If you own a coaching, consulting or service business... and if you've been wanting to generate qualified leads and appointments - then this is for you...

I'm going to hand you the blueprint that has been responsible for $50M in sales in 2 years for our clients.

If you've relied on Facebook Ads for business growth, then it's very likely that the iOS 14+ updates have ruined your results last year...

If you've been struggling to generate appointments, leads or call bookings... and if you feel like you're massively STUCK - and nothing seems to work...

Then you're going to wanna read this entire post.

If you pay close attention I will guarantee that you see "jaw dropping" results in a matter of days... results like $50k in 2 weeks… $10k in 7 days... and $200k in 60 days (with 75-80% profit margins).

This is a long post... but I will reveal all the "technical strategies" with step-by-step walkthroughs... and help you navigate the entire campaign structure to book QUALIFIED leads and appointments - that are very easy to close... so you hit your revenue goal faster than you think.

You'll have FULL control over your lead flow, your customer acquisition, and you will seamlessly CLOSE more deals than ever before - from cold traffic!

This post is divided into 2 sections: Fundamentals and Technicals.

The technicals will NOT work without the fundamentals... and so that's where we will begin.

SECTION # 1 FUNDAMENTALS: WHAT GOES BEHIND CREATING GOOD ADS

There is only ONE reason why your ads fail. And if you just fix this one thing - you'll practically never have a client acquisition problem ever again.

The reason is -> Offer - Market - Copywriting MISMATCH

There are 3 ingredients that need to be in PERFECT SYNC with each other - when you're advertising:

• Your Offer

• Your Market

• Your Copy

9 out 10 campaigns have an Offer - Market - Copy MISMATCH

Now you're probably wondering what this has got to do with ads... so let me first define these 3.

Offer: This is the ONE SYSTEM that you have, that takes your clients from "being stuck" to "their goal"... The PACKAGE that takes your clients from point A (pain) to point B (desired state)

Market: This is the EXACT group of people that DESPERATELY NEED your offer because they're in deep pain.

Copywriting: These are the communication tactics to make your offer EXCITING to your market... so clients line up to work with you.

When your offer, your market, and your copy are a "perfect match" - it is impossible for your ads to fail...

Yet..

Very very few marketers, advertisers, media buyers and entrepreneurs do this correctly... 

Everyone is obsessed with campaign structures, budgets, audience sizes etc - and yes, they are important, but not as important as getting the CORE FOUNDATIONS right.

You see...

- ALL the posts about ads not working

- ALL the posts about losing money on ads

- ALL the comments about being sick, tired, and depressed about Ad accounts getting banned, ads getting rejected, ads not delivering, ads not working, etc etc etc - they ALL stem from this and this reason alone...

If you just fix this one thing , you will have the ultimate foundations to make ads convert... effortlessly.

Ads that will bring in unlimited leads, unlimited appointments... and unlimited clients.

Because..

When you have an offer that your market needs, and when you can identify where and how to target that market, and when you can write copy in a way that EFFECTIVELY positions your offer in your market - that's where "TOP TIER" advertising stems from.

Unless you have this - don't even think about opening the Facebook Ads manager. (And I will be breaking down the exact Facebook strategy in section 2)

3 STEPS TO CREATING "TOP TIER" ADVERTISING:

1. An Offer Your Market Cannot Refuse

Here's a fact: You're mostly looking at what your offer can do for somebody on a surface-level point of view. You're thinking about the obvious - and so you state the obvious...

But here's the problem - everybody does the same thing. Everybody states the obvious...

Your offer needs to be created in a way that can solve "deep rooted" problems that your market is experiencing. Problems much beneath the surface. It needs to tackle their most emotional needs and desires. It needs to help them cope with their insecurities and frustrations.

When an offer is demonstrated like this, in a way that can absolutely CURE their deepest pains - then the offer becomes highly valuable - and EXTREMELY effortless to advertise.

There are 5 primary pillars that your offer needs to be based on... But remember - your offer is the foundation of all advertising. Without a strong offer (that your market badly needs), you're going to waste money on ads.

2.  Having a "DEFINED" Market

You know what most people do? They advertise to everybody. They want to advertise to as many people as possible. This mindset results in a loosely defined market.

You see, you need to be able to get precise information on your markets needs, wants, desires, fears, hopes, ambitions, anxieties, shame, insecurities, worries, problems and pain.... you need to understand your market on an extremely deep level...

When you define your market like this - you'll have a strong "Avatar"

Your target avatar is the representation of your entire market - that badly needs your OFFER.

Your offer is specifically designed to help a specific avatar, a specific market - unless you precisely DEFINE your market you'll never reach the right audience.

People spend time, resources and money on tools & softwares for audience research on Facebook. But unless you've defined your market with a pen and paper - that's pointless.

You need to know:

• what books they read

• what softwares they use

• what they really want to accomplish

• where they are stuck

• what achieving their desired goal means to them

• how long they've been stuck without a solution

• what scares them

• what excites them

etc etc etc.

Unless you clearly DEFINE your market's needs, wants, pains and problems - you're going to have a huge problem with targeting.

3. Copywriting Proficiency

So once you've created a strong offer... and defined your avatar... it's time to take your offer to market..

Here's the thing: If you want to make a lot of money on the internet, you're going to have to get good at copywriting. There's no two ways about it.

Even if you want to make videos, VSLs, Webinars, whatever... you still have to script them... and you need to know how to "write" those videos first...

But either way... messaging comes down to writing words... using words that move people..

Words are powerful - words have started wars and ended families, and words have started new worlds...

Words have made people fall in love and command respect... and words have angered people and hurt egos..

Words move people...

And if you're ever going to succeed on the internet, you're going to have to learn to use words to move people in your direction..

I've been voraciously writing direct response copy for the last 12 years - and there's a LOT to write on this subject..

In the last 18 months alone my sales letters have generated over $15M in sales.

It's impossible to teach you direct response copywriting in a single post, HOWEVER, I will give you the top 3 elements you need to create compelling copy today...

a) A BIG IDEA:

All great ads, all great sales letters are preceded by "A Big Idea".

I've studied all the greats - from Rosser Reeves, to Claude Hopkins, from David Ogilvy to Mark Ford/Michael Maesterson, from Eugene Schwartz to Bill Boner (and pretty much everyone at Agora)... from Gary Halbert to Robert Collier.... you name it. I've devoured every single book on Direct Response Marketing and Copywriting on the planet...

and here's what EVERYBODY will tell you...

It starts with "A Big Idea"

Your ads, your sales page, your offer description - they need to start with and encapsulate "A Big Idea"

So what is a big idea??

It is the CORE IDEA of your CORE OFFER... that is

• Important

• Exciting

• Beneficial

Your big idea needs to cleverly be inserted in your headline copy, in your ad copy - right upfront!

And your big idea needs to be important to your prospect... it needs to be exciting for your prospect... and it needs to be beneficial for your prospect...

Your big idea needs to encapsulate these 3 components right upfront - so your prospects will immediately start to feel the need for your product or service...

This is the very first thing I work on before I write a single word of copy for my ads or letters…

b) EMOTIONALIZED COPY:

Your copy needs to be emotional in nature. It needs to be emotionalized to the point where your prospects are GLUED to your writing... and they read down to every word of your sales letter.

Emotionalized copy makes them FEEL something. It's like a well-made movie... where you're SO involved you forget about the world. You're so locked in with the characters and the storylines - where you FEEL something...

Your copy has the power to do the same thing..

Your copy needs to show your prospects "WHAT IS POSSIBLE"

It needs to PAINT A PICTURE in their minds - it needs to RECORD A MOVIE in their minds - something so vivid that they can see and instantly feel..

Your copy needs to show them how they will go from their point of pain - to their desired state... in 4-5 easy steps... that your service will help them with..

Unless you emotionalize your copy - you can never move people with words…

c) A HERO'S JOURNEY:

This is a classic among the master copywriters... they tell a story to their prospects... the story is based on a hero's journey..

The protagonist first struggled, people thought of the protagonist as a loser, who couldn't succeed...

Then with hard work, commitment, and determination the protagonist accomplished his dreams and desires... proved the world wrong..

And became a hero..

You need to make your prospects feel like they can be heroes too. A hero to their families, a hero to their communities, a hero to their children...

They can become a hero by accomplishing their dreams and desires... and your offer is the "only offer" that can help them do that.

A hero's journey shows them HOPE. Hope is powerful and moves people, it makes people want to take action.

That's the power of the Hero's journey in your copy..

SECTION # 2 TECHNICALS: HOW TO RUN FACEBOOK ADS AND MAKE A LOT OF MONEY

When I hit my first $100k month I thought it was luck... but when I helped a software consultant quickly go to $200k per month in 60 days... and when I helped a finance consultant hit $12M in 1 year... I knew I HAD found the system!

The BEST system to convert "COLD TRAFFIC" into "QUALIFIED APPOINTMENTS"

Appointments that convert into sales...

After all, you don't want to be talking to people that can't afford you... you want to only talk to the most QUALIFIED prospects who want to work with you NOW...

And that are willing to start NOW...

So before you turn on ads... you need to build a funnel..

1. THE FUNNEL

This is what my funnel looks like:

COLD TRAFFIC > SALES LETTER (3000+ WORDS) > OPT-IN> APPLICATION FORM > CALL BOOKING PAGE > SCHEDULED APPOINTMENT

So let me explain... there is no opt-in page before the value...

I send cold traffic straight to "long-form" sales letters..

The sales letters are about 3000 words long... and there is a CTA to schedule a call at the BOTTOM of the entire letter.. The CTA pops-open an opt-in form...

The opt-in form further pushes the prospect to fill out an application form (that you use to further qualify your prospects intent)..

After the application form you send the prospect to a call booking page... where they schedule a time to speak with you..

You should have all the backend nurture sequences set up properly to make sure your prospects show up

2. THE FACEBOOK CAMPAIGN STRUCTURE

Once you've got your funnel set up... it's time to launch ads..

This is what your campaign structure should look like...

CBO campaign (budget: $150/daily)

TWO Ad Sets: With similar audiences sizes (2M-3M)

TWO Creatives (which I'll dive deeper into)

250 characters Ad copies

So for your Ad sets you want to use up to 2-3M audiences sizes but make sure BOTH your ad sets have equal audience size

For creatives: make sure your creatives are square, NO TEXT on images, and use images of human beings looking at the camera with a pleasant smile (the algorithm will HIGHLY appreciate this and result in LOW CPMS)

For Ad copies: Make sure you don't cross over 250 characters...

Now, this is an updated method.

I used to, until recently, write long-form ads.... but the recent FB update has messed things up.. and long form ad copies don't work as well as they used to ( at least for me).

So you're going to have to get really good at this skill call "Micro-scripting"

I highly recommend this book by Bill Schley called "The Micro Script Rules"

You need to get really really good at demonstrating your "BIG IDEA" in a sentence of 6-7 words - in your ad copy...

It needs to be so compelling that you get an extremely high CTR..

My unique OUTBOUND CTR avgs. around 3-4% (which is outstanding for FB.. and considered good on YT)

SOME MORE WORDS ON CREATIVES:

If you're a coach, consultant, or a service provider who is the FACE of the brand... I highly recommend you use photos of yourself...

People to look up to for ads research:

Tim Ferris

Dean Graziosi

Tony Robbins

Sam Ovens

Go to the Facebook Ads Library and have a good look at the ads that the aforementioned experts are running... your goal should be to make creatives as closely as possible to theirs...

You will absolutely CRUSH it if you do so..

SO WHAT TO EXPECT:

Well this is the part you're all waiting for I guess... and I won't waste too much of your time and get straight to it..

Expect this:

• 3-5 booked appointments per day

• $75-$80 Cost Per Booked Appointment

• $50 cost per qualified Lead

• That's: 90-100 booked appointments per month..

• Now you better be selling 'High-Ticket' ($2-$3k+) and you'll be at $100K in no time!

(if you don't know how to sell high ticket, then ask)

These stats are enough to keep you busy on calls all day... so make sure you know how to sell... or if you need sales tips just ask.

FINALLY... WHY THIS WORKS:

This approach is focused on getting ONLY "qualified appointments"

I've trained 70+ consultants last year alone... and it works every single time...

Why? Because you're writing long form to a DEFINED market with a strong offer... simple.

Nobody can get in touch with you until they've read the sales letter--- cause the CTA is at the bottom.

There are other tricks such as using video testimonials, and case studies within the sales letter to BOOST certainty of your offer - but feel free to ask questions and I'll reply in the comments..

Remember, unless you have the PERFECT Offer - Market - Copy SYNC ... your ads won't work.

But if you do have the perfect match... your cash flow potential is.. well, endless.