Advertising As Courtship
Self-Referral™ Advertising Systems for Professionals
Advertising for the Rest of Us:
Professionals whose success depends upon referrals
Therapists*– Coaches – Consultants – Insurance Agents – Accountants – Financial Planners – Attorneys – Realtors & Mortgage Brokers – Opticians – Dentists* – Chiropractors*– Physicians*…
Are you as busy as you want to be?
Everyone knows that professionals thrive on referrals from colleagues and satisfied clients. But rather than be at their mercy, waiting for the phone to ring…. What if you could “self-refer” instead?
What if you could use social media video advertising that humanizes you. Video doesn’t lie. Share yourself as a unique, authentic, living, breathing, person.
Search Ads** are demand harvesters. Are people looking for your service? Stop being just another name in a sea of Google Ads and organic listings (SEO), or another “headshot” in a directory or a typical ad!
Facebook ads are demand creators, personalized “billboards.” They feature only you or your service. Better yet, we laser-target them to only the people most likely to become your new clients: people who likely don’t know you, yet, or weren’t even thinking of using your service. But when they “meet” you online, they become eager to, well, meet you!
To win new clients, you need a catalyst to put you top of mind. Tag, we’re it!
Imagine using video to introduce yourself to the audience you most want to serve. People want to meet a provider they can know, like, and trust!
Advertising As Courtship (AAC) does more than just introduce you. We help you “court” your audience in a series of friendly, yet powerful videos on social media and YouTube.
Authenticity is your magnet. Only video conveys the necessary authenticity and intimacy to make an emotional connection online. And you don’t need to please everyone. Those who resonate will ask you to contact them! Eventually, they become your clients or customers, and later, they become your advocates.
We know video isn’t for everyone, but video ads may be just right for you and easier than you think! We’ll do all the hard work to bring you new clients, and make video fun and financially rewarding.
The Way of the Tortoise
Advertising As Courtship Self-Referral™ Systems Video Ads
Advertising As Courtship video ads help you court new clients the determined, steady, Self-Referral tortoise way. Ordinary “hare-like” ads (see our Blog) shout “Buy Now” and, frankly, annoy people. They’re like asking potential clients to marry you, i.e., buy your service, on the first date or pestering them with proposals. But you’re not selling widgets, after all. And your goal is lasting relationships, not….
We know that people:
Avoid obvious ads, but…
Do respond to short videos that don’t look like ads, and…
Buy from or use the services of, people they know, like, and trust
The Challenge: How do you move from online stranger to trusted provider, reduce dependency upon referrals, and build new relationships to earn new clients or customers?
Our answer is Self-Referral™ Video Advertising on Facebook, Instagram and YouTube. We sequence your one minute videos to introduce you as a trustworthy, compassionate, caring provider able to solve problems, remove pain or fulfill desires.
Sequencing is key. As in healthy relationships, Advertising as Courtship (AAC) videos move viewers from:
Hello – Awareness, to
Dating – Consideration, and finally, to
Marriage – Conversion, in ad-speak, when people buy your service or sign up to meet you.
We’ll help you record the videos with little more than your smartphone and manage all the “tech” stuff for you. Then we’ll show your specially sequenced videos to the people you want to serve on Facebook, Instagram, YouTube and Google.
You’ll be delighted to see how many people in your target audience reach out to you!
Where to start?
Passion Led Us Here
When you introduce yourself……people may know WHAT you do ( therapy), maybe a bit of HOW (“I listen”), but do they know wHY you care, the foundation of your Brand…
WHY you became a therapist, doctor, life coach, insurance agent, you name it? What event(s) motivated you? Who mentored, inspired you? Who are you as a person in everyday life? Why this, not that?”
We’re a catalyst: A matchmaker that helps service professionals and clients find each other.
That’s Our Passion.
Start Here: With “Why”
In 2009, marketing expert Simon Sinek gave what has since become the 3rd most watched TED Talk – viewed more than 40 million times! He described how “thought leaders” inspire others. His examples included Martin Luther King, the Wright Brothers more than a century ago, and Apple.
Sinek named his concept the “Golden Circle.” It describes how motivation moves from inside to out, from the emotional, limbic, reptilian brain to the cognitive, thinking neo-cortex, from the WHY, to HOW, to WHAT. Sinek titled his first book - surprise - “Start With Why.”
So the emotional-cognitive journey from WHY to HOW to WHAT now becomes…
The everyday flow of Knowing, to Liking, then Trusting.
The courtship journey from Hello, to Dating, to Marriage, and
The advertising funnel* from Awareness, to Consideration, to Conversion (sales).
The ad wizards at BlitzMetrics, led by Dennis Yu (left), formerly head of Yahoo analytics, and Logan Young (right), began with a similar “Why-How-What” strategy. They’ve spent over 1 billion dollars in Yahoo and Facebook ad spend with clients like Nike, Golden State Warriors, Rosetta Stone, Ashley furniture, MGM. They know what they’re doing! Learn more here.
At Catalyst Adlab, we’ve adapted the BlitzMetrics methodology to create Advertising As Courtship for professionals.
Because people “… buy WHY you do it…," that’s how we begin: WHY videos that express your passion, purpose, vision or mission, the reason you do what what you do.
Your WHY videos begin the Awareness phase of introducing you through the professional, dignified Advertising as Courtship advertising *funnel.
*But what’s an advertising funnel?
Meet the “Funnel.”
Advertising As Courtship (AAC) creates a modern video advertising funnel through which your prospect audience gets to Know, Like, and Trust you enough to contact you or buy your service.
The Advertising As Courtship Funnel
Start with WHY, Engage with HOW, Convert with WHAT
At the top of your advertising funnel is a “cold” Core Targeting Audience (below) that probably doesn’t know you. For example:
Family therapists would show their WHYs to parents of young/teenage children
Opticians could target people who show interest in eyewear (there are plenty!)
Medicare Insurance agents would target people approaching or over age 65 (targeting by birth month, very powerful)
Our goal is to “convert” some members of an initially cold “Core Targeting Audience” to an audience warm enough to consider your message, then “hot” to meet you or to buy your service.
So, in successive videos, we funnel your audience through specially sequenced videos that don’t look like ads; instead, they will appear to be ordinary posts that demonstrate:
WHY you do what you do, e.g., the reason you care > Awareness (hello). Your audience is getting to KNOW you.
HOW you do it in ways that demonstrate your competence and authority, e.g., tips, tools, lists, techniques, interviews, etc. > Consideration (dating). Sometimes referred to as the “engagement” phase. By now, your audience is getting to LIKE you.
WHAT you do. Here you make your irresistible professional Call-to-Action (CTA) offer to meet or to promote your service, e.g., a free session of what you do, meet & greet in your office, a discount, a sale, etc. If they TRUST you, they Convert (marriage).
We don’t ask for contact info or commitment too soon, but your audience can reach out to you at any stage of the funnel.
Start meeting your Core Audience with Why, with Caring…
Get Started: Call or text us at 707-636-4237, visit us on Facebook, or, click “Connect” to send email:
Targeting Core audiences
We find an audience for your WHY videos in the Awareness Stage
Targeting: finding Your Core audience
Choosing the right audience for your WHY videos depends on your service and your offer. All targeting in the Awareness Stage begins with with Geo-targeting, choosing where your ads will appear, locally, by zip code, regionally, even nationally. Then, we choose basic demographic targeting. The lists below are only examples; we don’t need to use all of them for every profession. And the goals of ad campaigns vary, so ad content and targeting vary accordingly.
In addition to some of the demographic and personal signals listed below, we can also target by Facebook connection: include or exclude people from Core Audiences based on whether they engage with your Facebook Page or Facebook Events. You can also target or exclude friends and connections of people who have engaged with your content. All signals can be included or excluded in Core Audience targeting. Targeting on YouTube is very similar. See our YouTube page in Details.
Own or rent a home
Parents x age of children
Education level/area of study
Political interests, and many others
How close they are to your business
Birthdate - great for Medicare Insurance
Groups people are in, follow or like
Facebook Pages they “like” or follow
Multi-cultural affinity: diverse interests based around cultural beliefs, traditions, music, aesthetics, or languages, but not race. Behavior, not demographics
Custom Audiences, e.g., 10 second viewers of WHY and HOW videos, customer email lists, Facebook engagement, your website activity.
Look-alike” audiences. The most powerful audience of all: people whose Facebook profiles “look like” current customers/contacts. Sources can be based on custom audiences, Facebook activity, or Web site interaction.
The key to sequencing people through your your WHY - HOW - WHAT video funnel is…
No matter whom we include as targets at the the Awareness phase, not everyone in that group will be interested, or if they are, they may not be “in-market” for your services at that time.
Retargeting finds the people that do want to connect with you.
Re-Engage with re-targeting
We funnel your prospective customers from WHY…WHAT by first showing your WHY videos to an audience we believe might be interested in your service - your CORE audience. Then we systematically qualify (narrow) that audience using the metric of 10 second video views (Facebook). In each succeeding phase of your funnel we retarget the people who saw at least 10 seconds of a video in the phase that preceded it.
Here’s how the Retargeting process works:
In the Awareness stage, we introduce you to your preferred audience with your WHY videos.
In the Consideration stage, we retarget people who watched 10 seconds of your WHY videos.
In the Conversion stage, we retarget again: we show your WHAT videos to 10 second viewers of your HOW videos.
By the time people see your WHAT videos, they are properly “warmed up.” They’re know you, they like you from having engaged with you during the Consideration phase, and some of them now trust you enough to respond to your offer, your CTA, when you “pop the question.” Online, that is most likely an invitation to meet or schedule a visit to your office (or store).
When people request contact, you respond accordingly; some prospects may even call you. The rest is up to you!
First Things First….
Everyone’s Goals, Content, and Targeting vary. There is no “one-size fits all” package or price for our services. We’ll perform a Quick Audit Assessment first to see what you need to do, what we recommend, and assess how we can assist you in accomplishing your advertising goals.
All Advertising As Courtship Facebook Packages include the following:
Create and manage Facebook video advertising campaigns.
Coach you to make WHY, HOW, and WHAT videos.
Light edit of your video scripts or talking points for each video.
Edit, caption and add background music to your videos.
Write ad copy for HOW and WHAT videos. (No copy used for WHY)
Basic Set Up includes creating, installing and management of:
Facebook advertising assets (each, if necessary):
Public figure page
Business manager and Ad Account
Digital analytic assets (“plumbing”) required to track and optimize your ads:
Google Tag Manager
Lead collection tools:
Landing Page Manager - lead magnets
Optional Setup includes:
YouTube/Google Ads accounts.
Google Ads - search/display advertising
Google Ads Remarketing
LinkedIn Ads or other ad platforms.
We Don't Take Ourselves (too) Seriously.
But We Do take our work seriously.
We'll be glad to get serious about your work as well.
Let's Get Started: Call or text 707-636-4237 or click “Connect” below to send Catalyst Adlab an email:
Gerry Sanders, Ph.D.
Gerry is chief catalyst/strategist for Catalyst Adlab, He's been an AdWords consultant since 2012 and now specializes in Advertising As Courtship video ads on Facebook and YouTube. A jazz enthusiast, and sometime player, himself, Gerry has produced jazz music video ads for Azar Lawrence and does video ads and Google Ads for the Healdsburg Jazz Festival.
Gerry is a former clinical psychologist, FileMaker Pro database developer and home loan consultant. He applies years of experience in marketing and sales, whether selling databases, home loans or "change."
His Ph.D. is from Penn State in Human Development and Family Studies. His M.S. is in Educational Psychology. He earned his B.S in Psychology from Northwestern University.