Facebook Ad Review – Paul Xavier – Facebook Ad to Mini-Product
From short form last week to long form this week.
Let’s look at a Paul Xavier ad for his $48, 14-Day Film Maker Course.
And boy, do these long-form ads convert.
There are versions of this ad running since August 2022.
Paul has a big budget behind this campaign.
These two factors tell me this ad is absolutely crushing it.
This week I will break the ad into 3 sections:
- 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.
- Then we have a social proof section. Succinct and to the point. As course creators, one of the biggest hurdles we must overcome is – “I purchased something like this before, and it was crap”
- All 3 testimonials deal with this head-on. Not all glowing testimonials are equal. Work with your clients to get the testimonials that will have the greatest impact. Know the objections you must overcome and interview your clients to get the testimonials to address them.
Finally, we have the stuff and details section. Ordinarily, I leave the product price out of the ad. In this case, as it is heavily discounted and just $48, it’s worth a try and obviously working for Paul.
Part of the reason I believe this works is the compelling offer. Ordinarily, I would expect to pay $198 for a course that offers all this. So when I see the discounted price, it makes it even more appealing.