If You Want Your Ads to Convert in 2026, Cut the Emojis — 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 Homie 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, 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 post that
30. 1:00you see in your newsfeed. And so, I
31. 1:02would I would try and make the posts
32. 1:05look more like that. Um
33. 1:08Also, manifestors, 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
38. 1:20whatever." Um that might just be a that
39. 1:22might just do better cuz you're
40. 1:23basically giving a label that people
41. 1:25might not necessarily
42. 1:26um
43. 1:28uh
44. 1:29identify with. All right. Become a
45. 1:31magnet to prosperity just like Greek
46. 1:33gods five-step manifestation system.
47. 1:41So, I think
48. 1:43I think I would be talking about pain
49. 1:46more.
50. 1:47Um
51. 1:48You have the things that they do, but I
52. 1:50want to I would I would want to dive
53. 1:52deeper into like what the pain someone's
54. 1:54going through in their current life as
55. 1:56probably the hook here. Um that's like,
56. 1:59"Hey, like
57. 2:00you ever keep trying things and nothing
58. 2:02seems to stick?"
59. 2:03Like that's that would be a hook that
60. 2:05would probably get a lot more people.
61. 2:06You know what I mean? Um
62. 2:07Do you ever look in the mirror and
63. 2:08wonder like, "Why am I not further than
64. 2:10I am right now?"
65. 2:11Like you want to get into their you want
66. 2:12to get into their minds and think like,
67. 2:14"How would I say this in a way that
68. 2:15could actually like people
69. 2:16You want someone Okay, so you see become
70. 2:18a magnet of prosperity. I see an
71. 2:20exclamation point and I just like
72. 2:22sprawl, right?
73. 2:23I want it I want someone to read it and
74. 2:25immediately nod their head and be like,
75. 2:28"Yeah, that's me." Right? Or that's
76. 2:30that's interesting to me, right?
77. 2:32And so, if you haven't read the Leads
78. 2:34book, I talk about this as, you know,
79. 2:36if-then statements or, you know, uh
80. 2:39implied yeses. These are all things that
81. 2:41you want to have as as first line.
82. 2:43Um so, this is me just looking at the
83. 2:44copy. Uh so, this like
84. 2:48I'd rather you reformat these
85. 2:50testimonials and punch in so it looks
86. 2:52like a
87. 2:53like a video. Um
88. 2:55cuz it'll probably do better than the
89. 2:56way it's kind of formatted right now.
90. 2:58But, let's see here.
91. 2:59Yeah, again, so this is a lot This is
92. 3:00basically just a stack of an offer. I
93. 3:02would I would again, I would try and
94. 3:03lead in with the pain that someone's
95. 3:05experiencing and what it would be like.
96. 3:07And so, there's a great thing in the
97. 3:09copywriting world called the benefit of
98. 3:10the benefit, which is Okay.
99. 3:13I you know, you're you're going to
100. 3:15you're going to have a meal plan with
101. 3:17me. Well, what's So, people are
102. 3:18basically saying a feature as a benefit.
103. 3:20So, it's like, "What's the benefit of a
104. 3:22meal plan?" Okay, so the benefit of the
105. 3:23meal plan is that you're never going to
106. 3:24have to worry about what's what's for
107. 3:25dinner tonight.
108. 3:26Right? And so, great. So, that's I'm
109. 3:28going to talk about that. And so, if I
110. 3:30want to have a feature, I'm going to
111. 3:31pair it with what the benefit's going to
112. 3:32be. Now, you can go another step deeper
113. 3:35and go to the benefit of the benefit.
114. 3:36And so, if you never have to worry about
115. 3:37what's for dinner tonight, then you can
116. 3:39show up at home and always hit your
117. 3:40goals because you there's no guesswork,
118. 3:42right? Now, no guesswork is again like
119. 3:44one of those banner blindest things.
120. 3:45It's been a little bit used from
121. 3:46marketing perspective. So, I think,
122. 3:47"Okay, if that's a term I've I've heard
123. 3:49before, then I want to say it
124. 3:50differently." So, if I say it So,
125. 3:52eliminate guesswork. Um Um
126. 3:55They're like
127. 3:57so that
128. 4:00the easiest thing to eat is also the
129. 4:01right thing to eat.
130. 4:03Right? And so, people are like, "Fuck,
131. 4:05if the easiest thing to eat was the
132. 4:05right thing to eat, then I would be
133. 4:06great great shape." And so, this
134. 4:08is kind of how you This is how you like
135. 4:09double-click into copy.
136. 4:11Um
137. 4:12and just for everybody, like all the
138. 4:14rules of writing apply, which you could
139. 4:16probably fix 90% of people's copy by
140. 4:18just following these rules, which is
141. 4:20make sure it's for third grade or less,
142. 4:22right? Make sure it's simple sentences,
143. 4:24like eliminate commas, you know, for
144. 4:26most part. If you have a long sentence,
145. 4:27then just do dot dot dots between the
146. 4:30between the points, and you can drag it
147. 4:31between lines.
148. 4:32Um
149. 4:34you want to tell simple narratives and
150. 4:36stories or analogies, like analogies
151. 4:38work great, uh metaphors
152. 4:40uh that that allow people to take
153. 4:42something that they don't know, your
154. 4:43thing, and compare it to something they
155. 4:44do do know. And fundamentally, this is
156. 4:46what teaching is. Like when you teach,
157. 4:47you draw a metaphor, and this also
158. 4:49depends on your audience. So, if I'm
159. 4:51talking to, you know, auto shop owners,
160. 4:53then I might have a car analogy, and
161. 4:55basically compare the car to their
162. 4:56business, cuz they'll understand the
163. 4:57car, but they don't understand the
164. 4:58business, right? If I were talking to,
165. 5:01uh you know, moms about weight loss,
166. 5:03then I might say cuz I probably wouldn't
167. 5:05use the car analogy, cuz they probably
168. 5:07aren't super knowledgeable about cars.
169. 5:08So, I think, "Okay, what do a lot of
170. 5:09moms know?" It might be something that
171. 5:11has to do with their kids, right? I
172. 5:12would I would relate it like, "Have you
173. 5:13ever tried to You ever
174. 5:15you know, you're Ever have Timmy, and he
175. 5:16he doesn't seem to eat the things you
176. 5:18want? Well, you're kind of like Timmy,
177. 5:19too, but you're actually just an adult,
178. 5:20and they think about the same way." And
179. 5:21so, you want to draw these parallels
180. 5:23that make the ads educational. And so,
181. 5:25like the best way to get someone to
182. 5:27believe that you're going to provide
183. 5:28value to them after they buy is to
184. 5:29provide value to them before they buy.
185. 5:31And so, you can do that in an ad that's
186. 5:33well-formatted. So, big picture,
187. 5:36um I didn't even get into the creative,
188. 5:37but big picture, uh I would I would have
189. 5:39a painful hook.
190. 5:41Uh when I'm talking about the the
191. 5:42features, I'll talk about benefits of
192. 5:43the benefits. I'd remove the emojis from
193. 5:46the copy. Um
194. 5:48and CTA probably be around
195. 5:51personalization. I keep saying this, but
196. 5:52I'll keep saying it until people start
197. 5:53doing it. Um and yeah, okay. So, those
198. 5:56are the those are the big ones. I do
199. 5:57think though that the the images that
200. 5:59are kind of like they look like AI
201. 6:01images of
202. 6:03of crazy colors and stuff.
203. 6:05I
204. 6:06I would rather you talk about your steps
205. 6:08of implementation or steps of
206. 6:10manifestation
207. 6:11if you're going to do that. Um
208. 6:16Yeah. I'd rather you talk about the
209. 6:18process and why it works more than just
210. 6:22have a an image of like
211. 6:24crazy colors.
212. 6:26Cool.