If there’s one thing we recommend over and over again to anyone dipping their toes into the Facebook ads world, it’s to create a lead magnet (or freebie) to run ads to.

However, if there’s a question I get over and over again (and trust me, a question I’ve asked myself many times, too), it’s this: what the heck kind of lead magnet am I supposed to create?!

I get it. So, to kick off your Facebook ads journey with a bang, I wanted to share some of my very, very favorite ways to make your lead magnet a creative, irresistible, must-click tool for your business!

First off… what’s a lead magnet?
If you’re not super familiar with digital marketing speak, you may not be too sure of what a lead magnet is… often also known as a freebie. Here’s the official definition: A lead magnet is simply a free, valuable resource that you hand over in exchange for someone’s email address. 

And, here’s my favorite way to describe it: a lead magnet is going to be a resource (anything from a quiz to an ebook to a free class to a downloadable) that people have to give you their email to receive. (AKA, a magnet for leads.)

Think of any time you’ve ever dropped your email to snag access to a grocery list, a playlist, anything — that’s a lead magnet! These are mega important to your success online when it comes to building up your contact list (usually your email), and they’re how you start to create an audience of people who are excited to learn from you.

3 tips for making the most out of your lead magnets

When you create a lead magnet that people really and truly want, you can scale your email list quickly. The key: making it legitimately valuable (don’t create a lead magnet that actually provides nothing… if you do this, people won’t care to invest in your actual $ costing products) AND making it easily digestible. Here’s how to do it:

1. Create something YOUR audience wants to see.

The best way to encourage people to sign up for your lead magnet is by making it hyper-customized to the things they want to see from you — so do a little research!

Some ideas: Are you a nutritionist and you know they want to see a Whole Foods grocery list from you? Are you a productivity expert and you know they’d love to see a BTS video of your Google Cal organization process? Are they looking at you to help them name their services and know they’d love an easy template to try themselves?

2. Make it easily digestible.

When you’re creating a lead magnet, remember that it should just be a taste of what you can give someone — not the whole sandwich! If you’re considering making your lead magnet a 45-minute video or a 100-page ebook, I’d encourage you to cut it down into something more digestible and easy to create. This makes it easier for your audience to find value from, and it also makes it a lot more worth *your* time.

Then, once your audience is bought in with the taste you’re giving them — for example, your Whole Foods grocery list — they can actually pay you for a 1-hour nutrition consult. Don’t give away the whole sandwich!

3. Have a nurture and conversion plan in mind. 

A really common mistake that I see is people creating a killer lead magnet… only to send it and then never be seen again (until it’s time to sell something). Don’t fall into this trap! Instead, be really intentional about nurturing those leads of yours — whether it’s through an email funnel attached to your freebie, an email newsletter, or an ads campaign — and make sure that you become a regular, trusted expert for your audience.

Without that, you run the risk of alienating your list when it’s time to launch something — and it’s why a lot of people tend to see such high unsubscribe rates from their lists. Nurturing is important! 

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More than anything, my friend, I want you to remember this: you have something INNATELY special and worth teaching within you. What is it? How can you show it? That’s exactly how you create a lead magnet. Really — it’s that simple.

As an ads agency supporting course creators and service providers, there are about a million things we consider highly, highly important for our clients and campaigns: strategy, targeting, offers, you name it. However, there’s one thing we consider to be at the top of the list: and that’s good copy.

Why, you ask? Well, it’s simple — well-written copy is what speaks for your business, sells your offers, and connects with your ideal clients. It’s the backbone of everything from your email marketing and your social media to your discovery calls and your ads, and when you have good copy you can sell what you need to.

In short, we love and value strategic copy over here — and we’re not alone. The world has seen such a return and focus on words in the last year (hello, Threads!) and it’s consistently used to frame everything from UGC content to videos… and everything in between.

So, what exactly is copywriting?

Copywriting speaks to any of the copy — i.e., words — that support marketing and communications initiatives for a business. This covers a massive variety of assets, but here are just a few of the things copy support can cover:

• Emails (sales emails, newsletters, etc.)
• Ad creative
• Video scripts
• App and push notifications
• Social media carousels and captions
• Blogs
• Websites
• Lead magnets, one-sheeters
• Course content
• Even things like billboards, road signs, and product packaging

Really, you name it… and a copywriter should touch it. Investing in copy is how you can ensure that you’re speaking to the right people (AKA, your ideal clients), how you can strategically make sales and hit goals, and how you can keep your audience engaged, educated, and taken care of. 

Why is copy so important within my ads and marketing strategies?

While we work with a copywriter consistently over here for a ton of things (blogs, emails, ads), we also recommend our clients to do the same — because copy is arguably more important in ads and marketing strategies than anywhere else. 

See, strategic copywriting is designed specifically to speak to a certain audience. When written the right way, everything from your ad captions to your emails can entice a potential customer to make a click, press purchase, or join a waitlist. It’s a really unique blend of psychology and of words, and it works!

3 tips to make your ads and marketing copy better

Wondering how to start leveling up your own copywriting, specifically within your ads and marketing? Here are 3 easy tips:

1. Get really clear on your ideal client: Who, exactly, are they? What are their hobbies? What words do they use? What do they react the best to? What social media platforms do they use the most? What pain points do they have? (Psst… this is great to know for your ad targeting, too.)
2. Keep it succinct: One of the biggest problems with marketing copy in general is that it gets too long. Once you write your caption/ad/etc., cut the words! Figure out what needs to stay and what’s extra, and chop it. It works!
3. Focus on clarity: What’s the true message that you’re trying to get out? What’s the problem you solve, and how do you solve it? Think from your audience’s perspective, and focus on making your copy as clear, direct, and easy-to-follow as possible by answering those questions. Voila!

More than anything, my friends, just remember: the words you use matter, especially when it comes to marketing and selling the incredible things you do. Don’t discount that, and watch your numbers soar.

Our clients — and this business — are all living proof of it.

We think there’s one business goal that every course creator and service-providing entrepreneur should make this year… and it’s to start investing in deep strategy and management for online ads (specifically when it comes to Facebook, Instagram, TikTok, and Pinterest).

See, there’s never been a better time — or a more important one — to start advertising online. After all, over 2 billion (yes, billion) are in Facebook’s global advertising audience… and that’s just Facebook. When you start adding in platforms like TikTok and Pinterest, you’re talking about an engaged, ready-to-buy audience of literally billions of people.

It’s why we do what we do over here at System Envy — AKA, why we help 7- and 8-figure creative business owners and course creators scale their businesses, grow their sustainable income, and sell online.

We’d love to meet you! You can always reach us here (come say hi!) — and we’ll tell you a little bit more about what to expect from working with an ad agency like us!

Here’s what to expect

At a high level, we jump right on in. We take you into an in-depth onboarding call where we dive into your goals, your numbers, and your overall strategy. Then, our team gets started with building your launch plans, creating your ad grids, and developing your ads — creative included! — before launching your ad campaigns. Then, as your launches run (and as your data rolls in!), we’ll be here to keep you meticulously updated and plugged in while we continue to optimize, grow, and build out your online ads presence.

The System Envy process

At System Envy, there are a few things we focus on more than anything else: diving DEEP into strategy, creating campaigns that allow you to ideate and innovate, and building processes and frameworks that allow you to scale and earn reliably. This means that our process jumps off with a highly in-depth look into your business, all built to help you define the right goals, budgets, and KPIs for your campaigns.

After we’ve ensured that we’re a fit to work together, we jump right on into our discovery process. Then, we’re off to the races! Our onboarding process itself takes about 2 weeks from start to finish, and involves research, image/ads collection, client avatars, branding info, opt-in pages, launch info, you name it. It’s a lot, but it’s also a very organized process (and we walk you right through it).

As we go through onboarding, we’ll be setting up all of your tech stuff (your ad pixel, your access, etc.), and we’ll start building your campaigns. While this sounds kind of general, it’s really not — it involves building your audiences, spurring engagement, and starting evergreen/engagement campaigns. We’ll continue to adjust the budget, the targeting, and the campaigns as we go — all meticulously designed for your specific needs — and send reporting each month. 

Now, this process isn’t always the same month to month or quarter to quarter. We take everything from holidays and launches to sales and engagement into consideration, and always try to stay one step ahead. No ad campaign is the same, nor is any client — and that’s reflected over and over again in our process, too.

Psst… curious who we’ve worked with? Hear from some of our clients here.

Wondering if you’re a right fit for System Envy?

Our most successful clients — and the ones who see the highest return on ad spend — are typically those with a large following, with a 7 to 8-figure annual revenue, and with a willingness to invest in their ads in a big way. They’re familiar and engaged online, are likely selling big-ticket courses, and are plugged into content creation already. 

Does this sound like you? We’d love, love, love to meet you. Does it not sound like you? We’d still love, love, love to meet you — and we’d also recommend you take a look at the FB Ads Method, our course for teaching you exactly how to generate consistent leads and sales through ads.

Reach out to schedule a call with us here.

Not sure about you guys, but we’re gonna be surprised if Time’s Word of the Year *isn’t* artificial intelligence. For the entire year, we haven’t been able to get away from the term. No matter where any of us look, there’s new tips for things like ChatGPT, OpenAI, and using AI in your business.

And, guess what? This is (mostly) a good thing, especially for business.

Now, trust us here: we aren’t suggesting that the world would be better run by robots, and we will always, always think that a human touch is better than anything created by the backend of Google.

However, it’s silly to pretend AI doesn’t exist, to refuse to work with it, and to close our eyes to it. It’s why it’s essential to lean into AI when it comes to your business…  because it’s not going anywhere.

Wondering how to use it to your advantage? Here’s how:

How to utilize AI in your Facebook advertising

There are several ways you can use AI to make the most of advertising, and we’d really recommend you at least try it out! First, play around with writing prompts for ad copy to get an easy, strategic head start on your content creation. Wondering how? Visit a website like ChatGPT, and ask it prompts like “can you give me a list of pain points for X client and X offer?” or “write a list of Facebook ad caption topics for a cart open ad for X offer.” Then, utilizing the prompts AI gave you, you can take a thoughtful jump on your content creation. 

Now, you’re probably wondering — can’t AI just write my captions? Well, here’s our opinion on that: while AI is helpful, it doesn’t know your audience. It doesn’t know your goals. You do. It isn’t human. You are. We are big believers that the human touch will always be more important, more successful, and more strategic than anything else. Remember that.

Next, use AI to help capture more of your learnings… and to do it faster! There are tons of reporting tools built specifically to spit out top-performing creative and show you what’s giving you the highest/lowest return on ad spend. Take those tools, and utilize them to create a narrative. Why are your ads in particular performing a certain way? What data reflects this? That makes all the difference, my friends — and utilizing AI to assist with this (instead of relying on it wholly) gives you the best of both worlds.

Something to remember: AI isn’t new for Facebook ads

When it comes to the Facebook ads world, we can foresee AI hopping into the situation in a few different ways — but, it’s also important to realize that AI really has been a part of the Facebook ads world for years and years now. After all, you know that algorithm we all speak of? That, my friends, is AI — and over the years, we’ve seen things like the algorithm continue to grow and adjust. It really is important to know and to expect that tech will continuously change, improve, and shift… AI included.

When you can learn to lean into things (like AI!), you can add a new level of depth to your work while still staying true to yourself. This is just the beginning… so take advantage of it!

I’ve been in the Facebook ads game for a HOT minute now. (Hot years, really. A hot decade-plus.) And, as I’ve been here — tapping on my keyboard, managing millions of dollars in client ad spend, and raising babies — everything has changed.

And then it changed again. (And probably again, honestly.)

It’s led me to learn an insane amount of information about the Facebook ads world (and the TikTok and Pinterest ads worlds, too), and it’s taught me about a zillion and one lessons that I try to consistently apply daily to improve the business of my clients and of my own.

Now, while I might have been in the game for a hot minute at this point, a lot of people haven’t — and, lately, I’ve been getting a lot of questions about getting started in the Facebook ads world now. 

So, as a little Christmas present to ya, here are the things I would do now if I were just starting Facebook ads tomorrow:

5 things I’d do if I were starting Facebook ads tomorrow

1. I’d have a plan for content generation.

If you want to make Facebook ads easier, the best tool you have at your disposal is continual content generation. Wondering how? Utilize things like your IG posts and Reels as engagement ads! And, to make it even easier, remember that — especially when it comes to ads content — quantity is greater than perfectionism. Instead of working for hours and hours on one specific ad, create regular content that feels good… and use that.

2. I’d build out some freebies.

The best way to regularly engage your ads audience on Facebook is to make sure that you’re creating value more than you’re making sales — and the best way to do that is through building out some incredible freebies! Take the time to really dig into your audiences’ pain points and needs, and build out resources (everyone loves a template, a handbook, a guide, or an online webinar!) to run ads to.

3. I’d create an email sequence.

If you want to convert your audience, they need to get to know you — and one of the best ways to do this is by connecting an email sequence to your freebie that educates, connects, and eventually leads to a paid offer. Plus, connecting your ads to an email list is the most effective way to generate leads and grow your list.

Pro tip: not sure where to start? Once you set up a freebie, build a sequence that follows this pattern:

• Freebie delivery email
• Introduction to you + freebie check-in
• Value-packed email #1
• Value-packed email #2 + hint to paid offer
• Value-packed email #3 + paid offer

4. I’d set up my tracking.

When you start running ads, you’ll need to make sure that they’re being effectively tracked — which means that you have to do the legwork around said tracking. Go ahead and make sure your Facebook pixel is installed, and then ensure that you’ve taken these steps:

1. Install cAPI on your website software host (similar to the FB pixel)!
2. Toggle on advanced matching (you can find this in the Events Manager of your Business Manger and click on Settings, scroll down to Advanced Matching).

5. Remember that you have to spend to earn

Now, I’m not going to tell you that you need to immediately start dropping thousands of dollars on ads… nor would I recommend that. However, I do think it’s important to remember that ads are about testing — and that means that it tends to take time, effort, and money in order to see results. While you will see a return with the right approach, it’s key to keep in mind that it might take a minute (and a dollar).

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There you have it, pals — a few of the things I would do now if I were starting Facebook ads tomorrow. While this is by no means an exhaustive list, it is a start… and I’m always here to share more. Any in particular you’d like to hear about? Comment them below!

It’s (almost) the end of the year, and you know what that means… It’s time to plan a new one. (!!!)

Personally, I love the feeling of a new year. The fresh slate makes a huge difference to me, and I always enjoy everything from the goal-setting and business plans to the Christmas leftovers and cold weather. And, while I am always interested in a resolution-planning type of blog post (love that content, as long as it’s realistic!), I wanted to share some of my go-to tips for planning CONTENT for 2024 — especially as it pertains to ads, courses, and launches.

Are you ready?! Here are my favorite tips to take with you as you plan your content:

1. Think through your approach:

How do YOU want to approach your launches and corresponding content this year? This matters. For instance, some of our clients have monthly promotion plans for launches 6 months in advance and it’s sooo helpful to plan and prep for… vs. some clients who are like “I think I want to launch this course next month.

There’s not a right answer here — it’s just YOURS! But if you’re a planner, keep that into consideration. And if you’re not a planner, make sure you do leave holes in your general year map to account for time.

2. Dedicate some time to scaffolding out your year:

It can be really hard to sell courses this time of year (besides Black Friday & Cyber Monday), so consider taking the time to plan for next year instead! Some of our clients use sticky notes on a wall and some of them do team brainstorming sessions — so find something like that that works for you. It can also be super helpful to designate people to specific planning areas to divide and conquer, but I’d always recommend spending time coming up with overarching goals and KPIs first.

3. Analyze your last year of marketing:

The key to continuing to succeed lies in continually analyzing your data — and that’s extra true with marketing, ads, and launches. Take the time to pull stats, put together learnings, and rethink your marketing strategy as you plan. This way, you’ll know you’re on the right track (or the wrong one), and you’ll also be able to stay strategic. 

Wondering what to revisit? Each year, a lot of our clients — and US! — pay special attention to any changes in target markets, overall focuses (have your market share, positioning, or offerings changed?), and goals for the following year.

4: Get back down to the basics:
So often, we forget about the very basic pieces of our business — but I want to encourage you to come back to those as you plan. Are your vision statements, mission statements, and values still the same? Are you HAPPY with where business has taken you in the last year? Are there any glaring issues you need to think about? Zoom out a bit and focus on the basics like that — and you’ll be amazed at how obvious your priorities become.

5: What kind of content do you want to focus on?

When you’re planning content for the following year, it’s important to know where you want your direction to lie. Are you going to focus heavily on social media and short-form video? Do you want to write long, SEO-heavy blogs? Do you want to try out user-generated content? Do you want to record a podcast? Consider this in your planning, and then think about ways that you can mix, match, and reuse throughout the year.

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Those are just a few of my tips — but I am always down to share more like this! Let me know if you have any must-includes, and then holler at me if you’d like to see more of this type of content. I’m here for it!

It’s (almost) the end of the year, and you know what that means… It’s time to plan a new one. (!!!)

Personally, I love the feeling of a new year. The fresh slate makes a huge difference to me, and I always enjoy everything from the goal-setting and business plans to the Christmas leftovers and cold weather. And, while I am always interested in a resolution-planning type of blog post (love that content, as long as it’s realistic!), I wanted to share some of my go-to tips for planning CONTENT for 2024 — especially as it pertains to ads, courses, and launches.

Are you ready?! Here are my favorite tips to take with you as you plan your content:

1. Think through your approach:

How do YOU want to approach your launches and corresponding content this year? This matters. For instance, some of our clients have monthly promotion plans for launches 6 months in advance and it’s sooo helpful to plan and prep for… vs. some clients who are like “I think I want to launch this course next month.

There’s not a right answer here — it’s just YOURS! But if you’re a planner, keep that into consideration. And if you’re not a planner, make sure you do leave holes in your general year map to account for time.

2. Dedicate some time to scaffolding out your year:

It can be really hard to sell courses this time of year (besides Black Friday & Cyber Monday), so consider taking the time to plan for next year instead! Some of our clients use sticky notes on a wall and some of them do team brainstorming sessions — so find something like that that works for you. It can also be super helpful to designate people to specific planning areas to divide and conquer, but I’d always recommend spending time coming up with overarching goals and KPIs first.

3. Analyze your last year of marketing:

The key to continuing to succeed lies in continually analyzing your data — and that’s extra true with marketing, ads, and launches. Take the time to pull stats, put together learnings, and rethink your marketing strategy as you plan. This way, you’ll know you’re on the right track (or the wrong one), and you’ll also be able to stay strategic. 

Wondering what to revisit? Each year, a lot of our clients — and US! — pay special attention to any changes in target markets, overall focuses (have your market share, positioning, or offerings changed?), and goals for the following year.

4: Get back down to the basics:
So often, we forget about the very basic pieces of our business — but I want to encourage you to come back to those as you plan. Are your vision statements, mission statements, and values still the same? Are you HAPPY with where business has taken you in the last year? Are there any glaring issues you need to think about? Zoom out a bit and focus on the basics like that — and you’ll be amazed at how obvious your priorities become.

5: What kind of content do you want to focus on?

When you’re planning content for the following year, it’s important to know where you want your direction to lie. Are you going to focus heavily on social media and short-form video? Do you want to write long, SEO-heavy blogs? Do you want to try out user-generated content? Do you want to record a podcast? Consider this in your planning, and then think about ways that you can mix, match, and reuse throughout the year.

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Those are just a few of my tips — but I am always down to share more like this! Let me know if you have any must-includes, and then holler at me if you’d like to see more of this type of content. I’m here for it!

I have to ask you, my friend: what is your #1 business goal? And I mean #1 — if you could have nothing else, no other goal — what would it be?

Actually, before you answer… let me guess. My guess: PREDICTABLE, SCALABLE income. Specifically, predictable, scalable income *alongside* a method for consistently attracting qualified leads and bringing in dream clients.

Sounds pretty freakin’ cool, right?!

Well, you’re in the right place — because my course, the Facebook Ads Method, shows you exactly how to reach that goal.

Inside of the (newly refreshed!) curriculum, I’ll show you how, exactly, you can harness your profit potential — there’s a ton! — by giving you the tools, lessons, and knowledge you need to be your own Facebook ads manager.

(All for a heck of a lot less than actually hiring a Facebook ads manager, k?!)

Why do I need the Facebook Ads Method?

If you’re wondering why the heck you need a course on Facebook ads, lemme paint a picture for you. I want you to imagine that you have time with your family and friends, sans distraction and sans ANY worry about your business or your income. Imagine that you have time to create new offerings, to work on your business instead of in it, and enjoy what you’ve worked for. Imagine that you’re generating leads, daily, that point to the people you WANT to work with. 

Pretty fun to imagine it, huh? Well, it’s POSSIBLE. More than possible, in fact — but infinitely, and easily, reachable. The secret is learning how to run Facebook ads as the solid, dependable system that they can be — and knowing how they work so that you can get the most out of any investment you make in running them.

And I — a Facebook ads manager who regularly gets killer results for my 7-figure clients — want to teach you how to do it inside of the Facebook Ads Method. After you complete the curriculum, you’ll have results like:

• A consistent system for getting hundreds or thousands of people registered for your next webinar
• Feeling like your business works for you, instead of you working for it
• Building your email list automatically and rapidly
• Feeling CONFIDENT in your business again
• Scaling a huge tribe of brand evangelists
• Reaching qualified leads and converting them into sales
• …and so much more!

Boom.

Find more details here.

Here’s what you get inside of the Facebook Ads Method

Inside of the Facebook Ads Method, you’ll get:

• Module 1: Access to the top strategies I’ve used to get my 7-figure clients huge ROI and I’ll show you how to apply those strategies to your own business. 
• Module 2: A full technology overview of what you need to know to set yourself up for success.
• Module 3: Learn the art and science behind successful ads with evvvverything you need to know about ad strategy and funnels.
• Module 4: Walk through what makes successful ad campaigns by looking at real-life ads and funnels.
• Module 5: Learn the language of Facebook ads and figure out the ins and outs of the Ads Manager, reporting, tracking, analytics, and scaling.

Plus, you’ll get these bonuses:

• FB Ads Guide to Opt-In Pages: How to Create a High-Converting Landing Page ($397 value)
• Ads Manager Checklist & Reference Guide ($297 value)
• Your FB Ads Budget Guide: How to Calculate Your Ads Budget Based on Your Goals ($197 value)

You ready? Learn even more here (and register).

I can’t wait to have you in there. 🙂