How to Turn a $17 Offer Into a 6-Figure Funnel (Ch20. Build Your Audience)

Podcast Show Notes: How to Turn a $17 Offer Into a 6-Figure Funnel (Ch 20. Build Your Audience)

For more resources and to get the “Your Message Matters” book series, visit platformgrowthbooks.com.

Episode Summary:
Host Jonathan Milligan reveals the secrets behind building a 6-figure funnel using low-ticket offers and Facebook sales campaigns. Learn why patience, strategy, and the right mindset are essential for turning small sales into big profits—and how to avoid the most common mistakes that sabotage paid traffic campaigns.

Key Topics Covered:

• The story of Coca-Cola’s first ad and the timeless power of smart advertising.
• Why most people fail with Facebook ads: unrealistic expectations, impatience, and pulling campaigns too soon.
• The importance of treating ad spend as an investment and focusing on breaking even to build a customer base.

The Paid Traffic Sales Campaign Playbook:

1. Set Realistic Goals:
   Aim to break even at first, giving Facebook’s algorithm time to learn and optimize.
2. Master Retargeting:
   Install the Facebook pixel, create custom audiences, and follow up with interested prospects using targeted ads.
3. Embrace Low-Dollar Front-End Offers:
   Create a high-value, low-cost product ($7–$17) to attract new customers and build trust.
4. Get Savvy with Strategic Upsells:
   Offer relevant, value-adding upsells after the initial purchase to increase revenue.
5. Monitor and Optimize:
   Track key metrics, test different ad elements, and refine your campaigns for better results.

Action Step:
Write your first sales ad:

• Define your low-ticket offer and its benefits.
• Identify your target audience.
• Craft a catchy headline and list key features.
• Create urgency and a clear call to action.
• Write concise ad copy and plan visuals.
• Test different variations for best results.

Key Takeaways:

• Patience pays: focus on breaking even and building your customer base while the algorithm learns.
• Use retargeting, low-dollar offers, and upsells to acquire customers profitably.
• Consistent monitoring and optimization are essential for long-term success.

Connect:
For more resources and to get the “Your Message Matters” book series, visit platformgrowthbooks.com.

Transcript

0:00

Hello and welcome to the Market Your Message Show. I'm your host of Jonathan Milligan, an author of the books Your Message Matters. The whole series six book series is what we're currently going through on this podcast, and we are in the middle actually. Toward the end of the book, build Your Audience, the fourth book in the series, and today we're gonna talk about paid traffic campaigns, specifically sales campaigns. Now, I, over the years, have done. Facebook ads all kind of ways. I have tried funnels. I've had tried high ticket. I've tried low ticket free book funnels. I have hired agencies. I've done it myself, and I've had reasonable success with this and that and the other thing that I've tried. But today I'm gonna teach you what I believe is the easiest and most effective way for most people to do a sales campaign. Using Facebook ads. Alright, so if you wanna follow along in the book, we have the Kindle Print book hardcover. You can even get the companion workbooks. You can take notes and do the exercises and plan out your strategies. Or you can get the audiobook with all the, without the extra commentary like we have here on the podcast. Just go to platform growth books.com. Again, it's platform growth books.com. The link is in. The show notes. All right. Without further ado, let's get to chapter 20, all about paid traffic sales campaigns. Chapter 20, the Paid Traffic Playbook. Sales Campaigns, it's 1886. Atlanta is buzzing with the usual hustle and bustle, but in a small pharmacy, something extraordinary is brewing. A local pharmacist, John Pemberton, has just concocted a syrup that'll change the world. He calls it Coca-Cola. But here's the problem. Nobody knows about it yet. Pemberton's got a game changing drink, but it might as well be snake oil without customers. So what does he do? He takes a bold step. He scrapes together$20 a hefty sum in those days, and buys his very first advertisement. It's a risk, a big one. Will anyone even notice? Will they care? Pemberton's probably sweating bullets as he waits to see what happens. It was a gamble, but boy did it pay off. That single ad raked in$50 in sales, a 150% return on investment. Not too shabby, right? This wasn't just a win for Pemberton. It was the start of something big. That$20 ad kicked off a marketing revolution. It showed the world the power of advertising done right? Fast forward to today, we're not placing ads in newspapers anymore. We're running Facebook campaigns and wrestling with algorithms. But the core idea, it's still the same. Smart advertising can turn a small investment into big returns, but here's the kicker. Most people get it wrong. They expect every ad to be like Pemberton's an instant hit. They think they'll put in$10 and magically get$100 back. Spoiler alert, that's not how it usually works. In this chapter, we're going to bust some myths. We'll look at what most people do with their Facebook ad campaigns, why it doesn't work, and most importantly, what you should do instead. Ready to revolutionize your approach to paid traffic. Let's dive in the great ad expectations, why instant results are a mirage. Let's discuss what most people do when they dive into Facebook ad campaigns. They're like kids on Christmas morning, eyes wide with excitement, expecting miracles. They toss$10 into the Facebook machine and sit back waiting for$100 to come rolling in. Sounds great, right? But here's the thing, they panic when those instant results don't show up. They pull the plug faster than you can say, algorithm. It's like planting a seed and digging it up daily to see if it's grown. Spoiler alert, it hasn't, and it won't if you don't give it time. These folks are missing a crucial point. Facebook's algorithm isn't a magician. It's more like a very smart student. It needs time to learn and figure out who's most likely to buy your stuff. But when you cut the campaign short, you're basically tearing up the algorithm's homework before it's finished. Why doesn't this work? Well, for starters, those sky high expectations are a recipe for disappointment. When reality doesn't match the dream, people get discouraged and miss out on potential gold mines. It's like giving up on a marathon because you're not in first place after the first mile. Another big no-no is yanking campaigns too soon. Remember our student algorithm. By ending things prematurely, you're not giving it a chance to graduate. It needs time to learn, improve, and eventually decrease advertising costs. And let's not forget the bigger picture. That person who clicked on your ad today, they might not buy right away, but they could become a loyal customer down the line. Short term thinking misses this long game potential. So what should you do instead? It's time for a mindset shift. Think of your ad spend as an investment, not an expense. Your goal break even at first sounds boring, I know, but hear me out. Aiming to break even. Gives you and that hardworking algorithm, time to learn and improve. You're building a customer base and that's worth its weight and gold. These are people who might buy from you again and again. Give it time. Let the algorithm do its thing. Focus on the long game. It might not be as exciting as instant riches, but trust me, it's a whole lot more sustainable. Cracking the code. Five steps to Facebook Add Success one. Set realistic goals. First things first. Let's get real about your goals. Forget about those pie in the sky. Dreams of 10 x returns right off the bat. Instead, aim to break even for every$100 you spend on ads. Shoot for$100 in sales. Sounds boring. It's not. It's smart. This approach is like planting a tree. A Chinese proverb says, the best time to plant a tree was 20 years ago. The second best time is now. Your ad campaign is that tree. You're not looking for fruit today. You're building a strong root system, a solid customer base that'll pay off soon. Two, master the art of retargeting. Let's talk about the Facebook pixel. If you haven't heard of it, buckle up because this little piece of code will become your secret weapon. It's like a digital spy, quietly gathering intel on everyone who visits your website. And trust me, that information is pure gold. Here's what you do. Install the Facebook pixel on your website every page. No exceptions. It's easy. Just a bit of copy, paste magic in your site's header. Once there, it starts working. Its magic. Tracking every visitor. Now, here's where it gets interesting. Set up a custom audience for your sales page. This tells Facebook, Hey, keep an eye on anyone who lands on this specific page. These are your hot leads, people who've shown real interest in what you're selling, but why stop there? Create custom audiences for different product pages, your about page, and even your blog posts. Each of these audiences represents a different level of interest and a different stage in the customer journey. Now let's put this into action. Say you're selling a course on digital marketing. Someone visits your sales page but doesn't buy no problem. You can now show them an ad that says something like, still wondering if our digital marketing mastery course is right for you. Here's what Sarah B had to say. This course took my business from struggling to six figures in just six months. Ready to transform your business? Click here for a special offer. This isn't random advertising. This is laser-focused messaging to someone who's already interested. It's like spotting a customer, lingering near a product in your store, walking over and saying, you know, that item is on sale today. And by the way, it comes with this cool bonus feature. Retargeting is powerful because it's personal, it's not pushy. It's helpful. You're not interrupting someone's day with a random ad. You're following up on a genuine interest they've already shown. And here's a pro tip. Don't just retarget with sales messages. You should also try to mix it up. Share a helpful blog post. Offer a free guide. Show them a video testimonial. Keep providing value. You'll stay top of mind until they're ready to buy. Remember, in the world of online marketing, attention is currency. Retargeting helps you make the most of the attention you've already earned. It's not just smart marketing, it's respectful marketing. You're continuing a conversation that your potential customer has already started. Three, embrace low dollar front end offers. Let's flip the script on traditional sales thinking. Instead of going for the big sale right off the bat, we will start small. Really small. We're talking about creating an offer so irresistible that it's almost a no-brainer for your potential customers. Here's the strategy. Create a high value, low cost product. We are aiming for the sweet spot between$7 and$17 at this price point. People are willing to take a chance. It's low risk for them, but a high reward for you. Let's say you're a business coach, you could create a mini course called launchpad five Day Business Starter Kit, and price it at$17. This course is packed with value, step-by-step training, videos, worksheets, and a private Facebook group for support. It's a taste of what you offer, but it stands alone as a valuable product. Now, here's what your ad might look like, dreaming of starting your own business, but feeling lost. Turn your passion into profit in just five days. Introducing launchpad five day Business starter kit, your fast track to entrepreneurship, five video modules on business essentials, customizable business plan template. Access to our future founders community, all for only$17. That's less than a business book, but way more interactive. Learn how to validate your business idea. Identify your target market. Create a basic marketing plan. Understand startup financials. Pitch your idea effectively. Don't let another year slip by your business journey starts now. Click to grab your launchpad and take off in five days. This ad works because it one speaks to a common desire. Starting a business, two offers a structured time-bound solution. Three. It provides tangible, valuable resources. Four uses the low price as a selling point. Five breaks down the key learnings. Six creates a sense of urgency and excitement. Four, get savvy with strategic upsells. Once you've hooked a customer with your low dollar offer, it's time to reel them in, offer one or two relevant upsells at higher price points. But here's the key, make sure these upsells add real value. It's like when you order a burger and they ask if you want fries. The fries compliment the burger. Making your meal better. Yours should do the same. Enhance the customer's experience while boosting your bottom line. Five, keep your eye on the ball, monitor and optimize. Last but not least, you've got to stay on your toes regularly. Check your campaign's vital signs. Cost per acquisition, click through rate and conversion rate. Use this data to fine tune your targeting, tweak your ad creative, and adjust your offers. Remember, success in Facebook. Advertising isn't about overnight riches. It's about playing the long game, building relationships, and constantly learning. Stick with this plan and you'll be well on your way to mastering the art of paid traffic. Today's exercise, write your first sales ad. Today we're going to create your very first Facebook sales ad. Don't worry if you've never done this, we'll take it. Step by step one, define your offer. What's your low dollar product or service? It should be priced between$7 to$17. Write it down along with its key benefits. Two. Identify your target audience who would benefit most from your offer. Be specific, consider age, interest, and pain. Points three. Craft your headline. Write a catchy benefit driven headline. In five to seven words, make it scroll. Stopping four list key features. Jot down three to five main features or benefits of your offer. Use bullet points for clarity. Five, create urgency. How can you make people want to buy now? Limited time offer are limited spots available. Six, call to action. What exact action do you want people to take? Buy now. Sign up today. Make it clear and compelling. Seven. Write your ad copy. Now, combine all these elements into a short, punchy ad. Aim for about 100 to 150 words. Eight. Add visuals. Describe or sketch a simple image. Complimenting your ad. Remember visuals, grab attention. Nine. Review and refine. Read your ad aloud. Does it flow? Is it clear? Make any necessary tweaks. 10. Plan your testing. Write down two to three variations. You could test different headlines, images, or CTAs. Congratulations. You've just created the blueprint for your first sales ad. This exercise gives you a practical ad to use and helps you think through the key elements of effective advertising. Remember, the goal isn't perfection. It's progress. You'll refine and improve as you go along. Ready to see your ad in action. The next step is to set up your Facebook ad account and bring this ad to life key takeaways, patience pays, focus on breaking even and building your customer base while the algorithm learns maximize value. Use retargeting, low dollar offers and strategic upsells to acquire customers profitably. Monitor and optimize. Analyze key metrics to boost performance and grow.