DIY Facebook Ad Strategies For 2025 Dominate Any Market with Stephen Johnson & Stephen Blackburn

26:54They're literally just focused on the messaging, getting their messaging right, speaking to a particular customer, a specific customer, and they're running ads like that and they're still doing well. So Facebook is where it's at, man. Talking with Steven Johnson, And then Stephen Blackburn, rich from anywhere, rich RFA, rich from anywhere. I get RFA. I like, I like acronyms, you know, RF, team RFA. One of the most successful companies had that three, that three word acronyms. Hey, power threes. That's a mark. That's it. It's kind of like, you know, even in the Bible, the father, the son, and the Holy Spirit, you know, they knew they were the first.

27:31Come on, bro. Come on. Right about now. It ain't accidental, buddy. Come on, man. You know what? One of my marketing, I have like a mentor. You know, I like to say I'm a mentor, you know, but I do have one mentor. His name is Christopher Lockhead. He said, he who owns the problem becomes the solution. So you flame the problem. He who owns the problem becomes the solution. So you don't have to, you know, we can talk about brand and all your features all day, but you got to talk about the customer's problem. and own the problem so that you become the solution because that's big. Yeah. So, uh, that's really big, bro.

28:15Yeah. Cause I mean, then they like people, I think a lot of people struggle with selling products and they do that because of the thing that you just said, right. They're out here trying to sell their products. They don't understand that people don't care about their products. Like, listen to me right now, guys, everybody listening. No one cares about your product. No one cares about your service either. Right. You think Like anyone comes to us and they care about Facebook ads or they care about like our logo and what are, no one cares at all. The only thing they care about is can you help me get more customers?

28:47Yes or no. Can you help me streamline my business and automate it more so I'm not pulling my hair out every single day? Right. Can you help me with those problems? And so like the whole thing about, you know, sell the whole, not the drill. And the too many people are out here selling the drill, selling the drill. And they wonder why no one's buying their stuff. Well, they don't want the drill. The only thing they care about is the hole that the drill produces. So understand that that is and then and sell that instead. Yeah. And everything will change. Stop worrying about yourself and how cool you are and how you look and how amazing this product is and all the little trinkets that it has and all of that stuff.

29:22And start focusing on why these people actually want that product and add that to your messaging. You got to tie them in emotionally. It's funny. We both recently bought new homes and I was dead set on a price. Right. I told I told my wife, I was like, yeah, we're not going above this price for the house. I don't care what this lady says when we go in here. I am not spending more than this. Right. And I told her that I get in there and she's trying to get me to do an add on and add some brick to the front and get a lake view. and I would like literally before I went in there I'm like I'm not doing this babe I'm telling you right now no right and she comes in and she's like well you know it's gonna look so nice on the lake when you can watch your kids just play on the lake and you know it's gonna be all nice and breezy and then when you walk up to the front of the house that's such a homey vibe she literally didn't even talk about the feature of just having the lake view she talked about the emotions that I would have by acquiring that thing.

30:22And guess what I did? I bought it. I went above my price just because she got me emotionally tied to, to the product or to, to, to the product and service. Right. So yeah, it's true. So be careful. Like, by the way, this stuff, be careful, like who you share this insight with, right. You start sharing this insight on how to sell with your wife or with your husband. Like they're going to start selling you on stuff. happy wife happy life i think steven got that right i know that was real uh i wrote the book on how to fuck it up and how to get it right both editions editions one everything not to do edition two how to get it right oh shit yeah it's you ain't selling ads you're selling 12 more rounds of golf this year because you ain't got to fuck with ads because you get it right you know like you're selling the benefit you know more birdies less business 1000 right we're selling like we're telling that you know take out take out the stress of like having to like you know rely on agencies that a lot of them don't care about your success now not all agencies there are some boutique agencies out there that do amazing results and get Ryan got a good agency, but I'm telling you right now, like we've heard thousands of horror stories of people hiring agencies that didn't get them results, wasted their money.

31:52And then they put them on a six month retainer, a contract. And then they left six months and they got no results. They spent, you know, 40, 50 grand, got nothing. And then the problem with all that is because we have no problem investing 40 ,000, 50 ,000 into our business. We do stuff like that all the time. The problem is when you spend$40 ,000,$50 ,000 and you still don't know what the hell you're doing, right? That's not an investment. That was just a waste of money. So all that could have been saved by just being educated on how ads work. Know what questions to ask your agency when you're thinking about hiring them, right?

32:26And so that you know that they're legit and so that they can't pull the wool over your eyes. And even if you do hire that agency, well, now if you're educated, you can go into their ad account and look at the strategies they're using. and kind of keep a thumb on the pulse at least, right? Because if you don't do that, you're just asking to get taken advantage of. Yeah, you're business a flat line. Like I can't tell you how many people come to us from the agency world, right? And they've hired a bad agency. And what happens is just like you said, they hire them for six months. They spend all this money.

32:56Business stops working. They decide to empower themselves. And they're like, yo, I'm gonna fire my agency because my business is about to get popping again, right? So they get off this curve as they fire their agency. and then the business literally tanks. And the business tanks simply because they weren't educated on the marketing piece themselves. So they couldn't even replicate what the agency was doing anyway. So now they're in a very bad situation and that's typically when they come this way. So not saying don't hire an agency, but if you are going to hire an agency, educate yourself a little bit or learn this stuff first, right?

33:32Get some momentum going, make a little bit of money. And then when the clients and the influx of sales start coming in and it's too much for you, then go holler at Ryan and be like, yo, I can't handle this anymore. I want hands off and do it like that. And Ryan, Ryan, wouldn't you agree that it's better to work with an educated client? Oh, look, I'm going to jump in. I wish we only work with clients at a certain level. I don't want there's a lot of clients to hire agencies too early at the wrong time. I would and my best clients are educated and like in marketing and know like enough because the ones that drag that cause the most work for us are less sophisticated and don't really understand what we're doing.

34:21So we're answering some of a lot of questions, even if what we're doing is working right. You know, this just gets into there. But I'm a firm believer that you need to be at a certain level before you even hire. Like we just don't even get in that camp because it's a lose-lose. I'm not in this for four-month customers, you know, like. Right. And if I am and we have packages where I just hire me to consult with you for three months, you know, and I'll teach you, give you all the keys to the car. I'd rather do that with a smaller or medium-sized client than them hire us, use all our resources, not get the results that they wanted because they don't spend enough or there's not nuance enough or it's not.

35:03It's like we can't do enough. And so, believe me, that's why I wanted to have you guys on the show because there's a lot of education needs to happen. And not every client should be working with an agency. And it's. Exactly. Yes. One thousand percent. And there's this assumption that you can, I don't know, hire your way to success, you know, with certain things. But it's just not the case when you're scaling and at a certain size. You've got to. And the tools now, and this is what I want to delve into with you guys, you know, some of the specifics of using the platforms and the AI and that kind of stuff.

35:39You know, the tools now aren't so, I don't know. This is, it can be overwhelming, but they're manageable. and people need to learn how this stuff works at the very least, if not do it themselves. Yes. Well, everything that's worth learning has a learning curve, you know, so you got to understand that don't be afraid of a learning curve. That just means you're learning something that's worth learning. Right. And yes, of course, like Facebook ads and all these different things, they have a learning curve, but I'll tell you right. If you want to shorten that learning curve, get yourself a mentor, dude, get yourself a coach, right?

36:14Don't be an idiot. Don't be out here, like trying to do everything by yourself, looking for free stuff. Like I think looking for free stuff is what keeps people broke because looking for free stuff all the time is a, is an, is an energy, right? And it's a, it's an energy you're putting out into the world. You're constantly looking for free, free, free. Well, all you're doing is you're attracting people who also looking for free. You wonder why you're broke. Stop looking for that. Instead, look for the hack because every successful person knows that mentorship is the hack, right? It's not a secret.

36:48Like, why would I try to like learn Facebook ads for 10? Like, why would I try to spend 10 years of my life when I can just pay this guy a couple thousand dollars and he can just show me in a matter of weeks? Like one time, one of our mentors told me one time, look, if you want to really scale your business and be successful. Never, ever, ever spend your time trying to save money. Always spend your money so you can save time. Because once you spend your time, you never get it back. It's gone forever. But when you spend your money, you can actually get it back and you can double it, triple it, quadruple it, 10 exit, 100 exit, right?

37:22And so find yourself a coach. And it's not that hard is what we're ultimately, what we're trying to say is when you have the right guidance and someone showing you one step one, step two, step three, right. And they're with you and showing you in a way that's like easy to understand. And that's what I think with us, I think what one of our superpowers is being able to take complex subjects and make them very like easy to understand. Right. Cause I believe a good coach is a condenser, right? Coaches are condensers. Coaches are people who can take complex subjects and break them down so that a second grader can understand it, right?

38:00And not overcomplicate it. And then you walk away feeling empowered. You feel you have clarity. And when you have clarity in your business, that's where all the creativity gets sparked and you get hopeful again and you get excited about your business. And when you have overwhelm and confusion, that's when you're just like, oh, the hell with this. I'm not doing any of this. You know what it is too? It's this thing in our heads, right? I like to say too much thinking leads to your ship sinking, right? And a lot of times if people don't have the guidance or the roadmap laid out for them on the next steps to do, they get in their head and they start thinking to themselves, oh, well, I kind of want to do this, but I kind of want to do that too.

38:44Or I started this and I think maybe I should go here next, but there's all these other options here. So I'm kind of confused. I don't know what to do. And then they just stay in that same exact spot, right? But here's the thing, like we like to model our business off of other successful businesses, right? Because if the multimillion dollar, billion dollar brands are doing it, then you need to do it too. So one of the biggest things that these successful billionaire CEO entrepreneurs, one of the biggest things that they have in common, like Elon Musk, right? Steve Jobs, Bill Gates, like all of these successful entrepreneurs.

39:19the one thing that they have in common is that they're great thinkers yes they're the greatest minds in the world yes but they have the ability to stop thinking when it's time they literally have the ability to shut down their brilliant mind stop thinking and execute right they have the ability to do that elon must just landed a rocket that came from space and it landed on this container thing, right? You can't do that if you're too caught up in your thoughts. You have to be able to execute. And what's even crazier, we're big into law of attraction, metaphysics, manifestation, stuff like that.

39:58So for those of y 'all listening that are into like meditation and prayer and things like that, there's this state of being called God consciousness, right? it's the state of being right and everyone has the ability to achieve a god-like consciousness now the way to do that i don't know if you follow dr joe dispenser or not but we're big into dr joe dispenser but anyway the way to achieve god consciousness is to literally stop thinking don't think about anything at all when you're in a meditative state dr joe dispenser calls it attracting nothing, basically. And it's basically where you're just in a still state.

40:39That's God consciousness. But when you get to that consciousness, that's when the ability to do anything you want opens up. Literally, the ability to do anything you want, anything that you want, you now have access to because you're still now, you're not thinking. So it is very important for entrepreneurs that are listening that might get caught up in their thoughts and might not know which way to go, it is very important to quiet it down a little bit and start executing. And the best way to do that is by finding a mentor, someone who can guide you and hold your hand through the process and actually give you the roadmap that you need so that you're not thinking and going left and right and not knowing what you're doing.

41:17Yeah. Take that. I mean, at the end of the day, success loves speed, right? Every successful person, when I see them, they see an opportunity. They don't just sit on it. They get on it, right? They move fast. fast and in a, and also like your, your pay, like there's so many like sayings and say like your pace determines your place, right? Like move. Like, it's so funny because like so many people want success to come fast to them, but then they move slow. And it's like, well, that's scientifically doesn't even make any sense. Like, how do you expect success to come to you fast? If you're moving slow?

41:49Like I would say the biggest thing that I try to get people to do is to get them action, get them taking action, get them moving. Right. When you see an opportunity, when you hear that voice in your head, when you feel that inclination to like, I should do this thing, start training yourself to move on it fast and watch what happens to your life. Right. Don't just think on like, just get on it, man. And then watch what happens in your life. It's just so crazy, man. But I don't know. I guess at the end of the day, people like they don't have to do it, but I'm just saying what's worked for us and what's worked for so many other people, man, just start moving on this stuff.

42:25Like even like listening to us right now, we're telling you how amazing Facebook ads is, right? Ryan's telling you how amazing all of these different strategies are and how life-changing they are. And we're giving you facts and proving you proof. Like when we have so many case studies and all of us together, like so much proof, we don't need any more proof, right? You need more action, right? Don't just listen to a podcast like this, get all pumped up on information and then have no implementation. Right. I think that's what we're really lacking in this world is implementation. We got we got enough information.

42:58We need some more execution. Right. Hope is not a strategy. So last five minutes, guys, talk some tips for out there. We're obviously not going to teach Facebook ads in five minutes, but maybe, you know, like some of the nuts and bolts that you guys get in with clients. Obviously, I don't know that anyone's going to just jump from this episode and jump in the Facebook ads manager and be a pro. But and then so that I've wanted to hear some perspective from you guys for how people to start to take that step. Obviously, we'll have some call to actions for how they can learn from you guys. But that and then differentiate for the audience.

43:42you know we're saying facebook slash meta instagram when we say facebook are we talking about instagram are we talking about facebook no we're talking about facebook and instagram and that's kind of where my meta thing was you know uh yeah yeah i'll dive into the strategy and then you could follow that up with the facebook instagram meta situation um but one strategy. So here's a strategy and we never share this strategy on, on a podcast. We've actually never done this before on a podcast. Right about now first. Yep. Yep. Yep. That's a hook right there too, by the way, now everybody's paying attention.

44:22Um, but no, like if, if y 'all are listening and y 'all are in a position where it's like, dang, I just, I I'm, I'm getting, I have traffic coming to my site, but no one is converting. Like what is going on? Why aren't people buying from me. We have a strategy called the hot 30 strategy. All right. And the way that this works is it's designed to build your brand awareness like nothing else. Okay. Um, we run this strategy now. Um, and when we do, it's really crazy. We started doing it a few years ago, but when we started doing this, we would be taking sales calls with potential clients and we'd be like, Hey, what's going on?

44:59This is rich from anywhere. And literally on the other side of the phone, all I hear is screaming like, oh my God, I can't believe it's you. This is crazy. Like literally like fanning out over, over RFA. Right. And we don't have a huge, we have like 15 ,000 followers on IG. So we don't have a huge brand, but I'm just telling you that because this strategy works. So pay attention to this. All right. So what you want to do now, obviously you have to get into ads manager to run this play, but I'm just going to talk as if you're already in Facebook ads and you just want to learn this strategy. So what you do, number one, is you want to create omnipresence, right?

45:36So you want to be retargeting people that have visited your brand in any aspect. Meaning you want to retarget people who have visited your website over the last 30 days. You want to retarget people who have visited your Instagram in the last 30 days. And you want to retarget people who have visited your Facebook page in the last 30 days. You take all three of those audiences, and that's the audience that you're going to target inside of your Facebook ad. Now, the objective that you're going to choose for this ad is going to be a video view objective, okay? So now, you have your audience, you have your objective.

46:15The last part is the actual creative. So for the creative or the visual that you're going to use, you're going to find clips of you being interviewed on, let's say, a podcast, right? Like this podcast. You're going to find clips of you being held in a higher regard, whether it's you being on it. Maybe there's a feature of you on a magazine or a news channel or there's a podcast interview. Anything that you're doing that postures yourself in the place of being an authority, you want to use those visuals to retarget these people. OK, now that's the first campaign you're going to do. Campaign number two, you're going to use the same audiences.

46:56those three audiences, the website viewers, the Instagram viewers, and the Facebook viewers, this time you're going to change the objective. So this time you're going to do a traffic objective with this ad, right? So you have your traffic objective, you have your audience. The last thing left is the visual. You're going to use the same exact visuals, the visuals that are going to put you in the space of being an authority. Same visuals, same ad copy, all of that. So let's zoom out real quick. So what you have here is you have a campaign that's optimized for video views. Then you have another campaign that's optimized for traffic.

47:33You're sending them to the same videos. Now the question becomes, why would I run the same ad with different objectives? Now here's why. Remember earlier we talked about how Facebook has 52 ,000 data points on each person that's using the platform, right? So Facebook knows the times of day when they need to be targeting you. One of those 52 ,000 data points is them knowing that at 3 p.m. Eastern time, Ryan likes to watch videos on Facebook. So if they know that, then at 3 p.m. Eastern time, that's when they're going to hit Ryan with that particular ad. They also know that at 7 p.m. is when Ryan likes to click links, right?

48:11So what they're going to do is they're going to deliver that traffic campaign to Ryan when he likes to click links. So what you're getting now is you're getting Facebook to target these people at specific times of the day when Facebook knows that they're more likely to interact with that objective that you chose. So what happens is you let this run. You spend two,$3 a day. You let this run. You keep interchanging out the videos that you're using over time. And what begins to happen is now, anyone that visits your website, Instagram, Facebook, they're gonna continue to get hit with things that are putting you in the space of being an authority.

48:45And what's gonna happen is they're going to eventually decide to book a call with you. They're going to decide to buy from you, but they're going to also turn into someone who might be moderately interested in you to someone who can potentially become a raving fan. So that's our hot 30 strategy. The thing about that strategy too, is that you don't need a lot of budget to make that happen, right? You can literally run that at like a dollar a day,$2 a day, maybe because the people that you're retargeting, it's not going to be hundreds of thousands of people. You're probably talking maybe thousands of people at the max, right?

49:18So you can, you can get away with that with a very, very small budget and just have that running all the time. And that's how you create that omnipresence. And because like what they say, it's out of sight, out of mind, right? If they don't see you, they're not thinking about you out of sight, out of mind. And if you're out of mind, then you're out of pocket, right? So you need to make sure that people are seeing you all the time because perspective is everything. And you can run that play in so many different ways. Do you, do you, how else do you spread apart the first to the second? Like do you have them, you immediately set them up at the same time or you do one for same time, same time, exact same time, just a different objective.

49:54Yeah, exactly. Exactly. And so you can run this play with like a hot 30, like he just said, which is more kind of a broad approach, but you can also do a very, very specific, what we call journey retargeting. Let's say you have people going into a lead magnet and you know that that lead magnet it's going to turn to pull them into an email opt-in and it's going to throw them into an email sequence for two weeks. Well, what you can also do is as soon as those people opt into your lead magnet, you can pull them into a custom audience, a two week custom audience, and you can now run ads side by side, basically parallel with your email sequence.

50:28So now for the, for the two weeks, people are not only coming in, they're getting emails and text messages and all this stuff, but they're also seeing ads that are relevant to your lead magnet for those two weeks as well. Right. And you can run this play. Guys, I don't even know if y 'all even understand how powerful this is. Right. But again, when we're saying this stuff, get creative with the way that you use it, because there's a lot of different ways you can do it with webinars, with challenges, with lead magnets, with any kind of like brand awareness play that you're trying to run. But when you do that, it's going to just increase the effectiveness of anything that you're trying to do so i don't know call it the time a top of mind awareness come on come on a play i like that uh talk to me i mean so we're talking when we talk facebook though you guys obviously facebook will place it where you need to but it might be facebook it might be instagram but do you let the algorithm figure out where it wants to target those people or do you go instagram only you know Or do you let it?

51:28Yeah. We always, in the beginning, we want to split test both, right? Because a lot of people think that they know where their audience is, but a lot of times you might be wrong, right? So never make decisions based off your own opinion or your emotions. Always make data-driven decisions. So we would recommend just letting the placements just go, right? And then letting Facebook figure out what the best is. Now, it's most likely always going to be the feed, right? Like you got right column, you got stories, you got marketplace, you got all this stuff. Most of the time they're going to, it's going to split test everything at first, but then it's going to say, ah, the feed is where it's at.

52:04So you'll notice most of your money is going to get spent delivering your stuff in the feed. But in terms of which placement, Facebook or Instagram, I would definitely split test because you don't know where your audience is until you test. Test, test, test. Got to look at the data and it will tell you where to go. Everything that's not a test is a guess at best. you guys got all the names all the acronyms i thought i had a lot used to be writers man oh hey guys i love it a lot of action here a lot of good advice where can everybody learn more about everything you guys are up to absolutely man so if you guys want to go to rich from anywhere dot com check out our website man we have tons of different courses that you guys can if you guys are just getting started hop into those courses they'll blow your mind um we have different challenges that you guys can join.

52:51If you're more of a high level entrepreneur, you already have some momentum. You got some things going and you want to take things to a whole nother level really fast. You can actually request a call, request to speak with us. You can go to the contact and just request a call. We'll sit down, see where you're at, see how we can help you and have a nice little convo. But yeah, rich from anywhere on all platforms. Check us out. Hit us up. We're not bougie. We respond to everybody. Yes. Yes. Yes. We don't want to be broke anywhere. We want to be rich from everywhere yes yes appreciate you guys steven steven likewise man and uh thank you so much bro appreciate you guys you know to find us ryan is right.com you find all the highlight clips from today links to these guys programs and of course link to all of our sponsors hey go get them some love brandon bill's been taking care of us you go take care of them you know how this works we'll See you next time.

53:44Or Right About Now. This has been Right About Now with Ryan Alford, a Radcast Network production. Visit ryanisright.com for full audio and video versions of the show or to inquire about sponsorship opportunities. Thanks for listening.