Living The Red Life - Crafting Winning Ads - 7 Simple Examples

Starting point is 00:00:00 And this is what most people do most of the time, which they shouldn't be doing all the time. It's great to sell. You just don't want to sell all the time. You don't want to just sell, sell, sell, sell. Promo is where you sell, sell, sell. Hurry 10, you know, save 50% off today. Hurry, limited stock. Hurry, buy one, get one free, right? Or buy our product, just $29. It does work. Don't get me wrong. And it works well if you have a really cool product or you have a really high perceived value product for cheap. My name is Rudy Moore, host of Living the Red Life podcast. I'm here to change the way you see your life in your earpiece every single week.

Starting point is 00:00:33 If you're ready to start living the red life, ditch the blue pill, take the red pill. Join me in Wonderland and change your life. Hello and welcome back to another episode of Living the Red Life. Today, we are going to dive in to winning ad copy that actually converts. I've had a week off in the Bahamas on a cruise with our Inner Circle and Legacy members, and now I'm back ready to dive in to how to craft winning ads for your business. So if you're listening to this and you're an entrepreneur, a business owner, maybe you've tried ads, you're running ads, you've wanted to try ads,

Starting point is 00:01:03 or maybe you don't even run paid traffic, this will still work even if you post on social media, which pretty much every one of you listening should be doing right now. We're going to talk about five to seven psychological triggers and different pillars of content that work amazingly when it comes to Facebook ads, YouTube ads, Google ads, and organic social media, whether you're posting on Facebook, you're posting in Facebook groups, you're posting on your Instagram every day, you're posting reels or stories. I'm going to give you an actual framework and a structure because here's the thing. When it comes to running ads, most people do it very randomly. They just throw ads up. They maybe get ad copy from their agency or once a month they have a

Starting point is 00:01:43 new idea or they see a cool ad online and they go, oh, let's model or copy this. That is not the way to run successful ads. And I know that after spending over $200,000 a day, you have to have a structure. You have to have a clear plan when it comes to running your Facebook ad. So let's dive in. I'm going to give you an overview to start. Okay. And I took my members through this and they implemented this and it gives them way more advantage on the ad manager or in their organic than anyone else that's just throwing it up randomly, okay? And it's a very simple framework, okay? I try and keep things simple. So let me take you through these key pillars, okay? Number one,

Starting point is 00:02:20 story-based ads or posts. Number two, testimonial-based ads or posts. Number three, posts about or ads about your unique selling point, okay? That's called your USP. Number four, ads or posts about your offer, okay? An irresistible offer or the amazing benefits that people experience when they work with you, buy your product, engage with you, etc. Number five, educational content or educational ads. Number six, the big promise. What's the big promise? What's the big change that they're going to get if they buy your product or if they buy your service or engage in your business. Okay. And finally, the one we all love, promotion, selling straight to the offer,

Starting point is 00:03:08 some sort of discount, limited stock, et cetera. Okay. And don't worry, I'm about to go through every single one. I'm going to spend a minute or two on each and then we will be done. Okay. And by the end of it, in 10 minutes time, you will have this framework that you can write down and go and apply right away. Okay.

Starting point is 00:03:23 So let's start at the top, okay? And just to make it obvious, the seven I've just given you, you can do one a day on a seven-day rotation and voila. You never have to wonder what content to post ever again. You never have to wonder about what sort of ads to make, okay? And you can also build it out over a couple of months. So you could go, hey, this week I'm going to do five story variation ads. Next week, I'm going to do five testimonial variation ads.

Starting point is 00:03:51 The week after, I'm going to create five different ads about my unique selling point. Right. You get the idea. So let's start in the top and dive in. Number one, story based ads or copy or content storybased ad copy or organic posts or any type of content is always one of the winners for a lot of brands. Why? Well, we've grown up as children listening to stories. We go to the movies, we watch a film because of the story, we watch our favorite TV show, Prison Break or Breaking Bad or Desperate Housewives or whatever that is because of the story it's building behind the scenes, okay? And stories date back not just our generation,

Starting point is 00:04:32 literally thousands of years, okay? The Bible, right? And some of the most famous historical moments are told in a story format because it captivates an audience, okay? So stories are super powerful and they should be used way more in brands. Okay. They should be used way more in ads. Most people make a mistake when it comes to posting and ads, they just throw up random content. That's not the way to do it. Guys, you want to build this structure out. Okay. So how'd you tell a story? Well, I gave my members a random example. Okay. I'm going to give you a similar example. I'm making this up on the spot. So it's going to be a little messy, but you'll get the idea. So let's say one of our, you know, one of our products that we're selling. I have a celebrity I'm about to do a big deal with and build a big beauty brand. You'll see who that is in about a few weeks time so i'm just going to use a random name for now and say um the beauty brand's called flowers right and the hidden ingredient inside this beauty brand is a type of rose petal that

Starting point is 00:05:35 helps clear up the skin okay i'm gonna tell you a story to sell that product okay so here's the story you ready this is the ad. Meet Claire. Claire has struggled with bad skin her entire life. From childhood to adult life, she's had it all. Beautiful hair, beautiful face, great fashion, being popular, super confident. She had no problems in life, except for her skin. Claire was always held back by this one thing and it frustrated the heck out of her because everything else was perfect. But no matter what she tried, Claire could not clear up her skin. She went to the world's best experts. She tried all the natural ingredients. She tried the medical chemicals formulated in a lab. She traveled to

Starting point is 00:06:22 Brazil and tried a mud bath. Nothing would fix Claire's skin problem. And then one day she learned online about the hidden power behind rose petals and how rose petals can help in clearing up the skin. So she goes, what the heck? It's $19. Why not try this beauty brand that's formulated from the oils of rose petals? What do I have to lose? I've tried it all for 15 years. She's been trying to fix this. So she made that small $19 purchase. And honestly, she didn't have much hope, much faith after she tried everything, but she wasn't giving up on her dream of having beautiful, skin that finalized that filled her with confidence three days later this nice packaging arrived it was red it reminded her of a fresh batch of roses

Starting point is 00:07:13 delivered to her door she put it on still thinking eh what the heck maybe it'll work a little who knows right and it was from from the minute she opened the bottle, the texture was perfect. It was silky smooth and it felt moisturizing as she placed it on her skin. Three days later, just three days of applying it every single morning, she started to see clearer skin. She was amazed. And seven days later, she had almost perfect skin. 15 years of trying everything and just seven days. Rose petals. Who would have thought about it? Rose petals clearing up her skin. Claire couldn't believe it. And since then, Claire has been the number one fan of flowersbeauty.com. If you've had problems fixing your skin, if you've

Starting point is 00:08:06 tried everything, if you've lost hope, then try flowersbeauty.com today and see the power that roses could have, not only on your skin, but your confidence, your looks, and maybe your entire life. Click the link above or below and sign up with flowersbeauty.com today so boom that's the story right so and i made that up wasn't it was a little long etc right and that could be a written ad or it could be a face to camera okay so that story told the story and it built a lot of emotion it resonated with the audience right because you know i've run a lot of beauty brands and a lot of time people have tried everything just like weight loss right they've given up hope they may have great aspects of their life they may be popular they may be rich they may be successful but they can't fix their skin so i built a story around that and then led to the

Starting point is 00:08:55 grand finale where boom three days seven days quick results remember people like quick results they like it cheap 19 right it told the story It sold the product in a story-based way. So that's the power of stories. You can tell stories about anything, about your clients, your clients' results, your clients' pain points, your clients trying everything, a story about how the product was started, a story about how you, the founder, got into this. There is so much opportunity to tell stories for your brand. You just got to think about it, get creative, hire a good copywriter if you can't maybe even

Starting point is 00:09:29 try and use AI okay and start telling more stories in your content and on your ads okay so number two testimonials testimonials very powerful I'm not gonna spend long on this it's kind of obvious you can go to a website called Billy oh calm it's cool Billy oh calm just search it in Google and then search user It's kind of obvious. You can go to a website called billio.com. It's called billio.com. Just search it in Google and then search user-generated content. You can actually get unboxing and shout-out videos and everything from billio.com. If you're an e-commerce brand, if you're like a coaching brand or software and you're brand new and you're saying, really, I don't have any testimonials, give it to five or ten friends or ideal customers.

Starting point is 00:10:03 Give them a free trial. Give them one free coaching call. Give them a free sample and just ask them for a testimonial in an exchange. There is no reason with what I just gave you there that anyone on the planet, any business can't get five or 10 testimonials. Okay. Now, obviously, if you're a more established brand, you should have a lot already. We have a KPI in my business where my coaching team have to get one new testimonial, right? Every single week in video and written format because we know the power of it. We also have hundreds of five-star reviews. This podcast has hundreds of five-star reviews. Our main coaching brand, More Capital, Google has hundreds of five-star reviews, okay? Because we know the power of testimonials. Now, we take all of this and we create ads from it.

Starting point is 00:10:46 We screenshot it. We screenshot Google reviews. We get the videos from the clients. We write out their testimonial. And we use that as an ad, okay? It can be a written copy with a photo of them. It can be written copy with the video attached to it, okay? And often you're going to crop out some of the copy because they waffle.

Starting point is 00:11:05 And here's a tip when getting testimonials, give them four or five questions, right? How did it change your life? What would you say to someone thinking about buying? What were your reservations? Why is this so powerful? Right, just simple, there's four questions you can use, right, just like that.

Starting point is 00:11:20 So testimonials, easy, super effective. I've ran about two, hundred thousand ads and i can tell you testimonial ads are up there is the top one of the top ad structures okay next unique selling point okay well what is unique selling point unique selling point is really hammering in what makes you unique and separates you from the avatar okay so if i was referring to this flower beauty brand I made up, I would talk about rose petals, right? Like, did you know rose petals can fix bad skin, right? Did you know rose petals have a secret ingredient that help cure acne? Okay. So I'm talking about my

Starting point is 00:11:57 unique selling point. Okay. So talk about unique selling point. Okay. Talk about what makes you different. That's number three. Number four, the offer or benefit. This is more direct. This is more a punch in the face. You're not missing this. Some of my best offers that have made me millions of dollars back 10 years ago when I started selling fitness products, the offer was 90 day bikini body. Get a beach body in 90 days.

Starting point is 00:12:21 Get a bikini body in 90 days. Okay, then I moved to Facebook ads, right? I said better ads in 90 days, get a bikini body in 90 days, okay? Then I moved to Facebook ads, right? I said, better ads in seven days. If you've known me for a long time, you'll know four or five years ago, they were some of my top ads and I ran those for a couple of years, right? Better ads in seven days. It's very simple. Is anyone confused about this? No, right? And I always reference Trump in his presidential campaign. I'm not into politics, by the way, so don't hate me, right? But just like, and I can't even vote, right? So I'm not involved. But look, what he did was great, whether you love or hate him, because he goes,

Starting point is 00:12:55 make America great again. Very clear promise, right? Very clear of the benefits, right? So how can you build a very direct offer, right? And benefits into what you sell. Educational, next one, okay? Educational is really important because a lot of time people don't fully understand it. And if they don't fully understand it, they're not going to purchase it, okay? Now, I talk a lot about a buyer's journey

Starting point is 00:13:23 when you're in my coaching programs and I get more advanced with people. You have different stages of awareness. Okay. So the biggest population are generally unaware. Okay. So you have to educate them. And then as they get more warmer or hotter or ready to buy, they become problem aware. They become product aware. They kind of know what they're doing. Right. And to break that down into layman terms, say someone has been looking at how to solve their skin, I'll keep the skin analogy, yeah? So say someone struggled with their skin for 10, 15 years, they might know that like natural ingredients, flowers, rose petals, and oils and stuff can help their skin. So they don't need educating as much on

Starting point is 00:14:05 the power of natural ingredients. They might need a little education on rose petals specifically. Okay. But someone that's like, has no clue, you've got bad skin, they don't really care, they've not looked into it too much. They need a lot more education on how rose petals can fix their skin versus the stuff they might get at a pharmacy, right? That is damaging and has harmful chemicals and all that stuff. So you've got to understand where the buyer's at and where your avatar's at. Most of the time, your audience needs educational. So when I run some of my own ads, right? Let's say I'm trying to sell a Facebook ad course. One thing I might educate people on is every big company in the world runs ads, right?

Starting point is 00:14:45 Name me a billion dollar brand that doesn't advertise. Why? Because every big company knows advertising is very important to growing. You can't grow organically without ads if you want to get a big scale, right? Back in my fitness days, one part of my bikini plan was high intensity interval training. So I would run ads and say, did you know high intensity interval training is one of the best workout techniques? Or I might say, did you know five minutes of high intensity interval training is the equivalent to a 30 minute workout? Educational, right? So I'm educating people on what they need to understand to make a purchase, right? If someone needs to understand that rose petals is like this hidden perfect ingredient for the skin before they're going to go and buy a skin product with rose petals in. By the way, with this celebrity, I'm not doing a rose petal skincare.

Starting point is 00:15:32 I promise. I don't even know if that's a thing. It probably isn't. I'm just making it up. But they have to understand that. OK, so you have to educate your audience. It's very, very, very important to educate them before you sell. Now, what most of you are doing is you try and sell, sell, sell, very important to educate them before you sell. Now, what most of

Starting point is 00:15:45 you are doing is you try and sell, sell, sell, but they don't even understand the product. If they don't understand the product, they're never going to buy. So you often have to educate first. And a great way to do that is on the ad before they click the landing page. Because now on the ad, if I tell them about the power of rose petals for their skin, when they click the link and go to the landing page page the website and they see my rose petal skincare product now they're ready to buy because they're all they're sold right on the power of rose petals for skin that's why they click the ad okay so educational you're teaching them about the product or about how your service works maybe

Starting point is 00:16:22 you do lead generation and you use AI, right? And you teach why AI is so powerful for lead generation. And now, boom, they go to your website and you have a software. There's an AI-powered lead generation software. Two plus two equals four. You see how that makes sense? Good. Next one, big promise or guarantee.

Starting point is 00:16:40 So that's something similar to the offer or the benefit, right? So, but it's maybe more guaranteed, right? So it's like, we'll get you a four times ROI or you don't pay. Our rose petal skincare will fix acne in 14 days or your money back, right? Weight watchers, right? We'll help you lose four pounds in the first 30 days or your money back, okay? You have insurance size. We'll help you save 20 20 on your car insurance in

Starting point is 00:17:06 seven minutes or less right so this is like that big promise with some sort of general like hook or guarantee at the end okay one of my friends alex amosi he as many of you may know he kind of made this very popular about three four years ago a lot of his original og marketers we've been doing this for 10 15 years and now kind of everyone's doing it so you do have to make sure you don't um you don't kind of just do the same as everyone else depending what industry you're in because this is becoming more popular now but it does work very very well that's why he taught it and that's why a lot of people are doing it because nowadays more than ever i always teach people see a thousand different ads a day

Starting point is 00:17:44 and they're not on Facebook or Instagram looking for an ad. So if you can give that really big upfront kind of confident promise or guarantee, they're more likely to have your stand out, especially if they're in pain, right? And what I mean by pain is not just physical pain. They're in pain because their skin sucks. They're in pain because their Facebook ads don't work. They're in pain because their skin sucks, they're in pain because their Facebook ads don't work, they're in pain because they can't get leads. If they're in pain, that big promise is the cure, right? You're dangling the carrot. So that's why it works so well. Now, of course, make sure you can deliver or you're going to have problems on the back end. And the final one, promotion. This is what most people do most of the time, which they shouldn't be doing all the time. It's great

Starting point is 00:18:24 to sell. You just don't want to sell all the time. So you don't want to just sell, sell, sell, sell. Promo is where you sell, sell, sell. Hurry 10, you know, save 50% off today. Hurry, limited stock. Hurry, buy one, get one free, right? Or buy our product just $29. Okay, this doesn't work all the time. It does work't get me wrong and it works well if you have a really cool product or you have a really high perceived value product for cheap if i run an ad that said get this brand new ferrari normally three hundred thousand dollars just twenty thousand dollars today that's gonna sell if i sell a gucci handbag that's two thousand dollars and i say uh certified genuine brand new gucci handbag, $20. It's going to sell like hotcakes.

Starting point is 00:19:07 Why? Because it's so cheap compared to perceived value. Okay. Now, most people don't have products like that, right? They have average normal products. So often just saying, hey, buy my beauty product for $20. It's like, well, what is it? I don't care about that. I have Sephora, I have all my beauty stack already, blah, blah, blah, blah, blah. I'm not trying rose petals because they don't understand it. So you see why all the other ads that came ahead would work well to someone that doesn't know about the brand. So if I ran story ads, I ran testimony ads about rose petal skincare. I had an ad of talking about the unique selling point. I had educational ads educating the audience about it. And then I even had a big promise ad that said, this rose petal skincare

Starting point is 00:19:50 line will fix your acne in seven days. And then boom, after all of that, now they see an ad that says, buy one, get one free on our best-selling rose petal skin product. Now they might buy, because what have I done before? I've took them through this whole series. That's why I saved this one to last. This one works really good middle and bottom of funnel, which is when people have already seen the previous content, right? Because it stacks on top of it. So this works really well middle of bottom of funnel. That means people that have engaged, they've seen the content, they've maybe clicked the page. This can work to cold traffic, which means people that don't know, like, or people that don't know you but if you're selling straight

Starting point is 00:20:28 to someone that's never seen it before it has to be very easy to understand it has to be very well priced over a hundred dollars it's very hard to sell straight to cold traffic generally like under fifty dollars works really well it has to have high perceived value. And often it has to be like way cheaper than an industry average. Okay. If you're selling straight to cold traffic and you're just focused on promoting the product by itself, it has to fit that criteria to do well. Okay. Well, there you are. 20 minutes. You are now a master on how to structure your ad copy, different types of content. And this is used for Instagram too. You can do a post on Monday about stories, a post on Tuesday about a winning client,

Starting point is 00:21:10 a testimonial, a shout out. You can do a post on Wednesday about your unique selling point, right? Like why we use rose petals in our beauty products. On Thursday, you could do an offer or benefits, right? Like why, why rose petal skincare is taking over the internet in 2024, right? Or a benefit. Why rose petal skincare is a top 10 beauty ingredient in 2024. Number five, educational, right? Like the science behind rose petals, rose petals in skincare. Okay. Or you could talk about a research study or a news article number six. That's a, so now we're on what Saturday or something, right? Big promise guarantee. Um, our skincare line fixes acne in seven days or less. And finally on a Sunday, you could do a promotion, right? Buy one, get one free for the next 24 hours, okay? And one thing I didn't mention for promo is seasonal.

Starting point is 00:22:05 There's nearly always something seasonal. January sale, Valentine's month, right? February, you name it. There's a, you know, founder's birthday, father's day, mother's day, July 4th, Black Friday, Christmas sale. There's nearly every month you can be running a sale too, okay? So there you have

Starting point is 00:22:25 it guys i hope you enjoyed today's episode it's very tactical i try and mix these up some super tactical some bigger picture hope you enjoyed today uh this was a great session and super useful i think and i will see you back on monday for a guest podcast and we are back in a routine now i'm off my cruise so take care as always keep living the red life

Living The Red Life - Crafting Winning Ads - 7 Simple Examples

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