Episode 30: Ausi Kimmons
Entrepreneur Conundrum Podcast
EC 01 | 4min
About The Guest
Ausi Kimmons about how she helps businesses score and grow via facebook ads.
Ausi is the Co-owner and marketing director and Facebook ads expert in their agency, Wing Fire Media.
They are currently managing two million per year in ads spend for all clients combined and they specialize in low ticket info products, SLO and micro offers and course creators.
Virginia [00:00:01] Welcome to Entrepreneur Conundrum with Virginia Purnell. Where growing entrepreneurs share how they get visible.
Virginia [00:00:09] Hi, everyone. I’m talking with Ausi Kimmons about how she helps businesses score and grow.
Virginia [00:00:14] Via facebook ads. Ausi is the Co-owner and marketing director and Facebook ads expert in their agency, Wing Fire Media. They are currently managing two million per year in ads spend for all clients combined and they specialize in low ticket info products. SLO and Micro Offers Course creators are co-chairs. Welcome, Ausi.
Ausi [00:00:38] Yay! Thank you. I’m so glad to be here.
Virginia [00:00:42] I’m glad to have you on today.
Ausi [00:00:43] I’m really excited. So thank you so much for inviting me.
Virginia [00:00:47] You’re welcome. Could you talk a little bit about how you became an entrepreneur?
Ausi [00:00:53] Yeah, it’s an interesting story, actually. So I always wanted I studied business management before and I always wanted to have a business. But, you know, I got married having kids, be a mom and that kind of like went away.
Ausi [00:01:06] And I wasn’t focusing on it a whole lot. But my husband also kind of had a little bit of that bug and he was working full time and he was just not feeling happy. He was not pleased. It was just like feeling like there was nothing else there. There was no growth.
Ausi [00:01:20] And he was like, I want to I want to start a business. So I was like, OK, let’s do it. So he quit his job and we had some ideas of what we wanted to do and we had savings. And that was around August of 2016. And we just kind of went after it. And it was really hard in the beginning and things were not working. And and then I was just like, OK.
Ausi [00:01:44] I think what the problem is here is that we don’t fully, fully know sales and maybe we can learn a little bit about our marketing. And that kind of like got me involved. And I was like, OK, let’s figure out what we don’t know, why things are not working. Let’s solve it that way. Right. So then I went down this, you know, this kind of rabbit hole of learning about digital marketing, learning about online sales and everything like that. And we found ourselves kind of wanting to provide the same service to other businesses because we realized how important that was. Like, we really, truly believed that the reason we were struggling is because we didn’t know those things before. And that’s kind of how the story started. It started from a failed attempt to quit his job of three to four months of really hard, you know, kind of situation economically trying to figure things out. And then out of that love of like understanding of like whatever it is, the obstacle we’re facing right now, we can we can get over it if we have the right knowledge. So all we’re missing is the knowledge. Right. So that that led us to this journey and is being awesome as being hard is we all kinds of things. But it’s fun.
Virginia [00:02:52] Everyone always hits that point where it’s like hard and you kind of want to, turnaround and, go back. But you never know how close you are to the end. Right.
Virginia [00:03:00] To that tunnel opening to actually succeeding.
Ausi [00:03:07] Yeah, and you’re never like you’re there, but then there’s always new hard things, right? But yeah, like your. It’s almost always there. Yeah. One hundred percent.
Virginia [00:03:19] Why do you like most about the work that you do?
Ausi [00:03:25] Oh, that’s a tough one, because we’re kind of getting to the next level of our agency and it’s very, very different from the first phase, it really is. Initially, you know, we were on a point. We were doing everything ourselves, like we were doing on the ads. We were doing the fun things. We’re doing the copy. And then we had, like, one person helping us with the fun stuff and. And I love that part of it. I actually really love marketing. I have an natural knack for it. And, you know, like you just kind of like I get things as soon as I study. I was like, OK. Yes, it makes sense. So I really love that part of it. And then I love building the relationships with clients. And that was like something that I really enjoyed. But as we have hit the next level, all those things that I once loved are not true anymore.
Ausi [00:04:20] And I’m having to learn to love, to build a team and letting go of those things that I was doing before. Right. So, like, I have now to train other people to do what I was doing. I have to stop having the super close personal relationship with every client because it’s OK for me to do it with five to 10 clients is not the same when you have 30, 50, 100 clients. Right. Which we’re not at 100 yet. But that’s kind of where we’re going. So it’s a tough question because I think this is important for anyone who is in the entrepreneur journey like you are going to have to learn to let go of the things you love the most and have to learn to love new things and adapt and change. I think out of all of that, I think I could say that I actually do like adapting. I like changing. I like this opportunity that I am always growing, that I’m always learning. And then ultimately, I really do like having an agency. I like serving people in that way. Maybe one day far away I might have a coaching business is not my thing. I don’t like coaching. I like doing like I like doing providing the service and knowing that I am truly directly impacting your business and your revenue. That for me is like is huge, is really important and issues that I’m in the position that I am having to let go of doing that myself.
Virginia [00:05:40] Was it hard giving up that aspect of control and letting other people do it?
Ausi [00:05:48] It was so hard. It’s still hard. I am still struggling with it. It is so hard, especially I this is why the agency motto fell so well for us. Like, it just kind of it just matched our personality really well. Both Ronald and I are very academic. We are like I’m the kind of person who I go and I figure things out and I learn things and I go on. I do write, I study math. I like math. Like I am a doer in that sense. And so, like doing the service for someone else more than coaching comes to me easier. Right. I really like that. So I’m basically happy to learn to let go of the most basic thing that was making me. You don’t like be good at the agency style, like because I was providing good services, we were getting good results and I love doing that part. So having to let go that has been extremely, extremely hard. And yes, I am a little bit of a controlling personality in some ways. Like I like to know what is going on and to, you know, kind of have a handle on is going. No, I like to make sure that it is what I want and that it is the way I need to be. And that was good for us because it helped us grow.
Ausi [00:07:03] But, yeah, part of growth and the girls we are right now is letting go of that. And it is hard. It is hard. So for anyone who is an entrepreneur or journey like, you’re going to have to get to the point where you’re going to have to be OK with letting go. And it is not easy, but it pays off in the end. really does.
Virginia [00:07:22] And it frees up more of your time too.
Ausi [00:07:26] Yeah, it’s a mix because at the beginning it doesn’t because, like, you have to be training and spending time and creating processes and doing all this thing. So you’re like, literally, you know, like maybe a month or two months training people to do what you do so well. And that actually added more to my plate to them before I’m being like super honest, like this idea that building a team is like, oh, it’s going to be the best thing over and you’re going to have all the time in the world is true. But after. Right. So, like, there was a point in theirs to a point, like where I’m spending more time than I was before even. Do I have more people in my team? It’s crazy. But once they get through that initial phase of training, once they know what to do, then my time freeze and then they’re doing all the stuff that I was doing before.
Ausi [00:08:11] So it really is a mix. But yes, eventually leads to free your time or at least free my time from doing the things I was doing so I can focus on on fully on the growth of my business and someone else can focus in the growth of my clients businesses. Right.
Virginia [00:08:27] Yeah so true. What are some common mistakes that you see some of your clients making?
Ausi [00:08:36] Well, there are so many. I think the biggest mistake anyone makes with ads is that with online businesses in general is that for some reason, entrepreneurs who come into the online world think that it should be easy.
Ausi [00:08:53] They think that it should require no investment, that if you put one hundred dollars on ads, you should make a million dollars, and that if you lost a thousand dollars in ads is the worst thing ever. And they immediately think that, you know, like I don’t know if they pay someone to do their ads. They think that the ads first and fault if they did the ads themselves, they think that the ads are the problem and they quit. You sue, right? They quit too soon because they have this vexations. I think that is the most common mistake I see like in a couple of boards. Wrong expectations. If you can’t adjust your expectations and you understand how the numbers work, can you understand that an online business is still a real business and still requires investment? And if you stuck through the process and you adjust your expectations, you understand that, yes, it will be hard. In some moments, especially at the beginning. Yes, you might lose some money with your ads, but if you stuck for it, you’re getting data back to get information back. You can tweak. You can optimize. You will see that golden, you know, the golden line of the tunnel at the end, like you will get to that point. So everybody who we work with that are extremely successful right now is because they went through the phase and they stuck to the process long enough to see that results. Anyone who is starting out or in the midway of the results, and they are just like not getting the results that they thought they should be getting, they quit it. They never get to see the fruits of anything because they just keep going after the shiny object. And they they think the problems are different than what the problem really is. And the problem is just you have run big and you’re not sticking to one strategy and one process. That’s really all it is. I wish I could help. Every every single entrepreneur put that in their minds and understand, like, just have the right expectations and stick to it. I’m not saying don’t pay for it. I’m not saying that there are things that you might be doing that are not working. That’s not what I’m saying. But you shouldn’t just have, you know, like, OK, I wanted to make a seventy thousand dollar launch and I had the five thousand dollar launch like that is vexation of your first launch being seventy thousand dollar launch is totally off. Five thousand launch if it is your first launch is actually pretty doable. Right. But if you’re thinking that you should have have a seventy thousand dollar launch, you’re going to immediately want to quit because it didn’t meet your expectations. So, yeah, and like a couple of words, it just kind of kept going in circles. But that is it. Wrong expectations is the most common, deadly mistake I see entrepreneurs making.
Virginia [00:11:23] Is there a ballpark certain time frame, that we should let an ad run for it to be able to get correct information.
Ausi [00:11:35] Its a mix So, you know, a lot of people used to say you need to let it run for treating four days before you know everything. That is not exactly true. Like when we turn on an end and let’s say we’re testing five different audiences and one of the audiences is producing results right away. And the others are not. I turned enough. If I can find one audience that produces results right away, why am I going to let the other ones run without spent, like, you know, without results spending money? So it’s a mixed thing, right. But does that mean that you’re not going to put money into things that don’t work at all? No. So I turned off the other five. I kept that one on. But now I’m going to go ahead and test new things with the other five to see if I can hit. So I’m not letting things run forever or for a few days before I turn and off. I’m actually a lot quicker and turning than off, but I am testing and retesting and testing and retesting and the testing and retesting kicks budget and it takes budget that might not actually give a return right away. Right. So I turn six on. I left one on Canada, five on. Well, next day I’m going to test those five again. I’m going to try different copy. I’m going to try different things. They might not hit again. So you might have been another data. You spend fifty two, one hundred dollars and then the next day I’m going to test again. So the process of testing is really what takes the money and not so much leaving it on. I do not recommend living something on for more than a couple of days if you have zero results at all. And it also depends on what kind of results are you measure. So if you’re looking for leads. Oh my gosh, your audience should be producing leads right away. If you’re not getting leads in your first couple of hours or something really awful as you’re in the crazy expensive industry like you’re a lawyer, right? If you’re measuring for purchases like a Marcello and microphone or can you offer whatever you want to call it? And your budget is the fifty dollar per day budget and you didn’t get a say on the first day, would any of your audiences? I would probably let it run for another day to see what is going on. After two days of zero purchases, I turn it off. Right. So it also depends on what is your budget and what is the cost growth position or costs for lead or the costs for the results you are looking for. Right. So there’s a lot of nuances there and variables. But don’t let anything run more than two days without any results at all. That is not collecting data. That is just right. That is just wasting your money like there is. There’s a line there.
Virginia [00:13:53] Well, thank you for those words of wisdom. So kind of speaking about getting results on advocates say. But who’s an ideal client for you with your agency?
Ausi [00:14:09] Right now, we’re working a lot with SLO files. The ideal person to work with does, even if it’s for an SLO funnel is that you at least have had some ads running and you have gotten sales.
Ausi [00:14:23] So you’re no your product sells with ads and you’re looking for someone who can take action to next level and you can do all the testing for you and who can apply the strategies that you might not know and understand. And that would take you a lot longer. That said, does that mean that, you know, it’s like you would probably take about six to 12 months, you make something work, it will take about three months. That’s kind of how it works, right. So for an SLO, someone who is at that level, however, we do have packages where we help you design and build the SLO. So if you are an entrepreneur who you have a car, so you have a a coaching program or you have something and you want to start collecting leads with your SLO and you have your absolute products ready, but the funnel is already we might also be able to help you with building that and testing not. And then for our other ad services, it’s really someone who has been spending money on ads and they’re looking to scale and they’re looking to hand that over to someone else because they don’t want to be putting the time into doing that. So we like we definitely do not work with someone who is just starting out, who is just building a business. They have never test their offer. They don’t have a funnel that has been tested improve, it adds. Right. The only exception to that, again, would it be SLO? And in that cases, if you want to hire us to help you build your assailable, your offer is ready and you have sold your high ticket offers before. So, yeah, like in a nutshell, you have to be running ads of some level and you’re trying to get that over to someone else.
Virginia [00:15:52] How do your idea clients find you or get more? Do you run ads for your agent? Is it more like word of mouth referral?
Ausi [00:16:00] It’s both. So we get a lot of referrals from client and clients and podcasts from people we know. And then we run ads for ourselves as well. And we are we definitely have plans to increase our own ad budget in October. We want to double that. But yeah, those are the main two through the referrals were to mouth or or our own ads.
Virginia [00:16:24] Cool, so you mentioned a little bit about one of your business goals for what it’s like. A big goal or two that you have for the next year or two.
Ausi [00:16:35] We really want to take our agency to five hundred thousand dollars per month. That’s what we want. And we are in several mastermind’s where there are agencies that are on the level. So it’s like totally possible we’re going to have to do a lot of adapting. And the process is probably opening up her niche a little bit more eventually. But think that is a big go? I don’t think that is like the next year go. I think the next year you always should get it to maybe 200000 per month. But that is like a two to three year ago. Probably it’s we have big hopes.
Virginia [00:17:11] That’s awesome. What would that goal? How would that goal change your business?
Ausi [00:17:16] Oh, my gosh. That would Completely change everything, I think, at that level. I definitely have to learn to not go and throw at all.
Virginia [00:17:25] Might be a good idea.
Ausi [00:17:26] If you like, at that level. I think we’re very little involved in the day to day of the client work. That there’s a bigger, much bigger team in place. You know, all the processes are definitely nailed down. I think at that point in time, I don’t even know, like two hundred thousand lives.
Ausi [00:17:47] I think I’m still going to probably be doing our own marketing and things like that because it’s what I like at the 500 thousand dollar level for month. For month. I think that is the point where Ronald and I have discussed and he’s just like I think at that point I’m hiring a CEO. Right. And we’re kind of giving the business to someone else’s hands. And we’re probably either building another business or doing something else. But do will, like, drastically change everything from where we are right now. And though, you know, in the work of everything very, very, very much to where we are not so much into everything, I think is a complete change. I don’t even know if I have the right answer to that because I don’t know if I have fully visualized what it means. But, yeah, I think it’s a lot of changes from where we are right now. It really is very, very different position.
Virginia [00:18:34] Do you have any roadblocks that might be holding you back from your goals?
Ausi [00:18:40] Yeah. So right now, our main roadblock really is actually me, not so much in the sense that it’s hard to let go of control, but in the sense that everything is in my hand. Right.
Ausi [00:18:51] We have been doing well, you know, like 50 K per month right now. And we have produced really good results for our clients.
Ausi [00:19:00] And it’s all in my head.
Ausi [00:19:02] Right. So, like, I am the one who knows all the marketing. I’m the one who understands Funnel. I’m the one who understands the audience is under one hundred and ads and we have a team. But it is still very much in my head. I still very much do a lot of the ads management. Right. And I because of that, I’m the roadblock. So I’m creating processes for the way I do things and creating processes for the way we manage ads. But that also takes time. And then I am training people and I’m training my team. Well, I get so, so much still so dependent on me that I am the roadblock. Right. I prevent us from growing faster and farther because I’m focusing on the things then and I’m not fully focused on our own marketing. And so we need to really kind of get out of this place where we are right now, where it’s too so dependent on me to deliver services. And yeah, and where I truly, fully rely on our team a little bit more. So, yes, I am the roadblock.
Virginia [00:20:00] About the only time you really want people to be able to go inside your head, right?
Ausi [00:20:05] Oh, yeah, I yes totally.
Virginia [00:20:11] So what’s working for your company to attract markets like that? Just the ads are here, other things that you’re doing.
Ausi [00:20:22] It really is a mix of everything. The truth is that it’s very surprising that we are actually at this level because we really only started adds for ourselves about a month ago. But producing good results for our clients, serving our clients at the highest level makes a difference to where people either stay month after month or two, where they are actually referring us to other people. Right. And like. But then even in that way, like our ads, our ads had a huge impact as well. We had a lot of clients from their ads, but our ads were only possible because we have really thrown case studies. So my entire funnel for our ads. That’s what it is. It’s 10 case studies, right? 10 case. That is not one or two like 10 case studies. And those case studies would not be possible unless we had had those results in relationship with clients. So it kind of like just feeds on itself, right? I would say I really believe that making sure that you are producing results and and helping your clients truly succeed is a huge part of success. Now, without sales and marketing and prospecting, I doesn’t none of it matters. Right. At least not for scaling. But it it really is a mix I can I can feed my own ads. I can feed my sales and prospecting because I have good results. Right. And those things kind of merge together and then they push each other up.
Ausi [00:21:43] Yeah. That’s kind of how I see it.
Virginia [00:21:45] Thank you.
Virginia [00:21:48] Is there anything that you guys are doing to kind of stand out like anything special? Or is it just kind of the ad aspect, like you guys are both going to give a certain platform now.
Ausi [00:22:02] We’re not like literally we’re not really doing anything. I have long been into my personal Facebook and almost three months now.
Virginia [00:22:11] Just a bunch of noise, right?
Ausi [00:22:13] Yes. I hate organic stuff. And we will start doing as soon as I can get my team to fully operate, you know, and all the things that I do. We’ll start going back and doing none.
Ausi [00:22:24] But no, it really has been either referral or ads. What I can tell, though, is that having a really powerful funnel has helped us a ton.
Ausi [00:22:33] Like, that’s how we stand now. That is very different. There is no one else out there who I see offering in case studies the right then successful case studies. So that is one of the things that helped us stand out. And then the other thing is that we do have a very specific process for the way that we do ads. And it is our unique selling proposition, which is the AICS formula. And that is like the hook and the most important thing of our entire funnel and how our ads work. So it just goes back to that, like what is what is your thing that is different from everyone else that you know, that you can help other people do? And that is what we do. Like our process for ads for your initial three months of ads is very, very unique. And that’s what we use in our ads.
Virginia [00:23:19] I’m going to switch a little bit here. What’s the best advice that you have ever received?
Ausi [00:23:29] I think there’s been probably a ton, but there’s like two things that come to my mind, and this came from one of our mentors who is a, you know, a big agency guy as well.
Ausi [00:23:42] And he said that.
Ausi [00:23:46] If you are cut up and only making sure this was big to me because I was so into like you, I want to make sure that my services are the best there is. Right. But he’s like, if you’re only cut up in serving that one client, you’re never going to be able to grow and serve your clients in the best way because data and volume are everything in business. Right. So if you have 50 clients who you’re serving in the same way, then you can test things and you can truly know where things are working and what is not working. And you can improve your process to serve at a better level. If you only have one person, you really have no data to say that what you’re doing works because you haven’t proven with anyone else. That was a big shift of mindset to me, and that’s where I was like, OK, we really need to focus on sales as much as we focus on delivery. And then I think the other thing was to team building. We were in a mastermind last year with Julie Stoian and I don’t remember who was giving the talk at the time, but they said, you know, like you people tend to blame their team for all the things that are not good and say, oh, my team is all good. My my employees are just not the all stars that I want. But in reality, it all comes from you and your leadership. Like, if you are a good leader and you can help your team perform, your team will be the best there is. If you are a poor leader, then your team will also be approaching and it is easy to blame on the team when reality is about you. And that was a big mindset shift for me as well. And I was like, OK, I want to be a good leader. Right. So those are two the man devices that I can kind of think of.
Virginia [00:25:20] What’s the best advice you have ever given?
Ausi [00:25:26] As far as business ever, I fear for my kids, my kids, those a million. Yeah, I think if we go back to business is that is what we were talking about the beginning.
Ausi [00:25:43] Set the right expectations and then try to over come then. But don’t we have unrealistic expectations and then base your results on them like stuck to the process, stick to the process.
Ausi [00:25:58] Expectations that you can actually meet and overcome my right pass then so that you can keep progressing becomes really stressful. When you have the wrong expectations and you think you’re not meeting then and you think everything is going badly and you give up or you’ve been a you know, you’re getting too shiny object syndrome. So stick to realistic expectations. Meet then and then overcome them, then pass them, then get over that. Right. But don’t set unrealistic expectations because that is not going to take you anywhere. To be honest.
Virginia [00:26:33] So true. Thank you very much. Is there anything that you would like to share that I haven’t asked you?
Ausi [00:26:39] No, I think this has been pretty good hearing most of the points that I think are so essential for anyone trying to build a business.
Virginia [00:26:48] Awesome well, thank you for being on today. How can people find out more about you and what you do?
Ausi [00:26:53] They can definitely find me on Facebook, which I haven’t been super active on as far on the personal side.
Ausi [00:27:01] They can go to our current funnel, which I believe I can give you the link, give me one second so I can grab that correctly.
Ausi [00:27:12] It is. So don’t go too far. Media icon directly, because I will take it to our Web site, which we don’t really do a whole lot with it. Go to our funnel page where there is the case study that will be really good. And it is launchnow.wingfiremedia.com . And I can become and I can then get in the chat as well. That is probably one of the best ways to get ahold of us right now is by going to the funnel and then watching the base studies. If you want to schedule a call, it does as well.
Virginia [00:27:44] Thank you. So thank you so much for taking time and sharing with us today.
Ausi [00:27:52] No problem. This is awesome. Thank you.
Virginia [00:27:54] You’re welcome. Have a great day.
Ausi [00:27:57] Thank you, Virginia. You too.
Virginia [00:28:09] Thanks bye. Thank you so much for joining us today. Be sure to subscribe and leave some, leave through a review and I’ll catch you on the next episode.
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Virginia lives in Northern Alberta on a small farm with her husband and three children.
Virginia is a master funnel builder having been certified as an FG Society Master Marketer, Funnelytics, and ClickFunnels Certified Partner.
She also helps businesses with their visibility through online searches.
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