- The guy in the jacket must be the important guy.
- [John Offscreen] That's right.
Always shoot the guy with the best pecs.
- [Offscreen prompter] Alright, we're goin' live.
- [John offscreen] Am I on? When?
- [Prompter] Right now!
We're live, right now!
(hosts getting situated)
- Okay, we are live.
We'll get started here in just a minute,
with some excellent quality-level training here.
You learn some new stuff this week?
- Yeah!
- Yeah?
Anything change on Facebook this week?
- Yes. (laughs) - Yes, indeed.
Yeah, a lot's changing.
Facebook is all about change.
When you have a platform that big,
you're gonna always have things changing.
So we're gonna cover some of these things,
and then hopefully we'll get some folks on,
and we can answer some questions
and be of use to somebody here.
- Give away some secrets.
- So a few more seconds, and we'll get started,
we're gettin' there.
What's the official legal time, sir?
Ah, hey, it's 11:30!
Good enough, so welcome to the Customer Factory.
This is our tech show.
Actually it's our live tech training
that we do every week.
We basically go kind of a stream of consciousness,
we have a plan, we also have a stream of consciousness
in terms of what's happening in Facebook advertising;
specifically, for healthcare offices.
We basically, we have in our lab 70 or so different clients
that we're running ads for, maybe 100 different campaigns
at any given time.
And, well we learn a lot of cool stuff,
so we thought we'd share it with you guys.
And that's the show.
So we do this every week on Wednesday mornings,
11:30 or noon, depending on what time
we get our stuff together, and here we are.
So, my name is John Nesbit, by the way,
this is Merle Stepler.
- Hello, everyone.
- Merle is the head of our technical delivery division.
I started the company a while back,
so what do you say we get the thing started?
- I say we go!
- What do we promise people today?
- First thing, well everybody who has ever tried
to do some Facebook marketing of your own,
you've all run into the fact that your ads get disapproved.
Sometimes they get disapproved
with a really nasty letter from Facebook, too.
- If you've ever gotten a letter,
like you get an email from Facebook,
your ads have been disapproved because of hate speech,
pornography, you beat your dog, you know,
all these terrible reasons
that is enough to make anybody run away,
you should know this: that email is 100% automated.
It's the stock email they send now, or used to send, anyway.
I haven't seen one in so long,
I'm not sure that they still send it.
- They do.
- Okay, they do.
Or, the other email, which says,
your ads have been disapproved
for the following reasons, and there'll be three lines
of blank space, and then nothing,
so it don't tell you why.
We're gonna give you an insight into why a lot of ads
get disapproved, and it's not because it's
pornography, hate speech, or whatever I've got goin' on.
Or that you're a dastardly person that should be
thrown off the internet, it's actually just some
simple rules and a viewpoint that Facebook has.
If you remember, last year I talked about
that Facebook wants to make sure that every visitor
has a good time.
They know they've gotta provide
a good, positive experience for everybody
who comes on their platform every day.
Otherwise the people won't come back.
And so they actually police that pretty heavily,
especially in the advertising.
They wanna make sure that as advertisers,
we can be kind of copyright and Velociraptor-type guys,
we can actually really try to make people
take a step and take notice,
but sometimes that's a little too much for them.
So what we actually have come up with, over time,
we've learned these, is there are words
that you can't use on Facebook.
Now we don't mean the words like, you know,
go f-yourself, or some terrible curse words.
Those are obvious, right?
And there are certain words, like,
you know, names of drugs and things,
that kind of stuff are obvious, right?
What's less obvious are the common words.
There are words that are commonly used,
especially in advertising,
that Facebook has found relate to a person
not having a good time when they see the ad.
You can write an ad in such a way
as to make a person feel really terrible.
- Right, or also it makes, basically Facebook's algorithm's
think that it will make someone uncomfortable
if they actually feel singled out, whether,
and it doesn't even have to be a bad thing.
It could be for a good thing.
But if your ads are too direct
and actually singling out someone,
and making them feel like you're talking directly to them,
which is what you're supposed to do with ads.
But if you do that on Facebook,
that is looked at as not good for a social platform,
so it will be disapproved.
- In many ways, the better you are
at writing really impinging ad copy,
that really cuts through to people,
the harder this environment is to work in.
- Very true.
- You actually have to be re-trained completely
on how to write ads, and how to put 'em together.
So we're gonna give you some guidelines to that,
because I used to hate getting my ads disapproved,
I'm sure you hate that, and you go, why?
I followed all your stupid rules, Facebook,
how come you disapproved my ad?!
Well again, as we mentioned on the last show,
and every show, we're going to mention this every show,
there are all of these unpublished rules.
We should probably call this show,
Unpublished Rules of Facebook,
because there are these rules that,
I don't know where else to find them,
other than that you just kind of learn.
But when we run 100 campaigns at the same time,
we learn pretty fast.
So, why don't you start us off
with some of those words there, Merle?
- What do we have?
Are we gonna bring up a list?
- I tell you what, we'll bring the list up in just a second.
So we've got the general idea, though.
- Yeah, exactly, the first,
well like he said, you can't point out somebody.
So the first word that most people have figured out,
but we'll let you know already, is the word you, Y-O-U, you.
And any derivative or form of you.
So that's going to include your, actually both your's.
A sneaky one that gets in there sometimes is thank you.
Even though you're just saying thank you to somebody,
it still contains the word you, so you cannot say that.
But that's the first one.
In this, you really, headlines what we're talking about,
as far as, that points somebody out.
If you say, let's say you're doin' an ad for,
let's say headaches.
And the first thing you want to say is,
do you have headaches at least once a month?
With a question mark at the end of it?
- Oh boy, that's two fouls right there.
- It's a great sentence in that it would
catch somebody's attention, and for marketing purposes,
that would work very well.
For Facebook, you can't do that
because you have the word you in there.
There's a question mark at the end,
you're not allowed to ask questions,
that's probably number two, three, four,
somewhere on the list.
You cannot ask questions, so you cannot use question marks.
And, even that sentence is just
a little too specific that it might not get by on Facebook.
So that's one of those things
you would have to see how it goes.
- By the way, at the end of this whole talk,
I'm gonna give you a place where you should
go and download this whole list,
where we give you the list
and a whole bunch of different rules.
We're gonna run through a few of them right here.
We've got a system that pulls us up on the page.
I am not certain how to pull it up at the moment,
so I'll get my tech guy to do that in just a minute.
- And another quick note on that.
The other thing you're gonna run into,
we talked about this last week as well,
is you're not necessarily gonna get your ads
disapproved by using the wrong words.
Facebook will find other ways to penalize you,
and the biggest way they'll find
to penalize you is your cost.
So if you've been, just think of it this way,
and this is for guys that are doing Facebook, obviously.
If you've been running ads, and they've been running
at a nice, cool two dollars per click
for weeks and weeks and weeks,
and then yesterday they all of a sudden
shot up to seven dollars a click,
that's because you just broke a rule.
You actually just did something
that Facebook did not approve of,
whether that be you used a wrong word,
you put the punctuation, oh that's another thing,
punctuation, no exclamation points either.
Because that's considered,
you're really pointin' out somebody.
- So we're gonna show you guys
how to download this checklist here in just a minute.
Is that visible on their screen, I assume it is.
Very good, so this is the actual checklist,
and you can download this on our website.
Actually, this is part of our Million Dollar Practice
Builders' Series, so if you go to
milliondollarpracticebuilders.com/BadWords
There's a page there, all one word, BadWords,
you can download this entire checklist here.
But we're gonna go through,
and in addition to what's written here,
we're kind of flesh it out a little bit, too,
so this will sort of be like the companion to the download.
- [Merle] So we'll scroll down.
- [John] Alright, so, this is particularly
for chiropractic, especially guys doin' regenerative.
- [Merle] Actually, we found it's not just chiropractic.
It's any healthcare field.
- [John] Oh, right, right.
Just so you know, because you're healthcare,
you're actually held to a higher standard, by the way.
You'll find this out, you say,
John, Merle, you guys lied to me!
I got an ad just yesterday from an internet marketer guy
that says, you need to do my training.
He used the word you, right?
Yeah, the reason is, he's not in healthcare.
- Exactly.
- No one gets really freaked out
when an internet marketer says, you need to do my program.
When they say, you've got diabetes, people freak out.
So here's the first one we're gonna cover here,
is the word therapy.
Actually Facebook hates the word therapy.
Don't even, just don't use it.
Stem cell therapy, any kind of therapy like that,
for whatever reason, it's been totally burned as a word,
and Facebook...
- Well actually, Facebook has explained this one.
There are some rules that are written.
Therapy, Facebook, again if you've done ads before
you've seen the 30 pages of Facebook rules
that they do publish.
We've actually read them.
And so, this is part of that.
Therapy, because therapy is so, is usually associated
with some type of mental therapy,
then use of the word therapy points out
that someone might have something
really wrong with them, particularly mentally.
- Like Facebook addiction.
- Yeah, exactly.
If you need therapy, something's really wrong with you.
So that's the reason therapy is just outlawed.
You will actually, if you use the word therapy,
you will actually have ads turned off,
and possibly even greater sanctions against you.
- Yeah, too many turned-off ads or banned ads
equals banned accounts, too many banned accounts equals
you get thrown off Facebook.
- So even if the therapy is something like physical therapy,
which has nothing to do with why it's banned,
the word therapy itself is a very, very bad word.
- Right, good.
So stem cell therapy comes in now.
We've also noticed, when we call it stem cell,
actually just the phrase stem cell itself,
makes your ads cost more.
There are certain words that make your ads cost more.
Like the word weight loss, or weight,
or loss, makes your ads cost more.
Stem cell makes it cost more,
because they know you're selling stem cell therapy.
So if you use regenerative medicine,
or drug-free, non-surgical solution, advanced solution,
something like that that doesn't say stem cell,
you'll be much better off.
There's also, some of you guys
who are in the business know,
that there's also some considerations,
potential legal issues, over what's a stem cell,
what's not a stem cell, yada, yada.
This also gets you around all that,
at least as far as your advertising goes.
You know, actually one of the most important points
to make here, is anything which is in your ads,
needs to also be clean on your landing page.
Facebook treats your landing page like part of the ad.
So if your landing page has stem cell all over it,
and your ad says regenerative therapy,
you could still get dinged.
Facebook doesn't do it all the time,
but you could still get dinged,
on the fact that it's on your landing page,
they consider it to be one big unit.
- Exactly.
- So the next one is, okay, question mark,
as we mentioned already.
And the word other, or others, right?
So do you have sciatica, question mark.
Have you tried other therapies?
Oh man, other therapies, other therapies in question mark,
there's three violations.
Four, with the word you in that sentence.
Oh my God!
So you'll use different wording like,
you'll see in this ad here, example we have,
non-surgical sciatica relief.
We just state what it is.
And then we speak for, in kind of a third person,
in kind of, with no direct object.
What is it called?
- We can use one as a really good substitution for you.
- Oh yeah, one could feel this way, exactly.
These are the kind of phrases you use around that, okay?
Let's go to the next page there.
Okay, yeah, so free, freebie, giveaway,
we're giving away free visits.
This will raise the price, if not get your ad nuked
it will raise the price.
So, too salesy.
Like how do we do our, a lot of guys do free consultation,
how are you supposed to write an ad
with a free consultation?
- That's one thing, you can get away with it,
we have found, sometimes if the rest of your ad
is really, really good,
and you have an old-enough ad account,
you can get away with it.
So we actually can say,
but you can use words like complimentary,
is a good thing,
at no cost.
But like John said, you wanna avoid sounding too salesy,
is really what it comes across.
If you, yeah, if you're trying to sell to people,
that's not what people want.
This is supposed to be a social environment, once again.
- Yeah, they're not there to shop,
they're there to do something else.
You can't be a total sidewalk barker
and step out in front of them
while they're talking to their friend
and yell at them to buy your product.
- Exactly. (laughs)
- By the way, you just said something super important
that I could feel somebody out there,
their ears perked up.
See 'cause, on old enough accounts?
- I'm sorry, what that means, is you do,
you can actually build a relationship with Facebook,
which is one of our, okay, let's put it this way.
You've had, all of you who have tried Facebook before,
have probably had an ad account shut off.
If you've had ads turned off, and then your ad account
might have even been shut off,
and you get that same form email that says
you're promoting pornography and all this kind of stuff.
And it says if you'd like to appeal it, click here.
And you hit appeal, you get another form letter that says
thank you for your appeal, you're still shut off.
And then you, if you appeal it again,
you actually get a third form letter
that actually says, stop trying to appeal.
They actually, it is a form letter, you can see,
but it actually says, we've already looked at this,
stop trying.
If you have, though, age to your account,
and actually have proven,
and have followed the rules for long enough,
you get treated differently.
- Yeah, like maybe people say,
well I spend so much money with Facebook,
they should trust me by now.
And there is some truth to it.
Now if you start up a new Facebook account
and you start spending $100,000 a month on it,
they don't trust you.
If you've been with them for six years,
or three or four years,
continuously running these campaigns,
then you have a certain amount of authority of trust
built in there, kind of a reputation with Facebook.
They'll let you get away with just a little bit more
than the average bear can.
It's just the way it works.
- And it's also how we can,
I mean this happened to us,
what about a week and a half ago?
We had a client's account was shut off,
and through the appeal, I sent my appeal
directly to somebody that we work with at Facebook,
and she wrote me back and said, oh cool,
we'll take care of this, and then in less than 24 hours,
that account was turned back on without problem.
Which is, if you've tried it, you know that is pretty much
impossible unless you actually have
that relationship with Facebook.
- Oh yeah, reclaiming a blown-up account
is almost impossible, but it can happen.
Alright, so let's see,
what's the next part of the checklist?
Alright, our next big censored area is, all caps.
This is purely bush, rookie-league stuff.
If you shout in your ads, we have really great prices!
We help people with knee pain!
You know, it's always been sort of bad manners in email,
it's definitely bad manners in ads.
Punctuation violations, you know,
if one exclamation point doesn't get it done,
three doesn't help you.
It's what you see in the lowest-grade
of most advertising worlds of the little fly-away sheets.
- And like John said, all caps, because in the cyber world,
all caps is considered yelling.
So Facebook does not want you yelling at their users.
- Yeah, you can do headline capitalization
where you capitalize every word in the sentence,
that's kinda good, that's sort of as much as you wanna do.
And you know Facebook is sensitive to that barker thing,
that sidewalk barker thing.
Okay good, next page.
Oh yeah, okay, go head.
You take this one.
Buy, coupon, all these different ones.
- [Merle] Oh I can take that.
I mean basically, again, this is, it's too salesy.
Now statistically, now there's a difference though.
Just so you know, there's a difference
between sales and statistics.
So, for example the percentage symbol
is not an outlawed symbol, but it is outlawed
if you're being salesy with it.
- [John] Yeah, if you look at these words here,
these are all words indicating that you're just
trying to hard sell something.
Facebook is just so sensitive to that.
If you're gonna sell things hard,
the further away it is from the ad,
the more you're gonna get away from too,
so if it's on your landing page,
but there's not too much of it,
you can kind of do it down there too.
Just don't call it a, buy this and get this, this discount,
or use your coupon code, blah, blah, blah
for your free consultation, or whatever it is.
I don't think most guys end up using that.
It's not the kind of thing used
in healthcare marketing generally,
but if you get a crazy idea and you thought,
I'll try doin' this, hey come for our,
buy one knee, get the second knee at a 50% off discount.
I don't know, right?
You wouldn't necessarily wanna run that as an ad.
By the way, it won't work very well anyway.
The people you tend to, this helps you in a way,
because when you run heavy discounts,
and you run big flashy stuff,
you attract easily-distracted people,
and people who are not loyal,
and people who don't finish their, you know,
as soon as they're out of pain, they quit showin' up.
Those kind of guys generally.
You want a real, quality patient.
Somebody who's actually, kind of, you've reasoned with them.
You've brought the, you've captured their attention,
you've shown them you're a quality provider
and that you have the solution they need,
and they should then approach you closer, right?
You don't want somebody just running in waving their money
before it hits some sort of deadline.
That would be the worst kind of person you could have.
Those are the no-shows,
those are the ones who break your heart.
Alright good.
And then down here we have, oh yeah!
Go ahead.
- Okay, so this goes back and falls under the headline of,
you can't point out someone on Facebook.
Because if you're running, let's say you're running ads
for premenopausal women, which is a hormonal imbalance
and can definitely be helped.
But ideally, you would actually say,
you would put at the top of your Facebook ad,
attention all women over 50 who are tired all day
and can't sleep at night.
That is actually a line that, in Atlanta, or whatever,
that is a line that would actually
catch someone's attention, and make them go,
oh wow, you're talking to me.
And for marketing purposes, that's fantastic.
For Facebook marketing, that is death.
You actually cannot do that.
This is not, that is not something that would,
it would still run, but it would just cost you more,
because it might not even be worth the cost.
You will be turned off.
The ads will be shut down.
You might even be further censored on that,
because that is pointing out somebody.
And it's not only pointing out somebody,
but it's using an attribute.
You actually can't even say women.
- How does Facebook know I've got ADD?
- Exactly.
And that's the kind of, it makes people feel creeped out,
because it's already, let's just face it,
Facebook is creepy how much they know about you.
But the fact is, if you start pointing that out to people,
it's going to ruin the user experience.
They don't wanna know that you know
that they are a 40-plus woman or whatever it might be.
So you can't, don't.
These are some very specific examples,
but it could be anything that just points out an attribute.
You could say male, female, you could say their race,
you could say religion on there.
- Even though you can target them by that,
don't mention, I'm targeting you because you're a black man
living in Atlanta.
Oh my God!
You're gonna go to Facebook jail for that.
Now, there's another flip side of that too.
Consider that all the people who don't have that issue
that is so obviously aimed
at somebody different from them in the market,
so the 99% of people who don't have that issue
will feel like, well why am I gettin' that?
- Well, and I'll tell you what they'll do.
If you've ever noticed in your ads,
in the top right-hand corner on your own personal Facebook,
there's a little dropdown box that says,
don't show me this anymore, which you can click on,
and you won't see those ads anymore.
But when you click on that,
Facebook's gonna say why?
And they're actually gonna give you a list of reasons,
why don't you wanna see this?
And that is, a really quick way for Facebook to know
whether or not you're targeting incorrectly.
If enough people say, I don't wanna see these ads anymore,
then they'll know that you're either lying,
well actually they're either going to assume
you're either targeting the wrong people, or you're lying,
and people don't want to see what you're showing.
- Or even if it's targeting the right people
and you're not lying, you're just pissing people off?
That's good enough for them.
Remember, they love one thing more than money:
they love attention.
That's how their business is built:
on keeping people's attention.
- Exactly, exactly.
- Alright good, so what's the next thing on there?
- Now the real question is,
if we wanna get to the ads today, okay, good.
- Okay, let's get to the ads.
So what we wanted to do too, it was promised in the email.
It was very popular, is actually show you the ads
that are working the best.
We just told you what not to do.
Now, get your pencils and paper out.
You can copy these suckers exactly if you like.
Take these ads down.
These are the ones, out of 3,000 ads we ran last week,
3,000 ads for clients, these are the ones
that worked the best.
- Top three.
- And believe me, we have every permutation of these ads.
We have 500 different headlines and 300 different images
and different ad copy, different everything!
These are the ones you want.
So, you can skip the whole learning curve.
If you need to handle knee pain, sciatica,
and what's the other one?
- Actually, we have a knee pain, a sciatica,
and we have a remarketing ad.
- Remarketing, okay good.
Which is a comeback ad.
Let's go and take a look at this one.
Can you make this one big on the screen there?
Okay, good.
- Okay good.
- Alright, okay.
So go ahead, break this down for us, Merle.
- Okay so first of all, just point out the fact
that this is a remarketing ad, because the fact that it says
free consultation still available for knee pain
in the headline, that means, and real quick,
remarketing just means this is going out to people
that have seen it before and showed some interest,
but didn't actually sign up.
So now we're, these are the ads, we've all experienced this.
You go to Home Depot, and you're lookin' at a shovel,
and then you go back to Facebook and all of a sudden
you're seeing ads for Home Depot and a shovel,
that's remarketing.
Because they know that you looked at it
and that's what you're going for.
So now, - Funny story.
I had a guy once call up and ask me,
how come I'm getting all these pornography ads
when I go to Google and other places,
and all these really sleazy ads?
How can they have those ads on that page?
How can they have those ads on that page?
And I'm like, those are customized, bro.
- [Merle] Yeah, we had, I could tell you a story.
- [John] And I'm like, where you been, man?
You're trackin' your mud in your house.
- I had a client a couple years ago
that I was going over these rules with them,
all the things we can't say, and he got upset and said,
well I don't understand!
If you can't say all those rules,
how come I see ads for pornography every day on my page?
And I was like, well, there's a reason for that!
(laughs)
- [John] Back to the real lines.
- So anyways, as you can see,
the headline, what we have here is a headline,
free consultation still available for knee pain.
Again, we did not say, look at the things
we didn't do first: first of all,
there's no big exclamation point
at the end of that, which would be really cool.
It's not in all caps.
We don't use the word you.
Because, one of the reasons we can get away
with free consultations on this,
is because it is remarketing.
Remarketing is a very specific targeted.
Because it's so tightly targeted,
I'm gonna get really deep on you.
Because it's so specifically targeted,
there is a little bit of leeway there
because you're showing to people
that you know are going to enjoy it.
- I know this is frustrating as hell folks,
because we say, don't use the word free!
Except sometimes you can.
And that's just, Facebook is a little bit capricious,
and it has gradients.
They don't have hard rules all the time,
which is what drives people nuts.
- Exactly.
So we'll go, so that's the headline on this one.
Now the first thing we do,
is we are going to paint what's wrong with the person
without saying, like we said, directly that they have this.
So, it says, grinding, aching, even bone-on-bone knee pain
can now be aided without surgery
using our advanced new program.
Now you see that's a statement about
all of this person's pain,
without saying, you have this pain.
It's just saying kind of a general statement that hey,
this pain can be handled.
It doesn't say that you have this pain. (laughs)
Next, our comprehensive program is fast, safe and effective;
eliminates the need for painkillers or surgery,
and gets our patients back to what they love doing.
Again, not you, it gets our patients back
to what they love doing.
I could easily say, and will get you back
to whatever you love, and there's even,
we have survey data of it.
With Facebook survey data, I can actually tell
that who I'm showing this to,
their favorite thing to do in the world is gardening.
So I could easily write an ad that says,
come see us, and we'll get you out of knee pain
and get you back to gardening like you love.
And that would be super effective,
but at the same time, kind of creepy.
- It would be effective as an ad off Facebook.
- Exactly. - On Facebook it wouldn't run.
- And at the end of it there, we have our call to action,
which is, click here to learn more,
learn more, or to sign up for a free consultation.
So, and notice a, that doesn't say now.
It doesn't have a big exclamation at the point,
it's just a little passive, like click here,
you kinda find out more, or you might wanna sign up
for a free consultation while you're there.
And that's how this one works.
- Now by the way, you see we used the learn more button.
Some people use the book now button,
we found that to be a little too aggressive.
Learn more is an easier, give them a click.
Remember, especially with the ads
that aren't remarketing ads, if you can get the click,
that's half the battle, because you can
re-target them for every one.
You now know which one
of all the thousand people who are near you,
are actually interested in the service.
You can keep hitting remarketing ads,
keep remarketing people for six months,
which is quite a long time.
- Yes, exactly. - Alright good,
let's go to the next ad here.
- Alright, what do we have next?
- Okay, bring it up so we can see it now.
- Okay, so this is a knee pain ad.
This, we'll start with the headline.
The headline is usually what people see first,
and it says, knee pain relief comma, for real.
Alright I'm just gonna take a second
to say this, 'cause it's true.
That headline, as simple as it sounds,
knee pain relief for real, you actually would not believe me
if I documented for you the number of hours
of testing, brainstorming, comparing,
and looking at analytics and everything else
to get that.
- That's a mathematically derived headline.
- I'm just tellin' you right now.
It's a fantastic headline, now you're gonna use it,
and that's fine.
I'll come up with a better one.
But anyway, just something that simple, though,
there really is a technology to why that works.
Like, why does that get people's attention,
and there's tons of testing, et cetera,
went into that simple headline of,
knee pain relief comma, for real.
(laughs)
- [John] And you can see in this ad here.
- [Merle] Okay, so another great way to point out
that somebody has a particular symptom
without pointing out to them,
is to list what those symptoms might be.
- [John] We call this a symptom ad.
- So it says, we handle knee pain issues, such as:
not yours, not the ones you're feeling right now,
but for example, swelling and stiffness,
weakness or instability, popping or crunching noises,
inability to,
- [John] Inability to bend or straighten the knee.
- So the whole purpose is, hopefully whoever's out there
reading that will go, oh, that's me.
- Yeah, and they'll self-select as like,
oh that's me, I should learn more.
- Exactly.
- Alright good, our third ad today is,
- [Merle] And again, these,
we actually picked the top three ads.
- [John] There may be different ones next week, by the way.
This changes all the time.
You wonder, how can we be givin' away these little nuggets?
Well it's because it changes quite a bit.
Facebook, the market, everything changes.
Every time anything happens at all,
the public changes their mind a little bit.
- Alright, so this is for sciatica.
Oh good, this is actually for a paid offer.
- [John] Oh yeah, yeah right.
These are a little more rare.
- So again, as far as the headline,
we have sciatica pain solutions.
Now you notice, that headline is not selling anything.
Actually, this particular client has a fantastic offer,
which you'll see up there,
but the headline isn't all salesy or anything.
It just says there are solutions,
and now a different approach to that symptoms.
Again, you can't say, you have sciatica
and here's how you feel.
So we say, sciatica can feel like,
and then the list of what sciatica feels like.
Pain shooting from the lower back down through the legs,
throbbing, tingling, or pulsing sensations,
numbness or restless in the legs.
And then what should you do?
Rather then, it'd be very easy at that point to say,
if you're feeling this, call now.
Instead, we say, we just point out
that we see and treat these symptoms
to get our patients back to what they love doing.
- [John] Let's talk about us for a little while.
- Exactly.
Let's talk about us, let's talk about what we,
which, by the way,
Facebook will, if you have gotten ads disapproved, read.
Now, Facebook will say, yes you're being pornographic
and all this, blah, blah, blah,
but actually read what they say,
because usually at the end of that they'll say things like
instead of talking about the product,
why don't you talk about yourself?
They'll give you hints to what these rules are.
They won't list 'em out,
but they will give you hints like that.
- Yeah, read it, because it's too easy to read
the first part of that sentence, get flipped out,
I'm losin' my Facebook, agh!
And by the way, just in case somebody's ever wondered,
I've never seen it happen that you
screw up on your advertising so bad,
that you lose your personal account.
I've never seen that happen.
So don't, not that they couldn't, I'm not Mark Zuckerberg.
But I'm just tellin' you, I've never seen it happen,
and I've screwed up really bad.
(both laugh)
I've had a bright idea at 3 o'clock in the morning,
and next thing you know, we've lost 12 ad accounts.
But you know. - It's true.
We've learned every one of these rules the hard way.
- So now you don't have to.
- When we say, don't use blah, it's 'cause we did.
- So let's see, are there any questions now?
Once we bring up the question screen
so we can see you guys' questions.
In just a moment we'll see that.
And let us know how you like the show,
by the way, just this little training we're doing.
I wanna know is this something we should continue or what?
Because you know, I just wanna help you guys
get as far down the road as you can.
We've learned some lessons the hard way.
We're gettin' to the point that I'm not worried
about competitors or competition anymore, you know,
so, I kinda like doin' the old give back thing.
But also, what the hell, we're here to change the world.
We're here to change healthcare to make sure
sick people get healthy instead of locked into a lifetime
of drugs and surgery that you can't undo,
and crap like that.
You know, we all have our stories.
Every person in this business has their story of how
they've been helped personally with better healthcare.
Okay, do we have any questions there, otherwise, no?
Well in that case, thank you very much
for being on our show today,
and we'll be here again next week.
Enjoy it and go out and heal some people this week.
See you later.
- See you guys.
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