How to Create Ads That Print — Transcript

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1. 0:00Please only use this for good. This is
2. 0:01incredibly powerful. The concept of
3. 0:03consciousness is basically this.
4. 0:04Essentially, a scale that measures what
5. 0:06your specific level of consciousness is
6. 0:09or somebody around you or even a
7. 0:10physical thing. So, the farther that you
8. 0:13go down the scale, obviously the lower
9. 0:15you're going to be calibrating. And then
10. 0:16the farther up that you are, the higher
11. 0:18you're going to be calibrating. So, your
12. 0:19specific level of consciousness and the
13. 0:21consciousness of your customers is the
14. 0:24culmination of your entire life. How do
15. 0:27you actually apply this to your
16. 0:28marketing? How do you apply this to your
17. 0:30copywriting? You can use specific
18. 0:33portions of your copy to cater to
19. 0:35specific levels of consciousness and
20. 0:36speak [music] at the deepest possible
21. 0:38level that you possibly can to people.
22. 0:40So, instead of talking about benefits or
23. 0:41features, you're literally talking about
24. 0:43people's consciousness. Perfect example
25. 0:45is if you take the pet niche. If you
26. 0:46look at some of the emotions that even
27. 0:47they are triggering in their ads, they
28. 0:49will be playing into the guilt. Cuz if
29. 0:51your pet starts suffering with health
30. 0:52conditions, you're going to take it on
31. 0:53yourself as that's something that's your
32. 0:55fault. That is guilt right there. So,
33. 0:57when I created the foundational docs,
34. 0:59the most important piece here is
35. 1:00actually going to be the research cuz it
36. 1:02feeds all the other documents, but if I
37. 1:04had to pick one outside of that, it
38. 1:05would be the offer [music] brief. And
39. 1:06the reason why it's the offer brief is
40. 1:08because I actually have the level of
41. 1:09consciousness on this document right
42. 1:11here, which means every piece of copy
43. 1:12that I ever write, the am speaking to
44. 1:14people's consciousness. [music]
45. 1:15I'm speaking to the exact level. So,
46. 1:16let's say that right now you are
47. 1:18actually selling pet supplements. Your
48. 1:20market currently is operating out of
49. 1:21guilt. What are you going to do with
50. 1:22your copy? Are you going to start with
51. 1:23saying how amazing your product is and
52. 1:26how it's going to completely change your
53. 1:27dog's life forever? No. Why? Because
54. 1:30you're not meeting them where they are.
55. 1:31You're meeting them where they want to
56. 1:32be. Rule number one, always meet people
57. 1:34where they are. Meet them in their
58. 1:35existing level of consciousness. The way
59. 1:37that you find people's level of
60. 1:38consciousness is going to be through
61. 1:39your research. So, what is step two? Is
62. 1:41simply to raise their level of
63. 1:44consciousness to their idealized state.
64. 1:46If I was writing VSL or a product page
65. 1:48or whatever, my goal is to trigger these
66. 1:51feelings of guilt and then to trigger
67. 1:53feelings of courage. And the reason why
68. 1:55is because I want them to feel what it's
69. 1:57like to have what they want. I want them
70. 1:58to feel the outcome of fixing their
71. 2:01problem through my product. From here to
72. 2:03here. This is basically the emotional
73. 2:06delta. Now, the reason that this third
74. 2:08part exists is because if we get them to
75. 2:11this level of courage, this higher level
76. 2:13of consciousness, are they going to buy
77. 2:14in the state where they already feel
78. 2:17like they have everything that they
79. 2:18want? [ __ ] no. If you have everything
80. 2:19that you want, you have no reason to buy
81. 2:21my product. So, what do I do? I have to
82. 2:23bring them back down in terms [music] of
83. 2:25their consciousness to their original
84. 2:27level of, in this case, let's say guilt.
85. 2:29I want them to feel what it's like to go
86. 2:31from having it all and feeling the
87. 2:33emotions of having this incredibly
88. 2:35painful problem in your life completely
89. 2:37solved, and then I want them to feel
90. 2:38what it's like to fall all the way back
91. 2:40down into their current situation. That
92. 2:42is what is so powerful with this method.