Have you KISSed your business lately?

Keep it Simple, Sweetie

Keep it Simple, Sweetie!

One of the things I see with entrepreneurs in the second and third years of their business is a tendency to overcomplicate things.

If you have made it through your first year or two then something is working. Congratulations! Really! Something like 20% of small businesses fail in the first year, and 50% within the first five years. Your products or services are resonating with your target audience often enough that they are keeping you in the black. And that’s when we tend to get cocky.

Before you fall into the rabbit hole of: “If THIS is working, how about this, and that, and more of that?” take a breath and think strategically. Different is not always better. If you want to grow your business, consider the following first:

Where is your revenue coming from? Do more of exactly that, but to a bigger audience. Increase your reach with affiliates, joint venture partners, collaborations of all kinds., online ads, or an increased marketing budget. Spend some energy exploring greater reach rather than something new.

Take a look at client retention. Are you losing more people than you’d like? Are credit card failures killing your profits? Are people signing up for a 3-month program and ditching early (and not paying in full)?

Are you building long-term loyalty? Are you returning to the people who have purchased your least expensive offer and invited them to your higher priced one with a specific value-add, or discount only for them? Focus on making your community feel more like a tribe and less like a number to gain repeat business.

If it’s working, just add on a bit. Add a new level of whatever you are already doing – create an advanced course, develop group coaching or design a Mastermind These offerings should be along the very same lines as your core service with value added for returning clientele.

If you are a local business or service provider – Is it possible to expand your geographic reach? Can you train others to do what you do and bring them under your umbrella? For example, if you have a dog walking service, can you bring established local independent contractor dog walkers into your biz, offering them the benefit of your marketing reach as you expand your terrain?

Value-add – VIP days add another level of service that is related to your current offer. Can you condense the best of what you are offering in a one-day format? These can be offered in person or virtually to also expand your reach geographically.

Add ONE new channel to increase reach. Start a podcast, write a book, create a membership site. Start with one. Get it humming and earning a steady stream of revenue before you branch out again.

Before you expand in any way, take a good hard look and assess whether your main revenue source is going to stand up to growth. Can you scale it? You may need to improve (or add) a dedicated customer service function, or a better onboarding process for new clients, or a stronger collections process. Put your energy here first before branching out.

Different and more is not the answer to growth. If something you are doing in your business is a top revenue stream, think more about how you can do more of THAT, rather than wasting energy creating new things.

CEO Time – Is it on Your Calendar?

Plan CEO time to think about your business.

Ah – time to plan…when is there ever enough time to stand back and just think? I may sound like a broken record, but putting a non-negotiable block of time on your calendar for CEO time is the only way this is going to happen.

As entrepreneurs, especially during growth surges, it is easy to get sucked back into working IN your business (“ I just need to get this DONE!”), rather than ON your business (“What is happening in the big picture?”). Your best bet for getting out of the weeds is to plan some think-time.

I’m sure you have a strategic plan for your business or you wouldn’t have made it to year two or beyond. So, let’s assume that’s a given. You also need the discipline of doing a weekly check-in. Pick a time in your schedule when you are at your clear-headed best. For me, that’s early morning, and Friday’s are the day when I’m winding things up. So, Friday morning is my weekly CEO time block on my calendar. I don’t’ take calls, check email, schedule meetings. I’m booked for a solid two hours, sometimes three.

What do you do during your CEO time? Pick a few of these ideas or rotate through them throughout the month so you hit them all:

  • Update your KPIs. Establish what your key performance indicators are and update these at least monthly. This is not just for revenue, but any measure of progress that you deem important. How many strategy sessions did you have? How many client meetings, new email contacts, web visits, and new social media followers did you have? Did you attend any networking events?


  • Monthly – Take a look at your profit and loss statement. How are you doing? Are you making a profit? Here is where it comes back to the bottom line!


  • Plan – Long and short range. If your 3 to 6-month plan is nailed down, then revisit and make adjustments as necessary. Start making notes about the next 6 months – the first stage before actually setting things in motion. You may have set aside some ideas and projects for later. Start building one or two of those into the next planning phase.


  • Set your specific goals for the next month. Can you contact five potential partners for a collaboration, schedule at least one speaking gig, attend one new networking event?


  • Build organizational culture. If you have a team, this would be the time to plan team-meeting agendas, team events, and think about the areas where your organizational culture needs to improve.”


  • Plan for scaling – Next stage of business. Think about it now as you are growing. Keep on eye on that org chart (fledgling as it may be). Will you need additional team members? What additional professional services will you need add – legal counsel, CPA, salesperson or manager? Are there areas of your biz that are ripe for outsourcing


  • Build Playbooks – Processes for scaling. For anything you do more than three times, write down your process in detail or film a training video. Create templates, email copy, or scripts that you can just cut and paste or reuse repeatedly to save time.


  • Check in with yourself on your own performance. How am I doing? Am I delegating enough and doing it well? Am I aware of customer needs? Am I on top of team needs and performance? Are you truly spending 80% of your time on things that will move the needle in your business, or are you spending too much time on busywork? Re-visit your top priorities – do they still hold?


Pixar studios did a behind-the-scenes look at the creation of the film “Finding Nemo.” A few of the lead animators and story creators attribute the success of the movie to “story think time”-cut to a picture of them asleep at their desks. Don’t sleep! But do plan your own story think time, or what I call CEO time, into your schedule today!

Ditch the Distraction – Insert Focus

Staying focused is a learned skill

Growing a business is a roller coaster. Good days, bad days, good months, bad months. As you grow, the balance can tilt to the bad side if you are not careful to protect your strategy, your direction and your “why.” Nothing kills the desire to get out of bed on a workday than if you have lost track of why you are doing all this in the first place.

Keeping focused is a skill that needs to be worked on to improve. It’s similar to meditating – you get better at it as you do it. Here are a few focus killers that you want to be aware of:

Looking over your shoulder at your competition – You are where you are in your business. Hopefully, you have mapped out a strategy for the next 3-6 months that will provide a guide for you. (If not, please email me asap and let’s set up a time to chat!) There will always be competitors, and there will always be other formats, techniques, tricks that others are doing that you are not. Should I be starting to podcast? Why aren’t I doing a weekly Facebook Live? Should I start a YouTube channel? What are they doing that I should be/could be doing? The list can be endless.

As my fabulous son, Sam says. “You be you, mom.” So often this is a lack of confidence in the road that you have chosen for your business. Or you have not clarified what makes your business stand out from the others.

If you are haunted by your competition, I highly recommend the book Blue Ocean Shift: Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth by Kim and Mauborgne. The authors walk you thru the process of defining who you are and how you are different from all the others in your field. It’s a great read – not a distraction, I promise!

It’s not a bad idea to be aware of new ideas, formats, and channels. But save this for “info gathering or self-education” blocks on your calendar. And it’s just that. Not a signal to question what you are doing. Stay strong in your current strategic direction, but set aside possible tests for the NEXT planning cycle.

What are the latest trends? What’s newest that I could be incorporating into my biz model? This is a productivity killer, and I won’t spend too much time on this. Being on the bleeding edge is rarely good for revenue generation. It’s good for PR buzz, media attention, and distraction. Don’t be diverted by what is the newest and greatest. Even the newest iPhone has bugs and needs time to be tested out. Stay open, but not consumed by the latest trends.

Too much input – I find this is a BIG one for the entrepreneurs I work with. We are all inundated with too many emails, podcasts, YouTube videos, and ADVICE. My advice: Cut down the clutter to preserve your clarity. Be ruthless! Pick an hour to go thru your inbox and unsubscribe from any email newsletter that does not provide REAL value to you. Same with YouTube channels and Social Media connections. Pick a guru or two to follow, ignore the rest. Make a short list of e-newsletters, blogs, podcasts or YouTube channels that are really worth following. Unsub from the rest. Cut deep. You will be so happy not to have all those voices coming at you. (Coming soon, my list of favorite podcasts and books.)

As you get more traction in your focus, you will start to notice when you are getting distracted and it will get easier to pull yourself back on track.

I have blocks in my calendar to check email and social media 2x a day. But I notice that I slip back into checking more frequently if I’m doing something that is hard, or I don’t want to do, or I’m just plain bored with what’s on my desk. I find if I take a small break, even a short walk around the block, I can get back on track pretty quickly without the distraction of more thoughts coming into my brain.

Bottom Line: Cut back on all sources of distraction that you can control to maintain your focus on your business and the goals you have established. It’s not always easy, but with practice, we all get better.

Freedom! Map Out Your Week According to You

Create your own work life!

Last week we started with non-negotiables in our life and business. This week, let’s take that a step farther. Establishing a weekly schedule to fit you and your life is a very freeing experience.

I can just hear the screams now:

“But I have so many clients to tend to!”

“But I have so much work to do!”

“But things crop up – there is NO WAY.”

Yes, there is a way – and you are in charge. Keep your calendar for personal and biz in one spot. Really. If you separate them, as I did for years, you will double book, forgetting personal commitments while you are working with your biz calendar as you do most of the day. Put them together – trust me on this!

Weekly: Here is where the magic happens. Plug in blocks for the way you want you’re your week to go. You may have more categories, but at a minimum, include blocks for:

  • Client work (work done by you for your client)
  • Client meetings
  • Team meetings
  • Content creation (blog, podcasts, social media posts, course creation, team meeting agendas, etc.)
  • Email, calendar, and social media management
  • Prospecting
  • CEO time – strategic planning, updating KPIs,
  • NOTHING– blank space for chilling out, breathing. Here’s the spot where other things MIGHT creep in – and that’s ok.

A few key tips:

  • Batch anything that can be batched. Create a month’s worth of blog posts at a time. Only check your email 2x a day and clear the inbox each time. Put your phone on do-not-disturb and only return phone calls 2x a day.
  • Set boundaries with your clients and prospects and stick to them. For example, only take client meetings on Tuesday and Thursday mornings. If you work with an online calendar where clients/patients can schedule themselves, then open up only those times in the scheduler that YOU want to work with clients.
  • Create a template out of anything and everything. Save major time by not having to reinvent the wheel. Is there an email that you are sending out more than once (a pitch, an answer to a question, a thank you)? Create it once so that all you need to do is copy and paste. I’ve created dozens of emails that I keep on file. This saves SO much time. Is there a launch that requires a ton of prep (and what launch doesn’t)? Create a “work-back” schedule in excel detailing each step and the number of days before the launch that it has to occur and save it for the next time. All you should need to do is plug in the launch date, and the rest of the dates should auto-populate. Ta da!
  • Start with your personal energy levels in mind. As I mentioned last week, I’m the most creative in the morning. I schedule all of my content creation blocks before 11 am. If you are not quite at your best until you’ve been up for awhile, schedule client meetings after 1 on a few days.
  • Look at the week as a whole. Let’s be honest –getting back into work mode after a weekend can be slow going. Plan for that on Mondays. Fridays are for winding things up and crossing things off your list. This may not be the day to initiate new things – for yourself or your clients. Go with your own flow.

Two strategies that have completely changed my business:

Scheduling blocks of time for content creation on a consistent basis. I have a lot of content creation time built into my calendar since I create a lot. I’m no longer panicking about “OMG, when am I going to get that weekly blog post done, when am I going to prepare that presentation I’m giving next month?” I’ve scheduled consistent time for it and it all gets done. Wow – what a concept!

CEO time – Being a true CEO (strategic, having the long vision, planning) takes an unencumbered mind and a free schedule. It’s a critical part of your business. Make sure you have blocked out time weekly or risk getting lost in all the details of day-to-day operations.

Run your business, don’t let it run you. By mapping out a weekly schedule, you will be in charge.

Put your own oxygen mask on first

Non-Negotiables in your day and week

Public Service Announcement: It’s your business and it’s your life. The best place to start is by designing your business to fit you personally.

If you’ve come out of a corporate or a traditional business model, you are probably accustomed to a 9-5 (or maybe 7-7?) workday. When I jumped into my entrepreneurial career, I kept to that schedule like a madwoman, and never questioned it. Keeping to a hard-charging schedule was the essence of productivity, wasn’t it? My fear was that if I wasn’t logging the hours, I was not going to get to where I wanted to go.

With age comes wisdom, and after multiple rounds of burn out, and quite a few grey hairs, I’ve changed my perspective.

Work/life balance (a myth right there) is an ongoing negotiation, but you need to begin somewhere. Start by putting a few stakes in the ground for the aspects of your life and biz that are the most important to you, and make them non-negotiable.

For me, it’s 3 things:

Working out. I started working with a personal trainer in the last few months. It felt self-indulgent, vain, and it cost a pretty penny But here’s the thing: I’m in it for the long haul. I hope to live a very long time and I’m the full-time caregiver for my husband. I want to be as healthy and fit as I can well into my 90’s. I had to make a commitment to that long view. I know I work best when I have some accountability and a mentor. I’ve done that in my business life, and I saw that I needed it in my personal life as well. So I’m plunking down hundreds of dollars a month and showing up. Not just for my training sessions, but working out or at least walking almost every day on my own as well.

Honoring my energy cycles. I am an early, early bird. I am at my best, most creative and clear thinking at 7 am. I’m fairly spent after about 3 pm. I’ve mapped out my daily and weekly calendar (more on that next week) to fit that cycle. I start my day at 7. I take a lunch break at noon. I quit at around 3. I don’t work on Friday afternoons because I’m already in “relax mode. I don’t work nights – ever. That’s when I magically turn into a wife and mother and can barely remember what’s going on in my business. But I do work some weekend mornings if I feel like it. That’s my design!

Family time. This will differ for all of us, but unless you build it into your schedule, it’s going to slip away or be given a lower priority. Every year I block out planned family vacation time. When my kids were smaller, I blocked out every event that I knew about – school plays, field trips, days off, birthday parties, etc. These became un-moveable blocks of time in my schedule (for the most part…there are always exceptions). Evenings, (for me that’s after 3 pm,) are for family. I plan and cook dinners, spend time just hanging out with them without thoughts of business creeping in. It’s cherished time and I don’t take it lightly! Down time – being completely away from biz refreshes me for the next day.

These 3 changes have been game changers for me. I had to give myself permission to make my work life fit into my personal life. Not the other way around.

Next week I’m going to go into more detail on this principle: How to map out your week and month to fit your business and life for the most efficient, productive and powerful results. Plus a happy life. Stay tuned!

Create a Strategy? But I’ve got one!

Hold up! Let’s pick that one apart.

Did you actually start with a well thought out strategy about your business for the first year or so, or did you just jump right into your passion? Most entrepreneurs dive into their business because they have a burning desire to teach, coach, provide a service, or sell a product they feel is truly needed and will benefit their customers. Something that is, of course, absolutely fabulous! After all, if real enthusiasm for the impact of their efforts isn’t at the core, why would anyone go through the hard work and risk of building a business in the first place?

Even if you did craft one from the start, the strategy launched your business with might not be serving you anymore. It may need some major tweaking, or possibly a complete revamp. If your business has survived a full year, you probably have a good idea of what’s working and what’s not. 80% of entrepreneurs starting a business fail within the first 18 months.  The bottom line is that most entrepreneurs will not make it past their first year. If you are still in business – kudos! Now let’s make sure that you are ready for years 2 and beyond.

The first year can be greased by passion and excitement, but when the nitty-gritty of the day-to-day and hard work sink in, things may look quite a bit different. That new perspective is a gift! Take advantage of it to make sure your plan is serving your life and business TODAY. Here’s how:

Revisit. Make sure your biz strategy fits your family life. Your whole life. How much do you want to work? Do you have kids, or aging parents, or a husband who travels a lot? What are the aspects of your home life that are impacted by the time and energy you invest in your business? I usually ask my clients to start there. If it doesn’t work for everyone, it’s not going to work, period.

Revisit – Make sure your biz strategy fits you personally. Do you want to work evenings or weekends? Perhaps you only want to work 9 months out of the year and take summers off. One of my early mentors only wanted to work 3 days a week to leave time for her very rich personal life. She had a booming business but said no to many things in order to keep her 3-day-only schedule. It’s your choice. It’s your life. Make it your strategy!

Revisit – Make sure your biz strategy is a short and long-range view of your business. If your strategy was to create online courses but found that you didn’t have enough of a base to make that happen consistently, you may need to regroup. Focus on list building and smaller offers first, then revisit the course idea in year 2. If your online store is just creeping along in sales, how else can you get your product to market? Your short-term strategy may be to start looking for distributors or joint venture partners to assist with your reach to develop stronger store sales. Your short and long-range visions need to be calibrated to the reality of your business as it stands today.

Revisit – nail down 6-12 months. I’m sure you’ve heard the phrase: “If you don’t know where you are going, any road will get you there.” Map out at least the next 6 months in great detail, and develop a general roadmap for the next full year. What will your offers be and when do you expect them? How will you promote them? What will your revenue and expense streams look like 6 months out? Have a general idea of how that will phase into the next 6 months, building on the first. Small businesses and entrepreneurs can have so many variables to contend with that mapping out a full year might be unrealistic. Give yourself the grace to take it piece by piece.

Will that 6-month strategy change or is this locked in? Well, yes, and yes. Be thorough in your 6 -month plan – mapping out as many tactics, cash and time requirements as you can, to truly realize your goals. Don’t be distracted by new/different ideas. Save that for another time. Stay dedicated to your defined strategy. That said if you find that a major piece of that strategy needs tweaking, or is not working, be ready to dive back in and make the needed corrections. Keep your focus on being profitable and growing your business. Unless things aren’t working, stick to your plan!

Wrap Up:

Whether you started your business with a solid plan, or just jumped right in following your passions, it may be time to revisit your short and long-term business strategies. If you have made it a year then you are doing something right! But failing to adjust to the new reality of your business as it stands today could cost you growth as you move into year 2 and beyond.

From Chaos to Clarity – My Story

Businesses evolve and grow, and mine is no exception. I had been providing Facebook Ad Strategy and implementation up until a few months ago. (Why look; my last blog post and newsletter was in June of 2017! Not good.) But I began to realize this business model just was not working for me.


The more clients I worked with, the more I realized that FB Ads were just one tiny piece of a much bigger picture. The ad and the strategy behind the campaign were only as good as the landing page. The landing page was a reflection of the client’s positioning of the brand. The offer was frequently a muddled reflection of the entrepreneurs’ positioning.

In truth, I turned away more clients than I took on because their business was not ready to run ads, either financially or strategically. And I didn’t want to help them throw away money! I wanted to help my fabulous clients with the whole picture – way before a Facebook ad came into play.

I’m a strategist at heart; that’s my “zone of genius” (Sigh, I’m a tad sick of that phrase, but it makes a point). I wanted to work with these women earlier in their planning and on a bigger scale so I could truly help them grow. And FB Ads was not a solution for many entrepreneurs.

So I took a step back (4 months worth) to re-evaluate my biz and my own areas of expertise and what I wanted to offer the world. To say I was in a bit of chaos in an understatement. I see this in so many entrepreneurs who are at a transition or growth stage of their business.

Every business goes through stages: From the seed of an idea, through initial startup, followed by progressive levels of maturity and growth. Each stage has its unique challenges, and none are easier than the last.

During these transition periods, things can feel out of control. Many of your carefully crafted processes are no longer working, and you and your company just feel like it is bursting at the seams.

“These are growing pains.” as my mom used to say. Growing pains are an unavoidable part of a thriving business at all stages of development. However, with some wisdom and strategy, you can make the most of these transitions while minimizing the pain of expansion.

The first step to clarity is to ask yourself these questions:

  • Where are you right now in your business? You have to be honest. If you’re not honest, you’re not ready or willing for the change you crave.
  • Where do you want to go? What do you want your biz to look like? (Or, did you jump in and just start looking for customers and take on any and all of them?)
  • Why did you start this business in the first place? Are your expectations being met?” It takes a lot of work to be an entrepreneur! Have you re-evaluated your why, now that you are in the midst of it, to confirm that you still feel your biz is worth all the effort?
  • How will you get there?

I can help you with that last question. I’ve owned and grown 4 online businesses in the last 10 years, and have been through all stages of entrepreneurial growth. You may be thriving but exhausted, or unfocused, or struggling to identify your next revenue opportunity.

I’d like to invite you to download my short e-book “From Chaos to Clarity – 5 Solutions”. It could just be the first step to help you see more clearly to the next stage of growth.

What are you struggling with in your business right now? I would love to hear from you directly so I can get a sense of the specific issues you are facing right now. Shoot me an email at elyse@elysetager.com or post in the comments below and let’s talk.

Lead Magnets that Actually Convert

The Best Way to get Qualified Leads

I’ve said previously that the most cost effective use of Facebook advertising is with a good lead magnet – or three.

A good lead magnet can generate thousands of leads per month for your business. Lead magnets, those ubiquitous free offers attached to a signup form for an email list, are a great opportunity to gain targeted leads. Creating a lead magnet is easy. But creating lead magnet that gets you targeted leads is challenging. Here are some tips that will help you overcome those challenges to create dynamic lead magnets that get great results. But before we start, let’s lay some groundwork.

What is a lead magnet?

A lead magnet is any content that is given away to someone in exchange for his or her email address. Instead of purchasing an ebook, for example, they simply sign up for your email list and then receive a link to download the ebook free.

Know your customer.

All good marketing begins with knowing your customer. Do your research to be sure you have your customer avatar fleshed out. Who are you trying to attract? Where are they online? What do they read? What do they really truly want? What is the transformation they want? Google, YouTube and Amazon are great research tools to get deep into the minds of your ideal customer.

Defining your target customer, the ideal person you’d like to have sign up for your email list, will help you refine your content offer so that your lead magnet attracts not just plenty of leads, but well-qualified leads.

What creates conversion?

You must give customers a reason to provide you with their contact information. Most people today are so inundated with emails, newsletters and offer advertisements that the lead magnet must be truly stellar to get people to add one more email to their inbox. Simply inviting people to sign up for your list no longer generates the results it once did. You must give something of value in order to receive something of value — namely, a customer’s email address.

Nearly every website or business with an email list uses lead magnets to attract customers to their list. The question, however, isn’t whether lead magnets attract prospects, but are they the right prospects that are not only interested in your offer but also willing to spend money with you later on down the road.

The best-performing lead magnets add great value to the customer receiving them while satisfying a need or solving a problem for customers. These lead magnet appeals to the target audience because they provide a much-needed service, important information, and directions to solve a specific problem or some other piece of information that the customer craves.

Another attribute of the best lead magnets is that they are highly specific. They do not provide answers to all of a customer’s questions, but very specific questions. Instead of “Learning How to be a Sought After Speaker” a much better lead magnet might be “The Introvert’s Guide to Becoming a Sought after Speaker,” The latter is specific enough that it will attract a very dedicated prospect who has the challenge of being an introvert. The more general your lead magnet, the less likely it will be to convert. You can’t be all things to all people!

How do you use a lead magnet?

Now where do you actually offer these lead magnets on your site? Remember, you are creating a multi-use asset for your business, so make it available in as many locations online as you can.

  • Feature Box
  • Top of Sidebar
  • Within a blog post
  • The Footer Of Your Site
  • On Your About Page
  • The Banner across The Top Of Your Page
  • A Popup Box on your home page or blog
  • Create a landing page, or opt-in page as a stand-alone area to offer your lead magnet. I’m a big advocate of Leadpages for landing, opt-in and sales pages.

You may also want to take that same lead magnet and produce it in a variety of formats. Create a PDF, record it and create an audio file, do a video with the same information, conduct a Facebook Live. All can be used with the same purpose of collecting an email address.

5 Lead Magnets to get you started

Here are five ideas for lead magnets that are top converters and can be customized for your business Remember, the more value you can add to the lead magnet, the better the results should be. Make it a fairly quick read, with truly actionable material.

NOTE: Want more ideas? Lead magnets should be used at every stage of your prospect’s journey; from simple brand recognition all they through to becoming a customer Click here to download “50 lead magnets for every stage of the Prospect Journey”

  • The “cheat sheet.” Cheat sheets are short tips; lists or worksheets that help customers solve a specific problem. Because they are short, design counts, so you might want to hire a professional design to make your cheat sheet look spectacular. The specific problem-solving nature of the cheat sheet makes it very appealing alone or combined a related blog post, podcast or video post of more depth.


  • Free templates for anything are extremely popular and generate lots of leads. Make sure your template supports what you are selling and doesn’t supplant it. For example, if you offer social media consulting services, a free Facebook ad template or graphic generator for a Facebook profile page might be a good lead magnet. Templates can be in Word, Excel or any other common program and should be designed to appeal to the target audience.


  • Free training series. Videos, workbooks, a combination of these tools or free training delivered through daily emails make for a great lead magnet. This is especially true if you sell a similar training service and can put a dollar amount on the value of the training. Think about problems that require multiple steps for your customers to solve. These can make ideal step-by-step training products for your lead magnet.


  • Swipe files. A swipe file is a file set up to collect good examples of things that you like. For example, a swipe file of article headlines might include the 50 best headlines you’ve ever seen in an email campaign. Swipe files provide valuable ideas in a way that make them unique and useful.


  • Tool kits. Tool kits can be a little more complex to create, but because they are filled with resources, they can make excellent lead magnets. You may not need to start completely from scratch with a toolkit. You can use existing resources, blog posts and other content to complete your tool kit. Common tool kits include one or two ebooks and a worksheet, a video or a checklist.

Lead magnets continue to evolve, but one thing remains the same — they work. The greater the value you give your customers, the more they will trust you when they give you their email address to fill your pipeline with leads.

Want more ideas for creating Lead magnet for all stages of your prospects journey?  Click here.


Want more ideas for lead magnets to use throughout your business. Click here to download

Facebook Advertising Blueprint

8 Steps to Success

Facebook is currently the biggest social media platform with almost 2 billion members. Half of those are online daily. With very few acceptations, your ideal client is there!

Facebook also has the very best targeting opportunities of any social media platform, which is critical for successful advertising.

I see so many entrepreneurs making the same mistakes over and over again. They are running Facebook ads incorrectly and wasting money. Or they are using Facebook advertising when they shouldn’t – it’s too early in their business to invest. Here are my 8 Steps to get you started the right way!

  1. Start with your offer

If no one wants what you are selling or offering, no Facebook ad can succeed. So if you can, use an offer where you have a proven track record – a course that you have already sold successfully, a coaching package where you have had previous successful clients. This way you know the offer is proven and you can focus on the ads themselves.

If you are starting from scratch, start with a lead generation campaign where you are offering something of value for free.

  1. Know Your Objective

When it comes to running Facebook ads, the first step is to choose your objective. You can run ads to build brand awareness and increase the number of likes on your Facebook page. Or you can promote your Facebook posts to do the same. I don’t typically recommend either of these tactics, as building an email list is more valuable than increasing Facebook liked.

NOTE: For more very valuable information, and more detail on these 8 steps, click here: http://bit.ly/FB-blueprint

3.  Know your Numbers

This is a critical next step.

Before you start running any Facebook ad campaign, you need to know what you can pay for a new customer or lead

For example, if you speak to 10 potential clients, how many can you close into paying clients? Some people can close 1 out of 3, for some it’s 1 out of 5.

Once you know, decide how many clients you want, and calls booked and you can figure out how much you can pay per lead and still be profitable.

  1. Identify a budget you can live with

The number one question that people ask when it comes to Facebook advertising is how much do I need to spend on my Facebook ads?

It just depends on your monthly income and comfort level. With my clients, we usually start with $30 a day and build it up to $200, $500 or more.

The second most frequently asked question is how much should you be paying per lead (or for someone to join your list).

You will pay less for somebody opting in to your lead magnet (your free opt-in offer) and more for a webinar registrant or to get somebody to get on a sales call with you.

  1. Start with the testing phase

Facebook ads are a test and iterate process. You will probably not hit the jackpot with the first campaign you run. The more variables you can test, the more you will learn, and the better and more productive your ads will become.

If you don’t already know, you should know and this testing period will tell you what your business model can support.

  • How much can you pay for a new lead?
  • What is your typical conversion rate from lead to paying customer?
  • How much can you pay for a new customer?

Let me tell you what a true strategic testing approach to FB ads looks like. In the beginning you are testing with a plan, and preparing for the rollout – not throwing a few ads out and watching for the magic. It’s a test and iterate process. The testing phase it for the purpose of learning as much as you can to prepare you for the future growth of your campaigns

Testing as many variables as you can afford to pay for.

  • Test 5-10 ad sets
  • Test 2-4 ads
  • Long copy vs. short copy
  • Split Test of landing pages.

It’s probably going to take $100-500 dollars, for that one week to establish your metrics and figure out how to expand with your successes.

  1. Create a landing page that will convert

Aside from the ad itself, the landing page will highly influence the success of your ad campaign. When you are getting clicks on your ad but people are not opting in, your landing page is the problem. Your landing page should convert at a 20% at minimum for your Facebook ads to work. 
Assuming you are sending traffic to a page prompting people to give you their email address in exchange for a free offer.

Your landing page should be closely aligned to your Facebook ad. Meaning, it should match the colors, fonts and the copy you used in the ad.

  1. Define your target audience or audiences

There are 2 types of audience; warm and cold.

Warm: These are people who are either already doing business with you or are on your email list, or have liked your Facebook page. They are the most likely to do business with you if you have a new offer. Your email list can be uploaded to Facebook so that you can send them your ads. You can create a “look-alike” audience where Facebook will take your email list and find similar people within Facebook for you. You can create a look-alike audience the with your Page likes as well.

Cold: This is everyone else. They don’t know you or your brand and will need “warming up” before you can convert them to any kind of sale.

You always want to start with your warmest audiences first as you build your Facebook ad campaign. If you are first starting out and are building your email list with a lead generation campaign with a free offer you will probably be using cold audiences. Look for interests that are related to your offer, or pages that are similar to what you are offering and certainly define your demographics by age, gender and geography if that is relevant.

  1. Create a compelling ad

Have you ever heard the phrase “thumb-stopping”?

People are browsing on Facebook constantly, rifling through their feed quickly. The goal of a well-crafted ad is to get the viewer to stop the scroll and actually look at the ad.

In your copy, be conversational. Use words that your ideal audience would use themselves. Use interesting images that go well with your ads but also stand out in the newsfeed.

The words and phrases in your ad should be repeated on your landing page to create congruency between the two.

Your copy can be short or it can be long. This is one of the things you will need to test to see which gets the less expensive leads.

BONUS – The secret is in the follow up

Now that you have a system in place to get more leads cost effectively, what are you going to do with them? The success in all online marketing, or any marketing really, is to have a follow up process to continue to warm up that lead to the point where they are willing and WANT to spend money with you. Have a clearly defined process in place before you start your campaign so you are ready for more customers and more revenue!

You now have the 8 basics of what creates a successful Facebook Ad campaign. But this is just the tip of the iceberg.  For much more detail that will assure you of success with your ad campaigns, click below


The Biggest Mistake You can Make with Facebook Ads

Don’t make this mistake- You don’t want to be that guy.
This mistake is a success-killer.  I’m always shocked when it is overlooked or done poorly.
What is it?
Not having your groundwork in place.
What do I mean by groundwork?  Everything that should be in place BEFORE you start placing ads and spending money.
It’s not just about the ad. You can have all the screaming, cost-effective, targeted traffic in the world (which is what a Facebook ad is supposed to do!) but if you don’t have your groundwork in place to turn those LEADS into CUSTOMERS, you are wasting your precious time and money.
Your offer  Be sure people want what you are offering or selling. Test your offer, whether it’s a short checklist, a coaching package, or a big multi-module course, organically first.  If your social media connections and email list aren’t interested, neither will your paid traffic be.
The Landing page, or opt-in page. I’m going to share an absolutely awesome ebook from my colleagues at Leadpages.  They are my number one choice for landing page creation and wrote the book on how to make them successful.  Click here to download these mighty ebook!  You are welcome.
Fulfilling on the ad promise  If you say you are going to provide a checklist, or ebook, is it working?  Make sure your back end processes are in place and smoothly operating!
Email or phone call follow up  Once someone has been interested enough in your offer to give you their email address (which is not a small thing these days) follow up with them immediately to cement the relationship, engage, and build more trust and interest.  Have a well-crafted auto-responder email series in place to further deliver on your promise and heighten the interest of your prospect.
More follow up – keep your community engaged and wanting more information from you. Are you sending out a weekly (or daily, or monthly) email newsletter or VLOG or something to keep them interested in you, your brand and your offer?
The last step will be to ask for the sale.  But that’s still part of the groundwork! Have your script or copy ready to help that interested prospect to become a happy new customer.
When people tell me that their ads are not working, the first thing I ask them about is the groundwork! Traffic – even tons of great traffic, can’t make up for a lack of groundwork.
Just a reminder, I’m live on Facebook every Friday at 11 am Pacific with educational topics and tips to help you optimize Facebook Ads for your business.
Join me on my Facebook page at that time – you’ll get some great FB Ads tips in just 10 short minutes.
P.S. If you have not already done so, please download my newest ebook – “Facebook Ads Blueprint – 8 Steps to Success” here