148. IOS Impact: ONE Ad Every Online Course Creator Should Be Running Now To Get Results Despite IOS

22 Mar 2022 | By Salome Schillack

iOS changes are well and truly here and they are here to stay. 

Take a deep breath; it will be ok. 

Before you press the panic button and call your old boss to beg for your job back, let's unpack what this means, tackling the big question first. 

Are Facebook Ads dead? 

Here's the thing. Inside A-Lister & The Launch Lounge, there's a community of people having unbelievable success right now with Facebook ads. I'm still getting amazing results with Facebook ads. We are still landing 6 & even 7 figure launches for our clients through the agency, because of Facebook ads. It all comes down to how well and quickly you can adapt to change. 

But I get it. It can feel very unsettling when everything you worked so hard for is suddenly impacted.

The good news is you don't have to tackle the iOS changes alone. This week on The Shine Show, I'm going to share:

  • How you can embrace the change
  • The type of ad that will keep leads rolling in (even if iOS changes every 5 minutes) 
  • How to spot the new and exciting opportunities 
  • The mindset that will put yourself ahead of the game by outshining your competitors
  • And how to navigate the latest iOS changes like the boss you are! 

Plus a whole lot more.

Let's get excited about the change upon us. Who knows what incredible doors it'll open for you next. Grab a cuppa and press play! 




P.S Want a supportive community who will help you to navigate the changes and spot the opportunities when it comes to marketing your online business? Join me inside A-Lister when we open enrollment again at the end of March. This is the fastest way to find your people online and make that first juicy sale through Facebook Ads. And yes…BONUSES will be given to those on the waitlist so get in quick Secure your place here.

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!


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171. Social Media: One Thing That Makes All The Effort Worthwhile


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Hello, and welcome to episode number 148 of The Shine Show. Today, we're going to talk about the one ad every online course creator should be running right now if you want to get results despite iOS. We are going to look at the good, the frustrating, and the way you frame your mind to attack those pesky thoughts about things like iOS updates. The solution is in this episode, so stay tuned. Giving up your time and freedom to make money is so 2009.


Hi, I'm your host, Salome Schillack, and I help online course creators launch, grow and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner, and grow your online business faster, then tune in because you are ready to shine, and this is The Shine Show. Hello, hello. It is lovely for me to be here with you today in your ears, and to go on a walk with you or a drive, or maybe you're sitting down with a cup of coffee with me in your ears. Wherever you are, I want to say I'm thrilled and delighted that you are choosing to spend the next 20 or so minutes with me.


I still have to pinch myself some days just to know that you're there and you're listening, and you reach out to me on Instagram, and you tell me how much it means to you, this thing that I share that comes out of my head and out of my heart, and that I have spent so many years learning and have spent so many hours practicing how to say it in different ways so that it hits home for you. Just want to let you know that it is not lost on me that you choose to spend your time with me, and I appreciate that, and I love it. If you have any ideas you want to share with me, please reach out to me on Instagram. Just DM me on Instagram. I'd love to hear from you, hear what you're learning, hear what you're loving about what you hear on the podcast, and of course, if A-Lister is right for you, I hope I see you in A-Lister.


You know you can shine up at the waitlist for that, and if it's not, if you want to stay here in podcast land for a little bit longer, I get that too, and you are more than welcome. I'm going to keep showing up and keep giving you the best free content so that you can launch your online course and build your business the way that it provides you with freedom, freedom to be the parent you want to be, freedom to be the adult you want to be, just an adult. I just feel like having to show up to a 9:00 to 5:00 job is so disempowering, and freedom, of course, so that you can make the money you want to make, because if you dream about making a million dollars, you should be able to create that, and if you dream about making a million dollars while only working 25 or 30 hours a week, you should be able to do that. It's the beauty of the internet. It's the beauty of what we get to do here.


Now, I have a little story I want to tell you. Way, way, way back when I was 23 years young, I can't even ... Sometimes I want to go back to that girl and just hug her, tell her it'll be all right, so 23-year-old me used to love ... Actually, when I was a kid, my dad sometimes on a Sunday, we would have takeaways. Now, you got to picture this.


Like this is South Africa in the '80s, so we did not have a lot of takeaway restaurants. We did not have any ... There were no McDonald's. I think McDonald's only really made it to South Africa in the late '90s. We had my favorite takeout place, and my dad's favorite as well was KFC, and back then, it was still called Kentucky Fried Chicken.


Who remembers Kentucky Fried Chicken? Every maybe six months, we would treat ourselves, or my dad would treat us to KFC, and he would buy a big family bucket, and we would all eat KFC until our little cheeks were shiny and our hands were shiny, and my mom would complain because she'd say, "That's rubbish. I can't eat it. It tastes horrible. It's so oily."


Today, I get that. Back then, I loved it, and I remember standing in the KFC or the Kentucky shop and looking up at the picture of the Colonel and the secret recipe, what the secret herbs and spices, and wondering, "I wonder what the secret herbs and spices are because it is so delicious." I loved the taste of KFC when I was a kid. Then, when I was 23 years old, I moved to London, so from South Africa to London, and between, I lived in Stratford. Not fancy Stratford where Shakespeare's from.


Not that one, the common Stratford. This is also Stratford before the Olympics, so when the Olympics came to London, they redid Stratford, and Stratford's actually, I think now a little bit of one of those retro places where it's become cool after the Olympics. I don't even know what year the Olympics was in London, but I left just as they started the construction to prepare for the Olympics, so we're going back many, many years now, but between Stratford Station, where I got off the tube, which is the London underground trains, and the bus stop where I jumped on a bus to go, I think it was the 147 bus, if I remember correctly, where I got the 147 to go to my house that was a four-bedroom house that I shared with about nine other people, and we ended up moving out of that house because the roof fell in on us. We were all dead broke, but we loved it. Between the train station, the tube station in Stratford and the bus stop where I jumped on the bus was a KFC, and so I was very excited.


As soon as I started earning some British Pounds, I was very excited to treat myself to some KFC, and went with my friends from the house, the share house, and I walked into the KFC, and it looked the same and it had the same picture of the Colonel, and it had the same poster of the secret herbs and spices. Everything was the same. It even smelled the same, and I ordered my two-piece chicken with mash and gravy, as you do. I'm a two-piece girl with mash and gravy. It's delicious, and I had this absolute anticipation of biting into the KFC, and when I bit into the KFC, it didn't do what KFC is supposed to do.


It didn't taste the same. It was weird, and it was different, and it lacked the zing, and it lacked the flavor, and it was just not the way I had remembered it. It was not what I wanted it to be, and I said to my friends, "This isn't KFC. What is this? This is not the same stuff we have back home," and they all kind of laughed at me because they had been in London longer than I had, and they said, "Yeah, tastes different everywhere you go."


I was like, "What? How is it even possible, because it's supposed to be the same recipe? It's the secret recipe, the Colonel's secret herbs and spices." That ruined KFC for me, and I have found, since moving to Australia, Australian KFC tastes different again, and I'm willing to bet that if I go back to the source, back to Mr. Kentucky, who probably lives somewhere in the U.S. in Kentucky, I'm guessing, then it would taste different again, so there was something in that spices when I was a kid in South Africa that I just loved, that is just not there anywhere else in the world, which tells me it's not a secret recipe. It's just like the local ingredient's recipe.


Anyway, why do I tell you this story? I tell you this story because I want you to play this through in your head for a minute. Just pretend. Just close your eyes and pretend. Don't close your eyes if you're driving.


You go to a particular restaurant time and time again because there's this one dish that you absolutely love, and you take your best friend there on a Friday night and you're very excited for your favorite meal, and when they put the plate in front of your table, in front of you, on the table, the dish looks different, and you think, "Well, that's okay, because it probably tastes the same," but when you put it in your mouth, it tastes different, and despite the fact that the menu says it's the same, it is just not the same. It's just not the same thing, and then you see the sign up above the restaurant where the till is, and it says, "We have a new chef," and you're suddenly disappointed, and you wonder if your experience at this place will ever be the same again. Now, some people would leave that restaurant, never come back. Others might realize that, "Well, okay. Maybe my favorite dish isn't going to be the same, but let me try something else, and maybe this chef has something else that is going to be their signature thing that I'm going to learn to love."


IOS and the iOS impact on our ads is kind of like KFC. It's kind of like when you go to your favorite restaurant and there's a new chef. It has changed the way that Facebook is able to track our results or track people on the app who takes action, and then feed it back to our news feeds, feed it back to our algorithm, feed it back to the pixel, and it is having a hard time delivering the same level of leads at the same cost, so we have to become comfortable and not afraid of change because iOS is unleashing change. We have to allow ourselves to adapt and to have an open, inquisitive mind to be playful about it, to have fun with it, to explore it because anytime we hold something with a deathly grip, expecting it to be the same it used to be, we set ourselves up for disappointment. We have to troubleshoot our challenges and find ways around our problems. I know with absolute certainty that Facebook ads work really well.


They still work really well. They work for me, they work for our agency clients, and they work for our students, and I also know that they work because we have a curious and open mind. We taste and we tweak more often. We play with it. We have fun with it.


It's not a life and death thing. However, even though the changes are frustrating and deflating, and this change can be scary, it also brings new opportunities for us. Just like a new chef might bring new, delicious, exciting dishes to your old favorite restaurant, you might find yourself loving it even more, so if you take the time to understand what's really going on and you position yourself really well to harness the potential at hand and seize the moment before your competitors do, you're in for an absolutely wonderful ride. I've just recently discovered something. In 2014, a study by a Harvard Professor, Alison Wood Brooks looked at different ways to cope with anxiety, and if you've been following my journey, you know that anxiety is a little bit of a friend of mine.


That kind of peaked around September last year for me when I had a small, little, let's call it an incident with panic, my breakthrough, not my breakdown. Alison Wood Brooks looked at different ways people cope with anxiety. Whereas most people believe that the best method was to try to calm down, what Wood Brooks found is that people who reframed their anxiety as excitement felt more excited, and excitement is a positive emotion, and more importantly, they then ended up performing better. Participants in this study said, "I'm excited for this," actually ended up reducing their anxiety towards the situation significantly and experienced positive feelings instead. I want you to play along with me and say it with me now, "I am excited about the iOS changes and all the new opportunities it is going to bring." Just try it on.


If that's a stretch for you, just say, "I am curious about iOS and the new opportunities it's going to bring," or, "I'm interested in playing with iOS to see what the new opportunities it's going to bring." There's your little mindset hack for the day as you approach the iOS changes. What is the one ad everyone should be running if you want to navigate iOS and minimize the impact of iOS on your business? You've heard me say this. I think I'm going to say this on every single episode from now on.


How do you make money online? There's a very simple equation for making money online. It's audience. Ooh, I can hear my students. My students are all going, saying with me.


Say it with me if you're my student. If you're in A-Lister or The Launch Lounge, say it with me. We're going to say it, "Audience plus offer equals money. Audience plus offer equals money." That is how we make money online in a very simple term.


You need an audience, you need a room full of people. I suggest, there's thousand people on your email list, you need an audience, a thousand people on your email list, and you need an offer. You need something that they want that you can present to them in a way that they want to buy it from you. You need an offer. What ads do we run if we want to make money online and we consider the fact that iOS is making ads a little bit more expensive and it is making it a little bit harder to navigate getting started?


The one ad everyone should be running is, say it with me, here we go, list building ads. Everybody needs list building ads. Now, the reason we want list building ads is because when you launch your online course or you just launch a PDF for $27, that you can sell while you build your list so you can start bringing in some money and bring the cost of your ads down while you're busy building your online course, then you know already that list building ads is the way to go, and list building ads is the only ad that's going to get you to the money faster. While you are working out your bigger offers, you run list building ads and you make some smaller offers to them, and you practice. You practice making offers to your list.


You see what resonates with them. By the time you launch your online course, you have a lucrative email list who's warm and ready, who's already voted with their dollars for the small thing that they want, which gives you a clue as to what the big thing is that they want, and so you never ever end up wasting money or throwing spaghetti on the wall, or just donating your money to the Zuckerberg foundation. Depending on where you're at and how much budget you had, there are different ways to build your list, you know? Maybe you're the person who's going to go straight to the conversion ad because you want the best quality lead and you're willing to pay for it, and you have the cash to do that because your coaching business funds your online courses business. Maybe you're the one who's going to use lead ads because you're not that cashed up, but you don't want to hustle your face off on social media, you'd rather get volume on your email list and add value to them in emails and in your podcast, and in your blog, and send them those pieces of content to warm them up, or maybe you are just starting out, money's tight, and you just need a leg up so that you can really, really make the most of social media, and the time you spend on social media, then your option would be engagement ads.


You would be running engagement ads $5 a day so that all the energy you're pouring into your social media results in those people engaging with you on social media actually joining your email list. Three different ways you can go, but all three of them contributing towards building your email list, and if you can build your email list, then you can have an audience, and if you can have an audience, then you can make them an offer, and if you can make them an offer, then you can make money online, and it doesn't have to start out with thousands of dollars with a giant, big online course launch. It can start out with something small, a $27 offer on the thank you page of your list building ad, that helps people say, "Yes, I want to go even further with you. Your lead magnet is so awesome, I want to go even further with you. I'll give you my $27," and there, they've just paid for your ads.


They've just reduced the overall cost of building your list, and they've just gotten you closer to a profitable launch. Then, once you have a lovely, big, warm audience, you launch your course to them, you go to your boss, you tell them, "Sorry, mate, I'm out. I have a successful business now. I'm going to have to resign so that I can go spend my time with my kids, spend my time with myself, be in charge of my own future, be in charge of my own ability to create income, and be in charge of my own time and how I choose to spend it. All of that while I'm making a giant impact in the world, teaching other people the awesome thing that I know."


Hands up, if that's you and that's what you want ... Yeah. Yeah, I thought so. I thought so. I know, because I used to be you.


Oh, it was a sweet day, the day I resigned my job. Sweet, sweet day. All right. Here's the bottom line, don't let iOS scare you off. We have an incredible community of members and students supporting each other and having huge success, thanks to well-structured ads and targeted campaigns despite all of these updates.


Let's remain positive. Let's get excited and be open to the chain just beyond our power and put our energy into things we can control by building our email lists, getting those audiences up and running. We never know what incredible opportunities this can bring us, and once you're ready to implement everything you've learned on this episode and you want to take it even deeper, and you want to go even faster, then I would love to have you join us inside A-Lister. You can sign up for the waitlist at shineandsucceed.com/waitlist. Almost as if on cue, telling me to wrap it up, my doorbell rings, and Odie starts squealing at the door.


I hope you have a lovely, lovely week. See you next week. Bye. If you are ready to start building a thriving audience and fill it with people who are ready to buy your online courses or your membership, and you want a supportive community to hold your hand every step of the way, I want to invite you to join me inside A-Lister when we open enrollment again at the end of March. A-Lister is the only program that shows you how to finally find your right people online and make your first sale using Facebook and Instagram ads.


There are also some juicy bonuses for those that are on the early bird waitlist, so make sure you go to shineandsucceed.com/waitlist and sign up today. Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.