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add copy and
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creatives congratulations first of all
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on getting to this point it means that
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you followed through all the videos and
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you've done all the assignments and you
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are now ready to launch your ads so if
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you have followed along you should have
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a document that looks just like this
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where you talk about the sophistication
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level of your Market the awareness level
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the main emotions you want to sell with
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the supporting emotions and your
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positioning your mechanism your pain
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points and the Big Ideas that you have
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for your creative at this time as well
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you should have tested out um some of
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your ideas some of the market pain that
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you came up with in the market pain
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worksheet and you should also have the
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offer attributes like your transaction
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attributes pricing discounts you know
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free shipping and things like that your
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brand your attributes your influence
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influencers attribute your functional
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attributes you should already have you
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know your off attributes worksheet
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filled out and then you should also have
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gotten the results from your test your
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ADD
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test here you basically check out the
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messaging that's working in the Market
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and Test some of your big ideas and you
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know things like that that are working
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and remember
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it doesn't matter if you are doing info
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or if you're selling a service or trying
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to generate downloads for an app or
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you're selling e-commerce products it
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doesn't matter you have to go through
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all these different processes even
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though the announce is here and there
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and little differences here and there
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but essentially you should have arrived
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at having something a document that
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looks just like this you know with your
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big ideas and everything test
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so
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now so now let's talk about your ad copy
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and your creatives in this era of
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advertising this is the most
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important um thing that Facebook
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considers when delivering your ads this
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is the Holy Grail at the moment it's no
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longer your targeting as you already
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know you don't have options to really um
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target the people you want on Facebook
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Facebook has taken the prerogative to do
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that for you using their AI called meta
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AI okay
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so as this is the most important thing
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we've
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spent as this is the most important
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thing we've spent the entirety of this
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course you know going back to things
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that many people have forgotten how to
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do and some things that people never
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knew about you know in the world of
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advertising where we talk about the
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mechanisms talk about the sophistication
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of the market the awareness levels and
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things like that so I want to give you
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the
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objective of this entire um process okay
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and we have four objectives there are
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four things we want to achieve with your
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are the first one is that we want to get
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add engagement from Co audience when I
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see engagement I'm talking about clicks
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likes any kind of Click not just link
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click I mean expanding the ad you know
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spending some time looking at it if it's
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it's an image or watching the video to a
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certain extent or leaving a comment on
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the ad so we want to get ad engagement
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from your core
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audience okay so what do I mean let me
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go into detail so the first thing to is
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that you need to call out your target
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audience in the first line of the ad
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text and also in your in your headline
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so the first line of your ad text the ad
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text is what appears above the image or
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video right that first line okay you
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want to make sure that you call out the
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audience in a way that speaks straight
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to the pain okay and then you want to
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encourage engagement with your messaging
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somehow there's a way to you know craft
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ads that get people talking you know or
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engage in interacting with that ad like
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oh they agree with this idea they agree
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with this concept they like the ad they
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like the post and you know things like
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that also you don't want to use false
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boosts from family and friends unless
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they are in your target audience so what
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people used to do in the past is that
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they'll share their ads with their
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friends their family members and say hey
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help me go you know like my my ad leave
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a nice comment for me and all that and
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some people I even heard about this
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which was absurd I've never tried it but
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people go hire other people to leave
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comments on their ad I think they do
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that from maybe freelance
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websites that is going to mess up your
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entire campaign because the moment
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Facebook sees people interacting with
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your ads they feel those people uh you
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know likely bias and then they use those
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initial people to try to map out other
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people to show you ad to and it's going
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to be very difficult to come back from
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such um a mistake okay so you want to
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ensure that you don't use those false
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signals you don't do anything you know
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that will give the wrong data to The
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Meta
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AI now the second thing that we want to
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do is to use creatives that are
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captivating
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to only your core
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audience
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so you could have many different kinds
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of creatives in the past that you just
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want to hook attention you just want to
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um arrest attention and you know get
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people to stop scrolling and pay
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attention and stuff yes you still want
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to stop the scroll but you want the
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scroll to be stopped by mostly people
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who are in your audience so um when
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someone takes a look at the email or the
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video they should immediately know if
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it's something they're interested in so
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for example if I want to get your
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attention I might have Facebook ads
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manager
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screenshot somewhere in my image or in
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my video and that's likely going to
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catch your attention I could have icons
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that resemble the meta ads you
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know um logo or things like that or you
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know just big words I could just write
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rowers and I'm sure that will get your
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attention because you are in my audience
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right and I know my audience very well
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so you want your creative to call out
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your audience in seconds right you could
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try to use things like um industry items
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for instance you you are trying to reach
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dentists you could get a specific um
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tool that only dentists will understand
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and you know have hold that if it's a
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picture or you know a video you could
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showcase that in the video or just just
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even the the image of it right it's
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going to grab the attention of your your
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core audience quickly you could go sit
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in in a Dentistry right and make a video
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there or um take a a photo there you
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know like I already mentioned tools
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right or you could you know do a drama
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right those kind of ads that incorporate
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drama and you could use that to
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Captivate your audience but it has to be
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related it has to um be something
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interesting to your core audience and
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mostly your core audience right for
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example I see jokes in the marketing I
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won't say Marketing in the web
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development and software development
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community and those jokes would not be
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understood by people outside that
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committee no matter how hard they tried
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but for someone who is like a software
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developer a web developer someone who
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writes code will immediately grasp the
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idea and would laugh out loud right and
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many other people their friends and
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family no one will be able to understand
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why they are laughing except they
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explain to them so the same kind of
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ideas what you want to bring into your
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ads you want to use those kind of
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creatives that speak directly to the
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people you are talking to
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Okay and then you want to tie in with
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the ad headline and copy so don't forget
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we already wrote something down for your
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ad text and your ad headline you want to
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make sure that this creative is fitting
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right it's congruent with the messaging
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on the ad itself okay and that will help
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you to nail your creative and then we
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want to get clicks right but we want to
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get clicks from the qualified audience
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and that's what we have Cliff
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Cliffhangers and then we also have
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qualifying statements right so let's
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look at that in more
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detail so you we use Cliffhangers
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generally to create open loops and make
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sure you don't close those Loops in your
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copy because that way you're going to
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get people who really want the solution
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to the open Loops to click on your ads
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and that will help to give you know
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feedback you know straight to the meta
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AI that okay these are the kind of
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people that are clicking and hopefully
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it's account taking action right then
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you also want to structure your copy to
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allow only the most qualified people to
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click right
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and to do that you need to make
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statements you need to say well um this
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is not for you if you are struggling to
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feed you you don't know where your next
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uh meal will come from this would this
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probably won't work for you this for
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people who already have a six figure Inc
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command looking for the next step which
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is to start an online business right
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that's a statement like that I just said
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that pick that out from thin air right
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may not be the best copy of course we
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could always use some improvement but a
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statement like that kind of repels the
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people you don't want clicking your ads
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and attracts you know those who you want
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to click your ad we'll see more of that
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soon now the fourth thing which is I
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which I just introduced a bit in the
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third step where I was talking about
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getting clicks from qualified people is
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to repel people outside of your target
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audience right
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and you repel the people you don't want
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when you do that with your copy you
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automatically attract the people you
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want okay so like the example I gave you
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could see that it was a very subtile you
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know rebal you want to be subtle but at
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the same time you want it to be firm
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right that you know what this is not
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going to work for you you don't me this
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criteria so if you say something like
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CEOs who are making over a million
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dollars here's what you should do to
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double your
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Revenue right people who don't fall into
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that bracket are going to be repelled
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because you are not talking to them
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right they don't have the they don't me
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the criteria to engage with your ads and
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interact with your
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ads okay now with that said I want to um
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take you to the two main or broad
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categories of ads according to me okay
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so keep these four objectives in mind as
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you create your ads and as we progress
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okay so the two main categories we have
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e-commerce ads and then we have non Ecom
00:12:00
ads when when I say non Ecom ads I'm
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typically referring to ads that are
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either for information products
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Consulting coaching Services mobile app
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download software as a service kind of
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ads any other thing that is not like a
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fysical product business I have grouped
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them as non Ecom ads okay now I'm going
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to be showing you examples of each but
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these two um kinds of ads are very
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different even though they have
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similarities of course they are both ads
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they are both engineer to get um
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responses from people and to get people
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taking action but the way we structure
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the ads and the way we build out these
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ads are very um different the kind of
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copy the length of the copy and all that
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are very different so basically for Ecom
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ads we're going to be using more of the
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um offer attributes right
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so we're going to be using a lot of this
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right even though we use the same for
00:13:06
um even though we use the same of
00:13:08
attributes for non Ecom ads but it's
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more relevant when we're building out um
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e-commerce ads okay on the other hand
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the non Ecom ads we have to um use a
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very specific kind of structure to build
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out build out the ads
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so I'm going to show you um go back
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to the alha attributes worksheet I'm
00:13:36
going to show you examples of um
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e-commerce ads I'm also going to show
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you examples of um non- Ecom ads so you
00:13:44
can see how it works now because Ecom is
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very broad I'm going to show you
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probably more examples and um fewer
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examples for the non Ecom ads okay we
00:13:54
have very different kinds of products
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and categories and it's more tricky for
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people
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but with the non ecomat we have a
00:14:01
specific structure you can just follow
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and you know it makes your life easy all
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right so let us get
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started so just to remind you for the
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offer attributes we have transactional
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attributes which include things like
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pricing or discounts free or express
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shipping gift with the purchase urgency
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and scarcity things that are
00:14:21
transactional right and then we have
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brand brand related talk like really IR
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relevant story
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um if it supports a cause lifestyle
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motive and things like that and then for
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influencers we talk about influencers
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like celebrities or social media
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influencers reviews user generated
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content testimonials you know all forms
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of social proof and the likes and the
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likes okay and then we have functional
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we we talking about the function of what
00:14:51
you're selling that's based on a want or
00:14:54
the desire of the audience and then
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maybe the height improves the quality
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quality of the person's life and you
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know if there's a need-based trigger Etc
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okay so I for Ecom guys I want you to
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ignore everything here because this is
00:15:11
related to info okay I didn't view that
00:15:13
one for you but you would see all the
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features and I'll Point them out to you
00:15:18
in the examples that we are going to
00:15:20
look at okay so let's go to the Facebook
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ads Library you already know how to get
00:15:25
there you click on just type Facebook ad
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library on Google and it will come out
00:15:31
okay so we would start with
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um let's see MV Mt
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okay mvmt is
00:15:42
uh a watch brand okay and they sell
00:15:48
watches okay now I want you to take a
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look at this
00:15:54
one okay it says dreamed in
00:15:59
California designs made to mix match and
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stock
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okay shop women's jewelry right shop
00:16:10
women's jewelry fast shipping plus easy
00:16:14
returns now what attribute is this I
00:16:17
mean fast shipping plus easy returns
00:16:19
that is the transactional attribute okay
00:16:24
and when you come back up and it says
00:16:26
dreamed in California
00:16:29
right they talking about the brand
00:16:31
they're talking about the brand
00:16:33
attributes and then they say designs
00:16:35
made to mix match and stack they're
00:16:39
talking about function okay I'm not
00:16:41
going to play the video you know for you
00:16:43
to see but you can always go to take a
00:16:45
look at that that's a a good ad now the
00:16:48
the best Ecom ads always have a stack of
00:16:52
the four offer attributes but don't
00:16:55
forget you need to have a big idea even
00:16:57
for the aom ad right and you're going to
00:17:01
use that you're going to use these
00:17:03
attributes to amplify whatever is behind
00:17:06
your big idea okay so you can always go
00:17:09
through this this one says custom made
00:17:11
in Los Angeles from our sketchboard to
00:17:14
your feet okay custom made in Los
00:17:18
Angeles now what attributes is custom
00:17:22
made in Los Angeles that is brand right
00:17:26
they're saying it's customade
00:17:29
and they say from our sketchboard to
00:17:31
your feet is both brand okay and also
00:17:37
function it says it's it's going to fit
00:17:39
you right and it's going to look great
00:17:42
on you right and it says shop women's
00:17:45
watch is fast shipping plus easy return
00:17:48
you can see how they deliberately call
00:17:50
out what they want right we want you to
00:17:54
shop women's watches people who are not
00:17:56
shopping women's watches are likely
00:17:58
going going to you know move past this
00:18:01
ad right and you know that's that now I
00:18:05
want to show you um a different
00:18:08
example okay and I'm going to show
00:18:12
you
00:18:14
pople purple is a
00:18:17
mattress um
00:18:19
company and they have very very nice
00:18:23
ads that will
00:18:27
perform okay let's just speak this one
00:18:30
right this one's been running since this
00:18:34
month right it says um deep sleep no
00:18:38
matter the heat right functional that's
00:18:42
a functional attribute okay they say
00:18:45
deep sleep no matter the Heat and they
00:18:46
they're saying this because Summer is
00:18:49
really heating on now and there's a lot
00:18:51
of heat this and this also another
00:18:54
functional statement that says drift off
00:18:56
faster
00:18:58
right instead of rolling around on your
00:19:00
bed right drifted faster with up to four
00:19:02
times cooler
00:19:05
sleep okay and then they move straight
00:19:07
to transactional attributes and they say
00:19:10
save up to $800 on the mattress plus
00:19:15
base right during the July 4th sale if
00:19:19
you don't know what the July 4th sale is
00:19:22
uh is of course you not in North America
00:19:24
based on studies performed in 2022 and
00:19:27
2023 on on purple hybrid mattresses now
00:19:31
this is a brand attribute they're saying
00:19:33
well we are telling you that you're
00:19:36
going to enjoy this kind of um sleep
00:19:40
based on the studies that we've
00:19:41
performed okay and then you can see
00:19:44
exactly what they ask they say want
00:19:46
cooler
00:19:48
sleep so they directly calling out to
00:19:51
their audience and they're going to get
00:19:54
what they're looking for so if you keep
00:19:57
if we keep scrolling true you'll see
00:19:59
many great ads purple um always have
00:20:03
really really good good ads sometimes
00:20:08
they use um color blocks in in their
00:20:12
real actual ads okay for example look at
00:20:15
this
00:20:16
one okay this one says um a set of a set
00:20:21
for proven deeper sleep and you know to
00:20:23
block it off by swapping the cers here
00:20:27
getting deeper sleep is simple purle
00:20:29
science backed system proves it okay
00:20:33
getting deeper sleep is simple that is
00:20:36
functional and this is a brand attribute
00:20:38
purple science backed system proves it
00:20:42
okay and then they say the Deep Sleep
00:20:46
System now just look at this experts
00:20:49
agree nothing compares to gel Flex grid
00:20:52
sleep that's a different image they used
00:20:54
for the same ad um customize every
00:20:57
aspect of comfort
00:20:59
but I'm looking for the ones where they
00:21:02
use um testimonials cuz I've I've seen
00:21:05
those ones
00:21:06
before
00:21:10
um let me just keep moving a bit and see
00:21:14
let see this one maybe it's this
00:21:18
one okay this one says we've cracked the
00:21:21
code for deeper sleep meet the complete
00:21:25
science backed system you will only find
00:21:28
that's purple for someone who loves
00:21:31
sleep like me like I do these are very
00:21:34
enticing statements okay and this is a
00:21:39
functional statement we've cracked the
00:21:40
code to deep asleep it's also a brand um
00:21:46
it's also a brand attribute right we've
00:21:49
we've cracked the code right and at the
00:21:52
same time it's also something functional
00:21:55
says meet the complete science backed
00:21:57
system you will only find that purple so
00:22:01
this is what um it feels like to have
00:22:04
good ads you want to make sure you're
00:22:05
calling out the audience and that it's
00:22:07
attractive to the people that you are
00:22:11
trying to
00:22:13
reach okay this one says um say goodbye
00:22:16
to sleeping hot straight to the point
00:22:18
calls out the people that they want to
00:22:21
they want to reach and then okay
00:22:23
interesting these are the ones where
00:22:25
they use um testimonials
00:22:28
it's not just a marketing gimmick we can
00:22:30
confirm it's the real deal it's amazing
00:22:34
at shedding body heat and keeping hot
00:22:36
sleepers cool right so they are speaking
00:22:39
specifically to a segment of the market
00:22:43
right you can see they also call out the
00:22:45
pain waking up hot not on the jail Flex
00:22:47
grid fall asleep and stay asleep with
00:22:51
purpose award winning sleep Innovation
00:22:54
so this is a brand statement why this is
00:22:56
a functional um brand attribute and this
00:22:59
is a
00:23:01
functional attribute right they're
00:23:02
telling you what it does
00:23:05
and this is a hook a simple hook okay
00:23:10
that calls out the pain and also uses
00:23:13
attaches that to a brand attribute so I
00:23:17
will just show you one more for Ecom and
00:23:21
that will be it just one more
00:23:25
um my favorite uh group Dollar Shave
00:23:29
Dollar Shave okay let's see Dollar Shave
00:23:35
Club Dollar Shave Club has some of the
00:23:39
best Ecom ads that you will ever find oh
00:23:42
not trying to buy
00:23:43
anything okay so uh let's
00:23:47
see this one okay it says shave smarter
00:23:51
not
00:23:53
harder okay now um that's a functional
00:23:58
attribute
00:23:59
right and it say new member
00:24:02
deal what what kind of attribute is this
00:24:05
and this statement the following
00:24:07
statement yes you got that correct it is
00:24:10
a transactional attribute so it says new
00:24:14
member deal get the shave SM set and and
00:24:18
save 50% off your first box cancel
00:24:22
anytime no strings attached cancel
00:24:25
anytime is also a transactional
00:24:27
attribute
00:24:29
same what same as no strings attached
00:24:31
new member
00:24:33
deal also transactional what are you
00:24:36
waiting for also transaction I think
00:24:38
they have some they mix and match
00:24:39
different creatives to see what's
00:24:42
working better for
00:24:43
them okay now I love this one I love
00:24:46
this one a lot it says cheat on your
00:24:48
razor with us right um we'll say louer
00:24:52
for people in the back new members get
00:24:55
your first box for Just5
00:24:59
cancel anytime no strings attached this
00:25:02
is a transactional statement and cancel
00:25:05
any time no strings attached um it's
00:25:07
also a transactional statement okay but
00:25:10
I want to show you something cheat on
00:25:12
your razor with us it's a brand
00:25:15
attribute okay cuz they are sticking on
00:25:18
their brand if you if you're familiar
00:25:21
with um Dollar Shave ads like the one I
00:25:24
I I think I showed you sometime at the
00:25:27
beginning of this course so of the
00:25:28
program I showed you I think I showed
00:25:31
you one dollar shave ad you know you can
00:25:34
see how fun the ad is how you know
00:25:37
interesting it goes you can already tell
00:25:40
the kind of people the ad is talking to
00:25:42
and you can see that they are the same
00:25:44
kind of people who find this exciting
00:25:45
cheat on your razor with us okay try it
00:25:47
for five bucks
00:25:49
transactional um attribute and all that
00:25:51
and they have different variations of
00:25:54
you know the image you know at just
00:25:58
different versions of the same image
00:26:01
selling the same thing all right so
00:26:02
that's it
00:26:04
for for the Ecom add examples as you can
00:26:09
see they just stack these attributes you
00:26:14
don't need to use all four at the same
00:26:16
time but it's always best when you use
00:26:18
all four when you can tie all of them
00:26:20
the ads don't have to be long you go
00:26:22
straight to the point and make sure your
00:26:23
headline calls out the audience that you
00:26:26
want to reach out to okay as long as
00:26:29
you're doing that and you meet um you
00:26:32
get this the four the four objectives
00:26:35
here right like you are getting
00:26:37
engagement from your Coe
00:26:39
audience and your creative you know
00:26:41
captures your Coe audience your the
00:26:43
clicks also from qualified people and
00:26:45
you're able to repel those outside your
00:26:47
target audience you will be
00:26:50
fine okay so let's talk about the non
00:26:53
Ecom ads this way it gets really
00:26:55
interesting
00:26:58
so with the non Ecom ads you are
00:27:02
basically um mixing and matching
00:27:05
everything so you're going to you know
00:27:08
come from your Market pain you've gotten
00:27:10
your results from your testing you've
00:27:13
done
00:27:15
your you now have you know everything
00:27:18
here okay the sophistication level the
00:27:21
awareness level what emotions you'll
00:27:24
sell with just just the same way the
00:27:27
Ecom guys will do it right for example
00:27:30
you can use um a Min emotion of um guilt
00:27:34
to sell those shaving sticks from the
00:27:37
Dollar Shave Club how would that look
00:27:39
like you could say you could lead by
00:27:42
saying something like
00:27:46
um don't you deserve don't don't your
00:27:49
body deserve better right better rais us
00:27:53
you know things like that you try to
00:27:55
make them feel guilty for for not doing
00:27:58
something or for doing something right
00:28:01
so the same way you play with emotions
00:28:03
and you know positioning for this
00:28:05
different Eon products is the exact same
00:28:07
way you're going to do for this ones the
00:28:09
only difference is that you have to
00:28:11
start the ads with the very first
00:28:15
line talking about the pain also don't
00:28:19
forget we have different audiences right
00:28:22
um I mean different awareness levels
00:28:24
that we could be selling to so you want
00:28:26
to talk about if it's the aware level
00:28:28
you're talking to you want to talk about
00:28:30
the symptoms if it's the problem aware
00:28:32
level you want to talk about the problem
00:28:36
if it's a solution at level you want to
00:28:37
talk about the
00:28:40
solution okay but make sure that it's
00:28:43
powerful enough to pull people in right
00:28:47
so I would give you an example based on
00:28:49
the big ideas that I was able to verify
00:28:51
using the test right these are the kind
00:28:55
of lines I would use for my ads the AI
00:28:58
wave this for the first one where I talk
00:28:59
about AI will help a few employees quit
00:29:01
their jobs and cost many employees to
00:29:03
lose their jobs which side are you
00:29:05
that's you know the whole big idea for
00:29:07
that ad and then I'll say the AI wave is
00:29:09
gaining momentum and we'll decimate
00:29:11
employees who don't do these three
00:29:13
things okay you can see that this
00:29:15
statement is a cliffhanger right it's a
00:29:18
threat so I'm using the emotion fear
00:29:21
right and I it it's going it's getting
00:29:23
momentum it's going to decimate people
00:29:25
who who don't do these three things but
00:29:27
this is like a cliffhanger I could
00:29:29
choose not to talk about these three
00:29:30
things I could just start going on and
00:29:32
on and say I discovered these three
00:29:34
things by X Y and Z when I was and I I
00:29:37
could put a relatable story there and I
00:29:39
could say they should you know jump on
00:29:41
another video they should click the
00:29:42
button to learn how to quit their job
00:29:44
and you know discover the three things
00:29:47
that will help
00:29:48
them to overcome the AI wave that will
00:29:51
cause a lot of people to you know quit
00:29:53
their job lose their jobs right and then
00:29:56
the second one where I talk about the
00:29:57
business advice from Tik Tok is garbage
00:29:59
it will overwhelm you with our results
00:30:01
remember we already tested this and it
00:30:03
was one of the
00:30:05
Performing one of the Performing um you
00:30:09
know messages that worked right and so I
00:30:12
could say if you're serious about
00:30:14
working on something you love instead of
00:30:16
just for the paycheck stop listening to
00:30:18
business advice on Tik Tok you and I
00:30:21
know it's
00:30:23
garbage right why should they stop
00:30:25
listening to business advice on Tik Tok
00:30:27
well I have not I have mentioned it here
00:30:31
right that it's garbage and I could
00:30:32
build on the copy you know from there
00:30:34
but you you can see that this copy at
00:30:36
the the very first statement is talking
00:30:38
to someone specific and that's someone
00:30:41
who is working for a paycheck this one
00:30:44
is talking to someone who doesn't want
00:30:46
to doesn't want to lose their job their
00:30:48
employees right and then the third one
00:30:51
where we talk about degree degree check
00:30:54
um good job check Financial Freedom nope
00:30:56
we are also valid this big idea right
00:31:00
and so we say first you got a degree now
00:31:03
you have a good job are you financially
00:31:06
free right that's a question and
00:31:10
remember I told you I won't take the
00:31:11
risk of them answering yes or no the
00:31:14
right person would probably be thinking
00:31:15
but I want to quickly get him to the
00:31:17
answer and I say uh
00:31:19
no you see we we all lighted to True
00:31:22
Freedom cannot be found within the
00:31:24
workspace of another man so these ads
00:31:27
follow a specific template right I
00:31:30
would't use the word template I'll say
00:31:31
framework where you want to make sure
00:31:33
that you've made you've made the call
00:31:35
out you've called out the audience in
00:31:38
the very first line right don't forget
00:31:42
you always want to be thinking about the
00:31:46
awareness level you're talking to and
00:31:48
how subsc the market is and then decide
00:31:51
on the emotion you are going to use
00:31:53
right and tie that in with the big idea
00:31:59
that you have validated based on the ad
00:32:02
test that you did the very first ad test
00:32:05
and then you can mix and match all the
00:32:07
different messages messaging types that
00:32:10
worked into that same ad so this first
00:32:13
ad for
00:32:14
example as I continue to build I could
00:32:18
also mention that you know advice from
00:32:20
Tik Tok is not going to work for them I
00:32:22
could also mention what again degrees
00:32:25
check good job check Financial Freedom
00:32:27
no I could mentioned you know that they
00:32:29
don't have debt but they're close to
00:32:31
quitting the stress is too much I could
00:32:33
play around with all these different
00:32:35
things in in this you know ad and that's
00:32:40
the reason why you see that info ads or
00:32:42
non eom ads are typically long because
00:32:45
you're trying to build a case especially
00:32:47
if the market sophistication is high and
00:32:49
build it to reasonable level and then
00:32:52
get people to take
00:32:55
action oh I'll just close that so now I
00:32:58
want to show you an example and I'm
00:33:00
going to use scalable
00:33:02
company I I would have shown you another
00:33:05
one but I can't
00:33:07
remember um I can't remember the name of
00:33:10
the company but those guys sell I think
00:33:13
a training program about
00:33:16
um about videography or something like
00:33:19
that mobile phone videography or so and
00:33:22
those guys that ad is very very good
00:33:25
very captivating and it will continue to
00:33:28
work for as long as you can
00:33:30
imagine okay so let's talk about um the
00:33:34
skillable companies ads right these are
00:33:37
typical um ads
00:33:40
for for non Ecom okay now if you look at
00:33:44
this
00:33:45
one if you look carefully at this one it
00:33:48
says Founders and CEOs let me see if I
00:33:51
could make it bigger good it says
00:33:54
Founders and
00:33:56
CEOs he immed medely calls out his
00:33:59
audience new 46 page
00:34:02
Manifesto reveals how we are scaling six
00:34:06
different businesses
00:34:08
simultaneously inside a $200 million
00:34:12
holding company using the scalable
00:34:15
operating
00:34:17
system so it says we're going to give
00:34:20
you a Manifesto right and this is
00:34:22
something transactional and it says how
00:34:25
we are scaling six different businesses
00:34:28
simultaneously inside the $200 million
00:34:32
hold income this is talking about
00:34:34
influence okay and this is talking about
00:34:36
brand using the scalable operating
00:34:39
system you can see that all the
00:34:41
attributes are stacked there so we have
00:34:43
the
00:34:44
transactional right because they going
00:34:46
to get something called a Manifesto and
00:34:49
they've talked about the brand that they
00:34:52
it's they have an operating system right
00:34:55
and then they've said that it's a 200
00:34:57
million doll holding company and that's
00:35:00
influence and then they say
00:35:04
well if you've read this you would see
00:35:07
that it's it could work for you right
00:35:10
new manifestor reviews how we're scaling
00:35:12
right and this is for Founders and ser
00:35:13
wow I'm a found and CEO okay let me see
00:35:16
how I can scale my business as well
00:35:17
right that's the function scaling your
00:35:19
business and then the headline says how
00:35:22
we are scaling six different businesses
00:35:25
someone who is not interested in scaling
00:35:27
business would have very little interest
00:35:29
in watching something like this and then
00:35:31
they go ahead to say trusted that's in
00:35:34
the description trusted by 590 plus
00:35:36
Founders CEOs owners and bootstrapped
00:35:40
businesses now they are using what kind
00:35:44
of attributes you guess that right they
00:35:47
are using influence okay by telling you
00:35:50
that well a lot of people already trust
00:35:52
us you know and at the same time they
00:35:54
are using the influence of the people
00:35:57
that they already want Facebook to
00:36:00
display the ads to
00:36:02
okay so that is um one cool example
00:36:06
let's see if we'll find another
00:36:08
one um take a look at this
00:36:12
one oh no no no take me
00:36:15
back I really want you to see that one
00:36:19
um how can I find it now okay
00:36:23
good so this one says if you are a CEO
00:36:26
making a vir milon
00:36:28
I've got a tool that will double your
00:36:30
revenue or your money back so first
00:36:33
things first he calls out C making over
00:36:37
a million dollars and it says well I've
00:36:39
got a tool that will double your Revenue
00:36:43
what tool right that's like a
00:36:45
cliffhanger it says all your money back
00:36:47
so they know well this tool is not going
00:36:49
to be free or whatever it is I'm selling
00:36:51
will involve you you know spending some
00:36:54
money one way or the other and then it
00:36:55
says the easy way to make strong
00:36:58
business decisions right business
00:37:01
decisions are always tough to make and
00:37:03
then he says there's an easy way so
00:37:05
that's something that is um in a way um
00:37:09
functional it's a functional attribute
00:37:11
it's also
00:37:14
uh somehow like
00:37:17
um I would say like a brand attribute in
00:37:20
a way as well but it's mainly a
00:37:22
functional attribute because it's giving
00:37:25
you um something useful that will help
00:37:27
you you achieve something all right so
00:37:30
I'll stop here with these kinds of ads
00:37:32
but you can see at the same time that
00:37:35
they also all follow these attributes
00:37:37
okay so you have an idea that you
00:37:39
strengthen using your transactional
00:37:41
brand influence and functional
00:37:44
attributes okay but the most important
00:37:47
thing of all is not to forget these four
00:37:52
things when you come up with your copy
00:37:55
and you're creative you want to get
00:37:57
engagement from your core audience right
00:38:00
the ad you just saw if you're not making
00:38:01
up to a million dollar you probably may
00:38:04
not engage with that ad right and then
00:38:07
you want to use creatives that cap
00:38:08
captivating into only your core audience
00:38:11
if you had seen of taking note of all
00:38:14
the kinds of images that were been used
00:38:16
by purple
00:38:18
mvnt and um Dollar shap Club and even
00:38:22
the skillable company you would observe
00:38:24
that they those image is you know
00:38:28
resemble the things they trying to push
00:38:30
out there right and those are the things
00:38:32
that will Captivate people some of them
00:38:35
even use text you know like cheat on
00:38:37
your on your razor with us right that's
00:38:40
to because they're talking to people who
00:38:42
are new to their brand right and like
00:38:44
you know cheat on your razor WID us
00:38:45
right try it
00:38:47
out and so they use the right kind of um
00:38:50
Imaging okay also you want to make sure
00:38:53
that you're getting the kind of
00:38:54
qualified clicks that you want like you
00:38:56
saw the Cliffhanger used on the last ad
00:38:59
we just looked at where where it says
00:39:01
well you I will give you a tool that
00:39:03
help you double your your company's
00:39:05
revenue from 1 million to 2 million
00:39:07
that's a click a cliffhanger that will
00:39:09
get someone to click if you're already
00:39:11
making a million right so we can see
00:39:13
what tool that is and see how it can
00:39:15
help us to double then you're also
00:39:18
repelling people that are outside your
00:39:20
target audience so if you're not making
00:39:22
a million dollars you have no business
00:39:23
clicking that ad you have no business
00:39:25
engaging with the ad you just have to
00:39:27
you know move on so that's the end of
00:39:31
this video I hope you have you know seen
00:39:33
all the the four different objectives we
00:39:37
have when we're coming up with the ad
00:39:39
and at the same time that you have you
00:39:41
know buil out
00:39:44
your your offer attributes and you've
00:39:46
come up with you know a document that
00:39:48
looks like this and that will help you
00:39:50
get the most um results when you craft
00:39:53
your ads all right so that will be the
00:39:56
end of this video I'll see you you in
00:39:58
the next one
