Ads Have Changed Forever — Transcript

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1. 0:00Who here runs ads?
2. 0:01>> Oh wow.
3. 0:02>> Wow.
4. 0:03>> What's going on here?
5. 0:04>> Yeah. Wow. Okay, well then y'all will
6. 0:07love what I'm about to share with you.
7. 0:08Okay.
8. 0:09>> Wait, on what platform first? Hold on a
9. 0:11sec.
10. 0:11>> Yeah, no this is good. I'm highly
11. 0:12bothered.
12. 0:13>> of you are
13. 0:14>> Meta and YouTube, yeah.
14. 0:16>> This is the unique group.
15. 0:17>> Yeah, that was really interesting.
16. 0:18>> Yeah.
17. 0:19>> Okay, you guys will absolutely love
18. 0:21this. Okay.
19. 0:24I'm excited. I'm interested in this.
20. 0:26So,
21. 0:28I believe that the future of media
22. 0:30between paid and content has completely
23. 0:32merged. Like we have reached the
24. 0:33singularity of that now. It's done. Like
25. 0:36that's not like going to happen, it's
26. 0:37already happened, it's here.
27. 0:39And so, my paid team and my media team
28. 0:41have now they're now they're one.
29. 0:44And so, what we have found to be like
30. 0:46what's working now, right? The stuff
31. 0:48that's working hot right now. Here's the
32. 0:50crazy part. We now mostly, cuz you when
33. 0:53you ask the question I was like, huh,
34. 0:54that is kind of what we do, but I was
35. 0:55thinking about it because it's not as
36. 0:57often as it used to be. And the reason
37. 0:59is because we pump out 450 pieces or
38. 1:02whatever it is of content per week. And
39. 1:04you know what's really cool is the
40. 1:05algorithm will just tell you which of
41. 1:06these are the are the best and most
42. 1:08interesting. And so, then what we do is
43. 1:09we take those things and then just run
44. 1:11them as ads.
45. 1:13And I used to think, cuz we did this
46. 1:14earlier, probably a year ago, we were
47. 1:16adding CTAs on the end, so it'd be like
48. 1:18I'd take a piece of content and then I'd
49. 1:19be like, hey, by the way, get the blah
50. 1:20blah blah blah.
51. 1:22We don't even do that anymore.
52. 1:23Just take the ad or take the content and
53. 1:25then just just literally put an overlay.
54. 1:27Just put a banner that says like, click
55. 1:29to to grab a thing like it people get
56. 1:32it.
57. 1:33They're they're they're like if the
58. 1:34thing was good, they're like, that was
59. 1:36good.
60. 1:37I'll I'll take the action that the ad
61. 1:39platform you know allows me to take
62. 1:40right now. Whatever the whatever the
63. 1:41thing is, whatever the widget is. If I
64. 1:43if I'm leading to a
65. 1:45workshop thing or if it's like, here's a
66. 1:47scaling road map or here are the books,
67. 1:48whatever. Like you I could use the same
68. 1:50piece of content as long as it's
69. 1:52relevant to whatever, you know, whatever
70. 1:54your thing is. And most of you guys are
71. 1:55still talking about the same topic, so
72. 1:56it should be fine.
73. 1:58For me, because I do have a wide breath,
74. 1:59like it would make less sense for me to
75. 2:01have a philosophical conversation about
76. 2:03work [clears throat]
77. 2:04output and then lead to a book, maybe.
78. 2:07Mhm. But like if I'm talking about like
79. 2:08more in-depth work stuff, like that
80. 2:10middle of funnel, bottom of funnel
81. 2:11stuff, the stuff that has lots of saves,
82. 2:13crush.
83. 2:14Crush. And the reason I think that save
84. 2:16thing is important for you guys is look
85. 2:17at the content that you have that gets
86. 2:19you the most follows, not the most
87. 2:20views. Look at the content that has the
88. 2:22most saves. Try running those as your
89. 2:24ads. And the nice thing with Andromeda,
90. 2:26too,
91. 2:27you lose so little running a bad ad.
92. 2:31So like at the very least, some of you
93. 2:32guys aren't putting out 400, 450 pieces
94. 2:34of content a week anyways, right? And so
95. 2:35like if you're putting out 20,
96. 2:38just put all 20 up and just run them.
97. 2:40And you'll you'll be amazed at how much
98. 2:43better they're performing. And I think I
99. 2:45mean this sounds obvious now, but like
100. 2:46it's 100% aligned with the platform
101. 2:48objectives.
102. 2:49Like a perfect platform would have no
103. 2:51ads,
104. 2:52right?
105. 2:53And so if you can make all of your ads
106. 2:56look like content, the platform loves
107. 2:58you.
108. 3:00Right. That's they that's Nirvana for
109. 3:02them. Is if the world can just have no
110. 3:04ads on on Meta or Instagram or TikTok or
111. 3:06whatever,
112. 3:07because like as long as the there's
113. 3:09purchase intent, which we know that
114. 3:11content creates purchase intent, that's
115. 3:12why everyone's here.
116. 3:13So we know that and we just didn't
117. 3:14combine the two. So this has been this
118. 3:17is 100% the direction that that we've
119. 3:18already gone in and you guys, if you
120. 3:20just start doing it immediately, you'll
121. 3:22be ahead by a year.
122. 3:23So and if you're in Latin America,
123. 3:24you'll be ahead by five years.
124. 3:26>> So you just take your best reels, for
125. 3:27example, and you just write a banner
126. 3:29with a CTA
127. 3:30>> Yes.
128. 3:30>> for them to download a lead magnet.
129. 3:32>> Yes. Click the thing to get the thing.
130. 3:33>> what's interesting? We tried the reverse
131. 3:35of that. Yeah. We took our best ads and
132. 3:37posted them as content and it didn't
133. 3:38work.
134. 3:39>> Oh, it doesn't
135. 3:40>> [laughter]
136. 3:41>> Well, well like oh, like
137. 3:44all right, move on. We
138. 3:46>> Static image.
139. 3:47>> [laughter]
140. 3:48>> We haven't made a piece of content since
141. 3:50then. Um
142. 3:52>> Well, I think part of that might be uh
143. 3:53bottom slash middle funnel stuff. Like
144. 3:55the one thing that ads give you, right,
145. 3:57that organic won't is that it'll give
146. 3:59you reach. Right? You pay for the reach.
147. 4:01Like that's the trade. Like they
148. 4:02wouldn't normally boost this because
149. 4:03it's not good enough content to get
150. 4:04displayed because it's more right hooky.
151. 4:07Right? And so, you have to pay the
152. 4:09platform to do it. Though, if it's if
153. 4:11it's good enough, it's valuable enough
154. 4:12on its own, they'll distribute it for
155. 4:13free. Now, if you put money behind it,
156. 4:15they'll super distribute it for free.
157. 4:17>> But, what we did find is our best ads
158. 4:18were made by short-form creators. So,
159. 4:21like there is a move there it works
160. 4:23taking what works organically and
161. 4:25running it as an ad, not so much the
162. 4:26other way, but
163. 4:27>> Yeah.
164. 4:28>> But, I think
165. 4:29>> Great for brands, too. If you're not
166. 4:30getting as many leads as you want and
167. 4:31your business is demand [music]
168. 4:32constrained, meaning you could service
169. 4:34more customers than you currently have,
170. 4:36then this is for you. So, marketing is
171. 4:38changing and I think ACQ [music] tends
172. 4:40to be on the bleeding edge of the stuff.
173. 4:41We certainly spend the money
174. 4:43to do it, but we also build custom
175. 4:44software and we pay amazing vendors and
176. 4:46very expensive people to figure out the
177. 4:48system that we have right now and I want
178. 4:49to share it with you kind of open kimono
179. 4:50style. If you're not getting as many
180. 4:51leads as you want,
181. 4:53boy, do I have the thing for you. Click
182. 4:54below, book call, and uh
183. 4:56hopefully I'll see you in Vegas.