The Invisible List
Super Duper Ads | The Laurel Corner I thelaurelcorner.com
Here on Man Bites Dog, in partnership with Laurel Portié, we've had the opportunity to share pieces and insights from her book, Super Duper Profitable Ads1.
You can see many of the previous posts starting here:
There's one component which is a powerful foundation to what sets this strategy apart from any other out there.
Detailed on page 36, in Chapter 3 - "Why This Strategy Works" - is a little section headlined "The Invisible Lead."
It's a brilliant framing for the concept - plainly speaking (and you'll read this in a moment) - it's a lead you cannot see. Because there's no list of contacts you can point to. But they are there. And you can speak to them.
More powerfully though ...
These "invisible leads" represent an audience of people NOT based on their contact information being in a database you can use, but based entirely on their interest and attention in YOU.
If you think about that for a moment,
There can be no list or audience more powerful or effective for your end goals than one that is based on your prospects own interest, attention, and emotional connection to YOU.
Why it works, especially on Facebook, is because the way the rest of the ads ecosystem is set up allows that attention and connection to be measurable in a manner that lets you speak directly to those people. They who have given their time, energy, and attention to you beyond most others.
Let's have a look at "The Invisible Lead" in Super Duper Profitable Ads ...
Laurel’s methodology, program, and book are heavy in Guardian Academy principles that she reinvented and improved specifically for her domain - and has become one of the best advertising programs out there.
THE INVISIBLE LEAD - When I say an “invisible” lead, that means you literally cannot see the people who are on that list. This is the list that is created on platform by people who engage with your content.
By contrast, most gurus who emphasize conversion campaigns built their lists with off platform data that was tracked with a pixel.
For my newer folks, a “pixel” is simply a small line of code that can track off platform actions. Meaning, if you’re running ads on a platform like Facebook, the pixel can still track certain actions you take when you are acting outside of Facebook. So for example, if the ad takes you to a website off of Facebook, the Facebook pixel can track that action.
If this all sounds like a foreign language to you, that’s okay, because you actually don’t need a pixel when you use this strategy.
Even though the list is “invisible,” that’s okay, because while you can’t see personal user info, you know that the list is made up of people who are actively consuming your content!
Make sense?
Let me tell you a story how building an invisible list literally saved my agency clients data when a “pixel fallout” happened with a new release from apple a few years ago, that allowed people to opt out of getting tracked via the pixel.I had a client who had spent tens of thousands of dollars on ads that ran to a webinar funnel. Before the “pixel fallout” she was able to retarget people who visited her funnel and show them more ads.When the “pixel fallout” happened, a lot of people LOST tracking data and essentially had to start over with building their audiences… not my client.
Alongside of her webinar ads, I had also been running video ads to her audience who were engaging with her webinar funnel, and so while her pixel data was lost, her warm audience was not because those who watch videos on platform, their data stays ON the platform. We were able to continue to run ads to her warm audience and business went on as usual.
Unfortunately, that “pixel fallout” caused a lot of businesses to go under for awhile. This is why it’s important we don’t just have a one dimensional strategy to bring in clients. It mitigates risk.
Want the whole Super Duper Profitable Ads book? Grab it here.
In short you are creating an audience of people - a leverage-able invisible list of people on Facebook - who are in this audience not because you have their email address or their pixel, but because they have spent time and energy paying attention to and engaging with YOU.
The direct result is the ability to run ads specifically to those people you know already want what you have.
The downline impact?
What happens when you build audiences around the interest in who you are, what you do, and how you do it?
You get fans.
Fans who follow you wherever you go.
Raving fans. With high Retention. Who love to give you Referrals.
Soon we'll illuminate how this all comes together through the R32 framework ...
Until then.
Build your invisible list, and keep moving forward.
Be Useful. Be Present. Love the Journey.
Joseph Robertson, CMO Man Bites Dog
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