Using Paid Ads To Grow Your Business with Frannie Coggeshall of Elevate Her Marketing

by | Feb 7, 2024 | Podcast

It doesn’t take more than a 10 second scroll on Instagram or Facebook before you run into an ad promoting something…and it’s something you kinda actually want and need. Social media ads are everywhere and for good reason…they work. For us coaches, practitioners, and experts, they help get your work in front of the right people—the people that want and need your help. That’s powerful stuff, especially in a world where organic visibility is becoming harder and harder by the day.

So today, I’m talking with a paid ads expert to discuss the power of ads to gain visibility, leads, and sales for your business and what it takes to get started.

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Speaker 1: 0:00

It doesn’t take much more than a 10 second scroll on Instagram or Facebook before you run into an ad promoting something, and it’s actually something you kind of want and need. Social media ads are everywhere, and for good reason. They work For us coaches, practitioners and experts, in particular, they help get your work in front of the right people, those people that need and want your help. It’s powerful stuff, especially in a world where organic visibility is becoming harder and harder by the day. So today I’m talking with paid ads expert Franny Kogsall to discuss the power of ads to gain visibility, leads and sales for your business, and what it really takes to get started. So stay tuned. Hey, hey there, friends, welcome back to the Flow Business Podcast. I’m Shawn, your host, and this is your place to build a business that feels good and flows. Today is an extra special day because I have an extra special guest coming on the show to talk all about paid ads. You know those Instagram or Facebook ads that you see pop up all the time. They work. They are great, especially for businesses like we have as coaches or practitioners or online course creators or program creators. They are such a great option to help you grow your business. So I wanted an expert to come on the show to talk about how you can get started using paid ads. Franny Kogsall is who I went to when I wanted to start my paid ads journey and she has been so instrumental in helping me use ads to grow my business and take my business to the next level and, as you’ll hear in our conversation, just that peace of mind that comes from having this whole system working in the back end that she helped me set up just means the world to me. So I wanted to bring her on the show so she could share all of her knowledge that she has around digital marketing with you. So before we dive into the conversation, let me introduce you to Franny. Franny is the CEO of Elevate Her Marketing, a multi-six figure boutique digital marketing agency. With her team of experts, she helped six and seven figure online course creators take their businesses to the next level At EHM. Their goal is to elevate the income of female identifying entrepreneurs. By helping them scale, they know they’re creating the kind of impact that elevates their lives too. They’re dedicated to crafting marketing campaigns that increase your profits and designing creatives that do more than just stop someone’s scroll they turn your followers into a truly engaged audience that buys from you All. Right now let’s turn to our conversation with Franny. Franny, thank you so much for coming on the Flow Business Podcast today. I’m so, so happy you’re here, thanks so much for having me, Shawn.

Speaker 2: 3:13

I’m so excited to nerd out and talk about ads with you.

Speaker 1: 3:17

Yes, of course, and I think you already know this, but you played such a big, huge, pivotal role in my Flow Business and getting that to where I wanted it to be. So now I’m just so pumped to share your knowledge with others because I think it can be so helpful for so many more people. So let’s start from the beginning. Tell us how you got involved in ads at all.

Speaker 2: 3:40

Yeah, so I was working. I went to school for marketing. Ironically, I feel like a lot of people go to school for one thing and do something totally different. But, yeah, I went to school for marketing but I was doing only email marketing at my old original company that I worked for and we this was, like, honestly, really before social media was big in terms of business stuff, like it was really only for personal things, I think. And then, yeah, it started to get bigger and I started to get interested in other things beyond just email marketing, and so I took a course with this company called General Assembly it’s like an eight week or 10 week in person, like at night type of course on digital marketing and I was like, oh, this stuff is so much more fun, and you know, because even then it was still only images, but it felt just more creative.

Speaker 1: 4:37

Yeah, like what year was this this?

Speaker 2: 4:39

was 2013 or 2014. Okay, so back in the day, yeah, back in the day. And yeah, I just started to talk to a lot more people about it and we actually my uncle was starting an agency to run ads, so I learned so much from him. For the first couple of years, I’ve worked on some huge campaigns for people like Mindvalley and Amy Porterfield and like Michael Hyatt some like really big online court, like the OGs of online creators, yeah. And then eventually I wanted to really focus on the type of businesses that I wanted to work with female digital products creators and so I created my own thing, and now you’re here and now I’m here.

Speaker 1: 5:30

And you do such a good job of it, and I think I mean obviously I’ll just let people know I’ve worked with you several times in your strategy parties, which really just help you set up your own strategy, and it’s kind of it’s just like this perfect combination of learning how to do it yourself, in a way, but being like fully supported and guided in the whole strategy piece and like what to put where, but still taking on the role of learning it a little bit yourself and having to kind of watch it and manage it and know what to do. And so it’s just been this really awesome thing for me to have your help and have all of your support and know that I’m doing the right thing, but then also learn it for myself in my own business and be able to see how it changes things, which has been such a drastic improvement in my business since I’ve been running ads with your strategy, you know, after your strategy party. So I really want to, I guess, kind of just start from the beginning and help people understand how ads can support your business, when it’s a good idea, when it’s not a good idea and all that stuff. So what are the benefits of running ads for your business, for a small business maybe, like solopreneur, a coach, online course creator, that kind of person, yeah.

Speaker 2: 6:47

So the biggest benefit is just the visibility. I mean, there are a lot of benefits, but I think the number one is the visibility. Especially with the organic reach that we see today, it’s just so difficult to get as many ads on your business as you need, not only because of the algorithms and how that works in terms of having to put so much time into content creation or pump out so much content to really get that visibility and growth, which I think is still really hard, but also just being able to even reach your own audience. Like a lot of times you’ll put out a story or a reel or whatever. Now and it’s 10, it gets worse, I believe, as your audience gets larger, but maybe it’s only 20% of your audience, even 50% of your audience, but you’re like, hey, I worked hard to get these people, why aren’t they seeing my content? Exactly so, really being able to get your hard work in front of other people and know that it is getting out there versus hoping for it to, is one of the biggest things I would also say and I think your story is so great, you can speak to this too but I would also say that it’s so helpful to be able to have that running for you. Of course, it’s not just in the background, but at times it is in the background and doing that piece for you so that you can focus on so many other things. Doing that you’re consistently getting in front of new people, growing your email list, having people see your offer is so helpful because when you really I remember, I think in December you spent a week or two just creating video content or updating your course and all this other stuff and it was like you can do that because you don’t have, I mean, a lot of other reasons. But you also don’t have to worry as much on getting your audience to, or anybody to see what you’re putting out there, because it’s taken care of for the most part by the ads.

Speaker 1: 9:03

Yeah, I actually just in the last episode I recorded. It was how I changed my relationship with social media and one of the biggest pieces was having ads running, because now I don’t feel like it’s this only thing. If I don’t get people to see this post, my business is screwed. It doesn’t feel like that anymore. It’s like I can almost just create content for fun and, yes, it helps. It’s like an added benefit. Yes, people see that organically, but I also have, like you said, that other thing running on the back end that works, that I just know works and will always be getting the right people into my world and on my email list where they can be served in a way that I have a little bit more control over than just through social media posts. So, yeah, that was a big thing and, yeah, like I was just in Mexico, I didn’t even pull out my laptop once and things were still running and I was still making sales and I was still building my email list and all those things too, because of my ads. So, yes, the visibility is huge For me. It’s almost like a piece of mind, in a way, that I have this system that really works and not to say that it’s totally hands off. As we both know, you have to tweak a lot of things, you have to stay consistent with it and shift some things when they stop working or whatever, but it’s just so much easier and really has that piece of mind aspect for me Totally, and I also think, mindset-wise, there is this motivational piece.

Speaker 2: 10:32

I’m not running ads right now, but I noticed when I first started running ads for myself which is funny because it took me a long time to do that because I was so focused on everybody else’s ads but it was like, ok, I’m seeing this continuous momentum in this one place, which gives me a lot more momentum and motivation to focus on other areas too. In all honesty, it can be really hard to create a business, put so much into all the work you do and feel like you’re stuck sometimes or you’re at this plateau. But yeah, I feel like the ads momentum can also really bring this excitement and motivation to other areas of your business too.

Speaker 1: 11:16

Yeah, I agree, and that’s similar with the social media. It’s actually more fun to post because I know I’m getting new followers because of my ads. So then I have new eyes that I want to use my organic content. Same thing with sending emails. If I’m getting hundreds of new people on my email list every week, I need to keep sending them emails. So it gives you that motivation and encouragement, I think, for the other areas of your business to keep going. Ok, so now that we’ve sold everyone on the idea of ads, it’s like, yes, I want to do it tomorrow. But the thing that you talk about a lot that I think is really important, and I don’t think enough people talk about this is being ready to run ads. You can’t just up and start running them. I mean, you can, but you might be wasting some money if you’re not actually ready to start running them. So what does it take to make sure that you’re in the right place to start running ads?

Speaker 2: 12:10

Yes, great question it is. There are a lot of things, and I feel like the tagline I use is yeah, you really want to go into ads so that you can prepare, so that you can save time, money and a lot of headaches. So I would say the biggest thing is your what I call your marketing ecosystem. So sometimes I find people have a really large following and so they created a product and they just sell it through their following. Or they have a small following but they maybe have a large email list, so they just email their list, their product, all the time. But what you really need when you want to run ads is an entire marketing ecosystem, and the way that I look at that is you have to have something that brings traffic in, so it could be the ads or it could be other strategies that you use. But then you also have to capture leads. So you need to have something what we call a lead magnet, and that is something that you offer for free or it could be a low price offer that will bring people into your world. They’ll be able to learn a bit more about you, understand that you’re somebody that they could trust or that is knowledgeable in the subject that you’re wanting to eventually sell them on, and then from there you need to be able to warm people up. So it is when I say warm people up, I mean, yes, they get that first interaction maybe from your lead magnet, but from there they might not trust yet that you’re the right person to learn from. So they want to have some engagement with you, whether it be your emails or your organic content, or maybe you do YouTube videos. It helps them learn a bit more about you, gain that trust factor, and then you need some way to sell it. So, like I said, maybe some people are just selling it by posting it on their Instagram or via email, but if you want to run ads, you need some kind of a tool. So that could be a webinar, that could be a video series, a challenge. This is where your sales pitch comes in, and sometimes that is part lead magnet, part sales system. But you have to be pitching right. You actually have to be selling and in some ways sometimes I have people come in who provide so much value and then nobody buys because they’re like, oh, I have what I need for the foreseeable future. So there’s a balance between the two as well.

Speaker 1: 14:52

Yeah so it’s using that, but it’s using that free thing or maybe a super low priced option thing to get people into your orbit, into your field, like on your email list, maybe checking you out on social media, and then from there you have to still think about once they’re there, what else do they need to know, like in trust, to understand what you do, how you do it, learn your coaching style or whatever it is, and then also be offered to buy something. It doesn’t just end there. If you want this to go all the way to the end in a sale, then continuing that process, which may be a day or it could be six months, right, totally.

Speaker 2: 15:36

Yeah, and I think that’s something a huge mindset shift people have to make as well, because if you’re used to having an audience, sometimes people will do live in person speaking events and that’s where they got a big portion of their audience. That’s such a warm audience already. So if then from there you launch a product and you see all these people buying, you might assume that you run some ads and these people will also buy right away from you. But there is a difference in the strength of that relationship, because obviously there’s a lot more. We call it warmth or like, yeah, those leads from your in-person event or that have been following you for years are very connected to you. Right, they already know you in some way. They’ve already built that relationship. But with the ads you have to do that and sometimes you can do it, like you said, in a day. Right, sometimes people will find you and they’ll be like this is exactly what I’m looking for and I vibe with this person. I really buy, like I’m buying into what they’re saying. I’m going to buy now, but there will be way more people that need more time to warm up to you and feel like you’re the person to buy with and that they can trust you’ll teach them or serve them in a way that will help them get to where they want to go. And that’s because the people that are introduced to your business with ads are cold leads. They don’t know anything about you and really we call it interruption marketing. With the ads, we’re sort of interrupting their day, saying, hey, I think, based on some creepy data points, you might be interested in this and yeah, it works totally. But, like you said right, sometimes it’s a day, sometimes it’s more, and in order to close the loop, you have to build that trust which comes through content for the most part.

Speaker 1: 17:32

Yeah. So moral of the story is, once you are going to be putting investing some money behind this, you want to commit to emailing them, posting on social, getting in front of them. So you know, I call it ghosting your list and a lot of people ghost their list. You cannot do that if you’re going to be running ads, because that person still needs to hear from you in order to make that decision. Even if the decision doesn’t happen for months, it’s still part of their process and that investment could still come back to you. That return could come back to you months down the road. So just getting into the mindset that this is a continuous process for you as much as it is for them, I think makes a big difference and you can really, like I said, I think it. You know, we said at the beginning, it kind of gives you that motivation and encouragement to do that, because now you are getting fresh eyes on your work all the time. Okay, so once someone has that whole system in place, they’re ready to start running ads. I guess let me just get this question out of the way, because I hear this all the time and I don’t actually know the answer they can’t just boost a post, or can you I?

Speaker 2: 18:39

don’t recommend it. No, there’s really no strategy behind that. So, yeah, there are some tech things that you need to do, so you need to have a business manager, which is the part of the meta ads platform that allows you to run ads in a strategic way. Okay, boosting is like hey, do you want to put $10 behind this post? That did well, and it kind of like gives you limited options of who you can target and there’s really no testing involved. And yeah, I have been asked that question a million times. Like no don’t do it.

Speaker 1: 19:17

That’s what everyone says, but I never really knew why. But the lack of strategy obviously makes sense. You want to be able to really have a good idea of what’s working and what’s not working.

Speaker 2: 19:27

Totally. And I think with the boost it’s kind of like, oh, $10 here, $10 there, which is fine, like whatever, if you really want to try it, but you could save that $10 every time you feel like trying it and put it into a much more strategic ads campaign. So I would say no to the boosting. But yeah, you get an ad manager through meta, which can kind of be a little technically complicated. It’s just a number of steps but it’s not that difficult. You’ve done it, a lot of people have done it. It’s doable, for sure, it’s totally doable. Yeah, you get an ads manager. You need to pixel everything from your lead mag If you use landing page software, your website if you use cart software like Sam cart or Thinkific or Kajabi. You want to connect, create in your ads manager a Facebook pixel and then connect it to all of your softwares. So, for people who might not know, the pixel is basically code that you use to connect your ads manager to all of your platforms and that allows you to track what people are doing and you can’t see like, okay, like Suzy did this on this page of my website, but you can just see this many people went to my website, this website page in the last 15 days or something along those lines, and there is like a lot of, despite the fact that it’s not individual. There can be a lot of granularity where you can see, okay, 15 people once to the page and then three people actually signed up for the email list, or 10 people actually signed up for the email list. And that’s where it starts to get really amazing, because you know, if you think of a TV ad or a radio ad, you can never do that, unless maybe you use a code, but it’s still not as specific. And with Facebook ad, you use the pixel to see how many people got to your page, how many people took the next step after that. And if there’s a gap of oh, wow, lots of people got to the page, but not many people signed up on the email list, you know like, oh, I need to work in the page a little bit. It seems like the ad did well because a lot of people went to the page, and I’m not saying 15 is a lot, but you know we look at the data and see. But that’s my favorite part about running ads even though I consider myself a creative person is like you really can see what’s working, what’s not and what you need to improve, and it’s all because of the pixel.

Speaker 1: 22:14

Yeah, and by doing that then you have especially when you incorporate some testing and trying different audiences, trying different creative, trying different copy, all of these things and testing them then having all that data means that you don’t waste money because you can see what’s not working and what is working and then shut off what isn’t or change what isn’t and stick to what is and really put your money behind the ad or ads that are working, which I think is really helpful from like the monetary perspective of like okay, if something’s not working, I don’t have to like pay all this money for it anyway, you can change it or shut it off and go towards what is working. So I think that’s really helpful to understand. Okay, so then we have all that technical stuff down. Now what do you see as some of the most common mistakes that someone who’s just starting ads might make? Like in terms of like their ads are not good, or like the copy is not good or something’s not working because they’re just kind of like I’ll just give it a try and see what are some bad things that can potentially come out of that.

Speaker 2: 23:23

Yeah, I think that the very first thing is that they don’t prepare their finances, because when you start running ads, you are gonna be in a testing phase, just like any business strategy you go into, especially if you’re even if you’re a beginner you know that things take time and, yeah, one of the things my coach always says is like you have to do something for at least 90 days and ideally six months to really know if it’s working. And that’s for anything in your business that you wanna test. Like I think it’s so easy. You know, this is totally my personality too. Like I get really excited about something and then I wanna do it and I don’t see immediate gratification and I’m like, all right, maybe I should move on to something else, this isn’t working. And that’s exactly how it goes with ads. And what you have to understand is that the beginning is testing and learning. That’s the whole purpose of that phase and that does involve some like financial investment, right? So if you figure out how much you’re gonna spend on ads, I would do three to four months budget and set that aside before you start running ads, or have it in your budget, whatever you wanna do and know that like ideally, you’ll start making money sooner than that. You know a lot of people do, but it’s best to prepare that you won’t and that way you can really test and learn without that pressure, and that’s what will allow you, I believe, to get to a place where you are seeing really good results. You have to do the testing and optimizing, you have to be a little bit patient, which I know is difficult, but I think that’s one of the big things that people make the mistake of they don’t prepare financially or they quit too soon.

Speaker 1: 25:19

And I really love that advice because I think knowing, going into it, knowing this is going to be an investment. I’m budgeting for this. I may not get it back, but having that mindset from the beginning and most likely you will but just knowing that you’re giving yourself that space to really tweak and figure things out, and even if you don’t I mean it may be six months or a year down the road you’ll get it back. You will get it back for sure, 100%, but knowing from the start I’m going to see this through in a slower pace than just like oh, I tried it for a week, it didn’t work. I’m going to find something else. That is huge, huge, huge mindset shift there.

Speaker 2: 26:01

And I think that’s more expensive anyways, like if you’re starting something new every few weeks, like it’s going to probably work out the same for most different strategies. Another thing that I really like you said is that, even if you don’t make the money back right now, you might generate 600 leads and as long as your content is strategic which I know if you’re going to go into this and build a campaign and all of that you’re really going to work on getting the right people in your funnel and they may not buy right now maybe there’s some issues that you would need to optimize or whatever but they could buy in three months, six months, nine months and likely a solid amount of them will and you’ll make up that money and more. It’s just a little harder to track when it takes longer.

Speaker 1: 26:51

Right, and I remember when I did my first strategy party with you, I was making sales, but I was also noticing that my podcast downloads were improving and I remember messaging you like this is such an awesome side effect of this because, from my organic side of my business, my sales come from my podcast, and so to have that be something that people are now seeing every single week of mine and then down the road again, you can’t even really measure how valuable that is, but it is extremely valuable. So even if the first few weeks, few months, you aren’t seeing that immediate return, there still will be a huge return. You’re getting those eyes on your work, which is what you said at the very beginning. We’re all kind of struggling for right now that visibility piece, yeah.

Speaker 2: 27:41

And that’s why Facebook and Instagram ads are such a long term strategy, because, yes, we want to work as hard as we can to generate revenue right now from ads, but truly it spreads into so many areas of your business. Like you said, the podcast I know other people who we chat and I say what makes you the most money in your business Before we get started with that and they’re like absolutely my podcast. People convert because they really hear me, they really understand me, they get connected, they listen week after week, et cetera, and then getting more eyes on that is so valuable. It’s hard to just get people to go to your Instagram, nevermind your Instagram, and then your podcast, right? So if you can grow your audience, grow your podcast listeners, not only are those people going to convert more, but also probably your reviews are going to grow, which will lead people who find you in the future not even from ads, to be like oh, wow, there’s a lot of great reviews on this podcast. I’m going to start listening in. Right? So it’s all these. It’s big ways and immediate ways, but it’s also a lot of other smaller ways that it grows and scales your business.

Speaker 1: 29:03

Yes, Okay. So while we’re on the topic of money, as you were kind of making sure you have that budget set up for at least a few months, what? Because I feel like probably what you also get in terms of like an objection to this is like the money, like I have to spend money, Especially if you’re just starting your business, you don’t have a whole lot of money coming in, if at all. So how much do we need to spend and what can we kind of? How can we figure out that kind of situation?

Speaker 2: 29:33

Yeah. So I think it really depends on what you want to do with ads. So sometimes people just want to drive traffic to a podcast or a blog. That leads to an opt-in or whatever, and that can be fairly inexpensive in my mind. You know that’s a few hundred dollars per month and ad budget If you want to grow your email list, you will likely spend about. I would recommend spending about a thousand at least per month and then if you want to sell a product, it differs if you have a low price product, but I’m going to focus a little bit more on higher price products, just because I feel like that’s where you really get the value today with ads. So I’m talking like something $700, $1,000, $2,000. I would recommend you spend about two to three times your course price or product price a month on ads, and the reason being is that you need to have enough data so that you can learn. You can go a lot slower, but it will take you so much longer to learn and I know that you won’t be able to see the information you need to see to properly adjust your ads with a lower budget.

Speaker 1: 30:58

Yeah, agreed, but just as you mentioned, in that lowest option you can basically just run an ad to a podcast episode and you’re just kind of getting visible on that episode, 100%.

Speaker 2: 31:12

So I think this is such a good way to start, because you really need to be strategic about the content that you put money behind on ads. So if you have a podcast episode, that’s your best episode and you’ve found that people listen to that and they reference it and like, oh, I heard this episode and then I bought or whatever. I know you can’t always connect that information as well as you would want to, but if you really know that that is connected to selling your product, it’s so valuable just to get eyes on it. Of course, you need to test to find out what audience is what ads, but that’s the best way to get going. And one of the things that I love about your journey and why we started doing our strategy parties which is what you did is you really should learn what it’s like to be in there optimizing things, looking at the ads, testing different things, because I think it helps you in the future to even if you ever hand off your ads, you have such a good idea of what works and what doesn’t. But, yeah, it teaches you the process at a much lower risk level and yeah, it’s so valuable. And yeah, and then even similarly growing your email list. If you get these people on your email list, you might not have to focus on selling your product with the ads, but you can do that through your email content or make sure in the process of getting them on your email list. You also invite them to wherever you share your most content. Is that YouTube, is that Instagram, is that your podcast, whatever? So, yeah, those are the two things. I highly recommend getting started with either content or an opt-in set of ads or an opt-in campaign. Your lower costs and lower risk, but really will help you get your bearings with ads.

Speaker 1: 33:10

Yeah, definitely. Okay, let’s talk about creative a little bit, and I know that you almost cannot even talk about what’s working now, because it won’t be working tomorrow, and definitely not when people listen to this. Right, how do we know what to put in our ads?Speaker 2: 33:29

Yeah, so many great ways to figure this out. Yeah, they’re all equally important. I would say, first of all, learn from your own data. What emails do you have that work really well related to this, whatever you want to market, what social posts you have that work really well? And there will need to be a little bit of an adjustment possibly it depends on how you write and create your content. Sometimes people make a social post and I’m like let’s just exactly use that as an ad. We don’t even need to adjust it all, but you need to make sure that it’s focused on the audience, that it has a call to action, that it’s really focused to what you want to share. So use data that you already have. If something’s working well for you organically, it’s likely going to work well for you in your ads. So that’s one thing. That can be a visual, like a video, a carousel. It can be your ad copy. You can take an email that worked well and turn that into ad copy. You might want to shorten it a little bit depending on how long your emails are. Another thing is to save what calls your attention. A huge thing with ads is that you first have to grab people’s attention. If you think about how much we see online every single day, it’s literally thousands of things. So we have to be able to recognize what peaks our interest. So if you’re scrolling and something makes you want to pay attention, we’ll call it a scroll stopper. Then just save it. You can screenshot it, you can video record it. You can even save it in a collection on Instagram. I have a lot of them all over the place. I have photo albums. I have collections called Good Ads. What you want to do there is really figure out. What about this attracted me. Was it the body movement in the beginning of the video? Was it the loud music? Was it also one thing to keep in mind? Most people listen with sound off. Sound on is great, but also you should build for the assumption that it will be off. Was it the hook, the first line of the copy or the line on the visual? What was it that grabbed your attention? Use that as inspiration. You don’t want to copy somebody, but if you saw someone put their hand in front of the camera and pull it away and that just made you double take, that’s great. You can test that with your ads. If you saw someone calling out like hey, creative or Etsy shop owners, for example, like if that’s you? Or hey, nutritionists or personal trainers, whatever. If that type of language where you really call out who the person is attracted, you use that as well. I think that’s one of the biggest things is grabbing the attention, and finding what does that for you is likely similar to what does it for other people too. When it comes to trending ads or what’s working now, there definitely are common things. What I will say about that is you’re right, it changes fairly quickly and once you start to see, I would even say that you actually don’t want to create ads totally like that, because if it feels common, it means a lot of other people are doing it and so the trend is probably almost over and you’re not going to grab attention that way. But if you see one or two ads like recently I saw these night what is it called? It’s not night vision, but you know when your phone the note section turns black because it’s nighttime or something. Yeah, I’ve seen a few ads like that and I sent it to my team and I’m like we got to do this like right away, because I’ve seen two already, which means that more are coming and you want to do it before. But also just in general, if you can make an ad that speaks strategically to your audience but looks a little different than what other people are doing, I think that’ll also help you stand out, and that’s important.

Speaker 1: 37:53

Yeah, I think the most, obviously the most important thing is that person, that one person that is your dream client, needs to stop their scroll. So there has to be something that catches, whether it’s the copy or the video or what you’re doing in the video, or even just the colors, or something that gets them to stop their scroll and pay attention. And what you said about like seeing what others are doing as inspiration that’s. I have a whole folder in my phone of just screenshots of ads that I’ve liked. That just caught them. They’re not even in my industry or anything. They just, for whatever reason they were shown to me, got my attention. So obviously there’s something there and that’s time for me to create an ad. I have a place where I can go to be like what do I want to try for this ad now?

Speaker 2: 38:39

That’s exactly what we do too, right, like sometimes I see an ad on the side of like a bus stop vestibule. I don’t know if that’s a word, but it like makes me laugh or like makes me double take. I used to when I lived in New York. Sometimes the subway ads would be so funny and I would like take a picture of that and use that as maybe the hook in my ad. You know, not the exact same hook, but you know, like a tactic and this is a good way to think about copy too, if you see a message in an ad that really resonates with you, maybe it’s like this is the most basic one, but like achieve this thing without having to have this. So I like a common one is like sell your products without, without having a large following, for example. So you could do that for someone who teaches hairstylists how to build their business, or somebody who is a nutritionist, or somebody who sells products on Etsy. You just adjust it to your own audience. But it’s sort of a tactic Like achieve this thing that you want without having to have something that might be blocking you from getting there.

Speaker 1: 39:50

Yeah, it’s amazing what we can get from just seeing everything as inspiration and, like, once you are in that headspace, everything is inspiration. Like things at the grocery store are like, oh my gosh, such a great idea. So so, yeah, that’s such a good advice. Well, this has been amazing, and I know that everyone is very, very interested in getting their ads working, getting them up and running, getting their whole system ready to go, and I know you have some tools that can help them with that. So can you talk about those real quick? Yeah, for sure.

Speaker 2: 40:22

So I have two things that I think would really help your audience. One is a Facebook ads prep checklist. So it’s everything that you need to have ready before you start running ads and it goes in. There’s an actual checklist portion, but there’s also detailed pages that explain to you like, okay, you’d need your business to be GDPR compliant if you’re going to market in Europe, or you need to do this or that for your landing pages, those types of things. So that’s the checklist. And then we also have a mini course, which is called paid traffic pass, and it helps you prepare your business in a similar way that the checklist does. It’s just a lot more in depth. It has videos that show you what you might need to do for certain things. It has some minds that voice notes that help people prepare mentally for ads. There’s an ads budget and results calculator so you can see what you should spend on your ads, what results that might get you. Yeah, so maybe that’s another thing that will be really helpful.

Speaker 1: 41:30

Oh my gosh, so so, so helpful. Definitely everyone definitely check those out will be like just to not have to question am I doing this right? Am I forgetting anything? All of that is so helpful. Where can they get their hands on those?

Speaker 2: 41:45

Those are both on our website and we can also get you specific links so you can put them in the notes of the episode.

Speaker 1: 41:54

Yeah, we’ll have links for everything in the show notes, for sure. Links to your website and everything too, and your social media, which you give really good tips and advice over there, so everyone will go follow you over there, franny. Thank you so much for taking the time to be here. It means so much. Yeah, of course.

Speaker 2: 42:09

Thanks so much for having me, Shawn, and, honestly, like your journey is with ads, is such a great story for your audience to learn from as well, because you really did start from scratch and slowly have built up, and it’s made such a big impact on your business because you really did do it in the right way and prepped before you got going.

Speaker 1: 42:32

So, yeah, I started slow, I started slow. And like this is all I can do right now. And then it gradually increased as I got more comfortable. Really, it was just me getting more comfortable with it. It’s all it was, because you know the investment. You always get that return on investment when you have ads that are running well. But it has been by far the best investment I have ever made in my business because it’s gotten to me where I am today and will continue to help me grow, so can’t go wrong with it. I mean a huge learning experience and a great experience, and I’m so grateful to you for all of your help. It means the world, and so now we both have our flow businesses going. Yes, for sure. That’s so good to hear. All right, take care, Fanny. Bye, Shawn. Hey, wait up before you go. Do you want to know the biggest reason why your business may not flow? Because it’s not in alignment with your personality type. Building the right business for you means knowing your strengths, weaknesses, energetic expression and what’s most important to you, so you can build your business accordingly. Before you spend one more minute working on your business, let’s make sure it’s the right business for you. I’ve created a fun two-minute quiz to discover your flow business personality type. With the results of this quiz, you’ll know exactly what to prioritize in your business so you can feel confident knowing your building a business you love. Head over to right now to find out your flow business personality type and once you find that out, hop over to Instagram and let me know what you discover. And again, that’s As always, the link is in the show notes.

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Hey there, I'm Shawn!

I’m obsessed with nitro cold brew, 90% dark chocolate, and helping coaches and practitioners build a business they love. With nothing but a passion for helping others and the desire to never have a boss again, I quit the corporate world and built my own million dollar coaching business over the past decade. Now, I help others do the same.


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