# Facebook Advertising Psychology - How To Guarantee Success

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=E0lbvr71wR8
Duration: 25 min
Language: English
Words: 5672
Transcript page: https://viewrankai.com/tools/youtube-transcript/E0lbvr71wR8

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[0:00] hi guys it's ben heath from lead guru and in this video i'm going to talk about facebook advertising psychology and how you can actually guarantee that you succeed with facebook ads i know that's a very very bold claim i'm going to back it up i'm going to explain all that in a minute before i do sort of very quickly ask you to smash that like button on this video click that like button that'd be much appreciated and of course subscribe to my youtube channel if you are new okay facebook advertising psychology what am i talking about now i'm not talking about the psychology from your prospects your

[0:30] customers standpoint i'm not talking about using any sort of hook and an ad or anything along those lines to try and convince your prospects effectively to buy your products and services okay i've covered that sort of stuff in a lot of videos in this video i want to talk about your psychology as a facebook advertiser and what you need to do because it's such an important component of facebook advertising yes you need to know all the technical stuff you need to know how to create lookalike audiences and how to set up your your campaign structure correctly and how to create awesome ad creative and all that stuff that

[1:00] i've got literally hundreds of videos about but if you have the wrong psychology as a facebook advertiser if you approach facebook advertising with the wrong attitude the chances of you succeeding are very very slim indeed you're going to have to really get very lucky and i work i mean we work with we've worked with hundreds and hundreds of clients right i have thousands of people that have bought my courses so i have a ton of exposure i have an enormous amount of first-hand data from people looking to succeed with facebook advertising and i can see exactly the the patterns emerge you know it's easy to recognize the patterns of

[1:36] okay who does this really work for and who doesn't this work for and why so you see in this video it's all about your psychology there's no you know it's just me on the screen there's no facebook ad ad account i'm not an ads manager teaching how to do the technical things that's not what i want this video it's about i want it to be about your psychology or facebook advertiser now i would really if i was to make a request i would say what's the single most important thing to guarantee success for facebook advertising it's for you to start the process or if you're already somewhat

[2:04] down the line develop this now of i'm gonna keep going i'm gonna keep testing things until i find a way to make this work until i find a way to have success with facebook ads that sounds like a small thing and it absolutely isn't it's an enormous thing the vast majority of people will give up as soon as something becomes difficult and you know if facebook advertising was super super easy just anyone could get great results or there'd be no point in you watching my videos there'd be no point in me having a facebook ads agency that's not true if you've had any experience with facebook advertising

[2:40] you'll realize that if you just throw up any old ad target the first people that come to mind it's probably not gonna work now the potential rewards from working out to getting facebook advertising to work for your business are absolutely enormous but it's not super straightforward oh i've got any old product let's just put an ad up for it generate tons of sales happy days drive off into the sunset it doesn't work like that it's difficult there are things that you need to work out there are um tests that need to be made perhaps you need to test a number of different sales funnels work out exactly which one

[3:12] works for your business it might take you a month to create a new sales funnel you run a campaign for a week it doesn't work you have to go back to the drawing board these things are hard the vast majority of people when they come up against that hurdle are going to quit they're going to give up and they're not going to keep pushing some will push a little bit further than that they'll okay the first round didn't work let's try another round let's work with another um you know batch of ads let's see how they perform and they don't work again and then a whole load more will quit

[3:38] just by deciding i'm gonna still be trying to get this to work trying to advertise on facebook and get this process to work for my business specifically in six months time you're going to elevate yourself above 90 plus percent of the competition that is such an important attitude to cultivate to go no matter what happens i i'm not going to bet the farm i'm not going to spend more than i can afford i'm going to keep this affordable until i work this out but i am going to keep going because i know that the potential rewards of doing so in my facebook ad in my business is

[4:13] absolutely massive we work with tons of businesses where we've 10x the size of the business or more because of successful facebook advertising campaigns the rewards are there you have to be willing to go through that initial difficulty so that's the first thing i want to mention is around your attitude going into it when you get started or even if you're already along that path think right from now i'm going to still be here in a year's time still be here in two years time i'm still going to be trying to get this to work and i'm not going to give up until i find a way

[4:41] because it is possible and the rewards are enormous that's the first thing i want to say second thing i want to talk about is that you need to approach all your facebook advertising decisions with a calm mind there is no room for panic in facebook advertising whatsoever no good decisions come out of panic that's just simple panic is a human emotion designed to get you to run out of a burning building or or take action it's the flight or flight response and i see so many people they go into ads manager the results aren't what they want ah my whole business is gonna fail this isn't gonna work panic quick

[5:19] turn the campaign off change some ads you're not assessing things logically you're reacting you're being overly emotional you're reacting to real-time data that may not mean anything maybe inaccurate maybe not statistically significant yet so what i think is very important to do is approach things over a longer time horizon i've talked about this quite a lot right so don't assess your facebook ads in real time that's silly assess things it can depend on your budget if you're spending more you can assess things quicker if you're spending less perhaps a little bit longer but roughly a seven day period when you want to be assessing things that means that

[5:54] you're not allowed to go oh i put up a new ad two hours ago and it's generated two conversions and the conversions are too expensive therefore should turn it off no that ad might be a great ad but perhaps it's just in the learning phase right now or perhaps just data if you've done any sort of statistics course um or anything like that um even you know fairly basic maths you'll know that if you just generated a couple of conversions and your costs are where they work that data is not statistically significant at all that could come down big time you need to give it time

[6:22] so whenever you're taking it when you when you're in ads manager you're going into the ad account and you're assessing or you're planning on assessing the data and making adjustments accordingly just pause take a look at the data let's assume it's not what you want it to be and your natural reaction is you get that rush of anxiety you want to panic you want to change things just take a moment even you know big fan of meditation try meditating take a few breaths and go okay there's no need to panic i tested something it did or it didn't work let's assume it didn't work it didn't work okay that's

[6:54] absolutely fine i know that's part of the process i know it's nothing to worry about then you go through the decision process okay do i need to turn this off now yes this isn't working i need to turn this off that's disappointing but that's life that's fine i can move on or have i given this long enough you know i don't think i have given this long enough i think i need to give this a little bit more time and i've got a video on how long it takes to succeed with facebook ads obviously related to this topic i'll include a link to that in the video description below go

[7:23] through that process okay i need to give it more time right i'm going to leave this i'm going to go away focus on the part of my business i'm going to come back to this another time or yes i do need to make some adjustments which happens you know i'm not saying that you just need to run a campaign and it will come good eventually that's not true but go okay um this hasn't worked let's pause it and then don't just go that didn't work throw everything out try and find something else really then think about why it didn't work because this is sort of the third

[7:51] point i've got three main points i want to talk about talk about an added attitude of resilience right the fact that you are going to be there doing this in six months time you know i've had my business now very first business company i started was nine years ago and i've had lead guru for almost six years so i've had a lot of success and i'm very grateful for that but it's taken many many years of trial and error and things for me to get here just being willing to stick at it has such an enormous impact makes such a huge difference to your ability to succeed going forward

[8:22] so that's the first thing cultivate attitude right second thing is to never panic don't want to see any panic in people's i see it in people's comments on my on my videos i see it in people's comments and posts in my facebook ads mastermind group i see all this like ah help things aren't working what do i do and you just know that no good decisions are going to be made from that mental state so those are the first two things and then the third thing is to really analyze and assess things and break things down to first principles so don't just go and i see a lot of

[8:54] people do this right they'll watch like a youtube video someone like mine or something like that they buy a course and they'll implement a sales funnel that's been recommended and that sales funnel that process didn't work and they just throw the whole thing out go that didn't work and then they try and find another video another course and implement another sales funnel but what you always need to do is you always need to run things through a your business your product your service your circumstances filter so let's say you've got a sales funnel you implemented it how someone recommended it should be implemented and it didn't quite work

[9:26] or it didn't work at all why didn't it work is it because that sales funnel isn't appropriate for your business there are ways you can find that out use the facebook ad library are there other competitors and things like that using a similar um sales funnel if they are well that's a good indication that salesforce will actually work for your business or is it a component part so you could have let's say you're using a lead magnet strategy right where you're advertising a lead magnet building an email list you're retargeting your email subscribers with your product or your service and and you're also using an email

[9:57] autoresponder sequence once they join your email list to get them to buy that product service quite a simple very um well-known well-used uh facebook advertising sales funnel that something that we use quite a bit as well if don't just throw out that entire salesman if it's not working break down the various elements okay are we getting email opt-ins yes we are and actually we're getting email opt-ins for about 1.50 very happy with that that looks like it's working really well there's clearly interest in the topic and in the lead magnet great um is your retargeting campaign working well yes the ctr is really good on the

[10:30] retargeting campaign we're getting lots of people through to the sales page um there's clearly interest in the product or service being offered in the retargeting campaign and we're getting lots of sort of good feedback comments etc so we're getting a lot of traffic to the retargeting landing page the one that's designed to sell the product or service but not a lot of people are buying okay why aren't they buying is it because our delivery charge is too high people are not willing to wait that is it because people are having to wait two or three weeks for this product to be sent to them um is it because there's not enough

[11:00] proof on that landing page is there not enough testimonials or case studies or something like that if they're going to work with our service is the price too high there are there could be various reasons where you have to assess your specific situation and maybe it's just one or two elements in that entire sales funnel that are actually the ones that are the problem that need to be changed in order for you to have success with that approach if you panic and go ah this didn't work throw up your hands nothing works throw out the whole sales funnel you're wasting a ton of work a ton of

[11:30] what you've learned and you're actually you might be a lot closer to getting this sales funnel to succeed than you want it to so assess things granularly really take some time to think about it that's what i refer to as hard work lots of people creating videos online talking about you need to work 14 hours a day i think that's absolute nonsense i think that's the fastest way to burn out i've burnt out myself and gotten very sick from it um that's in my mind completely ridiculous that's tiring work that burns you out it's not hard work hard work is taking some time out and going right

[12:01] i'm gonna get a notepad and a pen that's how i do it i'm gonna really go through all the elements here and i'm gonna think about this right we've got this stage looks like it's working this stage looks like it's working this looks like it's working this isn't why isn't it working why why could that not be the case break down your product or service offering into first principles why do people buy your product or service you know as a facebook ads agency owner i know that our customers buy our facebook advertising service for mainly two reasons there are other perfect reasons for me two reasons

[12:30] they think that by hiring us we're going to help make them successful their facebook ad campaign is just a means to an end it's a means to have a successful business to sell their products and services etc so they think we're going to help them be successful they also want to alleviate a lot of their own anxiety so a lot of the clients that work with us are worried that they're getting it wrong that they're not making the right decisions that they're negatively impacting their facebook advertising and their business so they want to hire a professional agency who can help come in and be like don't

[12:59] worry we got this we know how to get great results here we can make all the decisions so if i if i break down our service to first principles it's those two things we need to we need to do and we do do those you know we deliver a fantastic service we're able to um help our clients succeed we're able to take it off their hands alleviate their anxieties etc but in order to sell our service not only do we need to actually do those things we also need to convince our customers that we're able to do those things okay so how do we convince them that we can make

[13:31] them more successful well we can use things like testimonials and case studies from other clients where we've delivered fantastic results okay it's a great way of doing that how can we alleviate their anxiety that the right decisions are being made around their facebook their their facebook advertising well i can create a lot of content one of the reasons why i spend tons of time creating content i can demonstrate my expertise um in our facebook ad omnipresence content stack we will have ads running at any one time that demonstrate our expertise demonstrate the results we've been able to achieve these are all things designed that we can do in a facebook ad campaign

[14:05] designed to alleviate anxiety you know is someone buying your product because your product is going to mean they don't have to do something manually that takes ages they can now it's going to save them time and they can spend a lot more time with their family find a way to put that into the ad into the sales page the fact that this is going to free up their time they're going to spend more time with their family if that's the first principle behind someone buying you know let's think of an example like a tumble dryer right um instead of having to put the washing out on the line and then take it back in

[14:36] and all that sort of stuff perhaps you could buy a tumble dryer out save you time you can spend more time with your family spend more time doing the things you love that's the first principle you wouldn't necessarily think that uh how do you sell a tumble drive so that people can spend more time doing the things they love but that might be it it's a time saving device right and so break things down into into first principles and i think this is this is so so important i think the i think a lot of people aren't willing to go through the hard work um of really thinking about how their

[15:04] sales funnels work and they aren't willing they're not resilient they're not willing to go through the first two or three attempts four or five attempts that didn't work because the end of the day they don't have enough confidence in their own abilities to be able to actually have the success so this is certainly what i did at the beginning i jumped from thing to thing to thing tested this i sold all sorts of things on amazon on ebay this is before lead guru on amazon on ebay um just trying to quickly make a sale try and find a piece of advice or someone recommends you should have this type of business

[15:34] right let's try that i try it for a month or two wouldn't work i'd jump over something else and it's because i didn't have the confidence in my own abilities to be able to go no if i stick at this it will work i know what i'm doing here i know this is going to work i know i can i have confidence in my abilities to work it out once i've had a little bit of success finally after years of trying and started lead guru about six years ago i really changed my attitude around it and it's not easy i don't want to just make out that

[16:02] it's easy to have the attitude of right i'm just gonna keep running facebook ads until it works i'm just going to keep testing this i'm going to keep putting in the time until i find a way obviously don't go bankrupt right so don't spend a load of money that you don't have that's not what i'm advocating at all only spend what you can afford to spend i'm more talking about your attitude and the time you put in into keeping going keeping trying to work things out i mean i've told this story before but the very first year of my business of lead guru my facebook ads

[16:29] agency my business generated i had a look at the numbers the other day it generated 40 000 pounds in revenue i invested twenty thousand pounds of that back into ads and then after other expenses i made eight thousand pounds eight thousand pounds for a year's work now i had a full-time job alongside that because i wouldn't have not have been able to live off of eight thousand pounds i need to pay the rent and and things like that and but to think that that was my year one that was my year a whole year of testing things out trying things i said i spent half of the money i got in from

[17:00] clients back on facebook ads themselves to try out different approaches and things like that now we make that in you know many times that per week right let alone in a whole year um so i had to go through that initial difficulty in order to get to where i am now in business and the same applies to your facebook advertising you might have to be willing to go through three months of a non-profitable facebook ad campaign where you're working things out in order to get to the point where you're generating you know a 2x return on investment so for every dollar you spend on facebook ads you're getting two dollars in profit

[17:33] but not just revenue in profit back once you reach that sort of level you might be able to scale that campaign up to a hundred thousand dollars a month you're generating 200 000 a month in in profit from that and the outlook for your business looks absolutely fantastic you can go beyond that you know there are companies spending millions a month on facebook ads successfully but perhaps they had to work something out perhaps they had to work out that you know what for their specific industry everyone's doing things in a certain way let's say they're using a lead magnet structure and but you need to slightly modify that

[18:05] you need to use a lead magnet structure with um something slightly different like you need to focus on a different hook for your product or service or you need to price your product a little bit differently offer a payment plan offer a finance option there could be all sorts of these little things little levers that can make a huge difference and i know a lot of you that follow me have bought my facebook ads inside this course and when i originally started selling that i did so via a lead magnet strategy right where i sold a lead back there and then once people opted in for my lead magnet

[18:33] i then tried to get them to purchase facebook ads inside of course and it worked we generated sales but i then switched it to a webinar process so instead of opting in for leap magnet people registered for a webinar the webinar then delivered a lot of free value and then we sold the facebook ads insiders course off at the end of the webinar and then an email follow-up sequence and that generated about four times as many sales the same amount of people same amount of ad spend four times as many sales that one change the course didn't change sales page didn't change um our ads changed on the front end

[19:03] because we were advertising something different but the structure of the video ads and stuff didn't change campaign structure didn't change people we targeted didn't change it was just we switched out a lead magnet for a webinar and then obviously changed the ad campaign to advertise that accordingly and boom results were four times as good there are these things that you can work out that can make all the difference you just have to be resilient enough to go through so no panic go at a slow steady pace there's not this hail mary unlikely to be this hail mary that just completely fixes everything in your business and

[19:31] your facebook ad campaigns it's going to be methodical step-by-step measured approaches making rational logical decisions at each step steadily improving things is what's going to get you there and that really is how you can guarantee success i mean if you were to say to me you know if you would say right here's a random business i want you to guarantee success i want you to guarantee that this is going to work with facebook advertising i can do that provided i've got the time i can't guarantee success in a month i can't guarantee success in six months but if i go right this is the business this is the product or service we're

[20:06] looking to sell unless of course there's just absolutely no demand for that product or service but let's assume that that's not the case i mean you couldn't sell something that no one wants obviously but let's assume there is demand for that product service you can find a way you might have to mess around with the price you might have to mess around with the offering you might have to mess around with the sales funnel structure the facebook ad campaign you might need to build excuse me you might need to build an audience first okay in order to be able to sell that properly all sorts of things but you can

[20:31] guarantee success provided you just don't give up and you are willing to change enough stuff to the point where it works and that might mean that you're offering a product service that looks kind of different to what you originally started with that's okay but that is how you do it that's how you go about doing it and and when we see the i said we see tons of clients tons of customers where things work really well for them versus sometimes things don't work so well it is so often because of their facebook advertising psychology you know we work with tons of clients and for the vast vast majority

[21:04] we deliver fantastic results we have fantastic relationships with them but there are those that two days into a campaign are sending us messages being like uh you know campaign isn't performing as well as i'd like um do you think we should turn it off do you think we should do this and we go look you just this is the process we know what we're doing please don't panic i send emails very often to clients saying please don't it's literally those words please don't panic we know what we're doing this is part of the process we can get there um so whether you're working with an external company or doing it yourself

[21:35] really try and make sure you have that attitude of i'm not gonna panic i'm gonna give things time if things don't work out that's okay i'm to move on to something else we're going to test something different and that is the process and you know we're fantastic what we do we're the best one of the best companies in industry i'm very confident to say that we have amazing account managers but that doesn't mean that it's going to work immediately from day one we might work with a client and we might try something for we can go you know what this is kind of working we're generating okay results but we

[22:03] think we can get better results if we make these couple changes we make these couple changes sometimes it works sometimes they don't but by going through that process after let's say a three month time period it's very very rare where we aren't generating significantly better results than when we started or before they started working with us because we've been calm and methodical and gone through these processes and made adjustments and improved the process and all that sort of stuff okay so i know i'm sort of repeating myself here i'm really rambling this home but i think this is this is actually one of the most important videos i've ever created it

[22:34] really is i know a lot probably it probably won't get that many views because people aren't that interested in title facebook advertising psychology i think but it is so so important so if you've watched this um feel free to watch it again whenever you're starting to feel anxious or panicky about your facebook advertising i think it's so so important hopefully that has been useful now before you go a couple of things a couple of three things i want to quickly mention the first is that webinar that i've already talked about so it's a webinar called three killer facebook advertising strategies to double or more your revenue i strongly recommend you go

[23:02] through it it's completely free link will be in the video description it's got sales funnels strategies things like that and also show you i talk about how to customize them for your own business some of the stuff i've been talking about in this video so strongly recommend you go through that and yes there will be a picture at the end of the webinar for my facebook ads insider's course you can buy it you can not completely up to you i think it'd be valuable for a vast majority of you but if not not a problem at all and in fact actually there's a discounted offer so

[23:25] if you are interested in buying my course go to that webinar get get get um go ahead and grab that discounted offer the second free thing i want to talk about is my facebook ads mastermind group so we've recently gone past 40 000 members in my facebook ads mastermind group it's one of the biggest facebook advertising related facebook groups in the world and now it's an amazing community right so i think it's like 42 000 people in there right now it's full of people just like you right people who want to get better results with facebook advertising instagram advertising they're asking questions they're getting questions answered by

[23:55] experts including myself i really uh a community i'm very very proud of i think you're gonna get a ton of value from i do free trainings in there every single week where you can specifically ask me questions not something that that i'm able to to do a lot spend a lot of time on nowadays but in those live trainings i am and um yeah go ahead and join it's completely free to do so link will be in the video description we also moderate the group very closely as well so don't worry about that being tons of spam or clogging up your feed with a load of nonsense

[24:23] all posts we've turned on post approval so all posts have to be approved by one of our moderators in order for them to actually go live so it's it's it's um a safe place where you can help get better results facebook ads strongly recommend you join okay if that's been useful please smash a like on this video that'd be much appreciated subscribe to my youtube channel um if you haven't done so already comment below to let me know if this has been valuable comment below to let me know if you've got any questions about any of this i'm not actually able to answer every single question nowadays unfortunately

[24:53] i was literally spending hours a day answering youtube comment questions um because my channel has grown quite a lot but i will i do see them all and i will answer as many as i possibly can so if you've got questions a good chance it will be answered below um and yeah best of luck with facebook advertising guys go forth with a calm facebook advertising attitude make sure that that's the approach you're going to take to this you really will help you out big time over the long run and i will talk to you soon thanks guys bye-bye

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