Generating Leads for $.38c on Facebook

The Ad That’s Generating Us $.38c Per Lead On Facebook

The Facebook ad we're using to generate leads for $.38c.

We tested a new ad framework for our Rugby Bricks BFCYM sale.

It got us 1100 leads at 1/100th of the fitness and beauty industry average cost | $.38 c compared to $38.33.

Here's what these ads look like;

The HOOK: "The Rugby Bricks Black Friday sale is just around the corner. Our tees and programs are used by some of the best-known players and teams in the world."

• The hook announces our offer - this works for any promotion.

The SOCIAL PROOF: "We have over 500+ five-star reviews, and over 40,000 players, coaches, and supporters use our programs and products worldwide."

• The social proof factor makes it easier for people to trust our offering.

CALL TO ACTION: "We've got a special waitlist, so you can grab these deals 24 hours before anyone else. Follow the link to throw your email in and be the first to know when we drop these deals."

• The CTA is time sensitive and related to our offer.

The CREATIVE

The creative backs up the copy - it shows the product in use by well-known players, with a voice-over explaining the promotion and how to get early access. See here.

Notes: Creating content and ads can be a convoluted process. Follow a framework first and then iterate until you find something that works.

The 3% Rule - An Opportunity Most Businesses Are Ignoring

A commonly missed but easy to capture opportunity for businesses.

Off the back of BFCYM and coming into Xmas, many of us are working hard to get those last few easy sales of the year.

But when doing this, you're only focusing on a tiny proportion of your total market.

Many marketing and sales folk far smarter than me say just 3% of your market is ready to buy now. The other 97% sit on a scale between, will buy soon to not interested and have no idea who you are.

So most websites and shop fronts only cater to the 3% ready-to-buy now. And ignore the 3 to 10x as many people who will be ready to buy shortly.

If you can capture an expression of interest from some of the other 97%, like a social media follow, an email list signup or a phone number to call later. And consistently provide them value. Your business will be the first place they think of when they are ready to buy.

We do this at World Fitness (gym) with a monthly EDM and regular Instagram posts.

We do it at Rugby bricks (ecom sports brand) with daily content across all our main social channels.

We do it at K&J by connecting with potential clients on LinkedIn and regularly sharing what we do for our clients there.

Notes: There are many more people out there getting ready to buy than there are willing to buy now - all you have todo to win their business is keep yours top of their mind.

ENTREPRENEURS CORNER

Leading With Clarity

The culture war we're walking into and a useful navigation tool.

Tech and business nerds are geeking out on Twitter atm over this thing called a culture war.

Led by the de facto leader of tech Elon Musk and the aggressive changes he's enforcing at Twitter, like required office hours and perk cutting. There's a real shift in the face of a weakening economy by tech companies to push back on what has become an entitled workforce.

For 12 years, the upward swing of western economies has made it possible for companies to offer increasing amounts of perks and compensation paired with decreasing expectations to their staff.

We're now at a point where there's an entire niche of content on TikTok created by tech millennials showing off how little work they actually do.

Culture, politics, fashion and every other pillar of our societies seem to pendulum between our collective beliefs, preferences and positions of power.

Workplace culture is no different; in many ways, we've reached the end of this swing.

This change of direction from what's best for the employee to what's best for the company will be challenging for leaders and employees alike - which is always the case when the winners and losers of a movement switch position.

There are many cliches about how to lead well during tough times, like the politically loved lead with empathy, which can mean many different things to many different types.

Me being empathetic could be me still being an asshole.

One approach that will stand out here is leading with clarity. Beyond all else, people want to understand why which changes are needed during turbulent times.

Whether people agree with the reasoning is a different story, but chopping and changing for unknown ambiguous reasons will only lead to more contempt and distrust.

At least with clarity, everyone knows where they stand and can make their own decisions from there. Mixed messaging leaves everyone in no-man's land.

Notes: People get behind leaders with clear reasoning and purposel