{"id":1466,"date":"2018-04-17T16:17:03","date_gmt":"2018-04-17T09:17:03","guid":{"rendered":"https:\/\/thecopywriterclub.com\/?p=1466"},"modified":"2018-10-20T08:16:21","modified_gmt":"2018-10-20T01:16:21","slug":"facebook-expert-rick-mulready","status":"publish","type":"post","link":"https:\/\/thecopywriterclub.com\/facebook-expert-rick-mulready\/","title":{"rendered":"TCC Podcast #88: What you need to know to use Facebook effectively with Rick Mulready"},"content":{"rendered":"<p>Our guest for the 88th episode of\u00a0<em>The Copywriter Club Podcast<\/em> is Facebook Ads Expert Rick Mulready. Kira and Rob sat down with Rick to ask him about his story and how he became the go-to-guy for everything related to Facebook marketing. Here are a few of the things they talked about:<\/p>\n<p>\u2022 \u00a0the mistake he made when he started his business that held him back<br \/>\n\u2022 \u00a0how he structures his days to get more done<br \/>\n\u2022 \u00a0how he\u2019s grown his team to handle the parts of the business he can\u2019t handle<br \/>\n\u2022 \u00a0the programs and products he\u2019s built to sustain his business<br \/>\n\u2022 \u00a0the Insta-story opportunity that\u2019s open for the taking<br \/>\n\u2022 \u00a0how to get started with Facebook (the first step will sound familiar)<br \/>\n\u2022 \u00a0the kinds of ads that are working today<br \/>\n\u2022 \u00a0what you can do with FB ads to increase engagement and make connections<br \/>\n\u2022 \u00a0the images you should be using in your Facebook ads<br \/>\n\u2022 \u00a0how we can use FB ads to market our own (copywriting) businesses and stand out<br \/>\n\u2022 \u00a0what has changed with launches and how Rick is thinking differently about them<br \/>\n\u2022 \u00a0how you can get started with FB ads even if you have no experience<br \/>\n\u2022 \u00a0where you should do Facebook Lives (on the page or in a group)<br \/>\n\u2022 \u00a0how Rick connects with authority figures (and how we can do the same thing)<\/p>\n<p>There\u2019s a ton of great information here for anyone who wants to start advertising on Facebook as well as for any copywriter who works with clients who use Facebook to promote their products and services. You won\u2019t want to miss it. To hear the entire interview, click\u00a0the play button below, or for a full transcript, scroll down.<\/p>\n<div class=\"powerpress_player\" id=\"powerpress_player_6320\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-1466-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/thecopywriterclub\/content.blubrry.com\/thecopywriterclub\/TCC088RM.mp3?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/thecopywriterclub\/content.blubrry.com\/thecopywriterclub\/TCC088RM.mp3\">https:\/\/media.blubrry.com\/thecopywriterclub\/content.blubrry.com\/thecopywriterclub\/TCC088RM.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_links_mp3\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/thecopywriterclub\/content.blubrry.com\/thecopywriterclub\/TCC088RM.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/thecopywriterclub.com\/?powerpress_pinw=1466-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/thecopywriterclub\/content.blubrry.com\/thecopywriterclub\/TCC088RM.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"TCC088RM.mp3\">Download<\/a><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/subscribebyemail.com\/thecopywriterclub.com\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_email\" target=\"_blank\" title=\"Subscribe by Email\" rel=\"nofollow\">Email<\/a> | <a href=\"https:\/\/thecopywriterclub.com\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>\n<h3>The people and stuff we mentioned on the show:<\/h3>\n<a href=\"http:\/\/www.rickmulready.com?utm_source=thecopywriterclub.com&amp;utm_medium=shownotes\">RickMulready.com<\/a><br \/>\n<a href=\"https:\/\/rickmulready.com\/category\/aoptpodcast\/?utm_source=thecopywriterclub.com&amp;utm_medium=shownotes\">The Art of Paid Traffic<\/a><br \/>\n<a href=\"http:\/\/RickMulready.com\/Messenger\">The FB Ads Diagnosis Check List<\/a> <em>(mention troubleshoot)<\/em><br \/>\n<a href=\"https:\/\/thecopywriterclub.com\/copywriter-ashlyn-carter-getting-things-done\/\">Ashlyn Carter<\/a><br \/>\n<a href=\"http:\/\/www.amyporterfield.com?utm_source=thecopywriterclub.com&amp;utm_medium=shownotes\">Amy Porterfield<\/a><br \/>\n<a href=\"https:\/\/thecopywriterclub.com\/quiz-funnel-copywriter-chantelle-zakariasen\/\">Chanti Zak<\/a><br \/>\n<a href=\"http:\/\/kirahug.com?utm_source=thecopywriterclub.com&amp;utm_medium=shownotes\">Kira\u2019s website<\/a><a href=\"http:\/\/kaleighmoore.us11.list-manage.com\/subscribe?u=7bdb50a2eb0d5b0a501cd1bf4&amp;id=9bf46b3e1d\"><br \/>\n<\/a><a href=\"http:\/\/www.brandstoryonline.com?utm_source=thecopywriterclub.com&amp;utm_medium=shownotes\">Rob\u2019s website<\/a><a href=\"http:\/\/kaleighmoore.us11.list-manage.com\/subscribe?u=7bdb50a2eb0d5b0a501cd1bf4&amp;id=9bf46b3e1d\"><br \/>\n<\/a><a href=\"https:\/\/www.facebook.com\/groups\/thecopywriterclub\/\">The Copywriter Club Facebook Group<\/a><a href=\"https:\/\/thecopywriterclub.com\"><br \/>\n<\/a>Intro:\u00a0<a href=\"https:\/\/soundcloud.com\/fauves\/content-for-now\">Content (for now)<\/a><br \/>\nOutro:\u00a0<a href=\"https:\/\/itunes.apple.com\/us\/album\/gravity\/id304219081?i=304219099\">Gravity<\/a>\n<h3>Full Transcript:<\/h3>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-1469 size-full\" src=\"https:\/\/thecopywriterclub.com\/wp-content\/uploads\/2018\/04\/Rick-Mulready-Small.png\" alt=\"Facebook Expert Rick Mulready\" width=\"300\" height=\"300\" srcset=\"https:\/\/thecopywriterclub.com\/wp-content\/uploads\/2018\/04\/Rick-Mulready-Small.png 300w, https:\/\/thecopywriterclub.com\/wp-content\/uploads\/2018\/04\/Rick-Mulready-Small-150x150.png 150w, https:\/\/thecopywriterclub.com\/wp-content\/uploads\/2018\/04\/Rick-Mulready-Small-50x50.png 50w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\n<p><strong>Kira:<\/strong>What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work? That\u2019s what Rob and I do every week at <em>The Copywriter Club Podcast<\/em>.<\/p>\n<p><strong>Rob:<\/strong>You\u2019re invited to join the club for episode 88, as we chat with paid traffic expert Rick Mulready, about Facebook advertising and what copywriters need to learn about making it work; how he\u2019s built his own business empire; what\u2019s working and what\u2019s not working in launches today; and the importance of teaming up with the right people to move your business forward.<\/p>\n<p><strong>Kira:<\/strong>Welcome, Rick.<\/p>\n<p><strong>Rob: <\/strong>Hey, Rick!<\/p>\n<p><strong>Rick:<\/strong>I am so honored to be here; thanks for having me on!<\/p>\n<p><strong>Rob:<\/strong>We\u2019re excited.<\/p>\n<p><strong>Kira:<\/strong>Yeah!<\/p>\n<p><strong>Rick:<\/strong>You guys just said \u2018episode number 88\u2019; is that what you guys said?<\/p>\n<p><strong>Rob:<\/strong>Yeah.<\/p>\n<p><strong>Kira: <\/strong>Yeah!<em>Laughs.<\/em><\/p>\n<p><strong>Rob:<\/strong>88. Can you believe it?<\/p>\n<p><strong>Rick: <\/strong><em>Laughs<\/em>. No! I was like, I feel like you guys just started this, like it\u2019s&#8230;I mean, I know it\u2019s been going amazingly well, but are you doing like four a day or something like that?<\/p>\n<p><strong>Rob:<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Kira:<\/strong><em>Laughs. <\/em>We\u2019re pulling one everyday; yeah&#8230;<\/p>\n<p><strong>Rick:<\/strong><em>Laughs<\/em>. Congratulations! Amazing.<\/p>\n<p><strong>Kira: <\/strong>Yeah! Thank you! And I know, Rick, we\u2019ve worked together in the past, and we\u2019ve talking about bringing you on the show for a while, so now it\u2019s finally happening, and a good place to start is with your story, especially for people who aren\u2019t familiar with you <em>yet<\/em>. How did you end up running your empire?<\/p>\n<p><strong>Rick:<\/strong><em>Laughs. <\/em>You use that word; I just laugh at that word.<\/p>\n<p><strong>Kira:<\/strong>It\u2019s an awful word! <em>Laughs<\/em>.<\/p>\n<p><strong>Rick:<\/strong>And just for everybody listening, before we got going here, Kira said, \u2018Is there anything that you don\u2019t want to talk about,\u2019 and I said, \u2018Nah, I\u2019m an open book,\u2019 and the thing of it is, is Kira knows <em>a lot<\/em>about me, because we\u2019ve worked together with writing copy. And so I said that, and I\u2019m like, \u2018Ooh, wait; Kira knows <em>a lot<\/em>about me\u2019, and I\u2019m saying nothing\u2019s off the table here.<\/p>\n<p>So yeah. It\u2019s been a very cool journey. I mean, when I think about it, it\u2019s only been really not only four and a half years. It was January of 2015 when the business truly got started. I say \u2018truly\u2019 because I left the corporate world in the fall of 2012, and I fumbled around for fifteen months. I was like, \u2018Oh yeah, I\u2019m going to be an online entrepreneur,\u2019 and I had no idea really, truly, what that meant. And, so, I left the corporate world, and I had money saved, and thought I was going to, you know, create this amazing business doing Facebook ads, and by the end of 2013, I was quickly running out of money because I really didn\u2019t know how to create my own business, and then, hired a coach, got support, got community, in January of 2014, and that\u2019s when things really started to take off for me and get some structure in the business, really. And, for the past four years, a little over four years now, I\u2019m super, super grateful.<\/p>\n<p>I\u2019ve seen hockey-stick growth; we\u2019ve been growing really quickly over the past years, and this year\u2019s looking no different. And, I\u2019m really excited about it. I think the lack of clarity of what I truly wanted to focus on in that first year where, after I left the corporate world, really hurt me. And it was that January of 2014 when I said, in working with a coach at that time, it was, \u201cWhat am I truly going to\u2014what am I going to <em>sell<\/em>here? What am I going to be known for,\u201d if you will. And I had that sort of imposter syndrome at that time. I was like, \u201cWho am I to be teaching Facebook ads? I mean, at the time, I had spent twelve, almost thirteen years in the corporate world of online advertising, but, I was like, \u201cYeah. Who am I to be teaching Facebook ads, there\u2019s all the other amazing people out there.\u201d<\/p>\n<p>And when I kind of got over all and just embraced it, and went for it at that point, that\u2019s when things, you know, really started to get some momentum at that time.<\/p>\n<p><strong>Rob:<\/strong>So Rick, you mentioned that when you started your business, you sort of new what you wanted to do but you had no idea about <em>running<\/em>a business.<\/p>\n<p><strong>Rick:<\/strong>Yeah.<\/p>\n<p><strong>Rob:<\/strong>Like, will you talk a little bit about that, because I think that\u2019s something that a lot of copywriters run into in their businesses. Like, we\u2019ve got this technical skill that we have, and we\u2019re pretty good at it, or we think we\u2019re good at it, so, why not do that for a living? But, there\u2019s all this other stuff that we don\u2019t know in order to be successful.<\/p>\n<p><strong>Rick:<\/strong>Yeah, exactly. So I had decided about two and a half years before I had actually left the corporate world what I was going to do, and I just said you know what? I wasn\u2019t doing Facebook ads in the corporate world, but I was working with some of the biggest brands in the world on their campaigns, but also I was working with AOL, working for Yahoo, working for Funny or Die. So I was working <em>for<\/em>some of the big brands in the world, while I was there working with other huge brands. So obviously, I understood the world of online business, but I wasn\u2019t doing Facebook ads at that point. So, when I was like, \u201cYou know what? I want to do something different. I want to create my own schedule,\u201d you know the whole clich\u00e9, like: \u201cI want to do my own thing, I want to create my own schedule, I want to serve the people that I want to serve&#8230;\u201d I decided, okay, you know at that point, I saw what was going on with Facebook, and because I have that online marketing background, I naturally gravitated towards the advertising side of Facebook, so that\u2019s when I dove in and everything and I started teaching myself and started running Facebook ads, and everything like that.<\/p>\n<p>And I was like, \u201cYeah, I can do this,\u201d but then, when I left the corporate world, it was like, \u201cHoly cow.\u201d You lose the structure; you lose the \u201csecurity\u201d, which is a falsehood; like, okay. I know I can do this. I know <em>how<\/em>to do this, meaning Facebook ads; I know the <em>skill<\/em>, but then, it\u2019s like, how do I get clients? I do I create offers that they want to purchase? All that type of stuff. That\u2019s the stuff that i didn\u2019t have a grasp on. And I\u2019d only known it from the corporate side, and with these big brands and with what they were doing, but then, you know, breaking it down to what <em>I <\/em>could be doing to create my own business, I was like very lost. And for it was that fifteen months or so, after I\u2019d left where I\u2014like I said, I fumbled around and just really tried to find my way. And I started out with Facebook outs during those fifteen months; then I kind of stepped back, and was like, \u201cWell, maybe I\u2019ll do <em>all<\/em>of social media; and teach <em>all<\/em>of social media.\u201d And then, it wasn\u2019t like I mentioned before, until I went sort of back in and focused on Facebook ads, and started to say, \u201cOkay, you know what? This is how I\u2019m going to leverage Facebook ads in order to build my business, and get really focused on what I can offer people and how I can help them.<\/p>\n<p><strong>Kira:<\/strong>You mentioned \u201cstructure\u201d a couple of times, that you know, the change in January 2014, the coaching and the structure and maybe a couple other ingredients. What did that structure look like early on, and why was that so helpful for you?<\/p>\n<p><strong>Rick: <\/strong>First of all, I remember I left the corporate world on a Friday, and I remember getting up on that Monday morning, not knowing what to do with myself! I was like, wait a minute: \u201cI normally go into an office right now, and I don\u2019t have to do that right now!\u201d So I was lost. And, it was the Fall, so we\u2019re getting into the Holiday time at that. So, it didn\u2019t really hit me honestly until January. So it took me a few months honestly for things, because the holidays had died down at that point, and I was kind of getting into the reality of like, \u201cOkay, I need to create structure for myself, in order to build this business,\u201d but again, because I didn\u2019t know what I was doing with building this business, the structure was all over the place.<\/p>\n<p>And, I mean, I just sort of dove in, and I started to, you know&#8230;when I was working, I would try to structure my day when I\u2019m most fresh. Like, I\u2019m a morning person. I\u2019m not an evening person or a night person. And so, that\u2019s kind of when I tended to do my work. Even when I was in the corporate world, I was doing my work before in the morning. And I would also do some in the evening as well, but primarily in the morning. And, I\u2019ll be honest with you, Kira, that structure, it\u2019s still a working progress. After all this time.<\/p>\n<p>So, four and a half years later here, I\u2019m still figuring out\u2014and it\u2019s just fluid for me. Like, what works best for me as far as blocking time, and you know, now what I\u2019m doing in the business. And again, I\u2019m always experimenting to see what works best for me, but, I\u2019m finding right now that where I\u2014if I have days, like specific days of the week, for certain things, like, so for example, Tuesday and Thursday are the days where i do interviews or meetings or calls or whatever, and then, I look to leave the other days\u2014Monday, Wednesday, Friday\u2014open for big blocks of time for content creation, and stuff like that. But that\u2019s something I\u2019ve played with for a while now. And, also, with that structure of early morning stuff for me, because that\u2019s my\u2014I like to call \u201cmagic time\u201d, that\u2019s where, you know my brain\u2019s turned on and I\u2019m\u2019 freshest at that time, and I try to structure my day around that, and so I try to get the most important things done in the morning time up until around lunch-ish, somewhere around there, and then I\u2019ll take a break, and then you know, I\u2019ll come back to work in the afternoon. And something, honestly, that\u2014if I\u2019m being truly, truly honest about this\u2014something I struggle with is, I used to work way too late into the evening.<\/p>\n<p>And, that really affected a lot of things. Like, I wasn\u2019t truly working on \u201cthe right things\u201d, and so it affected my health; it affected my demeanor, you know; it was hard on Amy, my wife, and just, you know, that has really shifted and something I had to be aware of very quickly. But that was a couple years ago where that was a real challenge for me. It\u2019s not so much anymore, <em>but<\/em>, you know like I mentioned, it\u2019s always a working progress for me.<\/p>\n<p><strong>Rob:<\/strong>Before we jump into all of our questions about Facebook, Rick, I\u2019m curious about your business today; how you\u2019re spending your time in addition to hosting<em>two <\/em>podcasts. Do you work with clients? Are you building programs, like, what is it that you\u2019re doing on a daily basis to bring in money?<\/p>\n<p><strong>Rick: <\/strong>Yeah. So, in the past six months, we\u2019ve rolled out some new things, and, for 2018&#8211;for me\u2014this is all about a few different things. Number one: building the team. A lot of people are surprised to learn that for&#8230;for the last for fours, pretty much it\u2019s been me and one other person on a day-to-day basis. And then I have contractors that do other things, but, finally I\u2019m growing the team. And, we now have three people day-to-day, so that\u2019s been a big focus for me, as far as where I\u2019m focusing my time. And building up the team, so that I can pull away and ensure that I\u2019m only working on the things that I should be working on, from a content perspective, or sales, or creating content like podcasts and so forth. But as far as selling goes&#8230;<\/p>\n<p>So I have my three programs, my three online programs. One of them is for Facebook managers, so it\u2019s called FB Ad Manager, and that teaches ad managers how to create a business; managing Facebook ads for other businesses. So it teaches the business side, and also the Facebook ads side. Then I have my flagship program, which is the very first one that I created: it was called FB Advantage, and that\u2019s for online businesses, so people who have only business\u2014teaches you how to use Facebook ads to automate leads and sales. So then I have FB Advantage <em>Local<\/em>, which is the same sort of program but for local business; teaching local businesses how to use Facebook ads. In addition to that, I rolled out a twelve-month group coaching program. Because people are, you know, constantly wanting to work more closely with me, and it\u2019s like, \u201cOkay. How do I leverage my time to be able to do that, because I love that type of closer connection, high-level coaching.<\/p>\n<p>So I have the Accelerator Group Coaching program, and then also, as we\u2019re recording this right now, I\u2019m literally rolling out in the next week and a half, a new membership program that talks all about&#8230; So it\u2019s kind of two-part. Number one: it\u2019s what are the latest updates to Facebook that people running Facebook ads need to know about, because it\u2019s those changes, it\u2019s those updates, that, if they\u2019re not up on that, then their Facebook ads can suffer, and quite possibly run the issues with policy and so forth. So, that is a big aspect of it. I do kind of a state of the union\u2014I\u2019m going to do a state of the union on Facebook ads each and every month.<\/p>\n<p>And then also, the second part of that is going to be a Facebook ads sales funnel template. So, I know this is going to be a plug-and-play template where I give you the template of the month, basically break it down and show you every aspect of the funnel; it\u2019s like paint-by-numbers. You can take it, put it right into your business. So that\u2019s something that people have been asking me about, this type of membership, for about a year and a half, now. And we\u2019re finally getting to it. So I\u2019m really, really exciting about that program, and the group coaching program, in addition to the other programs, and finally, finally\u2014as Kira knows\u2014we have a new website rolling out.<\/p>\n<p><strong>Kira:\u00a0<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Rick: <\/strong>Probably in the next seven days, honestly!<\/p>\n<p><strong>Kira:\u00a0<\/strong>Oh really! Great!<\/p>\n<p><strong>Rick:<\/strong>Yep, you didn\u2019t know that! <em>Chuckles.<\/em><\/p>\n<p><strong>Kira:\u00a0<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Rick:\u00a0<\/strong>That\u2019s finally rolling out, and once that\u2019s rolled out, we\u2019re just going to make it easier for people to get their hands on these programs, because I get a lot of feedback from people who are like, \u201cHey, I went to your site and, you know, enrollment is open-and-close on the courses,\u201d so we\u2019re going to make it easier to get into those programs that they want, at the right time for them, because I hear that feedback a lot. They\u2019re like, \u201cHey, I want to get into this program,\u201d but noticed it was closed. So, we\u2019re working on a lot of stuff.<\/p>\n<p><strong>Kira: <\/strong>So, I made a note to ask you how in the heck you\u2019re juggling all of this, but&#8230;<\/p>\n<p><strong>Rick:\u00a0<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Kira: <\/strong>Before I do that&#8230;<\/p>\n<p><strong>Rick: <\/strong>Sure.<\/p>\n<p><strong>Kira:<\/strong>You mentioned this state of the union on Facebook advertising. Can you share a state of the union with the copywriters? Especially, like, what do copywriters need to be aware of, especially since we have so many that make bright, Facebook ad copy or work on launches&#8230; What do we need to know?<\/p>\n<p><strong>Rick:\u00a0<\/strong>Well I\u2019d say the big thing for copywriters is really being aware of ad policy, and just making sure you\u2019re up on the latest Facebook ads policy. Because, if you\u2019re not, and you\u2019re writing copy, and you know, you\u2019re working for a client, and it\u2019s against policy, you\u2019re going to run into problems there. By the way, the link there is facebook.com\/policies\/ads. And, a big tip there is, don\u2019t review it and then say, \u201cOkay cool, I\u2019m good with that,\u201d and then wait six months to go back and review it. I mean, Facebook updates that on a consistent basis, and so, you know, that is something that you definitely want to be up on is policy because when you\u2019re writing copy, you know, you have to be careful with things like calling out personal attributes, or, you want to make sure you\u2019re staying on the positive side. You want to be careful with using words like \u201cyou\u201d, because you can\u2019t make it seem like you\u2019re\u2014again, it\u2019s that whole personal attribute thing\u2014you can\u2019t say something like: \u201cAre you looking to lose weight?\u201d Cause you\u2019re <em>insinuating, <\/em>and I don\u2019t make these rules&#8230;<\/p>\n<p><strong>Kira:\u00a0<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Rick:\u00a0<\/strong>&#8230;but Facebook does. Sounds pretty weird, but in Facebook\u2019s eyes, you\u2019re insinuating that that person <em>needs<\/em>to lose weight, and that\u2019s a negative experience. And, you got to be really careful with that. You know, as a copywriter, think about it from the perspective of how can I portray that we are adding value, meaning \u201cwe\u201d and the client that you\u2019re working with, that you\u2019re adding value to the Facebook audience. Because, at all costs, the whole thing that Facebook is trying to do here is protect the user experience, because they know that even though their revenue is coming from advertisers, that\u2019s not their customer. Their customer is Facebook\u2019s user base. Because without the user base, there\u2019s no advertisers.<\/p>\n<p>So, if you approach it from, number one\u2014knowing policy, number two\u2014how do you have that conversation in a way that\u2019s <em>positive<\/em>and, you know, transformational for the person reading it&#8230; If you approach it like that, you\u2019re going to be in good shape. That\u2019s the biggest thing from a state of the union from a copywriter\u2019s perspective to really be aware of. Outside of that, there\u2019s all kinds of ad units and opportunities that you could be doing, you know, as far as like, I don\u2019t know, like an Insta-story video. You know, that\u2019s a fifteen second video, so how can you help your client, for example, come up with like some really good copy within, like, to get across what you want to get across, in fifteen seconds? And, that\u2019s an art, you know?<\/p>\n<p>And I know everybody listening to this, is you guys are all great copywriters, so that is something that, you know, being concise there; for me, that\u2019s hard, <em>laughs<\/em>, because I am not a copy person. And, my brain thinks like, \u201cWell, I got to explain all this,\u201d you know? But how do you really boil it down into clear and concise, like, within fifteen seconds? That\u2019s just one example of the different types of ad units and opportunities that exist with Facebook that, when you\u2019re writing copy or working with a client, you can think about.<\/p>\n<p><strong>Rob: <\/strong>That Insta-story space seems like a really good opportunity for a couple of people to jump in and own right away, because I don\u2019t know of everybody really doing that.<\/p>\n<p><strong>Rick:\u00a0<\/strong>It is! We did it in&#8230;when was the first time we did that? I think we did that in October of last year. October, November last year. And&#8230;just a little bit, just to test it out&#8230;and, it was great. It was \u00a0our second-best performing ad unit. It worked really, really well. And I just did one the other day, just recorded one that\u2019s going to start, I think, tomorrow actually, that is just simple, because the reason that it\u2019s so good, number one, just like you just said, it\u2019s not being used a whole lot. So, you have an opportunity there to kind of get in there and do your thing and stand out.<\/p>\n<p>But the thing you want to be thinking about that, and I know we\u2019re going to be talking about this throughout when get into ads and stuff like that, but just make sure that when you do something like that, that you are staying native to the platform. Meaning like, you want to create an ad and that example there, like, for Insta-story, for video, what types of video, what types of things, are people sharing in their Insta-story? And so your ad should reflect that feeling. And so, for example, people love when I\u2014I don\u2019t really understand why, but\u2014they love when I do Insta-story. It\u2019s like, when I\u2019m walking to get a smoothie or whatever.<\/p>\n<p><strong>Kira:\u00a0<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Rick:\u00a0<\/strong>And for me, it\u2019s just like, I don\u2019t know why anyone would care to watch me do this or talk about this, but people like it, which makes me happy. I had one person reach out and they\u2019re like, \u00a0\u201cI love your&#8230;\u201d I don\u2019t know what she said. \u201cI love your walk videos\u201d, or something like that.<\/p>\n<p><strong>Kira: <\/strong><em>Laughs. <\/em>You\u2019ve got a good walk!<\/p>\n<p><strong>Rick:<\/strong>And so&#8230;<\/p>\n<p><strong>Rob:<\/strong>You might have to try something, yeah.<\/p>\n<p><strong>Rick:<\/strong>Yeah! So that\u2019s the type of thing where like, okay, if I\u2019m doing that on a regular basis, I can do an ad like that. I can do a video ad like that, where I\u2019m just walking down the street, because that\u2019s the type of content that you might normally see within that environment. So making sure that you\u2019re creating content that\u2019s native to whatever, you know, wherever you\u2019re posted.<\/p>\n<p><strong>Rob:<\/strong>Okay. So, I know we\u2019ve got some people in our group who are Facebook experts and they do this very well, but I think the vast majority of us don\u2019t know what in the heck we\u2019re doing.<\/p>\n<p><strong>Kira:<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Rob:<\/strong>In fact, we maybe have never even opened up Facebook ads. And so, Rick, what do we need to do to get started? Walking us through the basics.<\/p>\n<p><strong>Rick:<\/strong>Yeah. The very first thing that you need to do\u2014and as copywriters, you guys get this, so it\u2019s just basically transferring your knowledge over to doing this with Facebook\u2014and the first thing you got to do is understand who your target audience is. Who are you serving, and what problem are you solving for them? And also, understanding the target audience from a holistic level. So, what I mean by that is, I always use the example of, like, a yogurt studio, or somebody in the yogurt niche.<\/p>\n<p>So, obviously, I am probably going to be targeting women between a certain age range, right, who have an interest in yoga. Boom; that\u2019s one target audience. <em>But, <\/em>what types of things are they also interested in? What publications are they reading? Where do they shop? You know, what type of clothing do they purchase? What types of tv show or movies do they watch, or what types of association in or whatever that they \u00a0may be interested in. So, within the yoga niche, I have, you know, women between a certain age range who have an interest in yoga. Well, maybe they also have an interest in Lulu Lemon, because they purchase clothes there. Or, Lorna Jane. Or, maybe they read the Yoga Journal magazine, or maybe they shop at Whole Foods or something like that.<\/p>\n<p>That\u2019s what I mean by thinking about it from a holistic level, so it\u2019s kind of understanding who your exact target audience is, but then taking a step back, and thinking about it on a holistic level to think about all the different areas and opportunities that you could\u2014not only target, but\u2014you could speak to. That\u2019s really, really important when it comes to Facebook ads from a targeting perspective. So, number one, really having a clear understanding of who that target audience is, and how you\u2019re serving them. And what I mean by that is, like, alright\u2014what problem are you solving for them? What are they looking for, and how can you uniquely help them?<\/p>\n<p>So, those are the first couple of things. And then, the next thing i would say is, what does that offer look like? And when I say \u2018offer\u2019 I don\u2019t necessarily mean that you\u2019re selling to them. I mean, this could be just a free download, or free checklist, or maybe it\u2019s a discount code, or free sample\u2014whatever that is\u2014that\u2019s what I mean by offer. Once you understand your target audience and the challenge they have and how you\u2019re able to help them, then you can determine what you want to create to attract them to your business. So, that\u2019s the foundational stuff, you know: the target audience, understanding what their challenges are, and then the offer. Do you want to get into, like, setting up your ads at your point, kind of step one? Or, where do you want to take that?<\/p>\n<p><strong>Rob:<\/strong>We could go all kinds of places, right? <em>Laughs<\/em>.<\/p>\n<p><strong>Rick:<\/strong>That\u2019s why I stopped, yeah!<\/p>\n<p><strong>Kira:<\/strong>Let\u2019s go into the actual writing the copy, because we\u2019re writing it for clients, mostly, so have you noticed any trends recently with all the ads that you see, as far as what copy is converting, like, like? Short? Stories? I mean, I know again\u2014you see a ton of ads, and they\u2019re diverse, but what works in general?<\/p>\n<p><strong>Rick:<\/strong>Well, you know I\u2019m going to say, you just got to test. <em>You got to test<\/em>.<\/p>\n<p><strong>Kira:<\/strong>Right.<\/p>\n<p><strong>Rick:<\/strong>Everyone always wants to know, like, does long form work better, or short form? And I\u2019m going to say \u201cyes.\u201d Like, you just got to test it. In general though, the longer\u2014the bigger the commitment that you want someone to take, meaning, do you want them to show up at a webinar? Do you want them to show up at an event? What\u2019s the level of commitment that you\u2019re asking them to take? In general, the longer copy\u2019s going to work better. Because they\u2019re going to need some more information there. And also, in general, again\u2014I\u2019m like making air quotes like you can see me doing this right now&#8230; In general, longer copy for cold traffic, meaning people who don\u2019t necessarily are, who the business is. <em>But\u2014chuckles<\/em>\u2014on the other side of that, short copy works really well too. I\u2019d say the biggest thing to be thinking about, and again, this kind of goes back to the conversation we\u2019re having about Insta-story videos and making sure that your ad is native to that platform, when it comes to copy and writing copy for the ads, thinking about what type of platform Facebook is, and what are people on there to do? They\u2019re on there to share with their friends and family, and share updates and photos and videos and so forth. So, be thinking about your copy in that way.<\/p>\n<p>And what I mean by that is: be conversational. Everyone always asks me like in my programs and people who listen to the podcast and stuff, it\u2019s like\u2014how do I do copy? How do I write Facebook ad copy? And the biggest piece of advice\u2014and Kira, you and I have talked about this a lot\u2014is that, what does it look for you to sit down; what would it be like if you\u2019re sitting down with your ideal customer for coffee, and you\u2019re just sharing with them about your offer, whatever that offer is. What does that conversation look like? And that\u2019s what you\u2019re ad cpy should reflect. Very conversational. Because people on Facebook are really smart, and their \u201cad antenna\u201d is up at all times. And so, the more conversational you can be, the more fun you can be, while also conveying whatever it is that you\u2019re trying to get across, that\u2019s what works really well on Facebook. So using throwing in some emojis, or like the little explosion&#8230;<\/p>\n<p><strong>Kira:<\/strong>Yep.<\/p>\n<p><strong>Rick:<\/strong>Is that an emoji? I have this conversation with Amy Porterfield all the time&#8230;<\/p>\n<p><strong>Rob:<\/strong>It is. I think it\u2019s the \u201cboom emoji\u201d.<\/p>\n<p><strong>Kira:<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Rick:<\/strong>The \u201cboom emoji\u201d! Okay, cool. You know, including fun things like that in your copy\u2014like, not overdoing it, but again, it\u2019s because the types of posts that people put on Facebook that you want your ad copy to reflect. And again, if it doesn\u2019t make sense to put it in, don\u2019t force it, but think about it from a conversational standpoint, and what is that conversation look like where it\u2019s fun and playful and getting your point across about the offer. I mean, you\u2019re looking for make that connection with the person, and one of the best things that you can do, is you want people to read and say, \u201cYes, like that\u2019s for me\u201d, or \u201cOoh, I can see myself in that, and I can see what the benefit of whatever the offer is, for me. So I want to click and learn more.\u201d So think about it from a conversational perspective. And, going back to the long and short copy, you just got to test both. You know, we\u2019ve run\u2014I mean, like\u20141,200 word ads. That\u2019s like, a long blog post. Kira, I think one thing we did one time is we took one of your emails that you wrote for us, and it was so good that we put that into an ad.<\/p>\n<p><strong>Kira:<\/strong>Oh really?<\/p>\n<p><strong>Rick:<\/strong>Yeah! It was a long one, and it worked great! And that\u2019s just a perfect example of like, look\u2014as long as you are being conversational, getting the point across, talking about the offer, and how it benefits that person, test different things there. I think what we did with that one there is we posted it on our page with no image and no video, it was just the post there. And we turned that into an ad. So, it was just content, and it worked really well.<\/p>\n<p><strong>Rob: <\/strong>So Rick, do you have advice about using visuals to go along with the copy, and maybe even more particularly, words on the visuals or how that all comes together?<\/p>\n<p><strong>Rick: <\/strong>Yes. So, think about the images or the videos from a&#8230; How can we convey the offer, and what we\u2019re saying in the copy, in a metaphorical sense. So, here\u2019s what I mean by that. I\u2019ll use a, like, an example\u2014we\u2019re actually working on this right now. So, lots of people have challenges around, \u201cOkay my Facebook ads are running; now, what do I do? Like, what do all these stats mean? How do I make decisions on what I\u2019m seeing in ads manager? My ads are running, and I see these stats, but I have no idea what they mean. \u00a0How do I optimize? You know, what do I kill? What do I add money too?\u201d All this other stuff.<\/p>\n<p>So I created this PDF. It\u2019s a sixty-second Facebook ads diagnosis checklist. And so, we\u2019re playing off the word \u201cdiagnosis\u201d. So we\u2019re creating images right now: one is, like, a doctor. And, he\u2019s got his stethoscope up to a monitor, a computer monitor, with an image of like ads manager on the monitor. And so, that\u2019s a metaphor. Like, someone can look at that, and also quickly look at the headline and go, \u201cOh, okay! I get what that is. I know what they\u2019re talking about here.\u201d And it\u2019s in a fun, playful way so that the image is a metaphorical comparison if you will, or a reference to what we\u2019re saying in the copy, and with the headline. Does that makes sense?<\/p>\n<p><strong>Kira:<\/strong>Yeah.<\/p>\n<p><strong>Rob:<\/strong>Yeah it does.<\/p>\n<p><strong>Kira:<\/strong><em>Laughs. <\/em>I was just going to say, what would make that better, is if <em>you<\/em>, Rick, are dressed up as the doctor in that ad.<\/p>\n<p><strong>Rob:<\/strong>There you go! <em>Laughs<\/em>.<\/p>\n<p><strong>Rick:<\/strong>So my team told me that, and I think that\u2019s coming next! <em>Laughs.<\/em><\/p>\n<p><strong>Kira:<\/strong>Good! Perfect; great.<\/p>\n<p><strong>Rick:<\/strong>Yes, that is coming. You know, another one is, for that exact same diagnosis checklist, we\u2019re doing an image of like a detective, like Sherlock Holmes-style detective, where he\u2019s got like a magnifying glass, you know, looking up at the monitor, trying to figure out like what these stats mean. So, just thinking about it from the perspective of&#8230;like, a metaphorical&#8230; Someone can look at the image, get it\u2019s fun, it\u2019s playful, and they get what you\u2019re offering there, and, what the other opportunity is more like what you\u2019re talking about Kira. It\u2019s like, <em>be in the pictures<\/em>, you know? Have yourself in those pictures. Again it goes back to what types of things are people sharing on Facebook\u2014it\u2019s more of the personal stuff.<\/p>\n<p>So, you can be in those images, and I think it\u2019d be fun to be in a lab coat, with a stethoscope and stuff like that\u2014I think we\u2019re going to have to do that now. But yeah. Don\u2019t overthink the image, but you want to make sure that you\u2019re catching their attention. And we have to remember that people are scrolling through that newsfeed feed really quickly, so the image needs to catch their attention and get them to stop scrolling, so that they want to learn more. And Rob, you\u2019d mentioned like, do you put copy in the image there? You can, but&#8230;and you should absolutely test that&#8230;but the less you can make it look like an ad, the better. Because again, you know, people are really smart on Facebook. They\u2019re wall is up when it comes to advertising, so the less that you can make it look like an ad, the better.<\/p>\n<p><strong>Kira:<\/strong>Awesome. Okay. So, we\u2019re talking a lot about actually working on the ads for clients, and I want to talk about how to use Facebook advertising to market our own businesses. So, you know, you\u2019ve worked with different copywriters; you know what\u2019s happening in our space. What would you do if you were a copywriter to stand out using Facebook?<\/p>\n<p><strong>Rick:<\/strong>It\u2019s a great question. And, to prepare for this conversation, I\u2019ve been thinking a lot about this. And, this is something where&#8230; I mean you could a lot of different ways. I would <em>definitely<\/em>be doing video. Because as a copywriter, you know, we live in this virtual world here, this, you know, online world. I want to be able to connect with that copywriter. And I want to be able to here from the, and learn more about them, and just be able to have that connection with them to even know if it\u2019s a possibility to work with them. So, I think video is a great opportunity to do that.<\/p>\n<p>Now, the next question on the\u2014like, \u201cwhat are we talking about\u201d video. I would say, if you could be positioning yourself as the go-to copywriter, you\u2019re doing a really good job. And I mean that by adding value. So, you\u2019re giving people\u2014that\u2019s just one example off the top of my head here\u2014you\u2019re giving people ideas for how to write better copy themselves. Now, that might seem counter-intuitive. I want <em>them <\/em>to hire <em>me; <\/em>why do I want to help them write better copy? Because, let\u2019s face it here. <em>Laughs<\/em>. Like I am not a good copywriter. I try it, I mean, I\u2019m <em>okay<\/em>but it takes me forever and it\u2019s not something I enjoy. I would much rather hire it out. So if I see somebody\u2014a copywriter\u2014giving me value, like, \u201cHere are three tips to write a better, you know, email\u201d or something like that. That\u2019s going to be helpful to me, and it\u2019s also going to position them in my mind as the person who is the go-to for copywriter.<\/p>\n<p>And so, who am I going to think about when, \u201cAlright, well I want to hire somebody to hire copy.\u201d I\u2019m going to think of that person. So if you could be providing value to position yourself as the go-go, I think it\u2019s a smart way to leverage Facebook. And you can do that in different ways, like I said; you can be doing that in video, you can be giving away cheat-sheets or checklists like, you know, \u201cTop Five Things That Your Ad Copy Needs to Contain\u201d, or email, or your landing page or sales, whatever that might be. So, be giving that content away.<\/p>\n<p>And again, it\u2019s counter-intuitive, but when it comes down to it, I think so many people would much rather hire that work out because that\u2019s what you specialized in, and that\u2019s what <em>your <\/em>thing is. You\u2019re going to do <em>way<\/em>better job than I\u2019m going to do. And so, again, going back to, if you\u2019re positioning yourself, and I\u2019m seeing that; I\u2019m like, \u201cWow, that was really, really helpful, and I want to learn more about working with that person\u201d, that\u2019s what\u2019s going to allow me and push me to get in touch and take the next step there.<\/p>\n<p><strong>Kira: <\/strong>Okay, cool. I also want to ask you about launching because, as you shared the programs that you\u2019ve created in 2018, you\u2019re running a lot of programs you\u2019re launching often&#8230; What is working well, and what is not working in 2018? Because, we have a lot of copywriters who specialize in launches.<\/p>\n<p><strong>Rick: <\/strong>I think this is the whole \u201czigging when\u201d&#8230; Or, is it \u201czagging when everybody\u2019s zigging?\u201d What is it?<\/p>\n<p><strong>Rob: <\/strong>It\u2019s whatever the other ones aren\u2019t doing, right? <em>Chuckles<\/em>.<\/p>\n<p><strong>Kira:<\/strong>It\u2019s \u201czuggying\u201d! <em>Laughs.<\/em><\/p>\n<p><strong>Rick: <\/strong>As long as you\u2019re <em>zuggying<\/em>whenever everybody else is <em>zig-zagging<\/em>. So, people, especially in the online world that we work within in this space, people know about launches and stuff like that. And they know what\u2019s going on; they know that they\u2019re going to get a bunch of copy they\u2019re going to see a lot in a short amount of time. And then, you know, be offered something. If you can approach it from, just really giving good value during the launch, and make it so that when people see that value and get that value, they\u2019re like, \u201cWait, I can\u2019t imagine what the <em>paid<\/em>product is, or the paid service is, and the value I\u2019m going to get there.\u201d<\/p>\n<p>Perfect example, and I\u2019m <em>pretty<\/em>sure, Kira, that you wrote this email, was a lead-up email that we used last year once people registered for the webinar I was doing for my ad manager program. And in that email, I shared, number one\u2014what Facebook pixel helper is. It\u2019s a Chrome extension that\u2019s totally free. I explained what it is, and also how ad managers can use it to get business. And that was just an email leading up to the webinar. I had countless people tell me that was one of the best emails that they\u2019ve ever gotten in a launch sequence because it was so actionable, and it made them think exactly what I just mentioned. They were like, \u201c<em>Wow<\/em>, I got clients from this; this was totally free&#8230; I can imagine what the <em>paid<\/em>program is about, and what the value they say offered in that program. So if you can be thinking about it, that it\u2019s not just, you know, sort of a \u201crah-rah\u201d type of thing in the launch, it\u2019s really providing true value in thinking from the perspective of understanding what the target audience is challenged with and what they really need and provide in that for them, and getting them really excited about whatever the launch vehicle is, whether it\u2019s a webinar or a challenge or video series, or whatever that is.<\/p>\n<p>Approaching it like that is one thing that will make you stand out from the whole zig-zag thing. The other thing, you know&#8230;and we\u2019ve always done webinar launches. We did one video series launch, and I did not enjoy that one bit. Not going to do that again! But, you know, from a webinar perspective this is another thing that people are&#8230;. everybody\u2019s done webinars for a long time. And so, people know when they come onto a webinar, they know they\u2019re going to get, you know, pitched something\u2014an offer\u2019s going to be made to them, whatever that offer looks like. I think the more upfront and just honest with people, be transparent about what you\u2019re going to do. Like, \u201cLook, I\u2019m going to be giving you x, y, and z, so that you can take a lot away from this, and go implement your business. But I\u2019m also going to make this offer to take things to the next level, blah, blah, blah.\u201d I would say be upfront with them, and be thinking about different ways to&#8230;<\/p>\n<p>Again, I\u2019m Just using a webinar as an example: how can a webinar look different than what everybody else is doing out there? And right now, I\u2019m talking about the actual webinar, but in addition what I was talking about before, is what is the overall experience like, from a copy perspective in getting people excited and adding value, and so forth. So, that\u2019s really how I\u2019m thinking about launched very differently. The only thing that I think that I see things shifting here in 2018, is, evergreen opportunities&#8230;in addition to, <em>or<\/em>in place of, live launches. You know, we used to do evergreen with a beginner\u2019s\u2019 Facebook course a couple years ago.<\/p>\n<p>We\u2019re going to be bringing that back. But we\u2019ve always done live launches. And, you know, Kira, you and I have talking about this, there\u2019s a lot that goes into these live launches, and it\u2019s kind of like all of nothing, right? So, what happens if you\u2019re relying on that launch, and things don\u2019t go well? I\u2019m also thinking about it from the perspective of, I want to make sure that\u2014and this is another reason why I have so many different types of offers now\u2014I want to make sure that I am providing my audience what they need, when they need it, because they all have different needs. Some people want courses, some people coaching; you know, that sort of thing. So be thinking about it from that perspective, is how can you be providing here in 2018 whatever service or offer that you are putting out there to your target audience when they need it, and making it available to them at that time.<\/p>\n<p><strong>Rob:<\/strong>Okay, let\u2019s say we figured out our audience. We know the message we want to go out with. We\u2019ve got a launch coming up, and we\u2019ve never been in the Facebook ad manager system at all. I know that this is an easily an eight-hour conversation, what do you do when you get in there&#8230;<\/p>\n<p><strong>Rick:<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Rob:<\/strong>&#8230;But how do I get started? What do I do so that I\u2019m getting started on the right foot? I\u2019m not going to mess anything up and regret, you know, that I\u2019ve got to go do something over. Like, what are the first steps? Just get me started.<\/p>\n<p><strong>Rick:<\/strong>Okay, well the <em>easiest<\/em>thing that you can do is, you can simply create a post on your page with whatever offer that you are making. But be clear about what the strategy is there. So I\u2019m like, all right look\u2014we have an offer, we\u2019re going to test this. And that offer could be whatever. Maybe it\u2019s a checklist download or whatever, just a PDF download. Let\u2019s keep it really simple. So we have that, we put the post together, and we put it on our Facebook page. And then, people who have heard me talk before, they\u2019re going to be like, \u201cRick, what are you talking about? You\u2019re talking about boosting the post.\u201d \u2018Cause I\u2019ve been against it for a very long time, and I\u2019m still against it for different types of reasons. But, how I\u2019m going to talk about it right now is, this is the simplest way to get started.<\/p>\n<p>So you create this post on your page, and you simply boost it, meaning you put a few dollars behind it <em>to your Facebook fans only<\/em>, and you just spend a few dollars to do that, and you test it out. Because your Facebook fans are going to be the most engaged on your content, and it\u2019s going to be the cheapest cost that you\u2019ll see very, very likely. And so, that\u2019s a great way for you to test out whether that offer that you\u2019re making and the ad that you\u2019ve put together there is going to resonate with audiences. And so it\u2019s kind of like your first step in like, \u201cAll right, I\u2019m going to put this in front of my fans who should be the most engaged; let\u2019s see how this does.\u201d And you\u2019ll know\u2014you\u2019ll have a barometer right there, and you\u2019ll know really quickly whether that\u2019s going to be working, and be effective and be an offer that people want or not.<\/p>\n<p>So I would say that\u2019s the very easiest way to do it. Now, we\u2019re not even getting into like the pixel, and tracking conversations, and all that other stuff. That\u2019s another animal of a conversation. The other strategy that I\u2019m absolutely loving, and this is something that is nothing new honestly, but doing a Facebook Live. So, doing a Facebook Live, that gets you in front of the camera like we were talking about before to do video, and using that Facebook Live to talk about whatever that offer is. So use that Facebook Live to add value, so you\u2019re teaching something, and then in that live video you\u2019re pushing people to whatever that download is, or whatever they call the action that you want them to take.<\/p>\n<p>That\u2019s on your page, so that Facebook Live\u2014number one, Facebook <em>loves<\/em>video, so it\u2019s going to get higher priority in the news feed. The second part of it is Facebook loves Facebook Live even more, because now you\u2019re creating video with their tool on their platform. And so, that is going to help with engagement and reach in the news feed. Then, if you put a few dollars behind it, to amplify it\u2014meaning, just you want more people to see it\u2014Facebook really loves that now. So they loved video; they love it when you do Facebook Live; <em>and<\/em>they love when you give them some money to ensure that that Facebook Live video is being seen by more people. That\u2019s a great way for you to be able to test getting that offer in front of your audience there, and you can do this for very, very inexpensive; I mean, we\u2019re talking, $10 or something like that, to get it in front of your Facebook fans.<\/p>\n<p>Now, again there\u2019s all kinds of different things that you do want to be thinking about there. For example, and probably most simply is, you want to make sure you have a landing page. If you\u2019re going to be sending people to download something, you want to make sure that you have a landing page that, where you\u2019re sending people. So, let\u2019s just say we\u2019re doing our Facebook Live, we have our link there, we have our call to action, and we\u2019re sending people over to the landing page to download whatever the offer is. And so, that\u2019s <em>super<\/em>, super high-level, but those are they types of things that are the <em>easiest<\/em>to get started with and to test out, you know, whether people really want what you\u2019re offering.<\/p>\n<p><strong>Kira:<\/strong>All right, I have two questions. One is a selfish question for us. So we do Facebook Lives in our Facebook community&#8230;<\/p>\n<p><strong>Rick:<\/strong>Yep.<\/p>\n<p><strong>Kira: <\/strong>&#8230;in our group. Should be we be doing those on our <em>page<\/em>instead of the group, or just rotate and do Facebook Lives in both?<\/p>\n<p><strong>Rick:<\/strong>So, what\u2019s the purpose of it? Like, is it part of the group?<\/p>\n<p><strong>Kira:<\/strong>Yeah; value add, and also promotional.<\/p>\n<p><strong>Rick:<\/strong>Promotional&#8230;.for what?<\/p>\n<p><strong>Kira:<\/strong>Launching a program.<\/p>\n<p><strong>Rick:<\/strong>Gotcha; okay. So you can\u2019t share from the group out to your page, but you can share from your page, to your group.<\/p>\n<p><strong>Kira:<\/strong>Oooh! Okay.<\/p>\n<p><strong>Rick:<\/strong>So, what you can do is you can do that live video on your page and, just as you start, share it into your group. That\u2019s going to help with engagement, and that\u2019s going to help like the overall \u201chealth\u201d of the add, where if you get a lot of engagement there because it\u2019s your group, that\u2019s going to help with reach on your page, and, you know, more people are going to see it.<\/p>\n<p><strong>Kira: <\/strong>Awesome; okay. And, the other question is, you know, you\u2019ve been really great at building relationships with other thought leaders who\u2019ve become your friends, and so my question is, why is that really important, and how can copywriters do that? I\u2019m not saying like, how can we make friends, but how can we figure out how to turn these friendships into something that really is a value add for both parties?<\/p>\n<p><strong>Rick:<\/strong>I can go in different directions here. Because this is something that I was thinking about also coming into this conversation. Like how I met you, Kira, was, you came to speak at a workshop that I attended. Ashlyn&#8230;isn\u2019t it Carter? One of your&#8230;<\/p>\n<p><strong>Kira:<\/strong>Yep!<\/p>\n<p><strong>Rick:<\/strong>&#8230;people in your&#8230;. So, I met Ashlyn at Amy Porterfield\u2019s event in December, I think it was.<\/p>\n<p><strong>Kira:<\/strong>Mm-Hm.<\/p>\n<p><strong>Rick:<\/strong>Four months ago or something like that. And she came up and introduced herself, and so like, I think I\u2019d heard of her or something like that. I don\u2019t remember exactly, but she came up and introduced herself, and so because I met her at an event like that, that makes a connection for me. And so, you know now, I follow her on Instagram and stuff like that. You know, we do some work with Chanti, and I don\u2019t remember how I met Chanti, that\u2019s terrible&#8230; But, you know, it\u2019s the power of these live events. And, whether it\u2019s a conference or a workshop or whatever it might be, that I think is invaluable. Because me meeting you, Kira, at that workshop a couple of years ago, like, that was the start of our working together.<\/p>\n<p><strong>Kira: <\/strong>Yeah.<\/p>\n<p><strong>Rick:<\/strong>And like I said before, you really want to be able to connect with that person. And, because it\u2019s like&#8230; Man, when you\u2019re writing copy for someone, like it\u2019s a very personal thing. Kira, you know more about me than most&#8230;.<em>laughs<\/em>&#8230;<\/p>\n<p><strong>Kira:\u00a0<\/strong><em>Laughs<\/em>.<\/p>\n<p>Rick: &#8230;most people in this space, you know? And I\u2019m totally cool with that. And that makes the copy that you\u2019ve written so much better because of that. So I just think that getting out there, and&#8230; Even if it\u2019s getting in these Facebook groups, and I don\u2019t mean like in addition to a copywriter\u2019s Facebook group, but you know, getting into other Facebook groups where you target audience is hanging out, and just being a resource there. This is <em>such<\/em>a\u2014as you guys well know\u2014we\u2019re all spread out here in this big internet space, but it is a very small world. And, once word gets out, everyone is always asking each other, who do you know, like, you know, always, always looking for recommendations, and I\u2019m always very careful giving suggestions out because, what\u2019s happened in the past is I give suggestions out, then that person gets too busy to work with me,<em>laughs<\/em>, originally.<\/p>\n<p>So, word travels really quickly, and so, as soon as you start making those good connections and obviously doing good work, <em>then<\/em>Like, I think you can blow up really, really quickly. So it\u2019s just a matter of, I think like I said, those live connections in the conference and hanging out in Facebook groups where your target audience is, and being a source of value and adding value and being helpful there. And again, it just comes down to making those connections and positioning yourself as the go-to. And going back Kira, to what you said about how I have met other people and so forth, just as an example&#8230;like so Amy Porterfield is one of my very best friends. And I first met her when I was in the corporate world. I had clients down here in San Diego;\u00a0I was living in L.A. <em>Laughs<\/em>; I just reached out to her. I was like, I just introduced myself and told her that I was going to be in the area. Like, I admired her work, all this other stuff&#8230; Would she be up for meeting for a quick coffee. And she reluctantly agreed.<\/p>\n<p><strong>Kira:\u00a0<\/strong><em>Laughs<\/em>.<\/p>\n<p><strong>Rick:<\/strong>And, you know, she said something about like twenty minutes, or something. Well, that turned into <em>two hours<\/em>. You know, obviously we\u2019ve grown our relationship ever since, but I just think that\u2019s what it\u2019s about, is just reaching out, introducing yourself, you know. I didn\u2019t have necessarily any value to add Amy at that time, other than I was just being myself, like, and I wasn\u2019t looking for anything; I wasn\u2019t asking for any help, or anything like that. I was just legitimately trying to establish a relationship. So, you know, I\u2019ve had copywriters reach other, just cold, via email and say, you know, \u201cI\u2019d like to write something for you.\u201d Which, I think is cool; I think it\u2019s a good approach. I just think it\u2019s always better if you can do it, if it comes from some sort of referral. Like, some sort of, somebody saying, \u201cHey, you know, I\u2019m working with this person, I think they may be able to help you out or something like that.\u201d<\/p>\n<p><strong>Kira: <\/strong>Okay. I think what ties it together is showing up, right? Showing up in person to build those intimate connections that you can\u2019t necessary build over email.<\/p>\n<p><strong>Rob: <\/strong>Yeah, we\u2019re big on relationships. I mean it\u2019s changed out businesses; yeah I mean it created our partnership, and I just think it\u2019s the most important thing\u2014maybe even more important than copywriting skill itself as far as, if you want to be successful in business, you\u2019ve got to have relationships and, whether you call it networking or \u201cfriendshipping\u201d or whatever, relationships are the key to everything.<\/p>\n<p><strong>Rick:<\/strong>Yep. Exactly.<\/p>\n<p><strong>Kira: <\/strong>All right. So Rick, we\u2019re out of time; where can our listeners find you if they want to look up your programs, or get in touch?<\/p>\n<p><strong>Rick:<\/strong>Yeah, two places: my website, which hopefully when this comes out, the new one will be up\u2014rickmulready.com, and then my podcast, which we do talk about copywriting on\u2014Kira you\u2019ve been a guest on there\u2014is <em>The Art of Paid Traffic<\/em>. And we\u2019re on all the platforms\u2014iTunes, and Spotify, and iHeartRadio and Stitcher, and wherever \u00a0podcasts are listened to, <em>The Art of Paid Traffic <\/em>is there.<\/p>\n<p><strong>Rob:\u00a0<\/strong>And it\u2019s a good one. We recommend it, so yeah. Thank you so much Rick for sharing all the great stuff that you\u2019ve done. We really appreciate it.<\/p>\n<p><strong>Kira:\u00a0<\/strong>Thank you, Rick!<\/p>\n<p><strong>Rick:<\/strong>Yeah! No, thank you so much for having me on; I really appreciate that!<\/p>\n<p>&nbsp;<\/p>\n<p>You\u2019ve been listening to <em>The Copywriter Club Podcast<\/em>with Kira Hug and Rob Marsh. If you like what you\u2019ve heard, you can help us spread the word by subscribing in iTunes, and by leaving a review. For show notes, a full transcript, and links to our free Facebook community, visit thecopywriterclub.com. We\u2019ll see you next episode.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our guest for the 88th episode of\u00a0The Copywriter Club Podcast is Facebook Ads Expert Rick Mulready. Kira and Rob sat down with Rick to ask him about his story and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2],"tags":[113,3,112],"class_list":["post-1466","post","type-post","status-publish","format-standard","hentry","category-podcast","tag-facebook","tag-podcast","tag-rick-mulready"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TCC Podcast #88: What you need to know to use Facebook effectively with Rick Mulready - The Copywriter Club<\/title>\n<meta name=\"description\" content=\"Rick Mulready on getting started with Facebook ads, what&#039;s working today, what&#039;s changed with launches and how you need to think about them today, connecting with authority figures, insta-stories and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thecopywriterclub.com\/facebook-expert-rick-mulready\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TCC Podcast #88: What you need to know to use Facebook effectively with Rick Mulready - 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