This Could Be The MAIN Reason Why Your Ads Are Underperforming... Read below!
Before I begin let me tell you a little bit about wolves...
How Wolves Use Their Strategy To Hunt
Wolves use specific "strategies" to hunt their prey. Wolves are able to evaluate the vulnerability of a moving animal, and the pack as a whole attempts to funnel prey into terrain that favors capture.
A single scout may use intimidation to lure the prey into running into a desired location, while the pack will carry out the ambush. 
How You Should Be Using Your Facebook Ads Strategy!
I am going to show you what you should be doing when it comes to building a Brand on Facebook and establishing an audience that will praise you, love you, and of course convert and refer people into your services.
The AIDA formula (for facebook)
In order to get the best quality leads and clients as possible. To get the cheapest Cost per Acquisitions in the auction, you need to be implementing the AIDA Formula.
What they AIDA formula does, is it builds a solid foundation of a brand to the market. Individual to who you are and what you represent. It creates trust, rapport, and of course build a strong relationship so that you can convert your leads easier, and get more and cheaper leads through paid advertising. So there are people who are aware of their problem probably and aware that there is a solution but they may not know what that solution is. Therefore this is the phase where we want to educate and give value. It builds instant credibility and establishes yourself as a dominating authority in your industry.
Awareness... This is the initial phase of introducing your brand to the audience. You are likely dealing with an audience who does not know you. In this part of the funnel they are skeptical about your services and don't fully understand what it is you offer. They don't believe you yet, and it is important in this phase to use our Awareness campaigns to target the right market with the right message.
So the quickest way, to get their attention and have them "aware" of your brand is to provide valuable content that is relevant to their needs and problems. If someone is suffering from a specific need, we should call that market out and use that as a reference to prove to them that we can help them with that problem. See the example below... 
Interest... This is where you want to provide them more in dept content. Specific to the type of an ideal customer you are looking for. So for an example, if you are offering a specific program to people, it is best to give them blogs that talks about the program. You may want to provide them problems and solutions what they are experiencing and at the end of each piece of content give them the importance that they can get a full book that talks about the program.
You may also push them to a blog that talks about their pains, and you can provide a case study about "Sarah" or any one of your clients who was experiencing that pain or problem but decided to sign up for your program and in a matter of 12 weeks got specific results. This encourages them to take "interest" and pursue the intent of signing up for the program.
Desire... The intent of signing up for your program is pretty high but it is lacking one little thing.
Proof... This is the area in which you want to push video testimonials, case studies, link post ads to third party reviews, social proof, and all you can provide to show them proof that other people LOVE your services and are getting RESULTS! This completely gets rid of that skeptical feeling most people have, and builds solid trust so that it becomes easier for them to financially commit to your offer.
Action... Running Your Offer!
THE Launch
The "Action" part of the AIDA. This is the actual launch where we are going to run a Facebook appropriate offer.
What ever program you are running this is the Facebook ads that push people to a landing page asking them to sign up for the program that they are eager to do by now! It also involves a unique strategy behind how to properly set up your ads, use the correct ad creative and copy, while also setting up a retargeting list of people who sign up from the page and doesn't pursue the program along with people who do pursue the program. Normally, we like to retarget "sign-ups" with testimonial videos, also reminder right column ads (that encourage them to either finish filling out the application form), or call us now ads or even messenger ads that encourage them to call your phone from the ad click itself or go straight to a conversation in messenger to get some questions answered. 
THE Hunger Trial
Once you pause your launch. You should run a Hunger Trial campaign.
A Hunger Trial is a short time promotion of the same event. But only this time they are going to a page that says ALL SOLD OUT! The reason we take them to a page that says ALL SOLD OUT is because... 1. Because if you used the AIDA system it actually should be all sold out! 2. You need to let people know what they missed out on, it will make them be the first ones to sign up when you do a promotion next time. 3. If everyone sees people buying it, they will likely buy it! 4. Keeping things exclusive makes it more interesting to the user. If your favorite desert is apple pie, after eating it everyday you will likely not want it anymore. But... If you eat it only once a month, you CAN'T WAIT until you have it in your hands next time! 
When we create our campaigns for our clients, we always recommend doing Phase 1 first. It actually helps in so much of a way to create content that can educate the user and therefore their relationship with us is much more strong.
They start to trust us and look for our advice as an authority in our industry. Once you do that, when you promote an offer to them they are so much more of a higher quality lead. Conversion costs are cheaper and at the same time we are targeting only to a specific audience who engaged in our content, and saw our social proof that way they feel much more better about committing to our services. > Get the AIDA Formula Layout Here <
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