Creating a Winning Sales Process to Convert Your Ideal Client

WITH Michele Caruana


There was a time I tried promoting my studio with Facebook ads. It didn’t end up working out. I suppose there was a lot I didn’t know at the time that would have made the difference. But why would a video studio want to consider Facebook ads or ads of any kind? Today’s guest will answer that question and tell you how to do it the right way.

Key Takeaways

The best lead magnets will position you as a guide who will serve your clients however you’re able to while also letting them know that you may not be the best fit for everybody.

Don’t make ads too early on. First, identify your sales process and how you convert leads into paying customers. Then you can create ads that use the successful process that you’ve already established.

About Michele Caruana

Michele Caruana is a corporate marketing professional, turned local business owner, turned online entrepreneur. As someone who was stuck on the marketing-hamster-wheel for years in marketing her own business, her passion is now helping other local business owners simplify and streamline their strategies so they can get new sales, bookings, and clients while they spend their time doing what they love in their business.

Simple is Best for Your Sales Process

Michele explains how simplifying your sales process is crucial to its success. There’s so much to distract you from the work you love to do. That’s why having an established straight-forward process to take people on a journey from a prospective customer to a satisfied paying client will allow you to spend your energy on the parts of your business you enjoy the most. 

Creating content that your ideal client wants and needs puts you in the front of their mind when they’re ready to spend money. Your ads will work best when they keep you first in your customer’s thoughts when they think about who they need. But this takes research and preparation. Michele tells us just what to consider when beginning this important process.

Making Ads the Right Way

Once you find your process to convert calls into sales and put it in place, Facebook ads can be used to further amplify that process. Michele explains why getting into ads too early is a waste of time and money. Before you create and pay for ads, you need to know how you best land paying clients. Once that’s known and established, your ads can streamline this process by steering people to the resources you know work.

What’s your experience with Facebook ads? How has your sales process changed over time? Tell me what works and what doesn’t in the comments below!

In this Episode

  • The importance of simplifying your marketing process [6:10]
  • What to do before you ever reach out to clients [11:16]
  • Why making referrals can sometimes be better than the work itself [18:10]
  • Getting clients excited to work with you from the start [27:25]
  • What to avoid when running ads for your business [34:24]
  • Tips for engaging with potential clients through Facebook ads [39:00]


16:02“As someone who works in a niche business, it’s just as important to attract your ideal customers as it is to repel people who you can’t do your best work for.”
31:43“When someone first steps into your email list, that’s when they’re hottest. That’s when they’re most interested and most easily moved towards a sale or booking. Having even just a few emails to start with and then adding more as time goes on is so important when it comes to simplifying everything.”
35:14“What I recommend is finding that perfect way to collect someone’s contact information - really honing in on that nurture-sequence - making sure your process is going to result in bookings. That’s when you need to spend money - when you know that it’s already working.”
42:51“Even if you feel like you are wasting money with Facebook ads, they really come down to testing, tweaking, and optimizing. It is a learning process.”



Ryan Koral

Ryan Koral is an entrepreneur, producer and business strategist from Tell Studios, a video production agency with a big heart for authentic stories that build brands and inspire action. He’s a husband (mostly happily for like 16+ years), has 3 kiddos, and has an annoying – but infectious – laugh.

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