ladies and gentlemen boys and girls it's time it's time for me to share with you the secret sauce of winning ads I'm actually slightly worried about recording this video and putting it out there because I it will definitely put a Target on my back the military industrial complex will come after me Ron locked Martin Boeing they don't want me to share this with you they say Nicholas you can't share this much sauce you know what I say to that bring it bring it all right let's get started come and get it okay so the secret
sauce of winning ads let's actually get started now so guys the majority of successful add angles fall into one of three categories let's go ahead and move over here one of three categories number one benefits number two news number three curiosity now these are in a very specific order okay benefits are the most powerful news second most powerful curiosity third most powerful look there's other ways to do add angles okay but if you look at the majority like if you were to go and look at just on your Facebook feed or Instagram or YouTube majority
fall into benefits news or curiosity benefits the most powerful news second most powerful curiosity third most powerful and what I'm going to do in this extremely valuable video is I'm going to share with you all three of them I'm going to show you why one 123 is in that order okay so we're going talk about benefits we're going to talk about the news and we're going to talk about curiosity and why they work so well and why people look at this stuff and they go you know what I just I right like I I have
no idea why I wouldn't just give this person of my money because that's what marketing is all about right it's getting people to spend it's about fueling the consumer society that we' have created it's about getting people to take their hard-earned money pull it out of their wallet and give it to you it's about fuel what America is all about buying more things right we're going to do that with Benefits first and then news and then curiosity so let's get started so most ads that fail are focused on features instead of benefits people people of
of this video that are watching this ask yourself do you really care about the features of a product all that much or do you care about the benefits that it provides I'm looking over right here to my side and there's a very large speaker that I can't bring into frame because it weighs about 60 PBS but this speaker is an expensive speaker it cost me $1,000 it's a very nice speaker I cannot remember one of the technological features that was presented to me at all something about surround sound Apex audio something like that like I
I don't know but what I do remember them explaining is saying that the way that we've structured this allows it that the audio will actually be able to fill your house more effectively so that you can have audio in playing in one room and you will be able to hear it effectively in the other room because of the way that we distribute the noise now I like that right I'm going to listen to that but if they were to say well it's we made it with our Apex thing technology and blah blah blah blah blah
like I wouldn't care I wouldn't care so good ads good ads are focused on benefits okay not features now you can leave in the features you can explain the features but here's the thing they should always come with a benefit so an example of this would be this product includes blank feature we included this so you can benefit you'll be able to enjoy feature which will help you benefit when you explain things this way people will be like oh right like no one remembers the features I remember when I bought my car they were telling
me it's a it's a Jeep Wrangler or Jeep Rubicon 392 okay so I don't remember any of the details I don't remember any of the features there was this crazy engine that they V8 engine or something like that I'm not a car guy right and there's all this stuff that all the transmission this type of you know torque and this and that like don't know don't care really but what they did tell me was benefits you'll be able to go anywhere you'll be able to get out of anything and on top of that we put
a freaking warthog inside of this engine and it's very very powerful it's very loud and so I remember that but I don't remember any of the features and so when you understand that about people like up front they're like oh those features are really nice right and like kind of like more nerdy people right they'll remember all the features n oh I forgot I'm in the highlighter mode 90% of people 90% of people benefits they want benefits they like literally do not care about features so I see this all the time with coaching programs and
we're going to get into that but an example of this is like coaching programs are like you know and you'll be able to get our blank system what I don't care what does how does that help me in any way shape or form you'll be able to get our blank system which will allow you to blank so you never have to blank ever again it takes me towards pleasure and away from Pain that's how we position things effectively in an ad we want to focus on the benefits again the benefits more than the features we
can include the features but we mainly want to highlight the benefits because what everyone is asking themselves is why should I buy your product how will this make my life better okay that's what we're going to talk about today so let's give you guys some examples let's start with supplements okay here's a supplement okay so let's say that we have uh I don't know let's say something that I'm taking right now is this like electrolytes electrolytes okay I I do not know what at all the featur features are it's like hey it comes with beetroot
powder it has uh some specific L citrine I don't know right very very health Savvy people very aware markets will know all the features and they'll be like oh yeah yeah yeah that's that makes sense right but if they just told me that and didn't explain the benefits for that me the average stupid consumer well consumer right the consumer will not know like how does this help me and so basically what they told me is like hey this will help you be way more hydrated so you'll be able to have more energy throughout the day
it'll give you better pumps like you will just feel better in the gym and on top of that also it tastes good right like that's what I want to know I don't care at all that it has beetroot powder ladies and gentlemen boys and girls do you really think that with supplements we care that this is ashwag Gand rout from the the Amazon jungle that was that was F I don't care no one cares what people actually cares why that specific ashwagandha root from the jungle is so much better than everything else out there it's
pure so you know that what you're consuming is actually from the earth and not just processed in a factory something like that right you have to realize this applies to everything people don't care about features no matter what your average copywriter will tell you they don't care about features now you can use it as a unique mechanism for sure right like hey this is unique because we use this but again why did you choose this exact ingredient whatever it is okay V Tob services so let's say that you do leaden and the feature right is
that you are getting I don't know in something like this it's more of like a deliverable like a feature can be a deliverable so it would be 10 booked a appointments per week right so everyone's saying that and why should I want that why does that help me 10 book appointments you'll be able to grow the company without having to do Outreach I'm going to do o r so you can right so you can focus on working on the business instead of working in the business now I'm kind of open to hiring a lead gen
agency yeah I do want to do that something like that is service where it's a deliverable it's don't just say this is the deliverable I'm going to get you a vssl I'm going to deliver a vssl I'll write in you vsl for you why do I want a new vsl I'm going to write a new vsl for you that beats your current control so you are able to see an influx of calls coming in so you're able to lower your cost per book call on your ads and increase the effectiveness of your ads right like
guys people don't care about the spe like I don't care about a vssl I don't care about email automations I don't care show me why I need this stuff right and explain it maybe in a different way than everyone else is explaining it so a great way to do this is do market research if you're an email marketing agency find out how other email marketing agencies are explaining it and then figure out a different way to explain it so perfect example one of my services is new newl creation okay I write organic value based newsletters
without pitches in them crazy right now who would care about that no one right if I just said it like that but when I explain the benefit where it's so you can build a better relationship with your audience which allows more people to be open to your pitches when you're pitching all the time and you're doing what it's pitch pitch pitch pitch pitch people get closed off and create a level of resistance and so saying that you should pitch all the time I don't believe believe in that philosophy I think we should build an immense
amount of value and Goodwill with our audience so you can enjoy see I'm doing that so you can enjoy the benefits of an Engaged email list perfect example of that let's do coaching let's say it's like relationship coaching okay so let's just say it's uh we do weekly calls with you and your partner partner right I don't care about that but when you explain it that the benefit is that that way you guys are both able to work through your issues together together and it doesn't feel like one of you is doing the work while
the other one isn't we want both you to grow together the purpose of a relationship is for both you to grow together and so what we're trying to focus on is you guys working through your issues together and not instead of you going and talking with someone and having to go and play telephone with the next person no that's not what this program is about instead we help you work together so you can solve your problems get better and ignite this the passion in your sex life and feel like you guys are both working towards
a better relationship benefit better R okay so that's an example with coaching so now let's move on to the next type of angle news angles news angles leverage relevant information and they imply a sense of importance and urgency I didn't write urgency but importance and urgency right so you see this all the time with um Arizona homeowners are shocked by this new bill Arizona homeowners are shocked by this new electric bill or something like the VP of of whatever company um doesn't want the shareholders to know about this so on and so forth right like
these news angles they're leveraging some form of relevant information and that's what gets someone to be like huh well that's interesting right I i' I'd like to know more about that and it implies like hey because this is in the news because this is happening it gives us a sense of importance okay these are effective too and we can use these like new research shows blank with our supplement new research shows that this specific type of creatine um increases muscle growth by 22% versus standard uh forms of creatine going back to our services recent Studies
by uh blank email service provider or blank uh sales platform shows that 64% of prospects are open to um cold emails something like that right it's one way to do it okay and then our relationship right um again I like researchers and stuff like that um uh leading therapists conclude that something like that or um did you know that 67% of marriages in America today are dying in divorce right so with a lot of these things um we can leverage current information that's come out studies news articles interviews with people so on and so forth
but here's the thing this doesn't apply to all them but with a lot of them there's a major downside and the major downside is that news angles get weaker over time CU guys like it can't be that Arizona homeowners are constantly shocked by by the new electric bill like you can only see that so many times before you're like oh like I I don't think there's actually an electric bill and there can't just be that it's like you have to show that it's a new angled so you have to constantly keep finding it and this
is why you see like a lot of times people have to refresh add angles all the time yes something has to do with the algorithm on Facebook and YouTube and Tik Tok and all these things where it dies out but often times just because the audience is see it so many times that they're just not clicking anymore they there's no need for them to click through and a big part of that is because the angle has gotten weaker over time it's not relevant anymore when Co perfect example I guess I shouldn't say that I'm going
to beat that out I guess uh the the jack thing the the uh um uh uh pan remic pan the pan remic when the pan remic was live like add angles around that were just crushing right everyone was saying this this thing is made for this right it was it was designed to help prevent this or you know did you know like let's say you were doing a coaching program for business growth like right now during the pandemic like this is the best thing for us blah blah blah blah blah so on and so forth
does that make sense that it made sense during that period of time which I'm not going to say so I don't get banned from YouTube um but it doesn't work now if you were to use a panic plan right now that wouldn't make sense okay so they die with time so that's why they're number two they're very effective but number two okay now moving on here's the thing curiosity angles are a major gamble very major gamble why is that great question great question they work only if the prospect has time and desire so think about
it if you were to present something like um you'll be shocked to find out these three facts about blank it's like hey if I got some time I'll read that I if I got some time I'll watch that right and and if I really want to find out more about blank whatever it is I'll watch that but it's not really offering me anything right it's just information and so again they can work but not all that well they they they they are definitely not as effective as a benefit driven uh ad angle so you got
to think about this like you ever see those ads where it's just an abstract concept like I see this a lot with um um spiritual people spiritual Concepts like people that are doing spiritual coaching like the things they're saying they want to make it very woo and very vague and then it creates this curiosity of like well what's this person saying I kind of want to know more about this right but that's only if they have time and desire to figure out more versus if you were to do a benefit driven angle that this new
form of meditation actually lowers your stress by 64% clinical studies are showing this now it's like if I'm a stressed person I really want to find that I find out more about that so guys you got to understand that Curiosity angles again they're they're sometimes affective most of the time they're not effective by the way let's admire my drawings for a second that's a king of hearts no one's doing it like me nobody not one person Nobody Does it Like Me Nobody Does it Like Me nobody's better than me nobody draws better drawings than me
nobody explains marketing like I explained I I've explained a lot of marketing and no one's explained it like me truth so true king So guys curiosity angles are good and I I like them but again they're just a gamble because it's it's just I've seen it they don't really like they don't create a sense of urgency in any way shape or form like you see this a lot with metaphors so people will say like did you know that Amazon FBA is a lot like Blank That's a curiosity angle right it doesn't implicitly State the benefit
for me right out the gate and so if I got time like if I'm just shooting on YouTube right now oh yeah I'll watch that but if I don't have time and I don't really have the desire I'm not going to watch it okay so they can be effective most of the time they're not going to be effective though so benefit d given angles are King they're the best ad angles you will notice if you were to go to most of these ad spy tools and everything and go find the best ads in every single
charact in every single category it is because they are benefit driven they focus on the benefits and why is that well because the best ads answer the age-old question what's in it for me what's in it for me if you look at this w I I FM w i i FM this is the radio frequency that your prospect is tuned into at all times what's in it for me people are inherently selfish they don't give a about your product they don't care what they do care about though is if you actually provide solutions to them
if you're actually helping them solve their problems if you're actually helping them get out of hell into the desired land the promised land the Holy Land right are you helping them get there if the answer is no guess what ladies and gentlemen you are going to see uh not as much Effectiveness from your ads but when we do answer that question of what's in it for me people want to listen so ladies and gentlemen boys and girls that is the secret sauce of wi you ads the secret sauce of winning ads is focusing on benefits
not features not curiosity not that type of stuff it's benefits why should you listen to what I have to say right now right now right here right now in 20123 if you write ads from this perspective of why the hell should they care and you ask yourself that question picture a little grumpy man he's got his arms folded here's you on your laptop right here's your laptop I want you to imagine that while you're writing there's a little grumpy man standing right or sitting right next to you and he's just sitting there be like so
why should I care I don't care why should I care what's in it for me right if you just imagine that this little dud is right there when you're writing your ad copy it'll just make it a lot easier for you to craft messaging that appeals to the market because it is benefit driven why should you care or I'll tell you you son of a and then you go and explain it so that's everything I got for you guys today that's the secret sauce of winning ads it's to focus on benefits don't focus on features
focus on benefits all righty guys that's everything I got for you I'm Nicholas Verge have a good one bye-bye
