The Psychological Advantage: 20 Mindset Shifts to Rewire Your Marketing Mind for Facebook Ad Mastery
Are you tired of riding the Facebook ads rollercoaster? If you're like most business owners I work with, you've experienced the full spectrum of emotions: excitement when leads pour in, frustration when seemingly qualified prospects ghost you, and uncertainty about whether you're approaching ads the right way. Here's the truth - your success with Facebook ads isn't just about targeting, creativity, or copy. It's about the mindset you bring to the table.
In this resource, I'm sharing the exact mindset shifts that have helped my clients transform their relationship with Facebook ads. These aren't just theoretical concepts - they're the real breakthroughs that took my clients from questioning whether ads were right for their business to consistently generating quality leads and sales with confidence and peace of mind. Whether you're just starting with ads or looking to scale your existing campaigns, these mindset shifts will help you approach advertising with renewed clarity and purpose. This resource is not for everyone but for those running ads, it’s a game changer.
The Shifts
Instead of seeing the only path to success with ads being a direct sale from an opt in within a few days, seeing ads as the beginning of multiple paths for people to work with you makes it easier to be emotionally consistent with it. An ad is often the first time someone learns that you exist and that you have something that might be able to help them. I’ve had someone sign up paid in full a day after clicking my ad, but more times than not, clients will sign up after being in your email list for six months, or because their boyfriend got hit with the same ad, or after you followed up three times, or after someone else they trust posted a testimonial about you, or because they listened to a podcast interview you recently posted to your channel. The ad is the beginning of many people working with you at various points in time at various stages of readiness. You’ll make more $$$$ when you believe in the short and long term value of ads. I also always loved the belief that ads just extend my reach to people who aren’t in my inner circle.
The reason your ads aren’t working the way you want is because you’re scared of actually being successful with them. There’s a subconscious perception of loss that comes with your success in ads. Yes consciously, of course you want to be successful with your ads. But subconsciously more success in your business because of ads equates to sacrifice in some way. Answer this question: What is on the other side of ads being successful that you think you’re going to lose? Ex) more success means I have to spend more time doing sales calls, which means I have to sacrifice time with my family, and I’m not willing to sacrifice that. Ex) more success comes with more responsibility. Can I really trust myself to continue delivering for all of the new clients that come through ads? Ex) more clients = more chance for things to go wrong and more potential fires to put out. Shifting your mindset involves knowing and believing that more success is actually SAFE and comes with more gains instead of sacrifices. There are so many ways to actually be MORE secure and MORE responsible the more successful we are, our brains just like to give us excuses not to so that we stay in our comfort zone.
A lot of business owners are SUPER attached to making ads work because someone they see as an authority told them that’s the only way to scale. Many of you are making 40K+ a month but spending so much money on your ad coach, your ad spend, and your closers that you can’t believe you’re struggling to pay rent for the first time in years. Forcing a relationship with ads is like forcing a toxic 3 year romantic relationship that you know isn’t working out. You tell yourself repeatedly that you’ve already invested so much time and money into it, so you might as well keep trying to make it work even though you’re miserable. After struggling for 3+ months with ads, one of my clients decided to press pause on them and instead redirect their energy towards organic marketing again. Their profit margins are now over 90% in their business for the first time in three years. Let yourself take a break from the thing you’re putting so much pressure on and please know there are other ways to scale that don’t always involve what that one person who you look up to said you should do.
Emotional neutrality is the most underrated tool for consistency with results. With ads, one day you’ll have three no shows, the next day you’ll have 3 PIFs, then the next week you’ll have 7 calls in a row that don’t close. An emotional rollercoaster to say the least. Being positive all the time can be draining and feel unrealistic, and what’s worked for a lot of my clients is continuing to not make a great day or a horrible day mean anything in terms of ultimate success or failure. Instead, they keep moving forward, being open to growing because it’s inevitable that they’ll succeed if they keep going no matter how their calls go on a particular day.
Don’t forget that on the other end of every call booked from ads is a real person. It’s so easy to get caught up in all the tracking, metrics, and numbers that you forget you’re on the phone with someone who is probably a very good lead that knows nothing about you, that isn’t sure if they can trust you, and probably has been pretty traumatized by aggressive sales, scams, and solutions that didn’t actually work for them in the past. Shift your mindset from frustration that cold leads don’t convert so fast to believing that you get to finally be the loving and patient answer to so many people that have been desperate for exactly what you offer.
J.B. Pritzker, the billionaire heir to the Hyatt hotel fortune and Governor of Illinois, delivered Northwestern University's Class of 2023 commencement speech saying that the smartest person in the room is the one who is most kind. He stated that it goes against our evolutionary instinct to be kind. In order to be kind and understanding, there must be something in front of us that we might not necessarily understand or agree with, yet we have to think differently instead of defensively if we’re to be kind. Our minds still operate under the evolutionary function of prioritizing safety, and thinking the way generations of our families did for the purpose of self-preservation. To be the person in a conversation that is kind and understanding, is to be the one that is open to thinking differently, which is to also be the smartest thinker. And this holds to be true within the ads space as well. There are so many people strong-arming their way through sales, but my clients that continue to break income plateaus and triple their income annually are the ones that bring kindness to their ads calls. Flip the script by changing your mindset from one where you have to be tough, aggressive, and forceful on your sales calls, and instead show up with more kindness, and be smarter than your competitor because of it.
When was the last time you hopped on the phone with someone that you don’t know much about because you clicked on their ad two days ago? My phone is on perpetual Do Not Disturb so no one, not even my mom, ever gets through to me unless I call them back directly. Take it a step further and when was the last time you paid someone 5k in full after clicking their ad for the first time? Many of you are so hard on yourselves because you’re not closing as many deals from ads you’d like. However, you yourself wouldn’t make a big investment unless you vetted a person/program and allowed yourself to warm up before you pulled the trigger on an investment. Shift your mindset from frustration that people aren’t paying in full for ads even though your qualifying process, your pre-call application, and your sales skills are on point. Instead, put yourself in a potential client’s shoes and accept the possibility that someone might genuinely work with you after thinking about it for a week or after talking through it with their spouse (and know that those aren’t always objections that need to be handled).
One of the most challenging things for many online business owners is saying no to a lead they paid for. Even though a lead is unqualified, many of you try to push and force a sale that probably isn’t worth your time in the first place. Many of my clients pride themselves in being hard workers and doing the work that most other people won’t, but at the end of the day, they only have so much energy to give. Forcing eight calls a day, four of which are unqualified but you still spend an hour on the phone with each, will drain your energy and your motivation in ways that fast track you towards burnout. Also, you’ll find yourself unable to close calls that are actually qualified because you’re so exhausted from the ones that you’re scared to disqualify. So the mindset shift is believing that it’s safe to say no to people - this includes disqualifying people and cancelling calls to preserve your time and energy so that you can give 100% to the leads that truly match who you want to work with.
Make sure that you’re clear on your subconscious and conscious intentions behind running ads. For example, many people like to have you think that they’re trying to serve you but we can clearly feel that they’re just trying to sell and don’t actually care about the quality of their service. Consciously you can want the sale but subconsciously make sure that you’re clear that your intention is to serve, NOT the other way around (conscious serving and subconscious selling like mentioned earlier).
Every time someone clicks on your ad is a seed planted. And every seed sprouts at a different rate. Some right away, some later. Some never. But will you continue to nurture, water, and fertilize them? Will you continue to follow up with every person who says they’ll “think about it” or every person who drops off from messaging you? Many of you are so attached to making direct sales from ads that you’re missing out on seeing ads as the beginning of generating more of the warm leads you love eventually working with.
Choose to see that every lead you generate from ads is an opportunity to practice and refine your ads strategy. Many of you have the desire to expand your team and make consistent hires in your business. So you continuing to embrace the learning curve that comes with perfecting your ads process gets to be an opportunity for you to develop a system that works efficiently so that you can eventually hire and train someone else to do it in a way that serves your business best.
Don’t forget that generating leads through ads to find people that choose to work with you is as much of a choosing process for you as for them. You don’t want to work with everyone that comes through ads because they’re not all a good fit. Along with getting more comfortable with saying no to working with people, you get to see your ads process sets up your clients to win because you are also choosing the people that are the best fit to be successful from your unique program.
Try future-pacing with ads success - Chances are you’re not fully on board with your next level self that’s making 50-100k from ads a month. You’re showing up as your limited blocked self, not as your highest self that is already ahead of the ads goal for the month. In action AND in thought. Answer this: What beliefs does your next level self have? Ex) I believe that its even easier to make 40k every month than 20k. Ex) always believing in gain over loss (not closing, not resigning etc.) Answer this: What actions does your next level self take Ex) raising my prices, remaining neutral with ads results, hiring an appointment setter, etc.
The reason your ads aren’t working the way you truly want is because you’re comfortable - Even though you consciously don’t want to be at this stage in your business anymore, it feels safe, simply because it’s familiar, to your nervous system. Your nervous systems sees anything outside of your comfort zone as very threatening. So how do we start expanding out of comfort zones and actually allow our ads to work? We introduce our nervous system to a different perception surrounding our growth desires. One that involves safety and security.
One of the reasons your ads aren’t working the way you want them to is because you’re burnt out - Big changes and escalating momentum equate to a lot of stress on the nervous system. When we’re purely action driven in our businesses, we see more DOING as the only way to get more results. And there’s only so much you can do, work, and hustle, before you max yourself out, making burn out inevitable. Address the burnout and watch yourself think, feel, and perform differently around ads.
The reason your ads aren’t performing is probably because you’re blocking success in other forms - Once I started allowing love in, my business started growing more than ever, and more consistently than ever. Success is energy in the form of love, health, money, etc. When you start healing other aspects of life where you’re blocked... (because everything in life is connected) Your business success will start to flow more than ever. Another example: Getting a part time job was one of the best things for my business early on. Because when I said yes to money in all forms, then it took immense pressure off of my business and allowed me to say yes to more and more ways to get paid in my business, including ads.
You ads aren’t working because you don’t feel deserving - Your desires are yours. They’re meant for you. Otherwise you wouldn’t desire them. Ex) my parents were immigrants that struggled much more than me to make half of what I’ve made. Why me? Ex) why does it get to be so easy for me? When there are so many other people struggling? What makes me so special? The mindset shift - The truth is, you’re so deserving of success (and in this case, for your ads to skyrocket) because you wouldn’t have been handed this opportunity if it wasn’t meant for you!
You yourself are keeping yourself stuck with ads by making them harder than they should be - Success, sacrifice, hard work, and hustle are so glorified in the online space. A lot of people’s content would make you think and eventually believe that success worth having only comes in “hard ways” You think struggle and sacrifice is something you have to continuously put yourself through in order to then be worthy of success. When you have a great, easy, flowing day, you automatically shit on it saying “This can’t be this easy!“ Or “I just got lucky.” But the truth is it can be easy some days (most days if you’re open to it!) and you don’t need to make it more difficult than it needs to be in order to be worthy of the ads success you desire.
You are actively resisting ads working optimally - Fullness in life and business can often be overwhelming. Sometimes too much of what you want in your business can feel threatening to your nervous system, business, relationships, and/or health. So we stop taking action and start self-sabotaging to calm down the overwhelm. Make sure to mentally reinforce that more of what’s good in life and business is safe to have.
If you feel sales-y or sleazy hopping on sales calls with cold leads that come from ads, this mindset shift is for you. Instead of fearing being the thing you hate in the online space, how can you see yourself running ads as the opportunity to change the space and be different for others within it? How can YOU be different amongst the sleezy ones? What is it that they do that you intentionally will NOT. How will you be a breath of fresh air in the space? How many people are scrolling through social media right now desperate to work with someone who isn’t going to be the icky salesperson you’re scared to be? How can you truly embrace this opportunity to be their answer, to be yourself, and to be different?
Conclusion + Homework
The journey to mastering Facebook ads is as much about internal growth as it is about external metrics. As you've read through these mindset shifts, certain ones likely resonated more deeply with you than others - that's your intuition pointing you toward the areas that need your attention first.
Here's your homework to start implementing these shifts:
Choose the three mindset shifts from this article that struck the strongest chord with you. Write them down.
For each shift, write down one specific way your business would improve if you fully embodied this new perspective.
Create a daily reminder (phone alert, sticky note, journal prompt) to consciously practice one of these shifts each day for the next week.
Remember, transformation happens through consistent small steps, not overnight changes. Some of these shifts might feel challenging to implement on your own - and that's completely normal. If you find yourself knowing that a particular shift needs to happen but feeling stuck on how to actually make that change, I'm here to help. As a mindset coach who specializes in helping business owners navigate these exact challenges, I'd love to help you dive deeper into any of these shifts. Reach out to me (Nat) directly, and let's explore how we can transform your relationship with Facebook ads together. (Shoot me an email at nathaliebotezatu@gmail.com or dm directly on FB or or IG!)
You have everything it takes to create the advertising results you desire. The fact that you're here, reading this and considering these shifts, shows that you're ready for your next level of growth. Start with one shift today, and watch how it ripples through your entire advertising experience.