THE ONLY 4 WAYS TO GET LEADS

Chap 4: Paid Ads (Part 1)
1-to-many to a Cold Audience

In the realm of paid advertising, success lies in efficiently targeting your audience and crafting compelling ads. Let's break down the process into four key steps:

Step 1: Platform Selection

Choosing the right platform is crucial. Start with one that aligns with your target audience. Example: if you’re targeting old people, it would be smarter to do it on Facebook than on TikTok, but if your target audience are teenagers then TikTok is the way to go.

Pro Tip: Learn from Competitors

Study the ad placement of competitors in your industry on various platforms. Replicate their strategies before iterating on your own.

Action Steps:

- Select a platform.

- Observe ads on the chosen platform to understand their structure.

Step 2: Audience Targeting

 Refine your audience within the chosen platform. Utilize lookalike audiences and target specific factors like age, income, gender, interests, and location. Combine these methods for a more efficient ad strategy.

Pro Tip: Local Targeting

For local markets, keep filters specific but not overly restrictive, that way you can maximize efficiency.

Action Steps:

- Consolidate lead lists: past customers, warm outreach, and cold outreach.

- Create a lookalike audience, prioritizing quality.

- Apply additional filters to enhance targeting.

Step 3: Ad Creation

Crafting an effective ad involves capturing attention, showcasing value, and providing a clear Call-to-Action (CTA). Break down the ad into three essential components:

1) Call Out: 

This is the "first impression". The first 3 seconds of the ad are CRUCIAL.

  Verbal Callous:

 - Labels:

a word or set of words putting people into a group ("restaurant owners", "personal boxing coaches", "gym owners in (location)")  -Utilize yes-questions: Questions where if people answer "yes that’s me”, they qualify for the offer ("Do u have trouble gaining weight?")

-If-then statements:

if they meet your conditions then u help them make a decision ("if u spend over 10k in ads per month, we can save you 20% or more") -Utilize ridiculous results: Crazy results that everyone would want ("This gym sold 2 times more memberships than it could handle the first week after launch. Owner is furious.”, "This company is paying $1000 to anyone who can answer these 3 questions")

Non-verbal Callouts:

 -Contrast:

Any stuff that "stands out" and will capture the viewer’s attention withing the first few seconds (A bright shirt, attractive people, moving stuff)

 -Likeness:

visually showing labels, features, traits, titles, places … that people identify with. People want to work with (or buy from) people who look, talk, and act in ways similar to them. So, if u serve a broad customer base, use more ethnicities, ages, genders, personalities in your ads. If u serve a narrow customer base, then use people who look like them.

-Use mascots

-The scene:

Show the "yes- questions" and "if-statements" (Example: A person tossing and turning in bed, calls out people with sleep troubles. A rock hitting a window, calls out people with broken windows)

2) Value Elements:

- Implement the What-Who-When framework.

Components of the "WHAT":

a) Dream outcome:

benefit of using your product/service

b) Nightmare scenario:

worst possible pains if they don’t use your solution

c) Perceived likelihood of achievement:

how likely are they to get the results u promised? (use testimonials + reviews)

d) Time delay:

 how much faster they will get the things they want if they use your solution)

e) Effort:

they will waste more time and energy doing what they’re currently doing than if they bought your solution.

f) Sacrifice:

how them they can avoid the stuff they hate, and do more of the stuff they like.

Components of the "WHO":

Outline 2 groups of people:  
a) The ones gaining status: Ur customers

b) The ones giving it to them: Spouse, kids, parents, colleagues, friends, rivals etc …

Components of the "WHEN":

 Explain what their decisions led to in the past, and their decisions could lead to in the future.

Example: if you sell fat loss programs.

Show them getting teased as a kid (past), struggling to button their pants (now), how they’ll struggle to find a wife (future).

We’re showing them here all the bad stuff they want to avoid.

Next, u want to contrast those with the good stuff that will happen if they buy your program (present & future).

Their spouse (WHO) will perceive how fast they fit into that suit (WHAT) after just 2 months (WHEN)

3) Calls to Action (CTA):

- Clearly instruct the audience on the next steps.

- Keep CTAs quick, easy, and aligned with platform capabilities.

Pro Tip: Infinite Ads:

Generate a variety of ads by recording multiple first sentences or questions.

Test multiple ads by just changing the Callout section.  Identify the best-performing callout and apply it consistently.

Action Steps:

- Implement the What-Who-When framework for value elements.

- Tailor ads to specific platforms, maintaining consistency.

Step 4: Getting Permission

 After catching your audience's interest, guide them to take the next step by providing their contact information. A simple, well-matched landing page serves this purpose effectively.

Action Steps:

- Build a straightforward landing page matching the ad's promise.

- Emphasize consistency from ad to landing page.

Paid Ads Part I Conclusion

To recap, effective paid ads involve showcasing them to the right audience, guiding them through engaging content, and obtaining permission for further contact. Mastering these elements forms the foundation of successful advertising.