1 Introduction: Welcome to the Enchanting Lawyer Podcast. The show that walks you step by step to improving strategies you can use today to grow your business. We show you how being kind, useful and, of course, enchanting will bring you more clients and build a thriving community. Now here s your host from sunny San Diego, Jacob Sapochnick. Hello everybody! Welcome to the Enchanting Lawyer podcast. This is a podcast where we interview the most inspiring entrepreneurs, business people from all over the world, and they inspire us and make us do our job better and be more productive and achieve amazing results. We interviewed different people over the past few podcasts that provide inspiration and very interesting stories not necessarily in the legal or the business world. Today, I m very, very honored and excited to have a true specialist, one of a kind, one of the few in the world that really knows and understands the behind- the- scenes of Facebook funnels and Facebook ads. There are so many people out there that claim to be experts and claim to know what they re doing in this field. Literally, there are only few people who really understand that and he is going to be on the show today. We re going to dive in with him to very interesting content that I m sure is going to benefit you, the listeners, and I know many of you are interested and struggling sometimes with understanding the power of Facebook and what you can do with it. Today, we re going to reveal all this and it s pretty exciting. Today I have Tarek Statico. Tarek is an online business strategist and a consultant. He helped really many, many marketers and business people and celebrities. Many of you know, and we can t really tell who they are, but many of these people use Facebook ads to distribute their content and you see them everywhere. He is the one behind the scenes and helping all this become visible. He worked with people who spend thousands of dollars a month on campaigns that generated millions of dollars in revenues from these campaigns all from Facebook ads. He did launches, webinars, and products ranging from content that is available online. I m excited to have Tarek here today. Tarek, how are you? I m doing great, Jacob. Thanks for having me. Excellent. You worked with all these people and I have to tell the listeners that over the years we became friends and you re a personal friend of mine and you also helped me in my own law firm to do amazing things, and we re going to share that as well with our listeners so we could kind of show how it s done. But I know that you are even now you re working with some very, very famous person and
2 this person spends almost $100,000 a month on ads and he generates amazing results. To think about that, $100,000 a month is unbelievable, but it works and you re here to tell us. First of all, Tarek, why don t you tell us a little bit about yourself for a few minutes? You re coming from a very exotic country and you live here in the US, you re living the dream so why don t you tell us a little bit and we can dive into the content? Sure. I came from Trinidad that s in Caribbean just off the coast of Venezuela, South America. I study a lot of IT and system [unclear 00:03:55]. When I first came to the US I was first introduced to the online world and what people were doing to really build their businesses. That was somewhere around 2007, 2008, 2009 when people are really now using social media and using paid advertising. Google ads were out for a while. Then I really saw I got the opportunity to see behind the scenes people who are actually making money online and [helping and serving 00:04:28] a lot of people financially. So, I decided to quit IT and just really focus on the internet marketing world and what business owners the new age of business owners are really doing out there. It s been a journey where I ve learned a lot of stuff. I m still [unclear 00:04:50]. I don t consider myself an expert, I just consider myself as a guy that takes what s out there: apply, test, learn, improve, and just [coming back for everyday 00:05:00] to help more and more people. The thing is this is one of those areas that are changing so fast, just Facebook itself. Using Facebook effectively is one thing but being able to use the tools that Facebook offers us to be able to build marketing campaigns, sales funnels and things like that, that are so effective whatever business we are; whether we are attorneys, accountants, we have a product. So, I wanted to start with understanding what is a sales funnel. People are talking about sales funnel; it s all over the internet. I would like to understand first of all what it is and the benefits. A sales funnel is when people a lot of times you see online people talk about Facebook ads and focus on Facebook ads. And then they talk about sales funnel and they talk about the sequences and they get complicated. Really and truly, Facebook ads, and Google ads, and sales funnels, they re all really a systematic or it s supposed to be a really systematic and strategic way to move people from I call them suspects. That s people who are not aware of you and what you offer into becoming a prospect. From prospect they become a lead and into a buying customer and then into a recurring customer, into a [unclear 00:06:32].
3 It s a way to set up your market and sales that goes from one into the other. That s really a sales funnel. When you think about Starbucks and when you think about airline companies as you book your tickets to travel, they have sales funnels in play because they have customers coming in, they have customers who are in a loyalty program, and who are always recurring buyers. When we talk about for example law practice, and we talk about online funnels, we re looking at ways and means acquiring leads online using Facebook, using Google AdWords, using social media, and turn them from prospects into customers. For example, you might set up an online ad that might lead to a [unclear 00:07:24]. That s the basic or fundamentals of an online sales funnel. Essentially they don t have to be very complicated. You can start with one scale, kind of one level and that s a funnel. Just to get from one point to the second point. Exactly. It s all about how do you generate a lead and how do you close a lead. It could be a simple form as they click an ad, they see your number, they call it and you have someone on the phone pick up the phone and they answer. That s a very basic sales process and it s a building block of a sales funnel. It can get complicated and have a whole lot of sequence afterwards, which is a critical point of the funnel, in that because most people they don t buy right away. They need to be nurtured, they need to be you have to build up trust. The way online how we do it is you get the customer s contact information: name, address and they put that in into a form maybe, and you follow up with good content that teaches them and give them what options they have. You re really building that trust. That s really what a sales follow up system does. The sales funnel does to build that trust. So when you re ready you offer them something and they buy. If you had to say in one sentence what an ideal Facebook funnel should look like to land clients or customers. An ideal Facebook sales funnel should have an ad that takes them to a specific offer. When I say specific offer I mean they click on the ad then go to a page on your website not your website by itself but a specific page that has a specific offer and a specific request that asks for contact information that could be name, , and address. When they enter that, they go into your database where you have a follow- up process. Now, it s not necessary to get super complicated with an autoresponder system, and I ll talk about that later. It s really important to how generate the lead when they hit the page, there s some sort of call to action. It might be the calling number or it might be to enter your address. So, it s really
4 important to generate the lead and have a process to make sure the lead is followed up. Excellent. Tarek, you mentioned, even to me, at several times when we re talking and working on my funnels something that is called the Reptilian Brain. This is something interesting that I wanted to maybe get more from you. What do you think Facebook ads and Facebook funnels appealing to what you call the reptilian brain? Explain to me and to our listeners what it is and why it s so important. The Reptilian Brain when you think about the billboard ads, and in the old days we use billboard Well, we still use billboard ads. When you think about that think about you re driving down the highway and then you see this ad, this billboard. It needs to get your attention because you only have that window of time, that specific time, to get your attention. It has to be very interruptive. That image and that word that you see on the billboard, it has to be super appealing. What is really happening on a subconscious level is that it s appealing to what we call a reptilian brain. Now there s three brains: there s a logical brain, there is emotional brain, and there s the reptilian animal brain. History or how we evolve is we first like all animals have that basic brain, that reptilian brain, we have that emotional brain where we process emotions, and then we have the logical brain which is our conscious thoughts really. The reptilian brain, it s where all information comes to at first before [it even filters 00:12:08] up to those other levels of brain. It has to be super interruptive to get the attention of [unclear 00:12:22]. It has to be something that is contrasted and something that is new. Something that is unique or the reptilian brain will pack in that information, process it and say, Whoa! You suddenly get my attention with this. When you think about developing ads, banner ads, or advertising on Facebook, a lot of Facebook uses the images, you have to make those images super interruptive to appeal to that reptilian brain. That part of the brain that it first enter where all the information is entered first to process before it even goes to logical. If you see an ad with a bunch of text and words, most times it does not get your attention because it has logical processing involved. What is this about? What is he talking about? I have to read this in detail. It doesn t work like that. If you show like a perfect example I always use a pig in the red boobs. Suddenly you see that in your newsfeed, think about it versus the text- based ad. Suddenly you have my attention, what is this about? Because it s new, it s unique, it has bright colors, and the reptilian brain likes contrasted bright colors.
5 It has this uniqueness that it gets my attention. So, that s how the reptilian brain works and that s how you have to think about and re- engineer your ads when you think and think about that in the process of printing your ads. Right. And I think, again, it s so crucial because if you really want to make an impact, you want to really be able to reach the people that you want to see the ad, you have to really understand how it works, right? That s really great tips. Reptilian brain is something that when you craft an ad you really have to think about that. Right. I m trying to do that in our own reach as we try to put our ads out there. Tarek, what I want to do right now is kind of use my firm as an example and kind of go through some of the funnels that you helped me with. About a month ago my regular practice it s an immigration law practice as most of you know. We had the visa filing season which is for us it s April, it s the biggest visa season filing, the H1B visa filing. So, we wanted to create a specific campaign to target people that are interested in that visa and they re interested to file for that visa around that time. It was important for us to get a campaign set up so we d set up a funnel focusing on people that are interested to file the visa. Tarek, why don t you kind of describe the funnel that you ve done for us and how it worked? Sure. So, the H1B was a it was a season where I believe that s April 1 st where people who It was a deadline, the April 1 st. Yes, it was a deadline. People who want to come to work in the US, companies had to file a petition so you get the H1B visa, right? Right. So what we did we created two funnel. We created a Google two separate funnels. One was Google AdWords we use and the other was Facebook ads. I ll describe the Facebook ads funnel first. For the Facebook ads we decided to create an e- book that basically said Live and Work in the US with an H1B Visa: A Practical Guide for International Professionals and Entrepreneurs In that e- book we spoke about cost living in the states and people making visa denials and how you could improve your chances. How you can increase your chances for approval with expert advice. It s a 90- page e- book with tips and tricks and the best kept secrets.
6 We created this beautiful e- book with all this good information and we placed it on a landing page. What is a landing page? It s a specific page on your website that has a description only a description of the book, bullet forms, the headline, and a call to action. When I say call to action, a download. They click the download button, name, address pops up. They enter name, address to get the book. Now we ran ads, we placed ads on Facebook and said and we targeted people who had interest in H1B, people who had interest in work visas, people who have interest in coming to the US to work. We targeted students who are here and wanted to stay in the US and work. I think we took your database and uploaded it and we targeted people from your own database as well. Exactly. We used that. To explain that we actually took my list that I used for years, we uploaded it into our Facebook tool and we targeted those people as well. Yes. Right. What they saw is beautiful ad of this beautiful We had tested a couple ad. The particular ad that worked really well was an ad with a US flag in the background and it had this beautiful girl. She was holding this little book on H1B visa approval. When you talk about the American flag, beautiful girl, and she s holding this visa approval, you re talking about a really interruptive image. That ad will a lot of people click on. And when they click on it what happened is they went to this page I described before, where you saw the name of the book, the benefits of the book, and the tips and tricks you ll get when you file the H1B. They enter their name and address. When they enter the name, address, they got a video of you giving them, Hey, your book is in your , check your now because you just entered your name, address, ing it to you. But when you share, you share some really good information, some more information about filing for H1B and you spoke on the video, give them some good information, and then you had a call to action at the end of the video. You said, If you believe that you re a right fit and you believe you meet these criteria I just described, enter your name, your contact information, your phone number, and one of my staff will contact you for H1B visa consultation. So, what we did there we move them from the ad on Facebook to the landing page and when they entered name, address you [went for them 00:20:08] and say, Hey, if you think you re a match enter your phone number. So you see, it s minor commitments all the way and that s the beauty of a sales process
7 and a sales funnel. It s one little action of every step. They click on your ad, that s a commitment, they click on the download button, they enter their address, it s another. And then they saw your video, they entered their phone number, and then we had a follow- up system where one of your staff members got the contact information, call them, and had a [unclear 00:20:47] consulting section with them to see if they were direct fit and if they have an employer and met the basic criteria. So, that s how we had the Facebook funnel set up. And what happened afterwards if they didn t click on the consultation form below the initial video, we had more s that get shared information and then have the same call to action at every point. So, it was a follow- up system after the initial download of the guide. Tarek, there are two things that we had. One of the things we re talking about everything that happens after they get their and they go through an autoresponder type of tool. So, why don t you share with our listeners what kind of autoresponder we used and then the e- book. I get a lot of questions when I tell people we had e- books in some of our campaigns. What kind of e- books are best to use in those sorts of funnels? I would say an e- book I ll answer the last question first. The e- book is a really simple and why say e- book for Facebook, because Facebook loves that you share content. They love that you share good information, good tips, and the best way to really put together that is through an e- book. When I say e- book it could be in this e- book it was 19 pages or it could be 3 pages or 2 pages. It could be a chat list. It could be a quick cheat sheets. That is really condensed content but you make sure it s useful and it s beneficial and usually in the PDF format. What we did was we basically created a small draft and we send it to a website called Fiverr, we found someone on Fiverr. That s fiverr.com, Fiverr, and we had a graphics person. We spent like 10 bucks and he created a beautiful PDF that we then stuck up on the page for the download page. Then we have the autoresponder which is the [hardest 00:23:16] part. When they click on the ad they go to your landing page, and when I say the landing page Now this is a page on your website that is really specific about the book and benefits that is in the book as a headline. There s a little button they click Download Now and name, address form pops up. When they enter that name, address it s actually synced with a backend system that we call an autoresponder. For example, a good autoresponder is aweber.com or constantcontact.com. You could go on those sites and check out the features.
8 Now the benefit of this autoresponder is that you can set s up to go out automatically to your list. Think about it, you show your ad 100 people opt- in for the book. Now you have 100 addresses in your [unclear 00:24:21]. The autoresponder takes that. It has it in the database and you re going to write an and set a specific time for that to go out. Hey, congratulations! Here s your e- book that you just requested. Also, lookout for upcoming s. We ll have one tomorrow sharing the tip on how to find a job in the US. Lookout for that e- mail. The next e- mail will set up automatically to go out the next day that drove people to you and went to the database the people that opted in and they were able to click on the link and see the video. They were able to click on the link in the and see the next video. So, the autoresponder is a really simple automated way to send s and you could schedule ahead of time. Great. That s something even more robust for people who are more advanced something like Infusionsoft kind of to add to our list. Very good. So, we had that. Any other tools that you can recommend when you do something like that? In terms of autoresponder? Yeah. There is MailChimp. We used to use MailChimp before as well. It s a really good tool. The beautiful thing about things like Infusionsoft and AWeber and MailChimp is that you can segment your database. So, for your case Jacob, we actually segmented people that were interested in H1B visas because you run a law practice and immigration firm, there are many people with different interests. There are people who are interested in marriage visas, green cards, and work visas. So, when people come in from different sources, you can actually create multiple lists with people and very relevant and specific content to their needs. That s a lead to an autoresponder. Not only it s automated s that you could schedule ahead of time but also you can super target your database. Right. In our case, the results of this campaign were just amazing. I think in less than two weeks, we got more than 100 leads from this. Right. This was very successful and we didn t even spend that much on this. I think it was very successful and I encourage those of you that are not using these techniques on Facebook to explore something very interesting because, you know, just in a nutshell Tarek, what is the main difference between Google
9 AdWords where most attorneys and professionals are using right now and Facebook ads? Right. One of the things when you look at it there s interruptive marketing. So search marketing is like in the old age when [unclear 00:27:36] the companies there. Interruptive marketing in the old age are like billboards. That is that may or may not speak to you. They would but that may or may not be relevant to you or an ad in the newspaper. Now, in this [unclear 00:27:53] technology there is Google AdWords which is really search marketed and there is Facebook Ads which is more the interruptive type of marketing. So, think about Google Ads that when you re in google.com and you type in to the search box Immigration Lawyer San Diego. They are actively looking for a service. So, they re looking for service to solve an issue or problem or need that they have. So, that s when the search results comes up and the Google AdWords are listed on top of the search results. So that s an example of how Google AdWords are really effective in that form. With Facebook, they are not going in Facebook to search for a solution or search for a company or search for a service, they re going there to really socialize and connect with friends and check their messages and post stuff, and post pictures of their cats. But if, for example, an ad pops up that is relevant to them because you have targeted on the backend their interest based on they have probably shared their interest in that they had type in H1B or they liked an immigration page or they had some association or some past footprint where they had an interest with H1B. And you show them an interruptive ad that says Free guide to live and work in United States, then that s you interrupt them and show them an ad that is relevant to them. Right. So, they re not actively looking for it but you re still interrupting them with an ad that s relevant to their needs. That s the core difference between Google AdWords and Facebook Ads. To answer your question of which one [unclear 00:30:14], I would actually use If you re in the service business, Google AdWords are very effective. If you want to become creative and test different things and see you want another avenue; I would test Facebook ads as well. You have to be creative. One of the ways of being creative is giving them good re- information like an e- book PDF. This is just driving them to a form that they pull out a consultation.
10 To me, what we ve done is if using Facebook ads is just a very good way to increase your reach and people that may not necessarily think about you, when they see this interruptive ad, and they see value in it, then you gain some interest from people that you may never be able There wouldn t be another way for you to reach them, right? Exactly. Tarek, as we come to the end of our show, I would like to ask you this. People are listening and saying, We re not using Facebook at all right now. We don t know where to start. For somebody who has nothing in place we re not running ads, we ve not been in this space before, what can they do now to start getting leads, to start getting effective results on this the right way? Like the way that you know. What I would do So, let s say you don t have any Facebook ads, you don t have any Google Ads, you don t have any strong social media presence. What I would do is actively use tools to find what competitors are doing. It s a simple tool as Google, type in Google and see if you re immigration law firm for example in San Diego, type in San Diego Immigration Lawyer and see what comes up. See what your competitors are doing. There s specific tools like Adbeat. If you could go to adbeat.com where you can actually see your competitor s ads they re running and keywords they re using and how they re landing page is working, and see what they are using and what you could [unclear 00:32:29] versus trying to build something from scratch. The first thing is do your research, competitive researches are always important, or find someone who can do it for you. There are a couple places you can go. You can go even on Fiverr, that s fiverr.com, guru.com, you ll find people who will do competitive research for you and see what your competitors are really doing and see what they re using. The next thing you have to make a decision if Facebook is for you or Google AdWords is for you. You have to find a traffic source. Right now Facebook is a strong traffic source. Google is a strong traffic source. YouTube, there s Twitter, there s Instagram, but you have to really choose one. If you re in a service business, Google AdWords might be your best bet, right? But you have to make a decision which one you want to choose and allocate your resources. Decide on a small budget that you want to for advertising that you re willing to spend every month towards this testing. Remember, when you re testing Google AdWords or testing Facebook Ads, these are the test that might fail but you re getting data that, Okay, this didn t work. What else could I use? Don t look at you run a Facebook Ad, it failed, This sucks. It doesn t work. It s just data you re collecting to see, Okay, this doesn t work. Think about it like you re
11 fishing up in a big pond and you just have to find where the fishes are biting. You try one place, they didn t bite, you move to another place. So, [besides that 00:34:17], if you have I would say social media to build your social media like your fan page and SEO, that s a long term strategy that you have running in background. Allocate somebody for Facebook Ads or Google AdWords and what you want to do. The next thing other than competitive research and deciding on what you want to use is set up a simple website if you don t have one. Wordpress is a good tool to use. And then you could then use something called leadpages.net. That s leadpages.net and they create a really they have very beautiful templates where it s a landing page where you could share really specific content. If it s an e- book you can have headline and bullet points that are call to action button for them to download. If it s a consultation you have your headline, your benefits if they call and you have their phone number. So, set up that where you take someone from the ad to the specific page, the lead pages if you re using leadpages. The next thing to do is make sure you have on that page a direct offer of service. Let s say an immigration lawyer you want to have on that page just H1B or green cards. So, just make sure the offer is really specific to the ad. Don t say just, I m an Immigration Lawyer offering services to everyone in San Diego offering immigration services. It s too generic. Just be specific on your services. Your ad will have a specific service that leads to a page that matches that specific service. The next thing also would be eventually targeting, and what we spoke about earlier autoresponder system. That s really something like AWeber or ConstantContact, Infusionsoft, that would have an backend that will when they entered a address that we kept there on the landing page, you ll be able to follow- up with them with more s and [unclear 00:36:40] trust. So, really simple to recap. Do some competitive research. You could do it yourself or outsource it. Decide on which traffic source you want to use: Facebook or Google AdWords. Google AdWords might be your best bet if you re a lawyer in the service business. I would decide on social media more long- term as this is more long- term. Set up a landing page and write really specific copy on that page for a specific [unclear 00:37:16]. Whether it s a whatever services. If it s H1B or green card if you re an Immigration Lawyer, depends on which field you re in. Eventually have a backend system or autoresponder to follow- up with the leads that you have get from those pages.
12 Excellent. Thanks a lot, Tarek. This is a very useful information. Again, for those that have not been using these kind of tools like Facebook Ads or just Facebook as a research tool and as a lead generator that can be a good way to start. Of course, combine it with lead pages and all these other things that you mentioned could be a great way to test something different. Because if you always do the same thing, you re not going to get results because everybody else is doing the same thing. This could be a very interesting outlet for you guys to try something totally different. Tarek, I wanted to thank you very much. This is amazing information. People will have links in our show notes and all the points that we just talked about to make it easier for you guys to gather information. Once again, thank you for taking the time and I m going to let you get back to enjoying your time in beautiful San Diego. Closing: Thanks a lot, Jacob. And, again, if you have any questions about what you heard just feel free to me and we ll see you at our next episode. Have a great day and I look forward to getting your s, your comments. Really inspiring us to continue what we re doing. Thanks for listening. You can find even more resources, including the show notes for this episode, at enchantinglawyer.com. That s