July 2, 2018

The real secret to Facebook advertising

General consensus is that giving away ‘special reports’ or ‘lead magnets’ isn’t as effective as it used to be. Especially on Facebook, where ambivalence to everything except dog photos is basically high.

The advice now is to give away more…

But is it sensible to give away your best secrets?

Last week a subscriber sent me a link to a YouTube course by Ryan Masters. It’s a complete online course about building a successful YouTube channel – and very detailed.

The thing is, I happen to know that Ryan manages Perry Marshall’s YouTube ads. So my perceived value of the course is automatically high. Without that insight I probably wouldn’t have looked at it twice. Or I may have added it to my electronic bookshelf to rot indefinitely.

You can see the course here.

Notice only a soft call to action – “Want more help? Contact Ryan.” But what really struck me was the amount of detail being given away.

My own experience with giving away entire courses is that it’s easy to get people started on a free course, but exceptionally difficult to get them to finish.

It’s fine to experiment with giving valuable stuff away, as long as the perceived value is high. The real challenge is consumption – getting people to read, watch or use the thing you’re giving away.

Lead generation is still a big part of the marketing puzzle, and I think the real question now is this…

Rather than giving more away, how can you raise the perceived value of what you’re giving away?

The secret to Facebook adverting isn’t to learn more ad hacks. It’s to develop a giveaway with a high enough perceived value that people share it, even though it’s an ad.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.