How To Build Facebook Ads That Convert In 2023 - Advanced Guide PART 3

welcome to part three of how to build Facebook ads that convert in 2023 Advanced guide again this is no beginner's guide this is for advanced people who've already been running Facebook ads and are already creating creatives and want to learn how to improve their ad making process to essentially create better ads scale revenues and hit new Revenue goals within the business yeah I've spent the last two years studying breakthrough advertising becoming a master of this book and implementing it across our client accounts and I've done over 50 million dollars in online revenue and Facebook ads

and I'm looking to actively able to help you guys learn and how to implement that into your business and that is what this video series is for so welcome to part three there may be a potential for I'll let you guys know it just depends on how much more I get through this slide deck and that case right there so before we get started again my name is Nick Terrio I'm running Facebook ads agency I also Mentor students click below I have one that says have an Xperia run your ads where if you're looking for

me to come on to your business and run all your ads before I used to have another one half an interior Mentor you or if you're looking all these cool things I showed you some videos and you're looking for more guidance and help on how to implement that into your business then click that link as well to learn more about our mentorship program before we get started hit the like button hit that subscribe button for new videos every Monday Wednesday and Friday and let's get started so in the last video we talked about the desire

and we talked about how to actually articulate desire in the ad and then we talked about identification and how you're also selling people a person they want to become okay so now we're going to talk about belief okay belief is that third key thing that your ad must appeal to or someone to buy okay so belief again it creates certainty through Fusion of thought plus emotion so you're taking thoughts and you're telling it to emotion and one of the biggest things that we talk about with belief is that you cannot violate a present belief in

the prospect's mind okay so for example if I have a negative belief around Facebook ads I need to First address that negative belief in the market and then I can sell the new product or to do whatever I'm trying to position to them okay so you first need to overcome the belief before you can sell them to whatever or introduce anything new okay ultimately what you want to do is you want to build a bridge of belief as well from the um you know to the ultimate facts that Prospect must believe if he or she

has to accept your claims so another objective of belief is that not only do you need to overcome any beliefs but you also need to create belief that your product will be the best thing to satisfy their desire again this desire is what ultimately goes ahead and um create your Market okay so I need to tie in that hey your desire hey Nick your desire to grow your business can be fulfilled through our product okay and here's all the facts and statements about it to give you that belief that's gonna create that certainty that you'll

buy into our product okay it's also going to dictate the structure of your ad for example we have this one particular client where we sell ambulance Insurance okay and we cannot state hey here's ambulance insurance if you fear calling an ambulance boom because people have a belief their health insurance will take that so we have to first point out that the health insurance is the problem here's why that health insurance is the problem then don't fear calling ambulance here's our product okay we first have to overcome that belief before we can position our product in

a statement okay so I'm gonna go over five different ways to increase belief as well this ain't really gonna go around any like false beliefs but it will go around how to increase beliefs okay now these are all things that we deploy again there's not one key way like you don't need to apply all five of these you pick the one that you feel like the best for your ad and you're gonna test it and go with it okay so first the inclusion question is where your shows you're talking about the Prospect and not anyone

else okay this will create a flow of yeses though puts them in the yes answer group okay if you can get people to say yes a couple times and start nodding in agreement with the things you're saying ultimately that's gonna allow trust and it's gonna start allowing for a fact of that hey I believe this guy then you ask questions directly related to them and only they would relate to the two okay so do you find it increasingly difficult to run your Facebook ads do you find that you don't normally get winning ads in your

ad account do you find that broad targeting is still not working for you do you find that you don't you do you feel like you're doing everything you possibly can right now and just not getting things throughout so you accept that if you said yes to all that this is likely because you are not leveraging ad creative psychology or psychology based ad creatives Okay the reason why see what I did there I started getting you agreement sorry green green to Green agreeing and because of that you're like five times you're like holy this guy knows

me this guy knows my answers he knows what I he knows what I'm feeling and then I introduce the solution and because I knew your your problem basically so much that you got you're not in agreement and then by even a solution you almost couldn't believe it and that hey this dude knows some let's see what he got that's basically what the inclusion question is you see it's pretty often as well this is also a great way to make people uh from unaware to problem aware not kiss right there just kind of talking about different

things that got going on and then making them problem whereby well if this is the if you said yes all this that means you have you know bad Facebook creatives I'm probably right now how to improve bad Facebook creatives and then you know go down the line now next one is a detailed identification okay so instead of asking questions to set up your yes train you detail symptoms or problem your prospects reasons for Desiring your product okay I find this pretty hard I found this pretty close to the yes train but I'll give you an

example in a second it creates the have been there for yourself thus I must trust your recommendations you must know enough about the reader's problems to make every word you write believable okay so that's another key thing here all of this you have to do your research to get this okay so um let me explain you know I've been running for Facebook ads for five years and I've been seeing so much content on YouTube around Facebook ads you know I was watching video after video and you know I just felt like all these gurus had

it figured out and I just I couldn't understand why I couldn't figure it out okay on my course after course just honestly feeling left like empty like just I really did not get the value I expected from that course in that case and It ultimately led me to a point of of not knowing what to do it led me to a point that I was just like is this for me maybe maybe I'm the wrong field you know but I didn't give up and I kept going I kept going um I finally started to actually

figure out the mentors and the things I needed to do to be able to get there and you know I found this one secret to success though I found this one key secret face because I've been missing out on the whole time okay and that key secret is psychology-based creatives so you see how I'm telling something from my experience my experience through all of this and then ultimately to what concluded to me to the to what I needed to do uh you know my big breakthrough not kiss right there so again if you felt the

same way as me and it led me to the point of oh wait I agree with you Nick yeah I want that too like wow you've been there too me too holy what'd you do to fix it psychology-based creatives so now it's more me talking to you and identifying with you versus this is more calling people out in the market okay now next one contradiction of present false beliefs okay this is basically bluntly saying I know you think this is true but I'm going to show you it's false best use for strong Authority strong enough

to contradict present false beliefs you're saying that the old limitations are passing and your next paragraph should be your first introduction of positive claims okay so I guess a belief in the market right now is that broad targeting doesn't work okay um so I have some level of authority in the market right now for Facebook ads I'm not saying I have super high authority of some level of authority so I can contradict your pres your false beliefs that broad targeting doesn't work by saying I spent 10 million dollars on Broad targeting and made Back 40

million dollars blah blah now I'm contradiction your your present belief by adding authority to it between a social proof aspect and also to the fact that I said it and I have some level Authority in the market okay this is something really good used for like you know maybe a doctor calling out a specific thing in the market but just just imagine like you and a buddy fighting over something and then you call someone who like actually knows the they're talking about and it's like hey no he's right and you're both gonna agree because you

know he's talking about his that's right okay now the language of logic um I'm not gonna lie this is probably one that's a little harder to articulate but it's basically just adding logical things behind every statement you make that's as easy as I can say that so let me say for example broad targeting has been a tremendous success in our business okay I'm making a statement all right now how do I believe how do I build belief off that statement is true well it has been proved and thousands of our ad accounts are hundreds of

our ad accounts we've spent over 10 million dollars on that blah blah blah made back x million and it's been a humongous Game Changer in increasing the growth potential stuff like that we can in our business okay so it's just how we're talking about things but just all I gotta say is it adds a level of logic of why it works and proof that statement Works in that case right there so now the last one is celiologic thinking so I can't even say it and be completely honest with you I like to call it systematic

thinking that's what I like to call it but basically the way this works is is you're just stating facts you're stating facts that ultimately help people lead to conclusions okay I can give you example but honestly I think this is probably one of the best examples right here where it says your car runs because gasoline is fed into the cylinders where sport closets the fire that's a fact just how it works okay this action causes the gas to explode again fact we know that this explosion pushes down the Piston agreed now here's the important thing

to you the larger the spark is the more powerful the explosion you see we can agree with that because of how they're explaining it okay the more powerful the explosion the more power you get from your gasoline I agree with that see we're just stating facts not sense right there now a poor explosion means wasted gas loss of power I can agree with that because of the above statements poor getaway bad starting a sluggish car I agree good explosion means more miles per gallon more house horsepower a more exciting car to drive I agree so

now they're pre-framing me to sell me their spark plugs that's what this ad sells to sell spark plugs okay just to give you guys an example right there so that's silly object thinking like I said I like to call that more systematic thinking okay so that's belief and I want to just quickly recap real quick uh before we go to the next part right here where the next part we're going to talk more about um the enhancing techniques and that is that we talked about the three dimensions of prospects mental world we talked about desires

identification and belief okay so these are the key things that our ad has to appeal to now that's the overall appeal now you know we've looked at the beginning of the ad we've looked at the overall key things that we need to look at and build within the ad now we're going to talk about the enhancing techniques okay enhancing techniques are simply things we can deploy within the ad to improve the performance of it improve the power of it you know ultimately just gonna make you more money at the end of the day so let's

go back down and let's go over these enhancing techniques and we're gonna go over four key enhancing techniques that's redefinition mechanization concentration and camouflage okay four particular enhancing techniques we'll get through probably redefinition right now and then in part four we'll go over mechanization concentration and camouflage okay so redefinition all right so redefinition is simply going and addressing the three reasons people don't buy so there's three key reasons why people don't buy is for every product every service everything across the market and that is number one you have an overly complex product number two your

product is not important enough and number three it costs too much okay so those are three reasons people don't mind your product might have all three or your product might only have one okay and what you simply want to do is want to give new definition to your product before your prospect even knows a roadblock exists so your objective in advertising is to always overcome objections before people realize it's an objection alright that's how you make more powerful advertising okay so number one is simplification it's again when you have a complex product okay so you

want to replace an overly complex image of the product with a more favorable one okay whatever there's a process which is difficult hard to use product your first shop is to simplify the use in your prospect's mind okay complicated becomes simple and hard becomes easy I'll give you guys a brand to look at it's called Rose skin Co Rose skin coat they sell these IPL laser handset removal tools and they make it look so easy in the ad to use the product okay they simplify the use for the product okay because they understood that at

home laser removal just sounds really scary it sounds very hard but they knew if they would just showcase how easy it was to use and how effortlessly that you can get results at home they simplified how the product is perceived which increases the amount of people that want to buy their products okay so really good tactic here a lot of times a confused mind will always say no so if someone's confused about your product and confused about how it you know works and things like that and you know refuse also too by how like maybe

how hard it is to work with then simplification is a great way to deploy to make your product simple and easy to use now the next one is escalation okay when a product does not have an appeal broad enough for Mass Market or not important enough so let's say for example um you know I'll give you a real life example one of our products it's a metal infinity sign we're selling metal wall art okay and essentially what we did here is the product did not have a strong enough appeal okay we were pushing just this

metal sign out to the market pay customize your name your tax boom and we just could never crack like 500 today a thousand dollars today okay so what I did was is I needed to figure out how I can make this product more important so what I did was is I rewrite the ad rewrote the ad and I said when was the last time you surprised your sweetheart question mark give her this beautiful custom infinity sign to show you show you know a son of Your Love So now all of a sudden I call about

a very specific problem they had which was hey many guys probably forget to surprise there sweetheart probably haven't gifted or anything in a while special so let's give her like create that problem in a way to create more domain for the product and then you know we focus on a you know a bigger Mass Market appeal Mass Market desire which ultimately positioned the product better and we were at a scale up to like four five ten thousand dollars a day in Revenue by simply just changing that very very little all I did was escalation in

that case so how can you give more importance in your prospect's eyes how can you redefine the benefits of the product to give more sales appeal and how will it be used needed all the time in the prospect's life so you can extend the benefits of product has you can also extend the amount of time people use it so that metal infinity sign one of the benefits is you know surprise your Sweetheart give her a sign to show your true love but that's only going to show that particular moment but how does those benefits look

over time think about every time you guys walk at home and see this beautiful piece that to remind yourself of how much you love that person imagine every time you have people coming over and they see this you know conversation Setter in that case right there conversation talker um and just ultimately you know how it can you know you can post on social media about it and all the likes and comments will go on it like I'm just showing off how long this product will also benefit them okay so extend the amount of time the

product will benefit them it's also something else really good to look at now next one is price reduction okay in price reduction this is simply where your product is too expensive okay when your product becomes too expensive a lot of people think that it's oh I need to lower my price the problem with your product being too expensive is they're comparing it to the wrong things okay you need a pair compare your product to a more expensive standard okay and I'm actually gonna kind of pull up a website really quick for you guys because I

really want to show you this because I think this is probably one of the best examples ever in the world for this is um Jackson and Jackson does an amazing job with here so Jackson sells about 159 um you know Cuban link chain I have one love it very good quality and everything like that but they don't compare it to a 50 Amazon chain they compare it to a 400 estimated retail chain and they even showcase how they can charge less and how actually you're getting a really good discount because you're not paying 400 bucks

paying 159 bucks and here's the reason why so they're comparing it to a more expensive standard Rose skin Co the laser at home IPL they're comparing it to saving money from driving to laser appointments from the thousands you'll spend on laser appointments they're comparing it to a more expensive standard they're not saying hey a razor costs 50 cents ours cost three hundred dollars you know yeah they're saying you're gonna save money by not spending it on this so this is a quite frankly a big problem I see a lot of people have where their own

mindset of scarcity around money is making them seem like their product is more expensive than actually is okay so you need to address this by showing the more expensive standards across the market and how your product is cheaper than those more expensive standards and how your product um Can Do Better performance in that case also another good way is I think of the man in the halfway shirt ad the man in the halfway shirt ad what they did was is they showcase how just much value is in this ad and how you're getting or in

this shirt and how you're getting an amazing deal okay let me explain what they do is they showcase how the man and halfway shirt they showcase how this particular shirt has cotsen in it that this cotton is only formed in like a very rare place in the world it can only be Harvest maybe three or four months out the year and 50 of it is thrown away to improve you know just just to make sure it's the perfect content in the world okay just as cotton alone can be worth hundreds of dollars but it's put

carefully packaged into our shirts to make the most like comfortable shirt you'll ever wear for literally only sixty dollars for the shirt so you see right there I improve the value of the you know the comparing it to the products we use and how cheap the shirt is relative to that okay also really not a good way go into the making up and everything like that I really saw this with uh Johnny Walker Blue Label that's one of like my like higher end Scotch whiskeys I like to drink and they talk about how a couple

barrels they throw away a year because it doesn't even meet the standard and Hell only like maybe one out of like three or four bottles meets the standard and that's why it's so expensive so rare and so hard to find okay but that ultimately makes it seem less expensive because like wow they really go through all that and similarly priced alcohols or more thousands compared to that so um yeah price reduction so you know people don't buy from one of these three reasons and that is overly complex product not important enough or it costs too

much and it's your objective to handle these objections in the ad before they become objections so handle these first and then that way people don't even think about these as injections okay so that is redefinition and in the next video we're talking about mechanization concentration in camouflage because we don't really have enough time so there will be a part four so look in the comments below for part one part two and then part four as well when it uploads make sure this video gets 50 likes for the next upload and I'll see you guys later

make sure I click the links below as well if you want to like actively have me come and deploy this into your business and help you rerun all your ads and all that stuff and actively run ads that convert the end of the day then ultimately just quickly Below have next Hario run your ads if you're looking for more of uh you know me coming in and coaching you in that case right there and you don't want me to like run around yourself click link below that says have Nick Terio Mentor you I'll actually coach

you and everything like that in that case right there so thank you all for watching hit the like button hit that subscribe button for new videos every Monday Wednesday and Friday my name is Nick Terrio I'll talk to you guys later peace