BUSINESS BREAKDOWN

‘IF YOU CAN SEE IT, YOU CAN ACHIEVE IT’

by Brendan Chaplin

Hey friend,

Earlier this week I was looking through some ads for a client. They are a B2C coach meaning they sell predominantly to a consumer as opposed to a business.

Ads work great for coaches in this sector.

Think fitness coaches, career coaches, mindset, even solopreneurs. Basically anything that the end user is the final decision maker as opposed to working with companies where you need to build a greater relationship with the business owner.

Contrary to popular belief you can absolutely sell high priced coaching and consulting through paid ads too.

Here’s a glimpse from one of my more recent campaigns.

As you see it generated 126 leads for around £200. And this campaign resulted in 12 sales of £5000 in the following two weeks. You can see the return on investment there.

Now to be clear that ROI is part of a wider strategy, but if you want to increase your reach and generate enquiries rhythmically ads most certainly play their part.

Lots of my clients use paid ads in their strategies. In fact Tom just this last month has signed 5 clients in his niche from the Meta ad he set up. It works and that’s why I’m sharing it with you.

Here’s 6 points about ads that i’ve learnt from spending 15 years and well over 7 figures across Facebook and google alone.

Lots of companies spend more, but this is all on selling coaching, courses, and services at high price points and 90%+ profit margins.

1. Ads allow you to put your message in front of people. Publish your ads and leave them to run. Refine your audiences over time and promote to the best performing.

2. Use warm and cold campaigns. Warm are people that know you. Cold are people that do not. Warm brings sales now, cold brings sales later. Cold turns into warm.

3. Have ads for top, middle and bottom of funnel. Top of funnel would be something like a download or free programme, middle would be a masterclass, bottom would be book a call with you using case study campaigns.

4. Your best performing organic content will usually be your best performing ads, in terms of engagement and conversions. Model your organic.

5. Marketing is an investment. If an average client invests say £1k into your programme and you can spend £300 on ads to acquire that customer then why on earth wouldn’t you do that all day everyday.

6. Know your numbers. What’s your lifetime value, cost per lead, time to sale, and acquisition cost? This will help you invest will clarity rather than throwing money at something.

7. And a bonus! Market to your existing customers and prospects through your ads. Sometimes people don’t read your emails or see your organic posts. Ads make it much easier to get people to take action.

Could ads work for you? Let me know.

And if you want some help hit reply if you’re reading this on email or drop me a DM if you’re online.

Love as always,

B. Xx

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