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let's talk about
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research the infamous research that most
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marketers don't like to do because it's
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timeconsuming
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well I'll be showing you secret ways
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that you can do research and get it done
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pretty fast and also how to do it
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effectively so there are three things
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that you want to research the first is
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your
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Market what is going on there who are
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the people there what do they listen to
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what do they like what kind of emotions
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could arouse
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them what kind of products are they
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already
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buying
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and what are their motives what are
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their desires then you want to find out
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what your competitors are doing what's
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their strategy like what are their hooks
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what kind of products do they offer what
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are their features and benefits I mean
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the the main features and benefits of
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their product then you want to look at
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your product as well how was it made
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what's unique about
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it and look deep into your product what
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are the benefits the features and all
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and all of that okay so but how do you
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do all this and to what
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end now this is what you really want to
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research okay if you can nail these
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seven
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things you will create an ad that works
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if you can nail these seven things okay
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just forget about everything else I talk
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about um customer avatars and the likes
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okay but if you do these seven
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things you'll be fine I'm telling you
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you'll be fine so the first one is
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Market
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sophistication this basically the
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easiest thing you'll do just figure out
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how sophisticated the market is how many
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products are there in the market you
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know how many offers do your prospect
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see every day
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and what kind of products are there
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right then you want to check the
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awareness levels in the
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market and decide on the awareness level
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you will be
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targeting or the awareness levels cuz
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you may want to Target more than one
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awareness level right then you also want
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to decide the positioning of your
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product from your research your research
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will help you to say okay this how other
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my competitors position their product is
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how I'm going to position mine I'm going
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to Niche down here and position my
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product in this you know deeper
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Niche right and use that to leverage uh
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use as a leverage to get more
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sales then you want to uncover the
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common emotions what emotions have your
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are your competitors using to sell their
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products are they using fear guilt you
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know what are they using all the
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emotions are they using and then you
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want to find your unique mechanism so of
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course you have to research the
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mechanisms that you know everyone else
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is
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using and then use that to say okay this
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is how I can present my own mechanism in
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such a way that it's Unique and then you
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want to gather Market
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pain what conversations are going on in
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the market what is the pain that your
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Market is
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experiencing and then you use that to
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ideate your offer attributes
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okay so now I've given you the a rundown
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of how everything looks and how
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everything
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works let's talk about lip frog or liap
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frogging okay to lip frog is to take
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advantage of something that already
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existing so for instance we know 1 one
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is two and we can use that you know idea
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that understanding that 1 plus one is
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two to build on something else and say
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okay 2+ 2 should be four right you're
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leap frogging on knowledge that's your
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you're taking advantage of what's
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already existing so this is very common
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in the startup
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Community for example um Snapchat comes
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out and they come up with this idea that
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well we could have disappearing stories
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so people you know they make a post and
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it disappears after 24 hours and
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Facebook lip frogged on that and just
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copied it into their programs into their
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apps Instagram Facebook and the likes
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WhatsApp right so that's leap frogging
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you take advantage of um what your
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competitors have done and use that to
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your advantage it's there's nothing
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wrong with doing that it is
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ethical so like I just explained your
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competitors have done most of the work
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for you you just need to research your
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10 biggest
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competitors and that will help you to
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uncover
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ideas so when you're researching your
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competitors there are three basic things
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you can and you know do as a result of
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your research the first one is that you
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will understand your Market you
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understand if your Market is
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sophisticated or not you understand the
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kind of awareness levels that you could
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reach and um I mean it will help you
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select the awareness levels you you want
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to reach kind of emotions you could play
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with you know unique emotions you could
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introduce um are they you know using
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direct copy or indirect copy what is
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their lead like like right how do they
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lead into the
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copy those things will give you like an
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idea of what the market is doing like
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the tempo of the market and then it also
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help you to identify the pain in the
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market what are people complain about
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and what is the Market's response to
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your competitor what are they saying
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about your competitor's solution What
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complaints do they have that's where we
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are most likely interested you could
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also check okay what have the competitor
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what what did what did customer say they
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did well right but you want to focus
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more on the paying
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side rather than just um embracing what
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they've done right okay cuz the pain is
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what will give you the advantage and
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once you've done these two things you
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will discover your unique advantage and
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that's what you would use to sell so
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here are the things you want to figure
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out like I just you know said you figure
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this out from your competitors I want to
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go into details for each one of them
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the first is the market sophistication
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very easy to find out if you have 10
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competitors you want to check how are
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they selling the product do they use an
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indirect hook or do they use a direct
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hook do they say okay here's how to
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solve this XYZ Problem by now right or
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do they say do they start with something
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more indirect and then build in to where
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they tell you about the product if they
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are indirect it tells you that the
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market is really
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sophisticated right and if they are
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direct it tells you the market is Not So
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Sophisticated because you know people
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have not seen so many of those kind of
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offers like I know there was a guy who
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came up with this um smartphone
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videography course and he's been selling
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millions of dollars from the just that
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simple course and the reason is that he
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was the first to play in the market
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right I'm not going to mention the name
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and all that but he was the first to
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play in the market so he got his product
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out there first there was nobody there
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he could just say you know learn you
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know smartphone videography and all that
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right and right now there are a lot of
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them selling similar products as you
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would expect but then if you want to use
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an indirect approach to that you could
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play on on the fact and say
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well make ads that go make videos that
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go viral right that's what people want
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right now make videos that go VI we have
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a unique technique and then you end up
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selling them a video graphic um a video
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um a video course as well right so now
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that's an indirect versus a direct
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approach then you want to check the
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awareness levels that
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your your buyer your competitors are
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targeting okay what awareness levels are
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they targeting are they targeting people
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who are problem aware or unaware or are
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they targeting people who are solution
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aware all right so you have to find out
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you know that what they are doing okay
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and then you also want to check what
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emotions the employ like I said are they
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using guilt what what is the core
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emotion do they lead in with fear and
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you know mix match a couple of other
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emotions you know around the corner or
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do they lead in with greed
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right or do they lead in with something
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else else like Pride you know ego you
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want to go viral you know what is the
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core emotion that they employ and what
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are the supporting emotions
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how have they positioned their offers
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right you want to check how they
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position their offers in the marketplace
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we already talked about positioning
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right how do they position their offers
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okay I mean in those awareness levels of
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course what is the mechanism mechanism
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simply is the how
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Factor right they've made a promise or
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they've said you could achieve something
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but how what is their mechanism and then
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what is the pain of their unsatisfied
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customers you may not know how to do
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that yet so I'm going to show you how
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and then you want to figure out the Big
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Ideas driving their entire campaign the
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supporting Big Ideas they use for their
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ads and emails and stuff like that
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and you want to also check their offer
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attributes not shown you how to do that
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I'll also be showing you how to do that
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as well okay
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so let's talk about how to research your
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competitors
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okay now the first thing you want to
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check is their funnel
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structure so if it's an e-commerce
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product likely they are selling they
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have maybe a Shopify store W Commerce
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store and they're driving traffic to
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those to their website pages okay you
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want to find out still if it's an
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e-commerce
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store are they driving traffic to a
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product page a category page or a
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homepage or is there a one product page
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right what is the structure of their
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funnel if it's um a digital product like
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a course are they driving traffic to an
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opin page and then to a sales page or
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are they driving traffic straight
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to um to the product page itself or are
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they using um vsl funnel that they have
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to De qualify people and you know get
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them to become leads now the reason why
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people use different funnel structures
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is because at different price points it
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makes sense to use different structures
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so you wouldn't sell a $33,000 product
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on a sales page right it's not
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impossible but it's very difficult to do
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so you want to find out a funnel
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structure and mix match that with okay
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with the price points of their offer and
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see what's yours looks like right and
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what's going to be ideal for
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you the next thing is their sales
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message right when you go on the sales
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message there three things you want to
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check what is their hook what is their
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lead what is their
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mechanism what does the hook like maybe
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the headline or you know the first
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statement is it direct or is it indirect
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if it's
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direct it tells you okay this not a very
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sophisticated market and you know I
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could get away with you know making a
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big promise
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right if it's indirect this is a
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sophisticated market and I need to come
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up with my own system with my own um
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hook that I I'll do it on indirectly and
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then what is their
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lead how do they introduce the product
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is it just you know straight up right
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from the top or do they introduce it far
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down into the copy and you know what
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emotions do they employ in the lead
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right to Captivate people and to evoke
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or arouse you know certain kinds of
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feelings
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right now we've taken a look at the
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sales copy you figured out the hook the
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Motions what's their mechanism what how
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do they see their product achieves you
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know what they've been talking about
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right and you want to take note of all
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these things so you don't need to do
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more than 10 just pick the 10 biggest
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people okay now the next one is Amazon
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right if it's a like a book a physical
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product I mean you can go to Amazon
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amazon.com and check for similar
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products and look for the two to three
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star reviews and see what's going on
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there what are people complaining about
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don't check the one Stars usually not uh
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they don't contain so much information
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but two three stars are kind of okay you
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know five are people who are raving fans
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and they all they'll swear by the
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product okay so you want to look at two
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and three so you can find pain
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okay and if it's a digital product you
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can do use Amazon as well what I do is
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I'll look for books in that same
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category and use those books to I just
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go check the reviews of the books and
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see what people are saying in the two to
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three star
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range and then of course if they are
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actually top 10 competitors in your
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Niche they are going to have tons of
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comments on their ads on their page on
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their social media pages right on their
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post the kind of Engagement so what are
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the comments on their ads okay if it's a
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digital product if if it's a digital
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product what are people saying based on
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the kind of comments on the ads you can
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kind of get a feel of the PSE of the
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market and you will kind of understand
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if it's sophisticated not sophisticated
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what kind of audiences you should be
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targeting what kind of pain points you
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know people are having and stuff like
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that and um you know what
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unique opportunities you have to
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position yourself in that market if you
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want to find the ads of your competitors
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just type Facebook ads library on Google
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and the first link would lead you to you
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know Facebook ads Library it could be
00:14:49
called meta ads library at any day or
00:14:51
time in the future but right now it's
00:14:53
still called Facebook ads Library so you
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click on it go there and type typing the
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name of your competitor okay take a look
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at the ads they're running you know
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click on them so you can open them and
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take a look at the comments that they
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have all right so that will give you a
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very good understanding of your of your
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market now the next thing I want us to
00:15:17
do is to jump into Market pain okay I
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want you to I would be using some of the
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techniques that I just talked about in
00:15:26
researching your competitors to actually
00:15:28
craft out Market pain now the reason why
00:15:32
we craft out with Market
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pain is that it will help us to come up
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with our offer
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attributes and it will also help us when
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we want to test our ads okay so but
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let's just get right into it and we'll
00:15:46
be
00:15:47
back so this is the market pain
00:15:50
worksheet in the market pain worksheet
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you have some boxes which you're going
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to fill out and I'll be showing you what
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to do now the first thing you want to do
00:15:59
is to give names to your specific
00:16:02
audience who is your audience be as
00:16:03
specific as possible using the labels
00:16:07
that they would use to identify
00:16:09
themselves like Mom High School teacher
00:16:12
criminal defense attorney and stuff like
00:16:15
that you want to avoid vague or
00:16:17
offensive labels like Millennials and if
00:16:20
you have more than one specific audience
00:16:23
you can include all of them in the boxes
00:16:25
here okay and then you also want to talk
00:16:28
about the places where they Converse
00:16:30
where they interact okay I love Reddit
00:16:34
and I love um YouTube
00:16:37
comments and also Kora okay sometimes on
00:16:41
X you can have interesting conversations
00:16:44
okay but you just want to you know use
00:16:46
the ones where you can get the most kind
00:16:47
of feedbacks and then just you know
00:16:50
Place each of them here like I have done
00:16:53
here then once you found the places they
00:16:56
hang out you want to go there and and
00:16:59
copy and paste the language that they
00:17:02
use okay so I will just
00:17:06
um pause this and come back with an
00:17:09
example for
00:17:13
you okay so I'll just say product
00:17:17
manager okay I'm a product manager some
00:17:22
others might say I'm a
00:17:25
software developer
00:17:29
okay um so now I'm actually you know
00:17:33
creating the targeting
00:17:36
for people who are employees but we want
00:17:40
to quit their jobs okay so I'm talking
00:17:43
about people who are like six Figo
00:17:45
employees I want to quit their jobs so
00:17:47
you know this kind of should give you an
00:17:49
idea I'm talking about people who have
00:17:51
high paying jobs and want to start an
00:17:53
online business okay so I've had product
00:17:57
manager software de Dev developer we
00:18:00
could talk about
00:18:02
um okay say we could say web developers
00:18:06
we could
00:18:07
say
00:18:09
um I could say
00:18:12
lawyer right we could even add
00:18:15
NES okay so let's just
00:18:18
assume we have something like this okay
00:18:21
right we could we don't want to be too
00:18:24
Niche here but you want to mention a
00:18:26
specific audience right
00:18:29
then we'll talk about the places where
00:18:31
they
00:18:33
Converse right and I would want to dive
00:18:36
into Reddit and I could just type
00:18:39
something like
00:18:42
um okay paid transition from Paid
00:18:47
business
00:18:49
to paid employment to business
00:18:53
okay
00:18:55
so what have I
00:18:57
find here on Reddit or any place else
00:19:00
that's interesting I'm going to compex
00:19:02
it here okay so let's
00:19:05
begin
00:19:07
um unpopular opinion okay I don't like
00:19:10
that so you want to look for a question
00:19:12
where someone is asking a question right
00:19:15
is it a bad idea to get a well-paying
00:19:17
job before trying to start a
00:19:19
business this is likely someone who's
00:19:21
looking for a job so I'm going to skip
00:19:23
that I make 65,000 per year as an
00:19:27
independent contractor
00:19:29
oh contractor
00:19:31
okay that's not what we're looking for
00:19:34
okay so can't find what we're looking
00:19:35
for there I'm going to try another
00:19:38
keyword okay okay transition from being
00:19:41
employed to self-employed let's see what
00:19:42
this what's happening here I'm a nurse
00:19:45
transitioning from working at a hospital
00:19:47
to become a hospice nurse where I can
00:19:50
have my own LLC blah blah blah it looks
00:19:53
like I'll be making 90k before taxes my
00:19:56
plan to exempt Okay blah blah blah
00:20:01
okay will I be able to apply that tax
00:20:05
that's tax right off to my personal
00:20:06
income even though I made the
00:20:09
money okay that's someone asking a
00:20:12
question about you know taxes and all
00:20:14
that well we could still copy an idea
00:20:16
from here and talk about um could just
00:20:20
come here and say
00:20:31
taxes itting deep into my income
00:20:38
okay so now that's that's a pain okay
00:20:42
you make so much but you end up with
00:20:44
little so let's go back and see what
00:20:47
more we can
00:20:48
find did you start your business while
00:20:50
working fulltime in another job what did
00:20:52
you learn let's see
00:21:04
I'll just pause this and you know read
00:21:06
through so I don't keep you
00:21:09
waiting okay so while you away I found
00:21:12
something interesting this guy says my
00:21:14
only regret about starting my own
00:21:16
business is that I didn't take the
00:21:18
jump sooner and spend too much time
00:21:21
wondering what if well just copy that
00:21:25
and paste it okay
00:21:32
and this one
00:21:35
says I'm a web dev in this time of age
00:21:39
haha I have three years blah blah blah
00:21:41
struggling to find a job after being
00:21:43
laid up okay so we just copy I've been
00:21:46
struggling to find a job after being
00:21:48
laid off last
00:21:53
summer and I'll just paste it here
00:22:00
okay so I could keep searching to find
00:22:03
more so I'll just try to do a lot more
00:22:05
research and I'll be back okay so after
00:22:08
the research I was able to get many more
00:22:11
this one says the only thing I didn't
00:22:13
like is you may get lost easily and as I
00:22:15
told you it's too much information this
00:22:17
was one of the feedback on Amazon and
00:22:20
I'll show you how to get those as well
00:22:22
but this one was from Amazon and this
00:22:25
person was talking about the information
00:22:27
in a book and says well information was
00:22:29
too much right so people want smaller
00:22:31
information that's a pain this one
00:22:33
provided more in-depth guidance on how
00:22:35
to better accomplish service task this
00:22:37
was like a good review this one says it
00:22:40
was outdated on the social media side
00:22:42
right the content was out ofd it takes
00:22:45
lots of money which most people do not
00:22:47
have right so you can begin to see how
00:22:50
um I can use this information to
00:22:52
position my product and like I mean if I
00:22:55
were selling a product that helps
00:22:57
employees to quit their job and make
00:22:59
money you know from a side hustle it
00:23:01
says expensive for what it offers and
00:23:03
not much
00:23:05
substance right I've been trying to
00:23:07
start my own business since 2015 that's
00:23:09
a long
00:23:10
time it's better than some of the
00:23:12
courses that charge high prices it's
00:23:15
really difficult but you must work hard
00:23:16
and learn the entire process too many
00:23:18
stories about other people's businesses
00:23:19
Cas a big waste of time just tell me how
00:23:21
to get to a million dollar in a year
00:23:24
those are reviews of a book okay the job
00:23:26
I'm in is not my part at all this was
00:23:29
from Reddit and at one point I came
00:23:32
close to quitting because of
00:23:36
stress I'm a mid 20s engineer that's
00:23:39
like a software developer on engineer
00:23:41
making six figures and I don't have any
00:23:44
depth now this guy was complaining about
00:23:46
the job that the job is you know really
00:23:48
dealing with him even though he makes
00:23:50
six figures so says I want to get
00:23:52
married buy a house and have kids
00:23:55
quitting a high salary job to start a
00:23:57
business that was someone's you know
00:24:00
remark I have a lot of questions in mind
00:24:02
as to how to start and when to start so
00:24:05
you see the grammar is not correct I
00:24:07
just basically copied and pasted from
00:24:09
Reddit and you know other sources here
00:24:12
turn down a 100K promotion to avoid
00:24:14
golden handcuffs and quit my six figure
00:24:17
job eight months later to do my own
00:24:19
thing burned through a love the word
00:24:22
golden handcuffs that was the main
00:24:24
reason I copied this Bond r k savings
00:24:27
moved country is to follow to follow it
00:24:30
through but in Insight I could easily
00:24:32
have validated it better while working
00:24:34
and kept the income rolling in
00:24:36
so can your product help people to keep
00:24:39
working and earning and you know start
00:24:41
it without having to quit their job well
00:24:44
maybe I could make the product so you
00:24:46
know and see how to adjust it if if it
00:24:48
weren already so I mean I'm just showing
00:24:50
you how you know you can try to get the
00:24:53
feel of the pulse in the market and then
00:24:55
use that to position your product and
00:24:57
position your copy and come up with
00:24:59
ideas okay so let's try to do Amazon
00:25:02
okay
00:25:05
amazon.com let's talk about um online
00:25:11
business so just look for the ones that
00:25:14
have lots of reviews this one has 110
00:25:18
246 2,100 okay I like this one you click
00:25:22
on that you go to reviews and then you
00:25:25
sort for two stars you see this book
00:25:28
book is this the just of this book is to
00:25:31
find a niche product and build a social
00:25:34
media following and then Engage The
00:25:36
Market to that that's it I wish I hadn't
00:25:38
wasted money on this because it really
00:25:40
seems like a way for the author to make
00:25:42
more money by providing so blah blah
00:25:44
blah it's been 12 months and I'm not yet
00:25:47
a
00:25:47
millionaire for someone that's new to
00:25:50
online retail I might think one might
00:25:52
think this is golden however that's not
00:25:54
the case it's clearly author Sals on
00:25:55
Amazon every Guru teaches the same trick
00:25:57
30 sales per day at $30 and it's almost
00:26:00
setting all the five star from that's
00:26:02
what I've never sold on the platform
00:26:04
blah blah blah so um you could copy some
00:26:06
things from
00:26:10
here
00:26:12
okay okay I'm not an a viid reader
00:26:15
though but it seems very jumpy from
00:26:16
numbers to concept back to explanation
00:26:19
decent read but wouldn't read again you
00:26:23
copy that and go paste it in your Market
00:26:25
Pan um
00:26:30
well that's talking about the book and
00:26:34
read the read the first 100 Pages the
00:26:37
business the author is talking about is
00:26:38
almost similar to drop shipping you know
00:26:41
buying from this and too many stories
00:26:44
and about other people's business big
00:26:46
waste of time just tell us how to get to
00:26:47
1 million in a year I think that's was
00:26:49
the one I pasted there you saw okay so
00:26:53
uh this one says how to build a house
00:26:55
just get some supplies and put it
00:26:56
together misleading tit to blah blah
00:26:59
blah blah blah and all the stories okay
00:27:01
so you could use Amazon you could also
00:27:03
use
00:27:04
YouTube so you visit YouTube and type
00:27:08
online business for employees okay let's
00:27:11
see if we can find
00:27:16
something make millions of dollars in a
00:27:19
service based
00:27:22
business okay that one looks cool how to
00:27:25
start a business with zero employees
00:27:27
Hing your first employee okay we could
00:27:29
just try online business for for busy
00:27:34
professionals okay let's see we'll find
00:27:38
something okay the best online business
00:27:40
to start as a beginner so let's click on
00:27:42
that I'm going
00:27:43
to yeah I don't want it to play so I
00:27:46
don't need to watch the video this one
00:27:49
says I'm so tired of looking for help in
00:27:51
YouTube videos the amount of fer
00:27:52
information is outstanding I don't care
00:27:54
how much people make I don't care about
00:27:56
your life story I don't need to be
00:27:57
reminded about how much people made
00:27:59
doing it before every point I don't need
00:28:01
a list of what to do tell me how to do
00:28:04
it that is what I'm looking for you see
00:28:07
so
00:28:09
um I'll just copy and paste that for
00:28:12
instance okay you see so I've not even
00:28:16
scrolled far and it's already I do the
00:28:19
same even if it were for physical
00:28:20
products okay so you could just type
00:28:22
something like um let's what would you
00:28:24
sell okay let's say water bottle
00:28:29
I just Googled product for water bottles
00:28:32
and you know here you go let's assume
00:28:35
you were selling one this one says I
00:28:37
switch to camel back because they have a
00:28:39
great variety of leads that fit in a
00:28:41
bottle and they also available in the
00:28:43
plastic bottle version which is lighter
00:28:45
and prevents dense I love them I used to
00:28:48
have XYZ with a narrow opening and this
00:28:51
was such a wrong decision they only have
00:28:54
a loop cap which is so uncomfortable to
00:28:58
Dr out of especially of of the larger
00:29:00
capacity bottles I very often SP so much
00:29:03
water on my face the Sports cap are
00:29:06
great to drink out of but there you can
00:29:08
see people are already talking about you
00:29:11
know the issues with the products and
00:29:13
then if you actually doing products you
00:29:15
will enjoy Amazon more because if you
00:29:17
type the same thing you see actual
00:29:22
um you would you would see
00:29:25
um you see actual reviews from people
00:29:27
who have you know purchased the same
00:29:30
product and you know are giving their
00:29:33
feedback just click three stars you know
00:29:36
two or three stars and then works but
00:29:39
it's useless too big and you know and
00:29:42
hard to hold and you want to feel your
00:29:44
Market pin sheet with all those pains
00:29:47
now that you have your Market pin sheet
00:29:49
your work sheet filled out you want to
00:29:51
move to the next step which is to come
00:29:54
up with your offer attributes so let's
00:29:57
get to it with the aim of the offer
00:30:00
attribute is to amplify your copy I mean
00:30:04
your ey copy and it will help you to
00:30:07
come up with ideas that you weave
00:30:09
throughout your copy and it's actually a
00:30:11
product of all the research we've done
00:30:13
so far from the very very beginning the
00:30:16
market sophistication the audience um
00:30:18
awareness levels the emotions the pain
00:30:22
points the mechanism the attribut so
00:30:25
this helps us to kind of Flesh
00:30:26
everything together you know you know
00:30:30
just list out our big ideas and then
00:30:33
come up with the attributes of our
00:30:35
offers the attributes are more like you
00:30:37
know tiny tiny tiny little things that
00:30:40
help to make your offers look Superior
00:30:44
okay and it will also give you the
00:30:46
wordens that will help you create ads
00:30:48
that um resonate with people and help
00:30:51
Facebook find the people
00:30:52
that are likely to take action on your
00:30:56
offer Okay so now for the same product
00:30:59
that we were talking about that help
00:31:02
employees quit their job this is what
00:31:04
the worksheet looks like so I'm going to
00:31:06
actually give you the market pain
00:31:07
worksheet and the offer attributes
00:31:09
worksheet so you can download them and
00:31:11
use them for yourself right so we've
00:31:15
done the market pain worksheet we've had
00:31:17
a good idea of the pains people are
00:31:18
going through now it's time to fill out
00:31:20
this one so what are Big
00:31:24
Ideas based on the Big Ideas exercises
00:31:27
that you did a couple of videos before
00:31:29
this one you probably have three to four
00:31:33
ideas already now here are the ones for
00:31:36
this product okay AI will help a few
00:31:39
employees quit their jobs and cause many
00:31:43
employees to lose
00:31:45
the which side would you be on okay so
00:31:48
something like that right mind you the
00:31:51
big idea doesn't may not and may never
00:31:54
be reflected I mean be copied and put in
00:31:57
in the copy word for word okay but it's
00:32:00
just the idea behind that ad or driving
00:32:02
that campaign what's the second
00:32:05
one business advice from Tik Tok is
00:32:08
garbage it will overwhelm you without
00:32:11
giving you results you need a clear road
00:32:14
map to achieving your goals your dreams
00:32:17
you know of quitting your job and
00:32:19
starting the
00:32:20
business then the third one degrees and
00:32:23
a good job won give you Financial
00:32:26
Freedom if you actually took time to
00:32:29
understand how the different Big Ideas
00:32:31
work you would be able to identify which
00:32:33
big idea which type of big idea you know
00:32:36
those ones fall under okay now let's go
00:32:39
to the main talk of this you know video
00:32:42
which is the offer attribute
00:32:44
section now to come up with your offer
00:32:46
attributes there are four offer
00:32:48
attributes we have transactional brand
00:32:51
influencers and functional right
00:32:54
transactional brand influences and
00:32:57
functional okay so these are the four
00:33:00
attributes that can help your ad copy to
00:33:03
really stand out it can lift up your
00:33:06
your advertising copy right so now
00:33:09
transaction we talking about things like
00:33:11
pricing discounts you know free shipping
00:33:15
gift with purchase
00:33:16
urgency or scarcity right that those are
00:33:19
the transactional attributes of your
00:33:22
offer so for instance I could say this
00:33:25
program will will help employees to quit
00:33:27
their job
00:33:28
but they you know they've already
00:33:29
started their business right from the
00:33:31
start could say well we open our doors
00:33:33
once every 12 months so if you don't get
00:33:36
in now you're going to miss out so your
00:33:39
transactional attributes is why now why
00:33:42
should they take action right now okay
00:33:45
and then you want to come up with at
00:33:46
least three ideas or more if you
00:33:49
can the second attribute is uh for this
00:33:53
one second idea is all the paid tools
00:33:55
you would need are included for free
00:33:58
right so with maybe any other program
00:34:01
you might have to buy a lot of tools and
00:34:02
all that but this one everything is free
00:34:06
and then when you join the program
00:34:08
you're also going to get access to our
00:34:10
support Community you know where you you
00:34:13
you get help when you need
00:34:16
it now that's for the transactional if
00:34:19
it were for like an a physical product
00:34:22
an e-commerce brand you could be having
00:34:24
discounts buy two and get one free those
00:34:27
kind of of things those are all related
00:34:30
to transactional attributes okay of your
00:34:33
campaign now you want to go one step um
00:34:37
One Step deeper and we're talk about
00:34:39
brand right when we talk of the brand
00:34:42
attributes we're talking about IR
00:34:44
relevant
00:34:45
story well talking about you know the
00:34:48
fact that you support a course or
00:34:51
lifestyle motive you know things like
00:34:53
that things that you know can connect
00:34:56
with people Beyond just the transaction
00:34:58
things that are brand based okay if you
00:35:01
look at many fashion brands and um you
00:35:05
know that sell e-commerce products many
00:35:08
big e-commerce Brands you see they all
00:35:10
use brand brand attributes in their
00:35:15
creatives okay so for this one we could
00:35:18
say well we're on a mission to help 1
00:35:20
million employees quit their jobs that's
00:35:22
like a course right so that's a course
00:35:26
we could say donating to build hospitals
00:35:29
in Africa every purchase you make we we
00:35:31
are donating to build hospitals in
00:35:32
Africa or something like that you know
00:35:35
that's like talking about our brand and
00:35:38
we could also say learn from someone who
00:35:40
has done it multiple times in multiple
00:35:43
Industries if your brand maybe you sell
00:35:45
a product that's handcrafted saying
00:35:48
talking about the fact that they
00:35:49
handcrafted is talking about the brand
00:35:52
if maybe your brand has won an award or
00:35:54
something you know talking about you
00:35:57
know the award words and stuff like that
00:35:59
you're talking about brand so it's all
00:36:00
about relevant story and the fact that
00:36:03
you know maybe you support a course or
00:36:05
you know lifestyle
00:36:07
motive then we have the influencers
00:36:10
attribute okay so we talk about
00:36:13
influences reviews user generated
00:36:16
content video testimonials social proof
00:36:19
and other stuffs like that things that
00:36:21
are external to your brand or your
00:36:24
product itself that could help amplify
00:36:27
you know the promise behind your product
00:36:31
the big promise okay so here I could say
00:36:34
okay I have a case study demo to show
00:36:36
people how the behind the scenes of how
00:36:39
they could actually start selling
00:36:40
information products online and use that
00:36:43
use that as a le as a lever to quit
00:36:45
their
00:36:46
jobs and I could also use the reviews
00:36:50
from past attendees of the program okay
00:36:52
you you got results come share your
00:36:54
story right and I could reveal how
00:36:58
popular figures are also profiting from
00:37:01
the same idea as well like people they
00:37:04
know you know the real popular people so
00:37:07
in your own um line maybe you
00:37:11
sell you have an ecommer
00:37:14
store maybe there's an influencer using
00:37:16
your product or you've paid an
00:37:18
influencer right to wear that product
00:37:20
someone who's popular or you have very
00:37:23
nice
00:37:24
reviews you want to leverage all those
00:37:26
things for
00:37:28
at this for this offer attributes and
00:37:30
then you have the functional attributes
00:37:32
right that's where you talk about a
00:37:35
specific function based on a want or
00:37:38
desire you talk about improving the
00:37:41
quality of life and it's usually a
00:37:44
need-based trigger so for instance you
00:37:49
you've saw the the the market pain some
00:37:51
people were complain about you know how
00:37:52
bulky the material was and stuff like
00:37:54
that now I say well this is educational
00:37:56
but highly watchable it's split into
00:37:59
small chunks so it's not boring at all
00:38:02
right um here will say it's a unique
00:38:05
course content that's not found in more
00:38:07
expensive courses or on YouTube right
00:38:11
and then we say a clear road map so you
00:38:13
know what's next on your money Journey
00:38:17
so this is how you come up with ideas
00:38:20
for your offer attributes and these will
00:38:23
help you when we want to actually craft
00:38:25
the ads in fact we're going to take
00:38:28
ideas from the offer attributes you've
00:38:30
come up
00:38:31
with and from your marketing from your
00:38:35
Market pain worksheet we're going to use
00:38:37
those to run our first ad
00:38:43
test one last thing so at the end of
00:38:48
this exercise you want to have figured
00:38:51
out your Market sophistication and I
00:38:53
want you to write it down how
00:38:54
sophisticated is your Market is it a
00:38:56
level one level level two level three
00:38:58
level four level five just a hint your
00:39:00
Market is either going to be three four
00:39:03
or five right most of also playing three
00:39:06
and four right you also want to know the
00:39:08
awareness level you're going to Target
00:39:10
so are you going to Target Two awareness
00:39:11
levels and what are they are you
00:39:13
targeting people who are unaware people
00:39:14
who are problem aware people who are
00:39:16
solution aware right and what emotions
00:39:19
will you use in your copy it doesn't
00:39:22
matter what you sell like I always say
00:39:24
it doesn't matter if it's a physical
00:39:25
product it doesn't matter if it's a
00:39:26
digital product you will always be
00:39:29
selling using emotions what emotions
00:39:30
will you employ now how will you
00:39:33
position your offers right how will you
00:39:35
position your product is it a solution
00:39:37
to what problem or is it um it's always
00:39:41
a solution to a problem but I mean how
00:39:44
what kind of problem okay so for
00:39:47
instance a handbag could be the solution
00:39:51
to you know a fashion problem like or
00:39:55
like um someone wants to look trendy
00:39:57
right a trend problem it could also be a
00:39:59
solution to a spouse who wants to give a
00:40:02
gift to to their you know to their
00:40:04
spouse right and what kind of how how
00:40:08
you going to position this product okay
00:40:10
how you going to position your offer we
00:40:12
already talked about positioning if
00:40:13
you're not if it's still confusing to
00:40:15
you you want to watch that video again
00:40:17
then your mechanism you want to decide
00:40:19
on your heal factor
00:40:21
which unique mechanism are you going to
00:40:24
present to these people right and then
00:40:26
the pain points that you will call
00:40:28
out you've reset the market pain you
00:40:31
know what pain points are going on in
00:40:33
the market which ones are you going to
00:40:35
call out right and then you must have
00:40:38
crafted your big ideas and you must have
00:40:41
crafted your offer attributes I want you
00:40:43
to go do any of these things you've not
00:40:45
done now I want you to go figure them
00:40:47
out and use your market research to come
00:40:49
up with them and I'll meet you in the
00:40:52
next video
