Steal This Facebook Ad Strategy For Your Next Launch

We just wrapped up our biggest launch of the year, our annual enrollment of my eight week copywriter coaching program, the Copy Posse launchpad. And because, like me, I know you guys geek out on all things marketing and copywriting. So I thought you might want to see a behind the scenes breakdown of two of our top performing ads from that launch, including one that had an incredible 921% ROI. So let's get into it. Hey, posse, what's up? It's Alex coming at you this week with a little behind the scenes action on my most recent launch for season five of my Copy Posse launchpad live copywriter coaching program. In this video, I'm gonna break down two of our top performing ads. I'll share what our target audience was, the messaging we use, how we formatted the copy, and most importantly, how we prime our customers to buy before they ever laid eyes on these ads. And this, my friends, is one of the most overlooked but important steps in running ad campaigns that'll get you high ROIs like this. So pay very close attention. But first, if you want to see more behind the scenes videos like this and breakdowns of my marketing, please take a hot second to like this video and subscribe to my channel below. And don't forget to hit that bell to be notified when my next video goes live. All right, so the very first thing you'll notice when you look at both of these ads is that they look almost identical. But when you dig a little deeper, you will see that they actually are quite different. The ad creatives are slightly different, the hooks are different, the copy is different, and most importantly, the target audiences are different. So let's zoom in on the first one. Okay, so this ad had a 508% ROI. Pretty good, right? So in this ad, we are targeting people who want to start a copywriting side hustle from scratch. Scratch. These are likely people who have never been paid to write and likely have another full time job or some other full time commitment. And remember that language side hustle. Once you'll see the second ad, you'll know why that is so important. So here's what I think really worked about this ad creative. It has a picture of me. We've tested a lot of graphic ads. Ones with pictures of me, ones without pictures of me, and the ones with pictures of me always perform best. And that's not just something about my brand. There is data to back this up. Pictures of faces do better in graphic ads. And the Same goes for YouTube thumbnails and pretty much anything you're Using to create graphics for click through on online. Now it's also really clear what this ad is for. One quick glance and you can very clearly see that this is for my Launchpad program. And finally, it has a clear benefit rich hook right there at the bottom of the graphic. Start your copywriting side hustle from scratch in 2024. All right, now let's dive into the copy that accompanied that ad Created creative. It says, learn in demand copywriting skills. Leave your soul draining nine to five, ignite your copywriting side hustle and land your dream clients all in 2024. It's not some far off fantasy for many of our Launchpad grads, it is a reality. Doors are now open for the copy posse Launchpad Season 5. So as you can see, we are starting the ad right away by directly calling out the target audience's biggest pain point and reiterating that benefit hook that was used ad creative. They want to leave their soul draining 9 to 5 and start a copywriting side hustle. Then we immediately address a very common objection that many people with no experience have, okay, others can do it, but I can't. So we overcome this objection by stating that this dream of theirs is not just some far off fantasy and use subtle social proof by saying, hey, for the people who have taken this program, it is in fact a reality. So we're calling out the audience's biggest pain point. We are addressing a big objection, we are building trust, and we are dropping a call to action. All within the first few sentences. Okay, now let's move on to the next part of the ad right after that first call to action. In this eight week copywriter coaching program, you'll get the high level marketing training, storytelling strategies, mindset tools, accountability and support you need to start your copywriting business or side hustle. So what we're doing here is giving a quick overview of what the program is and what they'll get. Notice that we're not going point by point and breaking down every single feature that's included. Now this is important and I'll tell you why later. But we are answering that high level question, what is it? And reiterating the core benefit and promise answering the question, what's in it for me? All right, now let's keep reading the ad. So whether you're a total newbie with zero experience who literally just heard about copywriting, an aspiring copywriter who has been dreaming about taking that leap and launching a fulfilling copywriting career, a content writer, freelancer, VA or creator who wants to step up your copywriting skills so you can charge more for your services, or you're simply a writer at heart and wonder if you have what it takes to turn your passion into your work. The launchpad is for you. Click to join now before doors close this week until 2025. Yep, we only do this once a year. So, as you can see, we end the ad by listing exactly who this program is for. We want our ideal customers to read that and go, hey, that's me. Then, of course, we end with a very strong CTA and some scarcity. We tell them to click the link to join before doors close for a whole year. And, yep, that ad had an ROI of 508%. And as you can see, it really isn't fancy. I mean, we whipped up a graphic in Canva, added some strong messaging that speaks directly to our audience, and voila. And it really, really can be that simple. But there is something very important about this ad that you don't yet know about. And this is the reason why it converted so well for us. And I'll reveal more about that in just a minute. But first, let's take a closer look at the second ad. This one had an overall ROI of663.3%. But in a split test we did on this ad, we saw some variations. Hit 921% ROI. So what's different about this ad from the first one? And why did it convert so much better? Well, let's zoom in. So you can see here that we're basically using the same image of me, the same font and colors. We did actually split test the colors and tried a bunch of different color combinations, but this combination won every single time. So that was an interesting takeaway. Pink and black. Okay. And we also followed the same strategy of having the program name right there in large text. So it was super clear, and everyone knew what this ad was for. But here was the biggest difference. The hook at the bottom of the ad, even though it's pretty small, was slightly different. This one said, write an irresistible portfolio and ignite your copywriting biz in 2024. So now let's look a little bit deeper at the actual ad copy that accompanied this graphic. It starts with, here's something you probably didn't know. According to a 2023 analysis, of almost 300,000 jobs advertised on Freelancer.com, writing is the most in demand freelancing skill businesses are hiring for right now. All right, so the hook for this ad is a little bit different. As you can see, we're utilizing the FYI hook here and challenging beliefs by opening with here's something you probably didn't know. Everyone's going to be like, do I know it? I don't know. I got to read to find out. Then we give a statistic that's probably pretty surpr for a lot of people. It was pleasantly surprising to me. And then backing it up with a source to of course build credibility and build trust. Okay, so let's keep reading that ad and writing related jobs have gone up over the last year. In fact, writers are needed right now more than ever before because there is an ever rising premium on human creativity, empathy and strategic thinking. And here, yes, you guessed it, we are addressing another big fear and objection that people tend to have or when they're considering a career in writing, that AI is taking over and that people are no longer hiring writers. Which of course we prove is so, so wrong. And we share that jobs are actually on the rise. In doing so, we are overcoming that huge objection that a lot of new and aspiring copywriters have. And then we go on to say so if you're ready to leave your soul draining nine to five and create your dream life on your own terms, you've been thinking about becoming a copywriter, but you have no idea where to start. Start. You want more time and freedom to focus on what matters to you most, like spending time with family, traveling the world, or giving back to others. You're ready to stop playing small, start dreaming big, and become the main character of your own story. And if you're ready to ignite your copywriting business in 2024, the Live Copy Posse LaunchPad copywriter coaching program is the place for you. Join us for season five before doors close for another year year. And again, just like the first ad, we are ending by listing off some bullet points about who this program is for. And of course there is a lot of juicy benefits in those bullets as well. Now the interesting thing about this is that we did split test different variations of the copy that did not include these bullet points about who the program is for. But these ones, the ones with the bullet points, actually performed so much better, even though the ad was quite a bit longer. Now also notice in this ad that we didn't talk about what the product actually is or what they'll get with the program at all. All. And I'll tell you why we did that in just a second. But first, did you catch the biggest difference between these two ads? It was actually really subtle and it's hard to notice if you aren't looking for it. But the first ad was targeting people who weren't so sure about going all in and starting a copywriting business just yet. In fact, we actually avoided using the words biz or business because we didn't want to overwhelm someone brand new who's like, I don't want a business yet. I just want to get paid to write. Right? So we kept it low pressure by using the word side hustle and from scratch, which really makes it feel more attainable to someone who really is starting brand new with zero experience in this field. But the second ad targeted a much different audience. You can see the way we say, ignite your copywriting biz. So this is speaking to people who are a bit more aware of my programs and are a little bit more ready to go all in with copywriting. They know they want to do this. They identify as someone who wants to start a business copywriting. Now, this is a really, really small adjustment in the copy and language being used, like just a few words, really. But it should come as no surprise to you that we did not run these ads to same group of people. We actually segmented our audience based on their interests and their previous interactions with our brand. So whether they've watched our free content, interacted with our ads, you know, are on our email list, have watched videos like this, and so on, right? Audience segmentation is how you work smarter, not harder, with your marketing. And writing specific copy that speaks directly to each audience, depending on where they're at with you and how aware they are of you and your brand, is so, so important for optimal conversion, Even if it is just changing a word here and there, you can see that it makes a big, big difference. But the most important thing to know about both of these ads, and really the main reason why they converted so high, I mean, we're talking a 500 and 900% ROI, is that they are retargeting ads. I mentioned this earlier, but these are ads that are being shown to people who have already interacted with our brand before. So through our free content and our engagement ads, we have been warming up these leads, really priming them to buy for weeks, maybe even months, maybe even a whole year. So by the time they actually saw these ads, they were already aware of who I am, what the offer is, why they need it, and why they should trust me. And this is exactly why we didn't have to do a ton of education about the offer or storytelling about who I am and why you should listen to me. And why my brand and business is important and why you should buy from me. Right? But the biggest lesson here that you should take away from this video is, is that you can absolutely study what we did well in these ads and recreate them for yourself. And I hope my breakdown of these ads really helps you understand why we did what we did. But if you're showing these ads to someone at the very top of your funnel, right, someone who doesn't even know who you are and what you're all about, and whether or not they should trust you, then you're absolutely not going to see the same ROI that we did. And that is why it is so important to understand your audience and their level of awareness and then tweak your messaging at each one of these stages. Now, if you want to learn more about writing great ads, hooks and headlines for different levels of customer awareness, go ahead and download my free headline guide, which explains how to write headlines at each of the five levels of customer awareness. And definitely make sure to check out my next video where I give a much more detailed explanation of the five stages of customer awareness and how you can use them in your marketing. I will see you next week with a brand new video. Until then, I'm Alex. Ciao for now. All right, guys, if you enjoyed that video, make sure to check out the next one from me. Right here. Here. And you can click right here to get a free gift. One of the biggest mistakes a copywriter can make is using the exact same hook and headline for every single audience. Think about it. The way you capture the attention of a random scroller by on Facebook is very different from how you'd capture the attention of your most loyal subscribers. So today I'm talking about how to write headlines the right way based on the five levels of customer awareness.