addition, there are several ways to get around the iOS 14.5 update. One method is to use a program like Zapier. In my mind, Zapier is an essential tool for the modern marketer. 

If you are not familiar with Zapier you can think of it as a concierge who has a set of operational instructions who looks for certain events in one software program and when a specific outcome occurs performs a defined action in either the same program or one of 3,000 other integrated programs.

In our Facebook example, your pixel might be blocked from reporting any action taken once they visit your opt-in page, but with Zapier, either based on data received through your opt-in page builder, shopping cart, or email platform you can report back to Facebook the event outcome and add that person to a custom audience and follow up with retargeting ads. 

This very simple to set up workflow will ensure your retargeting audiences will operate at a similar level to pre-iOS 14.5 times. It’ll also give the option to build your lookalike audiences from the people who’ve taken the action that you want on your website. 

While we are talking about iOS 14.5 I do have to mention the impact on reporting within Facebook®. While I have provided a solution to building custom audiences for retargeting one of the big impacts is the fact that your reports on Cost Per Lead or Cost Per Acquisition will be flawed.

Please make sure that you have established a reporting system outside of Facebook that combines data from Facebook®, your opt-in page builder, shopping cart, or email platform to provide you with an active assessment of your true campaign metrics.

When it comes to lookalikes and retargeting, the most important thing is to start your audiences from day one. Even before you start running ads, you need to plan and set up the retargeting audiences that you want to leverage in the future. 

I always start broad with an audience of everyone who visits your website. From there I define ever more specific sub audiences based on the pages they visit and what that tells me about their preferences and likelihood of taking follow-up actions.  

This means building retargeting audiences based on people who visit specific pages or who have an interest in specific areas of your website. 

Based on this you can retarget these audiences with ads for specific lead magnets or offers based on their past behavior and preferences. 

Another valuable audience is your blog visitors. If somebody’s visited your blog, that means they’ve engaged with your content. You can now make assumptions about their knowledge of “the problem” you solve, how you solve it, and where they are on their journey. 

The first step in setting up your Ads for success is to create custom audiences for each of your landing pages, opt-ins, thank you pages, upsell pages, and down funnel steps. I can’t tell you how often I have undertaken a campaign audit only to find that this simple but essential step has been skipped.

The further down the funnel and closer to the ultimate conversion point the more valuable an audience is. However, this value is often offset by the size of the audience as fewer people graduate to the lower levels of a funnel.

The first level of the audience could be people who interact with your ad on Facebook®. This will be the largest retargeting audience but also the weakest. 

Level 2 may be people who visit your opt-in page. Now, something caught these people’s attention on Facebook sufficiently enough that they took action and visited the opt-in page. 

However, this audience includes lots of people who decided not to opt-in but also a percentage of people who do go on to take further action and go to the next phase of the funnel.

Level 3 may be people who visit your opt-in thank you page. That is people who have completed the opt-in process and have been directed to the success page.

When you build a Lookalike audience you ask Facebook to go out and find a percentage (1-10%) of the population of a specific country or countries that look most like your base audience.

The closer the audience is to taking the ultimate action you desire the more specific the data Facebook® will have to base their Lookalike audience on. However, the fewer the people in the audience the less data Facebook® has to work with and the more difficult it will be for Facebook® to identify the defining traits that will make people more likely to take the action that you want.

As a result Lookalike audiences work best on a base audience of at least 1,000 people. When you are starting it might take you some time to get to a point where 1,000 people have opted into your lead magnet. That is the reason why you might start with a higher level audience to start with and then move to lower levels as the size of your audience grow.

Like most things Facebook® Ad related, it is always best to test, however. I have had great results with Lookalike audiences of under a hundred people. In one specific campaign, a 5% Lookalike of a lead magnet thank you page which had 86 visits outperformed the original interest-based audience by a factor of two meaning that the leads from the Lookalike audience cost half the price of the interest-based audience. 

Larger Audiences Are Outperforming Smaller Audiences

In a slightly counterintuitive twist, larger audiences are trending toward outperforming smaller audiences. The old metric was that your perfect audience size was somewhere in the region of 1.5 to 2 million people. And if you had multiple audiences that were three, five, six, seven, 10 million, you’d split those up into smaller segments, because that was the optimum size for ad set budget optimization. 

But now what I’m seeing is that the bigger the audience’s size, the better results they’re getting.

Facebook® has recently made target expansion on audiences mandatory. Up until recently, you could choose whether to switch target expansion on or not. 

Target expansion allows Facebook® to go outside the audience you define while respecting any specific demographics like age, sex, and location if it thinks it can get you more results.  

In announcing this Facebook® said that with detailed targeting expansion on, especially in interest-based audiences, there is a 37% decrease in cost. 

Not only that but they found in website custom audiences that lookalike expansion gave a 17.3% decrease in costs. And with custom lists, a decrease in costs by 10.1%. 

What Facebook® is doing in the background is, it’s spending X% of the budget you specified on your ad sets, but it’s also siphoning off a little bit of money and spending it in other places where it thinks it could potentially get better results for you. And then if it gets good results, it spends more and more money on these audiences.

There’s absolutely no question or doubt that the Facebook® AI is not in a position to 100% select our audiences for us, but this development is pointing to a real statement of intent for the future. 

All this to comfort you as to why it is a good idea to make your audiences as big as possible, feed the Facebook® AI as much data as possible, and let it do its thing.

Personally, I always keep the AI honest by testing multiple versions of the Lookalike audience. 

Let’s say you’ve got a thank you page from a lead magnet. You build the audience of people who visited the thank you page, and then you ask Facebook® to build a Lookalike audience of the 1% of the population of a specific country that looks most like the people who have visited this page. 

Intuitively you may think that the 1% of the population that looks most like the people who have visited your thank you page will perform better than a 3% or 4% or a 5% audience, but actually, in many cases, it doesn’t and the wider audiences outperform the smaller ones. 

When it comes to audiences, remember ABT – Always Be Testing and the most important part of testing is making sure that you’re collating and analyzing the best possible data and that every decision you make is backed up by that data. 

Split Audiences Into Dedicated Ad Sets For Testing

Often when auditing an underperforming ad campaign, I see multiple interests and behaviors and lookalike audiences, all mixed into one Ad Set. While this is certainly meeting the requirement of bigger is better from an audience perspective it is far from helpful when it comes to optimizing your Facebook® Ads.

Essentially what that means is, you don’t know which audience is working, which audience isn’t working, which audience you should drop, and which audience you should put more budget into. 

Always separate your primary interest, and behavior, retargeting, and Lookalike audiences into separate ad sets. 

Initially, you’re going to have to control how many Ad Sets you have. If you are only starting, your overall campaign budget may be lower. 

This will pose a problem because to exit learning each Ad Set must hit 50 instances of your nominated objective or conversion events that you set. 

When launching a Facebook® Ad campaign your first goal is to ensure each Ad Set exit learning. It is only after exiting learning that your costs will even out and you can begin to optimize your campaign.

So let’s say you have five Ad Sets, and each one of those Ad Sets has to hit 50 conversions each week, which means 250 conversions in that week. Now that’s fine on bigger budgets, but let’s say if it’s costing you $5 per conversion, now we can see that’s a total weekly spend of $1,250 per week or $150 per day. 

Now a $150 per day budget is tiny for a lot of advertisers but if you are starting out facing an unknown cost per conversion and an unknown Earning Per Lead this may be a little daunting.

I normally set Course Creators and Membership Site Owners who are new to Facebook® Advertising up with two to three Ad Sets, featuring three Ads per Ad Set in each. 

Once the campaign is up and running this gives you enough variance to assess winners and losers, and then introduce new audiences overtime when the losing audiences are dropped. 

You always want to give an audience five to seven days to settle down to give Facebook® an opportunity to work out the best people in the audience to display your Ads to. 

And remember, as you initially refine your Ad copy, opt-in page and funnel audiences that may not have worked in the past could work better with the revised copy so it is always worth retesting audiences over time. With different audiences, you’re going through a continual process, like refining your ad copy, refining your opt-in page and funnel. 

Remember your audience messaging match is hugely important too. Small tweaks to your Ad copy based on the specific audience may have a big impact on the end result. This could be one or two words in the Ad but always be conscious of the people you are talking about and how you could potentially tailor your Ad copy for them.

One of the key metrics that will tell you whether your audience and messaging match is your CPM (Cost Per Thousand Impressions). If you’re getting a high CPM, it means that the message for your audience is off or that the language of your Ad could be approaching a breach of Facebook’s Advertising Policies. 

The goal of Facebook’s Advertising Policy is to safeguard its users’ experience. They want their users’ feed to be a safe and enjoyable place to be. It’s what keeps users coming back to the platform. Your Ad copy may not breach a policy but if it isn’t contributing to a positive experience, or if Facebook® doesn’t feel like it is adding value to its users’ feed you will be penalized with higher CPM.

If your goal is a profitable Facebook® Ad Campaign having a solid audience testing strategy is key. To appropriately test audiences it is essential that you split them into separate Ad Sets and track their performance. 

When to Use Ad Set Budget Optimization (ABO) and When To Use Campaign Budget Optimization (CBO)

When you are launching a Facebook® Ad Campaign one of the first decisions you are faced with is whether to use Ad Set Budget Optimization (ABO) or Campaign Budget Optimization (CBO).

 During the early stages of a campaign when you are testing creative and testing audiences you should always start with ABO.

ABO lets you set an individual budget for each one of your Ad Sets which forces each Ad Set to spend the budget assigned to it. This will give you a solid basis to assess each audience individually and make a decision on your best-performing audiences.

As mentioned earlier in this post, we need each ad set to exit learning as quickly as possible As a result when you are starting, especially with low budgets, you want to limit your campaigns to 2-3 ad sets with a minimum of 3 ads per ad set.

Once you get your initial ad sets up and running you then enter the optimization phase, testing, honing, refining the creative and audiences until you reach the point where you are happy with your conversion rates and your CPL or CPA

At this stage, you’re going to want to scale your campaign. This is when you move from ABO to CBO. 

Campaign Budget Optimization hands more of the power and decision-making process back to Facebook®. This is not wise early in the campaign as there are too many variables at play, but once you have figured out your winning combinations it’s time to hand the reins back over to Facebook® and give them the flexibility to find those who will be most likely to take the action that you define.

When you move to CBO, you have to make sure that you give Facebook® even bigger audiences to work with. A common initial CBO campaign will feature one super audience containing all your audiences from ABO combined into one.

This one super audience will be used in 4-5 ad sets with the exact same ads in each. This seems a bit strange I know, but in effect what Facebook will do is venture into different pockets within the audience to figure out who will be most likely to convert. 

Once you exit your learning phase, now there are a number of different strategies you can pursue.

You could go with one ad set with all your audiences and let that scale. Or you could possibly go with a super broad audience, where your only definition of the audience is a demographic like age and location. Alternatively, you could go with multiple % lookalike audiences: a 1% lookalike audience, a 2% lookalike audience, and so on with the 3%, 4%, 5% lookalikes. 

That gives you plenty of options in terms of scaling because the more finite you make your audience, the higher your CPM will be. By making it super broad and moving the budget to a campaign level, you’re giving Facebook® much more control.

2 Ways to Scaling Your Ad Set Budget Optimization Campaigns

In order to get to the level of ad spend that makes it viable to move to CBO, you are first going to have to scale your ABO campaigns. Let’s say you begin testing with a $50 budget a day, and things are working out. You have identified your winning creative and you are now looking to scale.

You have no idea how many times I have seen people bump their ABO budgets from a daily budget of $50 all the way to $200, only for the ads which were doing so well up to this point collapse and die.

You can only scale your ad spend by 20% of the budget every 72 hours. So if you’re starting with a budget of $50 a day, it means that you can only increase the budget to $60 in the next step. If you exceed this daily budget you’re likely to reset learning and there is no guarantee that your ads will exit learning in the same way as they entered learning. 

72 hours after this initial change you can then increase the budget again from $60 to $72. Now, most people, if they get their ads up and running, they’re uncomfortable with moving at that slower pace. 

For the majority of people in my audience you may be coming up to a launch, a big promotion, or maybe you have a webinar just around the corner and your ad campaign has a specific deadline so the slow and steady budget increases can be frustrating. Well, the good news is that there are several ways around this and there are two approaches to scaling which I like to use.

The first is vertical scaling, which is what we’ve been talking about thus far in this section, and that is increasing the budget of an ad set. The second is horizontal scaling, and that is scaling through the addition of extra audiences.

One of the best ways to scale horizontally is through the addition of larger lookalike audiences. Let’s say you have a lookalike audience of visitors to a thank you page, or lookalike visitors to the opt-in page itself, depending on how long the campaign has been running and the size of the base audiences. 

If you are currently using a 1% lookalike of the thank you page, one strategy is to duplicate the ad set and use a 2%-5% lookalike audience and set the new budget to $150 or $200.

If we needed more spend we could undertake a similar process using a 5%-8% lookalike 

Another approach is to introduce new interests or behaviours. Bringing in additional interests and behaviours is always tricky because the audience might not necessarily respond in the same way and you are introducing a new variable to the campaign. 

In addition to the horizontal scaling strategies we also have a vertical scaling strategy to get around the 20% every 72-hour rule.  

This is to simply duplicate the ad set keeping everything the same but increasing the budget of your new ad set to your desired level.

 In effect, this will put the new ads in direct competition with the old ads targeting the same audience, but this has a high success rate. 

One downside to this strategy is that your new ad set will start the learning phase again but Facebook will be able to leverage the previous data accumulated. A big upside is that the original high-performance ad will continue unaffected. 

When this strategy is shared with people, many worry about competing against themselves. What you have to realize is you’re competing with hundreds of thousands of other advertisers who are targeting your audience. So the little increase in your budget is not going to have a discernible impact on your overall CPM. 

One word of caution with this strategy is to watch duplicate reporting between the two ad sets. As the same people are in both audiences if someone opts in through one ad having been shown an ad from the other ad set it is likely that they will be double reported in both ad sets. 

But remember what I said earlier in this post, you need to have a way to independently verify the Facebook® reporting and a second method for calculating your Cost Per Lead and Cost Per Acquisition.

Never Ever Kill The Golden Goose

Number six is one that most Facebook® Advertisers encounter and they normally experience it at the very worst time possible. And that is that you never, ever kill the golden goose. 

If you have an ad that is performing, never make any changes to that ad or to that ad set. It is always best to duplicate your ad into a new ad set, or even into a new campaign if you’re switching objectives.

This rule applies to any edits outside of your 20% budget increases, anything that has to do with changing images, videos, headlines, body copy, or audience changes. 

When people optimize their ads, normally they are cutting their losers and introducing new creative. But, never forget that a good optimization approach is the incremental improvement of your best-performing ads. 

And that is when it gets dangerous. Never be tempted to make changes to the winning ad or ad set because that’s going to drive it back into learning, and unfortunately, as weird as this may sound it may not come back out of learning in the same way. 

So, yes, this might cause some untidiness in your campaign and possibly some headaches from a budgeting perspective, trying to match up the budgets and getting everything to balance, but it protects your CPL until you have other ads that are outperforming it. 

Today we’ve presented a “what’s working now” report from the Facebook ® ad trenches. 

I know there is a lot to unpack in this post but hopefully what we have outlined above will save you hours of frustration, and lots of $’s as you launch and scale your profitable Facebook® ad campaigns.

So, let me know what challenges you face with your Facebook® ads, whether you’re just getting started or you’re a seasoned pro looking to scale your ad campaigns. 

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4 Ways to Attract Perfect-Fit Clients at Scale

4 Ways to Attract Profitable Perfect-Fit Clients Today

4 Ways To Attract Profitable Perfect-Fit Clients Today

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I firmly believe that everyone can build a profitable and massively enjoyable online business. Every single week I see success with courses and memberships in the most unusual and unconventional niches.

I see course creators and membership owners who start just a couple of steps ahead of their Perfect-Fit Clients who go on to build massive communities and achieve the time, lifestyle, and financial freedom that they desire, without being the go-to industry expert.

Here are four tips to help you build your online business faster by attracting Profitable Perfect-Fit Clients at Scale.


Know And Have 100% Confidence In The Transformation You Can Provide

You have to be confident that your program or membership can achieve the transformation that you offer in a step-by-step, efficient, and effective manner?

If you have any doubts about your ability to achieve this transformation it isn’t the end of the world, there are a couple of options. You can:
i. Change your Offer
ii. Change the program or membership
iii. Refine your process or framework through 1-to-1 work until you achieve the result you want

Map Their Journey From Start To Finish

You don’t have to be an industry-leading expert to achieve the transformation that you offer. But you have to break your subject into manageable bite-size actionable chunks.

Map out the steps that your Perfect-Fit Clients will need to get them from where they are to where they want to be.

If you have followed my other posts you will have come across my Value Ascension Roadmap which is the transformation plan on which your business is built and which your Perfect-Fit Client will use to chart their journey to the ultimate transformation you provide. 

Your job is to always have them primed to get to their next milestone and then graduate to the next level of your Value Ascension Roadmap. Remember small steps are better than big ones and clarity of outcome is the most critical factor in creating a Roadmap that excites your Perfect-Fit Client

4 Ways to Attract Perfect-fit Clients at Scale

Make It A “No-Brainer” Offer

Can you verbalize the transformation that you offer? Can you make it sound and feel real? Believable. Concrete. Unique. Is your OFFER truly compelling for your Perfect-Fit Client?

Without a doubt, this is the number one problem I see when analyzing launches that flop. Online business owners invest massive amounts of time, effort, energy, and cash in their copy and their funnel and they throw together their offer last minute.

Your Offer is the core promise of your program or membership. It’s the very essence of why your Perfect-Fit Client needs to join. Aspirational, vague, high-level, ambiguous promises that their lives will be better just won’t work. You need to be super specific about how exactly their lives will improve and then you need to convince them how you can help them achieve this.

Whether you are a membership site owner, an online coach, a course creator (and you might not like this, but) you are a direct response marketer. In order to get someone to pull out their Credit Card and spend their hard-earned money, you have to get them excited and show them a better future that they can believe in. 

If you do this job properly your Perfect-Fit Client doesn’t have to read a long-form sales page or be battered over the head by a 27-part email sequence. Often, they don’t even need to see the price. With a knock-out, no-brainer offer, your Perfect-Fit Client will be falling over themselves to give you their money. 

Be The Solution to a Massive Problem 

Our job as Course Creators and Membership Site Owners is to provide solutions to problems people already have rather than coming up with ingenious solutions to problems people don’t yet know they have.

Selling a solution is hard enough but selling a problem that people don’t know they have is even more difficult. That isn’t to say you can’t introduce highly innovative solutions it is just that those solutions have to be rooted in some pain that your Perfect-Fit Client feels regularly.

One of my mentors Perry Marshall coined the phrase Find Bleeding Neck when describing this. Your job is to find your Perfect-Fit Client’s bleeding neck. One of our overriding instincts developed over millennia is to conserve energy. If something is a slight annoyance in our lives, we will put up until we have “time” to deal with it. 

And guess what…. we never have time to deal with the little things.

When you have a bleeding neck it isn’t a mild inconvenience, it is a treat to your future survival and guess what…. you take massive action, and the cost of the solution is inconsequential.

And remember, you sell your Perfect-Fit Clients what they want and then give them what they need. The best solution is not always the best offer. The key to this is developing a deep level of intimate knowledge of your Perfect-Fit Client. 

Nail these four elements and I can guarantee you that you will see a dramatic improvement in the results of your next launch or promotion. If you would like to discover how you can implement your very own Profitable Perfect-Fit Client Attraction Strategy click the link below and apply for a FREE Focus-Strategy session.

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3 Quick Ways to Identify Your Perfect-Fit Client

3 Ways To Identify Your Perfect-Fit Client

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Having a long-term view of the transformation you want for your Perfect-Fit Client is crucial to the success of your online business. As Course Creators and Membership Site Owners, our sole business focus should be on helping our Perfect-Fit Clients achieve the transformation they seek.

Not everyone will want to move at the same pace or invest at the same level to achieve their desired transformation and that is perfect. Our job is to meet them where they are and help them move forward at the most suitable pace for them.

Therefore, a Value Ascension Roadmap is essential for your online business. It makes sure that your Perfect-Fit Client always has a destination to aim for and always has a next step to take.

Your Value Ascension Roadmap will begin with your free content. This may be your blog, social, podcast, or YouTube. From your free content, you want to entice them to opt-in to your email list through a Lead Magnet and then offer them entry to a front-end membership or course. 

From here they will step into your signature program/membership and if they are suitable, all the way to your coaching program and high-end masterminds.

Your job is to know what your Perfect-Fit Clients’ most important next step is at each level and how you can best support them to take that step. 

Often online business owners run into difficulty when their Value Ascension Roadmap isn’t fully aligned from one level to another, or the groundwork hasn’t been laid well in advance of the next milestone on the Roadmap.

In order to attract and hold your Perfect-Fit Clients’ attention there has to be a number of things in place:

  • The first one is your Value Ascension Roadmap, with clear descriptors of the transformation on offer at each level, any pre-requisites, or qualification factors. In addition, you much have a clear and compelling offer for each level.
  • Your Perfect-Fit Client needs to see evidence of the transformation that you have helped others achieve at the next level of the Value Ascension Roadmap so that they are compelled to do what it is that you’re asking them to do. You may be able to transform someone’s life but if that person doesn’t believe in you they will never take the necessary steps.
  • And finally, you have to enroll them in a better future for themselves. This is where you enroll them not on you and your product or membership, but you enroll them in themselves. Very often you are showing them a future that they may not have even imagined was possible for them.

So now that you have created an environment to attract your Perfect-Fit Client how do you distinguish between Perfect-Fit and ok client. Here are 3 quick questions to ask yourself:

Am I Excited by The Prospect Of Speaking To This Client?

When you have an opportunity to engage 1-on-1 or in a group do you get excited when you are about to speak to that client? Do you feel energized, on top of the world, having a sense that you’re making a difference in their life? 

Because if there is an ounce of reluctance the chance is that the person is not your Perfect-Fit Client. There are two reasons why I am so passionate about people attracting their Perfect-Fit Client 

  1. If you’re not excited about helping your clients achieve their ultimate transformation, showing up day after day and playing full out is going to be hard.
  2. If you are not showing up 100% every day and feeling even a tiny bit of reluctance, your Perfect-Fit Clients are going to pick up on that.

If you are genuinely excited about the thought of every single interaction with your clients, this is when your business will take off.

Can This Client Achieve The Ultimate Transformation I Know Is Possible For Them?

As described above, your Value Ascension Roadmap should have different levels of transformation that your Perfect-Fit Client can attain. Some people are going to move at a different pace to others and that is fine, but, do you think the Client can achieve the transformation that is possible for them on that level.

Your goal shouldn’t be that everyone makes it to your top-level mastermind. That is only for a select few people who want to get the maximum results, in the fastest manner possible and are willing to invest accordingly.

Often when I am working with my Perfect-Fit Clients on their Value Ascension Roadmap we discover that the most appropriate level for their Perfect-Fit Client is in their Group Coaching Program.

Are They Ready For The Next Step? 

Depending on their Value Ascension Roadmap, you’re going to have different stops. Each stop will come with a different price level that people will pay.

Price resistance is often a sign that either people don’t believe in themselves, or they don’t believe in you. More often than not, however, it comes down to self-belief.

You are going to start with free content and lead magnets. From here you’ll have front-end, self-liquidating offers, then mini-courses and programs all the way to your signature program or course. And at the end of their journey, you’re going to offer them high-end masterminds.

If they are not ready to move to the next level on your Value Ascension Roadmap that is fine. It may be that they need more time on the level that they are on to build their confidence.

The worst thing you can do is step someone up to a higher level before they are ready. Your Perfect-Fit Client may not always have the skills or experience required for the next level but as long as they have the attitude and appetite that is all they need.

If you answer yes to the three questions above it is a good sign that you are working with a Perfect-Fit Client. When you identify a Perfect-Fit Client the job isn’t complete as you now have to analyze their personality, traits, attitudes, and behaviors to build a profile so you can attract more and more of the same.

If you would like to schedule a free Perfect-Fit Client Mini-Strategy Session, simply click the link and we will build a customized client attraction framework for your online business

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Should I Build an Audience or a Community?

Should I Build an Audience or a Community

Should I Build an Audience or a Community?​

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If you want to attract profitable Perfect-Fit Clients at scale, then you should look at everything that you do in your business as an opportunity to build and grow a community. 

For the long-term success of your business, this is where the real value lies. 

If you examine the really successful course creators and membership site owners the one thing that they all have in common is that not alone do they have a large audience but they have taken the time and effort to build a highly active and engaged community.

What’s the Difference Between an Audience and a Community?

In simple terms, an audience is a group of people with which you have a one-way stream of communication. Think about when you are watching a TV show or movie, a single, pre-recorded, one-way, mass message is delivered to your device. In this model, you have no way to interact with the creators and if you want to interact with others who are interested in the same show you must do the leg work and find them online yourself. As an Online Business Owner, if you have an exceptional message and you are a charismatic presenter, things can work out ok, but you are missing out on a huge opportunity if you choose to go the broadcast route.

Community on the other hand is a gathering of like-minded people, built around a core topic or a person. This is where you give a platform to like-minded people to interact not just with you but with each other. In doing so they will not only identify you as a leader, but they also self-identify themselves with other community members and feel part of something bigger than themselves.

The Power of Community

Building a strong community, even if small to begin with, is one of the keys to attracting Perfect-Fit Clients at scale. In a community, people see other members engaging with each other, they can see the shared values of the group which is a reflection of your values. This will not only attract other Perfect-Fit Prospects but will also repel those who are not.

Building community is something you should focus on every day in your business. In many ways, your job is to hold a safe space for your community and to facilitate a conversation between community members.

Just take some of the viral companies that have emerged in recent years like Airbnb, Uber, and Peloton. These companies have leveraged intercommunity relationships to fuel their growth by creating a platform for their community to share values and preferences which provides a far better experience for the community members.

So it is not a surprise when you analyze the people who are delivering the big launches in the online knowledge space. They’re the people who are most intentional and proactive in this area and as a result, have the most active and interactive community. Yes, they had really good marketing. Yes, they had a good product. Yes, they had lots of JVs. But, What they also had, and what added that extra dimension to their launch success was the fact that they leveraged the communities they built.

In the online knowledge business world which is filled with immediate gratification and quick wins investing in a community can be frustrating as it takes time. But the long-term ROI makes it more than worth it. When an active and engaged community gets behind your launch the excitement and momentum it builds is a joy to behold. And, when you have momentum and excitement behind your launch you are already halfway towards a really successful launch.

So What Are the 3 Things You Can Do to Start Building Your Community Today?

Should I build an Audience or a Community?

Build Conversation Starters Into Everything You Publish

Yes, some mediums make it easier to build community than others. But when it comes to publishing content, don’t just post for the sake of posting. Make sure you have a very specific message you want to portray and ensure every interaction is a two-way stream.

Think about different ways to start a conversation with your community. Try asking people for feedback and once you get feedback use it not just to get to know your community better but incorporate it into your messaging and the products you create to serve your clients.

Ensure That All Your Content Is Focused On The Pain Points & Desires of Your Perfect-Fit Clients

Do you understand the pain points that are holding your community back? What challenges do they face, what are their values? You need to understand what they hold most precious in their lives.

Learn to speak their language, live a day in their life. You need to be able to read them a page from their diary with such accuracy that they feel you’re looking over their shoulders. And, when you make everything about them, they are going to respond favorably when you deliver your offers.

Share The Success Stories of Your Community With Your Community

Your job as an online knowledge business owner is to get results for your clients. Your sole purpose is to bring about the transformation you promise in those that you serve. Once you start getting these results for your clients, share them with the rest of your community. Make your clients the heroes of your stories.

By doing this, not only will other members of your community better understand what it is you do and see the results you can help people achieve they will also recognize themselves in and identify with the success story. As a result, they will interact more and it strengthens your community.

And remember, it’s not only the big success stories that you should share. In some ways, the little wins and the small steps are even more powerful as they are easier for your community to believe it is possible for them.

Three Tips for Growing Your Community 

Your goal is to start conversations and get the community members talking. Number two is to make everything you talk about your Perfect-Fit Client. And third, you want to share success stories from your community. 

Building a community around your product or membership is one of the most important things that you can do to grow your online business and it is a key part of the work that I do with my Impact Inner Circle Coaching Clients.

Every month I make a small number of slots available for FREE Focus Strategy Sessions where we roll up our sleeves and assess the biggest challenges and opportunities facing you and your business. If you would like to apply for a session you can do so here. 

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3 Essential Building Blocks of a Successful Online Business

3 Essential Building Blocks of a Successful Online Business

Table of Contents

If you are an online knowledge business owner, course creator, or membership site owner, and you want to attract more, Perfect-Fit Clients at scale then this post is essential to the success of your business. Having built many 6 and 7 figure businesses and helped countless others launch and scale online courses and memberships these three factors above all else will dictate the long-term success of your business. Even successful online business owners can overlook these fundamental building blocks, and they do so at their peril.

Every time I have been drafted in to debrief an underperforming launch the underlying cause can be traced back to one of the three elements that I share in this blog. No matter what promotional strategies, methods, or tactics you use if you hit a home run on a launch, you can be guaranteed that you have dialed in these three areas perfectly, and based on the evidence you can rinse and repeat again and again.

Applying this way of thinking in your business will vastly simplify your decision-making process and will focus your attention on the key elements that will bring about the greatest returns on the time and thought that you put into creating and refining promotions.

The 3 Key Components of A Successful Online Knowledge Business

Unfortunately, what I am about to share is not a bright new shiny trick, it isn’t a silver bullet, it isn’t sexy, it isn’t a new platform or a magic sequence of words.

But it is a tried and tested marketing principle which has withstood the test of time from way back in the days of direct mail (postal) which is as relevant (if not even more so) today as it was back then.

So what are these three essential building blocks?

  1. Your Offer
  2. Your Copy
  3. Your List

If your promotion exceeds your wildest expectation and “knocks it out of the park” the one thing that you can be sure of is that you have optimized all three areas. If your launch gets ok results, you have probably hit 2 of the 3 areas satisfactorily but you have missed the mark on one. If your launch flops you have probably missed the mark on all three or maybe scraped a C- in one of the three.

Across all my coaching and done for you agency clients the element that makes the biggest difference is the Offer but it is normally the area that is given the least amount of time, effort, and energy. A knockout Offer can overcome bad copy and even a bad list. Unfortunately, the best copy in the world cannot overcome a bad offer, however, a strong engaged and loyal List can sometimes make up for a weak offer. There are always some people who will just buy whatever you put out, but trust me this is no way to build a business and trust me if you rely on this your business will have a short shelf life.

The Most Important Component Of Your Online Business – Your Offer!

This is the one element that most online business owners do not spend enough time and effort on. They spend a huge amount of time focusing on tweaking their copy. Many obsess overgrowing their audience and their list. But so often they don’t spend time thinking about their core Offer.

I think often this can be explained because we have spent so long thinking about the content of our course or our membership and we are so familiar with the transformation that people can achieve that we never sit to think about how we can verbalize it in a concrete way that gets people reaching for their credit cards before we have even given them the full picture.  

Your offer is the most important element of your business. You must have a compelling offer. One that makes people want to jump into action. And that action is to sign up for your course, your membership, your virtual event.

Your offer also has to have a unique mechanism. Your unique mechanism is what gets your clients the solution or the outcome that they are looking for. First, you figure out what they want. Then you tie their wants, desires, and their pain to the solution that you have. And this is the whole concept of becoming the bridge from pain island to pleasure island.

So, if you imagine your Perfect-Fit Client, they’re in pain because they don’t have something that they need. Or their current reality is not what they want they want. In other words, they want a different outcome for their life. Your job with your offer is to first show them what pleasure feels like for them. Paint a picture of a future life where they are happy and living their life in the way that they feel fulfilled.

Your Offer is the unique mechanism “the bridge” that will take them from pain island where they are living at the moment to pleasure island where they want to live. You can see why if you do a really good job with your Offer you can overcome bad copy and even a poor list.

Imagining A Better Future For Your Perfect-Fit Clients Than They Can Imagine For Themselves

The job of your copy is to connect with the challenges that people face, what they are going through on a day-to-day basis. It’s to get inside their head, to understand the language they use, and to enter the conversation that is already going on inside their head.

When you have a level of understanding of your Perfect-Fit Client that enables you to verbalize their innermost dreams, ambitions, and fears (often which they haven’t even verbalized for themselves yet) then and only then can you draft truly compelling copy

And not alone will you then be able to draft compelling copy but you will also build a bond and a connection with your Perfect-Fit Client. When you demonstrate that you understand the challenges they face, their dreams, goals, and ambitions. They will feel heard and they will feel understood.

In many ways, your job is to see a better future for your Perfect-Fit Clients. A better future they might not even have imagined for themselves. And if you can demonstrate that in your copy, you will build an engaged, loyal army of Perfect-Fit Clients.

So the first thing that you need is a knock-out offer. Then you need to back up your Offer with emotionally compelling copy that connects with your audience and lets them know that you understand them.

Strategically Aligned Community Building – Growing A Raving Group of Perfect-Fit Prospects

If you are going to invest time, effort, and money in building your list, you have to be strategic about it. Some things to consider as part of your strategy are:

  • Who am I building the list for?
  • What are their next steps? Where are they going?
  • What do I want them to do once they are on my list?

It’s important to have this throughline from your very front-end content. Through you lead magnets, front-end offers, signature program, membership, and coaching program. And one of these components is the ultimate destination that you want your Perfect-Fit Client to arrive at. Some may go onto higher levels, some may be happy at lower levels.

The first thing you need to decide is where on your Value Ascension Roadmap would your very most Perfect-Fit Clients want to live? Once you have decided this you can set about creating the content that will attract your soon-to-be Perfect-Fit Clients. One strategy is to create pillar posts with associated lead magnets around the 4-7 key topics that your ultimate destination deals with.

A personal favourite of mine is to have a lead magnet, leading to a self-liquidating front-end offer as it prequalifies people for the launch of a signature program or back-end offer. Being strategic about the development of your content is how you get your list, launch-ready. This is how you optimize your list and get them ready to buy the offers you present.

How Do The 3 Essential Elements Overlap?

Now, the funny thing is that if you have a strong offer, you can get away with a weak copy or a weak list. A strong offer will overcome everything and it makes finding your Perfect-Fit Clients easy.

If you have a good copy, but a weak offer, things get harder. You are still in the game. But you’re not going to have an amazing promotion. If you have a really hot list with people who enthusiastically engage with you regularly, an audience who knows you understand them, you will probably get away with an okay offer and copy but your promotion will not achieve its full potential. But when you combine a hot list that is engaged and responsive with strong copy and a strong offer that’s when you crack the online business code. That’s when your business is going to take off.

So, to recap. Think about your business, think about where you are. Think about which of the three areas your business is strongest in and which needs the most work? How can you optimize each area, and which one are you going to start with? My personal preference is to always start with the Offer as it is the one where you will get the greatest return on investment.

If you were to ask the big names in the info world what they obsess about most they will all tell you “My Offer”. This is also the area I spend the most time refining and tweaking with my Impact Inner Circle Coaching Clients. So if you would like to set up a Free Focus Strategy Session to review your Offer I would love to hear from you. Simply complete the application form here and we will be in touch.

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