Are you a coach, mentor, trainer, author, or thought leader trying to reach more people?
You want to grow your businesses and build your brands to six, seven, and eight figures.
If this is you, then paid advertising is the number one way to achieve the results you always wanted.
Do you know we have got all of our clients in our business through paid advertising, and also all the businesses we've helped grow to eight figures have gotten their clients through paid advertising?
But without the proper strategies, blindly running ads will make you just lose money on the ads.
How can you make sure that your paid ads produce results?
In this article, I will talk about how you can make more money with your paid advertising, and bring your cost down with a little-known fact about how paid ads work.
Important things to know before running paid ads
It may be surprising for you when you know the two most important things that will make paid ads produce real results - your offer and your sales copy. When you do these two things right, your paid ads will surely bring you leads.
Your Offer
Your offer is something that you are selling or promoting.
It is an incentive to join a mailing list, or click on an advertisement, by which the customer receives something in return - usually a digital product such as an educational course, webinar, training program, e-Book etc. - as a reward for signing up.
It should have a clear and compelling message that compels people to act on it. Your offer should be as specific as possible so that it resonates with your target audience.
Sales Copy
A sales copy is a piece of written material that is used to persuade customers to buy or take action on an offer.
It should be well-written, eye-catching, and persuasive enough so that people can’t help but click on your ad. A good sales copy will make sure that your target audience understands what you are offering and should create desire in them to take action on your offer.
Offers, Sales Copy & Paid Ads Charges
Facebook, Instagram, and Tiktok will actually charge you more money based on your copy.
Yes, you heard it right.
They charge based on how specific your offer is and how narrow your target audience is.
Say I run two ads for two separate offers that says -
How to create the offer of your dreams that makes you tons of money?
How does sales copy determine the cost of the paid ads?
So, Facebook or other social media platforms will charge me more for one of these ads. The difference may be moderate like 100 bucks or even 10 times the cost.
This means, I can get a client from one ad by spending as high as $1000, while with the another I can get it with just $100.
The only difference will be the initial offer copy and you are charged 10 times more.
This is exactly where more people lose money in paid ads - focusing just on traffic and paying $1000 for what you can get for $100.
Be specific about your offers and copy
One thing that you need to do to charge you less is to be specific enough in your copy about who you help.
You may have the heart to help a wide range of people. So, your copy may be too vague and generic. Such ads don't work and will not reach your target audience.
So, in order to make your paid ads work, your copy needs to be specific. Not just to who's going to sign up, but it needs to be specific to one specific type of person, your buyer, people who are going to spend money with you.
This means you are going to exclude every other person from your target audience, no matter if you can help them or not.
Precisely, as a coach, you need to know that your market is those ,
who you can reach
who you can help
who will be willing to spend money on your offers
Your copy for your target people
Now that you know who your ideal target audience is, you will have to write the copy accordingly.
Attract only your prospects
Your offer copy should be tailored to those specific people, even if it's just 5% of the wide group who you have the potential to help. Your copy needs to make them feel like they finally found something special and unique for them.
Repel others
Write this copy only to this narrowed-down audience - literally excluding or alienating all others even though you feel you may disappoint them. Anyone who isn't going to get great results from your offer should be removed from the copy.
The Algorithmic Equation of the Target Audience
Again, you must determine your target audience specifically - the people who are a good fit to work with you and who are not.
But, the problem is you might say, how do I know who to help?
Let me share a case study with my client Rick Pino to give you a brief idea.
When working with Rick Pino, a worship coach who helps people publish their songs, we ran two separate campaigns:
To Christian songwriters, the right people of faith who write songs.
To worship songwriters, who write just worship songs which actually a subgenre of Christian music.
So, not all Christian songwriters make worship music. There's a lot of country music, Christian music, pop music, etc... Rick could be able to help anyone of them to publish music.
But we witnessed the difference in niching down and not in the results.
When we ran our offer, with the word 'Christian songwriters' we were planning to cast a wider net and reach more people. The results were abysmal. It lost a ton of money. It seemed like a good idea. But it lost a ton of money.
We found that by turning away everybody who wasn't in the worship niche with the word 'worship songwriters' his profits went up in his coaching business.
AI tools for writing the best copy
There are various AI-powered tools available out there that can help you write better, more specific, and more effective copies.
First off: Always remember these things when you use AI for a copy.
Don't let AI turn off your brain. Always stay creative and make sure you are in control of your message. Use AI to generate ideas, not write the entire copy from scratch.
AI can't write copy that is tailored to your audience until you have a great understanding of your audience and guide AI toward it.
How do we use AI tools for our copy?
We use AI tools to write better offer copy and optimize it for better results. We have various methodologies and frameworks to make the right use of AI tools.
One of the best tools for using artificial intelligence for sales copy is jasper.ai.
Jasper.ai is essentially like the popular chat GPT with a better algorithm on top of it, that writes better ad copy for your Facebook ads, and better sales copy for your landing pages.
I talk more about these in my coaching program.
If you haven't joined yet, the doors are not open, and you can join the waiting list for when we do open the doors to jump into that. And to get the help that you need to start getting more clients in your business where I walk you through this process. I support you along the way. That's the number one thing that people say is the difference maker with our business.
Figuring out your target audience
As said, the number one thing that's going to affect your offer, your ads, and your cost per client acquisition is your copy.
So, always make sure that your copy is laser targeted to who's gonna buy from you.
But, how can you figure that out?
Feedback Loop
The feedback loop is the number one way to write your copy. When you run virtual events, or live events online, have a mechanism that surveys everybody who registers. Ask them what's their biggest struggle and biggest problem.
Ask questions like:
What are your problems?
What are you struggling with?
What would you like to learn?
Your copy for your offers must literally have the answers you got in the survey. You can run it through Jasper or Chat GPT to make it better.
Then, you can create offers that just give people what they already told you that they're struggling with. That's how you can attract your clients. It also brings the cost down.
So, the idea is
Create a virtual event where you're going to teach some kind of a topic
Base your topic on that feedback loop that people give you
Use it in the copy to attract people
Give them the solution and take it to the next level
Our client Rick Pino gets over a million dollars a month. It took us almost 18 months of doing this process. It'll take about 12 to 18 months for you to reach that seven to eight-figure level. But you can reach six figures in about 90 days.
To sum it up, offers and copy are the two most important aspects of running a successful business. You must create opportunities to listen to your market and put it in your copy to attract the right people. Repel everyone who doesn't want what you just found on the feedback loop.
This will cut your cost down for paid ads and improve your profits.
This method makes the most amount of money for us as well as our clients.
Does this help you, do share it with somebody who might need it.
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