Transcription
So, I've used Facebook very, very profitably over the journey. Uh, even just using my little old Facebook profile, like my personal profile organically, to the tune of millions of dollars. And in 2025, one question that comes up a bit because people know I have this experience is, what are you doing with that right now as a marketing channel? What's your view on, you know, Facebook as a platform, the organic side of it anyway? Uh, and, you know, what strategies, etc., etc., etc. Uh, so rather than film a new video, uh, I thought I'd give you one that I have, uh, in the vault that I filmed earlier this year for some clients. Uh, and I'll also link below a playbook. What this does is it walks through the two different modes that I use, uh, right now with my personal Facebook profile. There's one mode that I call scratchpad mode, and there's a mode that I call my ETM mode. And they serve different purposes. I can jump back and forth between them depending on what is going on. Uh, and it keeps it very low friction and a really, really simple piece to have in my ecosystem without it taking a lot of time. Okay, so if you have used it in the past, you're thinking about, is Facebook worth integrating? What do I do with it? You've had some time off. Uh, I think you'll find this helpful. Watch this video, check out a link to the guide, uh, below. I'll also put another video there, um, around kind of a broader content strategy that pairs with it, uh, some some kind of first principles and fundamentals that I think you'll, uh, find very, very helpful, and, uh, I hope you enjoy. Cheers.
>> All right, my friend, let's talk Facebook. Okay, so we got the Facebook strategy guide for you here. This is Facebook profiles in particular, not business pages, not groups. This is your good old-fashioned Facebook profile. Okay. Uh, couple of things to start. I think Facebook still has legs. Is it as powerful as it was maybe five years ago? Probably not. There's a bit of noise there. Uh, but you can look at that in two ways. You can either look at that as it's dead, which I don't think it is. Or if I actually bring quality, I'll probably stand out. Okay. Um, depending on your situation, it's going to be right for you, or it may not be. If you're already using it and you've got a following and an audience there, 100% use this playbook. If you're starting from the ground up and you want to know if this is the right platform for you or not, hit me up in the group and I'll let you know based on your individual situation so that you're focusing your efforts in the right place. Okay? But fundamentally, what we're going to cover here is if you do use your profile, or you're going to, uh, how do we utilize it to generate traffic, nurture leads, collect emails, convert people into customers and clients. Okay, so let's get into it.
Set up, uh, couple of key things, relevant and direct bio. What are you all about? Right? Uh, I've played around with a few different ones, but fundamentally, you want to build some credibility and tell people what you do, who you help, what you're all about in a nutshell. Okay. I would recommend that you have a link off to your master funnel, any lead magnets, um, funnels that you ultimately want people to go digging. What typically happens on Facebook is they might see a post that gets their attention. Then they click on your profile, and then they're going to look at the link. So send them where you ultimately want them to go. Make sure you've got a clear profile picture so they can clearly see it's you. And then your cover photo. Okay. Um, there was an era where the kind of highly graphically designed cover photos were all the rage. I think we've transcended that. Um, and I would recommend that you just make it more personal because I think it's more important that you come across as a real person rather than a marketer or a salesperson first. Okay? So, just get the basics set up. It's not, it's not rocket science. Um, now let's talk growth. Okay. Um, I recommend that you use the professional mode so that you get the functionality associated with it. There's some new, um, cool stuff coming, uh, through at the moment where it's actually telling you what to do from like an engagement or content creation perspective, and, and I'm seeing people use this really in a really powerful way. So, make sure you've got it set to professional mode, and it will actually tell you like, hey, put out three posts this week, and we're going to give you more love. Uh, if you follow those recommendations, I think it will serve you, uh, quite well. Okay, but a couple of key points. Um, there are some maximums around friends and, um, number of people that you can add, uh, on your profile. So just be conscious of those caps, but essentially, your profile is going to grow in a few different ways. Um, organically via your name being out there. Similar to Instagram, your name is going to be out there via ads, other platforms, word of mouth, people see you on someone else's podcast, etc., etc. Uh, and then if they use Facebook, they're going to come looking for you. Um, they might, they might follow you, they might become a friend, uh, engage in your content, go through your funnels that way. And this pretty much happens naturally without us really doing anything. Okay? This just happens as a result of us marketing and promoting ourselves and our products and our services on other, uh, platforms and using different tactics and strategies. More directly on the Facebook platform. And there's, there's two different ways. Outbound friend requests and inbound friend requests. Okay. Um, if you want to proactively grow your friends list, I'll put a link to an SOP below. Um, and I'll link it inside this document as well so that you can do it yourself or you can get a VA to do it. That's essentially where you set up some parameters and then literally just add people. Um, and then if they accept, they'll be added to your audience and they may start seeing your content that way. Um, you're also going to, once you start getting active on Facebook, you're going to start getting a lot of inbound friend requests from people doing this. Okay, you've got a couple of, um, options. You can just ignore them. There's not going to be a ton of quality that comes through. Um, you can delete them, or you can have a cadence to curate them, try and spot, accept them. Um, I would recommend that you get a VA to do this. Just don't spend too much time on it because, uh, it's mostly going to be people trying to pitch you. Okay. Um, so if you want the proactive growth, I'll link to it inside this document, which you'll have access to below. And in addition to that, the main other way that people are going to find you on there is through promotional strategies on other platforms. Okay? to the two levers when it comes to growth, and make sure you're not wasting too much time on this piece because it's mostly going to be people trying to pitch you.
All right, now to the kind of meat and potatoes of this. You've got to, well, at least I have a couple of different operating modes when it comes to my profile. Right now, I've made a ton of money from this profile over the years. Back in the day when it was my, like, primary and core marketing channel, um, and I had it like maxed out in terms of adding as many people a day as I could, and, you know, constantly cycling through removing people, lots of long-form content. This is, this was before, you know, I had really the other elements dialed in, before I was running ads, um, in kind of the peak of Facebook's era. Uh, I had a certain operating mode. Um, but then as I've made a more robust kind of overall ecosystem, I've shifted how I've, um, used it, right? And so what I want to do is I want to arm you with these two different operating modes so that you can plug into the one that best fits your situation. You can shift gears between them depending on what you're doing, the season that you're in, etc., etc., and just so that you're ultimately armed with two different approaches. Okay, the first one is what I call the scratchpad mode, and the second is what I call ETM mode. Right now, if you've been paying attention, you'll notice ETM ties back to my engineer, um, the moment model, right? Scratchpad mode is, it's really where I just use it to kind of like document. I put up whatever I want, whenever I want, with not really any set cadence planning. It's more stream of consciousness type content. It could be business. It could be life. And then the ETM content is more strategically following my engineer the moment framework. Okay. What's important to note though, is even scratchpad mode content, so where it's like it's very here and there, just kind of bringing people along for the ride to a degree, can actually be quite effective to engineer the moment because of the fact that it is raw, real, and imperfect. Okay, so that's just an important thing to note. Hopefully the distinction's important. Um, you could consider this to be more like marketing mode, and this to be more documenting mode, if you want to distinguish the two, right? And I'll alternate between these modes depending on my creative appetite, how much content I want to pump out, if I'm, um, you know, if I'm in marketing mode myself, or if I'm in building mode, depending on what my time and energy is kind of divided between. If I'm running a hardcore promotion, I want to use it exclusively to push. Kind of depends as well what the algorithm is doing, how much or how little love it's giving me at any one point in time. You're definitely going to see swings with it. Sometimes you get tons of love on posts. Sometimes you'll get none. Um, and you kind of got to feel it a little bit. It can be a little bit erratic. Um, so there is a bit of art and a little bit of science to this, but I wanted to arm you with both so that you can utilize them accordingly. Okay.
So, there's not a ton of explanation when it comes to scratchpad mode. Um, but I typically leverage this when there's a lot of other stuff going on in life. Uh, and hitting my profile daily isn't really the top of my list. Uh, at these times, the content very much becomes as and when, right? There's not a lot of structure. There's not a lot of system. I might be traveling, busy with family, building curriculums like I'm doing right now, um, working on other projects, or any combination of these. Um, and I just don't, I just don't put a high priority on posting on my profile because of how I've got the ecosystem set up. And so I think this is a cool, um, thing to have in your back pocket. Um, and I've included a bunch of examples here so just so you can see them. Right? So this is what a business update might look like in scratchpad mode. Right? After a few years being mostly focused on higher-end one-to-one work, um, it's fun to have bulk $50, $27, $100, $47, $300 payments dropping, autopilot, latest iteration of my lifestyle business models really coming together. So, I'm, I'm literally just like, here's what I'm working on. Here's what's happening. Right? Funny how things come full circle. Old is new. Lion share of my new clients are coming in via email these days, and I love it. Talk about a true lifestyle business. Set up simple automated or nearly passive systems to get new leads. So again, just documenting what I'm seeing, what I'm working on. Life stuff. I'm a lucky man. Rainy days watching footy with my boys. Doesn't get much better than this. Got the two little lads asleep. So it's just about giving people a window into your life. Happy Sunday. Photo with Mr. August. Personal interests. People know I like my wine, so I tend to share when I crack a nice bottle. Top of mind thoughts inspired by inspired by stuff happening behind the scenes. Congruent action is the secret to success. Most people's actions align, uh, to having all the time in the world, even if their mouth says something else. They act like they get another shot. You don't. This is it. And wasting another year doing that doesn't, that makes you miserable, is madness. Until your feet match your mouth, nothing changes. That would have been off the back of a conversation with a lead, a client, something happening in life, right? So, these, these typically don't just come out of nowhere. There's, there's usually something behind the scenes that's happening as a result. Today I got an email from a new client, right? Just literally letting them in. You can go read through these. This is truly life-changing. Thank you for what you do. What a way to wrap up a kickoff call with a new academy client. So, you can see it's just documenting behind the scenes what's happening running the business. And you can apply this to really any niche. 10x ROI in 19 days. Just a message I got. These really are quick to create. The other really powerful thing when you do this when they buy the whole stack. So this is literally just a screenshot from someone that went through funnel content distribution. All right. Dropped a new YouTube video. Let me know if you want it. All right. The other really powerful thing when you use scratchpad mode now that we've got AI is you're capturing kind of your consciousness at a certain point in time. And so, um, if I'm short on say, email ideas, I can go back and I can give the, the post, the result, the insight, the thought, the lesson, um, life or business, I can give that to AI and I can also give it, you know, whatever other data points that I want, proven emails that have converted, um, the offer itself, all these kind of things. And I can have it crank out emails for me based on real life stuff that's happened. It doesn't matter if it didn't happen in the moment. Um, so this is a great way for me to kind of keep a bank of cool that's happened that then I can ultimately spin off into more structured marketing content for my email list. It could be for Instagram. It could come up with YouTube video, YouTube video ideas. You could take a longer form post and flip it into say, a YouTube script. So, this scratchpad mode is a great like mechanism to lean on if you're doing other things and you want to keep it ticking over, you want to stay front of mind on this platform if you've got some form of audience or if you're doing growth here. Uh, it's a great way to capture your thoughts in real time because if you don't capture them, typically you'll lose them, and then you can take it, give it to AI, or you can just, you know, beef it up yourself. Okay? So, there's, there's some benefits to it. And if you do this well, it can be quite an effective way to connect with people because it's so raw and real. You might engineer enough curiosity, they go like, "Who is this guy? Who is this girl?" And then they go digging, they go into your funnels that way.
Okay, this is the primary mode that I operate in with my profile these days. But that's not to say just because I've got so many other things going on. Um, but that's not to say I won't pivot to the next mode from time to time. Okay? And that next mode is my ETM mode, my engineer the moment mode. And this derived from my core, um, content system, which I would recommend that you watch the workshop around that. I'll give you a quick recap on it though while we're here. Okay, so this can really be applied to any platform. Doesn't matter, organic, ads, whatever. It really comes down to three things: selling people on who you are, what you do, and then being there at the right time so that when it lines up with their journey, when they're trying to solve a problem, when they want to achieve their goals, and the timing for them is correct, you are there. And when those three things line up, the moment happens, and that's when they reach out. Okay, two of these we have direct control over. The who we are content and the what we do content. The journey is their timing. But how we can, how we can stack the deck in our favor is through consistency, right? Or if it's with ads, it's through remarketing, omni-presence, that kind of stuff. Okay? Um, and so what I want to touch on here are these two main types of content. You've got who you are content, and you've got what you do content. And what I've given you here are some catalysts. So think stories, life stories, life/business stories, status related stuff. Uh, like it or not, people are playing status games. This could be, I, I moved into this house. I bought this thing. I won this award. Your experiences, wins, failures, travels, lifestyle, connections. I met this person. Your principles and values and being really strong on them. Your philosophies, your beliefs. Who are you? What makes you tick? Okay. Fundamentally, in doing this who you are content, you are giving context to the what you do content. The what you do content is easy, right? That's, you know, what problems do you solve? What game plan do you help people implement? What outcomes do you help them achieve? And what's the offer, right? People are pretty good at that. But without, without the who you are content, that is very sterile. There's no substance. There's no reason why behind it. There's no context. So, what we're doing here is we're letting them into the person behind the business. Okay? You can do either, and you'll probably still do okay. But when you do both, you do very well. All right. So, what I've done here, given you some catalysts, and then I've given you a document as well with a ton of examples. Okay? So, you can go tackle those in your own time. Then, on the what you do side of things, this is where we're demonstrating that we're an expert, we know our stuff, that you're relevant, that you can help them solve problems, that you can help them achieve their goals, and that fundamentally you walk the walk. Okay? Systems, frameworks, models, strategies, innovations, client results, products and services, other ventures that you're involved in, your results, problems that you solve, outcomes that you have achieved, and a boom, boom, you got a bunch of examples. Okay? Now, I should add that when you look through those examples, you will notice posts where it may not be a clean cut as to why it fits under that category because it may actually straddle both. You may write a piece of content that talks about your philosophies, right? Like, I think it's so important that I get to spend every morning with my family. I want to be home for dinner every night. Therefore, I build my business using this model. So, you can bring the two together. Okay? It doesn't have to be that one post is one type and one post is another type. Ultimately, you're going to have posts that tackle both, and that's, that's the goal. But the point is we need to blend both of these so that we let people into who we are and what we do, right? If you only let people into what you do, you'll make money, but you're going to leave this big chunk of people out who go, I want that result, but I just don't vibe with this person, and they may not even be able to put their finger on why. Then on the flip side, if you only did who you are content, they'll be like, I really like this person, but I just don't really know what they do. I don't know how they can help me. And so they may not move forward. And so that's why we want the blend is so we go, I know how they can help me, and I really vibe with them, when the timing is right for me, let's go. And this is the only person. Okay? And so on that, let's talk about this third part, the prospect's journey. I think this is a part of marketing and content that gets not nearly enough airtime, but it's really important to understand that everyone is walking their own journey at their own speed. And if they do not want to buy now, that is entirely up to them. It is not our job to judge, bait, convince. Our job is to show up and make a really compelling case for why they should work with us when the time is right. Okay? Our job is to be ruthlessly consistent. Our job is to nurture our ecosystem every day. Our job is to increase demand for our services. Our job is to become better and better at what we do. Become a better and better leader. Be omni-present, right? Keep getting better and better results for ourselves, for our clients, refine our business, refine our model, and, and ultimately in doing this, detach from needing the deal. Okay? And then when the time is right, be there with a strong offer that solves their problems. Okay? People think there's like, there's nothing we can do when the timing isn't right. No, no, no. There is a ton that you can do, okay? You can create daily content, okay? You can hit the right blend between these things. You can be consistently leveling up your own internal game, working on your own mindset, over overcoming any limiting beliefs that you've got, okay? Becoming the person who is ready for the next level, okay? Creating different pathways and opportunities for yourself, for your clients, going deeper into understanding your prospect's goals and problems so you can speak to them so precisely that it just hits them between the eyes. Okay? Working on developing a really long-term perspective and mindset, working on detaching from the outcome, right? The, the really, really critical piece here is we need to be there when the time is right for them. Okay, if you imagine for a second, there's two parties moving along. This is you, and this is your prospect. They see a post, they look over and they go, "Oh, that's interesting." But now is not the right time. Then they bounce. What most people do is they burn the deal at that point with some crazy sales process, or, you know, really weird and awkward follow-up, or stupidly high pressure objection handling, and all these kind of things. Okay. What we want to do is go, "Yep, no worries. Take your time." And then they're going to continue along, and we're going to continue along such that when the time is right, they look around, they go, "I had a really good experience with that person." And then they work with us. Okay? So, that's fundamentally what this mode is all about. I've given you a bunch of examples. Um, you can jump back and forth between these two operating modes based on your ecosystem, based on the season that you're in, uh, based on the market that you're in. And if you want my guidance around this, more than happy to help. Um, but I think this can be a really powerful marketing channel. Very, very low, like low, um, friction, super easy to do. Uh, and, and it's a, if you've got any level of audience there, I think it's worth at least operating in scratchpad mode and just documenting things because then you can use that as fuel for your emails and stuff later. Okay, hit me up if you got any questions about this one. But that's, uh, that's my playbook for you on using your Facebook profile.