So, This happened This Year…Best of 2023

As we careen into the holidays and end-of-the-year hoopla, I wanted to share some reflections with you on the year that was 2023 here at Red Slice and offer some best-of hits for your enjoyment.

This year, I was honored to present more empathy workshops for leadership training programs and conferences, interview amazing guests on The Empathy Edge podcast, and even deliver powerful brand story work to amazing clients.

Here, in no particular order, are some of my favorite podcast interviews and blog posts from this year. Hope you enjoy!

My favorite 6 episodes from The Empathy Edge podcast (although that’s like asking which child is your favorite!):

My Favorites Posts on

As we go into 2024, I am still putting together my plan and goals. I know I want to continue working towards Joy, Impact, and Magic, as I did last year as I said last year at this time, (it’s okay to renew your themes and goals if that serves you. And I can’t WAIT to share my newest book with you, The Empathy Dilemma: How Successful Leaders Balance Performance, People, and Personal Boundaries – coming September 2024!

Wishing you a joyful holiday season and merry new year. As our world reels from so much tragedy, hate, and war, may we continue to find ways to find the light in the dark and bring empathy, kindness, and joy into our own homes, workplaces, and communities. This is the way.

Why Taylor Swift is the Savviest Marketer We Know

The dog days of summer have never been felt more acutely on our planet than the past few months. Record scorching temps, wildfires. And I’m hearing data that many companies are still not actively treating climate change as a business threat. Sigh. Seriously?!

Not to mention the sizzling hot economic buying power of women. Taylor Swift and Beyoncé fans are boosting local economies and Barbie became the first movie directed by a woman to break a billion dollars.

But can we pause for a moment to acknowledge something I’ve said for a long time?

Taylor Swift is a marketing genius.

Not only is she a gifted singer/songwriter, she has cultivated one of the most successful, sticky, and empathetic brands out there. She is a marketing machine, yet never loses sight of her craft – or her fans. The chef’s kiss to her extraordinary summer blitz? She made a surprise announcement that her concert will be launched in theaters as a film experience for those who want to see her again, or those for whom the concert was not accessible (either due to location or cost)

Damn, girl. BRA-VO!

Here are 3 reasons why Taylor Swift is one of the savviest marketers around:

  1. She knows her fans

Empathy is her watchword and she knows exactly what her fans want, need, value, and how they want to feel. Everything she does is designed to delight – from encouraging Eras tour makeovers to friendship bracelets to her vulnerability and authenticity in both her songwriting and on social media, she is tapped into exactly what her audience wants. And she’s constantly topping herself – like releasing the movie version of her tour.

  1. She knows the music business

Taylor writes a lot of her own songs, and retains many rights other artists do not enjoy – but back in 2019, her old record label was sold and she lost the rights to her master recordings. Which meant anyone who wanted to use her songs had to ask Scooter Braun for permission and pay him a licensing fee. So she sidestepped him and has been re-recording all her old songs again, branded as Taylor’s Version to ensure she still retains control over those newer cuts. Boss move.

  1. She knows social media

Taylor is the queen of social media savvy. Her posts achieve crazy engagement from fans, and she posts so much “bonus content” there about her life, behind-the-scenes moments, and first-to-know-news.  But she would not achieve this level of fandom if she simply used social media as a one-way billboard, promoting her records and concerts. She has created a hub that invites engagement, where fans feel like they are visiting a friend, and are part of a community bigger than themselves. She talks about her feelings, her process, her heartbreaks! And she loves using social media to surprise lucky fans, making the others stay glued to her every word in case she may come knocking on their door next! Taylor has created an iconic image, yet her fans feel she is so approachable. A hard balance to achieve!

The lessons here?

  • Know your people – adopt an empathetic mindset and really get to know them.
  • Know your industry – understand how your business operates within the ecosystem.
  • Know your channels – leverage channels to connect and engage, not just “sell.”

Photo Credit: Getty Images, article

What is a Brand Positioning Statement?

What is a Brand Positioning Statement? Why do you even need one?

Your business or organization can only grow and attract attention if people understand what you’re all about. While there are no official figures, according to one source, in 2021, the average person was estimated to encounter between 6,000 to 10,000 ads every single day.

There’s a lot of noise out there, ya’ll!

To get attention, cut through the noise, and ignite action, we must be able to quickly and clearly explain what we do, who we do it for, and what benefit they get from us.

This is where a Brand Positioning Statement comes in!.

A Brand Positioning Statement is a super useful brand tool that speaks directly to your dream clients or customers in the language and words they understand. A Brand Positioning Statement quickly, clearly, and succinctly describes your business to someone so they can understand if you are right for them or someone they know, and compels them to learn more. The brand positioning statement is also something called your Core Value Proposition and can form the basis of a memorable elevator pitch, too. So you can see why this is a fundamental tool in your brand and marketing toolkit. 

A brand positioning statement encapsulates your Brand Strategy into a clear, compelling statement that can inform many other marketing tactics, such as a tagline, press release boilerplate, or advertising copy. 

This statement tells me the essentials about your company: what it is, how it is positioned, the target audience, the three core benefits it provides to me as a customer, and even clues me into the voice of the company.

But how do you create a good brand positioning statement?

Well, you know I’m going to say this: It requires empathy! Empathy for your ideal customers: their needs, wants, goals, aspirations, and values.

The tendency is to describe our businesses by talking about us. What we sell, provide, offer. I, I, I, I, I! It’s not about us. It’s about our customers. 

But to get a customer’s attention, we need a keen understanding of seeing the business from their point of view: What do they get from our products or services, from their point of view? Also, known as benefits

How to Craft an Empathetic Brand Positioning Statement

If you’re struggling with explaining the value you offer or if people are not quite sure if you’re the right fit for them, download my free guide The Empathy Edge Brand Positioning Template to leverage the power of empathy to craft the right brand statement that attracts your dream clients. You’ll get:

  • 6 strategies for crafting your empathetic brand statement
  • 18 examples to spark your creativity
  • 3 fill-in-the-blank templates you can customize and make your own.

Through my books, workshops, and client engagements, these tools have helped thousands of entrepreneurs and businesses stand out and attract their dream clients and customers.

Download your free guide now right here and make sure you hit all your 2023 goals – and attract and impact all  the right people!!

Photo Credit: Cristina Gottardii, Unsplash

5 Tips To End Social Media Overwhelm For Your Business

tips to end social media overwhelm (Blog)

It’s a Tuesday afternoon. I have to leave, like, NOW to pick up my toddler from preschool. My old black lab has just laid his face in my lap and given me the “Shouldn’t we be walking right now?” eyes.

But I’m stalling because for the last hour, I’ve been staring at Twitter, trying to come up with clever tweets. I pull up Facebook and immediately feel less-than. I click over to LinkedIn and then close it again.

Sound familiar?

Social media overwhelm is an absolute epidemic with my clients. And I used to struggle with it, too!

So much of our social media overwhelm comes from
a) not really understanding where we should put our energy and marketing dollars
b) “spraying and praying” across every social media platform

Of course we’re overwhelmed. We’re spreading ourselves thin, spending hours and dollars on things that don’t work, and getting demoralized by fewer likes and shares.

I get it because I’ve been there. After lots of trial and error, I’ve kicked my social media overwhelm to the curb and I’m going to show you how to do the same!

How to beat social media overwhelm in 5 relatively easy steps

  1. Figure out where your people are
    If your people aren’t on Instagram – what luck! – you don’t need an Instagram account. If your ideal customer spends hours pinning recipes and inspirational quotes, then you can direct your time and energy towards crafting the perfect Pinterest strategy.

    Of course, there are overlaps between platforms. Moms who care about fitness use Pinterest
    and Instagram. Creative entrepreneurs use Facebook and Twitter. But if you can narrow down your focus to two social media platforms you’re more likely to reach your people and see results. As my friend Sarah says, “It’s better to be good at two things than bad at seven.”

    Here’s a great, up-to-date report on
    which demographics favor which social media platforms.
  2. Figure out where your traffic is coming from
    If you’re reading this, I imagine you already have a few social media profiles. And maybe when you started using Twitter four years ago it was sending you a lot of traffic! Is that still true today?

    Social media changes a lot from year to year. Remember Periscope?! What was working in 2015 might not be working now. I’d hate for you to pour time and energy into a platform that isn’t bringing you traffic or clients.

    Here’s how to figure out where your social media traffic is coming from:

    1. Install Google analytics
    2. After it has gathered data for a few weeks, go in and see which social media platform sends you the most traffic
    3. You find that info under Acquisition > Social > Overview
tips to end social media overwhelm

It is worth noting that social media traffic can be a bit chicken-and-the-egg-y. If you put a lot of effort into Facebook, it’ll probably send you traffic. If you don’t have a Pinterest account, it’s unlikely you’re getting much Pinterest traffic. But if you use two or more social media platforms, it’s good to know which one is most effective so you can direct your efforts accordingly.

3. Figure out what type of social media you actually enjoy using
Let’s say you’ve discovered that your ideal client uses Facebook, Instagram, and Pinterest in equal measure.

Now, let’s say you hate using Instagram. You’re constantly disappointed by your photos and you have no idea what’s going on with hashtags.

Meanwhile, you genuinely enjoy using Pinterest and you’re all over Facebook. You understand retargeting ads and clone audiences. You can do that stuff in your sleep!

You don’t need my permission, but here it is: you are absolutely allowed to put your time and effort into social media platforms you actually enjoy using. It’s going to be hard to connect with clients on a platform you hate using.

4. Figure out which types of posts are the most effective
There are different ways to connect with your people on any given platform.

On Facebook, I can

And when I look at the analytics within Facebook, it’s pretty easy to see which of these is the most popular!

Not sure how to mix things up on your social media platform of choice? 

After you’ve experimented a bit, you’ll have a better idea of what works for your platforms and your readers. You can do less of what doesn’t work and more of what does. Overwhelm? What overwhelm?

5. Now that you know what works, schedule updates for the next 2-3 weeks!
So you’ve figured out where your people are, where your traffic comes from, and how you feel about each social media platforms. You know which types of posts perform the best.

Pour yourself a glass of something delicious and after you finish it, do something with that information! Schedule a bunch of social media posts to your platform of choice so you can “set it and forget it.”

I like
Buffer for Facebook, LinkedIn, and Twitter. Tailwind is great for Pinterest and Later or Planoly is good for Instagram.

Social media is not only a great marketing platform – it plays a crucial part in the sales process, especially when it comes to social selling. See the social media platforms throughout the years and how social selling has evolved, in this post by Zopto.

Learn how to grow your social media following in this great article by the good folks at Don’t Panic.

I want to know what’s working for you! Are you overwhelmed by social media? If you’re one of the few business owners who isn’t overwhelmed by social media – share your tips with us over on Instagram or Tweet me!

5 Tools That Run My Business

5 Tools That Run My Business

While I might be a branding expert with years of experience in consulting and marketing, when I started out in 2008, I was not an expert at running a business. I cobbled together my operations and processes over the years.

Since then, I’ve learned a lot about running a business and working for myself. And that includes slowly finding many of the tools I use to run my business on a daily basis.

If you’re wondering what tools, software or apps might help your business run just a bit more smoothly, let me share my 5y favorite go-to’s with you. Full disclosure: A few of the links below are affiliate links, so if you decide to buy, we both win. You can trust me: I personally use everything on this list, almost on a daily basis!

Landing Pages:

LeadPages has changed my life. Yes, I used to build pages off my website and add a clunky little button and have to manage and maintain it, etc. I finally broke down a few years ago and quite simply, I can’t imagine being it. Landing pages are a breeze. Especially since the best performing landing pages are simple and uncluttered. You can add your branding and make them your own. A must if you want to build your email list and quickly and easily get new subscribers with different campaigns. I also use their Campaigns functionality, which operates as a shopping cart and integrates with Stripe (see Payment Processors below)

Email Marketing:

You’d better not be sending marketing emails from your personal email list and BCC’ing everyone – you’ll end up on a spam blacklist! Get thee to an email marketing platform immediately. While MailChimp is free for simple uses for under 2000 subs, I pay for Aweber now and have for several years. I need more list flexibility than MailChimp provides. Their service is the best. I can ask them anything and immediately get help. Truthfully, I’ve had some issues with more complex tasks and being able to route different funnels to the same list, but they are adding functionality all the time.

Social Media Posting:

I use Buffer to schedule my social media posts in advance. I’d like to say I was uber efficient and plan way ahead with a fully stocked queue at all time, but alas. I’m working on it. But when I do think ahead, I can easily schedule posts for Twitter, LinkedIn and Pinterest. They also offer Instagram. I don’t recommend using them for Facebook, as the Facebook algorithm dings you when you schedule with 3rd party apps (use Facebook’s native schedule for that). But Buffer is great if you plan in advance, want to set up promoting a colleague’s campaign, or even for when you are on vacation. I like to spend about 10-15 minutes stocking up my queue each week. But remember to still get on social media live every now and then to interact. It’s SOCIAL, people. Don’t just phone it in all the time!

Social Media Drip Campaigns:

I think I discovered Missing Lettr from another person’s blog post about productivity tools! Missing Lettr hooks up to your blog and when you publish a new post, it automatically sets up a year-long drip campaign. You can approve and edit all of the campaign posts, but once you do, BAM! You re-promote your content for an entire year without thinking about it. And it let’s you do some cool things, like create speech bubble images, which I kind of love. A huge promotional time-saver.

Payment Processing:

I use a few tools for this. PayPal is my standard for both taking and sending payments. It’s what I started out with. And you can set up subscription payments with them as well. But…I’ve started using Stripe for digital products because there is better integration for some marketing funnels I put together. Since I’m less familiar with it, I haven’t quite figured it out as easily as PayPal…but my VA knows, so that’s all that matters!  And when I sell books onsite at an event, I use Square on my iPad or phone.

Email marketing? Landing pages? Social Media sharing? Check out @redslice’s 5 go-to tech tools that run her consulting and online business!  (TWEET THIS!)

Photo Credit: Todd Quackenbush on Unsplash

Want To Build Your List? Love the Ones You’re With

Looking for list building tricks? Trying to build your list but not sure where to start? Click through for tips on how to build your list by loving the people who already love you!

We always want more, don’t we? We’re all looking for that perfect list-building trick that will unlock more clients, more customers, more money. 

We all know it’s a lot easier to nurture a large, warm audience and convert them into sales over time. So we collect people and names like we’re picking blueberries and dump them into our sacks as we hunt for more.

But what about those people who already joined your team? Did you just seduce them to get on your list or pay for your course and then you tossed them to the side?

Newsflash: No matter whether you have 5 or 5,000 email subscribers, 10 or 10,000 customers or 5 or 25 clients, these loyal people are your biggest advocates. They have already raised their hands to support you and are your best brand evangelists.

A list-building trick you’ve never considered: 

Love the ones you’re with. While you’re out there marketing to collect clicks, email names, or new customers, do not forget all those people you already have on your side. (TWEET THIS!)

We all start out at Ground Zero and you have to build a brand from nothing. To accelerate, you have to start where you are.

Never lose sight of those who already know, like and trust your brand. Give them VIP service and they will talk about you to others, forward your charming emails or dish about your next big event.

But how do you love on them? Here are a few quick tips:

  • Cherry pick a new subscriber: Every week, check out your new email subscribers and send one or two of them a personal note (“No, this is not a bot, it’s really me!) thanking them for joining your list.

  • Engage with a question: Use your Welcome email to instantly engage them. If you’re a massage therapist, ask them the last time they had a massage and how it made them feel. If you’re an HR consultant, ask them what their biggest retention or recruitment challenge might be.

    I promise, you won’t get 600 responses back to which you’ll have to reply, but those you do get will never forget you!

    My Welcome email asks folks to tell me about their biggest marketing challenge, and someone actually tweeted about how this was the best email sign up she’d ever seen!

  • Offer them a freebie…just because. Not because you’re launching anything or want them to buy. Occasionally surprise and delight them with free discounts, a new eBook, a fun video or even an inspiring playlist curated just for them.

  • Go old school: When a prospect schedules a call to find out more about you or someone refers a client to you, send a handwritten note to prospects you talk to or meet with.

    Assuming this is a reasonable number, of course, but if you have any business development conversation, take it to the next level beyond a thank you email and write them a handwritten thank you note. This personal touch will not go unnoticed.

For more practical ideas on how to nurture your existing loyal fan base, however small, to attract even more fans, followers and clients, please check this lovely little mini-course I cooked up for you, CLIENT LOVE.

Imagine: an army of adoring fans, eager to buy your next product, attend your next event, or hire you for your next gig! The course also includes lessons on getting great customer testimonials, creating a signature touch that gets people buzzing and curating connections so people love you even more.

How to Make Facebook + Instagram Ads Work for Your Business: A Chat with Devani Freeman

Social media is a big part of promoting your business. Except for a few folks I know who have managed to build empires without it (believe me, they are outliers), social media is one of the best ways to boost your visibility and nurture a warm audience. It’s a fabulous way to share your content, and help people know, like and trust your brand.

Am I preaching to the choir?

But many of us don’t always understand the nuances of the platforms, especially when it comes to advertising. Yes, I’m raising my guilty hand on this one. I know branding, not social media…which is why I turn to experts like social media marketing expert Devani Freeman to guide me and share the latest and greatest. Algorithms and consumption habits change all the time, faster than we can keep up, or so it feels.

Social media platforms are changing all the time. Learn the rules and nuances to make your posts and ads successful and see ROI. (TWEET THIS!)

Devani specializes in helping clients generate leads and build audiences with Facebook and Instagram. Her company has helped me launch programs in the past and I’ve learned a ton from her, as well as built up my list with her strategies.

We sat down for this great video interview to share practical tips and surprising rules you MUST know so that you can spend your money wisely and get results from social media advertising.

YouTube video

Watch the video now and you just may rethink your entire social media advertising strategy – for the better!


* The crucial ingredient to REALLY standing out on social media (and why most people don’t!)
* Why and how to build a marketing funnel and not simply expect people to buy from you with one-click – and an easy one you can create right now.
* Practical action tips for how to build a strong community in Facebook so it works for you.
* How exactly to make your Facebook ads work and drive sales for a new offering or course – and how to nurture those leads.
* The surprising rules you need to know or else Facebook will reject your ads!
* How to make the most of Instagram stories for your business – and why you need to just on this platform NOW.

The tools are out there to boost your visibility. You just have to make sure you’re getting good advice on using them the right way!

Any tips particularly resonate with you? Please Tweet me or stop by the Facebook page and let me know!

How to Get Started with Video Marketing: A Chat with Amy Landino

Video is one of the best ways to promote your business, build trust and convey your unique brand personality.  So why is it so terrifying for so many?

If video marketing or vlogging is on your branding to-do list for the year, good for you! Video is a great way to build trust, establish your expertise and allow your audience to get to know you. And when it comes to driving traffic, YouTube is the second most popular search engine in use.

But how does one start? Do you need a lot of gear? What will you talk about?

My wonderful interview with globally-recognized YouTuber, author and business video marketing expert Amy Schmittauer Landino is here to help!

I kind of adore Amy #GirlCrush

Amy and I “met” years ago over social media and started promoting each other’s content and collaborating virtually. I even featured her expertise in the second edition of Branding Basics for Small Business. We got to meet in person when I went back to Columbus, Ohio for a holiday visit and it was like we’d known each other forever (the power of virtual business relationships done right). She’s sassy, straightforward and super smart – all the things we love here at Red Slice, am I right?!

Why do video? Well this quote from Amy in the interview says it all:

“At the end of the day, we’re doing this so someone will buy something. But truthfully we’re trying to get someone to trust us to make a buying decision.”

So, in my attempt to do more video myself, I hope you enjoy and get a ton of value out of this lively video interview:

YouTube video

Some highlights:

  • The benefits and ROI you can get from doing more video marketing (4:00)
  • How video works for both B2C and B2B businesses: “This works no matter who you’re talking to, but if you lose track of you’re talking to, it’s going to be hard to accomplish anything but that’s a B2B or a B2C problem.” (11:15)
  • How you can make your video content stand out in a crowded content landscape We talk about Search, Playlists, tagging and the YouTube algorithms (13:22)
  • The YouTube Gold Rush and why it’s much harder to make money simply from ad dollars (14:27)
  • How to manage your content and production schedule…True Confession time from me! (34:51)
  • How long should your videos be to keep attention and “win” on YouTube (50:32)
  • Tips for being on-camera, including lighting (53:11)
  • How often to post new videos to generate more traffic on YouTube (15:22)
  • And a really interesting conversation about how video impacts society. Are we becoming too concerned with surface appearances or a false reality? And does video play a role in reducing our desires for real-life interaction and experience? Spoiler alert: No, and Amy and I talk about why. (1:00:05)

If you’re still not convinced incorporating more video can help your business and build trust in your expertise and brand, I’ll leave you with this quote from Amy:

“I knew that the best way to get myself out there was not just meeting people , because obviously you can never replace that. But the second thing to that in my opinion is allowing someone to have an experience meeting me in a way that I could get out to more people  and I just don’t think there’s anything like that compared to video that is as effective.

Video is that really, really close second place to being able to shake someone’s hand.” (TWEET THIS!) 


Amy is a globally-recognized YouTuber, speaker, author, and business owner. She coaches people at her popular YouTube channel, AmyTV, on how to go after what they want in life and leveraging video storytelling to make it happen. Owner of two creative companies—Aftermarq and Vlog Boss Studios—Amy presents to and consults with a global clientele about leveraging online communication and content marketing to increase brand awareness. In her best-selling book Vlog Like a Boss: How to Kill It Online with Video Bloggingshe shares her collection of strategies and tactics to help you create video that gets the attention you deserve and builds real relationships with your community. Amy’s an international speaker and has appeared in media outlets such as The Huffington Post, Entrepreneur, Inc and more.

Check out Amy’s wonderful video masterclass, Vlog Like A Boss. I can personally vouch that the content is solid (and her action steps manageable) if you want to create great videos…and content overall.

Want to Succeed? Focus.


Be careful about giving advice. It can come back to haunt you.

My almost 4-year-old burned me pretty badly the other day.

The modern world does not do us any favors when it comes to presence and focus. I work very intentionally with my son to help him avoid overwhelm and concentrate on one task at a time. When he starts flipping through another book while I’m reading one to him, I gently take it from his hands. When he jumps from one game to another, I stop him and we make a game out of putting the first one away. When I’m speaking to him, I encourage him to look me in the eye and put down whatever he’s working on to ensure he’s listening.

“We have to focus on one thing at a time,” is my mantra for him.

The other day, we missed the freeway exit for his swim class. When he asked why we were going on little detour, I said, “Mommy missed our exit, honey. I wasn’t focusing, was I?” He nodded.

A few days later, I was driving him to preschool,  my mind abuzz with the day’s to-do list. Sure enough, we drove straight through the light instead of turning right and had to double-back.

“Why are we turning around?” he asked.

“Because I got distracted and didn’t turn when I was supposed to.”

He gave me a stern look, “You weren’t focusing, Mommy.”

Out of the mouths of babes.

Multitasking is a myth. Science proves that we don’t really do tasks simultaneously: We’re just switching focus.  And it takes longer to complete tasks that way because of stopping and starting. Efficiency goes out the window.

And yet, God love us, we still try.

When it comes to promoting your work, you may be tempted to try a million different tactics to see what sticks. After all, there’s a lot out there, right? We live in an age of marketing overwhelm.

You’re right to test and tweak. But not all at the same time! The truth is that you’ll just do a lot of things really badly – and not see results.

Quality over quantity wins. Every. Single. Time.

It’s better to focus on doing a few things really well, mastering them, if you want to see results for your revenue, visibility and impact. 

Focus on mastering a FEW things really well, not trying to do it all, if you want revenue, clients + visibility! Share on X

To help you tackle your focus challenges and breathe easier while getting more results, please download a FREE taste from my upcoming MOMENTUM Pro self-study program by clicking the button below. This Playbook is titled Simplify Your Marketing Plan and it’s all about how to streamline and focus for results. I promise: You don’t have to do it all!

Get your Playbook Now

If you like this playbook and want a more streamlined, non-overwhelming, completely do-able way to master your marketing, check out MOMENTUM Pro! It’s all about focus, providing a step-by-step system to take one action at a time and gain clients, visibility and revenue.

Photo by Samuel Zeller on Unsplash

3 Tips to Make Facebook Ads Work For You

Social media offers fantastic opportunities to increase your brand visibility, drive sales and build an audience. For those who do it well, you can get away with using the platforms for free and accomplishing all your goals.

There are lots of experts who can help you do this well, such as Lilach Bullock, Jay Baer, and Amy Porterfield. But they will also educate you that investing some money into the process through ads or promotions can exponentially increase your reach and grow your audience.

In the past few years, I’ve experimented with Facebook ads to boost my brand and increase sales. While I would never claim to be a Facebook expert, I’ve learned three incredibly important lessons about how to make Facebook ads work for you.

3 Tips I’ve Learned Firsthand About Making Facebook Ads Work

  1. Use Facebook Ads to Build Your List, Not Just Sell: Nordstrom can get away with simply offering a cute pair of red stilettos in their ad and having people click “Buy!” (ahem…guilty) That’s because it’s a product and I know their brand well. Initially, my old school advertising background kicked in and I mistakenly thought that I, too, could just promote a paid program in my ads and it would work. No. Even if you think your product is competitively priced, people may not know you yet…and you’re invading their personal News Feed with your ads. So, yeah, you’ve got to build trust. Duh. Using Facebook ads to promote a free offering FIRST (a cheat sheet, webinar or the like) works much better to pull people into your orbit and onto your list. You can then nurture them and create warm leads for when you’re ready to make the ask. Drive folks to a specific blog post (and offer a free download they can sign up for when they get there), offer a free guide or access to training videos. Anything they can easily sign up for with no risk.
  2. Create a Marketing Funnel for Your Campaign: Social media does not work, as mentioned, for most unknown brands as AD = SALE. Plan the journey you want prospects to take. Perhaps you build a campaign to launch a new coaching program that includes: A) Free guide, B) Free webinar or Facebook Live event and C) Free consult. Think through the steps and plan ahead.
  3. Leverage Lookalikes and Retargeting: Facebook has such cool features that enable you to laser-focus on your ideal client or customer. Mapping out who they are in crisp detail will make your ad efforts (in any medium, I might add) way more effective, trust me! Facebook allows you to create lookalike audiences of your existing email list and also retarget in many ways, including: website visitors, people who downloaded your previous offer or those who attended your last Facebook Live.

Once I learned these lessons, my Facebook ad results matched up to my expectations and I’ve gotten much savvier about how to effectively use them.

Now, I have no idea how to voodoo behind Facebook ads work–and I’m not the gal who wants to DIY this type of thing as I have no interest in being a Facebook Ads expert. That’s why I turned to experts to help me, including most recently the FABULOUS Devani Freeman and in the past, Tammy Martin and Gavin Bell. Seriously worth the investment.

With these tips, you can hopefully skip some of the learning curve I had to climb and get to success faster!