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




facebook advertising
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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


The Truth About Marketing Every First Time Founder Should Know




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While starting your own business is an exhilarating experience, many start-up founders struggle with successful marketing more than any other area of business. So if you’re thinking about starting a business, here are some of the key things you need to know about marketing before you take the plunge. (more…)

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Lessons I Have Learned About Scaling a Business as a Startup Founder




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When I set out to start my own business three years ago, I never imagined bright lights and private jets to New York or Shanghai for business meetings. Good thing I didn’t because it is nothing like that at all. It was a struggle from day one and I had to embrace the grind to grow. (more…)

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5 Hacks to Improve Your Writing Skills in English for ESL Learners

Phil Collins



Studying in college is hard for everyone, but ESL learners arguably suffer the most. Moving to a foreign country, learning a new language, and keeping pace with the rest of the class may seem like an unbearable burden. It’s okay to feel overwhelmed, but you have to pull through and not give up. 

In moments like this, it’s always a good idea to seek help. Whether you go to WriteMyPaper to order an essay or just talk to a friend, admitting vulnerability is an important step towards improvement. In this article, you will find some tips on how to get better at essay writing, even if English is not your native language.


Control Your Environment

Improving your language skills is all about constant practice. Living in an English-speaking community is the first thing you should do to start your practice. It might be tempting to surround yourself with people who already speak a familiar language. However, this way, you won’t be practicing English on a daily basis.

You need to make those lessons almost intuitive in a way that you don’t have to do anything to learn the language. If you live in an English-speaking community, for example, if your roommate speaks English, you will have to practice the language, whether you want it or not.

Still, make sure you don’t take it too far. Taking care of yourself is still as important as ever. Feeling like an alien for the sake of education is not worth it. Remember to keep in touch with your friends and family, talk to them as often as necessary.


Practice Constantly

Practicing language is not just about doing your homework. You can make practicing English a normal part of your daily routine by watching TV, listening to music, and reading books in this language. 

Yet, this is a bit tricky. When being surrounded by white noise, people tend to learn not to notice it. You need to ensure this doesn’t happen. As you watch movies or read books, maintain your attention on what you’re doing. If you hear or see a word that you don’t understand – translate it and write it down. Be mindful and remember what you’re doing this for.


Writing Is The Answer

If you want to specifically learn to write, you need to do one thing, and that is to write. Continuous practice will help you understand what mistakes you often make and, in time, eliminate them. Focus on your goal, and don’t get discouraged when something’s not working. After all, even Rome wasn’t built in a day!

Get a journal and write in it daily. Pick a new topic every time and note everything you can think of. It’s also important that you write by hand, a spelling checker in your computer is tempting, but it will not help you remember how to spell words correctly. 

Besides, journaling as a habit has multiple health benefits, and it can be therapeutic. It can help you get in touch with yourself and process your emotions better.


Learn In a Group

It’s proven that learning in a group is more efficient due to the sense of competition. Find a bunch of like-minded people who want to study with you or join an already existing one, like a speaking club.

The benefit of such activities is that you get all these people from entirely different backgrounds who are all good at various things. This will help you exchange experiences, which is impossible if you’re alone.

Schedule regular meetings, come up with topics to discuss and activities to do. You could watch videos or movies together, or talk about common things. Having assignments like describing an event can also be beneficial for the entire group. This way, while one person speaks, the rest think about how they would say the same things differently. 

This will help you feel more confident in your skills and, consequently, speak and write better.


Expose Yourself

The most important thing about learning a language is not to be afraid of making mistakes. It’s inevitable; you just have to take it as a natural part of a learning process. 

A child that is learning how to walk doesn’t give up after falling once, and you shouldn’t either. It’s most likely that your friends understand that you’re just learning a language, and they won’t laugh at you for misusing a word or a few. 

Get over that fear of error and make as many mistakes as it will take. Treat it lightly, and don’t beat yourself up for it. On the other hand, try to attend as many events as you can that will expose you to the foreign language. Not only will it boost your English skills, but also improve your social confidence!


Wrapping Up

Learning a language is hard; there’s no arguing about that. However, it’s going to get easier with time. Take every hard thing that life throws at you and turn it into a lesson. 

Watch your favorite movies in English, converse with native speakers, and you’ll see the improvement very soon!

Remember to be patient about it. Don’t give up, and don’t beat yourself up over something that you have so little control of. Good luck!


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Remote Work + Education: 3 Tips for Students Who Want to Have It All

Phil Collins



remote work for students

Probably one of the greatest changes for the last year is the shifting to distant learning and working. There are many advantages to the issue, like, not having to commute every day, staying at a cozy home for a whole day. It makes our lives easier in terms of saving time and energy.

If you’re a student, you don’t have to bust out your textbooks every time you go to university. Instead, you have everything close and on the tips of your fingers.

However, within all the positive moments of distance learning, it is highly challenging for many of us. At college or in the office, we have a schedule, a plan which we simply have to stick to.

There is also a boss or a teacher who gives us tasks, checks and monitors our performance.

Well, now, we are our own bosses and teachers and have to come up with the plan and track our tasks independently.

So, how to stay tuned and efficient if you work and study from home? How to get the most of it and not drown in the ocean of procrastination? In this article, you will find three tips to help you out!


Set Up Your Workspace

When many think of a distance learning or work, they imagine themselves wearing pajamas and lying on a couch all day with the laptop. No more dress code, make-up, early mornings, coworkers or group mates, paradise!

This is a common misconception of remote work. If you want to work and study from home, it is crucial to create a space where you would stay focused and productive.

Still, if you have had a hard day and feel like having rest on your comfy couch, but there are assignments to be done, leave your worries to professionals in paperwritingservice, just place an order and enjoy your day.

When we both work and study from home, we stay with all those household essentials and, at the same time, have to focus on tasks. That is why a perfect workspace has to be created. So how to reach this ideal atmosphere at home? Here’re some pro tips.


Separate Spaces for Everything

This is a common problem for many that they sleep and study at the same place. Our body is a smart mechanism, which gets used to conditions very quickly.

So, as you sleep in your bed, every time you lie on it, your body gets ready to relax and concentrate is the last thing it is ready for. This principle is applied to any other space in your house.

So, your workspace should be particularly aimed at learning or/and work. Every time you get there, your brain will be ready to do the job.


Get Rid of All Distractions

This is a very important step if you want to stay productive at home. Your home may be a dangerous space in terms of concentration. To make it easier, help your brain and get rid of everything that might attract your attention and ultimately prevent good performance.


Plan Your Day

Every morning when you wake up, you approximately know what the tasks for a day are. So, what’s the sense in planning a day if you already have it all in your head?

This is one more important concept that helps us have everything done on time. Planning a day saves you time and boosts motivation and disciplines.


Here’s how it is done:

  • You write down a list of tasks that have to be done;
  • Prioritize them from less important to more important;
  • Hang this list somewhere, where you can always see it;
  • Mark completed tasks.

When you mark the task as accomplished, you’ll get a sense of satisfaction, which may be compared to some sort of praise. There are many tools to write a to-do list from paper to online apps.


Dedicate Time for Yourself

When you work and study from home, there will be a risk of abandoning our personal time in favor of more important matters. This factor leads not only to great results but also a concept called burning out.

When people face it, they feel exhausted, demotivated, and apathetic. To avoid this, it is crucial to have time for things you enjoy. It may be a sport, hobby, listening to music, watching movies, seeing friends. Your brain has to relax and get positive emotions to be more efficient in the long run.


Final Words

No matter if you want to work and study from home, these principles can be applied to any activity. To manage it all, just follow these basic rules, and you’ll see how your productivity boosts.

Good luck with all your endeavors!

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