Have you ever been told that it’s practically impossible to sell courses, books and coaching programs directly from a Facebook ad?
Or have you ever been told that you can only sell infoproducts via convoluted sales funnels?
If so, I have something important to tell you. It’s that these commonly-held beliefs are 100% NOT true. And yet, I regularly speak to business owners who hold themselves back from running direct-to-offer Facebook ads.
Which is why I want to bust this pernicious myth. As well as two more misconceptions that might be holding you back from scaling your business with Facebook ads.
Myth No.1 - You Need a Long Sales Funnel to
Sell Infoproducts on Facebook
First things first – it absolutely IS possible to sell some infoproducts straight from a Facebook ad (without losing the shirt off your back…and with a relatively small budget). That means no lead magnet funnel. No webinar funnel. No video series funnel. Just a Facebook Ad…a sales page…and a checkout page. Simple.
But before you race to set up this direct-to-offer funnel, there are a couple of things you need to know.
1.Your offer must be low-ticket – direct to offer sales funnels work best when your offer is low-priced, and easy to understand. That’s because you don’t need to worry about building as much trust with your prospect.
If your offer is a mid or high ticket, then you will need a longer front end sales funnel.
2. Your audience targeting must be on-point – one of the easiest ways to profitably sell an infoproduct is by targeting the right audiences for your offer. When I work with clients here’s how we typically target:
- Broad or open targeting – simply set up some location and age parameters, and you’re good to go. The point of broad targeting is to draw in the right people with your messaging…and let Facebook do the rest.
- Look-a-likes – a lot of people have said LAL audiences don’t work any more. They do if you bundle groups of LAL audiences together into a super LAL audience. That way, your audience size is big enough for Facebook to work its magic.
- Interest-based targeting – interest-based targeting works best when you bundle hyper-specific niche interests together – into audiences of around 3-5 million people. One of the biggest mistakes business owners make with interest targeting, is to select the most obvious interests for their niche. Like Tiger Woods for golf. But if you want to make this work – you need to think more deeply than that. Instead, try more obscure golf personalities that only a true golf nerd would know about.
3. Your ad creative must be high quality – one of the reasons why infoproducts are hard to sell is because the transformation they provide can be difficult for prospects to visualise. (Unlike physical products where you can often get away with showing the product in use).
It’s why infoproduct sellers need to work harder on their ad images and copy if they want to be profitable on the front end.
Myth No.2 - You Need a Big Budget to Sell
Infoproducts Directly from the Newsfeed
Often, business owners worry that they’ll need a blow-out budget if they want to sell infoproducts directly from Facebook Ads. And so, they talk themselves out of trying…in case ad costs spiral out of control.
The truth is, it IS more expensive to run traffic direct to a product offer. But it doesn’t have to cost hundreds of dollars to acquire new customers this way.
In fact, it’s perfectly possible to make sales from a direct-to-offer funnel – with only a teeny weeny ad budget. As long as you meet one set of ad budget criteria. You must have a high enough daily budget to convert at least one buyer per day.
In an ideal world, your ad budget should be enough to trigger around 7 sales per day. If your budget won’t stretch that far, you don’t need to panic. But you do need to spend enough to make at least one sale per day…or Facebook has zero chance of getting you results.
For example, I once worked with a client who wanted to sell a $27 infoproduct without a lead gen funnel. His average cost per acquisition should have been around $20 per sale. But his budget was only $10 per day. Which meant Facebook didn’t even have enough money to trigger one sale per day. So he sold nothing, which was a massive shame because his offer was brilliant.
Myth No.3 - Your Business Needs to Hit a
Certain Income Level Before You Start Running Facebook Ads
When I speak to business owners, many are worried that Facebook Ads have become a closed shop to small businesses. And that your business needs to reach a certain income level before Facebook Advertising makes sense.
Again, this is absolutely not true. There is no rule that says only established businesses, or minimum 7-figure businesses are allowed to advertise on Facebook. The two rules are:
1. You should spend only what you can afford to spend. Don’t over-stretch yourself to the point where you land your business in hot water.
2. Don’t see Facebook Ads as a license to print money. Most people’s front-end offers achieve break-even at best. Some will run at a loss. The key is to have enough subsequent offers so you’re able to generate a profit on the back-end of your funnel.
Here are some low-cost ways to run Facebook Ads – if your business hasn’t hit the big leagues (yet):
- Harness longer funnels with cheaper acquisition costs – like lead magnet funnels, pre-sell funnels, or video series funnels. Then, sell your paid offers by email.
- Set an objective further up the funnel. If a conversion campaign is outside your budget, why not try a traffic campaign. While the leads might not be as qualified, you can still achieve good results by targeting objectives higher up the funnel
- Shift your strategy – most businesses want their ad spend to convert immediately to sales. But if your budget is on the smaller side, you might need to shift your strategy towards more of a brand awareness focus. For example, you could try engagement campaigns that get your name out in front of a wider audience.
Or you could use Facebook Ads to promote regular blog content. It might take longer to convert leads into buyers this way. But this can be an effective way to get started with paid ads.
So, if you’ve been holding yourself back from advertising on Facebook, why not give it a try? The rumours you hear swirling around the internet are simply not true!
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