196 – What You Need to Know Now About Facebook Ads with Salome Schillack of Shine And Succeed

Salome Schillack of Shine And Succeed

Salome Schillack is a Facebook Ads Strategist who helps coaches, online course creators, and personal brands scale, automate and grow their businesses faster with clever Facebook and Instagram ads strategies.

Through her fast-growing agency, Salome has been able to build a global team of amazing people that work flexibly and independently allowing them to balance doing work they love with caring for people they love.

Her clients say that the best thing about working with her is that she cares as much about their businesses as she does about her own. She says the best thing about working with clients is that she gets to help them implement proven marketing strategies that help them create more streamlined marketing funnels and get them to more profit sooner.

Salome was born and raised in South Africa and lives in beautiful Perth in Western Australia with her husband Emil, two daughters Milla and Elle and their dog, Odie.

Business Building Insights

  • We all have a unique fingerprint in this world.
  • Facebook has an incredible way of targeting the right people to see your message.
  • The clearer you are about your ideal audience, the better you’ll be able to reach them with Facebook ads.
  • As you start a campaign, run two versions at the same time to see which performs best. If you’re testing a video, run two videos and see which one does best. Or run one video but sent it to two different audiences.
  • The two Action Steps below are important to implement immediately whether you are planning running Facebook Ads now or in the future.
  • You can and will figure out Facebook Ads if you stick with it.

Two Actions Steps to Do Immediately

  • Create your custom audiences.
  • Add your Facebook Pixel to all pages where you can collect customer data.
  • Listen to the show to hear exactly how to do both of these.

Resources Mentioned

The Art of Paid Traffic – Rick Mulready

Perpetual Traffic Podcast – Molly Pitman, Ralph Burns and Keith Krance

Contact Links

Website

Facebook

Instagram

YouTube

Gift Biz Resources

Join our FREE Gift Biz Breeze Facebook Community

If you found value in this podcast, make sure to subscribe and leave a review in Apple Podcasts or Google Podcasts. That helps us spread the word to more makers just like you.
Thanks! Sue
Transcript
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Gift biz unwrapped episode 196 that's the magic of Facebook is

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it gives you the power to reach the right person At

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Tinton, gifters,

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bakers, crafters,

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and makers pursuing your dream can be fun whether you have

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an established business or looking to start one now you are

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in the right place.

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This is give to biz unwrapped,

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helping you turn your skill into a flourishing business.

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Join us for an episode packed full of invaluable guidance,

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resources and the support you need to grow your gift biz.

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Here is your host gift biz gal Sue moon Heights.

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Hi there It Sue and welcome to the first episode of

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the gift biz unwrapped podcast for 2019 happy new year everybody.

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I hope your celebrations were festive and fun or relaxing and

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peaceful, however you like to ring in the new year and

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I also wish for you the very best and huge success

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going into 2019 so crazy,

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isn't it?

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The change of a calendar.

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Just one little flip of a page,

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one little rollover of a year gives us so much optimism

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that things can be different.

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We can do things better.

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We can have different results,

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et cetera.

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So I want to ride that wave.

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Why not?

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But the thing is to have a new result,

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you have to do something different.

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That leads into what we're going to talk about here in

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this episode,

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and that is Facebook ads.

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Okay? Now don't shut off right away.

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I know what many of you are thinking.

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A lot of us have a love hate relationship with Facebook,

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right? There are the privacy issues.

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Zuckerberg continues to show up in the news,

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or perhaps you've tried ads in the past.

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Maybe you've boosted a post and you're feeling like you're throwing

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away money.

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It's just not working for you.

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Well, what I'd like you to do,

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just as a rollover of a new calendar year,

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I'd like you to clean the slate on the page in

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your mind that is titled Facebook ads.

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Listen to what Salome has to say,

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and I think you might have a different perspective on Facebook

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ads. If nothing else,

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you're going to understand them a lot more.

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And there's two specific things that she talks about that are

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an absolute must that you should be implementing,

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whether you do Facebook ads or not.

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I also want to give you a heads up that I

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have something really special to share with you at the end

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of the show,

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so make sure to stay all the way through the end

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and then hear about something totally unrelated to Facebook ads.

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But for now,

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if you're not driving,

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you're not on the treadmill,

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you're not out walking your dog.

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Pull out a piece of paper,

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grab a pen.

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If you can't do that right now,

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you might want to come back and listen to this all

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over again because Salome is now going to give us the

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gold about Facebook ads.

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Pleasure of introducing you to Salome.

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She lack.

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Salome is a Facebook ad strategist who helps coaches online course

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creators and personal brands scale,

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automate and grow their businesses faster with clever Facebook and Instagram

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ad strategies.

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Through her fast-growing agency,

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Salome has been able to build a global team of amazing

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people that work flexibly and independently allowing them to balance doing

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work they love with caring for people that they love.

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Her clients say that the best thing about working with her

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is that she cares as much about their businesses as she

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does about her own.

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She says the best thing about working with clients is that

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she gets to help them implement proven marketing strategies that help

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them create more streamlined marketing funnels and get them to more

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profit sooner.

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So Lomi was born and raised in South Africa and lives

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in beautiful Perth in Western Australia with her husband Emil,

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two daughters,

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Mila and Al and their dog ODI Salome.

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I also have to tell people that you really are all

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this because you are my Facebook ad strategists too and I'm

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honored to have you on the gift biz unwrapped podcast.

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Welcome. Thank you so much.

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So it is an honor and a privilege for me to

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be here and to talk to your audience and to be

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on your show.

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And you know how much I love you and I love

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working with you and I love helping you grow your business.

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So thank you for that beautiful,

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beautiful intro.

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Well, the feeling is absolutely mutual and I know that our

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listeners are really going to learn a lot about Facebook today,

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so, and they've been asking a lot of questions about Facebook.

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Oh, fantastic.

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So I really appreciate you already before you even are,

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but bringing us all the answers,

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but I think you already know this.

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Before we get into it,

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I want to have you give us a little bit of

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information about you in a different way.

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And that is by having you describe yourself through a motivational

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candle. If you were to talk about what color you would

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have as your candle and what quote would be on the

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candle, describe what your candle would look like.

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When I first arrived this too,

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I was like,

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Oh, I'm not really a candles person,

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so this one's going to be tough for me.

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And then I remember that I have one big candle in

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my house and that one big candle is a candle I

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bought a few years ago when my mum was visiting me

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and I bought it to put it on the Christmas table.

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And it is a quite a large candle and it is

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a golden candle,

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but it's not like a shiny waxy gold.

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It's like a matte color and it looks like it has

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glitter in it.

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And I thought about it and I thought,

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well that golden candle that I have is kind of like

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me. It's sort of simplistic and what you see is what

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you get,

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but there's a bit of shimmer to it.

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Yeah, there is some sparkle there with you for sure.

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I was like,

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yeah, I think if I was a candle,

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like I would be that candle.

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It's simple,

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it's very clean and clear and what you see is what

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you get,

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but it has a sparkle to it.

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It has a shimmer and shine and it is golden after

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all, and so I was like,

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yeah, that would be my candle.

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When I was thinking about the quote,

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there's a quote.

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It is so often used.

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It is such a famous quote that I think it easily

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becomes a cliche,

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but it is the quote the Marianne Williamson quote.

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I've got it in front of me.

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I want to read it to you.

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It's quite long.

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I'm going to read it to you because this quote is

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like, when I'm feeling sad,

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I come back to this.

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When I'm de-motivated,

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I come back to this.

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When I feel inspired,

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I come back to this quote when I need to remember

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who I am and why I'm doing what I'm doing.

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I come back to this,

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so I'm going to read it for you.

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It's about Marianne Williamson and it says,

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our deepest fear is not that we're inadequate.

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Our deepest fear is that we are powerful beyond measure.

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It is our light,

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not our darkness that most frightens us.

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We ask ourselves,

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who am I to be brilliant,

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gorgeous, talented,

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fabulous. Actually,

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who are you not to be?

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You are a child of God.

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You're playing small does not serve the world.

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There was nothing enlightened about shrinking so that other people won't

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feel insecure around you.

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We are all meant to shine as children do.

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We were born to make manifest the glory of God that

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is within us.

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And it's not just in some of us,

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it is in everyone.

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And as we let our light shine,

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we unconsciously give other people permission to do the same.

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As we are liberated from our fear,

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our presence automatically liberates others.

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That is beautiful.

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And I so agree with you salami,

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because all of us have a special place in this world

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and we bring the light to others,

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but so often we're afraid of that.

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We're afraid of reaching out and showing people because we're afraid

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people are going to reject it,

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I guess.

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Exactly. And it becomes this spiral of,

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you know,

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if I'm afraid to show who I am and to shine

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and to bring my gifts to light,

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then I hold back on giving you permission to do the

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same thing.

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And if I don't give you permission,

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then that means that I feel you're not giving me permission

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and then I'm going to be playing even smaller.

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And so it's kind of this vicious cycle that I think

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we just have to break at some point in ourselves,

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right? And just go,

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hang on.

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If I'm here to shine and I shine my light as

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bright as I can and I show up and I give

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and I care and like I have a few things like

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I feel as long as I take responsibility always and always

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come from a place of caring and loving and respect,

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then I can mess up as bad as I want to

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because there will always be forgiveness and there will always be

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a way to fix things and there will always be a

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way to overcome whatever the thing is that you,

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as long as you come from a place of love and

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you come from a place of taking responsibility and within that

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then I can shine my light as bright as I want

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to. And on some days that means showing up on Facebook

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live on other days.

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That means having a tough conversation with my child or with

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my husband.

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And on other days it means just caring for someone who

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needs a little bit of extra care.

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And other days that means just showing up and doing my

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job. Yeah,

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and you know,

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as you were talking,

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it brings to mind,

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to me the whole concept of intent.

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If your intent is pure,

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you're giving everything that you have,

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but the intent is really to help whatever you're doing,

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whether it's with the children or your client,

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you know,

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whoever it's with,

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then it's not for other people to judge.

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Really. So I love that you read that whole portion to

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us and let's just say here and now for all of

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our listeners that will all make a pact that we're not

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going to play small.

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Yeah. We're going to give permission to each other right now.

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That that's the way it's going to be.

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We're going to play with our full self.

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How about that?

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Yeah, for sure.

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And you know where I think that starts by cheering other

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people on who are shining their light and who are stepping

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out of their comfort zone and who are doing great things

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or who's just doing something.

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You know,

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it can be something as simple as biking someone at cake

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and having the courage to put that out there with love.

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Just cheer other people on and then you're going to find

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that you give yourself a lot more permission to do the

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things that makes your heart sing.

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Absolutely. I didn't know that we were going to get into

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all this theory right in the beginning,

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but I do want to say one other thing about this,

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when you talk about cheering other people on,

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I think there's some times is this idea,

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if someone else is successful,

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then that's taking away a little bit of the potential success

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from yourself.

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And that's not true.

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I mean,

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success is not limited and it's not just one pie that

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people are taking pieces from.

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Success can be yours in every way and greater than others.

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So absolutely we should be cheering each other on.

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Right? But we all have a very unique fingerprint in this

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world and there's room for everyone's fingerprint.

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That's right.

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So let's move on to get your fingerprint.

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How about that?

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Yeah, for sure.

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You know,

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we've been working together for,

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I don't know,

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a little bit here,

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a year,

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about a year or something like that.

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Yeah. But I don't really know what attracted you to Facebook

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and Facebook ads,

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so why don't you share with us that story?

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That's a good question.

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You know what?

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I'm sort of a problem solver.

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I think I just kept on solving the problem that was

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in front of me until I kind of got to this

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point here where I was enjoying doing this.

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I started a business when L my youngest,

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who's now five,

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when she was born,

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I knew I did not want to go back to my

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day job.

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I was a pharmaceutical rep and I enjoyed my work very

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much and I was quite good at it as well.

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But I am made to work for someone else.

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I'm one of those people that just,

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if you tell me I have to do something and I

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don't see the purpose in it,

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I'm going to rebel all day long.

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So I decided to enroll in a coaching program and there's

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a really good coaching school here in Australia and I did

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a three year,

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it was like a three year diploma in coaching.

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It was a very big program and started becoming a coach

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and I just didn't enjoy it.

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What were you coaching initially I started doing sales coaching because

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that was my background.

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I think personally I had such a journey inside myself that

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I still needed to go on to be able to show

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up with authority and be able to back myself and be

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able to really serve clients.

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And I hadn't gone on that journey yet.

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So I kept feeling inauthentic.

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I constantly had that imposter syndrome feeling.

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I, you know,

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when I was at a networking event talking to people about

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my services,

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it didn't feel good.

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It just,

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it felt icky and I didn't know why.

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And I struggled and I wasn't happy at home because I

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felt like I was letting my family down cause I was

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networking morning,

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noon and night to build this business and working on this

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business morning,

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noon and night.

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And then I felt like I was failing in the business

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as well.

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And it kind of got to a point where I just

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said, well hang on,

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something about this is not working.

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And I started going,

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what do I want?

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What is the business that I want?

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And I looked at a few people online like Marie Forleo

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and Amy Porterfield and Danielle LaPorte and Denise Duffield Thomas.

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I was looking at them and I went,

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I want the type of business they have because at that

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stage my business was all local.

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It's like I want the type of business that they have.

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And so the very first program that I enrolled in was

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uh, one of IME Porterfield's programs or webinar program.

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And I thought,

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great, I'm going to run a webinar and then that's going

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to be my business.

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I'm going to make money that way.

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I started running webinars and it was a bit of a

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challenge at first and part of running webinars was learning how

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to create landing pages and learning how to do Facebook ads.

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And then as I was sort of learning these things for

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myself, I started talking about it on Facebook live with some

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other people,

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or actually I started talking about it on Periscope back then

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and my friends started asking me,

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what are you doing and how are you doing this and

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can you do this for us?

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And so I was like,

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yeah, sure I can run Facebook ads.

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I didn't know I was supposed to struggle with Facebook ads

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until I realized other people have a hard time with Facebook

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ads. And so I started broadcasting on Facebook live when Facebook

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live launched and I started running Facebook ads for people sort

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of on the side at the same time.

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And it was kind of still just a hobby taking up

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a lot of my time and I wasn't making a lot

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of money.

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And then I launched a program,

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it was called the Facebook live Superstore and it was just

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teaching people the basics of Facebook live and then how to

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turn your Facebook lives into ads so that you can start

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building your list from them.

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And I ran $400 worth of ads and I made $2,000

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and I thought it was a failure,

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I thought was the biggest failure ever because I thought I'd

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put in all this hard work and I'm just my $2,000

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like that just shows you how I was still in so

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much of the wrong mindset,

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cause I didn't realize it.

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Let me just clarify this.

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When you put $400 into Facebook and it splits $2,000

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out, that's huge success.

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That's gigantic success.

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Yeah. Yeah.

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So, but I was exhausted and I felt like I can't

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feed my family with $2,000

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I, this needs to be more sustainable.

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So what I did was I,

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at the end,

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this was at the end of 2016 I went back to

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my day job and I felt like I packed it in

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on the business.

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I was just like,

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I've been trying this for,

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at that point it was two and a half years.

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I was exhausted.

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We were racking up the date very fast and I went

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back to my day job and it was a huge exercise

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in humility for me and it was also taught me a

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lot, but the great thing that happened at that stage was

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I learned,

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there were a few things,

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I kind of went,

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okay, if I come from an energy of I'm going to

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conquer the world thing,

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this is never going to work.

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Instead I just decided to scale back,

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focus on gratitude,

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focus on what I have,

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focus on the good things that I am doing and instead

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of seeing the $2,000

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as a failure to see it as an achievement and I

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shifted my entire mindset in that time that I was back

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at work and also a couple of things that happened in

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that year.

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While I was back at work,

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I decided to niche down and just do Facebook ads for

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clients. So you were still doing your business on the side,

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but then you were also working?

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Oh yes.

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Yes. So I was working during the day.

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The good thing is being a pharmaceutical rep is you know,

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you only work five or six hours a day.

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I had a certain number of calls that I had to

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do and I had to meet certain criteria.

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But once you've done that,

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you go home and I spent no,

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maybe six hours a day in my car listening to online

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training. I was going through training in my car for hours

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and hours and hours and I learned so much in that

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here. But also that's when I enrolled in B school and

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I niche down as a Facebook ads manager and I started

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building relationships with people in those groups and started running ads

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for coaches in the groups and I niche down as a

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Facebook ads manager and decided I'm only doing that.

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So for that here,

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2017 I was working my day job and running the business

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only as a Facebook ads manager in the evenings and had

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about four or five clients throughout that here.

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And by the end of that year,

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came over to America.

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I make you face to face there at that bank.

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And I signed up a handful of clients at the event

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and came back and quit my job.

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I remember the day,

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I remember we exchanged some emails and you came home and

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you said,

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yep, it's done.

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It's done.

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I came home,

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I quit my job and it has just been an absolutely

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glorious, amazing ride since then.

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And now I have a team,

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I have five people now working in my team.

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And I'm so incredibly lucky that I get to meet and

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I brought on these people.

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And they are also,

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you know,

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Facebook ads managers.

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I have a project manager and an assistant,

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and they're all women who just wanted flexibility in their lives.

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They don't necessarily want to be selling their services.

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So they just want a job that pays them to do

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something they love and that is flexible around their kids.

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And I feel so incredibly lucky that I can provide that

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for them.

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So that's kind of the story of how it happened.

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Okay. So we were talking a little bit in the pre

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chat, and I want to get into Facebook,

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but I really want to start on the ground floor because

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I feel like a lot of people who are listening,

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yes, some people have used Facebook,

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some people have boosted some posts here and there.

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I think people shy away a little bit because they've heard

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some bad things about Facebook,

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et cetera.

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So let's start with why Facebook advertising?

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I think Facebook has an amazing,

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incredible ability for you to target your advertising to the right

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person at the right time,

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in the right situation,

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and to reach the right person.

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I want to say that's the magic of Facebook,

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is it gives you the power to reach the right person.

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So once you know who that right person is,

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this is a critical piece of foundational work that I see

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people where people get a little bit stuck sometimes is they're

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not a hundred percent sure who their ideal audience is,

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and then they think,

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Oh, if I can just reach more people,

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then my message will be heard.

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But it works the other way around.

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The clearer you can be on who your ideal audience is,

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the better you'll be able to reach them with Facebook ads

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and the beauty of Facebook ads.

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So to answer your question,

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why Facebook ads is because Facebook ads has this incredibly powerful

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way of targeting people and thereby being able to get your

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message in front of the right person at the right time

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and then start that conversation with them.

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Okay, so you're talking about the audience.

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And that people will make the mistake of thinking more is

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better. And you're saying,

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you know,

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similar to how we've all heard niching down,

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you know,

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the riches are in the niches,

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right? That whole saying,

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so that sounds like the concept applies here too to Facebook

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ads, but how does someone know if they're targeting the right

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audience before they start running ads?

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Or is it just testing you just start and see?

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Yeah, it's a bit of both.

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The most powerful thing with Facebook is the ability to take

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what you already have in your business.

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I call them your digital assets.

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So something like your email list,

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you can create audiences of people who have visited your website.

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You can create audiences of people who have engaged with you

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on Facebook or have engaged with you on Instagram,

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or you can create of people who have watched your videos.

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So if you're in that space where you're not a hundred

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percent sure where to find your ideal audience,

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create a video that you know your ideal audience will a

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hundred percent resonate with something that's going to add value to

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them. You're not asking them for anything.

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You're just leading with value.

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You're introducing them as the Euro in the story of using

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your product or service and you were showcasing,

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you know,

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it can be a testimonial video or something that showcases the

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end user of your product or service.

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Right? So making the customer the hero.

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Exactly. Or if you're a coach,

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like something that teaches them something,

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something that is of value to them,

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you can make a video like that and then run that

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as an art,

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but run it as an ad for engagement.

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A lot of people run it as an ad for video

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views and often I think it's better to start out running

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it as an engagement ad because Facebook gives you what you

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ask Facebook to give you.

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So if you want video views,

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they're going to give you people who watch your video.

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If you ask for engagement,

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they're going to give you engagement.

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So if you could create a piece of content that is

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really draws your ideal audience in and gets them to comment

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and share,

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that's worth a lot more than a passive view.

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When someone's passively viewing a video,

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they're less involved than when they're actually commenting or sharing or

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liking or engaging with that piece of content.

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And then create those audiences.

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Create an audience of people who engaged with that piece of

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content. You can create a video views audience for that specific

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audience, or you can create an audience on Facebook that is

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for people who engaged with your content.

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Now you can take that audience and this is the beautiful

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thing. You can create a lookalike audience from that.

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So now you have people that you know,

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like your stuff,

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people who are interested in what you have,

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and you can create a lookalike audience from that.

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And what that basically is is it's just a mirror that

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Facebook just says,

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okay, we're going to take this bucket of people.

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Let's say there's a thousand people in your video views audience.

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Facebook takes those thousand and they create a profile of that

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person. And then they give you,

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let's say a million people who matches that profile.

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Now you can taste that same video on this lookalike audience,

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and now you're reaching what we call cold people.

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Now you're reaching new people on Facebook,

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so you're getting your message in front of new people,

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and then you can taste and see how is that message

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resonating with people.

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And I always recommend people to always be running two things

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at the same time.

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So if you're testing a video,

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run two videos and see which one does best,

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or if you're running one video,

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then run it to two different audiences so that you can

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see which audience is going to give you the best result.

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Because if you just put it out there to one audience

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or just put one piece of content out there,

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you have nothing to compare the results with.

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So that's another little tip for everyone.

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Right? Okay.

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So I want to back this up and summarize where we're

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at so far.

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You correct me if I'm wrong.

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Okay. So you first will create some type of a video

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and I'm assuming that you're saying video versus some type of

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a post because video plays better in Facebook right now.

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It gets more attention and all,

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so that's why you're saying video.

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Okay, so something that's video that's focusing not on you.

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So in other words,

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not just showing all of the products,

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all the things that you sell,

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right? Correct.

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But showing your customer,

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interacting with it,

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ways to use it maybe behind the scenes of its development,

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something that's interesting and curious for the viewer.

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Correct. Then when you're placing the ad,

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you talked a lot about you want to place it for

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engagement and I just want to make sure that all of

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our listeners understand that when you're actually creating ads,

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you can say what your intention is,

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what you're trying to get to and so your saying Salome

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that you should be going for engagement in this first ad.

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Correct? Yeah.

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Especially if you have some likes on your page and you

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already have people that are interested,

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you know you already have a good following built up,

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then you can run it as an engagement ad just to

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people who like your page and just start to build a

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little bit of social proof on that video because it works

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like a snowball.

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The more comments and shares you get,

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the more Facebook sees,

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Oh, this is a valuable piece of content.

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And then they show it to more and more and more

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people, Facebook values,

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engagement over everything else.

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So yes,

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step number one,

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create a video and run it as an engagement ad.

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You start developing an audience,

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and I think we should,

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when I'm done with the overview,

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we should start talking about the pixel because how in the

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world do you share it?

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So we'll talk about that.

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But so then just by theory here,

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so then what happens is you're starting to build up an

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audience that has engaged in that video.

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And from there that is then what you can use as

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the basis to create a lookalike audience.

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And we'll talk a little bit more about how that happens.

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And so then what you can do with that lookalike audience,

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which is now going to be cold traffic because they look

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similar to who you already are attracting,

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but you've never touched them before.

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And so now you're starting to reach out and test and

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your saying also test two different ideas at one time.

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So you can compare them against each other.

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Yes, you can either be tasting two different videos to the

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same audience or you can be tasting one video to two

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different audiences.

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Does that make sense?

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Yep. And you never want to test or change too many

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elements at one time because then you're not going to know

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which one actually caused the good result.

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Correct. And the algorithm takes three to optimize.

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So once you have launched your ads,

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you need to step away from it and not touch it

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for three days.

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That's the hardest part.

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Yes. And you sit there and you watch it and you

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watch your money,

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but you have to give it three days before you do

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anything because that's how long it takes.

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So we all shouldn't be nervous and anxious if nothing's happening

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after the first two minutes that we have an ad running

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live. Yes.

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Again, for people who are really new and have never dabbled

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in Facebook at all,

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let's talk about this scary little word that I know everyone's

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probably heard and that is the Facebook pixel.

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So why is that important and where does that play into

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everything we're talking about here?

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Yes. Okay,

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so before I jump into the pixel,

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I do want to say that there's lots of audiences you

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can create without the pixel.

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So if the pixel is something that you feel is going

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to be a little bit of a challenge for you,

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just move the pixel aside for a moment,

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but go into your account and make sure that you create

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your video view audiences because you don't need a pixel for

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that. You can create your audiences that have engaged with you

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on Facebook or audiences that have engaged with you on Instagram.

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You do not need the pixel for that.

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So just go in and create those audiences first because are

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audiences that you want to capture from the get go and

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you don't need to bother with any difficult pixels on there.

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Okay. All this talk about pixels,

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I promise we'll get into it right after a word from

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our sponsor.

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Okay, let's get into a mini tutorial all about creating custom

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audiences and then the pixel.

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Okay, so let me just open here cause I want to

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make sure that I tell you the right things.

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You are going to go to your Facebook page.

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I have so many shortcuts set up that I just want

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to make sure that I give people the right information from

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the beginning cause I like I go around the back doors

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or you can go to your Facebook newsfeed or you can

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go to your page.

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On the right hand top corner,

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there's a little dropdown menu,

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a little arrow,

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and when you click on that drop down arrow Amenia is

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going to come up and one of the options on that

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menu is create ads.

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And if you click on create ads,

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what's going to open up is called the Facebook ads manager.

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Now if you have never run any ads,

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the first thing that Facebook is going to prompt you to

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do is to create an account and this is a very

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simple process I take you through where you just enter your

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details, you link it to your page,

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and then you will add a credit card that you're going

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to be paying with.

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And once that is set up,

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then you will see your ads manager dashboard to create audiences.

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You're going to go up to the top left corner where

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there's three horizontal lines.

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We call it the hamburger cause it looks like you know

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it's just three horizontal lines like two buns and a Patty.

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If you click on that,

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there will be a dropdown menu again and then you're going

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to click on audiences.

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And then Facebook is going to open up a whole menu

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of audiences that you can create.

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So you'll say create audience.

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There's a blue button that says create audience and you are

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going to say you want to create a custom audience and

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then the custom audience that you want to create can either

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be an engagement audience and then you'll choose people who engaged

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with me on Facebook,

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people who engaged with me on Instagram,

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people who engaged with any of my posts.

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There's lots of choices that you can make and I encourage

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you to just go in there and play around with it.

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You cannot break it,

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you cannot mess it up.

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Just go in there and play around.

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So engagement audiences are the first thing that you want to

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go and look at.

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The second thing you want to go and look at is

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video view audiences.

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So again,

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that will be engagement.

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And then the sub category is video.

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And then there's the category under that will be,

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you know,

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you'll choose specific videos.

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And then another audience you want to go in and create

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is maybe you want to upload your email list that will

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be a great audience for you to create.

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And another one that you can create that's a really good

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one is people who've been to your website.

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And that's where we get into the pixel conversation.

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Perfect. Okay.

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And so would you suggest that even if someone is just

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listening, they're not really thinking they're going to do Facebook ads

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yet cause we haven't finished the interview.

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I know we'll convince them by the end,

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but even if someone's thinking that they're not,

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wouldn't it be a good idea to start creating these now

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because then you're building your audiences over time versus when you

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decide you're going to run your first Facebook ad 100% yes.

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If you are doing anything on Facebook,

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Instagram or a website,

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you need to be building these audiences now because all of

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that time and energy and effort that you're putting into it,

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you're already doing the work to get people into these audiences.

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But if you haven't set up the audiences,

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then it's like opening a tap and not putting a bucket

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under it.

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They'll get richer and richer over time so that when you're

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ready, you'll have a really deep level of information.

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They're available with the audiences.

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Yes. So this is one of the things that I often

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see people want a common mistake is they boost posts,

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but then they don't have audiences set up to capture the

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people that engage with that post.

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So you're basically just putting money out there to put your

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ad in front of more people,

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but you have no way to continue the conversation with them.

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So if you're spending any time building an audience or building

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relationship with people using Facebook,

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Instagram, or a website,

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you need to have these audiences in place.

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Beautiful. Perfect.

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That's so actionable for everybody listening to the podcast,

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so that's wonderful.

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Okay, so now is it time to talk about the little

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pixel? Yes.

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Okay. So the pixel basically is just,

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it's a piece of code now.

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As soon as I hear the word code,

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I want to run away.

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So I think of it as like literally it's called the

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pixel, but if you think of it as pixie dust,

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it's literally like pixie dust.

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And if someone comes to your website,

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they get sprinkled with your pixie dust.

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It gets thrown on their head.

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So the pixel sits on your website,

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you put it on your website and or on any landing

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page that you have.

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And when someone comes to that page,

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Facebook recognizes them because they are wearing your pixie dust on

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their head.

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You know they have that.

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It's been like,

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I don't want to confuse you guys even more with my

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Bixy dust analogy.

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Everywhere they go,

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then they will get recognized because they have made a Mark,

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they've made an impression,

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they're recognizable to Facebook.

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So if I have a blog post on my website that

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is very popular and I have the Facebook pixel on my

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website, then I can create an audience of people who have

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been to that specific blog post.

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And because I have the Facebook pixel on that page,

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anybody who now comes to that page will fire off the

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pixel. So the pixel loads and it loads from that person's

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IP address or wherever and the pixel recognizes this person and

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they go into that custom audience,

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right? And now I can take that audience and I can

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run an ad to them.

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So let's say I now want to build my email list.

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I can run an ad to everyone who has been to

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that blog post.

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And the reason I know they've been there is because the

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pixel is there and they hit the page and it fired

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off the pixel.

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And so the pixel recognize them.

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Now I can run an ad to them and say,

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hi, you know you enjoyed this blog post about such and

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such. Here's the freebie that goes with that and I can

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re target them.

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Now the pixel is literally just,

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it's a copy and paste piece of code that you just

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put on the page and it lives there forever and you

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don't have to worry about it again.

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And you don't have to think about the pixel as such.

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But just know that you need to have the pixel on

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your website and you need to have it on any landing

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pages you use such as lead pages or click funnels or

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Kajabi if you use any of those programs.

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That pixel needs to be linked to that.

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Okay, and so could you just hire someone from Fiverr just

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to get your pixel on your website or wherever it needs

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to sit?

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That's what I did.

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I paid someone why back before I knew how to do

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it. I paid somebody five bucks to do it on my

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website. Okay,

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so no excuses.

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You don't need to know how to do it.

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Just $5 hire somebody,

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get it going.

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Cause again,

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you're starting to pull in all of that intelligence that you

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need, correct?

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Yes. If you're blogging or if you're creating content on your

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website, you want to be sure that you can capture the

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people who have visited those sites,

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who have been to those pages,

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who have engaged with that content.

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Right. I want to say this to everybody and you're free

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to comment on this too.

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Salome but it took me a long time to understand this.

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Now remember I'm coming out of marketing where we did buy

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direct mail,

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what Facebook now does online.

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So I am one who understands all of this targeting,

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but what I didn't understand for such a long time is,

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okay, so I put a blog post up and we all

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know that if I put a blog post up,

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no one's really going to see it unless I tell them.

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So I better send out an email to tell everybody and

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we know,

Speaker:

okay, you're going to catch some people with that because some

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people will see the emails and actually open them and read

Speaker:

it. Some people might just happen upon it.

Speaker:

Some people you might put up a Facebook post about your

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blog. So that may be a way to get people to

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see and land and read that article.

Speaker:

But that's usually where we all stop,

Speaker:

right? Because,

Speaker:

okay, so now we go on to another article,

Speaker:

but how about what Salome is talking about here is retargeting

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those people who already showed interest in that topic and then

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sending something else out as like an added enhancement because we

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all know it takes several touches for people to really understand,

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take further interest,

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et cetera.

Speaker:

So that's one thing that I didn't really understand about Facebook

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ads. The other thing I really didn't understand back to the

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emails and open rates.

Speaker:

I mean we all rejoice now.

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If we get open rates of even 17% let's say,

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but Facebook ads is another way of getting in front of

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people who aren't opening your email.

Speaker:

And I didn't understand that for the longest time cause it's

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like a why do that?

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I'm emailing the whole audience anyway.

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Well less than a quarter of your audience is even opening

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the email.

Speaker:

But they might be on Facebook and looking.

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So that's where you can get in front of them.

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That's right.

Speaker:

I want to give you an example.

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I've just finished a promotion with one of my other clients

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where she's got a product that's a one $97 product.

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It's an information product and we wanted to put the price

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up to two 97 on the 1st of November.

Speaker:

So what we did for all of October is we ran

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ads to her warm audiences.

Speaker:

So two people who were on her email list,

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people who engaged with her website,

Speaker:

people who engaged with her on Facebook and Instagram.

Speaker:

We just ran ads to those people.

Speaker:

So it's not new brand new people.

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It's people who are already know,

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like and trust her.

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They already know about her,

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they're already inside her community and we just let them know,

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Hey, here's the product and the price is going up at

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the end of the month.

Speaker:

And we made a good deal of sales from that and

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now the price has gone up and now that the price

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is up,

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now we're going to run that to new people.

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And now we've got a promotion for new people.

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But everyone who was on her email list,

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they got her emails.

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Yes, but they also got the Facebook ads and they made

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sales. Beautiful.

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Wonderful. I love,

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thank you for sharing that example from another client.

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You kept her identity masked.

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So very good.

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Yeah. So,

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but no,

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that's a really good example.

Speaker:

I'd like to bring up another topic that I'm sure my

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listeners are thinking about and that is,

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uh, how much money do you need to start diving into

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Facebook ads?

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Oh, that's a good question.

Speaker:

So that is what everyone is asking.

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So the conversation about this has changed in the last year.

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A lot.

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We used to say you can run ads for five or

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$10 a day and that's all you need.

Speaker:

The truth is that is not a hundred percent the case

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anymore. You can still start with five or $10 a day,

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but you're going to start differently.

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So let me explain that.

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If you are running ads where you want people to opt

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in for an email list or download a freebie or give

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you their email in exchange for something else,

Speaker:

you can not start with $10 a day.

Speaker:

And the reason for this is Facebook has announced to us

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that the algorithm needs 30 to 50 conversions.

Speaker:

A conversion is someone who completed the action we want.

Speaker:

So if we want an email address,

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then that means once they have submitted their email address and

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they've come to our thank you page that says thank you

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for downloading my freebie,

Speaker:

that means there are conversion.

Speaker:

What Facebook is saying is they want 30 to 50 conversions

Speaker:

in the first week for the algorithm to fully optimize.

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Now, if you think about an average conversion costing $5 let's

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work on average,

Speaker:

let's say it costs $5 to get one email address.

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If you're running $10 a day,

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you're going to get two conversions in the first day and

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then to conversions in the second day and then two conversions

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in the third day.

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And so by the end of the third day when the

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algorithm's supposed to be learning stuff,

Speaker:

it's only had six conversions.

Speaker:

So it hasn't had enough learning experience to be able to

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really give you what you need.

Speaker:

That's why the $10 a day strategy for an ad where

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you were looking to get email addresses doesn't work anymore.

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So instead,

Speaker:

if you are starting out with ads and you want to

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grow your email list,

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I recommend use one ad set and put at least $25

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a day inside that ad set.

Speaker:

And you can have multiple ads in that ad set.

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So you're tasting different creative options.

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So maybe different videos,

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different images,

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different copy options,

Speaker:

but have that one ad set that has enough money in

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it so that you can get at least five conversions in

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day one and five in day two and five in day

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three so that the algorithm can learn and give you the

Speaker:

best quality conversions.

Speaker:

So that's my answer.

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If you're running your email list,

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if you're not in the place yet where you are running

Speaker:

your email list,

Speaker:

but you do want to start using ads,

Speaker:

you can then start it with $10 a day.

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And what do you need to do then is then you

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need to run video ads to engagement with an engagement objective.

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Because what you need to start building up is you need

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to start building up conversation and conversation is engagement and conversation

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is what is going to get Facebook to show your video

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or your content to more and more and more people.

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Does that make sense?

Speaker:

It makes perfect sense and I'm going to make you respond

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to what I know a lot of our audience does on

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Facebook right now and that is they will run an ad

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which is a picture of their product,

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probably with a price point on it and explaining why this

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would be a good thing for people to purchase.

Speaker:

Right? And then they might boost that ad.

Speaker:

What are they doing there?

Speaker:

They're asking people to marry them before they've taken them out

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on a date.

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But what if Salome I have a Facebook page with a

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lot of followers.

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I'm pretending like I'm our listeners right now.

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Okay. I interact with a lot of people on my page

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and so I'm feeling like just putting a post up there

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and then boosting it.

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I'm showing it to people who already know me.

Speaker:

Okay, so a couple of things about that.

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Firstly, I want to say if you're selling physical products like

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most of your audience,

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if they're selling something,

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some kind of a physical thing,

Speaker:

you can occasionally run a promotion and it be a direct

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sale. Okay.

Speaker:

Usually do that,

Speaker:

but do that strategically and do it with a plan and

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do it knowing,

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having a clear idea of what the return on investment is

Speaker:

that you're going to run.

Speaker:

That's the short guy.

Speaker:

If you're playing the long game,

Speaker:

what you want to do is you want to imagine that

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your client is somebody that you want to date and you

Speaker:

are going to first run an ad where you are just

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going to introduce them to your product,

Speaker:

but you're packaging it up as them being the Euro who

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uses the product.

Speaker:

You're not making it about the product.

Speaker:

You're making it about the end user who has a better

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life after using the product or who has thinking,

Speaker:

like if you're,

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you know who makes their kids happy at the birthday party

Speaker:

because they bought your beautiful biscuits or something like that.

Speaker:

You want to present the customer as the Euro and get

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them to be curious about your product,

Speaker:

introduce them to your product.

Speaker:

That's step one.

Speaker:

Step two is get them onto your email list.

Speaker:

Get them to opt in for your email list,

Speaker:

get them to get your 10% discount that you give to

Speaker:

people who join your email list or get them to sign

Speaker:

up for some kind of a promotion or something that you

Speaker:

have. And then only do you ask them for the style.

Speaker:

So there's these clear three layers that you need to think

Speaker:

about if you're going to build a sustainable longterm growth with

Speaker:

predictable results business.

Speaker:

But you know,

Speaker:

by all means,

Speaker:

if you want to make a quick buck,

Speaker:

boost a post to a few people and you know,

Speaker:

it's kind of like throwing spaghetti on the wall and hoping

Speaker:

something will stick.

Speaker:

You know,

Speaker:

it kind of feels in the beginning when you're get just

Speaker:

getting acquainted to the concept of taking your customer or prospective

Speaker:

customer really step by step through the process.

Speaker:

It kind of feels like,

Speaker:

can't I just like run the race and get there faster,

Speaker:

but you're going to have much higher quality people who will

Speaker:

stay with you for the long term.

Speaker:

It won't be the one off.

Speaker:

Yeah. The more relationship you can build with people before you

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ask them for a sale,

Speaker:

the better quality client you will have and the more sales

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you will make longterm.

Speaker:

So it might end up costing you more at the front

Speaker:

end, but you are definitely going to make more at the

Speaker:

back end.

Speaker:

Whereas if you keep going for the cheap style,

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it's going to be a once off thing and they're going

Speaker:

to be gone and you're going to be in hustle mode

Speaker:

forever. Then you'll always be churning.

Speaker:

Yeah, you'll always be turning right.

Speaker:

It's just going to keep putting you in that fear based

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responsive state instead of being in a proactive,

Speaker:

strategic, clever place where you know the lifetime value of your

Speaker:

clients and do you know what your clients really want and

Speaker:

you can really give that to them at the right time.

Speaker:

Got it.

Speaker:

Okay. Words of wisdom for someone who's been listening,

Speaker:

never dabbled in Facebook ads ever before,

Speaker:

what would you say to them in terms of strategically using

Speaker:

Facebook ads for their business?

Speaker:

I would say if they've never used Facebook ads before,

Speaker:

I would say make sure you know who you're talking to

Speaker:

and what they want.

Speaker:

That is such a hurdle to overcome is know who you're

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talking to and be very clear on what they want and

Speaker:

what the outcome is that they want from using your product

Speaker:

or your service or having that.

Speaker:

And once you have that messaging nailed the way to speak

Speaker:

to your clients to light up their eyes and make them

Speaker:

go, I want that.

Speaker:

Now once you can do that,

Speaker:

then ads become really easy.

Speaker:

And then I want to say,

Speaker:

just know that there's life after Facebook ads,

Speaker:

Facebook ads,

Speaker:

you know it does take a little bit of getting used

Speaker:

to creating ads and running ads and understanding it,

Speaker:

but you have done harder things than that in your life.

Speaker:

And Facebook ads can be conquered.

Speaker:

Like there's a lot of people who understand it and you

Speaker:

can do it too.

Speaker:

Like that's kind of my message to them is I see

Speaker:

so many people that are so overwhelmed and confused by it

Speaker:

and then they don't even want to jump in.

Speaker:

And I just want to say like I had this math

Speaker:

teacher in school who used to tell us there is life

Speaker:

after math.

Speaker:

I think it resonates with me because I felt about maths

Speaker:

probably the way some people feel about the Facebook ads,

Speaker:

but the Facebook ads manager,

Speaker:

it just triggers all sorts of emotions in me.

Speaker:

There is life after Facebook ads like you can figure it

Speaker:

out and you will figure it out if you stick with

Speaker:

it. So if someone doesn't know,

Speaker:

should they just go to some YouTube videos just to start

Speaker:

getting a feel for it or what would you suggest there

Speaker:

in terms of some real direction?

Speaker:

I would not go to YouTube videos actually just because Facebook

Speaker:

ads, it changes so fast that you kind of want to

Speaker:

know the latest and update information.

Speaker:

I am a huge fan of Rick Mulready and I listened

Speaker:

to his podcast.

Speaker:

His podcast is called the art of paid traffic and he

Speaker:

is a really,

Speaker:

really good,

Speaker:

he was my teacher and mentor and he's really,

Speaker:

really good at breaking this down into really simple,

Speaker:

easy to understand steps.

Speaker:

So that's,

Speaker:

that's like sort of if you want to learn from someone

Speaker:

how to do this,

Speaker:

like I would say podcasts or the base.

Speaker:

Rick Mulready is art of paid traffic and then there's one

Speaker:

that digital marketer does.

Speaker:

Oh, it escapes me,

Speaker:

what it's called and I'll send it to you.

Speaker:

Okay. Yeah,

Speaker:

I'll put it in the show notes along with Rick's the

Speaker:

art of paid traffic.

Speaker:

So you'll have links to both and we'll have to tell

Speaker:

him that we're giving him a plug here.

Speaker:

Okay. As we're circling to a close here,

Speaker:

salami, I'd like to present you with a virtual gift.

Speaker:

It's a magical box containing unlimited possibilities for your future and

Speaker:

it doesn't need to be just your Facebook future.

Speaker:

By the way,

Speaker:

this is your dream or your goal of almost unreachable Heights

Speaker:

that you would wish to obtain.

Speaker:

Please accept this gift and open it in our presence.

Speaker:

What is inside your box?

Speaker:

Inside my box is looking at my life and feeling like

Speaker:

I have made a significant impact on a lot of people

Speaker:

and I'm living a slower life.

Speaker:

That's my gift is just,

Speaker:

you know,

Speaker:

I have this picture in my head of me sitting in

Speaker:

my backyard with my kids swimming in the pool and me

Speaker:

having slowed down and just being present and knowing that all

Speaker:

the hard work that I have done have made to impacting

Speaker:

and to helping and building other people's lives up as well.

Speaker:

So there's sort of those two components to it.

Speaker:

I love that.

Speaker:

Well, I'm kind of manifesting in my mind that I'm just

Speaker:

going to walk into the backyard and serve you a drink

Speaker:

by surprise.

Speaker:

We'll take that all day long.

Speaker:

So I will take that all day long.

Speaker:

I will be very happy when you walk into my backyard.

Speaker:

Oh right.

Speaker:

Well I've been to Australia,

Speaker:

but I haven't been to Perth so you never know.

Speaker:

It's still on the list.

Speaker:

How would you direct our listeners to get in touch with

Speaker:

you for they want to know more about you?

Speaker:

Yes, so they can find me on Instagram.

Speaker:

Salome dot shellac.

Speaker:

You'll hook that up in the show notes for the spelling

Speaker:

Of course.

Speaker:

So I'm on Instagram on there.

Speaker:

I love engaging people on Instagram.

Speaker:

I'm on Facebook.

Speaker:

My business is called shine and succeed,

Speaker:

but if they search for Salome Sherlock,

Speaker:

they'll find that too.

Speaker:

But I think shine and succeed is much easier to spell.

Speaker:

There you go.

Speaker:

And yeah,

Speaker:

just send me a direct message on Instagram or on Facebook.

Speaker:

Send me a message.

Speaker:

Tell me you heard from me over here and I would

Speaker:

love to hear you know what you need help with Facebook

Speaker:

ads. Beautiful.

Speaker:

Okay, give biz listeners first.

Speaker:

I am giving you homework.

Speaker:

I think this might be the first time I've ever done

Speaker:

this. I've made suggestions,

Speaker:

but right now I'm giving you homework.

Speaker:

Number one,

Speaker:

go in and build your audiences.

Speaker:

Like today,

Speaker:

it's way if you're listening to this,

Speaker:

when it goes live,

Speaker:

it's Monday.

Speaker:

It's the perfect start to the week.

Speaker:

Build your audiences.

Speaker:

So you're starting to capture everybody now.

Speaker:

You don't want to miss them another day and Salome gave

Speaker:

us exactly the details to do it.

Speaker:

So it should be super easy.

Speaker:

How long will it take them to build a few of

Speaker:

those audiences?

Speaker:

Half an hour.

Speaker:

Yes. Okay,

Speaker:

so do that.

Speaker:

And the second thing is go to Fiverr,

Speaker:

go to someone in your chamber who knows this stuff,

Speaker:

whatever and get that pixel placed on your website.

Speaker:

Any other places like lead pages,

Speaker:

et cetera,

Speaker:

all the ones that Salome talked about.

Speaker:

Just doing those two things is setting you up perfectly for

Speaker:

the future.

Speaker:

When you're looking at doing Facebook ads,

Speaker:

whether it's sooner or later.

Speaker:

Yes, a hundred percent agree with what you say.

Speaker:

Go do it today because the day you want to start

Speaker:

running ads,

Speaker:

you already have audiences sitting in the bank.

Speaker:

Right? Absolutely.

Speaker:

And Salome is so interesting.

Speaker:

I mean you have been a master at my Facebook ad

Speaker:

strategy. I am so thankful every day that I have you.

Speaker:

And I also appreciate now that you have shared so much

Speaker:

with our listeners here today,

Speaker:

I think they've all learned something.

Speaker:

There may be a little bit of some bitter truth in

Speaker:

terms of what people have been doing,

Speaker:

but you know what we do,

Speaker:

what we know and you've shared with us now how to

Speaker:

be better and hopefully reap more returns.

Speaker:

You know the profit like you were saying in the beginning.

Speaker:

So thank you so much for shedding the,

Speaker:

what did you call it?

Speaker:

Fairy sprinkles.

Speaker:

Fairy dust.

Speaker:

Fairy dust.

Speaker:

The pixie dust.

Speaker:

Thank you so much for sharing the pixie dust all over

Speaker:

us today.

Speaker:

I so appreciate you.

Speaker:

Thank you so much.

Speaker:

I think so.

Speaker:

I appreciate you too.

Speaker:

Thank you so much and thank you to your listeners.

Speaker:

Okay, announcement time.

Speaker:

So I'm usually pretty good at keeping secrets but I'm spilling

Speaker:

the beans.

Speaker:

I can't help it.

Speaker:

I'm so excited.

Speaker:

I just want to tell you guys what I've been working

Speaker:

on over the last few months.

Speaker:

It's been a little bit of a secret project because I

Speaker:

wasn't sure exactly what the timing was going to look like

Speaker:

on it,

Speaker:

but I can't wait.

Speaker:

I have to share with you my secret.

Speaker:

Many of you have been following me for a while.

Speaker:

Know that I wrote a book that came out last may.

Speaker:

It's maker to master,

Speaker:

but that's not what this is about.

Speaker:

Although it spins off a similar concept.

Speaker:

When I was getting serious about writing that book,

Speaker:

there were actually two books that I had in my mind.

Speaker:

One was maker to master and that truth be told was

Speaker:

the harder one to do,

Speaker:

but I also was really interested in writing a book that

Speaker:

was an inspirational book kind of inspiration a day.

Speaker:

I know you've seen those out there where it's 365 inspiring

Speaker:

thoughts for your year or something like that.

Speaker:

I think very often we get defeated by our own self-talk

Speaker:

and we also sway away from core solid business growth values

Speaker:

because there's a new social media site that's available or other

Speaker:

things come up that take our mind off of the really

Speaker:

important things that we need to grow our business.

Speaker:

As things happen,

Speaker:

my idea continued to evolve and I came up with the

Speaker:

idea of instead of doing a 365 inspiring tips type book,

Speaker:

it would be way more helpful for you if it was

Speaker:

included in some type of a planner so that every day

Speaker:

when you're planning out your day,

Speaker:

you'd also then see a tip.

Speaker:

If I look at how I work with things,

Speaker:

I don't know if I would have a book on the

Speaker:

side of my desk and every day look at one day's

Speaker:

inspiration and then another day's inspiration.

Speaker:

Way better to have everything in one place.

Speaker:

Consequently, I have created a planner.

Speaker:

It's called inspired a daily planner specifically for you,

Speaker:

our wonderful community of gifters,

Speaker:

bakers, crafters and makers.

Speaker:

I'll be sharing more in the upcoming days,

Speaker:

but let me give you a few highlights here.

Speaker:

One of the cool things about this planner is you can

Speaker:

start any month of the year.

Speaker:

Have you ever been like me where all of a sudden

Speaker:

in may you decide I want to start doing things different.

Speaker:

I want to get myself really organized,

Speaker:

but then you go to find a planner and they either

Speaker:

start in September going into the next year or do you

Speaker:

have to buy a year and all the prior months of

Speaker:

the year are useless for you because you're already in may

Speaker:

with this planner.

Speaker:

You can start any time.

Speaker:

If you're listening to this announcement in January,

Speaker:

you can start it right away.

Speaker:

If you're hearing this in may,

Speaker:

you can use this planner starting in may.

Speaker:

It has monthly and daily layout,

Speaker:

so you'll be able to keep yourself really organized and special

Speaker:

life enhancing sections.

Speaker:

More on that later.

Speaker:

It also includes what I've been talking about earlier and the

Speaker:

reason I changed this from a book to a planner and

Speaker:

that is daily inspiration.

Speaker:

Things that you need to be telling yourself,

Speaker:

affirmations to get in the right mindset as the owner of

Speaker:

your also business tips and ideas.

Speaker:

Some of them you're going to read and you're like,

Speaker:

yep, got it,

Speaker:

it's covered and then others might give you some pause ideas

Speaker:

of things you might want to implement into your business to

Speaker:

further either solidify or grow what you already have going.

Speaker:

That's all I'm going to share with you right now,

Speaker:

but I will tell you that we are just weeks away

Speaker:

from getting this out to you.

Speaker:

I'm going to do a limited first run and if you

Speaker:

want to be one of the first ones to know when

Speaker:

it's available,

Speaker:

jump over to gift biz unwrapped.com

Speaker:

forward slash add me and you'll get an email when the

Speaker:

planner is ready.

Speaker:

That link again is gift biz unwrapped.com

Speaker:

forward slash add me.

Speaker:

There is no time like the present to take the next

Speaker:

step on solidifying the dream.

Speaker:

You have for your business.

Speaker:

The new inspired planner could be just the ticket to making

Speaker:

sure that that actually happens for you.

Speaker:

This year.

Speaker:

Have a great week and I'll catch you next Monday for

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