Author Spotlight: Mojca Mars
by Dennis Field on May 16, 2017
This month we’re interviewing Mojca Mars, the author of Facebook Ads Manual: Everything You Need to Know to Get Started. I hope you enjoy the story behind this book!
Tell me about yourself. Where do you call home? What do you do for a living? Why do you do it?
I’m the owner of a boutique agency called Super Spicy Media. I founded my agency right after getting fired from my previous job at an advertising agency. Because no challenge is too big, I decided to go on my own, risk it all, and start my own company.
Fast forward a few years later, I’m a Facebook Ads expert, author, and speaker. My work focuses on helping businesses generate more leads and increase profits with a professionally-made Facebook Advertising Strategy, so they can devote their time to other aspects of their business. I mostly work with SaaS companies and online product creators that are looking to effectively scale with paid advertising.
Tell me about your book. What is it about? Why did you write it?
Once you see how effective Facebook Advertising can be in terms of your business growth, you get hooked and addicted to it.
But after a few long chats with my colleagues and a few people from my audience, I found out they don’t even get to that first step of launching an actual campaign. For them, Facebook Advertising was always this big scary thing, too complicated to tackle, and they walked away.
That said, they still felt the need to try it out once, but that “once” just never came, no matter how much they wanted to experiment with it.
That’s why I decided to write a book that will guide the reader from the first steps of creating a Facebook Advertising Account and implementing a Facebook Pixel to their page, to the actual point of launching their first professional Facebook Advertising Campaign.
What are your goals for the book?
My goal is always achieved when I get an email from a reader saying: “Thanks to you, I just launched my first Facebook Ads Campaign! I’m generating new leads for $0.40 now!”
The more people I help to launch their first campaign, the happier that makes me.
Why did you choose to write this book?
I love working with clients. I get excited every time I implement a new campaign and increase their sales with it.
But besides doing that, I always wanted to help people that cannot afford to hire a professional to help them with their Facebook Ads.
This book does exactly that. Helping people that want to manage everything themselves, but need a little bit of professional guidance from the start.
What steps did you take in writing your book?
I didn’t need to validate the need, because at that point I already received a lot of emails from people who wanted to start out themselves, but didn’t know where to begin. A book about that specific topic was a perfect solution.
First, I interviewed many of my audience members. I wanted to know more about their struggles, what’s keeping them back from launching their first campaign, and what issues they’re experiencing.
I collected that information and prepared an overview of the book. The general idea was to make it into a step-by-step guideline that helps you launch a Facebook Ad Campaign from start to finish.
I presented that to a few colleagues, and after collecting their thoughts, I started writing the book.
What were some of the tools you used when writing your book?
You’re going to be very disappointed by my answer. (laughs)
To be honest, I didn’t use a lot of tools. I’m the kind of person who doesn’t want to get overwhelmed by them. I try to keep them at minimum and focus on the actual work.
I used Gumroad to set up the pre-order page for my book, so I could start collecting pre-orders right away.
I used Ulysses, which is a writing tool, to write the actual book.
I used Sketch to design the cover of my book.
And I used iCal to schedule my writing time.
That’s it. Nothing special, but it got the work done.
What are some of the methods you used to promote the book? What has worked? What has not worked as well as you had hoped?
The most important medium for successfully promoting my book was my email list. That’s how I got most of my orders.
I started by offering them a special pre-launch discount that was 50% off from the original price. I had another smaller discount on the launch day, but after that I increased the price to the original one and kept it that way. Discount windows always work when you’re launching something new.
I also heavily promoted my book on Twitter, my Facebook Page, with Facebook Ads, and everything worked really well.
The one thing that really surprised me was how much traction I generated by publishing my ebook on Product Hunt. I offered them a special discount too, and they grabbed the book immediately.
What was your biggest struggle when writing this book? How did you overcome it?
There were two struggles.
The first one was to actually sit down and write. There’s no tool that can help you with that. It’s just a matter of discipline.
I overcame that by scheduling writing in my calendar, and when that time came, I turned off my notifications, opened Ulysses, and started to write.
The second struggle was formatting the book. At the beginning I decided to keep it very simple, export the book from Ulysses, and launch it as soon as possible.
But even with a simple approach like that I stumbled upon many problems with image formatting, formatting in general, and other painful issues.
After playing around with settings for a while, I managed to put it in a good form and launch it. I think I even caught the deadline. (laughs)
What have been your proudest moments throughout this process so far?
Launching the darn book and seeing it fly.
After seeing the first pre-orders come in, I knew this was going to be great. But I still don’t have a clue about how well it will actually go.
The real happiness kicked in after receiving those first few emails from readers, saying how they launched their first campaign. Mission accomplished!
What do you hope your readers take away from reading your book?
My goal is to get them un-scared of Facebook Advertising by explaining the workings of this platform step by step.
What’s the single piece of advice you’d give to someone else getting ready to write and self-publish a book? What did you learn from this process?
Sit down and write. Right now.
There are tons of people that know how to solve specific issues and help a specific audience, but they’re just too scared to write a book because they don’t know where to begin and how to tackle that.
It’s really about sitting down and pouring your knowledge out onto the keyboard.
If you can provide value to the reader (which I’m sure you can), that’s all you need.
What’s next for you and your book?
Since Facebook updates their Ad Manager *all the time*, I’ll be relaunching the book with refreshed content and some new strategies soon.
What book(s) or blogs are you currently reading?
As far as blogs go, I love Jon Loomer. It’s a very technical blog, explaining the inner workings of Facebook Ads, and I always get a ton of ideas for new campaigns just from reading it.
I’m also in the middle of reading Million Dollar Consulting by Alan Weiss. Everyone should read that book.