if you don't there's this elephant that is in the corner of the room trumpeting on a unicycle and you're pretending you're like it doesn't exist now that's me now in the studio i really look at business as an incredible vehicle to really like make good and make change in the world [Music] first of all every single thing about this thing is an ad from every single angle and it's selling the course not the opportunity like the image is there there's all types of wrong on there um we all know what those are and we'll go
over them in a moment but it should be talking about like the opportunity of what is going on right now like we would need to understand like why do people want to study photography is it because they ultimately want to get a career in photography is it because they just want to take like nature snaps on the weekend and it's a bit of escape isn't for them like what's that big thing that they want what's that bull's-eye that we believe is the big thing to go after because like if it's the the first part and
it's like people are looking as an escapism right like why wouldn't you just go to youtube rather than paying 100 a month for this right so you're never selling in a vacuum there are so many different alternatives and they are not addressing this in their ad on or on their landing page and the biggest objection that they have to cross over is free and nothing is better than free like you can literally go onto youtube and there is endless tutorials that are incredible for free yet we are trying to sell something for 1200 a year
so if we pretend like those free options don't exist and we don't address them in our ads then we are going to lose don't ever try and trick the prospect don't ever try and talk about don't like not talk about the blemishes or not talk about the other alternatives that exist out there and expect that they're stupid of course they know that there's youtube out there so you need to villainize that you need to make that the enemy and throw stones at it in your ad copy so they don't feel stupid for signing up to
something at 25 bucks a week yeah because they have to justify this purchase to themselves so if you don't give them the information to justify it then they won't justify it and you won't get the conversion so let's just assume that we're going after people that already own a digital slr and they've already been shooting for two years and they've gotten pretty good like you know they know how to color grade images they've gotten a bunch of presets online they've read you like tutorials they've got another additional lens they know how to use a camera
they know how to edit and exper export shots but they're not at the stage where they're confident enough to actually go out and and charge strangers for their services and start to build a business yeah right um and basically they're the people that we're speaking to so like if we if we identify that as the target market then we need to go on and we need to address all the things that they're thinking about right they probably have a lack in confidence they know they don't know the exact steps of what are the next steps
that they need to take to turn this hobby into an actual side hustle and into some extra cash and enter into a business right and i would want to start up by first of all getting them really sold on the opportunity about becoming a photographer right coming out straight away and talking about the size of the opportunity right and that would be like you know the online photography business is absolutely booming right now did you know that in 2020 you know the demand for photography for websites has exploded and this has resulted in overall surge
of like it's like the next gold rush right but there's thousands and thousands of photographers out there right everywhere that you look it seems like everybody's a professional photographer so how do you stand out um and then starting to address all of those things the self-doubt people looking at other people's portfolios online and going oh is mine as good as that will people actually pay for this um and then get into your solution where these guys are just getting straight into the solution immediately want to know how to take the perfect shot they're not like
selling the dream yeah yeah there's no sizzle it's just like here's the meat buy it here's the steak right it's not going down like the whole thing of like really setting up the scene um and using any type of seduction in it at all or any click bait or any inch intrigue any big benefit even the their big benefit is that you can do it for 25 dollars a week which is actually a reason why you wouldn't buy it yeah would you would you address that and talk about the three online courses 100 if you
don't there's this elephant that is in the corner of the room trumpeting on a unicycle and you're pretending like it doesn't exist like it's you need to sell against everything else that's out there in your market like straight up because you could spend hours of watching ads on youtube as they pop up and interrupt you while you're looking at tutorials and like just spend mindless hours in like a vacuum that is youtube and waste all of your time learning from somebody that has probably never done the thing that you want to do or you could
just get the straight advice from somebody who's been exactly where you want to go and you can get there for a dollar 80 a day right what's your time worth to you um and it was as easy as simply watching youtube videos and then being a successful photographer and building a business then everyone that owns a digital slr would be doing that yet the internet is littered full of broke photographers right and just cutting straight to the heart of the matter where it's like yeah like what this person is is saying is true and then
saying like even letting them know that like this is a limited opportunity that these that we're planning on increasing all the costs of all these courses showcasing other students like these guys are obviously doing well if they're selling lots of these do we have any results from other people that we can use and then even like this is obviously like i'm making a lot of assumptions but even just taking their ads and it's like you know brand new weird way that photographers are turning their side hustles into a real business um and and going down
that angle and that's just one angle and one hook that we need to test and then there's the other ones for people that have maybe gifted a digital slr or they just bought one themselves and they genuinely just want to have like a step-by-step tutorial of how to take incredible photos right and then that's a whole nother hook that we will test yeah but the whole thing is when you're obviously scaling out these ad accounts you have to go with a broader and broader message in order to be able to profitably scale and that's the
reason that story hooks work the best at scale because they're educating the coldest audience into doing business with you like where these guys have gone the opposite angle of a story hook right so of course you're never gonna be able to scale on this it's just gonna the bed when you double the ad spend and every metric is going to explode and then you're going to pump the brakes every time so that's like as you want to like the same messaging that you would use on a thousand dollar per month ad spend is radically different
to what you would do on a 250k per month ad spend right if you've only got a thousand dollars to spend then you do want to make your ad super super targeted because you only got a very small amount of money and you can zero into the bullseye of the bullseye of the bullseye of that audience and not really worrying about those audience fatiguing because you don't even have the money to get them fatiguing but right but then so you first would be writing the ads for that really really bullseye getting that to work profitably
reinvesting that ad spend and as you get to those different ascension points of an ad account it's different messaging it's different hooks it's different funnels that allows you to go out there to the coldest audience as possible in scale but it all starts with thinking about exactly who it is that you're targeting right now we're targeting everybody and that's the quickest way to not resonate with anybody we're targeting anyone right now that has a digital camera so we need to get very very clear on what those avatars look like and then what are their problems
and talk to them in the specific way like this has been a common theme that i always bring up is you guys writing copy that gets underneath the markets fingernails it can't be some loose mush it has to be really specific you have to prove to these people that you are one of them and you don't do that by writing really general copy it needs to be really really specific um and that's where you be a student of markets you'll be a student of people where you're genuinely like you know people that run ads and
write copy these people are genuinely curious about a lot of different subjects it's not just one thing like you have a general interest in like watching documentaries and learning about all this different stuff that's how you write really good copy is being curious and wanting to understand exactly what this market is thinking what are they doing you know the per that they're a completely different person on a monday morning at 10 a.m than they are on friday at 9 00 pm right and understand to who you're writing to and at what stage that you're writing
them to writing to them in so it's really really specific the vague ads just don't work when you're trying to do this stuff if you enjoyed this video please like and subscribe we're dropping a video like this almost every single day on youtube and if you've got any questions leave them in the comments box below with hey sudbury and i'll do my best to get in there and get that
