welcome to part four in the finale of how to create Facebook ads that converts in 2023 Advanced guide this is where I literally have taken the same principles I've learned in breakthrough advertising which has made me over 50 million dollars for my clients not me personally but for my clients and partners that I've grown their businesses with we're 50 million dollars in revenue and this particular Series has taken all the same principles and everything I've learned in this book so if you haven't read break through advertising yet you can literally watch the series and know
all the other like tactical stuff you need to apply still recommend picking up the book you can get from breakthrough advertisingbook.com and reading it just to get a little bit further understanding of some of these principles and also get a little more examples in that case right there but I'm giving to you all of this four-part side comments below to get access to one two and three in terms of those videos right there but thank you all so much for love and support on this series and hopefully it helps you guys out if you're curious
about why am I incredible to be teaching this again I've done over 50 million dollars online revenue for my clients with Facebook ads and we specialize with creating ads that convert okay and this is our signature process right here okay I'm giving it to you guys to help you guys out as well and if you're looking for someone to actually help you implement these things then have two options one you can click the link below to go have Nick Terrier run your Facebook ads while actually come in your business and run the ads for you
I have accounts that have helped scale to literally a hundred thousand dollars a day but then 25 million dollars in revenue for literally just one of our clients and literally took from literally like a hundred dollars today and spend we've you know done a lot of really cool stuff a lot of great results then also have have an exterior Mentor you where have a small coaching Circle that's perfect for people who are looking for that more one-on-one mentorship style feedback and that's where I can help you out as well so click links below for that
and before we get started hit that like button hit that subscribe button for new videos every Monday Wednesday and Friday and let's get started so in part three we talked about redefinition um part two we talked about kind of belief desire or desire and identification and then part one we also talked about like the things you have to get to before you can write your headline okay now I want to talk about mechanization concentration and camouflage um concentration camouflage are fairly quick and mechanization is also see my decent but let's start looking at what these
key things are so mechanization goes further back to how your product works what is the mechanism you use to get me the results I want okay well let me answer this further you must answer these three questions or your ad will fail that is more information images desire prospectus tell me more about your product proof Prospect wants it but wants to know it's true proof your you know your product works in that case and then mechanism is they want the end result but they want to know how it works okay and there's three different ways
to do this there's name the mechanism describe the mechanism and feature the mechanism okay so three different ways to to articulate this in that case Okay so the the easiest way to put it is let's say for example like a recipe to cook something okay let's say for example you want to cook a I don't know a Philly cheesesteak okay so Philly cheesesteak is the mechanism and the recipe is like the process of how it's actually you know achieve that Philly cheesesteak okay so that's how I want you to look at a mechanism the name
of the mechanism is the um you know the food you want to cook and then to articulate that to people you see to Showcase how that mechanism Works showcase the recipe with step Chef to do okay so we'll go over name the mechanism so this is named the mechanism this is where you can just name it and then go on to beat the competitors with price the features okay so let's say for example everyone is doing broad targeting and that's the new mechanism that everyone is chasing but Facebook ads so when I'm pitching a competitor
or pitching a client on working with us and I already know that everyone's doing broad targeting and I'm doing broad targeting as well I'm just gonna say that we do broad targeting I do not need to explain it because they already know what it is what it is because they've already done it or they've also done other stuff like that and then I'm gonna beat the competitors with better features and a better price okay so or like either one or without limitations okay so it only works for higher levels of Mark sophistication so again going
back to Mark's sophistication which discussed in part one this is only where you you can do higher levels of Market specification okay this is already actively seeing a mechanism of deployed across the market everyone's doing broad targeting so I'm just gonna say we do brow targeting I do not need to describe it or show how it works okay I can just simply name it that's something we do and then you know I can either remove limitations from it or increase the features of it for whatever example okay the key thing here to access does my
Prospect understand this mechanism already from other competitors ads okay let's look at other competitors ads do deeper research to see like like for example if I'm if I'm pitching a agency client um do deeper understanding how they received pitches from other like agencies also doing broad targeting that case right there understanding all that is going to allow me to decide do I need to name the mechanism or do I need to describe it or feature it okay now stage two this is where the prospect does not understand the mechanism okay this is where I need
to describe the mechanism to the prospect okay you build a strong quick promise then you follow up the reason why you can deliver that promise so basically in this sense right here is that hey I'm gonna help you you know create Facebook I'm gonna help you build Facebook ads that convert I'm helping you I'm giving you a promise then I can follow up the reason why you can deliver that promise I can help you build Facebook ads that convert because I leverage psychology-based creatives here's the problem here's how we do it we you know and
then I basically say hey we do desire Market awareness Market sophistication understanding all this losses to position the ad then we go through you know um identification belief mechanization desire like all that good stuff right there to make sure that we we put the right content in the ad after we have it positioned correctly to be able to help build ads that convert okay that's described the mechanism exactly like that exactly how I did that now um go back to this too is that the prospect does not understand the mechanism okay so you have to
assume that the prospect has never heard your mechanism yet okay so that's a big thing in there now this is more the difference between describe the mechanism and feature mechanism is describe the mechanism as a lower stage of marketing uh Market sophistication whereas feature mechanism is a new chance for your prospect to satisfinders are when they fail that others a new glimpse of Hope okay so let's say for example you know they've done macro counting they've done um I don't know they've done CrossFit like different types of exercises and stuff like that then all of
a sudden the new mechanism comes out and the key thing here is that the new mechanism comes out as keto and here's what keto is and the whole ad is around keto the new mechanism okay so the difference between describe the mechanism and feature the mechanism is that you have an ad that starts off with like maybe problem aware solution aware or unaware and it goes through everything and this is just part of the ad for describe the mechanism whereas feature to mechanism is the main focus of the ad the whole ad is around the
mechanism we're not talking anymore about you know are you overweight are you looking to get ripped stuff like that no we're just saying keto new diet that just hit the market that is changing the lives of others here's how keto Works whereas describe the mechanism we have a full ad that starts off with do you feel tired when you wake up the morning you know is it hard for you go to sleep do you feel grounded throughout the day this could be signs that you're overweight you know overweight blah blah here's why that's bad solution
is you know to do something like a diet or weight loss all right one of the most effective forms of weight loss is macro counting oh you don't know what macro county is macro counting which that's this mechanism is macro counting macro counting is simply taking an app on your phone called MyFitnessPal and count the amount of calories you eat during the day simply you know what you're eating search on their database of over 11 million foods and then type it in and boom and your goal is at the end of the day to be
500 calories less than your maintenance goal and this is how you easily lose one pound a week so you see how I'm describing the mechanism as the ad gets to that level whereas feature the mechanism is more specifically around the whole ad being direct straightforward to that mechanism again this is like a stage three three four or stage three Market sophistication where it's introducing a new mechanism whereas describe the mechanism as like you know stage one stage two in that case and then stage one is going back to more like a stage four so Market
sophistication okay so that's mechanization and again why that's important mechanization is important because it offers that how does the ad work I've seen so many ads where there's just no how does this product work and if people don't understand how this product works then what's going to happen is that people will not click on the ad now if you are in a stage where people already understand the mechanism you can just name it but if people do not understand it you need to describe it and if people are already tired of that mechanism you need
to introduce a new mechanism so like for us we run psychology-based ad creatives using our signature process okay now that's mechanization let's move over to concentration okay concentration in as easily as possible to say it is basically how we're going to destroy alternate ways for your products to satisfighters are we want to destroy other ways for them to satisfy those are okay so this is simply a strategy called direct attack and direct attack is where we pull out the negative reasons of other Solutions or other products okay so this is like almost like an Us
Versus Them style ad in that case right there where you're pulling out the problems of your competitors or the market in whole and show showing how you have a better solution better product okay now the key thing here is that you cannot name a competitor okay that are a product that's the key thing or you will get sued just be fully transparent with you so that's very big right there okay so ultimately um give you some more information right here is never attack a weakness unless you provide a solution to that weakness so let's say
for example you know we have a mushroom product for example that gives you energy and maintains focus and stuff like that we could hit on a problem with coffee coffee shrinks your blood vessels in your head which causes you to feel dehydrated and also makes you feel more tired and then they have to drinking a cup of coffee whereas our mushroom product allows you to still get the same energy still get the same Focus as our um as coffee but without the grogginess at the end of the day you see how it directly attacked a
problem with coffee and I even gave some doubting key points of why that's a problem right there and then I'm destroying that with our product okay so I want to basically on the other reasons the other Solutions because again you can you can talk about Solutions other Solutions how they're bad and how your solution is the best solution or you can talk about other products in that or they're also looking at so for example I could do a solution aware ad that's talking about how all these other problems like all these other Solutions are bad
for these reasons and then a product aware ad could be talking about how all these other mushroom products are bad because they don't use you know our particular mushroom product uses the mushroom like heads basically where the other mushroom products use mushroom-like waste in that case right there just a cheaper form of mushrooms we use a higher quality form of mushrooms which is ultimately gives us more pure extract and gives you more value for your price so the goal here is to Simply look at weaknesses across your Market whether it's solution aware or product to
wear and hit those particular problems across your Market which ultimately gives you a better selling ad right there okay we get direct attack now the key thing here is you have to have a solution for that weakness if you do not have a solution for that weakness then you can't do it because then you're just gonna look like an ass in that case right there and people are gonna laugh at you and I don't want people laughing at y'all I want you guys making results on watching you guys crushing out there now last strategy is
called camouflage okay camouflage is simply the act of disguising your ad to borrow believability okay now I'm gonna give a few different ways so camouflage they talk about it and breakthrough advertising in one way but I'm also going to give it into a more 2020 three-way okay because brakes advertising throughout the 1960s but these ad psychology principles has been around forever because it's about psychology it's about consumer psychology it's why these principles work so well so the key thing with camouflage is you're disguising your ads moral believability okay so let's look at different ways we
can disguise our ad first off you could do a white listing thing where you basically whitelist um like someone else's Facebook page on your your ad account to where you run ads through their Facebook page uh we were working with this sunglass brand can't really name them but they've worked with some celebrities okay um they're actually ensued because they're like ones are like bankruptcy and like that I don't know crazy but long story short this particular sunglass brand um we were able to cut acquisition costs from like 400 all the way that's like 200 and
at scale by simply using a another celebrity's Instagram account and running all of their assets Library this substantially increased the revenue for the business because we cut acquisition down by half they were already profit a lot of 400 acquisition a 1200 aov but now we cut it down to a 200 acquisition cost when it's 1200 aov and we were able to spend significantly more money we bow our old believability by running Facebook ads through someone else's Facebook ad account so now it became the celebrity selling people these particular glasses not us selling these glasses okay
so that's how it's one way how we borrow believability another way is you know the like organic content for example like when I create content on YouTube I have to trim it up a different way when I upload it to Twitter because I wanted to fit more native with Twitter so just how you respect the medians of what you're advertising on and how you're positioning your content needs to filter with the media in your advertising on okay so that's just a few different examples with camouflage right there and that's ultimately honestly that's it that's literally
the whole book of breakthrough advertising and redeploying all of these principles again this was more around the uh what you call it the enhancing techniques so you know building the rest of the van we talk about belief desire identification we talked about getting all the stuff you need to build the headline we saw we talked about building the headline we talked about which you need to put in your ad to build belief desire and identity and then we talked about enhancing techniques of how to further improve you know the ad itself and make it more
efficient so this is pretty much everything again this is everything that we Deploy on our accounts this is how we've literally been able to help Brands like this one brand became on board with this the most money they ever spent on Facebook has 450 000 and within one year we took that brand from a thousand dollars per day and spent to 15K a day in spend at scale and we help them do 400 or we did 4.5 million dollars in spend so we 10x their Facebook ad spend in 2022 and we often do 25 million
dollars in revenue for their business so we've been able to do some insane things by applying this this can be applied to lead generation Ecom app installs it's all marketing fundamentals which if you understand marketing fundamentals you realize that that's the ultimate thing and the only thing that changes is the offer different offer which for me and offers a product not talking about 10 off things like that I'm talking about the product itself all we're doing is swapping out different products Services things like that but we're still applying the same marketing fundamentals from there now
you might be wondering Nick how do I actually run these I can't actually deploy like this on Facebook side we do one campaign broad targeting with um Dynamic creative testing so I definitely recommend to next performance with dcts it's a video uploaded recently where I talk about a lot of um just like how it's actually run and create tests inside of like a Facebook ad campaign I highly recommend going watch this video because I also link you to two other videos I want you to watch and in that video right there it's gonna give you
a very strong process of which how we create tests and our Facebook ads within the ad account from a tactical side this is more of the fundamental side the higher level things that's going to make you more money but I you know I taught you how to do you know basically drafting to draft up or like an architect I just taught you how to be an architect to architect a huge ass house and like the finest thing you'll ever build but now this video is going to show you how to actually use the hammer okay
and that's the problem a lot of people confused with how to use the hammer just because you know how to use a hammer does not make you an architect okay an architect knows how to actually design articulate a house to meet all these codes and things like that so that's a big key thing here that a lot of people still do not understand which is pain in the ass but I'm helping you guys out as much as I can so I really hope you all enjoyed this series make sure you drop a like below drop
a comment below as well I'll link the parts one two and three in case you missed any and uh I really hope you guys enjoyed a series is something that I've been working on for months honestly because like I've been deploying this whole slide deck to my whole team make sure everyone understood it and also make sure I can understand From perspective that we actually can actually like I can actually talk about it to give you guys actual experience on my side of applying it um it's made my clients a lot of money and uh
I don't know I'm just happy I'm very happy for the series happy for you guys because you're gonna crush it this year year and uh make sure the like button hit that subscribing for new videos every Monday Wednesday Friday if you're looking for someone to help implement this into your business then click the link below for have Nick Terrier run your ads if you're looking for someone to help you coach you and Mentor you on how to implement this into your business then click the link below have Nick how are you Mentor you so thank
you all for watching my name is Nick Terrio I'll talk to you guys later peace out
