On my blog my aim is to constantly bring value to Network Marketers and Entrepreneurs looking to build their business faster using the Internet. I have a policy of publishing articles from authors I value and respect. Today’s guest blog post is from my good friend and mentor Ferny Ceballos who talks about The 5 Psychological Elements Your Facebook Posts or Ads MUST Contain to Passively Attract Prospects On Facebook.

Want to write effective Facebook ads?

…the kind that demand attention, encourage your audience to take action, and warm cold prospects into ready-to-buy customers?

Well, you’re in luck…

Because in this post I’m going to reveal the five psychological elements your Facebook updates and ads should contain to passively attract new prospects, customers, and recruits.

I’ll provide examples and discuss how to hit on these five psychological elements using minimal text (with maximum effect).

But first, let me tell you what NOT to do on Facebook.

First…

Do not talk about your company!

This is big.

You’re not trying to spam your audience with details about your company or the products your company offers.

Instead, you want to be focused on the RESULTS that you or your product can produce for other people.

Unfortunately, most network marketing companies teach distributors all the wrong ways to post on social media.

They give distributors pictures of their product and logos of the company and tell them to go out and paste them everywhere.

They claim this is to “brand the company.”

But, here’s the thing…

No one cares about the brand of ANY company, unless they understand how that company can help them!

And here’s the real kicker…

If you post about how your company can help your audience and provide the name of the company, then people will simply Google the company themselves and bypass you entirely (since you gave them all the necessary information)…

Which means they won’t purchase the product or join the company through you, because you are no longer required to complete those transactions.

So, if you don’t want that to happen, then…

Don’t post anything related to your company!

Not because your company is bad, but because you want to maintain an element of mystery.

Also, you want your prospects to reach out to you, because they see you as the channel by which they can receive a certain benefit—the one that you described in your Facebook update or ad.

That’s the primary reason you should not post information about your company all over social media.

Again, you want to keep the mystery, because you are encouraging people to reach out to you to learn more.

Frankly, you want people to see YOU as the source of the solution to their problems.

…not your company.

Thus, If they have…

• Skin care issues
• Financial issues
• Lack of energy issues
• Weight loss issues

…whatever their problem, you want to be the source your prospects seek when it comes to that particular issue to receive a certain benefit.

That’s how you build a brand and authority

In fact, people will perceive you as an authority when you demonstrate you can help other people (or even yourself) achieve a result in that arena.

Not because of your degree or background.

Okay, so that’s a general approach for how to create Facebook posts and what not to include to position yourself most advantageously.

Sidenote: sign up for my FREE 10-Day Online Recruiting Bootcamp, where you’ll gain the knowledge to create an automated selling and prospecting system to attract highly-interested prospects to your product or opportunity online.

Now, let’s break down the five psychological elements I recommend for most Facebook posts or ads.

And look, you don’t have to include all five, every single time.

And the five elements don’t have to all be articulated individually, in, say, separate sentences.

But your ads and updates need to hit on at least three of these elements to be effective on Facebook.

Starting with…

In traditional marketing or online marketing specifically, what’s been effective in the past is beginning an ad with the message, “Attention {Blank}.“

For example…

• Attention diabetes sufferers!
• Attention network marketers!
• Attention WAHMs (work at home moms)!
• Attention… “whoever!”

They just spell it out—stating exactly who the ad is for.

Now, that can be effective with other ad platforms.

But the problem with Facebook is they DO NOT allow you to do that in your advertising.

Note you can flag your audience using your personal profile, but it comes off a little cheesy and ‘salesy,’ though it is effective.

However, you can’t do that using paid Facebook advertising, because their policies don’t allow you to call people out on their personal attributes.

So, another effective way of grabbing attention is to…

Share something from your personal experience

A good example of this comes courtesy of an ad by one of our students, Hannah Gorvin.

She was targeting network marketers (she’s selling training) and her ad says…

“My upline told me I only needed five key people. Easy, right? Well, not actually.”

Note how she’s saying something that subtly contradicts the worldview of most network marketers, regarding how a business is built.

Here’s another example from one of our ads, which is a little bit more in your face…

“I finally stopped listening to my upline.”

That statement grabs attention (and might even build some rapport).

Here’s another one (that combines a few elements)…

“We taught these folks how to recruit without prospecting.”

Again, these are specific to network marketing.

One surefire strategy to grab attention is to…

State something that’s contradictory to what people in your market commonly believe

One of my mentors is in the intermittent fasting market.

That means ketogenic living, which is a certain diet you follow for weight loss and health.

His opening statement was…

“It turns out breakfast is not the most important meal of the day.”

That definitely grabs attention.

Hopefully, these examples give you some ideas.

Now, one further comment about using a contradictory statements…

You don’t want to challenge deeply-held beliefs.

You don’t want to go for the jugular too hard.

For instance, don’t go after politics or religion.

But you can challenge a certain aspect of doing business in a particular niche without upsetting people too much.

That’s fair game.

Next you must demonstrate credibility and authority.

A credibility or an authority statement can be achieved with data, statistics, or social proof (such as testimonials).

Or it can be related to people you’ve helped accomplish certain results in your market.

For example, if you help somebody lose weight then you can specifically state what you’ve helped them accomplish.

And by doing that you’re sharing information that shows authority and also provides you with credibility.

Plus, when you share quantified data (in the form of numbers), people just automatically assume it’s true.

Authority is the product of such claims.

For example…

• “I’ve helped X amount of people in this market”
• “I’ve helped X amount of people accomplish X,Y,Z”

These type of statements position you as the authority on the subject matter in question.

One of my ads says…

“We taught these folks how to recruit without prospecting.”

That’s an attention getting statement, yes, but it’s also an authority statement.

I said we taught these folks how to recruit without prospecting, and immediately following this claim, I detail a real-life case study.

This offers credibility, because it’s proof that we’ve done what we said.

Next I’m going to discuss what makes your ad unique.

One of the features you’re presenting should be unique or different from what’s in the marketplace.

Or you’re simply sharing your story, because your story is going to be unique from anybody else’s story.

An example of a unique promise or mechanism is, again, going back to the contradictory statement from before…

“We taught these folks how to recruit without prospecting.”

That’s compelling, because recruiting without prospecting is unique in the marketplace.

I’d never heard that claim before.

Here’s another ad from our student, Hannah…

“When I changed my approach to what was talked about in this blog, prospecting became more fun and interested people started to reach out to me.”

What’s unique is saying, “interested people started reaching out to me,” because that’s not the normal experience of a network marketer.

People don’t reach out to you if you’re a network marketer; they run from you!

So that’s a unique promise.

Also, Hannah shares all these points in her ad through the telling of a story, telling her journey, so the entire ad is wrapped in something unique, which is her personal experience.

No one can take your personal experience from you.

It’s always going to be unique.

So number three is a unique promise or a personal story and number four is the thing that you must have in all of these.

You must convey to your audience there’s a benefit to receive.

The good thing is, if you share the results you’ve produced for people, it’s implied that you can help others get similar results as well.

There’s an implicit benefit, so in many ways credibility elements also serve as benefits.

This is what I mean when I say these five elements don’t need to be addressed line-by-line.

You don’t need five different ideas, sentences, or paragraphs in the post.

The content can overlap and cover two different elements at the same time.

Like our example…

“We taught these folks how to recruit without prospecting.”

I already mentioned this grabs attention.

Plus, it also builds authority (and credibility via the case study).

It’s a unique promise and there’s an implied benefit: we’re going to show you how to recruit people.

It’s not explicit.

But it’s implied by saying, “We taught these folks how to recruit,” followed by, “Click here to learn more.”

Our student, Hannah, shares her story in one of her ads…

“I found a way to base my business at home to suit me and my family. No more prospecting friends and family. No more parties. No more awkward cold market prospecting.”

Hannah’s targeting network marketers for the purposes of providing training, and by the way, her statements are all true.

This is what we do here at Elite Marketing Pro, we teach network marketers how to do this type of stuff, so there’s nothing inaccurate about her ad.

Let’s say you’re in the weight loss market…

Your ad might say:

“We show people how to lose weight…

• Without dieting
• Without exercise
• Without injections

You offer them the benefit, and then if you want to enhance that benefit, you list out all the things that they don’t have to do (that they hate).

You provide the benefit without the pain normally associated with doing that thing.

Maybe you sell natural skin care that’s effective without chemicals.

Again, you have to be really careful when you’re advertising to make sure you don’t violate any rules with Facebook.

But, when you’re posting on your personal profile, you can pretty much get away with anything (though it’s always a good idea to keep in compliance with your company’s guidelines, of course).

Don’t get me wrong, I’m not encouraging you to make hyperbolic, ethically-borderline claims.

But you must always convey a benefit.

Last, but of great importance, is…

You must always include a call to action with some sort of urgency.

For instance, Hannah’s call to action is…

“Check it out or comment for more info and I’ll be in touch.”

She’s offering to engage in a conversation.

That’s a little bit different from what most advertisers are doing.

Now, a call to action can simply be…

“Click here to read more.”

Most simply, a call to action is you instructing your audience what to do next…

1. “Click to see more”
2. “Comment below for more information”

Option #2 is something I recommend for most network marketers.

If you’re doing a post, ask people to comment below or send you a private message—that’s a call to action.

Why would you do that?

Well, because you’re getting them to reach out to you as opposed to you prospecting and reaching out to them.

The point of passive marketing or passive prospecting is for people to reach out to you

Now you just need to add urgency.

How can you give them a reason to act now?

Well, let’s say it’s a weight loss product of some kind; you can say…

• Only ten available!
• Offering these free for a limited time!
• Offering a discount for a limited time!

You create urgency so that they reach out and take action now.

Now, sure, not every post or every ad needs urgency, but it is very useful and underutilized.

To recap…

The five elements are:

1. Attention
2. Credibility
3. Unique promise or story
4. Benefits
5. Call to action

These five elements will help you to be more effective in your messaging.

Again, notice I did NOT say…

• Talk about your product,
• Let people know what the product is, or
• Talk about your company!

Equally important…

Don’t spam your links!

When I’ve mentioned, “click to read more,” as the call to action in some of the examples above, the ad in question is taking the audience to a piece of content that’s informational in nature (much like the post you’re reading now).

The content is not trying to hard-sell them on an opportunity, it’s offering them more value.

However, in the network marketing space, if you’re just trying to generate more prospects for your business, then I recommend your call to action is to have people comment or private message you for more information.

It’s the quickest and most efficient way of doing so.

Do that and…

You’re going to immediately generate more prospects and leads

Ignore the training your company gave you, if they’re telling you to spam your links and the product all over the place.

And if you just take action on what I shared with you here, I guarantee you’ll be getting much better results than whatever your company is teaching you.

Now, here at Elite Marketing Pro, we primarily focus on how to leverage paid Facebook advertising (as opposed to using your personal profile).

Personal profile updates are cool, sure, and you can get traction there, but advertising can reach further—a lot further.

Imagine being able to expose your message to millions of people for a few extra bucks a day.

Using paid advertising, you’re able to scale your efforts and your team members will be able to scale as well.

So if you’re ready to start learning the ins-and-outs of the entire process…

Then I highly recommend you sign up for my free online recruiting bootcamp.

You’ll learn the exact online advertising strategies I use to passively generate 300–500 leads per day, 30–50 customers per day, and recruit 70–100 new serious business-builders into my business each month.

These are the same strategies I’ve used to create a world-wide brand and over 14 million dollars in revenue.

So if you’re ready to get started…

Simply click here and I’ll gladly give you access to my 10-day bootcamp.

And if you found this content helpful, I would love to read your comments below!

Moni Arora’s Blog

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