Paid ads. If you’ve ever run one for your business, you know there’s much more to it than meets the eye. Maybe you’ve even experienced this…
Create content. Make visuals. Set up an account. Upload. Set parameters. Set payment. Run. Crickets. $0 in sales.
This is all too common an occurrence for many business owners and marketers. And right now, like them, you might wonder, “What am I doing wrong?”
Well, it might be because you’re making the #1 killer mistake most people make when running paid ads — and it’s costing you thousands of dollars with your paid traffic every single time!
Let’s make something clear, though. Paid advertising can be an effective way for businesses to increase their online visibility and drive conversions.
However, if it isn’t done right, you’ll likely lose money instead of making it.
Many business owners make a crucial mistake in their paid advertising efforts, which can ultimately lead to wasted resources and a lack of results. And that is… validating your offer.
In this blog post, we will uncover this #1 killer mistake that most business owners and marketers have been making when running paid ads. We’ll also provide actionable tips to help you avoid making the same mistake.
What is Validating Your Offer, and Why Does It Matter?
You’ve spent countless hours creating your coaching program or course, pouring your heart and soul into every aspect.
You’ve even launched it online and started running paid ads, hoping to attract the right audience and scale your business to seven figures. But despite your best efforts, you do not see the desired results.
You’re barely breaking even, and your dream of creating a successful business seems like a distant mirage.
Sound familiar? If so, you’re not alone.
Many coaches and course creators make the same mistake when running paid ads – they fail to validate their offer. But what does that even mean?
Validating your offer is the process of testing and refining your program or course to ensure it meets the needs of your target audience. It’s about ensuring that people want and are willing to pay for what you’re offering.
But what does that look like in real life?
Imagine you’re a health coach and have created a program to help people lose weight. You’re excited about it and will launch it online with a paid ad campaign.
You target people interested in health and wellness, write some ad copy, and hit “launch.”
But here’s the problem – you haven’t validated your offer. You haven’t tested it with your target audience to see if it’s something they actually want.
Maybe they’re not interested in losing weight, or maybe they’ve tried other weight loss programs and are skeptical. Whatever the reason, your ad falls flat, and you don’t see the results you were hoping for.
Now, let’s say you take the time to validate your offer.
You survey your target audience, asking them about their biggest health and wellness struggles. You discover that many of them struggle with emotional eating and stress-related weight gain. With this information, you rework your program to address these pain points. You create ad copy that speaks directly to these struggles and use visuals that resonate with your audience.
And just like that, your ad campaign takes off. You start seeing real results, and your business begins to thrive.
The difference between a validated offer and an unvalidated one is huge in paid advertising. When you haven’t validated your offer, you’re essentially shooting in the dark, hoping your ad will resonate with your target audience.
But when you have a validated offer, you’re speaking directly to the needs and wants of your audience, increasing the chances that they’ll be interested in what you offer.
In short, validating your offer matters because it ensures you’re not wasting your time and money on something that doesn’t resonate with your audience.
It also helps you create a product or service that people actually want and are willing to pay for.
And when it comes to paid ads, a validated offer can be the difference between a campaign that falls flat and one that takes your business to the next level.
How to Validate Your Offer
So now that we know how important it is to validate our offer, let’s dive into the fun part – how actually to do it!
Step 1: Identify your ideal customer
Before you can start testing your offer, you need to know who your ideal customer is. Who are they? What are their pain points? What are they looking for in a program or course like yours?
Knowing your ideal customer will help you tailor your messaging and marketing efforts to attract the right people.
For example, if you’re a fitness coach offering an online program for busy moms, your ideal customer might be a mom in her 30s or 40s who wants to lose weight but doesn’t have much time to dedicate to working out.
Knowing this, you can create messaging that speaks directly to her pain points and offers a solution that fits her busy lifestyle.
Step 2: Conduct surveys, interviews, or research
Once you know who your ideal customer is, you can then conduct simple surveys or interviews, or research with your target audience. This will help you gain insights into their pain points, desires, and preferences, which can inform your messaging and offers.
Here are some simple steps you can follow to conduct surveys or interviews or research:
- Develop a set of questions that will help you understand your audience’s pain points, desires, and preferences. Make sure your questions are open-ended and don’t lead the respondent to a specific answer.
- Reach out to your target audience. Use social media, email, or other channels to reach out to your target audience and invite them to participate in your survey or interview, or research.
- Once you have collected your data, analyze it to identify patterns and trends. Look for common pain points or desires that your audience has expressed.
- Use the insights you’ve gained from your surveys or interviews or research to adjust your messaging and offer to better resonate with your audience.
When you conduct surveys or interviews or research with your target audience, you can gain valuable insights into what they want and need, which can help you create a more compelling and effective offer.
Step 3: Test your offer
Once you’ve done your research as to what your target audience really needs, it’s time to start testing your offer. This can be done in a variety of ways, such as:
- Creating a free or low-cost offer, like a mini-course or eBook, and promoting it to your audience to see how they respond.
- Running a beta program with a small group of people to get feedback and make improvements before launching to a larger audience.
- Creating a landing page with your offer and driving paid traffic to it to see how many people sign up or show interest.
Whatever method you choose, be sure to track your results and make adjustments as needed based on feedback and data.
Step 4: Create a messaging strategy
Now that you’ve validated your offer, it’s time to create a messaging strategy that speaks directly to your ideal customer. This includes crafting a compelling value proposition, identifying key pain points and objections, and creating messaging that addresses them.
For example, if your ideal customer is a busy mom looking to lose weight, your messaging might focus on the convenience and flexibility of your program, and how it’s designed to fit into her busy lifestyle. You might also address common objections, like lack of time or motivation, and offer solutions to overcome them.
Step 5: Get creative and engage your target audience
Finally, don’t be afraid to get creative and engage your target audience in fun and exciting ways. This could include hosting a challenge or contest related to your program or course, creating engaging social media content, or partnering with other businesses or influencers in your niche to reach a wider audience.
Let’s say you’re a business coach offering a program to help entrepreneurs scale their businesses – you could host a challenge where participants have to come up with creative ways to grow their business, with the winner receiving a free coaching session with you.
Remember, the key to validating your offer is to get feedback from your target audience and make adjustments based on their needs and preferences.
When you follow these steps and get creative with your marketing efforts, you can increase your chances of creating a successful and profitable business.
Making Paid Ads Work for You
Now that you’ve validated your offer, it’s time to create killer paid ad campaigns that drive traffic and sales.
Here are some tips to help you create ad campaigns that convert:
Write compelling ad copy
Your ad copy should clearly communicate the benefits of your offer and why your audience should care. Use persuasive language, highlight the unique features of your offer, and make sure your ad copy aligns with your landing page.
Select the right visuals
The visuals you use in your ads are just as important as your ad copy. Choose high-quality images or videos that showcase your offer in the best possible light. Make sure your visuals are eye-catching and relevant to your target audience.
Target the right audience
To get the best results from your paid ads, you need to target the right audience. Use targeting options such as demographics, interests, and behaviors to reach the people who are most likely to be interested in your offer.
Track your results
Use tracking tools like Facebook Ads Manager to monitor your ad performance. Pay attention to metrics such as click-through rate, conversion rate, and cost per click to see how your ads are performing.
Adjust your strategy
If your ads aren’t performing as well as you’d like, don’t be afraid to adjust your strategy. Try tweaking your ad copy or visuals, adjusting your targeting options, or testing different ad formats to see what works best.
Optimize your ads for maximum performance
As you run more paid ad campaigns, use what you learn from each one to optimize future campaigns. Use A/B testing to compare different ad versions, adjust your budget based on performance, and experiment with new targeting options to see what works best.
Follow these tips and create killer paid ad campaigns, so you can drive more traffic and sales to your validated offer. Just remember to stay focused on your target audience, test and optimize your ads regularly, and always keep an eye on your results. With some persistence and creativity, you can create ad campaigns that help you scale your business to seven figures and beyond.
So, if you’re a coach or course creator trying to scale your business to seven figures, don’t waste your money on paid ads without first validating your offer. Remember, paid advertising is a powerful tool that can help you reach your target audience and drive conversions, but only if it’s done correctly.
Follow the tips and strategies outlined in this blog post and you can avoid the #1 killer mistake most business owners make when running paid ads and start seeing real results. And if you want even more exclusive content, tips, and strategies, join our Facebook group, Scale To 7 Figures Without Complicated Sales Funnels. Together, we’ll help you achieve your business goals and make your dreams a reality.