How I'd Make an Ad Feel More Real — Transcript

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1. 0:00I know a lot of you guys are getting
2. 0:01your members through content or ads. So,
3. 0:04if you want Homozie to review your
4. 0:07content, your social medias, or your
5. 0:10ads, link your social medias or your ads
6. 0:13library.
7. 0:13>> Yeah, YouTube's. Yeah, okay, here we go.
8. 0:16So, uh we got no no ads live. So, let's
9. 0:19let's check these out. So,
10. 0:22um
11. 0:23All right, so this is a video version.
12. 0:27Okay.
13. 0:29Um
14. 0:31You know, I would actually throw
15. 0:32something out there that I've just
16. 0:34noticed is that we started using emojis
17. 0:36in ads. I remember in like 2014 because
18. 0:39it like felt more native cuz people were
19. 0:41using emojis. And now all marketers use
20. 0:44emojis. And so, I think the pendulum's
21. 0:45actually swung back. And so, you So,
22. 0:47fundamentally, if you think about paid
23. 0:49ads, you want them to look like content.
24. 0:51Like otherwise, people will just scroll
25. 0:53past them. Now, that's not to say
26. 0:54they're not going to follow a structure
27. 0:55of an ad, but just the look and the feel
28. 0:57of it, you want it to look like content.
29. 0:59Like this would probably never be a post
30. 1:00that you see in a newsfeed. And so, I
31. 1:02would I would try and make the posts
32. 1:05look more like that. Um
33. 1:08Also, manifesters, I don't know if
34. 1:10that's if that's a callout that people
35. 1:12will self-identify with. Um so, I might
36. 1:15chunk that down or up one level and say
37. 1:17like hey people who believe in whatever.
38. 1:21Um that might just be a that might just
39. 1:23do better cuz you're basically giving a
40. 1:24label that people might not necessarily
41. 1:26um
42. 1:28uh
43. 1:29identify with. All right. Become a
44. 1:31magnet to prosperity just like Greek
45. 1:33gods five-step manifestation system.
46. 1:41So, I think
47. 1:43I think I would be talking about pain
48. 1:46more.
49. 1:47Um
50. 1:48you have the things that they do, but I
51. 1:50want to I would I would want to dive
52. 1:52deeper into like what the pain someone's
53. 1:54going through in their current life as
54. 1:56probably the hook here.
55. 1:58Um that's like, "Hey, like
56. 2:00you ever keep trying things and nothing
57. 2:02seems to stick?"
58. 2:03Like that's that would be a hook that
59. 2:04would probably get a lot more people.
60. 2:06You know what I mean? Um
61. 2:07do you ever look in the mirror and
62. 2:08wonder like, "Why am I not further than
63. 2:10I am right now?"
64. 2:11Like you want to get into their you want
65. 2:12to get into their minds and think like,
66. 2:14"How would I say this in a way that
67. 2:15could actually like people
68. 2:16you want someone Okay, so you see become
69. 2:18a magnet of prosperity.
70. 2:20I see an exclamation point and I just
71. 2:21like sprawl, right?
72. 2:23I want it I want someone to read it and
73. 2:25immediately nod their head and be like,
74. 2:28"Yeah, that's me." Right? Or that's
75. 2:30that's interesting to me, right?
76. 2:32And so if you haven't read the leads
77. 2:34book, I talk about this as, you know,
78. 2:36if-then statements or, you know,
79. 2:39implied yeses. These are all things that
80. 2:41you want to have as as first line.
81. 2:43So this is me just looking at the copy.
82. 2:45Uh so this like
83. 2:48I'd rather you reformat these
84. 2:50testimonials and punch in so it looks
85. 2:52like a
86. 2:53like a video. Um
87. 2:55cuz it'll probably do better than the
88. 2:56way it's kind of formatted right now,
89. 2:58but let's see here.
90. 2:59Yeah, again, so this is a lot This is
91. 3:00basically just a stack of an offer. I
92. 3:02would I would again, I would try and
93. 3:03lead in with the pain that someone's
94. 3:05experiencing and what it would be like.
95. 3:07And so there's a great thing in the
96. 3:09copywriting called the called the
97. 3:10benefit of the benefit, which is okay.
98. 3:13I, you know, you're you're going to
99. 3:15you're going to have a meal plan with
100. 3:17me. Well, what's So people are basically
101. 3:18saying a feature as a benefit. So it's
102. 3:20like, "What's the benefit of a meal
103. 3:22plan?" Okay, so the benefit of the meal
104. 3:23plan is that you're never going to have
105. 3:24to wonder what's what's for dinner
106. 3:25tonight.
107. 3:26Right? And so great, so that's I'm going
108. 3:28to talk about that. And so if I want to
109. 3:30have a feature, I'm going to pair it
110. 3:31with what the benefit's going to be.
111. 3:33Now, you can go another step deeper and
112. 3:35go to the benefit of the benefit. And so
113. 3:36if you never have to worry about what's
114. 3:37for dinner tonight, then you can show up
115. 3:39at home and always hit your goals
116. 3:41because you there's no guesswork, right?
117. 3:42Now no guesswork is again like one of
118. 3:44those banner blindness things that's
119. 3:45been a little bit used from marketing
120. 3:46perspective. So I think, "Okay, if
121. 3:48that's a term I've I've heard before,
122. 3:49then I want to say it differently." So
123. 3:52if I say it So, let me to guess what?
124. 3:54Um
125. 3:55You're like
126. 3:57So, that
127. 4:00the easiest thing to eat is also the
128. 4:01right thing to eat.
129. 4:03Right? And so, people like, "Fuck, if
130. 4:05the easiest thing to eat is the right
131. 4:06thing to eat, then I would be [ __ ] in
132. 4:07great great shape." It's So, this is
133. 4:08kind of how you This is how you like
134. 4:09double-click into copy.
135. 4:11Um
136. 4:12and just for everybody, like all the
137. 4:14rules of writing apply, which you can
138. 4:16probably fix 90% of people's copy by
139. 4:18just following these rules, which is
140. 4:20Make sure it's for third grade or less,
141. 4:22right? Make sure it's simple sentences,
142. 4:24like eliminate commas, you know, for
143. 4:26most part. If you have a long sentence,
144. 4:27then just do dot dot dots between the
145. 4:30between the points, and you can drag it
146. 4:31between lines.
147. 4:32Um
148. 4:34you want to tell simple narratives and
149. 4:36stories or analogies, like analogies
150. 4:38work great, uh metaphors
151. 4:40uh that that allow people to take
152. 4:41something that they don't know, your
153. 4:43thing, and compare to something they do
154. 4:45know. And fundamentally, this is what
155. 4:46teaching is. Like when you teach, you
156. 4:47draw a metaphor, and this also depends
157. 4:50on your audience. So, if I'm talking to,
158. 4:52you know, auto shop owners, then I might
159. 4:53have a car analogy and basically compare
160. 4:55the car to their business, cuz they'll
161. 4:57understand the car, but they don't
162. 4:58understand the business, right? If I
163. 4:59were talking to,
164. 5:01uh you know, moms about weight loss,
165. 5:03then I might say cuz I probably wouldn't
166. 5:05use the car analogy, cuz they probably
167. 5:07aren't super knowledgeable about cars.
168. 5:08So, I think, "Okay, what do a lot of
169. 5:09moms know?" It might be something that
170. 5:11has to do with their kids, right? I
171. 5:12would I would relate it like, "Have you
172. 5:13ever turned to you ever
173. 5:15you know, you ever have Timmy and he he
174. 5:17doesn't seem to eat the things you want?
175. 5:18Well, you're kind of like Timmy, too,
176. 5:19but you're actually just an adult, and
177. 5:20you think about the same way." So, you
178. 5:21want to draw these parallels that make
179. 5:23the ads educational. And so, like the
180. 5:25best way to get someone to believe that
181. 5:27you're going to provide value to them
182. 5:28after they buy is to provide value to
183. 5:30them before they buy.
184. 5:31And so, you can do that in an ad that's
185. 5:33well-formatted. So, big picture,
186. 5:36I didn't get into the creative, but big
187. 5:37picture,
188. 5:39I would I would have a painful hook.
189. 5:41When I'm talking about the the features,
190. 5:43I'll talk about benefits of the
191. 5:43benefits. I'd remove the emojis from the
192. 5:46copy. Um
193. 5:48and CTA probably be around
194. 5:50personalization. I keep saying this, but
195. 5:52I'll keep saying it till people start
196. 5:53doing it. Um
197. 5:55and yeah, okay. So, those are the those
198. 5:56are the big ones. I do think though that
199. 5:58the the images that are kind of like
200. 6:00they look like AI images of
201. 6:03of crazy colors and stuff.
202. 6:05I
203. 6:06I would rather you talk about your steps
204. 6:08of implementation or steps of
205. 6:10manifestation
206. 6:11if you're going to do that. Um
207. 6:16Yeah. I'd rather you talk about the
208. 6:18process and why it works more than just
209. 6:22have a an image of like
210. 6:24crazy colors.
211. 6:26Cool.
212. 6:27If you're not getting as many leads as
213. 6:28you want and your business is demand
214. 6:30constrained, meaning you could service
215. 6:32more customers than you currently have,
216. 6:33[music] then this is for you. So,
217. 6:35marketing is changing and I think ACQ
218. 6:37tends to be on the bleeding edge of the
219. 6:38stuff. We certainly spend the money
220. 6:40to do it, but we also build custom
221. 6:42software and we pay amazing vendors and
222. 6:44very expensive people to figure out the
223. 6:45system that we have right now and I want
224. 6:46to share it with you kind of open kimono
225. 6:48style. If you're not getting as many
226. 6:49leads as you want,
227. 6:50boy, do I have the thing for you. Click
228. 6:52below, book call, and uh
229. 6:54hopefully I'll see you in Vegas.