5 Elements Of A High Converting Ad Campaign w/ Molly Pittman

How can you tell a story? How can you speak to status? How can you speak to feeling right? How can you speak to that pain and benefit? It's going to give you a really well rounded campaign that's speaking to different types of people in your market.

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Molly Pittman has personally spent over $10 million on paid traffic across various channels while still maintaining a positive return on ad spend. After working her way up to VP of marketing at Digital Marketer, she's now a co founder of digitalstrategybootcamps.com for one on one consulting. This is her presentation from the Capitalism conference where she shares what is working in ad campaigns right now and how you can use these strategies to grow your business.

All right, guys, so this presentation is called five Elements of a High Converting Ad Campaign. This is going to be a really, really simple, very basic presentation. And the reason it is very simple and very basic is because I found that when I go to conferences and I teach some crazy new complicated system to do XYZ on Facebook or Google, no one ever implements it because you're sitting in a seat, most of you, without your computer, and you can't actually do anything right. So it sort of goes in one ear and out the other year. Another reason I made this presentation pretty basic is because I was thinking back over the past few years in this world. So if you guys don't know, I started as an intern at Digital Marketer five years ago. I knew nothing about online marketing. I didn't even own a laptop, which is kind of funny. And as I learned all of this, I, I realize how I wish I would have learned it. Does that make sense? Like if I could go back how I wish I would have learned all of this digital marketing stuff. So when I first got started, I knew I wanted to run Facebook ads. My boss, Ryan Dice. Molly, Facebook's hot. I don't have anyone who's good at this. Can you please figure it out? Okay, I'll give it a shot. I was an intern. I would have pretty much done whatever. So when I first started learning Facebook ads, taking courses, learning from people like Kurt Molly, which is funny. He came in and did a one day consulting day and taught me a lot of what I know now. But when I started learning, what I was so focused on was the button clicking stuff, right? Especially in Facebook or Google. Like how do I optimize for this or bid or, you know, what buttons do I click? How do I set this thing up? I was really focused on the technical aspects of creating an ad campaign. Does that make sense? And those are really important. But absolutely none of it matters if you're a sucky marketer, right? Like the button clicking and the ability to set up a Facebook ad really doesn't correlate with the success of your marketing efforts. So what I wish I would have learned first is exactly what I'm about to teach you today and whether you're a seasoned marketer. I promise I a lot of the examples that I'm going to show you are going to get your wheels turning. So you'll see that a lot of my examples are from Facebook because that's the platform that I use the most. But these elements apply, whether it's an email campaign, an organic social post, a Google campaign, whatever you're doing in your marketing, does that make sense to you guys? So quit chasing shiny objects. That was a big message I wanted to get across. You hear that from a lot of people. But it goes back to the story that I just told you. I wanted to learn the hacks and the new and the latest and greatest. And it's important to stay up to date, right? Things like messenger marketing, really important to stay up to date and start to learn the new. But you really can't forget the old. Quit worrying about which buttons to click inside of Facebook. I have a podcast called Perpetual Traffic. Anyone ever listen to Perpetual Traffic? Awesome. Yeah, we talk about a lot of tactical stuff on that podcast. Digital marketer has a ton of courses. Kurt has courses that he sells. Everyone can teach you how to press the buttons inside of Facebook. Facebook has Facebook blueprint. It's free, right? So really sit here and let's talk about marketing and the elements of a campaign and not the nitty gritty stuff. I'm gonna show you what to focus on to be a damn good, good marketer. Anyone know who Roy H. Williams is? So Roy wrote the wizard of Ads. It's a trilogy. He actually lives in Austin, Texas. He owns a place called the Wizard Academy. It's a business school. It's a nonprofit. If you ever have a chance, definitely go take one of his classes. It's life changing. Definitely get his book first. Roy is an old school marketer. He doesn't even have Facebook. So he writes radio ads, TV ads. He sold more Rolex watches than anyone in the world. He's responsible for getting 1-800-got junk to where they are I think they're like $500 million a year company. So definitely study Roy because Roy teaches you marketing that exists today, right? Even though he's not talking about Facebook, he's not talking about the mediums that we use today. Roy is hell of a marketer and someone that I've learned a lot from. And I love this quote. Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior or marketing is merely the rediscovery of knowledge we have had for centuries. So keep that in mind. What we're doing today in terms of digital marketing is the same stuff that they were doing 100 years ago. It's the same human psychology. It's just different mediums. Okay? Facebook messenger is now a thing. How can we take marketing language and strategies that worked with regular Facebook ads in the newsfeed and transition them to messenger, right? It's all the same. It's been the same for hundreds of years. Humans are the same. The medium and the tools are just different. So I just wanted to make that point. I think that's really, really important. So the first element of a high converting ad campaign is, is the offer. No question about this. If your offer sucks, your ad is not going to work. Right? I hear this all the time, Facebook ads don't work. And I'm like, okay. I go in, look at what they're doing, and I'm like, no, your offer sucks. It has nothing to do with Facebook. No one wants what you're selling, right? And your offer isn't your product or service, right? Your offer isn't the Apple that you're trying to sell. Your offer is the way you're trying to sell the Apple, right? It's how you're pricing it, right? It's what you're bundling in with the Apple to make the offer really, really irresistible. Does that make sense? So if your offer sucks, it's going to be really hard to have a high converting Facebook campaign, to have a high converting email campaign. So my massive assumption is that your product or service is great. Your customers just don't know you exist yet, right? Or you would like more people to know that you exist. So here are two great examples of authors that have worked very, very well to cold traffic to people who have never heard of these brands before. So these are sister brands to digital marketer. You'll see over here on the left, Survival Life. This is a brand that sells to preppers, people that think the world's gonna end. They're like in their bunker with their bug out bag. Really weird market, but hilarious to watch.

Look at how great this offer is, right? First off, this is a lighter that's waterproof. That's mind blowing, right? You're scrolling through your newsfeed, you see a video ad and there's water coming down on the flame and the flame isn't going out, right? It is a really, really cool product. But they took it a step further. Get this really cool product for a penny. Do you see how irresistible that is? That's a really amazing offer. Funny story about this. The media buyer, this was working really well in the US so she started running that ad in the uk. Well, obviously they don't use our currency or pennies, so that was pretty funny. People were like dumb Americans.

We.

And then same thing over here on the right American Beauty association makeup brush. Something that people who apply makeup probably want and they're giving it away for free. So I know a lot of you guys have e commerce businesses and a lot of this has to do with structuring your selling system, structuring your funnel. How can I ensure that that offer that I'm leading with is something that is so irresistible that this whole campaign could be terrible, Right? My creative could be bad, my cop could be bad. But because that offer is so good, they can't say no. And not that they just can't say no, but they want to share it with their friends too, right? That's what makes a really, really good offer. Here's another example. This is a commodity product. This is a toothbrush. Everybody uses a toothbrush, hopefully, or a brush. This is a carousel ad that I saw on Instagram. Try Orabrush free. 90% of bad breath comes from a dirty tongue. Fight bad breath with Orabrush. They're giving you a free toothbrush. Super simple, but much more effective than Tryorabrush. Go to your local cvs, right? They're giving you one for free. They're really making an awesome offer. And if you like that toothbrush, you're very likely to buy more from them, right? Here's another one. Wag. Anyone heard of the app Wag? Love that app. If you're interested to learn more about this Google digital marketer, Wag, I wrote a whole article on their marketing. It's brilliant. So this is a dog walking app. So it's kind of like uber for dog owners. So I have a little dog named Larry. He's a Chihuahua. He's awesome. I should have brought him, but you know I used to get caught up at the office at dm. Can't go back and let Larry out. I would request a walk. The person would show up at my house, walk the dog. Pretty cool. Anyways, this is how I became a customer. So I saw this ad in my newsfeed. Never feel guilty about not walking your dog again. Limited time offer, 50% off your first walk. Again, incredible offer. Hard to say no to. Very, very simple, right? Very, very simple. There's a lot wrong with this ad visually, but the offer is really good. So this is from Atomic Climbing Holds. So they are selling rock climbing gear. So their offer holds are free shipping and hardware or not. The boss told us to get more generous than normal. That is actually pretty good copy. Free sample holds. So if you're a rock climber, you probably want free sample holds. They've now just acquired you as a customer. They can sell you other rock climbing gear. Really, really good. And then one more. Anyone heard of 23andMe? Awesome. So they do the DNA test. So they send you a kit in the mail, you spit into this little tube, you send it back, and then they tell you where you came from, which is pretty cool. This was an offer that they made to me via email after I purchased. So I think this happened about two weeks after I had purchased my kit. And it said, who will be your plus one? That one family member you decide to give a $69 ancestry service kit to because they are that special. Usually $99, now $69. This is great messaging that almost any business can use after the fact that to increase the value of that customer. Right. I thought this was brilliant. And I love the idea of plus one, especially for events. If you sell event tickets, that's great language to use. Okay, you bought a ticket, you don't want to go alone. Who's going to be your plus one? And then another one from Wag. Again, this one was after they already acquired me as a customer. This was an email. It says, book a walk today for your chance to win your dog's own custom emoji. Plus six months of free walks. Totally goofy. But they know their market, right? If I'm using wag, and I love my dog enough to use Wag, I probably want a custom emoji and six free walks. This is another amazing offer to make after the fact, you know that they already bought your product, they probably want more of your product or something similar. So how can you run some sort of contest, right, to get them to buy again? Does that make sense to you guys cool. Another quote from Roy. I sprinkled these in here. The value of an item. Think about this. The value of an item in the mind of a consumer is simply the difference between the anticipated price and the price on the tag. So when you are pricing your goods or you are crafting your offer, think about it. Let's go back to that waterproof lighter. If you saw that in a store, how much would you think that would be? 15 bucks? $10? Great. I was going to say 10 to 20 bucks. So you've assigned that value. You see that in your newsfeed. Cool. That's probably 10 to 20 bucks. Then you notice that it's a penny. Do you see how irresistible that is? As humans, we have assigned value to different items. And when you disrupt someone and show them that you're going to give them something for a lot cheaper, that makes the offer really, really irresistible. And something that Perry Belcher has taught me a lot about. I know you guys saw him yesterday. So keep this in mind when you're crafting your offers. What is the assumed value of this product? And then how can I lower that or bundle in something else to make it irresistible to the end user? Especially when you're speaking to people who have never interacted with your brand before. All right, number two is ad copy. So I kind of put these in order of importance, right? And by the way, if you can hit three of five of these in your marketing campaigns, you'll be good to go, right? These are the five things. When something comes across my desk, whether it's an email, Facebook campaign, anything someone asks me is this good, I look for these five things, right? This is sort of my grading scale. So if you get three out of five of these right in anything you're doing, it's probably going to work. So the second is ad copy. So your copy should explain why your offer that we just talked about is something that the market wants, not that it simply exists. If you are having trouble writing ad copy for your offer, your offer probably isn't very good, right? I think a lot of people have. They put copywriters up on pedestals and there are definitely world class copywriters out there. But I believe that everyone here can write copy because copy is simply the articulation of why what you're selling is good or something that they want, right? You don't have to be a world class copywriter. It's funny, when I talk to people and they're like, well, I just need to hire a copywriter. I'm like, no, you need to figure out why your product or service is something that people want. A lot of people fall back to that. This simply exists, right? I see a lot of ads, hey, here's a pair of socks. They're, you know, this type of quality. Here's our guarantee. This is why they're amazing. No one cares why your socks are amazing. Why do the socks matter to that person, right? What is your hook? What is that offer? How are you making it irresistible? And most importantly, why are you disrupting them? Because that's what we're doing in marketing, right? Especially on Facebook, you are disrupting the end user. So your ad copy must speak to what is in it for them, right? Not why you're great. I hate seeing the guru ads about, like, why someone's so amazing. I don't care. What can you do for me, right? So just because you exist doesn't mean they want to click. So this is what you should do. This is a really simple analogy. If you follow digital marketer, you've seen this a lot. But when you're writing your ad copy, if you can speak to the transition from this undesirable before state to this desirable after state, you will win. That's why any products around something like weight loss are really easy to sell. Right. Before I weighed more, after I didn't, right? That before and after is really clear for other products like a toothbrush, you really have to stretch here. But when you're writing your ad copy, always keep this in mind. A great sales message simply articulates the shift or the transformation from that undesirable before state to that desirable after state. So before they're in pain, right after you're speaking to the benefit, how are you getting them out of that pain? So I'm about to show you four copy chunks that I've always used that can work in any market. They're simple. They're fill in the blank no matter what your business is. You can use these copy chunks on Facebook and emails to sell your product or service. So you'll also notice they're kind of color coded. So the before is going to be at the top in blue and the after is in the bottom in black. So I'll explain it to you when, when we get to them. But first I want to show you this ad because this is the perfect example of the before and after copy, right? Which is always my default, right? I always go to how can I write to that before state and that after state. So this is from thedogtrainingsecrets.com does your dog get way too excited and out of control when he sees something he wants in his environment? Watch this video to discover one clever trick for how to finally start teaching your dog to calm down on command. Can see that ad has over 4,000 shares. Why do you think it has over 4,000 shares? Why do you think this single ad has helped grow this guy's business? Because he spoke to the before and the after. Does your dog get way out of control when he sees something he wants in his environment? If you have a dog that does that, it's really annoying, right? It's a huge pain. It's a huge problem. And then the after, the solution to this problem is to watch his video, which then is going to sell his product. Is this master copywriting? Hell no. It's like three sentences. But he spoke to an issue that he knew a big part of the market was having. And the after, the solution was to watch this video. Right? Really, really simple. Back to the socks that I was talking about. I love this ad because they took something like socks and really spoke to a pain that someone might be having. Are they just socks when they're slipping into your shoes, causing chafing and blisters, keeping your feet hot and sweaty? Right. If I were them, I would have added on an extra sentence here about how their socks will solve the problem, but I think it's implied. Do you see how easy that is? But they just took socks and made them a solution to three problems that we've probably all had. Really, really good ad copy. So here are the four copy chunks. So throughout these copy chunks, I'm going to use Melissa as an example. Melissa's a digital marketer lab member and she has a really cool website that teaches people homesteading. So, like raising chicks, canning goods. She's an expert in that industry. So I took this blog post which could also be gated content. You could ask someone to opt in for it doesn't matter. It's a beginner's guide for the first six weeks of raising your baby chicks. I'm going to use this as an example with all of these copy chunks so you can see them in action. And I chose this because I knew nothing about raising baby chicks, like, at all. And I was able to write the copy that you guys will see in about 30 minutes about this guide using these copy chunks. So just so you guys can see it in action. Okay, so the first one is the pain benefit. So we already talked a little bit about this one. But here it is written out. So a great way to open an ad if you know a specific pain point that your market has something like, ever wish tired of? Are you struggling to. Right. There are other ways you can do this, but the key is that you're opening with a question that really hits a pain point that you know your market has. Right. Really, really simple. Wrap up the ad with, do this, get this, watch this, whatever you're sending traffic to, and achieve desired end result. Right. That's the sentence that the SOX people were missing. Really, really simple. It does not have to be rocket science. Opening up with a question that really hits that pain point and then rounding out with your call to action is their solution. Does that make sense to everybody? So let's go back to Melissa and her baby chicks. So I did a little bit of research. Whenever I go into a new market or I'm working with a new client and I don't know anything about what they sell or the people that buy, I always do a ton of research in forums for that market. Right. What are the language that this market uses to talk about this market? Right. What grade level are they reading? Amazon reviews of different products in that market. It's a great way to do research for this. If you don't know the pain point or you don't know the words that they use, go and read. Literally go to forums and watch them talk to one another. It's pretty fascinating. So for this, what I found was that people were interested in raising baby chicks for egg and meat production, but most of them just didn't know where to start. Right. Like, they had the land and they knew they could do it. They should know exactly what to do. So that was the big pain point in this situation. So opening up with something like, ever thought of raising baby chicks but not sure exactly where to start? Right. That's a pain point. Follow these six simple tips and raise healthy chickens that will continue to produce food for your family for years to come. Really, really simple. This ad works well for her. Notice that I didn't just say, follow these six simple tips and raise healthy chickens. Notice that we added an extra benefit there. Why do they really want to do it? Well, they're not really doing it to raise the chickens. They're doing it for the eggs and the meat. So really important to get into that psychology of why this person would take this action. The next one is feel. So feel is one of my favorite copy chunks, as I call them, to use because they appeal to people who are more empathetic and before I get into this, I'm going to go on a little Molly rant. So what I see happening with a lot of ad campaigns is that someone creates, you know, an ad, right? Say they use the pain benefit copy chunk, right? Great. And they're testing that one variation of ad copy with like 30 different images that are all different colors. And it's like, well, I'm not really getting any variance between these. And it's like, yeah, because you're just changing the color of the image, right? Like, it's really not going to have that big of an effect on the results of your ad campaign. And I say to them, person, instead of testing all of these different ad image colors, why don't you test four very different copy chunks, Right? If you think about your market as a pond with a bunch of fish, the pain benefit chunk is probably going to gobble up 20% of the market that's having that problem right in that moment, right? But you have 80% of the market that's still left there that you're still targeting with an ad. They're just not resonating with that one message, right? So say you do a feeling based ad copy and you have 20% of people who are either naturally empathetic and feeling based or who are feeling very emotional that day, right? They're going to respond to that ad. And then the other copy chunks, you'll see how different they are. They will appeal to the other types of people. So when you're setting up ad campaigns, quit worrying about testing all the colors and different crap. Test different types of ad copy that are going to speak to different people. And when I say test, I also mean that there can be more than one winner, Right? Something I hear a lot is, what's the winner? Right? What? One ad has the lowest cost per lead, has the lowest cost per cost per acquisition. It's like, okay, well what's your target cost per lead? 10 bucks. Okay, maybe three of these different copy chunks are under $10, right? Three of them are actually hitting your success metric. Guess what? You can run all three at one time and they're going to speak to three totally different types of people. Does that make sense? I didn't plan to put that in here, but it's something I've been thinking about. It's not always about finding the one winner. Run different types of ads that are speaking to different people because everyone is different and everyone's in a different emotional state at the moment that they see your ad. Okay, so test these different copy chunks. So feel. This one is really, really powerful. Are you feeling blank before feeling whatever it is, Worried, scared, sad, embarrassed because of blank? Whatever pain point you used in the last copy chunk or a pain point that might not relate to your last copy chunk but is a result, right? This bad feeling, where is it coming from? Where is that feeling coming from? That's why we made Blank Video product service. Whatever you're running traffic to wrap it up, do this, get this and achieve desired end result. Really, really simple. So for our baby chicks, most of them were feeling nervous, right? They're dealing with live animals that you could kill. You know, like this is a serious thing. So most of them were feeling nervous. So are you feeling nervous about raising baby chicks? Are you worried that you'll screw up as a chick parent? So I actually used to there back to back. Don't worry. That's why we created raising baby Chicks and the rest of it is simply a call to action to go and read the guide. Here's a great example of how to take something so simple like a shirt but speak to feeling. Stop worrying about embarrassing sweat marks. Regain your confidence with the Thompson tee, right? They could have run an ad with a picture of the Thompson tee with this guy and it's like it's 100% cashmere and this and that. No one cares. Guess what they care about? They have sweat marks. That's embarrassing for them. You're going to solve their problem, right? Really, really powerful. The next is status. So this is going to speak to egos. Sorry guys, but this is speaks to a lot of men, right? This is another really powerful copy chunk. So a reason at Digital Marketer that we quit selling courses and we started selling certifications was just because of this really marketing and the ability to speak to status. Would you rather say I went through this content marketing course or I'm a certified content marketing specialist with Digital Marketer, right? It's status. It's simple. And almost every market has status. You just have to think about what that means for your people. So this is simple. Want to be insert desired attributes, right? What does this person want to be? What do they want to achieve? Become a blank and get these desired benefits. So this is a really great example. Anyone ever heard of ThirdLove? If you haven't go to their website even if you're a guy, get pixel just to look at their ads. They're amazing. This is a perfect example of status. Ready to graduate from Victoria's Secret for a limited time. Our best selling bra is risk free for 30 days, ready to graduate from Victoria's Secret. That's so simple, right? Even if I wasn't, they have now established themselves as the next tier. Right. For no reason other than one line of ad copy. Really, really simple, but very powerful. Right? How can you establish yourself as a step above your competitor? Right? There's nothing wrong with that. Not against Facebook terms of service. So, status, I had to stretch a little bit for our baby chicks here. And I actually pulled these first two lines of text out of one of her blog posts. She didn't even think about this as ad copy. Raising baby chicks is a rite of passage. So if you have a market that people identify themselves with, right? Like survival life preppers. Right? Or if you sell like sports gear, like a market that people are really passionate about, those three words, rite of passage, are really, really powerful because then the person's going to self reflect. Oh, I thought I was a part of the tribe. Am I? Have I gotten through the rite of passage? Does that make sense? Really powerful ad copy that you could use in almost any market. Raising baby chicks is a rite of passage for any homesteader. Well, if I'm a homesteader or want to be a homesteader and I haven't raised baby chicks, I'm probably thinking I should do so now. But when you're a beginner raising baby chicks, you want to make sure you're caring for your animals correctly. After all, this is your egg and meat production. That's why we created this guide. Blah, blah, blah, same copy that you guys have seen. Do you guys understand how powerful that status is? Right? It makes people question themselves and not in a negative way. It's just, am I a part of this tribe? Have I done this right? If they want to be a part of the tribe, they will absolutely take the action that you're asking for in your ad. And then the last one, tell a story. So this can be done in a few different ways. So the first you see is first person, right? So this would be ad copy that's literally telling a story from yourself. The second is showing a conversation between two people. I'll show you an example of this. This is really powerful, especially now. Have you guys seen the ads on Facebook that are little video ads that are text messaging conversations between two people? It's a great way to tell a story about your product or service without you having to say it yourself. And then the last is telling a story about another person, right? All great ways to get your point across. Whatever your hook is, whatever your offer without you as the brand directly saying it. Right. Again, this will catch 10 to 20% of the people in your market that just love to hear stories. Right. Kurt loves to tell stories. People love to listen. Some people don't like to listen to stories. Right. But the people that do, they will absolutely resonate with this ad copy. And then it's always great to round it out with, can you relate? That's a little micro commitment. They're like, yeah, I can relate. If so do this, get this and achieve desired end result. So here's a great example from Dollar Shave Club. It says, I'm a woman who joined Dollar Shave Club. Here's what happened. I wish they would have told the story in the ad copy, but this clicks over to a sales page that does tell the story. But I love that because it doesn't say, are you a woman? Right. That feels kind of markety and isn't even allowed on Facebook. But it's, I'm a woman who joined Dollar Shave Club. If you're a woman, this is going to spark your curiosity. Right. Just another way to get your point across. I love, love, love this one from Marketo. So this is an example of a conversation. So the guy on the left says, marketing isn't giving us the right leads. The lady says, we're giving sales plenty of leads and they're not calling them. And then the therapist says, I'm going to prescribe abm, which is one of Marketo's products. So they're using a simple little cartoon story to speak to this war, this battle between sales and marketing that most companies have, and they're positioning their service as the solution to this. Right. They didn't say, do you have a war between sales and marketing? Marketo can solve it. Right. There's nothing wrong with that. We've used that messaging at dm, but they're speaking to the actual problem between these two people through a cartoon. I love it. And again, a great way to do this is through little video ads that show a text conversation between two people. There's some sort of software that does that. I can't remember it off the top of my head, but give it a Google and I'm sure you will find it.

Hey, guys, this is Ryan. We're going to take a quick break and we'll return to the show in a second.

Hey, real quick. I'm doing a test in my business right now that I think you'll be interested in. We have a training called Million Dollar Brands and it helps business owners and Entrepreneurs get clear on those first three to five products that they're going to build that will get to 25 sales a day at 25 to $30 and thus be a million dollar business. And we sell that for $297. And I recently had the idea of what if at the end of that training when somebody completed it and they filled out a form saying they know what their three products are going to be, they know how they're going to launch the products, let's refund them the cost of the training. Let's incentivize the action of actually making some decisions in your business and getting clear on your business. And I did this because someone challenged me with the thought of what would I change in my business if I only cared about my customers results and I didn't care about profitability. And I immediately said let's incentivize action. And then I said, well, would I really spend however many thousands of dollars a month I spend on Facebook ads or would I take some of that money and put it into a scholarship fund and then fund some of the cool ideas that came from my training? And it was like this whole world of creativity opened up for me. So this is a test right now that we're running. If you are starting a new business or you are still under that million dollar threshold or even that 25 sales a day threshold, then we have this training called Million dollar brands. That's $297 and it's refunded to you when you complete the training. And I figure if you walk out of that training, you're going to leave with such a clear business plan that you're going to want to work with us ongoing. So you can find this@capitalism.com brands and depending on when you sign up, we're also opening up strategic windows where you can qualify for a scholarship and have your business funded. So this is all an experiment. If I lose my rear end on it, we'll probably shut it down. But for now you can find it at capitalism.com brands.

All right, tell a story. Okay, so this was back to Melissa. So this one actually she told me this one's doing really, really well. For her it says my first go around with the chattering of baby chicks was a nightmare. Anything that went wrong did. And I didn't have space to put it all here. But this was like a three paragraph deal, right? Three paragraphs. But it works because if you are in the mindset of raising these chicks, you're like, wow, this lady went before me and it didn't work for her. So I better learn what she did wrong so that I don't do it myself. Right. Really, really powerful. And then can you relate again? Get that micro commitment? If so, read this guide. So tell a story. So that's the last copy chunk, guys. But if you can use just two or three of those when you're setting up your campaign, how can you tell a story? How can you speak to status? How can you speak to feeling? Right? How can you speak to that pain and benefit? It's going to give you a really well rounded campaign that's speaking to different types of people in your market. Cool. All right, number three, ad targeting. So you can build the best ad campaign, but if you put it in front of the wrong people, it will fail, which will make you sad. This is one of the biggest mistakes I see happening is that people build these awesome, beautiful campaigns and then their targeting is really wrong. So there's nothing wrong with the ad. There's nothing wrong with the product or service. They're just showing it to the wrong people. And what you'll see in these next two elements, targeting and creative. These are two elements that people really screw up on. And it's because they're usually at the end of your campaign creation process, right? Like you've built this thing, then you're like, throw up a stock image. Throw some targeting in there, right? So take time with these elements. So cold traffic. When you're trying to reach people you've never talked to before, especially on Facebook, be super specific. If you're selling yoga clothing and this is, you know, you're trying to reach cold traffic. Don't go in and type yoga. You're going to target 250 million people and God knows how they got tagged with the word yoga, Right? Target your competitors. Target yoga blogs. Target yoga influencers. Target yoga books. Target events. Target different interests where people who actually do this thing hang out. Does that make sense to you guys? Be really, really specific. Don't get lazy here. And a lot of this is through research. So back to Google. Top yoga books. Top yoga authority figures. Top yoga events. I literally sit down in front of a computer and just do Google researches with a notepad and write down as many possible interests that I can target in Facebook as possible. They're not all going to match up, but it's going to give you a really good idea of who this market is and where they hang out. Focus more on your audience's interests, less on their age, gender, or generic demographics. So most people, when you ask them, even sophisticated business owners, who is your avatar, they say something like, oh, women 45 to 55, I immediately shut off. That is such an old way of thinking about who your business serves, right? When we used to only have billboards and yellow pages and print ads, and our targeting was like, I want to get in Men's health magazine. That's kind of all you could use to describe people, right? Age, gender, really basic demographics. But we're in the world of Facebook and Google. Facebook has over 50,000 data points on each of us. It knows what we like, who we talk to, what we do on other people's websites. Any website that has the Facebook pixel leverage that data, right? Think about people in terms of what they're interested in, what they do every day, what they think about, less of what they look like, right? So when I talk about an avatar, I'm like, this person's interested in canning, right? This person buys fishing poles. This person reads XYZ book, right? At the DM office. You hear avatar conversations around interest and what this person does, not what they look like. That make my point. Okay.

This will help you find the avid part of the market. And if you're on Facebook, people ask me this all the time. For each ad set, we usually recommend about half a million to 2 or 3 million people to target in each ad set. Unless you're a local business, right? If you're the hair salon down the street in Austin, you probably can't target 3 million people. And that's okay. Again, don't get caught up on the specifics, but that's a huge question that I hear a lot. All right, number four, add creatives. This is my favorite part, Roy, again, human beings are creators flinging powerful images into the minds of their fellow men. And all of these images are built of tiny particles of thought. So basically, what he is saying is that an image really represents an entire message to someone, right? Your ad creative, whether it's a video, an image, Whether you're on YouTube, Google Display, Facebook, I don't care. Your creative should be a representation of your marketing message. And I'm going to explain this a little bit more, right? Your creative shouldn't just be your product. Your creative shouldn't just be a fuzzy kitten. Your creative should visually represent the why, right? Those copy chunks we talked about, the offer, we talked about spend time figuring out how you can visually represent whatever your ad copy is saying. So a few things your creative should do. Convey the message. We just talked about that. So Much more important than and color or even how it looks. Stand out in the newsfeed if possible. Right? But gone are the days of like red banners or like cleavage or like big red arrows. Darn it.

My first Facebook ad had a big red arrow, so I'm not coming down on anyone. But those days are gone, right? There are other ways you can stand out in the newsfeed, and you guys will see that. Be on brand. Even if you've never created an ad for your business, the first ad you create is your brand. So sit down and decide with yourself, with your designer, whether they're outsourced or in house, what is our brand? What colors do we use? How do we look? Because you want people to say, oh, that's a target ad. Oh, that's a digital marketer ad. You want there to be a branding element. Branding is valuable, right? Branding and direct response can live in the same house. Play off of associations with an existing visual in culture. So again, we're trying to get our point across through a visual image, right? So how can you use something that we all already have an association with in day to day life to get that point across? Let me give you an example. So we have an annual event called Traffic and Conversion Summit, and we were about to run out of tickets, so I ran an ad and it basically said, we're about to run out of tickets. You know, this is your last chance. So what were we trying to get across? Scarcity. Okay, so instead of throwing up like the skyline of San Diego or something generic into the ad creative, I took an I battery that was all the way on red. About to die. Right? Tickets are running out. One of our highest roi, highest performing ads of all time. Why? Because everyone knows what the heck that means. The battery's on red, right? I better take action. Right? When you're, when your battery is about to die on the, on your phone, you guys are like, oh, gotta find my charger. Does that make sense? We already have an association with that icon. Leverage that. What not to do. So this is about network marketing. And there's a picture of a cat. Why? I don't know why people do this anymore. The cat has nothing to do with what they're selling. Right. You might get clicks. Oh, my click through rate is 20%. Great. How many people opted in for your whatever this is? No one. Because the cat has nothing to do with what you're selling. Okay? People must stop doing this. This is what not to do. This is what you should do. And I'm going Over a little on time. So I'm going to go through these pretty quickly. But these are all really awesome ad creatives. The one on the left is from betterhelp.com, it's an e counseling company. Not all wounds are a visual. There's a band aid. Right? You guys will notice all these are very literal. You only have about two seconds to get your point across to the person in their newsfeed. Right. So they must be literal. Target. With Target subscriptions, you'll save 5%, get free shipping, never run out of daily essentials. They literally put multiple toilet paper rolls and detergent here. Right. You visually understand, oh, that's going to show up today to me, on a daily or weekly or monthly basis, that's awesome. You see how much more powerful that is than just a Target logo that says subscriptions. Love this company. It's called Care of Vitamins. So you take a quiz, they send you a month's supply of daily packs of vitamins made for Richard, made for Priya. What's the unique selling proposition of this company? It's that they make the vitamins specifically for the person. So this was an Instagram slideshow. The only thing that changed was the person's name. Right? Brilliant. What's cool about this? That in the mail, I'm gonna get made for Molly. Right? Really, really brilliant marketing. Great creative here on the left. Hired. If you're counting down the hours until you get to leave the office, it might be time for a change. The image says, get more out of your work life. Balance. There's literally a gauge and it's starting to move more towards life. Again, very literal, but super powerful. This one on the left was an Instagram story. So this is visitaustria.com I just thought this one was great. Australian lakes are calling. I literally was like, oh, shit, who's calling me? Totally stopped me in my tracks. But still speaks to what they do, right? Austria lakes are calling. You should come visit. Thought that was so, so creative. My friend Ralph Burns has an ad agency. He did one, something about someone's father, and it says, your father is calling. And it worked pretty well for him. Over here on the left, ad from DM. It has over 5,000 shares. The reason is because we were targeting bloggers. I thought, okay, what do all bloggers have in common? Most of them use WordPress. How can we recreate the look of WordPress? Throw in a little timer there to speak to the 62nd. And the headline of the lead magnet. Bam. It spoke to our Audience. And they loved it enough to share it over 5,000 times. Right. This is a literal representation of what this thing is. On the right. Crew, they build apps and websites. Instead of putting a boring image of someone on their laptop, you've got a phone with little ninja guys literally coming down from the ceiling to build the app. Right. Obviously that's not what's happening, but it's incredibly eye catching and it definitely speaks to what they do. Over here on the left. This is a email from Casper. Love this one. It says turn off your alarm and sleep through the early Black Friday sales. Why? Because you can shop Casper from your bed now through Monday. So they've actually got the timers or your alarm clocks there. Again, something we're all familiar with. Right. Definitely catches your attention and speaks to their marketing message. The one here on the right. Don't let your task pile up. They made it look like Tetris. How cool is that? Like it's so eye catching. And I even love the blur. Right. This wasn't a video but it looks like something's going to move because there's a blurred out block there. Absolutely caught my attention. Really brilliant and very creative. On the left. Here's an example of the text messaging stuff I was talking about. It says you're paying 12 subscriptions per month totaling $210. Gym credit score, Birchbox. Lovely. So they're telling a story of what their app does, which obviously finds your subscriptions and lets you opt out of the ones you don't want. But they didn't come out and say that. Right. And they're ad creative. They're showing a conversation between two people. Love that. And then same company over here on the right. This one's funny. It's a chart. It says adherence to monthly budget. The person adheres for like two days and then again the last day of the month. Right. If you're having trouble staying on budget, this would make you laugh and catch your attention. And it totally speaks to what they do. Right. That's what their app does. So, so good. I love this is another company. You should visit their website just to get pixeled. And then two more here for you. I love the one on the left. We'll install your TV in just an hour. There is a place and time for just showing what you do. But notice that the benefit is not just they're installing the tv but it's in one hour. Right. The specificity there is huge. And then just an amazing ad. SaneBox. Anyone here use SaneBox? Oh my goodness, it literally changed my life. Instead of having 7,000 emails, I have like seven. It's intuitively sort your emails, totally worth it. And I found them off of this ad before 13,000 emails after Xero. They absolutely explain what they do in a visual image. How freaking cool is that? Love, love their ads. So here's a six step process that I use for making these creatives doing research. So I'll take keywords from the ad copy, Google them or use Dreams Time, hit the image tab and see, okay, which Google images rank first for this keyword. Let Google tell you what people have interacted with most around the web in relation to that keyword. Right? Because if you can do that now, you already know there's an association with that particular image. I'm not saying that you should save ads and use that Google image, but use it as inspiration, right? So do a lot of research. What keywords are you using in your ad copy? How can you search these different engines to get inspiration for your creative? Sketch out ideas. Never, ever, ever, ever send a designer your landing page and say make an ad. Right? Designers are artists, they're not marketers. You should sketch out the ideas. You should sketch out exactly what you want. Obviously give them creative freedom. Let them come up with your ideas, but you need to tell them what you want. You need to do the research. Use complementary contrasting colors when possible. It will help the creative stand up. Choose your fonts wisely. I see a lot of people using multiple, multiple fonts on an image. Makes it really hard to read. So make sure if you are putting text on your images that they're easy to read. Add a text CTA if possible on your image and then double check. Is this creative congruent which I'm going to get into? This is an example of a doc that I will send a designer, right? So I'll usually come up with four or five different hooks for an ad and then I will research the living hell out of that and I will sketch like you can see how terrible those sketches are and I will send her that sketch and say this is what I'm looking for. Here are a few sentences of exactly what I'm looking for. Can't wait to see what you come back with. Right. This works in house. Designer upwork, outsourcing doesn't really matter, but that's on you as the marketer to sketch out those ideas. Does that make sense? They'll work so much better for you guys. Okay, number five is adsense and this one is really quick and it Goes along with the idea of congruency. Is your ad congruent with your landing page? I see this all the time. I'll click on a Facebook ad, I'll click on something in an email, and then the next page that I land on looks, feels, and says something completely different than the ad. And it's crazy. You'll see Whole Foods do this. Best Buy Disney. I've made this mistake. And the reason people make this mistake is they get so focused on the ad, they forgot about where they were sending the traffic to, right? So it's really important to maintain congruency between the two. So imagine if we had an ad that sent 1,000 clicks to a squeeze page or a sales page. Say that page converted at 20%. So we sent 1,000 clicks. We generated 200 leads, okay? Now imagine if we made changes to that page, didn't touch the ad at all. We sent those same 1,000 clicks, but the page converted at 40%. That's 400 leads. This is really simple math, but what I'm trying to show you is the relationship between the two. If the page is converting better, right? If you're optimizing the page, your traffic stats are immediately going to look better, right? If the page doesn't convert, your traffic stats are going to look like shit. So don't forget about the relationship between your ad and wherever you're sending the traffic to. We didn't run this from Digital Marketer, but I just set this up for you guys. This is a good, good example of AdSense, right? The copy is similar. The look and feel is similar. It doesn't have to be identical, but you don't want to trigger their brain to hit the back button. So how many of you guys have been scrolling through Facebook and like 10 minutes later you look up and you're like, what was I doing? Most people in here, right, you sort of get stuck in that scroll or you get stuck in a Google search. And the reason you do that is because our brains are wired to find what we're looking for, right? So if you Google something and you immediately find what you're looking for, you're gonna buy. If you Google something and you click and the next page looks, feels, or says something different than you expected, you're gonna hit the back button, right? This is how we are programmed as humans. So use this to your benefit as a marketer. So if you maintain consistency between design and imagery, they don't have to to be identical, but use the same colors in your ad as on your landing. Page if possible, the same type of imagery. Your offer. This sounds silly, but I've seen people make an offer like free teeth whitening and then on the next page it's a form but it says nothing about the free teeth whitening. Right? Remember, that's why the person clicked make sure your offer is present on the next page and then copy. A lot of times my job is easy because I just take really good copy from a landing page and turn it into an ad. Right? So there's nothing wrong with your ad and landing page having similar copy. I actually recommend using similar copy when possible. So really keep these three in mind when it comes to AdSense. And really with ads guys, especially on social platforms like Facebook. Be personal. Be empathetic. Talk to humans. We are not selling to robots online. They are actual people. Right? So keep these five elements in line and in line. Keep these five elements in mind when you're making your next marketing campaign. And yeah, thanks for listening guys.

Hey fastlaners, we hope you enjoyed this talk from Molly Pittman. For more from her, check out her podcast Perpetual Traffic, or you can work with her directly@digitalstrategybootcamps.com enjoy this presentation. Hey, please do us a favor and subscribe or leave us a positive review on itunes or wherever you enjoy podcasts so more people can find content like this. We'd really appreciate it. Thanks.

If you've been listening to the last few episodes of the show where we featured entrepreneurs who have crossed the seven figure mark and are on their way to eight figures, then you undoubtedly have heard us talk about the Backroom. The Backroom is a group mentoring program where we cast the vision for getting to $10 million a year and beyond and being ready to sell your company because ultimately that's where the big payday is going to come from. We also open up investment opportunities so that you can put your profits into places that give you more wealth and potentially more cash flow or even help you save on taxes. We have some pretty cool places where we put cash that give you sometimes all three. Plus you're in a room with people who are the best in the world at what they do. We bring in my team of advisors that help people get into retail. They help people clean up their systems, they help people clean up their books, they even help them reposition their companies so that they can be sold for more money. We also talk about what's working right now on Amazon and on other channels, but the first focus of the group is on casting the vision to get to eight Figures and beyond and clearing all bottlenecks that stand in your way while also opening up other opportunities for you to enjoy a life of freedom. Because that's what we're after here. We're not just after this to work hard and work 16 hours a day. We're doing this so that we can have freedom and we get freedom by making enough money so that we can invest into places that, that allow us to never have to work again and then building empires with people that we love doing business with. And that's what we're doing inside of the back room. And I could also tell you that we're looking to buy and buy into some of our students businesses through something else that we're doing pretty cool in the back room. But I will save that for another day because that is still in process. But if you have an idea that you're not sure how to bring to the marketplace, if you've got an audience that you know could be the fertile ground for a really profitable seven figure physical products brand, or if you're selling enough product to be able to say, you know, I could step on the gas here if you've got that million in sight, or you're beyond the million and you know that it's time to accelerate the process to get to that eight figure mark. Because you're playing the review game, you're, you're playing price wars. You're tired of sacrificing profit margins, you're working way too long for too little result and you want to clear those bottlenecks so that you can grow faster and have a sellable company. So one day you can have that ideal freedom lifestyle. We can help you inside of the back room. It's one of the more expensive things that we do. It's also the highest ROI thing that we do. So it is application only. You need to be ready for it and you need to be ready to move when you join. So you can go to freedomfastlane.com, click on backroom and see the application, see all the pricing details from there. Working with me one on one starts at about $100,000. Joining the back room is a little bit less than that. So just know going into it that it's a serious investment and it is only for people who either have funding, have sales and are ready to go once they join. So if that's you, go over to freedomfastlane.com, click on the back room and you'll see the application and full details there.