The One Ad That Works: Run Winning Facebook Ads Without a PhD in Advertising

Episode Transcript
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Carrie Saunders (01:31):
Have you ever opened up the Facebook ads
dashboard and your eyes glazedover?
It can feel overwhelming,expensive, and like you need a
degree in digital advertisingjust to get started.
But today's guest is here tochange that.
I'm talking to Leo T, an adstrategist, course launch
expert, and all-around marketingsimplifier.

(01:52):
He's helped course creators andcoaches generate six to seven
figure launches using astraightforward ad strategy that
works, even if you're brand newto ads and short on time.
In this episode, Leo breaks downthe one ad you should start
with, how to avoid the biggestad mistakes entrepreneurs make,
and how AI can make ad creationfaster and easier, even if

(02:13):
writing copy isn't your thing.
Plus, we talk about how you canpractice this strategy without
even spending a dollar by usingfree reels to test your hooks
and messaging before everrunning a paid campaign.
This one is gold if you're adcurious but ad nervous, so let's
dive in.
Struggling to turn websitetraffic into real sales, you're
not alone and you don't have tofigure it out all yourself.

(02:36):
Welcome to Smarter OnlineBusiness, the podcast for course
creators, coaches, ande-commerce entrepreneurs who
want their websites to convertvisitors into buyers without the
tech overwhelm.
I'm your host, Carrie Saunders,a website strategist and
conversion expert with over 20years of experience.
Each episode delivers simple,proven strategies to help you
generate more revenue and makeyour website your smartest sales

(02:59):
tool.
Welcome back to the show.
Today we have a special guestwith us, and his name is Leo T.
I'll let him pronounce his lastname here in just a moment for
you.
He is an entrepreneur anddigital course launch expert.
He helps coaches andentrepreneurs turn their
expertise into courses andcampaigns that sell, blending
storytelling, AI, and proven adframeworks with over a decade of

(03:21):
results, including a 1 millioncourse launch.
Leo simplifies marketing intosystems that work.
Based in Vancouver Island, he'sa proud dad of three who brings
strategy and heart to everyproject.
So welcome to the show, Leo.
I'm so glad to have you here.

SPEAKER_00 (03:36):
Hi, everybody.
Thanks for tuning in.
Um, I'm gonna try and explain mylast name to anyone.
And I'm I'm tempted not to teachpeople how to say my last name
because I love saying if you getit on your first try, you win an
iPad.
And I do that every time, and noone has won an iPad yet.
So the way you say it istabibzade gun.

(03:56):
It's tabibzade gun, Persian lastname.

Very cool.
I think it's a very cool lastname to actually look at and
read um as an American becauseit's so unique and it's just
like it's like how do they getall these letters in there,
right?
And we will have his name ofdoctor or teacher in Persian.

SPEAKER_00 (04:16):
I gotta look that up, but it's got a unique uh
meaning to it.
Yeah.

Very cool.
Well, we'll have his last namein the description and show
notes if you do need to look himup.
So don't worry about spellingthat last name.
So we're gonna talk today.
I'm super excited about thisbecause we're gonna talk about
Facebook ads and using AI withFacebook ads.
And this is something that Ihave dabbled into learning some
about Facebook ads, but I'venever actually went to

(04:42):
implementing it yet.
So I'm really excited to haveLeo here today because he's
gonna talk us through how tomake Facebook ads simple and not
super stressful.
So one of the things that I feellike I feel, and I feel like I
hear also from otherentrepreneurs online, is they
feel like Facebook ads are toocomplicated.
And it's almost like you need aPhD in advertising to make them

(05:05):
work.
So why do you feel like peoplethink that, Leo?

SPEAKER_00 (05:08):
Yeah, that's something I've been thinking a
lot about is um the complexityof advertising because I I I ask
myself, why the heck aren't morepeople advertising?
It doesn't make sense becauseI've had a lucky great streak
with ads where I've had a lot ofreturn on the investment of ads.
Um, and I have to attribute itto the model and the framework

(05:29):
that I use, and I'm welcome toshare to share that with anyone
that's interested in this,that's listening.
But I I don't, you know, I comefrom a technical background like
yourself.
My uh decades ago outdateduniversity uh training was
around information technologyand computer science.
So I was deep into computers,had no fear of technical

(05:51):
challenges.
So when I did advertising, Ijust kind of jumped right in and
just figured it out as I wentalong and took great courses
like yourself.
And uh that really helped crushthat technical fear.
So it's something that I neverreally relate to, anything
technical.
I'm like, there's gotta be atutorial somewhere and I'll just
figure it out, right?
So so if people are a little bitapprehensive about the technical

(06:13):
um aspects of Facebook, I thinkthey do make it seem
overcomplicated and and they itdoes seem very technical because
there's words that don't mean alot to a lot of people that you
have to choose and click on.
But honestly, it's like once yousee it and go through a tutorial
and just go through the motionsyourself, it it's not that

(06:36):
complicated or technical.
So I would encourage people tojust try and have fun with it.
And I think one of thephilosophies I want to share
with everybody listening isadvertising can be a lot of fun,
and like you said, you don'tneed a PhD in all the technical
aspects of advertising to have ahome run ad that kicks butt.
And I'm happy to share a littlebit more about that.

(06:57):
So one thing I will say though,the reason I do love the fact
that it appears to be verytechnically challenging is it
helps uh other people like youand I who help people with
marketing, um, they don't wantto figure that out and they're
not willing to try it.
Well, you can pay us all yourmoney and we'll help and do it
for you.
Right.

(07:18):
So there's one way or the other.

Well, and I'm curious too.
You talked about your ROI onads.
What's your typical ROI?
Because I feel like for thosewho are apprehensive or never
done it, or maybe they have andit failed, like I think knowing
what you might expect for yourROI when it's done well would be
helpful to have somebody havethe impetus to like actually go

(07:42):
and try it.

SPEAKER_00 (07:43):
Yeah, absolutely.
So the ROI that I havepractically realistically seen
with the kind of campaigns thatwe produce are around one to one
point three nine.
So for every dollar we spend, weget about a dollar forty back in
uh people purchasing.
But what I really want tohighlight is that number is

(08:06):
going to change significantly.
I'm currently going through adeep audit of our entire um
program and all the studentsthat have bought our digital
programs, and I'm looking attheir life cycle from when they
came in from a lead or listeningto a podcast or watching a
YouTube video, how long did theystay on our list and get
nurtured before they ended upbuying the program?

(08:30):
And and when I did this audit ayear and a half ago, I found
that the average person was onour email list for about a year
and three months before theypurchased.
So when I pull stats on how wellare our ads performing, because
we just did a big launch and wejust ran a bunch of ads.
And right now there's no returnon ad spend because the

(08:53):
customers that have seen allthose ads haven't yet gone
through their life cycle to whenthey're gonna purchase their
journey, right?
But I will say one to 1.39return is sort of a really safe
way to play where you're gettinga return on your ad budget,
which is amazing.
Um, there are a lot of piecesinvolved with getting to that

(09:15):
number.
And I truly believe that numberis gonna change dramatically
because we've launched newproducts to our lists.
Um, that number changes as wesell more, right?
Because our original ads and ouroriginal ad spend, um, where we
let's say we brought a hundredpeople in through ads last year.
Well, now in the next fewmonths, they're gonna start

(09:36):
buying.
We got a whole new suite ofproduct that we're selling them
that are worth a lot of money.
Even one sale like that'sdramatically gonna change our
return investment, right?
But the key with this is tothink about ads more as a uh
marathon long-term effort versuswhen I first started with ads, I
think I did it the wrong way.

(09:57):
We were talking aboute-commerce.
When I first started ads, I wasjust trying to instantly sell
people something.
And if they didn't buy somethingafter the first time they saw
the ad, I would consider that afailure.
And I burned through my money,and then I said, I hate
advertising, and I moved on fora few years, right?
So the mistake I think a lot ofpeople might make is um in
trying to is using ads that way.

(10:19):
I I don't recommend that.
I'll teach a different way thatI recommend running ads, which
will light people up and getthem excited to spend and to
invest and uh eventually get agreat return on their
investment.
Wow, that was a TED talk of ananswer.
Sorry about that, Carrie.

No, I think honestly, I think that was
really perfect, Leo, because Ifeel like a lot of people do
look at ads in that way, justsimilar to what I try to teach
people too.
They look at their website inthat sort of way.
They don't realize it's more ofa marathon and a long-term like
snowball effect to bring in themoney whenever we work on our

(10:55):
website regularly, whenever wetender our ads regularly.
It's kind of a snowball effectof bringing in more and more and
more leads, and it's justeventually going to become this
really great snowball that'sgoing to help bring in sales and
money.
So I think it was a very goodpoint of a mind shift to think
of ads as a long-term play, nota short-term play.

SPEAKER_00 (11:16):
Yes, I love that.
I love that.
That makes sense.
And and I would also say a lotof people, so this is a mistake
or a myth.
A lot of people are looking atads as a sales vehicle, but it's
not a sales vehicle.
The ads is a way to generateattention and bring people into
your world, but it is not thesales vehicle.

(11:37):
The sales vehicle is the otherstuff you do after you get their
attention, right?
So it could be um workshops thatyou give, it could be the ebooks
that you give, the lead magnets,they call it in the industry,
all the freebies, all thenurturing.
Those are more of the uh, youknow, you got to ask yourself,
what is the sales vehicle thatfollows up the ad?

(12:00):
That's the secret to getting agreat return on your investment.
Um, don't just run the ad andexpect it to do the heavy
lifting and sales for you.
Um I and I think with websites,it's almost similar.
Like websites can act at this asthis lead generator, bringing in
organic traffic from Google andum all your digital assets,
podcasts, YouTube, you bringpeople in, you get attention.

(12:22):
Um, but then what do you do withthat attention, right?
Where do you move them?
And literally deciding on asales vehicle mechanism is so
critical, whether it's ads thatyou're running or a website that
you're building.
Um, some websites built reallygood kind of take them through a
sales journey and and create asales vehicle.
Um, I love free masterclasses,webinars, workshops.

(12:47):
Those are have been proven to bea great sales vehicle for for me
and the clients that I've workedwith.
Uh, and everybody has theirthing.
But just separating advertisingfrom sales vehicle, I think is a
huge step in the rightdirection, especially if you're
thinking about this as amarathon, as something you got
to do long term.
And it's not a quick, you know,can I get a dollar back?

Right, right.
And I think that that mindsetship is shift is so important
for taking that next step withads.
So then if somebody waslistening and they wanted to
start running ads tomorrow,maybe we've convinced them with
their mindset shift here andthey don't want to waste money
on it.
What's the simplest ad that theyshould create that's going to do

(13:31):
that for them?

SPEAKER_00 (13:32):
That is the best question I've ever been asked.
So thank you for asking that.
Right to it.
Like, this is this podcast willgo down in history for inspiring
the most successful ads launchedever.
I love it.
Carrie, I don't know about you,but for me, for almost a year
and a half, I was pretty burntout from marketing, and I almost

(13:56):
wanted to switch careers andlike go work at a coffee shop or
something super chill andrelaxing.
Um, and I'm like, what elsecould I do that's not like all
this pressure and marketing andall this uh stuff?
And then what happened is reallyfunny.
I was watching um uh a fewsporting events and I started to
see these really terrible ads.

(14:16):
And I kept telling my kids andmy family, I'm like, let's watch
this terrible ad.
Isn't it the worst?
And they and these companies arespending like$500,000 on these
creatives.
And I'm like, these are theworst.
And I'm like, I hateadvertising, and that's why I'm
gonna get back into marketingand back into my purpose and
teach people not how to maketerrible ads because I hate

(14:38):
advertising.
I skip them every time.
I'm like, when I'm watching aYouTube video, nothing worse
than getting interrupted withsome stupid ad, right?
And uh skips how fast can youskip?
Are you gonna make me wait 60seconds?
And I'm just like, no.
So, my one of my intentions andpurpose of being on this podcast
is to enlighten and educatepeople to make better ads so

(14:59):
that there are less crappy adsin the world.
So that's why I'm back.
So to start running ads tomorrowand to do it on the best, most
effective budget and to notwaste your money, I recommend a
certain style of ad, and I cangive you thousands of reasons
why I think this is effective.
I can give you millions ofdollars of testing that can

(15:19):
prove this theory, and I cantalk about all that.
But the key is this I wantpeople to consider creating
something I call a walk and talkvideo ad.
All right.
And I can go more into detail asto what that is, and I can even
share, you know, a little bit ofscripts or frameworks.

(15:41):
But the key with this is I wantyou to just speak to camera and
I want you to talk about theagitations and the pain points
that your ideal customer isexperiencing, uh, make it
relatable and authentic, maybeshare your story and give them a
clear path to get some help withthat pain point, like a super

(16:02):
simple um, you know, one, two,three step, how do you do this
video?
And then what you do is yourecord it while walking and
talking to the camera.
And it could be, and it shouldbe around 60 seconds, uh, a
minute 30 max.
That is kind of the sweet spot.
And the reason this is soeffective, Carrie, is because

(16:24):
when you're moving and you'retalking and showing up as a
personal entity without all thatcorporate flash, um, you really
connect with the hearts ofpeople that are on Facebook and
Instagram.
Because I love to do Facebookand Instagram ads, those are my
favorite.
And you show up in a way thatjust stops people from
scrolling.
The dynamic movement of walkingjust naturally slows people down

(16:47):
and they pay attention for threeto five seconds.
And then if you hit them with areally nice hook and agitation,
and I can show you the scriptthat I recommend, uh it it it
all it'll all make sense.
So that you you basically do avideo, walk and talk, dynamic
ad.
Try and choose an interestingbackground because the better
you do with your background, themore stopping power you get with

(17:09):
your ad.
And then add captions to the adas well, because your ads are
muted by default on mostdevices.
So if you're talking an amazinguh script and no one's hearing
it, they're just visually seeingit.
So, so get the captions goingunder there, and there's a ton,
ton of free apps to do that.
And that's my my firstrecommendation.

(17:30):
I could talk about if you haveany questions about that, I
could talk about what gear Irecommend, um, what kind of
outfit I recommend because youwant to have some contrast, and
I can even, you know, show youguys an example.
But any that's the first step.
Nailing your creative with avideo, don't waste your money
and all the other things.
You can use images and all theother types of ad formats for a

(17:52):
different type of ad, but Irecommend um nailing a good
one-minute walk and talk isgoing to be the best investment
you ever make in your ads.

Honestly, as you're talking about that, I
feel like that makes sensebecause it's like you're talking
to a friend.
So they probably feel drawn into you because you're like, you
know, anytime you have a productyou love, you tell your friend
about it, right?
Hey, you should try this becauseI love it because it did this
and this and this for me, right?
And so you talk about thebenefits of the product.
So the walk and talk makes awhole lot of sense because it's

(18:24):
like you're talking to a friend.
Here's what I love and why Ilove it, and why you should get
it too.
You know, it just seems way morenatural.

SPEAKER_00 (18:31):
But that's so perfectly sad.
Yeah, that that's such a great.
So, with this format, it soundsso silly and simple, but
honestly, there are so manyscientific and psychological um
check marks that go off if youjust do this style of ad.
And and what I'm trying to getat here is like, don't pay an

(18:51):
agency five thousand dollars toget started and then a six-month
contract at like three grand permonth just to test a bunch of
different ad varieties.
Like, we've done that.
Focus on this one first, nailyour your video a little bit of
script.
I could talk about the scriptand all that.
If you do this specific ad,you're just gonna save so much

(19:13):
trial and error, and you'regonna leverage all these
psychological factors, likeshowing up as if you're talking
to a friend and creating instanttrust, and then the visual
dynamism that makes itinteresting and gets people to
stop.
And then if you wear really goodoutfit or colors that relate to
your ICA, like you're just gonnaget, you're just gonna nail all
the things with this one simpleeffort.

(19:33):
So it's kind of the thefoundation for everything else
you do is nailing this.

I would love to hear an example of how to do a
script for this because I feellike I'm sitting on the edge
wanting to know, okay, Iactually might do ads, I haven't
done them yet.
And I'm like, this kind ofsounds like a fun ad rather than
sitting behind a computer andtrying to come up with graphics
that look pretty.
Right.
I can I can walk and talk.
Like I can walk and talk.

SPEAKER_00 (20:00):
Going back to like ads being very technical, I
think one of the reasons youjust shared with me, Carrie,
right now, one of the reasonspeople aren't running ads is
because there's too muchdecision fatigue.
It's like, I don't know what I'mgonna do, right?
Let alone the technical hurdle,but not even knowing like what
to put together, that's such aturnoff and nobody wants to do

(20:20):
it.
So, um, what I'm gonna do is I'mgonna quickly share uh the
formula for for this.
So if it's okay with you, can Iquickly talk about the
three-step overarching formulaand then I'll get into the
specific creative?
And and this podcast has nowbeen turned into a sales event
where I'm gonna convince you,Carrie, to try your first ad.

(20:42):
How does that sound?
Does that sound good?

That sounds great.

SPEAKER_00 (20:46):
Okay, so the formula for a great ad is going to be
uh, and I don't mean so so let'slet's just re-talk about this in
the way of we're gonna havethree components to doing this
effectively.
First, we're gonna createsomething we call a grand slam
creative video, which is what Ijust talked about.

(21:07):
So that's the first uh step ofthe formula is using a specific
and tested framework.
I just shared it with you, andwe can go into detail.
I'm happy to show you everythingabout it.
I'm happy to even give you acopy and paste script to just
plug in your pieces for whateveryou're trying to promote, and
you just record it, and maybeyou record it 20 or 30 times,
and then you feel confident withit, and then you try it in a

(21:29):
cool new area.
Like I just Did one for myselfthat I haven't edited yet, but I
did it at Disneyland in front ofthe Millennium Falcon in uh Star
Wars Land, Galaxy's Edge, andholy smokes, I can't wait to
release that.
And I just did it as a as a testto prove to people that this
works.
But so you can get creative withwhere you want to do this, but

(21:50):
the script's almost always thesame, right?
So Grand Slam creative video.
That's step one.
Step two, you attach that to aGrand Slam freebie.
So it could be uh invite to aspectacular masterclass, it
could be an invite to um awebinar, it could be uh a free

(22:14):
book, it could be a quiz.
So whatever your your freebieis, you have your creative
first, it's attached to anincredible freebie, and then the
last piece of this formula isdoing some brilliant campaign
design and execution.
So the way you structure this inthe technical boring stuff,

(22:35):
which I won't bore anyone with,but I will give everybody a tip.
If you're confused about how todo a brilliant campaign design
in the back end of Facebook, youcan actually just ask AI to help
you with it.
Just let it know your goal, letit know the video that you're
you just shot, maybe um insertthe script into AI of your video

(22:56):
so it can learn how what yourad's talking about, let them
know the freebie that you'reconnecting to this ad, and then
just have AI um walk you step bystep through the campaign
building so you don't have toworry about the technical aspect
and you don't have to hireanyone to do that.
So those are the three steps tosuccessful um campaigns.

(23:16):
Great video, great freebie,great design of the campaign.
Right?
And now let's dive deeper intomy favorite topic, which is
literally the creative and thevideo.
So so uh on the top right here,my beloved friend and business
partner and client, um Dr.
Cheryl.
She's the one that we've doneover a million dollars in course

(23:36):
sales with.
Uh, this is a video that werecorded capturing exactly what
I shared with you how to dothis.
So we keep it very simple.
Uh, like you said, theauthenticity, the authenticity
comes naturally because you'rejust talking to camera, right?
Um, we at this when we filmedthis ad, and this is the number

(23:57):
one best outperforming ad wehave ever done.
Uh, and we kind of did it on thefly.
It was pretty, pretty wild, butit was done with an iPhone 11,
like way back in the day.
So the quality wasn't even asgood as we're on the iPhone 17
Pros now.
So very simple.
And we did use a gimbal becausethe way we filmed this is we had

(24:19):
me, the camera guy, walking asshe talked to the camera so that
she could fully express with herhands.
You don't have to do that.
When I did a version of this formyself, I was holding the the uh
gimbal myself and talking tocamera and using one hand, so
you can do it either way.
But long story short, you've gotthis visual dynamism, meaning

(24:42):
it's an interesting background,it relates to the ideal customer
that we're trying to attract andget them to stop so they can
watch this video.
And um, it's a unique location.
Look at her unique outfit,right?
Uh, we kept it under twominutes, so it's a minute and 44
seconds, and we used a veryspecific script to help with

(25:05):
that.
And then another example of thisof a company that did this very
well, and it might be consideredthe greatest advertising piece
of all time, is a company calledDollar Shave Club that did an ad
like 15 years ago for YouTube,and it was considered one of the
number one best performing adsever launched.

(25:25):
And it was literally a guywalking through his office.
So I link them here and I canshare these resources with you
for the notes.
You can watch both the demo ofthe video I produced with
Cheryl, and you can also watchthe Dollar Shave Club video, but
you'll see it's a very similarconcept of a moving camera just
does magic for the viewer.
It's incredible, right?

(25:45):
So now I have to figure out howto stop screen sharing.
Here we go.
So, any any questions at allabout that first piece?
And then I'm I'm happy to showyou the formula of the video and
the script to use if that'shelpful.
It's up to you.

Um, yeah, that would be great.
I think what you said so farmakes a lot of sense.
And for those listening on thepodcast, we'll definitely have
all these resources in the shownotes.
So don't feel like you'remissing out on it.
But if you do want to watch theYouTube version of it, you can
always find it on YouTube too.

SPEAKER_00 (26:15):
Amazing.
I love that.
And uh yeah, I'll send you thisentire um PDF that has all of
this set up.
So you can just screenshot anypiece you want, share in the
show notes for people.
So here's what I recommend whenyou're a lot of people are
thinking, okay, Leo, you'veconvinced me I'm gonna do my
first ad and it's gonna be avideo, right?

(26:35):
So the next step is okay, well,what how do we want to approach
this video?
What do we want to say?
That's the next biggest questionthat I get from people.
And I just want to hand over thekeys to the Ferrari right now
for you, so you could just jumpinto it.
And this is not gonna be muchdifferent for a lot of you and
you as well, Carrie, who study,you know, what works for YouTube

(26:58):
videos when you're filmingcontent, producing content.
There's a little flow that welike to use to get attention and
to improve the visibility of ourvideos and our content.
So, and this even works forshort form content on social
media when you're producingsocial media assets.
So, this script and formula thatI'm about to share with you,
while we've used it to produceincredible results with our

(27:21):
advertising, you can use thesesame formulas and scripts for
all of your content forevermoving forward.
So you can even practice usingthese scripts in the next reels
that you release for free andnot pay Facebook any money.
You're doing organic socialcontent.
Use this script regardless, thisflow, uh, this framework, and

(27:42):
then you'll start to just nailit.
And then you can also startdoing it for advertising too.
So let me, if you're cool withit, I'll share with you right
now.

That would be great.
I'm very intrigued.

SPEAKER_00 (27:53):
If you're excited, and if you're listening and
you're driving one hand thumbup, okay, let's get into it.
All right, so this is thecreative script structure.
Uh, the moneymaker.
All you have to do is fill inthe blanks.
On the next slide, I'm gonnashow you the script, and all you
have to do is memorize thescript, is what I recommend, and

(28:15):
then freestyle it and don't lookat the script ever again.
And the vibe of this should belight, fun, interesting,
helpful, and hopeful.
That's what Facebook wants.
Um, and here's the magicalscript structure.
I'm just gonna zoom in here if Ican.
Give me a sec.
So on the left is the start ofyour video, and on the right is

(28:36):
the end.
You're gonna start with a hook,and that's gonna be in the first
10 seconds, and a hook can be aninteresting fact or a just
speaking the pain point of whatpeople are experiencing.
That is a hook, and then you'regoing to let them know why they
should listen to you.

(28:56):
So you've caught their attentionwith the hook and the pain point
or the interesting fact, andthen you're gonna jump into why
they should pay attention to youand stop scrolling.
You've got them to stop this farfor the first seven seconds.
Tell them why they should staybecause you're gonna explain a
couple things to them, and andthat I call the valuable content
line down here at the bottom.
And then you're gonna talk aboutwho you are and what your

(29:20):
accolades are.
You know, I spoke for TonyRobbins, I did this, I did that.
Near the end, just to kind oflet them know that okay, I'm
tuned in, I like what they'veshared so far, they know my
pain.
Um, now they've given theirpersonal intro and I'm curious.
Then you bring them into thatcall to action at the end, which

(29:41):
is the the bridge to thatincredible grand slam freebie.
And I and I use the word grandslam intentionally because I
think it's in baseball when youhit a grand slam, it's like
unlike any other score you couldever get, like it's a win.
It's like nobody can compare toa grand slam.

(30:02):
And I think it's important tomention that because a lot of
people waste time and energygiving like piddly little
freebies away that nobody caresabout, right?
I'm talking about give them afree cruise of a thousand dollar
value.
That's how you hit a grand slamfreebie.
When we do our workshops, whichare our our master classes,

(30:23):
that's our freebie that we dowith these campaigns.
And they're two hours of likethe world's best teachings and
trainings.
It's a workshop that will changepeople's lives, give them
incredible hope, and just workmagic for their relationships.
And it would easily cost, youknow,$1,200 to$1,500 to get that

(30:47):
kind of training.
But to be honest, with real-timeprices of what the presenter
charges, um,$10,000 is the valueof that freebie and it's it
takes two hours of commitment.
Um, but we give it away forfree.
So that is a Grand Slam freebiethat also happens to be our
sales vehicle, but let's justcall it a freebie for now
because it is free and anyonecan join it.

(31:07):
So the ad links and calls toaction to the end to that
freebie.
So those are the that's the arc.
Would would you like to quicklysee the script or the the
template here?

Yes, I would love that.

SPEAKER_00 (31:21):
All right.
Okay, so let's quick share here.
And I'll verbally uh mentionthis to everybody so that they
can listen to it.
So I showed you that image, theformula of the general arc, but
here's the exact timing.
So the the structure uh isagain, we're gonna go with

(31:42):
overall video length, is gonnabe under two minutes.
If you're doing the same scriptand structure for a YouTube
video, then I've given younumbers on the right hand side
for how you would the ideallength for YouTube, that's what
YouTube loves, if you want morevisibility on YouTube, because
content is content, whether it'san ad or it's a YouTube video.

(32:03):
So I'll just talk about thenumbers on the left here.
So under two minutes is youroverall video length.
Your hook is the intriguingone-liner that aims to shock or
educate the buyer.
That's gonna be in the first 15seconds or less.
Then you're gonna tell them whythey should stay till the end.
That should only take you aboutfive seconds.
Then you're gonna give them thevaluable content.

(32:25):
And if you're wondering, well,what the heck, how do I
structure that?
Um, and it should take you onlyabout 35 seconds to a minute to
deliver this valuable content.
Well, here's what you're gonnado.
A, you're gonna talk about whythis is important, problems,
facts, statistics should takeyou 15 seconds.
Then you're gonna talk aboutwhat are the one to three
solutions you found and what youlearned, 15 seconds.

(32:47):
Then you could talk about howyou uh came up with your
solution and why it works, takeabout 20 seconds, and then talk
about who it worked for forabout 15 seconds.
So these are just like, I'm justgiving you everything so you
never have to think about itagain.
Then you get into your personalintroduction, which is why they
should listen to you and onlyspend 10 seconds on that.

(33:09):
Then you get into that grandslam call to action, invite to
the freebie, um, send them totake the action, and you should
only spend about 10 seconds onthat, just get them to the
action, right?
So this is the six-stepstructure.
What you could do is you couldcopy this, plug it into AI, and
say, based on this scriptstructure, help me come up with

(33:33):
a script for my ideal customerand my product that I'm trying
to uh get to them, or my freebiethat I'm trying to get to them.
But I'll take it a step furtherhere and I'm gonna show you uh a
script template which you canswipe with exact wording that
you can use.
Like I'll give you an example ofjust the hook in this demo here,
and we can screenshot this andshare it with people.

(33:56):
Uh the hook, 15 seconds.
Did you know that?
Shocking fact, most people aremaking this mistake even without
realizing it.
You know, so example.
Did you know 90% of people wastetheir money on skincare products
that don't work?
You're probably doing it rightnow without realizing it.
So, just a sample script of uhthe hook there.

(34:19):
So, your brain right now, what'sgoing on for you, Carrie?
What are you thinking?
What are you feeling?
Let me know.

Well, what I'm thinking for now is I'm thinking
I would love to try this out onlike some reels or something,
right?
Because that seems like thelowest barrier to entry.
I'm comfortable going on video,otherwise I wouldn't be doing a
video podcast, right?
And I think it would be a reallygreat way to see how well that
works because I've done littleshort reels before, especially

(34:50):
like to promote a podcast or topromote something else.
And I didn't, I was just kind oftalking off the cuff, which in
some ways good, but like havinglike a little bit more
purposeful script behind it tokeep them engaged, I think it's
going to be very helpful.
And it's I think that's a reallygood tool to have there.
So I think I'd definitely startwith the reels and see how that

(35:12):
goes, and then probably starttransitioning into Facebook ads.
I think this sounds prettyinteresting.

SPEAKER_00 (35:16):
Exactly.
And that's such a brilliantthing.
I'm so happy you shared that,Carrie, because a lot of your
listeners are just not ready toinvest in the production, um,
invest in memorizing the script.
And then there's all the nervesthat come with like, what if it
fails?
And then I'm gonna pay Facebookuh money to test this.

(35:36):
It's so and then there's thetechnical hurdle of like having
to build it out.
So, what you touched on is likeliterally gold.
Try what I've just shared withyou, swipe it, take it from the
notes, use this in your organiccontent that costs you nothing
to deliver, and you can deleteit if it sucks.

(35:57):
Like, go for it, right?
And one technique I would oftensuggest is like literally do the
whole thing just as an organicpost or an Instagram reel, and
do it a hundred times if youhave to, in different
variations.
And at some point, Carrie, whatwill happen is one of your
videos will take off way furtherthan any of the other videos

(36:18):
organically.
It'll just sometimes you getlucky and it hits the million
view mark and it just spreadsand goes viral.
The moment you have through thistesting, the moment you have a
giant spike in your umanalytics, you then you're you
have my permission to take thatvideo and either recreate it as
an ad and try all over again,but use what worked, or just

(36:41):
take that whole video and thenthat's your new creative to move
into the ad um and run it as anad.
It doesn't get better.

Yeah, it makes a lot of sense.
And as you're talking, I do havea question on that.
So would you take, let's say Ihave a great script, I think
it's gonna be really great.
Would you record a reel for thatwith that script in different
locations to then also test, youknow, what is the background
that's going to and or outfitthat's gonna create that
interest for them?

(37:10):
Would you would you do that tooand see which reel blows up so
you can kind of get a feel forthe vibe that your audience
likes?

SPEAKER_00 (37:17):
Yeah, totally.
I think that's a really funexperiment to run with.
And just from my experience, Ithink it's and I'm just this is
not data and science, just myinstinct.
I think 30% of it is how youphysically appear with what
you're wearing and what's in thebackground.
I think it's more of asubconscious, they either like

(37:38):
it or they don't.
Um it either stops them or itdoesn't.
It either resonates with them orgets them curious or it doesn't.
So I think that's like 30% ofit.
But the other remaining percentof it is um you just showing up
authentically and reallyspeaking to the pain point.
I think that's more of theenergy that translates well to

(38:00):
how well it performs.
But of course, you kind of haveto, you can have a great
message, but if it's in aterrible package and a terrible
wrapper, no one's gonna open itto eat the message, right?
So, yeah, I think those visualexperiments are are important,
but not as important as you justshowing up, um, relaxed,

(38:21):
speaking to your ideal customer,really understanding, like
letting them know that you youget the pain, you get what it is
that they truly want.
I think that's like the heavylifting right there.
It's just nailing that part ofit.
And then the way you you showup, and obviously a little bit
of delivery kind of matters,like using the vocal range and

(38:43):
not speaking too fast andgetting through that and making
it feel natural, like you weretalking to a friend.
That's like the vibe, right?
That's the energy that you can'tquantify, but you you I think
that's where a lot of thepractice should go versus I'm
only gonna focus on thelocation, which might just get
them to stop, but then they'renot really caring about your

(39:04):
message or what you have to say.
So there's a lot more um uhthings to experiment with.
Like I've seen people haveincredible success with where
they're just sitting with likethe worst background ever.
Like you see those videos thatgo viral, and you're like, how
did that go viral?
Like, no, the background'sterrible.
They're they haven't cleanedtheir house.
There's like stuff everywhere.

(39:26):
But the message and the way theyshowed up, the energy translated
so well.
It wasn't like trying to sellanything, it was just speaking
to pain points and wanting tohelp and showing up in that
energy, um, kind of out trumps alot of it.
But if you do all of ittogether, even better.
Cool location that'sinteresting, plus you're showing
up in in your best way andreally there to help people and

(39:48):
speak to their pain point withan interesting hook.
Um, it all could be so sopowerful.
And I think I'd say since you'redoing organic testing, do a
hundred different versions ofall of it and see what works.
And through that, you also getincredible confidence where you
can just flip the camera on andfeel like, yeah, I'm ready to
shoot an ad and spend tenthousand dollars because I have

(40:10):
this confidence now where I knowit's gonna translate well,
right?
So I think that that was such agreat tip, and I'm so glad you
mentioned it.

Yeah, when I I like your answer there too,
because um, you could alsoprobably find out, you know,
when let's say you do do thedifferent locations, even though
that's maybe not the mostimportant thing, it might also
help you understand where am Imost comfortable recording to.
So maybe if you feel stiff whereyou've started your recording,
maybe you find a different placeand maybe you'll be more

(40:39):
comfortable, more confident andyou know, speak through the
camera more than to the camera.

unknown (40:44):
Yeah.

SPEAKER_00 (40:45):
Yeah, no, totally.
I think that's so such a greatlittle helper.
And also I would say for anyonethat's maybe not comfortable in
the camera, like it's somethingthat you honestly do have to get
over.
And then choosing the rightlocation can help.
Like if I'm shooting on a publicbeach, like I'm already
self-conscious when I'm liketalking, like I'll record in my
private office and I feelself-conscious.

(41:06):
I'm like, why do I feelself-conscious about recording?
But imagine doing that publicly.
That's so much worse, right?
Like you forgetting your lines,you're like, you're nervous, and
then that's gonna translate intoyour ad.
So yeah, choose environmentsthat are interesting, beautiful,
um, pleasing to the eye, mayberelates to your ideal customer,
but also makes you feel safe andfeel uh connected and good

(41:28):
because you want that energy totranslate into.
The video as well.
Yeah, I think that's a greattip.
And I'll also plant a seed toget you more excited, Carrie.
I'm right now working on um, I'mreally deep into artificial
intelligence and I'm justlearning everything I can about
it.
And I'm actually trying to worka formula on how I can do what I
do with these walk and talkvideos.

(41:50):
But how can I do it in a waythat's also effective?
But replacing the replacingmyself or my client with AI, but
getting the same effect of this,like the principles are the
same, whether you're in it ornot.
Ideally, you want to be in it,but I'm trying to play around
with versions of AI where we cando this same framework and
formula and script, but justhave yourself replaced with

(42:13):
something else like a Sasquatch,because that will get attention.
And that might work for certainideal customers for camping
gear.
So maybe you have a Sasquatchdoing the walk and talk with AI
and you're inviting them, you'regoing through the whole process,
but just have AI replace us.
So that's an experiment I amrunning, and I'm excited to I'll
share with you how if it worksor doesn't work.

unknown (42:35):
Okay.

SPEAKER_00 (42:35):
It violates the first principle you shared where
you want to show up authentic.
And as a friend connecting witha friend, there's that trust
that's built.
But if you replace yourself witha Sasquatch, it might be
entertaining, but you're notreally building the trust unless
your script is really dialed in,I guess.

Yeah, I feel like you can probably work it in
that you can get the trust inthere somehow if you know what
you're doing.
But I do think that's probably alittle more advanced way to do
the ads for sure.

SPEAKER_00 (43:02):
Yeah, exactly.
Exactly.

So let's say somebody is, you know, listen to
the podcast and they're reallyexcited to at least start, you
know, doing the free wheels andwith the integral goal in mind
of doing like Facebook ads.
Um, and you provided somescripts on how we can create
these walk and talk ads.
Is there any other AI tips youcan think of that would help

(43:26):
simplify ads for people?
You've already given us a fewtips with having AI help you
know how to fill out the thedifferent pages when you're
filling out an ad.
Or is there any other tips youcan give to have AI help us make
this simpler?

SPEAKER_00 (43:42):
Yeah.
So the the the next tip that Iwould give you, because if you
follow what I've shared so far,um you're already ahead of like
90% of those ads that I hate,right?
Like, like all those ads thatare so annoying, like you're
already ahead of it.
The one thing I would say is ifyou're really having a hard time

(44:04):
with scripting, you can reallyuse AI to copy and paste the
formula and the script templatethat I give you, um, which is
backed by over$2 million ofspending and testing uh for what
literally sticks and creates thehighest viewer retention uh
through myself, my own personalad spend, my clients' ad spend,

(44:26):
and from those that I've learnedover the years and the ad spend
that they've spent.
So it's an accumulation of over$2 million in testing for what
I'm sharing in this in theseslides.
Um what you can do is copy andpaste or screenshot that
template into AI.
And the the next best tip is,and I've done this before, uh,
and I did it for a clientrecently, and it was and it

(44:47):
worked, is we paste the templateinto AI and we say, okay, I'm
launching a new product.
I'm gonna invite a bunch ofpeople to my master class.
Use this script and use what I'mabout to tell you about my ideal
customer, and just do the scriptfor me.
Like with everything you knowabout me, that through our

(45:10):
engagement through AI, uh, youknow, AI collects your data and
knows a lot about you.
I say, take this template,everything you know about me,
this is my audience, and this isthe goal.
My call to action is to invitethem to this really amazing
masterclass.
Um, help me write a script usingthese formulas and just give it
to me.

(45:30):
And it will do an amazing job.
It'll give you your script forin your voice, for your
audience, taking theseprinciples in effect.
And that is like the ultimatelazy person hack to just get it
done.
And then what I recommend isprint it out, edit it in your
own words, and verbally speak itout loud over and over again,

(45:52):
and then tweak it so it soundslike you and it feels like you,
and then you've got your scriptdialed in.
You didn't have to hire acopywriter or a professional to
help you.
Um, it's the it's it's great.
And to take that a littlefurther, I I love that doing
that because this is getting alittle bit advanced, and I'm
just gonna quickly share it.

(46:12):
When you do this right,eventually Facebook's gonna
change and they're gonna blockyour your content at some point.
So the ad that I showed you inthe demo, which worked for us
for four years, it's the only adwe run to help get us to this
million dollars in sales.
Um, we deleted all our otherads.
That was the the one thatworked.

(46:32):
Well, last year, Facebookdecided to reject it.
And they said, actually, you'resaying a couple of words in
there and you're not allowed tocall people out for being in a
relationship anymore.
So the politics changed atFacebook.
Our ad got rejected and wepanicked.
We're like, Well, what the heckdo we do?
Right, like we nailed it thatone time.
So, what did I do?
I took the template of thescript that I shared with you

(46:53):
guys.
I um then did everything I justshared, ran it through AI.
And then when AI gave me ascript, I said, Well, now I want
you to go and study the Facebookpolicies for 2025, especially
section 12.
Because when you get an error inFacebook, it'll tell you why.
I put that error in there andthen I got the script completely

(47:15):
rewritten, Facebook policy safe.
So we took the old thing, wemade it new, it's now policy
safe, it's not going to getrejected.
And uh we re we had the clientrememorize the script and then
we shot it again in a moreboring location.
It's not as pretty.
And uh we shot it again and weran it this last launch, and it

(47:36):
worked so smooth, no rejections,everything worked great.
So that's another way you can AIuse AI to do all the learning
for you and help you tighten upyour script and use it.
So that's uh the other great tipI want to share with people
listening.

Well, and I love to use AI to reduce
decision fatigue.
And what you just describedthere helps reduce decision
fatigue so much because as busyentrepreneurs, we just make so
many decisions, it's not evenfunny.
Like, I'll go home and I'm like,don't even ask me what's for
dinner.
It's just gonna be what it isbecause I don't want to decide
on anything, right?

SPEAKER_00 (48:12):
Oh, yeah, yeah, you've nailed it.
So true.

So it sounds like you've been really
successful, like you know,creating ads for course creators
and small businesses, and theyuse this approach.
Um, is there anything else youwant to share with like how can
they be more successful?
Is like like some final tips aswe wrap up the conversation.
I want to make sure we haven'tleft anything loose and can make

(48:37):
sure that people can beeffective on their ads.

SPEAKER_00 (48:40):
Yeah.
So the the next piece that wecould get into is a bit more
advanced.
And I and I I honestly trulybelieve that if you do what we
talked about today, it's gonnabe 70% of the heavy lifting of a
great ad is gonna be done foryou.
The rest of the things that I'mgonna share are honestly
technical nuances that do helptighten things up when you're

(49:03):
spending a lot of money.
So when we do our ad campaignsand our launches, we'll usually
do them in a 15-day window.
Like once a year we'll launch,but we'll only do it for 15 days
and we're gonna spend$20,000 inadvertising over 15 days.
So when you're working withthose kind of numbers and that

(49:23):
kind of compressed time, whatI'm happy to share with you guys
is more of the technical tweaksthat you can do to really
squeeze and get the best returnon your investment.
But if you're somebody who'sjust dabbling in ads and you're
new to it, this is what's goingto get you to the finish line
and get you amazing results.

(49:44):
The rest of the stuff is kind offor like the the few percentage
of people that really do alreadyspend a lot of money on ads.
There are some tips that I cangive you on how to structure
things um more effectively.
So we could get into that ifyou're interested, or I can give
you kind of a sneak peek ofthat, a taste of it, a sample.
Whatever you think is best.
I just hate to overwhelm peopleand make them feel discouraged.

(50:07):
I'd love for them to start withwhat we shared now and rock it
first.

Well, then let's do a sneak peek.
I feel like that'll probably,you know, help our audience a
little bit more, and then theycan get you know in touch with
you if they want to do like thateven deeper dive in.
Because I I am curious of whatit entails, and I'd love a sneak
peek.
Um, and maybe we bring you backon the podcast later to go into
a little bit deeper dive too.

SPEAKER_00 (50:31):
Okay, I love it.
I love it.
Sounds great.
So, what I'm about to share withyou is something very
interesting.
When people run ads, they oftenthink of an ad as one piece of
creative set up through onetimeline in Facebook as one
event, and then they they run itand they test it and they see
how it performs, and then theycreate another campaign and they

(50:55):
change some things and they doit and they test it, and then
they run another campaign.
Um, I want people to think ofwhat I'm about to share with you
a little bit differently.
Everything that I'm about toshare with you right now, I'm
gonna share with you multiplecampaigns, but they're all
around the same theme of we wantto capture attention of our

(51:15):
audiences and we want to movethem to a freebie, a sales
vehicle, and then the salesstuff can kind of happen later.
So I'm just gonna talk about theoverarching goal here.
I'm about to show you four tofive campaigns of how you should
structure the video I'm talkingabout right now, how you should
structure it.
You're gonna see a lot ofcampaigns, but they're all

(51:38):
actually one campaign.
The campaign is how do we movethe person from attention to
freebie to buying my digitalcourse?
Right.
So I'm gonna show you a way thatwe structure it that's very
broad and has a lot of pieces toit and can be confusing, but
they're actually all one gameplan.
Maybe that's the right word forit.

(51:58):
One game plan, multiplecampaigns.
So I want to show you thecampaign structure, the
brilliant campaign structure onhow to nail this.
If your intention is to selldigital courses or a digital
product through this journey,right?
So let me quickly share thiswith you.
And if your eyes are gonna, ifyour ears and eyes are gonna
glaze over, you can honestlyjust tune this out and save it

(52:22):
for for next time or ask mequestions at the end of this
call.
I'll share with you how youcould ask me questions.
I want a gift to every listenerthat gets this far, a really
juicy gift with me, where we cantalk more about this.
So here I'm gonna do a quickshare.
And don't worry, I will send youa copy of this so you can use
it.
Uh, brilliant campaignstructure.

(52:44):
So let's talk about thetechnicals.
So, campaign one is sort of whatwe talked about.
It's our main campaign.
It's going to go to coldaudiences, not just regular cold
audiences.
It's going to go through alookalike audience, which is
your um everybody who visitedyour website, anyone who's

(53:04):
engaged with you on Facebook,social media.
So we're gonna take people whohave engaged with you and we're
gonna tell Facebook go find morepeople like that.
Okay, because they're obviouslyyour ICA if they've already
engaged with you.
So you're gonna run uh a versionof campaign one is gonna run
it's the same video that youjust created, the same creative,

(53:26):
but you're running it to coldlook-alike audiences, and you're
also gonna run it to somethingcalled cold personalities,
meaning, you know, they listento Oprah Winfrey, they listen to
Tony Robbins, they're similar toblah, blah, blah.
All those interest pieces,you're gonna tell Facebook, go
find people that don't know methat are interested in these
things I'm telling you, and itwill go and do the work.

(53:48):
And um, and then obviously we'regonna set this up as maybe not
so obvious, we're gonna set thisup as a conversion campaign
because the whole purpose ofthis campaign is to convert cold
audiences into your freebie.
So that's what I consider aconversion, is like you're
turning them into getting in andregistering to your class.

(54:10):
That is what I want you to do.
Facebook, that's the conversionI want you to focus on.
Now go find these people for me,right?
And I recommend running thisfirst campaign uh around seven
to 10 days prior to uh whateverbig thing you're trying to sell.
And I do recommend if you havethe budget for it, around$150

(54:30):
per day is the sweet spot sothat Facebook can do its job the
best and get you the best returnon your dollar.
Right.
And then I want to also mentionthe next campaign that is really
helpful in this game plan.
And that is taking the samevideo we just created, but now
you run it to all your warmaudiences.

(54:52):
So this is everybody who visitedyour website, everybody who
engaged with you on socialmedia, your email list.
You want to run the same videoad to them as well as a separate
campaign.
Any questions so far?

No, this makes sense to me since I have done
some digging into ads, but justto recap you, we want to we want
to target some cold people andsome warm people is basically
the short short version here.

SPEAKER_00 (55:17):
Short version, and it's the same video.
Great, you don't have to filmtwice.
Love it, right?
Um, so that's kind of the twomain pieces of of this.
Then I have a a campaign inbetween that I like to share
with people.
And um do one of the same video,but it's gonna go to your warm

(55:40):
audience, but a look-alikeversion of your warm audience.
So literally, this all thismeans is just take your email
list and you have to have over athousand contacts for this to
work.
If you don't have a thousand inyour email list, get this step.
Upload your email list toFacebook and say, go find exact
people like on this email list,go find people like them.

(56:02):
Right?
You could, if you have over athousand digital course sales,
you can upload your thousandbest purchases and tell
Facebook, now show my video thatI just created to all the people
like this who are my bestcustomers.
They've purchased my programs.
Now go find more like them.
And Facebook's intelligence isso freaking good.

(56:24):
I don't know how they do it, butthey do find what you want.
If you feed it the rightinformation, it does an
incredible job of figuringthings out and bringing you more
people as long as you pump itwith enough money to do its job.
If you're gonna do a$5 a daybudget, Facebook's system isn't
that smart yet.
It needs a lot of money and alot of data to be able to get

(56:46):
you more of your ideal customer.
But it works.
Like we spend so much money onthis and we love it.
It's like a cash machine for us.
The the next campaign we could,I'll just quickly mention it,
but this depends on what you'reselling.
We sell a digital course, andwhen we sell it, it's only open
for 10 days.
You only have 10 days to buy ourcourse.

(57:07):
So we like to produce one morebonus video similar to the walk
and talk I just shared aboutsame principles, but it's to
just announce that the doors tothe main thing that you can buy
is open.
Because when you do campaign oneand two, right, you get hundreds
of thousands of views and newpeople entering your sphere.

(57:28):
So then you want to not onlyinvite them to that freebie that
we've done in the first twocampaigns, but then you also
want to just mention to them,which are now your warm
audience, you also want to justmention, by the way, you have a
program that's open and there'ssome scarcity, it's not going to
be open forever.
So that's what this specialcampaign three is.
It's it's a hey, doors are open,get in before they close, right?

(57:51):
Uh, and then finally, I love todo this bonus campaign, which
has worked so great and broughtus so much sales.
I love to run testimonial reels.
So for any business owner that'sbeen collecting testimonials
over the years, put them into atwo-minute, three-minute video
of just as some nice reels withsome nice music and make it look

(58:12):
good, and run that to all of theaudiences that have been in your
world for the last 10 days sinceyou've been running these
campaigns.
So you want to run that to youraudiences as well.
And that brings them to your,your, your program and and helps
you make more sales.
Just kind of everybody that'sbeen going through your ads,
going through your freebies, uh,you know, learning about you,

(58:35):
visiting your sales pages.
It's just that final push.
You hit them all with thetestimonials and it gives them
that final push to buy yourstuff.
It's great.
So that's what I call brilliantcampaign structure.
It's it's not for everyone.
You don't have to do this, but Ihope it kind of opens your mind
to like what's possible beyondwhat we talked about today.

Yeah, this sounds like a really great um
next step once you getcomfortable with it.
And after you feel like you're,you know, doing a decent job,
and sounds like a great way toreally promote your signature
offer, whether that's a courseor whatnot.
It sounds like a great way towrap up your signature offer.
And I feel like the um the lasttwo parts of your campaign are

(59:18):
like putting a pretty bow on theend of your campaign.
They're just kind of neateningit up and just tightening it and
making making it all worktogether and happen.

SPEAKER_00 (59:26):
Um exactly, exactly.
Yeah, all the heads.
And I love how there's yeah,yeah.

And I love how there's so little extra
resources you're really buildingin there.
You're just setting up thedifferent campaigns for the
different audiences.
You're not really building muchmore content um really to do it
right.

SPEAKER_00 (59:42):
It kind of builds up on itself, right?
These campaigns are designed tolike build, like bring people in
from these different worlds, uh,nurture them.
And then the wrapping on the endis like push them over the edge,
get the thing, right?
It's just this, and that's why Icall it um an overarching
strategy.
It's like a game plan, and it itjust works so well when you do

(01:00:03):
it this way.
But it at the highest level, youcan see that there's a little
bit more to it than just hittingrecord and then running it out
to cold audiences.
There's a little bit more.
If you want to really get areturn on your dollar, you got
to do some more magic with it.
But most people will find umthey want to get leads, they
just go ahead and they run thatfirst thing that we talked about

(01:00:24):
today.
And you're gonna bring peopleinto your world.
And I think that's the biggestbottleneck for most businesses
and course creators and peoplethat want to grow.
And even with clients I workwith, I have to keep reminding
them.
I'm like, the bottleneck is wedon't have enough eyeballs on us
yet.
The world is so big, and we'veonly touched on a sliver of a
lake.

(01:00:44):
Like, this is the secret togetting more attention, and and
then hopefully through moreattention attention, everything
else that you have in place isdialed in, and people know,
like, and trust you, and thenthey move into your programs,
right?

Carrie Saunders (01:00:58):
Right, right.
It all makes sense and all kindof circles back and goes
together.
So, Leo, what are there anyfinal thoughts you'd like to
give to us before we wrap uptoday?
On next steps, or like, youknow, somebody's like, Oh, I
really want to do it, but I'm alittle scared.
What what what's the littlefinal bow we want to put on our
conversation here as to theencouragement and just getting

(01:01:20):
them to try it?

SPEAKER_00 (01:01:22):
Yeah.
So I want to I want to sharethis message with the world.
Um, all one million of yourlisteners right now that are
tuned in, I want to tell them.
You are obliged to obliged, itmight not be the right word, but
it's it's your responsibility toshow up and help people.

(01:01:44):
Whether you get paid for it ornot, hopefully you do.
The the whole purpose behind allof this is to show up and help
impact people's lives.
It's why we do what we do, it'swhy we are in the fields that
we're in, is for impact.
And we all have a responsibilityto serve our clients and future

(01:02:04):
clients because we all have someexpertise or some knowledge that
can change somebody's life.
And we often forget that whenwe're in the thick of it, right?
We're like, oh yeah, this isnormal, but it's not.
A lot of people are struggling,a lot of people need help.
And I just want to share themessage that you have the
ability to change the lives ofmillions of people.

(01:02:26):
And maybe 90% of people won'tbuy from you, maybe 99% of
people won't buy from you, butthat's not the point.
The point is that you putyourself out there, you show up,
and you share your expertisewith the world to help transform
lives and make the world abetter place.
So that's my philosophy.
And I hope I can pass that alongto anyone listening or watching

(01:02:47):
this video, that you show up andyou serve.
And that is the intention behindthese ads and any content that
you create.
It's it's easy to get lost intothe profit and the return on
investment.
But as long as you have theattitude that I'm here, I'm
gonna hit record and I'm gonnashare a message to help someone,
even if no one buys, if oneperson hears this message and

(01:03:09):
their life changed for thebetter, then it's a successful
ad or successful content.
If I can pass and rem, I don'twant to pass that knowledge on
to you.
I just want to remind you of itbecause it's why you started in
the first place.
So think about advertising as away to do that at scale.
And if you carry that with you,I think in time you're gonna see

(01:03:30):
all kinds of success, whetherit's monetary success or just
making lives better around youand having an impact.
I think that's the message Iwant to pass along.

I think that is a perfect reminder.
And as a business owner for over23 years, it's something I still
need to be reminded of everysingle day because we're here to
make a difference and to helpothers.
And many times that's throughour business, we get paid for
it, and sometimes we don't getpaid for it, but we're still
helping others.
I think that's a very perfectreminder.
Thank you, Leo.

SPEAKER_00 (01:04:00):
And a great way to avoid burnout.
That's the secret.

Yes, no doubt.
Yeah, because when you have yourfocus on the right thing, you
have the purpose behind it andyou you you get less burnout
because you're reminded as towhy you're doing this.

SPEAKER_00 (01:04:13):
Yeah, yeah, absolutely.
So, um, one thing, Carrie, Iwanted to leave everybody with
if it's okay with you, is alittle gift.
Um, I'm obviously going to sharethese slides.
I'm gonna email right afterthis, I'm gonna email it to you.
You can use whatever you want,share it however you want.
Um, I'm not gatekeepinganything.
And I want to give anyone who'slistening to this a freebie.

(01:04:34):
If uh you send me a directmessage on Instagram, my handle
is at 1000 Life Lessons, thenumber 1000 Life Lessons.
If you shoot me a DM onInstagram and you let me know
that you heard me on thispodcast, I will send you a link
to my calendar so you could booka free strategy session with me

(01:04:55):
where I can review what you'vedone listening to this podcast.
So if you're in the stage ofwriting your script and you need
a pair of eyes on it, I'm happyto jump on a 30 to 60 minute
call with you.
Um I'm not gonna sell youanything, I'm not gonna do
anything.
That's just a gift.
And we can go through yourstrategy to see if there's
anything I can recommend toimprove it.
Um, if you've already hit recordand you filmed it and you just

(01:05:17):
want somebody to real-time watchit with you and give you
feedback, I am giving that giftto uh everybody that's
listening.
And hopefully it's not a millionpeople listening because then my
calendar will be completelyfull.
Uh, and maybe I'll say I'll givethat spot to the first 10 people
that reach out to me so thatit's not a forever thing and I'm
like flying to like Mexico andgetting all these bookings in my

(01:05:40):
calendar.
So the first 10 people thatlisten to this that want that,
just DM me on Instagram and I'dbe happy to jump on a call with
you and and take thisconversation a bit further and
help you out with your first ad.

That is so generous of you, Leo.
I think that those listening,please jump in on this.
I've talked to Leo before ourpodcast interview.
He's very genuine and he is hereto help so many people.
So thank you so much, Leo.
And what is the best, besidesInstagram, way to get a hold of
you?
Is there we'll put all yoursocial media links in our show
notes, but is there anythingelse you want to call out?

(01:06:13):
Is a good way to get a hold ofyou if somebody's not an
Instagrammer?

SPEAKER_00 (01:06:16):
Yeah, great thing.
I almost forgot.
The best way to get in touchwith me is just through personal
email.
I'm just a very real one-on-onepersonal person.
And one of my philosophies is ina world that's trying to scale
to millions, I'm trying to godeeper on one-on-ones and build
meaningful relationships.
So just send me an email if youhave any questions or thoughts

(01:06:37):
or comments.
Uh, my email is Leo atneweramedia.ca, and it'll all be
linked in the notes below.

Thank you so much, Leo.
It's been such a pleasurelistening to how you approach
Facebook ads.
And I am you're gonna you'regonna be seeing me do some of
those reels first before I jumpinto the ads.
I'm actually really excited tostart doing that.
I feel like it's going to be funand I'm going to feel like I'll
be connecting to my audiencebetter than just, you know, word

(01:07:06):
posts on Facebook and LinkedInand things like that.
So thank you so much, Leo, forbeing on our show today.

SPEAKER_00 (01:07:12):
Yeah, and thank you for having me.
And take advantage of one ofthose 10 spots.
Once you start producing that,and you're like, if you want to
pair eyes on it, I'm all yoursto help guide you a little bit
with it.
So thank you for having me.
And I hope uh uh tons of peoplelisten and you have massive
success.
And I'll see you when I see you.
Thanks so much.

Thanks so much, Leo.
So good, right?
I love how Leo has simplifiedsomething that often feels out
of reach so for for so manyentrepreneurs, and it's felt out
of reach for myself as well,even though I've taken an ads
course and I understand how touse the technology behind ads.
But if you've been hesitating torun Facebook ads or don't even
know where to start, thisepisode is your permission slip

(01:07:52):
to keep it simple and to evenpractice it on reels if you're
not ready for ads yet.
Try Leo's suggestion.
Test your hooks and messagingwith those reels before you ever
run a campaign, before you everspend a dollar.
And when you're ready, you'llhave the clarity you need to run
ads at work.
And if you want more tips onbuilding a smarter online
business, make sure you'vejoined our newsletter at

(01:08:14):
Smarteronline Business.comforward slash newsletter, or
join our free Facebook group atSmarterOnline Business dot com
forward slash Facebook.
Thanks for listening and I willsee you next week.

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