Getting a no is good because it gets you closer to the truth.

It gets you closer to result. Welcome to the Agency Hour Podcast. Here at Agency Mavericks, our goal is to help you build the agency that you desire. That means ironing out your sales process so that you have predictable recurring revenue. From there, we help you build a team of A players that can help you take care of the tasks that you don't necessarily want to do forever and ultimately create a business that runs without you so that you can focus on being the business owner. Or, if you're like many agency owners who still love what they do and enjoy working on client projects, we help you work your way to a place of abundance so that you still have the ability to delegate, take time off, and rely on your team to help carry the load and help you scale. Anyway, this week, Agency Mavericks founder and our regular host of the Agency Hour is enjoying the sun with his family on the beach somewhere. So we've decided to share some gold that was recently recorded during a conversation between our copywriter tools Dan and Troy Dean regarding Facebook ads and how you can fail at them.

Enjoy You at one point I imagine as a entrepreneur thought not like that. Like it's personal, that's criticism to me. Can can we sort of maybe was there a time where you felt like that? And what was the shift perhaps?

I heard enough people tell me that Facebook ads was and is the fastest way to generate leads and learn about your offer. Get feedback on your offer. And I didn't believe it. And I didn't want to waste money because I'd lost some money on Facebook. So I was scared. And eventually I got to the point where I realized Facebook is one of the most profitable companies on the planet, and their entire revenue stream is from ads. So they must work. Right? It's like saying casinos is a bad business model, they don't work, they're not profitable. Casinos are programmed to only pay out 85% of what they take. Poker machines are programmed to only pay out 85% of what they take. So if every dollar you put in, you're only ever getting 85 cents back on average. You can't win. So if someone said I would never invest I would never invest in poker machines for ethical reasons, but if someone said I wouldn't invest in poker machines because they're not profitable, I go, Well, you have to check your maths dude, you have to check your head, like because the evidence proves that they are profitable. The evidence proves that Facebook ads work. So the problem exists between the keyboard and the chair, not with Facebook. So then I made a decision to learn how to run Facebook ads and make a profit. And that's what most people that most people haven't made that decision yet.

So what was the part from this is a risk, I'm gonna lose money, to let's just see what happens and test.

I tried everything else. And what did you try? I tried networking, I tried speaking on stages, I tried um video, publishing videos, blogging, um, going on other people's podcasts.

These are all long-term plays, yeah.

So they work.

They work, but there's a lot of involvement and waiting.

For the long game.

Yeah. Yep.

Ads is the fastest way to get customers. It's also it's not going to work the first time you do it because you don't know what you're doing. And it's like the same with any skill. And your ad campaign is only as good as you know, it's what Dan Kennedy says. It's it's matching the message to the market. Right? If you don't get a match of the right message to the right market at the right time, it's not going to work. It doesn't matter if the platforms are relevant.

Yeah. If I'm jumping around here, it's only because I want to bridge an analogy when you're learning to play guitar at first, were you a fast learner, were you a slow learner? Like okay, tell me about it.

Like, what was I'm s it's still fucking painful for me to try and learn something new on the guitar because it doesn't come naturally to me.

So did you see or did you hear a song where you're like, fuck, I want to play this, and then when you grabbed the guitar, did you quit? Did you what happened? Georgia by John Mayer.

Yeah. It's so fucking hard to play that song. And I love it. And it's got these great guitar. It's a fucking it's a great guitar song. It's really hard to play. It'll take me years to learn how to play it.

So is this back to like the analogy of like with weight loss? I'm writing these analogies being like it's all outcome focused, not process focused. Like you're playing a you're trying to play that song instead of trying to play one note and master that one note and then master the two notes together.

Or, you know. It's also you have to approach it from a learning point of view, right? It's like if I picked up the guitar, well, I couldn't remember how to play it now, I'd need to look up the video, but if I picked up the guitar and tried to play Georgia by John Mayer and got frustrated within five minutes because I can't play it, I'm gonna rob myself of years of enjoying learning how to play Georgia by John Mayer. Why Georgia Y, I think it's called. Um I would rather enjoy the next three to five years of learning how to play that song. Because I genuinely get joy out of learning how to play the out of playing guitar.

Is that the micro moments of progress day by day, or whatever? Or what is it? What is it for you?

I just love the sound of a guitar. Like, and what happens is I get frustrated playing the same shit over and over again, so I st I learn new things, so I've got something new to play, even if it's badly, because I know eventually I'll get it. And eventually, if you run enough Facebook ad campaigns, eventually you'll get it. Right?

But the fear is I'll lose money, money's tight, back to this scarcity thing. In that situation, like what's what's the logical argument we could give these people? Like, you give yourself a thousand dollars, you I don't know, put money that you would spend elsewhere for the month for for not for the sake of Facebook ads, but like this is testing your messaging. I don't know what it is, but how would you rationalize if someone's on the SARS call being like, I don't want to lose money by putting on Facebook ads because I don't understand this.

So you're not losing money, you're investing in you're investing in learning about your message and your offer. It's not you're not losing money. If you run Facebook ads, you'll generate leads. Facebook will give you leads. It's in their interest. It's like say my poker machines give you a quick payout, it's in their interest to give you leads. They will you will get leads. I think you'd have to work pretty hard to run a Facebook ad campaign, a Facebook lead ad campaign, and not get a lead. Like you'd have to work pretty hard to fuck that up. Maybe if you, you know, were spending $10 a day on a campaign, sure you might not get a lead, but even then I reckon after a couple of days you'd probably get a lead. Even if even if your messaging was really crap, right? But if you spend $100, if you spend $100 on Facebook lead ad campaign, you spend you spend you spend $30 a day for four days, so you spend $120 and you don't get a lead. Well, thank God, because now you know that the next time you're thinking about going to a BI breakfast, you're not gonna go along and talk about what you wrote in your Facebook ad, are you? Because guess what? No one's interested because you didn't get any leads. So if you go along and talk at a networking conference, or you get on someone's podcast, or you email someone and you're using the same language that you use in your Facebook ad, you can be sure that you're gonna put people to sleep. And you just paid $120 to figure that out, which is gonna save you hours of time and embarrassment in the future because now you know what doesn't work. Yes, right? I like it. Yeah. So you know, Edison and the light bulb, all those fucking stories, right? Like you just figured out like Einstein figured out like whatever it was, 999 ways to not split the atom before he found the one that worked, right? So, great, you just figured out what doesn't work, so don't do that again. The only way you can fail at Facebook ads is if you keep pouring money into a campaign that's not working and you don't change anything. I like it. And the other way you can fail at Facebook ads is if you run an ad campaign and you generate leads and you don't contact them, which is what most people do, because they just expect people to book in their calendar.

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