Learn how to create your own unfair advantage online using this business growth formula. For every business that achieves massive growth, they have successfully been able to find leverage. Leverage is the secret to all growth but the lever is equally important, as is the third component of this formula, time. Understand how these three components for success work, you can implement growth strategies throughout your business. Where Digital Domination succeeds is implementing a 'levers and leverage' approach to online marketing. As a digital marketing agency, time is our biggest ally. The faster we see results, the more the lever can be improved which results in greater leverage. If you'd like to know more, visit http://digitaldomination.com.au

2. Levers & Leverage
Facebook is every marketers and advertisers dream.
There is a wealth of information stored on users within Facebook itself, and the Facebook algorithm
helps businesses create highly targeted audiences for advertising.
But it’s not as simply as creating an ad and bringing in sales, as many people have discovered
UNLESS you use this secret formula.
“What is the formula?” I hear you ask.
Great question and it’s one I’m happy to answer.
The formula is Levers & Leverage.
Now that might not mean much to you right now, but by the time you’re finished reading this eBook,
you’ll discover this formula is not only the key to Facebook sales success – but it’s the key to success
in all areas. This is the exact formula that you can use to give your business an unfair advantage
over your competition.
WHAT IS LEVERS AND LEVERAGE?
Levers and leverage is a philosophy that I built my businesses around. It’s simple, easy to understand
and incredibly powerful for those that use it.
Let me explain the core principles;
 A lever is anything with a one to many relationship (1:Many)
 Leverage is defined as “the mechanical advantage or power gained by using a lever.”
Combining those two principles, we have levers and leverage.
If you have seen the success of anyone in any field, it’s because of leverage. They’ve discovered a way
to maximise everything they do.
Robert Kiyosaki – Rich Dad Poor Dad: Leverages the power of property investment to create
wealth.
Mark Zuckerberg – Facebook: Leverages the power of personal information to sell advertising.
Steve Jobs – Apple: Leverages beautiful design and innovation to create desirable products.
Gary Vaynerchuk – Vaynermedia: Leverages social media to scale his business.
Seth Godin – Purple Cow: Leverages his marketing knowledge through his writing and public
speaking.
The list goes on and on.

3. If you are going to win in business, then I recommend you find ways to leverage every bit of what
you’re doing to increase the effectiveness, reach and profit you can make.
The mistake many people make however, is they leverage a poor lever and wonder what just
happened.
This applies to all areas of business and it is especially powerful when utilised with online
marketing.
Let me break this down further because understanding this principle will play a big role in how you
view digital marketing and the actions you take from this day forward if your business objective is to
succeed.
Practical examples of Levers and Leverage in a business
So you have a point of reference, I decided it would be best to give you some examples that you can
relate to in your own business.
EXAMPLE #1: SOLOPRENEUR
If you’re a solopreneur – you are the lever in pretty much every situation.
In the case of sales, all of your sales come through you right?
So you are one person who interacts with many people (1:Many). This makes you the lever. You are
the 1 in the 1-to-Many relationship. Your customers are the Many.
The performance of your sales department then relies on you.
In the first year of your business you attend 100 sales meetings but only signed 5 customers. That
would give you a 5% conversion rate.
But what if you improved the lever?
What if you improved how you sold when you attended a sales meeting with a customer?
You decide to read Jeffrey Gitomer’s book “Little Red Book of Selling” and you take some
professional courses to improve your selling techniques.
The following year you manage to attend 100 sales meetings. This time you utilised your new and
improved selling skills and signed 25 customers. That’s a 25% conversion rate – five times what you
sold last year!
How did this happen?
All you did was improve the lever.
But what about leverage?
As a progressive solopreneur you decided to host webinars.
Now instead of attending one-on-one meetings, you’re doing your sales meeting on a webinar with
20-40 people each time.

4. Leverage, you can’t beat it.
In the case of the new webinars you’re running, the webinar has now become the lever.
Improve the lever, improve the result.
Increase the leverage, increase the result.
EXAMPLE #2: POORLY WRITTEN CONTRACTS
You own a company and employ a dozen people. You have 350 customers who have been really
happy with your service but recently you’ve had a product fault.
Now, all your customers have become angry. The product you provide for them is faulty and this is
stopping them from running their businesses effectively. In fact, it’s now caused them a loss.
Things turn ugly and customers now begin to blame you for their losses. They check their agreement
and find that you have omitted clauses that can hold you responsible.
Now, you’re facing a court case with hundreds of customers because the contract you used for all
your clients wasn’t prepared properly with due consideration.
Your contract is the lever. It has a 1:Many relationship. 1 contract : Many customers.
Because of the poor lever, your business is now failing.
In this example, I’ve highlighted how important it is to pay attention to this lever as part of your risk
management. This 1 contract is being leveraged to your many customers.
EXAMPLE #3: HIRING A NEW MIDDLE MANAGER
Your customer service department of 20 people has been sluggish and delivering poor results for
your customers. It’s a shame as they’re good people – all hired by you. You know they’re capable of
so much more but you haven’t been able to really put your finger on why the results are so bad.
Over a few weeks you interview some of your customer service staff. There’s a common problem
they all raise – the middle manager, Barry.
Barry is a bully.
He constantly complains about each staff member to other staff members. He publicly humiliates
them whenever he gets the chance. The staff feel like he’s only interested in his own future
promotions and never helps them or invests time into training staff to be better at their job.
After some consideration you make the bold decision to fire Barry.
You recruit a new middle manager – Felicity.

5. Within a few weeks you get emails from happy customers who heap praise on the service they have
received.
When you interview the same customer service staff, their feedback is the opposite of what it was
when you employed Barry.
They say: Felicity is a breath of fresh air in the business. She loves helping all of the staff she
manages and sits with them regularly to train them and encourage them.
Barry and Felicity were the levers.
You improved the lever and the production quality of your customer service department
skyrocketed.
LEVERS IN YOUR BUSINESS
I hope those examples trigger your thoughts so you can identify some levers and perhaps even have
your own ‘ah-ha!’ moments.
There is one further component in the levers and leverage formula that I haven’t yet mentioned.
Can you think of what that might be?
The missing component that I haven’t yet mentioned is time.
Time is the remaining ingredient that must be included in the formula.
 In the case of the Solopreneur – it took time to diagnose the lever, improve the lever and
then increase the leverage.
 In the case of the Poorly Written Contracts – it took time to leverage that contract into the
hands of many people and time for problems to arise.
 In the case of The Middle Manager – it took time to find flaws with the lever and time to
recruit and time for the new lever to increase performance of staff.
Time is a vital component. Without allowing for time you simply won’t be able to fully diagnose and
improve the lever and/or improve your leverage.
That’s why when it comes to building your business online using Facebook Ads, Google Ads, SEO,
Content Marketing, Conversion Rate Optimisation and so on, time in the game plays a huge part in
your success.
Now I’d like to share with you how I use Levers & Leverage specifically with Facebook marketing.
This is one area that many business owners don’t fully appreciate how they can make Facebook
marketing work for them. After reading the example below, hopefully you’ll make the distinction
between ‘just placing a Facebook ad’ and really using Facebook levers and leverage.

6. Levers and Leverage for growth with Facebook
Have you ever placed an ad in a newspaper?
ERGH!
I remember those days.
Here’s how it happens;
Step 1: Meet with your graphic designer
Step 2: Come up with an ad idea
Step 3: Graphic designer presents their ideas and ad concepts
Step 4: Choose one and send to the newspaper
Step 5: Wait…
The ad then goes live and you sit by the phone waiting for it to ring…
Henry Ford once said “I know only half of my advertising works. The problem
is, I don’t know which half.”
That’s pretty much what I felt like with my newspaper ads. What was working and what wasn’t? It
was a question that drove me crazy.
FAST FORWARD TO TODAY
The big difference with advertising online and with Facebook is that you can split test ads.
A split test is pretty simple.
If you could do it with a newspaper ad, this is how it would work;
Step 1: Meet with your graphic designer
Step 2: Come up with an ad idea
Step 3: Graphic designer presents their ideas and ad concepts
Step 4: Choose TWO and send to the newspaper
Step 5: The newspaper then published one ad in half of the print run, and the other ad in the other
half.
Step 6: You track the calls coming in to the separate numbers used on each ad, to see which
performed the best
WOOHOO! You’ve just completed your split test!
If you had 10 calls with Ad #1 and 40 calls from Ad #2 – you would know that Ad #2 is the winner.

7. The next week, you place Ad #2 in half of the print run and create a new ad for the other half of the
newspaper with the intention of beating Ad #2’s results.
This is exactly what you can do with Facebook. Unfortunately though, newspapers don’t do this.
But Google, Facebook, Outbrain, Twitter and almost every online advertising platform DOES DO IT.
EXAMPLE OF SPLIT TESTING FACEBOOK ADS
The following is a real example of a split test we created for one of our clients. Both ads were shown
to the same audience, but one outperformed the other significantly.
Have a look at the ads and guess which one was best.
FACEBOOK AD #ONE:
FACEBOOK AD #TWO:

8. We really liked both of these ads. They play on very specific emotional triggers, have a clear offer
(Free hearing test) and create some urgency (Limited time offer).
So which ad was best?
If you guessed AD #TWO was best then you were correct.
How much better was it? 300%
That’s right, we had three times the conversions using AD #TWO.
Now here’s the clincher….
By improving the lever, you are also improving your leverage.
Here’s the way Facebook (and Google PPC) works;
The greater your click-through rate (the number of times an ad is clicked) then the lower your click
costs.
That’s a very simplified version of their complex bidding system. But the essence of that rule is true.
So as an example;
If you had $1,000 to spend on ads and paid $1 per click, you’d get 1000 clicks.
But when you improve the lever (the ad) and reduce your cost per click to $0.60c, you’re now able to
spend $1,000 on ads and get 1666 clicks!
Remember, it will also take time to improve the lever.
THE SECRET FORMULA TO WINNING MORE SALES WITH FACEBOOK
Improved Levers + Greater Leverage + Time = Success
Levers and Leverage baby… that’s what it’s all about.
MORE LEVERS AND LEVERAGE
So far I’ve shown you the principles of levers and leverage and how it applies to split testing your
Facebook ads. But there’s far more to levers and leverage than just Facebook advertising and ads
alone.
It is a powerful methodology for improving your online presence across all areas.
At Digital Domination, we’re all about levers and leverage. We’d love to help you improve your
online advertising to get greater results.
If you’re interested in learning more, visit http://digitaldomination.com.au