Becky is the founder of The Inspired Business, an organization dedicated to coaching Christian writers, speakers, podcasters, and other content creators to generate sustainable incomes from their passion work, particularly through digital product sales funnels.
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If your Facebook or Instagram ads aren’t performing the way you hoped, Becky Kopitzke says the problem might not be the ads—it could be your offer or your funnel.
We talk about what really makes a low-ticket funnel profitable, how to use audience research to create offers people actually want, and what to tweak when your ROAS is hovering just below breakeven.
Becky also shares why she doesn’t rely on upsells to stay profitable and what data points she watches to make smart changes.
Watch the previous episode on YouTube, "How Becky Kopitzke Built a Six Figure Business Serving Christian Creators"
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Becky's Links:
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- Sign up for her FREE workshop "How to Create and Sell Digital Products Without Feeling Stupid, Salesy, or Sacrilegious"
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Might you be running ads Facebook and Instagram ads
to your low-ticket offer and youfeel like they're just not
working, as in you're not makingthe money you hoped or you're
not making money at all.
Well, you're in for a treat.
Becky Kapitsky is back, and byback, I mean.
We just had a great previousepisode with her and now you get
(00:21):
to hear from her again.
We're going to talk about whyit's probably not your Facebook
and Instagram ads problem, butyour offer and funnel just might
need to be tweaked a little bit.
And before we get into this,well, becky Kapitsky is the
author of four nonfiction booksin the Christian living genre
(00:41):
and a three-time guest on a hugeChristian broadcast called
Focus on the Family.
She's the founder of InspiredBusiness, which is an
organization dedicated tocoaching Christian writers,
speakers, podcasters and othercontent creators to generate
sustainable incomes from theirpassion work, particularly
through digital product salesfunnels, and I love that.
(01:04):
Becky loves to run Facebook andInstagram ads to her low ticket
offer, and that makes up whatdid you say, becky?
Like 30% of your businessrevenue.
Speaker 2 (01:14):
Yeah, 30 to 50, depending on the season.
Yeah, depending on what I'mrunning what I'm running ads.
To what I'm running ads.
Speaker 1 (01:20):
This has been something I've wanted to do more
and more, jamie, which is haveguests on the show who are
actually running facebook andinstagram ads profitably and
continually, or most of the time, to like their low ticket
offers.
And so, right, we just might,we just might have you back.
I, I personally, I want to haveyou back.
I just didn't ask you offcamera and I didn't give you a
(01:41):
chance to say yes, so you canthink about that, becky, and
share with the listeners aboutthat song welcome back, becky,
welcome back.
Thanks for having me welcome, solet's jump right in.
It sounds like we're on thesame page because, like when I
guest on other podcasts, I do Ialways say I almost I do say
pretty much save Facebook andInstagram ads, do not.
(02:06):
What's your take on this andhow does it tie into what you
specialize in as far as tweakingand analyzing funnels and
developing low ticket offers andsignature offers?
Let's go.
Speaker 2 (02:17):
Well, I believe in ads.
I've seen ads work.
I've seen ads work really wellfor myself.
I've seen ads work really wellfor my colleagues.
So I've seen and I believe andI know that you can generate a
full-time income from alow-ticket product running
Facebook and Instagram ads.
Speaker 3 (02:31):
It is absolutely.
It does yes.
Speaker 2 (02:34):
And I'm not saying you have to have a $10,000
upsell on the back end in orderto make it profitable.
If that's what you're needing,then something is wrong.
So you absolutely can berunning profitable ads.
My goal is always to beprofitable from the low ticket
offer itself.
So, yes, I'll have a bump offer.
So I'll have, for example,let's say it's a $37 product.
(02:56):
Maybe I'll have an $11 bumpoffer.
Will it upsell into something?
Yes, but I want that productalone, that $37 plus $11.
I aim for 50% of my people totake by bump.
If I can get that average ordervalue, then I will be able to
be profitable on the ads, if theads are run well.
But sometimes we're notprofitable, not because of the
(03:17):
ads, necessarily, but because ofthe offer itself.
So a lot of people are quick toblame an ad, which I understand
because the yes, you know youwould probably admit to
sometimes the ads environmentcan be volatile.
You're not always promised aprofit on any given day we like
to look at.
You know, over the process of amonth, was I profitable over
this period of time?
Right?
So you will absolutely driveyourself nuts if you are
(03:41):
measuring your success or yourfailure based on any one given
day running, but overall, canyou be profitable?
That's the goal.
However, we're really quick toblame the ads when things don't
go well, so we've got to take alook back at the offer itself.
And by offer I don't just meanhow you're talking about your
(04:02):
offer on your sales pageAbsolutely part of it.
How you're talking about youroffer on your sales page or your
landing page, how you talkabout it on the checkout, how
you talk about it in yourfollow-up emails Absolutely
important.
But even before that, are youselling something that your
audience actually wants?
And that's where a lot ofpeople get it wrong, because
(04:23):
they speed ahead, thinking I amgoing to create this, I want to
create this, I want to sell this, and they have not stopped to
ask anybody if this is what theywant to buy.
Is this what they need, andthat's the crux of the problem
for a lot of people, and thereso how do you solve that first
(04:46):
problem?
Yeah, well, that's a greatquestion.
It's really the core.
The first step of much of thecoaching that I do has to do
with what I call pinpointingyour product.
I actually have a standaloneworkshop called Pinpoint your
Products, but I also make italways the first module in any
of my bigger coaching programsthat I do.
(05:07):
It's got to start withunderstanding what you're
selling.
So we do that by asking theaudience.
If you already have an audienceI have people do market
research with that audience andI'm not just saying a survey.
Surveys can help, but we wantto get actual verbiage from our
audience, telling us what theywant, what they struggle with,
what their dream state is, sothat we can figure out what do
(05:32):
they need, what are theystruggling with, what do they
think they don't have that theywant to have, or what do they
think they should have thatthey're not getting, and what
are the obstacles to that.
You need to take a look ateverything surrounding your
audience's desires and theirhangups and then make sure that
the offer you're creatingactually solves those problems,
(05:55):
so that essentially, what you'redoing is giving them a product
that they're already asking for.
So you could say I'm going tocreate this widget that helps
you mow your lawn better, andyou could go selling it to a
bunch of people who live inArizona without lawns.
Speaker 3 (06:08):
That's not going to help anybody.
Speaker 2 (06:09):
Nobody's going to buy that, right?
It's like trying to sell dogfood to a bunch of cat lovers
right?
Nobody's going to buy it.
Did you talk to your audienceto find out what their needs
actually are?
And for some people I alsobelieve this.
You don't need a built-inaudience in order to be
successful in digital products.
You can start with a productand grow your audience as you're
growing your sales,particularly if you're using it.
(06:31):
So that's one thing that I loveto encourage people to do is
you don't need to have this, youknow audience of a thousand,
10,000, a hundred thousandpeople in order to sell
something.
So you can build that audienceas you go.
But that but it's even harderthan to figure out what do
people need, and that's oftenwhere somebody will come in and
say I'm, I'm going to createthis how to guide, because I
(06:53):
think everybody needs to knowhow to run the how to run a
marathon.
Okay, great, let's just saythat's the product you're going
to sell.
But you've got to understandwho it is that you're trying to
attract, and have a conversationwith actual marathon runners or
people who aspire to beexercisers.
You know, whatever it is, havea conversation with the people
who actually fit your idealcustomer and not only determine
(07:14):
what are their actual needs, buthow are they talking about
those needs?
And then you will use theiractual words in your marketing
language on your sales page, onyour checkout, so that people
are reading what you're tellingthem or hearing you talk about
your offer and they're hearingthemselves in what you're saying
.
And that's another problem weget is not just that we created
(07:37):
something people don't actuallyneed, but we don't talk about it
in terms that they can use orthat they understand.
So if you're selling a widgetthat helps to mow the lawn, but
you keep calling your lawn yourgarden, as though we're in
England or something right,people aren't going to get it.
What does she mean?
Her garden.
I just need somebody to mow mylawn.
Well, you're using the wrongverbiage because your customers
are calling it their lawn, nottheir garden.
(07:58):
So there's so much that has todo with first making sure the
offer you're selling is actuallysomething people want.
It actually solves the problemthey say they have, not the
problem that you assume theyhave.
And then you need to uselanguage in your marketing that
speaks directly to them, usingthe words that they used when
they were talking about it withyou.
So that's how those are reallythe essential two big pieces of
(08:21):
making sure that you've got anoffer that is solid, that people
actually want.
Before you go put all sorts ofmoney into finding buyers,
you've got to know who the buyeris.
Who are you actually finding?
Before you go out there to sellRight.
Speaker 1 (08:35):
Now the listener who already has an offer that has
been selling.
And I'm going here because yousaid something that I haven't
heard, which is, and, honestly,you said something that not just
I haven't heard before, but Iusually don't give out this
advice, so I am very, veryintrigued.
(08:56):
What I heard you say correct meif I misunderstood was that you
want your low-ticket offerfunnel to be profitable off of
that core offer without anupsell or an order bump right,
oh, yes, and so that is verydifficult to do and I usually
advise folks do not run ads to alow-ticket offer that does not
(09:17):
have an order bump or upsell,because it's usually the order
bump and upsell that make theprofit.
So here's my question, here's myquestion To the listener who
has, let's say, a mid-tier offer, I don't know $597 up to $997.
That's selling well and theyhave been running ads to a low
ticket offer but theirperformance, their ROAS, return
(09:38):
on ad spend, has been hit ormissed.
And maybe when they look backover the past three months
they've seen that actually ROAShas been like barely negative,
like 0.98 ROAS.
And I may or may not beselfishly describing a situation
with a client now, but what dothey do?
(10:02):
Because it's not like theiroffer isn't selling.
They may have pulled out allthe ads management tricks, so
what do they do to change theoffer?
What would you say?
Speaker 2 (10:12):
What do they do to change the offer?
Go back and look at how you're,so say that again how to?
What do they do if they theyhave an offer that sells but
it's not profitable in ads?
Speaker 1 (10:23):
yeah, because I know you talk about tweaking funnels
and making the offer better.
Speaker 2 (10:28):
So yeah, well, that's where I would ask you what you
would do as an answer manager.
But they it probably comes backto the messaging, the messaging
that you're using on your salespage, the messaging messaging
that you're using in the ad,because it's hard but it's not
impossible.
I aim for at least a 1.5 returnon ad spend for low ticket
(10:51):
products.
Most of mine have a bump, butstill collectively it's under
$50.
Right, mind to have a bump, butstill collectively it's under
$50, right.
So I don't want to depend onthat higher order bump or higher
upsell in order to call that adprofitable.
That has always been my goal.
When I first put out my first$19 product now, this was before
ads got a little wonky this wasfour or five years ago.
(11:12):
Six years ago maybe it was a$19 product and I earned $3,000
in profit the first monthrunning ads to just a $19
product.
It had no bump offer.
I have colleagues who areregularly selling collections of
their e-books for $39 and, on agood day, $1,000 profit from an
(11:34):
ad that is not upselling toanything or not dependent on an
upsell in order to see thatprofit.
I have a colleague a couple ofyears ago I haven't checked in
with her recently $12 offer.
She was making $1,000 a dayprofit running ads to a $12
offer.
Speaker 3 (11:47):
Wow.
Speaker 2 (11:48):
Nice, again, not a high upsell.
One of my friends has.
I think she said it was herformula to make a million dollar
business.
I think she said it was herformula to make a million-dollar
business.
I think she said either threeor four $37 offers that you run
profitably at a 1.5 ROAS and youhave, you know, depending on
your ad spend, you can have amillion-dollar business.
(12:08):
So there are people out theredoing it and they have just
they've figured out how to tweakthe messaging and find the
right people so that the, thealgorithm, is finding their
people.
But it does take a lot oftesting.
It takes a lot of testing.
This is why I tell my audiencethat ads aren't for the faint of
heart, because you're not goingto immediately out the gate
(12:30):
necessarily be profitable.
You'll have to test, but testsmall test with low budgets, so
that if you fail you fail fastand you don't fail horrifically
right, so you can fail at $50 ona day, but you don't want to
fail at trying.
You know $500 that day, right.
So, it has.
It all still comes back tomaking sure you've got something
people want and that you knowhow to talk to them about what
(12:52):
it is you're offering them, andads are speaking clearly to them
and I've been able to do thison my own.
But you know, you and I havetalked about this not a lot of
ads.
People like to run ads to lowticket products because it is
harder.
It is harder, but it can bedone yeah, can be done.
Speaker 1 (13:09):
Yeah, so is it the offer or the funnel, like which
comes, which came first?
Speaker 3 (13:15):
The chicken or the egg.
The offer, the offer alwayscomes first.
Speaker 2 (13:19):
You can, if you have an excellent funnel, if you've
got the most brilliant salespage, but it's leading people to
something they don't want,nobody's going to buy.
You've wasted all of your time,so it's the offer, and then
it's the funnel, and then it'sthe ad.
It's always the offer first.
If you're running a beautifulfunnel, you have just put
(13:41):
frosting on top of a cake thatis made with salt and not sugar.
So your sales page, yourcheckout, the way you talk about
your offer, all of yourmarketing efforts and marketing
cannot fix a bad product.
So your product, your offer,has to be key, and by offer I
mean the thing you're actuallyselling.
So it's the offer, and thenit's the funnel, and then it's
(14:01):
the ads, or the thing, thestrategy that you're using to
talk about your funnel, to getpeople, to drive traffic to the
funnel.
Speaker 1 (14:10):
Okay, okay, okay.
Speaker 2 (14:13):
And you are a hundred percent welcome to disagree
with me on the low ticket ads.
A lot of ads managers don'trecommend it because it is hard,
but it's not impossible and myexpectation for myself is that
I'm going to run ads to a lowticket product.
Generate at least a 1.5 ROAS.
Speaker 1 (14:28):
Well, yeah, here's the thing when folks hear about
the holy grail of ads and whichis, I believe, running ads to a
low ticket product and gettingyou know 1.5, 1.75, whatever it
is, roas, let's just say makingprofit off of their ads and then
dialing up that ad spin to themoon and go sit on a beach.
(14:49):
I'm like well, hold on.
That's a lot of work usually toto get a low-ticket offer
funnel profitable.
Why don't you also considerrunning ads to a lead magnet
that fuels your convertingfunnel with a bunch of leads and
then, however, you're sellingpeople on your list, be it a
(15:10):
webinar or whatever yourconversion mechanism is or
conversion event is.
You can grow your list that wayand serve more people that way
too.
That being said, thank you.
Speaker 2 (15:22):
Not my favorite way to do it, but you certainly
could.
I don't want to pay for junkleads, so I don't want to spend
money to get people who are onlyfreebie seekers.
There's a way to avoid that bymaking sure your freebie is
really well positioned to leadpeople into your offer.
So I always tell people donever have a lead magnet just
for the sake of having a leadmagnet, just to get email
(15:43):
subscribers.
Your freebie has to bepositioned to give people a
taste of what it is that yourultimate solution provides, and
it has to be attracting exactlythe people that you're looking
to attract with your offer.
But even then you're stillgoing to get way more people on
your list only for the freebiethan for buying, and you're
paying for that email list.
So be really careful aboutrunning ads and paying for leads
(16:06):
when you can use partnermarketing and all sorts of other
strategies to get peopleinterested in your freebie.
I prefer to go direct to salebecause, first of all, I want to
be profitable on that lowticket in itself and secondly,
then everybody on my list is avetted buyer.
Speaker 3 (16:19):
None, somebody who's just interested in leads.
That's the beauty of a lowticket offer funnel Right.
Speaker 1 (16:23):
Yeah, that's it.
Speaker 3 (16:26):
I feel like this could be a good place just to
mention quick the ad testingcheat code.
Speaker 1 (16:30):
Yes, yes, do you want to mention it?
Speaker 3 (16:33):
Well, as we're talking about quality leads and
testing, we do have a minicourse called the Ad Testing
Cheat Code, where we walk youthrough exactly what we do as
Facebook and Instagram adsmanagers in order to test to
make sure that you are gettingthose quality leads and not just
junk people that are freebieseekers.
(16:54):
Right?
So the exact same steps.
Speaker 1 (16:56):
I use to bring down lead costs for ads.
You can learn the framework andnot just learn it, but you
actually I recorded over timemyself doing this inside of
client accounts, because we allknow that Facebook and Instagram
ads it's never juststraightforward, there's always
some curveballs.
You know that metal will throwyou.
And so, if you, want to see,like real life, what it looks
(17:17):
like to implement this frameworktoo, then that's in the course.
Below it's normally $37.
, but for you, dear listener,it's $17, which, honestly, we
all deserve to have profitableads going to a low ticket offer
funnel or building our lead, ouremail list, with the right kind
of leads.
Becky, I got one last questionfor you.
Speaker 3 (17:40):
Yes, sir, yeah.
Speaker 1 (17:42):
That question is what would you advise somebody
change about their sales funnellike specifically about methods
or messaging in their salesfunnel to make it even more
profitable?
Speaker 2 (17:59):
Oh well, know your numbers.
If you know your numbers, youcan identify exactly where your
funnel is breaking down and fixit.
So I would say change orimprove your tracking so that
you can tell is the breakdownhappening where people are.
So let's say we're running afunnel to an ad or an ad to a
funnel.
So if you have a reallyfantastic landing page and then
(18:22):
your ad is getting people ontoyour landing page but you're
getting nobody into the checkout, the ad isn't the problem, the
ad's getting the traffic overthere.
If they're not going tocheckout, there's something
wrong with the page itself, withthe messaging and the page.
If you are getting people fromthe ad to the landing page, over
to the checkout, but thecheckout is where the breakdown
is happening, there's somethingwrong with the checkout.
So your data will tell you whatneeds to be improved.
(18:44):
Otherwise you're just throwingspaghetti at the wall.
Well, let me try changing thisheader or let me try, you know,
maybe changing the price.
Oh, please, don't go straightto your price as the problem.
The price is rarely the problem.
The price is typically going tobe something else in your
messaging.
Any price can work if youconvince people that it's worth
what you're charging.
So, go to your data and the datawill tell you where the
(19:06):
breakdown is happening and thenfix just that spot.
You don't have to changeeverything about your funnel or
your product or your offer ifyour data is telling you that
there's one cog in the wheelthat needs some attention okay
that's good, love it.
Speaker 1 (19:21):
Go to the data give us one data point.
I know the listener is like but, but, but what percentage of
people clicking on the ad andgetting to the landing page is
good in your experience?
Speaker 2 (19:31):
oh well, from an ad of between a one and three
percent click through, clickthrough rate.
So where you've got one to oneto three percent of the people
who are seeing your ad onFacebook or Instagram, if
they're clicking over to yourlanding page, that's great.
Then you've got.
You know you're targeting theright people.
Once they're there, it dependsit's it's so much depends on
(19:52):
what your baseline is in termsof you know and what you're
charging, what's required to beprofitable.
So there's no one particularmetric that I would give you
across all industries.
But let's say, for example andpeople would disagree with me on
this If you can get one tothree percent from your ad over
to your landing page, if you canget 50 percent of the people
(20:14):
from your landing page to checkinto your checkout, I think
that's great.
I have colleagues who would tellme I want 80% of people going
from my landing page to mycheckout.
I would have others tell meonly 10% of the people on my
landing page need to go to mycheckout.
So sometimes that just dependson what your own experience is
and what is taken to beprofitable.
If you have only a 10%conversion rate from your
landing page to your checkoutand you're making a boatload of
(20:36):
money, then something's goingright.
So you know, maybe that's allyou need, is that 10 conversion.
Are there ways that you couldimprove it?
Yes, but you also maybe don'twant to fix what's not broken.
So it depends on the offer,depends on the cost, right?
Speaker 1 (20:48):
so think about that too well, I think the listener
will, and we will too, hold on asecond.
Do you want to come back for athird episode?
Speaker 2 (20:58):
I would love it.
Speaker 1 (20:58):
I thought I'd love it all right, then, listener, you
heard it.
Third episode, where we'regonna go behind the scenes of
becky's funnel and then allthose sorts of questions like
this stat and that stat and whatkind of ads and what kind of
emails oh, actually sorry, notwhat kind of emails, because
(21:20):
this is a profitable low ticketoffer funnel.
So how much ad spend, how longdid it take?
You know how often does shetweak things like all these kind
of questions because we'regonna dive into those on the
next episode with Becky Becky.
Where can somebody get in touchwith you in the meantime?
Speaker 2 (21:39):
Oh, please find me at theinspiredbusinessco.
It's a co, not a com, and ifyou go to theinspiredbusinessco
slash register, you will find myfree workshop that you can sign
up for and watch all about howto create and sell digital
products.
And that's going to get youinto my funnel.
I love to get you into myfunnel.
I love welcoming new friendsinto my funnel.
Speaker 1 (22:02):
It's always good to be in a good funnel too Like you
can learn so much.
Becky, thank you for being hereand sharing so much goodness
with us on the podcast.
Speaker 3 (22:11):
Yes, thank you for having me.
Speaker 2 (22:13):
This has been great fun, so thanks for the
conversation Wonderful.
Speaker 3 (22:17):
Until you see us or hear us next time, be blessed,
and we'll talk to you soon.
Bye.
Might you be running ads Facebook and Instagram ads
to your low-ticket offer and youfeel like they're just not
working, as in you're not makingthe money you hoped or you're
not making money at all.
Well, you're in for a treat.
Becky Kapitsky is back, and byback, I mean.
We just had a great previousepisode with her and now you get
(00:21):
to hear from her again.
We're going to talk about whyit's probably not your Facebook
and Instagram ads problem, butyour offer and funnel just might
need to be tweaked a little bit.
And before we get into this,well, becky Kapitsky is the
author of four nonfiction booksin the Christian living genre
(00:41):
and a three-time guest on a hugeChristian broadcast called
Focus on the Family.
She's the founder of InspiredBusiness, which is an
organization dedicated tocoaching Christian writers,
speakers, podcasters and othercontent creators to generate
sustainable incomes from theirpassion work, particularly
through digital product salesfunnels, and I love that.
(01:04):
Becky loves to run Facebook andInstagram ads to her low ticket
offer, and that makes up whatdid you say, becky?
Like 30% of your businessrevenue.
Speaker 2 (01:14):
Yeah, 30 to 50, depending on the season.
Yeah, depending on what I'mrunning what I'm running ads.
To what I'm running ads.
Speaker 1 (01:20):
This has been something I've wanted to do more
and more, jamie, which is haveguests on the show who are
actually running facebook andinstagram ads profitably and
continually, or most of the time, to like their low ticket
offers.
And so, right, we just might,we just might have you back.
I, I personally, I want to haveyou back.
I just didn't ask you offcamera and I didn't give you a
(01:41):
chance to say yes, so you canthink about that, becky, and
share with the listeners aboutthat song welcome back, becky,
welcome back.
Thanks for having me welcome, solet's jump right in.
It sounds like we're on thesame page because, like when I
guest on other podcasts, I do Ialways say I almost I do say
pretty much save Facebook andInstagram ads, do not.
(02:06):
What's your take on this andhow does it tie into what you
specialize in as far as tweakingand analyzing funnels and
developing low ticket offers andsignature offers?
Let's go.
Speaker 2 (02:17):
Well, I believe in ads.
I've seen ads work.
I've seen ads work really wellfor myself.
I've seen ads work really wellfor my colleagues.
So I've seen and I believe andI know that you can generate a
full-time income from alow-ticket product running
Facebook and Instagram ads.
Speaker 3 (02:31):
It is absolutely.
It does yes.
Speaker 2 (02:34):
And I'm not saying you have to have a $10,000
upsell on the back end in orderto make it profitable.
If that's what you're needing,then something is wrong.
So you absolutely can berunning profitable ads.
My goal is always to beprofitable from the low ticket
offer itself.
So, yes, I'll have a bump offer.
So I'll have, for example,let's say it's a $37 product.
(02:56):
Maybe I'll have an $11 bumpoffer.
Will it upsell into something?
Yes, but I want that productalone, that $37 plus $11.
I aim for 50% of my people totake by bump.
If I can get that average ordervalue, then I will be able to
be profitable on the ads, if theads are run well.
But sometimes we're notprofitable, not because of the
(03:17):
ads, necessarily, but because ofthe offer itself.
So a lot of people are quick toblame an ad, which I understand
because the yes, you know youwould probably admit to
sometimes the ads environmentcan be volatile.
You're not always promised aprofit on any given day we like
to look at.
You know, over the process of amonth, was I profitable over
this period of time?
Right?
So you will absolutely driveyourself nuts if you are
(03:41):
measuring your success or yourfailure based on any one given
day running, but overall, canyou be profitable?
That's the goal.
However, we're really quick toblame the ads when things don't
go well, so we've got to take alook back at the offer itself.
And by offer I don't just meanhow you're talking about your
(04:02):
offer on your sales pageAbsolutely part of it.
How you're talking about youroffer on your sales page or your
landing page, how you talkabout it on the checkout, how
you talk about it in yourfollow-up emails Absolutely
important.
But even before that, are youselling something that your
audience actually wants?
And that's where a lot ofpeople get it wrong, because
(04:23):
they speed ahead, thinking I amgoing to create this, I want to
create this, I want to sell this, and they have not stopped to
ask anybody if this is what theywant to buy.
Is this what they need, andthat's the crux of the problem
for a lot of people, and thereso how do you solve that first
(04:46):
problem?
Yeah, well, that's a greatquestion.
It's really the core.
The first step of much of thecoaching that I do has to do
with what I call pinpointingyour product.
I actually have a standaloneworkshop called Pinpoint your
Products, but I also make italways the first module in any
of my bigger coaching programsthat I do.
(05:07):
It's got to start withunderstanding what you're
selling.
So we do that by asking theaudience.
If you already have an audienceI have people do market
research with that audience andI'm not just saying a survey.
Surveys can help, but we wantto get actual verbiage from our
audience, telling us what theywant, what they struggle with,
what their dream state is, sothat we can figure out what do
(05:32):
they need, what are theystruggling with, what do they
think they don't have that theywant to have, or what do they
think they should have thatthey're not getting, and what
are the obstacles to that.
You need to take a look ateverything surrounding your
audience's desires and theirhangups and then make sure that
the offer you're creatingactually solves those problems,
(05:55):
so that essentially, what you'redoing is giving them a product
that they're already asking for.
So you could say I'm going tocreate this widget that helps
you mow your lawn better, andyou could go selling it to a
bunch of people who live inArizona without lawns.
Speaker 3 (06:08):
That's not going to help anybody.
Speaker 2 (06:09):
Nobody's going to buy that, right?
It's like trying to sell dogfood to a bunch of cat lovers
right?
Nobody's going to buy it.
Did you talk to your audienceto find out what their needs
actually are?
And for some people I alsobelieve this.
You don't need a built-inaudience in order to be
successful in digital products.
You can start with a productand grow your audience as you're
growing your sales,particularly if you're using it.
(06:31):
So that's one thing that I loveto encourage people to do is
you don't need to have this, youknow audience of a thousand,
10,000, a hundred thousandpeople in order to sell
something.
So you can build that audienceas you go.
But that but it's even harderthan to figure out what do
people need, and that's oftenwhere somebody will come in and
say I'm, I'm going to createthis how to guide, because I
(06:53):
think everybody needs to knowhow to run the how to run a
marathon.
Okay, great, let's just saythat's the product you're going
to sell.
But you've got to understandwho it is that you're trying to
attract, and have a conversationwith actual marathon runners or
people who aspire to beexercisers.
You know, whatever it is, havea conversation with the people
who actually fit your idealcustomer and not only determine
(07:14):
what are their actual needs, buthow are they talking about
those needs?
And then you will use theiractual words in your marketing
language on your sales page, onyour checkout, so that people
are reading what you're tellingthem or hearing you talk about
your offer and they're hearingthemselves in what you're saying
.
And that's another problem weget is not just that we created
(07:37):
something people don't actuallyneed, but we don't talk about it
in terms that they can use orthat they understand.
So if you're selling a widgetthat helps to mow the lawn, but
you keep calling your lawn yourgarden, as though we're in
England or something right,people aren't going to get it.
What does she mean?
Her garden.
I just need somebody to mow mylawn.
Well, you're using the wrongverbiage because your customers
are calling it their lawn, nottheir garden.
(07:58):
So there's so much that has todo with first making sure the
offer you're selling is actuallysomething people want.
It actually solves the problemthey say they have, not the
problem that you assume theyhave.
And then you need to uselanguage in your marketing that
speaks directly to them, usingthe words that they used when
they were talking about it withyou.
So that's how those are reallythe essential two big pieces of
(08:21):
making sure that you've got anoffer that is solid, that people
actually want.
Before you go put all sorts ofmoney into finding buyers,
you've got to know who the buyeris.
Who are you actually finding?
Before you go out there to sellRight.
Speaker 1 (08:35):
Now the listener who already has an offer that has
been selling.
And I'm going here because yousaid something that I haven't
heard, which is, and, honestly,you said something that not just
I haven't heard before, but Iusually don't give out this
advice, so I am very, veryintrigued.
(08:56):
What I heard you say correct meif I misunderstood was that you
want your low-ticket offerfunnel to be profitable off of
that core offer without anupsell or an order bump right,
oh, yes, and so that is verydifficult to do and I usually
advise folks do not run ads to alow-ticket offer that does not
(09:17):
have an order bump or upsell,because it's usually the order
bump and upsell that make theprofit.
So here's my question, here's myquestion To the listener who
has, let's say, a mid-tier offer, I don't know $597 up to $997.
That's selling well and theyhave been running ads to a low
ticket offer but theirperformance, their ROAS, return
(09:38):
on ad spend, has been hit ormissed.
And maybe when they look backover the past three months
they've seen that actually ROAShas been like barely negative,
like 0.98 ROAS.
And I may or may not beselfishly describing a situation
with a client now, but what dothey do?
(10:02):
Because it's not like theiroffer isn't selling.
They may have pulled out allthe ads management tricks, so
what do they do to change theoffer?
What would you say?
Speaker 2 (10:12):
What do they do to change the offer?
Go back and look at how you're,so say that again how to?
What do they do if they theyhave an offer that sells but
it's not profitable in ads?
Speaker 1 (10:23):
yeah, because I know you talk about tweaking funnels
and making the offer better.
Speaker 2 (10:28):
So yeah, well, that's where I would ask you what you
would do as an answer manager.
But they it probably comes backto the messaging, the messaging
that you're using on your salespage, the messaging messaging
that you're using in the ad,because it's hard but it's not
impossible.
I aim for at least a 1.5 returnon ad spend for low ticket
(10:51):
products.
Most of mine have a bump, butstill collectively it's under
$50.
Right, mind to have a bump, butstill collectively it's under
$50, right.
So I don't want to depend onthat higher order bump or higher
upsell in order to call that adprofitable.
That has always been my goal.
When I first put out my first$19 product now, this was before
ads got a little wonky this wasfour or five years ago.
(11:12):
Six years ago maybe it was a$19 product and I earned $3,000
in profit the first monthrunning ads to just a $19
product.
It had no bump offer.
I have colleagues who areregularly selling collections of
their e-books for $39 and, on agood day, $1,000 profit from an
(11:34):
ad that is not upselling toanything or not dependent on an
upsell in order to see thatprofit.
I have a colleague a couple ofyears ago I haven't checked in
with her recently $12 offer.
She was making $1,000 a dayprofit running ads to a $12
offer.
Speaker 3 (11:47):
Wow.
Speaker 2 (11:48):
Nice, again, not a high upsell.
One of my friends has.
I think she said it was herformula to make a million dollar
business.
I think she said it was herformula to make a million-dollar
business.
I think she said either threeor four $37 offers that you run
profitably at a 1.5 ROAS and youhave, you know, depending on
your ad spend, you can have amillion-dollar business.
(12:08):
So there are people out theredoing it and they have just
they've figured out how to tweakthe messaging and find the
right people so that the, thealgorithm, is finding their
people.
But it does take a lot oftesting.
It takes a lot of testing.
This is why I tell my audiencethat ads aren't for the faint of
heart, because you're not goingto immediately out the gate
(12:30):
necessarily be profitable.
You'll have to test, but testsmall test with low budgets, so
that if you fail you fail fastand you don't fail horrifically
right, so you can fail at $50 ona day, but you don't want to
fail at trying.
You know $500 that day, right.
So, it has.
It all still comes back tomaking sure you've got something
people want and that you knowhow to talk to them about what
(12:52):
it is you're offering them, andads are speaking clearly to them
and I've been able to do thison my own.
But you know, you and I havetalked about this not a lot of
ads.
People like to run ads to lowticket products because it is
harder.
It is harder, but it can bedone yeah, can be done.
Speaker 1 (13:09):
Yeah, so is it the offer or the funnel, like which
comes, which came first?
Speaker 3 (13:15):
The chicken or the egg.
The offer, the offer alwayscomes first.
Speaker 2 (13:19):
You can, if you have an excellent funnel, if you've
got the most brilliant salespage, but it's leading people to
something they don't want,nobody's going to buy.
You've wasted all of your time,so it's the offer, and then
it's the funnel, and then it'sthe ad.
It's always the offer first.
If you're running a beautifulfunnel, you have just put
(13:41):
frosting on top of a cake thatis made with salt and not sugar.
So your sales page, yourcheckout, the way you talk about
your offer, all of yourmarketing efforts and marketing
cannot fix a bad product.
So your product, your offer,has to be key, and by offer I
mean the thing you're actuallyselling.
So it's the offer, and thenit's the funnel, and then it's
(14:01):
the ads, or the thing, thestrategy that you're using to
talk about your funnel, to getpeople, to drive traffic to the
funnel.
Speaker 1 (14:10):
Okay, okay, okay.
Speaker 2 (14:13):
And you are a hundred percent welcome to disagree
with me on the low ticket ads.
A lot of ads managers don'trecommend it because it is hard,
but it's not impossible and myexpectation for myself is that
I'm going to run ads to a lowticket product.
Generate at least a 1.5 ROAS.
Speaker 1 (14:28):
Well, yeah, here's the thing when folks hear about
the holy grail of ads and whichis, I believe, running ads to a
low ticket product and gettingyou know 1.5, 1.75, whatever it
is, roas, let's just say makingprofit off of their ads and then
dialing up that ad spin to themoon and go sit on a beach.
(14:49):
I'm like well, hold on.
That's a lot of work usually toto get a low-ticket offer
funnel profitable.
Why don't you also considerrunning ads to a lead magnet
that fuels your convertingfunnel with a bunch of leads and
then, however, you're sellingpeople on your list, be it a
(15:10):
webinar or whatever yourconversion mechanism is or
conversion event is.
You can grow your list that wayand serve more people that way
too.
That being said, thank you.
Speaker 2 (15:22):
Not my favorite way to do it, but you certainly
could.
I don't want to pay for junkleads, so I don't want to spend
money to get people who are onlyfreebie seekers.
There's a way to avoid that bymaking sure your freebie is
really well positioned to leadpeople into your offer.
So I always tell people donever have a lead magnet just
for the sake of having a leadmagnet, just to get email
(15:43):
subscribers.
Your freebie has to bepositioned to give people a
taste of what it is that yourultimate solution provides, and
it has to be attracting exactlythe people that you're looking
to attract with your offer.
But even then you're stillgoing to get way more people on
your list only for the freebiethan for buying, and you're
paying for that email list.
So be really careful aboutrunning ads and paying for leads
(16:06):
when you can use partnermarketing and all sorts of other
strategies to get peopleinterested in your freebie.
I prefer to go direct to salebecause, first of all, I want to
be profitable on that lowticket in itself and secondly,
then everybody on my list is avetted buyer.
Speaker 3 (16:19):
None, somebody who's just interested in leads.
That's the beauty of a lowticket offer funnel Right.
Speaker 1 (16:23):
Yeah, that's it.
Speaker 3 (16:26):
I feel like this could be a good place just to
mention quick the ad testingcheat code.
Speaker 1 (16:30):
Yes, yes, do you want to mention it?
Speaker 3 (16:33):
Well, as we're talking about quality leads and
testing, we do have a minicourse called the Ad Testing
Cheat Code, where we walk youthrough exactly what we do as
Facebook and Instagram adsmanagers in order to test to
make sure that you are gettingthose quality leads and not just
junk people that are freebieseekers.
(16:54):
Right?
So the exact same steps.
Speaker 1 (16:56):
I use to bring down lead costs for ads.
You can learn the framework andnot just learn it, but you
actually I recorded over timemyself doing this inside of
client accounts, because we allknow that Facebook and Instagram
ads it's never juststraightforward, there's always
some curveballs.
You know that metal will throwyou.
And so, if you, want to see,like real life, what it looks
(17:17):
like to implement this frameworktoo, then that's in the course.
Below it's normally $37.
, but for you, dear listener,it's $17, which, honestly, we
all deserve to have profitableads going to a low ticket offer
funnel or building our lead, ouremail list, with the right kind
of leads.
Becky, I got one last questionfor you.
Speaker 3 (17:40):
Yes, sir, yeah.
Speaker 1 (17:42):
That question is what would you advise somebody
change about their sales funnellike specifically about methods
or messaging in their salesfunnel to make it even more
profitable?
Speaker 2 (17:59):
Oh well, know your numbers.
If you know your numbers, youcan identify exactly where your
funnel is breaking down and fixit.
So I would say change orimprove your tracking so that
you can tell is the breakdownhappening where people are.
So let's say we're running afunnel to an ad or an ad to a
funnel.
So if you have a reallyfantastic landing page and then
(18:22):
your ad is getting people ontoyour landing page but you're
getting nobody into the checkout, the ad isn't the problem, the
ad's getting the traffic overthere.
If they're not going tocheckout, there's something
wrong with the page itself, withthe messaging and the page.
If you are getting people fromthe ad to the landing page, over
to the checkout, but thecheckout is where the breakdown
is happening, there's somethingwrong with the checkout.
So your data will tell you whatneeds to be improved.
(18:44):
Otherwise you're just throwingspaghetti at the wall.
Well, let me try changing thisheader or let me try, you know,
maybe changing the price.
Oh, please, don't go straightto your price as the problem.
The price is rarely the problem.
The price is typically going tobe something else in your
messaging.
Any price can work if youconvince people that it's worth
what you're charging.
So, go to your data and the datawill tell you where the
(19:06):
breakdown is happening and thenfix just that spot.
You don't have to changeeverything about your funnel or
your product or your offer ifyour data is telling you that
there's one cog in the wheelthat needs some attention okay
that's good, love it.
Speaker 1 (19:21):
Go to the data give us one data point.
I know the listener is like but, but, but what percentage of
people clicking on the ad andgetting to the landing page is
good in your experience?
Speaker 2 (19:31):
oh well, from an ad of between a one and three
percent click through, clickthrough rate.
So where you've got one to oneto three percent of the people
who are seeing your ad onFacebook or Instagram, if
they're clicking over to yourlanding page, that's great.
Then you've got.
You know you're targeting theright people.
Once they're there, it dependsit's it's so much depends on
(19:52):
what your baseline is in termsof you know and what you're
charging, what's required to beprofitable.
So there's no one particularmetric that I would give you
across all industries.
But let's say, for example andpeople would disagree with me on
this If you can get one tothree percent from your ad over
to your landing page, if you canget 50 percent of the people
(20:14):
from your landing page to checkinto your checkout, I think
that's great.
I have colleagues who would tellme I want 80% of people going
from my landing page to mycheckout.
I would have others tell meonly 10% of the people on my
landing page need to go to mycheckout.
So sometimes that just dependson what your own experience is
and what is taken to beprofitable.
If you have only a 10%conversion rate from your
landing page to your checkoutand you're making a boatload of
(20:36):
money, then something's goingright.
So you know, maybe that's allyou need, is that 10 conversion.
Are there ways that you couldimprove it?
Yes, but you also maybe don'twant to fix what's not broken.
So it depends on the offer,depends on the cost, right?
Speaker 1 (20:48):
so think about that too well, I think the listener
will, and we will too, hold on asecond.
Do you want to come back for athird episode?
Speaker 2 (20:58):
I would love it.
Speaker 1 (20:58):
I thought I'd love it all right, then, listener, you
heard it.
Third episode, where we'regonna go behind the scenes of
becky's funnel and then allthose sorts of questions like
this stat and that stat and whatkind of ads and what kind of
emails oh, actually sorry, notwhat kind of emails, because
(21:20):
this is a profitable low ticketoffer funnel.
So how much ad spend, how longdid it take?
You know how often does shetweak things like all these kind
of questions because we'regonna dive into those on the
next episode with Becky Becky.
Where can somebody get in touchwith you in the meantime?
Speaker 2 (21:39):
Oh, please find me at theinspiredbusinessco.
It's a co, not a com, and ifyou go to theinspiredbusinessco
slash register, you will find myfree workshop that you can sign
up for and watch all about howto create and sell digital
products.
And that's going to get youinto my funnel.
I love to get you into myfunnel.
I love welcoming new friendsinto my funnel.
Speaker 1 (22:02):
It's always good to be in a good funnel too Like you
can learn so much.
Becky, thank you for being hereand sharing so much goodness
with us on the podcast.
Speaker 3 (22:11):
Yes, thank you for having me.
Speaker 2 (22:13):
This has been great fun, so thanks for the
conversation Wonderful.
Speaker 3 (22:17):
Until you see us or hear us next time, be blessed,
and we'll talk to you soon.
Bye.
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