Right About Now - Legendary Business Advice - DIY Facebook Ad Strategies For 2025 Dominate Any Market with Stephen Johnson & Stephen Blackburn

Episode Date: October 22, 2024

Right About Now with Ryan AlfordJoin media personality and marketing expert Ryan Alford as he dives into dynamic conversations with top entrepreneurs, marketers, and influencers. "Right About Now" brings you actionable insights on business, marketing, and personal branding, helping you stay ahead in today's fast-paced digital world. Whether it's exploring how character and charisma can make millions or unveiling the strategies behind viral success, Ryan delivers a fresh perspective with every episode. Perfect for anyone looking to elevate their business game and unlock their full potential.Right About Now NewsletterFree Podcast Monetization CourseJoin The NetworkFollow Us On InstagramSubscribe To Our Youtube ChannelVibe Science MediaSUMMARYIn this episode of Right About Now, host Ryan Alford sits down with Stephen Blackburn and Stephen Johnson from Rich From Anywhere to discuss cutting-edge marketing strategies. The conversation covers the evolution of social media marketing, with a focus on the growing power of Facebook ads. They highlight the critical importance of understanding key metrics like customer acquisition costs (CAC) and lifetime value (LTV). Blackburn and Johnson also share their journey from the music industry to marketing, underscoring the necessity of a strong lead generation strategy that goes beyond word-of-mouth. They explore Facebook's sophisticated algorithm, emphasizing the shift from narrow targeting to the power of compelling messaging. Throughout, they advocate for a comprehensive, long-term approach to building lasting customer relationships.TAKEAWAYS Effective marketing strategies in today's business landscape The evolution of social media marketing, particularly Facebook ads The importance of adapting marketing approaches to changing market conditions Insights on customer acquisition costs and lifetime value Transitioning from a background in music to a career in marketing The sophistication of Facebook's advertising algorithm and its data utilization Differences between various advertising platforms (e.g., Facebook, TikTok, Google Ads) The significance of understanding and connecting with the target audience The role of emotional appeals in influencing customer buying decisions The need for a holistic approach to marketing focused on long-term customer relationships If you enjoyed this episode and want to learn more, join Ryan’s newsletter https://ryanalford.com/newsletter/ to get Ferrari level advice daily for FREE.  Learn how to build a 7 figure business from your personal brand by signing up for a FREE introduction to personal branding https://ryanalford.com/personalbranding.  Learn more by visiting our website at www.ryanisright.comSubscribe to our YouTube channel  www.youtube.com/@RightAboutNowwithRyanAlford. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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we never share this strategy on a podcast. We've actually never done this before. This is right about now with Ryan Alford, a Radcast Network production. We are the number one business show on the planet with over one million downloads a month. Taking the BS out of business for over six years and over 400 episodes. You ready to start snapping next and count. Fashion checks? Well, it starts right about now. What's up, guys? Welcome to Right About Now. We're always getting right. And we're always about what works now. Well, you know, that's why we're here today. We got Stephen and Stephen. We're rich from anywhere.

What's up, brothers? Come on, bro. Come on. What's go, Ryan? Hey, let's get it. Thanks for that. Of course, man. Glad to have some marketers on the show. We're always talking business. Always getting down to business one or another. But good to have some fellow marketers in the FLA. What's what's cooking down in Florida? Man, we just had, we just had Hurricane Milton out here. Hurricane Milton causing destruction and losing power and stuff like that, man. But, you know, it's part of the cost of living in Florida. You know, you got to do it.

There's always ways to flip it, though. Like one of our clients is actually a auto glass shop, auto glass repair shop, right? So we're always finding a way, hey, look. look, we just had the hurricane. This is the perfect time of running campaign. Everybody's glasses of shattered out here. Yeah. Yeah.

I see that. And then if you're depressed, you just go get some crumbled cookies. Hey, you got to tell them. Get, you know, drown your sorrows and some crumbled cookies. That's it. Hey, there's always a reason to market. Well, you go high or low, you know, if the market's bad, you got to double down because everybody else is saving money.

You know, the market's good. You got to go hard because you got to compete. Yeah, or if you're doing well, you know, that's the hardest thing is convincing clients that are doing good that they could do great, you know, with better or more marketing. I don't know about you guys. I'm running into that a lot. There's always an angle, you know, there's always an angle when it comes to marketing. And that's why, like, we love marketing is because regardless of the tension or the situation going on in the world, there's always an angle, whether it's good or. bad. And if you're good at that stuff, you can thrive in your business, regardless of what it

is that you sell. Yeah. And I love, we love working with businesses who already have a lot of momentum and a lot of word of mouth and stuff. But I try to get out of people to understand that. Word of mouth is not a marketing strategy, right? Word of mouth is the cherry on top, right? That's the whipped cream. Because the problem is, like, if you're relying on other people's mouths, like, well, when other people's mouth stop working, your business stops working, right? And So you need the word of mouth. It's amazing, right? But you always need to have a lead generation source that you can control, right,

so that you can have the leads and the sales coming on tap, right? And then let the word of mouth be that whipped cream on top, bro. You know what I mean? So we deal with a lot of really, really successful people who have that organic traffic coming in. But any time we can throw in some paid ad strategies behind it, it turns into a bonfire. Oh, yeah. It always works, from our experience, it always works better.

Like, we get excited. Like, if we get a client or a coach that's already doing really well, for instance, Myron, right, Myron Golden, if we have someone who's already doing well and has data already and they haven't tapped into the marketing yet, man, it goes crazy, crazy, crazy. Yeah, yeah. It's hard to put lipstick on a pig. Let's just call a spade of spade. You know, like marketing.

I mean, you can sometimes you amplify, you know, a bad business. All you're doing is causing grief because they're not ready to handle it or it's a bad. I mean, it's just hard. Like, and I, we had to have this discussion sometimes. I mean, I'm not somebody that's going to tell you business bad, but like, dude, there's no differentiation here. Or you don't have something that we can light a fire under, you know. Typically, you think about it. I always use the music in my producer, Sawyer Rice has a cool ass band.

And so he'll get this. But like, if you sing good or you play good guitar, you want an amplifier to make it louder. But you know what? If you sing like shit, you don't want to amplify that. You know what's funny, bro. You're speaking about music. We used to be music artists as well. You got to look like, you know, if rich from anywhere don't work out, I could see Stephen and Stephen, you know, doing something.

You know, y'all got the look. One thousand percent. That was our life for a long time. bro. Bro, real long time. So you are singers? Yeah, yeah, yeah. So we actually used to be music artist a long time ago.

So I'm a recording engineer. We rap, we sing. We and like, you know, hey, look, we did it for a long time. I've been writing lyrics since I was like 12 years old. So like the transition into marketing and writing ad copy was a very easy transition. Right? Because when you're writing lyrics and writing songs, you're training your brain to speak to the emotions and to pull that emotion out of people.

And it's really not too much different when you're selling something on a sales page, right? You have to hit people in their fields and bring out the emotions because people buy with emotion and they justify with logic later. So that was kind of an easy transition for us, man. But yeah, we did music for a long time. But the problem is, but we were just broke, bro. We were your typical broke music artists out here just struggling, working jobs we hated. You know, couldn't take care of our family, the whole nine. But you know what, man, like one thing that I do appreciate about,

about the music industry. Because, I mean, we were deep in the industry. We worked with Grammy Award winner, song, right? Like, we were in there. But one thing I really appreciate is the fact that we didn't achieve that success that we wanted because what that instilled in us was a hunger and a desire to learn how to market more effectively, right? Because if nobody knows who you are, you could be the greatest thing in the world.

You could be the greatest thing since sliced bread. But if no one knows that you're amazing, then it doesn't really matter. And we took that to heart. So what we decided to do... I'm glad you had that perspective. It pissed me off. It for real gave me the hunger.

Because you got to think about it. Like, if you're a grinding artist, the one thing you need to work on is your marketing, right? And that's one thing that we did a lot, a lot. But to his point, we didn't really make any money. So we transitioned to e-commerce. And we created this e-commerce brand. And you know how it is Shopify.

You go on YouTube and you look at these successful Shopify stores and they're like, oh, I make 100K a month. And you're like, oh, I can do it too. That's easy. And then you just follow these YouTube videos and try to learn ads on your own. And it ends up not working and you spend all this money. That's our story. Spent all this money, didn't work, finally hired a coach to teach us. And in seven months, we went from zero to $209,000.

And that's not a lot of money in the grand scheme of things. but for cats that was super broke, working two jobs, couldn't afford to pay rent, that's a lot of money. At the time, it was. Yeah, yeah, yeah, yeah.

Yeah. Yeah. Yeah. So, you know, from that point, we ended up selling the brand. We packaged up the assets, sold the brand, but we learned marketing.

Like, we learned how to do it because we were in the trenches doing it on our own. And from there, we started acquiring other clients and doing it for them. But, segueing it back to music, we realized how,

how amazing ads were. So we infused it into our music. And we actually sold out a few shows in Atlanta, Georgia, because of Facebook ads. And when we did that, that's when we looked at each other. And we were like, yo, bro, like, if we could do this for like our music, we could literally do this for any brand, any, any situation out there. So that was really like that real light bulb moment that told us, yo, we could do this for anybody.

Rich from anywhere. Stephen and Stephen. That's where it all came from, man. Yeah. And we came up with that. name where we were in a really crappy apartment with like roach problems and ant problems. Right. So like we were, we were definitely, uh, you know, projecting that into our future. Like, because it wasn't, we weren't, we were broke from Atlanta, Georgia. That's where we were.

But we were trying to be rich from anywhere. Yeah. I know. I'd rather be rich from anywhere than broke in Atlanta. I'm only two hours from Atlanta. Well, I'm Atlanta. I like to have some money. Yes, sir. You got it. I was like, I lived in Manhattan, and I had some money, and that was fun. Oh, my goodness. But I wouldn't want to be there at broke. I had a lot of employees that were like earlier in their career.

I'm like, damn, I would not want to be suffering here in New York. Like, damn. I mean, it's like, you got so much to do, but if you ain't got no money, it's like, damn, what's you going to do? There's nothing you can do. You can't do anything. I know. Nope. And that's kind of how it was for us, man.

But no, go ahead. I mean, I've been in the game a while. And it's been interesting watching sort of the face. Facebook and the social media spectrum change and grow. I feel like, and you guys obviously are in it day to day. So I look forward. We'll get into some real tactical stuff here. But like it was like 2010, 2011, you could throw $5 at Facebook and make 500.

You know, like it was like, it was crazy. And then I feel like we've gone through this nuance with social media, whether organic or paid. You have definitely the organic, you know, train ended a long time ago. But for a lot of things, I mean, you can get viral and all, but I don't know, let's not play that game. You know, you show me a marketing guy to tell you to go viral. I'll go tell you somebody you need to run from. And I'm not saying you can't do it. I've had clients do it, but I don't sell that shit.

It's like, no, it's so long. That's not the aim. But it's interesting, like, I'm curious, you know, you guys have kind of gotten in, I think, towards the, you've had to really work for it to figure out what works because it wasn't 2011 when you guys started doing this when it was just oh anybody could throw it now it's gotten what i would call like real marketing you got to really play the game of earning how to get in front of people the right audience targeting all that stuff i mean what yes what's been you're just you know before we get to the absolute nitty gritty just a general perspective of social media marketing the last few years Man. Well, yeah, so like when we first started, 2016 is when we really started like really getting serious about Facebook ads. And yeah, that was when your CPMs were really low. You know, you were just reaching got a bunch of bang for your buck. And so it was a lot easier, but you still needed strategy because like when we first started our first e-commerce store, he told you we went from zero to $209,000 in about seven months. But what he kind of brushed over was we spent three months and $5,000 of our own money trying to, figure out what worked even back then so it's not necessarily about time it's about strategy because when we hired that that coach to come in and look at our stuff i'll never forget that in my entire life because this guy came in he looked at our ad account and he was like dude no wonder you guys aren't making any

money like y'all are doing everything wrong like you're not targeting right you're not using that right at words this and that so we switched up our strategy ran the new ad and we made a sale within seven hours of the ad launching so that right there was the switch for me was like you know what? It's not about just working hard at things and just time, time, time. It's about doing things the right way. Right. So now it's really not too much different in today's age. You still got to have the right strategy. The thing is, though, the thing that has really changed a lot from my perspective is that the algorithm has changed a lot and the algorithm has gotten a lot smarter, right? I mean, bro, it has gotten ridiculously smart. Like, I don't know, I don't even

think people even know how powerful the Facebook ads algorithm really is. Like, that's why we're so gung-ho about Facebook and Instagram ads, because it has the best ads platform by far. And the reason why that is is because it has more data on its users than any other platform, like literally by a long shot, right? For the people who don't know, Facebook has 52,000 data, data points on every single profile on Facebook, right? So that means Facebook has 52,000 data points. They know 52,000 things about every single person, right? And I always say this, but like I couldn't even name you 52 things about myself.

Like it would take me all damn day. And Facebook's out here like knowing 52,000 things. And Facebook on average has about 10 years worth of history on each profile. Right. So that means like like imagine if someone was just like, stalking someone for 10 years straight 24-7. Like you gave up your entire life to just stalk this one person for 10 years. You think you would know a lot about that person, right?

Facebook knows everything about you, right? And so there's some things about, like, and I'll even enlighten your audience if you want, man, like some of these things that Facebook knows about you. Have you ever heard of shadow profiles? So for those of you who don't know what a shadow profile is, when you sign up for Facebook on your phone and all this kind of stuff, Facebook is actually pulling in your contacts inside of Facebook too, right? And it's gathering all your data from your contacts.

And what it's doing is it's creating shadow profiles on the back end of Facebook. These are not publicly seen Facebook profiles, but they are, but they're shadow profiles on the back end. And the reason why Facebook is doing is because Facebook doesn't just want to know information about you. Facebook wants to know information about your entire network and how your network influences your behaviors and your thoughts and your actions so that it can target you with the right ads. So there's people who come to us and are like, oh, I'm not on Facebook. So they ain't got my data. I'm like, bro, you got another thing coming.

They know about you. Yes, they do. So you know what though, bro? Like, and this speaks to the power of Facebook. Everything that you're saying right now speaks to the power of Facebook because, you know, we come across people and business owners who feel like, oh, I tried Facebook ads once and they didn't work for me. So it doesn't work, right?

If I've heard that once, I heard it 10,000 times. You already know, bro. So it's like, but what people don't understand is that you have to take into account the cost to acquire a customer. Because a lot of times these people will run these top of funnel ads and they'll stop right there. And they'll say, oh, Facebook ads doesn't work, right? But you got to understand that in the Facebook ads game, and especially in e-commerce, about 97% of the people that visit your website the first time aren't going to buy from you anyway. So a lot of times people get discouraged by that and they're like, oh, ads don't work. So they don't go deeper, right? Once you

continue to go deeper and you begin doing the retargeting and messaging that way, right, it changes the game. But a lot of times someone might be like, well, I ran ads one time and I spent $200 and I got three customers. So I didn't get a positive ROI out of that, right? But you have to understand that it's not just Facebook ads, right? You have to make sure that you have a certain type of product offering that's going to actually get these people to buy from you over and over and over again, right? Because if I spent $100 to acquire a customer and they spent $20 on a product from me, yes, I'm in the whole initially. But if I have bundle offers on the back end that get them to buy as well, now all of a sudden I'm decreasing the negative ROI. And eventually what's going to happen is if you

continue to market via text and email marketing and have your automation set up the right way, over time, they're going to continue to buy from you. And now that ROI is going to turn positive. So it's a holistic approach that people need to take. I love Facebook, and Facebook is amazing because what it does is it introduces new people to your brand. And as long as you can get them into your ecosystem, if you have good products and services and your marketing correctly, you can make a fortune doing it. And Ryan, you know this, man. Like, At the end of the day, amateurs, they always focus on the front end results, right? And professionals, they're focused on the back end results.

And you've always heard the term, like, the company that's willing to spend the most to acquire a customer wins. Because they understand, like, look, when I run these ads, yeah, even if your cost per acquisition is a little bit higher than you want it to be, if you got stuff on the back end and you can make that a loyal customer, that's where the money is back here. So shift your focus and understand that Facebook is a customer acquisition tool, right? It's an awareness tool. Use it for what it's supposed to be used for. And then make sure that you have a business model that supports and makes everything work, right? So if Facebook ads don't work for you, I would say it might not be Facebook.

It might be your business model that's not working. So you got to look at it that way. And because Facebook gives you all the tools, man, the algorithm, going back to some of the things that it does, It even tracks your movement pattern. So, like, your phones have sensors inside of them. And Facebook's inside of your phone. And it can detect your movement patterns. So if, like, for instance, if Ryan, you know, he likes to go off and take a walk at

at 7 o'clock in the morning and he's got his phone with him. Well, his phone can track those movements. And Facebook can detect those patterns throughout the day. And it starts to realize, okay, Ryan likes to walk at 7 in the morning. He likes to work out at 11 o'clock in the morning. And he's stationary at about 2 o'clock. Okay. So let me run out.

to Ryan at 2 o'clock because that's when he's stationary looking at his phone, right? So like the Facebook algorithm, it goes way deeper than people think. And you just got to let Facebook do its thing. I think that's the difference between how it was in 2016 and how it is today. The Facebook algorithm is way smarter. And it's less about targeting now, right? Because I don't know if you remember, like 2016-ish, like you were, there was all these targeting strategies where you had multiple boxes and you were narrowing.

narrowing things down. It was all intense. Nowadays, dude, the Facebook algorithm is so smart. You don't even need to do that anymore. What you need to focus on now is messaging, right? We always say messaging is the new targeting. So get really, really good at understanding your client, understanding their pain points speaking to your avatar and let the algorithm find your

person, right? It's not about targeting. It's more, it's more about messaging, you know, and creative. I think back to sort of like the business as a whole. you know, working or not working. I mean, so many companies, I mean, even like multi-million dollar companies haven't spent the time like even looking like what's the lifetime value of a customer? Like how, like what, you know, if you sell monthly services, it's one thing, like you said,

if it's $50,00 acquire that customer. But if you sell them something monthly or they get into your CRM and they're now a customer, lifetime value. And so like sometimes, you know, you'll be talking with some clients that, you know, totally get it. Then some clients don't, you know, like, what's LTV? Like, I'm like, come on, man. Like, you know, like, we got to back up here, man.

We got to do some business strategy. Then we'll do some marketing strategy. Like, because, you know, what you got to know what it costs to acquire a customer. You need to know what your average lifetime value is. And then you can back your way into what you can afford to pay, you know, to acquire that customer. Exactly. Yeah.

And so that's a business discussion. Hey, everyone, Ryan Alford here. We all know that everything is too expensive these days, especially groceries. As a father of five, I know. Man, this boy's about to eat me out of the house. It feels like we're constantly stretching our paychecks thinner and thinner. But don't worry, I've partnered up with Paycheckology to help everyone spend less.

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I am curious. I got several questions on on Facebook specifically. It's just so hard. It's so hard. So hard again. No, I still call on Facebook. I still call it.

But I'll come back to why I brought that up. But I take it, you know, you guys have done this long enough. You're spending enough money. You guys are, you know, gurus now. And you've obviously evaluated other platforms to try to do the same thing. I mean, have you guys dabbled in, you know, TikTok or Google ads or programmatic, you know, native type stuff like display? I mean, is it just you always come back to Facebook or, you know, what's your been your perspective on other platforms? Yeah, man.

So we dabbled. So we've dabbled into Google ads, YouTube ads, TikTok ads. We've dabbled into those programmatic we haven't dabbled into at all, really. But with our experience with TikTok ads, TikTok ads are great for like lead generation and acquiring more potential customers quicker. It's also great for CPM. Like if you want a really low CPM, go to TikTok because there's less competition over there. So it's going to cost you way less to get the eyeballs on your brand. One of the things that I noticed with TikTok is, and this is from our experience, the quality of,

of customer for us isn't as great as it is with a Facebook platform, right? And TikTok's kind of new. You know, a lot of kids are on TikTok and stuff like that. So TikTok is a great way to acquire leads and to make money depending on the cost of your product or service, right? I know people who are selling like $250 coaching programs and they're doing great on TikTok because that's kind of like that audience. Right.

And that's the thing too is it goes back to, again, the business discussion of knowing your audience, knowing what it is that you're selling. right so if you're the e-commerce brand selling a $20 product hey TikTok will go crazy for you right it'll smash for you but you know i know you have a lot of high-level entrepreneurs watching this podcast you know if you're selling 5,000 10,000 50,000 programs TikTok might not be the best place for you to advertise because you're going to get a lot of tire kickers coming in and then the other thing about the TikTok algorithm you got to understand is just that TikTok's just not as old of a platform so it just doesn't have as much data on its users so therefore

the algorithm just isn't as smart as Facebook. And again, if we're going to put our marketing dollars somewhere, don't we want to put it where it's best used, right? Don't we want to use the best platform? And I'm not saying that TikTok's not great. It is, but it ain't as powerful as Facebook. And then you have Google, which obviously Google is great because it's search-based. So if people are searching for certain keywords,

then they're going to look for you and they're going to find you, right? And so, but the thing is, that's great, but you also have to understand that sometimes people, they know what their problem is, so they go off and they search for their problem. But sometimes people have problems that they don't know what the solution is. So how are they going to search for something

that they don't know exists? So you have to have a blend of both where it's like, hey, if you got people who are looking for you, great, do some Google ads. Although Google ads for us always tend to be a little bit more expensive. All right, so that's another reason why we tend to favor with Facebook,

but Facebook is more interruption marketing. So Facebook's going to interrupt people with a solution that they didn't even know existed. And I'm sure it's happened to you. It's happened to me all the time where literally like I have a shoulder issue right now. Like I was working out in my shoulder. I tweaked it. Right.

And somehow Facebook knows that I tweaked my shoulder in the gym. You probably can't write in a search somewhere for a lot or it's watching me in the garage like work out. And he's like, oh, tweak the shoulder. But then so next thing I know, I'm getting hit with these red light therapy products. Yeah, me too, bro. Like literally every day.

But here's the thing, though. Here's the thing. I didn't know red light therapy was a solution to that problem. Yeah. So therefore, I'm over here wondering how I can fix my shoulder issue. And so Facebook ads is a way for you to interrupt people with the solution that they, that they're looking for, that they don't know existed.

So it's just another perspective, man. And that's why we choose Facebook over those at the platform. Now, I will say TikTok, we run TikTok ads as well, and it's good for certain things. But if you want to find, like, quality people from our experience, Facebook ads is where it's at. And for the high level entrepreneurs listening, if I were to suggest a place to start with your ads journey, if you're really trying to acquire more higher ticket customers or higher ticket clients, I would definitely start with Facebook first because it's very easy to use too. Facebook ads are not difficult.

They're very easy to use. And now with Facebook and AI, it makes everything so much easier to the point where people aren't even targeting anymore. People are literally not putting in targets when they're running ads. They're not telling Facebook what type of people they're trying to target. They're literally just focused on the messaging, getting their messaging right, speaking to a particular customer, a specific customer, and they're running ads like that and they're still doing well.

So Facebook is where it's that, man. Talking with Stephen Johnson and Stephen Blackburn. Rich from anywhere. Rich RFA. Rich from anywhere. RFA. I like it. I like academics.

You know, RF. Team RFA. The most successful companies have that three, that three word acronyms. Hey, power of threes. That's a market. That's it. It's kind of like, you know, even in the Bible. The Father, the Son, and the Holy Spirit.

You know, they knew. They're the first. Come on, boy. So, come on. Right about now. It ain't accidental, buddy. Come on, man. You know what?

One of my marketing, I have like a mentor. You know, I like to say I'm a mentor, you know, but I do have one mentor's name's Christopher Lockhead. He said, he who owns the problem becomes the solution. So you flame the problem. He who owns the problem becomes the solution. So you don't have to. 100.

You know, we can talk about brand and all your features all day, but you got to talk about the customer's problem and own the problem so that you become the solution. Because that's big. Yeah. So that's really big, bro. Yeah, because I mean, then they like people, I think a lot of people struggle with selling products. And they do that because of the thing that you just said, right? They're out here trying to sell their products.

They don't understand that. People don't care about their products. Like listen to me right now. guys, everybody listening, no one cares about your product. No one cares about your service either, right? You think anyone comes to us and they care about Facebook ads or they care about like our logo and what our, no one cares at all.

The only thing they care about is can you help me get more customers? Yes or no. Can you help me streamline my business and automate it more so I'm not pulling my hair out every single day, right? Can you help me with those problems? And so like the whole thing about, you know, sell the whole not the drill. And the too many people are out here selling the drill, selling the drill, and the wonder why no one's buying their stuff, well, they don't want the drill. The only thing

they care about is the hole that the drill produces. So understand that that is and then, and sell that instead. Yeah. And everything will change. Stop worrying about yourself and how cool you are and how you look and how amazing this product is and all the little trinkets that it has and all of that stuff and start focusing on why these people actually want that product and add that to your messaging. You got to tie them in emotionally. It's funny. we both recently bought new homes and I was dead set on a price, right? I told my wife, I was like, yeah, we're not going above this price for the house. I don't care what this lady says when we go in here.

I am not spending more than this, right? And I told her that I get in there and she's trying to get me to do an add on and add some brick to the front and get a lake view. And I would like, literally, before I can went in there, I'm like, I'm not doing this, babe. I'm telling you right now, no, right? And she comes in and she's like, well, you know, it's going to look so nice on the lake when you can watch your kids just play on the lake and, you know, it's going to be all nice and breezy. And then when you walk up to the front of the house,

that's such a homey vibe, she literally didn't even talk about the feature of just having the lake view. She talked about the emotions that I would have by acquiring that thing. And guess what I did? I bought it. I went above my price just because she got me a, emotionally tied to the product or to to to to to the product and service right so yeah it's true so be careful like by the way this stuff be careful like who you share this insight with right you start

sharing this insight on how to sell with your wife or with your husband like they're going to start selling you on stuff happy wife happy life I think Stephen yeah Stephen got that right I know that one real I wrote the book on how to fuck it up and how to get it right. Both editions. Editions one, everything not to do. Edition two, how to get it right. Oh, shit.

You ain't selling ads. You're selling 12 more rounds of golf this year because you ain't got to fuck with ads because you get it right. You know, like you're selling the benefit. You know, more birdies, less business. One thousand percent, right? We're selling, you know, take out.

take out the stress of like having to like, you know, rely on agencies that a lot of them don't care about your success. Now, not all agencies. There are some boutique agencies out there that do amazing results and get, Ryan got a good agency. Ryan got a pop and agency. But I'm telling you right now, like we've heard thousands of horror stories of people hiring agencies that didn't get them results, wasted their money. And then they put them on a six month retainer, a contract. And then they left six months. And they got no results. They spent. spent, you know, 40, 50 grand, got nothing. And then the problem with all that is, because we have no problem investing 40,000, 50,000 into our business. We do stuff like that all the time.

The problem is when you spend 40,000, 50,000, and you still don't know what the hell you're doing. Right. That's not an investment. That was just a waste of money. So all that could have been saved by just being educated on how ads work. Know what questions to ask your agency when you're thinking about hiring them, right? And so that you know that they're legit. And so that you know that they can't pull the wool over your eyes. And even if you do hire that agency, well, now if you're educated, you can go into their ad account

and look at the strategies they're using and kind of keep a thumb on the pulse at least, right? Because if you don't do that, you're just asking to get taken advantage of. Yeah, it's a flat line. Like, I can't tell you how many people come to us from the agency world, right? And they've hired a bad agency.

And what happens is just like you said, they hire them for six months. They spend all this money. Business stops working. They decide to empower them. themselves and they're like, yo, I'm going to fire my agency because my business is about to get popping again, right? So they get off this curve as they fire their agency and then the business literally tanks. And the business tanks simply because they weren't educated on the marketing

piece themselves. So they couldn't even replicate what the agency was doing anyway. So now they're in a very bad situation and that's typically when they come this way. So not saying don't hire an agency, but if you are going to hire an agency, educate yourself a little bit or learn this stuff first, right? Get some momentum going, make a little bit of money and then when the clients

and the influx of sales start coming in and it's too much for you, then go holler at Ryan and be like, yo, I can't handle this anymore. I want hands off and do it like that. And Ryan, Ryan, wouldn't you agree that it's better to work with an educated client? Oh, God.

Look, I'm going to jump in. I wish we only work with clients. at a certain level. I don't want. There's a lot of clients to hire agencies too early at the wrong time. I would, and my best clients are educated and like in marketing and know like enough because the ones that drag that cause the most work for us are less sophisticated

and don't really understand what we're doing. So we're answering someone a lot of questions, even if what we're doing is working right. You know, this just gets into there. But I'm a firm believer that you need to be at a certain level before we even hire. Like, we just don't even get in that camp because it's a lose, lose. I'm not in this for four-month customers, you know, like. Right.

And if I am and we have packages where I just, I'll hire me to consult with you for three months, you know, and I'll teach you, give you all the keys to the car. I'd rather do that with a smaller or medium-sized client than them hire us. Use all our resources, not get the results that they wanted because they don't spend enough or there's not nuanced enough or it's not, it's like we can't do enough. And so believe me, that's why I wanted to have you guys on the show because there's a lot of education needs to happen. And not every client should be working with an agency. And it's. Exactly.

Yes. 1,000%. And there's this assumption that you can, I don't know, hire your way to success. you know, with certain things, but it's just not the case when you're scaling and at a certain size. You've got to, and the tools now, and this is what I want to delve into with you guys, you know, some of the specifics of using the platforms and the AI and that kind of stuff. You know, the tools now aren't so, I don't know, this is, it, it can be overwhelming, but they're manageable.

And people need to learn how this stuff works at the very least, if not do it themselves. Yes. Well, everything that's worth learning has a learning curve. You know, so you got to understand that don't be afraid of a learning curve. That just means you're learning something that's worth learning. Right. And yes, of course, like Facebook ads and all these different things, they have a learning curve. But I'll tell you right, if you want to shorten that learning curve, get yourself a mentor, dude. Get yourself a coach.

Right. Don't be an idiot. Don't be out here like trying to do everything by yourself looking for free stuff. Like I think looking for free stuff is what keeps people. broke because looking for free stuff all the time is an is an is an energy yeah right and it's a it's an energy you're putting out into the world you're constantly looking for free free free while all you're doing is you're attracting people who also looking for free you wonder why you're broke yeah yeah that's good man stop looking for that instead look for the hack to because every successful person

knows that mentorship is the hack right it's not a secret like why would I try to like learn Facebook ads for 10, like, why would I try to spend 10 years of my life when I can just pay this guy a couple thousand dollars and he can just show me in a matter of weeks? Like one time, one of our mentors told me one time, look, if you want to really scale your business and be successful, never, ever, ever spend your time trying to save money. Always spend your money so you can save time. Because once you spend your time, you never get it back. It's gone forever. But when you spend your money, you can actually get it back and you can double it, triple it, 10x, 100, it, right? And so find yourself a coach, and it's not that hard is what we're,

ultimately what we're trying to say is when you have the right guidance and someone's showing you one, step one, step two, step three, right? And they're with you and showing you in a way that's like easy to understand. And that's what I think what us, I think what one of our superpowers is being able to take complex subjects and make them very like easy to understand, right? Because I believe a good coach is a condenser, right? coaches are condensers. Coaches are people who can take complex subjects and break them down so that a second grader can understand it, right, and not overcomplicated.

And then you walk away feeling empowered. You feel you have clarity. And when you have clarity in your business, that's where all the creativity gets sparked. And you get hopeful again and you get excited about your business. And when you have overwhelm and confusion, that's when you're just like, oh, the hell with this. I'm not doing any of this. Like, you know, you know what it is too. it's it's it's this uh this thing in our heads right i like to say too much thinking leads to your ship

sinking right and a lot of times if people don't have the guidance um or the roadmap laid out for them on on the next steps to do they get in their head and they start thinking to themselves oh well i i kind of want to do this but i kind of want to do that too or i started this and i think maybe i should go here next but there's all these other options here so i'm kind of confused i don't know what to do and then they just stay in that same exact spot, right? But here's the thing. Like, we like to model our business off of other successful businesses, right? Because if the multimillion-dollar, billion-dollar brands are doing it, then you need to do it, too.

So one of the biggest things that these successful billionaire CEO entrepreneurs, one of the biggest things that they have in common, like Elon Musk, right, Steve Jobs, Bill Gates, like all of these successful entrepreneurs, the ones, thing that they have in common is that they're great thinkers, yes. They're the greatest minds in the world, yes, but they have the ability to stop thinking when it's time. They literally have the ability to shut down their brilliant mind, stop thinking, and execute, right? They have the ability to do that. Elon must just landed a rocket that came from space and it landed on this container thing, right? You can't do that if you're too caught up in your thoughts. You have to be able to

execute. And what's even crazier, we're big into law of attraction, metaphysics, manifestation, stuff like that. So for those y'all listening that are into like meditation and prayer and things like that, there's this state of being called God consciousness, right? It's the state of being, right? And everyone has the ability to achieve a Godlike consciousness. Now, the way to do that, I don't know if you follow Dr. Joe dispenser or not, but we're big into Dr. Joe Despencer. But anyway, the way to achieve God consciousness is to literally stop thinking. Don't think about anything at all.

When you're in a meditative state, Dr. Joe Spencer calls it attracting nothing, basically. And it's basically where you're just in a still state. That's God consciousness. But when you get to that consciousness, that's when the ability to do anything you want opens up. literally the ability to do anything you want. Anything that you want you now have access to because you're still now. You're not thinking. So it is very important for entrepreneurs that are listening that might get caught up in their thoughts

and might not know which way to go. It is very important to quiet it down a little bit and start executing. And the best way to do that is by finding a mentor, someone who can guide you and hold your hand through the process and actually give you the roadmap that you need so that you're not thinking and going left and right. not knowing what you're doing. Yeah, take, I mean, at the end of the day, success loves speed, right? Every successful person, when I see them, they see an opportunity.

They don't just sit on it. They get on it, right? They move fast. And also, like, your, like, there's so many, like, sayings and say, like, your pace determines your place, right? Like, move. Like, it's so funny because, like, so many people want success to come fast to them, but then they move slow.

And it's like, well, that scientifically doesn't even make any sense. Like, how do you expect success to come to you fast if you're moving slow? Like, I would say the biggest thing that I try to get people to do is to get them action, get them taking action, get them moving, right? When you see an opportunity, when you hear that voice in your head, when you feel that inclination to like, I should do this thing, start training yourself to move on it fast and watch what happens to your life, right? Don't just think on, like, just get on it, man.

And then watch what happens in your life. It's just so crazy, man. But I don't know. I guess at the end of the day, people, like, they don't have to do it. But I'm just saying what's worked for us and what's worked for so many other people, man, just start moving on this stuff. Like, even, like, listening to us right now, we're telling you how amazing Facebook ads is, right? Ryan's telling you how amazing all these different strategies are and how life changing they are.

And we're giving you facts and proving you proof. Like when we have so many case studies and all of us together, there's so much proof. We don't need any more proof, right? you need more action, right? Don't just listen to a podcast like this, get all pumped up on information, and then have no implementation, right? I think that's what we're really lacking in this world

is implementation. We got enough information. We need some more execution, right? Hope is not a strategy. So last five minutes, guys. Talk some tips out there. We're obviously not going to teach Facebook ads in five minutes.

But maybe, you know, like some of the nuts and bolts that you guys get in with clients. Obviously, I don't know that anyone's going to just jump from this episode and jump in the Facebook ads manager and be a pro. But. And then so that I've wanted to, you know, hear some perspective from you guys for, you know, how to people to start to take that step. Obviously, we'll have some call to actions for how they can learn from you guys. But that and then differentiate for the audience. You know, we're saying Facebook slash meta, Instagram. When we say Facebook, are we talking about Instagram?

Are we talking about Facebook? No, we're talking about Facebook and Instagram. And that's kind of where my meta thing was, you know. Yeah. Yeah, yeah. I'll dive into the strategy and then you could follow that up with the Facebook, Instagram, meta situation. But one strategy, so here's a strategy and we never share this strategy

on a podcast. We've actually never done this before on a podcast. Right about now first. Ding, ding, ding, ding. Yep, yep, yep. That's a hook right there too, by the way. Now everybody's paying attention. But no, like, if y'all are listening and y'all are in a position where it's like, dang, I just, I'm getting, I have traffic coming to my site, but no one is converting. Like, what is going on? Why aren't people buying from me? We have a strategy called the Hot 30 strategy. All right. And the way that this works is it's designed to build your brand awareness like nothing else. Okay. We run this strategy now. And when we do, it's really crazy. We started doing it a few years ago. But when we started doing this, we would be taking sales calls with potential clients. And we'd be like, hey, what's going on?

This is rich from anywhere. And literally on the other side of the phone, all I hear is screaming. Like, oh my God, I can't believe it's you. This is crazy. Like literally, like fanning out over RFA, right? And we don't have a huge, we have like 15,000 followers on IG, so we don't have a huge brand, but I'm just telling you that because this strategy works. So pay attention to this, all right?

So what you want to do, now obviously you have to get into ads manager to run this play, but I'm just going to talk as if you're already in Facebook ads and you just want to learn this strategy. So what you do, number one, is you want to create omnipresence, right? So you want to be retargeting people that have visited your brand in any. aspect, meaning you want to retarget people who have visited your website over the last 30 days. You want to retarget people who have visited your Instagram in the last 30 days. And you want to retarget people who have visited your Facebook page in the last 30 days. You take all three of those audiences, and that's the audience that you're going to target inside of your Facebook ad.

Now, the objective that you're going to choose for this ad is going to be a video view objective. Okay? So now you have your audience, you have your objective. The last part is the actual creative. So for the creative or the visual that you're going to use, you're going to find clips of you being interviewed on, let's say, a podcast, right? Like this podcast. You're going to find clips of you being held in a higher regard,

whether it's you being on it. Maybe there's a feature of you on a magazine or a news channel or there's a podcast interview. Anything that you're doing that postures yourself in the place, of being in authority, you want to use those visuals to retarget these people. Okay. Now, that's the first campaign you're going to do. Campaign number two, you're going to use the same audiences, those three audiences, the website viewers, the Instagram viewers, and the Facebook viewers.

This time you're going to change the objective. So this time you're going to do a traffic objective with this ad, right? So you have your traffic objective, you have your audience. The last thing left is the visual. You're going to use the same exact visuals, the visuals that are going to put you in the space of being an authority. Same visuals, same ad copy, all of that. So let's zoom out real quick. So what you have here is you have a campaign that's optimized for video views.

Then you have another campaign that's optimized for traffic. You're sending them to the same videos. Now the question becomes, why would I run the same ad with different objectives? Now here's why. Remember earlier we talked about how Facebook has 52,000 data points on each person that's using the platform, right? So Facebook knows the times of day when they need to be targeting you. One of those 52,000 data points is them knowing that at 3 p.m. Eastern time, Ryan likes to watch videos on Facebook. So if they know that, then at 3 p.m. Eastern time, that's when they're going to hit Ryan with that particular ad.

They also know that at 7 p.m. is when Ryan likes to click links. Right. So what they're going to do is they're going to deliver that traffic campaign to Ryan when he likes to click links. So what you're getting now is you're getting Facebook to target these people at specific times of the day when Facebook knows that they're more likely to interact with that objective that you chose. So what happens is you let this run. You spend two, three dollars a day. You let this run. You keep interchanging out the videos that you're using over time. And what begins to happen is now anyone that visits your website, Instagram, Facebook, they're going to keep. continue to get hit with things that are putting you in the space of being an authority. And what's going to happen is they're going to eventually decide to book a call with you. They're going to decide to buy from you.

But they're going to also turn into someone who might be moderately interested in you to someone who can potentially become a raving fan. So that's our hot 30 strategy. And so the thing about that strategy, too, is that you don't need a lot of budget to make that happen, right? You can literally run that at like a dollar a day, $2 a day maybe. because the people that you're retargeting, it's not going to be hundreds of thousands of people. You're probably talking maybe thousands of people at the max.

So you can get away with that with a very, very small budget and just have that running all the time. And that's how you create that omnipresence. And because like what they say, it's out of sight, out of mind, right? If they don't see you, they're not thinking about you. Out of sight, out of mind. And if you're out of mind, then you're out of pocket.

Right? So you need to make sure that people are seeing you all the time because perspective is everything. And you can run that. play in so many different ways. Do you do you, how else do you spread apart the first to the second? Like, do you immediately set them up at the same time or you do one for the same time? Same time.

Yeah, the exact same time. Just a different objective. Yeah, exactly. Okay. And so you can run this play with like a hot 30 like he just said, which is more kind of a broad approach. But you can also do a very, very specific what we call journey retargeting. Let's say you have people going into a lead magnet and you know that that lead magnet is going to pull them into an email opt. and it's going to throw them into an email sequence for two weeks.

What which you can also do is as soon as those people opt into your lead magnet, you can pull them into a custom audience, a two-week custom audience, and you can now run ads side by side, basically parallel with your email sequence. So now for the two weeks, people are not only coming in, they're getting emails and text messages and all the stuff, but they're also seeing ads that are relevant to your lead magnet for those two weeks as well. right and you can run this play guys i don't even know if y'all even understand how powerful this is right

but again when we're saying this stuff get creative with the way that you use it because there's a lot of different ways you can do it with webinars with challenges with lead magnets with any kind of like brand awareness play that you're trying to run but when you do that it's going to just increase the effectiveness of anything that you're trying to do so i don't know call it the tom a top of mind awareness come on come on a play i like that uh uh Talk to me. I mean, so we're talking, when we talk Facebook, though, you guys, obviously Facebook will place it where you need to. But it might be Facebook.

It might be Instagram. But do you let the algorithm figure out where it wants to target those people? Or do you go Instagram only, you know, or do you let it? We always in the beginning, we want to split test both, right? Because a lot of people think that they know where their audience is, but a lot of times you might be wrong. Right. So never make decisions based off your own opinion. your emotions, always make data-driven decisions.

So we would recommend just letting the placements just go, right? And then letting Facebook figure out what the best is. Now, it's most likely always going to be the feed, right? Like you got right column, you got stories, you got marketplace, you got all this stuff. Most of the time, it's going to split test everything at first, but then it's going to say, ah, the feed is where it's at. So you'll notice most of your money is going to get spent delivering your stuff in the feed. but in terms of which placement, Facebook or Instagram,

I would definitely split test because you don't know where your audience is until you test. Test, test, test. Got to look at the data and it will tell you where to go. Everything that's not a test is a guess of best. You guys got all the names, all the acronyms. I thought I had a lot. Used to be right.

Oh, hey guys. I love it. A lot of action here. A lot of good advice. Where can everybody learn more about everything you guys are up to? Absolutely. So if you guys want to go to rich from anywhere.com, check out our website. We have tons of different courses that you guys can, if you guys are just getting started,

hop into those courses, they'll blow your mind. We have different challenges that you guys can join. If you're more of a high-level entrepreneur, you already have some momentum. You got some things going and you want to take things to a whole other level really fast. You can actually request a call, request to speak with us. You can go to contact and just request a call. We'll sit down, see where you're at, see how we can help you, and have a nice little combo but yeah rich from anywhere on all platforms check us out hit us up we're not boozy we respond

to everybody yes yes yes we don't want to broke anywhere we want to be rich from everywhere yes yes appreciate you guys steven steven likewise man and uh thank you so much bro appreciate you have guys you know to find us ryan is right dot com you find all the highlight clips from today links to these guys programs of course link all of our sponsors. Hey, go get this from love. Branda Bill's been taking care of us. You go take care of them. You know how this works. We'll see next time. We're right about now. This has been right about now with Ryan Alford, a Radcast Network production. Visit Ryanisright.com for full audio and video versions of the show or to inquire about sponsorship

opportunities. Thanks for listening.