Several months back, we ran a Facebook ad campaign for a two-day workshop I was hosting in Sydney and San Francisco.
As we started planning, we realized we were in a tricky a spot. We only had a few weeks until the event started, so we need to create and run a campaign that filled the event quickly without coming across as too sales-y.
We had to move fast, and because of the tight window of time we were working with, we couldn’t really afford to make mistakes.
On the last post we introduced how to pinpoint your prospect — the first of five key principles we followed to make the campaign a brilliant success.
Knowing your target market is the crucial first step, but what should you do once you’ve nailed it down?
Your lead magnet should do two things — attract the right people AND repel the wrong people. -Taki Moore [Tweet This]
Mobilize the Magnet
Many coaches take the most direct route when advertising with Facebook. They think, “Here’s my prospect. The action I want them to take is to buy a ticket to my event. So I’ll just say, ‘Hey, come and buy ticket.’” It’s short, sweet, and to the point, but it’s not the most effective advertising strategy, especially on Facebook.
I used to work with a coach who said, “Slow is smooth, and smooth is fast.”
When we apply that concept to Facebook ads, it feels like the most direct way to advertise your event is to promote it directly in the ads — “fast is fast…”. It could sell a few tickets, but it’s not really congruent with the way Facebook works.
Most people don’t sign in to Facebook to buy stuff. They go to browse, socialize with friends and family, see funny stories, get inspired, or read the news. Nobody signs on because they want to get ‘marketed at’.
We need to slow it down and use Facebook the way it already sells. It’s social selling, so we’ll add value to prospects, be conversational, and connect with them in a way that’s congruent with the platform. We need the ads to feel more like status updates than actual ads.
The best way to pull this off is through a lead magnet — the free thing we’ll give away in return for an email address.
Remember back in science class when you first learned about magnets? Magnets do two things — they attract AND repel. Most people just think about the attracting property of magnets and ignore their repelling property, but they’re both important, people!
Once you’ve pinpointed your prospect, you’ll create a lead magnet that attracts only the people you want and repels everyone else.
Think about the end result of your coaching program. What do people want to get from you? Now think about one of the first, sexy steps someone would follow to achieve that end result.
This sexy first step should be easy to follow, give your prospect a great result with minimum effort, and motivate them to take the next step with you. When we create a lead magnet from this first step, we’ll attract the right people, repel the wrong people, and give our prospects a big result in minimum time.