How Facebook ads revolutionised my marketing messaging thinking

Have you ever wondered why one coach’s message lands and another’s doesn’t, even if they’re in the same niche?

I have, and what I’ve found out has been a real eye opener.

I’ve leveraged Facebook ads, honed my marketing skills, and noticed a huge shift. Tiny nuances can make a world of difference – the results have been outstanding.

One of the biggest lessons I’ve learned is the power of messaging

I worked with a Facebook ads specialist recently and we put out 12 different videos where I was talking about niching.

Two of them performed head and shoulders above the rest. They literally had 10 times more success than the others.

Why? In all of the videos, I was trying to help coaches see the value of niching, in a way that would strike a chord and really resonate with them.

In the videos that were so much more successful than the others, my message was:

“It’s time to stand out – not by being the loudest in the room, but by speaking your client’s language with radical empathy and profound understanding.”

The challenge is niching down.

It’s daunting, but so critical. It’s about making your client think, “Wow, they truly get me!”`

I realise now that, in some of my other videos, I wasn’t coming from such an understanding angle.

You can take my experience into your own business, by really noticing what performs well, and then re-using those particular words and that particular content.

It’s about ‘point of view marketing’. Clearly stating your view and showing your understanding, rather than just creating something generic.

Be specific 

Stand out by being really specific in your messaging.

Think about how you can bring your unique edge into your niche. Many people are

nervous about narrowing their niche down even further, but it really can help to attract clients.

Let’s look at some different angles you can use, to narrow your niche and help your messaging stand out.

Industry specific.

By focusing on a particular industry, whether it’s people in the oil and gas industry, or tech, or retail, you can really hone in on presenting yourself as an expert in that space.

Expertise orientated. 

This approach is more about talking to the expertise your ideal client has, for example “I help lecturers” or “I help artists”.


Focus on people who are pivoting from their employed profession to running their own business, or part-time entrepreneurs, or individuals who are working towards being an early retiree.

Personal preferences.

Think about home-based caregivers, or fitness and wellbeing followers. People who support sustainability. The list is endless.

Life experience.

Individuals who are post divorce, or who have overcome illness, or are a survivor of bullying or other trauma. People who don’t fall into a category you could search on LinkedIn, but who have been through a specific experience.

So, as you can see, there are many different ways to reach out to, and really resonate with, particular individuals.

How you speak to an influencer who wants to create something to sell to their followers is going to be very different to how you speak to someone planning to retire from corporate life and set up a business.

What seems like a basic discussion is actually extremely nuanced, and it’s these nuances that help one person connect and succeed, and another person to not hit the spot and not succeed.

I can’t stress enough how much impact the slightest difference in your marketing message can have.

I’ve seen it for myself, in the hugely varied success of the selection of my Facebook ads – the tiniest tweaks made so much difference to the performance of each ad.

The art of testing

When I first tried Facebook ads, I only ran one ad. The specialist I’m now working with has shown me how impactful running several ads can be, seeing the difference that changing tiny details can make.

You can also promote the same offer, but put different spins on your content to help capture particular audiences. This is really effective.

It’s about knowing your ideal client and noticing what they resonate with and how you can bring in storytelling, or a point of view that will make your content stand out.

Shifting your mindset

We need to shift our mindset and realise that marketing is an art – something we need to embrace and practice so that we can continually improve.

I had a lovely email from someone who had watched my on-demand webinar recently. It’s helped her nail her niche and overcome hurdles about being visible.

I love that I’m supporting people through my automated content. It’s not taking up any more of my time but I’m still helping someone, in that moment, to move forward in their business and in their life. That is why I love marketing, and why you should too, because putting yourself out there can make a huge difference in other people’s lives.

Yes, of course you want to make a living from your coaching, but I’m guessing that you want to make a difference too.

Seeing your clients’ transformations is incredibly rewarding.

The lock and the key

The criteria for selecting a profitable niche and offer isn’t just about following your passion. We also need to think about the intersection of what you love, what you’re good at and what the market needs. This is often the crucial part that people miss.

As one of my favourite marketeers, Seth Godin, says, “It doesn’t make any sense to make a key and then run around looking for a lock to open. The only productive solution is to find a lock and then fashion a key.”

It’s so tempting to spend a lot of time thinking about our niche and designing our offer, without first finding out if there is a demand for it.

That is why I always recommend validating your niche and offer early on.

I ask my clients to do this within three weeks of starting my Business of Coaching programme.

A lot of people don’t want to go through the validation process. They’re impatient to start being active and marketing their offer, but they could be wasting a lot of time potentially building a business that doesn’t resonate, that isn’t a problem people feel is important enough for them to invest time and money in to solve.

So, is your offer a must have, or is it a nice to have?

Is it a bleeding neck issue that needs fixing immediately, or a sprained ankle that someone can limp along with for a while with no sense of urgency?

This is when understanding your audience’s pain points and aspirations becomes really crucial.

Front door/back door

Working on honing my Facebook ads reminded me how important the ‘front door/back door’ concept is.

Are you addressing your potential clients’ front door problem – what they’re telling their friends they really need, what’s really bothering them?

They’re probably not prioritising their real problem. I often see my clients being held back by self-doubt, having a lack of confidence, being disorganised or struggling to make decisions.

But, if I promoted a programme that told them I was going to help them with those issues, people would think it sounded nice but probably wouldn’t be motivated to invest money in it.

They’ll be thinking that it’s great to be confident and organised but what they really need is to get paying clients.

That’s the key difference in your messaging.

You need to make sure that you are talking to the problem that they are consciously aware of.

For example, when I was trying to help my friend get a job, I told her that she was lacking in confidence and had self doubt, and that I could help her tackle those issues.

She politely declined my offer of help, saying she was too busy, that she needed to concentrate on getting a job and didn’t have time to work on her confidence.

Now, looking at it a different way, if I had just said come and work with me, I’ll help you get a job, her issues with confidence would have come up during the process and we’d have dealt with them.

The result would have been the same – we would have worked on her confidence and improved her job prospects, but we would have got there by leading with the front door problems, which was getting a job, not her back door problems which were self doubt and lack of confidence.

I hope this article has given you some useful advice to help you hone your marketing messaging. Let me know!

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Whenever you’re ready, here’s how I can help you grow your coaching business:

1. Love coaching, but struggling to get clients? Download the 12 Quick and Easy Ways to Get Clients now.

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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.