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Facebook Ad Do’s and Don’ts: The Psychology Vs. Mechanics

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The mechanics of Facebook Advertising are forever changing. As the platform grows and expands, new algorithms are created. These algorithms affect which kind of content you see in the newsfeed and elsewhere. Keeping up with the ever-changing mechanics is difficult and not the strategy you want to perfect if you wish to be an effective Facebook Advertiser.

Instead of getting lost in the latest mechanics, focus your time on becoming an expert at the PSYCHOLOGY of advertising. If you can understand the psychology behind what you are doing then you will be most effective. You can learn all the mechanics in the world – ad sets, targeting, Facebook pixels, lookalike audience, retargeting, etc. But all of this knowledge will be in vain if you do not understand the psychology behind what you are doing.

Society as a whole has been conditioned with this mentality of a “quick fix” or this “one thing” that will be their salvation, guide or hack to having success. This could not be further from the truth. The truth is, in order to be successful there needs to be a combination of very specific ingredients, similar to a recipe.

“One of the biggest mindset shifts is realizing that there is no “hack” that can fix everything for you at once and you need to stop thinking this way.”

Proper Facebook Advertising is a system. This is a complex symphony of all different things working in unison. Just one wrong thing can make the whole thing fail. The mechanics is not what’s going to make or break you, it’s the fundamentals.

Taking time to understand the psychology behind advertising is the best use of your time. You must be able to put yourself in the shoes of your target customer. You can have all the mechanics in the world, but if your ad does not speak directly to your consumer, then it will be ineffective and not profitable.

Never forget that we are working with people, not just numbers. They have dreams, aspirations, fears, etc. At the end of the day, building a true connection with these people is what creates success.

I had the opportunity to sit down and speak with Peter Szabo, a rising millennial leader and marketer who has spent over $10,000,000 dollars in Facebook Advertising for his clients, generating millions of dollars in revenue for them. He broke down the importance of understanding the Psychology of advertising in order to achieve the results that you desire.

Here are the 8 Psychology Principles that Peter says you must be aware of when creating ANY Facebook Advertisement:

  1. Open with YES driven questions. Get people saying “yes, yes” early on in your ad. You want your audience to agree with you so that they relate to the ad and stay engaged.
  2. Introduce yourself. Be personable. Share the patterns you learn. “In this video below I share XYZ, check it out and let me know what you think.”
  3. Consistency bias. Staying consistent is hard for most people. This is why we pay attention to people that are consistent, because there are not many. You want your audience to see you consistently so that you occupy mental real estate. Attention is the name of the game and if you are consistent than you will be gaining more attention than your competitors.
  4. Connect on an emotional level. If you don’t hit the nerve and connect with your people through copywriting/video/image then the ad will not work. You can have perfect mechanics but what’s the point if people do not resonate with your ad. People are driven by pain, pleasure, and emotion.
  5. Subtle positioning to build authority in the end. Share your achievements. You must edify yourself and show that you are credible. People trust authority figures who know what they are talking about and whom have a track record of success that they can readily show through case studies and testimonials.
  6. Manage ads with logic, not emotion. Advertising is a very left brain thing. It’s pure logic and emotion should not play a role here. Keep emotions for other things. Look at the numbers and make decisions accordingly.
  7. Make sure you include a call to action. People miss subtleties so they must be told what they need to do next.
  8. Lastly, get a coach/mentor. This piece of advice will saves you THOUSANDS of dollars, even if you have to pay this person a couple thousand to teach you it’s worth it. FB ads are very complex and require time, effort, and money into learning before you’re even a practitioner. Leverage the fact that these experts have already invested the time and money and therefore they know things that you do not. In just 10 minutes on screenshare, a mentor can point out mistakes that would take you 10 days to figure out. Why waste your time, energy, and money figuring out mistakes by trial and error when you can simply pay someone to save you from that mistake?

“Ads and mechanics are just 10% of the equation. 90% is branding, funnel, system, team, content and psychology.” – Peter Szabo

Set clear expectations for yourself and be realistic – things will not happen overnight. The reality is that initially you’ll probably lose some money and it’s going to suck, but you have to get through it. It is important to set the expectation that this will be a process.

In conclusion, if you spend your time learning and focusing on the fundamentals of the psychology of advertising then you will put yourself in a great position to succeed no matter what industry you are in. You can always learn more mechanics, however the real winning comes when you have a strong foundation of fundamentals that you can leverage to create ads that resonate with your audience and strike a nerve with your consumer. Having the proper psychology pays the bills, the mechanics are there for you to fine tune your approach.

Rob Fajardo is 23 year old Thought Leader from NJ. He founded a brand called Leave Normal Behind, a content, community, and events hub for purpose driven people. The mission of LNB is to bring together purpose driven people and inspire them to become the best versions of themselves by creating things that matter and encouraging others to do the same. He is also the viral marketing mastermind behind fidget spinners (check @fidget360 on IG) and helped Gerard Adams, Co-Founder of Elite Daily, establish the executive team at Fownders responsible for building the Seed-2-Scale program there. If you want to get connect with Rob you can email him rob@leavenormalbehind.com.

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Startups

How to Avoid Startup Clichés and Buzzwords When Pitching Investors

Using jargon can make you sound like you’re trying to fill space instead of providing meaningful data

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How to pitch investors better

Entrepreneurs frequently seek startup funding through a variety of channels. Yet, none seem as challenging as successfully pitching to experienced investors. After all, investors are pressed for time and eager for opportunities. These characteristics make it challenging to motivate them, especially if you’re bombarding them with a pitch full of jargon. (more…)

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Startups

From Idea to Empire: 5 Power Moves for Your Startup to Thrive in Today’s Market

As an entrepreneur, I’ve learned that understanding market dynamics and choosing the right business model are crucial

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How to thrive in the startup market in 2024

As an entrepreneur, I’ve learned that understanding market dynamics and choosing the right business model are crucial.

A few months into the startup, I was quick to gauge why it is necessary to go beyond the nuances of operational efficiency and the art of sustaining a business amid growing competition.

Collaboration is key.

The HR and the recruiting teams work with departments to foster a culture of collaboration, but what’s indispensable to business performance is the sync between the marketing and sales teams. What we’d consider as entrepreneurs is the need to ensure seamless collaboration to predict and achieve business goals together. In turn, this will help secure long-term recurring revenue for the business.

Besides, entrepreneurs need to focus on revenue as they gear up to take their startup from $0 to $1 million. The journey is filled with critical decisions, from identifying your target customer base to choosing the right funding strategy.

So, what next?

Read on… because here are five practical, results-driven strategies that you as a founder can implement to make a mark in their industry.

#1. Embrace the Lean Methodology

What is lean methodology?

It is all about pivoting resources to create more value for customers with fewer resources. 

This principle encourages you to be more agile and allow rapid iteration based on customer feedback rather than spending years perfecting a product before it hits the market.

Want to implement it?

Here’s what you can do.

Build “Measure-Learn” Loop: What I did was develop a minimum viable product (MVP), a simple version of the product. You can do the same since it allows you to start the learning process as quickly as possible. After launching MVP, measure how customers use it and learn from their behaviors and feedback.

Here’s what I can recommend here:

  • Identify the core features that solve your customers’ primary needs and focus solely on those to develop your MVP.
  • Know the feedback channels where early users can communicate their experiences, suggestions, and complaints.
  • Analyze user behavior and feedback to make informed product development and iteration decisions.

#2. Focus on Customer Development

Let’s talk about taking our startup to the next level. 

It’s not just about getting customers – it’s about really getting to know them. We need to dive into their world, understand their struggles, and see how our product or service can make a difference in their lives. 

It’s like we’re detectives, piecing together the puzzle of our business hypothesis by actually chatting with our customers

What would you ideally do here?

Understand Customer Segments: I’d say, start dividing your target market into segments and develop a deep understanding of each segment’s demographics, behaviors, needs, and pain points. The idea is to get into their shoes and really feel what they feel.

Ensure your Product Clicks: When starting up, think of what you offer and consider whether it clicks with what our customers need. My thought was “Does my product solve their problems? Does it make their day better?” Put yourself through a tough grilling session to show customers the value proposition and ensure that the product’s promise matches what our customers are looking for.

I’d recommend the following actions here:

  • Talk to them – through surveys, interviews, or even casual chats. The goal? To gather real, raw insights about what they need and expect.
  • Use the collected data to create detailed profiles for each type of customer. This way, everyone on our team really understood we were serving. I think this should help your startup as well.
  • Try out different versions of our product with a few customer groups. It’s all about feedback here – understanding if you’re hitting the mark or if we need to pivot.

#3. Foster a Data-Driven Culture

The digital world is highly data driven since it fuels key decisions in a startup. 

I believe it’s essential for us to build a data-driven culture. This means, you’ll move from making decisions based on hunches or assumptions. Instead, the focus should be on data analytics and insights to guide our strategies and improve our outcomes.

What can you do?

Use Data Analytics Tools: You should be using these tools to gather, analyze, and interpret data related to customer behavior, market trends, and our business operations. Here, consider the adoption of pipeline forecasting that leverages AI to find patterns in marketing data. 

In turn, you’ll get areas for improvement since it can analyze historical data and predict the outcome for you to plan your.

Action Items:

  • Pinpoint key performance indicators (KPIs) that align with your business objectives and ensure they are measurable and actionable.
  • Next, you can consider training your team to understand and use data analytics tools. This might involve workshops or bringing in experts to build a data-savvy workforce.
  • Once everything is in place, regularly review data reports and dashboards. This gives us a clear picture of a startup’s health and helps adjust your strategies and predict future trends.

#4. Strengthen Your Financial Acumen

A good grip on financial skills is important to steer your business towards growth and making sure it stays on track. For this, you’ll have to understand the money side of things, which helps you manage your cash flow. Think of figuring out smart investment moves and sizing up any risks that come your way.

Here’s a tip on how you can get savvy with your finances.

Maintain Rigorous Financial Discipline: I’m really focused on cultivating a strong company culture, one that truly resonates with our mission. So, I’d suggest fostering open communication and encouraging a sense of ownership and collaboration among everyone in the team.

Action Items:

  • Get to know your financial statements inside out – I’m talking about the income statement, balance sheet, and cash flow statement. These are like the vital signs for your business’s financial health
  • Use financial forecasting that helps predict your future money moves. With this, you will have a heads-up on upcoming revenues, expenses, and how much cash you’ll need. Also, research on the available financial forecasting tools that can make predictions spot-on.
  • Don’t go at it alone. Regularly touch base with financial advisors or mentors. With them by your side, you’ll have a fresh perspective on your financial strategies to ensure you’re on the right path to hit your business goals.

5. Prioritize Team Building and Leadership Development

It is crucial to focus on building a solid team and developing strong leaders. This means putting our resources into the people who are going to propel our company forward. 

What you’ll aim for here?

Creating a culture where everyone collaborates and every team member has the chance to emerge as a leader.

What I would do:

Cultivate a Strong Company Culture: This culture should mirror our mission and foster open communication. It’s important that it encourages everyone to feel a sense of ownership and work together.

Invest in Leadership and Team Development: As founders, we’ll have to make way for opportunities for teams to enhance their skills, face new challenges, and grow in their careers.

Some concrete steps that you should consider taking:

  • Begin with clearly communicating your startup’s vision, mission, and values so that every team member is on the same page.
  • Conduct regular team-building activities and workshops to boost skills and strengthen a sense of unity and collaboration.
  • How about starting a mentorship program within our organization? The more experienced team members could guide and support the growth of newer or less experienced folks.
  • Alas… encourage feedback at all levels. We should keep striving to create an environment where open, honest communication is the norm and everyone feels safe to speak up.

I know it’s one thing to get your head around these ideas and quite another to actually make them a part of your everyday business life. But that’s where the real magic happens, right? It’s all in the doing. 

As a startup founder, this means more than just being a big dreamer. How about rolling up your sleeves to be the planner who pays attention to the smallest details. Ultimately, these tips and more tactics around it will help carve a leader in you who listens and cares and the learner who’s always ready to adapt

So, as you’re either starting out or moving forward on this entrepreneurial adventure, keep these practical tips right there.

May these be your guiding lights, helping you steer through the wild and exciting world of building a startup that’s not just a dream, but a thriving reality.

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12 Things I Learned in 12 Months of Working on My Startup

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A few weeks ago I launched my startup. It took exactly 12 months from the initial idea until the moment I saw my app in the App Store. And these were some of the most challenging, fun and exciting 12 months of my whole life. (more…)

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8 Actionable Ways to Get Your Startup’s First 100 Customers

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What’s the one thing that every business wants? Is it money, fame, or endless resources? The answer is quite simple—customers. Having customers is the sure-shot way of ensuring that your business stays afloat in the long run. No matter how good your product or services are, without people buying what you sell, you won’t reach anywhere. However, establishing a customer base is one of the most challenging things a business has to do, especially if you are just starting. (more…)

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