Werbung läuft nicht mehr: was jetzt tun?

0:00Jesus Hernandez, my ads stopped working after I increased the price. I decreased it again, but they're not working anymore. What should I do? Should I start from zero? P.S. I was able to quit my 9 to5 and start doing what I love. Thanks to school and you, Alex. Thanks for everything. First off, glad to hear that. Um, secondly, sorry about the ads. Um, what you are experiencing though as a side note is just a very common thing that occurs with lots of people where ads start working then they stop working and they start working and they stop working. It's I don't know. I wouldn't I wouldn't feel confident in saying that I don't know what the N was in terms of number of people who saw the site from your ads if the price change had anything to do with the ads stopping working because you could have just as easily said to me, I was running ads, they were working, and then they stopped working. And you could have just not changed the price altogether. Because if you changed the price back and they still weren't working, then I would venture to say that the price wasn't the factor. And so it's more likely in my opinion, I don't know if you make any content or anything like that, that Facebook probably starts by focusing on people who know who you are. And if you have a tiny little pool of people, then it'll quickly go through those people.

1:09You'll make your sales and then it'll go to one degree removed. And when it goes to one degree removed, those people don't know you at all, and they're less likely to convert. And so I think that this is going to probably be a repeated theme for a while for me. But the people that I'm seeing consistently outperform are the people who have two communities. They have the free community because it's very easy to convert people into free communities. I mean, you can just from a benchmark perspective, if you can get 20% or more to opt into the community, I think that's a good a good normal benchmark to shoot for, meaning one and five. And so, whatever your cost per click is, multiply by five, that's what your cost per new member is. And as a baseline metric, from there, uh, if you manually work the leads, which I encourage you to do, especially if you're newer, you can get about 10% of those people to buy the next thing. And so we talked about this a little bit last time, but I'll mention it again because I think it's important is that I like to have three different conversion mechanisms for the free to paid. All right, so let's walk through those. So inside of the free group, conversion mechanism number one is you offer an onboarding call. All right, that means that it's functionally a sales call. You lead them through the stuff. You show them what's going on. The second conversion mechanism is going to be you have five videos inside which are going to be the modules in your free course or sorry your free community that's included and that is basically structured like a video sales letter or webinar. The five things that you're going to show there is usually an origin story which shows the opportunity or what basically the big idea behind whatever the thing is that you do. Three three stories or case studies that are going to be different representative people that that dealt with a different obstacle that they had to overcome to show that it worked for them. Right? So I use I like to think about this as myself, other people and circumstances.

2:46Like those are the three big three big buckets. And then the fifth one is going to be your call to action which is explaining what the paid community is or what your next step is. Right? So big picture number one is you got your onboarding call. Number two is you've got the people who uh go through the the the course and then self-book. And then the third is that I would hold one call per week into that free community where you add value, answer questions, and then you soft toss the CTA because you solve people's problems. Like for example, let's say I had a a paid school community on top of this that's for bigger business owners. If I said, "Hey, if you like this, I've got way more advanced stuff inside of my other school 2.0 community." And I think some of you guys would be like, "Shit, that sounds awesome." And a good, you know, portion of you guys would decide to take that up. And if I do this every week, every week I'm going to have a handful of new people and a handful of people that'll take that CTA. So that gives you three different ways to get people onto calls.

3:34If you wanted a fourth, you can DM people as a as a fourth way of doing it inside of school uh of the people who join. All right? And that gives you an authentic dialogue. I'd recommend not just immediately soliciting them. I'd try to recommend like taking them out to dinner before you try and take them home. Uh if you know what I'm saying. And so that's four different ways that you can monetize or at least get uh a high percentage of people who join free to join your paid thing. And so I would just look at if I multiply my price per free group by 10, if that price allows me to make money with my paid community price, then this is a viable model. And that's how I think about it. Especially if your community price that's paid uh is recurring, which obviously it is. If I can cover the entirety of that first nut from the first payment, then every payment after that is profit.