He needs to set up a business page so that he can begin advertising on facebook. You can't advertise from a personal page. Once he has the business page set up, he can use the feature on his business page "Build Audience" to "invite" all of the people on his personal page to "LIKE" his business page. It's a long process to convert all of those people over, but it can be done. He then needs to send an individual message to each of the people on his personal page letting them know he's moving to a business page. He also needs to start posting on his personal page that he's moving his business to a new business page and that he needs everyone to go to that page for all future facebook updates. Provide the link to the new business page. Just keep repeating the same message on the personal page for a couple of days and he should find that his personal friends will move over to being fans of his business page.