Right About Now with Ryan Alford - 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.TAKEAWAYSEffective marketing strategies in today's business landscapeThe evolution of social media marketing, particularly Facebook adsThe importance of adapting marketing approaches to changing market conditionsInsights on customer acquisition costs and lifetime valueTransitioning from a background in music to a career in marketingThe sophistication of Facebook's advertising algorithm and its data utilizationDifferences between various advertising platforms (e.g., Facebook, TikTok, Google Ads)The significance of understanding and connecting with the target audienceThe role of emotional appeals in influencing customer buying decisionsThe 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. 

I'll dive into the strategy and then you could follow that up with the Facebook, Instagram meta situation. So here's a strategy and 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 1 million downloads a month. Taking the BS out of business for over the planet with over 1 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 cashing 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 you know that's why we're here today we got steven and steven we're rich from anywhere what's up brothers come on bro come on what's up ryan hey let's get it thanks for having us man glad to have some marketers on the show you know we're always talking business always getting down to business one or other, but good to have some fellow marketers in the FLA. What's, what's cooking down in Florida, man. We just had a, 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 gotta, it's always, 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, we just had the hurricane. This is the perfect time to run a campaign. Everybody's glasses shattered out here. Yeah. I see that. And then if you're depressed, you just go get some crumbled cookies. Hey, you know, drown your sor go get some crumbled cookies. Hey, you got to tell them. Drown your sorrows in some crumbled cookies.

That's it. 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 gotta compete yeah or you 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 with better more marketing i don't know about you guys i run into that a lot there's always an angle you know there's 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 other 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, is like, if you're relying on other people's mouths, like when other people's mouths stop working, your business stops working, right? So you need, you need the word of mouth. It's amazing. Right. But you always need to have a, a, 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, we deal with, we, we deal with a lot of really, really successful people who have that organic traffic coming in, but anytime we can throw in some paid ad strategies behind it, it's like it turns into a bonfire. Oh yeah. It always works from, from our experience, it always works better. Like we get excited. Like if we get, get a client or a coach, uh, 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, it's hard to put lipstick on a pig.

Let's just call it spade a 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 business. I mean, it's just hard. We have to have those discussions sometimes. I mean, I'm not somebody that's going to tell you your business is bad, but, dude, there's no differentiation here. You don't have something that we can light a fire under.

Typically, you think about it. I always use the music and my producer saw your rice has a cool ass band and so he'll 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 it's funny bro you speaking about music. We used to be music artists as well. You know, if Rich From Anywhere don't work out, I could see Steven and Steven, you know, doing something. Y'all got the look. 1000%. That was our life for a long time, bro. For a real long time.

So y'all were singers? For a real long time. So you're singers? Yeah, yeah, yeah. So we actually used to be music artists a long time ago. So I'm a recording engineer. We rap, we sing. 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, to speak to the emotions and, and to, 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, um, that was kind of an easy transition for us, man. But yeah, we were doing, we did music for a long time, but the problem is, well, we were just broke, bro. We were your typical broke music artists out here just struggling working jobs we hated um you know couldn't take care of our family the whole nine but you know what man like like

one thing that i do appreciate about the music industry because i mean we were deep in the industry we were up a grammy award winner song, 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'd 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, so what we decided to do, I'm glad you had that perspective. It pissed me off. It 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, we, we did a lot, a lot. Um, but to his point, we didn't really make any money. So we transitioned to e-commerce and we created this e-commerce brand. Um, and you know how it is Shopify, you go on YouTube and you, you look at these successful Shopify stores and they're like, Oh, I make a hundred K 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. Yeah. Yeah. Yeah. So, you know, from that point, we, we ended up selling the brand,

we packaged up the assets, sold the brand. Um, but we learned marketing. Like we learned how to do it because we were in the trenches doing it on our own. Um, and from there we started acquiring other clients and doing it for them, but segwaying 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, Steven and

Steven. That's where it all came from, man. Yeah. And we came up with that name when we were in a really crappy apartment with like roach problems and ant problems. Right. So like we were we were definitely, you know, projecting that into our future 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. I don't want to be rich from anywhere. I know. I'd rather be rich from anywhere than broken Atlanta. I'm only two hours from Atlanta. When I'm in Atlanta, I like to have some money.

Yes, sir. You got to. You got to. 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 if 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, because it's like you got so much to do, but if you ain't got no money, it's like, damn, what you going to do? There's nothing you can do. You can't do anything. I know. You know? 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. I mean, I've been in the game a while and it's been interesting watching sort of the 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 five dollars at Facebook and make 500. You know, like it was like it was like 2010, 2011, you could throw $5 at Facebook and make 500. You know, like it was like, oh, wow, it was crazy. And then I feel like we've gone through this nuance with social media,

whether organic or paid. Definitely the organic, you know, train ended a long time ago. But for a lot of things, you can get viral and all, but let's not play that game. You know, you show me a marketing guy, I'll tell you they they'll go viral i'll go tell you somebody you need to run from uh 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 not but 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, what's been your 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 and 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. It 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, um, now it's, it's really not too much different in, in today's age. You still got to things the right way. Right. So, um, now it's, it's really not too much different in, in today's age. You still got to have the right strategy. The thing is though, the thing that has really changed a lot in, 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, how empowered, how powerful the Facebook ads algorithm really is. Like, that's why we're so gung ho about Facebook and Instagram ads. Cause it has the best ads platform

by far. And the reason why that is because it has more data on its users than any other platform, like literally by a long shot. Right. Um, for the people who don't know, Facebook has 52,000 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, um, 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, 10 years worth of, um, history on each profile. Right. So that means like, like imagine if someone was just like stalking someone for 10 years straight, 24 seven, 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. Um, 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 y'all 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 backend. And the reason why Facebook is doing this 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 they're like, Oh, I'm not on Facebook. So they ain't got my data. I'm 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. So you know what though, bro? Like, and this, this speaks to the power of Facebook, everything that you're saying right now, it 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 one hundred dollars to acquire a customer and they spent twenty dollars on a product for me, yes, I'm in the hole 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 in your marketing correctly, you can make a fortune doing it. Yeah. But like, and Ryan, you, you know, 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 backend 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 been. 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. Right. So you gotta, you gotta 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 patterns. So it's like your phones have sensors inside of them and Facebook's inside of your phone and it can detect your movement patterns.

So it's like, for instance, if Ryan, you know, he likes to go out and take a walk at seven 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, OK, Ryan likes to walk at seven in the morning. He likes to work out at 11 o'clock in the morning and he's stationary at about two o'clock. Okay. So let me run ads to Ryan at two 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. Cause I don't know if you

remember by 2016 ish, like you were, there was all these targeting strategies where you had multiple boxes and you were narrowing things down. It was all intense. Nowadays, dude, the Facebook algorithm 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 so 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 50 100 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'll be talking with some clients that you know they totally get it then some clients don't like what's LTV? Like I'm like, come on, man. Like, you know, like we got to back up here a minute. 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 got 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 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 We'll be right back. on how to save money at the store. They've got five fast facts, the triple F, five fast facts

that go beyond just clipping coupons. Trust me, you'll find these tips super useful and they might even give you a good laugh. Paycheckology makes economic news easy to understand and fun to read without all the political spin. So if you want to save some cash, have a laugh,

then head over to Paycheckology and give that article a read. Link is in our show notes. Happy saving. I am curious. I got several questions on Facebook specifically, slash meta. It's just so hard. It's so hard to get. No, I still call it Facebook. I still call it Facebook. 99% of America. 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 been your perspective on other platforms? Yeah, man. So we dabbled. So we dabbled into Google ads, YouTube ads, TikTok ads. We dabbled into those. Programmatic we haven't 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. 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. Um, one of the things that I noticed with TikTok is, and this is from our experience, the quality of, uh, of customer for us, isn't as great as it is with, with a Facebook platform. Right, right? And TikTok's kind of new and,

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 an 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.

Cause you're going to get a lot of tire kickers coming in. Um, and then the other thing about the TikTok algorithm, you got to understand is just that TikTok is just not as old of a platform. So it just doesn't have as much data on its users. So therefore the, 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, and then you have Google, which obviously Google is great because it's search based, right? So if people are searching for certain keywords, then they're going to,

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? Yeah. 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, 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, in my shoulder, I tweaked it. Right. And somehow Facebook knows that I tweaked my shoulder in the gym. You probably, you probably did a search somewhere for, uh, 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 right, these red light therapy

products. Right. 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 you know and that's why we choose facebook over those at the club 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's just, 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 at, man. Talking with Steven Johnson and Steven Blackburn, rich from anywhere, rich RFA, rich from anywhere, RFA, I like it.

I like it. You know, team RFA. anywhere rich rfa rich from anywhere i get rfa i like i like you know rf team rfa uh one of the most successful companies have that three that three word acronym hey power threes that's a mark 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 were the first. Come on, bro. 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. His name is 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 flame the problem. He who owns the problem becomes the solution. So you don't have to, 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, uh, that's really big, bro. Yeah. Cause I mean, didn't 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 RF, 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 hole, 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. 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. Um, we both recently bought a new homes and I was dead set on a price. Right. I told 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. to do an add-on and add some brick to the front and get a lake view. And I would like, literally before I could 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 emotionally tied to to the product or 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 more stuff. Happy wife, happy life.

I think Steven Johnson got that right. Whether it was a realtor or not, I know that was real. I wrote the book on how to fuck it up and how to get it right both editions additions one everything not to do addition two how to get it right oh shit yeah yeah it's you ain't selling. 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.

1000%. Right. We're selling, you know, 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, 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, you know, 40, 50 grand, got nothing.

And then they, the problem with all that is, cause 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 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, 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 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, 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, wouldn't you agree that it's better to work with an educated client? Oh, 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 that hire agencies too early at the wrong time. 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 some of 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 you 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, then them hire us, use all our resources,

not get the results that they wanted because they don't spend enough or there's not nuance 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. it's exactly it's yes one thousand percent 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 could 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 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 a, is an, is an energy, right? And it's a, it's an energy you're putting out into the world. You're constantly looking for free, free, free. Well, all you're doing is you're attracting people who also looking for free. You wonder why you're broke. constantly looking for free, free, free. Well, all you're doing is you're attracting people who also looking for free. You wonder why you're broke. Stop looking for that. Instead, look for the hack 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, quadruple it, 10 exit, a hundred exit. Right. And so, 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 showing you one step one, step two, step three, right. And they're with you and 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 with 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 overcomplicate it. 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, you get hopeful again, and you get excited about your business. And, 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? Well, you know what it is too. It's 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 or the roadmap laid out for them on the next steps to do, they get in their head and they start thinking to themselves, oh, well, 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 one 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 Musk 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 of 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 God like consciousness. Now, the way to do that, I don't know if you follow Dr. Joe Dispenza or not, but we're big into Dr. Joe Dispenza. 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 Dispenza 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 and 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's 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 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 of 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 into 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 do people to start to take that step? Obviously we'll have some call to actions for how they can learn from you guys for you know how do 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, we're talking about Facebook and Instagram. And that's kind of where my meta thing was, you know? Yeah. I'll dive into the strategy and then you could follow that up with a 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. Um, but no, like if, if y'all are listening and y'all are in a position where it's like, dang, I just, I I'm, 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. Um, we run this strategy now. Um, 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 this. This is crazy. Like literally like fanning out over, 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 use, you're going to find clips of you being interviewed on, let's say a podcast, right? Like, like this podcast, you're going to find clips of, of, of you being held in a higher regard, whether it's you being, uh, on a, 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 an authority, you want to use those visuals to retarget these people.

OK, now that's the first campaign you're going to do. 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, okay? 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 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. 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, right? So you can, 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, 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 how do you spread apart the first to the second like do you have you immediately set them up at the same time or you do one for the same time same time the exact same time just a different objective yeah exactly okay exactly and so you can run this play with like a hot 30 like he just said which Same time. Same time. Exact same time, just a different objective. Yeah, exactly. Exactly. 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-in and it's going to throw them into an email sequence for two weeks. Well, what 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, for the two weeks, people are not only coming in, they're getting emails and text messages and all this 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. Tom A play. I like that. 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 or your emotions, always make data driven decisions. So we would recommend just letting it, 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 at best. You guys got all the names, all the acronyms. I thought I had a lot. 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, man. So if you guys want to go to richfromanywhere.com, check out our website, man. 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 nother level really fast. You can actually request a call, a request to speak with us. You can go to the 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 bougie. We respond to everybody. Yes. Yes. We don't want to be broke anywhere.

We want to be rich from everywhere. Yes. Yes. Appreciate you guys. Steven. Steven. Likewise, man. And thank you so much, bro.

Appreciate you 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 to all of our clips from today, links to these guys' programs, and of course, link to all of our sponsors. Hey,

go give them some love. Brandon Bill's been taking care of us. You go take care of them. You know how this works. We'll see you next time or right about now. This has been Right About Now with Ryan Alford, a Radcast Network production.

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