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The Difference Maker Revolution Podcast
Andromeda Unlocked: Mastering Meta Ads the Difference Maker Way
00:25:10
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- [00:00]
A
Biggest reason why people say that Facebook ads are meta ads, if you want to call them that now. And when I, when I talk Facebook ads, I'm including the Instagram platform in that, right? So when you hear Facebook, when you hear meta, think. Facebook and Instagram, they're owned by the same company, right? So when it comes to Facebook and Instagram ads, the biggest problem is people don't have an effing clue what their purpose is and how they work and their expectation is what fails them, not the platform with their expectation and their systems and. Hey, difference makers. Welcome back to the Difference Maker Revolution podcast. And again, another record. We are crushing it out of the park. We have all four mentors on. I'm going to start in reverse order. We've Ronan Ryle in Clay and Ireland. We've Janine McLeod in Tampa, Florida. And we have Steve Zaparito in Melbourne, Australia. And we have myself, John o' Ryal in CL Ireland as well. Today we're going to talk about something fun. We're going to talk about Andromeda. Yes. We're going to outer space and we're going to look at the Andromeda galaxy.
- [00:58]
B
That's a change for us. It's a change for us. However, we do go into time machines, don't we? When we're in Difference Maker, when we're doing visioning with people, we get into the time machine. So if we can go on a time machine, we can go through space. We have to be able to do that.
- [01:13]
C
What are you talking about, Johnny?
- [01:15]
A
We're talking about. You may have heard it, you may have not. Dromeda is Facebook's latest algorithm update and change that they made. I think it was last September now. And what was fascinating was by happy coincidence, the system that we teach in the difference maker revolution works perfectly for the Andromeda algorithm update. So we actually did at the start of January a lesson and a class on Andromeda in the inner circle. And we talked about the update and the effect it's had and we shared the importance of creative diversity in your ads. And what's interesting is, even though it's the same system we've taught, this awareness and mindset caused some members to look at their campaigns and slightly optimize them. And some of the feedback has been amazing in terms of seeing lower cost per potential client, which is cost per lead, for those of you who don't realize that yet, and lower cost per bookings, which is incredible. So Andromeda is here and there's nothing to fear because when you run Facebook ads, the difference maker way, you will have success.
- [02:21]
C
And lower cost per booking is where it's at, isn't it? Because you want those leads, Those, those, those leads, you know, convert into bookings. That's where the money is and that's where you get to work with people.
- [02:31]
B
And I'm seeing a lot in the forums lately, like the Facebook groups for different, various different photographers that they say, Facebook, Facebook doesn't work anymore. You know, it doesn't work for me. And it's interesting because I know, you know, we've been talking now for months and months and months and months and months and months about preparing your business for AI recommending you, right? So marketing strategies and tactics that you implement for AI to recommend you, but that's not replacing your Facebook ads, right? As Steve and the rest of mentor team always say, you add to what you're doing, you don't replace something that you're doing. So it's really, really important to understand that Facebook is still the powerhouse of generating potential client leads for your business.
- [03:19]
A
Yeah, I think I'm going to be very blunt, which I know Steve hates, but I'm going to be blunt and I have to be for a second.
- [03:25]
C
Turn it back, Jono. Whatever it is, turn it back.
- [03:30]
A
Yeah, like we say, relying on one of anything is a terrible strategy. See, like we always say, you need multiple forms of attracting potential clients, you know, with your alliances and with your exhibitions, with your meta ads, with your, the people that come in from SEO and from your now from AI.
- [03:45]
C
But I think, don't forget your thank you cards.
- [03:48]
A
Your, your thank you cards. Yes, your thank you cards. But I mean, one of the ways I stay up to date is I do a lot of networking, right? And I network with business owners in other virtual networking and I network with business owners in other circles. And here's the bit where I'm going to be blunt. The biggest reason why people say that Facebook ads are meta ads, if you want to call them that now. And when I, when I talk Facebook ads, I'm including the Instagram platform in that, right? So when you hear Facebook, when you hear meta, think Facebook and Instagram, they're owned by the same company, right? So when it comes to Facebook and Instagram ads, the biggest problem is people don't have an effing clue what their purpose is and how they work and their expectations is what fails them. Not the platform with their expectation and their systems. Because here's the reality. It was very interesting. I was talking to a guy who runs an agency and he works with companies in a completely different space. They're like, he works with tech companies to get them sales. And we were having a discussion and I was talking about what we teach photographers. And I was saying that, you know, we talk about their ideal client, avatars and their ad copy and their, that whole potential client to booking system. And I was saying, you know, you know, people always complain, they don't pick up the phone, blah, blah, blah. All of this fun stuff that meta ads or meta, meta leads are crap and all this crap. And what was fascinating was he turned to me and he said, he said, jonathan, like the companies I work with, they pay me €7,000 per month to run their ads for them. And he said these companies are at a sales revenue level of 3 to 5 million a year. So they're pretty competent and capable companies. They're pretty competent and capable business people. They have teams, they're profitable. And he said all of their sales mostly come from having a sales team who are proactively cold calling and building relationships. And he said most of their new clients come from referrals or from the salespeople reaching out and building relationships. And I said, oh, that sounds very familiar. And he said, yeah, trust me. He said, it's the same in every industry. And he said when you run meta ads, so Facebook or Instagram ads and you generate these potential clients, he said none of these businesses know what they need to do when they get that lead or potential client. He said they just think they'll magically book on the calendar for a call. So he, what we call, like we call speed to lead. So we teach our members, you know, you gotta call that lead within the first five minutes for possible. And then we had that cadence. So that first week we talk about, you know, calling the lead at least three times in the first two days. He has a name for that. He calls it smoking the dial. So, so they're even more aggressive. They call their leads every two hours on the first day that they come in. So what was fascinating to me was that this is not unique to photographers. This is every industry in the planet. And nobody, there's no silver bullet, nobody has found a better way to book potential clients, create quality clients from Facebook ads than what we currently teach. Because it's the same for every industry and there's slight nuances, but that's the way it is. And it's about mindset. Like, so when it comes to meta ads, they are an incredibly powerful way to get to create quality clients. Quickly, because you can sit in your pajamas. You can use kcb, your virtual coach, to create your avatar, to create your Facebook ad copy. You can then publish your ad and you can see leads come in overnight or potential clients, as we call them, Right? And you can make calls and you can connect with these people and you can create quality bookings straight away. You don't have to leave your house, you don't have to go networking, you don't have to go meet other businesses to, to build relationships. That's going to take time. So it's a really quick and great way to get and create quality clients. Now the thing that you got to understand is the mindset. And what people don't understand is they don't understand, oh, well, I run an ad and they fill out the form and they won't answer. Or I read an ad and they filled out a form and I called them and they said, why are you calling me? Stop calling me. Like, f off. And like, the reality is you're going to get that with advertising. That's just how the world works. And it's the same for every business. But the pros, in my opinion, far outweigh those cons. And it's just about once you have that mindset that, yes, I'm probably gonna have to call the same potential client five or six times before they actually pick up. Yeah, get over it. What else are you gonna do? Like, do it. Do you wanna be in business or do you wanna not be in business? Right? So I think what lets people down with Facebook ads is more the mindset and the follow up and the expectations. Sorry, went on a rant there.
- [08:22]
D
But you always have the best rants, Jono.
- [08:23]
B
And you just love when he goes on a rant. It's true though, Jono. It is true. And you know, it's. What do I want to say? I want to say that, well, you've already said there's no silver bullet, but I think what I want to say is that there's nothing in business that's easy, right? But it can be fun when you make it fun. And I think that's a key thing that if, you know, if your attitude is it's going to be fun to do this right, everything will change. Because if you listen to, listen to last week's podcast where we talked about the phone calls, Steve and Julene, you know, that first 10 seconds, how critical it is and how to prepare for that, like, that's all linked into what Jonathan's just talked about, right? And there Is like, I remember. I remember the times, and Steve remembers the time. Janine sort of does, but she was really, really young at the time. You know, where you relied on the yellow pages, you know, for, for leads and hoping that people were going to pick it up and pick your. Right. It's never been a better place, a better time to attract potential clients. But here's a critical thing is as a result of that opportunity, there's way more noise out there now, you know, as people are seeing so many. I can't remember the exact number now, but I remember there was some research done a few months back, and they were talking about the number of marketing messages that a human sees per day. And it's frightening. Like, it's. It's hundreds and hundreds and hundreds if it wasn't even a thousand, right. I can't remember the exact number, but when I read it, I went, that makes sense. So Jonathan said something that was really, really important, which is you need to know who you're talking to to be able to stand out in the noise. Right? And do you truly know who you're. You want to talk to? Do you truly know who. What clients you want to serve? Do you truly know what they secretly want from a transformation experience with you? Because if you don't know that, there's no way you're going to be able to create any type of marketing. Whether that's your marketing for AI recommendation, whether that's your Facebook ad, whether that's. No matter what you do, if you don't know who you're speaking to, how are you going to create anything that connects with them? You're not. You're not. So it's critical, though, because I see it all the time where you've people given out in this group and that group, that Facebook doesn't work. And then you ask them so, well, who are you trying to attract to your business? And they can't answer you.
- [10:49]
C
We've seen it in the results, Ronan. You know, when we've. We've had members say, you know, we've written these ads and we followed it, but nothing's happening and not getting virtually no leads. And then when we've gone in and really honed in on who that, who their ideal client is, who they want to serve, create that avatar and then create the ad based on that avatar. So it speaks to what these. It speaks to someone. It speaks to that person that they want to come in. The difference that it's made to the leads and to the ability of that person to Then book those leads is night and day. Night and day.
- [11:27]
A
I have a controversial input on that. So my controversial input on that is
- [11:33]
C
that you scare me every time, Jono,
- [11:37]
A
when you do that. And you go through that experience of creating your avatar and writing copy to your avatar. I think, you know, coming back to what you talk about mindset of the time, Steve, is that you're actually priming your subconscious to then look for that avatar in the leads that come in. And you're kind of subconsciously and even consciously becoming aware and seeing. Because depending on the filter that you have on Steve, you know more about this than anyone. Depending on the filter and your belief system, currently, you're looking for different things in the world, right? And everyone is seeing things differently. The take on it for me is that, you know, when you do that work, you're actually priming yourself and you're. It's almost like a placebo effect where you believe that by doing this, leads are higher quality and better. But in reality, you're just seeing things in those same potential clients and leads that were always there, which you didn't see before because you weren't looking for them.
- [12:34]
C
And that's where it comes true that great clients are made, not found. So we're all given the same opportunity, but for some people, the same person, and we've experienced that multiple times, the same person can be a terrible client for one person and yet an incredible client for somebody else. You know, we've seen it. We've seen, you know, a client go to one studio and spend nothing and then go to another studio and spend $9,000. The difference has been that exactly what you were talking about. We're looking for something different, and we're creating a quality client. And the conversations are different because what we're seeing is different. And so then the client's being received differently, and so they turn up differently. Going back to what you said before, Jono, with, you know, it might take five calls to book a client, but yet I think a lot of people stop at one or two or maximum three. And I think to a degree, we've been spoiled with abundance and how easy it is that we don't have to. You talk about, you know, you can do it in your pajamas, but really, unless you're like, in my mindset, even though we work from home, unless I'm dressed for work, have my difference maker T shirt on, I don't feel like ready for work. But we're spoiled in that it's easy. We can don't have to leave home to go out and get those clients. We don't have to wait for an expo. We're not spending five or six thousand dollars to go an expo all at once to. To get those leads. And it's a lot easier. And so sometimes we don't value that potential client, that lead as much as, you know, we would have had we done all of that. I had a member reach out just yesterday and say to me, listening to some of the coaching we've done, and we told you we had somebody who was struggling to get leads, and we told them to go back, it's okay to go back a year, go back six months. And so she started calling those clients that, you know, they'd been through that. What did you call it? That first three days? What did you call it? You had a name for it.
- [14:27]
B
Nurturing.
- [14:28]
C
Well, they went into a nurturing. But Jono called it.
- [14:30]
B
What's a.
- [14:31]
C
When it's a lot of calls in a couple of days.
- [14:34]
A
Cadence.
- [14:35]
C
Cadence? Yeah. You're building cadence? You're building cadence? Yeah. What they.
- [14:39]
A
Oh, smoking the dial.
- [14:41]
C
Yeah, smoking the dial. That so. Smoking the dial. She'd been through that, but then put them in a nurturing sequence and just sent them, you know, was sending them emails, sending them links to. To videos and certain things, but never called them and decided she was going to spend a whole day just calling those older leads. And if it takes five calls, get to five calls, you know, but she made four bookings in that one day, all from these potential clients, leads that she were dead. And then when they're in a nurturing sequence and when they're ready, they're probably going to call me. But apparently these people were so excited that she called them and it took her to pick up the phone for them to make the booking. And the reality is, is that we have to pick up the phone. A client shouldn't have to lift a finger because we are offering that service. And it's amazing that we're calling people that may have been nurturing for three months, four months, five months, six months, a year, and yet they're still excited to hear from us. So. Was a great result.
- [15:42]
A
I think it's just human nature in that, you know, every industry in the world seems to have been fed this lie of build it and they will come. And, you know, if my product is great enough, if my branding is good enough and great enough that I don't have to market, that I don't have to sell that, it will sell itself and market itself and the reality is that's the great greatest load of horse crap ever because it doesn't work that way for anybody. And you'll hear people say, oh well, Elon Musk never sells. And I shared this on a recent podcast. You know, Tesla don't have a market or a sales team. Yes they do. Elon Musk like is on stage all the time at networking events. He's like on X all the time. He's like the biggest like self promoter in the history of self promoters. Like every company in the world markets and sales that are successful.
- [16:26]
C
And it's up to us to make the effort and know that there are people in the world that need us, need somebody to lift them up and we have to make the effort to reach out to them.
- [16:37]
B
So Janine, we start, we started this talking about Andromeda, right, and going into space. So you, you, you've, you've sort of been implementing this too in real time. Not just our members, right, but you as a, one of our coaches and mentors, like you implement everything that we teach first in a live working studio. And so what, you know, what difference has Meta and Facebook and Instagram with Andromeda made to, to, to your business? Like what, what, what have you seen shift with Andromeda?
- [17:07]
D
With Andromeda specifically Meta in general, it has given us a consistent faucet of potential clients coming in to our world. The Andromeda change has been interesting because I see that like the more activity we have, better we, the more leads. I don't know but this is like a weird testing thing, right? So like I feel like as we're doing more media, more content, more testing, more ads, we tend to get better results. But that, you know, it's one of those things that's, I don't want to hang any hats on that and Jonathan will probably be like, that has nothing to do with it. So specifically Andromeda, I'm not so sure. But I can tell you, speaking from a studio owning position and having ads running constantly on Instagram and Facebook, to me it is the only consistent source for potential clients coming into your studio year round. Right? Like if you rely on events, you're date driven by those events. If you're relying meaning like auctions or home shows or anything like that, like you're relying on those specific events and then the potential clients coming in around those referrals are going to happen year round. Alliances can happen year round. But for me the Meta and the Facebook and what's great about it is you can instantly Test something new. And that's what I love. You know, like, I have an idea and I'm like, you know, for our first birthday ads, what if we tried this video or what if we tried writing ad copy to this avatar or, you know, and guess what, you can put it together and turn it live within like an hour and, and see how the results go. Or if you want to run a different promotion, you can put it together and turn it on right away. You know, there is no waiting for somebody else to have to do something, hold an event, pass a referral, build an alliance. You know, there, there. So, like, all those have a place in our marketing. And we always talk about that. You don't just rely on one of anything. But what I specifically love about Meta is that it'll. It is just so consistent and you can do it fast and you can do it. You can test so easily, whereas it's really hard to test in other forms of marketing.
- [19:18]
B
And it gives you the opportunity to make people who are blissfully unaware. I know we don't talk about this enough, right? We used to talk about it years ago all the time, but it's true. Like you're making people who are blissfully unaware that they even have a problem and that you're a solution to that problem, right. As distinct from somebody who is on Google, searching on Google, something else has triggered them to go look for a solution to the problem, right? So somebody else has made them aware that you want a solution to a problem that you have. So with Facebook, it's an amazing opportunity to just make people aware who haven't even thought about you as a solution to something.
- [19:59]
A
I feel like, like you mentioned, we went down a rabbit hole. You know, we started talking about Andromeda. So I feel like we should just speak to Andromeda a little bit because we kind of went down that rabbit hole that you led me down. But with the Andromeda update, the key, like I said, is creative diversity. So it's, you know, in your campaigns, running media that are very different, that even speaking to different avatars in the one ad set and campaign is good now, you know, having a wide range, what Janine touched on and mentioned, activity, having testing and running, like a larger volume of ads and creative that are all creatively different is important. And speaking to people at different stages of awareness as well. Like in the inner circle, we talk about that. We talk about the different types of media that work really well and what you should be running to feed the beast that is Andromeda. And Andromeda in from talking to other Facebook marketers looking at it, it's actually made advertising much, much, much simpler, but also it's made it made it more simpler but also more difficult for people who don't get it right. And it's even more important than ever before to know who you're speaking to. It's even more important than ever before to know the psychological triggers that are needed in Facebook media to stop the scroll and to act as pattern interrupts. Because, you know, a lot of photographers, ads that haven't trained the difference maker way. Like I've seen ads that literally they put up their best, most award winning photo ever, you know, the highest quality work and they have like copy that says limited spots available, taking five sessions this month. Click to book now. And they're like, I didn't get any bookings. No S Sherlock, that's not going to work. So yeah, I mean the key is understanding the psychology of how they work the back end, the expectations of what they will do and understanding what's involved in turning a potential client into a quality client. Janine, I think he's used up all
- [22:06]
B
of our words multiple times on this podcast. I hope it's not banned. Jono, you may have.
- [22:11]
A
I didn't say any curse word. I shortened everything. I did not say one curse word. Technically you just heard it, but I never said it.
- [22:22]
B
You're funny.
- [22:23]
A
Janine.
- [22:23]
B
I think you should get the last word.
- [22:26]
D
I don't really know what the last word should be. Jonathan kind of had it all right in that little wrap up. To me, I find that like creating our ads, the thought process that goes into them helps all aspects of your business. Right? So when you're thinking about creating your ideal client avatar and your brand foundation and then you're creating your ads to test and run in meta. It also affects everything you do. It affects how you write on your website. It affects how you write your blog posts. It affects how you write your emails and your nurturing sequences. It affects how you talk with your alliances on what types of potential clients you want to work with them to obtain for both of your businesses. It affects how you talk to your existing clients to get referrals. To me, it's very circular, like it's all inclusive. And so one aspect of working on one piece of it helps all of it. And so if it takes focusing on your Facebook marketing to help other all the other aspects of your business, then great, you know, but the primary focus has to always be the difference that we're going to make to the potential client. And that goes to the podcast that we just recorded before this one. You know, so you get there is nothing worse than throwing money at Zuckerberger, collecting all of those leads. And it's so funny because people are so focused on the cost per lead. Okay, so your cost per lead is like 10 bucks. You have all these leads and you don't do anything with them. Like, what's the point? You've just given the man more money. Like, I don't. I don't understand. So, you know, that's my final word. If you're gonna run your ads on meta, call your fricking leads and your potential clients and bring them into your studio, bring them into the world, make a difference in their lives, however you're going to do that. And there. There's my final word. Don't just run the ads and do nothing with them, because that's just dumb.
- [24:23]
B
Okay, Jono, I want to go to Andromeda. How do I go with the difference maker revolution?
- [24:28]
A
We got the most incredible spaceship ever. It's called the inner circle. So all you need to do is click on the link below and apply to join the inner circle today, where not only will you get access to the incredible coaching calls, accountability calls, the Q and A calls, the incredible difference maker community, which you'll also have access to the minds and brains of this coaching team, but Also to our 24.7ai virtual coach, Kasey B. Who is going to accelerate you on your path to your version of success. So make sure you click the link join below or apply to join below and we'll hopefully see on the inside.
- [25:07]
B
Bye for now. Bye, everybody.
- [25:09]
C
Thanks. See you on the inside.