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Run Meta Ads Better Than 99% of People (Beginner to Pro) — Transcript

by Sabri Suby · 11,384 words · 1,555 segments · language en · Watch on YouTube

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0:00I've generated over 10.2 billion dollars
0:02in sales through digital marketing. And
0:04if I had to start all over from scratch,
0:07the first place [music] that I would
0:08start is by crafting a killer metastatic
0:11ad. It all comes down to five key
0:14pillars, starting with pillar number
0:17one. We are in the golden era of static
0:20[music] ads. When it comes to meta ads,
0:22everybody gets all hot and bothered with
0:24video ads. They're using AI generated
0:27UGC, and they think that this is
0:29basically just the be-all and end-all.
0:31[music] So, what works? Is it images? Is
0:33it videos? The reality of it is that
0:35both of them work. And you want to be
0:37running all the different types of
0:38creative so you can have creative
0:40diversity. And today, I'm going to break
0:42down exactly on how to achieve these
0:45kind of results. I'm not saying that you
0:47are definitely going to achieve them.
0:48I'm going to show you how I achieved
0:49them. Then, I'm going to show you how to
0:50write long-form copy, to partner that
0:53with the headline and the images to not
0:55only hijack somebody's attention, but to
0:57also convert it and get them to actually
0:59buy or to turn into a lead. And then, if
1:01that wasn't enough, I'm going to then
1:03show you exactly how to put these things
1:05[music] into your ad account and
1:06actually launch them. Right now, we are
1:08in the golden age of creating static
1:11image ads. And because you can use these
1:13image models to create photorealistic
1:16images that nine out of 10 people cannot
1:18tell the difference. And it allows you
1:21to basically pump out so many more ads.
1:24So, what you can see up on the screen
1:25right now is an ad that I recently wrote
1:28that absolutely pulled its head thing
1:31sold out three warehouses full of books.
1:35And it only took me probably about 45
1:37minutes to put together. And there's
1:40nothing fancy with it. So, what you can
1:42first see is just a a photo of me, and
1:45it says Shark Tank star gives away
1:4610,000 books free just to prove it
1:49works. Then, there is an image of a
1:51warehouse which I created with AI, which
1:53I'm going to show you how to do today,
1:55of showing people moving around pallets
1:57of books. Just because it was easier,
1:59right? And it looked cleaner, and I do
2:00have warehouses that are full of pallets
2:02of books. And in fact, little did I know
2:04that this ad was going to go out and
2:07sell tens of thousands of copies. This
2:10one ad alone, I spent a hundred and
2:12eighty-one thousand dollars on in seven
2:14days. So, there are levels to this,
2:16right? Most people don't spend that in a
2:18month on their ad account, let alone on
2:20one single ad. Now, no doubt if you're
2:23watching my content, you're probably
2:25seeing some of my ads floating around
2:27the internet. And yes, I put together
2:28these very highly produced video ads,
2:31but that's what I've become known for.
2:33But, if you actually look in my ads
2:35library and see the quantity of ads that
2:37I'm running that are videos versus that
2:39are images, you'll quickly see that I
2:41run a hell of a lot of static ads. When
2:43it comes to writing video ads or putting
2:45together video ads and shooting them and
2:47editing and doing all that kind of
2:48stuff, it just takes an enormous time,
2:50and you can't get as much output as you
2:53can with creating video ads using
2:55statics. I can sit down and I can craft
2:58a static ad that often times will smash
3:01that video ad from a performance
3:02standpoint. Let's just basically rip
3:04this ad to pieces and I'll show you
3:06exactly why it worked. But, I wanted to
3:09lead with those numbers so you can see
3:11the impact of this. Like, most people
3:13when they create static image ads, they
3:16are using ads that are targeted at the
3:18bottom of funnel or the middle of
3:20funnel. It's like the shitty old ads
3:22that you see, whether it's an e-commerce
3:24product where it's like they put their
3:25product directly in the ad. Clearly,
3:27they're selling it. It's got some kind
3:29of headline or some kind of screenshot,
3:31and it's pretty much nonsense. And the
3:33reason that I say that it's nonsense is
3:35look, it does work. You do get a high
3:37ROAS on them. You do get cheap CPLs, but
3:39it doesn't scale. And so, what you can
3:42see from this ad that it scales to cold
3:43traffic. And that is the game here. The
3:46game is to be able to write ads that
3:48scale on cold traffic, cuz that's the
3:50only thing that should get you excited
3:51because that's the way that you really
3:53grow your business. You don't grow them
3:54by running ads at a low scale at the
3:56bottom of funnel. And so, what you will
3:58notice from these ads is that they are
4:00all completely engineered to cold
4:02traffic. And why do I say that? The
4:04first thing is when you create your
4:06image ad, you do not want to be able to
4:08tell that it's an ad. That's the first
4:10litmus test of whether or not it's a
4:11good ad. Does this look like an ad? If
4:13it looks like an ad, immediately you
4:14know that you're starting off in the
4:15wrong place. Well, the first thing it is
4:17when you look at it, it looks like a
4:19news. like that there is something
4:21happening. There's an article that is
4:22natively written about this book or
4:24about me. And so, it goes under the
4:27radar and immediately gets consumed. And
4:29that's exactly what it is that you want
4:30to do when it comes to writing ads. You
4:32don't want to make your ads look like
4:34ads. So, first things first, why do
4:36static ads work so well? One reason is
4:39that you can just pump out way more
4:41volume than you're able to do with high
4:43production ads. So, when it comes to
4:45putting together ads, my whole strategy
4:47is a barbell strategy. On one end of the
4:49spectrum, we've got super highly
4:52produced ads. Like all of these
4:53long-form video ads that I produce that
4:55involves like coming up with site
4:58scouting, getting talent, writing
5:00scripts, storyboarding all of the ads,
5:03and then going into production and
5:05actually shooting them, editing them,
5:07all of that kind of stuff. This is an
5:09enormous effort. I like doing things
5:11that do require an enormous effort. And
5:13if it wasn't worth it, then I simply
5:14wouldn't do it. They do work very, very
5:16well. So, that's on one end of the
5:18spectrum. Then on the other end of the
5:19spectrum, it's what I call the ghetto
5:21strategy, where it's just like you're
5:23using down and dirty selfie photos,
5:25things that just look very, very native.
5:28They do not look like ads. Where you
5:30don't want to be is in the middle, which
5:32is where 99%
5:34of marketers operate, which is static
5:36image ads that are highly produced, like
5:39product photography, coupons, UGC
5:42models, all of that. And the reason that
5:44you don't want to be here is cuz that's
5:45where everyone operates. And if you want
5:47to get different results to what
5:48everybody else is getting, then you need
5:49to do something different. And because
5:51it's so easy thanks to AI to produce
5:53that, there's more and more clutter and
5:55it makes it more and more difficult to
5:57stand out in the newsfeed. So, that's
6:00the two buckets that I want you to
6:01operate in. One is like low effort, down
6:04and dirty, spin up multiple variables
6:06very, very quickly. And then the other
6:07one is like super high production, high
6:10effort, which creates a moat cuz most
6:12people aren't willing to do it. And
6:13thanks to an update that happened in
6:15just about a year ago with Meta with
6:17their Andromeda update, their algorithm,
6:19their ad platform just requires more
6:21volume than ever before. And so, they
6:24are basically looking at ads and they're
6:25determining who is going to see that ad.
6:27And the more specific an ad is, the more
6:30detailed information that they have
6:32about who that they should show that ad
6:34to. So, it wasn't like in the past where
6:36you could get away with having like five
6:37or 10 creatives and that would be it.
6:39The plus side to it is that you can get
6:41your ads shown in front of the right
6:43people very, very quickly. And because
6:45it there is so much more volume that is
6:47needed today, that's why going down with
6:49a static image ad is a very, very good
6:52strategy because it's cheap, it's
6:54effective, and allows you to pump out
6:56way more volume that you could do on a
6:58video site. I'm not saying don't do
7:00video at all, they all have its time and
7:02its place, but in terms of where should
7:04make up most of the volume of your ads,
7:06naturally, if you look at what the
7:07constraints are going to be, it is going
7:09to be static image ads. But don't worry,
7:11I'm not just going to be talking about
7:12theory, let's actually get stuck in. I'm
7:14going to show you three different types
7:16of like raw native ghetto ads that I'm
7:19running. I'm going to pick them apart
7:20and show you step-by-step why they work
7:22and how you can create them for your own
7:23business. Basically, if I pull up my ads
7:26library here, yes, you can see your boy
7:28is running lots of ads. I have multiple
7:30pages, multiple ad accounts. I do a a
7:32lot of activity when it comes to running
7:34ads. In this one, there's 7,300 ads. So,
7:37if you look through here, yes, right?
7:39You've got my videos here.
7:40>> Growing a business is hard.
7:42>> Right? Super high production, but then
7:44look, for the one video here, I've got
7:46like three statics here. One is the ad
7:49that I was just telling you about
7:50itself, then there's another one which
7:51is just a photo that I literally took on
7:53my phone, and then there's another one
7:56of a screenshot of my book featured on
7:59Amazon. And the more that you go down,
8:01the more that you're going to see that.
8:02So, let me just stop and basically
8:04unpack the first one for you. People
8:06think when it comes to putting together
8:08like image ads that you need some
8:10creative director, or you need some
8:12fancy creative agency. You don't. You
8:14don't need any of those things.
8:16Basically, what you do need to
8:17understand is the format. Because using
8:19the barbell strategy, we don't want ads
8:22that are highly designed when it comes
8:23to static image ads. We want to keep it
8:25raw and native and dirty. So, there are
8:27three formats. I'm going to rip you
8:28through the ones that I'm running right
8:30now in my ad account. So, the first one
8:32is what I call a raw native. down and
8:35dirty. The way that I do it, it's very,
8:37very strategic. It's very, very high
8:40level, and it's going to take you hours
8:42and hours and hours to do. I'm joking.
8:44Like, what I do is I literally pull up
8:46my phone, I open up my camera roll, I
8:49have a look at some recent photos that
8:51I've taken, and I pick a couple of them,
8:53and I run them. So, let's take a look at
8:55this one. The first one of these. So,
8:56what you can see on these is they're a
8:58little bit more designed. There's like I
9:00I do have like some of the like native
9:03Instagram text captions over them, but
9:06every single one of these photos were
9:08pretty much taken as a screenshot, or
9:11taken from my iPhone. Or, if we have a
9:13look at this one, it's just your boy
9:15laid out at the beach, right? Just a a
9:18good old beach selfie, and often times
9:21these ones, they outperform all of my
9:23other ones. So, I don't want you to have
9:25a bias towards one, you want to be
9:27running multiple formats. So, what makes
9:29this work so well? Well, the first thing
9:31is, it does not look like an ad. Like,
9:33if you think about if you open up
9:35Instagram, and you have a look at what
9:36is it that you're seeing or you open up
9:38Facebook, what do you see? It's
9:40typically you're going to see stuff from
9:41your friends and family or influencers
9:43that you follow, and most of them are
9:45photos or videos that were taken on the
9:47iPhone. And so, that's exactly what this
9:49is. So, it doesn't go "Weren't weren't
9:52This is an ad. Let me just keep
9:53scrolling." There's no crazy offers on
9:56here. It's not like we guarantee to get
9:58you 10 leads or none of this
10:00It's just a straight-up raw static.
10:03Anyone can run these. You don't need a
10:05huge budget. You don't even need to be
10:06strategic about it. You can literally
10:08open up your camera roll and pick them.
10:10And as we go through my ads library, you
10:12can see that I've got multiple of these
10:15things running. There's so many ads, so
10:16they're a little bit hard to hard to
10:18find here. But this this is this one.
10:20You can see like just literally a photo
10:22that I took of myself working on my
10:24computer when I first started my
10:25business. It was like probably with the
10:26most It was probably the first iPhone
10:28that ever came out. So, it's not super
10:30high megapixels or any crazy new
10:33technology or anything like that. It's
10:35all pretty down and dirty. Then there's
10:37this one. There's this one with me and
10:39my wife here. And the beauty about all
10:41of these is that they just don't look
10:43like ads. And that's the thing that you
10:45want. Where people get wrong is they
10:48want to make themselves look really
10:51legitimate. Or they want to make
10:52themselves look as the most flattering
10:54as they possibly can in these photos.
10:56And that's not necessarily what it is
10:57that you want to do. You don't want it
10:58to be staged. You want it to be natural.
11:01That's why I like just randomly picking
11:03photos from my um photo library rather
11:05than going, "Hey, I'm going to go out
11:07there and shoot ads on my phone."
11:09Because that just doesn't seem natural.
11:11Like it needs to be stuff that you would
11:12post on Instagram stories. Like just
11:14naturally. It doesn't look like it's
11:16intentional in any way. And it looks
11:18very very authentic. And so, that's the
11:20major litmus test that that I go after
11:22is just picking photos that I've already
11:25taken that I had no intention as running
11:27as ads. And the next format is one that
11:30I have made internet famous, which is
11:33the breaking news format. It won't take
11:35me long to find one of these. Here's one
11:37here, right? Breaking news, Shark Tank
11:39star breaks his silence on $7.8 billion
11:42client getting system. You'll see that
11:44my ad account is littered with these.
11:46So, you basically you need to think
11:49about what is a hook, right? What is a
11:51hook for your industry? I'm going to get
11:53into how do you basically select the
11:55headline copy and the actual things that
11:57you put on the actual ad? But
11:59effectively, it's an that you can take
12:02from your phone, again, or you can
12:04generate with AI, which I'm going to
12:05show you how to do in this. But
12:07basically, it's this one image or two
12:09images as a background, and then you're
12:11putting a breaking news box, and you're
12:13putting a news headline on there. Now,
12:14the reason that this works so well is
12:16because the number one category of
12:19content that is consumed on these
12:21platforms is news and gossip. And so, as
12:23much as people hate to admit it, and
12:25they say that their market is different,
12:27and they come up with all of these
12:29excuses of why it won't work for their
12:31business, all you need to do is look at
12:34how people consume media. What is it
12:36that that is the most shared, the most
12:38liked, the most consumed content on
12:39these platforms? Meta released the
12:42report every single quarter of which
12:45content is the most consumed on the
12:47platform, and it's always these two
12:49categories that are dominating the most
12:51shared content and the most viral
12:53content. So, instead of fighting the
12:54raging river that is people's desires
12:57online, we're just going to jump into
12:59that river and ride along with it. And a
13:00lot of people, when they hear this, they
13:03aren't very pleased to be running these
13:06ad formats in the beginning because
13:08they're like, "Oh, this is not branding.
13:10This is not what feels authentic to my
13:11brand." But what they must understand is
13:13that like Meta is a native advertising
13:16platform. People don't go onto Meta to
13:18consume ads. And so, they go on there to
13:20socialize, to get information, to keep
13:23up to date. And so, all we want to do is
13:25give them the content in the format that
13:27they like to consume it in. And this is
13:29the format that they like to consume it
13:31in. So, you want to go raw, breaking
13:33news, down and dirty on the ad, and then
13:35you can give them a branded experience
13:37on the actual landing page. People don't
13:39remember what ad that they clicked on,
13:41right? So, all our job as marketers is
13:43to funnel all these people that are on
13:45these platforms over to our landing
13:47page, and the best way to do that is
13:49using these ad formats. Trust me, I've
13:51spent well over $300 on Meta ads trying
13:55to figure this out. And this is I'm
13:57telling you the source of what works.
13:59Now, the things that you want to be
14:00thinking about with your breaking news
14:02ads, for the image itself, it should
14:05always be a completely candid image. And
14:09almost like if you're talking
14:10mid-sentence, if it looks ugly, if it
14:13looks low quality, that's typically
14:15what's going to work the best. Like if
14:16you don't believe me, just look at
14:18gossip websites, look at the front cover
14:21of newspapers. These paparazzi have got
14:23the best cameras. They got the best They
14:25could do anything that what they want.
14:26But, what you will see is they always
14:28pick either an unflattering picture or
14:30someone where someone's doing something
14:32awkward or it's mid-action. And that's
14:34exactly the way that you want to be
14:35thinking about your image ads for
14:37breaking news style. It should always be
14:40something that there is happening. There
14:41should be a element of intrigue. It
14:44shouldn't just be like a smiling,
14:46looking at the camera, perfect lighting
14:48kind of photo. The more down and dirty,
14:50the better. Then now, you might be
14:51thinking, "Hey, I don't have any
14:53images." Which you should. Like who
14:55doesn't have a phone with images on
14:57them? But, I'm going to show you how to
14:58basically create AI images with this.
15:00So, what I have so graciously done is I
15:02have given you a prompt that I use to
15:05create photorealistic
15:07images. So, let me run you through this
15:09prompt step by step, and then I'm going
15:11to give it to you and show you exactly
15:12how to apply it. And look, if you don't
15:14want to say breaking news, you could put
15:16news on there, you can put viral, you
15:18can put story, you can put whatever it
15:20is that you want. But, the the key thing
15:22is that it needs to visually look like
15:24this, where you have one or two images
15:26as the background, then you have, you
15:27know, a red box with news or breaking
15:30news or viral, and then you have a
15:31headline underneath it. So, when it
15:33comes to the actual headline, like, what
15:35do you put in these things? Again, you
15:38can't be making a direct offer to it.
15:40It's not about stealing the format and
15:42then basically putting in your normal
15:44crap in there to try and sell your
15:47stuff. Again, what we are selling is
15:50information. So, if we read this
15:51headline, "News: Shark Tank Star Gives
15:53Away 10,000 Books Free Just to Prove It
15:57Works." I'm not coming out there and
15:59saying, "Hey, buy this best marketing
16:02book for $10, right?" That would be the
16:05wrong way to do it. So, you need to be
16:07creative in the hooks that it is that
16:08you come up with, and there needs to be
16:10some type of news element to it. So, you
16:13can look at Google Trends in your niche,
16:15you can see what it is that's trending,
16:17and you can hijack into something that
16:19is already trending, or you need to sit
16:21down and get creative about what would
16:23be a good hook What would be a good
16:25concept that is not directly selling my
16:28product or service, but it is selling an
16:31outcome. It's selling some kind of news
16:33or angle. And so, we're going to get
16:35into what to put in these headlines, in
16:37the actual text headline itself, but
16:39that's the way that you want to be
16:40thinking about it. You want to be
16:41thinking about, "What is something that
16:43is going to grab my prospect by the
16:45throat mid-scrolling in the news feed
16:47and demand their attention?" You can see
16:49with me here in this image, I'm like
16:51mid-talking. It's not like the most
16:53flattering photo of me. It looks like
16:55I'm in mid-sentence. I've caught myself
16:58in action. But, then there's a secondary
17:00image on here. Now, this does a great
17:02thing to basically, one, show two
17:05images. It's like when you see like the
17:06Brain Rot Split Videos that show up at
17:09the same time. The reason that they do
17:11that is like, it gets somebody to stop
17:13and it glues their attention by keeping
17:15one part of their brain distracted. It's
17:17kind of the same thing with these, but
17:18the second image it needs to have a
17:21level of intrigue in it. If you think
17:23about if you saw this on your mobile,
17:25you can't really see what's going on in
17:27the second image. You can kind of see
17:28there's a warehouse and there's these
17:30dudes dressed in black and they're
17:31cutting these things around, but the
17:33whole thing is is this going to open a
17:35loop that somebody wants to click in to
17:37see the full image of what's going on
17:39and then they go to your landing page.
17:41And that's how you get a filthy CTR and
17:44you signal to meta, "Hey, this must be a
17:46really good ad because so many people
17:47are clicking on it." But you can pick
17:49all types of elements. You can see it up
17:51on this one on my screen right now.
17:53There's one of me, same image, but then
17:55there's this like me and my wife
17:57attending, you know, a wedding. It
17:59doesn't really have anything to do with
18:01what it is that I'm selling, but again
18:03it looks native and it looks intriguing.
18:05Like why is this guy now with this other
18:08woman here and he's wearing a tuxedo?
18:10And it just feels like news. All right,
18:12so now let's move on to the third format
18:14which is an AI-generated static ad. And
18:17this is the source that you guys have
18:19probably all want. This is the first
18:21thing to think about. Everybody is
18:22creating ads right now using AI. And
18:25most people, if you look at what is the
18:27most largely used AI platform that there
18:30is right now, it's OpenAI and they all
18:32have ads that look exactly the same. And
18:34it's because they are lazy. What they
18:36basically do is they say, "Create me a
18:39Facebook image ad or meta image ad. Here
18:42is my ad copy." And it goes out and it
18:44creates it an ad and it puts an image on
18:46there that is very clearly AI-generated
18:48and then it puts text on there and does
18:50all of this other crap. That's not what
18:52it is that you want to do. People don't
18:54want to consume that So instead,
18:57we're not going to do that, right? So
18:59what we are going to be doing is we are
19:01going to use these image models to
19:03create photorealistic
19:06images. So just as I showed you of like
19:08picking up your phone and going through
19:09your camera roll and getting all these
19:10images, all we want to do is do that
19:13same thing but use AI to do it. So, we
19:15can pump them out quicker and I can
19:17remove any excuse that you don't have
19:19the images that you want. Or, if you
19:21don't want to use yourself as the face
19:23of your brand and you want to use other
19:26influencers and creators to do it, I'm
19:28going to show you exactly how to do that
19:29using AI. And the clear thing is, when
19:32we are creating AI static ads, we do not
19:36want them to appear to be generated with
19:38AI. No surprise here. However, if you
19:41look at everyone's ads that they do
19:42create with AI, they all look like they
19:44they were created with AI, which is not
19:46what we want to do. I don't have any
19:48affiliations to any of these AI image
19:50models, even though that all of these
19:52guys are in my DMs and reaching out to
19:54me to do a deal, I don't want to do a
19:56deal. But, I'm going to give you the
19:57stuff that I'm using and that my team is
19:59using to do it. And right now, I do like
20:02Higgs Field and it's because it's got
20:03all the models in the one, but I'm not
20:05biased. You can go and use Open AI, you
20:08can use anything that you want. Nano
20:09banana, I don't care. I don't
20:11discriminate. But, let me just run you
20:12through my prompt of exactly how to get
20:15the images that are going to work for
20:16you. So, the first thing that we are
20:18trying to do is we are trying to create
20:20an image that looks like it was taken on
20:21an iPhone. So, if we read this one, run
20:24unedited iPhone front camera selfie of
20:28age. So, you're going to have to
20:29basically fill out your avatar here. Do
20:32not be lazy and not give it your avatar.
20:34Because with Andromeda, you want to get
20:37super laser in on who it is that you're
20:39trying to attract and you want to create
20:41multiple ads of all the different
20:43avatars that you're trying to create.
20:44So, you want to insert the age year old,
20:46then you need to put the ethnicity, you
20:48need to put the gender, you need to put
20:50the body type and build, hair color,
20:52length, style, how messy the hair is,
20:55what the clothes that they're wearing
20:57are. The more detail that you can give,
20:59the better. Cuz you're not relying off
21:01these off these models just to come up
21:02with this stuff. Most people don't go
21:04through this level of detail, right?
21:06They're just like create me a
21:08photorealistic image of a woman in her
21:1040s. It's very, very vague. So, we want
21:12to get hyper specific. Then, we're going
21:14to give it the expression. So, half
21:16smile, mid laugh, neutral, slightly
21:19tired, whatever it is for the avatar
21:21that you're going for. Then, we want to
21:22give it the setting. Um is it in a
21:24bedroom? Is it in a kitchen? Whatever
21:26that is for your market with realistic
21:28clutter visible in the background. Two
21:30to three specific objects, time of the
21:32day, lit only by light source, window
21:35light, overhead ceiling light, desk
21:37lamp, uh laptop, and screen glow. This,
21:40again, we need to be very intentional.
21:43Shot at arm's length, phone held
21:45slightly. Why? Because that's exactly
21:47how you take a selfie. We don't want to
21:50to appear that somebody else has taken
21:52the photo. Above, below, at eye level,
21:54arm partially visible at the edge of the
21:57frame, slight wide-angle distortion from
22:00the front camera, face a little
22:01off-center, natural skin texture with
22:04visible pores, fine lines, and minor
22:07blemishes, uneven skin tone, flyaway
22:10hairs. I know it's super, super
22:12detailed, but that's what gets us the
22:13output that we want. Casual smartphone
22:15photo quality, smart HDR look, mild
22:19digital noise in the shadows, slightly
22:21soft focus, imperfect white balance, no
22:23bokeh, which is like the blurred
22:25background, no retouching, no studio
22:27lighting, looks like a real photo posted
22:31to Instagram stories, not a professional
22:33shoot, vertical 9 by 16 framing. Don't
22:36worry, I'm going to give you this source
22:38so you can use. Now, if your image model
22:41that you're using supports a negative
22:43prompt, then basically what you want to
22:45use is this one, which is no
22:47professional photography, studio
22:49lighting, DSLR, bokeh, beauty filter,
22:52airbrush skin, perfect symmetry, model
22:54glamour, cinematic 3D render, CGI,
22:57plastic skin, oversaturated watermark or
22:59text, cuz that's what we don't want. And
23:01we want to be very, very intentional
23:02with that as well. And so, the only
23:03thing that you need to go in here is go
23:05and fill in these variables to fill in.
23:08So, this is what it looks like. So then,
23:10once you come over to Higgs Field, you
23:12can also do the same thing with Open AI
23:15is you click on images. It's going to
23:17give you a whole bunch of different
23:18options to use. You create create image.
23:21And then from here, you can go in and
23:23effectively down here is where I
23:26recommend using Nano Banana 2 is one
23:28that's working very, very well. These
23:30are updated so frequently. You can run
23:32through a few of them and see which
23:34one's going to give you the best output.
23:35For the one that I've got up here on
23:37screen, this one was created with
23:40ChatGPT. So, you can see that this image
23:42was created. Like, look how good that
23:43looks. It looks very, very real, very,
23:46very native. And so, this is effectively
23:48what it is you would want to run. This
23:50is this happens to be for this product.
23:52However, if you want an older person, if
23:54you want a younger, if you want a man,
23:55you know what to do. You basically use
23:57the prompt that I've just given you and
23:58you can spin out multiple different
24:00variations. I would say that the ones
24:02that we have tested, that we say
24:04slightly attractive or very attractive,
24:06they're the ones that typically work
24:08well. It's a human bias. So then, that's
24:10basically the raw materials that we've
24:12got of the ad. And effectively, what you
24:14would do is you'd then take this ad and
24:16you would put it into our format of
24:18breaking news. And then, boom. Breaking
24:21news. Surprising new way to get $2,000
24:23crown for $985.
24:25And then, there you have it. That is a
24:27breaking news style ad that we have
24:30generated entirely using AI that looks
24:33to be real. All right. So, here's how to
24:35apply this specifically in your own
24:37business. Basically, pick three
24:39different images for the three different
24:41formats that I just gave you and create
24:43them for your own business and run them.
24:44And these are just three formats that
24:46I've got. I'm biased. I have got my own
24:49AI creative tool called Get Kong. And
24:51effectively, this thing has got hundreds
24:54of of variations that it is that you can
24:57run to create these ads, and we're going
24:59to get into the source in a moment of
25:00how to actually write the copy and the
25:02headlines and all of it. But,
25:03effectively, all you need to do is pick
25:05three images for the three different
25:07formats and run them. But, look, it's
25:08not the image by itself that prints
25:11because the reality of it is the image
25:14is only going to stop somebody in their
25:15newsfeed. The most important part out of
25:18any ad is the actual copy. And the copy
25:21that works is long-form copy. Now,
25:23before you roll your eyes and you're
25:24like, "Sub re, but who reads all that
25:26long-form copy, right?" Buyers. The
25:29buyers are the ones that will read every
25:31single word because they're the ones
25:33that have a specific burning problem
25:35that they're looking to get solved. So,
25:36if you can promise them the solution to
25:38that problem, of course, they're going
25:39to read the copy. So, let's get into
25:41actually how to convert that attention
25:44once we've hijacked it using these
25:46static image ads. So, this brings us to
25:48the long-form copy. So, I'm going to
25:50break down through one of my
25:51longest-running ads that I've been
25:53running for a long, long time that I am
25:55sick of, but my audience is not sick of.
25:57And that is this ad that you can see on
25:59the screen right now. I'm not going to
26:00get into the actual images, we're just
26:01going to be talking about the body copy
26:03on this one. So, it starts off as just
26:06written from the first person, it's very
26:08conversational and natural. I never
26:09thought that I'd be saying this. When I
26:11started my business from a rented
26:12bedroom, cold calling till my ears were
26:14hot, desperately hunting for anyone
26:16who'd give me the time of day with
26:18nothing but $50 in my pocket and an old
26:20computer that my girlfriend bought me.
26:22That in four short years my scrappy
26:24little company would be ranked as the
26:2517th fastest-growing business in the
26:27country by the Financial Review. And
26:29then, in another 3 years that I'd be on
26:31Shark Tank. Now, I'm not telling you
26:32this for you to clap for me or throw
26:34confetti, I'm telling you this cuz
26:36without the proper context, you won't
26:37fully appreciate that all this only
26:40happened because of one thing, my secret
26:42selling system. So, you can see that I
26:43started off with the first-person story,
26:46and I was appealing to exactly where I
26:49was when I started my business, which
26:51for a lot of my customers is exactly
26:54where they are or it is a story that
26:56they can relate to of what they went
26:58through. And then I am pivoting into how
27:01it all changed for me. What was the
27:03miracle solution that it is that I
27:05found? So still it's reading as a story,
27:08which stories are the most powerful form
27:10of selling that exists because you can't
27:11argue with a story and you don't read it
27:13as an ad, right? You see a photo of me
27:15working on my computer and then it
27:17starts off with a story based copy. So
27:19then as we keep on going, now look, what
27:21I'm about to say might shock you. Maybe
27:23even tick you off a little bit bit if
27:25you want more clients, customers and
27:26sales than you possibly know what to do
27:28with, you're going to have to admit that
27:29it's true. Here goes. So now I'm getting
27:32into the solution and then I've promised
27:34them exactly what my market wants more
27:36than anything, what they would crawl
27:38across crushed glass on their knees to
27:41get, which is to have more clients,
27:43customers and sales than they possibly
27:45know what to do with. And then so I've
27:47teased the benefit and now I'm going
27:50into how that's going to be possible.
27:51When it comes to getting a flood of new
27:53customers, not a random lead here or
27:55there, I'm talking about a torrential
27:57downpour of hungry buyers that flood
28:00your business, most businesses are
28:02asking the wrong damn question and
28:04getting the wrong damn answer. Most
28:06people think, what do I have to say to
28:08get people to buy? Wrong. Instead ask
28:10yourself, what do I have to give? What
28:12benefits do I have to deliver? What
28:14value do I have to provide? So now I'm
28:16starting to teach and I'm starting to
28:18provide insights in the ad itself, which
28:21again is compelling. If you want to win,
28:23you must create a disproportionate
28:25amount of value for others, full stop.
28:28You must fall in love with your
28:29customer. See, the problem with most
28:31businesses is that they've got a
28:32misplaced devotion. They fall in love
28:34with money, the fancy stuff that they
28:36can buy. Mediocre companies fall in love
28:39with their products and services, but
28:40all great companies, they fall in love
28:43with their customers. This is a
28:44contrarian take to what most people have
28:47been told in my market. They treat them
28:50as valued partners because the more
28:51value that you provide to others, the
28:53more value that you generate, not just
28:55for yourself, but for your clients, too.
28:57I hope you take this to heart, amigo,
28:59because while it all sounds simple, it
29:02was the one shift that made all the
29:04difference for me. It was what took me
29:05from being dead broke cold calling from
29:08a rented bedroom to having the 17th
29:10fastest growing business in the country.
29:12What am I giving now? I'm giving
29:14receipts. Proof. I'm basically saying,
29:16"Hey, it's not enough for me just to
29:18tell you this story, but to also show
29:20you the transformation that it is that I
29:22went through." I'm becoming one of the
29:23youngest sharks on Shark Tank. It was
29:25this little kernel that kicked the whole
29:27thing off and put this secret selling
29:29system into motion. And today, I've
29:31successfully deployed it in over 1,067
29:34different niches. So, what exactly is
29:36this secret selling system? So, by now,
29:39I've created enough intrigue that they
29:41want to know what the hell this is all
29:43about. And I've also answered the
29:45biggest objection that my market has,
29:47which is, "Is this going to work for my
29:49business, my precious customers? These
29:51little snowflakes of customers that I've
29:53got, none of this stuff that you say is
29:56going to work on them." Well, guess
29:57what? I've deployed it in over 1,000
29:59different niches. Then, I start to
30:00pepper them with little bullets. The
30:02single best way to attract dream
30:04clients. This locks them down lightning
30:06fast. How to write Google or Facebook
30:08ads that almost force your prospects to
30:11click them and buy. Not one digital
30:13agency in 100 even has a clue how to do
30:15this. So, first of all, it's like the
30:17inception tactic. I'm telling them how
30:19to do things that I am demonstrating
30:22that I'm doing to them right now in the
30:23newsfeed. So, that again serves as
30:26proof. So, I'm not going to read all of
30:27these bullets and all of the copy, but
30:29I'm basically teasing the benefits here.
30:31And then I say much more. Look, if you
30:33are a business owner, I'm being very
30:34specific of who I want Andromeda to go
30:37and target, which is specifically
30:38business owners, and you've gone through
30:40countless of CRM programs, landing page
30:43builders, and the latest sales funnel
30:44hacks, only to find bugger all success.
30:47Here's why. These things are all
30:49designed to treat the symptoms of low
30:50sales, but not cure the problem. So,
30:53what am I doing now? I'm attacking all
30:55the other solutions that they're either
30:57using right now, or they've tried in the
30:58past, and haven't gotten the results
31:00that they want. That's why they're
31:01reading this ad. You need a value-driven
31:03selling system that floods your business
31:05with buyers. What is that, Sabri? This
31:08is a hero mechanism. Something new and
31:10novel that I haven't heard about before.
31:12Then I've got good news for you. I've
31:13put every step of this selling system,
31:16responsible for 7.8 billion dollars in
31:18sales for my clients, in my book titled
31:20Sell Like Crazy. It shot up from being
31:2290,000 on the day of the release to the
31:24number one international bestseller
31:26within 10 minutes, and it's sold over a
31:28million copies. I'm giving you away this
31:31miracle solution, and I'm showing you
31:33that it's not only good cuz I'm saying
31:34it's good. I'm showing you that it's
31:36got, you know, it's sold a million
31:37copies. It's got 7,4.8 star reviews, and
31:41I'm giving you the solution. Then I
31:42basically just hint, I give a CTA. I've
31:45like just help me out with the shipping
31:46and handling, go check out the link. So,
31:48there's nothing crazy here. It's just
31:50good story-based copy. It should have a
31:53low reading score. I typically like to
31:56write at a fifth grade reading level or
31:58below. And then you want to use a app,
32:01which is free, called the Hemingway app.
32:02And effectively, what that allows you to
32:04do is you copy all of your copy, and you
32:07put it in there, and it will give you
32:09the reading score of it. Let's see if
32:12I'm taking my own medicine, and what do
32:13you know, it's written at a third grade
32:15reading level, this ad. And so, it will
32:18effectively highlight any of what we
32:20call snags in the copy. This copy is
32:23pretty silky smooth, so there's not a
32:24lot of them. But usually, if you paste
32:26in some generic copy on here, it will be
32:28all red and orange, and it allows you to
32:31go back and edit it, and make sure that
32:33it is easy to consume for every person
32:36that is out there. You don't want to
32:38talk about you and your company all the
32:40time. This is a story-based copy, so
32:42it's kind of I am talking about me, but
32:44generally you want to be talking about
32:46your prospect and all the benefits that
32:48it is that they are going to receive.
32:50And you do not want to say like the name
32:52of your company and us and constantly be
32:54talking about yourself. And the reason
32:56that this works so well is because
32:58consumption precedes conversion. If you
33:00want to get somebody to convert, you
33:01need to get them to consume. And that's
33:03why the ads that sit in the middle of
33:05the barbell all get it wrong is cuz
33:07people don't consume them from the
33:09get-go cuz they look like ads. So, the
33:11consumption is low, therefore the
33:12conversion is low. But when you come
33:14across an ad like this in the newsfeed
33:16that is like all native and it's a
33:18story, the consumption shoots through
33:20the roof and if I just led with my offer
33:23like get my book, then it's like I
33:25wouldn't have even gotten their
33:26attention, right? I wouldn't be able to
33:29suspend their disbelief long enough to
33:31get them to click. And so, that's why
33:32this works so well. Now, I could go on
33:35for hours about writing copy. I could
33:36put out multiple video trainings on it.
33:39So, instead, the 80/20 is to simply
33:41write like you talk. It's as simple as
33:43that. Don't overcomplicate it. Don't use
33:46super crazy words that are very hard for
33:49people to understand. Don't overuse you
33:51or your. Add specificity. So, you saw
33:54that like I'm like I was cold calling
33:57from a rented bedroom off an old
34:00computer that my girlfriend bought me.
34:02These are all details. People can
34:04imagine it in their mind. They can see
34:07the photo of myself. I'm not talking in
34:09generalities. So, if you're saying that
34:11you own a property portfolio and you're
34:13a millionaire property investor, tell me
34:15about where you started as a deadbeat
34:18electrician. And then how many
34:19properties you bought year one and year
34:21two and how much that they're worth and
34:23how much debt you put into them and how
34:25much equity that they're worth now and
34:27how you're you were feeling in that time
34:29when you did that. You need to give the
34:30details and it needs to be
34:32hyper-specific cuz that's what's
34:33believable. And then effectively, what
34:36you want to do is once you've created
34:38your image ad, you want to wrap
34:41everything around that one idea and that
34:44one angle. So, you'll notice for
34:46instance, with this ad, this is
34:47basically a story-driven ad. I started
34:50with the image ad of me working by my
34:52computer on the computer that my
34:54girlfriend had bought me with the actual
34:57computer box in the background and the
34:59headset on my head cold calling people
35:02and then my Gmail full of responses and
35:05me jamming, right? And going out there
35:06and cold calling. You do I didn't leave
35:08it to the imagination of the people and
35:10then I wrapped all of the copy around
35:12that, the whole theme around it. And
35:14you'll notice that with all of these ads
35:16that I'm running. Even in the one that
35:17it's like Shark Tank star gives away
35:1910,000 books free. Again, I started with
35:22the image of me and the warehouse full
35:24of books that shows 10,000 and then all
35:26of the copy is around that. I'm giving
35:29away 10,000 free copies of my number one
35:31best-selling book that creates a
35:33torrential downpour of customers for any
35:35business. The whole thing is wrapped
35:36around the one theme and you want to do
35:38the same thing, too. Pick the theme,
35:40everything is completely wrapped around
35:42it and you go all in on the angle. Now,
35:44when I say write long-form copy, do not
35:46just write copy that is long for the
35:48sake of being long. The copy can only be
35:51long is it's engaging. If you've got
35:53people reading every single line of that
35:55to find out what happens next. And so,
35:57the copy should be as long as it needs
36:00to be in order to sell whatever it is
36:03that you're selling. And most often than
36:04not, when I talk about selling stuff,
36:06we're not selling in the ad. What we're
36:08doing is selling the click to our
36:10landing page. But, you need to make sure
36:12that the copy is interesting and
36:14engaging. And so, what I like to do is I
36:16like to write on one day and then I like
36:18to edit on the next day. And when you
36:20look at it with fresh eyes the next day,
36:21there's all this stuff in there you're
36:23like, "Man, why did I say all that? Let
36:24me delete that. Delete that. Delete
36:26that. Delete that." And so, the editing
36:27is where the copy really becomes to
36:29shine. Don't ever judge your first
36:31draft. You need to go through multiple
36:33rounds of editing it. It can seem
36:35cumbersome, especially in the day of AI,
36:37but I can tell you that the juice is
36:39worth the squeeze. Then, the other thing
36:41that you must do is that you must write
36:44copy that is engaging. That gets people
36:47to comment, to like, to share, and into
36:49engage, because that's what basically
36:51signals to these platforms that this is
36:54good because people are engaging on it.
36:56It's like with an organic piece of
36:58content, if it gets lots of views, it
37:00gets lots of comments, shares, saves,
37:02then basically that gets pushed out in
37:04the algorithm even harder. It's the same
37:06in the ad engines, but you just get a
37:09cheaper CPM and a cheaper cost per
37:11click. So, don't try to appease
37:13everybody. Be polarizing. Speak in a way
37:17that is going to get people to react,
37:19that is sharp. And do not worry, in
37:21order to make an omelet, you do need to
37:23break some eggs. And if no one's
37:25commenting on it, if you don't have
37:27equal 50% people hating on it and 50%
37:30absolutely loving on it, then it's just
37:32not a great ad. It's not engaging. Then,
37:34once you've kind of written it all, just
37:36make sure that you're keeping your
37:37words, your sentences, and your
37:39paragraphs short and punchy. So, when
37:41you look at this ad copy, like while I
37:44get a lot of flack from people being
37:45like, "Oh, like what's up with all of
37:47these one lines of copy?" If I was to
37:49put all of this copy just like as one
37:52big block or four lines of text per
37:55paragraph, no one's going to read it
37:57because there's not much eye relief,
37:58specifically on mobile. But, when it's
38:00these short little snippets, people can
38:03read it very, very easy. It's like a
38:05greased shoot. Once they read the
38:07lead-in copy, it's very, very easy to
38:09consume the rest of it, and it doesn't
38:11look overbearing and daunting to read it
38:13all. And even though there's some people
38:14might comment on it, who gives a
38:16about these people cuz they're not the
38:17buyers anyway. They're just these
38:18trolls. They're invisible people. They
38:20don't exist just behind keyboards
38:22online. So, we don't care about those
38:23people cuz they're not going to buy
38:24anything anyway. And so, that's kind of
38:26like the 80/20 of writing ad copy. Now,
38:29when it comes to the body copy, there's
38:31one section and it is the most
38:33overlooked part, but it literally is the
38:35difference in 4 to 5x'ing your ROAS with
38:38just 11 to 14 words. That's it. And it's
38:42the lead-in copy. So, what you can see
38:44here, right? Look at this first ad I'll
38:46show you. I'm not going to go through
38:47the whole ad. I'm just going to read
38:49what we call the slippery lead-in. "I
38:51never thought that I'd be saying this."
38:53Well, you never thought you'd be saying
38:54what? Yeah, you need to read the rest of
38:56it to find out. That's why it's designed
38:58to be written in that way, right? "When
39:00I started my business from a rented
39:02bedroom {dot} {dot} {dot}" Again, I want
39:04to figure out what it's opening up a
39:06loop of curiosity. It's creating a an
39:08itch that I need to scratch to find out
39:10the rest of the story. And so, the whole
39:13way that you want to be thinking about
39:14the lead-in copy is it should open a
39:16loop in your prospect's mind that the
39:18only way that they can close that loop
39:21is by clicking on the little see more
39:24button that pops up on Meta where you
39:26have to click it to see the rest of the
39:27copy. That is a signal to Meta that this
39:30must be a good ad. And it's the same
39:32thing here. "I'm giving away 10,000
39:34copies of my number one best-selling
39:36book that creates a torrential downpour
39:38of customers for any business." Now, the
39:40one caveat that I do want to say, when
39:43it comes to lead-in copy, the best thing
39:45to use by and large, not always the
39:47case, but by and large, is a comment or
39:51a quote from a customer. And so, if
39:53you're going to be using this prompt
39:55that I've given you to create AI
39:57influencers, I have put in a mandatory
40:00legal disclaimer here. Do not follow
40:03this and do not read this and use this
40:05because what it basically says is these
40:07images show synthetic people who do not
40:10exist. So, please do not partner this
40:12with a fake testimonial or review from
40:15somebody cuz that is not legal. You will
40:18get put into hot water and it's
40:19happening right now where people are
40:21creating completely fake customers and
40:23testimonials. That is not kosher. So, if
40:26you're going to be doing that, make sure
40:28that you're not basically trying to fool
40:30somebody that that is a real person that
40:32left a real testimonial. In my one, I'm
40:35doing it to create images of like
40:37warehouses and books. If you're going to
40:38be using it to create images, you know,
40:40like this, then just do not say that it
40:43is a real person. Do not say, "Oh my
40:45god, I bought this. It was absolutely
40:47incredible." in your leading copy
40:49because that is not compliant. And
40:51that's unfortunately what a lot of
40:52people are doing.
40:54Your boy's not a lawyer. Basically,
40:55consult with legal people. I got to say
40:57all this cuz people get carried away and
40:59do all types of rogue stuff. In terms of
41:01the leading copy, it should open a loop
41:04that people want to close and that is a
41:06story, that is a unique benefit, that is
41:09a problem that your prospect is
41:11currently facing that is keeping them up
41:13at night, tossing and turning, unable to
41:15sleep, and you're basically hitting that
41:17right on the bull's eye in your leading
41:19copy. And this is the area that you want
41:21to be spending a disproportionate amount
41:23of your time because if nobody reads
41:26that and clicks, they're not going to
41:28see the rest of your copy. All righty,
41:29so that's the image and the actual
41:31headline that sits on the image creative
41:34and also the long-form body copy. But,
41:36what about the actual headline that sits
41:39on the ad in Meta itself? So, what you
41:42can see here in my ads library, you have
41:44to kind of click into all the ads in
41:46order to be able to see them, but there
41:47teases a few of them. He's generated 7.8
41:49billion in sales. Why is he giving this
41:51book away? All of these images have me
41:54in them, so I like to basically lead
41:56with a he or something like that that's
41:58going to open up a loop. Sharks weird AI
42:01equals 4,000 plus leads per month. So,
42:05the way that you want to be thinking
42:06about your ad is one, the image itself
42:09is what's going to get somebody to stop
42:10in the newsfeed, the lead in copy is
42:13what's going to get somebody to click
42:15the see more, and the headline is
42:16realistically what's going to get them
42:18to click out onto the rest of the ad.
42:21So, when it comes to headline, the most
42:23powerful human emotion that exists is
42:26curiosity. However, it can't just be
42:29blind curiosity. There also needs to be
42:31a benefit of what it is that your market
42:34wants, because your prospect is busy.
42:35They've got endless options of
42:37entertainment. So, the way that we grab
42:39them is we create what I call a hyper
42:41dopamine ad, which is a hyper specific
42:44benefit partnered with huge intrigue.
42:46So, if we look at this ad for instance,
42:48"Sharks weird AI", there's curiosity
42:51there, equals 4,000 leads per month.
42:54That's the hyper specific benefit. It's
42:56not just promises leads per month. It's
42:594,000 plus leads per month partnered
43:02with curiosity. So, whatever it is that
43:04your market wants, you need to peel back
43:07the layers of the onion and get hyper
43:09specific. Don't say lose weight, say
43:12lose 12 kg. Whatever it might be, it
43:15needs to be very, very specific, and
43:16then partner it with a level of
43:18intrigue. Now, in terms of what is that
43:21that you're going to put in the actual
43:22headline itself to get people to click,
43:24the things that drive people more than
43:26anything is shock, a direct or implied
43:30benefit, fear, vanity, self-interest.
43:33They want to be richer, slimmer, all of
43:36those kind of things. That's what it is
43:38you want to appeal to. And my number one
43:40rule when it comes to writing ads is the
43:43ad's job is not to sell your product or
43:45service. Your ad's job has one goal, and
43:48that is to sell the click. It's to get
43:51somebody to click onto your landing page
43:54and then read more about what it is that
43:57you've got. Depending on when you're
43:58watching this, people can't buy directly
43:59from your ad. And even if they could,
44:02the ad itself is not going to do as good
44:04as a landing page or a funnel's going to
44:06do. So, all we're trying to do is to
44:08send targeted people from our target
44:10market to our landing page. So, do not
44:12try and sell your whole product or
44:14service in the ad itself. That is a
44:16recipe for disaster. So, you always want
44:18to partner intrigue with a specific
44:21benefit. If you just use curiosity,
44:23which is the most powerful human
44:24emotion, you're going to get a whole
44:26bunch of untargeted people through to
44:28your landing page, which is what we do
44:29not want. The difference would be is
44:31that you're basically saying, "You won't
44:33believe what if Ivanka Trump does in the
44:36morning." Right? Anybody that has maybe
44:39they they like the Trump family, they
44:40don't like the Trump family, they're
44:42going to want to click on that and find
44:43that out. But, that's not going to bring
44:44in the kind of people that it is that we
44:46want. Maybe say that we're selling a
44:48skin care product. Instead, what you'd
44:50want to be doing is like "Supermodels
44:52use these three simple tricks to look
44:54younger." Oh, okay. Let me figure out
44:56what this is about. So, we've used
44:58intrigue, and we've also used the
45:00benefit of wanting to look younger. Now,
45:02in terms of angles, there's so many
45:04angles that it is that you can run, but
45:05the two parent angles pretty much is
45:07like positive and negative. And eight
45:10out of 10 times a positive angle will
45:13beat a negative angle. And when it comes
45:15to writing ads, you never want to start
45:17off with a blank canvas. So, what I
45:18recommend doing is going to websites
45:20like TMZ, People, and E! Online. Any of
45:24these gossip magazines, just type in
45:26whatever market you're in in the world,
45:28top 10 gossip sites in the world, go
45:30look at them, and start to read the
45:32headlines, and start to imprint the
45:34actual patterns of writing. Yes, I know
45:37you're probably thinking, "Sabri, these
45:39are all trashy gossip." Right? Well, the
45:41thing is that the same people that are
45:44on these websites, that are on your news
45:46feed, that are buying, they are all the
45:48same people. There is a reason why they
45:50are the most trafficked websites online
45:53is cuz that's what people have an
45:54interest to. And I'm not saying to
45:56basically write trashy gossip for your
45:59market. I'm saying to model the type of
46:02writing that gets stuff to go viral and
46:04then effectively you apply it to your
46:06own market. Aussies going wild after
46:08spotting this home loan hack. If you're
46:10a mortgage broker, that is so much more
46:13appealing than how to save money on your
46:15mortgage. Like who gives a bro?
46:17Like that's just a snoozefest. But if
46:19you say that there is a new way that
46:20Aussies are going wild over spotting a
46:23home loan hack, that's going to pull
46:25people in. CEOs advised to do one thing
46:28before going home. Secret way to find $5
46:31million in funding without banks. These
46:33are all ways that have tapped in to the
46:36monkey brain in the way that humans work
46:38and it still brings the targeted people
46:39through to the landing page. And if
46:41you're thinking like it's only these
46:43trashy gossip sites that do it, no.
46:45Think about what arguably is the most
46:47prestigious news outlet in the world,
46:49the New York Times. Go to their website
46:51and have a look at what they're doing.
46:52Did Anthropic's AI really make a
46:55scientific discovery on its own? Big,
46:58bold headline opening up with intrigue.
47:01And if you if you read through this
47:02stuff, you will basically the same
47:05format used all over this whole page.
47:08Then if we go down to their most shared,
47:10dogs will fight bears, but not because
47:13of the reason that you might think.
47:15I rest my case. It's like that is the
47:18most shared article in the New York
47:19Times right now. And it all of these
47:21articles on here that have a huge amount
47:24of intrigue. So it doesn't matter what
47:25the publication is, the reason that this
47:27is universal and it works is cuz it's
47:29written for humans. And that's exactly
47:31who you're writing for. So that's the
47:33model that it is that you want to do.
47:35You never want to start at a blank page.
47:37I like to sit down, double espresso in
47:39hand, get the creative juice flowing and
47:41firing and then I just want to unleash
47:43onto the page. But if you are
47:45struggling, if you don't want to become
47:47a highly paid copywriter, then again,
47:50you can use my platform called Get Kong.
47:53This thing has got thousands of proven
47:55headlines that are pre-plugged into it.
47:58That is not just like written based on
48:00an LLM of what I might think sounds
48:03good. It's based off spending $300
48:05million on ads and then taking all of
48:08the ad headlines that have the highest
48:09CTR, the lowest cost per purchase, the
48:12lowest cost per lead, or the highest
48:14ROAS, and then using them and giving
48:16them to you guys that you can basically
48:17go in, put some basic information about
48:20your customer and your prospect, and the
48:21things that it is that you're selling.
48:23And this thing, if you go in here and
48:24you click on beast mode, look at this
48:26thing. It just absolutely
48:28pumps you. I think this one output is
48:31188 different headlines that you can
48:33run. So, you can do it the old-school
48:35way that I've just shown you how to do,
48:36or you can use my platform. Alrighty, so
48:38now we've got the actual raw materials.
48:40We've got all the ads, we've got the
48:42images, we've got the body copy, we've
48:44got the headlines, we've got all of that
48:45kind of source. Now, it's time to deploy
48:47these in your ad accounts and start
48:49sucking in leads and sucking in
48:51customers. So, how do we do that? Well,
48:52that brings us to pillar number five,
48:54which is to launch and scale. So, what
48:57most people do is they launch, you know,
49:00five different statics with two
49:01different body copies, all of which are
49:04dog and then they say, "This
49:05doesn't work. Let me go back to creating
49:07my AI influencers or UGC creators or
49:10whatever it is that they're doing."
49:12However, that is the wrong approach. So,
49:13instead, what it is that you want to do
49:16is you want to understand that you can't
49:19just pump out volume for the sake of
49:21pumping out volume and thinking your ads
49:24just going to work. That's where
49:25everyone gets it wrong when it comes to
49:27AI. They're like, "AI is amazing. I can
49:29just create so many hundreds of
49:30different variations of my ad and launch
49:32them." Everything that you do must be
49:34intentional. So, the only reason that
49:36it's so good is if you act with
49:39intention and you follow the methods
49:41that I've just given you, and then you
49:43use that as a force multiplier to give
49:45you more variables to test, that's when
49:47it works. But, just putting out a large
49:50volume of crappy ads is not going to get
49:52you the output. What is is putting out a
49:54large volume of high-quality ads. And in
49:57terms of how many ads that it is that
49:59you should be deploying, it all depends
50:02on your ad spend. The higher the ad
50:04spend, the more creatives that it is
50:06that you could be pumping out. And when
50:07it comes to, "Well, how many creatives
50:09and how many ads should I be actually
50:10pumping out, Subri?" I wish I had just a
50:12black-and-white answer, because it does
50:14depend on the level of spend that you
50:17that you're running. If you're running a
50:18high spend, you're going to need more
50:19ads than you're running a low spend. But
50:21I have typically found from looking at
50:23thousands of ad accounts that people are
50:26running far less creative than they
50:28should be in order to get the outcome.
50:30And because of Andromeda, you can't
50:33overwhelm it with too many ads. So, I
50:35would say just shoot for as many as you
50:37possibly can. I like to have like bare
50:39minimum of like 50 different
50:41combinations of headlines, images,
50:44angles, body copies, all of those kind
50:46of things when I partner them all
50:48together. And Andromeda will tell you
50:49very very quickly which of the ads that
50:51are working better, cuz they will funnel
50:53the spend towards those, and you'll get
50:54feedback very, very quickly. We're going
50:56to be running a CBO for our testing
50:58campaign. A CBO is just a campaign that
51:01you've got set up that is campaign
51:03budget optimization. And it's
51:05effectively we put all of the new ads
51:07and images and headlines and everything
51:09in there. We just spray everything in
51:11there. Meta will look at all of your
51:13different ads, and it will optimize
51:15where it's going to spend based on
51:17performance. Where an is an ad set
51:20budget, where it's like you put in the
51:21creative, you put in the exact ad, and
51:24then you set a stand-alone budget for
51:26that ad, and Meta will basically do what
51:29it is that you're telling it to do. And
51:30the reason that we like to use CBOs most
51:32often than not is when you're doing a
51:34huge amount of volume and you're running
51:36all of these different ads. Basically,
51:38you're relying and you're leveraging
51:39Meta's AI to effectively find you all
51:42the combinations of those ads that are
51:45going to make the best ad, and it's then
51:47going to funnel the ad spend towards it.
51:49Is it perfect? No. Is it incredibly
51:51powerful? Yes. And you typically want to
51:53be allocating 10 to 20% of your overall
51:55budget towards testing new creatives.
51:57Then after running it for a week and
51:59letting the campaigns optimize, you want
52:01to stop and then pick out the winners
52:03and see what it is that's working and
52:05then put those winners into a scaling ad
52:07set, and only the best ones arrive at
52:10that, and you keep on going through that
52:12cycle over and over and over again. Now,
52:14there are different opinions. Some
52:15people like to run ABOs for their
52:18testing, and other people like to run
52:19CBOs. To be honest, both of them work,
52:22and there is no definitive guide to
52:24which one works the best. What we're
52:26using right now is CBOs for both of
52:28them, and we're getting very, very good
52:29results. Then when it comes to what is
52:31the call to action that you're going to
52:32put in your ad, I've split-tested it
52:34with hundreds of millions of dollars in
52:35ad spend, use learn more. It's what I
52:38call a non-threatening
52:40CTA. You're not asking someone to shop
52:42now or to buy now or to get a quote,
52:45which is what I call a hard CTA. There's
52:47a lot more friction in the newsfeed to
52:49somebody to commit to that kind of CTA
52:51than there is for somebody to simply
52:53learn more. And all we want to do is
52:55funnel as many of the targeted people as
52:58we possibly can at the cheapest cost
53:00possible through to our landing page,
53:02and nothing beats learn more as a CTA.
53:05And in terms of rough volume of like how
53:07many creatives per ad spend that it is
53:09that you should be running, I know that
53:11everyone likes to know these cuz you
53:12want like a paint-by-numbers kind of
53:14thing, but it's typically it doesn't
53:17really exist. If we're going to use a
53:19basic rule of thumb, I would say that if
53:21you're spending, say, $300 per day on
53:24ads, an absolute bare minimum of what it
53:26is that you want to be running is at
53:28least 50 to 100 ads. So, there you have
53:30it. That is the full training on how I
53:32create killer metastatic ads to run. I'm
53:35also going to be giving you this
53:37photorealistic iPhone selfie prompt
53:39template that you can use in whatever
53:41model that it is that you want. So, you
53:43can get out there and start printing.
53:45And if you enjoyed this ad, this is just
53:47a fraction of the source, you're going
53:49to absolutely love this video that I put
53:51together, which is $300 million worth of
53:55ad insights in under 22 minutes. Like,
53:57subscribe, and I'll see you in the next
53:59one.

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