Last week we talked about how even though launches are all the rage, they’re not profitable endeavors when you’re relatively new to business.
In that article, I promised I’d follow up on a BIG MISTAKE I see too many people making, one that’s wasting both time and money as they build their businesses.
[Missed that post? Read it here.]
Truly, nothing gets under my skin faster than a business owner being told by their coach (or any online “expert”) to focus on this one thing. That’s why I’ve got to tell it to you straight today.
The Bad Advice You’re Getting
What is this time and money-wasting advice you’re getting?
Facebook ads are the answer to traffic, clients, and sales.
I know what you’re thinking, “But Jenny, I see you and tons of successful entrepreneurs doing Facebook ads. So why is it such a bad idea?”
I’m so glad you asked!
When you’re new to business (or even new-ish), you’re missing some of the key components required to be successful with Facebook ads. Things like:
- the exact language your clients are using
- an opt-in page you know works
- an opt-in offer you know your subscribers love
- autoresponders that turn subscribers into hot prospects
- a proven offer people actually want to buy
- a consult and follow-up process that turns prospects into paying clients
Until you have these pieces in place, and more importantly, know that they actually and consistently work, spending money on Facebook ads is like playing poker against a pro. There’s a pretty good chance you’ll lose all of your money.
Think about it this way: If you don’t know the exact language your clients are using, you can’t create ads that will make potential clients click.
Even if they do click the ad, you then need compelling copy on your opt-in page before you’ll get their email address.
Even if you get lucky there, you then need the right opt-in offer to show them you’re great at what you do plus the right autoresponders to get them curious about your services.
Bottom line: You need to know that everything you have in place is working (meaning you know you can reliably and consistently move people from not knowing a lick about you to actually paying you money) before you should spend a nickel on ads.
Facebook Ads Themselves Aren’t Bad, But…
The experts out there who are teaching you to use Facebook ads to build your brand new business aren’t wrong in a big-picture sense.
When you have those key pieces mentioned above in place and working, adding Facebook ads to your arsenal can be a huge benefit, especially if you have nailed down a predictable conversion rate (meaning for every dollar you spend, you know the bottom-line profit you’ll consistently make).
But until you reach that point, don’t waste your money!
Jumping ahead to advanced strategies like Facebook ads can make you feel like you’re doing smart things and thinking like a pro. But in truth, it’s wasting your time and your money. They’re not the steps you need to take right now to build your business.
So if you shouldn’t focus on Facebook ads, what should you focus on?
What You Really Need to Do
You’ve got to master a strong business foundation and stick to a proven, business-building plan.
You first have to get clear on your target clients’ language.
As prospects get curious about your work, hone your consult and follow-up process until you’ve mastered it and turn every perfect potential client into a paying one.
Not until you’ve mastered all of these areas and have a steady stream of new clients working with you should you spend time and money on Facebook ads. And even then, if everything you’re doing is working, you don’t actually need ads!
Let me be clear:Click to TweetFacebook ads aren’t the answer to getting clients. Ads won’t work unless you already know how to get clients. And if you know how to get clients, you don’t need ads.
Now, I’d love to hear from you!
Based on what I covered here, what shifts might you need to make to your business-building strategy?
Have you ever implemented a strategy before your business was ready for it? What was the result?
Do you have other tips, comments, or suggestions for the community here?
Please share in the comments below. (I always LOVE reading and responding to your comments!)