Majority of the people out there aren\u2019t interested in what you have to say \u2014 or in what you have to offer, and in reality, THIS IS MORE THAN OK. And today, I\u2019m going to tell you why.<\/p>\n
At first glance, this may seem like a difficult subject to read about, or to accept. When you look at the title, it seems<\/em><\/strong> so \u201cnegative\u201d. The thing to bear in mind here is that things aren\u2019t always as they seem. In actuality, this is a VERY important topic, so please approach this with an open mind.<\/p>\n I read somewhere not long ago that \u201cThe key to FAILURE is trying to please everyone<\/em>.\u201d This is a simple, but pretty profound quote, and it is very true.<\/p>\n When our minds are open, this quote can actually serve to BRILLIANTLY remind us of how important it is to UNDERSTAND the following:<\/p>\n Once you have a true grasp and understanding of these principles,\u00a0 you can then be well on your way to finding the customers and audience that are JUST RIGHT for you, as well as learning and knowing HOW to find them.<\/p>\n All too often, I\u2019ve found that this is something that people don\u2019t work hard enough at researching and finding on the Facebook advertising platform. You\u2019ve got to keep in mind that in the Facebook world, there are so many people using it, so many demographics, so many socio-economic levels, and so many different areas, that if you don\u2019t work hard enough to understand these audiences and find them, then you\u2019re going to lose every single time.<\/p>\n I realize that even veteran marketers who have been in the game for quite some time still make the mistake of giving in to the temptation of thinking too broadly about your target audience. After all, it seems<\/em> logical to want to sell to as many customers as possible, right? (Well, there goes that word \u201cseems\u201d again…and once again, this is another thing that is NOT as it seems<\/em>.)\u00a0 This brings to mind another quote out there where someone said \u201cWhen you try to speak to everybody, you speak to NOBODY\u201d<\/em>. This makes a lot of sense in this context. TRUST ME when I tell you, guys…Your business will transform the VERY day that you recognize that everyone is not your customer. <\/strong>So the operative and KEY \ud83d\udd11 thing is to figure out WHO your customer is, AND what they want so badly that they will give anything to have it, and then go communicate to THEM<\/em><\/strong>\u2026in their<\/em> language.<\/p>\n YES, it\u2019s going to take a little time and some effort to do the research and find out who these people are, but once you DO, and you know it with certainty, it will be so WORTH it. Your growth will be EXPONENTIAL AND EXPLOSIVE, because you will be talking to the RIGHT people who ARE interested in what you have to offer and what you have to say to them…And IT DOESN\u2019T COST YOU A SINGLE PENNY to figure this out. You\u2019ve just got to be willing to invest the time and effort to ensure your own success and the success of your business. It\u2019s as simple as that. Once you really GET it and how it\u2019s done, You\u2019ve changed the game for your brand FOREVER. It\u2019s a skill that can never be taken away from you.<\/p>\n Most of the times when I see people giving up and quitting they say, \u201cWell, I tried. I was working hard on finding an audience. I kept on doing Facebook advertising and it just didn\u2019t happen\u201d<\/em>, when the reality is that they didn\u2019t try hard enough.<\/p>\n Facebook ads is a process of discovery, but the fact to remember is that IT IS A PROVEN<\/em> <\/strong>PROCESS. <\/strong>You may have to run ten to twenty campaigns before you actually find a winning audience, but with tenacity, and through TRUSTING THE PROVEN PROCESS, YOU WILL FIND YOUR WINNERS<\/em>. A perfect analogy I have for this is in regard to the world of baseball.<\/p>\n In baseball, if you are a hitter (also called a batter), your job, of course,\u00a0 is to hit the ball. Here\u2019s the thing: If you actually hit the ball three times out of every ten attempts, You are considered to be very successful! Did you know that? The Hall of Famers, the best performing athletes in the history of the sport of baseball \u26be\ufe0f have only batted about 380 at best, meaning that for every ten at-bats, they only were able to actually hit a good hit, or getting to the bases safely three to four times maximum.<\/p>\n Well, very much like the game of baseball, that\u2019s the reality of what is going on today with the game of Facebook and Social Media ads. People don\u2019t try enough. They don\u2019t take enough \u201cat-bats\u201d until they find that winning audience, and they do such<\/em><\/strong> a great disservice to themselves and their businesses by not following through with the PROVEN process. Because if you think about the great enormity of what we have in front of us today which is one single family\u00a0 of GIANT platforms (I\u2019m speaking, of course of the Facebook-owned platforms), this one single media organization can give you access to an enormous wealth of people, and to generate unlimited traffic. All you have to do is understand how to find your audience, trust the process and FIND them.<\/p>\n Let me tell you another thing. The best audiences do not actually care so much when you put creatives in front of them. If you are talking to someone who\u2019s balding and doesn\u2019t have much hair on their heads, and you give them a solution to growing their hair, then you\u2019ve got your message in front of the RIGHT people, who are highly likely to WANT to know more about what you have to offer them. In a case such as this, even if\u00a0 your creative was quite bad, they will STILL respond to your message. But, on the other hand, if you are creating a million dollar video production with incredibly aesthetic artwork, images, graphics designs, and all these bells-and-whistles, but<\/em> you\u2019re putting your solution for male pattern baldness in front people who have full heads of hair, well, you\u2019re going to lose every single time. I\u2019m saying all of this to drive home the point that creative is secondary<\/em> to finding the right audience. You have to work on understanding who your audience is, FIRST AND FOREMOST.<\/p>\n One of my main areas of concentration throughout all my training, in my articles and podcasts, my videos, and my seminars, is the fact that I am constantly emphasizing the point that people are not working hard enough at learning and understanding their audience, and they don\u2019t persist enough in going through the process of locating that group of people who actually ARE willing to hear their message, and who WILL genuinely want to engage with them because they actually DO like, need and want your product and\/or service, and the fact that you have a viable solution to their challenges and \u201cpain points\u201d.<\/p>\n Let\u2019s talk about another example of a very common concern among people today: Obesity; being overweight. Let\u2019s say that you have a brand that offers a solution to the widespread problem of obesity and being overweight. Well, the fact is that sadly enough, some people really don\u2019t even care. <\/em>Many overweight people are not necessarily interested in handling the problem. That group of people who don\u2019t care ARE NOT YOUR IDEAL CUSTOMERS…at least not YET <\/em>(stay with me here; and I\u2019ll explain what I mean when I say \u201cyet\u201d). So, what you have to do as a marketer is find the people who are actually interested in handling their problem<\/em>. And that requires targeting. Here\u2019s one more example: Let\u2019s say, for example, somebody dresses horribly and they are always looking disheveled and ragged, wearing shirts that are dingy and\/or stained and wrinkled, bad quality shoes…they just don\u2019t buy any nice clothes at all, even though they can actually afford them. You might think, \u201cWait a second…maybe what I have to do is find these<\/strong> people and promote to them because they need to dress better.\u201d<\/em> Well, if they themselves don\u2019t care about dressing better, and they are content with wearing dingy, ragged apparel, then it\u2019s not going to do you any good putting your messages in front of that person, because THEY ARE NOT YOUR CUSTOMER…at least not YET<\/em>. They aren\u2019t interested in what you have to say or in what you are offering…well, not YET, at least. So, it\u2019s not just about finding people that have the problem, it\u2019s equally important to find people that want to do something about that problem. They have to actually WANT the type of solution that you have to offer them. THIS IS VERY IMPORTANT TO THINK \ud83e\udd14 WITH.<\/p>\n Ok, so now I\u2019m going to talk to you guys about how you CAN build an audience out of even these people who \u201cdon\u2019t care\u201d, so that you will be able to \u201cattract\u201d and nurture them with your content, and become the \u201chunted\u201d instead of always being the \u201chunter\u201d: You can put videos and images out there; you can put valuable information out there and generate these people\u2019s interest based upon these \u201cpain points\u201d that they haven\u2019t put attention on as yet,\u00a0 and as a result of that, they can actually feel a NEED to address the problems that you\u2019re able to provide solutions to. You\u2019ve got to essentially help them to \u201cwake up\u201d. In the case of the overweight person (given in the example above), you\u2019re talking to somebody who is unhealthy, in fact,they are DANGEROUSLY unhealthy. You help to make them see that their life can be shortened dramatically if they don\u2019t make the necessary health and lifestyle changes, and they won\u2019t be able to see their kids grow up, and they won\u2019t be able to see their grandchildren because they\u2019re not going to be around. If you\u2019ll help them see that<\/em>, they\u2019ll wake up.<\/p>\n In the example of the person who\u2019s not able to style themselves correctly and not dressing properly, with these people, you\u2019ll need to somehow make them realize that they should have a better sense about how they want to present themselves in the world, have more self-confidence and take pride in their appearance, and how that improves their quality of life overall. So, there ARE things that you can do along the way to nurture people, and that\u2019s why content works so well. It actually helps people to \u201cwake up\u201d and raises their sense of responsibility for their problems, which your business has solutions to help them handle. This actually reminds me of another quote. This one is from the late great Steve Jobs: \u201cA lot of times, people don\u2019t know what they want until YOU SHOW THEM.\u201d<\/em><\/p>\n So, that\u2019s\u00a0 one key thing to keep in mind. But REMEMBER, The initial thing (and it is MOST IMPORTANT to do this FIRST) is that you have to actively work at understanding and finding your audience<\/strong>. If you don\u2019t do that, you\u2019re going to fail every single time. There\u2019s no way around that.<\/p>\n The process takes time and effort because, as I keep saying over and over again (to REALLY drive the point home), Most people who are on Social Media are not your customers<\/em>. They don\u2019t care. Let\u2019s say that we have approximately 170 million people in the United States actively using Facebook \u2013 and about 200 million people actively using Facebook and Instagram every single day. That\u2019s a whole lot of people. Now, out of those 200 million people, most of them are not interested in what you have to say. You will have to find the several million people who DO want to hear <\/em>\ud83d\udc42 what you have to say <\/em>\ud83d\udde3<\/strong>.<\/p>\n Now, here is something that is really practical for you. If you have been following my content for a while, you know that I talk about the Facebook Business Manager OFTEN. The Facebook Business Manager is a tool that gives you information about your audience, and about your potential audience. For example, if you go to https:\/\/business.facebook.com<\/a>,\u00a0 and once you’re there, you can begin searching around for Facebook Pages, for celebrities, for famous brands, for famous stores, etc. You can actually start seeing their demographic information, which pages they like, what area they live in, and so much more. This is something that you need to understand along the way. You can use something in the Business Manager called \u201cAudience Insights\u201d. Back in the day, when major ad agencies and corporations like the ones in the Netflix show \u201cMad Men\u201d (I don\u2019t know if you guys have seen that show, but it was very popular for a long time on Netflix), only huge agencies like those were able to have access to this type of mega-powerful, multi-million dollar software that we, the \u201clittle guys\u201d now have access to today.<\/p>\n If you go to https:\/\/business.facebook.com<\/a>, then you can go to actual Audiences, in there you\u2019ll have access to this free tool called \u201cAudience Insights\u201d, and you\u2019ll be able to really dig in and begin learning all about your audience and gaining an understanding of them. Once again I\u2019m going to tell you,\u00a0 Audience Insights is a FREE<\/strong> tool, <\/em>and I highly recommend that you check it out. If you compare this with times past, let me explain to you how unique the opportunity is today. Back in the 1940s, 1960s, 1980s, even in the 1990s, all the major corporations and businesses wanted to do was capture as much information as possible about their audience. Their market research divisions dug deeply because they wanted to understand their potential prospects as much as possible. For instance: Do they like golfing? Do they like playing tennis? Are they married? Do they have kids? Do they like to go on vacation? Do they use credit? What do they do with their lives? Now what about what movies they like? What about the stores they visit? Do they like Gucci? Rolex? Do they like to shop at Walmart? All of this information is valuable. The more information an agency has, and the more info that a business has about a potential customer, the higher the likelihood is that the business could nurture them, close them and make them a customer. The reasons for that are quite obvious because when you have a lot of information about a prospect, a client, a customer, it\u2019s easier to communicate with that customer and let them know how you can help them. Knowing your audience is the key to success.<\/em><\/p>\n For example, back in 1960, these\u00a0 business people would take their prospects out to play an 18-hole round of golf, and therein they would commence to build a relationship with that prospect. What that allowed them to do is to communicate to the prospect directly,\u00a0 and be able to direct the conversations toward something that they (the propects) like. Let me give you an example using myself:<\/p>\n I am a Dallas Cowboys\u2019 fan. If you guys haven\u2019t seen that before, you can go through my Instagram feed, through my Facebook profile, etc.,\u00a0 and you\u2019ll find that I talk about it all the time. This is something that I\u2019ve been passionate about for a long time. So, Facebook KNOWS that I am a Cowboys\u2019 fan. They know that I have been a Cowboys\u2019 fan for a good 16 to 18 years or so. Well, actually, Facebook has been around for 14 of those years, so they know for sure that I\u2019ve been a Cowboys\u2019 fan. If a marketer has a company with authorization from the Cowboys to make and sell merchandise and they\u2019ve developed a line of coffee mugs, custom apparel or things like that…Whatever it is, they can then use Facebook\u2019s information to communicate with individuals like me directly, saying something along the lines of \u201cHey, it\u2019s awesome to be a Dallas Cowboys\u2019 fan. Let me give you something here.\u201d For me, if somebody is selling me, for example, a microphone, a charger, a phone case, a shirt \u2013 basically if they\u2019re selling me something with the Dallas Cowboys\u2019 brand insignia on it, then I am more likely to be responsive. And that\u2019s basically what having the right information about an individual can do for your brands.<\/p>\n Understanding what your customers like (as well as what they DON\u2019T like) is absolutely key to being able to expand your business and communicate with those particular customers in a manner that really hits home and gets them to respond. This is the single, most important factor in Facebook advertising.<\/p>\n People in general have been quitting before they actually find their winning audience. My advice is: DON\u2019T QUIT BEFORE THE MIRACLE HAPPENS! I say \u201cmiracle\u201d because the shift in your results will be absolutely miraculous if you stick with it, and keep testing until you find your winning audiences. Do NOT quit! Keep going, and follow the process, and you WILL be successful!<\/p>\n This subject brings a story to mind; I believe the story is called \u201cThree Feet From Gold\u201d. It\u2019s a true story about this guy who got caught up in the \u201cgold fever\u201d during the gold rush days , which was back in the late 1840s and early 1850s, so he staked his claim and started digging.\u00a0 After a lot of hard work, he found a vein of gold ore, so he covered up the ore he found and returned home to raise the money for the machinery that he would need to bring the ore to the surface.<\/p>\n He raised the money and travelled with his nephew back to the site to make their fortune.<\/p>\n Things started well and before long, they had enough to clear their debts.\u00a0 They were excited, and figured that everything from there on would be profit and things were looking good.<\/p>\n Then the supply of gold stopped.\u00a0 The vein of ore had disappeared.<\/p>\n They kept on digging, but found nothing.<\/p>\n After a while, they quit in frustration and sold their machinery to a junk man for a few hundred dollars.<\/p>\n After they went home in disappointment, the super-smart junk man who bought their\u00a0 machinery called in a mining engineer who checked the mine and calculated that there was a vein of gold just three feet from where the man and his nephew had stopped digging.<\/p>\n The junk man dug, struck GOLD, and went on to make millions from the gold mine.<\/p>\n The other guy went back home, paid back everyone who had lent him money and was determined to learn from his mistake in giving up too soon.<\/p>\n The moral of this story is that \u201cQuitters Never Win, and Winners Never Quit!\u201d<\/p>\n If you are one of those people who has tried and quit before finding your winning audience, IT\u2019S NOW TIME TO GET BACK IN THE GAME, stick with the process and take the PROVEN SUCCESSFUL ACTIONS until you win, because if you DO, with tenacity and patience, YOU WILL WIN. There\u2019s absolutely NO DOUBT about that. Again, like I said in the \u201cbaseball player\u201d analogy, you will miss more than you \u201chit\u201d\u2014 A LOT more in fact, at first<\/em>. It\u2019s par for the course. So KNOW that. But REMEMBER, it only takes 3 \u201chits\u201d out of every 10 attempts to be a hall-of-famer!\u00a0 In order to be successful in Facebook ads, you have to be willing to actually keep trying to find your audience actively. There are a lot of tools available that you can use which are going to help you find that audience. Remember that \u201cAudience Insights\u201d is one of them.<\/p>\n Now, for example, if you are familiar with the Business Manager in the Facebook advertising platform, when you select an objective, let\u2019s say you want to run a traffic campaign to drive people to your website, you can select an option called \u201cSplit Test\u201d (there\u2019s a little checkbox). Once you select Split Test, you have an option to choose up to five different audiences that you want to test out. And what Facebook will do is actually rotate all the different ads that you choose to have going, or you can run one single ad. Whatever it is that you set up as the creative between all these different audiences, they (Facebook) will tell you which one is the winner. You can now use that<\/em> information to scale your business \ud83d\udcc8, scale your ads and build other campaigns with that particular winning ad set.<\/p>\n Now, about \u201cAudiences\u201d \u2013 there are actually MILLIONS of different audiences that you can select along the way, but you REALLY have to understand who they are.<\/em> Yes, what we have in front of us is literally a faucet of information, a faucet of customers that you can turn on and turn off at will.<\/p>\n If you are struggling with getting more customers for your business, whether\u00a0 you\u2019re a Realtor, an Insurance Salesman, an Amazon seller, an e-commerce seller, or if you have a brick and mortar store or have an agency and you\u2019re running marketing for other companies… WHATEVER it is, if your business can handle more customers, you MUST realize that those customers and prospects are using the Facebook-owned platforms every day. You simply haven\u2019t done a good enough job at putting your message in front of them...YET.<\/em> You have to ACTIVELY put your message in front of these people until you find the ones who are willing to engage back with you. And that is done through understanding the Facebook platform, which I actually teach about a lot. If you guys have been following my content enough, I have mini-courses, I have these blog articles, I have podcasts, I have videos, I have a lot of things and I\u2019m consistently delivering\u00a0 value every single day along the way. Why am I so obsessed with doing this? Because I like it. In fact, I LOVE IT. I love teaching and providing value. I like showing you guys how to be successful yourself. For me, that is my number one passion. Some may even say I\u2019m TOO OBSESSED with it, but there\u2019s no such thing as being \u201ctoo obsessed\u201d in my book. That\u2019s LOSER MENTALITY.<\/p>\n For several years I put my head down, I worked and I built some incredible businesses. And now, I have an agency and I have decided to help you guys be successful as well and teach you, by opening up my books and sharing with you all that needs to be done in order for you to incorporate these strategies into your businesses. We\u2019re fortunate to be living in such\u00a0 a unique era and that\u2019s the reality. If you think about it, most of you who are here reading this article may remember what the world was without the internet. I know I certainly remember it. Now that I come to think of it, all 3 of my kids were born during the internet age so they\u2019re not going to have the same experience. They\u2019ve never known what the world was like before the internet. We are the only generation right now in existence, that really remembers how the world looked without the internet. Do you understand how big of a deal that is? <\/em>WE,\u00a0 the generation between the ages of\u00a0 30 and 50 years old… in about twenty or thirty years from today, we are going to be the last and the only<\/strong> generation alive that will ever remember our world before\u00a0 the existence of the internet.<\/p>\n The internet age is taking over the world, right? Well, the \u201cpre-online\u201d age dies with us when we die, when we pass on and our kids and generations to come are the only ones handling this planet. Nobody else is going to remember (or even be able to fathom) how this world survived without mobile phones and smart devices, without wireless signals, without computers, without electronics. Nobody else is going to remember.<\/p>\n Let that sink in for a second. We are riding a wave, that\u2019s I have a webinar that is called \u201cRiding the Facebook Ads Wave\u201d because this era and this company (Facebook) is giving us a tremendous wave of opportunity, in which we can have access to a faucet of customers that we can turn on and turn off\u00a0 at will. Let me also share a viewpoint that I also want to communicate about this. If you have a business, no matter what type of business it is, your business is supposed to be improving the lives of other people, and making them better<\/em>. If it\u2019s not making things better, then, you really don\u2019t have a business, and you should move on and get another business that DOES help people to enhance their some facet of their lives. But, if your business DOES makes the lives of other people better in some form or fashion, then it is your responsibility<\/em><\/strong> to figure out how to use this incredible faucet of potential clients that you can turn on and turn off whenever you choose, so that you can get as many clients\/customers as possible, to the point that your problem becomes how to get more staff to help you scale your business to meet the demand. You should never have a problem in this modern era with traffic, with people, because you have access to an unlimited amount of them using the power of social media marketing that we have available to us today.<\/p>\n So, there you have it. That\u2019s what we have today, guys. We have an opportunity right now that we want to maximize and just ride this wave like crazy because, in a few years, it\u2019s going to be a little late in the game. I say that we\u2019ve got a good 2, 3, 4 years ahead of us in which Messenger marketing is going to be a thing, in which Facebook ads will continue to dominate, in which Instagram is going to continue to capture the attention of the billions of people that are at our disposal. This is something that no other generation will ever have such a GOLDEN opportunity with as we do NOW, in present time. When my son grows up and starts doing advertising for his business, it\u2019s going to be something that will have grown so massively and so popular that is going to be like television is today, crowded and expensive. In reality, we have to maximize this opportunity and understand that the Facebook ads platform is the right ingredient and the first step into jumping into this wave that we have in front of us.<\/p>\n I hope you\u2019ve received a lot of value from this. Now figure out how you\u2019re going to use it, and MAKE IT HAPPEN.<\/p>\n I\u2019ll see you in the next article. \ud83d\udc4b<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Hello! This is Manuel again, the Facebook Marketing Ninja, back to share another blog article with you. Today,\u00a0 what we\u2019re going to do is take a deep dive into the subject of understanding that MOST PEOPLE ARE NOT YOUR CUSTOMERS. The reality is that MOST OF THEM AREN\u2019T EVEN A PART OF YOUR IDEAL AUDIENCE. […]<\/p>\n","protected":false},"author":7,"featured_media":1976,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"Hello! This is Manuel again, the Facebook Marketing Ninja, back to share another blog article with you. Today,\u00a0 what we\u2019re going to do is take a deep dive into the subject of understanding that MOST PEOPLE ARE NOT<\/em> YOUR CUSTOMERS<\/strong>. The reality is that MOST OF THEM AREN\u2019T EVEN A PART OF YOUR IDEAL AUDIENCE<\/em>. These are absolute facts.\r\n\r\n\u00a0\r\n\r\nMajority of the people out there aren\u2019t interested in what you have to say \u2014 or in what you have to offer, and in reality, THIS IS MORE THAN OK. And today, I\u2019m going to tell you why.\r\n\r\n\u00a0\r\n\r\nAt first glance, this may seem like a difficult subject to read about, or to accept. When you look at the title, it seems<\/em><\/strong> so \u201cnegative\u201d. The thing to bear in mind here is that things aren\u2019t always as they seem. In actuality, this is a VERY important topic, so please approach this with an open mind.\r\n\r\n\u00a0\r\n\r\nI read somewhere not long ago that \u201cThe key to FAILURE is trying to please everyone<\/em>.\u201d This is a simple, but pretty profound quote, and it is very true.\r\n\r\n\u00a0\r\n\r\n![\"\"](\"https:\/\/manuelsuarez.com\/wp-content\/uploads\/2019\/07\/not-everyone1.png\")
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<\/p>\n\r\n\r\n\u00a0\r\n\r\nWhen our minds are open, this quote can actually serve to BRILLIANTLY remind us of how important it is to UNDERSTAND the following:\r\n\r\n\u00a0\r\n\r\n \t
\r\n \t
\r\n \t
\r\n\r\n\u00a0\r\n\r\nOnce you have a true grasp and understanding of these principles,\u00a0 you can then be well on your way to finding the customers and audience that are JUST RIGHT for you, as well as learning and knowing HOW to find them.\r\n\r\n\u00a0\r\n\r\nAll too often, I\u2019ve found that this is something that people don\u2019t work hard enough at researching and finding on the Facebook advertising platform. You\u2019ve got to keep in mind that in the Facebook world, there are so many people using it, so many demographics, so many socio-economic levels, and so many different areas, that if you don\u2019t work hard enough to understand these audiences and find them, then you\u2019re going to lose every single time.\r\n\r\n\u00a0\r\n\r\nI realize that even veteran marketers who have been in the game for quite some time still make the mistake of giving in to the temptation of thinking too broadly about your target audience. After all, it seems<\/em> logical to want to sell to as many customers as possible, right? (Well, there goes that word \u201cseems\u201d again...and once again, this is another thing that is NOT as it seems<\/em>.)\u00a0 This brings to mind another quote out there where someone said \u201cWhen you try to speak to everybody, you speak to NOBODY\u201d<\/em>. This makes a lot of sense in this context. TRUST ME when I tell you, guys...Your business will transform the VERY day that you recognize that everyone is not your customer. <\/strong>So the operative and KEY \ud83d\udd11 thing is to figure out WHO your customer is, AND what they want so badly that they will give anything to have it, and then go communicate to THEM<\/em><\/strong>\u2026in their<\/em> language.\r\n\r\n\u00a0\r\n\r\nYES, it\u2019s going to take a little time and some effort to do the research and find out who these people are, but once you DO, and you know it with certainty, it will be so WORTH it. Your growth will be EXPONENTIAL AND EXPLOSIVE, because you will be talking to the RIGHT people who ARE interested in what you have to offer and what you have to say to them...And IT DOESN\u2019T COST YOU A SINGLE PENNY to figure this out. You\u2019ve just got to be willing to invest the time and effort to ensure your own success and the success of your business. It\u2019s as simple as that. Once you really GET it and how it\u2019s done, You\u2019ve changed the game for your brand FOREVER. It\u2019s a skill that can never be taken away from you.\r\n\r\n\u00a0\r\n\r\nMost of the times when I see people giving up and quitting they say, \u201cWell, I tried. I was working hard on finding an audience. I kept on doing Facebook advertising and it just didn\u2019t happen\u201d<\/em>, when the reality is that they didn\u2019t try hard enough.\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nFacebook ads is a process of discovery, but the fact to remember is that IT IS A PROVEN<\/em> <\/strong>PROCESS. <\/strong>You may have to run ten to twenty campaigns before you actually find a winning audience, but with tenacity, and through TRUSTING THE PROVEN PROCESS, YOU WILL FIND YOUR WINNERS<\/em>. A perfect analogy I have for this is in regard to the world of baseball.\r\n\r\n\u00a0\r\n\r\nIn baseball, if you are a hitter (also called a batter), your job, of course,\u00a0 is to hit the ball. Here\u2019s the thing: If you actually hit the ball three times out of every ten attempts, You are considered to be very successful! Did you know that? The Hall of Famers, the best performing athletes in the history of the sport of baseball \u26be\ufe0f have only batted about 380 at best, meaning that for every ten at-bats, they only were able to actually hit a good hit, or getting to the bases safely three to four times maximum.\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nWell, very much like the game of baseball, that\u2019s the reality of what is going on today with the game of Facebook and Social Media ads. People don\u2019t try enough. They don\u2019t take enough \u201cat-bats\u201d until they find that winning audience, and they do such<\/em><\/strong> a great disservice to themselves and their businesses by not following through with the PROVEN process. Because if you think about the great enormity of what we have in front of us today which is one single family\u00a0 of GIANT platforms (I\u2019m speaking, of course of the Facebook-owned platforms), this one single media organization can give you access to an enormous wealth of people, and to generate unlimited traffic. All you have to do is understand how to find your audience, trust the process and FIND them.\r\n\r\n\u00a0\r\n\r\nLet me tell you another thing. The best audiences do not actually care so much when you put creatives in front of them. If you are talking to someone who\u2019s balding and doesn\u2019t have much hair on their heads, and you give them a solution to growing their hair, then you\u2019ve got your message in front of the RIGHT people, who are highly likely to WANT to know more about what you have to offer them. In a case such as this, even if\u00a0 your creative was quite bad, they will STILL respond to your message. But, on the other hand, if you are creating a million dollar video production with incredibly aesthetic artwork, images, graphics designs, and all these bells-and-whistles, but<\/em> you\u2019re putting your solution for male pattern baldness in front people who have full heads of hair, well, you\u2019re going to lose every single time. I\u2019m saying all of this to drive home the point that creative is secondary<\/em> to finding the right audience. You have to work on understanding who your audience is, FIRST AND FOREMOST.\r\n\r\n\u00a0\r\n\r\nOne of my main areas of concentration throughout all my training, in my articles and podcasts, my videos, and my seminars, is the fact that I am constantly emphasizing the point that people are not working hard enough at learning and understanding their audience, and they don\u2019t persist enough in going through the process of locating that group of people who actually ARE willing to hear their message, and who WILL genuinely want to engage with them because they actually DO like, need and want your product and\/or service, and the fact that you have a viable solution to their challenges and \u201cpain points\u201d.\r\n\r\n\u00a0\r\n\r\nLet\u2019s talk about another example of a very common concern among people today: Obesity; being overweight. Let\u2019s say that you have a brand that offers a solution to the widespread problem of obesity and being overweight. Well, the fact is that sadly enough, some people really don\u2019t even care. <\/em>Many overweight people are not necessarily interested in handling the problem. That group of people who don\u2019t care ARE NOT YOUR IDEAL CUSTOMERS...at least not YET <\/em>(stay with me here; and I\u2019ll explain what I mean when I say \u201cyet\u201d). So, what you have to do as a marketer is find the people who are actually interested in handling their problem<\/em>. And that requires targeting. Here\u2019s one more example: Let\u2019s say, for example, somebody dresses horribly and they are always looking disheveled and ragged, wearing shirts that are dingy and\/or stained and wrinkled, bad quality shoes...they just don\u2019t buy any nice clothes at all, even though they can actually afford them. You might think, \u201cWait a second...maybe what I have to do is find these<\/strong> people and promote to them because they need to dress better.\u201d<\/em> Well, if they themselves don\u2019t care about dressing better, and they are content with wearing dingy, ragged apparel, then it\u2019s not going to do you any good putting your messages in front of that person, because THEY ARE NOT YOUR CUSTOMER...at least not YET<\/em>. They aren\u2019t interested in what you have to say or in what you are offering...well, not YET, at least. So, it\u2019s not just about finding people that have the problem, it\u2019s equally important to find people that want to do something about that problem. They have to actually WANT the type of solution that you have to offer them. THIS IS VERY IMPORTANT TO THINK \ud83e\udd14 WITH.\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nOk, so now I\u2019m going to talk to you guys about how you CAN build an audience out of even these people who \u201cdon\u2019t care\u201d, so that you will be able to \u201cattract\u201d and nurture them with your content, and become the \u201chunted\u201d instead of always being the \u201chunter\u201d: You can put videos and images out there; you can put valuable information out there and generate these people\u2019s interest based upon these \u201cpain points\u201d that they haven\u2019t put attention on as yet,\u00a0 and as a result of that, they can actually feel a NEED to address the problems that you\u2019re able to provide solutions to. You\u2019ve got to essentially help them to \u201cwake up\u201d. In the case of the overweight person (given in the example above), you\u2019re talking to somebody who is unhealthy, in fact,they are DANGEROUSLY unhealthy. You help to make them see that their life can be shortened dramatically if they don\u2019t make the necessary health and lifestyle changes, and they won\u2019t be able to see their kids grow up, and they won\u2019t be able to see their grandchildren because they\u2019re not going to be around. If you\u2019ll help them see that<\/em>, they\u2019ll wake up.\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nIn the example of the person who\u2019s not able to style themselves correctly and not dressing properly, with these people, you\u2019ll need to somehow make them realize that they should have a better sense about how they want to present themselves in the world, have more self-confidence and take pride in their appearance, and how that improves their quality of life overall. So, there ARE things that you can do along the way to nurture people, and that\u2019s why content works so well. It actually helps people to \u201cwake up\u201d and raises their sense of responsibility for their problems, which your business has solutions to help them handle. This actually reminds me of another quote. This one is from the late great Steve Jobs: \u201cA lot of times, people don\u2019t know what they want until YOU SHOW THEM.\u201d<\/em>\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nSo, that\u2019s\u00a0 one key thing to keep in mind. But REMEMBER, The initial thing (and it is MOST IMPORTANT to do this FIRST) is that you have to actively work at understanding and finding your audience<\/strong>. If you don\u2019t do that, you\u2019re going to fail every single time. There\u2019s no way around that.\r\n\r\n\u00a0\r\n\r\nThe process takes time and effort because, as I keep saying over and over again (to REALLY drive the point home), Most people who are on Social Media are not your customers<\/em>. They don\u2019t care. Let\u2019s say that we have approximately 170 million people in the United States actively using Facebook \u2013 and about 200 million people actively using Facebook and Instagram every single day. That\u2019s a whole lot of people. Now, out of those 200 million people, most of them are not interested in what you have to say. You will have to find the several million people who DO want to hear <\/em>\ud83d\udc42 what you have to say <\/em>\ud83d\udde3<\/strong>.\r\n\r\n\u00a0\r\n\r\nNow, here is something that is really practical for you. If you have been following my content for a while, you know that I talk about the Facebook Business Manager OFTEN. The Facebook Business Manager is a tool that gives you information about your audience, and about your potential audience. For example, if you go to https:\/\/business.facebook.com<\/a>,\u00a0 and once you're there, you can begin searching around for Facebook Pages, for celebrities, for famous brands, for famous stores, etc. You can actually start seeing their demographic information, which pages they like, what area they live in, and so much more. This is something that you need to understand along the way. You can use something in the Business Manager called \u201cAudience Insights\u201d. Back in the day, when major ad agencies and corporations like the ones in the Netflix show \u201cMad Men\u201d (I don\u2019t know if you guys have seen that show, but it was very popular for a long time on Netflix), only huge agencies like those were able to have access to this type of mega-powerful, multi-million dollar software that we, the \u201clittle guys\u201d now have access to today.\r\n\r\n\r\n\r\nIf you go to https:\/\/business.facebook.com<\/a>, then you can go to actual Audiences, in there you\u2019ll have access to this free tool called \u201cAudience Insights\u201d, and you\u2019ll be able to really dig in and begin learning all about your audience and gaining an understanding of them. Once again I\u2019m going to tell you,\u00a0 Audience Insights is a FREE<\/strong> tool, <\/em>and I highly recommend that you check it out. If you compare this with times past, let me explain to you how unique the opportunity is today. Back in the 1940s, 1960s, 1980s, even in the 1990s, all the major corporations and businesses wanted to do was capture as much information as possible about their audience. Their market research divisions dug deeply because they wanted to understand their potential prospects as much as possible. For instance: Do they like golfing? Do they like playing tennis? Are they married? Do they have kids? Do they like to go on vacation? Do they use credit? What do they do with their lives? Now what about what movies they like? What about the stores they visit? Do they like Gucci? Rolex? Do they like to shop at Walmart? All of this information is valuable. The more information an agency has, and the more info that a business has about a potential customer, the higher the likelihood is that the business could nurture them, close them and make them a customer. The reasons for that are quite obvious because when you have a lot of information about a prospect, a client, a customer, it\u2019s easier to communicate with that customer and let them know how you can help them. Knowing your audience is the key to success.<\/em>\r\n\r\n\u00a0\r\n\r\n <\/em>\r\n\r\n\u00a0\r\n\r\nFor example, back in 1960, these\u00a0 business people would take their prospects out to play an 18-hole round of golf, and therein they would commence to build a relationship with that prospect. What that allowed them to do is to communicate to the prospect directly,\u00a0 and be able to direct the conversations toward something that they (the propects) like. Let me give you an example using myself:\r\n\r\n\r\n\r\nI am a Dallas Cowboys\u2019 fan. If you guys haven\u2019t seen that before, you can go through my Instagram feed, through my Facebook profile, etc.,\u00a0 and you\u2019ll find that I talk about it all the time. This is something that I\u2019ve been passionate about for a long time. So, Facebook KNOWS that I am a Cowboys\u2019 fan. They know that I have been a Cowboys\u2019 fan for a good 16 to 18 years or so. Well, actually, Facebook has been around for 14 of those years, so they know for sure that I\u2019ve been a Cowboys\u2019 fan. If a marketer has a company with authorization from the Cowboys to make and sell merchandise and they\u2019ve developed a line of coffee mugs, custom apparel or things like that...Whatever it is, they can then use Facebook\u2019s information to communicate with individuals like me directly, saying something along the lines of \u201cHey, it\u2019s awesome to be a Dallas Cowboys\u2019 fan. Let me give you something here.\u201d For me, if somebody is selling me, for example, a microphone, a charger, a phone case, a shirt \u2013 basically if they\u2019re selling me something with the Dallas Cowboys\u2019 brand insignia on it, then I am more likely to be responsive. And that\u2019s basically what having the right information about an individual can do for your brands.\r\n\r\n\u00a0\r\n\r\nUnderstanding what your customers like (as well as what they DON\u2019T like) is absolutely key to being able to expand your business and communicate with those particular customers in a manner that really hits home and gets them to respond. This is the single, most important factor in Facebook advertising.\r\n\r\n\u00a0\r\n\r\nPeople in general have been quitting before they actually find their winning audience. My advice is: DON\u2019T QUIT BEFORE THE MIRACLE HAPPENS! I say \u201cmiracle\u201d because the shift in your results will be absolutely miraculous if you stick with it, and keep testing until you find your winning audiences. Do NOT quit! Keep going, and follow the process, and you WILL be successful!\r\n\r\n\u00a0\r\n\r\nThis subject brings a story to mind; I believe the story is called \u201cThree Feet From Gold\u201d. It\u2019s a true story about this guy who got caught up in the \u201cgold fever\u201d during the gold rush days , which was back in the late 1840s and early 1850s, so he staked his claim and started digging.\u00a0 After a lot of hard work, he found a vein of gold ore, so he covered up the ore he found and returned home to raise the money for the machinery that he would need to bring the ore to the surface.\r\n\r\n\u00a0\r\n\r\nHe raised the money and travelled with his nephew back to the site to make their fortune.\r\n\r\nThings started well and before long, they had enough to clear their debts.\u00a0 They were excited, and figured that everything from there on would be profit and things were looking good.\r\n\r\nThen the supply of gold stopped.\u00a0 The vein of ore had disappeared.\r\n\r\nThey kept on digging, but found nothing.\r\n\r\nAfter a while, they quit in frustration and sold their machinery to a junk man for a few hundred dollars.\r\n\r\nAfter they went home in disappointment, the super-smart junk man who bought their\u00a0 machinery called in a mining engineer who checked the mine and calculated that there was a vein of gold just three feet from where the man and his nephew had stopped digging.\r\n\r\nThe junk man dug, struck GOLD, and went on to make millions from the gold mine.\r\n\r\nThe other guy went back home, paid back everyone who had lent him money and was determined to learn from his mistake in giving up too soon.\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nThe moral of this story is that \u201cQuitters Never Win, and Winners Never Quit!\u201d\r\n\r\n\u00a0\r\n\r\nIf you are one of those people who has tried and quit before finding your winning audience, IT\u2019S NOW TIME TO GET BACK IN THE GAME, stick with the process and take the PROVEN SUCCESSFUL ACTIONS until you win, because if you DO, with tenacity and patience, YOU WILL WIN. There\u2019s absolutely NO DOUBT about that. Again, like I said in the \u201cbaseball player\u201d analogy, you will miss more than you \u201chit\u201d\u2014 A LOT more in fact, at first<\/em>. It\u2019s par for the course. So KNOW that. But REMEMBER, it only takes 3 \u201chits\u201d out of every 10 attempts to be a hall-of-famer!\u00a0 In order to be successful in Facebook ads, you have to be willing to actually keep trying to find your audience actively. There are a lot of tools available that you can use which are going to help you find that audience. Remember that \u201cAudience Insights\u201d is one of them.\r\n\r\n\u00a0\r\n\r\nNow, for example, if you are familiar with the Business Manager in the Facebook advertising platform, when you select an objective, let\u2019s say you want to run a traffic campaign to drive people to your website, you can select an option called \u201cSplit Test\u201d (there\u2019s a little checkbox). Once you select Split Test, you have an option to choose up to five different audiences that you want to test out. And what Facebook will do is actually rotate all the different ads that you choose to have going, or you can run one single ad. Whatever it is that you set up as the creative between all these different audiences, they (Facebook) will tell you which one is the winner. You can now use that<\/em> information to scale your business \ud83d\udcc8, scale your ads and build other campaigns with that particular winning ad set.\r\n\r\n\u00a0\r\n\r\nNow, about \u201cAudiences\u201d \u2013 there are actually MILLIONS of different audiences that you can select along the way, but you REALLY have to understand who they are.<\/em> Yes, what we have in front of us is literally a faucet of information, a faucet of customers that you can turn on and turn off at will.\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nIf you are struggling with getting more customers for your business, whether\u00a0 you\u2019re a Realtor, an Insurance Salesman, an Amazon seller, an e-commerce seller, or if you have a brick and mortar store or have an agency and you\u2019re running marketing for other companies... WHATEVER it is, if your business can handle more customers, you MUST realize that those customers and prospects are using the Facebook-owned platforms every day. You simply haven\u2019t done a good enough job at putting your message in front of them...YET.<\/em> You have to ACTIVELY put your message in front of these people until you find the ones who are willing to engage back with you. And that is done through understanding the Facebook platform, which I actually teach about a lot. If you guys have been following my content enough, I have mini-courses, I have these blog articles, I have podcasts, I have videos, I have a lot of things and I\u2019m consistently delivering\u00a0 value every single day along the way. Why am I so obsessed with doing this? Because I like it. In fact, I LOVE IT. I love teaching and providing value. I like showing you guys how to be successful yourself. For me, that is my number one passion. Some may even say I\u2019m TOO OBSESSED with it, but there\u2019s no such thing as being \u201ctoo obsessed\u201d in my book. That\u2019s LOSER MENTALITY.\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nFor several years I put my head down, I worked and I built some incredible businesses. And now, I have an agency and I have decided to help you guys be successful as well and teach you, by opening up my books and sharing with you all that needs to be done in order for you to incorporate these strategies into your businesses. We\u2019re fortunate to be living in such\u00a0 a unique era and that\u2019s the reality. If you think about it, most of you who are here reading this article may remember what the world was without the internet. I know I certainly remember it. Now that I come to think of it, all 3 of my kids were born during the internet age so they\u2019re not going to have the same experience. They\u2019ve never known what the world was like before the internet. We are the only generation right now in existence, that really remembers how the world looked without the internet. Do you understand how big of a deal that is? <\/em>WE,\u00a0 the generation between the ages of\u00a0 30 and 50 years old... in about twenty or thirty years from today, we are going to be the last and the only<\/strong> generation alive that will ever remember our world before\u00a0 the existence of the internet.\r\n\r\n\u00a0\r\n\r\nThe internet age is taking over the world, right? Well, the \u201cpre-online\u201d age dies with us when we die, when we pass on and our kids and generations to come are the only ones handling this planet. Nobody else is going to remember (or even be able to fathom) how this world survived without mobile phones and smart devices, without wireless signals, without computers, without electronics. Nobody else is going to remember.\r\n\r\n\u00a0\r\n\r\nLet that sink in for a second. We are riding a wave, that\u2019s I have a webinar that is called \u201cRiding the Facebook Ads Wave\u201d because this era and this company (Facebook) is giving us a tremendous wave of opportunity, in which we can have access to a faucet of customers that we can turn on and turn off\u00a0 at will. Let me also share a viewpoint that I also want to communicate about this. If you have a business, no matter what type of business it is, your business is supposed to be improving the lives of other people, and making them better<\/em>. If it\u2019s not making things better, then, you really don\u2019t have a business, and you should move on and get another business that DOES help people to enhance their some facet of their lives. But, if your business DOES makes the lives of other people better in some form or fashion, then it is your responsibility<\/em><\/strong> to figure out how to use this incredible faucet of potential clients that you can turn on and turn off whenever you choose, so that you can get as many clients\/customers as possible, to the point that your problem becomes how to get more staff to help you scale your business to meet the demand. You should never have a problem in this modern era with traffic, with people, because you have access to an unlimited amount of them using the power of social media marketing that we have available to us today.\r\n\r\n\u00a0\r\n\r\n\r\n\r\n\u00a0\r\n\r\nSo, there you have it. That\u2019s what we have today, guys. We have an opportunity right now that we want to maximize and just ride this wave like crazy because, in a few years, it\u2019s going to be a little late in the game. I say that we\u2019ve got a good 2, 3, 4 years ahead of us in which Messenger marketing is going to be a thing, in which Facebook ads will continue to dominate, in which Instagram is going to continue to capture the attention of the billions of people that are at our disposal. This is something that no other generation will ever have such a GOLDEN opportunity with as we do NOW, in present time. When my son grows up and starts doing advertising for his business, it\u2019s going to be something that will have grown so massively and so popular that is going to be like television is today, crowded and expensive. In reality, we have to maximize this opportunity and understand that the Facebook ads platform is the right ingredient and the first step into jumping into this wave that we have in front of us.\r\n\r\n\u00a0\r\n\r\nI hope you\u2019ve received a lot of value from this. Now figure out how you\u2019re going to use it, and MAKE IT HAPPEN.\r\n\r\n\u00a0\r\n\r\nI\u2019ll see you in the next article. \ud83d\udc4b\r\n\r\n\u00a0","_et_gb_content_width":"","pgc_sgb_lightbox_settings":"","footnotes":""},"categories":[26,37],"tags":[36],"class_list":["post-1975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-marketing","tag-audiencefacebookfacebook-business-managemarketingsocial-media"],"yoast_head":"\n