3 Facebook Automated Rules You Should Be Running

Earlier this year, Facebook released Automated Rules, allowing advertisers to automatically update or notify of changes within your Facebook Ad Campaigns.  When setup properly, these automated rules can let Facebook Ads managers be more efficient in monitoring multiple campaigns.

Anything that can save you time and effort is great, right?

Let’s examine a handful of simple rules you can create to make your life easier.

Frequency Rule:

Much has been said about the optimal frequency for an ad to be displayed. From managing numerous clients campaigns, we’ve found that each industry is different.

However, what is not debated is that as ad frequency increases, CTR decreases, and CPC increases.

(Image by AdEspresso)

From the graph by AdEspresso, we can see CTR steadily drops between one and five ads, then drops more sharply before evening out. This, of course, depends on the size of your audience, daily budget and length of campaign but we commonly suggest keeping ad frequency between three and four.

In this case, the Frequency Alert we want to set up is to send the notification when our Frequency hits three, as shown below.

When this alert fires, we we can then examine and adjust the campaign – either editing the targeting or simply turning the ads off depending on the success of the campaign.

Cost Per Result Rule:

Each business should know how much they can pay for a certain action on Facebook, whether it’s a purchase, link click or custom conversion.

These metrics depend on you overall CAC and marketing budget, but once you have established this number, you can begin to put in rules for each of your campaigns, and then monitor accordingly.

For this example, let’s say we are running a new webinar and we are willing to pay $5.00 for a webinar registration. For our webinar campaign we would set up an rule to notify us when we cross this threshold.

In the case of Cost Per Results Rules, it is recommended that you give your ads enough time to stabilize. As we know, new ad campaigns can fluctuate in results early in their lifetime, but eventually even out. In this case, Facebook will automatically add a “Lifetime Impressions is Greater than 8000” condition to your rule.

When this alert is received, you now have the opportunity to adjust your campaign creative to maximise the success of your campaigns.

Lifetime Spent Rule:

For those marketers using a daily marketing spend, while trying to juggle the total spend on your ad campaigns, this one is a must!

The concept is simple – turn your campaigns off when they reach the maximum amount of dollars you are willing to spend on your campaign.

This ensures your budget is maintained for each of your campaigns, while racing to the finish line! This might seem redundant with other options available to you when you build out your ads, but the last thing we want to do is over extend our budgets – having these rules set up will safeguard you from any surprises on your budget sheet!

In Conclusion

These three, simple, campaign rules can be set up within minutes for your campaigns and can save you time, energy and a lot of ‘campaign anxiety’ – allowing you to focus more on growing your campaigns, fine tuning your the targeting to your audiences and A/B testing more creative.

What Facebook Automated Rules can’t you live without? Share in the comments below!

If you need help growing your business with highly targeted and customizable ads, contact ARCH Digital Agency for a free consultation call to learn about how we can help!

4 Tips for Launching a Best-Selling Book on Amazon

Have you ever thought about launching a book on Amazon?

If not, you should consider it.

Why? Here are just a few reasons:

  • It can be a great source of income that lasts for years
  • It can be a huge lead generator
  • It increases your credibility and can make you an authority

I know this from first-hand experience.

I launched a book on Amazon last October, and between it’s 3 formats (Audible, Kindle, and paperback), it has sold well over 10,000 copies, and continues to sell over 1,000 copies a month. That means that a book I wrote over a year ago is still generating me a livable source of income by itself, and it’s barely slowed down at all. My estimate is that it will continue to sell at least 500 – 1,000 copies per month for the next few years to come.

What’s more, the book has generated thousands of email subscribers thanks to the lead magnet I put at the beginning and end of the book.

Here’s the book if you want to check it out: Conversation Casanova

I credit much of the book’s success to my launch strategy. The launch strategy I used allowed me to get over 350 sales in the first week, which catapulted it to the top of the rankings where it has stayed for the past year.

In this article, I’ll outline that strategy so you can launch your own best-selling Amazon book!

1. Nail the Cover and Title

In general, simpler is better for the cover of your book.

The goal is to convey what it’s about as easy as possible. You don’t need to make it a puzzle – that just creates a guessing game for your audience.

My book is about conversation in the dating realm. So, the cover consists of a heart in a conversation bubble. You can’t really get much simpler than that!

Some people even said it was too simple at first, but the proof is in the pudding and the cover is one of the biggest reasons it has sold so well.

Here are some cover creation tips:

  • Consider using cover designers from Fiverr and 99 Designs. Get a few covers that you can test against each other.
  • Collect some stock images to give your designers ideas.
  • Keep it simple!

As for the title, try to keep that relatively simple too. Get a few working titles, and test them against each other with Facebook ads. You never know what title will work best until you test!

2. Prepare Your Launch Week

Your launch week will be one of the biggest determinants of your book’s success. So you have to get it right.

You should launch the book over a 5-7 day period, at the price of 99 cents (don’t worry, you’ll raise the price later). The goal is to get it as many sales and reviews as possible, and get it to #1 in your sub-category (for example, I got my Kindle book to #1 in Men’s Health).

With this in mind, you should do at least one of the following every day during launch week:

  • Email your list
  • Have a guest post published
  • Promote it on social media
  • Use a book promo site like Buckbooks and RobinReads

Keep in mind that Amazon looks for consistency in sales. So if you can make consistent sales each day of launch week (versus a ton of sales on just 1 or 2 days followed by a big drop off), you’re more likely to stay atop the rankings.

3. Get at Least 10 Reviews ASAP

The “10” is a big number when it comes to reviews. You’ll want to get these reviews within a few days, because some promo sites require that you have 10 reviews before they’ll promote your book.

To get these reviews, I recommend using this tool: http://getbookreviewsnow.com/

It helps you get honest and quality reviews from star reviewers.

4. Raise the Price Incrementally

Once launch week is over and you’re hopefully sitting atop the rankings for your category, it’s time to raise the price.

To find the perfect price point, you should raise it incrementally.

Start by raising it to $2.99, then $3.99 and so on, by a dollar each time. Continue raising it until the sales start to slow down a noticeable amount to the point where the sales volume no longer makes it worth it to leave it at that price point. This is how you find the perfect price for you book for the long-term.

Wrapping Up Tips for Launching a Best-Selling Book on Amazon…

A best-selling Amazon books can bring you a lot of long-term benefits. But a lot of people write books and just toss them out there, expecting they’ll sell well. Then they’re disappointed when they barely get any sales.

You can prevent this by following the strategy I’ve laid out here.

To recap, here’s the launch strategy for a best-selling Amazon book:

  • Nail the cover and title (remember, simpler is better)
  • Prepare your launch week
  • Get at least 10 reviews asap
  • Raise the price incrementally

Have you ever thought of writing your own book? What has stopped you from doing it?

Let me know in the comments below!

Why Your Facebook and Instagram Page Might Get Deleted (And How to Prevent It)

Facebook is cracking down on those that violate its Terms of Service.

They are also doing so with Instagram. You’ve probably heard stories from people about their Instagram or Facebook Page disappearing. It is happening. It is real.

However, in 99.9% of the cases, it is entirely the fault of the person(s) managing those pages/accounts. You violated the TOS.

Facebook and Instagram allow you to use their platforms for free, you just have to abide by their rules. For years, they’ve been passive in warning or deleting accounts that violate their TOS. Those days are over.

The good news is that you can avoid getting your Facebook Page or Instagram account suspended or deleted. Simply follow the Terms of Services, and you’ll be fine.

This means, yes, you should actually sit down and read the TOS, especially if you’re managing a page on behalf of someone else or for a company.  Know the rules. Follow the rules.  Here is a link to the Terms of Services: https://www.facebook.com/terms.php

The TOS is a tough read. I get that.  Here are three violations, in plain English, that I see people making that lead to their pages and accounts being suspended or deleted:

1. Non Disclosure of a Partnership 

Bottom line, if you’re getting compensated in any way (cash or free goods/services), you need to disclose that in the post. Facebook has a partnership option, and you can select and tag the partner.  Violating this can not only get your page deleted but also lead to legal problems and/or a lawsuit from the FTC.  The FTC currently has several pending lawsuits against “Instagram Influencers” that did not disclose their partnership with the brands they were promoting.

2. Contests that Violate the TOS

Both Facebook and Instagram are clear on their rules for contests.  The most common violation I see is using others friends/connections as part of a contest.

Facebook TOS states: “Personal Timelines and friend connections must not be used to administer promotions.”   This means you can not tell people to tag a friend or share a contest on their timeline.  You also can’t require that they follow or like your page/account, however you can ask them to take an action on the post itself, such as replying with a comment.

3. Spam – Tagging People in Photos They Aren’t In 

Bottom line, if the person or company is not in the photo, do not tag them.  This also includes not tagging people or pages in posts that are not about them simply as an effort to gain their attention.  Contrary to popular belief, that does not actually help the organic reach of a post and it could get your account suspended or deleted.

If you’ve read this and you’re not terrified that your account will get suspended or deleted, take a deep breath.

Facebook and Instagram, unless it is an egregious violation, will not delete your account without first warning you, usually multiple times.

If they do delete your account, they will provide an opportunity to appeal and often, even if you were in violation of the TOS, they’ll reinstate your account, with a final stern warning.

However, I suggest you avoid any possibilities of your account having any issues by simply reading and following the TOS. Sure, it might mean you have to stop doing a few of your favorite go-to tricks, but, as is the case in life, you’re better off doing the right thing. The right thing is to follow the Terms of Service.

How to Create the Perfect Pre-Launch Sequence for Your Product Launch

It’s your worst nightmare…

You spend months creating a great product – perhaps an online course or just an awesome service…

…Then when you go to launch it, you hear crickets. Almost nobody buys.

And so, you do all of that work for nothing.

Sounds terrible, right?

Well, you can prevent this type of situation with a great product launch formula.

Now, there are plenty of product launch strategies out there – webinars, video launches, email launches, etc. But today, I want to talk to you about one of my favorite launch strategies.

And actually, it’s a strategy I just used myself, and will be launching my product with it within the next week or two.

You may have heard of this type of strategy before – there have been many variations of it. But today I’ll give you my own version of it.

It’s a 3-video launch, with a sales page after the third video. I’ll outline each step for you so you can recreate it yourself.

(And if you’re not technically inclined, I suggest using Clickfunnels to set up this funnel. I learned the software in a couple of day and I love it. They even have templates to create the exact launch strategy I’ll discuss.)

Let’s get into it!

Step 1: The Opt-in Form 

This is the beginning of your product launch funnel.

Your optin page should include:

  • A headline that fits your value proposition (i.e. the theme of the video series)
  • A big “Get Access Now” opt-in button
  • A background that fits the theme of the video series

When you launch your product to your email list, this is the page you’ll send them to get them started with the funnel.

Step 2: Pre-launch video 1 (Day 1)

This is the video where you’ll be doing the most teaching. You’ll send it right after they opt-in.

Here, you’ll spend 5-10 minutes teaching something specific that helps your audience overcome some challenge or problem they face.

Here’s the structure to follow:

  • Hook them in with a good intro (1-2 minutes)
  • Tell a little bit of your “hero story” (2-3 minutes)
  • Teach them (5-10 minutes)
  • Wrap it up and give them a reason to watch the second video (1-2 minutes)
  • Ask for comments underneath the video (pose a question for them to answer. This helps get them engaged.)

This video helps you earn your viewers trust (because you’re teaching them something valuable for free), helps them get to know you and relate to you, and also gets them intrigued to watch the second video.

Step 3: Pre-launch video 2 (Day 2)

You’ll send this video the day after video 1.

The structure is very similar to video 1, as you’ll also be teaching something to your audience.

Here’s the structure:

  • Thank them for the comments in video 1
  • Quickly recap your hero story
  • Teach them (this time, the lesson should open the door for you to pitch your product in the final video. Your product will be like the “missing piece” they need to take action on everything you’ve taught them.)
  • Wrap it up and give an open loop for video 3
  • Ask for comments underneath the video

Step 4: Pre-launch video 3

You’ll send this video the day after video 2.

In this one, you’ll reveal your product/course, and position it as the “missing piece” to everything they’ve learned so far.

Here’s the structure:

  • Thank them for all their awesome comments so far
  • Quickly recap your hero story one more time
  • Reveal your product/course
  • Explain the benefits
  • Talk about the money-back guarantee
  • Include testimonials (if applicable)
  • Future pace (talk about how they’re life will look in a few months after they use your product/go through your program)
  • Give them a call to action to click on the button below to register for the course/buy the product (this will lead them to the sales page)
  • Stress that either the registration or the price point will only be available for a limited time (this adds scarcity which is important to get people to take action and buy now)

Step 5: Sales page

Your sales page is where it all comes together.

It doesn’t have to be as long-form as a typical sales page, because at this point your viewers will already have a sense of who you are and what you’re course/product can do for them.

But here are some things you should include:

  • Great headline
  • A powerful “hook” that makes them want to keep reading
  • Quick recap of your hero story
  • A timer to add scarcity
  • Compelling bullet points that outline the benefits
  • A “Buy now” button (you should have at least 3-4 of these spread throughout the sales page)
  • Explain your money-back guarantee
  • A strong call-to-action to buy


Over the years, I’ve learned that the quality of your product is important, but what’s perhaps even more important is the strategy you use to market and launch it. Plenty of great products and courses go to the wasteside because of a lackluster launch strategy.

Do your research and figure out what type of launch strategy suits your needs and will appeal most to your customers. And if you decide to go with this launch strategy, feel free to email us here at ARCH and let us know if you have any questions!

Case Study: Increasing Instagram Followers 462% in Two Weeks


This week’s blog is a bit of a departure from my typical blog about Facebook Ads, but rather another social network that is near and dear to my heart – Instagram.

If you know me well, or asked, you would know Instagram is by far my favorite social network. As a marketer with a graphic design background and a love for photography, I’ve naturally gravitated to Instagram since it’s launch.

But recently, I’ve taken it more seriously in terms of growing an engaged following instead of following friends, family and keeping my feed fairly personal. After doing some traveling lately, and noticing the success of my travel photos within my own feed and beyond, I decided I would focus on growing my personal community on what I know is an already active travel photography community on Instagram.

The following blog post details the strategy I used over the past 14 days to grow my account from 478 followers to 2545 highly targeted and engaged followers – or 432% growth – through completely organic methods

Knowing Your Audience and Community

I have been lucky to travel to some beautiful places over the past two years and also have a large backlog of content that is ripe for Instagram and my particular interests.

The Travel Photography community on Instagram is highly active and engaged, which is ripe for acquiring a following within. But this method could be repeated within any niche, as long as there is an active community.

A few notes about understanding your community and preparing your account:

Identify hashtags relevant to your community. There’s a reason Instagram is rife with hashtags, they are a great way for you to increase the reach and exposure of your content – understand your niche, and choose hashtags that have plenty of activity. There’s also a fine line between identifying a hashtag that has

There’s also a fine line between identifying a hashtag that has too much activity, which might cause your posts to be buried. For instance: #wanderlust versus #traveldiary while both have over a million pieces of content on Instagram, the #wanderlust stream is updated multiple times a second, where #traveldiary is only updated a few times a minute, meaning if people are out searching for new content with new hashtags, there is a higher chance your content will be closer to the top of the #traveldiary feed than the #wanderlust feed.

Quick tip: You can also use the suggested hashtags at the top of the feed, to discover new hashtags.

Determine how you will identify an influencer. We’re not just looking for accounts that have high follower counts, we are looking for accounts that have a highly engaged following. Meaning someone with 5K fans who averages 200+ comments/likes per post is more valuable than someone with 10K fans who averages 150+ comments/likes per post. Make a short list of these, and start to follow them, view their posting schedule, their comment structure, and how they engage with their followers. For the Travel Photography community, I noticed many of the most popular accounts contained quite a few emoji’s in their bio description and even in their name – so I edited my bio to reflect my the new focus of my account and also to include additional emojis.

Make a short list of these, and start to follow them, view their posting schedule, their comment structure, and how they engage with their followers. For the Travel Photography community, I noticed many of the most popular accounts contained quite a few emoji’s in their bio description and even in their name – so I edited my bio to reflect my the new focus of my account and also to include additional emojis.

Set up a consistent posting schedule. This goes for any social media platform, you must have some sort of content posting schedule that keeps new, fresh content in your followers’ feeds, as well as your targeted hashtag feeds. I have also always been a proponent of a ‘slow and steady’ approach that is easy to maintain, than something that will burn you out.

In my case, since this is a personal account, I settled on a schedule of posting one picture per day, in the morning between 7:30am – 9:00am. This  creates a consistent, predictable feed of new content on my page and is something I can easily manage.

Activating Your Growth

The overall strategy to growth that I employed was simple. I identified a handful of influencers – emphasizing quality of following over quantity of following as mentioned above – and followed them. Once one of my targeted influencers followed me in return, I would visit their most recent content posted on the page, and follow all of the people who liked that particular content.

The reason to wait until an influencer followed me was simple, when viewing a new profile, you can see the “Followed by” accounts – these are accounts that you share in common. In this case, having an influencer listed in this ‘Followed by” section creates additional social proof that your account has valuable content.

Continuing Growth

As you continue to find new accounts to follow, you may begin to stretch your definition of an influencer. But continue to stick to the general concept that the number of followers doesn’t matter – it’s the number of engaged followers.

Always stick to the rule that the account you are sourcing followers from must follow you in return, and must have content similar to your stream with a high engagement rate. Leverage that social proof.

When you are followed by a new account with quality content relating to yours, examine their most recent posts, if they have a high number of engagements – likes/comments, on their posts in general, then the second step is to look at their most recent post. If it was posted in the last 6 hours, follow all the accounts who have liked this particular media. The more recent the content was posted, the better, because this increases the likelihood that the person is still engaged on Instagram at that moment.

This tactic is at the core of why this strategy works for building an actively engaged Instagram Account. The reason being is two-fold:

  1. These followers are actively engaged on Instagram
  2. They are also interested in engaging with the type of content that you are posting on your account.

Managing Your Growth

You will end up following a LOT of accounts following this strategy, and while your followers to following ratio is more of a vanity metric, you don’t want your account and feed bogged down with people who are not engaging with your content. The whole purpose is to build a highly active and engaged community – so if the accounts you follow are not following you back, you should be unfollowing them.

The two types of accounts I monitor are:

  1. Not following me back: accounts who have not followed me, but I have followed.
  2. Ghost followers, being accounts who like my page, but do not engage with any of my content.

It would be possible to manage this all through the Instagram app, but I’ve found two tools that have been useful in managing the growth of my account.

To manage my following I use a free app called “FollowMeter” to track who is not following me back and ghost followers. Generally speaking, I give an account 24 hours to follow me back, and if they have not followed me back after that 24 hour period, I unfollow them. FollowMeter app makes identifying these accounts and unfollowing them easy. The only downside is there is an hourly limit to the number of accounts you can unfollow.

The second useful tool that I use is “Iconosquare” which is a paid app, but has a 14 day free trial. Iconosquare helps measure account growth, engagement, and allows you to build feeds, manage comments and plenty of other useful tools that I haven’t fully explored. This tool is likely much more robust than the hobbyist needs, but is worth exploring the 14 day free trial to see some very deep analytics and insights into your account.

My Results

By applying the above strategy, over the 14 days of my experiment, my account grew tremendously in terms of engagement and following:


Beginning: 478

Ending: 2,690

Growth:   462%

Averaged 169 new followers per day.


Percentage Following Engaged Beginning: 13%

Percentage Following Engaged Beginning: 49%

Growth: 36%

Most Post Likes:   982 Likes

Most Post Comments: 26 Comments

Key Takeaways


  • Understand your audience and your niche: The most important piece is understanding who your target is, and what type of content they engage with. Identifying influencers within your niche and learning from them can be the best place to start.
  • Be consistent with your approach: Whether it’s your posting schedule, your commenting/liking approach or the number of new followers you engage each day, just be consistent. Make it something you can manage.
  • Track your results and make adjustments: If you find that you’re not getting results, adjust your content, the accounts you’re attempting to follow or the influencers whom you are using to identify trends.


Your Marketing Priorities Are Out of Whack

In 2012, when I started (what is now) ARCH Digital Agency, social media marketing was completely different.

Back then, I worked hard to convince business owners that social media wasn’t a passing fad and was necessary to the growth of their businesses. I juggled multiple social media channels without tools or fancy apps to make the repetitive actions easier. I learned Facebook ads because it was beginning to take fruition. And I cultivated every account the old-fashioned way – through relationship building, providing value and being consistent.

In 2017, the industry isn’t the same place.

People are automating hellos and introductions instead of taking 3 seconds to personally do it. Folks are requiring followbacks if they give you one. Everyone believes that ads are the answer. And business owners think they know what’s best for their social channels.

Folks – this isn’t the way.

Instead of wondering why your accounts are flatlining, instead of blaming it on ad spend or lackluster content – look at yourself or whoever is managing the social media channels and pinpoint the priority.

Money. Promotion. ROI… and, Money.

Not that making money is a dirty thing – we all need it! But we have forgotten to invest the essence of social media into social media – being social, building relationships, taking the TIME to get to know someone, providing value, investing time, and giving back.

Do you remember what social media used to be like? How much joy did you have unearthing your first old friend on Facebook? Making a new contact on Twitter who shared your interests? In finding a solution to a pain point via LinkedIn?

It was killer. It was glorious. But the necessity to monetize it came in and removed our ability to continue creating the same magic and today we find ourselves in a completely different space.

But guess what – five years after starting my business, the same principles still ring true and continue to cultivate the strongest communities and foundations for businesses.

While ad spend is a legit necessity, gorgeous visual media a commodity, and well-written content a must, even these strategies won’t adhere if a solid foundation isn’t in place to show a brand has integrity, provides its audience and customers with top notch service, and is always around.

Here are your old-fashioned values/priorities:

1. Know your target audience

If you don’t know who your target audience is – and I mean REALLY clearly – then all your marketing efforts are going to fall flat. Numbers might grow, the audience might increase, but the quality of it will be a completely different story.

Marketing to everyone is one of the biggest pitfalls of businesses these days because it generalizes the message and therefore it blends in with everything else out there.

Get nit-picky about the who/what/where/when/how and pain points of your target demo before embarking on marketing of any kind.

And if anyone tells you it doesn’t matter, RUN away. Like immediately! No joke.

2. Be consistent

Consistency has to be one of mankind’s most difficult challenges, but it ensures trust, growth, and loyalty – guaranteed.

Create schedules for all marketing endeavors and stick. to. them. no. matter. what. Yea, I said it.

This is a toughy for most, including myself, but if there was ANYTHING I’d say is necessary to marketing success (and really, ANY kind of success), it’s hands down – consistency.

3. Provide value

I was recently sitting in on a board meeting that was discussing the next major event and how to make it a success. But instead of focusing on what we could do to ensure value to attendees, the focus was on making it pretty, i.e. the fanciful stuff that anyoneeee can pull together.

Whether it’s a Facebook post, an event, a launch party, a newsletter – whatever it is, make sure it provides value to your target audience. Don’t try to please the masses, don’t get lost in being popular – think about your target audience. And again, if you don’t know who they are – go back to number one – you clearly aren’t ready for this point yet. Haha.

Because guess what folks – if you’re doing marketing correctly – you know it’s not about you! It’s your audience, your fans, your customers that make you successful, so their needs/wants/pain points must be taken into account.

4. Give your customers and audience reasons to fall in love with you

Marketing is a song and dance between two lovers: the business and the customer, and both are equally important. If we aren’t consistently providing value and making our folks fall in love with us, then we aren’t investing in the relationships, and the end is in sight.

Take it offline. What happens when you don’t reply to a friend’s email? When you’re saying “no” multiple times to an invitation? When you spend time with someone and make the entire evening about you?

You end up alone.

Same with social media.

We have to stop treating our online relationships any differently than our in-person ones. One of my biggest surprises when reviewing a new account or doing a social media strategy for a brand is seeing how many rarely respond to their audience. It’s crazy!

Bottom line: yes, this may seem like fru-fru stuff to you. But if you aren’t a MASTER of these practices then begin anticipating the expiration date of your marketing efforts. Remember, it’s not about you – it’s about them. And social media is about being social and building relationships FIRST, and then the money will come.


Disagree? Explain why. Would love to hear your thoughts!

Don’t Invite Your Friends To Like Your Facebook Page

You’ve created a new business or fan page on Facebook. You have a great logo and cover photo that you worked hard on. Branding is on point. You completed all the “about” sections and your page looks great. However, you have zero likes, and that does not look good. So what do you do? Most people immediately invite their personal Facebook friends to like the page.

Don’t do that!

There use to be a time when inviting your friends to like your Facebook Page was recommended. There might be a time in the future where it will be beneficial. It is absolutely not beneficial today nor has it been for a few years. Here is why it is not and what to do instead…

The reason why it’s bad to invite your friends to like your page (especially when your page is new) is because of the Facebook Algorithm. You need to work with the algorithm, and having a page initially comprised of likes from your personal friends is bad for the algorithm for one reason: your friends are not your target audience.

Having a page initially comprised of your friends leads to these two problems:

1. Lack of Engagement:

The more people that interact with your posts, the more people Facebook shows your posts to. When you invite friends to like your page, they usually will. However, your friends, mostly due to them not being your target customer, aren’t really interested in your content, they are just interested in supporting you.

They aren’t likely to engage with your content. Engagement is important because the more people engage with a post, the more people Facebook shows that post to. If your initial page likes are mostly from friends, and they don’t engage, your organic reach will be very low. Basically, if your page likes are mostly from friends, nobody will see your posts.

This leads to the second problem…

2. Lack of Reach:

Facebook will show your posts, your page, and recommend your page to people similar to those who have liked your page. They give the option to boost a post to people who like your page and their friends.

Let’s say you have a small business that sells only in Chicago but you spent most of your life in New York and you invite mostly friends from New York to like your page. All your initial engagement will be from people in New York. They can’t buy from you in Chicago. They aren’t in your market. Facebook does not know that. Facebook just knows that people from New York like your page and content, and they’ll show your content to more people like that. Those people won’t be interested in your content, and won’t engage, and that will drastically lower your reach (and views).

Inviting your friends to like your Facebook Page hurts your page. However, you want your page to have likes/fans shortly after you start your page.

Here are a few tips to help you in the first few days and weeks after creating your page.

  • Invite only friends that fit your target customer demographics. Reach out to them personally and let them know about your page and ask for their support. They’ll be more likely to engage with the page, which will help you.
  • Run a small ad campaign to acquire likes and boost your first few posts to a targeted audience. These ads will not likely perform well, but that’s not the point. You’re looking to gain a few fans that are well within your target audience. This is a way of working with the algorithm and essentially teaching it who to show your page and posts to. It also makes it simple to then run some quick boosts and ads to the friends of those new targeted fans.
  • Share the page with customers. Push the page in its initial stages. Put the Facebook link/icon front and center on your website. Instruct employees to ask customers if they’ve liked the page.

Your goal in your first few weeks of your new Facebook Page should be to build a small number of likes from very well targeted people. The more inline your initial likes are with your target customer, the easier your page growth and marketing efforts will be in the future.

Remember, it is not so much about getting the like and attention of that one person. Instead, it’s about getting access to market to people like them and to give Facebook an accurate understanding of who your customers. That way, the algorithm will work with you, not against you.

3 Tips for a Successful Online Course Launch

It’s your worst nightmare…

You spend months creating your very own online course to sell to the masses. Perhaps you’ve invested in a course creation service, or you’ve done it all on your own through countless hours of work. Then, when it comes time to launch…

…almost nobody buys the course.

The launch is a failure. All that time and money wasted for nothing.

Sounds terrible, right? Well, this doesn’t have to be the case.

With the right preparation and execution, you can dramatically increase the odds that your course launch is a success.

Your audience will be happy, you’ll be happy, and it’ll be a win-win for everybody.

So, what do you need to do to make your course launch a success?

You can start by following these 3 essential tips…

1. Make Sure You Validate Your Course Idea

If you haven’t validated your course idea in some way before creating and launching it, you’re asking for failure.

There are a number of ways you can do this. For example:

  • Create a lead magnet related to the course and send traffic to it with Facebook ads
  • Survey your email list and ask what they’re biggest problems are
  • Create a small chunk of the course (10-20%) and pre-launch it to a segment of your email list
  • Create blog content around the course. For example, if you created a course around how to get a girlfriend, you could write posts like how to choose the best second date ideas or how to start a conversation.

I’m in the process of launching a course myself, and to validate my course idea I first wrote a book on the subject. The book has gone on to become an Amazon best-seller and sell upwards of 7,000 copies and counting in just 7 months – so it’s fair to say that idea is validated.

(By the way, you can check out my process for launching that Amazon book here)

Validating your course ensures that it’s something that people actually want. So, it’s quite an important step. You can have the best marketing in the world, but if people don’t actually want your product then you won’t even sell one.

2. Create Your Launch Strategy

There are plenty of different course launch strategies to follow. Here are a few:

  • The video launch sequence. This can be a good launch strategy especially if you plan to work with affiliates. Videos are a good way to build trust quickly with an outside audience. You could use a series of 3 videos – in the first, discuss the problem, in the second, discuss the solution, and in the third, it could just be the sales video where you explain that your course is the best way to achieve the solution you’ve laid out.
  • The email launch. No matter what your launch strategy, you’ll likely be sending out at least a few emails. But with this strategy you plan out a 5-7 day launch, with anywhere from 5-10 emails (usually 2-3 on the last day as time is running out in the launch). Teachable lays out a solid plan for creating the email launch sequence here.
  • The webinar. Here, you create a 45 minute to an hour long webinar where you discuss the problem and present your course as the solution.

You can use one of these strategies or mix and match them (along with other elements) to create your own special course launch strategy.

3. Use Scarcity

Scarcity is the name of the game when it comes to selling your online course. You must create some type of scarcity if you want to have success – otherwise, people will keep procastinating and never buy your product.

So, how can you use scarcity to give your audience a little nudge in the direction of buying your online course?

Here are a two great ways:

  • Use a countdown timer. Set a day where your online course enrollment will close, and use a countdown timer to count down to that day. This shows your audience that they only have a certain amount of time to buy your course before the window closes. You can also have the timer tick down a deal for your course (i.e. 50% off until X day), or tick down on limited time bonuses (i.e. the bonuses disappear after X day).
  • Set a limit to the amount of buyers. Let your audience know that you’ll be closing the course enrollment after a certain number of people enroll. So, if they wait too long they know they may lose their chance.


A successful online course launch can transform your business and provide you with a steady stream of income for years to come. However, many people try and fail to create a profitable online course. You don’t have to be one of those people.

By following the tips here, you can improve the odds that your online course launch is a profitable success!

Have you had a course launch yet? What’s worked for you, and what hasn’t? Let us know in the comments below!

4 Strategies to Become a Better Writer

Writing is an important element of almost any business.

With it, you can tell your story, create great content, sell more products, and build life-long fans and customers.

Without it, you’ll start to stand out amongst the competition.

Now, you have two choices when it comes to the writing of your business and your website…

You can hire somebody (like our team here at ARCH) to help you craft great content that your audience loves. Or, you can learn to become a great writer yourself.

Perhaps you’re just starting out and don’t have the funds to outsource your writing and content. Or perhaps you have some spare time and always wanted to perfect your writing craft.

Whatever the case, you can learn to write well if you follow some simple tips.

Today, I’ll give you 4 strategies that will help you become a better writer.

1. Read Good Writing 

We’ve all heard the expression, “You are what you eat.” Well, the same idea goes for reading.

If all you read are click-baity Buzzfeed articles, your writing style will resemble click-baity Buzzfeed articles.

But if you consume a mix of quality blogs, well-written books, quality fiction books, etc., you’ll naturally start to absorb some of those styles into your own writing. You’ll internalize the techniques these authors use, and your writing will be a lot better off because of it.

So, if you don’t have one already, start a daily reading habit. Read for at least 30 minutes a day, and switch between quality books and strong blog posts.

As a bonus, you’ll also likely get some additional ideas for your own business from all this reading.

2. Start a Daily Journal

Along with the reading habit, you should also develop a writing habit. It doesn’t have to be anything crazy – simply 5-10 minutes per day.

You can write out your thoughts, or even sketch out an idea you’ve been thinking of.

This exercise will help you find your writing voice, and also help you to be more aware and conscious of your thoughts on a daily basis.

3. Handwrite Great Pieces of Writing 

One of the best ways to learn copywriting is to handwrite a sales letter every day for a month. This process helps you to internalize the patterns and techniques used by the greatest copywriters of all time.

If you simply want to become a great writer, you don’t need to do this every day. But an hour or two a week will help you keep your writing sharp, and also expose you to new writers and new patterns.

4. Use Power Words 

One mistake that many writers make (especially when they’re just starting out) is that they use too many basic words.

The result? Their writing is boring.

Now, you don’t have to sound like Einstein when you’re writing. In fact, you shouldn’t. I’m not telling you to use big words for the sake of using big words.

What you should do instead is use power words. Power words help readers visualize your writing, and also make it a little more “spicy”, so to speak.

To illustrate what I mean, here’s an example. The first passage uses no power words, while the second passage has a few power words.

“But you want to bring your game to the next level. Going out on the water with a little more knowledge will make your experience a lot more thrilling.”


“But you don’t want to be just another kayaker. You want the water to feel the treacherous blows of your paddle as you burst forward like an Olympic swimmer.”

You probably found the second passage a lot more interesting, right? Thanks to the power words, it was easier to visualize.

To start using more power words, check out this giant list of 317 power words.


Good writing can take your business to the next level. Whether you plan to outsource writing or do it yourself, it helps to be a good writer. That way, you can properly judge the writing and whether or not it’s quality enough for your audience.

Follow these 4 strategies and your writing will naturally improve over time.

Consistency is the Key to Facebook Marketing

Consistency is key.   There are all sorts of tips and tricks on how to manage a Facebook Page, but if you aren’t consistent, you won’t succeed.

As a social media marketer, I have friends and acquaintances reaching out to me often asking for advice on how to turn around their struggling Facebook Page. When I look at their social media accounts, I typically see the same thing.

Their content is decent. Their page is set up well with eye-catching graphics. They represent their business well. However, they aren’t consistent. They might have 2-3 posts one day, then no posts for a few days. Then, to make it worse, they are slow to reply to comments and messages from followers, if they respond at all. Their lack of consistency is killing their page.

You probably agree that consistency is key. But why is consistency important for Facebook marketing? More importantly, how can you exercise consistency in your Facebook Page management? I can teach people all the tips and tricks of social media marketing, but teaching consistency is a bit more challenging. Here is my attempt at a quick lesson on consistency as it relates to Facebook Page marketing and management.

Why Consistency is Key:

Facebook Algorithm

Think of the algorithm as a living thing. You need to work with it and train it to work for you. The more consistently you post, the more (recent) information the algorithm has, and the better it will work for your page. If you post inconsistently, the algorithm essentially takes a wild guess at who might like your content and page and your organic views will likely be less than 1% of your total audience.

Perception and Availability

Posting once or twice per week is like being open for business just one or two days a week, and then wondering why customers aren’t coming through the door. If a business posts only once or twice a week, the potential customer forms an opinion that the business is not likely a thriving responsive business.

Management and Growth

If you don’t actively manage the page, which includes posting daily and replying to all comments and messages within 1-2 hours, you’re not managing your page well. You’re not in your business. You aren’t providing value consistently to your customers or prospects. You aren’t learning about your customers. You won’t grow your social media presence. Not only do you have to post consistently, but you have to monitor your accounts consistently.

How to Implement Consistency:

Make Consistency a Priority

If consistency is key, then the key to consistency is making it a priority. If it is a priority, you’ll find the time and get it done. If your business has invested in social media and a Facebook Page, then you must invest in consistency.

Utilize Tools

There are plenty of tools that make consistency easier. Facebook provides some of these tools. One such tool is the option to schedule posts for future dates and times. Utilize this option to ensure you are posting consistently. However, make sure to only post on days and times when you will be actively available to reply to comments and messages.

Here’s a good practice: schedule out a week of posts, but schedule an alert on your personal calendar to check the page when the scheduled content posts to the page. This ensures that it’s posted properly and gives you the chance to reply to the initial comments and messages that generally come shortly after a post to the page.

Have a Schedule

One of the biggest mistakes I find with people managing Facebook Pages is that they try to fit managing the page in when they have a few open minutes within their day. That won’t work. You need to block out times for specific Facebook Page management tasks.

Here is a beginner sample schedule for a new or smaller (Under 1,000 Fans) page.

  • 8am-8:15am: Reply to Comments/Messages. Check Analytics/Insights/Ads
  • 10:00-10:05am: Morning Post
  • 11:30-11:35am: Reply to Comments/Messages. Interact with other Pages
  • 2:00-2:05pm: Reply to Comments/Messages
  • 4:15-4:45pm: Reply to Comments/Messages. Check Analytics/Insights/Ads. Research content ideas. Create content graphics. Read one article on Facebook Marketing (ongoing self-education is important)

You will note that this is only 1 hour and 15 minutes of work. If your page is new, you might spend less time than this as there won’t be many comments or messages to reply to. As your page grows, you’ll need to devote more time to replying to comments and messages.

This schedule has you checking on the page 5 times throughout the work day. This will allow you to reply to all comments and messages in a timely manner. You will find that this dedicated time to specific tasks will allow you to maximize your time when managing a page. Also note that finding content may take significantly longer, depending on your experience level and your business industry. If finding content takes longer, I suggest blocking a few hours one day per week to dedicate to content research and content creation.

*Pro Tip: Don’t combine your business page management time with personal Facebook use. Use your set times for Facebook Page management only for the business page. If you want to check your personal Facebook, do that at another time. It is important you don’t combine these tasks because it will drain your time and shift your focus.

Consistency does not come easy. It takes planning and a high degree of discipline – but if you can create a system that allows you to be consistent, schedule your time, and make being consistent a priority, your Facebook Page will benefit.