How can a Financial Advisor test Facebook Ads for a dinner seminar?

If I was in the financial advisor space and this is who I was, I would start by trying to get very clear about who I'm actually most apt to serve.

Because in theory if you're a financial advisor if you want, you can help everybody, right?

"Just come on board and I'll help you out"

That doesn't work in a noisy social media marketing kind of space.

So, step #1 is:

You need to be very clear that you can help a certain category of people.

In fact, I call it the 4% principle, and what we've done is we'taken Pareto's principle of the 80-20 rule and cut that 20% into a further 20%.

These are your ideal clients, the people who don't complain, who don't text customer service. They're not calling you all the time and they are probably responsible for 80% of your AUM.

Step #2:

Identify the 4 forces:

• we have FEARS and FRUSTRATIONS on one side, and WANTS and ASPIRATIONS on the other side.

Once you know all these you are on the right track of identifying what you can provide these people in order to start a conversation with them, which is essentially what you're trying to do on Facebook.

Step #3:

Once you have all these insights, you need to create something that actually helps to alleviate your prospects' problem.

We call this in our industry a Lead Magnet, which essentially it's a piece of content that we could give to our marketplace in order to start a conversation.

This content needs to be SHORT! It needs to be something that that person can consume and move away with. For example pdf's, reports, or short video sales letter no longer than 7 minutes.

The content needs to be applicable, this is the difference between information and insight, and GOAL oriented.

Most people don't take action because they're inundated with information, they never make any progress and if they don't make any progress, they feel like abandoning ship.

But...

If they actually take a step and make progress with it, two amazing things happen. One, they probably make progress for the first time in a long time, and two, now they're associating that progress with YOU.

If you then ask "Hey, by the way, we are holding this dinner event next week, would you like to join us?"

They are way more apt to say YES because you've already provided something of value that's proven to move the needle forward for them.

Now once you have all this in place you have to build the mechanism.

The mechanism is simply the steps needed to accomplish your desired results.

So if your desired result is to put people in a dinner event, here's what I would do.

A - identify what this magnet is and how it can help my ideal prospect.

B - I'm going to create a Facebook Ad

C - With this Ad I would target your 4%. The 4% would see that Ad and click on it and it'll take them to your landing page where prospects can download your lead magnet. Once they fill out their name, email and phone number, they go to a thank you page where you can place your potent video sales letter and offer them the opportunity to learn even more by participating at your dinner event.

This is the simplest way to generate leads without getting so complicated with 14 million webpages and all this integration with technology.

We can use a process like this all day long to put butts in seats at a very, very reasonable rate.

If you have any questions feel free to message me here on Linkedin.