how to write ads that sell

most of the information that you find online about how to write ads most of it honestly sucks a little bit so I wanted to create this video to show you the the process and the thought process that we go through when we're are creating ads for our clients at the agency and this isn't just like written ads it could also be video scripts as well because when you understand copywriting Frameworks that stuff can be translated into all different forms of media and of last few years we've generated like 20 million plus for our clients at

the agency from Paid advertising and it's usually down to the ads that we create following this process so the standard information that is taught about how to create ads it's pretty much just you need to hook them then you have the body of the ad and then you have a CTA to take whatever action that is whether that's to opt in for as a lead or to purchase your product now that's fine and generally that structure works but it doesn't really give you much useful information because it's like okay like well the body of the

ad which is the main part of the ad you're not actually telling me what to put in there and usually people would say stuff like you want to give like you want to tell a story so it' be like hook story offer right people use that framework or you want to give value right but you know give value is such a be yes statement that again doesn't really mean anything and if you don't actually strategically put your ad together then you aren't going to achieve what you need to achieve in order to get someone to

buy from you especially if they're a stranger that have never seen you before on the internet and they seeing your ad for the first time and they've never heard of you then you can't just give blindly give value about your product or your service or your process or whatever it is and expect someone to be like okay cool I'm going to buy from you it doesn't really work like that so I'm going to break down a few different Frameworks that we use when creating our ads now the main thing to focus on is when we

create an ad you need to make sure that it focuses on one big idea so people would call this the angle a big mistake people make is they're trying to write an ad that appeals to too many different people at once is trying to solve too many pain points at once and it's is trying to achieve too much and when you're writing an ad you don't really have time to start selling to everyone and appealing to everyone and overcoming every objection and proving that your product can help lots of different people even if it can

even if your product can help multiple different types of avatars and different pain points the idea is to create individual ads that are just focused on one big idea and it's usually written for one specific customer and solving one or at least a few very specific similar pain points and then you can run those ads separately and then you can see which angle or which big idea resonates most with your market and then you can you know make decisions on your offer your marketing your sales process based on that data but in the beginning the

worst thing you can do is try and write an ad that appeals to too many different people at once so that's our philosophy when it comes to writing ads so formula one which I want to talk about is a misconception so yes we have a hook we have the body and then we have the CTA generally right now one of the things that we try to achieve with that body section with formula one is to educate them on a misconception that they have so you need to ask yourself what is a common misconception SL belief

that your ideal customer has that is stopping them from getting the results that they want to achieve and you need to educate them on why it's stopping them from getting results and I'm going to give you some examples in a second it could be around a strategy that they're trying something that they're personally doing wrong maybe they've had some misinformation from you know the news media your competitors that's stopping them from um I should say taking the right action or it could be like a false belief so like a really common angle that you see

quite a lot in the health and fitness space and people like vshred have use this very very well is he knows that a a strategy that his ideal customer is trying that isn't getting them results and something that they're doing wrong and a false belief that they have is that to lose weight you need to do lots of cardio so you'll see V shreds ads who's you know you can say what you want about vred in terms of ethics and you know all that sort of stuff but he's a very good marketer or at least

his team is and one of his biggest angles is around hey most people think that to lose weight you need to do cardio all day well you don't so that's like a big misconception so you can start off the angle by start off the ad by hooking them in with something around doing cardio all day to lose weight and then the body of the ad actually educates them on why that is actually stopping them getting from results and vred will will go into that and start explaining to them that the science and again whether you

say his science is correct or not he will go in and explain hey this is the reason why you know doing cardio actually stops you from getting results right and you can explain it's the same thing with you know cutting carbs people think that cutting carbs is the way that you lose weight and then he'll have ads that say Hey you don't actually need to lose cut carbs to lose weight this is why cutting carbs actually stops you from losing weight it kills your metabolism blah blah blah right again I don't know the exact angle

but that's that's what he's doing In Those ads that have made him a shitload of money so that's like one formula you can go after so you need to think something that they're trying something that they're doing wrong for example I know if for me in the agency space if I was to start like an agency program teaching people how to build agencies you know I would probably Target people doing Mass called email Outreach right most people teach in agency courses you need to get an instantly account get a couple of domains warn them up

sends send you know 200 emails called emails a day and just pump out more volume I would maybe Target that as a misconception people believe that they need to be sending hundreds of messages a day to sign clients and I'd be like no that's actually incorrect this is why you know Mass called email Outreach doesn't work and then I need to logically explain to them why it doesn't work you know and I can pick loads of different stuff right it's all marketing angle sales I could pick that you know the competition is really high people

are using the same templates the market is become more sophisticated and the response to called emails isn't what it used to be a couple of years ago you know there's tons of different stuff I could put in there to basically prove to someone that called email doesn't work anymore and again whether it does or not you can decide for yourself but as a marketer you need to come up with a convincing argument that people listen to and they're like oh yeah that makes sense because you can't just say doing too much cardio actually doesn't help

doing too much cardio can actually harm your weight loss efforts or called Outreach doesn't work anymore like I can't just say and expect someone to believe me that's not explaining the misconception and that's not educating them it's just me making a statement the value in the ad is around the education so I need to come up with a logical argument of why that misconception that they have is is false with you know those examples that just showed you a few ways you could do that and then you would just go into the CTA now I'm

not talking about hooks for ccas in this video just because the real I believe anyway the real core thing that is going to separate you from everyone else is being able to master the the main part of the ad which is the body section and I feel like this is a part that not most people do I think a lot of people get caught up in you know you you see it all the time right a 100 viral Tik Tok hooks to start your ads off with blah blah blah and and look hooks are important

obviously because it's the first thing that they see especially with like YouTube videos where they've got that is it 30 seconds where before they can skip and so obviously hooks are important and it's important that you get that but there's obviously there is a lot of information on there and also hooks are like pretty short to write so a lot of people can test these very quickly and there's a lot of information out there on how to create great hooks maybe I'll do a video on that but it's the body part of the ad that

most people actually don't teach about and this is a lot of the time people just say like I mentioned before stuff like give value or or tell a story but it doesn't actually help so that's formula number one which we would use the second one is a unique mechanism so a unique mechanism um again this is more of an education ad so like a value ad that people talk about and basically a unique mechanism is basically your unique process for getting results and you need to educate them on why your product or your process is

the best way to get them results now similar to the last one you need to prove it with logic you need to explain why it works better than competitors I you need to point out the flaws of what they're currently trying and you need to basically show evidence as well so some of our best basically adds Formula One and formula two Formula One is basically saying what you're currently doing doesn't work try this instead and formula two is basically saying what we have is better than anything else so it's actually similar Concepts and that's what

we've found like the best angles are it's basically saying hey you're trying this thing it's not working for you this is why this is why my thing is better that's generally marketing and sales and from a direct response advertising point of view as a broad like stuff that you're looking to achieve is basically like those things so that's what you should try and like focus on so there's a little bit of over between Formula 1 and formula 2 but obviously Formula 2 is focusing more on why your unique product works so much better so again

you need to prove it with logic or in some cases science so again with the VRE example he would explain why I mean I don't know actually what his strategy is for losing weight um but he would maybe explain why instead of doing cardio seven seven days a week week just doing you know free high intensity weight sessions a week can help you lose more weight right I don't know if that's what he teaches but he would then explain the science behind that because again you can't just make statements in your ads and be like

doing too much cardio makes you lose weight without on and this way is better without explaining why he can't just say just doing free high-intensity weight sessions per week will actually help you lose more weight he needs to back it up with science he needs to use logic he needs to show evidence so you always need to provide the evidence of these statements that you make otherwise especially if someone has never heard of you before and you're a stranger in the newsfeed trying to sell them something they're never actually going to believe you um so

you need to prove it with logic again you need to explain why it works better than competitors or at least different strategies so what makes it yours like unique compared to everyone else and like I said you need to show evidence and that can be in like again if we're doing like the weight loss stuff scientific evidence but it also could just be in like social proof and testimonials so that's another way again you should always have a logical argument around why your unique mechanism is better than anything else and when you explain it to

them it gives them an aha moment where they're like ah that makes sense but to make that even stronger towards the end of the body section of the ad before you go into the CTA if you can make a statement that basically says my un unique way is better than the old way and you explain why and then you can show social proof that's basically like showing evidence twice that it works and and that is obviously powerful again I don't used to explain why am I getting birthday balloons on my on my loom video I

don't know anyway showing those two things um is is obviously going to be powerful I don't need to explain you know the power of social proof I assume if you're watching this video then you already understand that um so that's Formula 2 and then stula for stula Formula Three is story so again people talk about story and giving value but they don't really explain like how to do it properly um so another formula that we do use is using a story um and basically the story shows you shows and explains to them how you came

across your unique solution so it does follow a very I suppose well taught or well-known hero to zero story so you or your client or an avatar was struggling with something they tried all these different solutions it didn't work then they came across this unique solution they tried it and they got this amazing result so connect to the pain and then you got the big result something that's important is to emphasize with the skepticism as well so when you start and you connect to the pain right you can just tell that in a story format

you know five years ago I was in this situation I was struggling with x y and Zed and x y and Zed are basically the main pain points that that Avatar that you're targeting with that ad is currently experiencing right so um let's just say again we'll stick with the the weight loss examples because that's the theme of this video so if someone is trying to lose weight I was struggling with um you know working too hard in the gym without seeing results I was unhappy with the way I looked and I didn't have confidence

in myself you know whatever the maybe the free pain points that I knew my avatar would have I would tell a story about how I also was experiencing those things a few years ago or someone I know or a client was also experiencing those things so you basically make them feel understood and you connect to their pain then when you get to the part of the story where you come across a solution something that you want to do is show empathy towards the skepticism because most people despite they're struggling with this then came across a

solution and then it was amazing we always had like when someone's presented with like a magic pill which is basically you know generally what you're presenting in your marketing hey I've got this amazing Solution that's going to solve all your problems most people aren't just like yeah let me try it most people have a lot of skepticism and they have a load of objections so again if you can weave into the story that when you were presented with that solution you also had those same objections that is even like you can overcome those objections but

even by just saying that you had the same objections psychologically Mak some like oh this person understands me oh okay well if they had the same objections and they still got result results and you know most those objections must be faults right they might have fears around will it work for me even though I am X you know if we're doing the weight loss ex weight loss example will this work for me even though I'm a busy mom with you know a 9 to-5 job and five kids will this work for me even if you

know I've never you know lifted weights before again all these fears and skepticisms that your ideal customer has you should also talk about those um in the story as you were presented with the solution so you were struggling with all this pain someone told you about this amazing solution but at first you were very skeptical because of a b and c and a B and C are the same skepticisms that your ideal customer has right so again they feel heard they feel connected to they feel very understood I always say this I probably said it

loads of times in this on this YouTube channel my favorite quote in marketing is if you can make someone feel understood they will automatically assume you have the solution to all of the problems so even just by showing them hey I used to feel like you did and I was in the exact same situation I also had all of these fears and skepticisms skepticisms is that even a word I don't even know I was skeptical about all of these things that's going to make them feel very understood so even by just doing that in the

ad then they're going to be automatically think okay this guy is exactly you know he's doing the exact same thing I I'm doing like he fought the exact same way I fought so therefore I'm going to listen to to him and then obviously you decided to take the action anyway you did you tried the new solution and you got this amazing result you know I I I did it I achieved ABC and ABC in this instance is obviously the Big Dreams and goals that that ideal customer has um so that's like the general flow of

the story and again similar to Formula 2 you can talk about your own story but there's still going to be some skepticism there that okay number one you could be lying number two is this real number three like were you lucky did it just work for you what about everyone else and so at the end of your story if you can then link it to some more social proof by saying and it hasn't just worked for me it's worked for John who achieved x y and Zed it worked for Dan who's achieved ABC it's worked

for Jenna who achieved one two three and you and typically what we would do here is just do some like quick fire testimonials if we've got them so if you've got like for your own offer or your client's offer if they've got a ton of testimonials I would just fire through them like you know five to 10 of them in one go just to kind of I suppose overwhelm the person with case studies and results from other people because okay if you connected to the pain points and you've kind of showed them that you've got

this amazing solution there in their mind it still has it worked for others and at that point if you then go into and just list off like 10 plus people that it's helped the mind is just going to be overwhelmed with it and be like okay well this obviously does work very well um so you can just quick fire a load of social proof there or if you don't have a load of testimonials you can kind of basically link um what we kind of did in Formula One and formula 2 which is basically prove it

with logic so provide a logical explanation of why um that unique solution work so well so again if you've got evidence logic science studies just some form of explanation that makes them think in their head ah that makes sense why didn't I think of that before oh okay I understand it now because you can give again your story but if you don't have some evidence behind it to show why it works then then it's not going to work as well so they're typically the the ways that we write our ads and there's obviously different formulas

different templates and I know this isn't like a template right I don't personally like templates where it's just like copy and paste this ad and change out this word because they're just giving you the ad and okay it might work for you but what happens when you need to write a new ad you know you understood what worked this specific ad but you don't know why it worked and if you don't know why it worked then you can't replicate it in the future to create different variations of the ad whereas if you understand these principles

that I talked about in this video then you know you can create for Formula One you could create you know five to 10 different ads on five to 10 different misconceptions that your ideal customer has in relation to the the result that you help them achieve so if you understand this and understand that process and formula then you shouldn't really struggle to produce different ad ideas so hope that was helpful if you got any questions about our ad creation process let me know in the comments below and yeah that's it see you later [Music]