Persuasive Facebook Ad Hack for Course Creators

Persuasive Facebook Ad Hack for Course Creators

Controversy gets attention.

And no one causes controversy on Facebook and Instagram like Aleric Heck.

Aleric has a YouTube ad agency and coaching program.

And he loves pointing out that YouTube Ads are superior to Facebook Ads on…..

Yep, you’ve guessed it Facebook and Instagram.

Let’s dive into one of his ads.

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Then we move into the body of the ad.

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This is where things start hotting up. This section is clear, concise, and compelling. Each point is an answer to an objection that someone may have getting started with Facebook ads. 

 

More stuff isn’t the goal. It’s how you layout your argument and leave no objection unanswered to make saying yes a “no-brainer” decision.

 

But the creative is where this ad comes alive…

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First Aleric positions the audience: COACHES.

 

I’m not a fan of including “Attention Coaches” in the first line of ad copy, but I do like calling them out directly in the image.

 

And then the hammer blow – YouTube Ads Beat Facebook Ads Everytime.

 

This is highly evocative, especially as the ad is on Facebook. There is no question but this ad is going to draw lots of attention and comments.

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Facebook ads for High-Ticket Offers with the AIDA Framework

Facebook ads for High-Ticket Offers with the AIDA Framework

A 3-day virtual event is one of the best ways to sell a high ticket offer. Now, definitions vary, but I classify high ticket as anything over $3,000.

As you ask your audience to commit 3-days of their lives to the process, offering the event for free will devalue the experience. To make sure you attract your perfect-fit clients the standard practice is to charge between $99 and $299 for the event. You can also upsell a VIP package for an addition $49 to $199.

And that is exactly what Christian Mickelsen is launching this month.

Let’s dive into his Facebook ad:

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3 Elements To Inspire Your Ad Campaigns:

  • Great application of the A.I.D.A copywriting approached used in this ad. A.I.D.A is one of the simplest and long standing copywriting approach but it’s one that I use everytime I sit down to draft copy. If you haven’t brushed up on your A.I.D.A in a while here is a great blog post from Neville Medhora – A.I.D.A
  • One of the best way to grab people’s attention is to call out an problem or pain point they are experiencing. “Do you feel like you’re struggling to attract clients for your coaching business?” This is such a good opening line. 1) It calls out the avatar, 2) It calls out their #1 top of mind issue, 3) The addition of “feel” makes it less confrontational than – “Are you struggling to attract clients”.
  • Once you have captured their attention you want to stoke interest. A great way of doing this is to connect with them through a positive compliment – “As a coach, you have a skill, talent, or gift that can make a huge difference in people’s lives.” Stroking someones ego is a great way to get them interested in reading further.

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Ads for Course Creators: Facebook Ad to Webinar Strategy

Ads for Course Creators: Facebook Ad to Webinar Strategy

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  • This week’s Facebook ad deep dive is for Stu McClaren’s Plan It Build It webinar funnel.

    It’s great to see an evergreen webinar funnel in the wild. Unfortunately, this endangered species has almost been driven to extinction. Let’s hope Stu can bring it back from the brink.

    Inspiration for your ads:

    • At just 73 words, this ad is short and to the point – Still classified as medium-form ad copy, but just about!
    • Shorter ads work better for people who are further along their problem-solution path. 
    • If you are retargeting, using Lookalike audiences, or have a very defined audience, medium-form ad copy converts well.
    • If you are targeting broader audiences who do not know you as well, you need more words to build trust, connect with their pain points and convince them that you can solve their problem.
    • Everyone likes to feel like they are in the “know”. The opening hook captures attention by creating curiosity.
    • “Psst… Let me let you in on a little secret.” This is a line you use as the opening hook for any ad.  
    • Again we can see the AIDA approach to ad writing in play.
    • “Big changes coming” triggers interest – what are the changes, and what will I miss out on if I don’t prepare for them.
    • This is followed by the Desire – “i’ll share what they are… tips to stay relevant and help people get better results.
    • Rounded out with the CTA – Save your seat.
    • It’s always a good idea to include a link to your landing page in the ad copy itself. In fact, we always aim for two links.

    What we’d test:

    • There are lots of areas for testing with this ad.
    • The primary promise of the webinar could be stronger.
    • Our optimization process always starts with the primary promise or offer.
    • You can’t “out-market” a poor offer. Even if that offer is giving something away for free.
    • People don’t want to “stay relevant” They want to grow their business, they want to make more money, they want to have a greater impact.
    • People don’t want tips. They want proven strategies, processes, or case studies. Tell them what works and what doesn’t work. 
    • If you are not confident enough to be bold with your claims, work to build a book of evidence to build confidence in your process.
    • Stu has an endless number of case studies and debriefs. Introducing these as the foundation for the 5 key trends would lend specificity and weight to the core promise.
    • After registration Stu gives you a workbook. I would test introducing this in the ad. You may get a small percentage of people who sign up just for the workbook and don’t attend the webinar but at least you have their email address and you can follow up with them in the future.

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