How to Turn On Facebook Ads that Alarmingly Scale Your Business, boring. brutal. better.

Do you want to know how to properly run ads that will scale your business?

Today, we start a 3 part series on ads that can wildly scale your business.

Part 1 (this article): Creating Angles for Your Product/Service
Part 2: Landing Pages & Headlines that Convert
Part 3: The 3 Best Types of Ads

This series is not necessarily about a specific platform, like Facebook or TikTok, but it applies to them. It also applies to any advertising you ever want to do online. However, the framework I lay out will play very nicely with how Facebook structures their advertising.

So get ready, take notes, and, most of all, IMPLEMENT!

Advertising Sucks…but it’s worth it!

First, I want you to know that I HATE advertising.

I don’t find it interesting or fascinating.

I find nothing more boring than creating, tracking, and analyzing ads. And I may hate talking about ads more than running ads.

But, guess what?

I DO IT ANYWAY.

I’m telling you this because you and I are the same. We are professionals in a specific area. We love what we do, but we do not love marketing and selling what we do. Unless you are running a marketing agency, chances are you hate advertising, too.

However, I’ve scaled two separate businesses to 7 figures as the person running the ads. I.e., I pushed all the buttons, created all the images, wrote all the copy, etc.

So, don’t worry; I can share some beneficial info today. I have the experience.

But I want you to know I ran the ads because I wanted to SCALE. So I will do what I have to do. Killing Comfort, for me, is a lifestyle, not a catchy phrase.

In each company, I hire it out and let someone else do it as soon as I can (have the money for it).

But if you are not in a place to hire it out yet, let’s dive into how to create some epic campaigns that scale.

The Scalable Ads Framework

The image above is the basic framework you need to understand for creating and scaling ads. We are only covering angles today, so make sure you stick around for the rest!

I will work from top to bottom so that you can understand everything.

First, this should go without saying, but you need a funnel.

A funnel is a succession of key steps which lead a visitor to convert on your site.

Examples:

Content Article -> Free Trial
Ebook Email Opt-in -> Thank You Page/Download
Webinar -> Book an Appointment/Call -> Thank You Page/Confirmation

If you think you are just going to run ads to your website and see success, you’re dead wrong. You need a funnel.

Next, you need three angles to the funnel. You can even go up to 6-10, but most people don’t have the budget for something like that when they start.

Understanding Angles

So let’s talk angles.

If I am selling apples on the side of the street in a busy city, I could market them in three different ways.

There’s the guy/gal who is simply in a hurry and doesn’t really care that it’s an apple, but they need food now. [Speed (time)]
There’s the guy/gal who knows that eating disgusting hotdogs from my competitor down the street will cost them either short-term digestion or long-term health problems. [Pain (decrease)]
Lastly, there’s the guy/gal picking my apple because it’s one dollar instead of $25 for a full meal at the restaurant right next door. [Money (make or save)]

It is the same product, no matter what, but how I communicate it and to whom is the most critical part. And each of those decisions is made nearly subconsciously by most buyers. Our products and services are no different.

Once you understand that concept, it’s time to apply it to your product or service.

Angle #1: Speed (time)

Does your product or service save your client time?
Or are you speeding up their journey to the desired outcome?

I.e., save time because I am not doing it; you are doing it. So someone else doing it saves me 3 hours of my time - That’s an oil change.

Likewise, if I think building a business on my own would take five years, building with a proven business coach will only take two years - that’s speeding up my journey by three years and improving my likelihood of success.

Both are good options.

Angle #2: Pain (decrease)

Can you decrease the amount of effort your clients need to put in?
Can you reduce their level of sacrifice?

Most people do their best to get out of pain or avoid it. When I say “pain,” I am not talking about physical pain. I am talking about any pain.

Pain comes in many forms…

Sure, there is low back pain. But there’s also the pain of always being late. The pain of being terrible at remembering names or giving gifts. The pain of not looking or feeling how you want.

If you can decrease pain, that is a good angle for marketing.

Angle #3: Money (make or save)

Lastly, money is a motivator across all demographics and industries.

If your product saves or makes people money, you need to express precisely how your product or service does this.

Let me be clear: This does NOT mean you need to charge less! Being the cheapest is a race to the bottom you cannot win.

How can a more expensive product save you money?

Think quality.

Quick example: I love Rogue Fitness for everything I have in my Garage Gym. Rogue is probably also the most expensive option, but they are incredibly high quality. So how do they save me money? Replacement costs! If I went the cheap amazon route, not only am I compromising my safety, I will probably have to replace that piece of equipment in 1-3 years. On the other hand, if I spent the money upfront, I’d have a solid product for a lifetime.

Start brainstorming how you can save people money or how you make them money (if applicable).

Now, get to work!

Homework:

I cannot express how important your angles are, so don’t give a half-hearted attempt here.

Brainstorm 1-2 angles in each category.

Angle #1: Speed (time)
Angle #2: Pain (decrease)
Angle #3: Money (make or save)

Next week, I’ll teach you how to turn your angles into winning headlines.

Try harder,