 Everybody, to a groundbreaking cure, just low-schedule, the marketing secrets that they don't want you to know. If anybody asks who they is, it's actually Andy and I'll tell you what, Andy and anyone else who sells marketing, no actually they're great resources, it's kind of just a wonderful deal. Anybody who buys the services that you have available to you, Tim, Michael Solutions, Andy and Matt Phillips of course as well, really great resources and that's actually what this presentation is going to go over a little bit about. How to utilize the content that's available to you in our industry to your advantage. So with that, we'll have to go on. Give you a brief introduction about us and who we are, my name is Andy Sher, I spent the last three years advertising in the float industry, primarily in Seattle before I got my start. Two years ago, I started an advertising agency called Rise and Tide Advertising that brings some of our winning secrets to the rest of the industry. In that three years, we've booked tens of thousands of floats online, generated hundreds of thousands of revenue, and we've developed educational videos that have been used by hundreds of centers around the world. And next to me is handsome devil, Mr. Jonathan Rowe, yeah, so tell me a little bit about you. I was in Jonathan Rowe last night, as many of you may remember, no, maybe you weren't yourselves either. I'm the owner of Flowlight in Appleton, Wisconsin, I'm also a board member for the Flotation Tank Association, and as you can see, I am a scientist of booking and sales. And number three and four on that side, a personal look, well, I didn't book that and float. I don't think tens of thousands, not quite, but you only have one float. All right, so we're going to start this presentation off with some fundamentals of fire psychology. We're going to get into some real nitty-gritty stuff with advertising by the end of this, but we're going to start real basic and grow up and make sure we're all on the same page about the volume numbers. So the truth is, it doesn't matter what you're selling, you can be selling both. Or goes. Or goes. Everyone buys things for the same reason, fundamentally. Yeah. But, no, every purchase someone ever made was motivated by one, two, three. Yes. Exactly. So the same is true for all of you. Anything you've ever bought your lives, fundamentally, motivated by a problem, a problem you're trying to solve, or a desire you're trying to satisfy. And we'll get into a little bit more of what that means. But the, these, both of these are the first steps in a three-step process. Call. Call. Buyer's journey. Buyer's journey. You guys have heard of that before, probably. Quick show of hands. How many people out there have heard of the principles of the Buyer's journey? Yes, you were putting on a post, yeah? So wonderful. For those of you unfamiliar, we'll take it through a brief example. Basically, it brings down to a few steps. Initially, someone is aware of a problem or a desire that they have. In the case of this little guy, he gets breakfast, watch time, gets hungry. So the problem is that he has hunger. So that, too, of his Buyer's journey becomes his awareness of a solution to his problem. So in this case, he becomes aware of, you know, local broker joints that serve what he's in the movement. Finally, step three of his journey is the action of purchase of a product that serves to satisfy his problem by delivering the solution. But let me ask a question. Yes. It's not always true that someone's going to be satisfied with your burgers. They might object to it. Maybe it's too expensive. Not my burgers. Maybe not. But then you solve one. But what if your burgers are known to be a little problematic? Well, we'll come back to that a little bit later. And anyway, the fundamentals of this is that by now, you know, these three steps of the buyer's process, we can start to reverse engineer what it looks like when someone buys book sessions, which is what we have about that course. And that's the whole point. But because you're able to, you wouldn't just be able to convince just anybody to hang out in your big salty bathtub. So we kind of have to develop a process, give them kind of a reason. Exactly. And there are some reasons we'll go over today. So in the context of the flow industry, the three steps of the buyer's journey right now do, for instance, a lot of people get stressed and anxiety about the problem of the patient. The solution that they discovered might be from the research done by Dr. Isaac. So it's a clinical tool, introducing that. Finally, after that sort of thing, realize, for the immediate solution, vendor-ready to buy a product they're after start considering what centers are around them, whether they're in a pricing deal, or membership options, or can't tell what they're doing. Fundamentally, though. Fundamentally, the key step to getting across is understanding that flow is a solution to such a problem. That's the real mechanism that we're going to be showing and demonstrating in the advertising strategy. Let's look at who your most likely customers are. Because not everyone's going to be floating in the same region. Exactly. So we're going to need to identify why different people are drawn to float. Yes. And once we know that, we can kind of reverse-engineer what markets are available to us, and who should be prioritized, frankly, with our act. And crack the message that specifically appeals to those specific problems. Exactly. So let's take a look at the big four markets that the float industry has in the hands of the server. There are more, but these four represent the largest amount of money spent in the future. They are backing, pressuring, anxiety. Enjoy. And in a moment, we're going to go through each one of these showcases exactly how big these people are. How much money is already being spent in the U.S. using local examples from the U.S. But the goal here is that ultimately, we're going to try to show you guys how to teach these people about how to float and solve the problem and ship some of the spending they're already doing on other possibilities in the float industry. Sure. And Andy, before you click the button, how did you come upon these results? Yes. So these four are not only the largest markets available to the float industry, but these are also the largest self-reported reasons why people float. We discovered after running customer survey, customer research surveys, to hundreds of different people across the float center boundless. All right. So breaking down these four big market opportunities for the float industry, we're going to start with the smallest one for the biggest. Number one is chronic background statistics. We have about 7% of adults in the U.S. These are people that are dealing with chronic back pain, on-going, without a 100,000 families, which is a great different part of their life. That's approximately 16 million people in the U.S. According to the Georgetown University report, the most common recorded treatments for back pain are physical therapy and massage therapy. And every year, Americans spend up to the tune of $86 billion trying to treat and mitigate their life with that. A lot of money being spent. The second buyer persona is depressive disorders. And this is broken down into two different categories. There are minor depressive disorders, which are depressive episodes that will last a few weeks to a month, and major depressive episodes, which can last months to years. But minor depressive episodes are much more common. And if not much more, many more people who are major depressive disorders are much more intrusive, actually, much more critical. But minor depressive disorders are very, very common. People lay back 8% of the population. 17 million people were told around 100. According to the National Institute of Mental Health, the most common treatment for medication comes from therapy, and there's 105 million adults back in the U.S. that are doing this. Anxiety is even bigger than depression. That's 18% of adults. 40 million people cross the U.S. And one in five people deal with an anxiety disorder. And I think yesterday, it can even demonstrate that since the pandemic, those numbers are up, and maybe closer to 30% right now. Again, most common treatments for medication come from therapy, and $116 billion is spent every year treating anxiety. This is also why I quote research questions so important. You know, I think mind-setting is so important. And finally, the largest marker right now, is chronic drug. This would be things like arthritis, osteoarthritis, rheumatoid arthritis. In fact, 23% of adults in the U.S. typically becomes more common in the elderly. But there's still 54 million people living with this, year-round. And most common treatments are pain meds, physical therapy, and joint replacement surgery. And every year, $140 billion is spent. So, over. This is a big thing. Yes. This is huge. Now, this is the moment we've been waiting for. Drum roll. Bam! Look at that. 447 million. Half a trillion dollars. Half a trillion dollars. Half a trillion dollars. You got it. It's spent every year. That's a lot of billions. Yes. Just a half of a trillion. Yeah. And these are the people that have not yet realized that's where we can help. Exactly. Likely. All of these people, they may have heard of floating for one channel or another, but the research that's come out recently that shows that floating is clean. The Google Office is so new, statistically, most of them probably haven't heard of floating. It's a practical solution for your search for pain-free stress relief. So, let's turn in. What I'd love to do real quick, and talk a little more in here for the audience, I'd like to actually show you guys what these markets look like, why do I know you guys accept? Because we can talk about national markets at a cube, but we actually have a technology right here, but right now, how many people are there that can be reached on social media platforms around your centers? And reverse engineer, statistically, what do I want to have around the base of the population? So, do we have any... Bradley? Bradley? K-1? K-1? Yeah. Okay, well, let's go. I said Bradley first. Yeah. I don't think Bradley. Where are you located, Bradley? In the United States. In the United States. Beautiful. Everything hats off. So, you move to the United States, and we will log it to... So, what we're going to do, we're going to pull up Facebook's business manager, and now we're going to do an app set that allows us to target Indianapolis. And what we can do is... Bradley, how big of a service area do you guys advertise to? How many miles away from your center? I don't know anything to do with the whole point of today. I don't know. Most people are going to come from however far it goes, like 15 miles. 15 miles away from your center? Okay. So, what we're going to do is we're going to drop a pen right on your flow center. We're going to pull the radius out. We're going to let Facebook's app manager to tell us how many users there are on the platform that we can reach. And from that, we'll apply the statistics that we know to determine how many thousands of people... 40 miles. 40 miles? Yeah. Sure. We can pull 40. Yeah. Actually, I would just... I would honestly say 50. Yeah, just... Because, see, when you're doing a target radius, 50 miles is usually the max, and it's usually what I set. So, I would just... Let's do it. That's what I'm going to do. You want a manager to work? Well, you know what? I'm... We are not having success here, but I will show everybody what we're looking at. Yeah. So, while Jonathan pulls that up, what we've got here is a spreadsheet that is kind of keyed in to showcase these are the different size national markets that we just wrote down for you. And what we've done is we've determined the average annual value per person in these markets based on the number of people in the market and how much they're spending in total of a year across all of them. So, for instance, back pain on average is spending about $5,300 a year per person to manage their back pain if they have pain beds, counseling, therapy. Is that per person with back pain or per person per capita? Per person with back pain. Yeah. Similarly, people with depression are spending to the $2,600 per year. Anxiety is $2,900 per year. Joint pain is $25 per year. So, what we're going to be able to do is plug in the population, a kind of carnival population around Indianapolis right here and it will spin out for us how many people we can reach. Okay. Technologies fighting us. So, in the short term, here's what we're going to do. We'll divide this up into a couple of different size cities. That's Dennis, dummy. Let's say, for instance, Indianapolis is a pretty major metropolitan area. If you're talking about 50 mile radius, you're easily going to have a million or more people in that area to potentially reach. Let's say there's a million people around Indianapolis. That means you've got 70,000 people statistically dealing with back pain. There's 2 million people in the Indianapolis metropolitan area. Okay. Let's go 2 million. According to Google. Okay. So, in a population of 2 million, we've likely got 140,000 people dealing with chronic back pain or spending $750 million a year to treat that back pain. 160,000 people with depression spending almost a billion dollars to treat that back pain. 360,000 people with anxiety spending over a million dollars and just shy of half a million people with joint pain spending over a million dollars. So, in a population that are 200,000 or 2 million people, it's not necessarily that you're going to have 1.1 million people reach because there may be some overlapping issues that people are facing. But, you have 1.1 million opportunities to connect the dots on the mind, body, and the speech because of depression. Yeah. We're going to give you access to all the sheets here. Okay. That's so scientific. All right. All right. All right. All right. So, man, I'm just so sorry that the ad thing isn't working. It's so annoying, but it's so important that I'm able to show you this stuff. So, even though it's taking forever, I'm going to slowly just come back and forth to it. But, if it comes down to it, here we go. This is perfect. So, okay. Let me just give you guys what he was trying to say. What we're saying is on Facebook when we're looking at a specific location, for instance. Tell me about the location. Okay. Got you. What's a zip code? Tell me a zip code. Well, our thing is a Q of 2. Q of 1. I'm going to do that. Okay. I'm going to do that. Okay. I'm going to do that. Okay. I'm going to do that. Okay. I'm going to do that. Okay. Okay. We'll tell you what this is in a moment. Okay. We're just using this as a potential example. So, what I'm actually looking at right now just to kind of give you an idea, just to go back to what Bradley was mentioning. He said Indianapolis. And then what I'm going to do is, I think I'm going to drop a pin. He was right. He said Indianapolis and draw a 50-mile radius around that. And what that will allow me to do is get a number of potential users that live in that specific region. Let me get rid of the zip code. And when you guys, when I zoom out here, you'll kind of see what I'm looking at. There's a 50-mile radius around Indianapolis going into some of those cities. And I would say that you have the potential to draw folks from that region. Would you agree, Bradley? Yeah, sort of. Yeah. I think you would. It used to float at home and you can like see your users, your customers by areas. So that's, as you guys can see right here on the right, that's 2,100,000 people. So if we were to have gotten that number before, Andy would have been able to update it into our calculator, which we'll just so happen to just do that real quick. We'll essentially do this. So that interface that we were just doing was Facebook Business Management. Yeah, and I will, we'll talk a little bit about that in a moment. I don't want to confuse people, but we were just getting to a number. So there's the actual difference. There you go. So, so let's, $4 billion perspective of Indianapolis every year. Solving is working. Now, this is not something that you guys need to do. You don't necessarily have to go into the ad platform, create an ad set, look to see how many people you have and plug them in. You can if you want. But I would say no matter where you're located, just know that we're just showing you that there's potential here as an example of that. So this thing has already happened. Just from the question of can we educate them on how floating solves this problem instead of the solutions that are on the boat? Okay. Yeah. So Andy, just to summarize, we've covered why people buy floats and who are most likely customers are and how you might, and how it might look like to sell them. Now we need to kind of see what it looks like to reach them with Facebook and Instagram ads. And we'll kind of, I think just jump right on it. Yeah. So show of hands, how many people here have experienced running their own Facebook or Instagram ads? Okay. So you guys might be familiar with what this looks like if you did attend my online presentation about funnels. This is just a real quick overviews to kind of give you an idea. If you ever come to the point where you think they know what we're thinking, you have that moment. It's like that ad came up right after you talked about it. Well, it's really because you did interact with that product and went to that website at some point and that coincidence did just so happen to happen or just so happen to occur. And that's what we are able to do with funnels. And they're some of the most advanced, most effective marketing out there. So at the top, just to make this simple, we have prospects. Think of prospects like people that might want to flow and you have the problems you just identified. Exactly. And that's even more specific, which is a really great thing. Those are the people you want to target. The leads are the people that may have taken action or that take action on ads that you've already shown them in the top level. And you showed them about floating. So if they take action, we can actually put those people who have taken action. So imagine taking action like, well, one action that they're taking is just going to the website in the first place, right? That's one action. But here's a better action. They go to your website and they scroll down half the page. You can track that. They go to the website and they hit this button, the CTA button, that's like, book now. That's huge in gold terms. It's like, they're taking major action. So you want to set something in front of them that might entice them. And so what you're going to do is at the CTA level, you're asking people who took action to make a purchase. That's like when they go to your website, the next ad that shows up, and I'm not about discounting, but you could put something in front of them that's like, hey, if you book now, you didn't put a little digital counter timer on it. It's like, you've seen this before. You got five minutes to purchase or the price goes back to normal. You better buy now. Not in float centers, I would recommend doing that. But that's the kind of advertising you can do. So instead of doing that kind of bait style advertising, you could potentially put something in front of them that explains a little bit more, further educating them, but that wouldn't necessarily make sense to somebody that's seen the ad about floating the first time. So the first ad in the funnel is something that entices them or just interests them, like somebody floating maybe is an interesting thing. The second one will be like, let's tell you what it does for you in more detail, but it doesn't necessarily have to have the imagery that entices them. And then the last step is, well, of course, we're getting inversions. Yeah. It's interesting that you can, it's like an integration algorithm that will send that same person this kind of ad and then this kind of ad. It's not an algorithm. Yes, you can. You can almost think of this as... But there are some requirements, though, to be able to get exactly what I'm talking about. That has to do with building audiences. So for instance, the way that to kind of visualize this is, I just went into a website and now I've been picked up by that pixel. I go now into this audience of people that navigated to the website for that pixel. I set up another ad set and another creative, another ad of people that are in that specific grouping because we know within the last seven days or whatever that they went to that website because they were picked up by the pixel or kind of tracking metrics that we have. And then we served them that next ad. And the reason it's called the funnel is because the idea is that it keeps getting closer and closer to the conversion event. You can almost think of this as a parallel to the two steps of the wire stir. Cross-strikes are people who've got problems. They turn to leads once you've adequately educated them about some of this solution and finally they make purchases from doing the call to action. Karen, did you have a question? Yeah, I went to your website to see what your home looked like. And now you've got ads for me. I'm getting you. And so I get... What kind of book did you want a book? Right, so I get a lot of people that are from around the country that are like, John, you know, you're wasting money because you're serving the ads in Texas and I tell them like, don't worry. I'm okay with that. I'm okay with serving you ads. I don't do it because I want you to see it. I do it because it's too much work for me to care that my retargeted audience is not going to serve you. I actually don't mind if it serves someone in Texas or Florida because they may be traveling to me and they're maybe looking for something to do in Appleton. And I get people that travel to us all the time because they're coming to conventions or what have you. And this just so happens to catch their attention. So that's actually a really great example. I think it just helped a lot of people understand what it says. And it gives me, it's a video. I mean, it's a picture of a woman moving in a tank. It's really cool. Thank you. I don't think it's, honestly, some of the ad creatives I make aren't the most effective. The truth is that that's why rolling, that's why having Andy here and showing some of Kim's and Matt's content is going to be crucial. So let's say that we create a specific audience and I can go through this with you guys, and you create a part first. I'm targeting people and these notes are from Matt Phillips. He's the expert on his own content and that's why he's performing and getting results for you guys. But some of his suggestions were pain targeting, folks with fibromyalgia, arthritis, back and shoulder pain, and he really focuses a lot on YouTube and he shows this video to folks. And he also says, you know, you could do detailed targeted or you could do interest-based targeting. He suggested the detailed targeting expansion, but he also says anyone 35 plus, so 35 years old plus broad audience should result in great convergence. Does that sound about right? So this is the content that he actually, that he provides for folks. Leave about the pain relief they get from blowing. You know, they're not crazy. Every day dozens of people come to balance blows who are seeking relief from arthritis, fibromyalgia, and chronic neck, back and shoulder pain. They've tried everything over the years, but to no avail. Imagine how sick and tired they must be of dealing with the chronic pain that often affects their work, family, and social life. Good news though. This second they lay in a zero gravity environment and float effortlessly in over 1,000 pounds of epsom salt. They know something is different. Their joints get serious relief. Their bones and entire body begin to decompress and they completely stop producing the stress hormones that often trigger their pain. Not to mention, they can let their mind freely relax knowing our float pods give them full control of the life that music inside. If you know someone who has been struggling with pain, why not see what all the fuss is about? Click the button below to try your first 3, 3, and 6 minute float session for only $59 at all. So, you get the point. You're specifically, you're finding one of those big targeted segments and putting that right in front of them. Now, two things that you could consider here. If we're using detail targeting or we're building audiences, we could play this video later down the funnel. But my thought is, if we could target all four and create what we call a dynamic creative and let Facebook work out, and that's another option too. Now, I have another video here by Kim Hammond and she creates amazing animations. She creates animated videos which are very, very good in front of audiences. People really relate to that. It doesn't necessarily have to be one specific person or another. It's just sometimes easier for them. That's how I made the beginners guide to floating. For my float center, it's not real imagery. It's all just little animated people. It kind of softens the message of floating, I think. It makes people feel more comfortable with it. Does that sound about right? Yeah. We all know that floating is super relaxing. But do you know why? Let's take a look. Your body uses chemical substances. Notice neurotransmitters to send information from the nervous system to the brain with insurance and instructions throughout your body. Flute therapy impacts three neurotransmitters specifically, dopamine, serotonin, and endorphin. Flute also has an effect on the form of cortisol. Let's look a little bit more at what each of these chemicals does and what they have to do with getting salty. Jocamine is the feel-good chemical. It's pleasurable and rewarding and it often motivates us to repeat the behavior in order to get another feel-good bed. Jocamine is released. I like the feel-good bed. I'm not seeing this video. I'm so addicted. I'm actually responsible for a lot more than just happiness. Most of the body's serotonin is actually found in GI tract. What I can say is that you just must have done it. You do all your own animations. It's taken a long time to do the mouse on them. Utilizing different forms of content like this really helps to get your message out to as many people, apply to as many people as possible and really show what you're meant to do. I'm just kidding. If we can't show Annie's, it's fine. You guys may have seen some of Annie's content. It's animated. He's talking specifically about some of the needs that people want to address. Some of that, many billions that people are willing to spend like in Friday. I don't know if that's a good idea. Some of that people are willing to spend like in Friday. Some another. Some another. Some another. Oh, he got all four. Imagine having all four and maybe you want to put them all on an asset. Well, then your broad audience might relate to all those people. And so what we'll do now is I'll show you an example of what we can do to be able to target people. Now, I know this is a little bit ambiguous using Facebook Ad Manager, and I don't want to reload because it's gonna take another 20 minutes. But the idea here is this. We're gonna create a campaign with an objective. The top level objective should probably be traffic, okay? The traffic campaign can help you build audiences, and you can define what these people are, or who these people are. So for instance, with the traffic, with an audience of folks that you're driving people to a specific website for views, it should probably be broad and create a copy that's kind of just enticing people to go there, okay? So for instance, if you're running an ad or something like that, right? If you've got a piece of creative like Max, for instance, where he's talking about the benefits of loading a book on a page, the copy in the ad itself could call up that thing specifically, or in that case, you could also call up five of my algebra joint pain, which you addressed across the board. So the idea is that with the right piece of creative, you can provide that solution of awareness to people and have it be specific to them with the headlines and the actual copy of the ad itself. Correct. And I guess I'm just, I'm gonna ask you guys because I could go through and explain this. What do you guys, I have a lot of knowledge and it's easier for me if somebody's guiding me, telling me what we wanna know. There are some things that people brought up to me that I do that have been so successful. If I didn't do them, I feel like I was losing something if I knew I could. One of the biggest things that I do that has been revolutionary for business more than anything else is exporting customer lists and importing them into the ad platform themselves. How many of you guys do this? I'm trying, I don't know how. I'm gonna help you. Is there a resource to learn how to do one specific, like that, that example? Well, that's my intention. I think that this sort of setup as a workshop is going to be very difficult for me to do that because of the internet connection. But what I will do, and I will commit to this, we'll set up a virtual call on the collective. You'll all see that call. We can all attend and we'll go through exactly that. But in other words, and he's with the helm and I know a lot of people can get a little bit worried about this because they're like, what if I could mine Bobby or something else? I encourage y'all to not worry, gotcha. I encourage y'all to not worry. All you're doing is exporting your customer list, okay? Once you get your customer list imported back into Facebook, you already have a goldmine of people that Facebook or Google or a number of other platforms are gonna tell you needs match this many people. That's an audience and initially that you can start serving. And that's the remarketing aspect of it. When you put an ad of your business in front of somebody that's already been to your business, imagine how much more effective it really is when they see that ad. Now I know Katelyn, you said you're having issues and have you ever tried to use the conversion template that I put out there? So I have a couple of different conversion templates here. These are available on the Helmbach Captains. If you guys aren't on Helmbach Captains and you work with a different software, please provide me a very small sample. It will be private of your audience list if you could. And I will build the calculator so that it can... So basically what this does is if I take an audience. So let's say I have a demo account here at the Helm so I'm not providing any private information. So we might see like Mickey Mouse or Abraham Lincoln or something on there. But we can see all of our customers, right? Oh my God, Albert Einstein. This is a really successful flow center because this is Albert Einstein. He actually came up with a theory of relativity in the tank at this one. So anyway, what you're gonna do is and you could do more advanced things, but export the customer list in a CSV file, for instance. Come on and open. And the way that I do this is a little different and I can show you guys how to set it up too, but all I have to do is download the CSV, drop it in a file, or a folder on my desktop, and Google takes care of the rest. There's some scripting involved, but then it will basically take that file and then pop back out on my desktop to render the parsed version for Facebook. But take the audience list and open it. I'm just gonna do a quick open and I'm gonna copy the material and drop it into that spreadsheet there. You probably have to select all. I'm gonna find the convergent sheet. Just the one. We're gonna drop it right here. Paste. Okay, a while that's why it's better to utilize like Google Drive, if you're gonna do this. But then it automatically formats it. On this sheet you'll see in a moment exactly how Facebook wants it. Facebook wants you to separate the person in the last name to have an email, to have a phone number specifically formatted and a value. And these headers is what we call them in the CSV files, must be named this, which is why you can't just drop in what you have from the helm in the Facebook. Now what you're gonna do, yeah, you have a question. Do you need consent, or do you ask for consent? My privacy policy contains that I do in fact take your data. We use it for marketing purposes. But just like anyone else's privacy document, it is sort of buried in there. And I'm not like, I'm not telling people, all right if they ask me, do you use my data for marketing? I absolutely tell them I do. And if they don't want me to, there's a lot of really, it is important, but I do. So like, you know what I find a lot of people do is like they'll have you sign, just sign something that says, it's a privacy statement. But it says that you're providing me a copy of it. You ever see that that they never provided to you? That's because they don't have to, but if they ask for it, you really should provide it. We actually made the mistake that we said that we were gonna provide it, but we didn't have it printed. And so people were like, why are you telling me you're giving me this? So you really should have printed and let them read it. And it's easy for you to make sure that they're not included in this audience. And that's gonna be a result of manipulating some of the filters at the time to be able to prevent you just exporting all customer data. Yeah, no problem. And there are some settings in Facebook that can also eliminate those particular rows from being served ads. This is different, though, that's selling good. You're not selling good. And this is why whenever I present this type of stuff, I'm always a little nervous, like somebody's gonna be like, oh my God, can you figure out how to spy on me? Well, yeah, that's really, in a way, it is. It's a way of me giving the customer list securely to Facebook. They match the information that you've already provided them. Remember, anybody that has a Facebook account, you've provided them the information. So all Facebook is doing is taking the information you're giving them. We have to have a few data points in order to be able to do it. We can't just give you, obviously, we can't give you just their first name. It's helpful to have an email and a phone number. And what Facebook does is it takes at least two of those, but normally more than that. And it matches them to the database of people in the world that they hold. This is why Facebook is the king of data, because they have it. And then what will actually happen is, and I'll show you here in a moment. They need value? They need value? So you want to know why value is important? What do you want to talk about? There's a concept known as lifetime value in customer journey. The lifetime value, and you'll see this on Facebook, a lot of people don't understand what it means. And it's why they keep asking for this. The lifetime value that allows you to scale that list on that hierarchy of value. Like the people at the top of the lifetime value are the people that start the most money. Right? So when you include the value in there, you're able to tell Facebook like this person up here is more valuable than this person. Now the reason why that matters is because when you create another audience, we call the other audience a look-alike. And you probably heard the term. This is another valuable thing. If you create a look-alike audience of the audience that you uploaded to Facebook, you're building an audience of people that aren't those people that you can reserve to ask to. And then you're going to watch your cost per conversion event or your return on ant spend is really what I love to talk about because that's important to me. It goes from $20, $15, $10. Now, look-alike, we're down to the summer. We went back to $5 per event, per conversion. In the winter, we're down to $2 per conversion event. Which means for every $2 that I was spending on Facebook, I had to sell it at a full price quote. It cost me $2 to acquire somebody to buy something. Which is good, right? You're probably all like, I can't believe it. This is insane. I shared it on Facebook. I was very, very confused. I'm bragging, but I'm doing it because it was my intention to tell you how to do it, and to make this possible. And it's so awesome of floating because it's such a unique thing. We have such great opportunity to display content that's unique in front of people. Instead of us opening up a cupcake shop and being like, I made these cupcakes or whatever kind of business. I mean, you can make it business, it's interesting, but we have one particularly interesting business, and we can create content for people that entices them, and we can get them caught into the system. So, that's one thing that a lot of people find valuable, is creating a custom audience for Facebook based on your current data. And when you upload the audience to the, when you upload that specific audience to the Ad Manager, what you're able to do, and this is full like to add audience manager here. So, I'll kind of explain a little bit of this. But here's how this kind of works. I always date everything, but without this, you're going to see an LTV. Now, it says a date, but I promise you the last time I uploaded was like probably four or five days ago, because I uploaded this weekly. I always export, I've created a workflow. The reason why you want to do this weekly, and you get to have one, you'll see the results. It's because we have what we call attribution circuits. We have a total of seven days where we can legitimately claim data that Facebook will show is something new. Now, this mostly applies to conversion events, but keeping this updated is going to also keep what we call frequency down. How many times you're showing an ad to somebody more than once, right? And that's another side that we'll talk about if I ever do this online. But I upload the lifetime value. I upload a list of people who have been to Flowbyte one time and still have the single-use automatic discount. I call it the second-time discount on their account. Because what I'm able to do for them is tell them and remind them, hey, if you guys come back at Flowbyte, you'll get $20 off your flow or whatever we offer and that kind of gets them coming back in. I'm able to create really advanced audiences too. Like people that went to Flowbyte and clicked book now, but didn't result in a purchase event because they backed out and then we serve them an ad that's like, literally this is what it says. Hey, we noticed you were online trying to book Flow. You didn't get it. Let us help you all. And I have five different copies in that one ad set. You can add multiples and Facebook will pick which one is the most valuable or at least it will determine that over time. That's why Facebook has this thing called learning phase. But anyway, those types of audiences are kind of like the ones that we're uploading to this, we can turn them into what we call localites and that's what this is. Now a localite is people that are just like the audience who just uploaded but we can define a percentage of the population of that audience. So we can pick between 1 to 3, 5 to 8 or we can go from 1 to 10. And those people are going to be even more likely to take action on the ad that you're showing right now.