1
00:00:10,570 --> 00:00:13,960
Hey there, and welcome back to another episode of On Your Terms.

2
00:00:13,960 --> 00:00:16,210
I'm so excited to be here with you today.

3
00:00:16,240 --> 00:00:18,490
I cannot believe it's the end of April.

4
00:00:18,490 --> 00:00:28,480
I was sitting, eating my lunch today, and I was looking out at our backyard,
and we live on the water, so sometimes, we attract like really cool birds, and
animals, and all this kind of stuff, and we

5
00:00:28,480 --> 00:00:32,050
had the two coolest, I don't know if they are hawks or eagles.

6
00:00:32,200 --> 00:00:38,230
It's so hard to tell the difference, sometimes, but we have some really cool
neighbors who I'm going to ask about this later, I'm going to show them the
video.

7
00:00:38,800 --> 00:00:42,690
So, I was just sitting there, and watching them, and like eating my lunch, and
just soaking it in.

8
00:00:42,730 --> 00:00:44,320
I was getting very excited for spring.

9
00:00:44,320 --> 00:00:48,610
So, hopefully, by the time you're listening to this, we are in warm weather
land.

10
00:00:49,720 --> 00:00:52,600
I am so excited to bring you this episode today.

11
00:00:52,600 --> 00:01:02,500
Today, I invited on in the final of my three-part series talking about
evergreen content, teaching you how to market your business in a way that
doesn't burn you out, and

12
00:01:02,500 --> 00:01:06,010
gets you like maximum return for your energy and investment.

13
00:01:06,010 --> 00:01:15,790
I wanted to end the series with a chat with my friend and someone who I work
with, Frannie, who is the Owner and Creator of Elevate Her

14
00:01:15,790 --> 00:01:18,910
Marketing, a marketing agency, which I'll tell you about more in a second
later.

15
00:01:20,050 --> 00:01:25,210
But they are brilliant at helping people run Facebook ads.

16
00:01:25,210 --> 00:01:35,200
And Facebook ads are just a really, in my opinion, necessary part of this
conversation when we're talking about growing a business like this online,
because

17
00:01:35,920 --> 00:01:45,400
from my perspective, it wouldn't be sustainable for me to do this at this level
and get the amount of exposure that my content often gets without ads, right?

18
00:01:45,400 --> 00:01:55,330
Because I don't want to be on my phone constantly, I don't want to be on social
media constantly, I don't want to be producing 8 million Reels and doing all the
trendy stuff, I want to focus

19
00:01:55,330 --> 00:02:01,150
on evergreen content, do some of the fun stuff, and then have ads do some of
the lifting for me.

20
00:02:01,150 --> 00:02:04,660
But I think that there are so many like myths about ads, there are so many
misconceptions.

21
00:02:05,920 --> 00:02:15,730
I mean, I get it all, because I have people who falsely think that my business
like relies on ads, like a lot, when, in fact, it's actually a small

22
00:02:15,730 --> 00:02:19,450
percentage of it and most of my sales still come from organic marketing.

23
00:02:19,780 --> 00:02:29,710
But I also have people who say to me like, "Oh, I could never start ads or like
I'm nowhere near it, because I don't make what you make", and it's like you
don't have to make what I make to start ads, but you

24
00:02:29,710 --> 00:02:30,850
also don't have to do ads at all.

25
00:02:30,850 --> 00:02:34,510
So, it's just a very interesting conversation.

26
00:02:34,630 --> 00:02:44,230
Frannie and I had a great conversation today all about Facebook ads, and like
who is the perfect candidate for Facebook ads, what you need to have in place if
you want to

27
00:02:44,230 --> 00:02:50,950
run Facebook ads, some of the things that are the most common mistakes that she
sees on her end.

28
00:02:50,950 --> 00:02:56,820
And we played a fun game, from my perspective, of the common like ad myths and
thoughts, right?

29
00:02:56,830 --> 00:03:01,660
Like ads are really expensive, or ads only work if you sell this or that, or
they don't work if you sell this or that.

30
00:03:01,660 --> 00:03:03,490
So, we went through it all today.

31
00:03:03,490 --> 00:03:12,580
And more than anything, I think a common theme you're going to hear in this
episode, and if you've listened to the other two episodes in this series, the
interview with Katie Steckly and the interview with

32
00:03:12,580 --> 00:03:22,210
Natasha, then I think you're probably picking up on a theme of people
encouraging you to go the long haul, to take a long-haul

33
00:03:22,210 --> 00:03:24,130
approach in your business.

34
00:03:24,130 --> 00:03:30,790
And if you've been around for a bit and you watch my content or listen to my
stuff, then you know that that is very much an approach that I have adopted.

35
00:03:30,790 --> 00:03:36,820
I think it's been really helpful not only for the growth and success of my
business, but for my like mental health and wellbeing as well.

36
00:03:36,820 --> 00:03:46,630
So, if you're somebody who is looking to build a business for the long haul, you
want this thing to work for you for a long time, you're sick of creating content
, that's what I call toilet content, just

37
00:03:46,630 --> 00:03:56,260
goes right down the toilet as soon as you create it, or you feel like you're
killing yourself to get all of this content out there, but no one's seeing it, 
no one's engaging with it, I would definitely recommend listening to all

38
00:03:56,260 --> 00:04:01,870
three of these episodes, episode 36, 38, and now, this one, 40, with Frannie.

39
00:04:01,900 --> 00:04:04,300
And so, I hope you enjoy it.

40
00:04:04,300 --> 00:04:06,820
I had such a great time chatting with her.

41
00:04:06,970 --> 00:04:10,780
Before we get into my interview with Frannie, I just want to formally introduce
her.

42
00:04:10,960 --> 00:04:20,290
So, Frannie is a Cape Cod native who lives in Portugal, running her fully
remote global Facebook and Instagram advertising agency, Elevate Her Marketing.

43
00:04:20,320 --> 00:04:28,480
EHM's mission is to increase women's income and improve their lives by helping
them grow their online course businesses with strategic marketing.

44
00:04:28,660 --> 00:04:31,870
So, I'm so excited to introduce to you Frannie.

45
00:04:31,870 --> 00:04:33,790
Let's get into our conversation.

46
00:04:33,790 --> 00:04:38,410
And please, as always, send me a DM with your takeaways on Instagram.

47
00:04:38,410 --> 00:04:42,760
I'm at Sam Vander Wielen, let me know what you thought about this episode and
I'll talk to you soon.

48
00:04:42,760 --> 00:04:43,780
See you on the other side.

49
00:04:47,930 --> 00:04:50,750
Hey, Frannie, thank you so much for being on On Your Terms.

50
00:04:51,470 --> 00:04:55,010
Thanks for having me, Sam, so excited to nerd out about Facebook ads.

51
00:04:55,400 --> 00:04:56,410
You and me both.

52
00:04:56,410 --> 00:05:03,020
You know I love talking about this, and so I'm just so excited for you to be
here and for you to share your expertise with everyone.

53
00:05:03,020 --> 00:05:12,740
I was sharing with Frannie before we got on today that this has been part of a
larger little series that I've been doing about building evergreen content and 
creating

54
00:05:13,070 --> 00:05:17,990
like a true connected audience on social media or through evergreen content
platforms.

55
00:05:18,740 --> 00:05:23,960
And so, I'm just really excited to chat with you today about like how ads fit
into this big picture.

56
00:05:24,530 --> 00:05:26,280
Yeah, I love that a lot.

57
00:05:26,280 --> 00:05:36,140
And I think it speaks so much to what I try to teach my audience, too, is that 
like ads are a portion of your marketing, a portion of

58
00:05:36,140 --> 00:05:42,050
your business, but they can't carry everything and they aren't the answer.

59
00:05:42,260 --> 00:05:43,310
Yeah, exactly.

60
00:05:43,400 --> 00:05:45,110
That cannot fix all your problems.

61
00:05:45,290 --> 00:05:55,100
Yeah. So, before we get started, why don't you tell everyone a little bit about
what Elevate Her Marketing does, and how they work with business owners, because
you have many different

62
00:05:55,100 --> 00:05:55,910
offers?

63
00:05:56,940 --> 00:05:58,040
Yeah, for sure.

64
00:05:58,050 --> 00:06:07,710
So, Elevate Her Marketing, also known as EHM, you'll probably hear me say that
a few times, we help

65
00:06:07,860 --> 00:06:13,020
female-identifying online course creators grow their businesses.

66
00:06:13,020 --> 00:06:23,010
And really, like my main mission is I love helping women, in general, increase
their income, improve their lives.

67
00:06:23,010 --> 00:06:32,880
And we've seen time and time again with our clients that the ability, the

68
00:06:32,910 --> 00:06:41,280
power that Facebook and Instagram ads can have on your business can totally and
completely change things for you.

69
00:06:41,280 --> 00:06:51,060
And we'll talk about like all the little details that go into that in a bit, but
yeah, it can really improve a business, but also, the

70
00:06:51,060 --> 00:06:57,360
individual lives of the business owners, which I think is what really excites
me, too.

71
00:06:57,360 --> 00:07:07,080
It's such like a trickle-down effect of you being able to hire a team and build
a work environment for a

72
00:07:07,080 --> 00:07:16,710
team that is supportive, and help people feel really excited and great about
their work, and then all the students that our clients

73
00:07:16,710 --> 00:07:26,530
help, right? 

Because all of our clients are online course creators and there are so much
benefit, it's just like kind of so wide-reaching, and I feel

74
00:07:26,530 --> 00:07:29,320
really like excited and passionate about that.

75
00:07:30,130 --> 00:07:39,820
And then, when it comes to how we work with people or how we support people
related to Facebook and Instagram ads, we can do

76
00:07:39,820 --> 00:07:49,480
individual strategy sessions with people, where they might be already running
ads or they want to start running ads, and we really help them get their
strategy on

77
00:07:49,480 --> 00:07:59,470
point, whether it's building something that will be strategic from the get go
or helping them make some adjustments if they're

78
00:07:59,470 --> 00:08:01,720
not seeing the results that they want.

79
00:08:01,990 --> 00:08:11,710
And we also do all the things for our clients, because I know a lot of people
love the idea of using ads, but not so

80
00:08:11,710 --> 00:08:21,700
much the idea of actually getting in there and dealing with all of the fun that
is Facebook Ads Manager, and campaign strategy,

81
00:08:21,700 --> 00:08:31,000
and changes, and a lot of our clients at that level are also doing so many
other things in their business, but they just don't have the time for it.

82
00:08:31,210 --> 00:08:32,590
Yeah, exactly.

83
00:08:32,590 --> 00:08:39,190
And I think I'm an example of one of your clients who has done the Goldilocks
approach of working with you all.

84
00:08:40,090 --> 00:08:49,600
I started doing something that they have called the Strategy Party, which was
like a deep dive, but then I was like, how do I get this stuff set up,

85
00:08:49,930 --> 00:08:51,790
because my business was getting busier?

86
00:08:51,790 --> 00:08:57,940
So then, I kind of did the middle package of getting support from you, but also
being responsible for more stuff on the back end.

87
00:08:57,940 --> 00:09:07,840
And now, for the last couple of years, I've been all in and been doing all the
things with you guys, and you guys take very, very good care of me, and do
everything with Facebook ads, because it's just not

88
00:09:07,840 --> 00:09:11,200
possible at this point, so this is not going to happen.

89
00:09:11,200 --> 00:09:21,160
So, I just also wanted to share that, because sometimes, I think like Facebook
ads only get talked about in—like there are a lot of myths around, oh, it's
really expensive, or you have to wait until you make a lot

90
00:09:21,160 --> 00:09:28,180
of money, or something like that, and there are other options available, and I
think I'm somebody who's taken these like baby steps and gotten through it.

91
00:09:29,370 --> 00:09:39,120
Yeah. And I love like letting people know that, because I do think a lot of
people see who our clients are, people like you, and see that as

92
00:09:39,120 --> 00:09:43,260
like something they could do someday and it's not accessible to them now.

93
00:09:43,260 --> 00:09:52,950
And I really think it's so strategic to get started earlier on at a lower risk
level, because you feel more comfortable.

94
00:09:52,950 --> 00:10:02,880
And then, as you grow your business and scale it, you have more knowledge
around Facebook ads versus getting really big, and then diving in without having
any kind of

95
00:10:02,880 --> 00:10:06,350
experience about the process or what to expect.

96
00:10:06,360 --> 00:10:08,010
Yeah, that makes a lot of sense.

97
00:10:08,010 --> 00:10:17,050
So, I guess on that note then, like who is the kind of person who's like a good
candidate to start running Facebook ads or whose business, I suppose?

98
00:10:17,050 --> 00:10:22,980
Like what has to be going on in this person's business or for them to dive into
Facebook ads to start?

99
00:10:24,050 --> 00:10:29,420
Yeah. So, I'm going to talk specifically about people that are in our niche,
right?

100
00:10:29,750 --> 00:10:39,560
So, people that have digital products or even people who are running one-to-one
services, if they want to grow their email list, that's totally doable with
Facebook ads,

101
00:10:39,560 --> 00:10:49,310
too. But I think the most important things to consider, if you're going to go
looking to get a return on your investment, you really want to

102
00:10:49,310 --> 00:10:59,270
have a proven product that people actually want, you want to have a proven
offer, so you want to have your pricing

103
00:10:59,270 --> 00:11:02,410
on point, you want to have your messaging on point.

104
00:11:02,410 --> 00:11:06,260
And it doesn't have to be perfect, we can work on that together.

105
00:11:07,310 --> 00:11:17,000
Even in our partnership, I know you have made some changes along the way, some
based on what you learned outside of the Facebook ads

106
00:11:17,360 --> 00:11:22,190
stuff, but also some of the things that we've talked about together, too.

107
00:11:22,190 --> 00:11:31,190
So, it can be an evolution, but you really need to be in a place where you know
that your product and offer are working and

108
00:11:31,190 --> 00:11:41,120
converting. 

You also really, really need to be willing to play the long game, because it's
not a quick win.

109
00:11:41,120 --> 00:11:47,200
It's not something that you throw to somebody else and let go of, right?

110
00:11:47,210 --> 00:11:56,990
You know we do all the things for you guys, but there's still a lot of stuff
that has to happen on your end, because it really, truly is a partnership,
where,

111
00:11:57,920 --> 00:12:06,260
yeah, we work on the Facebook ads side of things, but what has to happen after
the click for all of that revenue to be coming in?

112
00:12:06,260 --> 00:12:15,530
So, I think, yeah, the biggest things are having a converting product, a funnel
that works, and

113
00:12:15,950 --> 00:12:18,800
just being realistic about what it takes.

114
00:12:18,980 --> 00:12:27,770
And that might have to involve a lot of conversations with friends who have run
Facebook ads, talk to some people who are agencies or freelancers.

115
00:12:27,770 --> 00:12:36,170
You don't have to be ready to buy or invest when you have those conversations, 
but learning more before you go into it, for sure.

116
00:12:36,350 --> 00:12:46,340
Yeah, and talking with somebody like EHM who can tell you like here's why you
might not be ready or here's what you would get in place before you would come
back to us, I think, can be

117
00:12:46,340 --> 00:12:51,080
really helpful to just get some guidance, because otherwise you might just be
like floating around for a little while.

118
00:12:51,080 --> 00:13:00,350
But I also think like what Frannie is saying is so true and something I've
gotten a lot of like panicked text messages from friends about in the past that
I'm always like, I told you this was going to happen.

But

119
00:13:00,830 --> 00:13:07,880
my ads got rejected in the beginning, if you remember, Frannie, because like
certain words triggered Facebook, and so certain things got shut down.

120
00:13:08,240 --> 00:13:13,370
I learned so much like the ads to have a learning period, so it takes time for
them to get up and running.

121
00:13:13,370 --> 00:13:15,990
Some audiences didn't work that we thought were sure things.

122
00:13:15,990 --> 00:13:19,490
Other ones that were like sleepers, we didn't realize we're going to be helpful.

123
00:13:19,490 --> 00:13:21,110
So, it just takes time.

124
00:13:21,110 --> 00:13:31,040
And I'm just such a big fan of like patience in business, in general, and
taking the long-haul approach, and I think in our ad relationship together, too,
like we've seen

125
00:13:31,040 --> 00:13:40,010
such a successful turnaround, because I am not somebody who's like, Frannie, if
this like ad concept doesn't make my sales this month, then like I'm out of here
.

126
00:13:40,340 --> 00:13:46,190
And so, we take on a lot of people all the time, who, the truth is the majority
of people don't buy, right?

127
00:13:46,190 --> 00:13:56,180
The majority of people get served an ad might sign up for the free workshop, and
then only a small percentage of those people buy, but then they're on my list,
and then I'm nurturing them, and then I'm showing up on

128
00:13:56,180 --> 00:14:00,260
social media and I'm nurturing them, and then we're running ads to them again
later down the line.

129
00:14:00,260 --> 00:14:09,830
So, it's just like I think you really, like Frannie said, have to go into it
with this like this is not going to be your like overnight success, magic bullet
/pill

130
00:14:10,190 --> 00:14:10,760
thing. Yeah.

131
00:14:11,570 --> 00:14:12,740
For sure.

132
00:14:12,830 --> 00:14:22,780
Yeah. And I love what you said, too, like some people will buy right away, but
a lot of people won't buy, and

133
00:14:22,780 --> 00:14:31,170
I call those like the Maybe Laters, I feel like I need to make like a little
character of her and give her a name, because it's so true.

134
00:14:31,170 --> 00:14:40,930
And that's such a valuable part about Facebook ads, is that you're constantly
having new people come into your business, and yes, a lot of them will buy right
away, but

135
00:14:40,930 --> 00:14:50,920
so many more won't, and what are you doing to nurture them, to keep them
engaged, and to keep them purchasing from you on a consistent

136
00:14:50,920 --> 00:15:00,880
basis? Right? 

Like you'll bring people in month one, and then maybe a lot of them won't start
converting until month three, but that's like really beneficial for you in

137
00:15:00,880 --> 00:15:02,770
month three, even months six, right?

138
00:15:02,800 --> 00:15:12,460
Like the work you put in on day one is delivering you results consistently over
time and it just snowballs, which is really, really

139
00:15:12,460 --> 00:15:19,300
exciting, but you've got to be able to, yeah, see that holistic picture.

140
00:15:19,300 --> 00:15:20,410
Yeah, exactly.

141
00:15:20,470 --> 00:15:29,210
We've been talking about this snowball approach a lot with this little series
of interviews of like you can see whether it's like you're on YouTube, or
Instagram, or creating a podcast, or running ads.

142
00:15:29,210 --> 00:15:36,550
It's like all this stuff are these little deposits, and like stepping back,
relearning, then stepping forward a little bit further than you did before.

143
00:15:36,550 --> 00:15:38,170
And so, it's alive.

144
00:15:38,170 --> 00:15:46,690
I mean, with me and EHM, we have somebody dedicated to my account who's
constantly tinkering, and looking at the numbers, and we're constantly adjusting
, right?

145
00:15:46,720 --> 00:15:49,840
So, it's a very long game, that is for sure.

146
00:15:49,840 --> 00:15:54,490
But you mentioned something, Frannie, that I think would be helpful to go like 
a little deeper.

147
00:15:54,490 --> 00:16:01,030
And so, I can imagine that some of the people listening are like, I'm not in a
place where I have a funnel, like maybe they have an offer, but they don't have
a funnel.

148
00:16:01,030 --> 00:16:10,360
And so, I thought you could maybe share a little bit about other reasons, other
goals that you might run Facebook ads for other than running like a funnel
-to-sale

149
00:16:11,050 --> 00:16:11,860
kind of thing.

150
00:16:12,820 --> 00:16:13,960
Yeah, for sure.

151
00:16:13,960 --> 00:16:23,800
And I mentioned this a little bit before, but I love when people want to get
into ads before that point, too, because you can

152
00:16:23,800 --> 00:16:25,960
invest and play around.

153
00:16:26,080 --> 00:16:34,690
I don't know if play around is the right word, but you can kind of tinker with
things and test the waters with much lower stakes.

154
00:16:34,930 --> 00:16:44,800
So, I actually really love when people want to do that, because you get
experience with Facebook ads and how things work in a

155
00:16:44,800 --> 00:16:54,640
way that can feel a lot more comfortable and less like, this has to work for
me, or else, like I'm closing my business, or something like

156
00:16:54,640 --> 00:17:04,360
that. 

So, one way is just awareness or visibility ads, and that could be something
like running video ads, where you

157
00:17:04,360 --> 00:17:13,900
want to get more eyes on your Instagram account by running ads to Reel, or it
could be a longer, more educational video where you want to get people

158
00:17:13,900 --> 00:17:17,320
actually watching for a couple of minutes.

159
00:17:17,350 --> 00:17:26,890
Maybe you're just teaching like a short lesson on something or you're sharing a
really entertaining story that relates back to your product ultimately

160
00:17:28,060 --> 00:17:37,830
. 

You could also do ads to a podcast or blog post so that you can get more
listeners or you can get more traffic to your website.

161
00:17:37,830 --> 00:17:47,560
All of those things, while they're not going to necessarily make you money
today, they should ultimately, if you're strategic about your business,

162
00:17:47,590 --> 00:17:56,500
bring people into your audience, and over time, they should be warming up or
you should be warming them up, and hopefully, they'll convert, too, eventually.

163
00:17:56,500 --> 00:18:06,280
And you can do that for five, $10 a day at a much more reasonable sort of
investment in

164
00:18:06,280 --> 00:18:07,960
terms of risk level.

165
00:18:08,350 --> 00:18:11,290
And you can see benefits from that.

166
00:18:11,290 --> 00:18:13,600
You can see what people are doing on your website.

167
00:18:13,600 --> 00:18:23,560
You can have a little opt-in box there if you have, say, it's a blog post, and
in the middle blog post, you're kind of like, hey, you want to learn

168
00:18:23,560 --> 00:18:25,630
more about this topic or the next steps?

169
00:18:25,630 --> 00:18:35,380
People can actually provide their information, which also leads to the next
type of ads, which is email growth ads, lead ads, which are

170
00:18:35,380 --> 00:18:45,200
so valuable, because as newer business owners or even people a few years in, 
like ultimately, the goal is to always

171
00:18:45,200 --> 00:18:54,980
get people on your email list, because we all know that social media can be
gone tomorrow, it can shut us down for absolutely

172
00:18:54,980 --> 00:19:03,560
no reason, we are like under their control, unfortunately, and the one thing we
do own is our email list.

173
00:19:03,560 --> 00:19:13,490
So, a really, really great way to utilize ads if you're not ready to go all in
and sell your product yet is to get people on your email

174
00:19:13,490 --> 00:19:20,990
list and just start sending them emails, or driving them to your socials, or
sending them offers via email, right?

175
00:19:22,460 --> 00:19:32,210
You can do  that. I would say that's a little bit of a bigger investment, I
would say people on our niche who might be selling,

176
00:19:32,540 --> 00:19:41,900
or offering some kind of a freebie or a free training online, you might expect
to pay 500 or $1,000 a month

177
00:19:41,900 --> 00:19:45,060
on ads for that.

178
00:19:45,060 --> 00:19:54,760
But ultimately, if your product is 500, $1000, and you get a couple of sales a
month from those leads, it's

179
00:19:54,860 --> 00:19:56,150
worth it, for sure.

180
00:19:56,180 --> 00:19:57,350
Yeah, for sure.

181
00:19:57,350 --> 00:20:06,650
And I imagine like for people who don't have the like complex monster-looking
funnel that I have now set up that took years and years to build on, it's like
Frankenstein's

182
00:20:07,250 --> 00:20:15,620
monster at this point, but in the beginning, I had a much shorter of a funnel,
which I imagined would like complement what you're talking about.

183
00:20:15,620 --> 00:20:25,520
So, like for example, you could run ads to your podcast episodes, or your
YouTube, or whatever, or to some pieces of content you've created, and then as
long as you're showing up on those channels, nurturing,

184
00:20:25,520 --> 00:20:30,430
and giving some sort of like opt in at the end of those—that's what I spent
years doing, right?

185
00:20:30,440 --> 00:20:34,610
I was creating this evergreen content, and at the end, being like, go watch my
free webinar.

186
00:20:34,610 --> 00:20:39,290
So, I could see that being basically like a shortened funnel to your freebie at
least.

187
00:20:39,560 --> 00:20:44,750
And ultimately, that would build your email list as well.

188
00:20:44,750 --> 00:20:54,470
For sure, yeah. I think the biggest thing I try and tell people is if you're
going to invest in ads at a 5-dollar-a-day level or a 5000-dollar-

189
00:20:54,800 --> 00:20:58,060
a-day level, like you need to have strategy behind it.

190
00:20:58,070 --> 00:21:07,400
And so, it's never just—that's why I get so, not annoyed, but I kind of want to
like slap people on their wrist when they tell me they're randomly boosting
posts,

191
00:21:08,000 --> 00:21:11,510
because it like did good organically, and I'm like, okay, well, what's your
strategy?

192
00:21:12,170 --> 00:21:22,040
What's the point behind that, just to get me more people to view it, or if you
have a call to action at the end of that post that did well, like, okay,

193
00:21:22,040 --> 00:21:25,630
fine, as that's really smart and strategic?

194
00:21:25,630 --> 00:21:35,500
But yeah, just go into it with a goal and have a path from the Facebook ad to
something that's next, and next, and next.

195
00:21:35,500 --> 00:21:39,700
And that's that holistic picture that we're talking about, right?

196
00:21:39,880 --> 00:21:43,090
Like we're always bringing people down this customer journey.

197
00:21:43,180 --> 00:21:45,400
Yeah, exactly, and nurturing them.

198
00:21:45,400 --> 00:21:47,200
Yeah. Okay.

199
00:21:47,200 --> 00:21:50,950
So, what are some of the things then that you do encourage people to have in
place?

200
00:21:51,160 --> 00:21:59,410
Like when people come to you and they're building the funnel, I know you said
you need a proven offer and that we have to make sure that we've had sales.

201
00:21:59,410 --> 00:22:04,090
I think like social proof, I've talked to also about like social proof really
helps for running ads.

202
00:22:04,090 --> 00:22:09,490
What are some other things that people have to have in place if they want to
make sales from ads?

203
00:22:10,630 --> 00:22:11,910
Yeah, great question.

204
00:22:11,920 --> 00:22:17,010
So, I have a whole list of this.

205
00:22:19,140 --> 00:22:24,300
Let's see. So, definitely, you need to have a sales funnel.

206
00:22:24,300 --> 00:22:34,050
So, that is landing pages that bring people from the ad to an opt in, and then
to a thank you page, and then

207
00:22:34,050 --> 00:22:39,190
ultimately, either delivering something free for that email exchange.

208
00:22:39,190 --> 00:22:49,080
And finally, a sales page, a cart, some kind of cart, a lot of services now
offer that like all in one, which is really great.

209
00:22:50,430 --> 00:22:52,320
So, yeah, a sales funnel.

210
00:22:52,320 --> 00:23:02,130
You also need to have follow-up, nurturing, whether that be, really, it should
be both, email follow-up system, so you're getting in

211
00:23:02,130 --> 00:23:11,940
touch with people not just on that same day that they come to you, but for a
week or so after, for months after, but also showing up

212
00:23:11,940 --> 00:23:20,510
organically, because not everybody in your audience will be looking at their
emails, they might be hanging out on Instagram.

213
00:23:20,510 --> 00:23:28,020
And you can't do everything at once, so you have to pick and choose a few of
them to start with, and grow over time.

214
00:23:28,020 --> 00:23:29,160
I know you know that.

215
00:23:29,160 --> 00:23:39,030
You recently added a podcast, and you're doing YouTube and stuff like that, but
it wasn't always that way, but it's just a way to, yeah, take care of

216
00:23:39,030 --> 00:23:40,380
those Maybe Laters.

217
00:23:41,970 --> 00:23:46,260
You also want to have resources, and that means a lot of things, right?

218
00:23:46,260 --> 00:23:53,840
It means time to optimize those things that we just talked about, right?

219
00:23:53,840 --> 00:24:03,720
Like nothing works perfectly all the time, you might find you're getting people
to that big magnet page or that landing page, and they're not converting that
well.

220
00:24:04,170 --> 00:24:06,840
So, maybe there's some optimization there.

221
00:24:07,830 --> 00:24:10,200
You also need time to create ads, right?

222
00:24:10,230 --> 00:24:19,260
Like we'll build ads for you, or if you're doing it yourself, you can build
them in Canva, but you also need to maybe do some video recording.

223
00:24:19,800 --> 00:24:26,430
You need assets in terms of images, like photos.

224
00:24:26,430 --> 00:24:32,940
They can be images that your friend took of you on your iPhone or you can have a
photo shoot with somebody, right?

225
00:24:34,050 --> 00:24:37,020
So, you want to have those assets in place, that time.

226
00:24:37,050 --> 00:24:42,330
You also need resources in terms of people from time to time, right?

227
00:24:42,330 --> 00:24:52,230
When you're just getting started out, it's usually you, but if you're going to
be investing in ads, you're probably at a level where you have one or two team
members, at least, maybe a

228
00:24:52,230 --> 00:24:54,840
VA or a tech person who can help out.

229
00:24:54,870 --> 00:24:59,400
That's super helpful, because it really allows you to move quickly.

230
00:24:59,700 --> 00:25:09,030
I find that, sometimes, in the past, we've worked with people who didn't have
team members, and when we needed some funnel changes,

231
00:25:09,450 --> 00:25:17,070
they were so focused on their social media content that they didn't make the
funnel changes a priority.

232
00:25:17,070 --> 00:25:19,830
So, that's really important.

233
00:25:19,830 --> 00:25:29,580
Whether it's your own time or the time of people on your team, that's like a
big thing, because I think people see Facebook ads

234
00:25:29,580 --> 00:25:39,540
as, right away, giving them way more time, and it does do that for you
eventually, but it also takes those

235
00:25:39,540 --> 00:25:41,320
resources, too.

236
00:25:41,320 --> 00:25:43,320
And ultimately, budget, right?

237
00:25:43,320 --> 00:25:53,250
You don't want to go into Facebook ads with the idea that I'm going to invest
$500 and I need to make that $500

238
00:25:53,640 --> 00:25:54,900
back now.

239
00:25:54,930 --> 00:25:57,240
You really need to consider that.

240
00:25:58,140 --> 00:26:08,070
And if you are working with someone who has proven success with ads and you're
trying to sell, say, like an online course

241
00:26:08,070 --> 00:26:17,370
with ads, you could consider the first month, you won't make any money, and
then the second month, you might break even, and the third month is where you
might start to

242
00:26:17,370 --> 00:26:26,970
profit, if it happened on day one, but you really want to go into it thinking
that there's going to be a lot of learning

243
00:26:26,970 --> 00:26:36,840
involved, and if you have the budget to kind of wait that out, then you're in
the right place to do some investing with ads, but you have to be patient and

244
00:26:36,840 --> 00:26:42,000
be willing to tweak what's not working to get to the successful point.

245
00:26:42,210 --> 00:26:47,840
Yeah, I'm so glad you talked about that aspect, like the budget aspect is so
helpful to people.

246
00:26:47,840 --> 00:26:55,430
And I always like compare it to like buying a house or renting an apartment of
like you don't want to be housed poorly, right?

247
00:26:55,530 --> 00:27:00,640
So, you don't want to get a place that it's like if something goes wrong, I'm
going to be so stressed that this is terrible, right?

248
00:27:00,720 --> 00:27:03,000
And I felt the same way when I invested in ad.

249
00:27:03,000 --> 00:27:10,290
And I think I probably waited too long in the sense that like I was just afraid
to do it, and I could have afforded it at that point, but I was afraid.

250
00:27:10,290 --> 00:27:19,440
But once I did, I was very much like in a mental place, where I was just like,
if this doesn't work out, it's okay, it was an experiment, and I'm very pro
-experiment

251
00:27:20,370 --> 00:27:25,590
in business, and it wouldn't have destroyed the business, it wouldn't have
disrupted it, really.

252
00:27:25,950 --> 00:27:33,000
But it's an investment, just like any other investment, it doesn't always work
out the way that you want to or in the time period that you want to.

253
00:27:33,000 --> 00:27:42,930
But I always think, too, like Facebook ads, I've talked about this a lot in the
podcast, like for some reason, you see a lot in marketing, people pride
themselves on like, "I do all this without Facebook ads",

254
00:27:42,930 --> 00:27:48,600
and for some reason, they like vilify this, and I'm like, I don't understand
why this gets so vilified, it's just advertisement.

255
00:27:48,600 --> 00:27:51,020
Like it's our businesses' form of advertisement.

256
00:27:51,020 --> 00:27:58,920
It doesn't make sense for me to have a billboard on the highway, because like 
none of my ideal clients are going to see it, and this is my highway billboard.

257
00:27:58,920 --> 00:28:01,620
Like this is my highway, my highway is Instagram and Facebook.

258
00:28:01,620 --> 00:28:11,400
So, like I don't know, I was hoping you would talk a little bit about just this
like vilification that people have or it's like pride, and maybe where you see
that coming from or

259
00:28:11,400 --> 00:28:14,430
why you think that's like a popular topic.

260
00:28:15,600 --> 00:28:21,300
Yeah, it's so funny, like I talked about this, for sure, on social media.

261
00:28:22,710 --> 00:28:31,570
I think that just the idea of sort of people do one strategy in business and
they

262
00:28:33,250 --> 00:28:34,430
hang on to it.

263
00:28:34,430 --> 00:28:41,080
Not always, but they hang on to it, and think, that is the way to go.

264
00:28:41,080 --> 00:28:46,810
And I also think a part of it is just like their marketing strategy, too,
right?

265
00:28:47,050 --> 00:28:56,020
Maybe they're selling how to sell on Instagram without ads or something like
that, but yeah, I don't know why it gets vilified.

266
00:28:56,020 --> 00:29:05,830
I think people also have bad experience with ads, so they sort of put it in that
category as well, which it can sometimes be the

267
00:29:05,830 --> 00:29:14,770
ads, but more likely than not, it's either they have an issue on their back
end, or they worked with somebody who wasn't right for them, or who was

268
00:29:16,780 --> 00:29:18,760
scammy, or whatever.

269
00:29:19,660 --> 00:29:29,560
But I think it's so funny, because when I look at people with that kind of
success, I mean, it's possible, I think much more common back in the

270
00:29:29,560 --> 00:29:39,430
day, a few years back, but if you really want to grow in scale, like it's great
that you have all that success without ads, like why wouldn't

271
00:29:39,430 --> 00:29:48,400
you just add ads to the equation so that you could focus on other things and
like feel 10 times more?

272
00:29:48,640 --> 00:29:57,850
I have a client who, we first started working with her, she had her last launch
, she made 50K in revenue, which is

273
00:29:58,210 --> 00:30:08,080
amazing. And then, the first launch we did together, she made 150K, and it was
like we had

274
00:30:08,080 --> 00:30:15,340
just started working with her, so there wasn't a ton of optimization in place, 
it was really just adding fuel to her fire.

275
00:30:15,700 --> 00:30:25,210
And so, when people kind of have that message or that mindset, that's sort of
where I drive them, is, yes, you can do a lot without

276
00:30:25,210 --> 00:30:33,130
ads, for sure, but why wouldn't you add them so that you can create more
profit,

277
00:30:35,200 --> 00:30:38,050
grow your team, serve more people?

278
00:30:39,490 --> 00:30:48,940
Yeah, I think it's really funny, and it doesn't bother me, because they're
probably like not the right people for ads

279
00:30:48,940 --> 00:30:58,710
anyways, but yeah, I do think it's funny, because it's almost like I'd love to
work with somebody like that, and then show them, and be like, oh, look what
happens

280
00:31:01,290 --> 00:31:02,550
when you do get ads.

281
00:31:02,910 --> 00:31:12,810
Yeah, I'm glad you said that, but I think it's helpful for people to hear,
because they're consuming a lot of content that's throwing those messages at
them, too, they almost make

282
00:31:12,810 --> 00:31:14,160
like ads seem dirty or something.

283
00:31:14,160 --> 00:31:24,060
And also, like I've talked about when I did the episode on the podcast about
Facebook ads, I said like it's not for everyone and it's not like a requirement,
like you don't have to, but like Frannie is saying, it also

284
00:31:24,060 --> 00:31:28,050
can be helpful and I don't understand why it gets like, yeah, vilified in that
way.

285
00:31:28,230 --> 00:31:35,700
But I would also encourage anyone listening, like when you hear people talking
about that, I personally always take a moment to look at how much content they
produce.

286
00:31:36,240 --> 00:31:39,390
That's what I call toilet content, meaning it goes down the toilet very
quickly.

287
00:31:39,990 --> 00:31:45,810
So, these people tend to be, they're on TikTok, they're creating a Reel a day, 
they're on Stories a ton.

288
00:31:46,050 --> 00:31:53,310
The energy I'm getting from them is that they're like really attached to
creating content that's all going down the toilet.

289
00:31:53,310 --> 00:32:03,150
And so, the thing I really enjoyed about ads was that it allowed me to slow down
a bit, and go back to my roots of creating content like this, and YouTube
videos, and that kind of stuff, and then

290
00:32:03,240 --> 00:32:06,720
like the toilet content is more the supplementary.

291
00:32:06,720 --> 00:32:16,710
Like I can go there, and just be myself, and show little snippets of my day,
but it doesn't have to dominate my life, because if you make a post on
Instagram, after you

292
00:32:16,710 --> 00:32:21,570
listen to this episode, go into any of your posts, look at the reach of that
post, look at how many people have seen that.

293
00:32:21,570 --> 00:32:29,430
And then, DM me, and I'll send you a screenshot of how many people have seen my
ads and like how many people have seen my video.

294
00:32:29,430 --> 00:32:37,050
Somebody commented on one of my ads yesterday, and I just happened to click on
it, and I saw that that like ad video had like hundreds of thousands of views.

295
00:32:37,050 --> 00:32:46,320
I could never create a post on Instagram that would get that many views, like
the algorithm will just not allow that to happen, in my opinion, unless I do
something

296
00:32:46,920 --> 00:32:56,820
terribly viral. 

So, I just like think about that, too, the kind of like the why not is like I
feel like I'm paying to allow them to do the work for me

297
00:32:56,820 --> 00:33:00,660
and to show me to more people than I could ever reach.

298
00:33:00,660 --> 00:33:10,230
So, I'd be standing there every day, screaming into a microphone, reaching this
many people when I can produce less content and have you guys put out these ads
that get to so many more than I ever

299
00:33:10,230 --> 00:33:10,740
could.

300
00:33:11,750 --> 00:33:12,800
Yeah, for sure.

301
00:33:12,800 --> 00:33:16,580
And actually, I love that you said that, too, because I think two things.

302
00:33:16,580 --> 00:33:23,930
One, like some people just love to be showing up all the time and creating new
content all the time.

303
00:33:23,930 --> 00:33:26,390
And there's nothing wrong with that.

304
00:33:26,390 --> 00:33:30,650
You can see success from that and some people are super happy doing that.

305
00:33:31,910 --> 00:33:37,280
Maybe they feel more in control of their results or they just love getting on
social.

306
00:33:37,850 --> 00:33:47,840
For people who don't want to do it as much, or like you or I who prefer to
create content that lasts a lot longer, then ads are better for

307
00:33:47,840 --> 00:33:51,110
us. But like you said, yeah, ads are not for everyone.

308
00:33:51,140 --> 00:33:54,390
Also, some people just don't want to get that big.

309
00:33:54,390 --> 00:34:02,510
You know, for sure, like as you grow ads, as you scale your business, there is
more to manage.

310
00:34:02,510 --> 00:34:04,910
You've managed things in a different way.

311
00:34:04,910 --> 00:34:07,670
It can be really fun and exciting.

312
00:34:07,670 --> 00:34:09,050
It can be hard.

313
00:34:09,050 --> 00:34:11,030
It can be challenging.

314
00:34:11,030 --> 00:34:12,800
And it can be good and bad.

315
00:34:12,800 --> 00:34:17,390
But some people also just don't want to get bigger, and that's okay, too.

316
00:34:18,860 --> 00:34:28,520
But yeah, I do think that's a good point to bring up and talk about, is
considering what you want from your business and what it might look like to

317
00:34:28,520 --> 00:34:31,730
grow bigger in one way or the other.

318
00:34:31,730 --> 00:34:36,680
It's not really right or wrong, it's just two different strategies.

319
00:34:36,680 --> 00:34:46,250
Yeah. Have you ever felt lost about where to begin with the legal side of
protecting your online

320
00:34:46,250 --> 00:34:50,930
business? Some people say you can just wing it at the beginning and get
officially set up later.

321
00:34:50,960 --> 00:34:52,700
Not a good idea, by the way.

322
00:34:52,910 --> 00:35:02,720
Whether you're afraid to even start working with clients, because you don't
want to do something wrong legally, and then get in trouble, or your business is
growing and you sort of forgot to take care of the legal

323
00:35:02,720 --> 00:35:04,540
pieces, I've got you.

324
00:35:04,550 --> 00:35:14,330
I don't want you to live in fear of the internet police coming after you and
your business, but you do have to do certain things and get certain things in
place in order to legally and safely run your business

325
00:35:14,330 --> 00:35:21,440
online. As much as it just feels like an unregulated, Wild, Wild West online,
that is very much not the case.

326
00:35:21,440 --> 00:35:31,250
As an attorney turned entrepreneur and former corporate litigator, I can assure
you that there are rules, there are real steps that everybody who runs or starts
an online business needs to

327
00:35:31,250 --> 00:35:33,860
take. 

And you're not behind at all.

328
00:35:33,860 --> 00:35:36,260
We can get you set up and following the rules right away.

329
00:35:36,260 --> 00:35:38,110
In fact, we can even do it today.

330
00:35:38,120 --> 00:35:43,360
I want to teach you the five very simple steps to take to legally protect and
grow your online business.

331
00:35:43,370 --> 00:35:52,600
You don't need an MBA to be a successful entrepreneur and stay out of legal hot
water, but you do need to dot your legal Is and cross your Ts in a few key areas
that can't be skipped.

332
00:35:52,610 --> 00:35:59,060
That's exactly what I'll teach you in my free one hour legal workshop called
Five Steps to Legally Protect and Grow Your Online Business.

333
00:35:59,060 --> 00:36:07,430
Just head to mylegalworkshop.com, drop in your email address, pick the time,
and I'll send you a link to watch the workshop video whenever you have time.

334
00:36:07,580 --> 00:36:17,390
This is the best place to begin if you're just getting started legally
legitimizing your business, so head on over to mylegalworkshop.com and sign up
to watch Five Steps to Legally Protect and Grow Your

335
00:36:17,390 --> 00:36:18,650
Online Business now.

336
00:36:21,930 --> 00:36:28,590
Ads have been so helpful to me in stabilizing like difficult life situations
over the last couple of years.

337
00:36:28,590 --> 00:36:32,790
I've been with EHM while my dad was really sick and like all these things were
going on.

338
00:36:32,790 --> 00:36:42,750
And so, I always say to my friends, it feels like you have like a little secret
like marketer in your business, like a worker who's out there like telling
people about your business even when you're not doing

339
00:36:42,750 --> 00:36:52,560
anything. 

So, in a couple of weeks when I'm on vacation, like you guys will be serving up
my ads all the time and people are still coming into my business without me
having to go onto

340
00:36:52,560 --> 00:36:54,090
Instagram, on Stories, and whatever.

341
00:36:54,090 --> 00:37:03,720
So, still, like it has worked for me very well, and in times, when I have just
really wanted to be more inward because of stuff going on with my dad, that the
numbers are all still very

342
00:37:03,720 --> 00:37:07,740
stable. I don't really see a big difference and we don't see everything like
slow down.

343
00:37:07,740 --> 00:37:16,830
So, if maybe somebody has another job, or childcare, or all these other things
going on in life, I feel like you can also approach ad from like a

344
00:37:16,830 --> 00:37:19,260
stabilization standpoint as well.

345
00:37:19,560 --> 00:37:21,390
Yeah, I could see that be helpful.

346
00:37:21,720 --> 00:37:31,650
So, what are some of the most common mistakes that you see, Frannie, when
somebody tries to start ads themselves, yeah, like maybe on their own or maybe
with just

347
00:37:31,650 --> 00:37:37,800
working individually with like somebody to implement their ads, but not
necessarily an agency like yours that has so much expertise?

348
00:37:39,030 --> 00:37:42,430
Yeah, that's a great question.

349
00:37:42,430 --> 00:37:46,470
These are all great questions and stuff I love to like talk about.

350
00:37:47,430 --> 00:37:49,590
I think there are a few things.

351
00:37:50,100 --> 00:38:00,100
I would say, and obviously, I'm going to say this because I am an ads agency,
but I think Facebook and

352
00:38:00,100 --> 00:38:09,820
Instagram ads, unless you're somebody who really enjoys tinkering around with
new platforms and really diving in to make things

353
00:38:09,970 --> 00:38:19,330
work, a lot of what I find is that the people that we work with are really
smart and great at what they do, and don't

354
00:38:19,330 --> 00:38:23,330
love what we do, which is Facebook and Instagram ads.

355
00:38:23,350 --> 00:38:31,930
And so, very few people really get a lot of enjoyment and want to focus on that
side of things, so

356
00:38:32,950 --> 00:38:42,700
they should be investing in coaching, or a course, or all on somebody doing it
for them, but they're

357
00:38:42,700 --> 00:38:52,690
afraid, so they end up trying to do it themselves on their own, or going for
the cheaper course, or a

358
00:38:52,690 --> 00:39:02,680
freelancer, or whatever, and that's totally fine, I totally understand it, but
what I find is that a lot of people eventually come back to us, and

359
00:39:02,680 --> 00:39:05,290
are like, "Actually, this really didn't work out at all.

360
00:39:05,290 --> 00:39:15,040
I had a terrible experience, and now, I'm ready to work with you." 

And I guess I would say, really

361
00:39:15,040 --> 00:39:22,960
look at the level of support you're going to get and do your research about
whoever you're going to work with.

362
00:39:23,770 --> 00:39:33,610
I recently had someone who bought my course a few years back, and we've
chitchatted, and she was like, "I'm just not ready for your level

363
00:39:33,610 --> 00:39:39,730
yet, but I'm considering working with somebody else, I have this question, can
I ask you?" And I'm like, "Yes, no problem.

364
00:39:40,300 --> 00:39:50,140
Like I want you to be at a place where you can work with us, I know you'll get
there someday, but like here's what you should think about in this situation."
So, I guess

365
00:39:50,140 --> 00:40:00,100
if you are going to take the leap and you really want to go the Facebook ad
path, do a lot of research into what you're going to invest in and make

366
00:40:00,100 --> 00:40:09,340
sure that you're making not just the cheapest investment, but the right
investment or waiting a little bit until you have the

367
00:40:09,340 --> 00:40:13,360
resources to invest in something that will really get you to where you want to
go.

368
00:40:13,810 --> 00:40:23,590
I know, myself included, I've invested in things before, where I went the
cheaper route, and then I picked myself, because I know that, actually, I

369
00:40:23,590 --> 00:40:26,880
needed to invest at a higher level, I was just afraid.

370
00:40:26,880 --> 00:40:33,760
And that's fine, we all do it, but I would say that's like a big mistake a lot
of people make.

371
00:40:34,120 --> 00:40:39,100
Another mistake is having unrealistic expectations.

372
00:40:39,100 --> 00:40:42,850
A lot of people have one expectation.

373
00:40:43,120 --> 00:40:52,540
Every single person I talk to on like a discovery call says, "I know you can't
give me an exact answer, but like what results am I going to get?"

374
00:40:53,740 --> 00:40:58,780
"I'm not going to give you an answer at all, because I can't tell you.

375
00:40:58,780 --> 00:41:04,930
I can give you all these numbers of what might happen, but it's still not going
to be the answer you're looking for.

376
00:41:04,960 --> 00:41:09,880
Here's a rough idea of what you might be able to expect, but there's no
guarantee.

377
00:41:10,720 --> 00:41:19,510
What I can guarantee you is that we're going to work together as your partner
and work really hard with you to get you to success."

378
00:41:20,920 --> 00:41:30,880
So, just kind of keeping that in mind and being willing to put in the time and
effort to make it work and not give up, especially if you

379
00:41:30,880 --> 00:41:36,540
have a product that you know people want and you have an offer that is good.

380
00:41:36,550 --> 00:41:44,800
It's really about that optimization, about tracking, looking at where the
problem might be, and how we could solve it together.

381
00:41:45,460 --> 00:41:46,690
Yeah, it's so true.

382
00:41:46,690 --> 00:41:56,590
There are so many elements, I think, that I never—and so I'm not saying this in
any like bad way, but I just think that people would not realize, because I did
not realize before I started running ads that it's kind of like

383
00:41:56,590 --> 00:42:01,690
a Rubik's Cube of all these things of like, you have the tracking specialist,
but also like the creative.

384
00:42:01,690 --> 00:42:07,300
Like I remember not knowing how important—like I thought it was all about just
like serving up to the right audiences, right?

385
00:42:07,300 --> 00:42:11,370
So, as long as we get this ad from the audience, it's like, duh, they're just
going to convert, right?

386
00:42:11,440 --> 00:42:13,930
But then, it was like, what about this creative?

387
00:42:13,930 --> 00:42:22,210
And then, we got even more creative with the creative, and now, we're then
talking about the copy, the headlines, the link, the page, the landing page that
we send them to.

388
00:42:22,210 --> 00:42:29,800
It's like a seesaw, it's like constantly flowing of like all these things we
have to adjust, which is so helpful in working with somebody.

389
00:42:29,800 --> 00:42:39,160
Like it's not just about setting up these ads and just making sure they're like
getting clicks, because that's not going to—it's kind of like the equivalent of
like having a lot of Instagram follow, that doesn't do anything for you.

390
00:42:39,160 --> 00:42:43,720
It's like just having a lot of clicks in your ads that then go nowhere isn't
going to help you.

391
00:42:43,720 --> 00:42:51,100
So, I think it's like it's good to ask all of these questions if you're talking
to anyone, if you end up talking to Frannie's team, like just making sure you're

392
00:42:51,370 --> 00:42:56,280
asking about all these different areas, because it's very, very nuanced.

393
00:42:56,670 --> 00:42:59,910
And so, I just want people to ask about that kind of stuff.

394
00:42:59,940 --> 00:43:09,840
The other thing that I was thinking about was that with ads, I think,
sometimes, people think that they're a little bit of like a hand-off, like that 
you just hand them off

395
00:43:09,840 --> 00:43:13,060
to an ads team, and then you're kind of out of it, right?

396
00:43:13,060 --> 00:43:20,770
And the way that I always think about our partnership and one of the things that
I think makes it work really well is that you guys are the ads experts, right?

397
00:43:20,790 --> 00:43:30,300
You're the ads experts, you're a messaging, creative, delivery expert, all of
that kind of stuff, like on the execution side and the management side, but I
have to be the expert in my business, and of my

398
00:43:30,300 --> 00:43:34,800
client, and like of who our ideal client is, what messaging is working for
them.

399
00:43:34,980 --> 00:43:42,170
I mean, you obviously have a lot of expertise from the copy side, but then I'll
say anecdotally, this is what I'm hearing or people are asking me a lot about
this.

400
00:43:42,170 --> 00:43:43,590
And they don't like this language.

401
00:43:43,590 --> 00:43:46,830
They don't like when you use this phrase or they love it when you use that
phrase.

402
00:43:47,490 --> 00:43:53,680
And we also have to pay attention on my side to like what content's working
well, what's performing, right?

403
00:43:53,700 --> 00:44:03,660
And I feel like in our meetings, I'm often chiming in and like being very
involved, to be like, but this is what I'm seeing or I want to try this, because
this is what I'm feeling with the clients.

404
00:44:03,660 --> 00:44:13,560
And so, I think like I just wanted to have you speak on that for a second of
like how this is really a collaborative thing, and this is not something you
just like hand off, and someone's like making money for you

405
00:44:13,680 --> 00:44:17,670
while you're like on the beach drinking a mojito, even though that sounds nice.

406
00:44:17,750 --> 00:44:21,420
Yeah. I hope someday, you are on the beach, drinking some mojitos.

407
00:44:21,420 --> 00:44:22,470
Well, you can do that, too, right?

408
00:44:23,940 --> 00:44:25,290
Yeah, for sure.

409
00:44:25,290 --> 00:44:29,690
But I love that topic, because it's so important.

410
00:44:29,700 --> 00:44:32,940
Our most successful clients are our best partners.

411
00:44:33,180 --> 00:44:43,110
I think a lot of people, not so much that we come across any more, but I've
definitely worked with some people before and there are

412
00:44:43,110 --> 00:44:52,920
lots of people in the corporate world, for sure, no offense, that are like,
"I'm paying you to do this for me", versus like I really feel when we

413
00:44:52,920 --> 00:45:00,760
work with our clients, they become our partners, because it really is a group
effort.

414
00:45:00,760 --> 00:45:04,080
Like we have to do our stuff, but you also have to do your stuff.

415
00:45:04,080 --> 00:45:14,070
And what makes a successful client for us is somebody who wants to work
together, who wants to tell us, "Hey, I'm hearing a lot of

416
00:45:14,070 --> 00:45:20,730
people talking about this lately that they weren't talking about before, maybe
we can incorporate this in the ad".

417
00:45:21,330 --> 00:45:31,320
We recently had a client who had seen like lower results for a little bit and
we had like a strategy session where we really were talking about like all of
the numbers

418
00:45:31,320 --> 00:45:35,670
in her funnel, we were talking about, okay, what are the ideas that we have?

419
00:45:35,670 --> 00:45:38,670
Where do we see this leak and how can we work together?

420
00:45:38,670 --> 00:45:45,720
What can they do on their side to make changes, and what can we do on the ad
side to make changes and improve those results?

421
00:45:45,720 --> 00:45:55,680
And it's like, honestly, like I think it's funny to say this, but it's like such
a beautiful thing when that works out so well, because it really is like a
puzzle

422
00:45:56,190 --> 00:46:05,850
that we're figuring out together, and it's so strategic and definitely nerdy,
but I'm like a nerd about this stuff, but it's really

423
00:46:05,850 --> 00:46:15,360
cool when you get smart people working together, and using all of that like
brainpower and expertise from each side or from multiple people

424
00:46:15,360 --> 00:46:20,130
to improve things or take it to the next level.

425
00:46:20,130 --> 00:46:29,900
That's so fun, and it makes the partnership feel more like a friendship than
anything, and I think it's what gets people the best results.

426
00:46:29,900 --> 00:46:39,450
Our absolutely most successful clients are the ones who come at the relationship
in that way and who

427
00:46:39,450 --> 00:46:49,350
give us—of course, we want to be doing as much as we can for you and taking as
much as we can off your plate, but also, who gives us a lot, too, in

428
00:46:49,350 --> 00:46:59,340
terms of just information or even ideas, yeah, like you said, you know your
audience and your business best, so you have to share

429
00:46:59,340 --> 00:47:04,140
those things with us so that we can also represent that in your ads.

430
00:47:04,260 --> 00:47:05,490
Yeah, totally.

431
00:47:05,490 --> 00:47:15,480
Yeah. Sometimes, it's like even just you guys know like what trends are going
on or like what trends are—I mean, since I've been running Facebook ads, things
have changed so much from like static images to

432
00:47:15,480 --> 00:47:18,060
then videos, to like Reel-style videos, to this, that.

433
00:47:18,060 --> 00:47:27,690
It's like it shifts all the time, so sometimes, you guys will bring the best
concept, and then I'll be like, but here's the content that's working the best,
and we just like apply that to the concept that's working

434
00:47:28,320 --> 00:47:31,440
and something like that. 

So, I think it's so helpful.

435
00:47:31,560 --> 00:47:41,370
I also thought it would be kind of fun to go through a couple of—well,
actually, before that, I just wanted to make a note that I was just realizing
that everyone in this little

436
00:47:41,370 --> 00:47:51,120
series who I've interviewed so far has called themselves a nerd at some point
in the interview, and I just wanted to note, first of all, that all my friends
are nerds and I'm a nerd, too, but also, that

437
00:47:51,570 --> 00:47:55,680
isn't it funny how like people who are really good at what they do feel so
passionately about it?

438
00:47:55,680 --> 00:48:05,420
And I just don't think that's like a mistake that like all of you guys have
felt so—like you love what you do and you love like digging deep into the
details, and it's just funny that all three of you have shared that.

439
00:48:05,430 --> 00:48:09,180
So, I just want everyone to note, nerd out on your business.

440
00:48:09,180 --> 00:48:09,190
A bunch of nerds.

441
00:48:09,190 --> 00:48:12,420
Yeah, nerd out on your business, it plays well in the long run.

442
00:48:13,380 --> 00:48:20,130
So, I thought that there are a lot of like common ad myths or thoughts people
have that we can go through.

443
00:48:20,130 --> 00:48:26,910
So, the first one that I wanted you to respond to is that ads are super
expensive, like you don't do this until you make a lot of money.

444
00:48:28,170 --> 00:48:29,940
Yeah, great one.

445
00:48:30,330 --> 00:48:40,170
I think that ads can be expensive if you aren't strategic about how you go
about it, like you're just throwing spaghetti at the

446
00:48:40,170 --> 00:48:49,790
wall. Ads are an investment, for sure, but they also are a huge,

447
00:48:49,790 --> 00:48:51,350
huge revenue driver.

448
00:48:51,350 --> 00:49:01,160
And if you're willing to strategically invest in the process, I think every
thing we've said before this has

449
00:49:01,160 --> 00:49:03,560
kind of talked about how to do that.

450
00:49:03,560 --> 00:49:11,030
If you strategically invest in the process, and yet take a little bit of risk
on, you can see

451
00:49:13,400 --> 00:49:19,880
benefits and results like you honestly never could have maybe even dreamed of.

452
00:49:19,880 --> 00:49:29,350
And I always worry about like telling people they can expect X, Y, Z,

453
00:49:29,360 --> 00:49:39,200
but like I know you know, for sure, like you've had some moments where you're
like, I cannot believe like ads have helped my business

454
00:49:39,200 --> 00:49:40,310
do this and that.

455
00:49:40,310 --> 00:49:49,730
Like we said before, it's not only the ads, the ads aren't the thing that did
it, but it is that fuel that

456
00:49:49,730 --> 00:49:53,720
helps amplify everything that you've done really well.

457
00:49:53,780 --> 00:49:54,860
Yeah, for sure.

458
00:49:54,860 --> 00:50:01,970
Yeah. And investing in ads initially at like the baby stages, at like the lower
offer that you have was what enabled me.

459
00:50:01,970 --> 00:50:11,570
Like I remember when I started working with Frannie, I remember telling Frannie
specifically, it is my dream to work with you in like the full package, but at
that moment, I couldn't imagine like

460
00:50:11,570 --> 00:50:20,270
investing that much, right? And it was like really, quickly that the ads
themselves took off that then it allowed me to invest in that bigger package,
which allowed the ads to get even better.

461
00:50:20,270 --> 00:50:29,610
So, it can be something you like build upon, but it was not that long ago that I
was telling Frannie on Zoom like, I can't wait to work with you one day and like
be able to do this.

462
00:50:29,610 --> 00:50:30,950
So, it happens.

463
00:50:31,970 --> 00:50:41,750
Another one that I thought was really good, and I feel like, well, we all get
this no matter what industry we're in, but I hear this about ads a lot, is like
ads will only work if you sell courses,

464
00:50:41,750 --> 00:50:50,960
or like ads don't work for people who do like one-to-one coaching, or like ads
only work if you're in the business like marketing space, what do you say to 
those

465
00:50:51,410 --> 00:50:52,940
questions or challenges?

466
00:50:54,900 --> 00:50:59,310
I think ads can work for anyone.

467
00:50:59,310 --> 00:51:08,820
If you solve a real problem, if you have a product that people want, it doesn't
matter what

468
00:51:09,960 --> 00:51:19,620
type of business you are, I truly believe that you need to just get it out in
front of the right people, use the right messaging, and have a

469
00:51:19,620 --> 00:51:29,250
system like we've talked about that actually brings them from a visitor to your
digital space or physical space

470
00:51:29,250 --> 00:51:31,990
to somebody who actually buys from you.

471
00:51:32,120 --> 00:51:41,880
I know people that have local businesses that get great results from ads, I know
people that don't have courses that get great results from ads, they do
one-to-one

472
00:51:42,480 --> 00:51:48,930
coaching, they sell, we actually work with some clients who are old school
bloggers, right?

473
00:51:49,200 --> 00:51:54,620
Their revenue comes from affiliates, or ads on their blog, or et cetera, et 
cetera.

474
00:51:54,960 --> 00:52:04,950
They know that getting someone on their email list will ultimately return them
money in one way or another, so they just deliver, they just run ads to grow
their

475
00:52:05,130 --> 00:52:09,960
email list, their goal isn't even to sell a course or anything.

476
00:52:11,220 --> 00:52:15,390
So, yeah, ads can work for all types of businesses.

477
00:52:15,390 --> 00:52:20,490
I don't know, I guess I'm a broken record, but you just have to be strategic
about how you do it.

478
00:52:20,520 --> 00:52:30,330
One thing I will say is that it's really smart to invest, or work with, or
learn from somebody who has experience, not only has experience, but

479
00:52:30,330 --> 00:52:33,630
has proven results from people that have a business like you.

480
00:52:33,870 --> 00:52:43,410
So, I get requests all the time from somebody who runs like a physical product
business, or I've gotten requests from people

481
00:52:43,410 --> 00:52:51,240
who have like a local business, and it's really not what I can help them with,
because it's a different way of marketing, for sure, on the Facebook

482
00:52:53,230 --> 00:52:59,830
ad sense, and so I would just make sure that you're looking for somebody who's
worked with a business like yours.

483
00:53:00,040 --> 00:53:01,750
Yeah, that's a really good tip.

484
00:53:01,750 --> 00:53:03,130
That makes a lot of sense.

485
00:53:03,680 --> 00:53:09,490
Yeah. And I'm sure that there are probably ads teams that focus more just on
physical products and couldn't help people like us.

486
00:53:09,490 --> 00:53:10,540
Yeah, so that makes sense.

487
00:53:10,540 --> 00:53:10,960
Yeah.

488
00:53:11,650 --> 00:53:21,580
What would you also say to the myth that people unfortunately see this, and I
know a couple of people who have done this, that the ads will solve all of my
sales problems, so like if this thing isn't selling

489
00:53:21,580 --> 00:53:26,650
enough, all I'm going to do is throw some ads behind it, and finally, this
course will take off.

490
00:53:29,080 --> 00:53:35,740
Yeah. I would say that that is the exact point when you should not invest in
that.

491
00:53:37,930 --> 00:53:47,380
Yeah. Ads are amplification, and if you have something that's broken, it's
maybe going to make that

492
00:53:47,380 --> 00:53:51,970
worse and you're just going to be throwing money into a pit.

493
00:53:51,970 --> 00:54:01,720
And I think that's why the ads get that bad rap is because a lot of people go
into ads like, "If I can just get more people in front of

494
00:54:01,720 --> 00:54:07,230
it, this will work", versus like really looking at what's broken on their own 
end.

495
00:54:07,360 --> 00:54:16,930
I think that it's hard as a creator, as somebody who's put a lot of like time,
and effort, and love into building something, to

496
00:54:16,930 --> 00:54:24,730
accept that what you've done isn't working, or maybe people just don't want it,
or maybe it's just not packaged right.

497
00:54:24,730 --> 00:54:34,730
And I think that kind of when people invest in ad, and hoping for like a Hail
Mary, and it doesn't give it to them, and

498
00:54:34,780 --> 00:54:40,660
they're still kind of maybe blaming it on the ad when it's not necessarily the
case.

499
00:54:40,660 --> 00:54:50,040
I think another thing is like a lot of creative people aren't super analytical,
don't want to really look at the numbers.

500
00:54:50,040 --> 00:54:59,510
I know like it's not so easy or fun, but it's actually like, in some cases, you
don't want to necessarily like

501
00:54:59,520 --> 00:55:09,510
focus on numbers, like number of followers or things like that, but you do need
to look at like what the numbers are telling you and what it means.

502
00:55:10,530 --> 00:55:20,160
And when you take the time to do that, or you have someone help you do it if
you're not good at it or you don't truly understand it is okay, but

503
00:55:20,220 --> 00:55:29,730
that can really tell you maybe where your problem is instead of throwing money
at ads sort of as a last ditch effort.

504
00:55:29,910 --> 00:55:36,360
Yeah, for sure. All of the scenarios that I know of like firsthand were all like
no strategy.

505
00:55:36,360 --> 00:55:40,920
They weren't working with somebody who told them, "Hey, you should have this
stuff set up first".

506
00:55:40,920 --> 00:55:45,540
Like it's stuff that I know, having worked with you for so long, that you never
would have taken.

507
00:55:45,990 --> 00:55:55,800
And I think that's another thing, is like finding that person who you'll
feel—like one of the reasons why I trusted Frannie so much when I first spoke
with her is because I remember having this conversation asking

508
00:55:55,800 --> 00:55:58,920
the question about like, so what can I expect from my results?

509
00:55:58,920 --> 00:56:08,070
And Frannie being honest and just being like, "We can't make promises", which,
by the way, legally speaking, is what all of you should be doing, like period,
with whatever you're doing, right?

510
00:56:08,070 --> 00:56:09,710
You shouldn't be making promises.

511
00:56:09,710 --> 00:56:17,520
But also, you sharing with me like the fact that my stuff was already working, 
that this would be basically amplification.

512
00:56:17,520 --> 00:56:21,830
We really saw it as like pouring fuel on an already burning fire, right?

513
00:56:21,840 --> 00:56:29,850
I wasn't trying to start a fire with the fuel, it was already going and we were
just like making a bonfire, and that is what happened, right?

514
00:56:29,850 --> 00:56:34,200
And it doesn't mean it was without hiccups or anything like this, but like that
is how it was.

515
00:56:34,200 --> 00:56:43,770
So, anyway, the last like little myth I wanted to go over, too, is that I feel
like I get questions from people a lot of like, wait, didn't iOS like messed
everything up?

516
00:56:43,770 --> 00:56:49,200
Like didn't all of these Apple changes, and now, like email changes, and all
these kinds of things, didn't that mess anything up?

517
00:56:49,200 --> 00:56:51,150
Are ads still successful?

518
00:56:51,150 --> 00:56:52,500
I get questions about that.

519
00:56:53,450 --> 00:56:55,700
Yeah. I love that.

520
00:56:55,700 --> 00:57:01,940
I'd love to talk about that now, because this time last year, I didn't have the
same view on it.

521
00:57:01,940 --> 00:57:11,790
But I think what it goes back to is like, foundationally, marketing is the same
as it always has been and

522
00:57:11,790 --> 00:57:17,460
always will be, and it's really important to understand the foundations of
marketing.

523
00:57:18,090 --> 00:57:27,840
And when you do, yes, it can rock you and change things a lot when there are
things like the iOS update, big

524
00:57:27,840 --> 00:57:37,320
Facebook ad algorithm changes, but ultimately, like if you have a successful
business, if you understand the

525
00:57:37,320 --> 00:57:40,170
foundations of marketing, you can adapt, right?

526
00:57:41,760 --> 00:57:51,330
Like it's taken a while, but now, I feel like we are in a place where, yes, the
iOS update was a big

527
00:57:51,330 --> 00:57:59,390
change, and there are probably more big changes coming, we're just in this
industry where things are constantly changing.

528
00:57:59,390 --> 00:58:09,240
And even before iOS happened, like Facebook would change its algorithm, make big
algorithm changes every year or so, and you kind of have to

529
00:58:09,240 --> 00:58:12,540
relearn how to run your campaigns, in a sense.

530
00:58:12,540 --> 00:58:22,330
And I know that people who don't run ads themselves, are not actually in there
doing it will never understand, but there's so much

531
00:58:22,330 --> 00:58:24,430
that goes into that process.

532
00:58:24,430 --> 00:58:33,050
So, it is a lot of work, but yes, I guess the answer, long story short, yes,
Facebook ads still work.

533
00:58:33,080 --> 00:58:42,100
I would say that the thing that has changed is that we're sort of actually a
little bit closer to that billboard style of

534
00:58:42,680 --> 00:58:45,050
advertising than we used to be, right?

535
00:58:45,230 --> 00:58:55,220
Facebook revolutionized advertising, in that we could so specifically target
somebody in a way that you never, ever could before

536
00:58:56,270 --> 00:59:06,270
, and it still is like unmatched, I would say, in terms of paid advertising, how
well you can not only target people,

537
00:59:06,270 --> 00:59:16,060
but see the direct result of their actions from a targeting option to an ad
itself, it's crazy,

538
00:59:16,060 --> 00:59:19,530
but you just don't have as detailed of targeting.

539
00:59:19,530 --> 00:59:29,280
You just don't have as deep of a picture on all the results that your ads are
getting you unless maybe you're using [indiscernible] the third

540
00:59:29,280 --> 00:59:36,240
-party tracking system like we use, which has been a life saver, but yeah,
you're targeting a broader audience.

541
00:59:36,240 --> 00:59:45,690
If your messaging is on point, if your everything else that we've already
talked about is on point, it's just a matter of being able to

542
00:59:45,690 --> 00:59:55,350
navigate that bumpy part, and then getting to a place, and working with
somebody or being willing to do the work on your end to get to a place

543
00:59:55,350 --> 01:00:00,000
where, okay, we're back in the game, and things are going well.

544
01:00:00,000 --> 01:00:04,560
And we're seeing really great results for our clients.

545
01:00:04,560 --> 01:00:14,490
I think something that's important to mention is like when, and I'm like 
actually creating some content on this now to put out, is when we

546
01:00:14,490 --> 01:00:24,450
say like consistent sales from Facebook and Instagram ads, I think I haven't
done the best job and I think a lot of people don't do a great job of this,

547
01:00:24,570 --> 01:00:26,850
of being really clear about what that means.

548
01:00:26,850 --> 01:00:36,810
Because when we started working together, I don't know if it was you or whoever,
but I think it was you, you want to have like 10K months, consistent 10K

549
01:00:37,290 --> 01:00:45,270
months from your Facebook ads, and that was so exciting, and definitely, like
you started there, and then

550
01:00:49,130 --> 01:00:57,170
you went to 10 or 20K months, and then it went down for a month or two, and it
was kind of like, alright, let's work together as partners.

551
01:00:57,170 --> 01:00:59,870
and then we got it back up, and it went up and up.

552
01:00:59,870 --> 01:01:09,830
And so, there are going to be dips regardless of iOS updates, Facebook
algorithm, but sometimes, the holidays come around,

553
01:01:09,830 --> 01:01:13,400
there's so much competition that people aren't buying courses.

554
01:01:13,400 --> 01:01:17,180
They're like, "I got to get my grandma, and my niece, and my parents a
Christmas present".

555
01:01:18,500 --> 01:01:28,370
So, you have to be willing to weather those times, working with somebody you
really trust, willing to partner with them to

556
01:01:28,370 --> 01:01:37,820
navigate those times, but ultimately, like things are going to—you'll figure it
out if you are willing to kind of be in it for the long

557
01:01:37,820 --> 01:01:47,750
haul. 

I know someone asked me like, "Are you going to start doing Google ads or TikTok
ads?" And we're like, "Yeah", and last year, I was

558
01:01:47,750 --> 01:01:57,740
like really considering that a lot more, and I think we will eventually get
into another platform, which is like really fun and exciting, but we're going to
do it from a place of like things are

559
01:01:57,740 --> 01:02:05,960
going really well for us and our clients, like let's do that, versus like, oh,
my gosh, I'm scared about iOS, we have to try something else.

560
01:02:06,290 --> 01:02:14,510
We know the foundations of marketing, and so we could get to TikTok, and learn
it, and figure out how to make it work for our clients.

561
01:02:14,510 --> 01:02:20,540
We could do the same thing on Pinterest, we could do the same thing on Google
ads, or whatever it is, right?

562
01:02:20,540 --> 01:02:28,610
So, it just really goes back to the foundation and also being willing to
weather those storms when they come up.

563
01:02:28,910 --> 01:02:38,540
Yeah, because those platforms are so—well, particularly with like TikTok, like 
that's still so in development that like God only knows what would be going on
over there by the time we'd all

564
01:02:38,840 --> 01:02:45,030
get ready. Can we all just, for the record, say that it is so nice on TikTok,
though, that you don't have to really write a caption?

565
01:02:45,030 --> 01:02:47,310
That is like huge.

566
01:02:47,310 --> 01:02:53,870
But at the same time, people don't really get value other than the video, and
then I'm like, are these just leading to vanity metrics and not sales?

567
01:02:53,870 --> 01:03:00,140
But that's like a whole different rant for a different day, but these are the
things that keep me up at night that I think about all the time.

568
01:03:00,650 --> 01:03:09,710
I love that answer, though, Frannie, because I think you like basically hit on
all of the things we've been talking about today, of like just even iOS was just
another experiment, right?

569
01:03:09,710 --> 01:03:12,920
It's just another thing of like, just, well, this is just part of it, right?

570
01:03:12,930 --> 01:03:14,990
It's like that's just another part that we have, too.

571
01:03:14,990 --> 01:03:24,290
But I also like what you was sharing about how it doesn't have to be a major
iOS change, it can also be like just the holidays or these other things coming
up in your business that

572
01:03:24,770 --> 01:03:26,030
things might change, right?

573
01:03:26,030 --> 01:03:30,080
So, I think that's so helpful for everyone to think about.

574
01:03:30,080 --> 01:03:40,080
And also just thinking about this like, sometimes, I just try to remind myself
with the mindset about Facebook ads of like I'm not like entitled to these
results, or like I'm

575
01:03:40,080 --> 01:03:49,280
not entitled to these results lasting forever, or even if it's working for me,
or I don't know, like all of these things, it's just like I feel the same way
about Instagram.

576
01:03:49,280 --> 01:03:59,270
Like people get like angry about stuff, and it's just like it's a free platform
that you choose to show up on, and like you choose to participate in Facebook
ads, and part of what I hope Frannie is telling you today, too,

577
01:03:59,270 --> 01:04:09,200
is like, if you choose to participate in that, you're choosing to participate
in that system, and that system is not a constant, it's not a guarantee, and
it's part

578
01:04:09,200 --> 01:04:18,920
of a larger ecosystem of like consistency and nurturing, and like, yeah, a
proven sales system that have to make

579
01:04:18,920 --> 01:04:23,330
sense. 

It's not a guarantee, so we can't like get mad at the system.

580
01:04:23,330 --> 01:04:24,710
That's how I think about it.

581
01:04:24,710 --> 01:04:28,700
I'm just like, I'm here for the ride, if they pull out tomorrow, like they
didn't owe it to me.

582
01:04:28,730 --> 01:04:38,600
Like if they said tomorrow, like no more Facebook ads, we're not doing it
anymore, which they never would, because they make so much money, but I'm just
saying, like you have to imagine that in your business, right?

583
01:04:38,600 --> 01:04:42,320
Like I have to imagine like, what would I do if Facebook ads stop tomorrow?

584
01:04:42,320 --> 01:04:44,210
How would we respond?

585
01:04:44,210 --> 01:04:49,250
I also don't want my business to be in a position where that would tank my
business and it very much would not, right?

586
01:04:49,430 --> 01:04:58,520
We just ran a huge promo where we spent a lot of money on Facebook ads and it
was very successful from a Facebook ad standpoint, it still only accounted for
like 30% of our total sales.

587
01:04:58,520 --> 01:05:00,350
And so, like it's very interesting.

588
01:05:00,350 --> 01:05:05,160
So, that's, again, another example where like this just fits into my business, 
it's not my business.

589
01:05:05,160 --> 01:05:08,150
It's not making it, because I also don't want it to sink it, right?

590
01:05:08,540 --> 01:05:12,650
Yeah. Feels like having all your money tied up in the stock market or something
, yeah.

591
01:05:13,480 --> 01:05:18,520
Yeah. Don't put all your eggs in one basket, which is like that holistic picture
, right?

592
01:05:18,520 --> 01:05:23,590
And it doesn't happen overnight, you grow those systems over time, for sure.

593
01:05:23,590 --> 01:05:31,350
But yeah, it's a ride, and it's just like life, though, right?

594
01:05:31,360 --> 01:05:40,950
Like things change, and it's easy and comfortable when things stay the same, 
but it's also like exciting and challenging when they change, and you

595
01:05:40,950 --> 01:05:43,710
can tackle new things.

596
01:05:43,710 --> 01:05:53,400
I mean, if I look back a year ago, it was a lot to take on as a business owner, 
like this thing that you focus your whole

597
01:05:53,400 --> 01:05:56,280
business on is just going to change and you have no idea what's going to
happen.

598
01:05:56,670 --> 01:05:57,920
It was stressful.

599
01:05:57,920 --> 01:06:00,390
But I looked back and it taught me so much.

600
01:06:00,390 --> 01:06:01,560
I learned so much.

601
01:06:01,560 --> 01:06:05,970
Like we really got stronger as a business, as a team.

602
01:06:05,970 --> 01:06:12,150
And I think it even helped our clients like realize different things about
their business, too.

603
01:06:12,150 --> 01:06:16,710
So, it's also your mindset and how you choose to look at it.

604
01:06:16,710 --> 01:06:26,430
Yeah. And I really want to look at this as just like it's fun and just an 
experiment, it's part of the larger picture, and it works really well if you
work with really good

605
01:06:26,430 --> 01:06:30,950
people like EHM, so I highly recommend.

606
01:06:30,950 --> 01:06:37,470
Before we tell everybody where to find you, if you have a minute, I just wanted
to ask you a couple of fun questions, some would you rathers.

607
01:06:38,250 --> 01:06:40,710
So, I think I know the answer to most of these for you.

608
01:06:41,010 --> 01:06:44,250
Would you rather read fiction or non-fiction?

609
01:06:47,080 --> 01:06:48,140
Fiction, for sure.

610
01:06:48,160 --> 01:06:53,410
Yeah, you and me both. Would you rather live at the beach, near the mountains,
or the desert?

611
01:06:54,700 --> 01:06:55,930
Oh, gosh.

612
01:06:55,930 --> 01:06:58,420
This one is so difficult.

613
01:06:58,690 --> 01:07:08,260
I feel like I have a dream of living in the mountains, I love hiking, I love
the mountains, but I grew up on the beach and I

614
01:07:08,260 --> 01:07:16,790
just don't know, since I haven't lived in the mountains yet, I can't really
guarantee that it would be everything I want it to be.

615
01:07:16,840 --> 01:07:24,140
Like I have to choose the beach, because it's my home, but yeah, that's a tough
one.

616
01:07:24,380 --> 01:07:30,080
I mean, the desert is super cool, but for me, it's not up there with those
other two.

617
01:07:30,110 --> 01:07:31,220
Yeah, same with me.

618
01:07:31,220 --> 01:07:37,670
I feel like for people who grow up near the water, it's just like you don't
realize what it would be like until you don't live near the water, and then
you're like, oh, no.

619
01:07:37,820 --> 01:07:47,570
Yeah. I always joke with Ryan that I need a house that's on the beach that like
backs up to the mountains within 5 minutes of a city, and I'm just like, if I
could just like find all of that, that would work great for

620
01:07:47,570 --> 01:07:47,960
me.

621
01:07:48,590 --> 01:07:49,700
Yeah. I'll be your neighbor.

622
01:07:49,700 --> 01:07:51,260
Yeah, exactly.

623
01:07:51,260 --> 01:07:53,120
Exactly. I think that's maybe South Africa.

624
01:07:53,120 --> 01:07:54,590
I don't know. We'll look into it.

625
01:07:55,010 --> 01:07:59,780
So, would you rather order coffee or tea?

626
01:07:59,780 --> 01:08:01,970
And if so, you have to tell me what your order would be.

627
01:08:03,050 --> 01:08:04,670
Okay, definitely coffee.

628
01:08:04,670 --> 01:08:09,950
I used to be a tea person, but since moving to Europe, I am, for sure, a coffee
person.

629
01:08:11,270 --> 01:08:16,880
And it's really tough, because I love like a European espresso.

630
01:08:16,880 --> 01:08:21,620
I was never somebody who really saw the like—I don't know.

631
01:08:21,620 --> 01:08:24,690
Like I wasn't like a coffee person.

632
01:08:24,710 --> 01:08:34,580
I like coffee, but after moving here, I really appreciate like a good coffee,
but something I missed so much from home is

633
01:08:34,580 --> 01:08:35,750
like an iced coffee.

634
01:08:36,020 --> 01:08:38,300
They don't have that here.

635
01:08:38,300 --> 01:08:45,770
In the summer, like going to get an iced coffee, like have the windows down and
music up like in your car on the way to the beach.

636
01:08:45,770 --> 01:08:49,850
I feel like that's like such a vibe that I love.

637
01:08:50,270 --> 01:08:52,430
So, yeah, it kind of depends.

638
01:08:52,430 --> 01:08:55,760
But yeah, I love an espresso or a cappuccino, too.

639
01:08:55,790 --> 01:08:57,250
Oh, yeah, cappuccinos.

640
01:08:57,350 --> 01:08:58,430
Sounds good. I'm going to go have one soon.

641
01:08:58,430 --> 01:09:00,440
I know you're coffee, right?

642
01:09:00,900 --> 01:09:01,670
Because I know you love coffee.

643
01:09:01,670 --> 01:09:09,320
I also love tea, but like—so my deal with myself is I can only drink coffee up
to like noon, because I don't handle it super well later.

644
01:09:09,320 --> 01:09:10,820
And so then, I switch to tea.

645
01:09:10,820 --> 01:09:13,570
I like to have tea usually when I do my afternoon work.

646
01:09:13,570 --> 01:09:16,140
Especially if I'm writing, I like to have tea.

647
01:09:16,140 --> 01:09:17,450
And sometimes, like tea before bed.

648
01:09:17,450 --> 01:09:22,090
But you know me, I would be like buzzing around coffee all day long.

649
01:09:22,090 --> 01:09:24,770
Lately, my go-to coffee order has been-

650
01:09:24,770 --> 01:09:25,870
Yeah, I was going to say, what's your order?

651
01:09:26,060 --> 01:09:35,870
My new thing I'm getting at this coffee shop I love here in New York is a latte
with a little bit of hazelnut syrup and macadamia milk, and it is really good.

652
01:09:35,900 --> 01:09:36,530
It's really good.

653
01:09:36,710 --> 01:09:37,790
I feel like I've never heard of that.

654
01:09:37,790 --> 01:09:38,180
I love it.

655
01:09:38,180 --> 01:09:40,280
Macadamia milk was not on my radar.

656
01:09:40,280 --> 01:09:46,520
I have almond milk all the time, and I have oat milk at the house, and stuff, 
but then I just tried it on a whim, and now, I'm really into it.

657
01:09:46,620 --> 01:09:47,570
I highly recommend.

658
01:09:48,950 --> 01:09:49,070
I'll have to try it next time I'm in the US.

659
01:09:49,070 --> 01:09:50,530
Let me know if you can find it in Portugal.

660
01:09:50,780 --> 01:09:51,100
Yeah.

661
01:09:51,920 --> 01:09:53,360
Yeah, no. It's definitely not here.

662
01:09:53,660 --> 01:09:56,870
Yeah, I figured. I'll ship you some, but it might take forever to get to you.

663
01:09:58,910 --> 01:10:02,240
This one's my favorite one, because this is a very controversial question.

664
01:10:02,240 --> 01:10:09,440
When you cook, would you rather, maybe America has to chime in on this, clean
up as you go or clean up at the end?

665
01:10:10,070 --> 01:10:11,720
Absolutely, clean up as I go.

666
01:10:11,930 --> 01:10:13,790
Me, too. That's a very controversial question.

667
01:10:13,790 --> 01:10:15,680
People feel very strongly about this.

668
01:10:16,550 --> 01:10:26,050
I feel very strongly about cleaning up as I go, and I think maybe I judge people
who do not.

669
01:10:26,060 --> 01:10:27,830
I don't know.

670
01:10:27,830 --> 01:10:28,790
What do you do?

671
01:10:28,820 --> 01:10:38,750
I clean up as I go, and it's funny because I take a cooking class every Sunday
like on Zoom, and I'm always like cooking like while she's still talking, and
I'm always like looking at all the other people on the screen,

672
01:10:38,750 --> 01:10:44,090
like no one else is doing this, I'm like, doesn't it drive you guys crazy to
get to the end, like your kitchen's like piled up?

673
01:10:44,090 --> 01:10:46,640
So, yeah, I like clean as much as I can.

674
01:10:46,640 --> 01:10:49,550
I mean, it's not perfect, but I think it's helpful.

675
01:10:49,550 --> 01:10:50,060
Yeah, same.

676
01:10:50,060 --> 01:10:51,130
Yeah. Alright.

677
01:10:51,130 --> 01:10:55,190
Last one. Would you rather hit up a fancy restaurant or hit up the best food
truck?

678
01:10:57,830 --> 01:10:58,880
The best food truck.

679
01:10:58,880 --> 01:11:01,100
Yeah, it's probably better food, honestly.

680
01:11:01,970 --> 01:11:11,690
I mean, I love a fancy restaurant like with really great food and stuff, but
there's nothing like finding like this little local gem that

681
01:11:11,690 --> 01:11:15,650
just like really has the best stuff.

682
01:11:15,680 --> 01:11:16,690
Yeah. Do they have foods trucks in Portugal?

683
01:11:18,430 --> 01:11:18,620


684
01:11:20,060 --> 01:11:21,860
Yeah, they do have some food trucks.

685
01:11:22,630 --> 01:11:25,280
Not so many, but yeah, they do.

686
01:11:25,280 --> 01:11:34,840
I would say more like wandering around, finding like these little tiny local
places where you can get really great stuff.

687
01:11:34,850 --> 01:11:40,670
I feel like that one's so hard, though, because it's like asking like, what's
your favorite place you've ever visited?

688
01:11:40,670 --> 01:11:43,850
And it's like you can't really compare, because it's two totally different
experiences.

689
01:11:44,720 --> 01:11:45,890
Yeah, I know.

690
01:11:45,890 --> 01:11:55,430
And like in a post-COVID world, I'm like, I guess I've come to appreciate the
experience of going to a restaurant and like having someone else cleaning the
—speaking of cleaning dishes,

691
01:11:55,910 --> 01:12:00,770
I'm like a professional dishwasher, and two years in, I'm like, oh, my
goodness.

692
01:12:01,850 --> 01:12:07,550
So, I feel like that part, and just like feeling very taken care of, like
that's fun, but then I also-

693
01:12:07,550 --> 01:12:07,560
Yeah, the server.

694
01:12:07,560 --> 01:12:14,390
Yeah, but then I feel like you get this like more soulful food from the food
truck that just has more like history and roots to it.

695
01:12:14,390 --> 01:12:16,490
I appreciate that, too.

696
01:12:16,490 --> 01:12:18,630
So, it's, yeah, both.

697
01:12:18,630 --> 01:12:21,930
I'll take both. Well, this was so fun, Frannie.

698
01:12:21,950 --> 01:12:23,420
I had so much fun chatting with you.

699
01:12:23,420 --> 01:12:29,180
Will you just share with everyone where they can find you and like what best
next steps would be for them?

700
01:12:30,050 --> 01:12:38,360
Yeah, for sure. The best place to find us is on Instagram, Elevate Her Marketing
is our handle, and I'm there most of the time.

701
01:12:38,360 --> 01:12:39,380
You can DM us.

702
01:12:39,410 --> 01:12:41,180
You can follow us.

703
01:12:41,210 --> 01:12:43,460
We share all kinds of Facebook tips.

704
01:12:43,460 --> 01:12:53,210
I talk a lot about what to—a lot of reminders about the things we talked about
today, like what you can really expect from Facebook ads, how to go into it with
a

705
01:12:53,300 --> 01:13:03,080
right mindset, things like that, and lots of tactical things like which ad to
create, or how to create this type of ad, or try

706
01:13:03,110 --> 01:13:06,230
testing this type of targeting, things like that.

707
01:13:06,230 --> 01:13:08,090
So, yeah, you can find us there.

708
01:13:08,090 --> 01:13:15,020
And then, there are tons of resources on our website, free resources that you
can find through the link in my bio on Instagram.

709
01:13:15,200 --> 01:13:16,280
Yeah, that's perfect.

710
01:13:16,280 --> 01:13:26,150
And if you go over and follow them at Elevate Her Marketing on Instagram, they
are my favorite kind of like content to follow, which is very like tip-heavy,
resource-heavy, so I would

711
01:13:26,150 --> 01:13:32,570
definitely make sure you give it a follow, and I'll make sure I link to
everything in this episode and give everybody a way to find you.

712
01:13:32,570 --> 01:13:34,340
But thank you so much, Frannie, for doing this.

713
01:13:34,340 --> 01:13:35,330
This is so fun.

714
01:13:35,840 --> 01:13:37,370
Yeah, thanks for having me.

715
01:13:37,400 --> 01:13:40,910
You know I'm always down for a super nerdy conversation.

716
01:13:40,910 --> 01:13:50,870
Yeah, anytime. And you guys send us a DM if you have any questions, because if
you have enough questions, too, maybe you want like another episode with 
Frannie in the future, if I can convince her to

717
01:13:50,870 --> 01:13:56,570
come back, I will, and we'll talk any other Facebook ads questions, we could do
like a Q&A or something.

718
01:13:56,570 --> 01:13:57,470
So, hit us at-

719
01:13:57,470 --> 01:13:58,520
Yeah, I'd love that.

720
01:13:58,820 --> 01:14:00,620
Yeah. Thanks, everybody.

721
01:14:00,620 --> 01:14:01,700
We'll talk to you later.

722
01:14:05,030 --> 01:14:07,820
Thanks so much for listening to the On Your Terms podcast.

723
01:14:07,820 --> 01:14:12,480
Make sure to follow on Apple Podcasts, Spotify, or wherever you like to listen
to podcasts.

724
01:14:12,500 --> 01:14:19,470
You can also check out all of our podcast episodes, show notes, links, and more
at samvanderwielen.com/podcast.

725
01:14:19,520 --> 01:14:27,250
You can learn more about legally protecting your business and take my free
legal workshop, Five Steps to Legally Protect and Grow Your Online Business, at 
samvanderwielen.com.

726
01:14:28,310 --> 01:14:33,690
And to stay connected and follow along, follow me on Instagram at Sam Vander 
Wielen, and send me a DM to say hi.

©

727
01:14:33,690 --> 01:14:34,050
2022 Sam Vander Wielen LLC | All Rights Reserved | Any use of this intellectual 
property owned by Sam Vander Wielen LLC may not be used in connection with the 
sale or distribution of any content (free or paid, written or verbal), product,

728
01:14:34,050 --> 01:14:34,130
and/or service by you without prior written consent from Sam Vander Wielen LLC.