I wanted to take the time and share a bit about my story on how I was able to go from earning $12 an hour to $500 per hour and creating a business that’s on track to generate half a million dollars just this year.
Now, it’s not something that happens overnight. And it’s not all unicorns and rainbows, but it’s possible. You can do it without having to go to college and getting a degree. It just needs three key things, and that’s what I’m going to share about with you today.
In order for me to succeed, I needed to focus in on one particular niche. Back when I started doing Facebook ads, it also included a bit of social media management. Most Facebook ad managers start off there, and they end up becoming a jack of all trades.
So as well as having clients across various niches, I was also doing all these different tasks in all these niches. For example, I had a real estate client, which nearly killed me. It wasn’t my idea of fun at all.
I had to go and look for content and ideas that would be great on their page to hopefully get some organic engagement, back when organic engagement happened. So I was looking at real estate interests, home buyers, and all that sort of stuff that would compliment a real estate page.
Then I would have other random clients, like one who had a webinar that they were just launching, and needed help getting up and running. For this client I was just running some ad campaigns.
Then there’d be other clients that needed stuff done on WordPress, and some platform that starts with a T and ends with an R, and rhymes with bitter.
But I was doing all of these random projects and taking on any old client, and do any old job because it’s bringing in the dollars.
It wasn’t long before I nearly lost my mind, and I knew I had to focus on a particular niche that I wanted to serve, which turned out being online courses and coaches. When I did start out with that niche, I’d been learning some Facebook ads from my own business. I was in a partnership and we had a weight loss company, and so I’d been learning a bit about Facebook and Facebook ads. I still had the training wheels on, and someone took me onboard to run their Facebook ads.
And I got paid $12 US per hour, so it was really, really low. And I did a lot of work for that client, I paid a lot of attention to detail. I worked at it as if I was getting paid $100 an hour. Because for one, I wanted to get great results for that client, so that I could have a great case study. And of course, getting them results, and making them happy that they did choose me to do this work, and that the risk that they took in giving me this task paid off.
And I’m happy to say it did. I’m not sure of the numbers that we generated, but it was multiple six figures in sales with the campaigns I ran for them.
So from there, I decided that I was dialing in on the coaching niche. Now, I didn’t think that was a good choice at first, there were some times where I would work 60 or 100 hours a week because coaching funnels can be tough work. There is a lot of work that goes into making them work, it’s not just a matter of whipping up an ad, and getting people to purchase, especially when you’re talking about high ticket offers. That’s because it takes a lot more work to get someone to book a call where they’re going to be offered a $10,000 program, as opposed to someone buying a $5 scarf that just pops up in their news feed, right?
Coaching funnels can take a lot of work, and it nearly took me out.
I remember asking a colleague who did work on a few different client niches and had an orthodontist client. I asked her “How much do you spend on this orthodontic campaign each month?” And she said “About six hours.” And I’m like, “Six hours?? I’m spending 60 hours a week working on these coaching campaigns.”
Even though they take a lot of work, when you focus on this niche, you’ll be able to dial it in. I would look at every little bit of data, every bit of information that would be come in, and get so knowledgeable on where the bottlenecks would be and how we can overcome them, that it increased my worth to the marketplace.
So from there, I’ve gone on to work with seven and eight figure business owners, get paid $500 an hour for consult calls (even more at times). I’ve been able to position myself as someone who is quite knowledgeable in this space. When I do talk to coaches and people who are learning about Facebook ads, the years of experience of dialing into this expertise, pays off dividends.
I was on a coaching call last week where I was just answering someone’s questions, and to me, it was like, “Oh, this is a given… this is how it is… it’s kind of like when you’re frying an egg, it’s that kind of thing.” But for the person on the other side of the zoom call, it golden information that would help them with their campaigns, and would help them generate thousands of dollars in sales.
IDENTIFYING YOUR ZONE OF GENIUS
Once I picked my zone of genius, it began to feel like this information came naturally for me. Through picking your zone of genius, you can focus on getting better at that ONE thing.
For example, I’ve got a lady who actually prepares our meals, four meals a week that she brings in, and it’s fabulous. And to her, it’s a breeze, whereas, for me, it’s a nightmare chopping up all the vegetables and getting everything ready, and spending hours in the kitchen.
Now, when working with coaches, typically marketing is not their zone of genius, and that is where they need fantastic ad support to be able to partner with them. By tapping into your zone of genius, it becomes the most effective way for you to be able to increase the value that you’re bringing. Because you’re not spreading your attention out on all these different areas, and therefore watering down your own zone of genius.
Another benefit with focusing on this type of client, you can dial into their avatar, messaging, and all the elements of their funnel. This helps you create more value to them and go from low hourly rates or retainers to becoming a valuable asset to them and increase your rates.
SCALING YOUR KNOWLEDGE VERTICALLY
And my third tip would be to be scaling your knowledge vertically, not horizontally. Going horizontally is where you would be looking at all these different sorts of tools, platforms, resources, just going wide with your knowledge and expertise.
When you can scale vertically, and you are just going deep in the knowledge and being an authority on each of those subject areas, you will be valuable with your knowledge. Now it is great to still be aware of things that are going on, trends that are coming up, for sure. As Facebook marketers we must be very aware, always testing things, seeing what other strategies are evolving.
But when you just dial in your expertise, you can focus on specific tools that work best for you versus knowing five or six different webinar platform tools.The number of times we’ve gotten emails from clients that would be saying, “This person hasn’t got the link, it’s not playing for them,” it helps to know the platform and troubleshoot immediately. So by dialing in your expertise in those areas, it will give you mastery over your skill of being an excellent and an epic Facebook marketer, rather than just another ads manager.
So if you would like to surround yourself with people on the same journey as you, who want to work in the high-ticket coaching niche, or are high-ticket coaches…
I’d like to invite you to join my Facebook group, Facebook Ads for High-Ticket Coaches.
Come over and join the group, we also do weekly ad reviews inside of the group. So if you’ve got an ad that you would like to have looked at, you can submit the form, and once a week we go through and we look at as many ads as we can in the time, and be able to give you some feedback. We want to help you improve your Facebook marketing skills, and help you become an epic marketer.
I’m Jody from Social Charlie if you’d like to learn about our Facebook ad training for high-ticket coaches, head over to socialcharlie.com.
Or if you are a high-ticket coach, and you would like to know how you can get your own in-house ad strategist to work on your campaigns, again, head over to socialcharlie.com for more information.