How to Create Ads that Convert More Sales

In this clip, we're going to talk about how you can create ads that convert more sales. I'm going to give you a couple examples, but before we begin, don't forget to subscribe and hit the bell button if you're coming from YouTube and just subscribe in general if you're coming from a different channel. So if we think about how things are done today, a lot of businesses, they're going to raise money from venture capitalists. And what happens is a lot of that venture capital money goes into advertising. So they spend money on Facebook ads, Google ads. Now what people are starting to forget now is the long lost art of copywriting. That's the first thing. Copywriting is what people did in the old days, right? So the early days of advertising, you know, you have people like David Ogilvy and, you know, these people were paid the big bucks. They're making so much money because they were really good at copywriting, which is basically understanding the psychology of other people, understanding what their pain points are, and then basically, you know, writing very simple copy where they get it and it gets them to take an action and then eventually they buy the product, right? So that's good copywriting. So there's a couple of different things, uh, what I recommend when it comes to marketing in general. So there's the, I believe it's the 22 Immutable Laws of Marketing. That's a good book. And then Breakthrough Advertising is a very good book when it comes to copywriting as well. I also recommend The Boron Letters. Once you learn the kind of the basics around copywriting, the key thing for you is to learn how to, you know, start writing the copy yourself. It's not gonna be good initially, you're gonna get better over time, but I think if you become a good copywriter, you have a lot more leverage because you now know how to play into the psychology of other people versus just writing whatever you want when it comes to an ad, and, you know, basically kind of just droning on. 'Cause that's what a lot of companies are doing right now, especially, you know, the kind of the world that we live in right now, now is just plug in money. Let's spend a bunch of money on the ad platforms. But if you know how to write copy well, your conversion rates are gonna be a lot higher. Your ad costs are gonna be a lot lower. So, um, what I want to talk about, the first example I got for you over here is looking at a website called swipe.co. So swipe.co I like is because you can see the headline over here, profitable marketing inspiration and analysis, the place for copywriters and marketing minds to dissect and discuss great marketing examples. So even if you're not good at copywriting, you can just go here and just start to draw influence from people. That's what I like to do. I like to draw influence from people and edit it a little bit. And then from there, you know, kind of take inspiration, maybe, you know, draw like a 70% inspiration from them, modify it like 30%, make it your own, and boom, you got something powerful. So taking a look at this over here, here is one swipe. So swipe shows you different ads. And this is one from, uh, this is one that ran from 2011 to 2014. So you can see here, This is a paid advertisement in a magazine and there's a bunch of annotations in here too. So basically when promoting anything health-related, having scientific research and studies to back up your claims is huge. So they're giving feedback on different sections of the copy itself. So stem cell research reveals a secret to looking up to 15 years younger than your age. Okay, that's one piece of it. Now you can, and you can see the results for yourself absolutely free. So they show you like, it's very simple, it's to the point, and then there's pictures in here to kind of show you the before and after. That's very powerful, right? And then you scroll down here, there's just all these different sections and then 24-hour support, all common elements of a formula/supplement ad as seen below. So there's a lot of different elements that you can draw from here. It's just great for learnings at the end of the day. If I'm selling anything in the health-related space, if I'm selling any supplements or anything like that, I can draw inspiration from this ad because this looks good. I feel good about it. I feel like I might take action around it. So that's good. Let's go ahead and pull this example over here. So create your own t-shirt store. So let's, let's view the swipe file for this one. And you can see this one is kind of a mid-form landing page. And again, I'm drawing more inspiration. So there's a lot of websites like this, but I like swipe.co to kind of get examples, um, to help you, uh, because these people are spending so much money on ads already. You just draw like an idea here and there and then you can go. Sometimes it just takes to get the idea motor moving. All you have to do is just take a look, draw some inspiration, you're good to go. I also like looking at the Facebook ad library. So let's say I want to look at, you know, the type of ads that Nike is running. I can go ahead and go to Nike football and then this is the Facebook ad library. It's literally free to use and I can see all the ads that they're running right now. Okay. So I can see like what type of copy they're using, which ad formats they're using. I can see the images too. They're very powerful. They stick out. Um, and I just think, wow, this is like, these are really good images too. There's good videos here too. So these are, again, this is inspiration. Like if you run Facebook ads, that's good. Land-Book is another good website too. So you can see all these different landing pages over here. And a lot of the— what I'm noticing is a lot of websites are all kind of starting to look the same now. And you go down here, you know, Land-Book, you can just keep scrolling, scrolling, scrolling. And you know, just literally if you're making a brand new landing page or a brand new website, just go here, draw some inspiration. Again, 70/30, 70% draw inspiration from other people, 30% make it your own. And it's basically a customized version of, well, it's your creation. So the last thing I'm going to share right now, this is the 4th example and I have a lot more to share, but let's just go with this one. So User Onboard. What I like about User Onboard is that they actually look at how people are onboarded into a product. So this one is how Apple Music onboards new users. So you can see this, I can just keep clicking and then there's all this feedback around it, right? So what I'm looking for here is I'm looking for inspiration, but also the feedback that they're giving here for User Onboard or swipe.co. They're like, okay, there's a fun splash screen and should be another second for the rest to load. And then you click this and you continue to go on over here. So audiobooks have moved. Um, so they're basically critiquing this too. So they're like, this seems like a bad experience. So that's basically telling you that you don't want to do something like this. You don't want to make a mistake like how, what Apple is doing. And you believe Apple, one of the most valuable companies in the world, they don't make many mistakes, but they do make mistakes like this, right? So you continue on over here. And they're just talking about, hey, these aren't, this is actually a bad user experience. So when you think about psychology in terms of how to make people convert better, not even just from ads, um, but you look at, when you look at user onboarding, well, how does that relate with ads in the first place? That does relate because you're dealing with psychology. You're dealing with human psychology because certain ads have different interactions with people, right? So if you can figure out how to maybe draw some inspiration from how, like let's say you look at this Apple onboarding, right? You can draw some of the inspiration from there and put it into your ad too. So how do you make your ads a good experience? And that's why I like looking at things like UserOnboard. I like looking at things like swipe.co because what happens, let's, let's say we're looking at a Facebook ad. There are people that will write long form copy that might be a couple hundred words inside of an ad where other people tend to go short. So an example here is when you look at Nike, this is all short form content, but the people that write long form content, Guess what? They add some emojis in there. Sometimes that tends to convert better. Swipe.co might not be Facebook, it might not be Google, it's not Facebook ads or Google ads, but you're drawing inspiration from long-form copy that you can use for yourself. You can look at user onboard too. It's like, okay, yeah, you're looking through like how people are onboarded, but that matters too because how well you onboard someone basically is a good indicator of how sticky they are going to be with your app. So if you're trying to think about, okay, How am I going to get people to convert, but also how are you going to get people to stay too? So you got to think about all these different, um, these different dynamics because we're all playing with human psychology here. Um, that's why these websites are around. That's why user design is the way it is. That's why user interfaces are the way they are because, you know, people keep testing over and over and it's, it's same thing with ads. You're going to keep testing. Same thing with onboarding. You're going to keep testing. Same thing with pricing. You're going to keep testing over and over and over. That's, that's one of the key things. So Also, if you create something that's really good, it might last for, you know, especially like a Facebook ad or a Google ad. If you're lucky, it might last for a year, but in most cases it's probably gonna start to teeter off in like maybe a month or two. So you have to keep it going. You have to keep testing new things, which means you have to continue to keep learning because the moment you start to be complacent, someone else is going to be out there and they're going to be out there to come eat your lunch. Okay? So these are a couple of things I like. So again, swipe.co, useronboard.com, Facebook ad library, and I like looking at Landbook as well. Land-book. And I'll give you a bonus too. Look at Dribbble. D-R-I-B-B-B-L-E. Dribbble is great too because you can see how people are designing ads. Just type in ads in there and you can see what ads you like. Again, draw inspiration, learn from other people, draw the inspiration, create an action item, do that action item, go back and rinse and repeat. That's how I've been doing things. That's how things have been working. And eventually it starts to compound. You build this big snowball. And you're just indestructible at that point. So let me know what you think I missed in this video, and don't forget to check out the next video over there if you're coming from YouTube. Again, let me know in the comments, what did I miss exactly? And don't forget to rate, review, and subscribe if you think this was— if you like clips like this, and we'll see you tomorrow. Bye.