If your Facebook and Instagram ads are getting clicks but no sales, your offer may not be ready for ads yet.
I explain why a strong offer should prove it can sell before you spend money driving traffic to it, and I share three simple questions to help you know if you’re ready. I also show you why fixing your offer and messaging first makes every dollar you spend on ads work harder.
Listen now and find out if your offer has earned the right to run ads.
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
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Clicks Without Sales Means A Weak Offer
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My ads have been getting clicks and leads, but nobody’s buying. And I’ve been running these things for like six weeks. Six weeks. This is six in Mandarin Chinese. If you’re now watching the YouTube channel, you should be for all the random hand signals that I learned. 12 years living in China, but that’s real money. Money leaving from your business. Money not coming back, not breaking even, not even making profit. And here’s what most ad managers will say at this point: let’s test new creative, let’s test new ad copy, let’s do new targeting. Because we could try a different audience. And maybe those things will work and push the numbers in the right direction. But look, if it’s six weeks running ads and you’re not seeing conversions, well, with cold traffic in this scenario, it’s even worse if you’re doing this with warm traffic and you haven’t asked or looked into how well your offer was converting in the first place. That friend is like looking at a house that has a faulty, cracked foundation and you want to add more floors onto this thing. No, please know. Look at it this way: your offer has to earn the right to have Facebook and Instagram add traffic run to it. And the way your offer does that is by selling organically by itself, ideally to strangers, but if you’re still selling to your warm audience, that is actually amazing. You just want to make sure there’s a lot of profit packed in there. So by the end of this episode, you’ll know exactly what it means to have your offer earn ads, and the single fastest way to know whether or not your offer has.
What It Means To Earn Ads
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Here’s what that means for your offer to earn the right to have Facebook and Instagram ads running to it. It means that somebody found you who does not know you at all and has zero reason to trust you. They may have found you on a Google search, they may have been referred to you. The point is, is they got to you and your offer looked at the offer and handed you money virtually for it. So they’re not somebody who knew or trusted you. Not your best friend, not your mom who had pity on us. You uh wait, it’s happened to me before. Thank you, moms, for supporting our beginning stage businesses. But no, we’re on the way to a mature business. These are folks who don’t know you, they don’t even believe in you, they just see a product and mature messaging, and they understand that the product can work for them. And so, as this happens, more and more often, as you perfect your messaging, then you’ll be able to say the messaging lands, like the messaging hits, it works, the price point holds, it’s solid, and the transformation is believable to somebody who doesn’t already believe in you. And when that happens, your offer has earned the right to run Facebook and Instagram ads or have the ads be run to it, and you can go find more people like the folks who have already converted in your offer and are getting help from you. And you understand what to say in your ads because you already knew what to say to sell the people into your offer. I know that sounds cold. Marketing language, right? Sell the people into your offer, but selling is serving. And as you got people to say yes, and then you well, they got transformation from your program, everything gets cheaper and cheaper and cheaper and clearer and cheaper. Yeah, but and then when that hasn’t happened yet and you run ads to your offer, all they do is bring in leads and traffic who are seeing an offer that has not been proven yet that it can convert cold traffic, and they don’t give you money, they stay leads. You know, I’ve seen this before with course creators who have a warm, large, very loyal audience. The offer it sells because their audience has tons of like and trust and deep belief in the creator. In in the creator? Are we talking about Jesus here? Jesus saves Facebook and Instagram ads do not. Okay, more eyeballs on an offer that hasn’t proven to convert. Let’s, for this conversation, add with cold traffic. That’s not a good idea, okay? But yeah, those sales from the warm audience with lots of trust feel like proof. And they are proof of the relationship, of the hard work that the course creator or coach has put into their business in their social media and even nurturing their email list. But that’s
Warm Audience Sales Are Not Proof
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not proof of the offer itself. Because when we’re growing, like really, really, really growing, um, with Facebook and Instagram ads, they’re sending in strangers. I can’t wait to share with you all the stuff my friend Jeremy is doing. Honestly, this is so wow. I have the opportunity to meet folks doing online businesses, and I’m like, Quijo, what are you even doing? Here’s this guy, my friend Jeremy. You know, I have so much respect for him. He he lives in China. He’s been in China quite a few years, almost as many years as I lived in China. He lives there with his wife and his four kids there, and he made in a web app called Recall Grid, right? It’s a three-sided cool flashcard system that sells well, it’s flashcards. It’s a three-sided flashcard system. I just said that, and you’re like, Quejo, can you talk? Nope! I just saw Supergirl today and I’m tired. It’s been a long, long, long day of party, not partying, but I met up with friends that I didn’t even knew I had that lived here in Cadearo, where I live. And so my wife and my kids and I went out with them at the park, and it’s just been a very, very, very long day. So, my friend Jeremy, I went and visited
A 3x ROAS With No Social Presence
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China recently, and my family ended up staying with his family, and so I helped him out with his ads, right? For free because he put a roof over my head. And this is crazy. His product, Recall Grid, he was running Facebook and Instagram ads to it at l with like a 3x return on ad spend, meaning he gave a dollar to Zuck and Zuck gave him back $3, right? But I know you feel like we gotta do the social media game and have lots of followers and lots of content and all the no like and trust in the email list and a great sales page. He was selling this product with none of that. I looked at his Facebook business page, the page had zero posts. He didn’t even have an Instagram account, but his Facebook business page that was associated with his ads, zero posts, he had no header image. Like you go to the page, and the page is up, there’s a black rectangle at the top of the business page with zero posts. And there was like 57, I don’t know, 47 followers on that page. But the only profile picture of a follower that was shown was this random dude who looked pretty shady. And here, my friend Jeremy is running ads to a product, this three-sided uh web app, a flashcard system that’s a web app, right, to help people learn Chinese. And this thing is selling with 3x ROAS. Now, it’s because of the strength of his offer. Not that the sales page was brilliant, but the the messaging was good enough, and his product was good enough, and that’s what we want to drive home today. Like that is possible. Fortunately, I get to meet folks with these kind of business situations all the time.
Three Questions To Check Readiness
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So if you’re planning to launch again or planning to launch for the first time and run Facebook and Instagram ads to your course launch, and you want my quick opinion about whether this is a good idea or not, well, that’s what a free strategy session is for. Yes, I said free 99. You can just go down to the link below this episode, fill out a quick little form, and hop on a call with me. And when we get on that call, I’ll give you just like a straight read on what I see. All right, so I’m gonna give you one, two, three, three questions that you can answer to make sure that your offer is ready for ads. Okay, because I do not want to hop on another discovery call and hear another story. And they’re unfortunate, but they are true and they’re everywhere, and they usually go like I spent so much money on Facebook and Instagram ads, and I don’t even know what I was doing, and I just lost the money, and now I’m just burned out, I’m jaded on ads, I don’t want to run them because they don’t work for me. Somehow they worked for other people, but those people are magic, but not for me. Okay, so question number one in your last launch or promotional period, what have you, how many people bought who were not super warm? Someone who had not been following you for a long time, someone who you can look at their email subscribe date and realize, oh, they weren’t in your business ecosphere very recently, or someone who you can look at their email list subscribe date and realize, oh, they haven’t been in the business ecosphere very long. Number two, can you describe in one sentence why people buy their offer and what it does for them, the way you would talk to a stranger and not just to somebody who already loves you? And number three, if you took away all the goodwill, that no like and trust factor that has been built up with your audience, do you really think your offer would just uh close people into it, would sell, based off of the strength of the offer alone, not based off of the trust that you’ve built up? If the answer to all three of those is a resounding yes, then most likely your offer is ready to run Facebook and Instagram ads to it. And so then the real work to do is build a funnel around your offer and do the things to make sure that that funnel is converting effectively, and then turn on Facebook and Instagram
Fix The Funnel And Nail Messaging
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ads. So if some of those answers are not a resounding yes, then you know what you need to do. Just start to work on your funnel, start to improve conversions there. I’m talking about the opt-in page, the emails, the sales emails, your sales page, work on your positioning. I spent like three-ish years coaching in like a high-level mastermind for folks, you know, who are grossing between $300,000 a year and $1.6, $1.7 million a year. And it really does come down to messaging, messaging, messaging, messaging. It’s rarely your price point. It’s usually how you’re communicating the outcome of your offer to the people that need it. Your offer can earn Facebook and Instagram ads, the right to have those ads run to the offer. Most offers will be able to eventually. It’s just you gotta put in some work. First, like Thomas Jefferson said, we’ll miss out on opportunity because it’s dressed in overalls and it looks like work. Time to get to work. So if you want me to take a quick look for you, then head down to the show notes below and fill out that form so we can hop on a call. Until the next time that you hear from me or see me, because you’re gonna head over to the YouTube channel and subscribe. Thank you for doing that. It is a vanity metric, but it does help the YouTube algorithm understand who is the best kind of person to be getting this content. And then the algorithm can show my videos to more course creators like you. But I do appreciate that. And uh, we’ll see each other in the next one. Take care, be blessed. Bye.
