"My Content Performs. Why Do My Ads Still Flop?" — Transcript

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1. 0:00Who here runs ads?
2. 0:01Oh, 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 hot and
11. 0:12bothered.
12. 0:13>> of you were
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. 0:22this. Okay.
19. 0:24I'm excited. I'm interested in this.
20. 0:25[laughter]
21. 0:26So,
22. 0:28I believe that the future of media
23. 0:30between paid and content has completely
24. 0:32merged. Like, we have reached the
25. 0:33singularity of that now. It's done.
26. 0:36Like, that's not like going to happen.
27. 0:37It's already happened. It's here.
28. 0:39And so, my paid team and my media team
29. 0:41have now they're now they're one.
30. 0:44And so, what we have found to be like
31. 0:47what's working now, right? The stuff
32. 0:48that's working hot right now. Here's the
33. 0:50crazy part. We now mostly, cuz you when
34. 0:53you ask the question, I was like, "Huh,
35. 0:54that is kind of what we do." But, I was
36. 0:55thinking about it because it's not as
37. 0:57often as it used to be. And the reason
38. 0:59is because we pump out 450 pieces or
39. 1:02whatever it is of content per week. And
40. 1:04you know what's really cool is the
41. 1:05algorithm will just tell you which of
42. 1:06these are the are the best and most
43. 1:08interesting. And so, then what we do is
44. 1:09we take those things and then just run
45. 1:11them as ads.
46. 1:13And I used to think, cuz we did this
47. 1:14earlier, probably a year ago, we were
48. 1:16adding CTAs on the end. So, it'd be like
49. 1:18I'd take a big piece of content and then
50. 1:19I'd be like, "Hey, by the way, get the
51. 1:20blah blah blah blah."
52. 1:22We don't even do that anymore.
53. 1:23Just take the ad or take the content and
54. 1:25then just just literally put an overlay.
55. 1:27Just put a banner that says like, "Click
56. 1:29to to grab a thing like it people get
57. 1:32it."
58. 1:33They're they're they're like if the
59. 1:34thing was good, they're like, "That was
60. 1:36good.
61. 1:37I'll I'll take the action that the ad
62. 1:39platform, you know, allows me to take
63. 1:40right now. Whatever the whatever the
64. 1:41thing is. Whatever the widget is. All
65. 1:43right? If I if I'm leading to a
66. 1:45workshop thing or if it's like, "Hey,
67. 1:47here's a scaling road map." Or here are
68. 1:48the books, whatever. Like, you I could
69. 1:50use the same piece of content as long as
70. 1:52it's relevant to whatever, you know,
71. 1:53whatever your thing is. And most of you
72. 1:55guys are still talking about the same
73. 1:56topic, so it should be fine.
74. 1:58For me, because I do have a wide breath,
75. 1:59like it would make less sense for me to
76. 2:01have a philosophical conversation about
77. 2:03work output and then lead to a book,
78. 2:06maybe.
79. 2:07But like if I'm talking about like more
80. 2:09in-depth work stuff, like that middle of
81. 2:10funnel bottom of funnel stuff, the stuff
82. 2:11that has lots of saves, crush.
83. 2:14Crush. And the reason I think that saves
84. 2:16thing is important for you guys is look
85. 2:17at the content that you have that gives
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.
90. 2:25>> That's the nice thing with Andromeda,
91. 2:26too.
92. 2:27>> You lose so little running a bad ad.
93. 2:31So like at the very least if some of you
94. 2:32guys aren't putting out 400 50 pieces of
95. 2:34content a week anyways, right? And so
96. 2:35like if you're putting out 20,
97. 2:38just put all 20 up and just run them.
98. 2:40And you'll you'll be amazed at how much
99. 2:43better they're performing and I think I
100. 2:45mean this sounds obvious now, but like
101. 2:46it's 100% aligned with the platform
102. 2:48objectives.
103. 2:49Like a perfect platform would have no
104. 2:51ads.
105. 2:52Right?
106. 2:53And so if you can make all of your ads
107. 2:56look like content, the platform loves
108. 2:58you.
109. 3:00Right? That's they that's Nirvana for
110. 3:02them. Is if the world can just have no
111. 3:04ads on on Meta or Instagram or TikTok or
112. 3:06whatever
113. 3:07because like as long as the there's
114. 3:09purchase intent, which we know that
115. 3:11content creates purchases and that's why
116. 3:12everyone's here.
117. 3:13So we know that and we just didn't
118. 3:14combine the two. So this has been this
119. 3:17is 100% the direction that that we've
120. 3:18already gone in and you guys if you just
121. 3:20start doing it immediately, you'll be
122. 3:22ahead by a year.
123. 3:23So and if you're in Latin America,
124. 3:24you'll be ahead by 5 years.
125. 3:26>> So you just take your best reels for
126. 3:27example and you just write a banner with
127. 3:29a CTA for them to download the lead
128. 3:32magnet.
129. 3:32>> Yes. Click the thing to get the thing.
130. 3:33>> know what's interesting? We tried the
131. 3:35reverse of that. We took our best ads
132. 3:37and posted them as content and it didn't
133. 3:38work.
134. 3:39>> Oh, it does.
135. 3:40>> [laughter]
136. 3:42>> Well, well I 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 of funnel stuff.
144. 3:54Like
145. 3:55the one thing that ads give you, right,
146. 3:57that organic won't is that it'll give
147. 3:59you reach. Right? You pay for the reach.
148. 4:01Like, that's the trade. Like, they
149. 4:02wouldn't normally boost this because
150. 4:03it's not good enough content to get
151. 4:04displayed because it's more right hooky.
152. 4:07Right? And so, you have to pay the
153. 4:09platform to do it. Though, if it's if
154. 4:11it's good enough, it's valuable enough
155. 4:12on its own, they'll distribute it for
156. 4:13free. Now, if you put money behind it,
157. 4:15they'll super distribute it for free.
158. 4:17>> But, what we did find is our best ads
159. 4:18were made by short-form creators. So,
160. 4:21like, there is a move it works taking
161. 4:23what works organically and running it as
162. 4:25an ad, not so much the other way, but
163. 4:27yeah. But, I think
164. 4:29>> Great for brand, too. Real quick, I'm
165. 4:30going to show you the exact 10-stage
166. 4:32roadmap from zero to 100 million plus
167. 4:35that less than 1% of companies finish
168. 4:37I've now done multiple times. And so, I
169. 4:38can say with a lot of confidence that
170. 4:40these are the stages, as head count
171. 4:41increases, that you need to get through.
172. 4:44And I broke each of these down by eight
173. 4:46different functions of the business,
174. 4:47what the constraint feels like, like,
175. 4:49what are the symptoms of it when you're
176. 4:50going through it, and then what steps we
177. 4:52actually took to graduate. We've done
178. 4:53this across software, physical products,
179. 4:56uh service businesses, brick and mortar,
180. 4:58all of this, and it works. And it's my
181. 5:00gift to you. It's absolutely free. And
182. 5:02so, the link's in the description, but
183. 5:03you just go acquisition.com/roadmap,
184. 5:05just enter your info, and it'll spit it
185. 5:06right back to you, all free.