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



facebook advertising
Image Credit: Unsplash

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

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How to Build Your Dream Tech Startup Team

Are you starting a startup business? Look to build a tech team for your “newborn organization,” and check out this article for useful tips.



building a startup team
Image Credit: Midjourney

Building a tech startup in today’s competitive market is a daunting task. While an innovative software business idea is considered a great foundation for success, it is not a guarantee. Instead, how you build your tech startup team plays a crucial role in determining the ultimate success of a venture. (more…)

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15 Business Lessons From Napoleon’s Playbook



Business Lessons and strategies from Napoleon Bonaparte for Entrepreneurs and CEO's
Image Credit | Joel Brown

Unleash your business potential by harnessing Napoleon’s strategic genius.

From dreaming big and thinking bold to moving fast and staying agile, these time-tested tactics are your blueprint for success.

Learn how creative leadership, detailed planning, and relentless execution can transform your business landscape. Boost morale, lead with clarity, and embrace hard work to conquer your industry.

Don’t just survive—thrive with the power of Napoleon’s lessons.

Here are 15 Powerful Lessons You Can Learn From Napoleon Bonaparte


1. Dream Big, Think Bold

Napoleon wasn’t just playing small; he believed that “Imagination rules the world.” In the business world, boldness and creativity are game-changers. Don’t just aim to fit in—push boundaries and set ambitious goals that make you stand out.

Think of Steve Jobs, who didn’t just want to make computers; he wanted to revolutionize entire industries. Your vision should be so grand it almost feels unreachable. When you dream big, you inspire those around you to believe in the impossible and work together to achieve extraordinary outcomes.

2. Move Fast, Stay Agile

Napoleon’s quick and secretive moves gave him an edge. In business, you gotta be nimble. Adapt quickly, move fast, and you’ll often find yourself ahead of the game, capturing opportunities your competitors miss.

Companies like Amazon and Tesla thrive because they constantly innovate and pivot when needed. Speed is your friend; it allows you to react to market changes and customer demands faster than the competition, ensuring you remain relevant and ahead of the curve.

3. Creative Leadership

Napoleon thrived on chaos and wasn’t afraid to switch things up. Unlike rigid leaders, he was flexible and adaptive. In business, embrace change and let chaos work for you. Being adaptable can turn unpredictable situations into opportunities.

Think of how Netflix transitioned from DVD rentals to a streaming giant. Flexibility and creativity in leadership allow you to navigate through turmoil and emerge stronger, transforming challenges into stepping stones.


4. Organize Like a Pro

Napoleon’s mind was like a supercomputer, processing vast amounts of info to make smart moves. Businesses should do the same—stay organized, use real-time data, and adapt strategies based on fresh insights to keep that competitive edge.

Utilize modern tools like CRM systems, analytics software, and AI to manage information efficiently. Staying organized and informed means you can make better decisions, foresee potential issues, and react promptly.


5. Keep It Simple

Napoleon knew the power of simplicity. Overcomplicating things can bog you down. In business, streamline processes and focus on what truly matters to hit your goals efficiently.

Apple’s product design philosophy under Jobs was about simplicity and user-friendliness.When you remove unnecessary complexity, you reduce errors, speed up processes, and make it easier for your team to focus on what’s important, driving efficiency and effectiveness.


6. Execute Relentlessly

Once Napoleon decided on a course of action, he went all in. In business, once you pick a direction, pursue it with full commitment. Execution is where success is truly made.

Look at how Elon Musk commits to his vision for SpaceX and Tesla. Relentless execution means overcoming obstacles, staying focused on your goals, and not getting distracted by setbacks. It’s the determination and persistence in execution that ultimately leads to triumph.


7. Play to Your Strengths

Napoleon only fought battles he knew he could win. In business, focus on your strengths and avoid head-to-head fights in areas where you’re weak. Know your advantages and leverage them.

Microsoft leverages its strength in software development and cloud services rather than trying to compete directly in hardware. Understanding and maximizing your strengths ensures you play a game you can win, using your unique capabilities to outshine competitors.


8. Plan in Detail

Napoleon planned for every possible scenario. Businesses should do the same—conduct thorough planning and prepare for various outcomes.

Detailed planning helps you stay ready for anything. Scenario planning and SWOT analysis are tools that can help you foresee different futures and prepare accordingly. When you’re prepared for multiple scenarios, you can adapt smoothly and continue to drive forward, no matter what challenges arise.


9. Seize Opportunities

Napoleon saw luck as the ability to capitalize on accidents. In business, be prepared and ready to grab unexpected opportunities. Agility is key.

Companies like Uber and Airbnb seized gaps in the market by being ready to pounce on opportunities when they arose. Always be on the lookout for opportunities, and when they come, don’t hesitate. Preparation and readiness to act quickly can turn unexpected moments into major breakthroughs.


10. Learn from the Past

Napoleon studied the greats who came before him. Entrepreneurs should always be learning from the successes and failures of others. History is full of lessons waiting to be applied.

Warren Buffett is famous for studying businesses and market histories. By learning from the past, you can avoid repeating mistakes, understand what works, and build on proven strategies. Continuous learning from history helps refine your strategies and improve decision-making.


11. Boost Morale

Napoleon knew how to keep his troops motivated. Business leaders should do the same—keep your team inspired and engaged. High morale leads to high productivity.

Companies like Google and Salesforce invest heavily in employee well-being and motivation. When your team feels valued and motivated, they are more productive, innovative, and loyal. High morale fosters a positive work environment where people are excited to contribute and excel.


12. Lead with Clarity

Napoleon believed in the power of a strong, decisive leader. In business, clear direction and strong leadership are crucial. Ensure everyone knows the plan and follows it.

Leaders like Jeff Bezos provide a clear vision and direction, ensuring their teams know what they’re working towards. Clear, decisive leadership aligns your team, fosters trust, and drives coordinated efforts towards achieving your business goals.


13. Reflect on Failures

Napoleon analyzed both his wins and losses. Businesses should review their successes and failures to keep improving. Learn from mistakes to avoid repeating them.

Ray Dalio of Bridgewater Associates emphasizes the importance of learning from failure in his book Principles. By conducting post-mortems, you can understand what went wrong, make necessary adjustments, and continuously refine your strategies to avoid future pitfalls and drive success.


14. Action-Oriented

Napoleon was all about turning thoughts into actions. In business, decisiveness and execution are vital. Don’t just plan—act on those plans with energy and determination.

Entrepreneurs like Richard Branson embody this principle by constantly moving from ideas to actions. Action orientation ensures that you don’t get stuck in analysis paralysis but instead drive forward, making things happen and turning visions into reality.


15. Embrace Hard Work

Napoleon lived and breathed work, saying, “Work is my element; I am born and built for work.”

In business, a strong work ethic and relentless dedication are key to success. Think of how Howard Schultz rebuilt Starbucks through sheer hard work and determination. Embracing hard work means being willing to put in the necessary effort, staying dedicated to your mission, and continuously pushing towards your goals, no matter the challenges.


By implementing these lessons from Napoleon, businesses can sharpen their strategies, strengthen leadership, and execute with precision, driving sustained success.

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How to Manage Your Startup’s Finances More Efficiently

No matter how groundbreaking your product or service, your startup could quickly be on shaky ground without proper financial management



managing your startups finances

Running a triumphant startup requires juggling numerous responsibilities. From managing operations and coordinating with team members to developing innovative marketing strategies and nurturing relationships with clients, the to-do list seems endless. (more…)

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5 Strategic Power Moves to Successfully Build Your Empire

Transitioning from idea to empire is a journey of strategic planning, execution, and constant evolution



how to build your empire

The journey from a fledgling idea to a thriving empire is both exhilarating and daunting. The Startup Launchpad is not just a process but also a strategic framework that enables visionary entrepreneurs to become market leaders. This framework comprises five power moves, each a critical steppingstone in building a successful business.

These moves—Ideation, Business Plan, Online Presence, Strategic Marketing, and Launch and Growth—are the blueprint for turning aspirations into achievements. (more…)

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