Published April 24, 2021
Last weekend Frank Kern sabotaged my brain.
It wasn’t personal. He doesn’t know me.
Though on some level it was the effect he wanted to have. Kern is a rather famous digital marketer. He’s been famous for probably 20 years now. My favorite video of him is driving around in a car talking about some marketing trick and making it sound really sexy and powerful. And if you look close, you can see the logo on the headrest of his car is the double intertwined R’s of his Rolls Royce Silver Ghost. Dick.
Anyway, in my archive of marketing, I found an essay of his I had not read yet. It attributed a lot of his success to success with running digital ad campaigns. Specifically FB ads.
I believe it. I’ve seen his work as well as stalking the number of ads he has running at a time and seeing how much testing his team is doing. (He’s smart. He has a team. He doesn’t do everything himself. Take note.)
On a client project I’d been following advice I’d read on email from Ben Settle. I can get insecure and feel like Settle’s work didn’t perform as expected in this case. In truth, client’s email list isn’t used to a lot of promotion, was acquired through slightly sketchy means, and isn’t anywhere as warm as it should be.
So I shouldn’t let it bug me. But I also don’t know enough about modern FB ads technique. And I know this client wants to get into this so I’d at least like to know enough to be dangerous.
Thus I spent a Saturday bothered by what I read in Kern’s essay. Sunday I got tired of telling that voice in my head to shut up. I got a FB ads course from a source I’ve used before. A client gave me access to a really wonderful class on building sales pages/sales letters.
The class taught a technique that made it a lot easier and addressed the problems that people normally have doing that sort of writing.
Looking back at the same source, they also sell a course in FB ads. Actually that isn’t quite true. The course is in writing ads regardless of the medium. They don’t talk about FB technique. They talk about how to write ads that don’t suck. It looks very helpful so far. I downloaded the videos so I can start watching them while on the road.