What if the reason your ads aren’t working… is because you’re treating them like a gamble instead of a lab? Get the.
I walk you through the mindset I see in course creators who actually win with Facebook and Instagram ads—and how they use every result as feedback, not failure.
I share why being willing to test, even when things flop, is exactly how you find the message that converts and grows your business. If you’ve been overthinking your ads or holding back, this will help you take action and keep going.
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
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SPEAKER_00
You know the right way to treat Facebook and Instagram ads so they work for your online course business? Because I’ve seen two types of course creators and the type that look at Facebook and Instagram ads, and I’m thinking of present and past clients. It’s like they treat ads, well, they don’t treat it like it’s gambling. They don’t treat it with a hope and a prayer, even though I believe in hope and prayer, just not as an ad strategy. Okay. They treat it like a laboratory. I’m thinking of the kind of feedback that I get from clients when we run Facebook and Instagram ads for them. And during that first phase of testing, when I’m testing either, you know, the graphics or the ad copy, but I tell them, hey, you know, this kind of ad copy, these words are converting better. Instead of keep that and use it somewhere, I’ll say, take that messaging and use it, you know, in your sales emails or in your social media. I can tell there’s a kind of client that is like excited about that. Oh, cool. Thank you, Quayo. Yeah, I’m definitely going to make some content, you know, surrounding this messaging. And I can also tell when there’s a this is good to have information kind of client, but they’re not really going to do anything with that. So you listening right now, do you treat Facebook and Instagram ads like an experiment? Here’s something else. Back from when I was in China and teaching Mandarin Chinese full time. It was interesting to me of the people that were learning Mandarin Chinese, living in China, right? Well, again, there’s two kinds of people, right? And which one are you? If you’ve learned a language like me, you already know then it’s like learning a language is exploring a world, a brand new world. It’s like going into a house, and the house is dark. And as you learn and discover language, you begin to turn on the lights in the room. Except for it’s not like a light switch, it’s more like you have this littily bitty candle, and you’re discovering a room as you move around that room, and you begin to perceive like the shapes and the objects. You know, oh, this is a chair. Okay, well, this is a table. Interesting how this room has like gray walls and the floor is is tile. I knew the floor was hard, but it’s actually tile. Like ads, it’s kind of like that discovery. And when I was teaching Mandarin Chinese, I noticed that there’s certain people who would start to learn and they would spend hours, and they would tell me about it because I was their language coach, but they would spend hours just like on Duolingo or or in books. And when they spoke, it was like, what are you saying? And they’re just super hesitant, and you can just see them thinking and thinking and thinking and thinking in their brain, right? Trying to get out certain words. And then there’s other folks who they didn’t have the biggest vocabulary. Their vocabulary wasn’t even there’s nothing desirable about their vocabulary, honestly. And you know what? Even their accent, horrible, okay, but understandable. So they made lots of friends. And I was like, interesting that this person, the second person who doesn’t have like the greatest vocabulary or even the greatest accent, is making friends, getting what they need in day-to-day life. And you know why? It’s because they were okay with being wrong, and they were okay with not sounding like a native speaker, and that’s like you’ll want to be with Facebook and Instagram ads. Kind of like a kid in a candy shop. And what I mean by that is, oh, look at all these options. Which one can I try? You know, so you inform yourself, you learn what you can, but then you go for it and not hesitate, but just go for it. And the context here, let me be clear. The context here is that your business is already selling your offer profitably. You’re not using ads as a hell marry to get your business to work or this offer to sell. It’s already working. And so now you’re like, huh, I think, I think I’ll try this. And as you try something and it doesn’t work, it’s not like you’re a bad person or you suck at Facebook and Instagram ads because it didn’t work. It’s just you tried something and it didn’t work. So we go on to the next thing. We’ll get right back to the episode in a moment. Do you already run Facebook and Instagram ads for your online course business? Either lead magnets, repeatable launches, or a self-liquidating offer funnel, like you know, low-ticket offer that you’re running ads to, but you feel like you could get better results. I have this thing, it’s a Facebook and Instagram ad audit. And me as an ads manager with geez, I’ve been running ads since 2019. A little before that, I’ll look at your ads and give you the next three steps of what I think in your account would help you get more performance out of your ads. That way you can not waste so much time experimenting and testing, right? That’s good on your own, but you can pay for a shortcut and leverage my experience to kind of cut through the noise and say, ah, this one thing, this next thing, this next thing. If you want that kind of help from me, head down to the show notes below and get your ads audited. All right, now back to the episode. You know, at church, I remember way, and this is like back during college, but I remember this pastor. He preached a lot on healing. And you know, he prayed a lot for people, and it was really cool. Like we saw people getting healed right in front of us, and that didn’t happen as many times as people were going home and then coming back and giving like a testimonial about having been healed, and you know, this and this and this, and you know, this doctor report. And I went to get the slab of blood work back and it, but this pastor said something very interesting, and it’s it stays with me till now. What he said was, do people get healed every time he prays? No, but does that prevent him from praying for people to get healed? Does that challenge his faith in Jesus? And he was like, No, think about doctors. He’s like, that question is kind of silly, actually. He said, Think about doctors, right? Doctors literally have a practice, they practice medicine. He’s like, Does everybody that a doctor treats or like does surgery on like recover? He’s like, Of course not. He’s like, so when a doctor prescribes a medication and that person doesn’t get better, they they go back to the doctor and the doctor prescribes something else. They practice, right? And how many doctors have a hundred percent track record? No, but do they just stop? Do they just hang up their their white coat and their stethoscope? I don’t know. I always think of doctors with steth stethoscopes. Do they just hang all that up and quit practicing? Absolutely not. They don’t, and so why would he? Of course, like why would he let the fact that somebody he prayed for didn’t get healed stop him from praying for people? This is you with Facebook and Instagram ads. Maybe you had a bad experience before, maybe you did lose some money, but why would you let that stop you? Keep going, especially because here’s the thing: your business has an offer that’s selling. That means you have a skill set and a passion and and giftings. You’re helping people get a transformation in their lives. It’s you have a responsibility, just like me, to reach more people. There’s people who struggle with what you can help with them with, and they’re waiting on you to show up. You’ve already gone through the steps to get your messaging dialed. You already have a business that’s selling or that’s benefiting from an offer that you’re selling. You just need to expand your reach. And yeah, you can do that with social media and you should. But Facebook and Instagram ads is such a good, effective way to literally pinpoint target the folks who need your help and bring them into your world so they can get your help. So if you’ve been scared of testing ads, don’t be scared. Make sure your business is working and your offer is selling, and then put some messaging into the ads. Try a few different hooks, those top two lines in your ad to see which one is bringing people in. Because this mentality is all about I’m gonna go through 20 different ads in order to find the one ad that out converts the other 19 ads. And then I’m going to iterate again. And you know what? That quote by Thomas Edison we miss out on opportunity because it’s dressed in overalls and it looks like work. Go do the work. So until the next time you see me or hear from me, take care, be blessed, and I’ll see you in the next one. Bye.
