Note for the viewer: The following text is simply a transcript of the video training! By far the more useful content will be found in the Workbook for this training. If, however, you want to get a full-screen version of this training opened in YouTube, simply go here.
Hey again. Welcome back. Buckle in.
This is going to be, I think, by far the craziest video in this entire training. And essentially, here’s what my goal is. I have given myself one hour to figure out exactly what needs to be done. We’re going to work through all of the different tasks that still need be done, all the assets we need to create, all the copy that needs to be written, the pages, and it’s all going to be done in the next hour.
That’s the challenge I’m setting for myself. So since we don’t have a lot of time, let’s jump right in. And I want to get you acquainted with the process at hand and what all needs to be done. As you can see, running along the left side here, I’ve got a set of tasks for us to do. We’ve got to go through setting up the email, creating the sales page, doing the strip checkout page, the currently set up writing what I call the value add piece will get all the way to that, and I’m going to start with this outsourced organic outreach section and handle all of these different tasks that we need to get done,
and then we’re going to go over print content. And so it’s going to be a little different because I am going to need to take you behind the scenes of my own personal ad account so that I can show you what it looks like when I set up an ad from beginning to end. All of the different tracking, all of those different pieces.
So without further ado, let’s jump right into it. This here is the email I’ve set up specifically for testing purposes, and it is called overlap testing at gmail.com. That’s the email we’re going to be using for all of these different pieces. So let’s just get started. First things first, I’m going to sign up for notion You if you are in the dashboard, you have probably already done this, but nonetheless, I’m still going to get moving with this as though we haven’t done this yet.
So when I grab this, come back here, create that new account and we’re going to call me overlap design and I’m going to set my password. You have probably done this already, so just bear with me. I’m going to say it’s for personal use. Still going to work either way. So it gives you all this stuff. We’re going to ignore all of that.
In fact, I’m just going to delete it. You know, you can keep this if you want. I’m not going to because I. I know what I’m about on the inside of notion here. So I’m going to add a page and here’s what I’m going to do. I’m going to name it, outsource organic outreach resources. And I’m just going to hit empty page for now.
Next thing, I’m going to go back to my training and I’m going to find that link to the sales page template. And I just posted that in here. And you can clearly see I’ve got sort of template built out and ready to go here that has all the different pieces required for writing this thing. So we’re going to do is you’re going to go on this link, go up to duplicate, and then it’s going to give you the opportunity to duplicate that page into your own setup.
And you can see it’s actually changed my my stuff into black in the dark mode, which I prefer greatly. So as you can see, there are a lot of little bracketed out things like this. We want to replace these with our company details and the details of the offer that we created. So for the purposes of this demonstration, for the purposes of this whole set up, I want you to envision that I’m a coach.
I’m helping my clients who are consultants and experts and service providers to get clients on LinkedIn. But it’s a little different from what I’m actually teaching you guys so that there’s some difference here. I’m going to be teaching them what’s called account based selling, which is where I only need four deals in an entire year. So what I need to do is I need to find a company with 50 employees and I need to find a way to communicate and connect with all 50 of those employees and really start to work on ways in to get a meeting with these people and to build the right relationships and to really nurture them over the long
haul. So it’s a little bit of a different approach, but I’ve got an idea for an offer that I’m calling the LinkedIn account based selling intensive. So what I’m going to do is I’m going to go and customize all of that for this whole thing here. And you can clearly see I’ve got if you read this, it’s pretty self-evident.
We’ve got, you know, company name, mid ticket offer name, you know, three biggest roadblocks between you and Point B, These are all things that you have already if you’ve gone through your workbook in the previous sections. But we’re just going to fill in these details and sort of rewrite it in such a way that it looks, it looks good.
But this is all about getting the outcome, talking about the outcome. This is designed to create, this is the process. How are we going to do that? And this is what this is what enrollment looks like and then some other details down here. So I’m going to go and customize all of this and I’ll show you what the final the final version looks like.
So what I’ve gone ahead and done here as I’ve customized this template and you can see it on screen, I’ve got a white, you know, a light version and a dark version. So you can kind of see the contrast. The one on the left is the template. In the one on the right is the one I customized. So you can clearly see that it’s got some of the same overall feel, it’s the same exact structure.
But what I’ve done is I’ve I’ve come in here and I’ve rewritten certain things to explain what the what the reasoning is for these different pieces. You can rewrite whole sections of this right to get something like this. I left in I left in several things that I think are going to be helpful to you to kind of use as a starting point.
I did the you know, I deleted these three texts here and dragged in an image for the logo. You just drag it and leave it right there. Overlap design to impart all of this. And then the idea is that this button should lead to the next piece, which is going to be this stripe checkout page. But if you look at this, here’s essentially how this is going to work.
Assume with me that you’ve already customized this. Okay, so here you are inside of notion, you’re logged in. If I pull back the sidebar and show you exactly what’s going on, you can see I’m logged in, I’m in my back end. I’m on this page. You come up here to share, go to publish and publish to web. Okay.
I always uncheck allow duplicate as template, but now you’ve got this web link. It says this page is live on the web. So what you’ve done is you’ve created Now, if you paste that link, you have a page that you can send people to and say, bam, here it is. Right? I’m I’m not logged in. You can see look, it says try notion, right?
This is just what it looks like to everyone, whether they have a notion, account or not. This is a web page that you’ve created a little one page sales page that people can come in and read and enroll. You know, they can click on this link and it’ll take them to whatever you put in here for the link.
So really cool system, really cool set up. Now if you look at it, it’s the URL for this is lively learning 11 dot notion dot site. So that’s not quite that’s not really good it doesn’t look that great. So what I’m going to do is I might come up here to settings and members and I’m going to come over to settings and it says domain right here and it allows you to set your own.
So I’m going to say overlapped dash design and it’s available. So I’m going to update that and what it’ll do. It’ll say, okay, change this workspace as public paste pages. If you perceive as changing the domain, any existing links starting with that will no longer work. Yeah, let’s go ahead and change that. Totally. Fine. Now if I come up here to share and I go to publish now you can see it says overlap design notion site.
And if I open that page up you can clearly see it’s got that link we hit enter and it’ll redirect and load this page overlap design notion dot site and you can change that to whatever your actual URL is, whatever you want it to be. So right away we’ve got a really nice looking resource ready to go, but we need to give a link for this enroll Today button.
Okay, so that’s where this next phase is going to come in, which is the Stripe checkout page. So this one’s really simple. We’re just going to go to Stripe dot com and we’re going to go to start now. Stripe is probably the most highly regarded, highly respected payment processing platform in the entire Internet today. It is known and loved far and wide from developers and from people who simply just need good payment processing that’s reliable.
They don’t you know, they don’t hold on to your money like PayPal does. There are a lot more secure. There are a lot more highly regarded and respected. So what I’ve done is I’m signing up for a brand new account. And so if I come here, you can see my stripe email is ready to go, I’m going to hit verify email address, get this moving, okay?
And it’s going to bring me into the dashboard. Okay. So activate payments on your account. The first thing that you’re going to have to do, no matter what is fill out all of the financial details for your company. What kind of business is it? Business details, all of these different pieces you need to get in place. It’s going to have your legal first name, your legal last name, your email, date of birth, all of this material.
Right. So I’m just going to go ahead and fill this out nice and simply you’re about to learn my birthday. Please select your industry. We’re going to do consulting services business website. It says, if you don’t have a website, go ahead. Enter a social media page, LinkedIn. So the reason for all of these different pieces is that you need to have they need to check on you.
They need to make sure they need to make sure that you are who you say you are and that you’re not some weirdo who doesn’t have any kind of material. If you don’t have a business website, you can actually put in that sales page I just generated and they will go there and look at it and say, okay, this seems legit.
They’ve got their stuff. How long after paying will your customers typically receive their goods and services? We’re going to say within two weeks we’re going to start working with them, generally speaking. Right? Statement descriptor. This is what’s going to show up on their actual bank statement. So you can do something like right shortened descriptor. Now you’re going to need to add your bank.
And all of this is important. You can enter, you know, routing and account numbers manually here. I’m just going to continue and not do that right now. You can do you can do two factor authentication, authentication. They’re going to want you to do that. Most common is just using SMS. They’re going to send me a text right now with a little six digit code.
This is really common in Stripe. Okay. So I’m going to type that in. They do this all the time and you want them to do this all the time. This is how they keep it. This is how they keep your stuff secure. Came in to download that backup code. Good idea. That’s just for account security so that if you can’t sign into anything, that’ll be a way that you can get back into your account is using that key general services continue claiming contributions you can do nothing can opt out too.
Yeah no thanks or you can you know if you want to work on that, you can absolutely do that. So here I am in the back end and it’s quite simple. All we need to do to start with is you’re going to come over here to this more section and we’re going to click on payment links. It says, You can see the description.
It says, Create no code payment pages. So create a checkout page in a few clicks. So what we’re going to do is payment page. We’re going to add a new product and I’m going to call this the same name of my offer. LinkedIn account based, say selling intensive, I believe is what it’s called. So there’s a logo. And I believe the price I had quoted was that and it’s a one time if you wanted to do a subscription, you can add recurring and then set the billing period and all of that.
But for this, it’s a one time product. We’re going to add that product. Now it exists inside of Stripe and I’ve got this thing options. We can collect their addresses if we want. We don’t have to unless you’re going to ship them something. We if you want to require them to provide a phone number, you sure can other custom fields you can you can gather things this way.
Advanced options. If you want to allow for promotional codes, you can include some of those and then set those up elsewhere. In Stripe, none of this is necessary. I do recommend that you set save payment details for future use so that way you’ll have a card on file. If in the event that they want to upgrade into something further and have you, let’s say, build out everything for them rather than just teach them how to do it, you can just charge the card on file and keep moving.
But for now we’re going to just payment page and then after payment you can see this little tab after payment, you can show this confirmation page. You can replace this default thing with a custom message. Right? So maybe there’s a link that you want them to go to afterwards. You can set up, you know, here’s my my meeting page and you can do something like, thank you so much for your business.
So here you go here for next steps and here’s the best part you can put. Again, you could create another page using notion exactly the way that I showed you how to make that sales page. And you can include here’s step one. Read this welcome letter. Here’s step two. You know, go ahead and schedule a call by going to this link.
And that’ll be the next thing that we do is set up our booking pages and our our calendar mode. Right? But you can also create an invoice PDF if you want to, to send to people. All of these things. Make it very, very, very simple. Okay, we’re just going to go ahead and create that link. And this is actually a test link.
Everything in Stripe is either in test mode or in live mode. Everything’s in test for this link right now because I didn’t add the bank account information. So what you would actually want to do is you can see up here, when I hover over this, it says, Please activate your account to access live data. To activate that, I need to have my bank account attached to it.
And you don’t want to put the test mode link because that’s not actually going to charge their card. You want to use the live mode so you would grab. You can see that has given me a link here, but I’m doing this for the test link to show you how it works. What you would want to do instead is get the live mode version.
But what we do is we hover over this enroll today option, this little this little call out here we’re going to go to edit and I’m going to put that as the not the link title. We’re going to put that in the page or URL we’re sending people to. And now if we go to again share publish view site and we look at this live page, you can see when they scroll down here and they decide they want to enroll today, they can click on this link.
It’ll open up the checkout page that you just created inside of Stripe. So all of this is is in place now and you actually have a way you have a sales page and a way to take payments. And we’re only a few minutes into this thing. So from here, what do we do? We’ve already checked off the first couple of pieces of this process.
You’ve got a sales page written, you’ve got a check out page written. Next thing that we need to do in order for this process to work is set up a calendar. Now, most of you know what calendar is. If you have had scheduled calls with people, you’ve probably used calendars. They’ve probably given you a link that you can go to to schedule a call or if you use it for yourself.
Most people in this day and age have a solution for this calendar is the best just in terms of its functionality and its ease of use. But if you have another solution for booking phone calls, you’re good to go. I just recommend this one. If you don’t already have something in place. So I’m going to just again sign up.
It’ll do this whole thing. Now what they’re going to do is they’re going to send you an email verification step. Right? So here we are. All of this confirm my email. Now, calendar is going to be set up. It’s going to have me enter into the password again to verify that I’m all straightened out, that it’s kosher, that I actually own this email address.
And we’re going to go ahead and, you know, you can set up the calendar URL, go ahead and continue that. Totally normal. You can set up a calendar if you want to. I’m going to just go ahead and use the calendar, the calendar that comes with this email. But if you prefer outlook or if you have something else, you can set that up.
It’s going to use the stuff that’s on your calendar to check for conflicts. Okay, here’s how it’s going to work. It’s going to check that emails that the calendar attached to this email address for conflicts, meaning if every day I have an hour blocked off for lunch between 1230 and 130, it won’t schedule things over that time because it’s going to look at my calendar and look for places that it’s labeled busy.
And then it’s also going to add those events. So whenever somebody does book a call, it’s going to get automatically added to your calendar. You’ll see it on your phone. Wherever you have access to your calendar, it’s going to set, it’s going to set up events on that calendar. So I’m going to just go ahead and leave these as my available hours.
You can change this later if you want to. And then my day to day role at work, you know, we’ll just say other get this over with and get it moving. So broadly speaking, I recommend to I recommend two event types to create that give you this 30 minute one. By default, we’re going to delete it. Okay? And we’re going create a brand new event.
This is going to be a one on one meeting. I’m going to call it a 15 minute quick chat location. You can if you want to do a Zoom call or Google meet. Google meet is pretty good as well. Most people already have a solution for this. I’m going to go ahead and use Google Meet. I can’t, you know, in the description, give it a nice friendly, can’t wait to get to know you a little bit.
Very, very friendly set whatever color you want, go to next. Okay. I’m actually going to close this onboarding stuff to you here, too. Okay. We don’t want to allow them to book very far into the future because it people forget. People lose motivation. You want to strike while the iron is hot. If they want to talk to you, they need to be available in the next week of business days in order for it to make sense for you to be able to speak with them.
Okay, you can use that schedule we said earlier and then if you want to include some buffer before and after the event, you can clearly see over here on the side, this is like a representation of what it looks like inside of your calendar. If you want to add a buffer so that you don’t have back to back to back to back calls accidentally, you can put a little 15 minute buffer time in there or not.
Showtime increments in 30 minutes. I recommend this if you if you want some notice scheduling conditions, if you don’t want people to be able to just schedule this day, you want them to start scheduling tomorrow so that you have some time to sort of set up for it. You can say 24 hours, within 24 hours of an event start time, and you want to set this automatically detect and show the times in my invitees time zone.
You don’t need to worry about it being a secret event. Go ahead and click next. Okay. And then this page includes some of the custom stuff that you’re going to need to use that you would need a paid calendar account to use. Not all of it is necessary, but you can you can include this. So invite questions. We’re going to have their name and email that doesn’t need to be change workflows.
This is a paid event. This is a paid thing that you need to do. You can do automations here if you don’t have a CRM or something like that. Notifications and cancellation policy almost always you can just leave this on, leave these things on by default. I always recommend email reminders, leave, turn the email reminders on if they’re not on and then a cancellation policy if you have one, you don’t really need to worry about it right now.
The currently confirmation page is good enough, but if you wanted to, you could redirect to another page. We don’t need to worry about that right now. If you wanted to redirect to a page where they’d have extra. You know, again, I recommend using notion for this. If you don’t have a website, you can use another or notion page, record a video, put it up there and give people some expectations about what they’re going to be experiencing on the call.
It’s 15 minutes, so you want to just let them know what what they’re getting into and make sure that they know what it’s going to be about. Collect payments not necessary. And that is ready to go. So you can you can grab this link. Okay. And let’s open it up and have a look and bam, you’ve got a page where people can come schedule time and get started with you can What we’re going to do now is are going to go back to the main page here in cowardly and I’m actually going to go back to the event types as well.
We should have the 15 minute quick chat there. I’m just going to go this and clone and then all the the settings should be the same. I’m going to call it a 45 minute diagnostic session. And let’s dig a little deeper into your problem or into your pain in search of some solutions. Okay, Nice and simple to change the event, link to 45 minute diagnostic dash session.
A cyan. The the colors don’t really matter. It just says this is used to color codes scheduled events on your personal dashboard. We’re going to send links to the individual pages so it doesn’t necessarily matter. When can people book this event? Five calendar days into the future. We’re going move this to 45 minutes, keeps the existing schedule. We want to add some buffer saving clothes, same questions in conformation, same.
We want to make sure again that the email reminders are on so that people know that this is happening. Copy. Okay. You can turn on the event to share. I’m just going to copy the link. Ready to go. And if we go home, we haven’t done any fancy stuff, but now we have two links that we can send people to book a call with us to get on our calendar and start talking to us.
And we’re going to use all of this in both the outsource organic outreach and the prime content ads. It’s going to be useful in both situations and contexts. So from here, the next step after we’ve done Calendar, Lee, is we’re going to do something that I call the value add piece. Before we do, I’m just going to go ahead and include links to some of these things that we just created to make it, to make it convenient for us to get back to them if we want to.
I had these things, all these different links. I created an embed that’s fun. You can do this in in notion as well, by the way, you can embed calendar, you can embed websites. That was sort of an accident, but you can create a bookmark. You can just put the link or you can create an embed. So so here’s just the link, here’s what an embed looks like.
And then here is what the the bookmark looks like. So this is our checkout page. This is a 45 minute diagnostic session. And there’s this. So over here on the right, this is what I call a singular value add piece. I’ve again created a template for you to look at. It’s in the workbook for this training. You can see essentially, I’ve got a structure here.
I’m treating this like a really I’m treating this like a mini e-book. It doesn’t have to be, you know, 150 pages. It doesn’t have to be 60 pages. This one, in fact, is 11 pages. But the idea is that you are filling an information gap that your prospect needs to have filled in order to understand whether or not they can work with you.
I’ve gone ahead and created you know, this here is an overview of this material. Here is a little cover letter from me. I’ve added, you know, a little image here inside of notion. I’ve gone step one. All of this material will look similar to you. You know, it’ll probably look familiar because we’ve gone over this in terms of what we’ve been building.
But essentially what I’m doing is I’m teaching them the different core pieces of my methodology. Again, the framework for all of this. The foundation was laid back when we were first looking at our our them training way back when we were understanding what their roadblocks are, what their challenges are, and when we were looking at the copy and logistics for our offer.
And then, you know, when we were doing the exercise, all of this material is essentially already outlined for you. The structure is, okay. We’re going to take remember back when we were looking at our account based selling intensive that we broke it down into find and nurture and convert. Those are kind of the three overall process cues, the things that we were working towards.
Well, here, if I were to write a value ad piece like this, it would be step one find. Step two, nurture. Step three convert. I’m walking them through my process and helping them to understand what they need to understand in order for this to work. And it’s quite simple. You can just design one of these. You can throw some pictures in here If you’re looking for a good place to get some pictures, I recommend going to Unsplash NBC.com.
These are royalty free images. You can search for agency sales and you can clearly see there are a lot of pictures in here that you can download and just throw in there. I kind of like the way that this one looks. And so I download it and I like this one a lot. So we’ll download those too. And just to show you how simple this is, let’s assume that, you know, I’m I’m going to duplicate this page, okay?
Because this is going to be how you do it as well. We’re going to duplicate it in a notion and I’m going to separate the tabs and can I open this up? You can see I’ve got this here now. It’s ready to go. If you ever want to just add in a different photo. Let’s say I don’t like this guy’s beard anymore.
It doesn’t really work for my my esthetic. Then what I can do is I’m going to go find that file for the image I just downloaded and I’m going to throw it up here. I’m dragging it on to the screen. But you can see this little blue line that shows up so it’s going to insert that image between these lines.
Or if you see what happens when I drag it over to the side here, it lets me have this blue line on the side. So that’s how I create multiple. COLLINS So what I’m what I’m going to do with this, this image is I’m going to drop it here and then I’m going to drag these guys in here as well.
So you can see that it’s already formatted nicely. If you want to. You can see these little handles. You can drag this to kind of resize the different columns. You can even resize the entire row here and then move the columns if you want to do something like this for formatting reasons, whatever you do, notion is going to make this really, really, really simple.
There are other tutorials that I’ll link to that will introduce you to how to format things like this guy right here. If I wanted something like this, I can just simply type slash, turn call and it’ll turn this row into a call out. Then I can hover over these little six dots here and go to color. You know, let’s do green background and I can change this icon to we’ll make a filing cabinet, you know, just for fun here, right.
And then write notes, right? Just play around with it. Notion is a great platform for this stuff. My idea, though, is that you create this this resource, and the purpose of this resource is to help you help people understand how they can work with you and what what they stand to gain if they work with you and they do things your way versus if they do it their own way.
If you really want to, once you’re done, you can come up here to these three dots and you can come to where it says export and you can put it, you can export format, you go a PDF include database. You know, you don’t have to change much here. I would recommend changing the scale percent to 80 because otherwise it’s just huge text for no reason.
And if you hit export you actually get a file in PDF format that you can send to people inside of LinkedIn that you can hand to people, you can you can upload it to Google Drive and give them a Google Drive link or in Dropbox or something of that nature. And then you’ll actually have I’m going to drag it on to the screen so you can see what I’m talking about.
You actually get a PDF, you actually get a PDF that you can send to folks, right? And it’s list, it’s listed out. Everything’s written exactly the same way. It’s got this nice styling and formatting and it’s just a beautiful PDF. It’s, it’s well-designed, it’ll even preserve your links. So I didn’t show you this in this document. If you scroll all the way to the bottom, I’ve got this click here to connect with Tim today.
This would be where you’d put the 15 minute quick chat link we just made from calendar. But if you click this, you know, it opens up my page on my website which has the scheduler on it. I wanted to just do a little bit more fancy design for you. It’ll be as simple as just that cowardly link. But here’s the cool thing in the PDF.
It actually keeps your link, so you can click on this and it will simply ask you to go to your browser to open up that page and bam, there it is. How cool is that? Right? So we’ve got some really cool tools already. We’ve got the sales page done. We’ve set up Stripe for checkout purposes. We’ve set up the calendar links and now we’ve set up the value add piece.
Essentially, these are all of the different resources we need in order to go and start selling. So now it depends on whether you’re going to do outsourced organic outreach or whether you’re going to do framed content ads. If you’re going to do outsource organic outreach, you can just keep watching. We’re going to keep moving from here. But if you’re doing prime content ads, you’re skipping, outsource organic outreach.
Go ahead and go to the timestamp that’s on the window right now. And that’s where we’re going to start talking about print content ads. Okay. So now we’re going to jump into the outsourced organic outreach section of this training and there’s really a couple of things that we need to have in hand ready to go before we jump in.
Really, we need to get to a place where we have, first off, primed our LinkedIn profile. Second half, we’ve created a search criteria that we’re going to use on LinkedIn that’s going to sort of delineate who are ideal clients are and who are ideal prospects are that we want to speak with and some connection requests too. And then we need to have sort of a messaging decision tree in a what we call an SOP standard operating procedure that we’re going to hand off to the VA team to execute every day in order to go and find those people.
So I’m going to show you the end result here. The first thing that we’re looking to do is get our profile ready. We want to have a nice, you know, well-designed, simple, good looking profile picture. We want to have a nice this is called a LinkedIn banner. We want to have a well designed banner. We want to have a really good blurb.
This is the thing that describes people and gets them to understand, you know, I’ve got this person over here. Rohit Soni is a copywriter to S3 two out, two times. Ted Speaker Right. This person has put make your work life count, right? We’re trying to put things into position that get people’s attention and show them who we are.
And if they’re interested in the kind of stuff we’re talking about, this will be enough of an introduction to say this is what this person is talking about. Let’s go speak with them. These these are the most important pieces. Is all of this. From there, though, it’s pretty important to have a good about section. So I’ve given you a template that looks like this.
It will be in the workbook, but the idea is we want to answer these questions. What I do, who I work with. If you have success stories, if this is an offer you’ve already run out there and you’ve gotten clients, you can answer that question. If you don’t, you can answer something like What makes us different, right? The idea is that you’re trying to help them understand what makes you tick and if they’re a good fit for you, you want to give them and how to work with me invitation at the end.
In my case, I put the link to go and book that 15 minute call. Not everybody will will read this, but if people do read this and they want to reach out to you and speak with you, that’s always a good thing. If you’ve got a lot of posts on here, you can put featured. I don’t really focus on that too much.
It looks at your activity. This is important. A lot of people think about the experience section on LinkedIn as though it needs to be an accurate curriculum variety or like, you know, like an accurate resume. Some people use that on LinkedIn and do it that way. That’s and that’s all well and good. That’s fine. The fact of the matter is that we don’t really need to think about it that way.
The experience section, the entire LinkedIn page of the thinking on this is that it is a it is something like a sales page. It’s not supposed to be an accurate reflection of everywhere you’ve ever worked in everything that you’ve ever done. You can curate what you put on here to be as relevant to your people as possible. You know, there’s no there’s nothing in LinkedIn terms and conditions.
It says you have to put everything on here so that it’s exhaustive, accurate. So, you know, if you don’t really need to have your education on there, that’s fine. If you want to put your experience on there and only list this one company, you can do that. That obviously means you’ll need to make a company page as well and then say that that’s the place that you work.
But all of these things, I’ll I’ll put a link to a training that can really help you go through this in deeper detail. But right now, let’s focus on what it’s going to take to get these the profile picture and the banner in. And then you can fill in the about section and the blurb, the little bio blurb here with other tools.
So let’s go look at that. So the deal I recommend if you’re a non designer, nothing wrong with that. I’m a designer, but I like this tool anyway. The tool I recommend is Canva, and if you go to just Canva.com like that Canva.com, then when you come here you can sign up for free and we’re going to sign up with that email we got from earlier, our overlap testing at gmail dot com.
Nice and simple I’m going to ask you for your name. They’re going to send us a code. So let’s swing back there real quick. And once you’re in, then what we want to look for, it’s going to ask us to create a team. We don’t really need to do that. We’ll say maybe later. I recommend that we start this free trial because it’ll give you more tools, right now, but you don’t need to because it’ll it’ll ask you to, you know, set up your payment stuff.
So if you, if you’d want to just go with regular canvas, I’ll show you what you can do with just the regular canvas and not even using the free trial. And this is a free forever. It’s not something that has to be a specific way. So what we’re going to try to design today is we’re going to start with the LinkedIn banner.
And so LinkedIn banner templates and you can see there are a lot in here that are pretty well pretty well designed already. Any of the ones that have this little crown on them, it’s a little difficult to see. Let me zoom that in a little bit. Any of these that have the crown on them are going to be pro templates.
You can’t use those in regular. In regular can, but you have to download a different one. So let’s say I’m going through this and you know, I really like the look of this one right here. It’s nice and simple. It’s got my name. You know, all this. So I’m going to customize this template. You just click on this, customize this template, and you’re going to have some it’s going to give you a tour and all these things that you could do, all these ways that you could change it.
If you just hover over different elements, you can kind of see, okay, I can change the text here. If you double click on this, you can start putting in your own information, right? So here will do. Write my number there and we’ve got you know him at the overlap dot design right And you can just customize this nice and simply it does not have to be a big complicated thing but let’s say we don’t like the typeface.
What we can do is up here at the top you can see where it says League Spartan. If you know your typefaces, you can change those. You can just type it in here. And if it’s like a Google font, it’ll be really easy for it to find it. I’m going to change it to Poppins. And then you can see we’ve got all these standard text here.
So I’m going to highlight that and change it to this. Some of you might think, Oh, it doesn’t really even look that different. Why are we why are we bothering with the typeface changes? And yeah, I mean, again, you don’t have to make it as complicated as I’m making it. If you want to change the color of this background shape here, there are colors in the document, There are colors in the background photo.
They do a really good job of this. But let’s say, you know, your brand colors for me, one of mine is this color. Okay, That’s one of my brand colors. And let’s say I want to change this thing as well. Same thing. We’ve got a line color here. Change it to that. But let’s say I don’t like this picture, okay, Maybe I want to change this picture.
I don’t I don’t like the way that it looks. So I’m just going to go ahead and hover over that like it, you know, delete it. I don’t like that picture. So what I’m going to do is I’m actually going to set up a different image that I do want to use. So let me go let me grab this guy here.
I think that’s a good looking one there. And I’m going to throw this into the background there. I can literally just drag a file onto the screen and it’ll say drop files to upload and you can just drag this into the screen and then set it there. And as you can see, it’s filled this frame. And if I just drag out the corners and then readjust the positioning to where I want, now, you can see it’s not quite right.
Right. There’s some of my text disappeared. So what I can do is hover over this, go to layer and go to send to back, and then all of that comes back. But now that I’m looking at it, I’m kind of doesn’t look right, does it? There’s some there’s some issues with it where it’s hard to read the text.
So what I can do is I can also adjust the transparency of this and it’ll be on a white background and I can just drag that transparency down. Okay. But let’s say I want it to be a little bit more a little bit more polished. I want to have some other colors in there. Another thing I can do is come over here two elements, and when I click on elements, I’ve got several things that I can do here.
There’s graphics, there’s stickers, there’s all kinds of things you can do, but we want to keep this nice and simple. So let’s say I’m going through and I’m going to type gradient because I like to have that kind of transition between colors. And there’s these which are, you know, graphics you can use and all kinds of stuff, but then there’s also photos.
So if I look at this, maybe I just really like the look of we’ll see this one right? I can just drag that into the screen and do the same thing where I make it bigger, you know, and I make it fill the frame and you know, it’s got this really, really nice look. Then I can do the same thing where I go layer sent back and I’ve got suddenly a picture that I really like the look of.
And maybe I can raise the transparency on this just a little bit more. So this is 100%, but if I make that photo a little bit more and then, you know, when I look at it, this is the designer in me kind of having a little bit of fun here. When I look at it, I really want it to be white.
I think it looks better in white, right? So that’s done. And now I can actually export. So if I come up here to file and then click on download, it’s going to give me PG. We actually don’t need PG. You only need PG if you’re going to have transparency. Otherwise I always recommend JPEG and it’s going to give us this size.
All of this is already set. We don’t need to change it and then you can just download it in and download. So that’s, that’s how you can get nice looking design assets pretty easily. We’re going to do the same thing where I’m going to go all the way back home and then I’m going to look up like a LinkedIn profile picture.
Now it’ll give you all these templates, right where sometimes it will have design elements you like, sometimes it won’t. Again, you see these pros, those are only ones that you can use if you are if you are using the pro version of Canva. But let’s say that I just really I conceptually love will say it’s this one. Okay.
And open this up. So here I am getting ready to customize this. I’ve already uploaded a photo of me that I really like. So what I’m going to do is I’m actually going to double click this. There’s going to be a photo in there already and you can see that is kind of cropped to this circle shape. So I’m going to delete that.
And then as you can see, there’s just this sort of generic hills. Look, what you do is after you’ve uploaded the photo, you can drag it over and it’ll just fill that space nice and neat. The other thing we can do is maybe I love the design, but the color is not right. So that color I just used a little bit earlier.
I can again, if you know your color, you can fill that in and I’m just going to pop it in there and I think it looks great. Now, maybe I. I want to have more of my face actually in here so I can double click that, drag it around. And there you go. Same thing. Fail safe. Okay. Nice and simple.
Some good looking design assets. Not not a not a long time. You don’t really have to fiddle with this. It just needs to basically look like it wasn’t made in my paint or designed by a kindergartner. So once you have that in place, hopefully you have a profile on LinkedIn. If you don’t, you don’t need to worry about it.
You can just go and sign up nice and simple. But the trick is that we’re actually going to need a specific version of LinkedIn in order to find the people that we’re really hoping to work with. And that version is called LinkedIn Sales Navigator. Now there are a couple of different plans of Sales Navigator. There’s core, there’s advanced and there’s advanced plus.
Really all we need is the core version. It’s $99.99 a month, or you can bill annually if you plan to stick with this for a long time, that’s obviously up to you. The best part is that you actually get to have a full 30 day trial. It should be more than enough for you to get some traction under your belt to be able to pay for the next month once it actually circles around and starts.
So I recommend you just go for the sales navigator core. And then once you do, you’ll have kind of a different a different UI. So Sales Navigator looks a little bit like this. You can find it by going to linked income slash sales once you’ve signed up for Sales Navigator. The key reason we want Sales Navigator is that you can do these lead filters and this allows us to search for people.
Okay? While also having all of these different pieces of data at hand to differentiate who the right people are for us to reach out to. So for me, I like to add a few things to every search, no matter what one of those is in. Spotlight’s posted on LinkedIn in 30 days. This one has to be clicked because what we’re looking for is people who are active on LinkedIn.
If we’re sending a bunch of connect requests to people who don’t spend time on LinkedIn at all, then we really are going to be wasting our time. They’re not going to see your connection request, they’re not going to be responsive. We need to have that checked by default. If it’s important to you that they’re in your geographic area, you can come over here and do geography.
For example, if you are a certain you have only the ability to sell certain insurance products to people in your state, you want to come over here to, you know, Georgia, right? You can go to Georgia, United States, and include that. And then let’s say you you want to work with people that are outside of Atlanta. You can actually go Atlanta, Georgia, and exclude it.
Right? Or if you do a postal code, let’s say it’s my postal code, which is 80524 up here in Fort Collins, Colorado. You can actually select that and then you can do within a certain radius of that postal code. Right. So within 35 miles and you can see that’s already dramatically dropped the number of people that we’re speaking to.
But again, the question becomes, when we did our them training, how would we describe those people inside of LinkedIn? Is their current job title. Are they an owner or a a CEO or an a founder of a company owner, co-owner, founder? All these different terms that we would want to use, right? Include founder. So maybe that’s maybe that’s the kind of people we’re working for.
Maybe the company size, maybe we’re not doing, you know, these massive 5000 person companies. Maybe it’s more just like, okay, these 1 to 10 folks and these 11 to 50 folks at the most, maybe we don’t want to work as self-employed. They don’t really do that, really doesn’t describe our person, a perfect person, any of these different details.
Right. If for me, one of the things that I did when I was finding believers on LinkedIn was I came over here to groups. This is another way. This is a way to get to specific interests. So me, I typed in Christian. Okay, so there are groups called Christian Professionals worldwide, and you know, just keep typing in. Christian, I’m going to copy and paste because it makes it easier.
Business leaders, Network Christian ministry and church leadership. Christian workers, you know, Christian Business Network Alliance and all of these different things. And you can see it just it just filters down. The people with whom I can speak to only the people that fill this description. Now, remember, you’re only sending 20 to 30 connection requests a day. So if you’ve got a list of a thousand people, right.
And if we just do a little bit of math on that, 30 people, Max, a thousand people, you can if you were to work every single day on sending out 30 connection requests for over a month, you would finally send a thousand of those. Right? It’s 33 days. So even if your list seems really, really, really, really small, you don’t need to worry about that on LinkedIn.
In fact, the more targeted, the more the better. Another thing that I would like to look at is, is industry. You come in industry and I like to type for services, carpenters, legal services, business consulting, because my folks aren’t selling, you know, food and beverages. They’re not selling e-commerce or clothing or apparel. They’re selling, you know, services consulting.
Maybe it’s business consulting that that kind of thing. You can also type in coaching, right? Professional training and coaching and you can see that it’s kind of building a list of people for me to reach out to that involves all of these different parameters. Oh, and by the way, if you don’t want to do job titles or something like that or you want to search for a specific let’s say you’re working with only social media managers, people who have that job title, you can type social media manager in here and I’ll I’ll link to an article that also explains advanced ways of doing this.
But the idea is that maybe you’re only wanting to work with social media managers, right? You can type an actual search phrase in here or, you know, there’s ways you can say not this phrase and exclude people with search terms. You can get pretty advanced with this. Generally, we just want to look at this and say, okay, as we scroll through here, do these people fit the description of the kind of folks I’m talking to?
And if they do, then what we want to do is grab this link. So for me, I grab this link here and then you can see that if I open up that link again, I paste it in here. All of those people who fit it takes all those search parameters and pulls them right back in here. Right? So I can speak with these people.
I can I can fill this list full of people. You know, I can scroll through here and just observe, does this person fit the description or not? And one once I’ve done that, I’ve got a list. Now I’m ready to go. So the next step is, after you’ve gotten your profile ready, you’ve gotten your search parameters set out and straightened out, now is the time for us to sort of customize the LinkedIn SOP.
And I’ve created a document that looks like this one. This is the one I’m currently using. So I’ll show you. I’ll walk you through mine and you can customize your own for the way that you want it to be. But this is sort of a splash page here. I’m going to come over here to this target market guidelines page, and I’m going to post a A on this link here where it says LinkedIn Sales Navigator Saved Search.
You can post that link. I’m going to just hit enter. Right. And it’s not a very good looking link. It’s kind of gross. It’s a lot of text there. But the reason we’re doing this is so that there is a we’re broadly answering these questions for RV team so that they know who we’re looking for. If they if there’s somebody that they’re considering sending a connection request to this page with that link we just posted here is and all of these different descriptions and terms is going to be exactly what we need them to see in order to figure out if the person that they’re going to connect with is a good fit or not.
Right. So that’s what we do with that link we just generated. But there’s a lot more going on here. So once we get back to this main page, you can see that over here there’s a little resources tab that has a few other links. There’s first, the daily LinkedIn Soapie and the messaging decision tree. The target market guidelines is where we just went earlier.
The daily LinkedIn SSP is literally going to have from top to bottom all of the things that you will want a person, a virtual assistant to go through as they do this process. There’s this. The most important aspect of this process by far, again, is booking phone calls. You know that. But you want your virtual assistant to be on the same page with you.
So daily connection requests, they are supposed to start here at the top and work their way down. So maybe it’s, you know, signing into LinkedIn as me moving your way down. You’ve got level one connection requests. You know, you’re going to start by connecting with these people who are lurking, right? You’re going to go literally give them all the steps, go to this page, click on who viewed your profile.
And you know, if they you know, if they’ve you’ve been not connected and they’re within the target market guidelines, click connect. If they viewed but already connected and are within the target market guidelines, click the message icon and send. I saw you lurking. Now we’re gonna start seeing these templates pop up as we work through this. So generally I want this to be something you can just pick up and hand over to your team mate who’s going to be handling this for you.
But there are going to be a few things that are specific that need to be changed every time. This soap is pretty well set in stone, it’s the best way to do it. The messaging decision Tree is where the magic happens. This is where you are actually going to fill in these responses with things that you would be saying if you were the one messaging them.
Okay, So there are some standard responses. Let’s say you get a positive response, but it’s a dead end, right? It’s just thanks. And there’s nothing else to do. Mine is for sure. Is there anything specific I could be praying for in your business? And that’s a way to just kickstart a conversation, right? You can customize this to sound like you.
What would you be saying if somebody says, Stop contacting me or they’re overly negative and they don’t want to reach out to you, You just have this response. Thank you for letting me know I won’t contact you anymore. And so as your virtual assistant is going through LinkedIn, they will literally copy this and then paste it into the chat window and hit enter and fire that off.
And you’re going to they’re going to be speaking for you on your behalf. Right. Managing these conversations, frequently asked questions. If people are right, you know, reach out to you. You can have answers to these questions right. And I’ve got a little bit of back and forth in here. Maybe they get a prospect response, right? Maybe they ignore the calendar.
All of these things. I just encourage you to look to read through. This is where you customize this is where you’re doing the extra work. Or again, if you don’t want to be doing all of this that we’re talking about in this video, maybe it just feels like it’s too big of a headache or you just don’t want to do it.
We can do it for you if you want to join us in the growth launch, that’s always an option. You can just go to the overlap dot design slash growth launch if you want to know more about that. But let’s say you want to write your own copy. You want to do this yourself. I have a series of templates that you can see are referenced in various places.
You see this modified elevator pitch and invite to call template that can be found right here. Okay. And you can see you can customize this whole thing. The short version is I help Christian coaches, experts, right in all of this, you rewrite all of this text for you and then you rewrite these and include your own links. Just make sure that these are the things that you would be posting in a conversation with somebody who had questions about what it would be like to work with you and what it would look like.
Here’s the key, though. You want this to be copy and paste for your virtual assistant, but these blue brackets don’t replace that. Here’s why. All the way back on the main page, I have this little sentence. This is our broadest possible instructions for your team. The messaging Decision Tree is a document with exactly what I would say to a person on LinkedIn.
In any situation. The daily LinkedIn as AP links over to this messaging decision tree a lot. Anything in blue needs to be updated or customized for each message. So you’re leaving that blue so that your virtual assistant knows, okay, if I copy and paste this, they don’t accidentally leave the word name in brackets. They know that they can change that out for John Doe, right?
They can put in the person’s actual name. And this is really as simple as it can get. Now, remember how this process works. Okay, we’ve prepped our profile. Okay? We’ve got this first phase, We’ve prepped the profile, we’ve prepped the singular value piece right here. That part’s done, too. We’re in the growth phase now. Everything that we just discussed is this soap.
Right here came the 20 to 30 connection request. That’s daily. Your the the nurture of this process, the daily nurturing, the 20 minutes of interaction is also listed in the soap, as are the direct message campaigns. The value add content is where this starts to get a little bit interesting. You can do this yourself. You can hire a social media writer separately from the virtual assistants you’ll be working with.
And then the qualifying step is these 15 minute calls that you can take yourself. This is really the main goal that your virtual assistant is going to be guiding people towards, is saying essentially if the content, the conversation gets to certain point, they’re going to start, they’re going to stop and say, that’s a really good question. I have a lot of answers, a lot of different directions this could go, but I would have to write a novel.
Is there if you want to just grab a call and jump on and talk about this, that would allow me to really go in deep. I don’t have anything to sell you on this call, but just, you know, here’s the link, right? Can’t wait to talk. Dive into this a little bit deeper and workshop it. That’s sort of the thing that your virtual assistant is going to be calling to do.
So then when they book that call, you actually get on the phone with them, right? The virtual assistant hands off the person who book the call to you. And now they’re your responsibility. You’re talking to them, you’re reaching out to them, you’re following up with them and the 15 minute call will go over that when we get to kind of the sales script stuff.
But it’s very simple. It’s just figuring out if there’s a reason to continue talking about it. You give them some helpful context. But the idea is that you want to see if there’s more to discuss there. And then obviously, if you need to jump on a 45 minute call to actually have a proper sales conversation, then that would be the next thing you do.
But regarding this value added content, again, it doesn’t have to be really in-depth, crazy material. It can be, you know, here’s a quote I posted just the other day, which is that Frederick Beckner quote, Right. And not a lot of people saw it. And well, 225 people cite these reactions. People don’t react on Facebook near to the degree that they do on I’m sorry, people don’t react on LinkedIn near it to the degree they do on Facebook.
But people will see this your rise back to the top of mind. You’ll they’ll see your stuff. They’ll keep you in mind. So it doesn’t have to be crazy. You just want to stay top of mind. I recommend doing videos. There’s a whole other discussion there about writing, recording, doing easy videos. Well, we’ll maybe talk about that a little bit later when we get into the actual advertising when it comes to prime content ads.
So you folks who are stuck in the outsourced organic outreach section of this would be worth skipping ahead to kind of look at ways you can do video video content. So let’s say you’ve got your profile already, you’ve got your value add piece of content, you’ve got your search parameters set up on LinkedIn Sales Navigator, you’ve got your soap ready to go.
All of that has been customized. It’s it’s ready. You’re ready to get this process started and get the ball rolling. The only things that need to be done from here are you need a client. You need a contract with a virtual assistant team or, a company or a person you find on Upwork if you’re looking for an individual.
But if you’re looking for my personal recommendation, I’ve got a team and a company I’m going to recommend right now. But it’s really get set up with a virtual assistants and then start posting content. So we’re going to cover those in order. Now, the virtual assistant company that I recommend is Ocean Click. You can go to Ocean clicked.
Be easy to start working with these guys and they’re actually pretty incredible. They do a lot of really interesting things. They have professional video editors, they have web designers and all kinds of people that you can work with, the people that you are going to really the team you’re going to want to work with as their executive virtual assistant.
And essentially what you’re going to do is it’s quite simple. You’ll you’ll get this this team for 2 hours a day for a little over $8 an hour for five days a week in a month, roughly. If we’re going to break it down like that, the flat rate they charge for these services is as of today, as of this recording, $350 a month, which is a really, really, really good price for quality work.
They have a team of people. It’s not just one virtual assistant. It’s a team of people that will be working with you and swapping in and out. They’ll take shifts. If somebody has a catastrophic family event, you don’t lose that person. They’ll have another person who’s trained and understands you’re supposed to step in and cover it so that you are covered.
They’re very good. They speak very good English. The phone calls with these people are great. So the first step is always you come up here and you click, get started, and then they’re using currently, that’s great. You’ll speak with Lee or whoever is managing these at the time. Lee is a great guy and you’ll just book this call and this is essentially just a discovery call where you’re helping.
They’re trying to figure out what this is. I heartily recommend that you just jump on that call, hand him the soap document and say, I want a virtual assistant. I want you guys to help me by my managing an outreach campaign, direct messaging people, sending connection requests and setting up 15 minute calls for me with people that I want to reach out to on, and they’ll understand exactly what that looks like and and you can engage with them and spend those 2 hours of that time with the, you know, everyday the VA is working on something and have that just be dedicated entirely to your LinkedIn SRP and it’s extremely worthwhile.
They’re great. The only other piece, this process that is you actually writing posts, so I recommend Buffer is there’s a free plan that you can use that gives you everything that you need. You can you have only the one user, but that should be more than good enough. You can do three channels and you can include LinkedIn in that.
And again it’s free forever. You don’t need to worry about it if you need more as you go, you can, but I recommend that you just sit down and you batch create. You can use Canva again to create graphics and things if you want, or you can just copy articles or write your own stuff or do a video or do images, whatever it is that you’re doing to create the actual content, create that, post it three times a week.
But I recommend you do it at the beginning of the week or at the end of the week to create everything and then just schedule it all out so that you don’t have to be thinking about it every day and try to come up with content on the spot. But the end result of this is that again, you should be reaching out to, or rather your virtual assistant should be reaching out to 20 to 30 people a day.
You’ll have a certain number of people who respond to that connection, request, a certain number of people who are in the market for those services. That will strike up a conversation. They’ll want to know more. They can request your value add piece that you can send to them and say, Hey, what did you think you’ll be seeing your content?
And the the end goal of this is that you’ll be getting 15 minute calls booked that you can jump on and discuss with people what it would look like if you were to work together. And this is a great system. It’s simple. It’s not supposed to be complicated, but the idea is that you put this all in place and you can go and start having conversations with people who are a good fit for your services.
Okay, So this entire segment from here, we’ve just covered how to do the outsourced or organic outreach. It’s quite simple. From here we’re going to be talking about the content ads. Now, these are more complicated. As we’ve discussed, we sort of went over what are the pros and cons of each path. Let’s just assume from this point forward, you’ve decided prime content ads is a way to go.
Remember that it starts creating an ad campaign on Facebook ads comprised of three, 3 to 5 minute videos. And the idea of those videos is to educate, to get people’s attention, and to build a secret list of people on Facebook who have watched at least 25% of one or more of those videos. Because what we’re looking for is people who’ve paid attention long enough to actually consume some of your content and be interested in it.
That is the best indicator we can get that somebody is actually interested in what you have to say. Them liking it, them, even loving them, even clicking through to your website is actually not as good an indicator that they’re actually paying attention to what it is you have to say. But if they’re spending over a minute of their precious time and energy and attention listening to what you have to say, that’s a very good indicator.
And the only way we can do that is on Facebook ads using the video engagement engagement thing. If that means nothing to you, we’ll jump into it in a minute. First things first, we need to get videos and that seems like an easy thing. It can be very difficult or it can be quite simple. I’m going to show you the 80%, the 20% of things you need to get, the 80% of the results.
So the first is this primed content ad copy breakdown. There’s a headline, then there’s a promise of value, then there’s a value add CTA. We’ll talk about all of this in just a minute. You can see that there’s sort of a break here where we’re talking about this is just for the post content and this is for both the post and the video.
This is a sections cam get to know me, okay? And I’ve got mine here for you to sort of model. There’s a repeat of the short promise of value. There’s the actual meat and potatoes and then there’s a repeat CTA. What is all of this? What’s going on here? I’m a customize this first and then I’m going to show you exactly what I mean.
What I’ve done here is I’ve actually just decided to grab a post that I’m actually running in ads right now that I’m currently using and show you what I’m talking about by sort of transposing it over here onto this structure. So here you can see the headline. There are two honest, respectful and super effective ways to generate coaching clients starting today.
I’ve put that in there at the headline because it’s intended to get their attention right away if you really, really, really wanted to. This is something that you kind of have to play with. It’s a little tricky on Facebook, but you can do something like Attention Kingdom Entrepreneurs or you can do something along the lines of Kingdom Entrepreneurs are using to honest, respectful and super effective ways to generate coaching clients starting today.
Right? And you can sort of call out that audience right there at the very beginning because remember what we said, we want to have a pretty broad targeting and a much more focused message, and that’s generally what we’re trying to go for to in order to face for Facebook to succeed. But you can see that there’s this all this text here.
Okay. The headline, the promised value in the value add CTA, I’ve got it all here. Right. And this is the text for the ad. Okay. That’s actually the text for the ad. And then in the video, which you might not be able to hear, but you should be able to see the the subtitles here. Right. You can see that I’m sort of thinking through this.
I’m talking through this in my own way. Right. So if we skip ahead, you’ll start to see some of the other pieces, too. I go over these in a lot more detail in this 11 page dossier put together for Christian coaches just like you. That’s a value add CTA. If you want it, you can have it. No need to opt in, no email address.
You literally just shoot me a message and I’ll have to listen it over to you. So your questions asked. And then I say, If you don’t know me, my name is Tim Barber. I’m a pastor, author and owner of Overlap Design. Right. So I’m working through all of this where that’s you can see all of these different pieces represented in the video.
And it’s as simple as that. You fill this in and then the meat and potatoes part, this is where you just give them what they need to know. The important part with the meat and potatoes is that you you need to remember that they are only going to remember one thing. They need one aha moment in this video and if you can give them one solid aha moment, then you’re going to help them to see all kinds of value they wouldn’t have been able to get otherwise.
Right. And it’s it’s that one aha moment that delivers the promise of value. Right. It’s it’s the thing that says, okay, I’m going to tell you how to do this thing. Here’s the information you need. And then, by the way, you repeat at the end the call to action for the the value add piece. And you say, look, again, if you want to know how to put this to work, just shoot me a message or sound off in the comments and I’ll fire over my free step by step walkthrough.
Right. Or whatever it is that you’re going to give them, I’ll fire over my, you know, 67 point checklist or something, whatever it is that you’ve put together. Right. So that’s the content. How the heck do we turn that into a video? I’m going to include some tutorials about about lighting, creating a good looking video. You can do something very, very simple.
Just by taking your phone and standing in front of an open window with the open window to your side so that half of your face is lit up and the other half is less lit up. That can give you a nice enough look in the microphones and the cameras on our computers and phones are nice enough these days that you can be pretty reasonably assured you’re going to get good looking video.
And that brings me over to one of my absolute favorite tools that I have ever worked with this script. The script is a video editing tool. The script can be as simple as editing a word document, and I’m going to include a tutorial that goes a little bit more in depth into how to actually set up a good video in the script.
The point is that you put a video inside of D script and it’ll transcribe everything that you said and then you can add automatic captions, automatic progress bars, you can add colored rectangles and images and all sorts of things to make it look really professionally produced. And it’s actually quite simple to put out something that looks quite nice.
Just record this video, you upload it into this script, follow the tutorial that I’ll have in the workbook and you’ll have a video, You’ll have exported a video should be 3 to 5 minutes. It should have captions, it should have a progress bar and all of that should be taken care of. But once you have that asset in hand, then what do we do?
Now? We have the unique honor of setting up Facebook ads themselves. Now, I will simply say this at the outset. This can get extremely complicated, especially if you’re sending them offsite. That’s going to be a little bit outside of the scope of this program. Is sending people offsite to see a landing page where you’ve got a an opt in form where they can sign up to get on to your newsletter or an e-commerce page where you’re selling a product or a series of products on a website that’s off of the Facebook platform any time you’re sending someone off of the Facebook platform, it’s about 20 times as complicated.
For our purposes. We want to keep people on the Facebook platform. Remember, they’ll be watching a video, a 3 to 5 minute video, and they’ll watch at least a minute of it. Then you’ll create this list of people who’ve watched those videos on Facebook and you’re going to send an ad to them with the express purpose of getting them to write to you in Messenger.
Notice how every step in that process is inside of the Facebook ecosystem. That’s what’s going to make this simple. That’s what’s going to make this powerful. Again, we’re not having any obstacles between us and a conversation with the people who are interested in our material. We’re in great shape If we can keep them on the Facebook platform with that said, there are still a few things we don’t have to go and set up the domain verification or the the conversions API or any of that other stuff.
There’s just a few things that we need to step by step. Then I’m going to walk you through here in my own back end. So of course, the first thing that Facebook is going to want you to do is to set up billing. Okay? So you you the way that you get here is by going to Facebook.com slash business.
K And there I’m going to put another another tutorial in the workbook that you can follow that’s going to help you to they’ve already done this, right? Facebook already has really, really good materials for this. I don’t have to reinvent the wheel because they’ve already done a very, very good job. So you’re setting up a business manager, you’re adding people, you’re creating two pixels, you’re creating to add accounts.
Okay, That’s the overall structure we’re doing here. Now, what the heck are some of these things? Okay, people, it’s quite simple. They’re the people that are actually going to be working on your account and creating things with you and add account that is spending money on ads. It’s an ad account. So you’ll have your business page and then that page will have an ad account.
So this one, for example, overlap design. The only asset that’s connected to it is me as a person. We’re using the business manager and not the ads manager because you get a lot more flexibility in power. We’re two ad accounts, a main and a backup because it’s very, very easy, even if you do everything right on Facebook because they have AI looking at your content, it’s very easy to do things in such a way that Facebook flags your ad or rejects your ad even though you didn’t do anything wrong.
And they do this all the time and it’s everyone’s even the experts, even people who’ve been at this for a long, long, long time. So what we don’t want to do is put all our eggs in one basket and say, okay, we’re going to bank on this advertising strategy. But if they if they lock your ad account, it all shuts down.
You don’t have any ads during that time. No ads running, which means you don’t have any business opportunities coming in. And that’s a really bad place to be. So we have a main and a backup. The main is where we’re going to build out. Most of the stuff that I’m going to talk about. On the backup. My best recommendation to you is just to have a $1 a day ad running ad infinitum, just never, ever, ever ending so that it stays live.
The ad account is in good standing. You can basically consider this a $30 a month insurance policy. It keeps your ad account active and in good standing. It means that if there’s problems with your main account, you can just swing in here and get the ads rolling later that day with a minimal delay. While you wait for Facebook’s team to come back and unlock your ad account if they encounter any problems.
No, that’s ad accounts you have like I do here. You have a main, you have a backup. Now, what we want to work on next is a pixel. What the heck is a pixel? What the pixel is is a little piece of software code that follows people around the Internet. Okay, So if you had a website, you’d put that pixel code on your website so that when people go to your website, it tags them and says, hey, they, they came here, I’ve got a little tracker on them now that says they came to this website and now you can send ads to people who’ve been to your website but it’s also good for on platform
actions, right? The pixel is what allows you to say, okay, oh, this person watched 25% of my video or Oh, this, this person engaged with my page in the past 180 days or oh, this person did you know this person started following my Instagram page. All of those things that are sort of on platform actions are also tracked by the pixel.
This way you’re aggregating data from both and you don’t lose of that information in the event that you need to switch. But it’s not a bad idea to create another pixel to install on your site. Just connect. Nothing to it, no ad account, no page in case of emergency break last basically. And then the last piece is that you associate your page with the ad accounts.
Now if you’re going through the workbook, you’ll see a big list of do’s and don’ts. These are things that you want to avoid doing on your Facebook ads in order to not get Facebook’s negative attention and get your ad rejected or your ad account getting shut down. Even worse, your business manager disabled or your profile. A restricted profile restriction is the worst level.
There’s kind of four levels it goes from the ads rejected, happens literally all the time. The ad account getting shut down a little bit more serious in that it shuts everything down on your ads and you’re not running them, but they tend to be pretty quick about getting back to you. But that’s why we have a backup business manager, disabled and then profile restricted is where you really get into trouble.
But the issue, the thing that you want to do in every case is appeal it. I’ve included a script that you can send into support team to go and have the conversations that you need to have in order to get your stuff back in place. But I’ve also got a do’s and don’ts list that you can follow so before I can show you how to do the ads, one thing that we need to do is set up what’s called the audiences.
So I’m going to go to all tools and then audiences. This is the next step. Okay, audiences. Now, there are several different kinds of audiences you can see I’ve got this little blue button up. This is create audience. These are the important ones. There’s a custom audience, a lookalike audience and a saved audience. The relevant ones right now are saved audiences and custom audiences.
Let’s take those one at a time. Saved audience. This is how you actually target people you’ve never spoken with, you’ve never spoken with. You have no idea. You know, they have no idea who you are. You’re looking for things that they’re interested in. Okay, So we’re going to give it a name. Okay. So maybe we can do for again, my folks, Christians, business owners, you want to include the United States?
Maybe some people want to also include Canada. Okay. We’re going to make this nice and simple. Maybe you’re going to go for the United Kingdom. Okay. And Australia, these are what are called the big four. Can you got those four? If you want to set age parameters, this is where you do that. If you only work with men.
So you’re a personal trainer and you only work with men who are between the ages of 22 and 35. Right? You’d set these things that way. Detailed targeting is where this can get really interesting. So I want you to think of this as as narrowing down your audience. Okay. So right now I’m targeting all men of ages 22 to 35 in, these four countries.
And that’s a massive, massive list, right? That’s almost 65 million people. Okay. The detailed targeting is where this really gets interesting. So I always include if I’m going for Christian business owners, let’s say I would include things like business page admin. Okay. And you can see over here there’s behaviors it’ll give you when you hover over it. My face might be in the way.
When you hover over it, you can see it shows you the size of that audience of the where it comes from and then the description. Right? So I certainly want to include that business page admins, these are people who are literally running business pages on Facebook already. I also would maybe want to include consulting, you know, management consulting.
Now you see these two buttons at the bottom. This one says exclude, and this one says narrow audience. If I’m trying it, if I’m going for Christian business owners, this is tricky because Facebook removed a lot of targeting options in 2022 and early 2023 that no longer work. So if I were to exclude someone you can see how it says exclude people who match, I might want to, you know, remove people in that group who are fans of Sam Harris, who’s a really well-known atheist or Richard Dawkins.
Right. I don’t know if it’ll give. Yeah, the foundation for reason in science, but so I’ve taken, I want people who are included in this group of business page admins and into management consulting and excluding Richard Dawkins Foundation for Reason and Science and Sam Harris, the author. But let’s say I want to include people who are this group of things is true of them.
But then there’s also another group of things that’s true of them. Okay, you got a narrow audience, so include people who match any of these, but they must also match at least one of these. So Here’s what I do. I’m going for Christians. You’re going to probably think this is hilarious. Tim Tebow, American football. Okay. And then if really want to, you can add, I think Chris Pratt’s probably in here.
Yeah, you can add them and then you can come down to exclude. I will probably want to exclude the Denver Broncos because I don’t want people who are Tim Tebow fans just because because they’re Broncos fans and New York Jets. He also played for the Patriots. But you know, that doesn’t count. Right. And what I’ve landed on is I’ve got a group of people it says 16,000 people strong should be be more.
You know, we’re looking for more like a couple of million. So maybe we add a few things here, right, Because we’re asking them to to match one of the is at least and one of these at least. So we can add more to this. Okay. If I want to expand so small business behaviors, small business owners, you can see that that made it go up to 30,000, 31,000 people.
And obviously my age range is not the same age range as a as a personal trainer. So when I change that, we start getting, you know, larger audience sizes. The reason you want large audience sizes is because Facebook will find the people for whom it’s cheapest to put your your ad on their feed first, to gather data to see if people are responding to certain creatives.
So we want to get this number to about 2 million. Add things into these groups to make it a better, you know, until it actually lands on a better fit. But that’s the broad way of creating saved audience, nice and simple. I created Christian business owners came this one over here is custom audience and this is going to be a little bit more interesting.
This is a dynamic group of people you can deliver ads to. So you can see these your sources and meta sources. These meta sources are the ones that are on the Facebook page, on the Facebook experience itself. And almost all of the data we want is in video. So you go to video next, choose a content type we want.
The one that is the best starting point is people who have viewed at least 25% of your video. Then it’s going to pop up this little blue button that says Choose videos. Now, we haven’t uploaded them yet. I’m just showing you how to make this work. Choose videos. It’ll once you start running the ads, it’ll show you the number of three second video views.
The ones that have a higher number of video views are the ones that you’re currently serving as ads. Okay, quite simple. I recommend either 365 days, which is a full year, or if you want to get a little bit more strict with the data 180 days, give them an audience name. I always do 25% Vivi and then we’ll say to ethical client generating methods.
And then for the description, it’s simply people who have watched at least 25% of the video, Right. Quite simple and create that audience once you’ve selected a video. But I’ll just show you other things. Okay. Other things you can do is I’ve got this all website, so this matters to me because I have the pixel on my site, right?
So literally include people who have been to my website Overlap Design Pixel, which is currently firing on my site, are all website visitors of the past 30 days. This is an audience of those people that you can send advertising to. Same thing with Facebook page engagements, 90 days you can send you can create an audience of people who have engaged with whatever Facebook page is attached to your ads over the past 90 days.
Maybe they’ve gone through and they clicked on a thing, they liked a video, whatever it was. And then you can actually combine those into a saved audience. So here’s an example. I have the what’s called the overlap design, the warm stack. I’ve taken the 75% video viewers and the Facebook page engagements from the engagement section. Right. The engagement custom audiences and the website traffic of the past 90 days.
And that’s its own audience. Okay. These custom audiences are going to get really important for the direct offer and retargeting phases, but for now all we need is a a saved audience. And so what we’re going to do is come back over here to all tools ads manager, and I’m going to walk you through over the shoulder how I would set up a new campaign.
So create engagement or create campaign engagement is the goal that we have, the objective we have, and I always do. In terms of a naming convention, it’s either going to be tofu, which is top of funnel people that are cold, they don’t know who you are. Mo tofu, which is the direct offer stuff or both. I really don’t really.
I don’t really do both ads. Most of bottle of bottom of funnel most of the time that’s handled in email. So I’m just going to do tofu and then I’m going to say, you know, engagement video our content and we’re going to we’re going to just leave that as it is and continue. And so it creates this. Now you’ve got a whole other dialog box up here running that we can change to special add categories is only if you’re selling ads.
If you’re putting ads out there for sort of sketchy, sketchy materials or stuff where there’s a lot of tight regulation like housing or social issues and things like that, we don’t necessarily need to worry about that. Campaign details. We go to show more options. I think, yeah, this is good. We want to keep it an auction. We’re going for engagement.
We don’t want to worry about AB testing. We never want to do advantage campaign budget. Don’t believe Facebook. They are incentivized to take your money and this is going to do nothing other than take your money. Don’t set that. It’s not. It’s not a successful a successful thing. Okay? Now it’s going to have us edit the ad set and I always follow is a a naming convention.
That’s audience. In this case, we’re going to do Christian business owners. And you can see it’s already showing up to honest client getting strategies okay, nice and simple. We’re going to use that video from earlier. Okay. Messaging apps. This is technically the goal we want. But the point of these videos, again, isn’t necessarily to get people to click and start talking.
It’s to build an audience of people who knows, likes and trusts you enough to have watched at least one minute of your videos. But if they want to have something to do, we can say, okay, yeah, go ahead and send a message to this Facebook. Page ten. I recommend starting at $5 a day for the entire ad set.
Okay. I should say I should say $5 per ad in the ad set. So if you’re going to split test ads and you’re going to run two different kinds of ad ten bucks, if you’re going to run three ad 15 bucks a day. Okay. And we want to have that running indefinitely this saved audience. Okay. We can either fill in the audience here or we can use the saved audience we’ve already created in this case.
We’ve got our Christian business owners. Okay, All of this is great, but I’m going to come in here and click. Edit They sometimes add something. We’re going to see if it does it. Okay, now it’s out here. There’s something that’s called detailed targeting expansion. You don’t need to worry about it. If you see anything that says detailed targeting expansion, leave it off.
Okay? Because basically that’s saying they’re going to go beyond what you’ve strictly limited in terms of who you want to be looking for on Facebook placements Ignore advantage plus placements recommended if Facebook recommends it, you almost certainly want to do the opposite. We’re we’re going to set these up. Okay. I want you to come into feeds. I want to deselect all of that select Facebook feed just by itself, the select everything else.
We just want our ads on the on the Facebook feed. We’re not worrying about Instagram ads right now. We’re not worrying about anything. We’re just doing the Facebook feed because it eliminates all the other variables. It’s not expensive. It’s easy to run here. They’re the most effective. And then if we get to if we run out of people that are only looking on the Facebook feed ad, then we can start adding things into other places.
But for now, we just want to work on that. I want to just make sure checking more options. Totally fine. Doesn’t need to be connected to wi fi. All of this is fine. Now we’re going to start editing the ad. If you see errors like this or things like that, it happens to everyone. Don’t worry about it. We’re just going to start modifying and adding this this ad.
So I always name it basically what the creative is. So to honest client getting strategies there you are, the identity is going to get checked. So your Facebook page is going to make sure that that’s also ad setup. Single image video. In this case, it’s going to be a video. So we’re going to it says create, add or use existing post.
This is cool because once you already have ads in place, uncheck that multi advertiser ads, once you already have ads in place, then you can come down here where it says ad creative, select an existing post and then use that right. And you can see it’s already got some engagement. Continue to do all of that. You can absolutely do that.
But let’s say you’re starting from scratch. Create an ad and you can say and media right? Or create video. So you don’t want to use create video. You should have your video already done having done it from from the script. And let’s just say you’re uploading it here. I’m going to pick a different a different video. Okay? So I’m going to go to upload and it’s going to open my little file browser.
I’ve got a video here. Okay. Now here’s the only part you can just click next all the way through this until you get to the crop section where it says Select media crop replacements. Don’t ask why. You probably can’t see behind my head, but just click cancel because they’re going to they’re going to do all of stuff behind the scenes that causes all sorts of headaches.
You don’t need to worry about it, but you upload the video. Now remember that the material we came up with, right? This is where we go back to our primed content ads copy and just start, you know, filling it in, getting all of this material in there. Okay. Come up with a good looking headline. I’m going to say to client editing strategies that work in 2023, you can see where over here it says, you know, messenger to client getting this is actually showing you what it looks like on a phone.
So you can see that it cuts off that work. Okay. So maybe we take instead of to client getting strategies, we get ways to get clients that work in 2023. Okay. And maybe we do that work now. That’s good enough, right? We just fiddle with it until it fits and people can read it. And then down in the description, you know, if you want to add more plus a free resource to help you implement it step by step, something like that, it doesn’t have to be mind blowing.
Again, the video is doing the heavy lifting here and then you want to set up, you know, again, I’m going to put some resources for how to do this. You set up automated responses if you want. I don’t recommend necessarily that you do, but you can. And then tracking don’t need to worry about that. It’s just going to say, look, you got these pixel set up and you should be good to go.
Now. It’s not going to let me publish that because it’s still uploading, but you can see that that’s not that difficult, right? There were a few little things that were kind of confusing along the way, but that’s not really a difficult task to undergo. The this is for the primed content at honestly, the same exact process. We’re just going to change a few things to create a new campaign for the direct offers.
So here’s what direct offers looks like. We’re going for. If you’re in the earlier phases of the process and you’re still talking to people on Messenger, you want to go for engagement and then messenger, right? Encouraging people to start a conversation with you. Later on, you’ll be moving to sales and conversions. But for now, engagement, we’re going to just follow that same naming convention, right?
So middle of direct offer to, you know, DMS. Now you can we’re going to go over this in the KPIs in troubleshooting video. You can send this first ad set to cold traffic to test if people want to offer exactly as it’s written, if they don’t know anything about you yet, or you can send the offer to the warm audience of people who are already watching your other videos.
Or you can do both. I generally, if you’ve got enough budget, I recommend doing both. That way you get lots of new, you get lots of data, but in this case we’re going to do just the warm one to show you exactly how this works. So warm stack plus simple ad creative. And I’m going to just show you how simple this can be.
We don’t need to worry about bid control. I recommend you start retargeting ads, direct offer ads. If this is a warm if it’s if it’s too cold traffic, you do $5 per ad per day. Again, if it is retargeting, you start off with $2 a day. We need to spend that much and we’re going to use a saved audience.
It’s that warm stack. Or you can just add custom audiences here right? In this case, I’m going to do that 75% video of you and it’s going to show you can reach less than ten. I saw audience unavailable. It’s not going to work. They’re going to tell you all kinds of things You don’t need to worry about that we’re just going to remove the advantage custom.
Plus, again, we don’t want any time they highlight something to do, you do the opposite. Okay. It’s turn off everything, turn on Facebook, feed off it and everything else. Okay, next. And then the actual ad, right? So these ads, the copy is a little bit different, but thankfully you’ve probably already done this, right? So back here in the offer messaging and Hooks section, you already have this thing here, right?
Who is this thing for? Clear one sentence. Promise I’ll help you achieve this in the next number of days. So I’ve already got one here. Nice and easy. I’m going to copy that and go back in here. Primary text, Bam. Right. And it’s nice and simple. It doesn’t have to be more more heady than this. If you know you want to come in here and add some line spacing, you certainly can.
And then the headline we don’t want to do chat in Messenger, The goal of the image is to stop people from scrolling past it. The headline is to get people to pique their interest and keep reading, and then they’ll start reading the text, right? So the headline would be how our clients get to when he came on. Okay, nice and simple.
And then it’s actually not showing a preview. There we go. Now add media image. I’m you know, I’m going to pick a different one. I don’t I don’t like that so much. So I’ve actually already uploaded a few different ad creatives in the past couple of weeks, but I’m just going to pick this one. Right. But again, if you wanted to upload one, it’s as simple as clicking upload, finding something to add.
You know, and then using it. I recommend Square for the aspect ratio. Again, you get to this screen where it says original or 1 to 1 and you it’s asking you to crop. Don’t hit next cancel and then bam you’ve got yourself a nice looking ad here right And you can it’ll say partially optimized ignore that it wants you to add music and make it a video.
It’s don’t do don’t do these things. This one the goal is actually you don’t want it to look like an ad. You want this to be a regular looking photo. I have a friend who’s making $30,000 a month with an honestly an ugly photo of him carrying his kid on his shoulder in house. It literally looks like one of those pictures you’d find in like a family photo album where somebody was using a disposable camera and they don’t know what they’re doing.
And it’s literally making him thousands, thousands and thousands of dollars every month because it disarms people. It’s like, this isn’t an ad I’m actually just reading. So someone has something that they’re talking about that’s interesting to me and it doesn’t look highly designed and highly curated and then publish man. And it’s just it’s live, it’s ready to go.
So and so that’s mainly it at this point. And a lot of work. We’ve created a lot of assets, we’ve gotten a lot of things up and running. This was the implementation blitz to get everything built, to get everything installed, to get everything launched and created and moving. If you don’t want to do this yourself, I understand it’s a lot of work.
There’s a lot of weird little nitty gritty details and all these tutorials in the workbook. You’ve got to follow if you don’t want to do that and you’d rather just have somebody do it for you. We’re always wide open to talk about the gross launch. You can just shoot me an email, send a support request, just, you know, ask me it, and we can certainly talk about what that would look like or you can learn more about it at the overlap, not design slash growth launch.
But if you’re going through this yourself, pace yourself, go for it. Shouldn’t take you more than a few days. Don’t get bogged down in too much of the details done is better than perfect by far as far as this process is concerned. I know it’s a lot to do, but the next video we’ve gotten all of our resources created.
Everything’s written all the copy, the pages are ready. We have a checkout link, have a sales page. We have everything we need to actually start working this process. But how will we know if it’s working? What are the KPIs, key performance indicators are the numbers we’re trying to hit. What’s the the overall philosophy? What’s the overall strategy? How will we know if it’s working or not?
How will we know to make a change? What changes do we need to make? How do we diagnose what is and isn’t working? And that’s what the entire next video is going to all be about. And I can’t wait to jump into it with you. This is how we see if it’s working, not whether or not we should be making changes and what those changes should be.
So I’ll see you in the next video! Further up and further in.