The document discusses why businesses should advertise on Facebook and outlines a 4 step system for successful Facebook advertising. The 4 steps are: 1) Audience targeting, 2) Creating perfect ads, 3) Launching ad campaigns, and 4) Scaling campaigns. It argues that most businesses fail with Facebook ads because they get one or more of these steps wrong, such as targeting the wrong audience, using poor ad copy, selecting the wrong campaign objectives, or improperly scaling ads. Mastering these 4 steps is presented as the key to gaining more leads and customers through Facebook advertising.