3 Elements To Inspire Your Ad Campaigns:

• Know Your Audience: These ads are targeted at a narrow segment of marketers. They are people who are at least aware of Breakthrough Advertising, Eugene Schwartz, the power of copywriting and another copywriting G.O.A.T. Gary Halbert. It is unquestionable that this narrow targeting makes these expensive ads to run so if you are adopting this strategy you better have a funnel that works and some high ticket items to seel on the back end.
• Leverage Social Proof: Both ads make use of testimonials or quotes from reputable figures to establish credibility and trust. In Ad 1, it’s the claim that Breakthrough Advertising is one of the most important books ever written in its field. In Ad 2, it’s a quote from the late Gary Halbert, a renowned copywriter. To apply this technique to your own ads, consider including quotes or testimonials from experts, influencers, or satisfied customers that relate to your product or service.
• Create a Sense of Urgency & Scarcity: We can break the CTA into 3 sections “Click the button below” “today” “and get it at the lowest price available”. Not a sylable is wasted. The first part tells people what to do. The section part tells them exactly when they should do it. The third part gives them a resons to do it. This creates a sense of both urgency and scarcity, which can motivate potential customers to take action. For your own ads, consider incorporating phrases that prompt immediate action, such as “limited time offer,” “act now,” or “before the promotion ends.”

3 Elements We’d Test:

• Creative Mix: Both the ads feature video creative. Video is a phenomenal conversion booster but only when it has been refined and tested. Early in a campaign often images will produce a higher conversion rate. One way or another its always a good idea to have a mix of video and images. Different people respond favorably to different creative mediums.
• Widen The Audience (a little): Very few marketers will spend $125 dollars (or $199 for the plus bundle) on a book. As a result the ads should appeal to a very select audience. If we were running the ads we would expand the appeal of the ads to a slightly wider audience. As the copy stands if you haven’t heard about Breakthrough Advertising, Eugene Schwartz or Gary Halbert the ad won’t resonate with you. This is a deliberate strategy. Potentially there are people willing to purchase the book outside this very knowledgeable audience. It is at least worth a test.
• Include Transformation: If we were testing a broader audience it would be important to expand the copy and introduce an element of transformation. What will a copywriter experience once they understand and can apply what they have learned in Breakthrough Advertising? How have the lives of Brian’s previous customers changed once they implemented Breakthrough Advertising principles. If someone is “Your Solution Aware” you can be direct. If they are only “Problem Aware” or “Solution Aware” then you have to provide more evidence for them to elevate them through the stages.

Facebook Ad Swipe Files

• SWIPE FILE – 0041 – Brian Kurtz – Facebook Ad to Book Sales Page v1
• SWIPE FILE – 0041 – Brian Kurtz – Facebook Ad to Book Sales Page v2

Lessons from Effective Sales Page Strategies

This is an absolute beast of a sales page. A true masterpiece of direct response copywriting. Do yourself a favor and flip through the page here.

Below is an extract featuring the above the fold section:

Sales Page – Above The Fold

This is clearly an organic Instagram post being run as an ad. Because there is no call to action button, it is likely a boosted post. I strongly advise against this method, but that’s a topic for another day. We can tell the ad is being run solely on Instagram as it doesn’t have a link in the copy, and it directs people to Click the link in the bio for further information.

3 Elements To Inspire Your Ad Campaigns:

• If you spend time and money creating content, why not put some ad spend behind it? One simple strategy is to take your 3 best-performing organic posts every week and put $10 – $20 behind them. It will grow your audience, following, and reach. Social may be free, but creating content isn’t. So if you calculate the cost of creating posts spending an additional $60 per week to get the most return from them just makes sense.
• Engagement can reduce your CPM significantly. If you have a lead generation or sales ad you know will perform well, run it with an engagement objective first to get likes and comments (bonus points if you can target your existing customers). Then, use the ad/post ID in a lead or purchase conversion ad.
• Try different things. I don’t think this ad will directly result in many Challenge registrations. However, I think it will bring many new people into Mastin’s world. If Mastin has a deliberate strategy to convert people from Instagram followers to clients, this is a great strategy. I am a big fan of following best practices…. until I don’t. If you are experimenting, do it with a limited budget and never have a financial outcome dependent on an experiment.

Facebook Ad Swipe Files

• SWIPE FILE – 0048 – Mastin Kipp – Facebook Ad to Challenge 

Uncover the Keys to an Effective Challenge Opt-In Page

 3 Elements To Inspire Your Ad Campaigns:

• I like this opening – “Who else is looking for answers? Answers to the really hard questions, like -” Sure, it is vague, but it is curiosity building. Aren’t we all looking for answers? We want the opening lines of our ad to reel in our perfect-fit client. One powerful way to do this is to get them to answer a question and trigger a conversation in their head. Even getting your Perfect-Fit Client to say yes (or sometimes no) can lure them onto the edge of our slippery copy slope.
• Dean then brings them deep into what those “hard questions” are. Notice how nothing in the ad so far talks about building a course or selling a digital product. Dean goes right to the core desires and pain points. The questions that keep his Perfect-Fit Client awake at night – Protecting loved ones – Become the person we know we wanna be – To thrive instead of survive. He’s connecting with the ultimate outcome first. If you can show people you can read their minds, they will believe your solution will get them what they want.
• Your #1 mechanism for selling a SAAS Product is the free trial. Get people using your platform, and get them to invest time, effort, and energy in setting up and rolling out your solution. By the time it comes to the end of their free trial your goal is for their “sunk cost” effort to outweigh the monthly fee. Dean adds a brilliant twist. He charges $1. Dean is a direct-response marketer. He knows that people who go to the effort of pulling out their credit card will be more likely to follow through and take action. He also knows that it will trigger the principle of consistency, which means people who pay $1 will feel internal pressure to validate their initial commitment by signing up for membership. The icing on top. The $1 goes to charity. Who isn’t going to feel even better about themselves and the business they are dealing with when they are supporting a worthy cause through their actions.

Facebook Ad Swipe File

• SWIPE FILE – 0045 – Dean Graziosi – Facebook Ad to $1 Trial – Mastermind

3 Elements To Inspire Your Ad Campaigns:

• A strong opening hook is vital. The job of the hook is to capture your attention. If you are interested in Instagram, discovering the secrets of the big influencers will immediately reel you in. There are many types of hooks: pattern interrupts, questions, problem solution, curiosity, controversy, fun/clever, story, and value. Experiment with them all and see what works best for you.
• After the hook, Chalene answers two big objections – I don’t have time, and the Instagram algorithm changes all the time. Your audience has objections. It may seem counterintuitive but if you don’t tackle their objections openly they won’t take action. The trick is to turn their objections into the reason why they must do what you are asking. In this case – the algorithm is always changing – That’s why we give 1 hour LIVE training every other week.
• Clever use of the video cover screen. The video is entertaining and has lots going on to keep your attention. The most interesting thing about the video is how they position the frame with the social proof. This frame plays 85% through the video but they have also positioned this as the cover screen which means that’s the still image people will see.

Facebook Ad Swipe File

• SWIPE FILE – 0050 – Chalene Johnson – Facebook Ad to LTO Offer 

Countercultural or controversial hooks are a solid way to open an ad. People love an underdog. They love it when the majority get it wrong. It creates a sense of us against them, and we’re in the know. It’s like a secret handshake for a club.

14 days is specific; it feels short and immediate but also long enough to learn something worthwhile.

Straight away, Paul dives into the program’s benefits and the specific outcomes you will achieve in 14 days.  

My only comment for improvement is to reduce the first block to 3 points or a single line. Cinematic videos, 14 days, just your cellphone.

Honestly, if this ad wasn’t by Matthew McConaughey for an event co-hosted with Tony Robbins, Dean Graziosi, and Marie Forleo, I would bet good money the ad would have bombed. 

The primary promise is to turn red lights into green lights. Vague at best. 

“Creating a life that’s happier, more connected and more meaningful, and a whole lot more fun” yeah, it sounds good on paper, but we’ve heard this a million times before.

But let’s look for some positives….

• Even though the open hook is bland, it will undoubtedly get people to nod and say yes in their head. 
• “Imagine this: all of us comin’ together to revive…” I bet you read this in Matthew’s voice, didn’t you? While not groundbreaking, this is definitely in Matthew’s voice. It also sets up an “Us” against the world dynamic. At a time when people are experiencing more division and feelings of isolation, extending an invitation to join a movement is an attractive offer.
• Honesty, even if counter to your argument, can trigger trust and compel people to take action. “And look, I don’t have all the answers” Extensive research on ads that pointed out the flaws of the product being sold shows they performed better than ads that only highlighted the positive attributes. 

Facebook Ads Swipe File

• SWIPE FILE – 0046 – Matthew McConaughey – Facebook Ad to Free Event 

Crafting a Winning Pre-Launch Opt-In Page Strategy