Summary
Highlights
The session begins with an outline: project analysis, a presentation of the mentorship program, more project analysis, and Q&A. The speaker emphasizes that her expertise comes from Facebook partnership and personal experience. The discussion will cover not only targeting but also broader marketing aspects to enhance project promotion.
The first project reviewed is custom furniture. The main issues identified are an incomplete Instagram page, a small ad budget ($5-7), and content that doesn't fully generate demand. The speaker highlights that custom furniture customers seek individuality, specific sizes, colors, styles, eco-friendliness, quality, and budget flexibility. It's crucial to differentiate between existing and nascent demand, crafting separate content and promotion strategies for each. Hard demand leads directly to sales via lead generation or website (if available), while forming demand requires strong Instagram content to introduce possibilities to potential clients.
For customers with existing demand, the strategy involves direct calls to action, showcasing 'before and after' examples, installation processes, and the transformation of raw materials into finished products. The content should include varied formats like Reels and carousels, highlighting unique orders and offering advice. For nurturing demand, content should compare custom furniture with store-bought options (e.g., IKEA), emphasizing the advantages of custom pieces. This approach aims to build an audience and brand. The speaker also advises considering contextual advertising for leads, but notes the absence of a website for this client is a limitation.
The next project involves a Canadian accountant, with satisfactory results: 710 subscribers for $156, high click-through rates, and low cost-per-click. This indicates effective audience targeting. The speaker recommends continuous advertising with new content. Not all clients make immediate decisions; some may take up to a year. The high service cost means clients need to be convinced. For those who didn't convert from initial inquiries, follow-up communication is essential (3-8 reminders). The speaker also suggests adding more video content to the Instagram page, especially case studies demonstrating problem-solving, as this resonates with the target audience in Canada and the US.
Free consultations are crucial for financial services to build trust and explain the service's value. Collecting leads via a website, quiz, or lead form is recommended, although a website can be developed over time. The client's goal is to acquire 300 clients for tax season. The current strategy of directing traffic from ads to the Instagram page and then to a Google Form remains viable. The speaker suggests testing direct ad links to the form while also driving traffic to Instagram, ensuring the profile has engaging video content. Budget allocation should consider separate packages and audience segments.
The project involves promoting a specific doctor in a laser medicine clinic. The core challenge is the doctor's lack of public recognition. Many potential patients from ads tend to book other procedures at the clinic instead. There's a well-known, media-active female ENT doctor in the area. The strategy should focus on promoting rhinoplasty (nose plastic surgery) through visuals of 'before and after' results, as this service has a clearer demand than chronic conditions. Building the doctor's personal brand is vital, either through a dedicated personal page with interviews and articles or by encouraging clinic administrators to steer patients toward him. Generic ad creatives are ineffective; doctor-specific images and reviews are essential.
The speaker advises leveraging expert videos where the doctor explains common issues (e.g., why rhinoplasty requires septum correction to avoid future problems). These insights should be framed as advice for potential patients. Testimonials, even anonymous ones detailing problem resolution, are important. The ad creatives should only feature one call to action, avoiding multiple contacts like phone numbers and direct messages, as phone numbers on ads are rarely used. Addressing common health issues, such as dependency on nasal drops, can also create engaging content, highlighting the long-term consequences and the doctor's expertise.
A mentorship program for targetologists is introduced, aiming to equip them with comprehensive skills to earn more. The program addresses current market changes, where clients seek integrated marketing solutions beyond simple targeting. Graduates can command higher rates, manage teams, and incorporate multiple traffic sources, significantly increasing their income. The program targets targetologists looking for higher-paying clients, additional services, and delegation opportunities. It emphasizes a deep dive into marketing, sales psychology, and diverse traffic channels like Google Ads and TikTok. Entrepreneurs are welcome but less common due to the time commitment.
The program starts with mindset training, which is highly praised by participants for its clarity. It includes a comprehensive targeting module based on the speaker's experience, demonstrating strategies and nuances on real projects. A sales psychology module helps understand consumer needs and motivations for effective ad creation. Marketing and funnels are foundational, covering project structures and customer journey mapping. E-commerce, infobusiness, and services are specialized modules. The program also covers personal branding, sales scripts, and automation funnels. New modules include Google Ads and TikTok advertising for international clients, accounting for freelancers, financial literacy, and in-depth modules on product sales and email marketing.
Key features include direct mentorship, small group coaching, constant communication via chats, and 5-year access to course materials with free updates. The program encourages a growth-oriented community. The full cost is $1700 for four months, with payment plans available: $283/month for 6 months (in-house) or $142/month for 12 months (via bank). The speaker stresses that this offers constant consultation significantly below the cost of individual consultations. The program is comprehensive; individual modules are not sold separately to ensure holistic skill development, transforming targetologists into traffic marketers. Testimonials highlight the program's value and instructor's responsiveness.
The project for a graphic designer, focusing on ad creatives for targetologists, is a fragile niche. Success requires proactive outreach to agencies via email or messengers rather than just Instagram. Targeting through Instagram should focus on building the page with expert content, similar to targetologists, discussing effective ad creatives and debunking myths (e.g., static images often outperform videos due to Facebook's algorithms). Direct ad sales for creatives are often unprofitable. The strategy should evolve toward either forming an agency or developing an info-product, necessitating a focus on content that addresses a broader audience and builds a personal brand.
The restaurant project features good visuals and a healthy budget. The advice is to showcase rather than tell, with more high-quality, 'expensive-looking' visuals. Important information like hall capacities, unique features, and banquet menus should be clear and logically presented on the page. Visuals of table settings, food presentation, and event spaces (e.g., for weddings) are crucial. Highlighting photo zones or event services should be done explicitly. The speaker emphasizes seasonality, noting high demand around holidays and peak wedding seasons (summer, May, September), while January-March is typically slow. During off-peak, generic brand awareness campaigns with compelling videos are better than direct sales ads, which will be expensive and yield low conversions.
The client experienced a drop in inquiries after November, which is normal due to seasonal changes (holidays vs. quiet period). The targetologist's suggestion to focus on brand awareness is valid, but owners want direct lead metrics. The presence of two targetologists working on the same Instagram page, especially with identical creatives, creates inefficiency, measurement difficulties, and audience overlap, making it hard to track conversion attribution. The speaker suggests clarifying this operational issue with the owners for better results and client ownership of their market's seasonality.
The psychologist's page has a warm visual appeal but lacks clear positioning in the bio. This 'soft niche' (psychology, coaching, spirituality) demands clear communication about what problems the professional solves (e.g., emotional burnout, self-worth, relationships, money). Posts and stories need headlines with clear, benefit-driven messaging and engaging video content that addresses specific pain points. In soft niches, brand building through extensive, valuable content is paramount, as people don't seek such services impulsively. Trust is built over time through content, and direct ads for immediate consultations are generally ineffective and expensive. The year 2025 is expected to see a 'spiritual boom' with many soft niche specialists.
Ruslan, a yoga course creator, expresses recent difficulties in targeting, with leads costing much higher than before. The speaker notes that January-February is a low season for sports, validating the current drop in sales. The speaker suggests increasing the course price from 280 UAH since similar products often sell for $9-15. Ruslan's strategy of offering a 21-day access period is discussed; while it encourages engagement, it might deter potential buyers who prefer longer access (e.g., 2 months or more), which is common in similar online courses. The current model is supported by offering extensions as upsells.
Ruslan uses segmented landing pages for different body parts (neck, back, gut, etc.), but the core exercises are the same. The speaker suggests that if the product cannot be truly segmented, the website should promote all benefits, but ad creatives should target specific pain points (e.g., 'neck pain'). The combination of a strong website, compelling creatives, and fine-tuned ad settings is crucial for 'product in the face' sales. Continuous testing of new creatives, offers, and audience segments is key, alongside daily monitoring of metrics. Ruslan shares a live demonstration of a nose-breathing exercise related to his yoga practice, emphasizing the practical and expert-driven nature of his content.
The session concludes with a Q&A and final remarks. The speaker reiterates that the mentorship program addresses these in-depth marketing and project selection challenges. Students learn to discern viable projects and avoid 'soft niche' traps that require extensive content and brand building before traditional advertising. The methodology based on Ben Hunt helps understand demand formation in complex niches. Attendees are invited to fill out a form for a free consultation or to learn more about the mentorship program. Ruslan's real-time demonstration of a yoga exercise highlights the practical value of expert advice.