
Creating Facebook Advertising offers that work.
Create a mouthwatering offer for your ideal client.
Paid advertising is one of the most effective ways to acquire customers at a low or even negative cost. Facebook advertising in particular is the quickest and most powerful way to scale your business.
There are many ways to use this technology, for small businesses in conjunction with email/content marketing, it provides the opportunity to acquire targeted clients for a minimal cost, by allowing you to simplify the process of:
- Choosing your target audience to a granular level
- Creating an offer they need right now.
- Optimising your landing page to your objective.
- Nurturing long term relationships with customers by consistently giving value.
you are able to
- Give value to those who can’t pay for your services now, nurturing the relationship for when they can afford your product or services
- Identify and actively encourage those who can afford your services to buy from you today.
Research
To confirm an offer your ideal will love, one age-old and effective method is to survey your current customers, but current technology makes it easier
A large survey can take a long time but if you already have a list of customer contacts this can be surprisingly quick. If you already have a large (500+) automated list on email for example, survey responses can be acquired in a matter of days and hours.
You should aim to understand:
- Your customer’s most painful need
- Their rating their experience of your service or product.
- How this compares to your nearest competitor
- What they would like to see improve
- What they would replace or add to your service.
- What interests they share
From here you will have a strong basis on which to craft your offer and who exactly you are targeting.
For example restaurant customers might want you to improve waiting times, increase portion size, identify unpopular/inconsistent dishes, request a themed night.
Maximise survey engagement:
- Try limiting each subscriber to 2 to 3 questions to maximise engagement
- Incentivise: Run a competition or giveaway to add some incentive.
- If you brainstorm 3–5 survey options and allow for open answers you can improve engagement whilst allowing for more detailed qualitative answers.
- An open question might also allow for broader patterns to emerge, especially if you are able to identify a segment of your list who are hyper engaged with your content.

Generate I.D.E.As
Use the information you gather from your survey to determine must have components to your offer.
Whilst working with Balloon Ventures in Kenya I learnt a method for comparing your business to your competition with the aim of determining how you can serve your customers more effectively in comparison in order to guide innovation with tangible data.
Firstly identify the most important challenges goals and pains that your customer needs to overcome and their rating of your performance in comparison to competitors. The survey would acquire this information.
Then compare your performance to your competitors, quantitatively using both customer survey responses and your own research.
Finally will then have a basis on which to Increase, decrease, eliminate or add to your existing offer, the answers you receive will also give you key insights into improvements you can make to your business.
For example a restaurant might:
I-ncrease portion size.
D-ecrease waiting times.
E-liminate unpopular dishes.
A-dd a themed night.
By organising the information in this way you are able to innovate strategically. Attacking your competitor’s weaknesses, whilst simultaneously improving on your strengths.
Include Proof
Markets respond to proof more than promises of your results, for example you could;
- Show statistics that back up your message.
- Use a video tutorial/demonstration.
- Show case studies
- Use testimonials
- Provide a value packed informative document (like this one)
By identifying your customers needs, organising this information strategically into IDEAs and giving the prospect proof of your promised results you will have a strong first iteration for your offer.
You should expect to tweak this offer as you begin your advertising and set low ad budgets accordingly until you are yielding your target returns on investment.
