How To Build Facebook Ads That Convert In 2023 - Advanced Guide PART 2

welcome back to part two of how to build Facebook ads that convert 2023 Advanced guide again it's an advanced guide it's not beginners that uh beginner's guidebook to Facebook ads it's more of advance of how to build the ads it's not how to run the ads this is how to build the ads really the key marketing fundamentals you need to understand how to implement to improve your ad performance now again I've got over 50 million dollars with these strategies these are the exact strategies taught in the book breakthrough advertising so if you haven't picked up

a copy watching part one part two and even part three will actively allow you to go through uh pretty much everything you need to know from the book from tactical side still worthwhile picking up the book to read it but this will give you a really good overview of everything you need to understand so before we get started make sure to like button and hit that subscribe button for new videos every Monday Wednesday and Friday if you're new to the channel I'll put a link below to where you can like try to find like um

you know part one and part three as well to be able to navigate from those videos I also wanted a Facebook ads agency and I also coach students so I have two links below that shows uh whether you want Nick Terry to run your ads or whether you want Nick Terrier to Mentor you okay that being said let's dive into the video so in part one we left off at writing the headline okay now you know the headline is very important right here because the headline is what grabs people's attention Okay now a key thing

about the headline is that this also could be your hook okay so I would like to run a lot of video ads for Facebook I've seen a lot of success with it I also like to run a lot of photo ads but a lot of people understand that the first three seconds the text on your screen for a video is the hook it's also your headline and everything that I apply in the next couple step stages I primarily focus on the headline for the photo or video because certain photos we run we put a headline

on the photo certain videos we put headline in the first three seconds you know that's basically our hook okay so this case right here I'm not talking about the Facebook headline that you know the little place where it says put your headline on Facebook ads unless the photo or video doesn't have a headline on it also too the first kind of like couple words in your Facebook copy can also appeal to that headline as well so just want to make sure you clarify that and I'm talking more about the photo or video headline and I

use the Facebook headline as a sub headline for more information or something like that in that case right there okay now the headline is very very important right here because the headline is what grabs your consumer's attention Okay your hook headline same exact thing it grabs the attention of your consumer okay now the key thing here is that you don't want to just grab attention you want to grab a tension that's going to convert so I could put a headliner hook that grabs a lot of attention but it doesn't convert because it's grabbing the attention

of the wrong people I rather a lower attention grabbing headline but a higher converting ad because I'm grabbing attention to the right people okay and we're going to go over a few different ways of how we grab the attention of the right people in our Market okay so let's just go over how do we write a headline so the first thing you have to do is pick the desire you want to appeal to so in video one we talked about how there's multiple different designs across your market and you Channel desires onto your product okay

you do not create desire now second thing you do is pick the market awareness stage you want to appeal to we've also talked about the fact that there's different levels of Market awareness across the market and it's your objective to pick the one that you want to appeal to you can't appeal to to multiple in the first three seconds you pick with one and then you flow through the others in one ad okay then you want to pick the headline pattern all right this is something new here and in the book of breakthrough advertising you

talk about 38 different ways of to write a headline 38 different headline patterns I'm gonna give those to you I will be fully like transparent with children give you the patterns but I'm not going to give you an examples just because I'm trying you know I'm trying to give you guys as much information as possible but also I don't want to overstep my boundaries with like literally giving you a book for free so um if you definitely want more examples of how to write those headline patterns you go to breakthrough advertisingbook.com and inside of there

you can pick those patterns I also give a lot that to my inner circle students as well okay next one is you want to actively pick a headline pattern and then you're gonna write five headlines for your product or service that follows that pattern okay so I don't want you just to pick a headline pattern or five headline patterns and write one headline for each I want you to write five headlines per pattern so that way you can really ex you know help you be as creative as possible through um quantity and finer quality through

quantity and then obviously you're gonna pick the headline that you favor the most so I created a Google sheet that does all this now granted I only give it to my inner circle students so that's something if you want to learn more if I'd like how to actually Implement all this yourself click the link below that says have Mentor you and I give this to my students but I have this doc set up for every one of my clients okay now here's here's kind of how it works type in what is your product so it's

an insurance product that we're running for what is the desire you're appealing to again you can have multiple different desires across your product but I want to appeal to a specific designer per headline okay now what Market awareness you're appealing to prom wear they know they have a problem but they don't see the connection between that problem in your product okay now I do talk about Market sophistication but honestly this is where it gets really confusing so I do not want to address that in this video but we also tackle Market sophistication again I don't

want to talk about that in this video because it gets really confusing when you're trying to apply a market sophistication and headlines but if you just understand how to do Market awareness and your headlines it's going to tremendously put you above 90 of other markers in the market so again my Google sheet I just have all the headline patterns and a drop down menu to where you just select the one you want to do and then boom write your five headlines now just be fully transparent you know it's not good Auto fills this for you

you have to actually go out and do the work to write the five headlines now the key here is that we want to appeal to prom aware and the desire to fix my eyes so here's a few headline patterns we we did for this specific headlines we did for the specific pattern the pattern connect the need and the claim and the headline okay so headline one transform your vision with free Eye Care headline two see the world in a whole new light with free Eye Care Connect or um unlock Crystal Clear Vision with a new

Innovative program experience the freedom of perfect vision get the vision you deserve this year okay now these are the five different headlines we wrote our goal here now is to figure out which one we like the best that fits our desire that fits our Market awareness and also too just seems like it's going to grab attention well so that's how we basically choose our headline now again I'm going to give you guys some examples with the headline patterns these are a few other headline patterns right here measure the size of the claim lose 40 pounds

measure the speed of the claim lose 40 pounds in four weeks or less metaphorize the claim Melt Away ugly fats remove limitations from the claim first no diet won the drug to lose weight now here is the 38 different headline patterns from breakthrough advertising and give those all to you now again if you want the examples go buy the book break through advertisingbook.com that's where you can get like all the examples like inside the book okay of how to actually use these now now that you wrote your headline you're going to peel to the right

desire the right Market awareness now it's what do you do with the rest of the ad because there's still so much other stuff like all this time and attention we spent was just on the first two three seconds of our ad if it's a video or just the first headline for that photo okay so now what we have to do is we have to look at first off I want to take a step back and look at a higher level view okay what all does our ad have to do that's what we need to look

at okay so we need to appeal to the desire we need a pill to identification and we need to appeal to belief okay these are the three key things that will be woven together inside of our app okay what is desire again because it wants the needs the things people want in the market okay identification is that it's the person they're buying to become okay so you know what how are we properly articulating that identity someone will become once they buy our product okay so if I find like for example my inner circle I'm selling

you Inner Circle that's you know give me the benefits of like better running Facebook ads things like that but you're also buying the identity of a higher level marketer you're buying the identity of someone to make more money you're buying an identity of more successful person that you'll become in that case right there okay also two for my clothing perspective if let's say you run a clothing brand if you don't project the proper identity that people want to see with their clothing and you're showcasing the wrong identity what's going to happen is people are going

to be turned away from it okay I think an easy way to also explain identity is that look at like gym wear people who go like like you know workout Fitness and stuff like that if I want to sell to people who lift weights and stuff like that I'm not going to Showcase someone who's doing yoga okay I'm gonna showcase someone in the gym lifting weights because that's who my gym wear brand identifies with okay whereas if I wanted to appeal to yoga I wouldn't put a bodybuilder in there I'd put someone you know a

small yoga type girl in the ad okay so that's where identification comes from next one is belief okay our ad needs to create belief that our product will solve their desire our product our service will solve their desire great belief that they can have that identity and create the belief that our product will work for them okay we also need to look at any beliefs that might be against us in the market okay some people have different beliefs that go against our markets or go against our product and we have to address those beliefs because

if we don't address those beliefs what will ultimately happen is that it's like trying to swim up a river okay it's not gonna work and the reason why is because these beliefs immediately make them tune out your ad so we have to approach the belief first before we can introduce our product or anything like that okay so we have to appeal to these three key elements in the rest of our ad okay the desire the identity and the belief okay now the headline is what gets people to watch the rest of that now the rest

of the ad is what we're going to build now okay so let's just look at the desire again uh we've already talked about it in the first video but long story short it's the wants needs craving Stars hungers lusts you know desire to possess money desire to have a big car beautiful dress Etc across your Market okay and then we channel that desire onto our product to make the product work okay advertising gives a visual representation of Desire your consumer has okay so we want to showcase that desire being fulfilled in our ad okay if

they desire to have a Lamborghini we want to showcase the lifestyle of having that Lamborghini and showcasing all those desires they have being fulfilled by that Lamborghini okay next one is your goal is to drop sharp pictures of their desire being achieved as your product the greater number you can present will create more demand less objection surprise and skepticism so find as many different ways to show that desire being fulfilled in your app and we talk about eight ways to strength and desire these are eight different ways of which you can actually showcase desire you

know inside of your ad okay so 100 the benefits okay so let's say for example are these you know headphones right here right here all right a benefit of these headphones is that they're noise canceling okay so noise canceling that's more of a feature but all right what's the feature was the feature or the benefit of the feature well the benefit of noise canceling is that I can listen to my music and not be interrupted okay so how can I showcase that visually and textual okay so from a text base if let's say for example

I'm writing in the 1960s again I'm writing a newspaper ad I can basically describe how you'll be on a plain loud noises you know kids crying behind you you put these on you'll hear your music and nothing will nothing go wrong or I I can visually demonstrate that this is why I tell people that copywriting is creative strategy all creative strategy is is taking copy and turn into visuals that's it okay but you need to be a good copywriter first before you can do creative strategy because copywritings with fuels creative strategy okay so if I

want to present the benefits well that particular benefit right there of just putting them on cancels out the noise in the environment which allows you to just sit there and enjoy your music peacefully on Disturbed I can show a person on the plane or screaming crying baby behind them just relaxed comparable and at ease okay I presenting the benefits in that keyway right there all right demo the product demo the product is just demonstration I'm demonstrating the product in use okay let's say going back to that that's almost a way to demo the product as

well another way to demo the product is I could take you know some other headphones compared to these little Bose QuietComfort 35s I believe I could take just some random other pair of headphones I can have like a before and after style image but it's a more of a video standpoint where the before it's like a guy screaming in his ear and you just can't understand uh from that's coming through this then I can have another video on the side with someone with these on smiling happy with like people screaming in his ear just demonstrating

how easy it is to put these on yeah very simple okay another way to demo the product is demo the product is actually just literally just from like a ugc perspective of hey you take these out of the box you turn these on you're demonstrating of how they're being used in that case okay now show the prospect how to test your claims okay this is showing the prospect how they can test the fact of these are quiet like noise canceling let's say for example you work as a lawn care worker okay I've never seen anyone

wear these with lawn care but let's just say for example hey as soon as you get these out of the box put them on and go cut your grass you'll notice how you will not hear an ounce of sound from your lawnmower when you put these on I'm showing people how they can test a claim in that case show experts and customers approving very easy way right here I can showcase visual visual elements of tests testimonials from customers I can also showcase like let's say for example this is your Bose these are technology is it

A3 or I forgot what I'm thinking of right now but I could show large like tech review sites like let's just say like Linus not Linus is the Linus Linus Tech tips on YouTube it's a big Tech Guy used to follow years ago I could showcase like him like saying how good these are because it's an authority figure across the market so when it shows experts then go ahead and go find experts in your Market not for your product but for people authority figures your people already know so let's say for example if I want

to showcase like Linus Tech tips who's a very very like like basically nerdy like nerds follow them in that case right there trust me I follow them I'm a nerd I understand this if I would showcase that but I'm selling to someone who's never watched a channel before it might be an expert to me but not an expert for my customer so I need to go figure out who the experts my customers gather information from and put their approval on these now customers are proving that's very simple that's just going more around the perspective of

you know hey my name is Nick Terrio I love these they're so good blah blah blah you need to check them out okay different key ways to put that okay now next one is compare contrast proofs to Priority the thing I said earlier um kind of like around the demo in the product with like you know us versus them that's a really good angle right here showcase some other headphones phones that are noise cancellation with like a bunch of people talking and like the guy like just bad face like I can't I can't hear because

everyone's talking compared to these on the side if you guys smiling happy while a bunch of people talking and stuff like that and I'm just basically comparing a contracts and proving some priority right there next I want to show off the problem the product fixes so what is the particular problem the product fixes well what do these fix noise cancellation I'm going to Showcase a whole bunch of people trying to listen to their music and struggling to in different scenarios different environments different use cases in that case struggling to listen to their own music because

of loud noises all right I'm gonna show off the problem you know I'm not introducing my product I'm just showing off the problem okay use metaphor analogy imagination um I can't really think of anything right now for this but the first thing it makes me think of it makes me think of the Rolls-Royce ad with the Rolls-Royce had from a long time ago that said at 60 miles per hour the loudest thing is the electric clock so what am I saying I'm using a metaphor like a that hey at 60 miles per hour in this

car the loudest thing in the car will be the electric clock and how loud is the electric clock it's very it's silent it's basically silent so I'm just using an analogy slash like metaphor to make you think like oh wow okay and lastly is put your guarantee to work hey if you don't like these in the first 30 days simply take them throw them in the box that it came in ship it back to us with the already pre-addressed return label in the box and we'll give you money back immediately so plus that okay so

these are eight different ways to shrimp another Czar now what ones do you need to put in your ad that's a question I get a lot from people honestly it just depends on the ad you're selling your ad might have all of these in there your ad might have two of these in there your ad might have one your ad might have again all eight I I can't really tell you because it depends on a lot of different things so I say try a bunch of random cover um random you know like configurations okay for

example compare trash proof zero superiority if I'm doing just an image ad and I do an US versus them I'm only using this one boom okay so all key things to look at right there all right again which one should you use boom it really just depends video how much time do you have if you're doing a 15 second ad it's hard to put all these in there if you're doing a five minute ad you can easily articulate all of those in there okay it just depends all right and then next key thing is you

know again photo video medium all that good stuff right there okay yeah and you know going back over this is that to present the same hook or image to the same audience over and over we'll soon make the campaign unprofitable so this is where it goes back to kind of back to like advertising 101. over time things will fatigue to where if you keep using the same hook or image or video things like that you know over time you're just your message will just dilute and it's up to you to find new messages new visuals

and stuff like that then you can present to your Market that grabs our attention and stuff Colgate had a really good example where they uh to show off their teeth Shield they showed a baseball player shielded with an invisible shield from boss thrown at them then they showed off different 10 second introsive similar to core messaging so if new ways to visually the claim that they're solving in that case right there okay now next one is identification identification kind of falls into key two three key points right here where you know it's not longer its

price the problem is the prospect chooses when she is identifies with Okay so let's say for example you have these Bose headphones right here and then you have I don't know Sony headphones right here they both do exactly the same thing like there's no difference at all from a feature benefit perspective okay but this one identifies with business people this one identifies with creative people like artists and stuff like that okay and you're an entrepreneur which one would you buy from from an identity perspective nine times out of ten is the one from the business

side okay that's all this simply is now character roles and I'm kind of skip through this a little bit just because I want to make sure we have enough time so I want to get through identification desire and belief in this one video which I don't think we will but we'll see so character role right here this is essentially where we talk more about the personality of a product you know and basically what we do here is we talk about the identity roles your product appeals to okay so there's three key ways it does this

so let's say for example achieve the character role so buy a personal development book to be thought of as someone that works on on themselves and is smart so let's say for example you buy a course you watch uh you watch these particular YouTube videos for example you were working on that character of someone who runs Facebook ads who's an expert at Facebook ads it's not case right there okay it's an achievement role okay all right so specific character role in that case now simplify condense speed up to achieve so let's say for example if

I would sell like my inner circle group my inner circle group which will allow you to learn and apply these principles faster in that case right there to where you could go out there and really um you know really start to level up quicker okay and then lastly symbol of roll so let's say for example if I sent you over a I don't know maybe you go through my inner circle program you make your first ten thousand dollars in my program and I simply send you over like a huge award okay now I'm giving you

a symbol of fact that you've you know basically you've done really well now you have like a stat is to show off in that case right there you have something they've actually completed it's okay so these are all three different ways of which we can appeal to those identity roles uh from your product to your identity okay now next one is achievement roles okay now achievement roles is more status class and position okay so identity rolls is more part of your personality of your prospect whereas identity roles is more status class and positions it's more

achievement okay so for example I want this I've flown this all the time I've done 50 million dollars in Revenue with Facebook ads in that case so you know I have a little bit more status class and position in the Facebook Market something as simple as wife boyfriend girlfriend these are all things that are like statuses that a lot of people look to you know achieve even if it's something small nothing nothing crazy doesn't have to be something crazy executive serial entrepreneur you could say millionaire I don't know a lot of you guys play golf

or any sports there's Sports specific roles so for example I'm really big into boxing and I follow people that are like 22-0 you know boxing I follow people who are like in the golf space who have like a you know three handicap these are all things too anything that has a little bit of level of status class position things like that so what is the status class position that we're also selling in our in our product as well sometimes it might not be you know a straight achievement role sometimes it might be more of a

personality so you also have to look at it from there okay accepting images this is more in terms of what people already believe about your product and how far can you stretch their imagination okay so what if I told you that the symbol of success is a minivan all right yeah mini mini van you know four doors whole bunch of seats in the back put like 10 kids in it what if I told you that was a symbol of success you would laugh at me like no Nick not at all okay now if I what

if I told you that this green Lamborghini and you know vincidor svj exact 101. what if I told you that this particular car was the status symbol a symbol of success you would agree with me okay so you already have certain accepted images around products of identity rolls okay so you cannot contradict accepted images or beliefs in advertising okay so you can't tell me that a minivan is a symbol of success you can convince me but it'd be very very very very very difficult and it just it really wouldn't appeal to the mass desire okay

so I'll give you another example cigars I've always had a belief and a you know just an accepted image of cigars that is more of something for older people to do okay then I started seeing entrepreneurs young entrepreneurs smoking cigars for older people then I started seeing a lot of cigars with younger people and I was like you know what I want to do it and I also started to associate the symbol of success with a cigar in that case as well so that's a really big thing right there in terms of like an accepted

image okay just showcasing more of that for you guys all right and I've literally have 30 seconds to get through the rest of this but you can also build new images in your product um exactly what morobo did to put a girl with a guy smoking a cigarette to get girls to start to associate this aspect of smoking cigarettes is okay okay and then unbelievable images again you cannot ask your Market to identify with unbelievable image what if I told you this was a symbol or um you know what if I told you this minivan

for example is a simple success you know they just they don't believe that okay so yeah so that's end of this video this is part number two I'm probably actually doing three and four so it might be more than three so just check the links below because I'll have more comments below um but I'm really helpful I hope this helps you guys out um again if you want me to come in your business and Implement all this for you there's two key ways there's have an interior run your ads where Nick Terrio goes actually into

your ad account and runs all your ads for you or have the mentor you where you join an inner circle with students just like you and you actually learn how to implement this with me mentoring you in that aspect right there both those links below thank you all so much for watching hit that like button hit that subscribe button for new videos every Monday Wednesday Friday in this video it's 50 likes I'll release part three um and potentially part four so make sure you click the link below and I'll see you guys later peace