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Welcome to the world of advertising where your campaigns can not only pay for themselves but also drive meaningful sales.

Understanding Self-Liquidating Offers
At the heart of effective advertising lies the Self-Liquidating Offer, a strategy designed to recover your ad costs while simultaneously generating sales.

I define an SLO as a low-cost, high-value product that helps businesses cover their ad expenses. For instance, consider selling a $17 guide or a $27 mini-course.

If you invest $100 in ads and sell five $20 products, your ads have effectively paid for themselves. However, breaking even is merely the starting point; the real goal is to use these initial sales to lead customers to higher-priced offerings.

The SLO Funnel Explained
The primary function of an SLO funnel is not just to recoup ad spend but to attract potential buyers who are eager to solve their problems.

Once a customer purchases the initial product, it’s essential to gently guide them toward the next logical step in their journey.

For example, if you sell a $20 playbook that helps customers craft their first ad, you could offer a bonus mini-training session for $37 during the checkout process. This approach not only enhances the customer experience but also increases the average purchase value.

Calculating Success with SLOs
Let’s break down the numbers to illustrate how SLOs can be lucrative. Imagine spending $100 on ads, resulting in five sales of your $20 playbook.

You’ve recovered your ad costs, but here’s the magic, two of those buyers also purchase the $37 training.

This brings your total revenue to $174, increasing your average purchase value per customer from $20 to $34. This simple yet effective strategy allows you to spend more on ads while remaining profitable.

Key Components of a Successful SLO
To implement a successful SLO funnel, keep the following principles in mind:

• 1. Create a small product that addresses a specific problem.
• 2. Develop a natural follow-up offer that complements the initial purchase.
• 3. Ensure a clear path from the mini-offer to your primary program or service.
• 4. Avoid complicating your funnel with unnecessary upsells; focus on one main offer and one follow-up offer.

Getting Started with Your SLO

If you’re feeling overwhelmed and unsure about what your SLO or follow-up offer should be, don’t worry.

I offer a six-week ad intensive SLO funnel build program where you work with me to collaborate. We design your offers, map out your funnels, and create your ads without guesswork.

Before signing up for this, I recommend taking the free ad readiness quiz to assess whether your business is prepared for this sales strategy.

Takeaways
In summary, mastering the Self-Liquidating Offer funnel can significantly enhance your advertising strategy by turning ad costs into profits.

Focus on creating valuable, low-cost products that lead to higher-priced offerings, and maintain a clear and straightforward sales process.

With the right approach, you can build a sustai

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Thanks for Listening! Send me your questions-maybe I'll do a special episode for you!

Today we're kicking off a new mini-series called the SLO Funnel Fix. I'm going to walk you through building small, smart sales campaigns that can actually pay for themselves.

And just to be clear from the jump: we're not talking about the low cost awareness ads that I'm always harping on—the $5 a day brand awareness that anyone can start with. This is specifically about sales campaigns designed to sell something, and what you need in place before you spend any money on them.

The Big Mistake I See All the Time
people launching sales ads hoping they'll fix everything magically. They think, "If I run ads to whatever I just created, people will buy."

But unfortunately, ads don't fix a weak offer. They just amplify what's already there.

So if your offer isn't clear, or your price doesn't make sense, your value isn't proven, or your checkout is confusing, whatever the case may be, ads will just show the world the confusion faster.

I've Been There Too

If this sounds familiar, you're not alone. I've been there. I once launched an offer that felt solid in my head because I thought it was great. I didn't test it. And it was easy for me to blame the ads when really it was the offer, because I hadn't even tried to sell it organically or test it.

What Does It Actually Mean to Be Ad Ready?
Let's go over it with a few points:

• ✓ You've sold the offer already - Even if it's just a few times without ads. Maybe to your mailing list or organically, someone in one of your masterminds or groups.
• ✓ You know exactly who you help and the problem that you're solving - This clarity is non-negotiable.
• ✓ Your landing page or checkout link works - Everything works and it converts.
• ✓ You've done the math - Which means you know how much you could actually spend on ads because you know how much each customer is worth, what their monetary value is throughout the year. You know that number.

If you could check most of these off, you're probably ready to layer in some paid sales ads.

And if not? That's okay. It just means you're in the offer validation phase and you're right where I'm always talking, those low cost brand awareness ads.

And that's what you should be doing in my opinion.

What Happens When You Skip Being Ready?

Well, when people skip being ready:

• They don't get what they want, they don't sell anything
• They blame the algorithm instead of the strategy
• They lose money

So the bottom line is running a sales campaign before your offer is proven?

It's like turning up the volume on a song that you haven't finished writing. It just gets louder, not better.

Here's the Good News
Getting ad ready doesn't take months. It just takes clarity.

Take Ad Readiness Quiz and get the clarity if it's time to spend money on ads, or if you have a bit of readiness work to do.

Coming up next week: What is an SLO Funnel?

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Thanks for Listening! Send me your questions-maybe I'll do a special episode for you!

In this episode of MetaAds Quick Tips, Stacy Covitz discusses common mistakes in evaluating ad performance, emphasizing the importance of patience and proper data analysis.

She highlights that many people prematurely judge their offers without sufficient reach or impressions.

The episode also includes a giveaway announcement for a strategy session, showcasing listener engagement and appreciation.🥳🥳🥳🥳

• Thinking your ad isn't working may be premature.
• Check your ad reach and impressions before judging.
• Patience is key in evaluating ad performance.
• The algorithm needs time to optimize.
• Don't turn off ads without sufficient data.
• A small additional budget can lead to success.
• Keep a positive mindset during ad testing.

Join my Free Skool community!

Grab My Free Checklist to Audit your Ad Campaign

Get The Scoop

Subscribe to my weekly newsletter for all the news about ads, online business, and some fun surprises added to the mix!