One of my new customers recently asked me what was the number one thing they needed to know before they started a paid ads program that would guarantee they succeeded.
I thought long and hard about the answer, and I was shocked by what came out of my mouth!
I told them “You need to be prepared to fail.”
Thomas Edison once said, “I have not failed. I’ve just found 10,000 ways that won’t work.”
I think he was channeling the future when he said that, because when it comes to advertising on Facebook, Google, Amazon, YouTube and every other paid traffic source out there ~ failure is an important part of the process.
Paid advertising is like a science experiment where you start out with an expected result, but when that expected result doesn’t manifest, you learn from the data, recreate your experiment… and try again.
What I have learned is that when things don’t work exactly as expected, it is actually not as disappointing as one would think. Failure is just a (first) step in figuring it out. Being able to see the data in real time and KNOWING exactly what is – and isn’t working is actually exciting. And helping my clients figure it out is what I absolutely love about what I do. Because when you do get to the point where your ads are performing, your landing page is converting and your sales funnel is generating revenue – there is no better feeling.
I recently read the book Will It Fly? How to Test Your Next Business Idea So You Don’t Waste Your Time and Money – by Pat Flynn, (I highly recommend it to anyone selling, or about to sell anything). This book is about how to test your ideas before you build something elaborate and put out there for the world to buy. The old notion of “build it and they will come” is NOT good advice when it comes to business. But this book didn’t just apply to big ideas, there were some great takeaways related to paid traffic as well.
The philosophies in his book really resonated with me as CCAS because paid traffic and campaign development are all about testing your campaign in very similar ways. I actually used Pat’s outline with a recent customer. Pat says you should do 4 key things to validate your business ideas:
- Get it in front of an audience
- Share your solution
- Ask for the transaction
The truth about paid traffic is that it takes time to test every element of your ad, your targeting, your landing pages, your sales funnels… everything. And you have to be prepared for that process in your mind, or you will get frustrated.
If you think you are going to hit a homerun with your first ad campaign and the leads and sales are going to just start pouring in, your expectations are way off.
Here’s the real nugget of gold in this post…
“You need to be prepared to fail. Those who understand this, and go into it ready to swing and miss, and then step up to the plate and try repeatedly until they learn from each failed attempt – those are the ones who succeed wildly with paid traffic.”
There are so many people who hear stories of immediate results and after purchasing LeadPages™ or ClickFunnels they buy some Facebook ads and their conversions are over the top. Or their sales grew 500% overnight… but that is as likely as getting a record deal on your first American Idol audition.
If you are expectations are right going in, and understand that it will take some time and money to dial in your campaign, you will then have the mindset needed to succeed.
What I love most about Facebook ads is that you get immediate feedback, and you don’t have to spend more than $5 a day for a few days to see this. And if you know how to read the data, you will be able to make adjustments on the fly and start to see the results you are looking for.
And once you have dialed in each of the elements of your campaign to achieve the desired result, you can then turn that dial it up and bring in leads and sales at whatever level makes sense for your business.
Remember, our goal here at The Lead Profit™ is to spend $1 in paid advertising and see $2, or $5 or $10 in revenue from that spend ~ generating leads at a profit. We focus on this single goal because what really makes a business unstoppable is when you take the time to invest in creating a paid traffic strategy that hits the mark. Once you have that in your back pocket, you can then scale that up to drive continuous revenue.
Those who are willing to accept that failure is part of the process and that it will ultimately lead to success, and become obsessed with figuring it out, will create a neverending, automated flow of leads into their business – and crush their competition.
P.S. I am working on a free video course that outlines my 3 step process for troubleshooting your Facebook ads. If you are interested in this, sign up here to be notified when it becomes available.