TRANSCRIPT: Coach Yu – EP22: What Matters About Facebook 2022 (11.18.21)



Coach you welcome Dennis. Yeah. Well welcome buddy. A lot of people have been talking about these changes in Facebook, in crying chicken, little about how everything has been going downhill with their conversions and iOS 14 and the ad prices go up.

And mark Zuckerberg changing the name from Facebook to Mehta and other sorts of crazy sorts of things. But I wanted to talk about the things that actually matter. We can talk about, if you guys have questions, you can raise your hands along the way, but I want to talk about what I think is going to happen in 2022.

And we’ve been doing Facebook ads now for almost 15 years, believe it or not. And I want to talk about what some of these patterns are and what it’s going to take to be able to not get crushed in 2022. And what are some of the strategies we need to be able to [00:01:00] win? That sounds like a good way to spend some time together.

I’m glad you’re here this week and the coach you show every Thursday at 5:00 PM, Pacific 8:00 PM. Eastern. I’m so glad that you guys are here. Jeff, you want to give a little more intro about startup club.

 So I was saying to myself, that start-up club, the coach show is part of startup club start. Our club is actually now the largest club on clubhouse by a long shot. And, um, we really have a lot of great, uh, shows like the coach you show, that’s the website for startup club.

You can see recordings of this show and many other shows. And of course, with faith, with clubhouses new, you got me thinking about Facebook, Dennis with clubhouses new, uh, replays, uh, feature we have replaced turned on too. So in addition to finding recordings of this episode of the coach, you show, you can also find the replay right here on clubhouse in startup club.

And you can share [00:02:00] that and listen to it again. It’s actually a really cool feature that they just added about two weeks ago. So we’re happy to have you here go to, sign up for our mailing list to keep informed of the coach you show and other great things going on in startup club. Thanks Dennis.

And thank you, Jeffrey, and thank you for your team for putting all the work behind the scenes to make this happen and to transcribe these shows and the articles and do all the stuff that a lot of people don’t appreciate. That happens when you’re putting together content and you have teams and websites and tools and transcriptions and things like that.

Facebook is the ultimate algorithm. Arguably, you could say the Tik TOK is smarter and being able to measure who’s engaging in what people like and Tik TOK will do things like read who’s in the background or read books and images. You guys are probably seeing my buddy Mark Wagner was at Jake Paul’s house when we were together and made a Tik TOK.

And because Tik recognized the background, that thing got half a million likes on it. Facebook [00:03:00] doesn’t do that. The optimization is based primarily on the engagement of what friends are doing and friends of friends are doing. But the shift we’ve seen in the last couple of years is to take away targeting, to take away our ability to touch anything, kind of like moving from manual transmission to automatic transmission and put this thing called the learning phase on all the ads that we’re running.

And what this means is that you need to have ad sets that are getting at least 50 conversions per week. If you are out there running ads, Willy nilly, and you have some great ideas, maybe you’re boosting some posts, maybe you have different kinds of seasonal campaigns. You need to get some of these ads out of the learning phase 50 conversions per week.

Right. And if you’re not there, the system is not going to be able to work for you. So the days of micro-targeting. [00:04:00] The days of having lots of different sorts of audiences are giving way to you put some good creative in the machine, mainly 15, second vertical videos, but it could be different combinations of images or carousels or what have you, but it’s going to be the content you stick in the machine, the data you stick in the machine, because you have your digital plumbing setup and the machine does everything else.

I’ve had several meetings at Facebook’s headquarters and I’m asking the engineers, what are you guys doing? And they said, well, we want to make it idiot proof for Facebook ads because there’s all these people that think they know better. They think they’re as smart as Anthony Brunetti, who we should make a moderator here.

Cause this guy is a genius he’s down there and the followed by the speakers part. And they normally just restrict the audiences the wrong way. The idea of like CBO campaign budget optimization is, Hey, people don’t know how to set ad set level. So let’s just put everything into [00:05:00] one big bucket at the campaign level, across all the ad sets that Facebook is trying to take away our ability to touch things for our good and I’ve audited thousands of campaigns.

And most of the time when people are meddling, they are goofing things up. They think they’re helping, but they’re really goofing it up. When you see complex campaigns, that’s usually a sign of a new I’ve been in campaigns that are spending a hundred thousand dollars a day, a bunch of them. And what’s in common to campaign structure is real simple because they get a few ad sets or at least one to 50 conversions per week.

The conversion could be a lead. It could be an event that you trigger through your tag manager. It could be something that’s further than like a page view, right? Something beyond engagement, something beyond video views, like 50 of something that actually matters to you. And when you have that in place, You don’t need to do any kind of meddling you.

In fact, anyone here who is a pro go and raise your hand and let me [00:06:00] know if you agree. Cause I know you will, the people who are doing really well on Facebook, they are running on targeted, meaning they they’re letting the creative do the work. And they’re running broad targeting, which is you would think a couple of years ago.

Well, why the heck would you do that? I mean, you want to target if you’re, if you’re, you know, if you’re the United States concealed carry association, where we help them run their ads for six and a half years and took them from 6 million to 60 something million, we want to target guys and buy guns and believe in the second amendment and you know, go shooting and all that.

And we found that we were over targeting. Sure. We had personas. We had Baba who is, you know, the guy who, you know, wanted to care for his family and, you know, read magazines on, you know, guns. And he protected his family and went to the range of, you know, you build all these different personas, but that will help you in building the content, but not in the targeting.

You don’t do targeting anymore. It sounds crazy. So you make it out assuming, let the algorithm do the work and [00:07:00] yeah, and that’s, there’s full, who are wrench, Turners, who people like me, you know, I’ve made, uh, a career off of showing all the cool stuff that you can do on targeting. And you guys probably know last week, Facebook made an announcement saying, Hey, we’re, we’re taking this stuff away from you guys taken away your toys, but look at anyone who’s doing well on Facebook now, 2021.

And look at what these guys are saying in the 2022. And they’re all saying we’re running broad targeting. We have something that’s working. Maybe we, we started with a custom audience. If we have a big enough email list, a big enough website audience, you know, we can retarget. And if that works, we’re going to expand to like a 1% lookalike or 3% lookalike.

And if that works, we’re just going to run. Un-targeted meaning we’re going to run broad. We’re going to do no targeting at all. So when we’re selling things to guys that like guns, we’re not targeting for male, we’re not targeting by age. [00:08:00] If we are our friends, some of them are real estate agents. So the top selling real estate agent in west LA, David Solomon has sold a billion dollars in real estate and sells $200 million of houses per year beach, front property, you know, Malibu, Venice, Santa Monica, and all that.

He knows who his target is. It’s a Silicon valley executive who wants to buy a second home and fly back down from Silicon valley in the weekends, or, you know, whatever it might be, but we don’t need to do that kind of targeting anymore. It’s all we’re just saying. Look, here is the lead. If we set up our tracking and we say, here’s the signal of this is who we want.

The system is going to go fishing for us. And now. Because of things like, and different kinds of rules on discrimination, if you are in a protected category, like real estate, mortgage employment, you’re not,[00:09:00] 

I’m selling it to people. Yeah. I apologize. We’re we’re in the, in Tucson, at a high-end resort where I will have great reception about 20 seconds from now when I’m on the wifi. But you see that a lot of people that believe that they need this kind of targeting, they actually don’t. Because if you can just get enough observations in the system, if you can just get out of the learning phase where the system is able to get 50 of something that is valuable for you, this you don’t need to do any targeting at all.

The system will figure it out because the system is so smart. The algorithm knows who you are. It knows who your friends are, and this is evidenced by ticket. Tik TOK ads is the fastest growing system out there. It’s also the fastest growing organic system out there because the system is making all the decisions for us.

[00:10:00] And I think Facebook, I notice, I know Facebook is moving this way. I know all this stuff that we see in an advertising and privacy is moving this way because the more you expose, like the more Facebook exposes of what people can do, the more people could say, oh, well now you can target women who like lane Bryant and like to eat at the country buffet.

And now you’re going to make fun of them and sell them weight loss, you know, new year’s resolutions, you know, go to the gym sorts of things. And, and the news has made a big deal about this over the last 10 or 15 years. You guys remember muffin top. Remember when Zuckerberg was on. And he got, he got made fun of blindsided where Oprah said, Hey, what about those muffin, top ads, where you show these women where it’s spilling over the BeltLine, that’s what they call the muffin top.

Right. And you know, you’re targeting women who like, and I actually I’m part of this I’m guilty. I ran ads for Carl’s Jr. Actually, no for lane Bryant. Uh, we did for Carl’s Jr too. [00:11:00] But for lane Bryant, which is the plus sized clothing company, targeting women that liked the buffet. I also ran the same ad, same creative, right?

Targeting women who like burger king or women who like weight Watchers or women who believed in a keto vegan diet or women who like to do yoga or whatever it was. And I can tell you the PR I’m going to maybe get canceled if I tell you this, but I’m going to, okay, no, one’s going to counsel me on clubhouse.

Right? If I tell you this, but we, we ran the same ads targeting different interests, and we found that the ones that fit the stereotypes actually performed. They converted better. We got our cost per fan that was lower. Our cost per email address, lower cost for people that sign up for the lame brand card was lower.

And that’s when I thought 12 plus years ago, all this micro-targeting that was going to be the wave of the future and all the different ways where we would have lots of different micro targets, which would then mean lots of different kinds of content. [00:12:00] And so the approach has always been since the beginning on Facebook, the fact that we can target all these different audiences means we need lots of different creatives and now it’s, it’s gone exactly the opposite.

It’s I’ve got lots of, I’m going to start with the creative and then that’s going to drive, targeting to the point where I don’t even need targeting. So I want you guys to think about what does that mean for you for your business? I have an opinion about it. Sorry to interrupt, because you mentioned. Real estate agency.

And as a real estate agent is off the record. It’s so different of all other kinds of work. Um, so that’s just why I have to [00:13:00] have an opinion about that in real estate is one of the largest categories on Facebook of the professional service categories. And here’s, here’s the thing about local. Okay. So you might’ve put yourself on mute just for a little bit, cause I hear an echo Stella.

Sorry. It’s a bad headset. Sorry I take this one. Yeah. Okay. So here’s what, what Stella and anyone else who’s in real estate or mortgage or they fixed garage doors. Or they’re a plumber or a chiropractor, anyone who is a local service business, here’s what you need to know about Facebook. The local intent is already there.

If you’ve built up your fan page, the right way, not your profile, which is your user profile, but your public figure page for you, which you would look just like your profile, but it’s a business page as your name and your [00:14:00] company business page, right? So-and-so real estate. If you have seasoned it the right way and driven real engagement, not just getting your friends to click like on stuff, but actually have customers and other people in town and you’ve built it the right way.

So you built a strong local signal then boosting posts to anyone in your city and you know, in Denmark, Copenhagen, And, you know, Atlanta, Georgia in Los Angeles, it doesn’t really matter where you are in the world. You’re only going to your targeting will pretty much only be the city. It will only be the geography because the content is what does the targeting.

So as a real estate agent, what you need to do is make lots of little 15 second videos on your cell phone, where you’re saying, Hey, we’re about to go do an open house over here. And here’s a new listing that we have, and here’s the buyer and here’s the seller. And here’s how we’re staging this house. And [00:15:00] this is my friend who has a coffee shop, and I like to see her every morning and I like to get a croissant with chocolate on it.

And you’re showing, you know, this part of town is up and coming because so-and-so just bought a house here. And this is $1,300 a square foot versus this place here. And you see, you’re constantly sharing kind of this day in the life, on your cell phone, 15 seconds at a time. And some of those will be, Hey, you need to break the code because the mainstream nothing.

And no one is going to see it. If it makes any sense, um, what do you mean? No one is going to see it or break the code

because there’s so much advertising on Facebook. And so you have to do something that is different. Um, uh, in my company [00:16:00] I have, I have done all this, uh, normal advertising.

No one was going, they didn’t see it. So, um, I, I. It’s something different.

What does it call? Uh,

so the little ones say is when you,

so you have to get their attention in a hook. So the way to stand out, you have to have something that captures their attention. Usually some kind of motion and interesting fact. And here’s the thing I’ll just say before other people may interrupt me or have a crazy idea when it comes to things like Facebook ads or digital marketing, [00:17:00] rather than look at what might be a cool idea.

I like to look at what’s actually. Right. There’s nothing more valuable than the proof of what’s actually working. So I look at some of our clients and some of our friends like Andrew Anndum, who’s the top seller in Maryland. He’s done something like 3 billion in real estate. And I look at David Solomon, one of the top sellers in California.

I look at Justin Martin in the United States. He’s the number one seller in the state of Colorado. Right. I look at Tom ferry. He’s the number one real estate coach. I look at Jason, I’m looking at Jason Pantana and he and I have taught a bunch of courses on real estate marketing. And he’s Tom Ferry’s right-hand man.

So I’m not giving you my opinion. I’m giving you what is working because I have access to all of their Facebook ad accounts. I see the leads they’re driving. I see what’s working across hundreds of real estate agents. So I am telling you what I see based on [00:18:00] these other accounts. I believe anyone who has failed at something feel free to share the failure.

But if you’re going to give advice to other people on what to do, you only can share you only realistically and credibly can share advice for other people. If you have achieved success. So today I’m talking about what have I actually seen that is working? What are they doing? Right. I’m just asking.

There’s nothing wrong with asking, but, um, I have a, I have a framework that I set for today that I would like to go through. I mean, you could, you know, Steli, you could set up your own room on clubhouse. It’s pretty cool. But I’m going down a particular path. Yeah. Because just telling me that they are good, but what they do, right.

Dave, give Dennis a chance to get to that. So he’s going to tell us, and then after he’s done telling us, we’ll have a chance to ask questions. So go ahead. There’s a lot of [00:19:00] people in this room, Stella, and I know that you have questions and there’s things that you would like if you want to book a private consultation, you know, you can certainly by the time, but out of respect for everyone else here, you know, we, we wanna, we want to be civil and allow other people to be able to learn.

Right. And you absolutely can start your own show if you like, and you can. Uh, but I, I want to share that’s okay. Yeah. I know you want to keep jumping in and talking, but, and we don’t want to kick you off the stage. I love having you here, but I just have to ask you out of courtesy. If you want to interrupt, you can, but try to make sure it’s useful for the other people.

And it’s not disruptive is that fair. And we have Jeffrey as a moderator, otherwise I’m off track and I lose my train of thought and it’s difficult for me if I’m constantly getting interrupted. I hope hopefully that’s fair. Yeah, it’s finished. And we’ll, we’ll open up the floor for questions. So when I was with Facebook’s engineers and we were talking [00:20:00] about how do we help advertisers?

When I was, we were first doing it with my buddy, John who started Facebook local, and this was 12 years ago. I told them. What if we had these templates. So if you’re a real estate agent, here’s a template and you can just put your stuff in here and we make it so easy. And here’s a template for a lead form.

Here’s a template for a new seller lead or listing. And here’s the template. If you’re a dentist and you know, the $99 teeth cleaning and x-ray and all these different things. What if we just built landing pages that went with it to an integrated call tracking and did all these different kinds of things.

And John looked at me and said, and his name, you know, actually yawn, I guess it’s European Yon food Nour. And he said, no, can’t do. Because if we built a system for sophisticated people, like you, you will, we would alienate the other [00:21:00] 99% of people that are just, you know, they, they repair cars or they, you know, are a blacksmith or, you know, whatever they do.

Most of these local businesses, they don’t have time to learn how all these systems work. So we, anything that we build has to satisfy everyone that can be using it. And once you realize that, then most of the features that people like, I would want like, oh, an API, we can do different kinds of exact targeting if, and or targeting and Boolean expressions and all like, Nope, can’t do that because it would alienate 99% of the people.

It has to work for everybody. So with that, we said, okay, how? And I’ve had many meetings with Facebook’s engineers mainly to go over and eat their food, but also see what they’re doing. And we said, there’s three buckets, three pillars. If you will, that are necessary to be. Successful in Facebook ads, it’s goals, content, and targeting.

Those are the three. So the goals are [00:22:00] objectives. The objectives are well, there used to be 37 different objectives. If you can believe that. And they were technical arcane sorts of names and they’ve simplified these objectives. Down to a lot fewer items then of course, you know, with the iOS 14 and all, you have only eight of these events that you can now name, but now the objectives are around the lead or around the sale or around some kind of conversion or video views.

And they’re organized into the top, middle and bottom of the funnel. So now the objective is really straightforward because you only choose a couple of them and you have a campaign for each of them. So that defines the structure overall, the Facebook ad account. So that’s goals, content, contents, the toughest part, it’s the last mile problem.

Cause you’ve got to collect interesting sorts of stories, which we’ll talk about in a moment of what’s working. What’s not going to work. So content that builds relationships, 15 seconds stories, vertical videos that include your face and customers a day in the life, that kind of stuff. Right? And the last part is targeting, [00:23:00] which we opened with, which is all the kinds of micro-targeting.

There’s three different categories of targeting. There are what’s called core audiences. Which is the data that Facebook has. So age demographics and the fact that the Corvettes and they like cats and they live in a certain year and all that kind of stuff, that’s going away. There’s your audiences, which are okay.

So custom audiences, so web and email audiences, and there’s even things like third-party audiences that you can bring in like Axiom data live ramp data. When those guys got in trouble, a couple of years ago, you can buy lists for B2B. For anyone’s doing that software or SAS kinds of stuff works super well on Facebook.

And the third category is the look alike, which is built off of your custom audiences. So those are the main three categories of targeting and a possible those have all become simplified because Google next year is killing the third party pixel. It’s only going [00:24:00] to be your custom audiences and then Facebook’s own provided.

Targeting Facebook’s own targeting is going over. Most of it, as you guys know, you guys have seen the announcements. So then the only audiences you’re really able to put in or your custom audiences, isn’t that interesting. So they’ve simplified the goal side there’s contents in the middle and targeting is the part that’s also going away.

So now you’re basically left with just content is the main ingredient that you put inside the system. It used to be that the campaign structure, where it was the account that went down to the campaigns down to the ad, sets down to the ads and the ads were the creatives. That was pretty complex because we had to balance combinations of goals, content, and targeting.

Now it’s just content. Can I ask a quick question? Sorry, go ahead. Do you mean that. The algorithms or the AI is going to then look at your content and interpret it. And then based on the, what is in your content, they’re going to determine the targeting on that. Is that what you’re saying? I’m saying, yup.[00:25:00] 

Your content, the performance of your content determines the targeting, where your conversions are coming from. Kevin Lee wants to come here. Kevin’s a good buddy. Let’s let him up to be able to speak, think of it this way. It’s kind of like take talk or YouTube or whatever, where whoever’s engaging with your content or whatever conversions or leads you’re getting, because you’ve set up digital plumbing the right way, which is all your tracking across your email and web and social.

That is the signal. So the engagement and the data on your contents behavior is what drives the targeting. Now, if you don’t have enough data, because your page is small and you’re not running ads, Then there’s not enough data. It’s all statistically insignificant to be able to, for anyone really tell anything.

So we think of advertising for the people who are really small as a way to buy data, a way to get to 50 conversions per week, ideally within [00:26:00] one ad set. So then the system can exit the learning phase. If you are stuck in the learning phase, the system can’t really operate for you. It’s like driving a car on donut tires.

You really shouldn’t go above like 45 miles per hour, right? I mean, you can get to the next exit, but they really don’t want to be driving on those doughnut tires. You really need to, you need to have the bulk of your spend, like 80% of your spend on campaigns that have exited the learning phase. And when you go into your ads manager, you’ll see, Hey, this, you know, this ad ad set is stuck in the learning phase.

Not enough data learning limited, it says, right. And that means fewer, fewer audiences, fewer ads. Means there’s more data for any of those campaigns. And you’re more likely to be able to exit the learning phase because you have more data. So if you create too many campaigns, which is what nudes do, then your ability to exit the learning phase has gone down because you’re just frittering.

The little amount of data you’re already [00:27:00] getting is being split across so many different pieces, right? So simpler account structure, even for big, big players. The simpler account structure is increasingly what’s winning because I was 14, already knocked out 20%, 30% of our reported conversions, not the actual conversions reported conversions.

So you don’t need targeting to segment. If you want to report on performance, the ads manager will let you take a campaign and then group it by age or, you know, group of by their device or group of by certain metrics or whatnot. So you don’t need to create separate. Ad sets or campaigns to be able to segment, right?

You just don’t need to do basically any segmentation except for by content. So where you have to say where you want to say something different that will work. And this is something I’ve seen in the last month is really trip people up. And a lot of noobs are tripped [00:28:00] up on this because they’re still used to the idea of just creating ads, Willy nilly, based on targeting.

You do not target anymore. Your targeting comes from the pixel that you set up the conversion API that comes through your marketing automation system or Shopify or whatever system you have for your CRM. They will have the conversion API implemented, which will get you around this iOS 14 issue. You will have UTM parameters on all your ads, so that inside your Google analytics, you’re able to measure what’s going on at, at the URL level.

So you, if you pass through, you know, your all parameters. Google analytics allows you to auto tag with Google ads. Then you’re not worried about iOS 14, right? Simply look, I have seen campaigns go from day to night simply by having URL parameters so that we can track. So it doesn’t show up as direct, not inside Google analytics, right?

If your data set up properly, you don’t need to do targeting and Facebook ads. The newbs are dying because [00:29:00] they’re creating too many campaigns. Each of them is only spending a few dollars. They haven’t found any winners. Once you have a winner, like I I’ve seen thousands of campaigns, the ones that the folks who, when you look at their account accounts structure, they have one or two campaigns that they just let run forever.

Right. And they have no targeting. Because it’s clearly winning and the system is doing the sub targeting. They’re targeting the world or they’re targeting the entire United States. They’re not doing age or location or whatever, kind of targeting, unless you’re a local business. If you’re a local business, then you’re bounded by, you know, your city.

But, you know, even we see doctors doing, you know, telemedicine and whatnot. It’s not just people in your city. Right. But the beauty of Facebook coming into 2022 is that there is no, there’s been no better system. There’s been no better time to advertise on Facebook than now because they have taken away the complexity.

In order to when, before on Facebook, you kind [00:30:00] of had to be sophisticated. I mean, the prices were cheaper and all that. Now it’s called it costs a lot more, but it’s actually easier to win now on Facebook in 2022, if you can produce content. Right? So the goals, content and targeting, that’s kind of the tripod.

Uh, Facebook advertising the goals and targeting are taken away from us. We don’t need to touch them. Why? Because goals, you need to say like, what does that lead worth your real estate agent, right? Or you’re, you’re Kevin and you’re doing it for HVAC companies or, you know, or someone who wants to replay, replace their air conditioner or something.

What’s that worth? Is it $200? Is it $2,000? And you need to know exactly what that’s worth bid that manually as high as possible to your break even point. So you can feed that data into the system and tell the system, what is a lead worth? What does a new sale worth, right? What’s the lifetime value of a customer.

And if you can increase the lifetime value of your customer, you can pay more. So that that’s the goals piece that set into the objective that’s [00:31:00] objective-based bidding, right? Targeting. We’ve been talking about there’s no need to even talk about targeting anymore. It doesn’t mean. Right. It’s all in the content.

I’ll give you another example. Yes. Yeah. Real quick question. So you made me think a lot about a lot of things. So this is great. So if everything’s relying on the content, does this change your content strategies, strategies has this changed the way you look at what creative assets you’re going to create, knowing that that’s going to drive the targeting.

Whereas in the old days, if you knew you were going to do certain targeting, you could do creative a different way. Perhaps if you know what you’re doing with content, you will have used the same strategy. The last 14 years on Facebook gets the only people who have to change their content strategy are those.

Where they’re not winning right now, right. Where it’s not working. We’ve always known that the algorithm cares about engagement. And a lot of us have been, have been sloppy and lazy because we haven’t really needed [00:32:00] to because the cost of traffic was so chic. But Hey, Kevin, you want to say something you’re off mute.

I hear your background. Yeah. Yeah. Actually when I, it kind of goes back to what Jeffrey was asking about because, so I’m fairly new to the Facebook ad strategy game, but I’m not new to content, but I do know that the content that has worked in certain ad campaigns, like if I just boosted something and it did really well compared to something that didn’t work, I would analyze.

What was it about that piece of content that actually worked and recognize that maybe that’s probably what I need to create more of for the audience? Is that pretty much what you’re saying? Yes. Yeah, it’s content first. And if you don’t know someone like Kevin Lee, who’s a pro videographer, not just cause he has lots and lots of fancy equipment, but because he actually knows how to tell a story, that’s who’s going to win.

It is not who is the best Switzler of different tools with technical software and techniques and engineering it’s who can tell the [00:33:00] best story it’s garbage in, garbage out. Right? So basically nothing’s changed, right? It’s always been about telling a great story before the internet existed, before Facebook existed.

And it all goes back to, uh, there’s a greater penalty for sucking and a lot of the knobs that we used to be able to touch are not available anymore. So the systems in terms of the user interface, like us as advertisers, what we can touch have changed. So that, that means the only way we can really talk to the system here, I’ll give you an analogy.

So Facebook ads back. You know, 2014 or actually 2000, when did I start running again? It’s 2006, 2007. You can think of it as this complex, like airline cockpit, right? You ever seen an airline cockpit man. There’s a lot of knobs and levers and blinking things and holy moly, it’s complicated. Right? And that’s how Facebook ads was [00:34:00] today.

Facebook ads is a toaster. And what do you do with the toaster? You stick the bread in, you press the button and you, you turn the knob on. Do you want it light or do you want it burnt? Right. And that’s it. That’s it. There’s not a lot of knobs to it. There used to be, you know, imagine that an airplane cockpit versus a toaster, that’s what we’re looking at.

So if you want to have great bread or whatever it is, right. French toast or whatever it is that you’re making in the toaster, and it’s not a perfect analogy then it’s, it’s not on like, is it Jeffery or me or Kevin, which of us do you think are better at pressing the toaster? Do you think I can press the toaster button better than Kevin can write or Stella?

Stella can press the toaster button better than Jeffrey. Can’t no, it’s not pressing the button anymore. That’s why I think the Facebook advertising is dead. What matters is what you put inside the toaster? It’s the content [00:35:00] because there aren’t all these distracting knobs. It’s what you put in. So learning how to tell a story via short little cellphone videos is really what’s going to distinguish things.

Last week, I flew to Los Angeles and I spent a whole day with David Solomon and he was, we were driving around in his escalate and looking at different properties. And as we were driving, he would point and say, yep, that’s a new building. That’s going up there. The average unit there, it goes for 1.3 million.

They put a rooftop on each of the units there. And that increases the value like this then. So, you know, the Snapchat executives, they’re all. Okay ladies, the client of mine, she bought three houses over here. And then this person who owns this restaurant also owns this theater over here. So he’s just giving a tour of this whole thing.

And then we’re walking into these houses. He said, yep. This owner put a million dollars of improvement into this particular condo. We can see this faucet’s $3,500. Check out the shower, check out this walk-in [00:36:00] atrium with these, these lines that go all the way up to the ceiling, to the skylight or whatnot.

So he’s describing all this stuff and you can see how he looks at property. You can see how he staged his property. You can see the kinds of clients that he’s working with. You can see all this. And I took, I followed him around with my iPhone, so I have the new iPhone 13 pro max. I also brought $20,000 of camera gear and I brought a pro videographer who came in, who knows how to film for real.

Right. And we had him capture before. And I was capturing the April following David around. So I ask people like, Kevin, what do you think is like, why, why am I bringing a professional videographer who has shot a ton of real estate? And then why am I following him around with my cell phone, as he’s explaining what’s going on with his properties, with his business, with his philosophies and how he takes care of clients?

Why am I doing both of those? [00:37:00] And why would I use a combination of crappy cell phone, video and professional video? I can answer this one. Yeah. So the, it all begins with the organic content, especially the really just basic phone, um, mobile content that gets instant results, instant feedback. Uh, it’s easier for somebody to watch because it doesn’t look pretty.

And it’s, it’s practically free. It takes no time at all costs you nothing. And you get instant feedback. Whereas with produced content, it has its place. It it’s definitely the polished stuff that wows people, it gets people to stop scrolling. It gets people to go, Hmm. There’s value behind this. So the mobile content is instant.

It’s an easy way to get people to engage with you. And then once they’ve started engaging with you and they’re there in the funnel, [00:38:00] as you would say, then that produce content is going to be fed to them. And then that builds authority. That’s right. And the produce content is often going to be things like longer form content where they’ll see David and a sit-down interview and talk about what’s going on with the housing market.

Right. That’s not something you’re going to talk about in a 15 second video, or he’s going to talk about things like what happens with expired listings. An expired listing is when someone wants to sell a house, but the agent isn’t able to sell the house. So it’s an expired listing, which is a failure, right?

How do you avoid being in that situation where, you know, maybe the expectations too high set the price too high. It wasn’t staged properly, all these kinds of things. So going deeper into expertise. So we have a combination of these lightweight little moments where you get a sense of who he is a sense of his personality a day in the life, following David Solomon around to then earn his, earn the right to be able to [00:39:00] then sit down with him for five or 10 minutes.

And then, Hey, I’m David. If you’d like to call me, here’s my number, let’s chat about selling your next house or finding your next dream house. Right? Think of these lightweight snippets, which we’re using mainly for Facebook ads as trailers, movie trailers. Right. So how long does the typical movie. Maybe an hour and a half 90 minutes.

Yeah. 90 minutes. And how long has the trailer? And what’s the difference? Like what’s the new trailer? 30 seconds. Ideal. Yeah. So trailers shorter. And so when we think about Snapchat and Tik TOK and Facebook and all this, we have to have things that capture people’s attention enough to get them to the longer piece of content or to drip on them.

So that when it’s time to sell the house or when it’s time to get a personal injury attorney, cause you got in an accident or when it’s time to fix the broken toilet because you know, who knows right. And broken toilets happen. Right. They get clogged up. Then they remember like, oh yeah. You know, Jeffrey, the [00:40:00] plumber, I need to call Jeffrey the plumber.

Right. Because I’ve been, I remember, yeah. He was talking about whatever he’s doing as a plumber. So it’s the same thing that works in real relationships. Facebook is mirroring because everything’s being injected into the newsfeed. So they want ads that don’t look like ads. So they fit in as if they are things that you might normally consume organically in the newsfeed.

So the change is that the cost of the traffic’s so much higher and the algorithm is so much more restrictive. And the knobs that we can touch that they’re basically forcing us to be more social. And we’ve seen the cost of traffic go from, let’s see, like seven years ago, it was maybe three or $4 CPM.

Three years ago, it was an $8, seven, $8 CPM last year, $10 this years, 15 to 20. So the cost has gone way up. And what do I mean, when I say like a 15 or $20 CPM, it means a CPM [00:41:00] is cost per thousand. You know, Emma’s Millay Latin for thousand. So every thousand times you show them. Right. So showing an ad a thousand times cost us only two bucks a few years ago.

Now it costs us 15 bucks. That inventory is more limited. That means we have to be smarter about it. That means our content has to be better. We can’t be as lazy. And it means the algorithm has to work a lot harder. So ironically, because the price is higher because the algorithm encourages us to have winners that we can keep putting money on.

We’re going to create what’s called a greatest hits situation. So when we find a piece of micro content that works well, we might put out three or four pieces of micro content. We might boost it. We might run it as a lead ad. We might run to conversions depending on whether your e-comm or local or. We’re a nonprofit or whatever, but when we find a winner, that’s evergreen content, meaning it’s not a Christmas or black Friday sale, meaning it’s not Easter, meaning it’s not a, here’s a new product release, but something that we can continue to run, [00:42:00] then we’re going to put money on that and stack it.

We’re going to spend, spend 20 bucks a day, 50 bucks a day, 300 bucks a day on that ad. And that’s what you’re going to see when you look on all these different ad accounts to people that are winning right now. And I spend a lot of time looking at other people’s ad accounts. They have winners that they just keep putting more money on and they don’t really touch it after that.

And they’re continuing to print money. Yeah, go ahead. Yeah. So you mentioned that the content has to be better. So this is interesting to me as someone who’s a little bit older and been around since the old days, um, in the old days, When you said content needs to be better, that’s specifically meant it needs to be better production values, like better quality that the look better.

But when you say content needs to be better, now it’s a much different thing you’re referring to. So how do you define better? Okay. Better content means it performs better, not better because somebody who wins an [00:43:00] academy award or whatever, or somebody who’s a professional videographer, you know, not Kevin Lee.

Kevin Lee is a PR pro video guy, but understands the other side, which makes them rare. I’m saying better as in better from a business standpoint, isn’t it. I’m getting more sales. I’m getting a higher conversion rate. I’m getting higher conversion. I have, I have more people that are watching my video. You know, what’s the average watch to my video.

What’s my video completion rate. That’s what I mean by. Not because I think this one is done more dramatically because it has this cinematic lighting or because it has this aerial drone thing, and that’s not what a better, that’s a subjective kind of better, you know, what performs better, ugly, ugly, Google, right on landing pages ugly.

Now the brand people don’t like this because the brand people have their brand guidelines and it has to be professional. And people can’t say ums and AHS and the hair has to be perfect. And the lighting needs to be in a certain way. And I can’t believe Dennis is spending a hundred grand on this crappy cell [00:44:00] phone, audio, whatever thing, like film terribly, you know, they need to fix this thing here.

And like, no, we have done tests. So our friend Brennan, you know, he runs, he’s got the pet socks and the face socks. If you ever get, if you go to video, that’s one of our companies, you can order socks with your face on them. Right. We did tests of professionally produced video versus. An iPhone eight, how many years ago was the iPhone eight?

Is that like five years ago or something like that? It was a long time ago. Right? What a horrible phone. I mean, it isn’t an iPhone, but it’s a crappy, wasn’t even the one with like the three cameras on it or was it’s old. We found that, that I phone eight produce better content than a $70,000 red camera, because it looked more authentic.

It didn’t look like an ad. So when you produce lots of little snippets of things that don’t look like ads, you get more conversions because you don’t want, like, if you know what an ad looks like, right? [00:45:00] So in 2022 to win on Facebook, you’re going to have a bunch of little things that don’t look like ads.

You’re going to put a few dollars against each of them. You can bucket them into an ad group and have them compete against each other, or you can just boost them separately, whatever, but you’re going to find a couple of these winners and then you’re going to step it up and put 10 bucks a day, 50 bucks a day, a hundred bucks a day, a thousand bucks day.

Uh, buddy, Jonathan Penn Tallus runs a chocolate factory in San Francisco and his chocolate factory is amazing. And not just because I’m saying that, but I experienced his stuff. I spent time together. I believe in his products. He’s got this sugar-free chocolate, that’s flavored by Monkfruit and it also contains these adaptogens that reduce stress, like our cortisol levels.

Cause a lot of, you know, we have a lot of stress we’re busy. We don’t get no sleep there’s deadlines and it contains things like ashwagandha and reishi mushrooms and things like that. And it’s fantastic. And he nearly went out of [00:46:00] business a few years ago, but he was saved by Facebook. It’s like one of those where he’s down to his last couple thousand dollars, he’s, uh, his house burnt down, not a joke.

He lost his girlfriend because it was various other sorts of things that happened. He got overweight like this, all these bad things happen to him and he’s like, whatever. So then he puts some money on Facebook ads. Didn’t know what he’s doing and turn this thing into a seven figure business. Right. And what he seen from being a hands-on Facebook person.

And I recorded a three-hour podcast with him talking about what he did with Facebook and how things have changed. Especially in last few months is just tell little stories and engage with the community and feature people in the community. He has this new product coming out called cacao calm, which is hot chocolate.

It’s delicious, organic fair trade, single sourced, vanilla beans from Madagascar, the only other company using it, a Starbucks, this rare kind of vanilla. Anyway. [00:47:00] He’s he’s telling Liesel stories because people are buying his hot chocolate, which is really expensive. Not because they, I mean, if you compare it against Swiss, Smith’s, there’s something from whole foods or whether it’s it’s stupid expensive, but they’re buying because of the story they’re buying because of stress they’re buying because of their other friends are doing it.

They’re buying it because it’s part of a lifestyle. So he’s creating all these different things with people that, for example, he has these influencers. There’s this guy, I forgot his name, but he’s really big in the keto space. He’s got a big YouTube channel. It’s got like a million something subscribers on YouTube.

And this guy is, he’s not being paid. Do it. I’m not even being paid to do it. Jonathan ships me free hot chocolate because I like it. And we’re friends. I’m not being paid to promote his stuff, but this other, this guy, who’s a big keto guy, you know, where it’s like, don’t eat sugar and sugar’s bad and whatnot.

He’s promoting this hot chocolate because it’s. No sugar. And it’s organic because it’s flavored through Monkfruit right instead of sugar. And by [00:48:00] featuring stories of this guy in his lifestyle, without even talking about the hot chocolate, that’s driving more sales because people trust that guy so much.

And some people will call this influencer marketing and that, oh, Dennis is talking about doing influencer marketing. What kind of, but when you have with Facebook in 2022, we’re going to move to the middle of the funnel is where we spend most of our time. That means the middle of the funnel is sharing expertise.

It’s like a mini YouTube. If you like, you know, YouTube is like sharing, how do you do stuff? That’s when you go to YouTube, like how do I do stuff? Get entertained, inspired, that kind of thing. And folks in e-commerce or folks in local, right? Our real estate agent friends. I think our real estate agent friend took off.

Maybe she was, she wasn’t able to interrupt anymore. So she wanted to leave. But you’re going to like David Solomon is going to share his expertise on what’s going on in the market and why this house over here costs way more than that other house. Right. And why he owns his, like, you know, he, he, he having lived there in 25 for twenty-five years in Santa [00:49:00] Monica, he knows that town inside and out.

He knows every restaurant. He knows what’s going on in the beaches. He knows what’s going on. Politically. He sharing his knowledge and sharing that knowledge is what’s causing him to get more connections that drive more home sales. That’s where Facebook’s going. It is not in setting up these really complex campaign structures or in these tricks.

Hey Jeffrey, I’m going to tell you the secret trick on how to short circuit, the algorithm. That sounds like SEO bullshit, right? Oh, I have the secret SEO trick. Yeah. You’re just selling, you know, witchcraft, Weegee, bore, voodoo doll kind of stuff. There is no more of that nonsense magic. If I tell you, I have to kill you blacks by magic, Stephanie.

It is now feed the algorithm. 15 second vertical videos that tell the story that are educational, that are authentic, that share knowledge, and some of them that have a call to action. Contact me for your next home in Beverly Hills, and I’ll help you out, right? [00:50:00] Hey, you know, you want to chop, you want a hot shot that that tastes great.

You want to reduce stress in your life. Consider adding this into your routine, consider doing this after your workout, right? Sharing knowledge, just like a friend would give you a tip instead of a long email, a one sentence, text message, right? That’s what we’re moving to micro content. So if you guys move in that direction, if you haven’t already been moving that direction, that’s where to go.

That’s what I want you guys to understand. I want you guys to win on Facebook no matter what you were selling, and when you start using content the right way, feed it into the machine, make sure you have your pixels set up. You know, what your cost per sale is. So you’re able to manual bid your cost per conversion.

You’re going to love Facebook. And then when all these other people say, oh, Facebook so difficult and mark Zuckerberg, I hate him. And I don’t like Metta and iOS 14, and my ad costs go way up and all this, you can just smile at them and say, oh man, I’m, I’m sorry, things aren’t working for you. I hope things improve.

Maybe you [00:51:00] can find some other Google that give you some advice. I like to listen to people who are winning. I want to know what’s actually working. I’m happy to listen to people were failing as long as they’re willing to explain and show us the data so we can see what’s working and what isn’t like mainly why something’s not working, but I’m a data person.

And this is what you guys need to know. If you’re going to listen to any advice from other people, make sure they can prove it. Make sure they’re talking, not from something they think sounds good. Or an article they read from someone else. Make sure they actually have the experience. So I’ll leave that to you guys.

I’d love to hear any questions or thoughts that you have based on this. So, Dennis, so I think if I cut through everything you said, which was great and I really enjoyed it, it really that it boils down to authenticity because when you think about the content, um, in the old days, production values, slickness, that represented reality, right?

But today it was a TV commercial, [00:52:00] but back then that works today. It’s all about being authentic. And why these short form real video, uh, videos shot with an iPhone work. Not only are they authentic, but they’re relatable because everyone who sees that says to themselves, I’ve got a phone in my pocket. I can do the same thing.

That’s not some produced thing by someone with millions of dollars. That’s something that any real person can do. So all of a sudden you’re bringing in that, well, it levels the playing field. And so there’s a reason Jeffrey and everyone else here that I didn’t say the word authenticity, even though everything you’re saying is completely true.

I intentionally didn’t say be authentic because that is so overused by these motivational speakers about how you need to be authentic grow and keeping it real that it’s now lost its meaning. So instead, because it’s true. Yes. You want to be authentic, but what does that actually mean? [00:53:00] What do you actually.

And so the best way to practically think about being authentic. And some people think authentic is about using the F word because that’s really being real or something. No, that’s just getting in people’s face. Do you mean, I wonder who you, me, I wonder who uses that? I’ve just, I’m scratching my head here trying to figure out yeah.

He’s the name not be mentioned. Yeah.

His name Ryan’s with Harry. Yeah. And Dennis. So two things I’m kind of jumping back on what Jeffrey just said right now. It’s it’s not necessarily authentic, but it’s, it’s in the moment. It feels like it’s in the moment. So, perfect. Example of this is so I’ve been, so for those of you guys who are listening, I’ve, I’ve known Dennis for what, three or four years.

Um, and he’s always talking. Doing vertical video content doing vertical video content. And he’ll always reference me because I’m the camera guy. And so over the last [00:54:00] four or five years, four or five months, actually, I’ve, I’ve stepped back from using a lot of my pro camera stuff. And I started using more of my phone as, especially on-site for projects, even the stuff that I do now with clients where I’ll do these two days worth of shoots, half of the time is actually shooting vertical video content with the client.

So we’re not even shooting stuff with the Panasonics, the reds, any of that stuff, no droughts. It’s strictly vertical video content because we it’s prevalent here in the audience. I want them to listen to Kevin’s thing for a minute. Cause I think it’s insightful, whether you’re a pro videographer with a ton of gear or not.

I want you to see how Kevin has made this transformation. So a few years ago, well, Kevin tell him just so everyone knows how pro you are. Tell them. The kinds of setup that you have and how many cameras you have and how they move around and how you edit it. And all the cases and equipment you bring, like it’s a movie shoot.

So people know you have that kind of, okay. So I traveled with about 200 pounds with equipment, one giant case, [00:55:00] that’s all lighting equipment alone. So three lights stands, batteries, the works. And then I have a whole case that has four cameras, a sling studio switcher that allows me to live switch in real time.

Multi-camera setups, shooting, podcasts, interviews courses shows the whole nine, uh, live events, concerts, whatever. And then I have a backpack with two pro Panasonic SNH cameras for what run and gun and blogging. And I usually walk around with a drone on top of that, but how much money would all that be?

I’m already probably 80,000. Okay. So that’s so as a pro video person, usually you see these people that they start off as like wedding photographers and they move into video and then they start acquiring all this stuff and they watch these YouTubers. Right. And they start doing stuff that Kevin’s been doing, which looks great, cinematic, you know, these smooth motion shots.

Cause you have these gimbals and glide cameras and all that kind of stuff. But what has been the shit? Like why have you shifted from not doing as much of that [00:56:00] to being like, you know, we started, what was it a couple of years ago? I showed you the road wireless. And attached it to now and now I have those and I have two sets of road wireless go tos with about why would you now you had all this fancy gear and by the way, for anyone who is a pro video person, I get you, when you show up to a client, shoot, you want to have all this stuff gets it’s impressive.

If you show up to a key, to, to a key to a client shoot, and your let’s say your date rate day rate is like, you know, 1500 bucks a day or something like that. And you show up with just an iPhone and a road wireless, go to people are going to say what I’m paying $1,500. And all he has is just an iPhone and this stuff versus like all this elaborate stuff.

And all these cameras stands and all this stuff that takes like two hours to unpack. Right? Don’t you do? Yeah. Dennis, all writers work with the same piece of paper or the same word processor. So you had people wouldn’t question, you know, if they had William styrene [00:57:00] or some famous writer they’d know that there was value.

But for videography, you’re absolutely right. People value it based on the equipment they see not on the creativity of a hundred percent. It’s all I do show up, show up with all that stuff. But here’s the, here’s the thing that really did made the paradigm shift for me. Um, so we’re onsite at an install for, for pool.

And we, we always have a lot of people show up and checking these things out because it becomes a giant spectacle. We’ve got this giant crane that’s dropping in this, this, I forgot. It’s like 26 ton concrete pool into somebody’s ground. So it’s a big spectacle and we always get people to come and check it out.

And even builders, other installers who are like, curious about doing this for themselves. And so I got my guy, who’s my partner who shooting with a red camera. It’s a $15,000 camera. He’s walking around. He’s looking like a rockstar. And I find this one guy who’s just jazzed. He’s super excited about it.

He’s like, dude, I want to get in on [00:58:00] this. In the heat of the moment. I’m like, you know what? I need to ask this guy a few questions. I asked them three questions on the phone. I, I pulled up to him and I said, Hey, do you mind if I just ask you a few questions on camera with my phone, it’ll take less than a minute.

And he’s like, sure. So I asked them three questions. What’d you think about it? How do you think it’ll work for you? And what do you, what would you say to somebody who’s who’s on the fence about working with us with this kind of pool? He answered it without even stuttering, without even having any kind of issues.

He was just super excited. Didn’t have to edit. Didn’t have to do a single thing. All I did was I just posted it to the company’s page and we, and that has already become the evergreen post. And I was just at a pool expo event and people who’ve seen our ads referenced that one, the one that has shot with my phone, it looks good because it’s an iPhone, but they said what they love about our ads and our content is that.

It makes our company look accessible. It’s not polished. It doesn’t [00:59:00] look like they’re watching a full-on commercial, even though we’re using the drone, we’re using the red we’re using Panasonics, but we’re also making it very unpolished in a sense, I guess you could say it’s very raw, but we’re leveraging a lot of that vertical video content.

So now instead of being 90% PR polished content and 10% vertical video, it’s the other way round. Every time we’re on site, every time we’re at an event we’re posting that vertical video content while we’re there. And we’re, we do add some call to actions periodically, but it’s very much like, Hey, check this out.

These are the people that are in our, in our circle. These are the experts in our field. These are the kind of products that we’re working with, how here’s, how to use this particular product in this particular space, even though it’s not our product. And I promise you going down this road of using vertical video content.

Thank you, Dennis. Has completely changed my business model. I do show up for two days shoots, but I’m working with a client to do more [01:00:00] vertical video content based on their goals, their messaging, based on their, the kind of authority content they want to create. And it becomes something that I can teach them how they, for them to do themselves.

So rather than relying on me, I’m empowering them, giving them the tools and the knowledge to do and the confidence to do it themselves. And that wins every time vertical. Kevin does great. What you just said, and at vertical video creates a sense of immediacy. It brings you there. And you know, again, I keep saying the old days, because I’m old, but the old days it was Eng, you know, electronic news gathering.

It was the handheld camera. Shoots that you would only see in the news when they were on location or in the wars, you know, et cetera. Then filmmakers started to bring that into filmmaking because when you suddenly went to a handheld shot, it created that sense of immediacy. It brought you into the moment.

And I think that’s what vertical video does today because [01:01:00] everyone understands they’re doing it. They’re FaceTiming their friends. That’s how they communicate. So all of a sudden, when you switch to that perspective, you are bringing people into the moment. And I think that’s what becomes power. And when it’s vertical, it’s taking advantage of the fact that people are holding their phones vertically.

So how are you guys holding your phone? Probably vertically and so on all the social networks, vertical video it’s what’s working. So you can reuse this across every single channel, including YouTube with YouTube shorts. So 15 to 62nd videos is what works. Now, if you make that key in. For your Facebook ads, all this other stuff about targeting and the ad types doesn’t really matter.

And we used to run these heroes sorts of videos, where it’d be a one minute vertical video of someone talking about something. You’re teaching a story and you recognize the format because there’s a title on the top transcription on the bottom and we’ve been testing. And we found that in more [01:02:00] than most cases now for Facebook ads, when you have that video with no editing.

And I think Kevin, you alluded to it that often performs better without the text on the, on the top and without the transcription. Cause we use the automatic transcription that comes from Facebook because it looks more raw. It looks even less like a commercial. So many people have done these, the hero type video.

You’ve seen that format in so many different ways, right? Where someone’s talking, they’re walking and talking. The text is on the top and transcripts to the bottom. So many people have did so overused. Now that we have to do something that looks even more natural and unadulterated. So I want you guys to be putting that as your key ingredients, if you get that part, right.

The other stuff doesn’t really matter if you don’t have the content, right? No amount of optimization I believe is going to be able to overcome that. And that’s really the key point here. That’s what you guys should walk away with of all the things that we talked about today. Anything you guys want to add, Kevin or Jeffrey?

I think it was a really interesting and, uh, [01:03:00] engaged conversation. So thank you, Dennis says, and thank you guys. I appreciate you spending time with us together in the coach. You show I’m here for you guys. If there’s anything you want in terms of follow-up or if you have further questions or ideas for other topics, I’d love to hear it.

And for those of you, who’ve stayed all the way to the end. I want to offer you for free our 15 second video. You’re going to tell, you’re going to learn how to do 15, second videos on your phone. Examples of different kinds of stories, performance objectives, how you can use them on Tik TOK and Facebook and Twitter, how it ties into things like being able to boost posts the considerations on gear.

For example, the most important part of your video is the sound. And so that’s why we use things like the road wireless go to, or what do you do in different kinds of conditions with lighting or when it’s crowded outside or when someone’s on stage, or if you’re interviewing a [01:04:00] customer and they’re a little bit shy, how do you overcome that?

I want to give you that, that for free, but to get that, I want you to message and in the subject line say, I love Kevin Lee and then the body saying, give me the hay away. What am I chopped liver? And if hold on, hold on. Let him speak. So that’s for 15 second videos because Mr.

Kevin practices, what we preach, I’ve observed him over the years, be not old. And now he was just being humbled by saying, he’s the camera guy. He’s gone from camera guy to a video profit-making machine. Being able to tell stories the right way, which happens to require a camera instead of starting from the camera.

So video Kevin lives in breathes it. I learned from people like him. I’m just a pretender. Now, if you want to learn how to boost these posts and you want the full strategy behind it with the advertising, then we have our dollar a day [01:05:00] course. And if you want the guide to the dollar a day course, which is I believe key on Facebook and you can use it on the other networks as well.

Especially Twitter. Twitter has made a come back, send a note to in the subject line. Say, I love Jeff sass and say, give me the one minute video. Okay. So I believe that the 15, second videos and dollar a day are peanut butter and jelly. When it comes to success with Facebook advertising, you could be lucky to have a huge organic audience to be able to do it without ads.

Like I don’t want to run ads. I’m not going to give mark Zuckerberg money. Well, you’re, it’s a pay-to-play game. You’ve got to put the right inputs into the machine. You got to put some money in the machine and out pops out whatever you like, use your analogy, the bread machine, or making seminaries and bread or the jukebox or whatever it is.

You got to put the right things in the machine, make the right selection and put a quarter in the machine or dollar in the machine in this case. And it’ll get you what you want. And that’s really the punchline here. And you guys will know that when, [01:06:00] when you talk to experts, when you see other people who are really good, it’s really simple, surprisingly simple, because it’s always the fundamentals.

That’s how you can spot when someone’s really good. So I hope you guys enjoyed it. Jeff, why don’t you take us out? Thank you, Dennis. First of all, a great, great show tonight. And thank you, Kevin, for your participation and Dennis, I just want to say the toaster analogy was fantastic. And, and especially because as, as some of you who are in the audience may recall one of the first, um, effects platforms was called the video toaster.

So that was really complicated. It did all these complex complicated effects. So I liked the fact that you’ve come full circle and now the toaster relative to the video and the content and the targeting is really just the simplest way, not the most complicated way. So that was great. Um, thank you everyone for listening tonight, the coach you show.

Here on start-up club. Every Thursday evening at [01:07:00] 5:00 PM. Pacific time, 8:00 PM. Eastern time. You can find recordings of past episodes, which is the website for startup club. You can find the replay of this show and replace. If you haven’t checked out clubhouses replay feature, please do so.

It’s awesome. It’s like being here live, you can skip from speaker to speaker. You can, um, save clips. You can share it. It’s really great. So you can find the replay of this show in about 15 minutes from now over at startup club in clubhouse. So thanks again, Dennis. Thank you for another great show. We appreciate you sharing all of your knowledge here on the coach.

You guys are awesome. See you next week and thank you, Thomas Hawkins with the orange face. Follow him just like me. All right guys. See you guys later.


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