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your ad hooks are probably sh*t. lemme spoonfeed you mfs — Transcript

by Mark Builds Brands · 9,208 words · 1,362 segments · language en · Watch on YouTube

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0:00In this video, I'm going to be going
0:01over
0:02ad hooks specifically. So, I I think the
0:05best way to understand anything and to
0:07get really really good at anything is
0:08you can break down this big thing. In
0:10this case, it's just going to be hooks
0:11into its various component parts. In
0:14fact, when I was younger and when I was
0:15a kid, that was one of my favorite
0:16things to do. It wasn't to like always
0:18play with the toys. It was to completely
0:20disassemble them and understand how all
0:22the pieces work together, then figure
0:24out how to put it all back together.
0:25That was one of my uh one of the
0:28activities I really enjoyed when I was
0:29younger. And I think that's part of the
0:31reason why I'm good at what I do now.
0:32It's because in order to truly
0:34understand something, you should
0:35understand how all the parts work
0:36together. And you should strip it down
0:39as much as you possibly can to its bare
0:41bone uh elements, the foundations. And
0:44if you understand those, then only then
0:46can you build on top of that. The issue
0:47is a lot of you guys go to uh you know
0:50you go to get hooked or whatever, you
0:52swipe some ads, you swipe some copy, you
0:53throw it into Claude, you say rewrite
0:55this. And Claude is not good at writing
0:58hooks in general. [clears throat] Um I
1:00don't actually use Claude a lot for
1:03uh for copy overall. Um if I do, the
1:08most
1:10recent model I would ever use for
1:12writing copy is Opus or Sonnet 4.6. I
1:14would not go beyond that. and eventually
1:16those are going to be deprecated as
1:17well. So at at that point you got to
1:20find other alternatives for writing
1:22copy. So uh I've been writing a lot of
1:25copy with chatbt over the last few
1:27months. I've been writing copy with
1:28Grock over the last few months. Um but
1:31just so that you know typically most
1:32these LLMs they work pretty similarly
1:35unless you are feeding in a ton of
1:39really really good context around how to
1:41actually write good hooks. as soon as
1:42you go to rewrite it with AI and just
1:45expect the swipe to work, it's probably
1:47going to [ __ ] up the swipe in the first
1:48place. And that's why swiping is, you
1:51know, difficult thing to uh to to really
1:54make work sometimes, especially if it
1:56works. Then you're really [ __ ] Like
1:57it's good, but then you're [ __ ]
1:58because you have no idea why it's
1:59actually working. Um anyway, to strip it
2:01down to its its component pieces. What
2:03do we have the hook, right? Let's talk
2:05about video ads specifically. That's
2:07going to be the majority of what this
2:09video will be about. I'll I'll maybe
2:10have a little bit about some uh primary
2:13text on native static so we can talk
2:14about the hook there because that's also
2:16incredibly incredibly important. But
2:18let's talk about videos first. So in
2:20regards to videos,
2:23right?
2:26Videos, if you take the first roughly 3
2:29to 5 seconds of a video ad, that is what
2:31we define as the hook. And with video,
2:34it's not just something that you're
2:35reading. Like it's it's an experience.
2:37Like watching a video is an experience.
2:39And there's three things that kind of
2:41make up said experience. Um, which is
2:44your hook. So like this entire piece al
2:46together is your let's just call like
2:50the hook, right? So first thing that we
2:52have is going to be
2:55the actual the actual copy. Right? This
2:58is one of the most important pieces. I
3:01think this actually used to be even more
3:02important and now it's starting to shift
3:05in another direction which I'll get to.
3:07But one of the three pieces is your
3:08copy. The other is going to be your
3:10scroll stopper, which is essentially the
3:13video portion. So you have text that is
3:16being stated. That's the copy. And then
3:18you have the actual video being played
3:21behind said text. And that is of course
3:23your scroll stopper. And then the third
3:26and final thing, if you think there
3:27can't be possibly anything else, there
3:29is because here we have the visual, we
3:31have the
3:34text on screen. And then we have to have
3:36the audio as well, which is going to be
3:37the third and final thing, which is
3:38going to be what actually happens in the
3:40background audio-wise to bring together
3:43this hook. [clears throat] So these
3:46three things make up your hook. If I had
3:48to put it into percentages of which is
3:50most important, I would say audio is
3:52probably like 5% maybe 10% max. You
3:56know, a lot of people watch ads even
3:58with their sound turned off. So that
4:00alone should tell you that it's not
4:01anywhere near the most important thing.
4:03I would say 5 to 10%. And then we're
4:05going to have these two things which
4:07carry the most amount of weight. If you
4:08ask me a few years ago before this this
4:11algorithm update from Facebook and the
4:13few algo updates that have been from
4:15Facebook over the last uh year, yeah,
4:19roughly year, um
4:22you'll notice that having more diversity
4:25when it comes to your scroll stoppers
4:27specifically
4:29is a really good thing
4:31because that means that you're
4:32increasing the level of diversity across
4:34them compared to keeping everything in
4:35the ad the same and only changing like
4:37the copy. of the hook.
4:40So,
4:41for that reason, um, before that, I
4:45think copy was literally the most
4:47important thing. And the reason I can
4:48tell you why is because there are comp I
4:51mean, [ __ ] there's still companies now,
4:53but [clears throat] like the old school
4:55VSSL, like VSSL is a video sales letter,
4:57the old school VSSLs, which we could we
4:59could say VSSLs are being run as ads all
5:01the time. Old school VSSLs, the way that
5:04they would work is you would literally
5:05take a text sales letter. You take a TSL
5:08and you would convert it into a video.
5:11And the way you do that is you would
5:13just have this dude, you know, voicing
5:16over uh the particular script because,
5:19you know, here's here's something you
5:20may not know. Uh most copywriters,
5:23myself included, you know, a lot of them
5:26relatively antisocial. [laughter]
5:28And if if at least not antisocial, don't
5:31like showing their face on camera
5:32actively all the time. That's probably
5:33the reason they became, you know, a
5:35copywriter.
5:37so that they didn't have to do that. And
5:39so this guy is basically like speaking
5:41and narrating a PowerPoint presentation
5:44that's like a 100 plus slides. And
5:46that's that was like the uh the
5:51genesis I guess of the VSSL. Um Keith
5:56Bowman, you know, you know. So that was
5:59that was essentially the invention of
6:00the VSSL. And the reason I say that is
6:03because in the same way that you have a
6:06VSSL, it was literally just text on a
6:08white background. It's like black text
6:10on a white background. The most basic
6:11[ __ ] of all time. Yet, these would
6:12print, you know, eight plus figures if
6:14you had a phenomenal phenomenal VSSL and
6:17you had really good traffic being sent
6:18to it. That could that can be an eight
6:20plus figure VSSL right there. And I have
6:22specific ones like in mind that I can
6:24think of that I have watched that are
6:27literally just black words on a white
6:30[ __ ] PowerPoint. That's it.
6:34Now, the reason I bring this up is
6:36because there's no there's no video
6:38element to this whatsoever. Like, yes,
6:40it's a video because it's recorded and
6:42there's this visual element to it, but
6:44it's not like the way that we know VSSLs
6:46today. But this is how VSSLs were
6:48legitimately created. Like this is this
6:50is truly the foundation here. And again,
6:53the reason I go down this whole [ __ ]
6:55rabbit hole about VSSLs is because this
6:58skews very very heavily in the text
7:00direction, specifically the copy. The
7:02copy will make or break a VSSL. But with
7:05ads, because they're so short and
7:06because of these new algorithm
7:07algorithmic updates that we had from
7:09Facebook, we know that the scroll
7:11stopper is slowly increasing and its
7:14overall weight in the formula of how to
7:16make a successful hook. becoming more
7:18and more important, you know, over time
7:24because this element of not having
7:27similar ads, this element of creative
7:29diversity,
7:31it's becoming more and more important as
7:32we see. So, in any case, I would still
7:35probably give more weight to the uh the
7:38copy. Like, I would say this is probably
7:39going to be 60%.
7:41And then I would give I guess that' be
7:4335% here to the scroll stopper. So, when
7:46you're creating your hook, right, the
7:48most important part of the ad, keep this
7:51in mind. If you're not spending
7:53proportionate amounts of time on each of
7:55these, like the far majority of your
7:57time on copy, and then second that only
7:58the visuals that's going to be happening
8:00behind the copy, then you're probably
8:02wasting your time and not spending it in
8:04uh in areas that that are going to be
8:06highly effective. Okay, so that's the
8:09the first thing. Now, just like
8:11anything, let's talk about let's talk
8:13about the copy and the scroll stopper
8:14specifically, right? That's like 95% of
8:17of your success of a good hook. It's
8:18funny because if you look at like
8:21ads overall, it's like 90%
8:26your creative.
8:30If you look at creatives,
8:35your success is like 90% the hook.
8:42Dude, what is what the [ __ ] is wrong
8:43with this [ __ ] thing?
8:47And then if you look at the hook,
8:50[laughter]
8:52it's 90%
8:56the copy
8:59and uh scroll stopper, right? So, if
9:05you're looking where you should spend
9:06your time in ecom in general and you're
9:07running paid ads, everything points
9:10here. And now let's take it deeper like
9:14copy
9:15and uh scroll stopper
9:1890% of your success of those things is
9:21what? Who can tell me? Type it in the
9:24chat right now. What is 90%
9:26of your success in copywriting and 90%
9:30of your success in creatives in general?
9:33What does it come down to? Tell me.
9:35[snorts]
9:46>> [snorts]
9:50>> Someone said
9:52voice of customer visual. No hook. No,
9:58we just said the hook. You We can't go
10:00backwards. We have Okay. Who's the first
10:03person to get it?
10:07meter metarin co whatever your name is
10:10bro you got it bro it's research 90% is
10:14research and just like anything that is
10:16where we're gonna start okay so I put
10:19out a video on on uh a secondary YouTube
10:22channel that I have with one of our BBA
10:24students William highly recommend you go
10:26watch it just search up Mark Builds
10:28Brands reviews but William was William
10:30has done well over seven figures over
10:32the last year and I was asking him like
10:36what are the main inflection points
10:37where you were like unsuccessful and
10:39then became successful and he hopped on
10:42a call with one of our coaches. Um, and
10:45shout out to this this coach, you know,
10:46you know who you are. Shout out to you,
10:48bro, for giving him this advice. But I
10:50have this whole foundational docs
10:52process, right? I make it so easy for
10:55you to have incredibly good research. In
10:59fact, I'm going to take it a step
11:00further,
11:02right? You want to have the best
11:03foundational [ __ ] docs on the planet,
11:04do this.
11:09run it on perplexity
11:14and specifically you're going to run it
11:16on perplexity computer.
11:19This is an additional feature of uh just
11:21an agentic computer that is run by
11:24perplexity itself to do research. Let me
11:27tell you what happened when I did my
11:29research on Perplexity computer. when I
11:33ran it against regular perplexity.
11:35All right, we're going to do like per
11:38and then we're [ __ ] And then we're
11:40going to do
11:43per comp perplexity computer. All right,
11:48so I was ranking it on a few different a
11:51few different things. Number one is I
11:53was looking at how many sources is it
11:54using
11:57and when it came to sources
11:59just regular perplexity I think gave a
12:02total of uh by the way I told this to
12:04our BBA guys like weeks and weeks ago.
12:07[clears throat] Um the sources I believe
12:10it got like 130 on perplexity roughly.
12:15Perplexity computer 580.
12:20Next thing I'm looking at is the length.
12:22So, how many pages of research can I
12:24actually get right on Perplexity
12:27Standard? Um,
12:31I think I got about 22 pages. Perplexity
12:35computer I got 73.
12:41Next thing I'm looking at is domains.
12:44So like, okay, maybe you scoured 130
12:46sources, but every single one of them
12:49was like Kora or Reddit and you didn't
12:52have any diversity in your sources
12:55domains. I believe Perplexity got like I
12:59don't know, I think like seven or so.
13:02Um, Perplexity Computer
13:06last time I ran this
13:08got over 30 domains.
13:12So, when it comes to comparing tools,
13:14you know, to me there's a pretty clear
13:16winner. And by the way, I'm always split
13:17testing like these research tools. In
13:19fact, I split tested Perplexity Computer
13:22against another thing that actually did
13:24better than Perplexity, but not as good
13:26as Perplexity Computer, and that was my
13:28own Hermes Agent.
13:31I literally had a Hermes agent follow
13:34this prompt as well and it did better in
13:37every area compared to Perplexity, but
13:40it did not beat Perplexity Computer. So,
13:42the overall winner was absolutely
13:45Perplexity Computer. Just so that you
13:47know, when it comes to research, I have
13:48my foundational docs. Um, somebody if
13:51you could please share them. Share the
13:52foundational docs uh document if I have
13:55any mods in the chat. I don't know if
13:57you guys could share it, that'd be
13:58great.
13:59Um, but research is where everything
14:02comes from. Now, the reason I brought up
14:04William in that BBA interview is because
14:08on that call that he had with one of our
14:10coaches, our coaching, our coaches gave
14:12him a very, very specific piece of
14:14feedback. And that was, "Did you do the
14:16foundational doc?" And he was like,
14:17"Yes." And then he was like, "Did you
14:20read the full research document from top
14:22to bottom?" And William at the time
14:24said, "No,
14:27you can have AI do work for you, but to
14:29become a great marketer, you have to
14:31understand you need to know your
14:34customer better than they know
14:35themselves." I'm not saying your AI
14:38agent needs to know your customer better
14:41than they know themselves. You do. You
14:43do. If there's one document that you
14:45should read in the entire foundational
14:46docs, it is your [ __ ] research doc.
14:49And what you should do is get really
14:51high quality research, sit down for an
14:54hour. Uh, pop it open in a Google doc,
14:57whatever you want to do. And what you're
14:59going to do is go through and just
15:01[ __ ]
15:03see if I have a You're just going to go
15:05and highlight [ __ ] You're going to
15:07highlight the takeaways. Highlight.
15:09You're going to add comments, right?
15:13Going to add little, you know, comments
15:14here and there. Comments here and there.
15:16and you're just going to go down this
15:17entire longass document and understand
15:20your market to a level that nobody
15:22nobody ever really has. And when you do
15:25that, you'll be able to understand
15:27things when you're creating your
15:28landers, when you're creating your ads,
15:29when you're writing your [ __ ] hooks,
15:31which is what I'm talking about in this
15:32video right now, that your AI will never
15:35actually pick up.
15:37It'll pick it up if you ask it directly.
15:40But this is one of those like unknown
15:43knowns where if you don't ask directly
15:46about something super specific that you
15:47highlighted, for example, then the AI is
15:49not going to bring it up themselves. So
15:51they can help with ideiation, but they
15:53should help your own ideation that is
15:56already there existing. Does that make
15:58sense? This alone, I think for many of
16:01you that are struggling finding and
16:03creating profitable ads, you need to
16:05[ __ ] understand your customers, bro.
16:07I was talking to another uh another BBA
16:09student actually. He went through this
16:12process. I told him, "Did you read it?"
16:13He said, "No." I said, "Go read your
16:14[ __ ] research doc." He took an exact
16:16quote from the research document, ran
16:19that quote, that quote as a hook for a
16:21native static, and now it's one of his
16:22most profitable ads that he's running.
16:28It's all there. It's all there. You just
16:30have to stop being a lazy [ __ ] and read
16:32it.
16:34Now, the re the foundational docs
16:36process is, you know, one of many ways
16:39that you can do really good research,
16:40right? We have, let me write this down.
16:43Foundational
16:50foundational dicks, foundational docks.
16:54So the next method that you can use for
16:57research is what I call intentional
17:04doom scrolling.
17:09And this is where you set up a burner
17:11account on Facebook and Instagram,
17:13especially Facebook.
17:16You literally get it on your phone
17:18ideally. If not, try to use the mobile
17:20version on your desktop and you're going
17:22to legitimately doom scroll after
17:24training your burner account on your
17:26particular market by going and liking
17:28other pages, uh, by commenting on post,
17:30by clicking on links, by going through
17:32the entire checkout process, aband
17:34hitting checkout. You're going to train
17:35your algorithm. I don't need to go over
17:36how to create a burner account, like how
17:38to create a burner profile, but that's
17:40exactly what you do. And then you're
17:41going to start intentionally doom doom
17:43scrolling. You want to doom scroll and
17:45you want to be sucked in, but you also
17:47want to be conscious. You don't want to
17:48be completely subconscious separated
17:50from the fact you're just consuming
17:52useless media. You're consuming media
17:54with the intention of identifying hooks
17:56of identifying emotional hot points by
17:59looking at the comments, looking at the
18:00top comments of like these really
18:03polarizing posts and using those as
18:05hooks, using those as additional points
18:07of research. This is super super uh
18:10underrated in general. And you want to
18:12observe like what is making you stop
18:14scrolling
18:15because even when you're in a niche,
18:18there's this uh you just kind of get
18:22lulled into the doom scrolling, but
18:23eventually there's going to be something
18:25that you scroll and you're like, "Holy
18:27shit." And that is the kind of content
18:30you want to emulate when it comes to
18:32writing really good hooks. And that is
18:34an incredible form of research that most
18:36people just do not um just do not do.
18:40Okay. So, as an example, right, with the
18:44deep research that I'm speaking about
18:46and the
18:48uh what's the [ __ ] name?
18:53Foundational docs. Yes.
19:01[snorts]
19:05What I'm talking about. Now, this one is
19:07a little bit shorter, right? Uh, but
19:09what I'm talking about is going through
19:12with a highlighter like this and just
19:15highlighting [ __ ]
19:17Specifically, the main things I'm going
19:18to be looking at is going to be the
19:21customer beliefs, emotions, hopes, and
19:23fears. I want to look at all these pain
19:25points, and I want to literally
19:27underline things, bold it, like do
19:28whatever you want to do. But this is
19:30going to train your brain on how to
19:32think when it comes to writing and
19:35writing really good hooks. So, I don't
19:37think I need to go through that, but
19:38that's exactly what you would do.
19:43Okay. So, if you've done your research,
19:45you're already better than 99% of people
19:48when it comes to writing really good
19:49ads. And again, I don't mean just
19:51conducting the foundational docs, like
19:52go farther because the moment that
19:55something becomes like mainstream and
19:57standard practice, everybody uses the
19:59[ __ ] foundational docs now. So, if
20:01you're running the same product as
20:02somebody else, how do you have any
20:04competitive advantage over them? Hm. You
20:06don't. You [ __ ] don't. Which means
20:09you're going to lose to them. Your AI is
20:11going to come up with the exact same ad
20:12angles as theirs. So now you're really
20:16in the [ __ ] [ __ ] and you got you
20:17got some work to do. So just like
20:19anything, when something becomes
20:20standard practice, when it becomes the
20:22norm, you still have to follow this
20:24fundamental [ __ ] principle of
20:27marketing, which is creating contrast.
20:37And yes, I wrote this in red. It's to
20:40explain the [ __ ] point.
20:43You want to create as much contrast as
20:45humanly possible.
20:48All right. So, I want to look at a few
20:52different ads here, and we're going to
20:55break them down together, and I'm going
20:57to tell you why they're successful,
20:59and you're going to be able to emulate
21:01those for yourself. I'll tell you this
21:03as one final note before we do this. One
21:06of my copywriting mentors, uh, she
21:08taught me about a concept called your
21:10copy diet. And your copy diet is the
21:13copy that you're reading to train
21:15yourself to become become a better
21:16copywriter. In the same way that if you
21:18have a really [ __ ] diet and all you eat
21:20is [ __ ] McDonald's and you eat
21:22[ __ ] [ __ ] fast foods every
21:24[ __ ] meal of the day,
21:27then your body's going to represent
21:28that. In the same way, if you're reading
21:30really [ __ ] copy and you just continue
21:32to train your your your copy chops that
21:35this is good, it's not good and you're
21:39just going to make yourself and your AI
21:40spit out really really poor quality
21:42copy. So, when it comes to swiping and
21:45analyzing successful competitors, I only
21:48look for these brands that are doing
21:50like
21:52that that I know that there's a strong
21:55direct response
21:57presence in the hooks. And I'll show you
22:00exactly what I mean because I got some
22:01good examples here. All right, let's
22:02look at this one first.
22:05[snorts]
22:34All righty. Again, we're analyzing video
22:36hooks here. Maybe if I have some time at
22:37the end, I'll try to get to image hooks.
22:39But let's take a little look see what we
22:42got here.
22:44>> Can you see it?
22:46>> I think so. Yeah. Oh, yeah. Yeah, yeah,
22:48yeah. Oh, wow. Yeah.
22:49>> Oh, wow.
22:52>> Okay.
22:55Please steal this. Okay. Please steal
22:58this. Specifically asking if they can
23:00see something. If you ask like, "Can you
23:03see this? Do you see this? Do you see
23:06what I'm looking at?" You're not giving
23:08people a demand, but you are
23:11commanding an action that is a
23:14subliminal
23:16uh what's the [ __ ] word? Micro
23:18commitment.
23:20It's a subliminal micro commitment.
23:22You'll notice if you study some really
23:24good uh sales people, especially sales
23:26people like in person, like you think of
23:28somebody like Tony Robbins, like this
23:29dude sells people for a [ __ ] living,
23:32literally. And he gets on these stages
23:34in front of, you know, tens of thousands
23:36of people. And he gets these people to
23:38[ __ ] run up to the stage all through
23:40his words and his actions and how he
23:41speaks.
23:43And he understands this concept of
23:45getting micro commitments from people.
23:46If you've ever been to a Tony Robbins
23:48event, which I have, and it was it was
23:51[ __ ] crazy. [snorts]
23:54What is he always asking you to do? He's
23:55like, "Raise your hand if you're this.
23:57Raise your hand if you're that. Raise
23:57your hand if you're this." Micro
23:58commitment. Micro commitment. [ __ ]
24:00micro commitment. Another one. Everybody
24:02stand up. He starts clapping. Everybody
24:04stand up. Everybody stand up. It's like
24:06he's getting people bought in with every
24:08individual word. Anytime that
24:11you tell somebody to do something and
24:12they do it, no matter how small, that's
24:14a micro commitment and that's getting
24:15them closer and closer and closer to
24:18becoming a customer. Everything in the
24:20way that he speaks and talks, you want
24:22to get really good at copy, just go, you
24:24know, go go watch some some Tony Robbins
24:26events, dude, and you'll see exactly
24:29everything that he does. It's just so
24:30incredibly intentional. Nothing is by
24:32accident. Not the way that he speaks,
24:34the way that he [ __ ] claps, uh,
24:37everything that he asks his audience to
24:39do. I'm not even a Tony Robbins lover
24:41like that. Like, I I'm neutral about the
24:43dude, but I understand who's got game
24:45and who understands this [ __ ] at a
24:47psychotic level. And he is one of those
24:49people. He's absolutely one of those
24:51people.
24:52>> Can you see it
24:54>> already?
24:57Really [ __ ] good. Also understand the
24:58inflection in the voice. like the
25:01inflection of the voice. So here, let's
25:02break this down, right? Because we
25:03talked about this triangle, this
25:06beautiful triangle we have up here of
25:07copy, audio, and scroll stopper. In this
25:09case,
25:11in this case, the audio is actually the
25:14way that partly the way that this woman
25:16is talking. This was a dude that was
25:18just like, can you see this? Versus this
25:21woman who has this upward inflection in
25:23her voice, this upspeak at the very end
25:25to signify like a question and get you
25:28more bought in because you want to know
25:29the answer. And also she says, "Can you
25:32see it?" What the [ __ ] am I supposed to
25:34see?
25:36Open open [laughter] loop.
25:40Um, so that's kind of the audio piece,
25:42right? Let's look at the copy. So the
25:43copy is twofold here. We have the copy
25:45that's actually on the screen,
25:47[clears throat]
25:48number one, which we'll get into, but we
25:50also have the copy of the audio. And the
25:54audio is basically, can you see it? And
25:56then these guys reacting to whatever it
25:58is.
25:59>> I think so. Oh yeah. Oh yeah. Yeah.
26:01Yeah. Oh wow. Yeah.
26:02>> Oh wow.
26:03>> That was it. Right. That's that's the
26:05[ __ ] hook right there. It's like can
26:06you see it? I think I can see it. Oh
26:08wow. Oh wow. Oh wow.
26:11You know. So
26:14now that's from a copyrightiting
26:16perspective. You know there's not a
26:18whole lot to dissect there. It's just
26:21a wild reaction to something where we
26:23don't actually know what the [ __ ] is
26:24happening except for this woman's
26:25shoulder or neck is moving. Right now,
26:27let's look at the copy that is actually
26:30on
26:34uh the screen here. Let me see if I can
26:35zoom in a little bit more. Yeah. Okay.
26:38To the [ __ ] who gave me this
26:40device, this is the first time I felt a
26:42brain orgasm. So,
26:45few things that were done right here. To
26:47the [ __ ] [ __ ] blurred
26:49out, but also anytime you include
26:51cursing in a hook, you're just asking
26:53for polarity. Cursing is one of those
26:55things that, you know, I feel like it's
26:57become relatively normalized over the
26:59last like 20 years, but it's still very
27:01polarizing. Like if somebody curses, you
27:04can assume certain things about that
27:05person in the same way that if somebody
27:07is super against cursing that you can
27:09also assume certain things about that as
27:10well. It it creates a divide. It's
27:12polarizing.
27:15And polariz polarizing is almost
27:17synonymous with creating contrast. If
27:20you have if you have a high degree of
27:21polarity,
27:23like if you think of like political
27:25polarity, there's also political
27:26contrast. Very very uh almost synonyms
27:29for one another.
27:32So to [ __ ] who gave me this
27:34device, another open loop here. Very
27:36simple way to do this. Anytime you're
27:38speaking, always say this instead of
27:40explaining what this is because she's
27:42saying this device, I can barely see it.
27:44Like I would not see this as voucher
27:46scrolling on her phone. the fact that
27:47there's something around her neck right
27:48now.
27:54This is the first time I felt a brain
27:56orgasm.
27:58Dope, dope, dope [ __ ] term there. Um,
28:02in all caps with an emoji and also kind
28:05of designed to look a little bit more
28:06native with this kind of like Tik Tok
28:08Instagram text. It's very, very subtle
28:10detail that I don't even know if it's
28:12intentional, but you know, it is what it
28:14is. But the brain orgasm piece is really
28:17[ __ ] sick. That's almost like a
28:20unique mechanism of the solution a
28:22little bit. Um, if not, it's just a cool
28:25term for the outcome that you can get
28:27from using this product.
28:33So having [ __ ] and excuse me and
28:37orgasm in the same sentence,
28:41think about the level of contrast you're
28:42create creating there and curiosity. A
28:45lot of copy, especially hooks, is just
28:47opening as many loops as you possibly
28:49can. Opening these tabs in the brain of
28:52the person watching the video,
28:56knowing that you're going to close them
28:57later down the down the line. Now, if I
29:00were to be a psycho about this, I think
29:02the one thing that could have been done
29:03better from this text here is just the
29:07length. Because again, think of who's
29:10going to be watching this, and they're
29:11mostly going to be watching on their
29:13phone. Roughly, your phone is going to
29:14be about this size. Like, if I hold my
29:16phone up to the screen, that would be
29:18the actual size. I think I have a iPhone
29:2016. So, this is the actual size. I'm not
29:24going to read this entire thing as
29:26there's speaking going on in the
29:28background. I if this were me to adjust
29:30this and turn it to something even
29:32better, the text on screen should be way
29:35more simple. It should be shorter. It
29:37should be simple, but it should still
29:38punch.
29:41So, I think the stronger piece is going
29:43to be brain orgasm.
29:49Even like first time feeling a brain
29:52orgasm, that's better. Still a little
29:54bit too long. Um,
29:58I think even something as simple as like
30:00brain orgasm alone creates a ton of
30:02curiosity.
30:04>> Can you see it?
30:05>> I think so. Yeah. Oh, yeah. Yeah. Yeah.
30:08>> Also, just so you know how in-depth I go
30:10with these these ad reviews, do you
30:12notice how the camera angles are
30:14changing? Right. So, first initially, it
30:17actually starts in this angle. This is
30:19this is that zero minutes in the ad. It
30:22lasts for a a few milliseconds. And then
30:24it goes to a new camera angle right
30:26there. That was under one second.
30:29[snorts] And now she's looking off
30:31camera, but she's looking to the other
30:33camera, but now she's looking off camera
30:34directly. And we already have a dynamic
30:37camera switch, which, you know, camera
30:39uh angle switches can also improve
30:41retention a lot because you want to keep
30:43it dynamic typically every, you know,
30:45two to four seconds.
30:46>> Can you see it?
30:48>> I think so. Oh, yeah. Oh, yeah. Yeah.
30:50Yeah. Oh wow.
30:51>> And then whatever the [ __ ] is happening
30:53obviously is is a nice little open loop
30:55of whatever is actually happening.
30:56>> Oh yeah.
30:56>> Oh wow.
30:58>> Oh
30:59okay. I
31:02>> All right. We get it. So when people
31:05talk about like Mark, I have this
31:06winning ad.
31:09How do I make more of them? How do I
31:10make variations? How do I make
31:12iterations? And what I've what I've
31:15spoken about here for the last like five
31:17or 10 minutes is the first 5 seconds of
31:19this ad. This is 2 minutes long. I think
31:22a lot of you just don't realize the
31:25sheer level of depth you should go to
31:27when you analyze your ad creatives,
31:29especially the successful ones. Because
31:31whether you understand it or not,
31:33there's all these psychological triggers
31:35that are happening um underneath the
31:38surface that I can see as somebody who's
31:40been practicing copy for like eight
31:42years, but most people just don't see it
31:46or they just choose not to analyze this
31:48deeply because they're [ __ ] lazy. So,
31:52that was a cool ad. Uh kind of like a
31:54product demo
31:56and super high curiosity, super duper
31:59broad as well. Like this is the textbook
32:01definition of like a top offunnel
32:03creative. Even though the product is
32:05immediately being shown, this product
32:07>> product demos typically are a little bit
32:09more middle or bottom funnel, but here
32:11it's being used in a way that's
32:12definitely top of funnel. Let's move on
32:13to the next ad here.
32:23All right, these guys scaling up their
32:25uh creative production as you can see
32:28already in September. have tested triple
32:30the ads that they were testing in
32:33August.
32:36Let's take a look here.
32:39>> Look at that. That's freaky. Ladies, if
32:41you are over 40 and
32:44>> Okay, so this is
32:47[ __ ] This one's a little bit similar to
32:49the other because it's also like showing
32:51the outcome, but it's not an actual
32:52demo. No, it is actually a demo of the
32:54product. Um, but what you have here is
32:58kind of like a micro hook into a
33:01qualifying hook. The micro hook is what
33:03you see in the first few seconds. So,
33:05let's let's check it out.
33:10Also, a very very short clip in the
33:11beginning that was probably
33:12unintentional, but just, you know, I do
33:14notice the text on screen. We see bring
33:16the med spa home for one price. I think
33:19that's [ __ ] weak, but
33:23you know, it's better than nothing, I
33:24suppose.
33:26Look at that.
33:27>> Also, the
33:29captions on screen are relatively small.
33:31I think uh it's not too bad. I guess you
33:34zoom out. This would be on your phone. I
33:37think for this market is probably okay,
33:38but I I like to be very maniacal about
33:41the size of uh text, whether it's on
33:43ads, whether it's on uh landers. Most of
33:46you probably are going to increase your
33:49conversion rate across any asset that
33:50you have if you just make the text
33:52larger.
33:54Like I I remember learning this in like
33:562020 I think from this email copywriter
33:59dude. He was like, "Yeah, I was sending
34:01out emails to my list, you know, every
34:03single day." And I was running a promo
34:05and every day I just increased the font
34:07size by one or two pixels and every day
34:10my conversions went up. It was a split
34:12test he was running and it was like
34:14every single day my conversions went up
34:15and and the emails converted better and
34:17better and better.
34:19So, I was like, "Fuck, if that's true
34:21with email copyrighting, I wonder who's
34:23doing that on their landers. I wonder
34:24who's doing that in their creatives."
34:27Clarity is one of the most important
34:29principles in copyrightiting. Don't try
34:31to impress people with how cool your
34:33copy is. Just try to be incredibly
34:35clear.
34:37>> That's freaky.
34:38>> So, that's kind of the micro hook here.
34:41It's the first two seconds and then from
34:43two seconds to however many seconds
34:44after that, we have the qualifier.
34:48Look at that. That's freaky.
34:51>> Look at that. That's freaky. So, I don't
34:54have a whole lot to say here. Just kind
34:56of the the shock factor, but notice
35:00notice.
35:06>> Can you see it?
35:08>> You see it? You seeing a trend here? Can
35:11you see it here?
35:14>> Look at that.
35:18You [ __ ] are you [ __ ] putting two
35:20and two together little [ __ ] [ __ ]
35:24Not only a micro commitment, but the
35:26most micro commitment, most important
35:28micro commitment you could ever [ __ ]
35:30have, which is to get people to continue
35:32watching the [ __ ] ad. Look at that.
35:33Do you see this? Do you [ __ ] see
35:35that? You guys ever see these videos uh
35:37trending on social media where it's like
35:41somebody's using an old audio,
35:45but it's a new video and the old audio
35:47is like, "Whoa, look at that. Do you see
35:50that? What the [ __ ] is that?" And then
35:52the video literally is showing nothing.
35:54It's like showing nothing interesting,
35:55yet the video will have like hundreds of
35:57thousands of views because the person is
36:00continually telling them to like look at
36:01something and you're like, "What the
36:02[ __ ] What the [ __ ] am I looking at
36:04here? And then that's just getting them
36:06cons to consume more and more and more
36:09of that video.
36:12So both of these ads are doing this very
36:14very well by not only getting that micro
36:16commitment but getting them to consume
36:17more simply by using this visual
36:19explainer. Look at this. Look at that.
36:21Look at me. [ __ ] you. You know
36:24>> that's freaky.
36:27Ladies, if you are over 40 and menopause
36:30has started doing that little gravity
36:32trick on your face, then you need to
36:34listen up.
36:34>> So, that's kind of the the qualifier
36:36hook after. Um, this was originally
36:40invented by Prince of Print himself,
36:42Sergey Halbert. This is kind of like the
36:44if then. Ultimately, you want to qualify
36:47as many people as possible within that
36:49hook. And she's going for menopause,
36:52ladies over 40, you know, skincare
36:53issues, then you need to listen up. So
36:55once again getting another tie down on
36:58why they need to watch the rest of this
37:00creative. So I don't really want to
37:02analyze the rest of this because
37:04actually let me let me break down this
37:06um very quickly the the qualifier hook
37:10because they're actually using hook
37:11stacking here which is using one hook
37:12right on top of another in order to
37:14maximize retention and get more people
37:15to watch your ad. So the first hook was
37:18like a micro hook super duper short
37:20using the product.
37:22>> Look at that. That's freaky. just
37:24saying, "Look at that." Getting that
37:25micro commitment. Next,
37:26>> ladies, if you
37:28>> We have the woman actually using the
37:30product the entire time. If this was
37:31just a lady looking at the camera, maybe
37:33with a product in her hand, um you're
37:36not going to get as good retention where
37:38you're compared to doing something like
37:40this where you're actively doing
37:41something. Like, I'm sure we've all also
37:43came across those videos on uh IG or
37:45other platforms where somebody's like
37:48telling a story, but they're like doing
37:49something the entire time. they're like
37:50cooking or like solving a [ __ ]
37:52Rubik's cube or like whatever they're
37:54doing something because your brain is
37:57now,
37:58you know, your ears are listening to
38:00what the person is saying, but now your
38:02eyes have something to feast upon that's
38:03not just like the person talking. It's
38:04like them accomplishing something. So,
38:07you're able to trigger even more
38:08dopamine to uh to consume the ad. Let's
38:11look at Let's look at one more. This is
38:13actually going way uh longer than I
38:15thought for for each ad, but
38:19I actually think it's better to go
38:21through viewer creatives, but go way
38:23more in-depth because dude, everybody
38:26posts these [ __ ] videos and like
38:27there's a reason that I don't post
38:29videos like this where it's like
38:30breaking down the successful ad. [ __ ]
38:33you, bro. Anybody can [ __ ] do that.
38:36Anybody. I think at least I'm going
38:39really deep into this and I'm like I'm
38:40spending five plus minutes on the first
38:43two seconds of the video.
38:46But these these people that are like
38:48here's why this you know ad was
38:50successful and they're like okay he had
38:52a really high curiosity hook. Like no
38:55[ __ ] [ __ ] dude like wow you
38:57understand advertising 101. You got to
39:00have a good hick. What good [ __ ]
39:01hook? This is news to me
39:05you know. [ __ ] you. Let's get Let's
39:08Let's get into some real [ __ ] [ __ ]
39:10huh? Okay,
39:12I don't remember this one. Let's see.
39:14Um, really strong thumbnail, though.
39:16Super strong thumbnail. Let's see what
39:17we got.
39:19>> Look what this fake under eye device did
39:21to my face.
39:23>> All right, let's break it down. So, we
39:26have the curse word. So, same rules
39:28apply there of of creating that
39:30polarity. Um, cur uh bleeping it out, I
39:34think, creates actually more auditory
39:36contrast as well. In the same way, uh I
39:40know audio is like not the most
39:41important thing, blah blah blah, but to
39:44create that level of contrast through
39:45the audio,
39:47um I think that's [ __ ] badass. I
39:49mean, I remember when these these songs
39:52were coming out when I was younger. I
39:53was like in middle school, and they
39:55would legitimately bleep [ __ ] out. They
39:57wouldn't just like remove the the curse
39:59word. Like, it would be like the beep
40:01like in the song. It's like my all my
40:03attention went to the beep now. like you
40:04you were trying to get me to forget
40:06about the curse word. Now I really want
40:07to [ __ ] know what what was [ __ ]
40:09happening there. Same principle here.
40:11So, we actually get some really
40:12interesting uh polarity and contrast
40:15created just with that beeping sound
40:16beeping out the curse word. Plus, it's
40:18going to be more compliant on Facebook.
40:20I've run stuff uh ads where you're
40:22cursing actively in the ad. And I think
40:25if it's very minimal, it has a really
40:27minimal impact on your your CPMs, your
40:29conversions overall. Like I get them
40:30approved no problem personally,
40:33but I like this better personally.
40:37>> This look what this fake under eye
40:40device did to my face.
40:41>> So we got one of these green screen um
40:44hooks here.
40:49[laughter]
40:50Dude, I mean, wait a minute. Who the who
40:53the [ __ ] face is this?
40:56This [ __ ]
41:00This is like the Is this one of the Is
41:03this the captain of the ship from
41:04Wall-E? That [ __ ] movie of the
41:06robots?
41:08Those super overweight [ __ ] people.
41:10What kind of
41:12[laughter]
41:14What kind of [ __ ] squashed faced
41:17[ __ ] skull is this
41:20[ __ ] butternut butter squash looking
41:23ass face, bro? Golly goodness gracious.
41:27I don't even like looking at this.
41:29That's actually a good principle though
41:30when it comes to creating like these
41:32visual the visual element of the hook
41:34here. You want to create what I call
41:38like the uh I'll just call it like the
41:41car crash effect, which is like if
41:43you're at your house and you walk
41:45outside and you're just kind of looking
41:47at the cars that are passing you and
41:49there's a bad [ __ ] accident, like
41:52really bad between two cars. You don't
41:56want to look, but you can't help but
41:59look. You know, you know that kind of
42:02feeling if you look at some really crazy
42:04native statics, it's the exact same
42:06principle. It's like I don't want to
42:07look at this. Like looking at this
42:09genuinely makes me uncomfortable, but I
42:11can't stop looking at it. That's kind of
42:13the element that you should create when
42:14it comes to your your visual piece of
42:17the hook. those squirrel stoppers is you
42:20want to make something that is
42:22borderline
42:26uncomfortable, borderline disgusting,
42:29but like you feel like you still have to
42:31look at it, you know, like you just
42:32can't look away.
42:33>> This look what this
42:36>> Once again, we have the same This is
42:39crazy. I didn't intentionally pick
42:40these. Um, these were just in in one of
42:43my swipe files, but notice how all three
42:46of these ads that we have now reviewed
42:48have used the exact same concept of this
42:50micro commitment saying, "Look at look
42:52at something in some way, shape, or
42:54form. And they're all profitable." Well,
42:58I don't know if they're profitable, but
42:58they're all successful ads.
43:01All of them.
43:04And they all use the same principle.
43:05Isn't that interesting? Hm. It's almost
43:07like maybe you should [ __ ] listen
43:09listen to what I [ __ ] say. Huh? H
43:13Maybe that's a maybe that's a good
43:14[ __ ] idea. What do you think?
43:17All right.
43:19In this case, we have the exact same
43:20text as we do the copy. So, there's not
43:25a ton to break down here. We have the
43:26look. We have the the cursing. Uh once
43:28again, we have underey device. The
43:30previous one also had the word sorry
43:33this one also had the word device right
43:35here
43:37did to my face.
43:41I think if I were to take over this ad
43:43and I was like you know we have to step
43:45this up somehow. I would probably make
43:47this last uh this image in the back. I
43:52would make it a video and I would make
43:53it dynamic.
43:55>> Thising fake under eye device did my
43:57face. Look what this fake under eye
44:01device did to my face.
44:02>> Okay, that's like a whole three ass
44:04seconds right there. Like 3 seconds
44:06staring at an image. I mean, granted, we
44:08have her in video form, which is good,
44:10but if I were to take it over, I would
44:11want to see this uh X-ray scan, I guess.
44:16I'd want to see it dynamically changing
44:19in a really weird way, you know, a way
44:20that makes me go like, "What the [ __ ] I
44:22need to watch the rest of this."
44:26So
44:29yeah, um
44:32I think at this point I'm gonna I'm
44:35going to pause because I've been I've
44:37been yapping for a bit. I was not even
44:38looking at the chat. I don't know what
44:40what's going on there, but let me take a
44:41second to look and we can move to Q&A
44:44now.
44:46We can move to Q&A. So whatever
44:48questions you guys got, feel free to
44:49drop them in the chat. I got about I
44:52actually don't have that much time. I
44:53got like five minutes. I got like five
44:56minutes and I got to bounce. [snorts]
44:59Who is this guy and why is he naked?
45:02He must be new here.
45:05Yeah, let's drop some questions in the
45:06chat, guys. I'll I'll rapid fire get to
45:08as many um
45:12as many [ __ ]
45:16as many [ __ ] people as I can.
45:23>> [snorts]
45:25>> Okay, great question. Young JB,
45:28good to see you, bro. Hey, Mark, how do
45:30you know when you're either not selling
45:32somebody enough on the ad or landing
45:33page when you have good CTR but no
45:35sales? It's one of the most difficult
45:37things, bro, when it comes to
45:38advertising because you have to be able
45:40to read the data, but you also have to
45:42be able to read between the data. So, if
45:45you have really good CTR, I'd want to
45:46know what CTR because a good CTR means
45:49like different things to different
45:50people. But I would say if you have a
45:53really good CTR, let's say it's above
45:54like 5%. Um, but no sales,
46:00you got to break down your metrics
46:03associated with your funnel first to see
46:05what is within KPI and what is outside
46:07KPI. It's really easy to spend money on
46:09ads and be like, "My CTR is great. No
46:12sales." uh you know, but it was like why
46:15was there no sales?
46:17Let's let's isolate it first to rule out
46:19every possible reason why it's maybe not
46:23the lander. Okay, let's look at the link
46:25click to landing page view drop off. It
46:27should be no more than 20%. Let's look
46:28at the add to cart ratio for products
46:31like in the 40 to $80 price ration price
46:34range. It should be like 8 to 10%. More
46:36than $80, it should be like seven or
46:38eight%.
46:40So, is that within KPI? Yes. No. Cool.
46:42How about add to cart to purchase ratio?
46:44Um, for most products, it should be
46:46around 30%. So, if you get 10 add to
46:48carts, at least three should go through
46:49and purchase. Okay, which one of those
46:51is outside of KPI? There's a different
46:53answer to all of those. So, for most
46:55people, it's add to cart ratio. And you
46:58have to be able to look at your lander
46:59and then go back to your creative and
47:01rewatch it, reread it if it's like a
47:03native static, and understand the kind
47:06of traffic that you are attracting
47:08through your marketing words. Because
47:10something that Facebook does not admit,
47:12but they 100% do is they use your
47:15primary text to determine your targeting
47:17to to some degree. 100%. Maybe it's only
47:2110% of their uh information that they
47:23use to determine targeting. But the
47:25reason I can say this with such
47:26confidence is because if you run
47:28something like a native static, you
47:29know, if you simply change the text, the
47:32primary text, you can target completely
47:35different kinds of people. If it was
47:36only targeting based off the creative,
47:38you would never come to that conclusion.
47:41So that's how you know it's not just the
47:42creative that determines your targeting.
47:44It's the creative and the copy. That's
47:45especially true for images. It's less
47:47true for videos. But in general, you
47:49have to go and read your uh creative and
47:52read your copy associated with it. What
47:54I see super frequently, bro, is a lot of
47:57guys try to like CTR max on their
48:00creatives now with native status.
48:01They're like, "Oh, look at me. I got 30%
48:03[ __ ] CTR. Oh, I'm at like a 10% CTR
48:05link. Then you read the copy and you're
48:07like, look at the people you're speaking
48:09to, bro. Like, these people have no
48:10interest in buying from you. So, now
48:12you're just optimizing around these
48:14people. Um, because if Facebook doesn't
48:16have any conversion data to optimize on,
48:19they're going to initially use a little
48:20bit of the engagement data. And once
48:23again, the targeting partially is due to
48:26the text that you have in your primary
48:27copy. So unfortunately I can't tell you
48:30just like you know exactly what it is
48:33for you because I don't know your
48:34numbers and your data and I haven't seen
48:35your ads but it should be a combination
48:37of reading the data and reading between
48:39the data to understand most often what I
48:42see is people going way way way too top
48:44of funnel. They run like these native
48:45statics that the the hook is like my dog
48:49died and it's my fault. They're like,
48:51"Oh, Jesus Christ, bro." Like, yes, of
48:53course you have a 50% [ __ ]
48:55click-through rate. And then somehow
48:58you got to [ __ ] tie the [ __ ] into
48:59like a joint supplement for a dog.
49:03That's not easy to do. Like, it's
49:04possible. And if you crack it, cool. You
49:06got the most scalable ads on the [ __ ]
49:08planet. But if you don't,
49:10now you're just attracting really,
49:12really [ __ ] people that just want to
49:13read an interesting story and have no
49:15desire in buying your product. Not
49:17saying it can't work. It can work. But
49:20the degree to which you have to be
49:21really [ __ ] good at copywriting
49:22exponentially increases the more top of
49:25funnel you go when it comes to your
49:26copy.
49:29I don't think people will understand how
49:30valuable what I just said actually is.
49:32But like if you know then you know
49:44how important is a thumbnail considering
49:46people mostly get into the ad by
49:47scrolling. It used to be way more
49:49important. Now ads are autoplayed. So I
49:52think it's it's really not like I don't
49:53I don't put much emphasis really on the
49:55thumbnail at all anymore.
49:57Um, hey, I have a 3.5% conversion rate,
50:00but my ad cost is higher than my
50:01earnings. Should I drop that product or
50:03test different ads? Read the data, bro.
50:04If you have a three and a half%
50:06conversion rate, that's really good. You
50:07may just need to make better ads to
50:09lower your CPC. So it depends on what
50:11your CPC actually is and where the
50:14breakdown is occurring on your creative
50:15side because your funnel is obviously
50:17converting really, really well. So most
50:19likely the answer is make better ads.
50:32How do you niche down in life? Pick a
50:34skill and get good at it, especially not
50:35from first world.
50:39Um,
50:42bro, I think the best the best advice I
50:45could give you is don't even don't even
50:47try and just
50:50let me finish. Don't even try to go do
50:53all this research to figure out what you
50:56should center your life around. Just try
50:59[ __ ] Just start getting your hands
51:00dirty. test a bunch of things that you
51:03think are a little bit interesting and
51:05see where it takes you because you're
51:06going to learn very quickly if it's
51:08actually something for you, something
51:09that you're interested in and something
51:11that's going to help you, you know,
51:13achieve your your goals with your life.
51:15You're going to learn that really
51:16quickly. And the only way you're going
51:17to know that, it's not the research.
51:19It's just through actually doing it. So,
51:21the faster you can get into just testing
51:23[ __ ] testing [ __ ] the better.
51:39All right, I'm not going to lie. These
51:40these [ __ ] questions suck. So,
51:44I'm sorry. Go rewatch this [ __ ] live
51:47and a few other lives. And that's all I
51:49got for today. Thank you guys so much
51:50for being here. Other than that, I'm
51:52going to cue the outro because I got to
51:54get out of here pretty soon. But thank
51:56you for being here. Share it with a
51:59friend or something, bro. Oh, you know
52:01what? I got some [ __ ] I got some ball
52:03knowledge today. [snorts]
52:06I went down a rabbit hole last night.
52:22this morning about my [ __ ] I'm bing.
52:24She
52:29[music]
52:31pushing the limit. I'm pushing it up.
52:32[ __ ] it up. I'm back with your [ __ ]
52:34She g it up.
52:37[music]
52:38Like I'm got a lot of money. I can't
52:41relate to you. I don't know what [music]
52:43the time you talk to me. Sounded dumb as
52:45[ __ ]
52:47If you could understand me, [music] I'll
52:49ass.
52:56>> I'm pushing the limit. I'm pushing it
52:57[music] up. I'm [ __ ] it up.

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