Published on December 6th, 2018. Last Updated: March 15th, 2019.
by Amanda Bond
Part 4: The StrADegy System
The Three Phases of
Profitable, Manageable, and Scalable Facebook Ads
T his entire “anti-funnel” sales process starts with customer-centric dynamic ad sequences.
These dynamic Facebook ad sequences are engineered so that:
We call this a win-win situation. 😁
It’s the ultimate in engineering engagement-driven authority, building ridiculously qualified lead lists, and creating high profit margins by doubling (or tripling, or 10x-ing) your Earnings per Lead (EPL).
Let me show you how it works.
The StrADegy System is a sequence of customer-driven ads.
Instead of prodding people through a static, automated funnel…
…we create a dynamic sequence of Facebook ads that only show up when triggered by specific actions.
On the left hand side, a cold audience is given the opportunity to engage with intentional content that’s optimized for eyeball-grabbing and engagement.
This is the Connect phase.
We win the attention and trust of this cold audience by delivering value, connection, and leadership BEFORE ever asking for action (opt-ins or sales).
Then, once that cold audience has naturally warmed up, we give them an opportunity to commit (opt-in or engage).
That’s what’s happening in the second section of the graphic:
The Commit Phase
Once that warm (retargetable!) Custom Audience has demonstrated commitment and engagement, we give them an invitation to invest—while also delivering content that empowers them to make an informed decision.
This is the third piece of the puzzle:
The Close Phase
It’s a blend of sales ads, education ads, and objection-handling ads that are engineered to give primed, red-hot leads everything they need to purchase with confidence.
And because you’re only marketing to red-hot, committed, filtered leads, your conversion rates will be dramatically higher and your cost-per-acquisition will be dramatically lower.
These three phases are the key to running Facebook ads that honor your customers AND your bank account.
See, most marketers force-feed their audience with lead gen ads and sales ads.
Their only goal? To get an ROI, period.
- Even if they have to “hammer” their list.
- Even if they have to pull out a toolbox of sales tactics to make it happen.
- Even if they have to guilt trip their best prospects.
And all the while, they don’t realize that their sales-at-all-cost methodology is actually what’s killing their sales.
So, naturally, we take an entirely different direction…
…because we want sales, but we also want to sleep well at night.
And that’s the beauty of The StrADegy System.
This organic-modeled process (which is all automatically managed with a few ninja Facebook automations + triggers) serves your audience AND supports your bottom line at the same time.
You serve your customers by giving them what they need in a Choose Your Own Adventure style sequence, minus all the fake scarcity and power struggles that run most funnels.
You support your bottom line by making long-term, sustainable play for profit. By marketing to a warm custom-created audience instead of a cold audience, saving you 50-100% on ad spend*. And by optimizing for EPL instead of CPL, you maximize your back-end profits and keep your expenses in check. *yes, I’ve done $48,000 in ad spend studies confirming this.
At every phase of this process, we’re making the right things happen by speaking to the current, up-to-the-minute “state” of our Custom Audience phases.
And let’s talk about “states” for a second—the particular condition that someone or something is in at a specific time.
Avatars and Dream Clients and Knowing Your Audience are all super popular concepts right now.
And for good reason: you cannot sell to the customer you do not know.
Sure, every single one of your dream clients might be a mid-30s female entrepreneur, who’s running a $10K/month business and looking to build a team.
Do you see how your avatar exists in different states?
Your avatar has ever-shifting beliefs, opinions, patterns, priorities, situations, relationships, and life experiences that make them MORE likely or LESS likely to invest in what you do.
And the role of your dynamic ad sequences is to deliver content that:
I want to acknowledge…
…that the best funnel-builders do take these state changes into account.
For example, they’ll create lead magnets that are focused on an urgent, surface-level issues…and then, in the follow-up email funnel, they’ll dive deeper into the core problem, before finally asking for the sale.
You might hear traditional funnel-builders or sales gurus talk about this as “sell them what they want, give them what they need.”
But here’s the problem.
Even the best funnels are still (mostly) unresponsive to the fluidity of the customer journey. Whether subscribers are ready or not, they’ll get a barrage of sales emails—approximately 5.72* days after subscribing to your latest lead magnet.
*not an actual figure
And this type of one-size-fits-all marketing leads to audience burnout, low conversion rates, and lackluster sales.
Your ideal client audience is made up of a whole lot of unique humans.
- Some leads go from stranger to buyer in 24 hours.
- Some leads need six months of nurturing.
And if you optimize your sales process for just ONE of those two paths (and, to be clear, there are lots of other paths, too—those are just two options), your lead costs will skyrocket, your EPL will drop, and you’ll burn out your audience real quick.
The crux of the issue:
When business owners implement The StrADegy System of dynamic ad sequences, they see results like this across the board:
Client, Hired The StrADegy System Certified Ad Manager
I’m getting leads for $1.12 right now in the Commit phase. And even with Connect ads factored in, total costs are still only $1.87.
For reference, we launched an ebook in March-April and ran ads to it for about 6 weeks—until I started freaking about the cost of leads! Lead costs STARTED at $4.20-ish and were over $5.50 when I pulled the plug.
Then we fired our ads guy. (I told him to take your course. He tried to learn on his own… duh!)
Now, my Facebook ad managers are trained in your system.
I’m not gonna trust anyone else.
By SEQUENCING the customer journey (instead of forcing the customer journey), we make sure you’re ALWAYS closing sales, ALWAYS growing your pool of committed leads, and ALWAYS increasing your connected audience.
All you need are these three basic phases of dynamic ads, working in perfect harmony. It’s a growth engine that’s profit-focused…but still has the customers’ best interest at heart.
This system leverages the power of relationship-based marketing to automate a dynamic buying journey, using the technical power of Facebook Ads.
We’re using human-focused ads to amplify your message to the right people, automate an organic customer journey, and get you back into feel-good profitability.
And (SPOILER ALERT)…
Let’s look at the numbers for my program, The StrADegy System.
My average EPL is over $120. (industry standard: $10-$50)
My average email sequence conversion rate is over 9%. (industry standard: 1%-2%)
And those aren’t random, flukey, flash-in-the-pan results.
Those numbers have been stable for more than 6 months.
How? Because this isn’t a short-term system. It’s built for sustainability, manageability, and scalability. It’s built to last.
If you’re used to Bro-Marketing funnel results, you’re probably thinking these results are CRAZY.
But here’s the thing.
My numbers are relatively typical within The StrADegy System framework.
It’s normal to have reasonable lead costs, high engagement numbers, and high conversion rates.
It’s normal to attract an engaged audience, build a list of action-taking leads, and generate sales results like those (without heavy-handed marketing or manufactured urgency).
It’s normal to have a system that moves the best people further into your ecosystem AND turns your sales process on autopilot…all without eating up your profits.
Are you ready for a new normal?