The Ultimate Guide to Facebook Advertising | Bob Regnerus | 303

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December 21, 2020

Bob Regnerus is a serial entrepreneur, Facebook coach, and video marketing expert. He is the Co-Founder of Feedstories LLC, a Facebook and video advertising agency that combines the power of direct marketing, creative filmmaking, and strategic storytelling to engage and influence any audience.

Bob is also the Co-Founder of Testimonials.live, a quick and easy solution for creating video testimonials, and the Co-Author of the best-selling book, Ultimate Guide to Facebook Advertising.

Here’s a glimpse of what you’ll learn:

Bob Regnerus reveals the biggest misunderstandings about Facebook advertising
How 2020 has impacted the performance and cost of Facebook ads
The first step to take when getting started with Facebook advertising: focus on warm traffic
Bob discusses the importance of knowing the needs of your clients or customers before running an ad
The three factors that determine how effective your ad will be on Facebook—and how to gain a competitive advantage
Bob’s hack for capturing attention in the first three lines of your ad copy
Where to access Bob’s best-selling book and exclusive interviews with his co-authors
The most valuable business lessons Bob learned from his years of coaching basketball
How to achieve quick wins with Facebook targeting campaigns
Bob’s advice to business leaders looking to write and publish a book in 2021

In this episode…

Do you want to have a bigger reach and gain more clients using online advertising—but are still struggling to reap benefits from your paid ad campaigns? For many entrepreneurs, Facebook advertising feels like an expensive means to no valuable end. So, is there a way to crack the code and start promoting your business more effectively online?

According to Facebook coach Bob Regnerus, Facebook can be one of the best platforms to reach your audience—as long as you’re advertising right. He has seen many entrepreneurs fall victim to the simple mistakes of Facebook advertising, from adopting a limiting mindset to relying on only one or two doorways when attracting clients. That’s why he’s on a mission to give entrepreneurs and business leaders the tools they need to not only understand Facebook advertising, but master it.

Join Dan Kuschell in this episode of Growth to Freedom as he sits down with Bob Regnerus, Facebook coach and Co-Author of the best-selling book, Ultimate Guide to Facebook Advertising. Bob talks about how to gain a competitive edge on Facebook, his hacks for designing a winning ad, and the common mistakes entrepreneurs make when it comes to online advertising. Tune in to discover everything you need to know about successfully promoting your business on Facebook today!

Resources Mentioned in this episode

Sponsor for this episode

Thanks for listening to this episode of growthtofreedom.com.

Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall in growing your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation. You can do that for free today at breakthroughstrategycall.com. That’s breakthroughstrategycall.com.

In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You can get that at activate.breakthrough3x.com. That’s activate.breakthrough3x.com.

If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com.

Episode Transcript

Dan Kuschell 0:02

Welcome to growthtofreedom.com, the show that brings you inspiration, transformation and leadership, we’re helping you connect the dots, see the blind spots, and get unstuck. So you go out there and create more leads, more sales, more profits, more importantly, so you can go out and make a bigger impact, have a bigger reach, make a contribution, and a whole lot more. If that’s what you want, you are going to love today’s guest expert, he is someone that focuses on helping business owners, founder CEOs, people like you, people like me, to help them promote themselves, far better to help them promote their business, their products, their services, and a whole lot more. He’s a serial entrepreneur. I mean, it would take me a half an hour to get through every one of his lists, but he’s a serial entrepreneur, some of the top experts, some of the top companies in the world, go to him to help them with their advertising, to help them have a bigger reach to help them get more new clients using online advertising. He’s also the best selling author of the book you see right now. And if you’re hearing this, you can’t see it, but just picture this in your mind. The book, The Definitive Guide to Facebook advertising, its fourth edition, the Ultimate Guide to Facebook Advertising co-authored by Bob Regnerus. He’s a serial entrepreneur, the best selling author of Facebook Advertising. and a whole lot more. Bob, welcome to the show, man. How are you?

Bob Regnerus 1:46

It’s awesome. So good to be here, dad. You know what? I’m glad you didn’t read off the list of achievements. Sometimes it gets like, well, but Bob’s kind of a whole old fart, you know? I turned 51 just a couple weeks ago. I’m like, Yeah, I’ve been around a little while.

Dan Kuschell 2:00

Yeah, we were in the same same bracket. You know, there’s a lot of these young guys out there. And it’s so funny, you know, unlike you’d spend millions of dollars in a month for single campaigns, let alone multiple millions with when you add them all up. And then you have all these people getting certifications for $100 $200 $300. And they’re experts. So I want to dive right into it to pick your brain because I think I’ve got a controversial topic, misunderstood topic. see a lot of people I’m sure you do, too, that, you know, head down the wrong rabbit hole. And you know, it’s so much easier as you’re watching or listening. If you like thought to yourself, golly, what if I could just crack this code on paid media paid advertising, so I can control my destiny. Right? And if you’ve tried other things, and maybe it hasn’t worked for you, or maybe you felt like oh my gosh, I’ve spent way too much money. And it hasn’t worked? Well. I think you’re gonna love what Bob is going to share with you today on solving the problem here. So Bob, like what do you see are some of the biggest mistakes, you know, that people are making with online advertising, paid advertising, Facebook advertising specifically?

Bob Regnerus 3:09

It’s a great question. And I think where I’ll start, Dan is not being aware of what’s going on around you. Facebook doesn’t live in a vacuum. No media lives in a vacuum. In fact, you know, you you have to realize that there’s other things going on. So we literally as we’re recording, this just came out of a big election cycle. As of now, we don’t know who are the leader of the free world is, but what that how that matters to us as Facebook advertisers is really two things. Number one, political candidates spend gobs and gobs of money. So you can imagine if you did any sort of economic study in high school or college, you understand that when there’s a lot of demand for something, the price goes up. So what we have been experiencing as advertisers has been what we call increased CPM. CPM stands for cost per 1000 impressions. It’s basically how expensive is my advertising? And so we see in really high CPM, it’s been expensive. And there’s been more money spent on Facebook by political candidates this year, than last year and the year before. And that’s going to continue to go up. So just understand if you’re diving in and you might be aren’t aware of what’s going on and what influences the Facebook ad auction. You’re going to be going wow, Facebook traffic’s really really expensive. Well, yeah, it is. That’s because there’s about a bunch of money pouring it. The second factor with that is people’s mindset, right? consumers mindset is going there. They’re thinking about the political cycle, whether it’s the presidential election, or a local race or anything like that. There’s there’s some mindset going on and some attention. I’ll call it attention deficit. They’re not as there’s they’re there. Not as much paid attention to your products and what you want to sell them than they are to what’s going on in the politics. So that’s one thing. And then here’s another thing that’s really happening right now, Dan is obviously we’re still in the middle of a pandemic. And what has happened is e-commerce spending, e commerce spending is at an all time high, I want you to think about just the number of people that have shifted to e commerce just in total. But think of all the brick and mortar retailers who are not getting people in their doors. And what’s happening is they’re having to put more money into advertising to generate traffic to their e commerce stores. So really, what we experienced this year during you know, the last few months is political money, ecommerce money. And what it’s done to us advertisers is it’s risen, the level of spend that we have to get relative to everybody else. And to get the same number, same number of conversions are the same performance. So I think one of the biggest mistakes is not realizing what’s going on around us and attributing some of our results, whether they’re good or bad to what is going on around us. Hopefully, that makes sense. There’s a little bit of a drawn out discussion, but I’m finding too many people aren’t aware of really even what’s going on.

Facebook doesn't live in a vacuum. No media lives in a vacuum. - Bob Regnerus Click To Tweet

Dan Kuschell 6:18

Yeah, and you know, we see this in different ways. You know, right now, it’s the election soon, it’ll be the holidays, right? You know, what’s going on around you, you there’s more money coming into the holiday spending, right? So you see kind of some similarities that go on their different cycles through seasons. So as you’re listening or watching right now, you know, you if you understand the expectation going in, this is also to Bob’s point, like, you know, what is your expectation, right? The key is, is it’s got to, you know, people all the time, I’m sure you’ve heard this, if you’ve heard it once Bob, you’ve heard it 1000 times, you know, how do I get the cheapest leads? So I want you to actually, because I have a version, I want to have them hear your version of that, if you will have like a different way to be thinking about it than trying to get the cheapest leads.

Bob Regnerus 7:05

Yeah, I got a coaching clients coming in. So in that question, I kind of know where they’re coming from. And they’re really at a disadvantage that that this is really a mind shift. And I think we’re gonna keep talking about mindset on this. I don’t mean to do that. But really what it what it projects to me is this is that they don’t really understand the dynamics of marketing and economics. I like to work with clients that have the mindset of how much can I spend, to basically dominate the market markets are very fragmented. And you know, 80% of the traffic probably goes to your main competitor. And then another 20% is, is divvied up amongst others, I really want to work with and we really need to have the mindset of I want to be the top player in my market. Now, of course, you have to define a market that’s, you know, relative to you. But if you are saying how do I how do i do advertising as cheap as possible? You are asking the absolute wrong question. You should be asking how much does it cost for me to profitably convert a customer? And how much money can I scale up to spent absolutely dominate that market space that I don’t know if your answers similar to that, but that’s the way I like to approach it.

Dan Kuschell 8:17

Yeah. And as you’re listening or watching right now, you know, what does it cost you to get the customer get to generate a client, but then you ideally create a journey, you create an experience that now you own the client through the journey, meaning you have the ability to offer them many other things, which is where your true value, your true exponential profits can kick in, done right. If you’re working with someone, like Bob, so, Bob, before I get too far into strategy, because I know you’ve got a wealth of strategies you can share, like, why are you doing what why are you on this mission? Essentially, to help simplify advertising for like everyday, small business owners? The little guys out there tell us? Yeah,

Bob Regnerus 8:57

I mean, you know, by nature, I’m really high empathy Dan, and I really enjoy working with with people. I’m a high school basketball coach. You know, I revealed my age earlier, but I’ve been coaching for 33 years now. I’ve been doing it since I was a junior in high school. I really enjoy working with people and helping them perform at their very best. So when I ventured into the life of entrepreneurial rollercoaster, it was with the intention of not developing a product and making a big sale I I went from the standpoint of I’m really good at working with people. I’m really good at learning things, teaching and coaching people to higher performance. So my way of serving is to get in front of people. Get in front of audiences work one on one with client work, one on many with clients, writing teaching, I really have this belief that many of us are following too many bright shiny objects. When I sit down to develop a course, or I develop this book specifically, you know, it took me 19 months from the time I agreed to do it to the time we delivered it to the publisher. My goal was to create an ultimate guide. And I know the title is catchy, but it’s really true. I really want to create an all encompassing type of piece of work, that somebody could just sit down who’s never done it before, and figure out how to do something really well. I mean, I guess my other goal would be if somebody is looking to, you know, break away, many people have been laid off, they have to find a new gig. I think running Facebook ads is a fantastic way to make a living. I’ve done it for many years. If you could learn a skill from this book, charge clients money and become independent, I would love for that to happen. But I’m just really about lifting people up and giving them the tools that they can really say, Hey, I’m winning. That’s what I do on the court. And that’s what I do in the business court as well.

Dan Kuschell 11:05

And if you’d like to win, and you want to learn more strategies on how to win, you’re gonna want to stick around here for the next few minutes. And now, speaking of coaching, speaking of high performance, Bob, you know, we have Kevin Thompson to thank for getting us connected together. Yeah, you know, he runs a group in a community called Tribe for Leaders. If you want to learn more about Kevin, we’ve got an episode with Kevin that you can go just site type his name at growthtofreedom.com and the episode list, Kevin Thompson. Yeah, he’s a wealth of wisdom. He’s one of the most, you know, genuine, down to earth, people you’ll ever meet one of his best connectors in the world to bring people together sharp people together as well. That’s how Bob and I got connected. Yep. as well. And so now, by the way, is you’re watching or listening right now? Like, what would it be worth for you to crack the code on building out winning ads that perform and get a positive ROI, using something like Facebook, right, using paid media using paid advertising, right, where you could eliminate your competition you could dominate your competition. And maybe if you wanted to, you could go out and help others that’s something that you’d want to know more about. Well guess what, when we come back we’re gonna take a deeper dive with Bob on all his insights, his strategies, his wisdom, as much as we can pull out in the short time that we’ve got together grab a pen grab a piece of paper and oh, by the way, if you want to come back to this episode, you can do that at growthtofreedom.com/302, that’s growthtofreedom.com/302 if you never want to miss an episode, you can go to growthtofreedom.com/subscribe, that’s growthtofreedom.com/subscribe. We’ll be right back more with Bob Regnerus on growthtofreedom.com right after this. Thanks for listening to this episode of growthtofreedom.com. Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall and growing your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation. you can do that for free today at breakthroughstrategycall.com, that’s breakthroughstrategycall.com. In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit, you can get that at activate.breakthrough3x.com that’s activate.breakthrough3x.com. If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com. Welcome back to growthtofreedom.com now. Now Bob, I want to really dive in. I mean, you’ve worked with all kinds of I mean, you know, co authors of the book or people like Perry Marshall, Thomas Maloche, and a whole lot more that right, as you’ve worked with all these different clients over the years, and help them grow their business grow their impact, grow their influence in the in the market. Like if someone’s kind of new at Facebook advertising, where would you recommend someone like take the first step or get started?

Bob Regnerus 14:09

Got a great answer for this and it’s not trying to run your first ad to cold traffic. I think where we all dive in is hey, we’ve got this product we got the service we got this great idea. We’re gonna put some money into some advertising we’re gonna get a flood in new business. Unfortunately, that’s a pipe dream. Maybe it was true number of years ago when the when the when the media was immature, but right now Facebook is a mature media. There are what I would call ninja advertisers who are out there managing ad accounts and there is huge, huge dollar sewing. I talked about the political ads. I talked about the big box retailers and there’s just a lot of people putting money in so you can’t go to a gunfight with a knife. You really got to you got to be equipped. So What I like to say is I want you to start backwards. What we think advertising is we’re going to go bring in new customers, I say the better way to go is let’s go after warm traffic. Now, the difference between cold traffic, warm traffic is really just their awareness. And we use these terms as marketers, people are probably familiar with. But the idea here is this. Before we venture out, it’s likely we have a website up and we’ve have some traffic coming to the site. Perhaps maybe we’re doing some other type of marketing, and we’re bringing people in. And now we want to expand into Facebook. The good news is, there’s a piece of code that you’re required to put on your site is called the Facebook Pixel. It’s nothing more than a piece of JavaScript. It goes into your website. But it powers really the entire marketing cycle for Facebook. Not only does it measure what happens within your Facebook campaigns, but it measures what happens on your website in total. So if you’re getting a lot of referral traffic, if you’re doing like some sort of offline advertising, TV commercials, radio ads, or if you’re running Google ads, or TikTok, ads, or whatever it is, Facebook is measuring what’s happening on your site even before you run a Facebook ad. And that’s really to our advantage. Because what we want Facebook to do is be able to understand what’s going on your site, and it’s going to help tune our ads. And so what I like to tell people is let’s start first by trying to advertise to people that have already come to our website. So retargeting is the simple mechanism of reconnecting with someone who’s visited your website already. It’s a very simplistic definition, it’s a lot more complex than that. But that’s just the simple definition. So what I want people to do, the first thing I want them to do is think of an ad that they can create that retargets people who have visited their site and didn’t take the action we want. So if you are trying to get appointments for a practice, let’s say, if somebody goes to your contact form doesn’t fill it out, we’re going to run a retargeting ad, that maybe is a testimonial, or it’s some sort of lead magnet, or it’s some sort of piece of content that helps create a bond or helps nurture them a little bit more. If you have an opt in form, you’re trying to give away a lead magnet or something like that, come up with something different, a different article, a different video to basically keep connecting with them. Because the thing is this is that people don’t come to your site and reject you outright, because they don’t like you. What happens is life gets in the way. They may be visiting your site, they’re on a mobile phone, and maybe they’re in the middle of doing something maybe they’re commuting, maybe they’re you know, just wasting time for a second. But the idea is this is maybe they they got to your site, they saw something, they they read it they think oh, this is good. But they’re not ready to take action yet. So it’s our job as advertisers to reconnect to them. Before retargeting existed man, it was really, it was like, hey, if we don’t get that email address, they’re gone forever. Well, this is really kind of a new concept. I mean, it’s it’s really only been around about five years. But it’s really great for us as advertisers to be able to step back and relax and to be able to say, hey, you don’t if you don’t do what I want you to do on the first visit, I’m going to be able to follow you around and I’m going to be able to reconnect with you. So I’ve got clients coaching clients that are doing retargeting campaigns to like 5, 10 dollars a day, you know the meet your traffic, but it’s really productive. I have retargeting campaigns for clients that are doing return on ad spend. Meaning if I spend $1, I make a $2. You know, that’s a two to one return on ad spend. But I have clients doing one to 15, one to 20 a of a client doing one to 75, meaning you’re spending $1 and getting $75 average revenue. It’s a really profitable way to advertise. It’s a really inexpensive way to advertise. And to me, it’s the very first place you start before you run a call that

Dan Kuschell 19:13

and speaking of the first place you start, right. You know, I know in the book, you talk about the mindset, you’ve talked about mindset here, like we’re where do you Where do you frame like knowing your customer or knowing your client first?

Bob Regnerus 19:29

Oh, I mean, it’s paramount. One of the very first things I talked about in the book is the concept of Eugene Schwartz, who wrote the book Breakthrough Advertising 1966. It’s even older than me and you. He talked about the customer awareness timeline, and just having an understanding of when somebody enters your world. They’re either completely unaware of you or somewhere down the line. The advantage to a Google advertiser By the way, Dan is people are typically what Eugene calls problem aware, they’re they’re typing in keywords in the search engine looking for solutions to problems. Facebook is one step back. We’re interrupting people as Facebook advertisers, you know, it’s like you have an a party, you know, you got 50 family and friends, well, not these days, it’s 25 or less, right? You got 25 or less people over, and somebody barges in your door and wants to sell you a vacuum cleaner. Well, that’s what a Facebook advertiser is, it’s an unwelcome guest to the party. So we have a really big job to do we have, we have the job of not only getting their attention, but giving them enough information or giving them something of substance that makes them stop partying, right, looking at pictures of family and friends, and taking action on what we want them to do. It’s a monumental task if you just think of it logically like that. But the idea here is this is we can’t interrupt somebody, if we don’t understand the environment that we’re in. It is a it is of paramount importance that before you even run an ad, you have a complete understanding of what your customer needs. I hope at this point, if you’re thinking about advertising, your product or service absolutely serves the need. That’s kind of paramount. And you know, this is like Mark said, I’ve been one on one, it’s like what comes before one on one, right. But if you do have something of substance, you need to be able to explain why you are unique, and who it’s for, and the marketers that are able to do that. And by the way, the good news is, if you’re able to do that really, really well, it doesn’t matter how much Coca Cola is spending, or Joe Biden or Donald Trump is spending. If you can do that better, Facebook will reward you. Facebook’s auction is not just built on how much money you’re willing to spend. It’s built on your budget, that’s only one component. But there’s two other components. how effective are you at getting somebody to click on your ad? And how effective are you at converting somebody on your website, those are two of the three factors that affect whether your ad is going to be successful. So even if you put budget aside, you’re still able to compete against those big budgets. And if you know your customer, and if you have a really good offer, you’re going to be successful on Facebook and any other media that you enter.

If you know your customer, and if you have a really good offer, you're going to be successful on Facebook and any other media that you enter. - Bob Regnerus Click To Tweet

Dan Kuschell 22:21

speak about the idea of an irresistible offer or the mafia offer whatever you want it whatever you want to call it. No, you you go through some of this in the book, too. But like, How important do you think that someone should focus on, you know, whether it’s even a lead magnet, whether it’s you know, you don’t just throw stuff out there, but put stuff of value that solves problems, speak to your way. And I know you go much deeper in the book, but talk about the idea of an irresistible kind of offer?

Bob Regnerus 22:51

Well, I’ll start with a story. So I uh, I attended Facebook headquarters down in Austin a number of years ago, and I had a conversation with the the head engineer for the platform, the guy who’s in charge of the team that codes the algorithm for the ad platform. And he told me this he said, You know, there’s there’s three, there’s three things that really affect how well your ads gonna be. Number one is it’s targeting. Number two is how you bid and number three is your ad creative. And he said, you understand that we target better than you. You know, we haven’t even gone into Facebook models and look alikes. But essentially Facebook knows our customer better than we do. They know who to target. Secondly, Facebook has all these objectives that allow you to ask them exactly what you want. If you want to get traffic to your site, if you want people to watch a video, if you want somebody to buy something, if you want somebody to download something, you could be very specific about what you ask Facebook for. But those are two things that Facebook automates and does really well. The third thing they cannot do is develop creative. I think it’s years and years and years and years away before Facebook knows how to automate creative, this is where we gain our competitive advantage. So before we even consider thinking about, okay, you know, we’re going to convert traffic we need to be thinking about, number one, how are you going to capture their attention. And on Facebook, that’s your media, that’s your image. That’s your video, whatever that piece of creative is that captures the attention. So number one, capture their attention number two, what we have with an ad is not a headline, like a traditional marketing piece, but a primary text. So if you notice, anytime you go through your Facebook newsfeed, there’s three lines that show up on Facebook first. So what we do is we focus in on really good media, so an image or video and then optimizing those first three lines of our primary text. Okay? The headline in a Facebook ad actually is on the bottom, and it’s the least important thing that you have to worry about. It’s really about media. First three lines, that’s where you’re going to start to win. Remember, one of the things I said in how well your ad performs is the click through rate. So if you’re able to have a piece of media, whether that’s a video or an image that performs better than the average, you’re going to win. And then if you’re really good at writing copy, now we can make copy as long or shorter as we want. And I’m not going to get into long copy, short copy, it doesn’t really matter to me. But what I need you to be good at is capturing attention in those first three lines. And I have a little hack for that are kind of a cheat code is storytelling. And I have a whole chapter on storytelling. And there’s multiple chapters in the book about how to capture attention, but we’re all wired as humans to engage with the words once upon a time, right? If we could become better storytellers and connect with people, if we can start an open loop, if we can start a conversation and engage people, they’re going to be hooked. So really, all your success on Facebook is about hooking them capturing the attention hooking them. And then it’s all about offer Dan. Offers are something that you typically are testing on your site. And the first thing we come up with is not going to be the thing that ultimately wins, we have to be in the mindset of, we’re gonna, we’re going to be in this for the long haul. And we’re going to be trying different things because we don’t know exactly what’s going to hook somebody. And it may be that we have multiple hooks, you know, maybe we we segment our traffic, and we have one offer for this segment, one offer for this segment. Really what we’re trying to do, ultimately is fulfill needs if we’re able to hook their attention. And we’re able to fulfill a need or deliver something to them that people really want. That’s that’s essentially how we’re going to win at Facebook advertising.

Dan Kuschell 26:49

And if you want to win at Facebook advertising, if you want to simplify the process, if you want to set yourself up so that you get a positive return on ad spend or return on your investment in the game of advertising. And using Facebook as a tool that it is but I want to encourage you to get Bob’s book, you know the Ultimate Guide to Facebook Advertising. Get that right now, Bob, tell everybody where they can get a copy of the book and how to go do it. Go ahead and do that.

Bob Regnerus 27:15

Yeah, thank you, Dan. I have a website set up. It’s called ultimatefb.com. And the reason I’m not sending people directly to Amazon, number one is we’ve sold out, it’s pretty exciting to see like, well, it’s scary on one hand, but exciting the other, but we’ve sold a lot of copies already. So when you I don’t know, if anybody’s created something that’s so personal, you just you just don’t know what’s gonna happen. So I am like, I am both shocked and and, and excited that so many people right away have have got the book. But the reason I do that is I want to give people extra value. So not only will I link you directly to a site where the book is in stock, but I’ve done interviews, just like Dan and I are doing with some of the co authors. There’s people in this book, who I’m just really honored to call friends who were able to contribute to this book, Ryan Deiss wrote a chapter in this book, Brian Kurtz wrote a chapter, Jeff Walker wrote a chapter, Dennis Yu wrote a chapter and there’s 10, basically guest authors, including obviously, Perry Marshall, who’s, who’s my co author. I have 10 of those interviews available. So I would like you to get the book, but I really love you to listen to these interviews. I talked to these guys. And I asked them questions that maybe typically they haven’t got asked before, just because I have a kind of a personal relationship with them. So I was really, really proud of those interviews. So go there and enjoy those interviews, but also a link directly to the book. It’s ultimatefb.com. And I appreciate you giving me a chance to plug the book, Dan, because they’re really proud of it.

Dan Kuschell 28:53

Absolutely. And guess what, if you want to solve Facebook advertising, if you want to simplify, if you’re looking for a way to have a new approach to being able to make paid advertising work for you, then I want to encourage you to go get Bob’s book. In fact, I’ll make you a promise if you go get the book and you don’t think it’s worth it. Hit me up, I’ll give you your money back for this thing. Because I know Bob can help you he can help you, right. And I and I and it breaks my heart. You know, Bob, how many times do we see good people, hard working people, they start down this path and then they just have happened to meet the wrong expert, Gary Halbert, probably a mutual mentor for both of us before he passed. He said, you know, the most expensive information is bad information. That’s what there’s a lot of bad information. So if you’ve tried something, and it hasn’t worked, or you’ve tried something and you spent a lot and it didn’t work for you, or you feel like you’ve hit a wall or a plateau using your current methods, let’s get you access to some of the best in the world. Some not only Bob, but it’ll even say that, you know, his experts is his support team, the people that are co authors of this book. You know, the interviews you’ll get access to, like it’s the best in the world. So go to ultimatefb.com, that’s ultimatefb.com right now take advantage of it go through the book. And if you go through the book and you don’t think it’s the best thing you’ve ever heard or seen to help you simplify advertising online, hit me up, I’ll give you your money back, no questions asked, that’s for me to you. I don’t know that we can make it any simpler, anymore fair, anything like that. So go all go right now, open a browser, pull, if you’re driving, pull off to the side of the road, open up, keep listening, keep listening. Or if you’re watching a video, just hit that other browser that you’ve got, it’s either on your phone or on your desk, keep this going. But open it up, go to ultimatefb.com, start typing in your info, go ahead and order. It’s simple, it’s easy. And you’ll find that going through the book is going to be like a walk in the park. It’s like having a guide, by your side to help be a mentor for you in a book form. Like, I don’t know that we can make it any simpler. So go to ultimatefb.com. Now, Bob, is we kind of wind some things down. You know, I can’t be I can’t help but be fascinated by there’s so many things that are similar with our backgrounds from our hairline, or, you know, to, you know, to coaching, right? What is something that coaching has taught you that you feel applies to business, that might be something that most people wouldn’t know?

Bob Regnerus 31:26

Oh, wow. Um, a couple things come to mind. Number one, this is really applicable to me is that a coach needs to be adaptive, the game of basketball evolves. And it also changes based on your audience. So not only I coach high school boys, 15, 16 year old guys right now. But I started with boys. And then for 10 years, I coached girls, my when my daughter was going through. So I found the things that work for me, Coaching Boys did not work coaching girls. And then when I went back to boys, I was I was kind of like, it was a big transition again, and it was a little scary. I’ll tell you the difference, boys need to be pushed, girls need to be pulled, girls are much more motivated by nurturing. And boys are more motivated by pushing. And that’s the big difference between coaching. So I found that it’s really important for coach to be adaptive, the environment changes, the game changes, and you need to evolve with it. So you know, fundamentals don’t change, but the game does. So one of the things I’ve had to learn in my business career, just like my coaching career is to be adaptive. The second thing is, is that you can’t coach somebody who’s not willing to be coached. And this is a tough one for me to swallow, because I know I could help people. But I have players every year and who just don’t take to coaching. They either think they know it all, or they just don’t have this inner drive to get better. And there’s not much I could do. I can coach fundamentals, I could teach people the proper way to do things. But the one thing that I can’t coach is motivation and energy, you have to bring that if you’re a business owner, if you’re a basketball player, it doesn’t matter. You’ve got to bring that energy to the table. It’s not a job of a coach or a mentor, Dan, and I, you know, we could hype you up as much as possible. But if you’re not willing to buy into that, if you’re not, if you can’t, if you can’t muster up the energy yourself to be motivated to do what you do, then you really shouldn’t be playing the game. And I think that’s the two major things that I’ve learned over the last few decades.

One of the things I've had to learn in my business career, just like my coaching career, is to be adaptive. - Bob Regnerus Click To Tweet

Dan Kuschell 33:50

That’s so, so powerful. I see that coach and our young kids, the you know, these 12 year olds, essentially, we got a 12 and under team in football and you know, just it’s so similar right now it evolves. Kids evolve, right? And also know as you get more skills, right? That evolution of them as an athlete, and also the game, right? Yes. The game right as a code. Yeah. Ideally, you set your team up to be successful, and slow the game down. Right? And yeah, there’s all kinds of different ways. So speaking of slowing the game down, right, being a good coach, you have again, you’ve worked, you know, with so many of the top experts in the world to help them I mean, you literally run their ad campaigns for them to help them just get this stuff done. Instead of you know, them trying to do it on on their own. Right. Everybody has an approach but we talked about like getting started, right, but let’s say someone’s a little bit further along Bob on this journey. Maybe they’ve got some campaigns that are kind of working. Like what are 1 to 3 strategies that you know, you’ve seen in the last three to six months? That man like wow, these are game changers. These are like a domino. Keep this Domino here for a reason, there are these 1 to 3 or like dominoes that can tilt over that what would be 1 to 3 strategies, you’d encourage somebody who’s a little further along in the game to be doing like right now.

Bob Regnerus 35:11

Okay, a couple of things. Let’s number one, let’s talk about targeting and audiences. One thing that’s really simple and I talked about this in the book is give Facebook better models. One mistake that I see people using is they know they need to create look alike audiences, but they’re using a model that’s inadequate. What I prefer to do, especially for somebody who’s been advertising, while you probably have a very large customer list, so in the book, Brian Kurtz talks about a concept called RFM, recency frequency money. And the concept of this is that somebody who buys who is bought from you today, is more likely to buy again than somebody who bought from you three months ago. That’s the concept of free of recency, frequency is if somebody buys from you multiple times, okay, and money is how much they spent. So one of the things we like to do for quick wins is if, if a client is modeling their entire customer database, we like to do what’s called an RFM. And try to find the 20% of that list that have bought for them most recently bought from the most frequently and spent the most money and use that as a model. And pretty typically, when we run tests against the look alike of your entire customer, David, a customer, entire customer database, versus an RFM, customer file will generally outperform that, by multiples, it’s just giving Facebook better data. And then I think the other quick win that some people forget, is that there’s a lot of gold in your email lists, and especially the unsubscribes. You know, we’ve got people who have, you know, 100,000 million people on their list. And there’s a large percentage of those people that have unsubscribed. So one of the one of the quick wins we usually get for client is to upload a list of unsubscribes and run basic campaigns to that you know what, whatever their offers are, you can’t reach him on email anymore, but you could reach him on Facebook, it’s another way to get a quick win. And I think the third thing is this is that you really need to be thinking about how can I frame? How can I frame my business in different lights, I think a lot of people who’ve been on the marketing game for a while have gotten to the mentality of marketing 1.0, where there’s one optimal way to convert people. And the idea is it’s not that way anymore. You know, you’re most people live in a house that have multiple doorways, and there’s multiple windows. So you need to be thinking about there’s multiple ways people can come into my business. And there’s not one way, that’s the best way, if you were trying to funnel all that traffic through one doorway, it gets jammed up, and people are going to leave. But if you can create multiple doorways, alright, you know, maybe there’s not just two or three ways, maybe there’s 20 ways that people would want to come into your business. And so what what we’re talking about is, is customizing content to different people for different reasons. If you’re a large enough business and serve a vast customer database, you’re going to have different reasons for people joining your business and buying your product, you know, take advantage of your services. So one of the things that that experienced marketers and big businesses have to really understand is we need to build multiple silos or multiple doorways now into our business. And it’s not about over optimizing one door it’s about creating multiple doors that work and so maybe one converts at 8% one converts at 6% one converts at 4% Well, if all all those doors are profitable, then they’re all valid. So really what I do is I focus less these days on trying to optimize one thing. I’m just trying to find multiple doorways for my clients to get multiple streams of clients coming in. So hopefully that’s useful for some folks

There are multiple ways people can come into my business, and there's not one way that's the best way.- Bob Regnerus Click To Tweet

Dan Kuschell 39:21

as you’re listening or watching right I mean, we’re just scratching the surface if you want to go deeper with what Bob has shared with you again go get his book ultimatefb.com hit that site right now if you’re driving you don’t have access to open it right now. Come back to the show notes you can do that at growthtofreedom.com/303, that’s growthtofreedom.com/303, go to ultimatefb.com ultimatefb.com now Bob, as we wrap this up, what’s up? What’s something I should have asked you we didn’t get a chance to cover you.

Bob Regnerus 39:52

Oh man. Let’s see here. Um, should I write a book Ah,

Dan Kuschell 40:01

checklist first start with a checklist first.

Bob Regnerus 40:05

Actually, no, I’m actually serious. I, I just got back from a Roundtable meeting. That’s Perry’s high level mastermind. And number one, everyone, every entrepreneur should be in a mastermind, I hope they are. Because it gets you out of your environment and challenges us. So if I’m a member of actually three masterminds, two of them are virtual one was in person. It was really good. By the way, Dan, to get together with people. I mean, we were socially distanced and everything. But we haven’t been together as a group of people since March. So it was really good to get together. But one of the things I talked about, there’s a number of people who are considering like, they know how important a book is. And I’ve written five books, I know what they’ve done to my career, a book helps you basically take all your knowledge and put it into this compressed format. And yeah, we know about the celebrity status and the expertise and things like that. But to be able to articulate your gospel in one book is really important. And the starting point for that is an outline. I’ve had the outline for the book that we’re promoting here today for four years. I started developing that four years ago, I put down kind of major topics that I thought were important. I wrote about strategies that I developed, you know, things that work, things that didn’t work. So I’ve got a friend right now who’s who’s getting a book done trying to get it done. But February, there’s another two people in that mastermind. They’re like they’re trying to get a book done in 2021. My advice is start with an outline. If you have an outline together, that is the framework, it’s the skeleton, it’s it’s what is the bait is going to form the baseline for your book. That’s the way to get started.

Dan Kuschell 41:57

There you have it, I mean, get a book and I got like five and a half pages of notes here. And Bob has shared with you some amazing how are you gonna put retargeting in place? You’re gonna get that started today? Are you going to understand the three distinct ways that you have the best chance to boost your success with ads? Right, he talked about some things like you know, targeting and talked about the bidding. He talked about Ad creative he talked about getting attention, right not just get attention but keep attention the three lines he also talked about the idea of coaching being adapted he vine a whole lot more. Now, by the way, you can come back to this episode of growthtofreedom.com/303. That’s growthtofreedom.com/303. If you never want to miss an episode, you can go to growthtofreedom.com/subscribe. No, Bob, I like to shift this last part into some personal stuff, if you can remember back. I don’t know when you were in high school. Right? Or maybe a childhood situation. Like when you may have realized you were going to probably do things a little bit different than most probably around the idea of being an entrepreneur. Can you remember back to when that was what that was? And how that showed up for you?

Bob Regnerus 43:09

Well, boy, this is like a therapy session. Um, so I I am. I am. I’m double the man that I was in high school. So I entered High School at the ripe old age of 13 and turned 14 till a couple months into my freshman year, I was five foot one and 90 pounds. I no longer 90 pounds, I won’t tell you what I am. But I’m six foot one. So I was a little under estimated, both in grammar school and in high school. And I just kind of always knew I was a leader. And I always knew I was going to be involved in coaching. I can’t explain why but I was able to. I mean, I love sports. But I really kind of watch the game from the perspective of what’s the strategy. So I’ve been really good throughout my life kind of dissecting strategy and knowing what works and knowing what doesn’t work. So I kind of knew that probably from junior high on I didn’t know where that would take me but when I had the opportunity as a junior in high school to coach a small group of kids in our parish, I took the I took advantage of that. And I loved it. And obviously I’ve been doing it ever since. That’s that’s the first story. The second story is this is I took the traditional path I went to college, I got a degree I specialized in programming. I got a job at a big corporation out of college. And what happened was, I sat at my desk, and I met a bunch of new people and that was on a Monday on that Friday. They had major layoffs and people that I met on Monday were walking out of the office with a box in their hands on Friday and I went in Hmm. Okay, so this is the way corporate America works. Now I put my time in, I worked hard, I learned some things, I got my confidence. But I had this in mind that I’m going to own my own destiny, I am not going to let somebody else to decide kind of like what my life’s gonna look like how much money I’m going to make. I determined that in there, like five days into my corporate career that I was going to be doing things on my own. And so, you know, I worked my way through corporate America for a few years. But then I started doing independent things. And I finally broke away in 1998, started working from home and have been doing that for 22 plus years.

Dan Kuschell 45:43

Congratulations, Bob. Yeah, absolutely. Congratulate thank thank you for taking us on this journey today. And, you know, given us some insight and all kinds of perspective, including the personal side, as you’re watching or listening right now, are you looking for a way to promote you and your business better? If so, reach out to Bob, the best first step to do that is to go and check out the book at ultimatefb.com. That’s ultimatefb.com. Check out this episode, come back through it. There’s lots of notes, lots of resources, lots of action steps that you can take and speaking of action steps by what would you hope would be 1 to 3 action steps our viewers or listeners take from our time today?

Bob Regnerus 46:28

Well, number one, I don’t appreciate people that learn things and don’t implement. It just doesn’t make sense to me. And I think the best advice I got is, you know, if you go to a conference, it’s three day conference and you take you know, 20 pages of notes. Try it. Try to take one action item. Just say hey, you know, Bob talked about retargeting. I don’t have retargeting in place I knew that I had to get I know I have to do it. booked some time on your calendar to get it done. I’m motivated by what my calendar says. You know, I got an interview with Dan here at noon central time, I’ve got another interview at 1:30 like my calendar drives things. So put it in your put it in your calendar and schedule it. Study you know, put in your calendar, get Bob’s book, read Bob’s book, and then Schedule a week later that you read a few chapters I’m going to get retargeting going I think that’d be the best advice is to schedule it out and actually follow up and do it. Otherwise you’re just going to keep building to do list building up a library and it really is not going to do you any good.

Dan Kuschell 47:34

So there you have it, schedule it follow up implement implement schedule follow up follow up implement schedule whatever three or an order you want to put it but doing take action apply what Bob has shared with you they Bob it’s been awesome brother I appreciate you taking the time. I know there’s some things you share that I haven’t heard you share in other places so I’m glad I

Bob Regnerus 47:55

have not, you asked me some questions that have never been asked before. So this was awesome. I love it.

Dan Kuschell 48:01

Thank you and you know by the way, there’s lots of people who seek Bob out and literally they pay 20, 30 $40,000 at events to get access to some of this behind the scenes stuff. You’re getting it here so do take action with what he share what He’s inviting you to I want to invite you to take action get his book go to ultimatefb.com, that’s ultimatefb.com, you know if this impacted you in some small way you know business owner you know a founder you know a CEO that could benefit from this share it with them it’s really easy to share it you can get to our site there’s a share button and you can go to send them to growthtofreedom.com/303 that’s growthtofreedom.com/303 you want to come back to the all our episodes you can go to growthtofreedom.com/subscribe so take action seize the day. We’ll see you next time on growthtofreedom.com. Thanks for listening. Thanks for watching. Bye for now. Thanks for listening to this episode of growthtofreedom.com. Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall and growing your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation you do that for free today at breakthroughstrategycall.com, that’s breakthroughstrategycall.com. In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You get that at activate.breakthrough3x.com, that’s activate.breakthrough3x.com. If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com.