This is how to make FU money with Facebook ads. I've spent over $200 million on Facebook ads in over a thousand different niches to generate my clients over $7. 8 billion in sales.
Everything I'm about to give you is what's working right now. This isn't one of those stepbystep tutorials by some Facebook guru geek about how to set up a business page or install a Facebook ad pixel. This is the actual source.
This is the playbook to go from $100 a day to $1,000 a day to $100,000 a day and make an obscene amount of money with Facebook ads. When it comes to creating Facebook ad training, it is very difficult to create an evergreen training because the platform changes so frequently. And therefore, the half-life of the knowledge and the skills that you can get from understanding Facebook is not in the media buying stuff.
It's in the psychological stuff and the copyrightiting which I'm going to be running through in great detail today. Everything that I tell you in this, if you follow it to a tea, it will get you success. Now, when it comes to Facebook and where it kind of fits in when you're looking at a market.
So, in any given market, there are 3% of the market that's looking to buy right now. Then you've got the 17% that are in information gathering mode. Then the 20% problem aware and also the 60% of people that aren't problem aware.
Now, the reason that I love Facebook is that we get to target the entire pyramid using it because we are pushing a message in front of an audience whether they are even thinking about it or not. And it's just our ability to be able to articulate the problems that they are experiencing or may experience in the future and then run them through our funnel and warm them up and nurture them and educate them to a time where they are ready, willing, and able to buy. The biggest pitfall that I see with people that run ads on these platforms is that they obsess over the algorithms and they really do think that the advantage to grow their business lies in their targeting and their account structure.
These people are broke gurus that are just trying to sell you a course and make things very very technical and complex and the only way to get the answers is to buy their crappy course. You do not want to focus on algorithms and you do not want to obsess over algorithms. You want to obsess over people and understanding their human psychology and what gets them to click, what gets them to engage because those things will always far outweigh the media buyer.
You can have the best media buyer in the planet that doesn't really understand how to put together what I call high dopamine ads. They will get completely slaughtered by the amateur media buyer that goes in broad targeting the worst account structure known to man and has an ad that is absolutely dynamite. There's not even a comparison to it.
If we know that we need to obsess over people, the biggest question that we really need to ask is what gets people to engage. We know that if we're going to have high engagement ads, we're going to get a disproportionate output to the other advertisers on that platform. So then the question is, what is it that I need to put in my ads to get people to engage?
So every year what I do is Facebook puts out a transparency report in their transparency center of the most widely viewed content report is what they call it. and they just tell you every single quarter, every single year, what is the content that is getting viewed and shared and liked the most. This is the most widely viewed pages on the whole of Facebook.
You can see Lad Bible is number one. It gets 126 million. 4 content views.
Then Unilad 117 million. Enewes 116 million. People magazine 109.
TMZ 89 million. Lad Bible Australia 86 million. So, what do you notice about even just the top three most viewed pages on the whole of Facebook?
They are all news. That's all these websites do is they deliver news and gossip in one way, shape, or form. Because if we know that that's what the most people are going to Facebook and they're sharing and they're doing all the things, then you best bet that that's what we want to make sure that our ads do.
And you might be thinking like, I don't want to put out these breaking news style ads or I don't want to be like a gossip magazine, right? The reality of is is you're going to advertise on these platforms is that do not hate the player, hate the game. We're not going to change human psychology and what drives people.
What we want to do is we want to tap into that like the jetream and just make our business fly along with already that existing behavior that is present on these platforms. With those findings, your ad has just two jobs just to make it very very simple. The first one is to deliver news, value or findings because that's what people want.
That's what people are clicking on. So therefore, we must engineer our ads in a way that they're either delivering one of these things or ideally all of these things. The second thing that it must do is sell the click.
There must be so much curiosity baked into this thing that we get a disproportionate click-through rate to all the other advertisers on the platform. And then Facebook and Mr Zucks comes and rewards us with the best inventory and the lowest CPMs. What drives a click?
Curiosity is the most powerful out of all of them. And we're going to break down exactly what all of these people are doing on these platforms. And I'm going to showcase exactly the strategies that they're using.
Intrigue, shock, direct benefit, implied benefit that the user will get. Fear, vanity, self-interest. How is it of use to me?
The other things are better, richer, stronger, faster, healthier, happier, sexier, fitter, and smarter. That's the things that people care about. And so, what you can see on screen right now is just three of my ads.
If we look at the first ad, this client getting hacked feels illegal. That has a lot of curiosity baked into there. Then you have myself sitting in front of a computer holding a USB that is shiny with a big red arrow pointing to it.
And it says, "This client hack feels illegal. How would you like 90 to 480 qualified leads per month from people who have jumped through all types of hoops? Dot dot dot.
It's got the big benefit and it's got lots of intrigue on there. Then you've got good old Captain Elon on here and it says big boy Elon loves this funnel. Tesla of client acquisition.
Watch carefully then click. Why does Elon love this funnel? Why is he laughing?
How is this the Tesla of client acquisition? I want to know a little bit more. Let me click on it.
And then the same on the next one. Get four clients this week with a Tesla funnel. Try it.
This is what I call a hyperdopamine ad. Your ad is competing with the mind field of attention and the war that is present in every single person's category, in their industry, and in their business. You are no longer competing with Joe or Bob or Sally down the street.
You are competing with Netflix and TMZ, the UFC, and all of this wild stuff that is on the internet. Your ad must flood your prospect's brain with dopamine because we are dopamine seeking machines. That's what the human brain is.
There is way more dopamine that is going to be released from someone clicking on a Instagram model or on a latest sporting event or this gossip than it is what it is that you've got. Then you've already lost. The war is over.
So that's the context that you need to think about your ads in. We must go out there and hijack our prospects attention. This is the anatomy of a hyperdopamine ad.
The first it starts with an eyeball grabbing headline and this one is this client getting hacked feels illegal. Typically I say that the hierarchy of the way that someone views an ad is that they first have a scroll stopping image that gets them to stop scrolling on the feed and go what's going on here. Once they look at that image then they go down to the eyeball grabbing headline.
So let's discuss headlines. When it comes to headlines again we never want to guess what are the best type of headlines. What is it that I could put in my ads that's going to get me a disproportionate click-through rate?
We want to follow the attention. And so what I outlined to you before is all of the most viewed pages on Facebook. Their content is the most viewed on all of Facebook.
So those three most followed pages is Unilad. They got 41 million likes and 50 million followers. Lad Bible, 37 million likes, 49 million followers.
And ENews, 10 million likes, and 12 million followers. So that's exactly what we're going to look at. What are these guys doing?
So, Unilad, we've got this picture of this weird looking robot thing with a little, you know, secondary image with the Google headquarters on there. Former Google worker and tech pioneer issues alarming AI warning that will affect millions. So, it's definitely breaking news.
The image is weird as hell and this is affecting millions. It's the mass market. Then the next one, viewers in shock after making crazy discovery following the release of insane new Ashley Madison documentary.
Again, secondary image. We've got the primary image that is very weird. And then we've got the secondary image that adds a little bit more intrigue to it.
And then the second one on this one, we've got this gentleman that's not looking directly at us. It looks like a very native image. This is for Tyler, another news platform that's got huge amounts of likes.
And then we've got, you know, an image of a woman going shush. Viewers in shock. These are the modern-day attention hijacking gangsters that are on the internet.
But this isn't some new strategy. This is literally being used for hundreds and hundreds of years. And so the OGs, and these guys are still rocking and rolling today, are these gossip magazines that you see in the supermarket checkout aisles.
There's the woman or man there. There's three kids on them. They're screaming.
They've got the trolley full of food and they're about to go into the checkout and speak to the cashier or go through the selfch checkckout. And there is an aisle there with newspapers and magazines. And they have the most compelling copy to be able to grab that person in the middle of all of that action and get them to pick up the magazine.
that have a slippery slope that gets them to go and buy the actual magazine. It's no different to what we do online. We get someone to raise their hand and click on an ad, and then the slippery slope is to get them to opt into our funnel.
It's the same thing here. If you look at all of these covers, you can notice that they've all got lots of punchy intrigue and curiosity written all over them. Six Bad Habits that are really healthy, Costa Comes Clean, Save Big on Energy, Seven Hot Tips, Michelle's $15 million tell all.
All of this copy here is just sprinkled with intrigue. I'm just showing you this to show you that none of this stuff is new. This is all based on principles that have been working for hundreds if not thousands of years and will continue to work for hundreds if not thousands of years.
So then if we come across to Lad Bible and you just look like this is their content. If you go onto their page, you'll notice something. So all of them have a primary image and then a secondary image because having both doesn't allow the human brain to get bored quickly and you're trying to comprehend two things.
And when you're trying to comprehend two things that stop somebody to get their brain to try and comprehend it. That's the goal. Because if it stops them, it will get them to read the headline.
So it's all architected in a strategic way. Death row inmate made huge requests for last meal with 11 different items before being killed. What's going on here?
I can see a little secondary image of a lobster. I'll rattle a few of these off. Frank Warren explains Tyson Fury's behavior in defense of post-fight interview comments.
What were those comments? I want to know. Psychologist shares three signs to look out for that suggest your partner is manipulating you.
What to do if you are stung by an Asian hornet as the UK put on alert. Okay, the UK's been put on alert. What What do I need to do if I get stung by this?
And it goes on and on and on, right? I'm not going to read all the headlines to you. you will start to see commonalities and I'm going to be breaking down those frameworks and I'm going to show you exactly how you need to apply them to your ads.
But I want to set the scene for the battlefield that you are competing for attention for. This is what it looks like. Here is a list of the most popular celebrity gossip websites.
Yahoo, OMG, TMZ, E Online, People, US Magazine, Wonder Wall, Gawker, and Zimio. You want to be a student of markets. You don't ever want to sit down to write your ads with a blank canvas.
Do you want to go on, you want to get inspiration, get the creative juices flowing, go and look at these websites, go and see what it is that they're doing and get those creative juices really bubbling up and flowing inside you. Now, I'm going to show you what these guys do from a content standpoint. And I'm going to show you how to swipe and deploy them for your own specific ads.
So, let's look at Taylor Swift. Taylor Swift fans are going wild after spotting X-rated detail on Singer during errors to a concert. You might be thinking, how am I going to make that applicable to me?
So Aussies going wild after spotting home loan hack. It's the same methodology, but we're channeling it to what it is that we're selling. So you might be a mortgage broker.
Just by saying Aussies are going wild after spotting this home loan hack. Anybody that is either one looking to get a home loan or has a home loan and is looking to refinance that home loan, they see that headline, that's immediately going to get their attention. Let's look at the next one.
iPhone user advised to do one thing to mobile to stop battery from draining. Again, you think this is just pointless clickbait. No, it's not.
It is a lesson. CEOs advised to do one thing before going home to their family. You might be, you know, a coach that works with executives on either optimizing their hormones and their energy or whatnot.
There's always a way to get inspiration from these platforms and make it relevant to your business. Or what about this one? Insane new documentary that less viewers screaming overtakes baby reindeer as knocked off the top spot.
Insane new mindset trick leaves anxiety sufferers speechless. If you're a coach that helps people with anxiety, man buys mystery reptile egg to hatch and see what's inside. Miami mom discovers mystery metabolism booster.
Yes, it I was somebody that is helping pre or post menopausal women lose weight. I'm going to want to know what the hell that thing is. Next one.
Secret way to find out who called you without using Google. Secret way to find $5 million of business funding without banks. True story behind Twisted New Netflix documentary that knocked Baby Reindeer off the number one spot.
True story behind Twisted 56 kilo weight loss journey. Anyone that's looking to lose weight is going to want to click on that and find out more. I can hear it right now.
Subri, this is all trash. And there is no way at all that I'm going to associate this business that I have poured so much blood, sweat, and tears into to have it use these clickbait tactics. No reputable organization would ever do that.
What are you asking me to do, you madman? So, let's take a look at the most popular news websites, right? They were the kind of gossip magazines that I showed you.
Now, if we switch gears to the news websites, CNN, the New York Times, it has like just an air of prestige to it. Whenever you hear the New York Times, it's just so credible, right? They would never ever scoop so low to use these tactics.
The New York Times, our patience is over, why Iraqis are protesting. Again, lots of intrigue. ex-worker at the UK consulate in Hong Kong says China tortured him.
You can see that they try and leave out a lot of the stories, but they get very specific very quickly. And then there is a huge unknown. There is a huge amount of intrigue and the only way to close that intrigue gap is by clicking.
Malter arrest businessman as person of interest in journalist killing. So the thing that these all have present in them is their pulling power. How much do they pull the attention of the audience and get them to pay attention?
This is the most universal advertising mental model and framework that I can give you. I don't care what platform that you end up in the years to come. How the business landscape changes, you will always always be able to use this framework in everything that you do to dramatically improve the performance, your return on investment, your return on ad spend, your click-through rate, lower your cost per purchase.
is you apply this framework to every single ad that you ever put out. What I have found from spending $200 million on ads generating $7. 8 billion in sales in over a,000 plus niches that this is the framework.
So on one end we have clickbait and if you just provide clickbait in your ads that is not a good user experience and then on the other end if you just have a targeted big benefit that your market wants without any clickbait then that is also not a good experiment. What you really want is where the two of them meet and you want to have a combination of clickbait and a targeted benefit in your ad. And that is what we call a hyperdopamine ad.
Clickbait has a negative connotation to it. But just think about the word in itself. It is a bait for somebody to click.
What do the platforms want? They want people to click and they want them to engage. So the opposite of clickbait is an ad that no one wants to click.
And if you do that, you will be penalized by the ad platform by showing its users things that aren't of interest to them. You want your ad to be clickbait. You want it to be a hyperdopamine ad that people literally can't help but want to click on.
Do not have a negative stigma towards the word clickbait. You want to make sure that you've got intrigue in your ad, a huge amount of burning intrigue, and then also a targeted benefit. And there need to be that intersection where you get a hyperdopamine ad.
So, let me show you an example right now of what we call blind clickbait. You won't believe what Ivanka Trump does in the morning. Who's that going to get?
Only people that maybe like Ivanka Trump or know about her. It's just going to be just raw intrigue. She's just like us, it says in the sub headline.
So, that's what we call blind intrigue. You definitely do not want to do that on your ads because if you do that, you're not telling the algorithm how to sift, sort, and siphon through their audience to find the people that are going to be relevant to the big benefit that it is that you want. Now, look at this.
Supermodels apply these three simple tricks to look younger. Click to know what they are. That is what we call intrigue with a benefit.
Cuz you've still got the intrigue around supermodels are doing these three simple things. You're going to target people that want to look younger and they want to know what these supermodels are doing to look younger. So, you're going to get people that are in that niche.
Whereas on the first one, it's just completely blind. You're going to get everybody. So, that's the difference between the two.
This is the formula. We want to have a pattern interrupt. We want to use an image that interrupts somebody's pattern.
Then, we want to have burning intrigue in the headline. We also want to target that with a big specific benefit that we know that our market wants. That is what equals a hyperdopamine ad.
So, whenever you're looking at the ad that you're producing, you need to say, "Does it tick these three criterias? Does it interrupt someone's pattern? Is it weird?
Is there something intriguing going on in the creative? Does that create enough burning intrigue in both the creative and the headline? And am I promising a big specific benefit to the audience if they do click it?
" So, we've gone into the headline side of things. Now, let's go into the patent interrupt side of things. A patent interrupt is done both in the creative itself, in the actual image, and you can see me here.
I'm holding the USB stick and I'm staring deep into your eyes, deep into your soul. It's a black background. It looks mysterious.
That's going to stop the scroll. And then it's this client getting hacked feels illegal. So, we're not only doing a patent interrupt on the creative itself.
Then we are doing a patent interrupt on leading because why does it feel illegal? That is interrupting my pattern. And then the next thing is we're creating the burning intrigue by why am I holding a USB stick?
And then I'm alluding to that this client getting hacked that feels illegal must be on that USB stick. Well, what is it and why is it illegal? There's so much intrigue in there that I just got to click.
We're also hitting the burning intrigue in the actual headline of the ad itself where it says, "This client getting hacked feels illegal. Watch carefully then click. " It's not just intriguing because we have the benefit client getting.
This is going to attract people that are looking to get more clients. Let's look at another one. Here's the patent interrupt here.
I wish I'd purchased it a lot sooner, but I was scared of the price. When I realized how good the Iron Neck Pro was, I realized you couldn't put up price on health. That could be done a little bit better, but boy is that image a pattern interrupt.
You've got Joe Rogan on there with this weird disc plate around his neck. He's gritting his teeth in this very aggressive position, and it just it interrupts you like, "What the hell is that? " Right?
And then you want to read on more. The burning intrigue is caused by that weird contraction that is on his head. And then the headline says, "The secret to getting rid of neck pain.
" That's a big specific benefit as well because anybody that has neck pain and sees this and there is a secret, they're going to click. Now, let's look at another one um from High Smile. These guys are a billion-dollar advertiser.
They spend a lot of money on ads as well. Patent interrupt. She was skeptical.
Wait until you see her results. It sounds like a gossip magazine. This is from a billion-dollar company.
The reason for that is because it stops people and it gets them to click. Then look at this image. This is amazing, right?
Most people, okay, they got a teeth whitening serum. They're just going to show some basic stock people smiling with a bright smile. That is boring.
It does not stop the scroll. What stops the scroll is having this young lady here with this plastic in her mouth and her teeth popping out and then like that's obviously a video and it goes on to play and there's this like purple serum and there's all this outrageous [ __ ] going on to really interrupt the pattern. There's burning intrigue as well because they're talking about this purple weird serum and the image is just like there's a lot of intrigue in it as well.
She couldn't believe it. What couldn't she believe? a lot of intrigue there.
Um, and then also got the specific benefit by showing a transformation of a smile going from yellow teeth to white teeth. How do we actually create these creatives that are hyperdopamine and that are really going to stop people in the newsfeed? So, I'm going to break down all of the different styles right now.
So, the first one is what we call the raw native. I run a lot of raw native ads. And a raw native is a photo that is taken on your iPhone or whatever type of smartphone that you use that does not look like a highly professional image.
You got this picture here of me and my wife. I run this on a whole bunch of different ad accounts and it does really really well because there's multiple people. The Facebook algorithm likes that.
It looks like native content that would appear on that platform for its users and therefore it does not look like an ad. That is the first rule of advertising is you do not want your ads to look like ads because it's a native ad platform. People hate ads.
They have ad blockers. They will do anything they can to avoid ads. So therefore, you need to make your content and your ads look like content and not like ads.
The next type of ad is what I call the SMS ads. You would change that to whatever is relevant. It could be a home.
It could be a bank statement. It could be someone looking to lose weight. It could be some hot chicks in a bikini.
It could be a bear. It doesn't matter. It just needs to be what's relevant to you.
The thing that you can customize is who the SMS comes from and also what it is that you're saying. And then you get the good old breaking news. This is something that I've become quite famous on the internet for.
We have an insider joke that we break more news at this agency than any of the news channels combined. Like if I had to bet my life on something working, it would always be the breaking news. It's just by far it is such a safe bet in terms of what works very very well.
And you can overdo it. So, that is the word of warning is you can't have all of your ads just breaking news. You need to have a combination of a bunch of them.
My kind of two favorite ads allin is probably the raw native and the breaking news. They're my go-to. They work very, very well.
They work in every single market. I don't care. Either you're selling to members of the royal family, financial planners or weight loss consultants.
It just works. So, this one is breaking news. Shark Tank Investor drops client getting bombshell.
Shark Tank investor breaks his silence on client getting system. And there's a picture of myself looking very very shocked with um the Shark Tank judges on here and it's breaking news and it's all relevant. I'm going to show you how to get this copy and how to do all of that in the moment.
We're just running through the creative styles right now. Then what we have is the native highlight and that's where I like to take a native picture of like this one of me on Shark Tank. And then I have a secondary image.
It doesn't have to be a secondary image. You don't need to add it on there, but it does work very very well. And then I've highlighted it, right?
I've got this red circle around it with an arrow. It's very easy to put that together, but it works exceptionally well. Then you've got the native social post.
So on this one, it's obviously we've looked at all of the big companies, the Lad Bibles, the E- News, the TMZ, all these people. And this is a format that you can see time and time again. We do not want to reinvent the wheel.
We want to do what we know is already working. Then I use my own ad account as the guinea pig. And you know, we spend millions and millions of dollars a year on my ads.
And then in addition to that, then we use those findings and we roll them out across our hundreds and hundreds of clients all across the world. And we constantly are reiterating and split testing. And what you're seeing right now is the format that we literally shatter control.
So I'm not hypothesizing on what I think could be good. I'm literally giving you the keys to the kingdom. Here it's got a secondary image with an image of me.
That image is a professionally taken photo of me, but it doesn't need to be. It's better even if it's not. Um, infamous internet daddy shares eight viral client getting hacks.
I want to know what they are. Then we've got this other one which is what we call the secret info that can be for anything. So for this one, it's about property investment revealed.
This secret Victorian suburb is set to boom in 2024. And they've got a map of the city and then you got a real picture of the city. I want to know what that is.
And you can just substitute that for whatever the information is that you've got to provide people in your highv value content offer. Now, curiosity is one of the most powerful ways just to hijack the primal monkey brain and to skyrocket your conversions and it is literally the most powerful emotion for running ads. There is nothing that trumps it.
I have tried it all. Curiosity really just stoking that flame of what the market is interested in and then giving them that specific benefit. You will see it in everything that I do.
There is a huge amount of curiosity that I bring to it all. So, we've got it not only in the eyeball grabbing headline with this client getting hacked feels illegal. We've got it in the patent interrupt image.
There's a lot of intrigue and curiosity around why I have a USB stick in my hand. And then the next part of the ad is what I call the slippery leadin copy. And it's the most overlooked part of any ad, but it really dramatically impacts the performance.
We have changed nothing but the leadin on ads. and we have 5xed the rorowaz and dropped the cost per lead or cost customer acquisition cost by five times just with that tiny little bit of copy at the top. So you really want to engineer this in a way that it again stops people in the newsfeed and gets them to click more.
The next thing after we've got the headline, the image, the slippery leadin copy is what we call the intriguing link description. Also a very overlooked section of the ad. I've got watch carefully then click.
you really want to make it intriguing. You've also got the butter body copy and that's the long form body copy of the ad. So, when it comes to the long form, you want to keep your ad to 2200 characters because that is the maximum character limit that Facebook allows you to have in order to run both on Facebook and also on Instagram.
However, they're constantly updating this thing. You get a much better result when you can write one set of copy that you can run on all placements. The way that I found the best way to approach it is that you write the copy, you disregard the length, and then you edit very aggressively to get it down to this 2200.
You don't want to be like constantly looking at the character count and be like, I have to write this to fill it. You just want to write the best ad that you can. If it's under, that's also fine.
Typically, longer copy is what works a lot better. If it's too long, just shave it and aggressively edit it down to make sure that it's within that. So, once we've got the copy, this is kind of what it looks like.
Then, we want to run it through a tool called the Hemingway app. What it allows you to do is tell you what the readability is of the copy that you're writing and what the reading grade level is. I have studied it far and wide.
The bestselling New York Times books, the largest YouTube channels in the world, they all write at a fifth grade level or below. Me personally, I shoot to get like below a three or a four because the more easy it is for people to read your copy, the more people will read it. And consumption precedes conversion.
Meaning that if you get more people to consume your message, you're going to get more people to convert. You don't want people to notice your writing. You want them to be moved by your message.
I see so many people online in these Facebook groups just obsessing over copywriting formulas and all of this kind of stuff and finessing the words and stuff. Ultimately, you just want to keep it really simple. You don't want to have the fanciest words.
You do not want to have the fanciest copy. You want people to be moved by the message and you want it to be very readable. And that means short and simple words, sentences, and paragraphs in your copy.
keep it short and sharp in terms of the sentence structure and the length of those words. Yeah, I get a lot of flack about having like, you know, line by line copy and breaking them all up, but guess what? I've split tested it all and it works because it gives the user a lot of eye relief and there's not a lot of eye strain where they're just like bombarded by this wall of text and they're like, "Bro, that looks like work.
" Like, we've all received an email and it's just been like so long, but I'm not reading that. Write like you talk. Make your advertising valuable.
Don't just be selling people. provide findings, news, something of value in there that people would want to share that stuff. Do not let your ads look like ads by any means necessary.
Do not make the ad look like an ad. You want to sell the click, not the product or service. Small words, sentences, and paragraphs.
Use one and two syllable words to vastly improve your readability. Don't write our customer, write you. You're writing to a person, not a group of people.
You're writing to one set individual in your target audience. Don't write King Kong. Write we or us.
We're not talking about us in some weird objective view. Are we talking to a one person? We're not going to be like, "Yeah, like Sabry wants to go get some tacos.
" You're going to be like, "Let's go get some tacos. I want to go get some tacos. " Once you've got a winning concept, theme everything around that.
Once you find a winning headline in your ad, make sure that the creative is aligned to that headline. Then make sure that the leading copy is align with that theme and also the body copy and fully send that one angle. Add zest, personality, and specificity to your copy.
This is the thing that I see a lot of people not doing and it dramatically impacts their cost per lead. You need to add that specificity to your ad copy because the specificity is what adds depth to your claims. And don't be afraid to show a little bit of personality cuz it goes a long way.
The more generalized your claims are, the more doubtful your readers get. So if you say somebody, here's how to lose weight. It's like, dude, could you get any more vague you want to be like, here's how to lose 12 to 19 kilos in the next 5 weeks.
That is specificity. Here's how to generate 90 to 480 inbound leads every single month. It's not just saying explode your leads.
It's being very specific. And because I put specificity to it, it increased the believability of the claims that I'm making. Use lots of line breaks so it's easy to read on mobile because that's where 80 to 90% of people are reading these things is all on mobile.
And every sentence needs to be in order. It needs to be a nice greased slope to get them people just to read with ease all the way through your copy. Avoid using words like you and your in your ad.
These ad platforms typically don't like you calling out people. These rules do change from time to time, but as a general rule of thumb, don't say you and your a lot in your ad. It will definitely help you because they just don't want you calling out individuals on their platform.
They believe it's not a good user experience. You are either reading something that is interesting to you or you are not. A lot of people like, who's going to read all of that copy?
The buyers. I can tell you right now that long copy outperforms short copy. It's going to be interesting.
It can't just be long for the sake of being long. It must be long and very interesting. If it's short and not interesting at all as well, that's not going to help you.
Nobody is going to read, watch, or listen to you if you're not providing value. If they don't see how their self-interest is going to benefit from reading it. The first thing to consider is why does my prospect care?
Why do they care in the first place? Why would they want to read this? Are they looking to lose weight, buy a car, get a mortgage, get in better shape, have a better relationship?
What is it? Why do they care? It's got to be really interesting to them or it has to be of entertainment value to them.
Otherwise, they're just not going to consume it. Instead of writing copy that dwells in the divine wonderfulness of your brand and it feels so brandy and gets your heart all warm, you want to write copy for people that will spark enough emotions to generate a comment, a share, and a click. Cuz we are not just writing for people.
We are also writing for the machine. No one cares about your brand. No one cares about how it makes you feel.
It's either of interest to them or it's not. A good sign of good content is things that are going to get somebody to comment. It's going to get them to like, it's going to get them to share it to a friend and message them on Facebook.
And that's what you want to write for. They're only going to do that. It's either one really entertaining or it has a lot of value to them and it's got some news and findings.
So, coming back to the ad example again, we've got all of these different elements and then we've got the butter body copy and then we have the nonthreatening CTA. We have split tested all of the CTAs. A learn more CTA is the best.
As of filming this right now, don't use anything else like buy now or inquire now or any of that stuff. The biggest overarching rules outside of the huge intrigue and big benefit as kind of the framework that you run ads to is that you can catch more flies with honey than you can vinegar. What I mean by that specifically is positive hooks promising a big benefit.
Eight out of 10 times outperform negative things like avoiding pain. Like don't put on 50 kilos this winter, do this one thing. Typically does not perform as like lose 20 to 50 kgs with this one weird hack.
Even if you're in a market that has got a lot of pain in it, try them both. But eight out of 10 times the big benefit always outpulls the negative angle. proof, credibility, scarcity, all these copywriting stuff like you know breaking up your sentence structure.
All of these things are critical to your success, but they all completely pale in the importance of identifying and hitting the bullseye of your marketplace. And that's all what we're trying to do when we write ads. We form a hypothesis of what we think that our market wants and then we run an ad to see if it is indeed what it is that they do want.
When you go through this process, you're going to be unsure about things. you're going to be like, I don't know if they want this or they want that or they want both. And the way that you know is by testing them as different ad angles.
And then it will become very very clear through your ads performance which is the bullseye. So let's discuss the ninja tools and weaponry of exactly how we're putting together these ads. What are the tools that we're using?
How are you guys doing it in your agency subry? I see your ads everywhere. Show me all the ninja [ __ ] That's what I'm about to do right now.
We have developed Kong, which is our own AI writing tool that we have built using $200 million worth of advertising. And we have inserted only the best performing ads with the highest CTR, the highest rorowaz, the lowest cost per lead, all of that good stuff for you. And the beautiful thing about Kong is that it pulls in all of the data from your avatar.
It will write you ads that convert like crazy. These ads right now are outperforming my internal copyriters. Um, I run Kong for a lot of my own ads and a lot of the time they even beat my ads.
This thing has been a complete gamecher for my business. If you don't want to go down this route, you don't have to. But I can tell you from running lots of ads and using Kong that Kong plus Facebook ads is absolute money.
It allows you to spit out so many more creatives and test way faster and get way more input. I hope you got a lot of value out of this training. I hope it brings in you lots and lots of leads for the cheapest price possible and makes you lots of money.
