033: Using Facebook Ads WITHOUT a Warm AudienceJust getting started with Facebook Ads, or don't yet have a warm audience? Here's how to add a little more data and a lot more confidence to your strategy.Show NotescheckSUPPLEMENTAL VIDEO: How to point multiple ads to the same Facebook/Instagram post.What's a "warm audience"? Start with this episode. checkQ4 is coming. Request a Demo from Art Storefronts to learn how you can make the most of it with your own art gallery website.checkRate and Review the Art Marketing Podcast on iTunesTranscribeRead the transcribeComing up on today's edition of the Art Marketing Podcast, we're talking Facebook Ads. How to get started when you don't have a warm audience to show ads to. Otherwise known as the chicken and egg scenario. So the Arts Storefronts team has been growing a bit as of late. We're growing as a company, so we've been hiring. Now an argument can be made that we're growing as a company because we're getting much better at what we do. And I think to a large portion, that would be true. But also, when the fourth quarter is approaching, artists and photographers out there tend to get real active and rightfully so. Everybody knows this is the time to be selling art online. So we tend to see a flood of new customers and want to get set up and ready to capitalize on Q4. So we've got to staff up to meet the demand. Now over the years of hiring, we sort of evolved our hiring practices quite a bit to the system that we're at now. And I think early on, this is a concept I borrowed for hiring from a guy named Matt Mullenweg, who, he's the guy who founded WordPress. Just genius kid, unbelievable what this guy's achieved. He wrote a piece for the Harvard Business Review a few years back on WordPress' hiring practices. And I also heard him kind of detail some aspects of it on a few different podcasts. And I'll throw a link to the show notes of his Harvard piece, which I think you should read if it piques your interest. It's awesome. Now they run this concept of tryouts for future hires. And so they put their listings out, they screen their candidates like everybody else does, interviews and phone interviews and the like, and they narrow down the list to a few candidates that they basically provincially hire. Provincially. Provisionally hire. And let's just say we'll use three for our example. You've got a job, descriptions out, you've been through all that and you hire all three of them to provisionally start doing the job. They start working on the job on some sample projects. They get paid in a provisional fashion. Now they do this so they can formally evaluate any new hires with literally some real on-the-job experience and training to see if they're fit, right? You have them doing a real task that would really be part of their job, and you get to see how they work and how they communicate. And it's sort of like, it's like dating before you get married. And it's great because it gives both sides of the equation, the ability to get to know the other person, see whether or not it fits, see whether or not you want to get in bed for a marriage, a career. And it's really an amazing, amazing system for a number of different reasons. And at Arts Storefront, we've sort of added a few of our own twist to kind of make the process our own. And why am I telling you this? Yeah, great, Patrick, ASF's growing, good for you guys. Can we get back to the art marketing tips now, please? Very much. So stick with me for a moment. I'm gonna get you there, I'm gonna get you there. Now two great things about this process, and there are many more, let me tell you. But two great ones are the following. Number one, when you run tryouts, when you hire in this fashion, number one, this process tends to obliterate your cognitive biases towards people. What do I mean? As humans, and especially as humans hiring people, we end up having these biases. We are naturally drawn towards the candidates that we like,