The Power Content Campaign: Training Facebook's Andromeda AI
A 68-minute Zoom workshop on training Facebook's newest ad algorithm with narrow, single-problem videos instead of manual targeting.
Posted
5 months ago
Duration
Format
Tutorial
educational
Views
948
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57 · 43
Big Idea
The argument in one line.
Facebook's Andromeda algorithm now decides ad reach by reading the specificity of your content instead of manual audience settings, so narrow, single-problem videos become the actual targeting mechanism.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run paid Facebook or Instagram ads and your results have gotten worse without an obvious reason why.
You're building a coaching, consulting, or local service business and want a repeatable system for turning cold strangers into buyers.
You already have an offer and audience but keep publishing one generic ad instead of a library of narrow ones.
You want a framework for deciding how much goodwill content to publish before you're allowed to pitch.
SKIP IF…
You have no product or offer yet and are only trying to grow personal-brand followers.
You're looking for organic-only tactics; the metrics and examples here are built around paid ad delivery.
TL;DR
The full version, fast.
Facebook rebuilt its ad-matching engine, Andromeda, to route content based on signals the content itself sends, so old-style interest and lookalike targeting no longer decides who sees an ad. The fix is publishing narrow 'Power Content': three-to-five minute videos that name one specific problem, follow a hook-credibility-problem-solution script, and carry no direct call to action. Every viewer who watches 25% becomes a data point on an 'invisible list,' training Andromeda on who to find more of, while a second campaign withdraws that goodwill with an offer and a third keeps depositing to fill in the gaps. The math: chase a 25% view cost near $0.07 to hit 500 new leads a week, and never turn the content off.
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Laurel lets stragglers into the Zoom, previews the topic, and gives her scripted pitch for the $200/month Momentum program before diving into strategy.
01:17 – 06:31
02 · Same product, different audience: the TV promo story
Laurel draws on 20 years in TV news, comparing a San Antonio promo ('we fight your battles') to a Seattle promo ('you're a go-getter') for the same newscast, to prove one piece of content can't serve every audience.
06:31 – 09:55
03 · Why Facebook built Andromeda
Facebook's algorithm broke under a flood of AI-generated content, so Meta built Andromeda to match content to people. Her own ecosystem now runs 3 ad sequences instead of 5-6.
09:55 – 11:33
04 · The Andromeda Frame
Defines Andromeda as Meta's AI deciding who sees what content and when, making trillions of decisions a day. The job is to train it, not fight it, using Power Content to teach it what a perfect customer looks like.
11:33 – 19:15
05 · Pipeline Equity: deposits vs. withdrawals
Every piece of content is a deposit (education, proof, entertainment) or a withdrawal (asks, offers, CTAs). Pitching cold traffic with no deposits banked is an overdraft. Her free Black Friday offer worked because weeks of goodwill content disarmed the audience first.
19:15 – 21:39
06 · Mapping the 3-campaign ecosystem
Campaign #1 (Power Content) is a pure deposit that builds the invisible list; Campaign #2 (a DM or lead funnel) is the withdrawal that builds the physical list; Campaign #3 (the Conveyor Belt) fills the attribution gap so Andromeda sees the full journey.
21:39 – 24:07
07 · Dog whistle content is the new targeting
Manual interest and lookalike targeting is fading; Andromeda now targets off the signals content sends. Generic content gets a generic audience; a specific problem tells Andromeda exactly who to find more of.
24:07 – 28:43
08 · The Andromeda machine and the Content Bible
Walks through an awareness-level triangle (cold/warm/hot) using student Kathy (women 50+, hormones and weight loss) to show how one piece of content moves a stranger up the funnel, then points to the Content Bible exercise as the source of every future video.
28:43 – 30:58
09 · Power Content specs
Defines the format: 3-5 minute videos that solve one specific micro-problem, carry no direct CTA, and have only an optional indirect offer such as a free value bomb.
30:58 – 38:37
10 · The Power Content script template
Breaks down the Google Doc template line by line: dog-whistle hook/headline, promise of value, credibility/humble brag (with the CBS commercial-break trick behind it), problem agitation, why other solutions fail, the solution, and an optional CTA.
38:37 – 42:04
11 · What Andromeda does with every viewer
Step by step: 80% bounce at the hook (expected), the 20% who stay send a quality signal, hitting 25% watched adds them to the invisible list as a data point, and the algorithm goes looking for more people who look like them.
42:04 – 44:04
12 · North Star metrics and ad math
Target: 500+ new invisible-list leads per week. At $0.07 per 25% view that's about $35/day; at $0.50 it jumps to $250/day, so the cost-per-view number sets the budget.
44:04 – 47:30
13 · Ad setup: one campaign, Trinity Stack targeting
One ABO campaign, three ad sets on the same audience, one ad each. Uses a broad 'Trinity Stack' of three overlapping interests as a starting signal, even inside restricted categories like burial insurance.
47:30 – 58:20
14 · Live Q&A: budgets and niche targeting
Answers audience questions on what to do with $5/day (go hyper-local), running one content stream per audience segment (luxury vs. downsizer real estate buyers), and why less than 90 days isn't enough runway to judge results.
58:20 – 1:04:45
15 · Case study: 20,000 people, 95% watched
A student running $200/day across seven Power Content ads gets pushback on 'low quality' likes; Laurel tells him to ignore likes and comments entirely and retarget only the people who finish the video.
1:04:45 – 1:08:29
16 · Q&A: 1:1 coaching, LOL pricing, and sign-off
Fields a question about open 1:1 coaching slots, confirms the template lives inside the paid program, notes Lean on Laurel is rising to $3,000/month in 2026, and signs off before the members-only Zoom.
Atomic Insights
Lines worth screenshotting.
Facebook rebuilt its ad algorithm, Andromeda, because the flood of AI-generated content broke its ability to match people with the right posts.
Only about 200,000 people online are 'ready to buy right now' at any moment, so every advertiser chasing bottom-of-funnel buyers is fighting over the same small pool.
A cold audience plus a pitch equals high resistance because there's no goodwill equity to withdraw against, which is why cold pitches need sales teams and multiple touchpoints to close.
When someone scrolls past, ignores, or hides an ad, that's a negative signal that trains the algorithm to show it to fewer people, not more.
Generic content produces a generic audience: a video about losing 10 pounds in 7 days matches roughly 90% of an audience, so the algorithm has no way to narrow who to show it to.
A video naming one narrow problem, like 'why your VSL converts at only 3%,' tells the algorithm the viewer runs VSLs, tracks conversion rates, and already knows a benchmark for bad performance.
Power Content runs three to five minutes, solves one specific micro-problem, skips the direct call to action, and only optionally offers a free 'value bomb' in exchange for a comment.
Watching 25% of a five-minute video is roughly 60-75 seconds of focused attention from a total stranger, treated as the first real signal of buying intent.
80% of viewers are expected to bounce off a Power Content video within the first few seconds; the goal is qualifying the other 20%, not maximizing total views.
The stated target is 500 new leads a week; at $0.07 per 25% view that costs about $35 a day, but at $0.50 per view the same 500 leads costs $250 a day.
Ad accounts under $300 a month get better results narrowing to a five-mile local radius than running the same budget against a broad national audience.
A targeting setup called the 'Trinity Stack' requires an audience to match three separate broad interests at once, rather than layering near-duplicate interests on top of each other.
Businesses restricted from interest and pixel-based targeting, such as burial insurance, can still train the algorithm purely on the specificity of their content.
The stated average ad success rate is roughly 18%, so out of 100 ad variations launched, only about 18 are expected to perform.
Ninety days and 100 individual pieces of content is presented as the real minimum before judging whether a content strategy is working, not 30 days.
Once a viewer finishes 75% or more of a video, the advertiser's paid offers start showing up next in that viewer's feed.
A student running $200 a day across seven Power Content ads was told to ignore likes and comments entirely and retarget only viewers who watched 95% or more.
Takeaway
Specific content is the new targeting on Facebook.
CONTENT AS TARGETING
Facebook's Andromeda algorithm now reads the specificity of your content as the real targeting signal, so narrow, single-problem videos reach the right strangers cheaper than any manual audience setup.
02Same product, different audience: the TV promo story
The same underlying message needs a completely different script for each audience segment, because what reassures one audience will insult another.
Writing to a generic audience instead of a specific one is what makes content forgettable, even when the product or service behind it never changes.
03Why Facebook built Andromeda
When everyone floods a platform with AI-generated content at once, the platform's algorithm can break, and its response reshapes how every piece of content gets distributed afterward.
A shrinking number of ad sequences can mean a strategy is getting simpler and more efficient, not that it's underperforming.
04The Andromeda Frame
An algorithm making trillions of decisions a day isn't something to outsmart with tricks; it responds to consistent, honest signals about who actually engages with your content.
Your job shifts from finding the right audience yourself to producing content specific enough that the algorithm can find that audience for you.
05Pipeline Equity: deposits vs. withdrawals
Every piece of content either deposits goodwill or withdraws it, and a pitch made with no deposits banked first meets far more resistance than one made after weeks of value.
An audience judges 'free' offers by whether they feel like a setup, not by the price tag, so goodwill has to be earned before a free offer will convert.
Weeks of value-first content immediately before a launch can make a giveaway land as generosity instead of a trap, which is what actually drives urgency.
06Mapping the 3-campaign ecosystem
A content ecosystem works best split into three roles: one campaign purely builds trust, one purely asks for something, and one keeps depositing trust in between.
Relying on a single ad or funnel to build trust and ask for the sale forces one piece of content to fight two conflicting jobs at once.
07Dog whistle content is the new targeting
Manually picking interests and lookalike audiences is a shrinking lever; content that describes one narrow problem in specific language now does most of the targeting work.
Content written generically enough to apply to almost everyone ends up reaching almost no one efficiently, because there's no signal for an algorithm to act on.
08The Andromeda machine and the Content Bible
Mapping content across cold, warm, and hot awareness levels, instead of writing only for people ready to buy, expands how much of an audience a message can actually reach.
Listing out every individual problem a business solves, one at a time, turns into an entire library of distinct topics instead of one repeated pitch.
09Power Content specs
Removing the direct call-to-action from top-of-funnel content lets it read as organic value instead of an ad, which keeps a cold viewer watching longer.
An indirect, optional offer works better at the very top of a funnel than a hard ask, because it doesn't cost the viewer anything to engage with.
10The Power Content script template
Telling an audience up front that every piece of content will contain one usable takeaway trains them to stop and watch instead of scrolling past.
A credibility statement isn't just decoration; skipping it removes the exact signal that convinces a stranger the next few minutes are worth their attention.
Naming why previous solutions failed before presenting your own answer builds more trust than jumping straight to the pitch, because it proves the problem is understood first.
11What Andromeda does with every viewer
The first meaningful engagement threshold for a stranger isn't a click or a like, it's how much of a video they actually finished watching.
Losing most viewers in the first few seconds of a specific, narrow video is expected and even desirable, because it filters for the right remainder.
12North Star metrics and ad math
Setting one clear numeric weekly target, like new qualified viewers, makes it possible to reverse-engineer exactly how much a cost-per-result needs to stay under.
The gap between a cheap and an expensive cost-per-engagement isn't cosmetic; it can be the difference between a sustainable daily budget and one nobody can afford to run.
13Ad setup: one campaign, Trinity Stack targeting
Even when a platform restricts detailed targeting entirely, a strategy built on content specificity keeps working, because the signal comes from the content, not the settings.
Combining a few broad, unrelated interests instead of stacking near-duplicate ones gives an algorithm a clearer starting point when there isn't much existing data yet.
14Live Q&A: budgets and niche targeting
A small daily budget performs better narrowed to a tight local radius than spread across a broad audience, because every dollar reaches fewer, more relevant people.
Running one specific piece of content per audience segment, instead of one generic piece for an entire client base, lets each segment get matched with its own retargeting content later.
Judging a content strategy before roughly three months and dozens of individual pieces of content have gone out is judging it too early to see whether it's working.
15Case study: 20,000 people, 95% watched
Likes and comments can come from anyone in an audience's network, not just the people an ad actually reached, which makes them an unreliable quality signal.
Full or near-full video completion is a far more reliable signal of genuine interest than any surface-level engagement metric.
Starting a content campaign months before a launch, rather than weeks before, gives an audience-training strategy enough runway to actually produce qualified leads by launch day.
16Q&A: 1:1 coaching, LOL pricing, and sign-off
An average success rate across many attempts, like roughly 18% of ad variations performing, sets a more realistic expectation than assuming every piece of content should work.
A rising price for closer, more direct access to an expert is often driven by the expert deliberately limiting how many people they can work with, not scarcity marketing.
Glossary
Terms worth knowing.
Andromeda
Meta's ad-delivery AI that decides who sees which piece of content and when, built after the platform's algorithm struggled to sort a flood of AI-generated content.
Pipeline Equity
The running balance between goodwill content (deposits) and sales content (withdrawals) a creator has built up with their audience.
Dog whistle content
Content that names one specific, narrow problem so precisely that only the intended audience recognizes it, which trains the algorithm on who to find more of.
Invisible list
Everyone who has watched at least 25% of a video, tracked by the algorithm even though the creator never collects their name or contact info.
Physical list
Contacts a business can actually see and reach directly, such as names and emails or Facebook profile links gathered through a DM or opt-in funnel.
Power Content
A three-to-five-minute video that solves one specific micro-problem with no direct call to action, used to train the ad algorithm at the top of the funnel.
Conveyor Belt
The third campaign in the ecosystem, made of short-lived boosted posts that keep depositing goodwill and help the algorithm see a prospect's full journey.
Trinity Stack
A targeting setup that requires an audience to match three separate broad interests at once, used to give the algorithm a useful starting signal.
ABO campaign
Ad-set budget optimization: a campaign structure where each ad set gets its own fixed daily budget instead of one budget shared across all ad sets.
Content Bible
An exercise that lists every specific problem a business solves for its audience, with each entry becoming its own piece of Power Content.
“If you don't have 100 pieces of content, if you don't have one day, one content piece per day, you're not doing my strategy.”
Hard accountability line, good for a callout clip.→ IG reel cold open↗ Tweet quote
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
17px
metaphor
Perfect. And then I'm gonna let one more person in and then we are going to rock and roll. Okay.
Today, my friends, we are going to be talking about power content post Andromeda. Okay. So today we are going to be talking about the power content that's actually going to go to cold.
traffic. Because we do have power content that can be ran to warm traffic. That's going to be for another lesson.
And so today we're just going to be covering this one. That way you can get your footing, your foundations. This is going to be the foundational piece of your entire ecosystem.
Okay. So Andromeda Workshop number four, let's go. Okay.
So First things first, a lot of people are like, Laurel, should I join Momentum? I will tell you exactly what Momentum is.
This is just my little spiel. You get extra implementation calls. You get accountability club.
There's one assignment every single day, so you never have to worry about what to do. There's a premium replay vault. We do R3OAS deep dives.
For those of you guys who don't know, R3OAS is my principle -based business book that I wrote with my mentor. So if you're interested in not only advertising, but how my mentor helped me build my business.
That is what we do in Momentum. It's not just about advertising. It's about building an entire business structure that works with the life that you want.
Not a life that I want for you, but the life that you want. Also, you get access to my mentor, Nick Peterson. Following this call, my Momentum members and I will get on a separate Zoom call and we're actually going to implement.
together what I'm teaching you guys today. Momentum is not quote all of this extra stuff. It's literally about implementing and making sure that your business runs as smoothly as you want it.
It's 200 bucks a month. You get more access to me and that's my spiel. I'm not in big into pitching things.
So let's get into the principles behind why my strategy works. And so I want to take you guys back. Oh my gosh, I'm going to go back to almost 20 years.
So for those of you guys who don't know, I worked in television. This is my YouTube channel back whenever I worked in television, The Promo Girl. You could tell I was in a punk rock band with girls spelt with three R's.
And any time that I would do my spots, I'd always put them on YouTube, and I'm thankful that I did because now I can go back and look at that and reference them in a lesson like today. So on the left -hand side is a promo that I did when I worked in San Antonio. And on the right is a promo I did when I worked in Seattle, Washington, okay?
Two very different markets, okay? Now, why the heck am I telling you guys this story? Well, both videos represent me promoting a newscast, okay?
But the way that I wrote this same promo for San Antonio, the way that I wrote it for Seattle, Washington, is completely different. Why do you think that is?
Why do you guys think I wrote it very different than I did for my San Antonio people?
Different audience. Abso -freaking -lutely. Like, if you look at the demographics...
of Seattle, Washington, and the demographics of San Antonio, they are very, very different, right? How many of you guys have ever seen a local news promo? And it is one of those like 10 is on your side, right?
We're going to help you get ready in the morning and know everything that you need to do, right? That works in a lot of television markets. And so any news promo that I wrote whenever I worked in Dallas, whenever I worked in San Antonio, whenever I worked on the East Coast, it was all very like, we're on your side.
We're delivering the news, you know, straight to your home. We're going to make your battles for you, right? Anytime, like on the left -hand side, this is one of our reporters going after a slumlord, right?
Because we wanted to prove that the newscast was on your side. We're going to fight your battles for you.
However, how many of you guys know the demographic of Seattle? Seattleites are very different. They are very, and this is not in a bad way, they are very self -sufficient.
These fuckers will walk to work in the rain. They will not even carry an umbrella. Like they are very resilient.
And so what do you think would happen if I wrote news promos? for Seattleites the way that I wrote them for people in San Antonio. They would probably be like, fuck you, I can take care of myself.
And so the promo on the right that says you're a go -getter. So that entire promo is me saying, you're a go -getter. You walk to work in the rain.
You brave the Seattle traffic every single day. And I'm just going to give you the information that you need in order to Take care of yourself.
Very different than Fox 29 is going to go fight your battles for you. So that is a really great example of same product writing for two totally different audiences. And that's what we're going to talk about today because a lot of you guys are putting out the same.
piece of content and you're trying to make it relevant for every single person in your audience. And that's just not going to cut it, especially with the new Andromeda update. Okay.
So let's talk about the Andromeda update just for a minute, just to kind of bring everyone up to speed. Facebook updated its algorithm. They built a machine called Andromeda and Andromeda is built to actually connect the right person with the right type of content.
at the right time. Okay. Now we're going to go a little bit deeper than that, but right now, that's all you need to know.
For those of you guys who are new, that Andromeda is Facebook's new learning machine, and it is going to make your marketing so much easier. I know there's so many gurus that are saying Andromeda killed my ads results. That's not true.
The reason that their ads aren't getting results is because they don't understand. Facebook advertising or YouTube advertising, because this is not platform agnostic. This is principle that works across multiple platforms.
Okay. So in my ecosystem post Andromeda, we went from having five and six ad sequences to only three. Okay.
Just a quick recap. Everyone should be building a invisible list and to a physical list. Okay.
We're going to focus on building that invisible list today. Now, where does power content come into this overall strategy? Well, Andromeda is actually going to decide who sees what content and when.
It's making trillions of decisions per day. Your job isn't to fight it. It's actually to train it.
Power content is how you teach Andromeda what a perfect customer looks like for you. And I'm actually going to show you how to find the right people for pennies and train Andromeda at the top of the funnel. Okay.
So here's what's going on, right? Typical ad gurus. are teaching you guys how to make Andromeda work from a funnel perspective, right?
Most people who are running funnels are trying to get the people who are ready to buy right now. Would you guys agree? Most people want the people ready to buy right now.
So they're putting out funnels and ads to those funnels, trying to get that small two to 3 % of people. And so what we want to do is we want to make sure that we are focusing on not only those ready to buy, because what is also happening when we're trying to target those ready to buy people?
We're competing with every other person who... who's after that same audience. As a matter of fact, today I had a lovely conversation with someone that you guys probably know and love, Ms.
Rachel Peterson. How many of you guys are huge fans of Rachel Peterson? I am.
We had a Zoom call today. As a matter of fact, it was right before this call. And she told me a stat that I was like, holy shit, I'm about to go do a workshop with my students and I'm gonna use that.
And she's like, yes, this is actually verified and documented that. Every single person who is marketing online are fighting for the same, get this guys, 200 ,000 people. Right now online, there are only 200 ,000 people who are ready to buy right now.
There's your two to 3%, right? All of us are fighting for the 200 ,000 people. And so I designed this strategy.
to do something very different so that we can build our own ready to buy clients instead of trying to chase the same audience that everyone else is chasing. And so that's what we're going to learn what to do today. And I'm going to let a couple more people in.
But that is the last time. If you're not on time, you can't get in. Okay, let me see.
Stop sharing. Sorry, I'm on my laptop today, so I am.
There we go. Let's see.
See, y 'all fuck me up when y 'all show up late, and I got to let y 'all in. I got to do all this shit again. All right, there we go.
Can you guys see my screen? Okay, cool. Got it in slideshow.
So back to where we were. So basically at the end of the day, Andromeda is choosing who is going to see which piece of content. Now, the one thing that everyone is trying to do is they're also trying to utilize the same one to two ads to get to those same people.
Andromeda wants diversity. Andromeda wants a ton of content. If we just kind of recap over what we talked about in the last workshop, a lot of people, once AI came into the marketing space, people were creating content at record speed.
And the algorithm just completely broke. Facebook couldn't figure out where to put all of this content.
So they had to build Andromeda. And so the principle that I want you guys to take away today is that we have to create enough content. I'm gonna show you guys exactly how to actually do that.
Okay. The principle that I built my entire business on is something that's called pipeline equity. OK, now here's what pipeline equity means.
We want to have the correct balance of goodwill content versus sales content. Right. We all have that one friend that every time they post, we just don't even look at it.
Right. I've got one friend that does nothing but political posts. And I'm just like, fuck this.
I'm just going to like mute this. This is a lot. Right.
Your customers are also doing that to people who are selling all the time. As a matter of fact, you guys have probably blocked several people. It's like every time you see them post, you're like, oh, they're trying to sell something.
I'm just going to block. That's what your audience is doing. And so what pipeline equity says is that we want to put out more goodwill content versus sales content.
OK, so every piece of content is going to equal a deposit into your pipeline equity account. But here's the thing. Once you make pitches, you're going to be.
doing a withdrawal from that goodwill equity that you built up. The problem is that most of you guys think you're putting out goodwill content, but your audience doesn't see it that way. I'm going to give you guys a really great example.
So my Black Friday offer, right? My Black Friday offer was free. How many of you guys would think that that is goodwill equity?
Because I'm giving away my Black Friday offer for free. Right? It's free.
Not asking for anyone to have anything, right? Here's the problem with that.
How many of you guys avoid opting in to webinars and e -books and anything like that because you know what's on the other end of it? Dan just nailed it. People think it's a setup.
So what I spent time doing... weeks before I knew I was gonna give something away for free, I was like, I am going to put out a ton of goodwill content so that by the time I offer my free Black Friday offer, people are gonna be disarmed and they're not gonna be like, what is Laurel trying to do? What sorcery is she doing, right?
And so whenever I released my Black Friday offer, people are like, it is blowing my mind how many people. wanted it without even knowing what it is. I was like, because I spent weeks building up goodwill equity, I kept putting in goodwill deposits into that pipeline equity so that by the time that the Black Friday offer came around, everyone was like, holy shit, I've been getting so much free value from Laurel and now she's giving us a free offer for Black Friday when everyone else is trying to give us a discount.
She's doing something for free. Does that make sense? And so a lot of times you think that you're giving value.
You think that you're putting in goodwill deposit, but your audience isn't exactly seeing that. And if you know anything about me, I know my students who've been with me for a while, the messenger strategy comes really easy. For me, because I have deposited so much goodwill to my audience that I have trained them to know that I not only give them a ton of value, but they also know that I'm on the other side of that messenger conversation.
And so today we're going to talk about how to create content for your business that is going to train your audience that, hey, this person. They have me in mind. They're thinking about me.
They want to solve my problems, not, oh, this is just a marketer who wants to sell me something. Does that make sense? That's what we're going to work on today.
And that is why I always tell my students, it is important to understand principles. Because if I didn't explain to you guys what pipeline equity is, a lot of you guys would just take my scripts for power content and any other script and go try to execute it. And then you're trying.
to get results, but you don't understand the principle behind it and therefore it doesn't work. And so yes, my videos are super long, but it's because everyone needs to understand the principles behind them. Otherwise, you're just another person in the marketplace and we don't want you to be just another person in the marketplace.
I want every single person in this room to win because it is easy. It is very easy to win, okay? So deposits versus withdrawals.
Educational content, proof, case studies, value, entertainment, withdrawals, asks, offers, CTAs, pitches, overdraft, pitching to people who don't know you. Now, there's nothing wrong with that. There are so many marketers who do that all the time.
But that is why they need good sales teams. That's why they need good sales tactics. That's why they need the three -by -three follow -up method, right?
They need to do all of these things that sound so fucking exhausting, guys, to tell you the truth, in order to make a sale. I don't want that. I want sales to become effortless, which is pretty much what it is for me now.
But... It would be a disservice if I didn't tell you guys this is my seventh year doing this strategy. So I have had a lot of goodwill backed up in the last seven years.
Okay, so let's just take a look at some quick math. Cold audience plus pitch equals high resistance. No equity to withdraw.
The sale is hard. That is why sometimes it takes multiple touch points with someone before they decide to buy. That is why there's sales teams.
That's why there's call setters. That's why there's all of these things because A lot of you guys are trying to sell to an audience that doesn't love you yet.
Now, warm audience plus pitch, low resistance, some equity, but a little more work is involved. Hot audience plus pitch. This is where I am right now.
This is my favorite place to be. It's easy, yes, because you've got equity overflowing. And that is what I want for every single person in this room right now.
Okay, so when we pitch to cold traffic and they scroll past or ignore or hide your ad, That is a negative signal to Andromeda. And that is what is happening to a lot of you guys right now is because you're teaching the AI that your content is repelling people, okay?
We do not want to do that. We want to make sure that we're training Andromeda that it knows, hey, if Laurel's releasing a video, I need to put that video in front of as many people as possible. That's what we're going to learn today.
But when you put out goodwill content and people watch, engage, comment, and they save it, that is a positive signal. You're teaching Andromeda that your content attracts quality people. Pipeline equity isn't just about the relationship with your audience.
It's about the relationship with the algorithm. Every deposit trains Andromeda to find more people like your engagers. Every failed withdrawal trains it to avoid people like your scrollers.
Okay, that's what we want to avoid. So how does this map to the ecosystem, okay? If we take a look at campaign number one, which is our Goodwill videos that we call power content, that is a pure deposit.
Goodwill videos trains Andromeda on quality signals. Campaign number two could be a DM funnel. It could be the starting five.
This is going to be a withdrawal. Andromeda already knows who's ready because of campaign number one, but just know you're gonna withdraw a little bit of Goodwill equity, okay? Campaign number three.
That is where your compounding deposits happen, okay? It's going to fill the attribution gap so Andromeda sees the full journey, okay? So that's why it's important to run all three parts of the ecosystem.
Part one, which is power content, what we're working on today, that's going to build your invisible list. Campaign number two is going to build your physical list. Now, a DM funnel includes building your physical list.
You could use a DM funnel. That's going to collect names of Facebook profiles. You can see that, right?
Campaign number two can also be, I know I just froze because it just gave the thumbs up. Anytime it animates, it freezes my video. Campaign number two is going to build your physical list through a DM funnel, which could be, here's a name and their Facebook profile link, right?
You could see exactly who they are, message them in Messenger anytime you want. you're gonna use a email collection funnel, right? They're gonna give their name and email.
You could see that name. You could see that email. You could contact them through email at any time.
Then you have your book of call funnels where you're gonna get their name, email, and phone number. That's why we call it a physical list because we could actually see who those people are and we can contact them at any time. Whereas the invisible list, these are just people who are watching your content.
In my opinion though, people who are watching your content in my book are higher quality. Because a lot of times people are just getting email addresses from people just opting in for a free thing. If people are watching 100 % of my content, I know that that person is really interested.
And so what we're trying to do here is we want to build a system that works together. Every ad guru out there is training you guys how to use Andromeda to do campaign number two. If you think about my ecosystem, think about it as the two pieces of bread that are holding the meat and potatoes on the inside, right?
Campaign number two is the ads that you're running to some type of funnel. What we're going to do is we're going to train Andromeda to get signals from three places, not just from one. Every other Andromeda update focuses on ads that go to a funnel.
we're gonna train Andromeda to get signals from other pieces of content. So therefore, you're gonna have more signals to Andromeda than all of your competitors, okay? So remember in the old days, you did all the targeting, right?
We picked the interests, the behaviors, the lookalike audiences, and man, did targeting get stupid hard. But now Andromeda actually does the targeting, but can only target based on the signals that you give it. And so that's why we spent a lot of time In workshop number two, figuring out what your dog whistle problems are.
If you haven't done that yet, go back to workshop number two. It was all about figuring out what those dog whistle problems are. But here's what you need to understand is that when someone watches a video, let's just say in my case, why your VSL is converting at only 3%, Andromeda learns that this person runs VSLs, tracks conversion rates, and is sophisticated enough to know 3 % is bad.
Make sense? Generic content equals generic audience equals Andromeda has no idea who to find. I'll give you guys an example.
So many of you guys sitting in the room right now are in the weight loss space. If you're creating content around how to lose 10 pounds in seven days, do you think Andromeda knows who to go and find? No, that's like 90 % of the audience that wants to lose 10 pounds in seven days, right?
But if you can tell Andromeda, I'm a CEO dad who wants to lose his dad bod and he wants to do it by eating something like burritos or something that's more macro friendly. I do a piece of content on that.
Facebook is going to have a much easier time trying to match that content with the right person. If you're being very generic in your call outs, if you're being very generic in your content, Andromeda doesn't know who the heck to go and find. And so you're going to spend a lot of money putting content in front of the wrong person.
And so that's why now our content needs to be the targeting. Targeting now begins at that content level. It's no longer about figuring out, do I use a lookalike?
Do I do this? Do I do that? We want to do that through our content.
If you want to attract women, we need to use feminine language and feminine imagery, whether you're using a static image or whether you're using a video. Dog whistle content. is what we're talking about equals specific audience.
Andromeda knows exactly who to go find more of. The specificity of your dog whistle is what Andromeda is targeting, okay? So we want to be very, very clear on who exactly we're talking to.
So here's the big bad Andromeda machine that all these gurus are saying, he's a monster. Actually, it's a cute little thing that actually wants to help you. And so if we take a look at the triangle on the left, this is going to represent awareness levels of your audience, right?
The blue is going to represent your cold audience. The easiest way to pull a cold audience in is by solving very specific problems. Once someone figures out, okay, this person can solve my problem, we're going to move them into the orange, which is the warm audience.
And then we're going to move them to the red. Now, here's the thing. When we create content that covers all of these awareness levels and we feed it to the Facebook ad machine, Andromeda knows exactly who to show that piece of content to.
I'm going to use Kathy as an example because Kathy is one of my students. I know her offer very well. So basically, she helps women over 50 lose weight by fixing hormones and going through menopause and all of that fun stuff, right?
Her top of funnel content might be to women over 50 who don't know why they can't lose weight. They're following keto. They're doing all of these things, but they don't understand why am I not losing weight?
That would be an example of a great piece of content that she can send to her cold audience. Once that person watches that video, it sends a signal. over to Andromeda, the machine.
And now Andromeda is like, okay, this person is over 50. She's a woman. She wants to lose weight.
She's been Googling stuff about hormones. Let me send her this case study of this woman who used Kathy's method to lose weight. Make sense?
That is the way that Andromeda was built to do. It's built to take signals, go through the whole process of the machine and be like, okay. This person needs to get matched up with this piece of content.
That is what we need to build here, okay? So top of funnel, the whole point is to take cold traffic, convert it to warm traffic, okay? Now, in my opinion, one of the easiest ways to do that is to solve problems that your audience already knows that they have.
And so that's why in the power content template that I give you guys, It is designed to help you identify which problems that you solve for your audience. It is by far the easiest way to set bait for exactly who you want to take in.
Now, how do we do this? I know this exercise is, y 'all love this exercise, right? So many of my students, whenever they come to work with me, they're like, man, this content Bible exercise is like the bane of my existence.
I'm like, it is, but once you do the work one time, You have an endless amount of content. So if you go through the content Bible exercise, which by the way is in the rapid launch section of the program, if you haven't gone do that, do that right after this video, every single action step here is going to be its own power content video.
So this is my screenshot of my power content Bible right here. And so one of my action steps is the case sales call framework. The sales call framework works because it lays out the roadmap on the call so clients have complete clarity on the steps they need to take.
The problem it solves for my audiences is that their sales conversion rate is less than 20%. So you can see how I have the problem it solves, my solution, and how it works. That is all of the content that is going to go inside my power content video.
How many of you guys have noticed I gave you guys a gift this year? I created a power content GPT. So if you do your ICA profile, which by the way, I gave you prompts to fill that out too, and you input your content Bible into this GPT along with the ICA, it will spit out your power content for you.
But it only works if you understand the principles behind what we're talking about today, okay? That's the good thing is I gave you guys a shortcut, but the shortcut works. The better it works is how good you actually know the principle behind it.
And so that content Bible exercise is going to give you every single piece of content that you need, not only for power content, but also for your conveyor belt and your offer ads. So that is why it's super important that you guys do this content Bible, okay? Now we're getting into the good stuff.
We're getting into the tactical fun stuff that you guys are here for. Okay, here's how to feed the machine, right? Remember I told you guys, Andromeda wants specifics.
Andromeda is going to do the targeting. And so if we take a look at the content on the left, right? If we take a look at the content on the left, what do you guys notice about the content on the left versus the content piece on the right?
Okay, the content piece on the left is very broad. I say $3 and $8 sales with cold traffic and scale. Here's my process I use to create ad angles to see less diminishing returns.
That could be for anyone who's running ads. Do I want to market to anyone who's running ads? I only want to market to people who are running webinars and VSLs in this scenario.
So you can see the one on the right is going to tell Andromeda who to go find. Andromeda will have a really hard time trying to find my ideal client the way that I wrote the content piece on the left. Make sense?
So this is how we need to feed the Andromeda machine. We need to tell it exactly who we're going to go and find. So what are the specifications for creating power content?
Power content in my world are three to five minute videos. They're going to solve a very specific problem. They're not going to have a direct CTA, but it does have an optional, and I'll say that again, an optional indirect offer.
The difference between a direct offer and an indirect offer is an indirect offer is a free thing like a value bomb. So you can see here, I have an indirect offer that says, want the ad script plus the five -minute step -by -step setup? Drop a line below.
Okay, so that is an indirect offer, but it is not going to have a button on the ad. It is going to look very organic in the newsfeed. Clara, you have a question?
Oh, no, sorry. That was a mistake. Sorry.
Yeah, no worries. All right, so let's have some fun. I have a template right here.
Let's see.
There we go. Now I'm learning how to exit out of there the right way. We're going to go through the power content script here really quick.
And obviously I'm going to give this to you. It's already inside the program. You guys don't even have to ask me for it.
But I just kind of want to show you guys how this script actually works with Andromeda. And I have to say that when Facebook... explained how Andromeda works.
I was literally probably dancing all over my office because I was like, all of my students are already doing all of the things that Facebook wants from us. And so that was really exciting. Another note is my entire strategy is built upon principles, not tactics and tools, right?
That's really important that you build all of your marketing stuff around strategies and principles, not tactics and tools that get outdated really quick. So How does my power content template fit in with Andromeda?
So let's actually go through all of the different parts of a power content template, okay? So basically the hook in the headline is we want to be able to filter with our dog whistle problem, okay? Because this is honestly where 80 % of people drop off.
The ones who stay just gave Andromeda a quality signal. That is why a while ago I was showing you guys. Power content on the left, anyone who's running ads versus power content on the right, it was like, if you're running a webinar, you need to pay attention.
That's telling Andromeda, okay, anyone who stops and watches this video for any certain amount of time is likely our ideal client. But what for sure tells Andromeda that that person is a likely client is people watching all the way to the end, right? So that's why it's super important that for cold traffic, we're doing these videos three to five minutes, okay?
Five minutes, if a stranger watches your video 100 % of the time for five minutes, that is your ideal stranger. Now, even if they only watch 25 % of a five -minute video, that is still a long time for a stranger to watch your content. And so that's why...
that first KPI that I want you guys to shoot for is that 25 % view. Because when people hit that 25 % view, that is when they become a part of your invisible list. And our goal with power content is to build an invisible list.
And we're going to talk a little bit more about that here in just a minute, okay? So the headline and the hook is going to be your dog whistle. Okay, this is going to be Andromeda's first line of, okay, I got to go find this person.
Your promise of value, which is going to be, give me the next X amount of minutes and I'm going to show you X, Y, Z. This keeps people watching more watch time equals a stronger signal. Okay, now your value bomb, Andromeda note, comments are high intent signal.
If people are commenting on your power content, what do you think is sending to Andromeda? This person is engaged with this person. This person's content is important that people are commenting and engaging with that content.
So basically credibility, right? Your humble brag. My name is Laurel Porte.
I'm the owner of adcoachingfor7 .com where I've taught now over blah, blah, blah, blah, blah. Andromeda note, it builds trust so that they keep watching. Okay, remember the whole point of this is to get people watching longer.
One note that a lot of people miss about the humble brag. is this one line. So I'll tell you guys how I came up with this formula is whenever I was working in television, I was trying to get people to watch the evening news, like the most boring freaking show on television, right?
But I figured out that if I gave people a reason to watch the three minutes block of commercials, they would stick around. And so this is actually a strategy that I utilized when I first started working for CBS to hold people during a commercial break. And so I would say in the first 10 minutes of the newscast, you will learn boom, boom, boom.
So they knew they didn't have to watch the entire newscast to find out the answers to what they wanted to know. Worked like a freaking charm. Now, whenever I started my own online business, I used that same formula.
I'm going to grab people's attention. I'm going to use my promise of value to keep people to the end. But I'm like, how could I train people to know that every single piece of content is important?
And so I created the humble brag formula where I tell people who I am, why they should listen to me, and something a little bit more important. I know that it made the thing again. Let's see.
There we go. And so I was like, I need to train my audience to know why they should stop and watch every single one of my videos. You guys get where I'm going with this?
So my humble brag became, my name is Laurel Portier. I'm your favorite social media strategist bringing you no fluff, no BS, just straight up strategies that you can implement after watching every single one of my videos. That was my very first humble brag.
There's a couple of signals that I gave my audience in that humble brag. The reason I'm staying on this humble brag here a little bit is that so many of you guys want to leave out your humble brag because you think it's going to bring you more views. There's important parts of this humble brag that do things for your audience.
What did I say there? One, I trained them to be your favorite social media strategist. I kept hearing it all the time, so they know what I do.
And then I said, in every single video, you're going to get one strategy that you're going to be able to take away and use in every single one of my videos. So now anytime that they saw one of my videos in the newsfeed, they knew that that video was going to have a strategy that they could immediately implement. So I was sending signals to my audience, training them on why they should watch my videos.
That is why the credibility part of this template is super important and you shouldn't skip it. A lot of you guys are trying to skip it because you're trying to rig the system to get more 25 % views. You're missing out on a huge part of why the strategy works so incredibly well.
So basically, whenever we're talking about the problem, we want to agitate that dog whistle because only your ideal clients are still there. Everyone has bounced. At this point in the video.
And then obviously you want to tell them why the solutions fail. Like why is everything that they've already been doing not working? You want to give them your solution and very actionable steps.
Reinforce why it works. And Andromeda, if anyone is still watching at this point, this is 75 % or more at the end of the video. They know, Andromeda knows that this is a high value prospect.
So what do you think Andromeda is probably going to show them next in the newsfeed? probably one of your offers. They're going to start seeing your offers at this point.
And then obviously the call to action, which is optional. People ask me, Laurel, I don't want to have DM conversations. Cool.
Just take, don't do the value bomb. It's fine. I don't care.
I like it because I love having conversations with people because what is the main principle of my business? Conversations are the fastest path to cash. That's my principle, but that does not have to be your principle.
Does that make sense? That is my principle. That is a principle in my business.
So that is why I make the value bomb optional. Now, if you want to continuously have high return on ad spend, the best way to do that is to have conversations with your audience. That's going to always increase your ROAS any time, okay?
So 25%, the basics. 25 % of a four minute video equals 60 seconds plus of focused attention. This is not a tire kicker or bribe seeker.
This is someone who is seeking value. And this person just passed through your entire quality filter. Okay.
So basically this is what's happening. They see the hook. 80 % of people bounce.
That's cool. So we want them to do. We don't want to spend, I don't know if you guys, I don't want to spend money retargeting people who will not be my ideal client.
The 20 % who just, who stay just told Andromeda, I have this problem. Here's the thing, though, guys. Andromeda could be your best friend or it could be your worst enemy because it's a double -edged sword.
Because if someone watches 80 % of your video and it tells Andromeda this person has this problem, what is Andromeda also going to do? It's going to start sending a whole bunch of competitors to that same person, right? Because now Facebook knows this person has this problem.
I'm going to show you 10 more laurels. And now you're all competing for the audience, which is why it's important that... We use the conveyor belt because that's actually what's happening with a lot of people.
A lot of people have really great ads, but once they send that signal to Andromeda, and if you're using the same one or two ads, your competitors are just going to crush you because you're not staying in front of them. And that's why the conveyor belt, which we're going to learn in the next workshop, is super important. So step two, they keep watching.
Every second is a signal. Andromeda is building a profile, age, gender, location, device, time of day, what else they watched, who they bought, what they're similar to. They hit 25%, boom, they just joined your invisible list.
Andromeda now has a data point that says this person is interested in what you teach. How many of you guys want a hack to being able to fast track this entire process? So I'm going to let you guys in on a little hack that I do with my clients.
Any time that I have a client who is doing really well organically and they've built somewhat of a list, even if it's just a list of 100 people, any time that they're launching their power content, I will make sure that they send their power content to their email list so that their warm audience watches those videos first because what does that send Andromeda?
The signal to go find more people. in their cold audience. Makes sense?
And so that's one of the ways that we actually rig the game to win. I always want to rig the game to win, guys. I want to pay the cheapest for my ads, and I want to get the best results.
That's me. I am constantly trying to figure that out. I'm always trying to rig the game.
How could I do this better, right? Step number four, Andromeda looks at this person's profile and asks, who else looks like this person? They go and they find more of them.
And this is why we use the video views objective. We're not optimizing for clicks or leads. We're optimizing for watch time.
We're telling Andromeda, find me people who will watch, not just click. Every 25 % viewer is a training example. You're feeding the machine.
The more quality examples you give it, the smarter it gets at finding your perfect customer. This is the highest quality signal of intent you can possibly send to Andromeda. You're teaching it to find buyers, not just clickers.
So here's our North Star metrics. Now we're going to go through optimizing and troubleshooting in another Andromeda update. For today, you just need to know this is what our North Star metrics are, okay?
We want to be adding 500 plus to our invisible leads every single week. which means 500 new data points per week training Andromeda. If you only have $5 a day, you're gonna need to get your cost per 25 % view, 7 cents or lower, right?
If we do the math to add 500 plus new, we're gonna need to get them pretty low. At 50 cents, you're gonna need $250 a day to get 500 a week. We don't want that, right?
We definitely don't want 50 cents, right? So simple. setup.
I'm going to give you guys a loom video. It's only five minutes long on how to set this up. But just so you know, this is the setup.
One campaign, three separate ad sets with the same audience in it, one ad under each ad set. So one campaign, not a CBO campaign, ABO. Don't worry.
I'm going to give you guys a loom video that's going to be super easy. We're going to use something that I call a Trinity stack. Let's talk about audiences real quick.
Facebook has made this incredibly easy, but here's the deal. So many people are telling you guys do open targeting. Here's what I prefer for people who don't have a lot of data, right?
Because if you don't have a lot of data, we want to ensure that we can give Facebook a good starting point. So for instance, this would be a start. I like to do a broad Trinity stack, right?
I'm from South Louisiana. We love the Trinity. And so I named this the Trinity stack.
And basically it is telling Facebook that. They have to be interested in three broad interests. Okay, now notice this is not stacked on top of each other.
This is telling Facebook they have to be interested in this. And then they must also be interested in this. And they must also be interested in this.
I have so many people who are freaking out because they can't do any targeting. If you can't do targeting because you're in a special ad category, don't worry about it. One of my other businesses, we run ads for burial insurance.
And guess what? We're constricted by Facebook. We can't do any targeting or any of the fancy retargeting with the pixel.
And guess what? The strategy still works. We're sending Facebook the right signal so that it knows exactly who to go by.
We talk about burial insurance. And if someone's looking up burial insurance, Facebook's like, I'm going to put this content in front of this person. Make sense?
So we run power content. Whether it's burial insurance, whether there's a laundromat, doesn't matter. Power content is always the first line of defense in order to, Build an audience.
So one last note, one last note. I would recommend everyone do this. I would recommend that every single person in this room take that content Bible exercise and make one actionable piece of content out of every single step.
For some of you guys, this is going to be 15 steps from the content Bible. Some of you guys might have 25. Yes, make 15 videos, make 25 videos.
Here's why. If you take a look at that circle, I'm going to go back to Kathy because she's in the fitness space. Let's say that that circle represents every single person who's interested in fitness, right?
That's going to represent every single person who's ever Googled how to lose weight or whatever. What we want to do is we want to find the right pockets of people within this audience. So if Kathy is putting out.
Here's how to do this and how to do this. And she's very specific on who she's talking to. Every single person in this square that you guys see is a different problem solved for a different person.
She's going to be able to exploit more parts of that audience than if she was only running three pieces of power content. Does that make sense? How many of you guys have ever launched an ad and you're like, there's 2 million people in this audience.
Why is it only showing it to 100 ,000? If you understand the principle of how Facebook's algorithm works, it's not going to show every piece of content to every single person in an audience. And that includes your warm audience, by the way, guys.
A lot of times people think, oh, Facebook's going to show all of my retargeting ads to everyone in my warm audience. No. Go back to the principle, the right piece of content for the right person at the right time.
So just because you're retargeting doesn't mean Facebook's going to show that piece of content. That is why it's important. that we utilize this content Bible exercise that I've given you guys.
That's the key to the kingdom, guys. If you utilize every single piece of content from that content Bible, and then you utilize the four lenses that we show in the conveyor belt training, which we're gonna do in the next workshop, you will be able to at all times exploit every single person in the cold audience that you choose to target and every single person in your warm audience at all times, okay?
I know we covered a lot. But we got through it all. And we've got almost everyone still here.
How about that? Only about three people went bye -bye. That's okay, right?
Let's see.
I'm looking at the questions.
Yep. See, Christine says, humble brag, deep dive. I always did the humble brag, but left out the every one of my videos part.
We'll be putting that in. Absolutely. We want to train our audience, right?
Like I have trained my audience to know that I'm on the other side of those DMs. That is why people are very responsive to me in the DMs because I put out content talking about how much I love being in the DMs. You get how that works?
And so everything that you do as a person needs to come out in your content. You need to figure out how am I going to train my audience to do the things that I want them to do. I happen to love having messenger conversations.
Whenever the whole Black Friday offer thing, people are like, oh my. So I spoke at an event in Tampa. And I was really surprised because all of those people were in a room trying to learn how to get customers.
And they were just like, I wouldn't do that. And I'm like, then you fucking hate money. Why the fuck are you here?
You're in a room right now trying to figure out how to get more customers, and then you're complaining that you don't want to do the work to get customers. Let's see. Omid says, what if we only have $5 a day max budget, but do we do power content or value bomb ads?
So if I only have $5 a day, I'm probably doing power content, and here's why. Here's what I would do. I would make it a small demographic location, preferably in your own area.
So for instance, right now I'm in my office in South Louisiana. The Bayou House is what we call it because the bayou is right out there. Shitty internet and all.
But if I only had $5 a day to spend, I would probably spend that $5 focusing on a five mile radius of all of the businesses in this area because my $5 ads will go a lot further. Right? So anytime I have a student that says, I have less than $300 a month to spend in ads, I'm like, well, then let's make a demographic location so that we can get the most out of that ad spend.
Right? If you have a low ad spend, you're going to have to go more targeted. More targeted will actually help you.
Let's see. Wendy says, Laurel, if we have different audiences, example, real estate, luxury buyers, downsizers, probate, should I run campaigns for each? Absolutely.
Facebook's gonna know that you're a real estate agent. And what you can do is you can do a set of content for your luxury buyers. And guess what?
Anytime you do retargeting content for luxury, it's gonna match it up with the people who watched your top of funnel content on luxury buyers. That's all we're trying to do here. Like if Kathy came to me tomorrow and she's like, hey, I wanna try men over 50.
I'm like, cool, let's create some top of funnel content for men over 50 because Facebook, and then when you do your content middle of funnel for men over 50, It's going to match it up with the right people. I think people get the wrong idea whenever I tell them, you need to niche down in your content because they think that, oh, Laurel says I can only serve one audience.
That's not true. I serve very many different audiences. Like I am a business owner here in South Louisiana, but I serve mostly brick and mortar.
But online to you guys, I serve a lot of you guys who are online businesses. I serve a lot of different people, and so I have very different audience segments to do different things. That doesn't mean that you have to pick a niche.
Here's one thing that I do recommend, though. If you're brand new and you don't have a lot of clients, pick one problem and solve it for one person. That's going to get you a lot further than going broad, right?
Think about it this way. Let's say Tina. I'm looking at my lovely Tina over there.
Let's say Tina comes to me. She's brand new. And she's like, hey, Laurel, I want to show people how to make $10 ,000 a year in their business.
Okay. Do you want to compete with Alex Harmozy and Dan Henry and all of these other people? No.
But if Tina comes to me and says, Laurel, I've got this really cool strategy that if people just post one time a week on Instagram, they could fill their coaching business and make their first 10 grand. Ah. That is a very specific type, right?
Then she has a mechanism that goes to a very specific type of platform, right? Does that make sense? And so if you were just starting out, it is really in your best interest.
So a lot of people don't know this. When I first started in my business, I was going after pizza parlors in Phoenix, Arizona. Like if you go deep into my YouTube channel, you'll see all of my pizza content.
Oh, it froze again.
You'll see all of my pizza parlor content when I lived in Phoenix. Then I was able to, I had more Phoenix business owners coming to me because I kept going to all of these network meetings and stuff. And I put together, here's a little hack.
If you are brand new, do your power content. Put your demographics in your local city. attend as many network meetings as possible, ask to be the opener, put together a five -minute presentation.
So I was running my power content videos. I was posting them in the chamber. I was doing a lot of stuff, right?
Just trying to get my content out there. Then whenever I would go to all of these network events, I would do this five -minute presentation on how businesses can run $5 ads and get customers. What do you think happened when I made that $5 talk?
They would go and look me up on Facebook and then get caught in my retargeting spider web. And so more business owners started seeing me and they were like, well, would this work for a mattress store? One of my rockstar clients, Carlos, owned a mattress store in Apache Junction.
Then I started just doing local stuff. Then one day, a man by the name of Chad Thibodeau, I know you guys know him. He's pretty big in our space.
Chad Thibodeau messages me one day. He's in Phoenix. And he's like, will this power content strategy work for a webinar?
I'm like, what the fuck is a webinar? And then he sent me a video of Onyx and Gal and I learned what a webinar was. And I was like, I don't know, let's try it.
And so I went to his office in Gilbert, Arizona. And I was like, let's launch $5 ads for a couple of your webinar people. And guess what?
It worked. But guess what, guys? I started off doing one very specific tactic, a $5 ad.
A lot of you guys think you need all of this big old offer. I started just doing $5 ads for local business owners. Now I've got a lot of tools and strategies in my toolbox because I've explored a lot since then, but I would have never been able to explore if I didn't start with that one very small tactic.
Does that make sense? Was this helpful? Because I know that there's so many people here that you're trying to do so much and you don't need to do so much.
Sometimes doing one thing and doing it very, very well is enough to go pretty far. Let's see. Ina says, I have less than 200 followers and my organic post gets low reach.
My ads and other boosted posts is also not getting any engagement. Is my content the problem? Might just be that you just need a little bit more time.
How many, how long have you been doing the strategy? I will tell you guys this. When I have a student that comes to me and they're like, hey, Laurel, I've been doing your strategy.
I'm not getting results. I'm like, how long have you been doing it? And if they say less than 90 days, I'm like, you're not doing my strategy.
And if they say, well, I've been doing it for 100 days, I'll tell them, then you better show me 100 pieces of content. Because if you don't have 100 pieces of content, if you don't have one day, one content piece per day, you're not doing my strategy.
And if one piece of content doesn't work, guys, guess what? You want to know what the success rate of average ads are?
18%. That means that out of every 100 ads you're going to launch, only 18 are going to do okay. That's it.
18. 18%. And that's just across the board.
If you guys want this to work, You gotta get in the habit of doing one piece of content every single day. And at the end of the day, if all you did was what we talked about today, you'd be fine, honestly.
If you did one piece of content that solved one person's problem, threw $5 on it every single day, your business would look very different in the next year. Yeah, I know, it's only a month, that's it. You know how long it took me to get traction?
Honestly, you know why I had an accelerated path was because I went out locally and grabbed local customers. I didn't rely on my online presence. I had an entire ecosystem.
The online presence helped because when locally they would go and look at me, they're like, oh, this girl is doing all this content. Let's see. Michael says this was super helpful.
I showed up late. Can you drop the link for momentum? Absolutely.
We're about to actually go jam. But I can stay. I think I can stay a little bit longer and answer questions.
I just want to make sure that everyone understands this. Like, even if you don't, here's the thing. Even if you don't go further into the program and you just watch this video and you use the templates over and over again, you'd be better than 90 % of your competitors.
I guarantee it. If you did nothing else of my strategy, which by the way, my strategy is just repeating more of this in different formats. That's it.
That's pretty much it. Phyllis, what's up, girl?
Let's see. There you go. Thank you.
I thought it was me. So I'm all organic right now because I'm still in the middle of the 90 -day organic to build revenue. So if I am not able to use hook, hold, and I forget the name of the other one, perimenopause brain rate, what am I using as my metric?
Because I'm getting ready to start looking at, okay, what's working? What are people watching? What are they not watching?
Yeah, it's really hard with organic. You'd have to go into, I don't know what organic, I don't play the organic game just because I... I don't want to, but I bet you someone else here on this call knows the answer to that question.
I use Metricool. I've never looked at the metrics for my organic stuff, but I'm willing to bet that there is some way to look up the metrics. I just, I'll just be honest.
I don't know. Cause I don't do organic. I know Lightning Laurel, your clone.
She said, look at anything that got 500 views, but. how do I like parse it down from there? I think that's my question.
Yeah, I think you're probably limited with metrics. I would have to guess organically, but I'm not sure. Does anyone know the answer to that?
I know TikTok. Professional, yeah, Nicole says professional dashboard is probably the best that you're going to get. Okay, okay.
And then that lets me know what topics they're watching and what to double down on. Yeah, you can actually see that. Like you could see which videos got the most views and stuff like that, but.
I like to see the watch times because that's my main metric. Like people track all kinds of metrics. My number one metric for my own business is watch time.
TikTok will do that. It'll tell you how many people watched. So, okay, I'll use that.
Thank you. That's awesome. Yeah, no, great question.
Um, let's see parent teen life coach. I like having local parent coaching clients for social proof. Would you create a separate power content campaigns for local and globally?
Absolutely. Like I have, so I, uh, I participate a lot in the Biloxi, uh, chamber cause that's where my beach house is. And, uh, I have a local power content campaign that just goes to Biloxi business owners.
As a matter of fact, I had chat GPT rewrite super duper profitable ads from a Biloxi business owner standpoint. And. I wrote it for the Biloxi Chamber to use as a free gift when people join the chamber.
See, guys? I'm always thinking about how could I get someone else to promote me? This is how good you guys need to get with marketing.
But if you guys stick with me, guys, I'll teach you guys all kinds of crazy shit. Remember, I'm old. I'm about to be 44 years old.
I've been marketing for over 20 years. I know lots of cool marketing tricks that a lot of people don't know. Let's see.
Lava says, I want to make sure I understand completely. You said if it's been 100 days, there should be 100 pieces of content at $5 a day. Does that mean I'd be spending $500 a day?
No, because remember, well, you might not have gone through the conveyor belt content yet. Conveyor belts are boosted posts, so those are ads that expire.
So you have to turn stuff off. And if you go into phase one, I actually show you guys this technique I call the flywheel. That actually shows you what to turn off, how to turn off and all of that fun stuff.
Tina.
Laurel, I was just going to say, yes, it's all true. And yes, I've been running power content for two years and two different groups of people. And I haven't got around to putting a sales ad up yet, guys.
OK, so I just use power content and people come to me. So that's true. I wanted to actually ask you about.
using other lenses for those 15 pieces of content, but that might be better for the. Yeah. Let's wait, let's wait that.
Are you, you're an LOL. So you can ask me on Voxer. But I just want to say that everything you said is true.
Even for someone older, like me, who's nearly 55 years old. Guys. And I will say this, I will say this.
I'm going to brag about Tina here for a little bit. Okay. Tina and Dan, her son, Dan have been with me for two years.
And Tina will tell you, it took about seven or eight months for them to get any momentum. But you know what? They showed up every single day, gave me stuff to look at, and were like relentless.
Like they were resilient. They were just every single day, Laurel, can you look at this? They've been in Lean on Laurel for two years, y 'all.
That's a long time. But they stuck with it. And now they get tons of clients.
And yeah, the beginner calls. Now they're hosting y 'all's beginner calls for you guys. It's because they just stuck with it.
And I see something in them that was just like, wow, that's really freaking cool that they've done it. This is not easy, y 'all. This is not easy at all.
Especially because there's metrics that say there's 100 ,000 new online businesses created a day. 100 ,000 new businesses are created online a day. That's a lot.
Omid, and then after him, momentum peeps. We're going to go to the other Zoom, and we're going to have some fun. I'm going to show you guys something that I created for Rachel Peterson.
I created a video funnel that she was asking me. And so I'll show you guys what I created for her. I think that's going to be super cool.
Omid, what's up? Great to see you. Great seeing you again.
Well, two questions. One is, how can we get one -to -one sessions with you if NOL is sold out? Is that a possibility?
Yeah, LOL is the only way to get a one -on -one with me. Is that sold out? It is not sold out at the moment.
I have two spots open, as a matter of fact. Can I have a link to somewhere to go check it out? Absolutely.
It is ads with Laurel. And I will say this. If you guys have been on the fence about it, and there's a couple of my Lean on Laurel students here, they'll tell you.
You can reach out to Tina personally. You can reach out to Kathy.
Without even me knowing, get their honest... I won't have any involvement in it, but if you guys want, message Kathy, message Tina. They'll give you an honest review of what it's like to be in there, and it's not easy.
Kathy will tell you. I'm fucking hard -ass. I'm like, hey, what did we do today?
It's kind of intense at times, but... The price is going up, and this is not just me saying scarcity. It's just going up because I'm taking less students in 2026 because I'm working on another project.
So if you have been thinking about joining LOL, I would recommend that you do it before the end of the year because it's going to 3 ,000 a month.
Okay. Was that it? Or that was easy?
Oh, you said you had two questions. I was like, that was way too easy. The second question is actually a question.
Okay. So this may not be enough time. But I've been running power content for about six weeks.
I'm spending 200 pounds a day or dollars a day on like seven of them. So we're getting lots of people watching like 50, 75, 95 % of the views. And I'm doing the conveyor belt on 50 % and more people.
Here's the thing that is kind of shady on my power content stuff. People that are liking it. Don't seem to be the quality people.
Don't look at your likes. That's not a great way. Here's why.
Like, the people who like your content are not necessarily coming. from ads. It could be coming from organic stuff.
Right. Because like, let's say I'm looking at Layla, shake her head right now. Right.
Cause Layla knows exactly what I'm about to say. Right. Because here's the thing.
If Layla sees my content in the newsfeed, she goes and likes it or comments. Someone in her audience is also going to see Layla commented on this and then they go and like it too. And remember your lurkers are never going to like her comments on anything.
Your lurkers are just going to be watching. So what all I'm looking at. is who's watching all the way to the end at 100 %?
Because I'm like, those are my peeps. These are going to buy. I don't know who they are, but these are my peeps.
And I'm going to keep making content for these people. That's what I'm looking at. I'm not looking at clicks.
I'm not looking at likes or hearts or anything like that, because there's so many things that could happen that people find your content. No, that's perfect. I can just relax and focus on the people that finish it.
My plan is to keep running. Well, they're going to run for a long time. but I'm doing heavy investment on power content to build the audience because in January we're launching a new program.
Yes, you are doing exactly the right thing. You're doing exactly the right thing to do. Did everyone listen to what he just said?
That like, like, like whenever I run these big launches for all of these people, they always start three months ahead so that we can put enough power content up before the launch happens. So you have to give your, like, if you're doing a launch. 30 days is not a long enough runway for a launch.
You want to be running. I always tell people, don't turn your power content off ever. Just keep it running all the time.
Sorry, Omid, I didn't mean to cut you off there. The Bayou internet is lagging a little bit. No, that's totally cool.
Yeah, that was the question. I'm not going to stress about the comments or the likes or anything like that. I'm just going to focus on people that finished it.
And I'm going to retarget anybody who's at 95 % on power content to... Come join the program. We only have 200 spots.
Well, seven of them I've already sold out. So 13, that should be easy to do with the audience of 20 ,000 people at 95 % view. That should be.
That's awesome. So you got 20 ,000 people to watch 95%. Yeah.
Fucking awesome. That's awesome. No, that's great.
Yeah. Those are, those are power content videos that are like five minutes long or longer. Holy shit.
That's awesome. Five to six minutes. Yeah.
Yep. So let's see. Cigar says, Laurel, can you kindly confirm if performing well, then the power video I can run no matter how many days for $5?
Yeah, I've got my same power content, guys. My power content videos, there are some of them that have been running for six years. Like if you look at the date that I like launched it, it's been running since like 2020 and I'm like 30 pounds overweight and I freaking hate it.
But every time I see it, but I'm like, God, the metrics on this thing are so good. I can't turn it off. But it's like six years, it's six years old.
Yeah, Becker's Hyros ads are like 2022. Yeah. Awesome.
Great call today, guys. Man, we've got almost everyone still on the call right here. Well, Momentum, LOL, we'll meet you guys on the next Zoom room and we'll have some fun.
Let's see. Do you have a paid in full for LOL for the year? I do not.
And the reason is I don't like obligation. That's why all of my programs are monthly and there's not one big long thing because if one of my other businesses, like our insurance business, we sell it for a billion dollars. I'm like, peace out y 'all.
And I don't have any obligations. I could just quit all of my programs at one time. That's just me.
That's a personal preference. So that's why I don't do paid in full.
Yeah, you guys are very, very welcome. Hope you guys are enjoying it. I'm going to upload this into the Andromeda updates.
I'm pretty sure. Pretty soon I'm going to move the Andromeda updates to be the main curriculum of the program. I know things are a mess and I apologize for it.
It's really hard when you're updating and trying to keep, but everything in the above program is still relevant. It's just the way that like the only thing that's different that Andromeda brought is just the way that like we're setting up the conversion campaigns. A lot of people think that the other stuff isn't relevant anymore.
You're going to be learning all of the same stuff that's in the rest of the program. The new power, the power content template is still the same. Nothing's changed.
The power content template that I gave you guys today is the one that's in the program. But I will put all of the resources that you guys need. I think the five minute setup, power content setup is already in the rapid launch section as a matter of fact.
Five minute loom video for setups. Super easy. Even if you don't know anything about Facebook ads, just follow click by click and you'll get it.
Awesome. Bye guys.
The Hook
The bait, then the rug-pull.
Laurel Portié lets a few stragglers into the Zoom, pitches her $200-a-month membership in under ninety seconds, then spends the next hour teaching why Facebook's newest algorithm now rewards content specificity over ad spend.
Frameworks
Named ideas worth stealing.
11:33model
Pipeline Equity
Deposits: educational content, proof, case studies, entertainment
Withdrawals: asks, offers, CTAs, pitches
Overdraft: pitching to people who don't know you
The running balance of goodwill vs. sales content that determines how much resistance a pitch meets.
Steal fordeciding the ratio of value posts to pitch posts before any launch
19:15model
The 3-Campaign Ecosystem
Campaign #1: Power Content (pure deposit, builds invisible list)
Campaign #3: Conveyor Belt (compounding deposits, fills attribution gap)
Splits paid content into three roles instead of asking one funnel to build trust and close the sale at once.
Steal forstructuring a full-funnel ad account instead of running isolated campaigns
21:39concept
Dog Whistle Targeting
Content specificity has replaced manual interest and lookalike targeting; naming one narrow problem tells the algorithm exactly who to find more of.
Steal forwriting hooks and headlines that filter for a precise audience instead of a broad one
30:58list
The Power Content Script Template
Hook/headline (dog whistle)
Promise of value
Credibility/humble brag
Problem (agitate)
Why solutions fail
Your solution
Why it works
Call to action (optional)
An eight-part script structure for a 3-5 minute top-of-funnel video, ordered to maximize watch-time signal.
Steal forany short educational video meant to run as a cold-traffic ad
44:04concept
Trinity Stack targeting
An audience setup requiring three separate broad interests to overlap, used as a starting signal when there isn't yet enough first-party data.
Steal forseeding a new ad account or a restricted vertical with no pixel data
CTA Breakdown
How they asked for the click.
VERBAL ASK
00:30product
“It's 200 bucks a month. You get more access to me.”
Delivered as a quick, low-pressure aside before the real content starts, framed as optional rather than a hard sell, then repeated as a Lean on Laurel pricing note near the very end.
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Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
A live coaching call where a $5-ad marketer draws out, on an iPad, why cold traffic isn't buying yet, and what has to sit between the ad and the sale to fix it.
A screen-recorded walkthrough of the exact rule Laurel Portié uses to decide which test ads earn real budget, and how she rebuilds them into a CBO scale campaign without losing their social proof.
A whiteboard walkthrough of the two mistakes that stall DM conversations: bait that's too broad, and pitching before you've diagnosed the real problem.
Laurel Portié scrolls through the actual document she hands her students: a six-phase system built to plug four leaks in a funnel before a single ad dollar gets spent.
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