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The Secrets to Facebook Ads for Photographers with Brooklyn Grotte · Luxe & Legacy Podcast

Welcome to the Lux and Legacy Podcast.
I'm Marie from Marie Elizabeth Photography.
And I am Amber from Light Live in Photography.
We created this show for photographers who are ready to run a luxury business with clarity, intention, and elevated artistry.
Each week we uncover the strategies behind high level brands from shooting and styling to client communication, to marketing, to designing heirloom products that increase your value.
If you want to attract aligned clients, produce, work with a recognizable aesthetic and build a business that supports the life you want, this podcast will guide you there.
Let's dive in.
Welcome back to the podcast you guys Today we're here with Brooklyn Grody and I'm super excited to have her on the show She is a business strategist and adds expert who helps online entrepreneurs grow their revenue through strategic data-driven advertising What I love about her work is that she makes something that can feel incredibly confusing like Facebook and Instagram ads actually really clear and actionable She has helped hundreds of business owners Scale their offers by teaching them how to reach the right audience understand their numbers and run ads in a way that actually leads to real revenue not just more clicks or views And today we are drive Today we are diving into practical strategies for you guys specifically for photographers who want to book more clients and grow their income using ads We will be talking about targeting the right audience What is actually working with ads right now photographers can start using ads in a way that feels smart and sustainable for their business So Brooklyn welcome I am so excited to have you here Welcome to the Lux and Legacy Podcast ककम so much for having me.
That was such a nice little warm introduction too.
Well it's such an interesting topic to have because it's something that a lot of photographers Don't know a lot about and I know you run an amazing ad agency as well so you can help take it over for people as well if that's what they're looking for But today we really wanna give people some basic tips and some strategies that they can apply today So our first question for you Brooklyn is I know you began as a photographer and now you help business owners scale their revenue through ads What did that transition look like for you Tell us a little bit about your journey a photographer and then coach and then now add agency Because I think it's really interesting that you come from a background that a lot of our listeners come from as photographers Yeah it's been, it's been a wild ride and I when I started photography, I never really set out, I wasn't like running and gunning to open an ad agency.
But now that I look back at it, it's cool to see the through line because there's pieces in my journey so that, you know, that kind of tell the story of where I'm headed.
But I'll take you back to, so I went to college for photography and communication, got my Bachelor of arts degree.
Started doing photography out of the gate, you know, did weddings to start.
'cause I thought that's where the money was and I didn't necessarily love it, but I, I did it.
And then I just started dabbling with all kinds of photography.
So I did real estate photography, I did families, I did seniors, I did babies, I did brands.
And then in 2020 is when I built my photo studio.
And that was right when the pandemic hit.
So I went $20,000 in debt.
And then the pandemic happened and I didn't book a client for six months.
And so coming back from that, I live in a, also a very rural town and so the closest target is about an hour and a half away.
So to get clients from a town that had enough people, I had to start doing something to show up in front of them.
Yeah they got people in for sessions.
So that's when I started running ads and first.
I turned to an agency to hire and spent a lot of money.
I spent about three, 500 bucks to set it up and then another 5K in ad spend and nothing happened, and I was really frustrated and out some money, and so I just decided to get scrap.
I started learning.
I watched YouTube videos and just the little I had learned too from watching the agency set it up and and so I started kinda doing the opposite.
I started with $5 ads.
I was like This is what I've got.
I'm gonna run with it and see how it goes.
And it started getting traction and so people were driving to me.
For sessions, I started driving to them for brand sessions and within a year I scaled to six figures using ads.
And then slowly after that it was photographers were wanting like, okay, how are you doing this? So I started teaching photography to other people.
And I thought at the time that I was aware that ads were helping me do this, but I.
Thought more so it was my business model and IPS and offering products and kind of this hybrid model of how I was sending galleries and giving people an option to choose.
And most of your listeners can probably understand this world, you know, if you're offering products, if you're not, those are amazing ways to, increase your bottom line.
But ultimately always came back to how are you getting clients? And so it was ads that were doing it I taught photography for a while and then the ads, that's what's kind of, it always came back to that.
And so then I started doing just ads education, and I did I launched my first ads course and that took off like wildfire.
I've had over 300 people through that now.
But then from there it snowballed into people asking me, can you set up my ads? Can you run them for me? I was doing a lot of one-on-one calls and helping people set stuff up, and it was really easy for me to see like, okay, this is what you need to change.
This is what we need to do.
And then I started getting full service clients because they were like, Hey, you set this up for me now, can you run it? And so I've gotten, our, our now we're, we've got a full bone agency.
We've got six people on our team two designers.
One designer came from Amy Porterfield's team.
She was our senior graphic designer for six years, so she's now our designer.
Another designer came to us from tonic site shop with luxury web website templates, so she's on our team as well.
We've got another media buyer.
Got copywriter, we've got the backend funnel strategist.
So from ad to emails, whatever that might look like.
Kind of getting off topic here.
But anyways, it's, It's really grown fast and especially in this past year.
So now our agency clients we help seven to nine figure business owners run ad strategy.
so we handle full end-to-end for them.
In that, you know, we've got clients across the board as far as service, product-based industries and.
We we got a full client roster there, and then we've got my education platform.
So that's where I kind of go back to photographers.
I go back to the people that I love being around and the industry I was in for 13 years, and serve them in the ways, you know, see what's working in the agency side and then bring that knowledge back to help people get started.
It's so incredible I just love it Ugh That's amazing Thanks.
It's been a journey for sure.
It doesn't come without his bumps, though.
That's also should be said, आई लव हियरिंग अबाउट होव पीपल गोट तो व्हेयर थे अरे इन थेर बिजनेस एंड लाइक व्हाट थे वेरे डोइंग बिफोर एंड लाइक व्हाट हैपेंड यू नौ तो गेट थेम तो व्हेयर थे अरे एंड आईटीएस सो इंटरेस्टिंग होव आई फील लाइक कोविड रियली वास आ कैटलिस्ट फोर सो मानी पीपल तो गेट तो थे पॉइंट व्हेयर थे अरे टुडे एंड ऑब्वियसली यू नो इट वास वेरी हार्ड इन सो मानी वेज बट थेरे वेरे ठेसे नीट सिल्वर लाइनिंग तो इट Mm-hmm.
Truly, अम्बर एंड आई मेंशंड बिफोर वे रिकॉर्डेड थाट वे हेव डोन एडीएस फोर थे एजुकेशन से और बिजनेस बिफोर अह एंड थे कैन बे वेरी कन्फ्यूजिंग एंड थेरे इस लाइक आ लोट ओएफ लेयर्स सो फोर सोमोन लिस्टनिंग व्हो हास नेवर रन एएन एड बिफोर व्हाट इस थे बिगेस्ट मिसकंसेप्शन अबाउट फेसबुक एंड इंस्टाग्राम एडीएस Oh, there's a few of them, but if I have to pick just one, i'd say what I hear a lot is that they think they have to have a big budget to run ads.
That they feel like they have to spend like thousands and thousands every month to see any traction.
And of course you, can see traction with a big budget, but you can also see traction with a small budget too.
So I think that's probably the biggest misconception.
थाट्स गुड न्यूज Yeah.
We've got good news today.
ओके एंड थें एटी व्हाट पॉइंट इन आ बिजनेस डोएस इट एक्चुअली मेक सेंस तो स्टार्ट रनिंग एडीएस सो लाइक शोल्ड आ ब्रांड न्यू बिजनेस ओनर रन एडीएस ओर शोल्ड यू वैट अंटिल यू अरे मोरे इस्टैब्लिश्ड I would say that you wanna have a really clear idea of who you're speaking to.
Before you start running ads, you wanna have a business that can sustain long-term ad spend.
So even though you can see traction with a low budget, it's not something I recommend outta the gate to a new business owner, because you're still figuring out.
Who you're selling to, you're still figuring out how many sessions you're gonna book and if you can get your calendar full or not, or maybe what your editing style is, or fine tuning, posing and, understanding your camera.
There's so many other things that I personally as a photographer, coming from that world would prioritize first before adding ads.
I'd say a good rule of thumb.
Is if you hit over 50 K a year in sales and you're seeing a revenue, I would say minimum, that's where is where I would start dabbling.
'cause at that point you have proof of concept, you've got a good client roster, you've shot enough sessions to proven to yourself and you know you've got a good even portfolio to pull from to use for ads.
You know who you're speaking to.
So I would say, as a rule of thumb, thumb, that's where I, that's when I would start with ads.
Perfect how do ads increase revenue rather rather than just increasing your follower account I know sometimes when people just hit boost on their Instagram post instead of actually running specific ads that might increase their followers but it's not gonna actually convert to sales or more clients Yeah.
Right.
And even to get into the topic of like boosting versus running in ads like the, they're very different, and I know most ad experts.
Don't recommend ever boosting, and I have a little bit different approach, like I'm not fully against boosting because boosting is optimized for the organic algorithm, and that means that.
Content that does well for people that's native on the Instagram app, will do well boosting, meaning Instagram already knows who your audience is and who to go show it to.
So for instance, for followers or for people to engage with your.
Profile boosting isn't the worst thing in the world.
That's kind of what it's created for.
It's an easy button to hit boost, a little tip to don't ever boost from your phone if you have a iPhone because you get an Apple service fee of 30%.
So if you're ever gonna boost, make sure to do it from browser.
Go to instagram.com
and do it from a computer.
'cause you won't get that fee 'cause Apple doesn't take that.
But that's besides the point.
But back to your question of running ads to get followers versus actually get sales.
It's all in the type of campaign you're running.
So when you set up an ad campaign, there's different types.
For instance, there's a traffic campaign, there's an awareness ad, there's an engagement ad engagement.
Those type of ads are great for getting eyes on your stuff, but if you want actual sales, you need to be running sales campaigns.
They have a different objective.
And then there's so many nuances too, to different conversion events that you can optimize for and.
You know, with direct, like there's, there's a lot of layers to it that you can get into as far as how you're wanting to make money from it.
But if you're looking for ads that actually bring in revenue, you definitely need a sales ad.
And now that I'm thinking it too, we're speaking to photographers and So your audience, you might not have something that you're selling as far as a product or even like a digital product.
And so you're looking for really high qualified leads, so.
is where I would recommend if you're looking for your ads to generate high quality leads that actually wanna work with you And it's not just.
Somebody signing up for a freebie.
That's a different purpose.
I would do a lead ad, but not just an instant form lead ad.
And I don't know if we're getting too much in the weeds here, but I would do a lead ad with a very strong, high converting sales page that talks about you as the expert.
It talks about why hiring you is, is worth their while.
A really strong killer sales page so that when you start putting money behind ads to send people to your page.
optimizing for leads so that you get people that really want to book your services and Meta knows that this ad is to, with the purpose of this person wanting a lead, and then sending them to a sales page where they can't help but book because it's so good.
So you would you recommend that be your typical investment page if you feel like you have a really good investment page or do you think we should tailor a specific page just for people who are coming straight from ads If you've got the capacity for it, or a designer.
deck, or if you've got ability to design, say you're running a lead campaign, and I always like to go through it from the lens of your client, right? I mean, most of you are, if you're a mom and you're gonna book a family session for maybe you and your daughter, maybe it's like a Mommy and me session.
I know Amber, you do beautiful mother-daughter portraits and, your work is Thank you But you have like, say you're running a campaign just for that, right? Put yourself in the client's shoes and imagine you coming across the ad and then clicking on it.
If you're taking me to a generalized investment page, and maybe you're shooting all kinds of sessions, right? Maybe photographers listening also are still shooting weddings or shooting babies, or shooting brands or doing other things outside of that specific offer.
It's gonna be more confusing for me, and it's.
It's going to be less likely to produce a conversion because you're landing on a page and it's not super clear what action you're wanting me to take.
Yes.
I'm seeing I could, you know, make assumptions okay, I'm going to the investment.
Yeah.
Okay.
She wants me a book, but like I'm not fully convinced.
Whereas in Imagine you see a Mommy and Me ad for a session.
And then you're getting sent to a page that's fully tailored to a Mommy and Me session.
There's that congruency from the ad to the sales page, and they're seeing all these beautiful pictures of mommy and me.
They can picture themselves in it.
They're seeing a proof bar of all the logos of things you've been featured in, and they're wow.
She's been in Vogue.
And People magazine I wanna work with her.
And then they're seeing client testimonials and seeing.
You know, only from sessions that have been mommy and me sessions of how my daughter felt or how these portraits have been like life changing for her as she's grown up and seen this on the wall.
Like all the things that would, inspire people to take action, that type of sales page is gonna be much higher converting than just a general investment page.
हम्म That's सो गुड हम्म I never would've thought of that That's incredible okay how would you recommend going about growing your email list Because I know that one of the ways a lot of photographers book clients regularly is they create a freebie on their homepage and then people sign up for their freebie and then they nurture them slowly over time and then they let them know whenever they have Mini sessions or a spec special offering do you recommend we run an ad to a freebie like a five tips for your family session type of thing Yes, this is, this is one of the ads I started with that actually took off.
I love this type of ad.
This is actually one of the ones I would recommend, like as entry level.
If you are looking to get going with ads, start with this, and for a couple reasons, not just because.
I'm sure we've all heard it.
You know, you own your email list.
It's not social media, it's not a borrowed land type situation.
You have the email addresses, you can contact them anytime.
It is great for marketing.
Yes.
I absolutely love that.
The other cool thing with meta is that all these email addresses can be turned into a custom audience.
So all of these.
Subscribers you're getting can also now become the basis for your own like custom little world of where you can run ads to.
And then you can also create lookalike audiences based off of those email addresses.
So people that are opting in, raising their hand virtually saying, I want what you have now, you can create an audience and tell meta.
want you to send my ads just to these people and people that look just like them.
You know, up to 1% of the population across the US that are females that also are interested in photography and all, like, you can get very specific and there's been so many changes to Meta and what they call now the Andromeda algorithm, which is just the updated way that Meta sends ads out and their machine learning model.
Ultimately they are taking away a lot of the capabilities to set like specific interests for interest based audiences and things that you used to be able to type in.
For instance, Jenna Kutcher or Jasmine Star.
You could just type those in, in the ads, audiences, and it would populate and it would go show the people, you know, show your ads to those people.
That has been.
The playing field has been leveled, so to speak, and that they're now large segments, and so now it's women entrepreneurs and there's, you know, 7 million, No 7 billion.
Honestly.
There's it's hundreds of million in the audience segment now, which in.
Is okay.
But it's also pushing us to be more specific in either our custom audiences or leveraging our messaging and our creative.
Oh, did you ask me? You asked how to set The freebie.
up? Was that what you were asking me I'm sure since that was your number one thing for probably our listeners that would be great to kind of go through how to set that up you're listening to this, I also have a little like 27 bucks thing.
I could actually give it to your listeners.
Let me give you a discount code to after, and then if they Oh that'd be amazing Thank you and it'll walk you through all of this step-by-step.
Yes, absolutely.
'cause it's like the no-brainer why I like it too.
Just it gives you the audience and stuff as you set it up.
It's such a, low barrier to entry.
Like you can run it for five bucks a day and start seeing people joining your email list.
And for someone that's new to ads, like it gives you that little bit of confidence too, and that like you're setting things upright, it's running, it's working.
Real people, not, you know.
A bot from China, like that's not the person coming through, this is a real person and.
It helps you get really comfortable with running an ad, before you're to a point where you're trying to run sales campaigns or lead ads, or retargeting ads or, you know, you're further in in your process and you're having to spend more or wanting to spend more.
Like, it gives you a great way to, to kind of ease into it.
So I would, set up a, when you go into, you'll go to ads manager.facebook.com
and you'll create an ad account.
And you'll have to have a Facebook account, an Instagram business account, and then a, business manager, which is like the umbrella that this all lives under.
So I'll take you through the steps to set that up.
And you'll say create, and you're gonna wanna set up a lead ad.
This is a different lead ad than when you send people to your website.
This is a lead ad that captures our information in an instant form.
And by doing this, you keep people on platform.
So an instant form allows people to click on the ad and they'll be able to auto-populate their name in their email and get the freebie.
reason why using an instant form is great and keeping them on platform is meta is a lot more likely to send your ad out to more people when you are not sending them to a link That's outside meta.
So you are not sending them to an opt-in page, you're not sending them somewhere else.
So it's a lot cheaper for you to set up an instant form, capture their information on platform, and then when they tap out they're just gonna keep scrolling.
So meta loves that.
So.
I would do an instant form and have like least amount of questions possible.
So there's not very much friction.
I'd do a first name in an email and then I would say, thanks.
Go check your email for the freebie.
And then the reason I like doing that is that they have to go to their email to open it and then that flags your email address.
So any future communications you send them doesn't end up in their junk mail.
'cause if you just give them the instant gratification to click through the ad.
Put their info in and get the resource right there.
They're not gonna go back to their email to open it up.
And then all future emails that you send them are now, you know, in no man's land.
So it is one extra step.
And then on the instant form you have an option to link something.
I always just redirect them to a, like a about page or an investment page or something, not with.
The expectation that they're gonna book anything, but it's just that extra touch point.
You have to redirect them somewhere.
Anyways, you might as well send them to a page where they can learn more about you.
Possibly book a session, just kind of, they'll likely X out of it.
But that's kind of my method to my madness with an instant form.
There's a few other like backend setup things that I go through in that resource.
As far as connecting meta to your Instagram, your email platform, but it should all be automated and that's my go-to.
That's perfect इंटरेस्टिंग that that resource that Brooklyn has for you guys in the show notes below And I think that that was just a really great tip you threw in there in the middle about cause ठीक है There are all these different options thing that apparently I've been making the mistake of is the freebie when they download they can on mine you can instantly see it but also emails them the link and then they go into a nurture sequence However that tip you just said don't let them download it right there instantly Make them go to their email and find it That's huge because a lot of the time especially in the past year and a half or so I've had a major issue with emails going to spam and so that one little tip of making sure they go and interact with that email to tell Gmail that yes this is something that I want to hear from sure that it's not gonna go instantly into spam so ओके that's perfect Little, इंटरेस्टिंग along the way.
how you mentioned the lookalike audiences because that's something that I've also been struggling with with my education side I previously used to use lookalike audiences a lot with much larger Photography education you you utilize you This is what typically educators do is you piggyback onto these similar businesses and their audiences of that way You're getting people who are also interested in light and airy photography education If you're starting from scratch it's really hard to not have that lookalike audience So what would be some key things photographers should put in as they're descriptors Of what type of person they're looking for when they're targeting those to create a brand new audience Yeah Yeah And now that there's so much bigger right, and Yeah buckets need to to speak, there's not many things.
I mean, you, you can find a few things that you could target, like moms or parents, or you have to kind of think outside of the box versus it being just photography specific.
Honestly now with the algorithm the way it is, it's actually just this last week there was a big meta update and it's pushing even more that we go to broad audience.
Meaning you use Advantage Plus Yes.
And You open it up and let meta find your people.
Oh it's, it's kind of opposite from what we used to do.
And, and especially if you don't have those custom audiences yet, Hmm It's almost constricting to put too many, parameters in your audiences.
Now if you're starting from scratch, so say like your age, even like eight, it goes 18 to 65 plus, if you leave that wide open, even if you say only 30 to 65 plus you're giving this kind of arbitrary cut to the, to the age when the algorithm really like.
an extra cut that isn't really necessary because based on, so now what they do, what the algorithm does to find your people to simplify it, it scans your copy in your, captions.
So your primary text, your headline, and your your.
It's not the description, that's what it's called.
Those three things are more important than ever, almost in a way.
Like, think of SEO, how, like search engine optimization.
You have to have all your keywords and in the back of the website, like you wanna make sure your blog posts, everything has the right words that people are searching in a similar way, like not to the extreme.
You need keywords for blogging, but you need, your captions and your copy to essentially tell meta.
What this ad is for and who they should show this to.
And so very to the point as far as what they're getting, the type of session that they're getting, and even your imagery.
So it scans both your copy and your ad itself.
So the ad graphic, so.
everything else is kind of level playing field as far as audiences and like who you can show it to.
Meta is encouraging you.
Like the, the one thing you can compete on then is creative diversity and your copy.
So it's no longer just put two to three images in an ad set and let it run.
Now it's like 10 to 15 in an ad set and let it run and it's creative iteration and you wanna speak to as many different people.
You wanna have different.
you want different, hooks on the screen.
That's, that's what meta is prioritizing right now.
Also, a little fun fact too with the, the creative, I know this isn't audience specific, but it rewards content that looks native.
So meaning you want your content to look like you just.
Picked up your phone and posted it on stories or say, some of our ad clients, some things that we're seeing work Really well are, that iPhone screenshot look with, text messages on it or like the notes app like that, that looks like the notes app's open on your phone and then it's got bullet points on it.
Way that you can.
It's kind of the, the cross between like organic and paid content used to be so separate, right? Like organic content was just very off the cuff, like pictures with my kids, you know, whatever me out for a walk.
And then there was paid ads that were like very polished and very, like, very much an ad.
now we're seeing this kind of crossover where there's this bleed happening where organic content being rewarded by the paid algorithm because this organic content is getting more conversions.
So meta is running.
People are starting to catch on now that if your content looks a little more unpolished and a more like, That's why a lot of my ads that you'll see, it's like me.
Sometimes it's not even an actual nice brand photo.
It's a.
iPhone photo of me sitting in a brand shoot, and then I'll put text on it, I made it in Instagram stories and I'll just put the, the hook on screen.
the stuff that drives most of my sales.
So awesome for, How does that with photographers who they wanna showcase their actual याह Pretty work.
Yeah.
वास माई क्वेस्चन You know what I mean right.
Where does this fit in? So, funnily enough, there's quite a few photographers in my out of office like group program, and so this is something that we're working on often is the creative and, fine tuning what that looks like and what the messaging should be.
It's not to say you can't ever use your pretty photos because when you are known for something, that in itself is the brand.
but it also like, it's equally as important as you, the photographer then to be showing up in your brand so that it's not just.
So now you're not just selling based on pretty photos, but it's also selling based on you.
So any way that you can incorporate yourself, maybe it's, photos of you like holding up your images, like framed images or like that beautiful one you have behind you, right? So it's like.
Evident that you are the brand and these are the photos you take.
It's like those visual cues.
Maybe it's a behind the scenes of you at a session so that the, you know, it looks, it's raw in that it was like filmed on an iPhone or something, and that it's you doing your thing and then it's onscreen text.
You made in stories or just put text over, you know, like in edits or something.
And that is your ad.
So it doesn't necessarily just have to be like you, you know, like walking through the frame or whatever.
But it can be you doing your thing in the session, behind the scenes with a client showing them an album, maybe prepping, like getting them styled, you know, like I know you've got beautiful gowns, amber, that you do in your shoots.
Maybe it's a video of you doing that, like a eight second B roll, and then text on screen.
That's kind of how I would incorporate that organic content.
Okay Awesome Thank you that that goes to answer kind of what exactly what my next question was which was what type of ad creative tends to work best right now So that answered it really well are you seeing the strongest performance from specifically like video reels still images or carousel Is there anything in particular It truly depends on the person and their audience.
So anytime I think I've got something like, yep, this is like we're going reels and we're only doing reels, some static image will pop off.
Something I guess that I could share as that I've seen over the years perform well is when you do a freebie.
Having a really clear onscreen statement with a static image that they know what they're signing up for.
So for instance, like I used to have a posing guide for photographers and that thing, I could not it.
It was 30, 20 to 30 cents a lead, consistently, hour or 6,000 people on my email list from that freebie.
And it was like, it was one static image.
it said on there like a hundred posing prompts.
Every family photographer needs like super to the point.
Super clear on like, this is what you're getting.
Click to get the free guide.
So.
Make it as straightforward as you can when it's a freebie.
'cause also think through like when people are scrolling and they're gonna, if they're gonna tap through and give you the information, they wanna know what they're getting.
So the more obvious you can make it, the better.
So that would be like that style.
But as for like across the board ads that do, well, it's a mix.
Videos and images are still like neck and neck carousels depending on the type of, 'cause we have a couple ads, clients that are product based and so.
product shots seem to perform well, but then you've got like the UGC, the type of content that like people are using the product.
That's a video that does well, B-roll.
For some people like service-based providers, B-roll tends to do great.
It shows them in their element.
Business coaches, we've got one client that does a lot of speaking engagements, so you know, b roll of them on stage seem like it really, I can't say one or the other.
I would say try 'em all.
When you do an ad set, I would just put at least one of each in there and let 'em let 'em run.
See, it does well.
याह आई थिंक थाट्स सो इंटरेस्टिंग विथ होव लाइक थे मोरे ऑर्गेनिक एंड नेचुरल एंड बिहाइंड थे सीन स्टफ इस रियली यू नो अट्रैक्टिंग सो मानी सो मानी पीपल इन जनरल विथ एडीएस एंड थे फोटोग्राफी ट्रेंड्स व्हाट अरे सोम ओएफ थे बिगेस्ट मिस्टेक्स पीपल मेक व्हेन इट कम्स तो थेर एड विजुअल्स ओर थे मैसेजिंग थे इनक्लूड my gosh.
Okay.
Visuals and messaging oof it as far as messaging, like trying to put too much on the, on the image.
Simple cells.
So the simpler you can make it, the better, just we were talking about, you know, like the prompt guide, that's what does best.
It's it through the noise.
And there was a stat I heard recently in a podcast.
They were what drives sales in from ads specifically, and they were analyzing all the different pieces of it and 80% of sales.
Came from the hook.
So the first three seconds, it was the hook on the screen is what drove the sale.
So it wasn't necessarily the most beautiful picture.
It wasn't necessarily the most clever caption, it was what was on screen in those first two to three seconds.
So knowing that stat, that's something that I, mean, I can always improve on, but I'm always sharing too with my students and like.
Maximize on those first two to three seconds and the messaging that you put on screen, make it as punchy as possible.
Like it's, it's almost as if it, say the thing that.
You don't even wanna say out loud, like you're in, like your, per your client would be thinking, so for photography, right? Like if it's a mom and maybe it's a internal thought about, like why she's putting off booking photo sessions.
Like if you can put something like that on the ad.
That is gonna cut through and she's gonna think, wow.
She's in my head like, yeah, actually, like I shouldn't put this off.
You know, like, I'm not gonna have the photo books of my kids.
Or like, just because I don't have the perfect clothes, I'm letting that keep me from booking a session or like, you know, wishing I lost 10 more pounds or whatever it is that they're letting be the thing, keep them, like speak that in an ad.
That's gonna get clicks.
The more, more like potent, you can make the messaging without being aggressive.
Of course.
Never be mean.
It's more so just the the idea of I've got you, I understand what you're going through.
Like just to like, I, you know, so that's gonna get a click.
I, याह थाट थाट मेक्स आ लोट ओएफ सेंस I'll take this right have to stop talking because I was man, I'm talking a lot.
I need to just idle it back नो Truly इट इस questions I have on here So I was going in and like deleting ones We've already we've already talked about I know we gotta wrap up soon but I do wanna ask a little bit about geographic targeting because like for my education I'm trying to you know the whole world like people in other countries by my courses but for Clients that want a book it has to be local cause I'm not flying and doing destination shoots or anything like that do you have any tips for how to set the geographic because I know there's been changes to that too yeah.
Could change.
But what we've been doing for some of the photographers too, in my programs, they just set in the audience segmenting.
You can choose location and they bring the dial all the way.
The furthest you can go out is 50 miles outside of the location.
And so beyond, base, right? Because that's kind of gone.
So now it's mainly broad targeting, and then you let your ads do the heavy lifting for you with the creative and the copy, and then just set the location to the city.
So wherever, you know, know you're California, but whatever the closest, what's the closest big town for you? What would it be? Amber.
would probably say Bay Area for me cause that's a very well known huge vicinity but still a known area Covers a lot.
Yeah.
Yeah.
So you could target that.
Yeah, you can put a city in and then put 50 miles and you can stack those.
So you can do multiple cities and then do 50 miles out.
I just do the biggest radius possible if you're needing to, to circle in, in, on the area, as long as it's highly populated, that, that is fine.
But yeah, that's probably what I would do for targeting.
Okay Perfect Alright last question If a photographer listening today wanted to book their next five clients Clients with ads what would you recommend they do first Well I would probably ask what their budget is first, because what would you say on Starting budget $5 a day Well, here's the, here's the thing is you can either do a lead ad that gets people in and you nurture and it's a lot cheaper.
You're spending five bucks a day, right, and then converting on the back.
Or you can do a little more expensive type of lead ad that sell, sends them to the sales page, kinda we were talking about at the beginning.
That's highly converting and gets people like super interested in booking and it's more.
Like you would send that type of ad to a warmer audience.
So that's like people that are already following you, people on your email list, anybody that knows you or is engaged with you, like just those people.
So then you'd spend a little bit more, say those, you know, maybe you have a session fee for that of like 2 97.
Say, say you're spending like 300 bucks to like book the session.
And that's like the price of a lead you would expect to spend about that in an ad to get somebody booked.
So if you have a higher budget and you wanna run it like.
30 to 50 bucks a day then I'd run the lead ad with a website destination, a really Amazing sales page, and then send leads there.
That's, if you're looking to book that was, I would say that is if, if you're wanting truly interested people that have high intent to book with you and you're not just like looking to get people in at a low ticket thing, that's the direction I go.
But if you have a lower budget and you're like, I'm just starting to play and I just wanna like figure this stuff out, start with an instant form.
Amazing Okay You're so knowledgeable This has been awesome We are so happy to have had you on today Tell us where our listeners can find you I pretty much hang out on Instagram.
My user is biz with Brooklyn, BIZ, with Brooklyn, and my website is the same.
So if you wanna check out my ad education or my agency services, that's biz with brooklyn.com.
But yeah, you can drop me a DM anytime.
I love connecting with listeners and hearing your feedback too.
So if you listen, I would love to hear it.
Well thank you much for having me.
Thank you so much for spending time with us today on the Luxe and Legacy Podcast.
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Bye.