Tricia also recommends taking advantage of other services Meta offers. 'Personal advertising offers a huge opportunity to reach people who are interested in your product.' The more sales we drive, the more it learns how best to reach the right people. One of the great things about the Meta ads algorithm is its capacity to learn. 'We've gradually invested more as we've grown. 'It became clear to us very quickly there was a whole body of expertise out there to do with e-commerce and the way algorithms work on sites like Facebook. Realising the power of personalised advertising especially with Meta – the parent company of Facebook and Instagram - Tricia then decided to hire an expert to help. In 'before' and 'after' pictures, the model is always dressed identically and with the same expression on her face so that potential customers can see it's really the make-up that's made the difference. 'We always use imagery of genuinely older women who haven't had work done and language that's positive about women,' says Tricia.

Orders began to climb throughout 20, especially as they learned what type of advertising worked. Facebook understood that immediately,' says Tricia. 'Look Fabulous Forever has a very narrow but definite audience – we want to sell make-up specifically to women over 55. The power of Facebook: Tricia was quick to learn that the platform could help her reach a wider audience This means boutiques can advertise only to fashionistas, children's toy manufacturers to parents of little ones and gallery owners to art fanatics. Personalised ads created the perfect match. They give organisations of all sizes, from the smallest to the largest, the power to compete as they're an affordable, cost-effective way for their products or services to reach the people most likely to be interested in them. Tricia had discovered the world of personalised advertising, a service offered by Facebook and its sister site Instagram that allows even the smallest business to reach the people most likely to be interested in their goods rather than everyone.

'Then I realised I could put content on there and pay for it to be shown to a considerable number of like-minded people.' 'I knew nothing about Facebook but I got my head around it very fast and we quickly established members,' says Tricia. 'It went viral enough to take off': It took no time for the 74-year-old entrepreneur to see how effective marketing on social media could be

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