Dear Chase,
Quick one for you.
Been consulting for a marketer who's working with a fitness coach that does about $200k a month with his business.
The offer is really good, and the marketer definitely knows what he's doing.
They're just now trying to break into paid, and like every marketer who starts running paid for a business that has relied on organic for a long time…
Lead quality starts to go downhill.
People show up colder, poorer, and less interested in general.
You get people who are typically bottom of the barrel.
At least, that's what happens when you aren't intentional about how you script your creatives.
Something I've learned recently is that Meta's AI is extremely gifted at putting your ads in front of the right people, based mostly on what you literally say in the ad.
The smallest tweaks can make a huge difference.
I wrote some ads recently for my friend's coaching program.
There was a very brief reference to JK Rowling in this ad.
All of a sudden, the pipeline was full of people who wanted to be like JK Rowling. They wanted to be authors, instead of learning what my friend was teaching.
When he made new creatives, they tweaked the call outs to get the *right* type of person in the funnel.
We wanted people who had some disposable income, people who were responsible enough to show up to scheduled calls, would actually try hard, etc.
We didn't say that DIRECTLY, but we alluded to wanting to help that type of person.
Lead quality instantly became better.
So now, I suggested that my marketer friend do the same for the fitness offer he's running.
You don't wanna say:
"If you make $500k a year and you're not a felon, I can get you in shape."
Instead, you just talk about the traits of that person, like:
"If you're spending all day in the office trying to provide for your family and don't have time to get in shape, we can help you."
What did we allude to here?
They work all day, in an OFFICE (not a restaurant), they have a family, etc.
These are the traits of someone who will probably be a great prospect, but we're not calling out direct hard-qualifiers.
The algorithm is SO sensitive.
It WILL pick up on that and make your lead flow completely different.
Crazy how that works.
Thanks, Zuck.
Yours truly,
Alex.
Sent from my Oculus VR Headset
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